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Simply put: The past conference in March, 2011 demonstrated to newspaper ad sales people how to find and gather new advertising co-op money for their publications.
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This 31st conference was hosted by the Los Angeles Times. This is the only nationwide Sales Conference that provides valuable information on how to capture co-op ad dollars. Newspaper people from all regions of the US were invited to attend. Take it from me ... you will reward yourself and your media company by attending the next conference.
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The Los Angeles Times hosted the 31st WESTCANN Conference. Attendees stayed at the nearby Grand Kyoto Hotel and Gardens.
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Mike Busse founded WESTCANN to teach advertising professionals how to translate hidden dollars into new business for newspapers. They will learn about the new co-op procedures that make the process simple. Manufacturers will present new co-op advertising opportunities and will tell you how their money can be used through advertising by local independent retailers.
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Their speakers have sold millions of dollars of new business revenue into their newspapers by using co-op advertising as a base. Co-op advertising funds billions of dollars of local advertising nationwide but most of the money made available by manufacturers for local advertising goes unused.
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Their speakers have sold millions of dollars of new business revenue into their newspapers by using co-op advertising as a base. Co-op advertising funds billions of dollars of local advertising nationwide but most of the money made available by manufacturers for local advertising goes unused.
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| WESTCANN has made arrangements with The Grand Kyoto Hotel and Gardens to offer a special half-price discount for Conference goers. The hotel is within walking distance to the Times building. |
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The people attending the next conference will meet and learn from "the best of the best" at this profit-making sales gathering.
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Before Mike Busse founded WESTCANN in 1989 he had headed the Los Angeles Times advertising office in New York City. Selling ads for a newspaper 3,000 miles away wasn't easy but the big ad agencies were all there and Mike excelled at pitching the LA Times' Southern California market to the national advertisers.
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During that time Mike discovered a fortune in hidden print advertising dollars available in just about every market. National companies have funds earmarked for local distributers of their products. The only problem is, unlike a major market like LA or New York, a sales rep for a local publication doesn't know who to call on to shake lose those dollars.
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Mike's story would make a good episode on AMC's "Mad Men," because when Mike went to New York, newspapers were flourishing. Now, many newspapers are struggling with printing, delivery and operating costs and competing with the 'undocumented' news of the internet.
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Mike and the WESTCANN volunteers of working newspaper people have a dedicated affection for newspapers and want them to be around forever. I myself can't imagine a world without a printed newspaper delivered to my door every day. When you think about it, that's quite a service. And without advertising it would never have been.
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I had the pleasure of working and selling advertising with Mike Busse years ago at a daily newspaper chain in Southern California. Mike had just returned from Vietnam as a decorated soldier to his old sales job after serving our country in the U.S. Army. Even back then, Mike showed me and others how to tap into the co-op "vault." Soon I had several local appliance stores that advertised very little before, now running full page and double-truck ads on a weekly basis.
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Mike was soon snapped up by the L.A. Times and I never had a chance to thank him. It was a nice surprise to find out that he's still helping newspaper people and their organizations. Thanks Mike. -- Jim Owen
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Orange County Register, Las Vegas Review Journal, Salt Lake City Tribune, Dallas Morning News, Times-News (Idaho), East Valley Tribune (Mesa, Arizona), Arizona Republic, Calgary Herald (Canada), Miles Media (Gig Harbor, WA), Oregonian (Portland, OR), San Diego News Tribune, Riverside Press Enterprise, San Bernardino Sun, Long Beach Press Telegram, San Jose Mercury News, San Jose State University, Sacramento Bee, San Francisco Chronicle, Marinscope Newspapers
UPDATE: Michael C. Busse passed away on December 11, 2012.
Mike was born on December 28, 1942 and was survived by wife, Gloria J. Busse; sons, Brad and Kurt Busse; mother, Lucille Busse, brother Kenneth and other relatives.
A Celebration of his Life took place on Saturday, February 9, 2013 at St. John's Lutheran Church, Orange, CA. Please make donations to your local Veteran's Association in his honor.
UPDATE: Michael C. Busse passed away on December 11, 2012.
Mike was born on December 28, 1942 and was survived by wife, Gloria J. Busse; sons, Brad and Kurt Busse; mother, Lucille Busse, brother Kenneth and other relatives.
A Celebration of his Life took place on Saturday, February 9, 2013 at St. John's Lutheran Church, Orange, CA. Please make donations to your local Veteran's Association in his honor.
