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SIPA December Member News

by Media

A Clever insideARM Take

On insideARM, Mike Bevel, their director of education, lists some of the things that he is thankful for—after some fun Thanksgiving banter. It’s a nice way to speak to your audience. His first thankful burst is: “Everyone who reads our newsletter. Everyone who takes time to trust us, and our insights and opinions. Even you. Even the person who once wrote to me to tell me I had half a brain. I’m a brain half-full kinda guy anyway.” Well done.

Fantini Research Celebrates 20 Years

What started as a single emailed newsletter with six subscribers in January 2000 has blossomed into a multi-title publishing and research enterprise with global customers. “We are proud of our accomplishments in building our suite of products and services, and we are even more excited about the future as the gaming industry continues to grow and evolve,” says Fantini Research founder and CEO Frank Fantini.

On their Meet the Team page, you can watch a wonderful video interview with Fantini and associate publisher and executive editor Ashley Diem (pictured above). “Historically, our main product has been a daily newsletter that covers the gaming industry comprehensively… It’s become a must-read for a lot of people,” he says proudly. “We have that slogan, ‘More important than your morning coffee,’ because for some people it is.”

In response to the pandemic, they created Fantini’s Gaming Show: A Virtual Trade Show and Newsroom. “There is now a way for gaming industry suppliers to exhibit their products to decision-makers 24 hours a day, 7 days a week.”

Africa Confidential, Plain-English Media Offer Glimpses

We’re all playing with different paywall ideas this year. Africa Confidential features timely daily stories from many of the African countries. Usually there’s one paragraph and then it says this: “End of preview – This article contains approximately 1642 words.” They do choose about three free stories for visitors to read, highlighted with a red box. Good color choice.

Plain-English Media’s Community Association Management Insider—which they acquired from The Habitat Group—gives a headline and an opening paragraph before putting in big type: “The resource you requested is available only to current members.” Speaking about the acquisition, Matt Humphrey, president and founder of Plain-English Media, said at the time: “It helps us serve community associations in a new way that complements our flagship real estate publication, HOAleader.com.” 

Ace Infoway, Money-Media Show They Are Good Places to Work

Ace Infoway has a section on their homepage titled Life @ Ace. “Hop on to see our activities because no amount of creative copy can justify our employee (ec)centricity!”

Of course, most of the ideas were pre-COVID though I’m sure most will continue at some point. They did a ThanksGiving day with people writing notes on hand cutouts of what they are thankful for. There’s also Yoga Day, Environment Day and Women’s Day.

And there’s still that moving and emotional, two-minute video of a desolate Broadway, an empty San Marco Square in Venice, a “Sorry We’re Closed” sign, and then a tribute to the “Heroes fighting the Coronavirus.” “For Ace Infoway, things are not the same as before. We really miss working together… We take this moment to thank our Ace Internal Heroes. Our dedication to our clients is the only motivation we thrive on.”

https://www.aceinfoway.com/gratitude

Money-Media uses a video to show why it’s a good place to work called, “Why should you work for Money-Media?” and it appears prominently on their homepage. We hear from employees about the career-growing opportunities, trust and camaraderie. Then we see pre-COVID laughter and food at staff gatherings, a softball title and comfortable meetings. “We are seeing video usage rise, especially as we test new formats,” said Money-Media managing director Dan Fink. 

smiling psychiatrist with clipboard talking with happy patient in office

‘People Have to Feel Like They Trust You’; Building Relationships Defines BIMS Day 2

by Media

On the NPR quiz show Wait Wait Don’t Tell Me, they’ve taken to asking celebrity guests on “Not My Job” a multiple choice question—where all the choices are right! It makes sense. Number one, it allows them to give three correct pieces of information, and two, nobody loses. I thought of that watching Jim Sinkinson give his thorough, benefit-laden Copywriting Bootcamp today at Day 2 of BIMS 2020.

 “Good subject lines or bad?” Sinkinson quizzed the big group.

