piatkow - 8:19 am on May 16, 2011 (gmt 0)
I have to sell advertising for a print publication so the approach may be a little different but the steps that I take are:
1. Identify prospects
2. Research prospect to identify contact
3. Written approach with sample copy of magazine.
I have the advantage of working in a small specialist niche so I am probably personally acquainted with a lot of the major players.