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Relationship Between Advertiser and Sales Rep

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Relationship Between Advertiser and Sales Representative
Penny E. Webb
Southern New Hampshire University
Relationship Between Advertiser and Sales Representative
Penny E. Webb
Southern New Hampshire University

This paper explores the relationship between and advertiser and their newspaper sales representative. Advertising is a major source of revenue for newspapers and the relationship between sales representative and advertiser is crucial. This paper takes the advertising revenue of one outside sales representative for a five (5) month period in 2013 and compares it to the same five (5) months in 2014. The comparison takes place after advertising accounts under three thousand dollars ($3k) are moved to an inside sales representative. The data was analyzed and the hypothesis that an advertiser spending under $3k increases their spend when moved to an inside sales representative, while the alternate hypothesis was rejected.

Keywords: advertising revenue, outside sales representative.

Relationship Between Advertiser and Sales Representative
The newspaper industry is facing a decline in advertising dollars, a major source of revenue and has to do more with less money. Almost half – 46% – of the world’s population visits newspaper websites, but newspaper comprise just 6% of total visits, 0.8% of page viewed and 1.1% of total time spent with digital platforms.(Marketing Charts staff, 2014) Newspaper advertising is down over fifty percent in the last five years alone. (Perry, Mark J., 2013) One of the problems facing the newspaper industry is to identify weather advertisers respond with more advertising dollars when they have a face to face (outside) sales representative or when they have a call on the phone or an email to them from an inside only sales representative. Inside sales representative are typically less expensive and...

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