New Britain, CT, December 20, 2009 --(PR.com
)-- In a new article, publishing consultant William Dunkerley has responded to a reader's question regarding advertising money. The reader, publisher of a trade magazine with over 100,000 readers, asks Dunkerley how to collect overdue payments from advertisers and begin repaying her publication's own line of credit.
In his response, Dunkerley divides advertisers into three categories: those whose product line serves an established need, those who have stopped advertising due to financial constraints, and those who have never done well due to slip-shod operations. Each advertiser, he cautions, has fallen behind for a different reason and, therefore, requires a unique approach.
The article places emphasis on the first category of advertisers--i.e., the established advertiser whose product serves a real need. Dunkerley offers a three-step approach to helping the advertiser get the most out of its sales staff and ad decisions. He also offers solutions to publishers dealing with advertisers in the latter two categories.
Ideally, Dunkerley states, the publisher in question should have been implementing the strategies presented in his article all along; however, he encourages publishers everywhere to implement them now to stimulate cash flow.
To read the entire Q&A, visit http://www.publishinghelp.com/blog.