My idea about immersion journalism -- in which "users" retrieve a story with cellphones and PDAs by following visual prompts in the real world -- received a little bit of attention. Check out what the Poynter Institute's Steve Outing said here. And if you can read Italian, take a look here.
My posts on the subject, which focused on the role that technologies such as Grafedia could play in this new form of storytelling, also generated a few emails. One of which pointed out that the idea of footnoting or hyperlinking the real world is part of a larger movement in art called spatial annotation.
Check out this site for some thought-provoking examples.
Wednesday, June 22, 2005
Tuesday, June 21, 2005
Topic channels planned for Folio, Event Marketer
Red 7 Media will soon launch new Web-based, editorial products for two of its B2B magazines -- Folio and Event Marketer.
Both publications are planning topic-specific channels that cover niche areas in their industries. There's much to be said in favor of the move. I tend to think that there's growth to be found in B2B publishing by drilling down to serve smaller niche areas.
Also of note is that the new channels will feature RSS feeds. That's a first for Red 7. And in the era of information overload, topic-specific RSS feeds are the way an ever-growing number of people prefer to get news.
Event Marketer has a list of its channels here. You'll be asked to register for the site before you can proceed to the 34 topics such a "tents" and exhibit design." But as of last night, most of the channels were empty and still "under development."
One of the few channels that is functioning covers "experiential marketing." Take a look.
If you're anything like me, you'll find there's something about the product that feels inappropriate.
The channel's sponsor is Polaroid, and the company is getting some nice play for its money. Polaroid's logo appears directly under the channel name. The description of the channel has copy that sounds like it came from Texaco Star Theater or one of those other 1950s variety shows. "Welcome to the Experiential Marketing Channels page, brought to you by Polaroid Corp." Polaroid also gets an ad in the upper left-hand corner and an "About Polaroid" section on the left side that lists how the company can help at events. Polaroid's name and logo are also featured in two white papers available for download on the channel.
As a reader, that sort of advertising overkill makes me suspicious.
As a journalist, what is most disturbing to me is that the channel hasn't drawn a clear line between advertising and editorial copy.
The channel has two articles sections. One is written by Events Marketer's staff. The other says it is "sponsored by Polaroid," but that is misleading. The section isn't just "sponsored by" Polaroid; the section contains articles seemingly written by the company's public relations staff.
Click on either type of story and the articles appear in nearly identical templates. The font is the same. The ads are the same. The color and layout are the same. The only difference is that the Polaroid-provided articles carry a small disclaimer that they are "sponsored by Polaroid."
That's a clear departure from the ethics guidelines set by American Business Media, which say the "layout, design, typeface and style of special advertising sections or custom publishing products must be distinctly different from those of the publication."
Although I suppose it's possible that people in the events industry may not care about such things, I don't think readers of Folio -- a magazine about the magazine world -- will accept such a blurring of the ethical line.
I like Red 7 Media. I like its publications. I know and respect the company's executives and journalists. Perhaps that's why I'm so troubled by this. I expect more from Red 7. I certainly expect more from Folio, which I see as a leader in the publishing world.
I don't know yet what Folio's channels will look like. There's nothing on the site about the channels project. Perhaps Red 7 has a better plan for Folio. I hope so. I hope, too, that someone at the company will rethink the Events Marketer channels.
Both publications are planning topic-specific channels that cover niche areas in their industries. There's much to be said in favor of the move. I tend to think that there's growth to be found in B2B publishing by drilling down to serve smaller niche areas.
Also of note is that the new channels will feature RSS feeds. That's a first for Red 7. And in the era of information overload, topic-specific RSS feeds are the way an ever-growing number of people prefer to get news.
Event Marketer has a list of its channels here. You'll be asked to register for the site before you can proceed to the 34 topics such a "tents" and exhibit design." But as of last night, most of the channels were empty and still "under development."
One of the few channels that is functioning covers "experiential marketing." Take a look.
If you're anything like me, you'll find there's something about the product that feels inappropriate.
The channel's sponsor is Polaroid, and the company is getting some nice play for its money. Polaroid's logo appears directly under the channel name. The description of the channel has copy that sounds like it came from Texaco Star Theater or one of those other 1950s variety shows. "Welcome to the Experiential Marketing Channels page, brought to you by Polaroid Corp." Polaroid also gets an ad in the upper left-hand corner and an "About Polaroid" section on the left side that lists how the company can help at events. Polaroid's name and logo are also featured in two white papers available for download on the channel.
