Turning Bye Back to a Buy: Never Give Up

Tom Silvestri

By Tom Silvestri, NAM Newspaper Relevance Project

Tom Silvestri, most recently president and publisher of the Richmond (Va.) Times-Dispatch, is the executive director of the Relevance Project, the joint effort of the Newspaper Association Managers to strengthen the industry’s unique role as the provider of quality journalism and the keeper of public forums for thousands of communities across the continent. NAM is a group of state, regional and national press associations across the U.S. and Canada.

The quickest way to ruin a publisher’s or advertising director’s day — or budget — is for a major advertiser to quit.

As a former longtime publisher, I know that pain.

A NAM (Newspaper Association Managers) colleague called me this month wondering if I could recommend steps to help a member newspaper convince a major advertiser to return.

I’m no expert, but here are a few suggestions to consider as a step, or a series of actions, to win back the business.

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