Production 101 for salespeople: don't promise what your book can't accommodate

Folio: The Magazine for Magazine Management, Sept 1, 1990 by Lisa I. Fried

WASHINGTON D.C. - Ask an ad sales person to expound on the magazine production process, and you'll likely get a blank stare.

Yet, an unfamiliarity with production can get salespeople into sticky situations. They're more likely to promise ad positions that the production department can't accommodate. And the production department is more likely to receive materials that can't be used.

Sound familiar? While no one expects salespeople to know all the intricacies of producing a magazine, teaching them some ground rules on production can go a long way, according to Dedra Smith, formerly production director of Travel Weekly.

Smith offered these tips for salespeople at Magazine Publishing Week/ Washington, D.C.:

* The more detail oriented you are, the better. "Nobody likes to take responsibility for make-goods. "

* If ads are made in-house, set the policy for the number of free revisions. Otherwise, advertisers will keep making changes.

* The relationship with the production staff is a two-way street. Be supportive of them and they'll be more likely to support you.

* At the least, provide the production department with the name of someone to contact at the client's company should a problem arise. Although Smith admits that "production managers can't deal with clients the same way salespeople can," salespeople are often out in the field when ad problems occur.

* If the production manager always says no, get others involved and let them know this behavior is hurting sales. Talking to your printer and determining what can and can't be done is also helpful ammunition.

* Be wary of saying, "We can do anything you want." For example, in a saddle-stitched publication, an insert can only be placed on the outside of a signature.

* Be aware that agencies promise clients a certain number of make-goods. Thus, they often set you up to fail.

* Create a policy about client changes in final film. Changes can be expensive, and some publishers charge advertisers for them.