As a reader, that sort of advertising overkill makes me suspicious.
As a journalist, what is most disturbing to me is that the channel hasn't drawn a clear line between advertising and editorial copy.
The channel has two articles sections. One is written by Events Marketer's staff. The other says it is "sponsored by Polaroid," but that is misleading. The section isn't just "sponsored by" Polaroid; the section contains articles seemingly written by the company's public relations staff.
Click on either type of story and the articles appear in nearly identical templates. The font is the same. The ads are the same. The color and layout are the same. The only difference is that the Polaroid-provided articles carry a small disclaimer that they are "sponsored by Polaroid."
That's a clear departure from the ethics guidelines set by American Business Media, which say the "layout, design, typeface and style of special advertising sections or custom publishing products must be distinctly different from those of the publication."
Although I suppose it's possible that people in the events industry may not care about such things, I don't think readers of Folio -- a magazine about the magazine world -- will accept such a blurring of the ethical line.
I like Red 7 Media. I like its publications. I know and respect the company's executives and journalists. Perhaps that's why I'm so troubled by this. I expect more from Red 7. I certainly expect more from Folio, which I see as a leader in the publishing world.
I don't know yet what Folio's channels will look like. There's nothing on the site about the channels project. Perhaps Red 7 has a better plan for Folio. I hope so. I hope, too, that someone at the company will rethink the Events Marketer channels.
Monday, June 20, 2005
Is something going on at Reed Business?
There have been a number of changes in editorial at Reed Business of late.
Variety reports that Marianne Paskowski "is stepping down in mid-July as VP of editorial development and editor-in-chief of Multichannel News." Folio reports that "Chemical Market Reporter laid off six editorial staffers last week, including editor-in-chief Helga Tilton and executive editor Patricia van Arnem."
I spoke to a few folks at Reed who tell me the changes are coincidences and not evidence of plans for companywide layoffs or restructurings.
Nonetheless, I'd be a little worried if I was at Reed.
ADDENDUM: I've received an anonymous email that tells me Reed Business is adding staff, despite the recent layoffs and resignation. The writer points toward the mediabistro job listings, which has two recent ads from Reed for senior editors.
Variety reports that Marianne Paskowski "is stepping down in mid-July as VP of editorial development and editor-in-chief of Multichannel News." Folio reports that "Chemical Market Reporter laid off six editorial staffers last week, including editor-in-chief Helga Tilton and executive editor Patricia van Arnem."
I spoke to a few folks at Reed who tell me the changes are coincidences and not evidence of plans for companywide layoffs or restructurings.
Nonetheless, I'd be a little worried if I was at Reed.
ADDENDUM: I've received an anonymous email that tells me Reed Business is adding staff, despite the recent layoffs and resignation. The writer points toward the mediabistro job listings, which has two recent ads from Reed for senior editors.
A look at B2B history
BtoB Magazine has a special five-year anniversary issue (the anniversary was actually in March, but let's not quibble) that has some fantastic stuff about the craziness in our industry during the past few years.
If nothing else, a look through the issue refreshed my memory. For example, in a discussion about the nearly forgotten concept of the "e-hub," BtoB talks about Covisent, which hoped to be the online marketplace for the auto industry. There was a period of about four weeks in my life at Primedia Business when we were obsessed with Covisent. Our plan was to provide news and information for the site. We came close to a deal, but we never closed on the sale.
Remarkably, I had forgotten all about that until I read the BtoB issue.
Look, there's some fun stuff here, including a column by usability guru Jakob Nielsen.
But if you do nothing else, take a look at the column by Rance Crain, who seems to share my worries about the growing influence of Wall Street investment firms in trade publishing.
If nothing else, a look through the issue refreshed my memory. For example, in a discussion about the nearly forgotten concept of the "e-hub," BtoB talks about Covisent, which hoped to be the online marketplace for the auto industry. There was a period of about four weeks in my life at Primedia Business when we were obsessed with Covisent. Our plan was to provide news and information for the site. We came close to a deal, but we never closed on the sale.
Remarkably, I had forgotten all about that until I read the BtoB issue.
Look, there's some fun stuff here, including a column by usability guru Jakob Nielsen.
