Jim Sulecki's slide presentation from the April 29, 2010 ASBPE webinar. Upcoming webinars at http://www.asbpe.org/webinars

1. 10 Trends That Could Make (or Break) Our Editorial Careers Jim Sulecki Director, eMedia Meister Media Worldwide

3. B2B writer and editor

4. Editorial management

5. Publishing management

7. Studio M video / audio

8. Content / graphics

9. Advertising / marketing

11. TV Is Not Just Radio Before a Camera

13. Multimedia

18. Brilliant images

19. Direct paths to deeper data

20. Audio / video

21. AnimationIf…we prove our value through the transition.

22. So how do we remain relevant?

23. (1) Know that we will be measured.

24. “There are no lies / When you see that look in their eyes” - Fastball, “Warm, Fuzzy Feeling” (1998)

27. Some as much as every 15 minutes (!)

28. On-the-fly testing: multivariate testing on heds

30. E.g., MMW: 52% YOY growth in UVs, 83% in PVs, 41% in time spent

31. Performance integrated into annual reviews, even financial incentives

32. Use this FOR you! E.g., in pay raise discussions

34. More PVs, UVs (4) Clarity over cute – write heds that could be translated into another language and still be meaningful (5) Use numerals (6) Get to the point – quick (7) Link out. Try to get links in.

35. (2) Our content will become “co-creative” with our audiences’.

36. One-to-Many Many-to-Many

37. Content not with a megaphone, but as a conversation-starter.

38. I Am Audience, Hear Me Roar

39. I Am Audience, Hear Me Roar

40. Audience-Generated Content Article comments (2) Polls (3) Message boards (4) Online communities (5) Blogs by experts (heirs to magazine columns) (6) User-contributed images/video: e.g., Magnify.net

41. Audience-Generated Content (7) Crowdsourcing / wikis

42. Now, for the sake of print... How do we circle this type of engagement back into our magazines?

43. Re-Engagement in Print Re-purpose online comments as ‘letters’ (2) Photo pages / contests (3) First-person stories (‘as told to…’) (4) Any kind of ‘roundup’ stories

44. (3) Content produced by editors will focus predominantly on analysis and exclusives.

45. So Much Information… Fri, April 16 12:46 pm 1:32 pm 2:37 pm

46. So Much Information…

47. So Much Need for Analysis RBI CEO Says Sky is Not Falling Analyst: News Foretells More Closings Editorial: Media Must Stop the Bleeding

48. 400 Words of Analysis…

49. …4400 Words of Audience Comment

50. The Power of Exclusives State-of-the-industry reports (2) Rankings (3) Own-event coverage (4) Own-award coverage (5) Webinar coverage

51. (4) We are in theentertainment – as well as information – business.

52. Business ≠ Boring ‘Will It Blend?: 83 Million Views on YouTube

53. Animated Presentations of Content

54. Let Us Entertain Them

56. Don’t Work Without a Script

57. (5) We (not publishers)will be the primary marketers of our content.

61. Good news: Most B2B has operated in this environment for decades.

64. Audience engagement = more UVs/PVs = better ad environment.

65. Web metrics are like incessant readership studies. (‘We will be measured.’)

67. Fewer type fonts to signal editorial copy from advertiser copy.

68. Savvy marketers know content deepens message.

71. Copy must be more incisive than ever

72. Graphics: utility rather than pretty

76. Anyone meeting basic occupational levels get magazine

78. (10) The Millennials will wantour content, but in different packages.

79. “Still reading magazines? What are you? Amish?” - Wired, 2009

82. eMailed avatar promises to help make Millennial awesome in their new job.

83. Interactive demo walks Millennial through media’s many job resources.

85. Workday of the Near Future? 8:00: Check web metrics 8:15: Check email 9:00: Article lead 9:15: Tweet formulated as question / trial balloon 9:30: First call on lead 10:15: Tweet summary (attributed or unattributed) 11:45: Short item for day’s enews / website 11:50: Item with link on Twitter, Facebook, blog 1:00: Check web metrics 1:15: Second call 2:15: Begin scripting 2- to 3-minute audio feed 4:00: Begin formulating full-length magazine feature

87. Gather and disseminate content in real-time, as a constantly moving ‘slipstream.’

88. Make use of every bit of content around you.

89. Cut mercilessly. If it’s not generating interest, advertisers, or industry leadership – why do it?

91. Know your audience better than ever

92. Tap your inner creativity

93. Good writing, storytelling still trumps all

94. Work hard but have fun

96. Q&A