Bailey Set to Dispense Analytics and Social Media Wisdom at BIMS

“I was recently interviewed for a webcast/podcast by one of these young guys in a new company,” Matt Bailey told me on the phone last week. “So I went through one of my training modules for him. It went well. He wrote me right after—wait, let me find the email—about what was going to happen after this thing went live. Really impressive. It was much more than just getting it out there.”

Bailey started to read from the email. “‘The podcast went live this morning, here’s the link, here’s who it goes to, here’s where and when it will be reposted within 6 weeks. A system marker will go out to promote each podcast.’ Rinse and repeat,” he added.

Anyone attending Bailey’s 2½-hour social media workshop on the morning of Nov. 10 at SIIA’s Business Information & Media Summit (BIMS) in Miami Beach will leave with a similar plan. (Early-bird pricing ends tomorrow!) The first hour he will lecture but the second hour will involve calendars and active planning. Your social media work “should be something you can do in a half hour each day if it’s planned right.”

I knew I was on the same page with Bailey when he said, “Publish great content and make sure people know it’s there.” He even pointed to that same New York Times leaked Digital Report that I’ve often referred to. “One of the big things I pulled from that is the different mindset of The Huffington Post. When you finish writing a story there, it marks the beginning of its article life. For The New York Times it marks the end. That’s it in a nutshell.”

Listening to Bailey is both a learning and pleasing experience. It helps that he’s in a good place, accepting a recent offer to sell his client services business to a former partner, giving him more time to do what he loves—speaking and training. “There was a limit to what [speaking assignments] I had been taking,” he said. “I’ve developed online marketing training for the DMA and Lynda.com. And now I’m working on my own as a follow-up to my talks.”

He also teaches a bit at Rutgers University and has a new book coming out titled Wired to Be Wowed: Great Marketing Isn’t an Accident. “It’s different [from his first, the more textbooky Internet Marketing: An Hour a Day]. You can read this one on a flight and be happy. Although the first one is still relevant because I never talked tactics, always strategy.”

“Having a publishing schedule is the key,” Bailey said. “What content can you plan for, do ahead of time? Every Thanksgiving you can do an article about this. Get it ready. Is it good Facebook content? Two weeks later let’s put it on Facebook with a different picture and headline. We’ll look at what we got in likes and see if we can beat it.

“You don’t pre-push on Twitter; no one cares unless it’s timely. Where does it make sense to push this article? When are we going to do it? How? Break into little parts? Then we’ll do a content marketing and social media marketing calendar.”

Bailey laughs hearing himself say content marketing. “I think I’ve been doing that for many years.” As for social media, so many people are using it yet failing to identify who their target customers are. In his training he asks, what makes you decide what you put on Facebook? Your target market is upper income people in their 40s 50s and 60s. So think about who you have dealt with, the name, the face, who have you met? Are you posting Facebook updates that that person would want to read? Are you speaking to the people you’re trying to target?”

Bailey watches many companies put young people and/or interns in charge of their social media “because they’re young and they know the stuff. But they don’t know how to identify target markets, he said, and lack the experience to get the most out of it.”

“There’s a decision-making matrix [in social media] that you can look at from an ROI perspective,” he said. You can look at behavior, who is contributing, whether people are reading more than one article. If they come from this source, what do they tend to do? Are they looking at that page and moving on?

Bailey’s other big go-to is analytics. He’s also presenting a session at BIMS on online testing. “Analytics is the heart of marketing; it’s where you learn,” he says. “So many companies don’t ask that next question or they may not be talking to [their audience] correctly.”

I recall Bailey delivering sessions on Google Analytics that were clear and insightful. Is that still a focus? “Yes, it remains a good starter package,” he said. “If you’re not using it, you’re banging your head. If you’re doing e-commerce with any level of seriousness, not just sales calculations, but inventory…it’s the way to go.

