Archive for the ‘Custom Publishing’ Category

I Love Interns

by Rebecca Rolfes

My company hires 60% of our interns. We’re a small company so we don’t have a lot of open slots nor a lot of interns but that still seems a really good indicator of the caliber of people coming out of school. More and more companies, 36% according to one study, look for great interns with the full intention of hiring a good percentage of them. Even at companies where hiring has dropped dramatically, interns move to the front of the line. Goldman Sachs hired 600 fewer entry level employees last year but 90% of them were former interns. At the same time, I know a young, bright, smart recent grad who has applied for 75 jobs, had 2 interviews and is selling popcorn on Navy Pier to make ends meet. (If you’d like to see her resume, let me know.) It’s killer out there.

I lived in Europe for 13 years and the unemployment rate was always in double digits, especially high among the young. Generations (plural) ended up living at home, sitting around, collecting benefits of some sort, feeling like failures and hating their lives. The societal cost of that is huge. Closer to home, the cost to companies, the loss, is equally huge.

We could not do what we do without interns. They have that eager spark of youth. They have skills that even those who graduated a few years ago don’t. They are hungry, not just because they want a job but because they’re curious and energetic and anxious for experiences. They not only do a lot of work, they keep the company young and I’m not just talking about age diversity. They’re the pipeline of new talent that keeps us ahead of changes in content marketing and publishing.

Two of them have been in my office already this morning and it’s not yet 9 o’clock. One has been doing man on the street interviews with a Flip cam. It’s probably easier to get someone on the train to talk to you when you’re young and cute but she is fearless in approaching people, asking questions, finding out what she wants to know—and then she can edit the video. The other was telling me about a crowd sourcing project called The Cosmonaut and talking about the future of creative communities. I mean seriously: the future of creative communities before breakfast!

You can’t buy that sort of energy. And you can’t survive without it.

Annus Horribilis

by Rebecca Rolfes

It has not been a great year. A lot of very bad things happened to good people. Two wars, the recession, high unemployment…well, you’ve heard about all that. I will not now bore you with Pollyanna’s rosy outlook but I would like to offer a year-end look at why I think we’ll get back to something like an annus mirabilis. John Dryden’s poem after all was written about 1666, the year of London’s Great Fire and the plague. Dryden’s point was that it could have been worse. So just as the glass is always half empty or full, it could also always be better. I see reason to believe it will.

  • I make microloans through Kiva. I try to find women entrepreneurs in countries I’ve visited and loan them $50. I’ve been loaning the same $50 since my daughter set up an account for me on my birthday a couple of years ago. Five or six women have benefited from that $50, the most recent paying it back pennies at a time by selling tamales in a market. Now a lady named Noellie born on Christmas day in Africa will use it to buy coolers for her frozen fish business. The lesson here is that you cannot keep small businesses down. Cannot! Entrepreneurship is the engine that runs every economy, even in countries where the barriers to opening a business are huge. Small businesses have something that no salary can buy: passion. They want it bad. They want it enough to work longer, harder and over more years than anyone else. Yes, a lot of them fail, especially when credit is tight and banks are stingy and markets collapse. But it is absolutely impossible to keep them down.
  • My industry is going up in flames. The death knell for print journalism started tolling years ago but the recession set a torch to the pyre. Layoffs in newsrooms, the disappearance of entire professions within the industry, the closure of storied titles make this an extremely bad time to be part of the Fourth Estate. Much as this pains me, we are in fact living through “the greatest explosion in personal self-expression of all time,” according to Clay Shirky.  Web 2.0, the read-write Web, enables everyman to be a journalist and, in the great tradition of Ben Franklin and citizen journalism, he is making use of the possibilities. And far from marking the death of good writing, the era is also improving literacy. Turns out that students now write more outside the classroom than in, what Andrea Lunsford, head of the Stanford Study of Writing, calls “life writing.” They write for an audience and have a much better sense of what that audience wants and how they want it—something they teach entire courses on in journalism school. Print is also a “stupid way” to deliver information, according to Alan Murray, deputy managing editor and executive editor online of The Wall Street Journal. Who knows whether we will all buy Condé Nast’s snazzy device that will make Sports Illustrated a mash-up of TV, print and talk radio?  But we’ll buy something. Journalism won’t die and a lot of trees will live.
  • We will turn off Facebook. And Twitter and texting and…and…and. Well, not literally, at least not in all cases. I recently did a post about our over consumption of media  and much as I’d like a little break from the bombardment of information, I don’t see new media platforms being silenced. But I do see a rather desperate search for a respite from the cacophony of modern life. There are several books on how to find focus in the midst of it all. Rapt by Winifred Gallagher says, “You cannot always be happy, but you can almost always be focused, which is the next best thing.” A Book of Silence by Sara Maitland finds the joy, the peace, the calm of being still, if only for moments at a time.

