Meowww

"Catty and insightful". Ooh, I like that. Yes Masthead stumbled into my blog and that's how Bill Shields referred to my observations. But Masthead did not do much for my hits which dropped 2% in the week after the article. Surely ad reps can read. And even if they can't, surely they would read a column by Editor Shields prominently positioned below the TOC (page 3) with the graphic head "Who'll swallow BIG?" Subtle Bill. Very subtle.

In fairness, Masthead does have more fun stuff to read nowadays thanks to the new underpaid, over-exposed consultant columnists: D.B. Scott, Scott Bullock and Paul Jones. The highlights for me were:

1. The perfect response by Kenneth Whyte to the lame article by Don Obe (see my blog where I supported Whyte's approach by clicking here). I'd work for this guy anytime, damn I still enjoy the National Post.

2. Scott Bullock with another sweet rant. Bullock writes very well for a self-proclaimed circ-geek but why is he so angry? Will he still be angry when the conservatives sweep to power? I guess he can still be pissed off at "controlled circulation". But then, isn't "Control" good and "Kaos" evil (Maxwell Smart, rest in peace).

3. Paul Jones's hilarious slice-and-dice of Esteem magazine. You gotta read every word and applaud Mr. Jones who can say it like it is without fear of impunity (unlike your very own Reptile).

Finally, Shields asks that I call. Sorry Billy-boy, no can do. But if you have a question, click where it says comment and send me an email. I might even publish it and respond.

Broken Connection

I was all set to review the 2nd Magazines Canada breakfast "Connections" seminar, this one on the Automotive sector, but regrettably, Magazines Canada postponed it due to the unexpected cancellation of two speakers. So between the two events, that's three cancellations out of eight speakers. I've been assured that the reasons were outside their control and have no doubt that is indeed the case. But while I'm not passing judgement, I sure would like to see this trend reversed because some of us are already having some insecurity issues.

The Return of Dr. Moore (Ph.D.)

In the latest issue of Marketing, we finally receive the second instalment of "Anatomy of the sales call" by Karl Moore Ph.D. (reviewed here in November). This one is titled "The heart of a great sales call" which, if you are a masochist, you may read by clicking here.

Apparently my career choice has moved from dumb to dull. His first instalment was an embarrassment to reps everywhere. This one is far less offensive. Well dull actually. Yes, he makes the art of selling sound duller than Monty Python describing chartered accountancy in the Vocational Guidance Counsellor Sketch which I quote:

"It's dull. Dull. Dull. My God it's dull, it's so desperately dull and tedious and stuffy and boring and des-per-ate-ly DULL."

For non-masochists, I've removed the filler and distilled his article to:

1. Every marketer needs to know how to sell.
2. Good sales reps spend most of the time listening and questioning.
3. They then align the product's benefits to the expressed needs of the prospect. And if they don't fit so well, "c'est la vie".
   

Insert long yawn here...... I should consider changing fields. Perhaps banking:

"… yes, yes, banking that's a man's life, isn't it? Banking, travel, excitement, adventure, thrills, decisions affecting people's lives".

Actually, there was one entertaining line where Moore reassures us that we are "harnessing the most powerful tool we have in the marketing tool kit - the power of a thinking human being". Hmmm, who was it that said - I think, therefore I sell?

Next he will teaching us about the "all-important close". Can't wait, I've been having trouble sleeping lately.

Too Many Reps - The Sequel

You may recall my first post - Too Many Reps (if not click here). Well this is a CC list from an email requesting media kits for a campaign. Nuff said.