“If you want more accurate, drilling down information, you could pay for another analytics package. But very few people are using all of Google Analytics. They are using maybe a fourth of what it can do. Are you tracking goals? Do you have goal values established? That’s an important conversation. What’s your value of a subscription vs. the value of an email address? [Can you say] it’s worth this much to get an email address?”

I asked how he keeps up with all the changes. “Authorship has changed, links have changed, but the more things change, the more they stay the same…If you focus on one area, you lose sight of the holistic development standpoint, so it’s best to keep [new things] at arm’s length, unless it fits. That’s what I’ve always done.”

In his session on online testing, he will look at the tools on the market like iTracking and A/B testing. Some are well-known, some not. But he will also get across the message that testing is more than taking a day or two every month to test a couple things. This is the behavior of your potential customers!

“People with testing experiencing get great results and can point to why. They make time. It comes down to ultimately creating a culture of testing,” he said. “You can start small, so people can see the results [and why you are] trying to produce a data-centric culture. Before we can get anything, what does the data say?…What is a good third-party way to look at my data, to test in a low-impact, high yield way?”

With some speakers, you leave their session with notes. With Bailey, you’ll leave with a plan.

To subscribe to the SIPAlert Daily, go to the SIIA website.


Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering diversity, Newspaper in Education, marketing and leadership before joining SIPA in 2009 , and then SIIA in 2013.

Tips on 4 Key Subjects to Be Covered at BIMS Conference

SIIA’s Business Information & Media Summit (BIMS) takes place Nov. 10-12 at the Fontainebleau in Miami Beach. It will feature 4 tracks—Data Content, Marketing (Tactics and Sales), Media Sales, and Strategy. If you have loved SIPA’s Marketing Conference, you will only have more to love here.

Here are tips on 4 key topics that will be covered:

1. “Recruit, select, train, manage, motivate.” Those are the 5 steps that Bobby Edgil, director of sales for BLR, goes through to add new sales reps. Which of the five is the toughest, he was asked. “Select is the hardest thing,” he said.

“I just want you to be the rep that I interviewed,” Edgil tells them. He doesn’t like candidates just out of college, preferring them 3-4 years out after they’ve “skinned their knees.” He loves school teachers as sales prospects—“they’re always bright, have worked their tails off for not a lot of money and are very process-oriented.” One of his best sales managers was an English educator for 22 years before taking the job.

Edgil spoke of the 3-foot rule for coming into contact with good possible candidates. Who are you coming into close contact with during the course of the day? Your minister, your hairdresser? He also strongly encouraged you to get the best people possible around you. He compared it to the role of a football coach where the best usually have the best assistants.

Edgil will lead the session Hiring the Best Sales People, 4:30 p.m., Monday, Nov. 10.

2. “You may be hindering your message by blasting it across a variety of mediums rather than using particular social media avenues.” That comes from Jason Brueckner’s post on the SiteLogic marketing blog. He wants you to ask 4 questions about your use of social media:

a. Am I looking at the big picture?
b. Am I considering what goal(s) I have? “Remember that social media is not the end in and of itself but is a means to accomplish your goal.”
c. Am I surveying the facts of my traffic?
d. Am I able to say no to social media platforms?

Matt Bailey, founder and president of SiteLogic and a favorite speaker in the past, will present both the Social Media Boot Camp, 10 a.m., Monday, Nov. 10, and a session on Online Testing, 10:30 a.m., Tuesday, Nov. 11.

3. “One of the best rules of thumb for creating an effective landing page is keep it simple.” This comes from the excellent and active blog of Randall-Reilly, a publisher in the construction and trucking business. That recent post gave 3 Laws for Building Effective Landing Pages:

a. Get rid of the clutter. There is such a thing as information overload. The term refers to the difficulty people can have making decisions when there is too much information.
b. Create a clear call-to-action. You need them to take some kind of action (whether that be download, purchase, contact, etc.) and that means you need to tell them to take the action.

c. Think like the customer. People buy from other people; therefore, you should write like a human to humans.

