LINK & LEARN
Introduction
PaperChain, the free paper industry’s unified network, has developed Link & Learn, an ongoing series of educational materials designed to inform publication staff and train sales representatives. Not only is standardized training and education crucial in the development of industry recognition, but it also helps publication staff sell and promotes their individual papers more effectively.
Link & Learn issues will cover a variety of topics, including the history of the free paper industry, where to look for advertising prospects and why it pays to advertise with the free community paper. PaperChain will distribute a new issue each month through its member associations.
A pdf file of each issue will also be available for download.
PaperChain has made an educational program part of its mission in serving its member papers and increasing their profitability. Link & Learn provides the educational tools needed to increase a paper’s sales and profits. Take advantage of this program and see how PaperChain can help take your paper to a new level.
What Is The Free Paper Industry All About?
Free papers have always filled a unique media niche. Since the 1400s, when the first community paper was printed in England, these publications have reached readers at the grassroots level. They’ve served as community resources by providing everything from neighborhood news and event calendars to weekly retail specials. Whether it’s the independently-owned hometown paper or the shoppers’ guide, free community papers have traditionally been one of the most highly received and highly read print mediums available.
The industry’s evolution includes these important historical events:
- 1921: The first regularly distributed American free paper is produced in Cleveland, Ohio, in an effort to compete against high advertising rates of paid dailies.
- 1928: Third class mail, also known as bulk mail, makes delivery more affordable for publishers and stimulates the growth of free papers nationwide.
- 1950s: Free paper associations begin to develop throughout the U.S., bringing stability, standards, and strength to the industry.
- 2002: The free paper industry commissions the Delta Project, a national research study to investigate the gap in national advertising earnings. Compelling results help form a focused vision for the industry’s future.
- 2002: The free paper associations of North America unite under the representative network PaperChain and launch a cooperative marketing plan to bring recognition to the industry.
The free paper industry is a growing force with phenomenal advertising potential at local, regional and national levels. PaperChain’s network circulation has already topped 53 million, which is more than paid daily papers combined. As circulation continues to increase with population growth, free papers will gain even more recognition as a powerful media source.
Link & Learn
 Habits #6 & #7: Synergize & Sharpening the Saw |
It’s Showtime |
Value vs. Price |
Who Needs Training? |
Bouncing Back from Tough Times |
FAB Selling |
Every Call A Sales Call |
Are You A Leader? |
“In This Recession” |
Advertising Budgets |
Recipe for Sales Success |
Sales Manager Part 2 |
Sales Manager Part 3 |
Unique Power of Print |
Going After The Big Fish |
Planting The Seeds of Success |
Selling Against Outdoor Advertising |
PaperChain is the Big Idea that’s revolutionizing North America.
Back in Philadelphia in the 1770’s, a bunch of guys had the big idea that if everyone worked together towards the same common purpose, real change would come about. They figured that if they spoke with one voice, the chances of being heard were pretty good.
Our Big Idea is a lot like that. For a long time, community papers have successfully been going about their business without drawing much attention from the people making national media purchasing decisions because, well, we just weren’t on their radar screen.
Publishing Weekly Does Not Mean Performing Weakly
The days of anonymity are over. Together, community papers reach more readers than any other printed media. And now that we’re united under one flag – PaperChain – media planners and buyers have the audited resource they need to make millions of new impressions every week.
As an audited member publication of the Community Papers of Florida, you are a vital link in PaperChain. Please use the Link & Learn brochures below (or in the “PaperChain: Part 2” article below this one) to learn more about PaperChain yourself or to train your staff.
File Downloads
Introduction to PaperChain- Understanding the Advertiser’s Needs
- Let Your Fingers Do the Walking to Increased Sales
- Just for Openers
- Leave Me Some Literature and I’ll Get Back to You … NOT!
- ‘Tis the Season … to Sell
- Leave an Effective Message
- If It Ain’t Broke, Don’t Fix It
- Making Headlines
- Reading Customers’ Body Language
- Two Minute Think
- Three V’s for Victory
- Eat Your Broccoli
- Have a Great New Year
- How Much Does an Empty Table Cost?
- Dude, Print is So Twentieth Century. Online is Where It’s At … Or is it?
- Selling With Intelligence
- Our Partner, Gemstone Communications, Inc.
