Advertising
Newspaper advertising departments can only be successful if they help their advertisers be successful. Ad staffs must demonstrate clearly the value of newspaper advertising and its ability to deliver potential customers.

In so doing, advertising departments generate the lion's share of a newspaper's total income. Newspapers die or thrive based on the amount of advertising generated.

Newspapers, radio, television, cable, shoppers, direct mail, the Internet and outdoor advertising all compete for every available dollar. Newspaper sales reps need to know their own product well. They also need to know how to sell against everything else.