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Carl
Landau: Perspectives on
Professional Advertising Sales
Carl
Landau, President of Niche Media,
Davis, California, presented a general session titled “Advertising Sales
for Niche Media” at the AHP Golden Opportunity 2001 Seminar in San
Mateo, California, in June. He is one of the leading niche magazine publishers in the country. He
started Computer Language magazine in the mid-eighties with just
$50,000. After that successful launch, he added AI Expert
magazine and the Software Development Conference & Tradeshow.
Three years later, he sold the three properties to Miller Freeman
Publications for $5 million.
Most
recently, he started and sold Brew Your Own, WineMaker, and BrewPub
magazines, and the National Brewpub Conference & Tradeshow.
Today,
he is president of Niche Media and teaches a two-day Magazine Advertising
Sales Seminar for publishers across the country. Carl has granted AHP
permission to post several of his articles on their website. Click on the
title to download in PDF format:
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Using
Creative Promotions. Most
advertising sales promotion pieces look like they were intended for
the Internal Revenue Service. Often, promotions are just an
afterthought, and the writer goes through the motions as though
filling out a 1040 EZ form. The potential advertiser receives this
piece of drivel in the mail and tosses it within seconds. The key to
good promotion is to get the advertiser's ATTENTION...
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Sell
Schedules, Not One Timers. Joe Sales Rep is in a celebrating
type of mood. After 6 long months of hard work, Joe has convinced a
new client to advertise in his magazine. Joe dances into the
publisher's office to tell him the good news: he's booked a full page,
four-color ad to a brand new advertiser. The publisher asks, "What
kind of frequency?" Joe says, "Well, one time ? they want to
try out the magazine." The publisher frowns. The problem? Joe
only did half of his job he didn't sell them a schedule...
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The
Keys To The Castle. Most every magazine advertising salesman
who's achieved a moderate amount of success has visions of becoming
the next William Randolf Hearst. There's nothing wrong with those high
aspirations, but first a salesman needs to sit down and evaluate his
or herstrengths and weaknesses. I've developed a checklist of key
ingredients for becoming a top magazine advertising salesman...
To
learn more, visit Carl’s website at http://nichemania.com/.
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