Successful Newspaper Advertising - Russian
No newspaper can survive, even in the strongest market, without a skilled sales staff that understands the business of selling in general, and the ins and outs of selling newspaper space in particular. In an odd way, good newspaper salesmen are like good reporters. As they race from one story to the next, journalists come to know a little bit about a great many things. A newspaper salesman should quickly learn a little bit about the business of every client, from the shoemaker to the Mercedes dealer. What follows is written in the hopeful belief that if publishers in emerging democracies embrace this role, and carry it to their potential advertisers, one small business at a time, they will have a fighting chance to construct a press which will be truly independent of the immense economic and political forces that attempt to control events across their nations, and across the world.