The How’s and Why’s

Having been in publishing most of my life, I know the value of advertising sales. A consumer magazine has two main revenue streams: circulation and advertising. And considering that many magazines are willing to sacrifice circulation revenue in favor of the more lucrative ad dollar, the art of selling is paramount to success.

Sure, you can learn selling techniques. And maybe you’ll even have some natural talent. But lucky advertising salespeople – and advertisers themselves – are those who find a mentor, a personal coach who can help them understand not only the how but the why of advertising.

John Boggs is such a mentor.

With many decades of hands-on experience, John certainly knows the how of selling ads. But his unique talent is knowing the why – and being able to impart that knowledge to others. Like you. Like me.

I’ve had the privilege of working alongside John for several years, and thus had the opportunity to see him in action. Both as an ad salesman par excellence and as a unique mentor to salespeople and clients. Yes, I watched him train people to be sure, but more importantly I’ve seen him motivate them.

Much of his knowledge, experience, and insights he has synthesized into an ongoing e-newsletter. ADvice (as it is titled) has been a guide, a manual, a resource, and an inspiration to those who enjoy an online subscription.

Now, with this volume, you have more than three score of his best sales messages in your hands.

From “What Makes Advertising Work” to “Who Are You Selling To,” from “Back to Fundamentals” to “Lessons Learned,” John Boggs will take you on an incredible salesman’s journey. You’ll get to know John. Also, you’ll come to have a better understanding of advertising – both the how and why.

And along the way you will discover that you have found a mentor.

Shirrel Rhoades – Shirrel has held senior positions with Reader’s
Digest, Ladies’ Home Journal, Scholastic, and Saturday Evening
Post, among others. He taught Magazine Management for 17 years
at New York University’s Center for Publishing. Today he consults
for companies such as DRG, Harvard Health Newsletters, and Time-
Warner. He is also co-author of the textbook “Magazines: A Complete
Guide to the Industry.