How It Works

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How It Works

  1. 1. How It Works
  2. 2. Background Minett Media Limited has developed the most comprehensive database of editors of B2B journals worldwide. In effect, Minett Media has created a B2B exchange for the world’s trade press and for the companies who need to utilise that trade press in order to reach their markets. Since the late 1980s over 13,000 trade publication editors, and major multinational companies, have become regular users of the Minett Media system for the global distribution and publication of B2B editorial articles. Client companies submit to Minett Media articles that they wish to publish. Those articles are uploaded into the Minett Media website. Editors are sent regular reports to advise them of the availability of specific articles relevant to their readers. The editors can review those articles on the website and download them for publication.(See page 3). Using the Minett Media internet-based system allows companies to showcase their editorial articles to, in principle, every relevant and significant trade press editor in the world. This greatly increases the likelihood that an article (normally costing a great deal in time and money to produce) will be published. It also allows the article to be published in many more journals than would be possible if relying upon the traditional method of cultivating personal relationships (either directly or via a PR firm) with those editors who the client identifies as being potentially useful to them. Minett Media has provided their services to many significant multinational organisations including; the British Government (Inward Investment Agency), ITT, Deutsche Bank, Volvo and Ericsson. ITT, for example, has been a client of Minett Media for 15 years. This impressive client loyalty can be partly explained by the following financial comparison: the average cost per thousand readers (cpt) of advertising in the international trade press is approximately €232 ($325), whereas the cpt of Minett Media’s service ranges between €2.9 ($4) to €29 ($40). Exact figures based on continuous studies of individual client performance are available on demand. Clients pay a series of fees per article to register an article in the Minett Media system: a monthly service fee plus various fees at different stages of an article’s publication process. The service is free to editors, as are the articles, but copyright of the articles remains with the client company. Minett Media has developed a sophisticated system of client reporting, including automated emailed client reports each time an editor; i) downloads an article for consideration ii) decides to publish the article iii) sends an electronic copy to Minett Media of the journal’s published version of the article In addition, clients have constant access, either via Minett Media’s website or a link from that website to their own company Intranet, to a full status report covering the complete portfolio of their articles in the Minett Media system.
  3. 3. That status report provides totally comprehensive information (including full text, pictures, entry/exit dates, publication progress and complete information on all journals involved, including hyperlinks to their website) regarding publication progress on all the client’s editorial items. Consequently, Minett Media’s status reports provide multinational organisations with an innovative and highly effective tool for internally integrating the organisation’s global marketing communications efforts. Total organisational transparency can be constantly and instantly achieved as to what materials have been produced, distributed and published worldwide. Perhaps most importantly, the capacity to utilise the credibility and legitimacy created by published editorial material is effortlessly achieved throughout the global client organisation. The Publishing Process Many multinational companies recognise the value of having articles published in the B2B trade press. The trade press tends to cover serious, product specific information and is read by industry insiders who will generally have a high level of industry knowledge and purchase decision making authority/influence. The editors of trade journals know that they must publish independent and useful articles if they are to retain the trust and interest of their readers. Technical standards of editorial tend, therefore, to be much higher than in the general press. For that reason, there is great credibility attached to trade press editorial articles and much useful marketing activity can be gained from having those articles published. Traditionally there has been a significant problem in having editorial articles published in appropriate trade journals simply because of the very large number of possible publications and the difficulty of attracting editor attention. In each business area there may be thousands of companies, thousands of products and, across the world, hundreds of potentially relevant trade journals. The traditional approach to achieving publication has depended upon developing personal relationships with relevant editors. Either a local corporate office, or a local PR agency, will have made efforts to develop personal relationships with local editors of the trade journals that they believe may be relevant. This process is very time consuming and expensive for the company and, from an editor’s point of view, is inherently limited by the number of such relationships that he or she can realistically sustain. For global organisations the key issues are: - getting editor attention - tracking publication progress - maximising usage of published material within, and throughout, the organisation According to government sponsored research Minett Media is the only organisation which is systematically using the internet to achieve these objectives. Minett Media has built an alternative system to the traditional approach described above ...... a system that works, in effect, as a global supermarket for B2B trade press editors. The supermarket analogy is powerful since the system does indeed have the advantages, for editors, that supermarkets have for shoppers, namely:
