Media Selling (eBook)

Charles Warner is a media sales and management consultant/trainer and an active blogger at www.mediacurmudgeon.com. He teaches at The New School in New York, and is the Goldenson Chair Emeritus at the University of Missouri School of Journalism. He was the Vice President of AOL's Interactive Marketing division until his retirement in 2002.

List of Contributors

Preface and Acknowledgments

Part I: The Marketing/Media Ecology and PersonalSelling:

1. The Marketing/Media Ecology: Charles Warner

2. Selling: Assumptions, Approaches, and Types of Selling:Charles Warner

3. Sales Ethics: Charles Warner

4. The AESKOPP System of Selling: Charles Warner

Part II: Attitude, Emotional Intelligence, andSkills:

5. Attitude and Goal Setting: Charles Warner

6. Emotional Intelligence: Charles Warner

7. Skills: Effective Communication, Effective Listening, andUnderstanding People: Charles Warner

8. Skills: Influence and Creating Value: Charles Warner

9. Skills: Prospecting and Identifying Problems: CharlesWarner

10. Skills: Generating Solutions, Proposals, and Presentations:Charles Warner

11. Skills: Presenting: Charles Warner

12. Skills: Negotiating and Closing: Charles Warner

13. Skills: Servicing: Charles Warner

Part III: Knowledge:

14. Business and Finance: William Redpath

15. Marketing: Tim Larson and Ken Foster

16. Media Research: Roger Baron

17. Advertising: Charles Warner

18. Television: J. William Grimes and Ron Steiner

19. Newspapers: Thomas J. Stultz

20. The Internet: Vincent Thompson and Paul Talbot

21. Radio: Paul Talbot

22. Magazines: Phil Frank

23. Media Comparisons: Advantages and Disadvantages: CharlesWarner

Part IV: Opportunities, Preparation, and Persistence:

24. Opportunities, Organization, and Time Management: CharlesWarner

Appendix A. Selling Magazines to Agencies: Phil Frank

Appendix B. Writing Copy: Charles Warner

Index

"Media Selling has set the bar onceagain--providing the new knowledge standard for theindustry. Whatever segment of media and advertisingyou're involved in, you must read Media Selling tomatter in the next-generation of media." Dean DeBiase,CEO, TNS Media, Co-author of The Big Moo

"Charlie Warner has trained more professionals inthe art -- and science -- of selling radio, television, print, andinteractive than anyone else. I've had the opportunity towitness his insights at work, and this book is an invaluable toolfor anyone hoping to succeed in media selling." Bob Pittman,Founding Member of Pilot Group, Co-Founder of MTV and former CEO ofMTV Networks and COO of AOL and AOL Time Warner

"Media Selling is the preeminent text for anyoneconsidering a career or currently employed in sales. Incorporatingtraditional and new media, it details both the theory and realworld practice of selling. Simply put, if you want to do saleswell, Media Selling is a must read. It's the only book Iwill use." Darryl Smith, University of WestFlorida

"Charlie Warner's Media Selling is acomplete, thorough playbook that expertly explores how to winin today's cross-selling media environment." GeorgeBodenheimer, CEO of ESPN and ABC Sports