How to "make a face" of your team in media. The modern technologies allow to leverage tremendously the process of personal brand building. See how it happens in today's media

1. A Face Of
Your Team
Business Of Magazine Publishing
Gain More With Personal
Brands
Advanced Magazine Publishing Institute | India 2012
Bangalore, October 11, 2012

2. Recall: Media in the III Millennium
• offer keywords
and ideas for
How can traditional
Business Of Magazine Publishing
further search
media successfully
• offer competent views compete with
and opinions
• offer people rather
?
than events
(“rumors effect”)
• offer interactivity
Bangalore, October 11, 2012

3. Recall: Media in the III Millennium
The last century has seen important changes for the
media industry. It has moved…
Business Of Magazine Publishing
• from a world of information scarcity to information
overload, …so people would read you not because they
need the information you provide but because they like
the way you give it!
• from a world where people needed the media for
information, to one where they can access – and
produce – it themselves, …so the publishing is no
longer the simply processing of content, but moving
up above the content.
Thus the focus in publishing process moves
from the content to communications and
people who organize, manage and share it
Bangalore, October 11, 2012

4. Business Of Magazine Publishing
… Because Communications
ARE About People
Bangalore, October 11, 2012

5. Communications Today
Recall: How It Works In Media
All the groups within the
community – clients, readers,
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market are engaged in
communication
Two types of communication:
• Content discussion
• Communications and
relations between
community members
(content creation)
www.emartin.net
Bangalore, October 11, 2012

6. Communications Today
“Party Tigers” Of The Information World
Think party tigers: who they are and what
they do
• People are gathering around them
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on parties
• They know the latest news,
rumors, gossips and jokes
• They are able to support any
discussion
• People want to hear their opinion
because they like talking to them
• Their opinions are further passed
on and shared
This is exactly the role of your
team in facilitating the
community discussions! www.emartin.net
Bangalore, October 11, 2012

7. Communications Today
Your Publication As A Composite
Brand
People want to talk with people…
in your publication, too
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Personalize your content
• more opinions
• more faces on the pages (tip: 3D content
organization and infoboxes might be of help)
• more columns and columnists
• give author’s contact information (email, LI, FB,
Skype) next to the article
• encourage personal blogs, being active in social
media
Bangalore, October 11, 2012

8. Communications Today
Case Study: A Well Organized Personal Branding In Publishing
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Peoples’ comments
Sharing buttons (with photos!) Author’s name,
with stats photo with
follow/subscribe
features
Bangalore, October 11, 2012

9. Communications Today
Case Study: A Well Organized Personal Branding In Publishing
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Author’s bio, side More stuff
information from this guy
More team people
to follow
Bangalore, October 11, 2012

10. Communications Today
Your Publication As A Composite Brand
(cont.)
Make your team members develop skills of community
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management
• learn to become opinion makers
• learn to get from the community the needed information
• bring together bloggers, social media and official sources
in editorial projects
• effectively find out, assemble, and check the reader’s
reaction on information by analyzing various sources
Bangalore, October 11, 2012

11. Communications Today
Your Publication As A Composite Brand (cont.)
Business Of Magazine Publishing
Give your team maximum public exposure
• make them keynote speakers at the conferences
and gatherings
• encourage them teach the seminars/webinars,
do master-classes, etc.
• do mini video interviews, share them on YouTube
• put a 24/7 web camera in your newsroom 
•
Bangalore, October 11, 2012

12. Communications Today
Recall: There’s Variety Of Tools Available
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Important
Goal: effectively trigger
and support discussions
Threat: personal brands
might outshine the brand
of the publication – keep
it composite!
Benefit: success and
influence of your
publication gains from
those of your team
Bangalore, October 11, 2012

13. Questions?..
Business Of Magazine Publishing
Thank you!
Bangalore, October 11, 2012