Brent Reilly, president of Randall-Reilly, will present a keynote, Radically Transforming an Organization: The Good, the Bad, and the Ugly, 8:40 a.m., Tuesday, Nov. 11. A session titled Design and Optimize Your Landing Pages will take place 10 a.m., Wednesday, Nov. 12.

4. “Information companies are extending more deeply into their customer bases, offering solutions rather than standalone products and services,” writes Denzil Rankine, executive chairman of AMR International. In a blog post, he offers 3 components for creating enterprise value:

a. Enterprise value continues to be driven by proprietary data, and embedding within customer workflow; businesses which support high value decision-making are well placed;
b. Information businesses that can provide solutions as opposed to simple products or services will also enhance value;
c. Management should carefully plan technology investments to differentiate their business and drive value.

Rankine will moderate the session, Valuations and Your Company, 2:30 p.m., Tuesday, Nov. 11.

To subscribe to the SIPAlert Daily, go to the SIIA website.


Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering diversity, Newspaper in Education, marketing and leadership before joining SIPA in 2009 , and then SIIA in 2013.

Promotion – Self and Otherwise – Must Accompany Good Content

Back in May, I discovered that The New York Times in-house report on their digital prowess—or more their lack thereof—had been leaked. When I quickly read the 96-page report, I salivated at the frank analysis and actionable responses it contained. The size of the entity did not matter; the examples and advice resonated for all publishers.

Of course, I wrote about it, once in May in an unusually long piece for this space, and then once in June. So I was a bit surprised to see last week to see a post by a member about their “new discovery” of the Times report and that other member publishers should take notice.

It got me thinking. Just writing a good story is not enough these days. There is so much noise to get through that unless you shout, tweet, friend, circle, link, and more, people may not notice. And then I recalled Chapter 2 of the Times report, titled, you guessed it, Promotion.

It begins: “At The Times, we generally like to let our work speak for itself. We’re not ones to brag. Our competitors have no such qualms, and many are doing a better job of getting their journalism in front of new readers through aggressive story promotion. They regard this as a core function of reporters and editors, and they react with amazement that the same is not true here.”

Here are 7 pieces of promotional advice that the Times report offers to publishers (and me):

1. Most successful publishers believe that journalists should be their own promoters and encouraged to engage on social media. For example, Dan Colarusso, executive editor of Reuters Digital, said, “All web editors engage on social and are also tasked with identifying related communities and seeding their content.” Some places make it a bit of a competition. I can see that—when our Web guy releases analytics here, I’m anxious to see how I rank and it makes me want to do better.

2 “Create an ‘impact tool-box’ and train an editor on each desk to use it. The toolbox would provide strategy, tactics and templates for increasing the reach of an article before and after it’s published. Over time, the editor could teach others.” The report said that these skills can be taught; ironically, the Times reporters who do it best learned from their book publishers.

3 Your promotion effort needs a leader, data and tools at their disposal. The Times experimented with a cross-departmental team to try to promote the magazine and failed without these things.

4. Whoever is handling social media for you needs to be integrated with your content creators. Having a data expert in there as well would help. “When we figured out the Facebook algorithm and that Facebook mattered more than Twitter, traffic exploded,” said Jacob Weisberg of Slate.

5. Discussions should take place before a story is published. At The Huffington Post, a story cannot be published without a photo, a search headline, a tweet and a Facebook post. Said one top Times editor: “I don’t feel like we sit down when we have a big project, a big story, and say, ‘How do we roll this out?’” Said another: “It would require an entirely different way of thinking. It would be about saying, ‘This is what is running on Sunday.’”

6. Focus more attention on the behind-the-scenes process of optimization. The Times simply added structured data, for example, and it immediately increased traffic to their food recipes from search engines by 52%.

7. Use social more for audience development than as a reporting tool. The Times found that most competitors use social as a hotbed of experimentation because platforms and user behavior change so quickly.


Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering diversity, Newspaper in Education, marketing and leadership before joining SIPA in 2009 , and then SIIA in 2013.

8 Social Media Tips to ‘Awe’ and Grab Your Audience

“Sign I’m getting old: An invite to the local ‘swingers’ group now means taking my kids to the neighborhood playground.”

I saw that on Facebook this morning—made me feel that my time wasn’t wasted for checking, although other than that quote, it really was. Are pet videos in again or was this just a special week? Really people, though I guess these are my “friends.”

Social media can be simultaneously amazing and silly. Jeremy Phillips, COO of StrategyEye in London, told me a funny story about his 11 year-old daughter this morning, how she and her friends have become photo curators on Instagram. The parallel is that, like him, they combine original and non-original content—photos in this case—to build a coherent stream and attractive overall collection—and then they wait for the likes. Phillips said they get “plunged into despair” if they don’t get them, but usually do. They like that Instagram rewards what you do rather than who you are. “They’re becoming really keen editors,” he said.

Hard to give advice on a platform that 11 year-olds may be better at than we are, but that’s the world we live in. Here are tips I’ve read recently. The first four are from a good article by Lauren Jonas on the Association Media & Publishing site.

1. “Storify things like live events, milestones and Twitter chats.” Jonas gives an example here from the American Public Health Association that looks very engaging.

2. “Create photo/video contests — could be as simple as awarding a Starbucks gift card to the tweet-of-the-day at your conferences and events.” That’s a really good idea to get more people tweeting.

3. “Create a meme or series of infograms—two simple tools are piktochart.com and canva.com.”

4. Jonas calls connecting current events to your company “newsjacking.” How can you connect with the World Cup? Perhaps it’s financially, or the global nature, or the terminology. (I had to red-card my colleague today.) Audiences like topical and current.

5. Jonas also recommends Facebook as a news aggregator (along with Twitter). Barry Judge, CMO of LivingSocial, is now “grabbing the products that we think will sell well off our site and then typically we’ll use Facebook to get people interested. His example was Dotzila Bluetooth Shower Speakers. “Essentially what we do is we figure out from our own users who’s buying, then we find similar audiences on Facebook and sell it to them.”

6. Awe will get reactions in your social media postings. Jonah Berger, a professor of marketing at the Wharton School at the University of Pennsylvania, studied 7,000 New York Times articles to see which made the most emailed list. “Awe gets our hearts racing and our blood pumping,” Berger said. “This increases our desire for emotional connection and drives us to share.”

7. Amy Maclean, editor of CableFax Daily, says they have a daily social media and planning meeting for editorial and marketing. She joked that if only marketing read their publication they might not be necessary, but said that meetings involve “more than not just getting enough comprehension. We do it informally every day at 10:30 a.m and keep it to 15 minutes. It’s really just to let people know what you’re doing that day.” Maybe editorial has some time to help marketing with a blast or tweet. “We reluctantly started it but now it’s a highlight.”

8. Jonas also is very high on blogs. I think most people are. Carl Landau of Niche Media, an event company, says they are pivotal for building an event’s audience. He may start a specific blog for each of his events. One thing to remember is that blog posts can be short, they can link to a video or story, they can be a photo, etc.

One of my favorite art bloggers posted just this the other day: “A hidden portrait has been unearthed beneath Pablo Picasso’s masterpiece ‘The Blue Room.’” He gave a link, and it was an interesting story. Something simple like that keeps me checking his blog every day. So don’t fret about having to always do a 600- or 700-word post. You just want to be engaging and consistent.

Those 11 year-olds shouldn’t have all the fun.

To subscribe to the SIPAlert Daily, go to the SIIA website.


Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering diversity, Newspaper in Education, marketing and leadership before joining SIPA in 2009 .