  4. 4. • a much larger range of products, i.e. articles available for publication - at any one time the Minett Media system contains hundreds of articles covering more than 50 business areas. • A wide selection of brands – editorial material from over 50 multinational organisations has been carried. • The freedom of self-selection - editors can browse the Minett Media shelves without the pressure of being personally ‘sold to’ by in-house or agency PR people. Once every month editors are sent, via email, a ‘shopping list’ of available articles. In addition to alerting the editors as to what material is available, this process helps to maintain the Minett Media database since any emails which are returned as undeliverable are followed up and the database is updated accordingly. The monthly list sent to editors contains very brief details of the articles available (title and abstract etc.) in order to keep the size of the list manageable and quick and easy to read. The lists of articles and the editors are coded by 50+ business areas to ensure that editors are shown only relevant material. Editors who are interested in a particular article can click on the title which will take them directly through to the Minett Media website. There they will pass through a gateway screen, which requires them to enter their journal title and either accept or amend the data (i.e. editor name and contact details) that Minett Media holds on that journal – again updating the database – before being shown the full text of the article. This process automatically generates an email report back to the relevant client, telling them that this particular journal is interested in that particular article or editorial item. Minett Media calls this stage of the process creating a ‘Publication Opportunity’, which it then tracks electronically until the journal responds that they are either going to publish the article or not. A ‘Decision to Publish’ triggers another automatic email report to the client informing them that this particular journal is going to publish the article. Finally, the tracking continues until Minett Media receives a digital copy of the published version – so no expensive clippings service is needed. That digital copy of the published article is then attached to a third email report to the client. An additional benefit of the Minett Media system is that editors who want to publish an article in a language different to that in which it has been supplied to them (usually English), will often translate the article free of charge, using one of their own staff of specialist technical writers. Status Report on a Portfolio of Editorial Items In addition to sending the above reports on the progress of individual Publication Opportunities, Minett Media also summarises the situation in respect of all of a client’s editorial items in an online, real-time status report. That report can be accessed (via codes) on the Minett Media website or directly through the client’s Intranet. The status report starts by summarising overall totals of Active Articles, Publications, Planned Publications etc. and then displays the articles one-by-one. The articles and the journals are
  5. 5. interactive; for example, clicking on an article title brings up the complete text of the article, plus its pictures and all other information about it. This means that anyone in the client’s organisation can see what is available for publication or has been published. Also, each journal can be clicked on for further information; firstly, basic information Minett Media has on the journal – geographic and functional coverage, circulation figures, contact details etc. If even more information is required, there is a hyperlink through to the journal’s own website. Published articles are included in the status report, in their appropriate locations. These published copies are one of the key benefits of the Minett Media system because they provide ideal sales material - they have all the credibility and legitimacy of editorial publication which can make them more effective than company brochures. To make it easy for sales people to find an appropriate piece to take to a prospect meeting, there is a key word search facility on the Minett Media system status report. Using that facility, sales people can enter the name of one of their company’s products, a business area, a country, an application, a customer etc. and find an appropriate published piece. This ability for anyone within a multinational organisation to access any of the company’s worldwide editorial coverage/potential sales collateral offers a significant advantage .. .. it avoids the potential, within very large, globally dispersed companies, for one particular business unit or country sales force to remain unaware of published material emanating from another business unit or country unit. Other Services There are three further services available to clients of Minett Media. i) Concept Only Articles This service enables clients to test the potential interest in an article before committing to the time and cost of writing it. Clients insert a one-paragraph description of the story idea in Minett Media’s system. This enables them to determine whether any, and/or how many, journals might be interested in publishing it. This facility allows clients to commit to the time and expense of producing an article with a much greater degree of confidence that the article will be published. ii) Expert contacts This service allows clients to enter into the system a one-paragraph description of individuals within their organisation who are experts in a given field. The description will encompass their qualifications and experience. Editors are often keen to identify a technical expert whom they can interview and quote and this service allows editors to easily identify such an expert. The service generates good publicity for the client company and is also a good way to motivate the company’s highly qualified personnel. Once an editor has identified an expert and shown interest in contacting him or her, the system allows two levels of response from the client: either a “we will get back to you” response, which leaves with the client the initiative for further contact with the editor; or the system can respond with contact details for the client’s individual, allowing the editor to contact that individual directly. Editor responses to Concept Only Articles and Expert Contacts also appear in the client’s status report, providing full internal information across the client’s global organisation as
  6. 6. to what article production is being planned and what internal knowledge resources are available. iii) Press Release Tracking The Minett Media system provides the same type of support for issuing and tracking publication of press releases as the main service provides for feature articles. The text of the press release is sent to appropriate editors with a message that high-resolution pictures to accompany the release are available to download from the Minett Media website. Details of those editors who download the pictures are captured and a report emailed to the client advising of which journals are planning to publish the press release. The system only handles technical press releases. It does not handle financial PR or general company news. For further information contact: Contact: Steve Minett PhD, Managing Director or Hylton Barnes MBA Minett Media, 6 Middlewatch, Swavesey, Cambridge,CB4 5RN, United Kingdom Tel: +44 (0)1954 230 250 Fax: +44 (0)1954 232 019 steve@minettmedia.co.uk hylton@minettmedia.co.uk www.minettmedia.co.uk

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