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Panpa Bulletin : July 2007
12 PANPA Bulletin July 2007 news After more than 20 years with APN newspapers in a number of roles ranging from Group Sales Development Manager, Advertising Manager, The Daily Mercury Mackay and General Manager, The Gladstone Observer, management consultant and trainer Diana Stowers offers some thoughts on recruit- ing staff, making advertising effective and motivating salespeople. "During my time with APN here and overseas, I learned to recruit and select staff extremely carefully, induct thoroughly and train continually," Diana said. "For a manager, the effective develop- ment and ongoing success of the people around you, I believe, is paramount. These issues continue to rank as the training top- ics most requested of me." In terms of making ads. An effective part of the art of selling, Stowers advocates a pragmatic and direct approach. "This isn't artwork we're going to frame and hang on the wall -- an effective print ad communicates instantly and persuasively, not with everyone, but certainly with the chosen prospect,'" she said. "To do this, the most effective print ads contain relevant graphics and carefully chosen words that paint a picture, a picture that the prospect just has to get more of! And so they react. "An effective ad gets itself read by the right people, and they then do some- thing about it -- providing that abso- lutely necessary 'return on investment' for the advertiser." She said confidence made a sales per- son effective. "Confidence in the product they were selling and confidence in their ability to communicate with the poten- tial customer. "I don't mean 'cocky'. I mean confident, a genuine passion for the product and a genuine interest in helping the customer to succeed in their chosen industry. To do this, the sales person must have highly de- veloped communication skills, particularly in the areas of questioning and listening. "The art is then to match the benefits of their product to the needs of the customer. If that thread of logic is missing, the job gets tough. "It's also important to show salespeople how their own perceptions of the value of their product often blocked effective selling. Once sales people understand the purpose of advertising and can put themselves in the shoes of the customer, they build stronger relationships with their customers and that leads to more business for both parties." In terms of identifying the latest me- dia selling trends, Stowers says: "It's all about convergence. "All smart business solutions contain a 'marketing mix' and to assume newspapers are the only answer simply makes it hard to sell and hard to buy -- it doesn't wash now with major clients and it won't with medium and small business as competition dramatically increases in all sectors, includ- ing media. "We need to be able to confidently recommend a complete package that will effectively target the prospect, whoever and wherever they are." Diana Stowers is a Brisbane-based business providing consulting, coaching, mentoring and training services. For more information see www.dianastowers.com Progress on preparations for PageMasters subediting of APN New Zealand publications By Warren Page Managers at PageMasters' new Auckland centre have appointed their first managing editor, Antony Phillips, currently assistant editor of the Herald on Sunday. Phillips previously held chief subeditor roles on all three of New Zealand's Sunday newspapers and has been editor of Fairfax New Zealand's TV Guide. Paul Fry, a layout sub on the Herald and a casual sub for the Herald on Sunday, is the first chief subeditor for PageMasters in Auckland. Before coming to New Zealand Fry worked for four years as an outsourced production journalist in the UK producing a daily page for London Underground in the London free paper Metro. He also has a production and systems background with The Sporting Life and 20 years working in various capacities for The Mail on Sunday. Construction of PageMasters' Auckland centre for subediting of several APN New Zealand publications will be completed in July. The Auckland base is being built on a floor of APN's print centre at Ellerslie. Job candidates for various positions are still being interviewed. APN's flagship newspaper, The New Zealand Herald, with the largest daily circulation in the country, will be the first to transfer page production to PageMasters. Next in line are the Herald on Sunday, the Aucklander and the magazine, The Listener. "The publisher's regional daily newspa- pers will begin transferring pages once the Auckland titles have gone live," says APN New Zealand Publishing chief executive Martin Simons. These titles, using networked Cybergraphic editorial systems are, the Northern Advocate, Bay of Plenty Times, the Daily Post [Rotorua] and Hawke's Bay Today. The company's other New Zealand papers, which use stand-alone computer produc- tion systems, will produce their own pages for the immediate future. The Engineering, Printing and Manufacturing Union, which represents some APN journalists, had earlier talked of possible legal action against APN's out- sourcing of subediting. When asked about this Simons said, "APN senior management have been in regular contact with officials of the EPMU and have received no indication that a legal challenge will be pursued. "APN and the EPMU recently settled a two-year collective contract covering New Zealand Herald staff represented by the union." Sta , advertising and sales -- tips for success Diana Stowers
August September 2007