  1. “Need a CA.-specific handbook ASAP? Here you go.” (“Bad. What is it?”)
  2. “When FMLA gets tricky.” (Bad. No problem, no solution.”)
  3. “Dads make more buying decisions.” (“Bad. We don’t know what to make of it.”)

He might have listed a couple good ones that I missed. But Sinkinson was made for virtual. Yesterday Bob Bejan, Microsoft’s events guru, told us that speakers have to be more cinematic now and less theatrical, pretend you’re having X number of one-on-one conversations.

What did Sinkinson tell me after his session? “It’s different. I feel like I’m having a whole bunch of one-on-one conversations.” He gets it.

There was a lot of getting it Thursday at BIMS 2020. I don’t think anyone is going to walk away from this event—and into the next room—saying they didn’t get enough useful information.

Here are five highlights from today:

“What will keep them and what else might they want [after a couple years of subscribing]?” data journalist and founder of The Plug, Sherrell Dorsey asked in her opening keynote. She’s proud of their membership structure but admitted it’s hard. “People have to feel like they trust you. For us it wasn’t just about being loud. There are lots of larger publishers. For us it was about doing something deeper—taking our time to be intentional about the type of stories we need to be doing… and having a level of expertise that we can bring to the conversation.” She added that while “people do value community even more so now,” it’s hard to provide. “We’re working to recreate that… People want to know that there’s a real-life human being behind this stuff, a level of authenticity.”

“Don’t try to emulate an in-person event,” Eric Shanfelt told us in an informative virtual event session. “Focus on profitability and audience development, not revenue.” Merek Bigelow, executive editor, Loss Prevention Magazine, added that audience development has been their biggest success in virtual events and they’ve enjoyed a greater profit margin. “How can you shift the content to be engaging in a digital platform? It does allow people to layer in an element of casualness and create it as an opportunity so people want to be there.”

Build relationships now. “Building relationships with new prospects means that when we are able to do this in person, a hybrid format will bring those people into the fold as well,” said Dorian Sullivan, VP, audience development, National Association of Broadcasters, in that same session. “We want to have a year-round relationship.” Added Bigelow: “You assume that same content will resonate. It really won’t. You have to look for ways to create that interactive conversation.” Sullivan said that they are looking at their speakers in a new way, where they will be asked to contribute to the ongoing conversation of the community. “We’re looking to revise our contract [by requiring] two thought leadership pieces before the show, and maybe a webinar after.”

In your data world, strive for accuracy. Shawn McCarthy, VP of operations and general manager, Endeavor Business Media, and Mary Tangen, vice president, strategic initiatives, agriculture, DTN, presented the session, Product Is the New Content: Case Studies in Data Monetization. Data licensing is a big part of both of their successful ventures. “Ask for intended use,” Tangen said. It’s a major item. “Don’t be afraid to walk away from a deal if it’s not right. And strive for accuracy. We have over 90% retention rate so we’re doing something right.” McCarthy runs MAPSearch, which combines one of the leading providers of locational accuracy, comprehensive coverage, robust attribute data, and exceptional customer services. Asked how they price it, he said you look at the history and then the ROI. “What did it take to get the product and data?”

“What experience do you create for customers?” Sinkinson asked. “How do customers use your products to get results?” He wants you to focus on benefits. “Our customers buy benefits not features. A benefit is the promise to transform someone’s life for the better.” Think about what makes a difference in people’s lives, he said. “Use provocative language in a subject line. Stir things up.”

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Products, Venues, Conversations and Swag All Have Room for Innovation

by Media

A 6th grade teacher here in northern Virginia made positive headlines last week for teaching virtually from a treehouse. Nellie Williams said “a lot of math was involved” to remodel the space this summer with her husband, but she enjoys the serenity and uniqueness of the unconventional classroom—and how it connects with students.“They are really excited to have a teacher that is teaching from a treehouse,” she said.