tvance@golfontario.ca; dan.aversa@insidetracknews.com; hugh.spooner@moneysense.rogers.com; david@pgj.com; john.mcgouran@rogers.com; dbooth@autovisionmagazine.ca; mmenard@qacp.com; Suzanne@asureonline.ca; hdehaas@backbonemag.com; fish@mondaytourism.com; hvanhemmen@canadawide.com; elandes@adcommmediagroup.com; lesley.mellor@canadianbusiness.rogers.com; clago@stjosephmedia.com; kellner@cangeo.ca; Peter.Simpson@transcontinental.ca; info@yoursourcemag.com; monique.hourd@transcontinental.com; yamamoto@spafax.net; lwatson@homesandcottages.com; scotty@bedrock.ca; rebecca.shevel@chatelaine.rogers.com; aferguson@canhomepub.com; smithn@transcontential.ca; scott@rapidmag.com; canadatomk@rogers.com; deb_watson@tva-publications.com; jyamaguchi@promediacommunications.com; carey@formulapublications.com; margotp@cottagelife.com; dreamscapesmagazine@rogers.com; dmiddleton@durhamregion.com; lgourlay@saltscapes.com; watsonc@transcontinental.ca; meaghan@easyathome.com; Laurie.Bogante@glow.rogers.com; lennie.morton@transcontinental.ca; advertising@tribute.ca; pam@todaysparent.com; gloriarae@rogers.com; margotp@cottagelife.com; jtsirlis@fpmedia.ca; shelagh@fqmagazine.com; natalie.riznek@flare.rogers.com; jack@mcgown.com; terry@autonerve.com; aferguson@canhomepub.com; geo_pleinair@velo.qc.ca; sbodnar@wheels.ca; Laurie.Bogante@glow.rogers.com; tim@relevantcom.com; dave@gripped.com; ythornton@look.ca; deb_watson@tva-publications.com; pam@insideemagazine.com; dmiddleton@durhamregion.com; Matt@sbcmedia.com; mike.lambe@macleans.rogers.com; cgriffith@canwestsales.ca; saunders@tva-publications.com; sophieb@lcmedia1.com; eremnet@aol.com; lwells@stjosephmedia.com; donna.howlett@loulou.rogers.com; jdduncan3@rogers.com; annewaring@sympatico.ca; carolj@msimediaintl.com; triplew@bellnet.ca; jboudreau@tqs.ca; michel.garneau@fcmq.qc.ca; mmcintyre@nationalpost.com; mediasales@newcanadian.com; Paulp@newad.com; abordon@nuvomagazine.com; tvance@golfontario.ca; marionbogert@rogers.com; agatha@ourkids.net; matt@outpostmagazine.com; pedal@passport.ca; diane_wilson@timeinc.com; thom@aci.on.ca; mike@magnetwork.com; rvlifemag@yahoo.ca; lizp@privilegemgi.com; nprior@profitmag.ca; mbrennan@progresscorp.com; cbreton@quebecscience.qc.ca; scott@rapidmag.com; Anna_Veceramarto@readersdigest.com; sstangl@globeandmail.ca; dave@rinsemag.com; satkinson@torontolife.com; cliff@ccmc.ca; Matt@sbcmedia.com; info@skicanadamag.com; harry@skipressmag.com; pedal@passport.ca; wilson@snowgoercanada.com; dana@sportcompactnational.com; gavin_kemp@timeinc.com; advertising@studentmagonline.com; Rob_depodesta@timeinc.com; joe.white@tpg.rogers.com ; catherine@mircommunications.com; abailey@toromagazine.ca; elandes@adcommmediagroup.com; jmcdowell@thestar.ca; cornerc@transcontinental.ca; caitken@tribute.ca; sarsenault@standardbredcanada.ca; allenmarketing@primus.ca; margo.bock@transcontinental.ca; ryan@viceland.com; Rolf@walrusmagazine.com; zeina@weekend.ca; tevangelou@weeklyscoopmagazine.com; thea.haller@redwoodcc.com; dave@whatsupkids.com; magazine@whistlerquestion.com; dmikhail@stylegroup.ca; tlepera@wheels.ca

Dropped my drawers today

I have a darn good track record of treating clients fairly when it comes to price. I don't like big price cuts unless we're talking remnants. And rarely do I get asked for ridiculous concessions. In fact, when asked what my best rate is, I toss it back and ask how much they want to pay and usually hear a number that is quite reasonable. Still, nothing would please me more than one rate card for all.

But today, I cut my rate by half and made it on to a packaged goods plan. It was an experiment and I'm not so sure if I should jump for joy or cry. The revenue is welcome but how well will I sleep tonight? How can I ever again say that I'm offering the best rate possible? I feel a little dirty. But not as dirty as I would have felt had they seen me stripped down and still rejected my offer.

Rate negotiations are a bit of a game. Naturally, everybody likes a good deal and ad agencies are always needing to demonstrate their value to their fickle clients. Stretching the budget is as a good a way as any. But why should I offer one advertiser a rate that is less than I offer another if they are running the same schedule? Well actually there are some very good reasons (which I will save for another day), but will the buyer paying the higher rate appreciate these? I think not. In today's case, we could not compete efficiency-wise with the bigger more efficient magazines on the plan. And most certainly, they did not need our magazine (but then they never really do). So I did the nasty.