Magazine article Folio: the Magazine for Magazine Management

In Marketing and Sales, Know When to Back Away

Magazine article Folio: the Magazine for Magazine Management

In Marketing and Sales, Know When to Back Away

Article excerpt

Just say no. This isn't Nancy Reagan speaking, it's Greg Coleman, president of U.S. magazine publishing for Reader's Digest. Coleman advised ad salespeople and marketers at November's "Magazine Day" in New York that it's cool to say no to clients if a promotional idea isn't a good fit. "There are going to be plenty of times when you're not going to have the answer, when the marketing arsenal that you have in your company will not hit the nail on the head for your customer. Know when to push hard and when to stop and target someone that you can really deliver some value to," Coleman says. "I've wasted so much personal time on projects we're not good at. Don't get to the point of no return where you take a program so far that you can't turn back." Relationships are a big part of business, but relationships without marketing and advertising programs won't get you to first base in terms of selling ad pages, Coleman added. …

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