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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 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 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!