Publishers’ Representatives, Chickens and Eggs
What comes first the ad or the publishers’ representative?This is the question many publisher are really asking when they debate the value of hiring a representative for their publication.
On the one hand most publishers believe their publications offer value to readers and consequently to the advertisers who want to reach them.
On the other hand, bringing the advertising value to life, in terms and advertising dollars, seems near impossible without help.
Gladly setting aside our woeful attempts at philosophic application, it is clear that most publishers believe outside help is required to cultivate, nurture and bring to life the advertising potential of their publications.
However, at this point the question invariably arises as to where one finds a good representative. With tongue in cheek, we now find ourselves asking—is a good publishers’ representative born or made? And here we find ourselves again at a debatable juncture.
The truth is, publishers have many opinions about publishers’ representatives. Some publishers like outside agencies, some like internal staff. Some publishers see their reps as a necessary evil, others see them as a contributive, important part of the business plan.
Regardless, really good publishers’ reps hold a valuable position in the advertising chain. Their intermediary services help make both publisher and advertiser successful. They are often the first contact when difficulties arise and the leading source for creative ways to generate ancillary revenue. But finding a good publishers’ rep can be a challenging task.
So what should a publisher do?
First, if you are in the market for a rep it is important to understand that they are not all created equal. Like other businesses, representatives sometimes specialize in certain fields. For example, there are reps who specialize in pharmaceuticals, automobiles, technology, financial institutions and more. Finding a rep that matches your business category is an important priority.
Second, not all reps sell the same. Some are business consultants that work in an advisory role helping advertisers and publishers cultivate business relationships. Others take a more aggressive approach toward getting business. Just as a publisher is careful to choose employees that fit their culture, so too one must look for reps that match.
Third, expect a fair and honest effort from reps, not miracles. Developing a successful advertising program takes time, especially if the publication is new or trying to grow. If a representative is competent, willing to try and willing to learn / adapt, then patience on the publisher’s behalf can be a virtue that pays off over time.
Fourth, don’t be afraid to check with other publishers. This may be as simple as looking in the masthead of their publication or making a phone call. Either way, your goals should be to find out what others are doing, what reps they’re using, how they found them and if they’re happy. Word of mouth can be an excellent indicator.
Finally, run an ad and check with resources like PrintAdvertising.com and the National Association of Publishers’ Representatives. These are rep “coffee shops” that are likely to generate helpful leads. -PA-
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