A Promotional Apprenticeship at "Crain's Chicago Business"
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I undertook my Senior Individualized Project in the promotion department of Crain's Chicago Business, a weekly business newspaper under the auspices of Crain Communications, Inc. in Chicago, Illinois. Crain Communications publishes 16 trade and consumer publications, including their biggest sellers, Advertising Age and Automotive News. I applied for a position at the company in hopes of obtaining an editorial internship with Advertising Age. However, the personnel director informed me that the only position available in the fall of 1980 was in the promotion department of a young publication I had never heard of before. In spite of my original misgivings about promotional work, I am glad that I was offered the position and that I accepted it. I now have experience writing professional promotional and advertising copy, which is different from scholarly or even journalistic prose; I was impressed with the importance of promotion for a publication that depends on advertising for revenue; I was exposed to marketing research, which plays an integral role in attracting advertisers and subscribers; and I was made aware of the costs inherent in a publicity campaign. I enjoyed and benefited from my internship at Crain's Chicago Business. I would still like to be a journalist versus a copywriter, but the experience I gained at that young publication I had never heard of before was invaluable.