You are currently browsing the tag archive for the ‘Career’ tag.

And it was Digital.  And Amazing.  And Beautiful.  In a Space-Agey, Totally Green Way.

I’m really not a Monday person, especially when I only have access to one round of coffee.  So I was somewhat a disenchanted with with the concept of sitting in a rather uncomfortable chair (sorry NYU) for eight hours with few breaks when I went to class this morning.  Until my mind was boggled with presentations and a glimpse into the future as seen by:

  • Steve Malley, Senior Deputy Editor, ESPN magazine
  • Robert (Bo) Sacks, Owner, The Precision Media Group
  • Jeanniey Mullen, CMO/EVP, Zinio
Pay-caption found on ESPN Magazine's site

Pay-caption found on ESPN Magazine's site

Malley presented first, and had a hard time containing his evident excitement as he shifted his weight and gestured wildly with his hands behind the podium.  He is the first Editor of the many we’ve heard speak who has put their digital content behind a pay-based wall: Yes, that means the content found on ESPN.com is no longer free (which is too bad, I really wanted to read the story about Kim Kardashian and Reggie Bush).  Malley compared the current changed in the media industry right now to when Gutenberg invented movable type – so people, get ready for revolution.

Bo Sacks is impressive, having held what seems like every title available in the publishing industry (Twitter @bosacks).  Some of you may be impressed with his status as the Founding Father of the High Times magazine, but today he spoke from his position as President of the Precision Media Group.

It’s more important to know how to search for a fact than know a fact. -Bo Sacks

Sacks is omnipresent in ways, dividing the media as “BD” or “AD” – Before Digital and After Digital.  He showed mind boggling technology amid humorously photoshopped pictures (there were quite a few laughs of Einstein with an iPod, etc.).  The technology shown is light in weight, small in stature but is without a doubt changing the publishing industry: e-paper.

e-paper

e-paper

This foldable, bendable, light weight piece of space-age technology will in the future be a pocketable book, but for now ables the Kindle and Sony E-reader.  It is expected to have a virtual keyboard – as in it somehow reflects a keyboard onto a surface that somehow tracks your actions (crazy I know, I really can’t explain the concept, it’s akin to magic to me).

Crazy e-paper aside, Sacks says that while he doesn’t believe magazines should not be printed, he does think the physical editions will become more expensive and only account for 25% of the market within ten years.  Without a doubt, he believes competition to be redefined; digital publications to become stronger and more reliable; and the digital publishing realm to continue its advancements.  Senior management beware: put your palpable fear aside, Sacks thinks my generation is the smartest.

Who reading this had “paged through” a digital magazine? I’ve had very little experience with the medium and have always thought of magazines to be much more of an experience – glossy pages, perfume samples, vivid ads… That is, until Jeanniey Mullen of Zinio presented her site.

Jeanniey Mullen

Jeanniey Mullen

As EVP/CMO, Mullen is in the ideal role at Zinio.  In an arena with plenty of room for growth, (unlike the cell phone industry which is almost at full saturation) she is at the forefront of a fast-emerging media – the digital magazine.  With printer and distribution costs on the upswing and weak advertising revenue, many magazines are struggling (some even closing, like Domino and Nickolodean Kids) at this time.

Not only are digital magazines more economically friendly (ie green, so automatically trendy), but they offer more opportunities for interaction both with the content and advertisements.  Mullen pulled up the Zinio-published women’s magazine Viv, and I was astounded at the potential.  Not only is the reader able to actually change the model’s clothes in a photograph, but the advertising content is able to be interacted with as well.  The ads change content within a brand, and even link through to individual websites where the featured product can be purchased.  Dior took the advertising a step further and embedded their TV spot with a corresponding print ad, along with a link to purchase directly.  Unlike traditional advertising, specific metrics are available!!!!!!

What’s shocking is that the digital magazine advertising is still considered in line with print – not a different, more expensive business model.  I see potential to change to a CPM business model as the digital magazine industry continues to grow, with potential for different advertisers to buy identical content that changes once a minimum number of impressions has occurred (does that make sense other than in my head?).   Now Zinio is a company for which advertising sales would prove fascinating.

Another really cool aspect the digital magazine realm offers: the ability to save interesting content!  I am one of those people who tears pages out of things I like – from fashion to recipes to editorial.  But, not being organized I don’t have a filing system other than “storing” the torn out pages in random locations, never findable when needed.  Being able to save content to my computer is totally different, and a concept I will embrace and keep organized!  Also, magazines are searchable, so you can skip directly to the content you want.

I already followed Mullen on Twitter (@empg) and was pleased to see she had tweeted during her time at NYU, which made me an even bigger fan.  I’ve already acted on her advice to try out http://www.goreadgreen.com and signed up a a FREE one-year subscription of Viv!  Go online and choose your subscription today, and take a look at Zinio.com for the latest and greatest digital magazines.  My new plan to fulfill my promise to get Dad an Esquire subscription is to do it through the digital medium; 12 digital issues only $7.99!

So I used to have quite the girl crush on Chelsea Handler (hilarious, clever and oh-so inappropriate), but now my tastes have matured and moved to these two emulating-worthy women: MaryAnn Bekkedahl, EVP/Group Publisher, Rodale and Jill Seelig, VP/Publisher, O, The Oprah Magazine.

Coming from a background in the creative/content-generating side of advertising, I admit to having had a somewhat snooty view on advertising sales.  After listening to these two women present, my views may have shifted to more of a “wow, I would love to be her in 10-15 years”.

