In our meeting, he laid out some of the best newspaper ad tips I'd ever heard. There were tips that can save anyone money and make things go a lot more smoothly when dealing with newspapers and other publications.

And one of the best secrets he told me -- which sounds really obvious, but is still a secret to most people -- is when you are looking at buying newspaper advertising, one of the things you should do is form a relationship with a representative.

In other words, deal with one person and get to know them. Let them know you and what you are doing, and try to have a real business relationship with the person. It seems such a simple concept but you would be surprised that it actually requires planning as well as good "people skills" when forming the relationship.

Ideally, this person should be a supervisor or manager of the department. But either way, that representative that you have a relationship with is going to be your best ally and will assist you in getting some great pricing. Additionally, he or she will keep you abreast of anything that may help you out such as current or upcoming specials on advertising that you may want to take advantage of.

Now, if you can't seem to get along with the first person you deal with, you should literally ask, "Who else can I work with? I want to spend some money with you. Who can I work with?" If they won't help you with that, go above their head and talk to their boss.

Really, the higher up you can go in the advertising department chain the better. They will be more likely to be able to get you better deals, or make exceptions for you. Especially if you are a good customer and are spending money with them on a regular basis.

So the bottom line is this:

If you do newspaper advertising -- or are planning to -- start trying to form good business relationships with the newspaper sales representatives of the publications you are planning to run your ads in. Keep those "people skills" in mind as you try to form relationships. Creating and maintaining a good dialogue with the other person is really the critical aspect here.

It will take a little bit of time and effort, but it will be more than worth it for you in the long run when you see the savings and advantages that result.

Copyright (c) 2006 Michael Senoff