Job Responsibilities CNBAM What is a College Newspaper Salesperson? You are not an order-taker. You are a salesperson. A salesperson doesn’t sell anything that he or she doesn’t believe in. If you don’t believe in the value of advertising in your newspaper you won’t have the conviction and enthusiasm you’ll need to sell successfully. Newspaper advertising works. Just think of all the accounts who are consistently advertising in your newspaper – they’re in there because it works, not because they have benevolent feeling towards your paper and want to throw some business your way. Newspaper advertising is news about the marketplace. Steady advertising in the newspaper generates a sense of action and excitement about a retailer’s business. It tells the public there’s something important going on at a store, and people come to the store to check it out. Newspaper advertising generates traffic and builds business for your accounts. Some newspaper salespeople back off from a sale the minute a local retailer throws out an objection or says “no”. Especially in the case of small merchants, some salespeople really feel that they are taking money out of the pockets of their prospects by getting them to advertise in the newspaper. They almost seem relieved when a client refuses the sale because it clears their conscience – they haven’t talked the nice folks into parting with some of their small supply of hard-earned money. It’s your job to educate your clients about the facts. You will educate your customers with circulation and marketing information, success stories from existing accounts and sales tools provided by your sales and marketing managers. You’ll need to master marketing reports and the numbers within so that you can build an effective case for advertising in your newspaper – it will be your way of proving to your accounts that their advertising is absolutely necessary for the success of their business. Source: paraphrased from The Course, Principles of Newspaper Advertising Sales; prepared under the direction of the INAME Sales Training Committee in cooperation with the Newspaper Advertising Bureau.
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Job Responsibilities CNBAM Advertising Account Executive Job Responsibilities Account Executives (AE’s) report to the Advertising Manager. AE’s are responsible for generating sales from existing and new customers, prospecting potential customers, providing outstanding customer service and contributing to the benefit of the overall newspaper. AE’s must be effective communicators with the ability to write sales letters and professionally represent the paper in client meetings. AE’s must have outstanding knowledge of products sold, be it print, online, special sections, or other advertising options. Internally, the AE works with the Advertising Manager, the Business Manager, and the Design staff. It is the AE’s job to convey the advertiser’s marketing plans and ideas to the Design staff to maximize the effectiveness of all ad placements in the paper. AE’s are responsible for completing all necessary paperwork, including contracts, production requests, daily call sheets, and account profiles. AE’s must check daily for messages and reply promptly. The AE is responsible for meeting all deadlines for insertion orders and artwork, verifying that payment or credit authorization has been secured before publication, and must make sure that the client sees and signs off on a proof of their ad. Follow-up is an integral part of the sales process. Each AE is expected to work a minimum of ___ hours each week with at least ___ hours committed to cold calls and prospecting. The AE is expected to maintain regular contact with all clients. All absences must be cleared in advance with the Advertising Manager. If you are out, you are expected to check in for messages or questions from the office staff. Lack of notification for absences constitutes grounds for termination. The AE is expected to perform at a professional level at all times. AE’s must have a superior attention to detail, a positive attitude, and outstanding customer service skills to be successful at the newspaper.
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Job Responsibilities CNBAM
cnbam college newspaper business & advertising managers, inc.
Division
A
6a. Sales Representative of the Year School: ________________________________ Newspaper: _____________________________
B
Achievement
Did the nominee increase revenues with his/her accounts or in his/her territory? Did he/she bring new clients or reactivate clients to the paper? Did he/she consistently contribute to special selling efforts? Did he/she go beyond the requirements of the job? __________ Score 0-30
Account Management
Did the nominee consistently follow up and follow through on selling efforts? Did he/she routinely present market information, advertising programs and/or campaigns? Did the nominee manage time well by balancing academic and professional performance? Did he/she plan and organize coverage of his/her accounts? _________ Score 0-20
Interaction
Did the nominee have strong professional relationships with clients and co-workers? Did the nominee exhibit good leadership skills? Did he/she help other staff members? Did the nominee have a positive attitude? Did the nominee frequently go beyond the requirements of the job? _________ Score 0-20
Innovation
Did he/she discover new ways to solve problems or realize opportunities? Did the nominee introduce innovations to enhance or improve productivity? _________ Score 0-20
Personal Philosophy
Did the nominee exhibit a commitment to performance consistent with professional standards? Is the personal statement well written, articulate and free of grammatical and typographical errors? Does it indicate an understanding of professional selling and advertising? Does it reect a genuine concern for clients, the newspaper and co-workers? Does it clearly distinguish the individual as one who merits being recognized with the top national award for student newspaper advertising sales representative? _________ Score 0-10
Total Score: _________
Judge’s Comments On Back.
