By John C. Peterson
The Peterson Group
Do you quantify the value of your readership; differentiate your paper from the competition? Do you give them a good or compelling reason to advertise? Do you show them how your publication would be good for their business and help them prosper? Are you offering third party evidence and research to make your case? Are you offering accounts things that are good for them?
John C. Peterson is principal of The Peterson Group, a media and marketing consulting company founded in 1995, specializing in community publications. He is the former president of Capital Cities/ABC's New England Newspaper Group, which published 75 newspapers and shoppers in Connecticut, Rhode Island and Massachusetts.
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