That got me thinking again about innovation. A 2020 survey from Marketing General found that “a culture of innovation is the critical driver” for creating member/subscriber value. ”Try something new or you’ll plateau and decline,” one respondent said. Those who have seen member/subscriber gains “are significantly more likely to have a process in place for innovation and new ideas.”

Innovation is hard. It involves taking chances, which during a pandemic is not easy. I’m not sure what the publisher equivalent of a treehouse is; maybe it could lead to new ideas about where speakers present from. Here are a few more ideas I’ve come across.

Virtual shuttle ride. When the Institute of Food Technologists transitioned its Annual Meeting and Food Expo to SHIFT20 Virtual Event and Expo, organizers didn’t want to lose all of the networking opportunities that participants had become used to, reports Associations Now. Since shuttle rides often lead to spontaneous conversations and connections (I’ve actually had a dew of those myself on the way to hotels or an evening reception), IFT hosted a 15-minute virtual shuttle ride before every evening event. Each night, two IFT members moderated a live shuttle-bus-themed discussion with a guest to chat about the ideas emerging at SHIFT20.

Trivia nights. Atlas Obscura invites members to a Trivia Night or as they call it, Convocation of the Atlas Obscura Guild of Trivial Knowledge and Fascinating Ephemera. “During this trivia experience, you can team up with other subscribing members of Atlas Obscura’s membership community by either setting up a team with them independently OR by being grouped with other players on the day of the experience. It’s a terrific chance to engage with other members of the Atlas Obscura community!”

Custom product development. “All it took was a blanket to point Futurism in a new direction,” writes Digiday’s Max Willens, who moderated Friday’s BIMS 2020 Q&A with National Journal’s Kevin Turpin. “Last year, the science-focused publisher produced the Gravity Blanket, a weighted blanket designed to help with insomnia, anxiety and other conditions, including attention deficit hyperactivity disorder. After selling 65,000 of them (with some help from a feature on Good Morning America), the publisher created Futurism Products, an eight-person team to develop more products.” That led to Crypto Candle, which reveals a coin when it melts that can be redeemed for bitcoin.

Personalized guides and messages. Your writers are becoming more familiar to your audience day-by-remote-day. To do what Cameo does with celebrities and charge for those writers wishing happy birthday is a bit much. But the idea of making those connections has merit. At Schibsted, a large media site in Norway and Sweden, new subscribers can choose one of their favorite editors or journalists as a guide through the onboarding period. These personalized onboarding emails have a higher unique opening rate: 63% versus 38% for the standard onboarding process. The retention rate after the first renewal is also five percentage points higher.

Swag boxes. This trend will probably get even more popular in early 2021. In late June, the American Society for Clinical Laboratory Science and the Association of Genetic Technologists sent swag boxes to attendees—JAM Packs—that included a kazoo. Guess what the concerts were called? The Daily Kazoom. Bustle Digital Group sent out yoga mats for its virtual yoga retreat, complimentary for the first 150 attendees to RSVP. BIO Digital (Biotechnology Innovation Organization) took place in June with more than 7,000 participants from 64 countries. To foster community, they changed the meeting’s tagline from “Beyond” to “Nothing Stops Innovation.” Then, in advance of the conference, BIO mailed all speakers a custom mug with the new tagline. “It was an added expense, but worth it because it gave speakers brand recognition onscreen that reflected togetherness,” said Erin Lee, VP of marketing operations and customer experience. You’d think sponsorship could also be possible for that.

shakinghands

SIIA Settles Legal Dispute With Former Employee Marchesano

by Press Release

FOR IMMEDIATE RELEASE
SIIA Contact:  Chris Mohr, 202-215-5987 

Washington, D.C. (September 20, 2020) – The Software and Information Industry Association (SIIA), the leading trade association representing the information and digital content industry, announced today they have settled their legal dispute against former employee Michael Marchesano. The case is currently pending in U.S. District Court in the District of Columbia.