But if you do nothing else, take a look at the column by Rance Crain, who seems to share my worries about the growing influence of Wall Street investment firms in trade publishing.
Friday, June 17, 2005
Trouble with sale of Primedia Business
Now that potential buyers have done their due diligence and gotten a good look at Primedia Business, the sale of the company may be in some trouble. Folio magazine reports that the folks who had been interested in buying the unit aren't so interested anymore.
According to Folio, part of the reason is "a perceived loss of experienced management" at Primedia Business. The article quotes one source who says “There is so much legacy knowledge and relationships that left.” That same source complains that “there doesn’t seem to be a coherent strategy.”
No kidding.
I think it's been pretty clear to anyone who even glanced in Primedia's direction that things have been a nightmare for ages. (FULL DISCLOSURE: I'm the former vice president for online content at Primedia Business.) Primedia's owner -- the private investment firm KKR -- knows a hell of a lot about money, but doesn't know much at all about business or people.
The result was that quality products that had been run at a profit for years fell under constant pressure to reduce costs and "grow" revenue. It was akin to inheriting a fine piece of farmland that had fed the family for generations, reducing the flow of water to the crops and demanding that the earth yield more corn.
At Primedia Business, the land turned barren. There were endless rounds of layoffs. Products were bought, run into the ground and then closed. Good magazines and good workers were hurt. A lot of talented people got pushed out the door. A lot of others fled.
Nonetheless, there is still value at Primedia Business. The company still has some good journalists. There are even a few talented executives who survived.
I promise you this: whoever buys the company will be pleased with it. There's nowhere to go but up. And I assure you that the place is crawling with people who want a chance to work for someone other than KKR.
According to Folio, part of the reason is "a perceived loss of experienced management" at Primedia Business. The article quotes one source who says “There is so much legacy knowledge and relationships that left.” That same source complains that “there doesn’t seem to be a coherent strategy.”
No kidding.
I think it's been pretty clear to anyone who even glanced in Primedia's direction that things have been a nightmare for ages. (FULL DISCLOSURE: I'm the former vice president for online content at Primedia Business.) Primedia's owner -- the private investment firm KKR -- knows a hell of a lot about money, but doesn't know much at all about business or people.
The result was that quality products that had been run at a profit for years fell under constant pressure to reduce costs and "grow" revenue. It was akin to inheriting a fine piece of farmland that had fed the family for generations, reducing the flow of water to the crops and demanding that the earth yield more corn.
At Primedia Business, the land turned barren. There were endless rounds of layoffs. Products were bought, run into the ground and then closed. Good magazines and good workers were hurt. A lot of talented people got pushed out the door. A lot of others fled.
Nonetheless, there is still value at Primedia Business. The company still has some good journalists. There are even a few talented executives who survived.
I promise you this: whoever buys the company will be pleased with it. There's nowhere to go but up. And I assure you that the place is crawling with people who want a chance to work for someone other than KKR.
Thursday, June 16, 2005
More on immersion journalism with Grafedia
I guess I'm not the only person to think that Grafedia -- which brings the idea of hypertext into the real world -- has potential as a journalism tool.
I received an email from John Geraci, the man who invented Grafedia, saying much the same.
"That's exactly the sort of thing I envisioned when I started Grafedia," John said. "But it's hard to find someone to take on a project like this, and the ordinary people who come to the site and try Grafedia out don't seem inclined toward that sort of thing."
Well I'd like to think that the readers of this blog aren't ordinary people. And I suspect that someone will pick up on the idea of immersion journalism.
For B2B journalists, the easiest immersion story would involve a trade show. Visitors to the show could use cellphones and email devices to access stories about companies at the show, find product reviews, retrieve video interviews with company executives, etc.
But I think my friends at College Media Advisers may find more complex and interesting concepts to explore through immersion journalism.
For example, imagine that a historic and well-loved school building in your town was slated for conversion into apartments. Story "users" -- we can't really call them "readers" -- could wander through the building. Grafedia could direct them to photos in context -- showing what the room they stand in used to look like. Grafedia could also point users to audio files of children in the playground, to videos of a school basketball game, and give directions to the home of a nearby elderly person willing to share his memories with visitors.
Or imagine that it's budget season. Some social-service agencies in your community will be getting an increase in funds. Others are slated for cutbacks. An immersion story could lead users through your town as they visited agencies, listened to interviews and met with politicians, agency workers and clients.
