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A semi-serious discussion about your future in publishing


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“A semi-serious discussion about your future in publishing.” by Guy LeCharles Gonzalez, presented to an NYU "Introduction to Interactive Media" class on 10/17/2011

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A semi-serious discussion about your future in publishing

  1. 1. unleashing<br />the Niche Community to Optimize SEO/SEM,<br />and Acquisition of Eyeballs,<br />to Synergistically Monetize Your Content<br />paradigm<br />Or, “A semi-serious discussion about your future in publishing.”<br />Guy LeCharles Gonzalez | | @glecharles<br />NYU, 10/17/2011<br />
  2. 2. Guy LeCharles GonzalezDirector, Content & Digital Product Development<br />Library Journal | School Library Journal | The Horn Book<br /><ul><li> Circulation Assistant and Fullfillment Manager, Poets & Writers (1997-1998)
  3. 3. Membership Manager, The Academy of American Poets (1998-1999)
  4. 4. Marketing Manager, SourceMedia (2004-2007)
  5. 5. Advertising Sales Director, Writer’s Digest (2007-2008)
  6. 6. Publisher & Editorial Director, Horticulture (2008-2009)
  7. 7. Director of Programming & Business Development, Digital Book World (2009-2011)
  8. 8. Director, Content & Digital Product Development, Media Source / Library Journals, LLC. (Present)</li></ul>Also…<br /><ul><li> Founder, curator and host of a little bit louder (1998-2001)
  9. 9. Co-author of Burning Down the House (Soft Skull Press, 2000)
  10. 10. Contributing Editor for (2005-2007)</li></ul>Guy LeCharles Gonzalez | | @glecharles<br />
  11. 11. Everyone has an opinion…<br /> Blogging it Like it is Since 2003<br />Guy LeCharles Gonzalez is an old/new media pragmatist; (still a) publishing optimist, and a library advocate...<br />He can be rather outspoken at times and does not suffer fools gladly, so nothing on this site is meant to be representative of his employers — past, present or future.<br />Guy LeCharles Gonzalez | | @glecharles<br />
  12. 12. Guy LeCharles Gonzalez | | @glecharles<br />
  13. 13. 50 Ideas on Using Twitterfor Business<br />#19. Don’t toot your own horn too much. (Man, I can’t believe I’m saying this. I do it all the time. – Side note: I’ve gotta stop tooting my own horn). <br />Guy LeCharles Gonzalez | | @glecharles<br />
  14. 14. #fail #cmonson<br />Guy LeCharles Gonzalez | | @glecharles<br />
  15. 15. Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it.<br />They don’t have a content strategy.<br />“Content strategy is, in fact, the next big thing”Kristina Halvorson<br /><br />Guy LeCharles Gonzalez | | @glecharles<br />
  16. 16. CRUSHING IT?<br />Guy LeCharles Gonzalez | | @glecharles<br />
  17. 17. FL<br />Guy LeCharles Gonzalez | | @glecharles<br />
  18. 18. FL<br />Guy LeCharles Gonzalez | | @glecharles<br />
  19. 19. Guy LeCharles Gonzalez | | @glecharles<br />
  20. 20. Content, Context, Community<br />VENDOR<br />MAGAZINES<br />WEBSITES<br />VENDOR<br />ASSOCIATION<br />COMMUNITY<br />FACEBOOK<br />VENDOR<br />VENDOR<br />LINKEDIN<br />TWITTER<br />READER<br />“Our goal is to place our authoritative journalism at the center of a social media experience.”<br />–Lewis DVorkin, Chief Product OfficerForbes Media<br />GOOGLE<br />ASSOCIATION<br />VENDOR<br />COMMUNITY<br />EVENTS<br />BOOKS<br />VENDOR<br />Guy LeCharles Gonzalez | | @glecharles<br />
  21. 21. Where We’re Going<br />It’s not just about having nice magazines and websites, and being on the social media platforms du jour.<br />It’s not just about increasing pageviews and ad impressions.<br />It’s REALLY about:<br /><ul><li> Focusing on serving our core readership’s needs, first and foremost
  22. 22. Establishing and nurturing direct relationships across multiple platforms
  23. 23. Empowering and rewarding our most engaged subscribers
  24. 24. Making SEO and data analysis a core discipline across all departments
  25. 25. Identifying new opportunities and new audiences to profitably expand our content’s reach</li></ul>Guy LeCharles Gonzalez | | @glecharles<br />
  26. 26. The Digital Shift<br />On Libraries and New Media<br />Tracking the “digital shift” from the perspective of libraries: content, consumers, controversy<br />GOAL: Consolidated , socialized online presence for targeted LJ/SLJ content; go-to source for all library “stakeholders”<br /><ul><li>Revised taxonomy for optimal targeting
  27. 27. Standard ad units
  28. 28. Modular site design for faster development/deployment</li></ul>NEW PRODUCTS<br /><ul><li>RESEARCH: Patron Profiles; Ebook Penetration
  29. 29. EVENT: Tech Summit
  30. 30. NL: The Digital Shift
  31. 31. RESOURCES: Toolkits, White papers, Webcasts</li></ul>Guy LeCharles Gonzalez | | @glecharles<br />
  32. 32. In conclusion…<br />Get Around<br />Get Connected<br />Get Online<br />Guy LeCharles Gonzalez | | @glecharles<br />
  33. 33. Professional Resources<br />Guy LeCharles Gonzalez | | @glecharles<br />
  34. 34. Contact<br />Guy LeCharles GonzalezDirector, Content & Digital Product Development<br />Library Journal | School Library Journal | The Horn Book<br /><br />@glecharles<br />