DIARY: RANT

If Campaign Media Business is a magazine for sales people, why do you give valuable column inches to media agency staff in your ’How to sell to ...’ column?

If Campaign Media Business is a magazine for sales people, why do

you give valuable column inches to media agency staff in your ’How to

sell to ...’ column?



I admit most planner/buyers have finally realised that to get the best

out of media owners it’s sensible to speak to them like human beings,

rather than something a dog has left on the pavement. But some of them

still have their heads so far up their own arses they need a torch to

extricate themselves.



Why should we be interested in their likes and dislikes? Is the fact

that we’re able to chat to them about Arsenal going to get us on their

client’s schedule? Surely they’re not that shallow ... are they?



I can see how the column might be of interest to sales people -

especially if the interviewee is somebody we deal with on a regular

basis. But I also fear you’re pandering to their enormous egos,

highlighting their self-perceived superiority and doing little to narrow

the gap between buyer and seller.



I would be far more interested to read about a fellow sales person’s

success and how they achieved it, rather than see the magazine kiss some

agency planner’s arse. I do quite enough of that, without having to read

about it.





Got something to rant about?



Call 020-8267 4702 or e-mail mark.tungate@haynet.com



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