I can imagine dozens of such stories. I'm sure you can as well.
People who couldn't "visit" the immersion story could visit a Web site with a simpler multimedia version with many of the same components.
Not only could immersion stories prove to be remarkably moving and effective pieces of journalism, they would be a fantastic way to teach multimedia skills to journalism students.
What do you think?
"That's exactly the sort of thing I envisioned when I started Grafedia," John said. "But it's hard to find someone to take on a project like this, and the ordinary people who come to the site and try Grafedia out don't seem inclined toward that sort of thing."
Well I'd like to think that the readers of this blog aren't ordinary people. And I suspect that someone will pick up on the idea of immersion journalism.
For B2B journalists, the easiest immersion story would involve a trade show. Visitors to the show could use cellphones and email devices to access stories about companies at the show, find product reviews, retrieve video interviews with company executives, etc.
But I think my friends at College Media Advisers may find more complex and interesting concepts to explore through immersion journalism.
For example, imagine that a historic and well-loved school building in your town was slated for conversion into apartments. Story "users" -- we can't really call them "readers" -- could wander through the building. Grafedia could direct them to photos in context -- showing what the room they stand in used to look like. Grafedia could also point users to audio files of children in the playground, to videos of a school basketball game, and give directions to the home of a nearby elderly person willing to share his memories with visitors.
Or imagine that it's budget season. Some social-service agencies in your community will be getting an increase in funds. Others are slated for cutbacks. An immersion story could lead users through your town as they visited agencies, listened to interviews and met with politicians, agency workers and clients.
I can imagine dozens of such stories. I'm sure you can as well.
People who couldn't "visit" the immersion story could visit a Web site with a simpler multimedia version with many of the same components.
Not only could immersion stories prove to be remarkably moving and effective pieces of journalism, they would be a fantastic way to teach multimedia skills to journalism students.
What do you think?
Wednesday, June 15, 2005
Looking at digital editions
A press release in my inbox tells me that PennWell will begin publishing digital editions of four B2B magazines -- Laser Focus World, Cabling Installation & Maintenance, Industrial Laser Solutions and Vision Systems Design -- through Texterity.
And a quick visit to Texterity's site shows me the company has collected a slew of customers for its service of rendering print editions into pdf-like versions for the Web.
I've said that I'm not crazy about digital magazines. I prefer that people repurpose their content for the interactive medium of the Web. Nonetheless, publishers do seem to like these things. And now it's possible to get audited numbers for digital editions. So I suspect the popularity of these products will grow.
Given that, I have to say that I prefer the products created by NXTBook to those of Texterity. I just really like that audio file of a page being turned when I move through the "magazine."
And a quick visit to Texterity's site shows me the company has collected a slew of customers for its service of rendering print editions into pdf-like versions for the Web.
I've said that I'm not crazy about digital magazines. I prefer that people repurpose their content for the interactive medium of the Web. Nonetheless, publishers do seem to like these things. And now it's possible to get audited numbers for digital editions. So I suspect the popularity of these products will grow.
Given that, I have to say that I prefer the products created by NXTBook to those of Texterity. I just really like that audio file of a page being turned when I move through the "magazine."
Tuesday, June 14, 2005
Creating immersion stories with Grafedia
In Brooklyn, where I live, it's not unusual to come across cryptic graffiti written in blue. To the artists, hipsters and others familiar with system, the graffiti is meant to mimic the hyperlinks of the Web. It's part of an emerging multimedia tool called Grafedia. If you send a message to the web address in the graffiti, you get back a message that is somehow related to the place the graffiti appeared.
For a better explanation, check out this article by the Associated Press.
I have a sense that Grafedia has potential as a tool to create a new form of journalism -- immersion stories. Imagine a feature article that requires readers to participate physically in retrieving information. Readers could wander through a place related to a story -- the area around the World Trade Center in New York, a state capitol building, a park or a tradeshow. When readers come across Grafedia, they type the address into their cell phones, send a text message, and retrieve more of the story. It would be possible to use Grafedia to point the audience to human sources that they could interview themselves. The messages sent via Grafedia could include videos, background music or narration (similar to a tape-recorded walking tour.) As far as I know, no one has created a story with such interactivity. But I'm willing to predict that someone will soon. The power of linking the multimedia world with the real world is too powerful to ignore.
