As a representative, I have been successful in working with established publications as well start-ups, or near start-ups. Such sales increases from my territiory include:

Electronic Packaging and Production (Kiver Publications) - from 3 pages of advertising per issue when acquired to 18 when the publication was sold to Cahners Publishing Co. (Also represented Electronic Instrument Digest, and Electro-Optical Systems Design - other Kiver publications).

Southern Accents (Smith Publishing) - from 0 to 17 pages average per issue of advertising - publication was eventually sold to Time-Warner.

Veranda - Represented from the start - Was responsible for substantial space increases during four-year involvement. Magazine eventually sold to Hearst Publishing.

Braniff Flying Colors (Halsley Publishing Co. - now defunct) - from 2 pages average per issue when acquired to 20 at the point Braniff Airlines originally went into Chapter 11.

Delta Airlines Sky Magazine - (Halsey Publishing Co. - now defunct) - from 6 pages average per issue to 20.

Investment Profiles - from 0 pages to 6 average per issue during the year and one-half represented. (The publication died via a disastrous financial mishap).

Pacific Banker & Business - from 3 pages average per issue to an average high of 9 - publication was sold to Vernon Publishing Co. (This publication had a limited potential in the East because of its Western regional circulation - 12th Federal Reserve district).

Dun & Bradstreet Reports - from virtually no advertising to an average of 10 advertising pages per issue in 1993. (Dun & Bradstreet decided, for strictly corporate reasons, to cease publication despite a one million dollar profit in 1992).

Technical Support - Sold 23 pages in '95 87 in '96 121 in '97 and 133 pages in '98 (in '98 virtully all computer publications lost space). Publisher decided to terminate all regional reps.

At present, The Cal Hart Company consists of 4 people: myself, Judy Warzenski (inside account executive), Maggie Paff, book keeper/secretary and computer guru, Brian McNamara. We believe in working extremely closely with publishers we represent. Once a week you will receive a packet of call reports, copies of correspondence, memos, e-mails and ideas in addition to ongoing telephone and e-mail communication so we can work together effectively and profitably. The formula for utter disaster, in this business, is for communications between publisher and representative to be haphazard, incidental or sporadic. If we are to communicate the value of your publication to advertisers, it is essential that we keep you carefully informed of our activities and receive related feedback from you in the form of ideas, suggestions, constructive criticism, etc.

We also believe in concentrating on clients, but realize ad agencies, too, must be carefully and conscientiously called on. Sometimes in the rep business, it is not understood that media buyers at agencies are not usually innovators but rather detail people who choose specific media after marketing plans have been developed. A good rep should be working with people at the client who decide the fundamentals of the marketing campaigns.

Today it is not enough to be just ad space "sales" people - truly, we must be virtual consultants. Many times in my career I have sat down with a Marketing Director, Sales Manager, or Corporate Ad Manager for the purpose of working out their ad schedules (including my book, of course). The fact that a rep works for a specific publication does not debilitate against his effectiveness as long as he is thorough, honest and knows when to listen (learn) rather than talk.

While renewing business is indeed important, the life blood of any publication is new advertisers. Normally a publication will lose 25-45% of advertisers a year. Personal sales calls and carefully planned, systematic follow-up calls are indispensable. We work very closely with our publishers. We know our sales formula works!

I currently represent the Electrical Contractor Magazine, published by the National Electrical Contractor's Association (NECA), and also its sister publication, Security+Life Safety Systems. While S+LSS is relatively new, I have sold more space into it than any other representative office combined.

The electrical contracting field, etc. has been expanding at almost exponential speed. Electrical contractors who, a few years ago, could be regarded simply as "wire and cable pullers," now have the responsibility of not only installing the wide array of security products, but are, in many cases, designing the systems themselves, as well as integrating them with other business systems. For this reason, I am currently calling on such outfits as Honeywell's ADI (plus 4 other Honeywell companies), Panasonic Security, GE Supply, GE Consumer & Industrial, Samsung Opto Electronic America, DuPont Inc., ASCO, McGraw Hill Construction, Leviton and Philips Lighting, to mention only a few of very better known names.

Recently I discontinued representing Archie Comics and also resigned the Saturday Evening Post Kid's magazines (Jack & Jill, US Kids, Children's Playmate, Child Life, Children's Digest, Turtle and Humpty Dumpty's). I have decided Business-to Business, and particularly specialized consumer media, is the most rewarding per my experience.

I am a former President of The National Association of Publisher's Representatives, have served as President of the Board of Trustees of The Monmouth Conservatory of Music, President of the Board of Trustees of the Monmouth County Arts Council, Troop Committee Chairman for Holmdel, NJ Boy Scout Troop 331 and Producer of the Monmouth Conservatory of Music's Opera/ Operetta Society as well as serving on other regional and community committees.