- The 7 Habits of a Highly Effective Sales Rep: Habit 1, Be Proactive
- The 7 Habits of a Highly Effective Sales Rep: Habit 2, Begin With the End in Mind
- The 7 Habits of a Highly Effective Sales Rep: Habit 3, First Things First
- The 7 Habits of a Highly Effective Sales Rep: Habit 4, Think Win-Win
- The 7 Habits of a Highly Effective Sales Rep: Habit 5, Seek First to Understand, Then to be Understood
- The 7 Habits of Highly Effective Sales Reps: Habits 6 & 7, Synergize and Sharpen the Saw
- Meeting the Master
- When the Going Gets Tough, the Tough Advertiser
- Time Warp Questions
- A Chicken in Every Pot
- The Truth About Time Management
- Tom Hopkins’ Method for Getting a Commitment to Company Goals Upon Hiring
- Holding On to Your Customers
- Drawing to a Close
- Do Your Ads Paint the Right Picture?
- Tangled Up in the Web
- Five Things You Can Do to Find New Business in Tough Times
- It’s Showtime!
- Planning to Succeed
- Is That Your Best Offer?
- Customers for Life
- Does a Positive Attitude Really Matter?
- Show & Sell
- Crafting Powerful Ads
- Doing the “Write” Thing
- E Pluribus Unum – Out of Many, One. Using promotional pages to hit your target.
- Just What the Doctor Ordered: Selling Advertising to Professionals
- What makes you think you’re so special? Developing and using USPs to get results for advertisers.
- Price vs. Value
- Who Needs Training?
- Bouncing Back from Tough Times
- You Win Some, You Lose Some
- “Planuary” – The First Month of Your Best Year Ever
- Once is Not Enough – Selling Frequency
- Selling in the New Economy
- S.P.I.C.E. Up Your Presentations
- Sending Effective E-mails
- Show Me the Money – Managing Your Collectibles
- Storyselling
- Looking Good in Print
- FABulous Selling
- Every Call is a Sales Call
- Do you have what it takes to be a leader?
- Sending Effective E-mails
- Resolve to Make 2011 Your Best Year Ever!
- The Art of Coaching
- What Are Your Intentions?
- You Can Run, But You Can’t Hide; Reaching Decision Makers
- Mastering Your Territory
- D-I-Y Sales Management
- The Well-Read Sales Person
- Working the System – Successful Project Management
- Handling “In This Recession” Objections
- How much should I spend? Helping customers set up an advertising budget.
- The Recipe for Sales Success
File Downloads
- Lessons from Steve Jobs
- Five Secrets for Leading a Great Sales Meeting
- A Question of Success (Actually 5 Questions)
- How Important is Price?
- The Value of a Good Sales Manager
- Dealing With Objections
- 10 Rules of Communication
- Cashing in on “Co-Opportunities”
- Three Roles of a Sales Manager
- The Three Roles of a Sales Manager, Part 2 – The administrator/enforcer role
- The Three Roles of a Sales Manager, Part 3: The trainer/coach role
- The Unique Power of Print
- Are Your Presentations … STICKY?
- Don’t Wish for a Happy New Year, Make it Happen!
- Defending Your Accounts From the Competition
- Mind Reading for Sales People
- The Power of Advertorials
- Raising the Dead (Accounts)
- To Get What You Expect, You Must Inspect!
- Finding the sharpest needle in the stack: Recruiting skills for managers
- The best way to foul up is not following up
- Take the Inside Track to More Sales
- Opening Minds Closing Sales
- 30 Years 30 Lessons
- Going After the Big Fish – Selling Major Accounts
- Planting the Seeds of Success in the New Year
- Selling Against Outdoor Advertising
- Two Books + One Blog = A Better Salesperson
- Customers are Tuning Out Radio
- Partnership for Success
- Beyond Smiling & Dialing
- Link & Learn Hits a Milestone
- But I Thought You “Liked” Me
- Great Feedback = Great Sales Teams
- Once Upon a Sale
- Surviving & Thriving in Interesting Times
- Putting Track Shoes on the Gazelle
- Ask & Ye Shall Receive … the Sale
- Aristotle on Selling Advertising
- The Right Tool for the Job
- Five Steps to Creativity
- How Are You Doing With Those New Year’s Resolutions?
- Competing Against Social Media
- The Art of Deep Conversation
- Motivating and Compensating Your Sales Team
- Getting Them to Buy With a Little Help From Your Friends
- Overcoming the Toughest Objections
- Now Playing: Media Wars – the Print Force Awakens
- Making Change Happen!
- Finding the Right People for the Job
- Welcome to Our Company – Getting New Employees Off to a Good Start
- SRDS – Your Connection to National Advertisers
- Leaders Are Readers!
- Direct Mail – Competitor or Opportunity
- Dealing With National Agencies
- New Year – New Opportunities for Growth
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