For a better explanation, check out this article by the Associated Press.
I have a sense that Grafedia has potential as a tool to create a new form of journalism -- immersion stories. Imagine a feature article that requires readers to participate physically in retrieving information. Readers could wander through a place related to a story -- the area around the World Trade Center in New York, a state capitol building, a park or a tradeshow. When readers come across Grafedia, they type the address into their cell phones, send a text message, and retrieve more of the story. It would be possible to use Grafedia to point the audience to human sources that they could interview themselves. The messages sent via Grafedia could include videos, background music or narration (similar to a tape-recorded walking tour.) As far as I know, no one has created a story with such interactivity. But I'm willing to predict that someone will soon. The power of linking the multimedia world with the real world is too powerful to ignore.
Looking beyond ugly sites and silly leads
I was leafing through a copy of the Journal of Accountancy and came across one of those how-to-blog pieces that every B2B magazine in the world seems to be running.
The article is worth noting for three reasons:
1) The print version of this piece looked pretty good. Graphics, fonts, etc. all worked nicely. It wasn't breathtaking, but nor was it awful. So why oh why does the article look so bloody ridiculous on the JofA Web site? How is it possible that at this late stage in new media a B2B publisher like JofA doesn't seem to care about how its brand is presented online?
2) Granted, the author of this piece isn't a journalist. But she is an author, and I assume that someone at JofA edited the piece before it appeared. So what's with the silly lead paragraph? Why do so many pieces about citizen journalism sound so goofy? Why do so many articles in trade magazines, regardless of subject, have such a gee-whiz-watch-me-write-something- funny feel to them? If I could get one message across to every trade journalist in the world, it would be this: "Don't be cute."
3) Even when I dislike an article, I often find something of value in it. And in the JofA piece there's a link to a site dedicated to CEO bloggers. Click on it. Take a look around. There are some interesting folks on the list, including a guy who runs a sheet metal company, a woman who runs a technology consulting firm and public-relations guy with an interest in Voice over Internet Protocol telephony.
Is anyone from the industry you cover on the list?
The article is worth noting for three reasons:
1) The print version of this piece looked pretty good. Graphics, fonts, etc. all worked nicely. It wasn't breathtaking, but nor was it awful. So why oh why does the article look so bloody ridiculous on the JofA Web site? How is it possible that at this late stage in new media a B2B publisher like JofA doesn't seem to care about how its brand is presented online?
2) Granted, the author of this piece isn't a journalist. But she is an author, and I assume that someone at JofA edited the piece before it appeared. So what's with the silly lead paragraph? Why do so many pieces about citizen journalism sound so goofy? Why do so many articles in trade magazines, regardless of subject, have such a gee-whiz-watch-me-write-something- funny feel to them? If I could get one message across to every trade journalist in the world, it would be this: "Don't be cute."
3) Even when I dislike an article, I often find something of value in it. And in the JofA piece there's a link to a site dedicated to CEO bloggers. Click on it. Take a look around. There are some interesting folks on the list, including a guy who runs a sheet metal company, a woman who runs a technology consulting firm and public-relations guy with an interest in Voice over Internet Protocol telephony.
Is anyone from the industry you cover on the list?
Monday, June 13, 2005
What is citizen journalism, anyway?
Now this is something the media world needs.
Poynter's Steve Outing has put together a lovely overview of the citizen journalism movement. Not sure what citizen journalism is? Take a look. Know what it is, but not sure how your company should participate? Take a look. Ready to make the jump and wondering what your first step should be? Steve says it's "Opening up to Public Comment."
Poynter's Steve Outing has put together a lovely overview of the citizen journalism movement. Not sure what citizen journalism is? Take a look. Know what it is, but not sure how your company should participate? Take a look. Ready to make the jump and wondering what your first step should be? Steve says it's "Opening up to Public Comment."
L.A. Times' wiki editorials raise questions
In keeping with an earlier post today about participatory media and the power of groups, take a look at what the Los Angeles Times is planning for its editorial page -- a new, conversation-driven product called a wikitorial.
But before you get too excited, take a look at the questions being raised by some of the leading supporters of citizen journalism.
Jeff Jarvis notes that the Times failed to discuss its idea in the blogosphere, thereby failing to use a citizen-journalism approach to citizen journalism. Ernest Miller suggests that editorials -- which by definition have a point of view -- may not be the best product to build through the neutral-tone, collective mindset of wikipedia. Ari Soglin, however, applauds the Times for at least attempting an experiment in citizen journalism.