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Job Responsibilities CNBAM Business Manager Job Responsibilities The Business Manager reports to the Advertising Manager and is responsible for processing insertion orders, paginating the paper, training new staff and volunteers, updating and maintaining marketing tools, back issues, and media kits for the account executives. The Business Manager is also responsible for checking messages, assisting the Advertising Sales Manager and servicing accounts as they come into the office. The Business Manager handles all credit applications, invoices, payments, collections, and payroll. The Business Manager is expected to work a minimum of __ hours per week. All absences must be cleared in advance with the Advertising Manager. Lack of notification for absences constitutes grounds for termination.
cnbam college newspaper business & advertising managers, inc.
Division
A
6c. Business Manager of the Year School: ________________________________ Newspaper: _____________________________
B
Achievement
Did the nominee design programs that lead to increased revenues and/or reduced costs for the newspaper? Did he/she seek out self-development programs? __________ Score 0-10
Management
Did the nominee conduct/initiate programs to support the training and development of other staff members? Did the nominee routinely coach individuals on staff to build improved performance? Was the nominee willing to play a key role in problem solving? Did the nominee manage time well? Was the nominee able to balance academic and professional performance? Did the nominee structure activities based on a planning effort that established clear goals and adhered to a timetable. _________ Score 0-40
Interaction
Did the nominee have strong professional relationships with clients and co-workers? Did the nominee exhibit good leadership skills? Did he/she help others solve problems and perform job responsibilities? Did the nominee have a positive attitude? Did the nominee frequently go beyond the requirement of the job? Did the nominee multiply personal success by influencing others? _________ Score 0-30
Innovation
Did he/she discover and implement new ways to solve problems or realize opportunities? Did the nominee introduce innovations to enhance or improve productivity? _________ Score 0-10
Personal Philosophy
Did the nominee exhibit a commitment to performance consistent with professional standards? Is the personal statement well written, articulate and free of grammatical and typographical errors? Does it indicate an understanding of managing people? Does it reflect a genuine concern for clients, the newspaper and co-workers? Does it clearly distinguish the individual as one who merits being recognized with the top national award for student newspaper business manager? _________ Score 0-10
Total Score: _________
Judge’s Comments On Back.
The Business Manager is expected to perform at a professional level at all times. The Business Manager must exhibit superior attention to detail, a positive attitude, and outstanding bookkeeping and people skills to be successful at the newspaper.
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Job Responsibilities CNBAM Advertising Sales Manager Job Responsibilities The Advertising Sales Manager reports to the Advertising Director. The Advertising Sales Manager is responsible for recruiting, hiring, training, supervising, evaluating and motivating the sales staff, the Business Manager, and the Design staff. The Ad Manager sets sales quotas and goals, introduces and oversees sales contests, conducts weekly sales meetings, rides with sales reps, updates policies and procedures, and oversees production of media kits and marketing material. The Advertising Sales Manager is the liaison between advertising and editorial. The Advertising Sales Manager coordinates special sections and newspaper marketing efforts. The Advertising Sales Manager must have a minimum of one year’s sales experience with the newspaper. They must have outstanding communication skills and be able to communicate equally well with clients and advisors, sales reps, editorial staff, and production staffs. The Advertising Sales Manager must be able to perform the job in a professional manner at all times. Additional requirements include energy and passion for the position, a positive attitude, attention to detail, time management skills, flexibility, and the ability to wear many hats at one time.
cnbam college newspaper business & advertising managers, inc.
Division
A
6b. Ad Manager of the Year School: ________________________________ Newspaper: _____________________________
B
Achievement
Did the nominee design programs that lead to increased revenues and/or reduced costs for the newspaper? Did he/she seek out self-development programs? __________ Score 0-10
Management
Did the nominee conduct/initiate programs to support the training and development of other staff members? Did the nominee routinely coach individuals on staff to build improved performance? Was the nominee able to balance academic and professional performance? Did the nominee structure activities based on a planning effort that established clear goals and adhered to a timetable. _________ Score 0-40
Interaction
Did the nominee have strong professional relationships with clients and co-workers? Did the nominee exhibit good leadership skills? Did he/she help others solve problems and perform job responsibilities? Did the nominee have a positive attitude? Did the nominee frequently go beyond the requirement of the job? Did the nominee multiply personal success by influencing others? _________ Score 0-30
Innovation
Did he/she discover and implement new ways to solve problems or realize opportunities? Did the nominee introduce innovations to enhance or improve productivity? Did the nominee develop any new special sections or selling opportunities? _________ Score 0-10
Personal Philosophy
Did the nominee exhibit a commitment to performance consistent with professional standards? Is the personal statement well written, articulate and free of grammatical and typographical errors? Does it indicate an understanding of managing people? Does it reflect a genuine concern for clients, the newspaper and co-workers? Does it clearly distinguish the individual as one who merits being recognized with the top national award for student newspaper advertising manager? _________ Score 0-10
Total Score: _________
Judge’s Comments On Back.
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