It drives me crazy when I see publishers misuse their ad sales staff.
Lots of publishers have their magazine ad sales people do all the administrative parts of the job, including mailings, chasing down ad copy, billing and even doing collections!
By the way—having an ad sales person also handling the collections is the worst idea. But, this happens all the time.
I want my sales person SELLING! And selling big programs. Spending time prospecting. Writing blog posts and presenting themselves as an industry thought leader. Helping clients develop successful programs.
NOT chasing down production ads and doing a bunch of database work.
A good advertising coordinator is worth their weight in gold. They should be doing all the admin work AND helping the ad sales staff be organized. They can even handle the smaller accounts.
Plus, this is a great training position for a potential future ad sales superstar.
So publishers: Do you want to increase ad sales revenue?
Let your sales people SELL!!!
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