Here's how the L.A. Times communicated the news to its readers.
But before you get too excited, take a look at the questions being raised by some of the leading supporters of citizen journalism.
Jeff Jarvis notes that the Times failed to discuss its idea in the blogosphere, thereby failing to use a citizen-journalism approach to citizen journalism. Ernest Miller suggests that editorials -- which by definition have a point of view -- may not be the best product to build through the neutral-tone, collective mindset of wikipedia. Ari Soglin, however, applauds the Times for at least attempting an experiment in citizen journalism.
Here's how the L.A. Times communicated the news to its readers.
You, me, us and participatory media
So much has changed so rapidly in media and technology that it's sometimes hard to keep track of the overall theme. But in this special report, BusinessWeek reminds us that the change is being driven by the basic, human need to participate.
Peer-to-peer file sharing, collaborative game development, group production efforts such as Wikipedia, guerilla marketing techniques, offshore research and customer-service functions connected via the Web, camera phones and Flickr, open-source software and the community journalism movement are all part of what BusinessWeek refers to as the "Power of Us."
While reading the report, make note of how well Businessweek uses the online medium to tell its story. There are slideshows, links to related stories, external links, clickable functions for stock quotes and a Web tour.
There is also a comment section. So you, too, can participate in the discussion.
Peer-to-peer file sharing, collaborative game development, group production efforts such as Wikipedia, guerilla marketing techniques, offshore research and customer-service functions connected via the Web, camera phones and Flickr, open-source software and the community journalism movement are all part of what BusinessWeek refers to as the "Power of Us."
While reading the report, make note of how well Businessweek uses the online medium to tell its story. There are slideshows, links to related stories, external links, clickable functions for stock quotes and a Web tour.
There is also a comment section. So you, too, can participate in the discussion.
Friday, June 10, 2005
I told you these guys were good
The Lawrence Journal-World -- the newspaper that I think everyone in media should be watching -- has won an EPpy award for best Internet news service by a small publication.
Take a look at the full list of winners here.
Then take a look around the LJW site.
Take a look at the full list of winners here.
Then take a look around the LJW site.
Avoiding clichés in your writing
The last time I wrote about bad writing, it generated a wee bit of anger.
If anyone gets uptight this time, they can take it up with Tim Porter. Tim has a wonderful post today about the abundance of cliché-filled headlines that appeared upon the death of Anne Bancroft.
Careful observers may wonder why I would link to a post about good writing by someone who misspelled Bancroft's name. Trust me -- it's still worth reading.
If you write for a living, please read it. Please.
If anyone gets uptight this time, they can take it up with Tim Porter. Tim has a wonderful post today about the abundance of cliché-filled headlines that appeared upon the death of Anne Bancroft.
Careful observers may wonder why I would link to a post about good writing by someone who misspelled Bancroft's name. Trust me -- it's still worth reading.
If you write for a living, please read it. Please.
Trade mags are best way to market...for now
Marketing Sherpa has an interesting piece that gives some insight into B2B media users.
The article is about marketing to engineers, but everyone in the B2B press -- advertising, editorial, circulation, etc. -- should take a look.
Here are some of the highlights:
In a survey by Penton's Machine Design magazine, 96.5% of respondents said "trade magazines were their number one source for getting information about suppliers."
Furthermore, when engineers are looking to buy, they tend to bypass Google and the other major search engines and go with niche search tools. "Specialist search engines such as GlobalSpec and ThomasNet.com have literally millions of engineer professional users, many of whom bypass the major search engines altogether when they need a very specific item."
But most interesting to me are the comments of Brian Renaud, director of engineering at Arbor Network, who doesn't use traditional media to learn about products. "Renaud bypasses trade magazines. He has his calls screened. And he throws away his direct mail. But Renaud does read blogs and forums. He mentioned a few pertaining to his industry – Slashdot was one – but he is also a frequent reader of security and software development forums, places where engineers gather to discuss problems and how to solve them."
I suspect that each day brings more customers like Renaud to the market. And the B2B publisher who doesn't respond soon, may soon be too late to respond at all.
The article is about marketing to engineers, but everyone in the B2B press -- advertising, editorial, circulation, etc. -- should take a look.
