Goldberg: Audio merchandiser; publisher taps 800 numbers, store displays, free samples and more in pursuit of ad pages

Folio: The Magazine for Magazine Management, July, 1989 by Michael Garry

Goldberg says he operates in a laissez-faire climate at DCI. He allows his salespeople to enjoy similar freedom, which he believes is the best stimulant for new merchandising ideas. "The publisher doesn't have a monopoly on ideas," he says.

"Salespeople are out there on the street. If they come up with good ideas--even if they cost money--I'm not afraid to say, 'go ahead and do it.' You've got to get up at bat and take your cuts." --M.G.

PHOTO : Merchandising pays off where it counts, claims Goldberg: Last year, Audio ran 1,300 ad pages, 80 more than in 1987.