New Global Audience Data Points Publishers in Right Directions

The Reuters Institute for the Study of Journalism recently issued its global Digital News Report for 2014. There are success stories—in Germany, leading publisher Axel Springer recruited over 150,000 subscribers for its premium service BILD Plus in its first six months; the editor credited it to their “multimedia storytelling and our very own journalistic BILD content.” But overall, Reuters’ data says that only about 10% of online users pay for some digital news in most countries.

In honor of the recent World Cup, here are 7 items that caught my eye.

1. Important goals. Brazil at 22% had the most people paying for online news last year. The U.S. is at about 11% while the UK only 7% (although almost half of that 7% now pay through a subscription; 40% of Americans paying for news do so through a subscription). The overall proportion of those paying for news who have an online news subscription has grown from 43% to 59%.
Takeaway: While subscriptions seem to be growing, the number of individuals paying for online news is not. Thus the importance of lead generation.

2. Halftime analysis. What are the reasons for signing up and staying with online news? In The U.K., about 43% said they signed up because it enables access wherever and whenever they want, but only 32% stayed for that reason. The quality of the editorial was more important for why people stay—31% joined for that reason but 36% stay because of it. Other reasons: 17% sign up and stay for special offers; 35% sign up because it’s a brand they prefer for news but then 44% stay for that reason.
Takeaway: According to this study, the #1 reason people keep an online news subscription is broad range of coverage.

3. Set pieces. About37% of survey respondents said they access news on a phone at least once a week, and 20% said they primarily access news via a mobile device. “People talk about smartphones and tablets together, but the smartphone is really the disruptor,” said digital strategist Nic Newman, one of the co-authors. He noted that tablet users tend to skew older. “It’s so much more mobile, and so much more personal.”
Takeaway: Optimize your emails for mobile.

4. Corner kicks. Does your audience use social media for news? Most likely. Over a third said they have used Facebook for news in the last week (37% in the U.S.), while 15% have used YouTube and 9% Twitter. WhatsApp is a growing news tool at 6%; a third of the respondents in Brazil, Italy and Germany use it on a weekly basis. The fact that each country has its favorite social media makes it more challenging to draw in those readers, Newman said. “It makes it very difficult if you’re trying to be a global publisher,” he said.
Takeaway: Keep your Facebook presence up to date and approach each country separately.

5. New formations. Tablet users are roughly twice as likely to pay for news in both the U.K. (14%) and U.S. (19%). They did find a significant correlation with Apple tablets—that the owners are much more likely to pay for news than those on other tablets, especially in the U.S.
Takeaway: Don’t give up on the young. The people who said they are most likely to pay for news (who never have) are those in age group 18-24 (13%) followed by those 25-34 (12%).

6. Check the replay. Wrote Reuters Institute director of research, Robert G. Picard, “A major emerging strategy is the acquisition of video rights to help drive acceptance of paid tablet and smartphone services. The general press are producing more distinctive video content using their own journalists as well as offering news clips…”
Takeaway: Do video. I just read that, for some uses, the iPhone is the best way to shoot video; it’s unobtrusive and people are comfortable around it.

7. Group play. The membership model is “being pursued by news providers whose users have strong psychological links to the organization. Readers of the Guardian in the UK, for example, are less interested in subscriptions for general web access, but more interested in memberships because of their connotations of community and association. Consequently [the Guardian] is exploring revenue streams based on membership and live experiences, and close engagement with readers on all platforms.”
Takeaway: The more benefits and touch points you can provide to your audience, the better your retention will be.


Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering diversity, Newspaper in Education, marketing and leadership before joining SIPA in 2009 .

Leaked NY Times Digital Report Gives Publishers Much to Consider

The leaked 96-page, digital innovation report from The New York Times has a lot to offer for publishers on both sides of the Atlantic. A special task force was given 6 months to look at the Times’ digital strategy and decide how they should proceed. With a little help from Nieman reporters, here are 14 questions for IIN publishers based on the report.

Are you…

1. Taking full advantage of your model? “I don’t think we really understood the power of the data and the audience understanding that came with the subscription model,” said The Financial Times’s C.E.O., John Ridding. “We’ve been able to build a system of understanding our readers.”

