October SIPA Member News

Industry Dive Launches Cybersecurity Dive

On Monday, Industry Dive officially launched Cybersecurity Dive. The latest newsletter and website will bring news and analysis to chief information security officers and other executives tasked with keeping brands’—and customers’—data safe.


Cybersecurity Dive marks the 23rd site in Industry Dive’s portfolio of online publications and industry-focused newsletters. The new Dive will look at industry regulation, along with legal, technological, economic, social, labor, and geopolitical risks.


“While the TV trope of hackers wearing hoodies in dark basements may be fun to watch, businesses know security breaches are no laughing matter. As the world has become increasingly digital, cybersecurity has quickly evolved into a top priority for enterprises from startups to the Fortune 500,” said Industry Dive editor-in-chief Davide Savenije. “Bringing Industry Dive’s award-winning journalism and exclusive insights to cybersecurity will help executives in the space stay ahead of the curve.”


Cabot Wealth Network Acquires The Turnaround Letter

Cabot Wealth Network, celebrating 50 years of business, has acquired contrarian investment newsletter, The Turnaround Letter, from New Generation Research, Inc. of Boston. Relaunched as Cabot Turnaround Letter, the new financial advisory expands Cabot Wealth’s suite of advisories to 16 publications and a financial retirement club.


Founded in 1986 by publisher George Putnam, the publication became one the most established and longest-running Wall Street investment publications of its time. Editorial focuses on providing insight into potential turnaround situations and recommends stock purchases that have potential for large and imminent or long-term increases.


Longtime Turnaround Letter Editor Bruce Kaser will join Cabot Wealth Network as the value stocks expert and chief analyst of Cabot Turnaround Letter and Cabot Undervalued Stocks Advisor.


Ragan Communications Announces Workplace Wellness Insider

Ragan Communications has announced the launch of a subscription service tailored to wellness, human resources and communications professionals. The Workplace Wellness Insider will provide insights and solutions needed to build corporate wellness initiatives that make an impact.


At the core of this important product launch is the belief that fostering the physical and mental well-being of employees is no longer just nice to have, but critical to an organization’s sustainability and business performance.


“While employee wellbeing has always been important, never before has it been central to organizational health,” said Diane Schwartz, CEO of Ragan. “The stressors—mental, physical, financial and social—caused by the pandemic, social injustices and ongoing isolation cannot be ignored, and those overseeing wellness programs need a trusted source for guidance. We are both thrilled and humbled to be able to provide that with the Workplace Wellness Insider.”


Relias Named 2020 Leader in Diversity

Relias, a trusted education and training partner to more than 11,000 healthcare clients and parent of SIPA member Relias Media, was recognized by the Triangle Business Journal (TBJ) as a winner of its 2020 Leaders in Diversity Award.


TBJ’s 2020 awardees consist of eight companies, including Relias, and 14 individuals who have demonstrated respect for inclusive treatment of others, advocacy for underrepresented groups, and multicultural marketing from a variety of industries including technology, healthcare, commercial real estate, finance, education, and life sciences.


“Relias values diversity and continually works to create an environment where employees of all abilities, ethnicities, sexual preferences, identities, race, age or creed feel they can bring their authentic selves,” said Tina Krebs, Relias chief people officer. “Relias is honored with the recognition from TBJ, and we congratulate all the awardees who have set the bar high and are committed to diversity and inclusion.”


Op Ed on The Company Dime: John Harvey on the Future of Business Travel Demand

SIPA member The Company Dime publishes some excellent content, especially in this hectic and changing time for business travel.


“A step-change has already taken place, which cannot be ignored. This is not about when governments say we can travel again, how clean and safe travel feels or what tests and vaccines emerge, but rather a realization that people were traveling more than they needed to.


“COVID is a spotlight that will put a new focus on qualifying the actual demand on every trip… Change will happen across the program. Individuals who may have been drivers of travel — by inviting, suggesting or requiring others to travel — will think differently. Many travelers themselves will question the value, importance and necessity of each trip.


