Question

The Telegraph is widely viewed as the national "newspaper of record" in England. Due to its many awards and news-breaking journalism, it holds strong, international reputation as one of the highest quality newspapers in the world. The newspaper's circulation is around 500,000, down a great deal from its high around 1.5 million.

Assume that today you are calling on Skylyn Richards, senior advertising manager of Barnebys Auctions. Barnebys has opened a series of Web sites that feature online auctions of art, antiques, and design.

You are planning to discuss having Barnebys place ads in both the online and print version of The Telegraph.

1. Here is a list of possible objections you think might occur during this first meeting with Skylyn, Assume that each objection for this question is actually an untrue statement. For each objection, provide a possible response, and label the method you used. Make any assumption necessary to create your responses.
   1. Your paper has been involved in a scandal for taking bribes from politicians if you will give them favorable editorial treatment
   2. Advertising with you costs more than with other papers in London
   3. You have never dealt with an auction house before, so you couldn’t know what our needs are or how to address them.
   4. I read that your circulation is down to about 200,000 daily.

Answer 1

Key responses offered by the Telegraph :

1. Telegraph has not been involved in any scandals whatsoever and Supreme Court has cleared not guilty and our licenses to print remain reserved.
2. Advertising with Telegraph costs more due to higher reach and circulation and only for retail investors with low voluke ads, however for high volume ads our rates are cheapest
3. We have dealt with mega Firtune 500 companies for advertising and marketing and have 50+ years of hands on cross domain experience
4. Circulation have been down only during last quarter which again rose back 40% quarter in quarter as per latest metrics released