Here are some of the highlights:
In a survey by Penton's Machine Design magazine, 96.5% of respondents said "trade magazines were their number one source for getting information about suppliers."
Furthermore, when engineers are looking to buy, they tend to bypass Google and the other major search engines and go with niche search tools. "Specialist search engines such as GlobalSpec and ThomasNet.com have literally millions of engineer professional users, many of whom bypass the major search engines altogether when they need a very specific item."
But most interesting to me are the comments of Brian Renaud, director of engineering at Arbor Network, who doesn't use traditional media to learn about products. "Renaud bypasses trade magazines. He has his calls screened. And he throws away his direct mail. But Renaud does read blogs and forums. He mentioned a few pertaining to his industry – Slashdot was one – but he is also a frequent reader of security and software development forums, places where engineers gather to discuss problems and how to solve them."
I suspect that each day brings more customers like Renaud to the market. And the B2B publisher who doesn't respond soon, may soon be too late to respond at all.
Thursday, June 09, 2005
More awards and a new blog for B2B journalists
The Newsletter & Electronic Publishers Association has announced the winners of its 26th annual awards for excellence in B2B journalism. Take a look at the list of winners here.
Unfortunately, NEPA -- which says it represents electronic publishers -- doesn't have much of a Web site. There are no links on the awards page. So you'll have to search elsewhere for information on the winning publications. (FULL DISCLOSURE: United Communications Group, or UCG, is the winner of nine awards. I work on several products for UCG's OPIS unit, which covers the petroleum business. OPIS won first place for a single-topic newsletter for a special report on oil prices.)
If you want to hear more about awards, check out this post about the American Society of Business Publication Editors Northeast regional awards. There's an interesting idea mentioned about combining internal awards with editorial training.
That post, by the way, is part of the brand new blog by the Boston chapter of ASBPE. Take a look around. Sign up for the RSS feed.
Unfortunately, NEPA -- which says it represents electronic publishers -- doesn't have much of a Web site. There are no links on the awards page. So you'll have to search elsewhere for information on the winning publications. (FULL DISCLOSURE: United Communications Group, or UCG, is the winner of nine awards. I work on several products for UCG's OPIS unit, which covers the petroleum business. OPIS won first place for a single-topic newsletter for a special report on oil prices.)
If you want to hear more about awards, check out this post about the American Society of Business Publication Editors Northeast regional awards. There's an interesting idea mentioned about combining internal awards with editorial training.
That post, by the way, is part of the brand new blog by the Boston chapter of ASBPE. Take a look around. Sign up for the RSS feed.
Building B2B blog networks
This should worry every "traditional" publisher in B2B.
John Battelle is planning to combine a group of "high-quality, high-authority" blogs that cover technology into an offering he calls FM Publishing. Old media types who tend to discount the blogging world would be wise to read up on Battelle. This is a guy who made his mark and his money in print publishing. He's one of the co-founders of Wired magazine, arguably the most important publication of the past 25 years.
Read about his plan here and here.
I've said before that the standalone journalist -- operating without the help or the hassles of a traditional media company -- poses a threat to B2B publishers. Now here comes someone who understands both technology and publishing with a plan to link standalone journalists into a single product.
How long will it take before someone does that in another space?
For example, look at agriculture. There's nothing to stop a few core ag journalists from heading out on their own to cover their niches. Combine them with a blog or two by ag economists, maybe something from a veterinarian, a commodities trading expert and something like this, and suddenly you have a product that poses a threat to "National Hog Farmer."
John Battelle is planning to combine a group of "high-quality, high-authority" blogs that cover technology into an offering he calls FM Publishing. Old media types who tend to discount the blogging world would be wise to read up on Battelle. This is a guy who made his mark and his money in print publishing. He's one of the co-founders of Wired magazine, arguably the most important publication of the past 25 years.
Read about his plan here and here.
I've said before that the standalone journalist -- operating without the help or the hassles of a traditional media company -- poses a threat to B2B publishers. Now here comes someone who understands both technology and publishing with a plan to link standalone journalists into a single product.
How long will it take before someone does that in another space?
For example, look at agriculture. There's nothing to stop a few core ag journalists from heading out on their own to cover their niches. Combine them with a blog or two by ag economists, maybe something from a veterinarian, a commodities trading expert and something like this, and suddenly you have a product that poses a threat to "National Hog Farmer."