“That everyone will be inclined to travel less in the future is not just a subjective or conceptual view. There will be four tangible forces applying downward pressure on qualifying and reducing demand going forward…”


Read more here.


Cabot Wealth Still ‘Connecting the Dots’ for its Customers 50 Years Later

What makes good marketing? It’s a simple question but a crucial one, especially in the unique times we’ve all been trying to navigate the last four-plus months. Do we send more email or less email? Do we strive for clever copywriting and catchy phrases or caring and straight talk? Do we look to do more campaigns, tell more stories or both?
When a news release arrived a few weeks ago titled 7 Launches in 9 Months for Cabot Wealth, it presented a good opportunity for some answers.

“Being clever is way down on the list,” said Ed Coburn, president of Cabot Wealth Network, which in September will mark its 50th year of advising individual investors. “It’s not about clever copywriting or catchy phrases. A big part of it is understanding who we’re selling to and what they’re going through and what they’re trying to accomplish, and writing copy that appeals to that need. Connecting the dots between what they want and what we can do for them.”

Coburn is not a fan of the recent trend of short bulleted marketing copy. “We’re in the consumer marketing field, where it’s never become fashionable to use short copy. People who are not going to buy from you don’t have time, but the people who want to buy, they want to read. Selling subscription products requires long copy that tells a story and makes an emotional connection.”
He said that one strategy change has been the implementation of more campaigns—three, five, seven days in a row on one topic, “in different bites but building that case over a number of emails. It’s worked well for us. We were concerned about emailing too much but people seem happy to engage. And the campaigns seem to give us a much better chance at selling. We’re very systematic in that we track the results, what worked and what didn’t. And if it works, we’ll use that campaign again. We don’t feel the need to recreate the wheel, but we are constantly refreshing.”
That “refresh-ment” also shows in the product success. Those seven launches included: a limited membership options trading advisory service called Jacob’s Private Circle with a price tag of $10,000 per year that sold out in just 10 hours; Financial Freedom, a digital magazine on financial wellness, that, along with an extensive library of reports and investor briefings, is part of a Gold Membership (though an annual Financial Freedom Federation membership costs just $10.); the Cabot Income Advisor; and the Cabot Retirement Club.
Talk about not resting on your laurels.
“These new services will generate substantial growth for us this year, on top of growing our existing services, and bring the total number of subscription products to 18 from 11,” Coburn said.
“We’re rooted in editorial. Carlton Lutts [father of current CEO Tim Lutts], was a subject matter expert in investing, as is Tim. So we always had products that came from real systems and were validated in their use. That was critically important. But now, the battle is much more about marketing.”
And this is also where a winning history comes in. Coburn spoke about the customers who have been with them for “10, 15, 20, 30 years at a time—not a lot of people can say that.” And even though that loyalty is “rooted in product,” it was clear that they had to step up the marketing. “We weren’t marketing in a way the products deserved. That’s part of why Tim was attracted to me as a buyer.” (Coburn joined Cabot in 2018.)
It’s all quite astounding for an internal staff of just 14. “We’re a small team so this has been a lot,” Coburn said. “It’s forced us to figure out where we best add value and how to leverage the resources of outside firms and freelancers. That will really help us continue our growth in the future. We plan to take a little bit of a breather while we work on our annual investor conference, the Cabot Wealth Summit, which will be held entirely online Aug 18-20.”
Cabot staff tries to have dialogues with its audience whenever possible, through surveys with their subscription products and tracking the webchats or phone calls that editors partake in so they can identify trends. Of course, in olden times, they would have talked to them at their conferences, “spending time with our existing customers and asking people like them who aren’t yet customers what they’re looking for and what do they want to see,” Coburn said.
“We’re not the most aggressive publisher in the investment space when it comes to marketing and making outlandish claims. Our focus is providing investors with excellent investment advice using proven systems we have developed over years and decades. So it’s nice to know that almost 50 years and hundreds of thousands of customers later, our reputation and excellent team of investment analysts are still producing the results for our subscribers and reaping benefits for Cabot as well.”