 So as the year closes, take a deep breath. Be calm. Be joyful. We will be fine.

The Future Is Just Like the Past

by Rebecca Rolfes

 I’m getting ready to speak at the Rotary International conference next week in Montreal. The audience will be the editors and publishers of Rotary’s magazines from around the world. Rotary headquarters in Evanston, Ill., publishes the Rotarian, the flagship magazine, but, with 32,000 clubs in 200 countries, no one publication can serve all readers.

Rotary is, in fact, an excellent example of a truly global association—not a U.S. association with a few international members and not one with a few offices in places where the population is wealthy enough to make it worth their while. Rotary is completely local in every one of those countries and to every one of those clubs.

            They inspired the lead to my book, The Competition Within,  when I saw a Rotary welcome sign in Patagonia, Argentina, only a couple of years after seeing a similar sign in Patagonia, Arizona. 

            The topic of my speech is the future of associations and what that will mean for association publishing. Rotary’s average member is 58 years old, very much a print-friendly group, and my audience will be mostly print publication professionals. But we all know that’s not the future.

            So I started to do a little research. ASAE published something about the “bright and glittering technofuture of association publishing”  in 1994 which did a surprisingly good job of predicting things like the Kindle and the digital magazine.

            Lisa Junker, editor of Associations Now, recently did a blog post on the subject. She encouraged association publishers to ask themselves a few questions about future competition, delivering value, content partnerships, digital-only publications and the continuing viability of print.

            Interestingly, nowhere did I see any mention of the only constant in this not-so-bright and not-so-glittering future with fewer and fewer advertisers and less and less printed matter. Print publications everywhere—newsstand publishers as well as associations—seem to have lost track of the only thing that matters: the reader.

First rule of journalism: Who is the reader.

The free press started because of “the public’s right to know.” It didn’t say anything about content or delivery mechanism; it was about the readers and their access to information.

            The future of association publishing has a lot less to do with technology and a lot more to do with demographics. Who is your member now? Who will your member be? What should you do to serve the core of members you have? What should you be changing and preparing for to serve the members you will have in the future?

            Readers (synonymous with members for associations) come to media today with very high expectations and really short attention spans. Any Google search will lead them to thousands of links, much more information than you can possibly cram into one print issue or one digital upload.

            The future of association publishing is in doing what extremely high quality journalism has always done: hook them with something they either genuinely didn’t know, otherwise find compelling or really great to look at. After 30 years in the business, I know exactly how hard—verging on impossible—that is to do consistently but that’s the big secret. Know your reader and then serve them better than anyone else.

Forward March-April 2009

by Michelle O'Hagan

The March/April 2009 issue of Forward magazine hits mailboxes next week. Forward is a trade association magazine from Association Growth Partners that provides a global perspective on the metals industry for members of MSCI. The March/April issue focuses on confidence and the economy.

Forward Magazine, March/April 2009

Forward Magazine, March/April 2009