2. Spending less time working on your homepage? That’s okay. They are becoming less important. “Only a third of our readers ever visit [our homepage],” the Times report said. “And those who do visit are spending less time: page views and minutes spent per reader dropped by double-digit percentages last year.” Our recent conference has a very nice homepage with rotating slides, informative blog posts, tweets and quotes. But I send people directly to the schedule page, the attendees list or the registration page—saves a click.

3. Paying attention to your audience’s online habits? I’ve written before here that in some ways it’s easier to start from scratch as a digital entity than transform from a print one. (See Buzzfeed or Huffington Post.) The report says that “the vast majority of our content is still published late in the evening, but our digital traffic is busiest early in the morning. We aim ambitious stories for Sunday because it is our largest print readership, but weekends are slowest online.”

4. Thinking enough in digital terms? This is a really interesting quote: “We should [be] thinking as hard about ‘second hour’ stories as we do about ‘second day’ stories.” Digital involves such a different mindset. Apparently, the Times keeps its innovations to certain desks: graphics, interactive news, social, and design. They are not integrated enough with places like news and sports.

5. Involving your IT and digital people in overall strategy? “The reason producers, platform editors and developers feel dissatisfied is that they want to play creative roles, not serve roles that involve administering and fixing. It would be like reporters coming here hoping to write features but instead we ask them to spend their days editing wire stories into briefs.”

6. Taking enough time to strategize? ‘We just don’t do strategy,” the report quotes. “The newsroom is really being dragged behind the galloping horse of the business side.” The day-to-day can be so overwhelming. If you don’t get away, then it can consume you. Assign a separate task force to look at your future. “…it took a group removed from the daily flow of the newsroom—NYT Now—to fundamentally rethink our mobile presentation.”

7. Collaborating enough? Sales and marketing. Marketing and editorial. IT and editorial. “Increased collaboration, done right, does not present any threat to our values of journalistic independence.” The Times does not do personalization well. “It’s possible we’re using the entirely wrong algorithm,” said Boris Chen, a data scientist on The Times’ personalization team. But editors, he said, must help him understand what is wrong so he can create a better alternative.

8. Putting on enough events? “There is no reason that the space filled by TED Talks, with tickets costing $7,500, could not have been created by the Times.” Use your brand to create events. Most publishers will tell you that events attract an audience that’s different from your subscribers. “NPR has made its journalists the centerpiece of shows that travel to large concert spaces in cities and college towns.”

9. Incorporating social media into your day-to-day work? ProPublica reporters submit 5 possible tweets when they file stories, and editors meet about social strategy for every story package. Reuters constantly looks for underperforming stories to bolster. “Our journalists want maximum readership and impact but many don’t know how to use social media effectively,” the report said.

10. Making clear who is responsible for social media? “Right now, they are unsure of whether spending time on social represents doing work or avoiding it.” Film critic A.O. Scott is torn between engaging with readers and moving on to the next story. “It raises the question, when is pushing it forward the better substitute for doing more work?” “At The New York Times, far too often for writers and editors the story is done when you hit publish,” said Paul Berry, who helped found The Huffington Post. “At Huffington Post, the article begins its life when you hit publish.”

11. Fully tagging your editorial and structuring your data? “…we floundered about for 15 years trying to figure out how to create a useful recipe database.” The Times spent “a huge sum to retroactively structure the data” and that still costs them in search.

12. Jumping on ideas that succeed and repurposing enough content? Mashable plays up this quote from the report: “…we rarely think to mine our archive, largely because we are so focused on news and features.” They also point out that the most popular Times online story ever was a quiz that determined where the reader was from based on how he or she talked. But it did not lead to a quiz template.

13. Connecting enough with your audience? “Deepening our connection with [readers] both online and offline is critical in a world where content so often reaches its broadest audience on the backs of other readers… Our competitors are launching new products or features as betas, and then using vital feedback from readers—rather than another round of internal feedback—to improve.

