RPD: A Good Question To Ask

75th in a 2022 Series*


Just back from Newspaper Association Managers’ Advertising & Revenue Conference, the first gathering of ad directors since the pandemic set in. Kudos to the Charleston (SC) Marriott for its patience in waiting for us. Thanks also to Brian Allfrey, the program leader whose day job is executive director of the Utah Press Association, for the invitation to deliver “15 Things You Need to Know About The Relevance Project” in 15 minutes. The overview plugged in nicely to the slotted idea sessions that were full of insights, experiences and best practices. I’ll dot future Relevant Points with some of them. Sometimes it’s the simple idea that carries big possibilities. One of the participants offered a question that she said was leading to revenue when working with advertising prospects as well as member newspapers: “What do you need?” In short order you will find out: whether your client knows; how much thought has gone into the described want; whether it’s a new issue or an unsolved mystery; if you’re dealing with real urgency; and how much concentrated time you should devote to the collaboration. The answers also make your next steps their solution. And this: There’s no such thing as a stupid answer. It’s all valuable intelligence. I wound up using it during the day-and-a-half in Charleston and then contemplated actions while taking in the view from my room on the ninth floor (below) that overlooked pool, riverfront condos, a marina and a bridge. It was great to be back in the session with local media advocates thirsty for Relevant answers.

–Tom Silvestri, Executive Director, The Relevance Project

*ABOUT THE SERIES: Our goal is to share a Relevant Point of the Day (RPD) each weekday throughout 2022. Our target is at least 222. Thank you for supporting The Relevance Project. Your success is our focus.

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