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FEBRUARY 14, 2012 The Coming Death of Self-Publishing
Until recently, the only practical alternative for aspiring authors was vanity publishing: paying a company a large sum of money to produce their book, with little or no marketing or sales assistance. It won’t be long before self-publishing as a concept is dead. In fact, it’s healthier and growing faster than ever. These distinctions were once a reliable measure of quality.
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OCTOBER 9, 2012 Digital First, Not Foremost
This, I take it, is what Digital First Media CEO John Paton, much criticized of late , is getting at when he said that his “digital first strategy is centered on the cost-effective creation of content and sales and not the legacy modes of production.”. John Paton: Misguided, or misunderstood? Print sucks!”. To my mind, that’s not what digital first means. Try This Test.
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JUNE 13, 2011 It’s Time to Embrace Editorial as a Profit Center
Sales is a profit center , editorial is a cost center. The old “profit centers,” advertising sales and subscriptions, aren’t very good at the conversion process anymore. They love it when their sales force sells editorial in general; they hate it when they sell editorial in particular. Early this week, Steve Yelvington made a comment on Twitter that reminded me of something I’ve been mulling over for some time. Our newsrooms (or whatever we choose to call them) should be engines of success,” he said , “not cost centers.”. He’s right, but I prefer stronger phrasing.
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OCTOBER 19, 2010 Editorial Wall, or Prison Wall?
Does being involved in the business side of a media enterprise mean being involved in sales? And does breaking down the sacred wall between editorial and sales mean that editorial must be tainted? But even if this practical objection is sound, the theoretical one—that any involvement by an editor in sales necessarily influences editorial content—is not. Therein, Martin Cloake argued that content creators have been deliberately kept on the sidelines: “Traditionally, it’s been people from the ad/sales side who have risen to top positions in media companies.
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JANUARY 20, 2011 Are Publishers Afraid of Social Media?
But why should a single department, whether editorial, sales, or marketing, “get the keys to the engine”? In Folio: today, Matt Kinsman reports on an MPA conference session called “Who Controls Social Media at Your Magazine Brand?” To To my ears, it’s a question that’s at odds with the essence of social media. It suggests that not only do magazine publishers not yet understand social media, they’re actually afraid of it. The unstated assumption seems to be that if someone doesn’t control it, all hell will break loose. Thinking of social media in terms of control simply doesn’t work.
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NOVEMBER 29, 2011 “Content Is Power”: Q & A with Mark W. Schaefer
To put it hyperbolically, I was looking for truth, they were looking for sales. So I got into PR for awhile and then migrated to sales and then marketing. Mark W. Schaefer. couple of years ago when I started B2B Memes it was my plan to focus exclusively on trade publishing. For me, a journalist, this came as a jolt. Our goals were fundamentally different. Use your head. love that!
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B2B MEMES Three Ways to Annoy People and Produce Great Content
| FRIDAY, MAY 6, 2011
In my days overseeing a large editorial group for a B2B publisher, my counterpart in sales
was fond of telling me that advertisers found our editors arrogant. Editorial details are to content as fit and finish are to automobiles: they account for the difference between a functional product and a great one, and between humdrum and robust sales
. At first glance, the idea behind content marketing is straightforward and appealing: by publishing great content, you can win friends, influence people, and achieve your marketing goals. The trait is not genetic, but occupational. MORE >>
B2B MEMES Does Danger Lurk in the Language of Social Media?
| FRIDAY, JULY 22, 2011
But how many corporations will see it only as another tool for trapping yet more leads into the ever-ravenous sales
funnel? No writer can become good at the craft without being sensitive to language. But in other contexts, that vocational advantage can be a liability. This seems to be true of many journalists who resist the benefits of new media solely because of the language used to describe them. They’ve got it wrong, of course. But we should not be too quick to dismiss their reactions. They may be on to something. You want a nice, meaty sizzle.”. don’t think so. MORE >>
B2B MEMES Editorial Quality Vs. Revenue: A False Dichotomy
| FRIDAY, SEPTEMBER 30, 2011
In it, the magazine editor described a frustrating planning meeting with his counterparts in advertising sales
. Though the editor had done thorough reader research in proposing editorial topics for an upcoming magazine project, the sales
staff would have none of it: The topics I suggested would provide the basis for good editorial quality; however, our sales
team deemed them too difficult to sell sponsorships. To the editor, this was a clear case of sales
priorities trumping editorial quality. But that’s not fair. Where does that leave us? It beats me. MORE >>
B2B MEMES The Coming Content Marketing-Publishing Continuum
| MONDAY, JUNE 21, 2010
The reason for this, he said, is that “his magazines are most often the first point of contact leading to the sale
of all the other services he is now selling.”. On the other is pure content marketing, where the money is entirely in sales
of products and services. Writing on Foliomag.com earlier this month, blogger Josh Gordon spun a comment heard at the Folio: show into a bullish prediction for print magazines. Although the grounds for his optimism might be questioned, I’ll leave that to prophet of print doom Private Frazer and others. MORE >>
B2B MEMES Breaking News: People Who Like Print, Like Print
| FRIDAY, OCTOBER 28, 2011
These results, according to Readex sales
director Steve Blom, “help publishers prove to advertisers—whose own ideas regarding usage may be terribly wrong—that professionals haven’t replaced one media form with another.”. There’s been a minor buzz this week in B2B circles about recent survey results suggesting that paper magazines and newsletters remain extremely important to business professionals. m sure it’s true. m also sure it’s not very meaningful. Just because you like something doesn’t mean it’s not dead. have nothing but admiration for the company and its staff. MORE >>
- Can You Have Entrepreneurial Journalism without Entrepreneurs? B2B MEMES | THURSDAY, SEPTEMBER 29, 2011
- Doubling Down on Print, for Better or Worse B2B MEMES | MONDAY, DECEMBER 5, 2011
- 5 Things I Learned from Self-Publishing B2B MEMES | TUESDAY, JANUARY 31, 2012
- A Leap-Day Special B2B MEMES | TUESDAY, FEBRUARY 28, 2012
- Will Self-Publishing Save Print? B2B MEMES | TUESDAY, JANUARY 24, 2012
- Can Content Save Publishers? Only If They Wake Up B2B MEMES | WEDNESDAY, MARCH 2, 2011
- Digital First, Not Foremost B2B MEMES | TUESDAY, OCTOBER 9, 2012
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