14. Planning enough around your best stories or information? “I don’t feel like we sit down when we have a big project, a big story, and say, ‘How do we roll this out?’” said one top editor.


Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering diversity, Newspaper in Education, marketing and leadership before joining SIPA in 2009 .

Five Trends Reflect Opportunities of Digital Age

Here are five growing trends that I’ve come across lately. It’s reassuring to see that the SIPA 2014 Conference will be covering all of them.

1. Better cooperation between IT and Marketing. I saw this prediction on the International Data Corporation list of 2014 predictions for CMOs: “Innovative CMO and CIO pairs will throw out the rule book when it comes to IT’s support of Marketing.” “Buyers are evolving their purchase practices faster than vendors are changing their marketing practices. It’s not a matter of doing the same things better. The [CMO] cannot avoid broader responsibility as the digital customer experience bursts traditional boundaries,” says Kathleen Schaub, vice president of the IDC CMO Advisory Service. With the new focus on data, CMOs will need their IT colleagues more than ever. Heather Farley, divisional president, Access Intelligence, LLC, and Rob Paciorek, senior VP/CIO, Access Intelligence, will present the The New CIO/CMO Partnership.

2. A better understanding and usage of data. That same IDC list predicted this: “By the end of 2014, 60% of CMOs will have a formal recruiting process for people with data skills.” SIPA 2014 will have sessions on Informing Decisions With Data with Jim Cowart, director of audience development, Meister Media, and Brett Keirstead, vice president, sales, Knowledge Marketing; and Strategies to Grow Your Data Business with Brian Crotty, CEO and president of OPIS and Russell Perkins, founder & managing director, InfoCommerce Group Inc. “The right data leads to the right content leads to the right outcome,” said Keirstead.

3. More merging of professional and social. SIIA puts on local networking sessions for its members and prospects called INFO Locals. The Austin, Texas, organizers decided to make theirs a Meetup group called SIIA INFO Local: Data, Content and Information Services. Meetup is a worldwide organization that brings people together with similar interests, from biking to sewing to marketing. For their first dinner, Austin got 26 responses and it looks like—from the pictures—about 15 attendees, with titles like chief quality officer, senior project manager, director of marketing, software engineer and digital content editor. Starting a Meetup group costs all of $72 for 6 months. The famous SIPA roundtables will be the place to explore social media’s large role in this new merger.

4. More SIPA publishers putting on successful live events. At the Bank Safety & Soundness Advisor, publisher Aaron Steinberg runs a huge conference for credit union directors and CEOs “with a publication tied to that.” Chartwell has their big Customer Experience Conference in October. Magna Publications has two for teaching professors this year and one for student leadership. Pro Farmer has their multi-live-event Midwest Crop Tour. Diversified events range from Accounts Payable employees to Administrative to Fine Food Australia. Carl Landau of Niche Media will be speaking on Making the Most of Your Live Events. Another good session will be Mobile Strategies with Joe May of Pro Farmer and Ryan Willumson of Industry Dive.

5. More publishers going the member route. Pro Farmer has three levels of members: Classic, Preferred and VIP. Diversified has a successful model as well. AIS Health has many options for their publications and other services, but to log in the question they use is, “Already a member?” Business Management Daily has various options for their customers. Vantage Production has a “Join Now” invitation. Adam Goldstein, associate publisher, Business Management Daily, and RD Whitney, executive director, Diversified Business Communications, will present Membership Models for Additive Revenue. And Nancy Brand, director of operations, Chartwell, and Torry Burdick, VP product marketing, Vantage Production, LLC will present Onboarding and Retention: Find Them, Keep Them, Make Them Love You!

To subscribe to the SIPAlert Daily, go to the SIIA website.


Ronn LevineRonn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering diversity, Newspaper in Education, marketing and leadership before joining SIPA in 2009 .

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