Geraldine Cruse has been dreaming about cider - big, golden,
sparkling pints of the stuff.
The head of regional media is pregnant and sorely missing her favourite
tipple. She even woke up feeling dizzy after the MediaVest Christmas
party, convinced she had succumbed to a jar or two. She says miserably:
’Normally I can drink for England, Ireland, Scotland and Wales.’
Cruse plans to take a couple of months off to have the little ’un but
will be back where she belongs - heading a team of seven dedicated
regional media planners and buyers - in the spring.
The North Londoner arrived at the Victoria-based agency three years ago
after a seven-year stint at Amra, where she sold her way through the
ranks from junior sales executive to recruitment manager for every
regional newspaper in its care.
Her team consists of buyers with radio and insert backgrounds - as well
as someone who worked at the Leaflet Company. They work closely with
MediaVest’s internet division, because localised websites like Fish4
encroach on the territory of regional press classified advertising.
However, Cruse is very much a local press woman.
’Geraldine is very passionate about regional newspapers,’ says
Northcliffe Newspapers recruitment group head Damien Tidd. ’She helps
our cause. She also has an open door policy and is a good person to ring
when you need information.’
Half of Cruse’s team has jumped across from sales. She says they ’have
the passion for the industry, the negotiation skills and the aggression’
she needs. Indeed, she claims to ’love’ sales people - a word very
rarely used by agency folk about their media-owner cousins.
But just in case, look out for the training sessions she is conducting
with the Newspaper Society - one of which covers the subject of how to
Another tip: if you find out what Cruse’s competitor is up to, be it
opening a new store or spending millions on a full-page colour campaign,
ring and tell her. It costs nothing, it builds trust, it’s useful for
buyers and it could get you a sale if she decides to reciprocate.
Oh, and don’t mention football. ’I absolutely hate it,’ says Cruse. ’I
hate watching it and I hate people talking about it.’
Considerate sales people
Her cat Charlie
Over-friendly sales people
Not being able to drink cider