The following interview between new SIIA Member Tim Jarrell, Principal, Digital Mindset and Kathy Greenler Sexton, VP & GM of the SIIA Content Division, outlines how Digital Mindset is helping companies monetize content.
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Tim Jarrell, Principal, Digital Mindset
Kathy: Tell me about yourself – what do you do?
Tim: I help companies develop and monetize content that can be distributed across multiple formats – whether it’s web, mobile, or eBooks. For the past seven years, I was Publisher of Fodor’s Travel where I revitalized the brand, introduced new digital products and grew fodors.com into one of the leading travel information sites. We retooled our technology and processes so that our content was created, edited and published on the web, in print and through eBooks more quickly and for less money. But ultimately, process and technology are only a means to an end. It all begins with the customer – how do you deliver timely relevant consumer tested content. And how do you maintain an ongoing dialogue with your customer to drive brand loyalty and purchase.
Kathy: Who do you sell to?
Tim: I work with content companies and brands that are looking to convert to a digital model or to create new revenue sources. The traditional methods of distribution are under stress for a lot of companies, especially those whose main source of income is generated by printed products. I can help develop consumer-tested content and new revenue models. I also work with brands which have an opportunity to repackage and develop content to loyal customers. I also have worked with start-ups in developing strategies and refining marketing and editorial plans.
Kathy: What is unique about what you do?
Tim: I have more than 25 years of experience – 12 years at Time Inc. — – working with content – newspapers, magazines, books, web and now eBooks and mobile devices. I have worked on the business side and have a thorough understanding of different revenue models — ad sales, direct to consumer, transactional and retail. So I can bring the wisdom and experience of different industries to creatively approach business challenges. I also have developed compelling content. Our redesign at Fodor’s was cited by the New York Times as “beautiful” and that we were now the “can’t go wrong choice” in the travel guide space.
But whatever the task, I start with a consumer focus. What does the customer want? How to do we build an ongoing dialogue with customers to promote purchase and create loyalty and brand awareness. From there, we build a revenue model and a cost structure to fit revenues. Depending on a client’s need, I rely on a network of trusted colleagues who have successful track records in a functional expertise such as product management, technology, marketing, social media and community building.
Kathy: Tell me about some of the challenges in your business?
Tim: The biggest challenge is getting people to radically rethink their businesses. A lot of companies already have seen their revenue models fall apart, so they lack the resources to invest. But still-profitable companies that face declining revenues are reluctant to stray too far from their core business model. Often they try to recreate their print model in digital without fully understanding how customers are behaving in the New World Order. The results are often unsuccessful. Or companies let technology define their content vision. They envision all of the fabulous tools, interactivity and design they can create without knowing whether their product are something that consumers will either want or use.
Kathy: Can you give me an example of where you helped out a client?
Tim: I recently advised an International Relief agency on how they could set up a publishing program that would further their reputation as a thought leader and provide additional revenue opportunity. They realized that electronic publishing offered them a unique opportunity. They could bypass the unwieldiness and ineffectiveness of dealing with multiple traditional publishers. Instead they could create a dynamic community of informed professionals, fostering dialogue directly to their targeted audience, but also among professionals worldwide.
Kathy: What do you see as the biggest trends in the industry?
Tim: Everyone is talking, of course, about the widespread adoption of tablets. This year – especially next holiday season – will be the tipping point. As a result, the tablet becomes the new lap tap. People will carry it when they leave home and they will use it to surf the web, download apps and otherwise consume content. And, consumers will be accustomed to buying some content online, whether it’s eBooks, magazines, (good) newspapers or other relevant content. What remains to be seen is whether consumers will opt for the high-end IPad with all of its capabilities or will they gravitate to the Fire – or some other low-end product – that will perform to 80% of IPad’s capabilities but without the cost.
Kathy: How can people contact you?
Tim: By email: timjarrellny <at> gmail.com and by Phone: 917 968-7249
Kathy Greenler Sexton is Vice President and General Manager for the SIIA Content Division.