Wednesday, June 08, 2005
CORRECTION: EDN and feedback
Matthew Miller, executive editor of EDN Online, wrote in to offer a "clarification" to a recent post of mine. But Matthew is being kind. I need to post a correction, not a clarification.
In a recent post in which I complained about B2B media companies that don't take advantage of the Web's advantages, I said that EDN's new Web site didn't have a feedback/comment function.
I was wrong. EDN does have a feedback function on its new site.
Take a look at his comments here, and follow the links therein to get a look at what the folks at Reed have done.
Editors should make particular note of what Matthew sees as an advantage of allowing readers to send feedback on stories. "The feature provides the editors with "grist for the mill"--ideas for followup stories, a litmus test on the importance of issues, and so on."
In a recent post in which I complained about B2B media companies that don't take advantage of the Web's advantages, I said that EDN's new Web site didn't have a feedback/comment function.
I was wrong. EDN does have a feedback function on its new site.
Take a look at his comments here, and follow the links therein to get a look at what the folks at Reed have done.
Editors should make particular note of what Matthew sees as an advantage of allowing readers to send feedback on stories. "The feature provides the editors with "grist for the mill"--ideas for followup stories, a litmus test on the importance of issues, and so on."
Asking customers to be bloggers
I love this idea!
Pennsylvania is asking people to travel around the state and blog about it. The hope is that by arming "regular" folks with blogging software, the state can boost tourism.
There's potential here for a similar offering from a B2B publisher with the courage to let readers be reporters.
Why not ask a few readers to blog about a trade show?
How about a blog that follows a reader through the search for a new job in the industry you cover? Or even better -- a blog by a reader about his first year in the industry. Find a young, verbal, ambitious person among your readers and let him share what life is like "out there" where your readers live. (There's a fair number of intern-written blogs already. I'd like to see one by a more established professional.)
How about a group blog by readers on an overseas trade mission?
I'm pleased whenever a B2B media company embraces the tools of citizen journalism. I look forward to the day when some publisher decides to embrace the citizens themselves.
Pennsylvania is asking people to travel around the state and blog about it. The hope is that by arming "regular" folks with blogging software, the state can boost tourism.
There's potential here for a similar offering from a B2B publisher with the courage to let readers be reporters.
Why not ask a few readers to blog about a trade show?
How about a blog that follows a reader through the search for a new job in the industry you cover? Or even better -- a blog by a reader about his first year in the industry. Find a young, verbal, ambitious person among your readers and let him share what life is like "out there" where your readers live. (There's a fair number of intern-written blogs already. I'd like to see one by a more established professional.)
How about a group blog by readers on an overseas trade mission?
I'm pleased whenever a B2B media company embraces the tools of citizen journalism. I look forward to the day when some publisher decides to embrace the citizens themselves.
More on missing links in B2B media
Crain has relaunched Business Insurance magazine and its Web site. I haven't seen the hard copy. I have seen the Web site, and I'd call it a partial success.
Take a look. You'll see the Business Insurance site DOES have a comment function. I'm thrilled to see it.
On the other hand, Business Insurance is NOT using hyperlinks in the copy. I remain completely perplexed by journalists who don't use links online. Journalism is a service industry. Our job is to provide information and access to information. Failing to use links isn't just bad business, it's bad journalism.
I've complained a lot about B2B's seeming inability to comprehend online journalism's advantages. The Poynter Institute's Steve Outing weighs in today. Take a look.
Also worth noting today is a story in Wired magazine about a new film that looks at that early form of online conversation -- the BBS. The guys in the film were apparently playing online before I was. My earliest memory of conversations through computers involved a friend trying to explain Kermit to me.
Take a look. You'll see the Business Insurance site DOES have a comment function. I'm thrilled to see it.
On the other hand, Business Insurance is NOT using hyperlinks in the copy. I remain completely perplexed by journalists who don't use links online. Journalism is a service industry. Our job is to provide information and access to information. Failing to use links isn't just bad business, it's bad journalism.
I've complained a lot about B2B's seeming inability to comprehend online journalism's advantages. The Poynter Institute's Steve Outing weighs in today. Take a look.
Also worth noting today is a story in Wired magazine about a new film that looks at that early form of online conversation -- the BBS. The guys in the film were apparently playing online before I was. My earliest memory of conversations through computers involved a friend trying to explain Kermit to me.
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