Reviews -- Newspaper Advertising Sales by Harry Chin

Article excerpt

Chin, Harry (1994) Newspaper Advertising Sales Redmond, Wash.: Newspaper Research Press, Publishers. 239 pp. Paperback, $18.95

Newspaper Advertising Sales aims its appeal at educators, mass communication majors, newspaper employees, and advertising managers with its "real world" perspective on jobs and newspaper marketing. It offers a friendly hand to anyone in the frightening process of looking for a job in journalism or advertising. Considering that the 1993 graduates encountered a poor job market, according to the Annual Survey of Journalism & Mass Communication Graduates conducted at the School of Journalism of Ohio State, Chin's book can either be considered practical, pragmatic advice or pollyanna platitudes.

Author Harry Chin, a former advertising representative at The Seattle Times, offers information on:

* Readership trends

* Newspaper marketing strategies

* Product marketing in newspaper advertising

* Retail, marketplace, and consumer trends

* Prospecting, networking, and interviewing strategies.

The nuts and bolts information includes starting salaries at selected dailies, weeklies, alternative weeklies, counter-culture weeklies, and shoppers in the United States and Canada.

The organizing style of the book is comparable to advertising copy--large headlines and frequent subheads. That, of course, makes it user friendly. Take the "F. …