A pilot study examined how newspaper advertising sales managers in five southwestern states spend their time during a typical work day. Of the 360 questionnaires mailed, 176 responses were received. The largest number of responses (93) came from retail sales managers of newspapers in markets with less than 50,000 population. The questionnaire elicited both quantitative and qualitative data through both closed- and open-ended questions in seven categories. Respondents worked an average of 45 hours per week. Almost 14 hours each week were used in supervising personnel, while 11.92 hours were consumed each week in planning and setting goals. Sales managers spent 9.52 hours working with clients. Their remaining time was used in public relations (5.93 hours) and managing budgets (4.37 hours). Respondents were also asked to list their top five criteria for evaluating sales personnel, which were: sales ability and results, aggressiveness, communications skills, reliability, and confidence. (Eight tables of data are included.) (MG)