Magazine article Editor & Publisher

Cross-Selling Permitted at Tacoma Daily

Magazine article Editor & Publisher

Cross-Selling Permitted at Tacoma Daily

Article excerpt

Cross-selling permitted at Tacoma daily

The advertising sales staff of the Tacoma (Wash.) Morning News Tribune has begun cross-selling - any sales rep can sell any of the paper's categories.

Retail advertising manager Mike Klobuchar said that "in the face of fierce competition for every ad dollar," the sales force is being allowed to sell retail, classified and TMC.

He added that while the retail division will still concentrate on retail advertising, "cross-selling will also let us saturate our market area so our salespeople become full service marketing consultants. Our goal is simple: capture every ad dollar and beat the competition."

Classified advertising manager Jacqueline Swant observed that "Customer Service will be of paramount importance in the '90s. Cross-selling is just another way to accommodate our customers' needs.

"I think in the past we have confused our customers by just handling portions of advertising. To us, the dividing line between classified, retail and national advertising is very clear but, to our customers, it's all the same. …

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