Course Detail Information

Course Description: The magazine industry faces tremendous challenges and is going through incredible change. Fortunately, the basic techniques of selling have not changed. Advertising, sales, and marketing are all critical to a magazine's livelihood and life expectancy. This course examines consumer magazines, the sales process, and how sales are won in today's fast-paced magazine industry. Sales techniques, development of rate card materials, brand positioning, merchandising, ad pricing, and research are all reviewed. The focus of this course is on the marketing concept – the customer-as-focus approach as opposed to the product and on selling as a way to satisfy a problem. This is a process that does not stop with getting the order but has the goal of creating a customer and establishing a solid, long-term business relationship as well. A psychological approach to selling: SKOAPP – Skills, Knowledge, Opportunities, Attitude, Preparation and Persistence is also covered in this course.