Maryann BekkedahlMaryAnn Bekkedahl first got my attention when discussing the seven “media franchises” she’s in charge of, aka magazines (Men’s Health, Women’s Health, Prevention…).  But, in this age, they are much more than just magazines and have evolved into brand empires.  I have understanding and respect for brands more so than sales (sales people always have an agenda), but seeing how they’re so intricately connected had me at the edge of my seat.

“The Role of the Publisher” as Bekkedahl depicted really has control and responsibility for the brand/magazine.  The Publishing team is composed of the Publisher, with the Research, Marketing, Sales, Business Management/Production and PR teams reporting up.  I could do that- I want to do that; be the business side of publishing.

In fact, the Sales force is what really appealed to me among those divisions.  Dad always told me I should be in sales since I can convince people to buy things (he’s the perfect example, you should have seen my white convertible!), but I held such a negative stereotype I couldn’t move past.  Bekkedahl shot that stereotype out of the water as I found myself drawn to her earnestness and humor, thinking maybe I could do advertising sales after all…

Jill SeeligJill Seelig was the last speaker at the end of yet another long digital day, and I was seeing all sorts of pleasant images in my head instead of the screen (manicure, massage, wine… you get the picture).  She really got my attention (and adoration) by opening up her “Multi-platform Marketing to the Advertiser- the 360 Strategy” with the line:

Print is not dead; it is here to stay.

Seelig went on to support this statement with stats stating that magazines are the #1 medium of engagement, and there is an interdependency between print and digital.  Magazines contribute to the effectiveness of advertising when added to the media mix; and she should know, since she launched “O” as part of the Oprah Winfrey media empire.

Moving up through the ranks of ad sales in Self and Vanity Fair, Seelig helped instigate “O”‘s immediate success in 2000.  She presented a case study of Intel’s partnership with “O” and showed the magazine’s ability to make a (boring) technical brand be more human and emotional to her female readers.  She seems to be living the “O” tagline: “Live Your Best Life.”

Also, as a side-note, all the high profile people we’ve heard from have been very attractive and in good shape – is the magazine industry shallow; do they not have time to eat, hence the toned-ness; or do these people just happen to age well?!  None look old enough to hold their titles and have the experience they share!

So a few days ago thanks to one of my Twitter friends (I don’t care if some of you think it’s pathetic, it’s become quite enjoyable!) I came across the New York Times article “Is This the Time to Chase a Career Dream?” by business coach Pamela Slim. She was surprisingly optimistic, saying  “People from all walks of life are realizing that a time of economic turmoil offers a great opportunity to reinvent careers.”  So this fueled my hope, even though I don’t think the worlds of advertising and publishing are totally dissimilar, it is definitely considered a new career category on LinkedIn (add me by the way, I’d love to be “linked” – Lydia Hirt).

As of Tuesday, I have been invited to follow my dream of publishing

My NYU Happy Dance

My NYU Happy Dance

all the way to New York University and take part in their Summer Publishing Institute! As of today, my deposit has been submitted (though I would appreciate a receipt of a reserved place, NYU!) and I am looking to book a flight MAY 30!!!!

I had been hesitant to share the application process since I didn’t decide to attempt this career path until a few weeks past application deadline, but whether the economy or my sparkling application (obviously the latter!), I’ve been accepted.  Beginning May 31, I will embark on an intense six weeks of class full-time in The Big Apple!  With three weeks focusing on magazine publishing and three weeks on book publishing, it’s a well rounded program that I believe will leave me with beneficial experience and skills. I’ve read awesome reviews about this program and spoken with graduates, all of which have served to even better convince me it’s a worthwhile investment.

Both exhilarated and terrified, I lay awake at night thinking of the possibilities and stressing about packing.  Not to mention missing two months of Chicago’s summer (especially painful when I think of the swimming pool on my roof!) and leaving my friends, but I have the highest hopes this opportunity leads me where I want to go – launching a career in Publishing.

I really only have four friends in NYC and none of them hang out with each other: A girlfriend recently transplanted from CT with few contacts, a close guy friend who’s a busy med student, a rapper whom I doubt I would fit in with his “crew” and a girlfriend living in London for three months (I guess she doesn’t even count).  So send friends my way, I accept charity!

PS: I need a subleaser for Chicago June 1 – July 19, any suggestions/contacts?!?  Sweet apartment, two amazing female roommates, a pool on the roof and an amazing view from the 24th floor – any takers?!

According to the New York Times, 651,000 new job losses were reported in February (need I remind everyone that Feb. is the shortest month of the year, so that means 23,250 jobs were lost PER DAY).  Unemployment surged to 8.1%, the highest yet.

It really is a dismal economy.  I have yet to adopt what I call the “unemploymentality” (thanks,Liz!) of feeling depressed, worthless and hopeless, but ask me that again in a couple more months of not receiving a steady paycheck and I may be ready to join the beggars on Rush St.

As the NYT article states, “Everybody in every industry has lost jobs or is feeling insecure about whether they’re going to keep their jobs or how their company’s going to do.”

I think Prada may be out of luck with people affording their “Sunbathing Dress” I posted yesterday… Back to my happy world of fiction.

Full article here: http://www.nytimes.com/2009/03/07/business/economy/07jobs.html?_r=1&partner=rss

NovelWhore Tweets

June 2017
M T W T F S S
« May    
 1234
567891011
12131415161718
19202122232425
2627282930  
if (WIDGETBOX) WIDGETBOX.renderWidget('6f7a561c-c271-445d-a120-8d99edb3e40d');Get the Penguin Classics book of the day widget and many other great free widgets at Widgetbox! Not seeing a widget? (More info)