Organizations facing similar disputes, seeking expert guidance is crucial to navigate these situations effectively. In such circumstances, solutions from Evident Labour offer valuable support. Their specialized approach helps in addressing the multifaceted issues that often emerge in labor disputes, ensuring that both parties can reach a resolution that aligns with their interests and legal obligations. As the SIIA case continues to unfold, the expertise of labor dispute lawyers becomes increasingly vital in managing and resolving such high-stakes conflicts.

“Combined with our recent announcement of a settlement with Outsell, this agreement now brings this case to a close,” said SIIA President Jeff Joseph. “We are happy we were able to construct an equitable agreement that protects our business concerns while continuing our mandate to be responsible stewards of our members’ financial investment in our organization. We now look forward to returning our full focus toward building a new organization designed to meet the needs of the 21st Century specialized publishing, content, media, and information industries.”

“My client is pleased to have been able to resolve this misunderstanding amicably,” said Nikia Gray, Partner at Quarles & Brady and counsel for Mr. Marchesano. “Mr. Marchesano looks forward to moving on from this matter and onto new opportunities.”

About SIIA:
SIIA is an umbrella association that represents constituencies from technology, data and media companies. Through in-person and online business development opportunities, peer networking, corporate education, intellectual property protection and government relations, SIIA provides a network of resources for its 800+ member companies that drive innovation and growth. For more information, visit siia.net.

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BIMS 2020 Produced Revenue Strategies, Event Advice, Marketing Tips and… Wines

by Media

In the events Power Panel at BIMS 2020, Orson Francescone, head of FT Live, spoke about how their events work to bring in new subscribers. “We had 160,000 ‘digital delegates’ [this year – attendees to their events], so suddenly those numbers are kind of blowing our model out of the water, in the sense that we are bringing in a huge funnel of new subscribers. That’s a very attractive proposition to someone who owns an integrated media platform like us.”

Francescone was just one of so many impressive and influential speakers at BIMS 2020. We’ll continue to offer coverage from those three days, though it will still be very worthwhile for you to purchase access when it shortly becomes available. In the meantime, here are seven content highlights, and some wine recommendations from our sommelier for your evenings.

1. Be intentional about feedback. “We are annually seeking how to hone those products” that our clients are using most, said Kevin Turpin, president of National Journal, in Friday’s keynote. “We are intentional about starting different feedback loops on what we’re doing, how do we change it and how do we hone existing products to make sure our renewal rates stay strong. And then creating products off existing products that can be upsells.”

2. Keep the bump. There has been massive consumption of B2B content in the last few months,” said David Fortino, SVP audience and product for NetLine. “The question is, ‘How do we keep that bump?’ You need to have content that resonates with your audience, of course.” But he went further, asking, ‘How can your content become a tool for you where you’re making it helpful to someone making a decision.’ You want it to solve a need.”

3. Amplify the benefits. Jim Sinkinson of FiredUp! Marketing echoed Fortino’s comments. “How do customers use your products to get results?” he asked. He wants you to focus on benefits. “Our customers buy benefits not features. A benefit is the promise to transform someone’s life for the better.” Think about what makes a difference in people’s lives.

4. Earn trust. “What will keep them and what else might they want [after a couple years of subscribing]?” data journalist and founder of The Plug, Sherrell Dorsey asked in her Thursday keynote. “People have to feel like they trust you. For us it wasn’t just about being loud. There are lots of larger publishers. For us it was about doing something deeper—taking our time to be intentional about the type of stories we need to be doing… and having a level of expertise that we can bring to the conversation.”

5. Be intentional about connections. “Where we’re shifting our thinking a bit is that content is still usually important and getting the best speakers is great, but… making sure that people really connect in this virtual environment is really critical,” said Chris Keating of Winsight on the events Power Panel. “Sitting home alone staring at the computer screen is not a very immersive experience. So for us putting together peer group meetings so you can spend time connecting with [colleagues], putting together meetings with exhibitors and attendees, not in a selling situation but in a sharing knowledge situation. That’s always been there, but for us that becomes more important. Just having speakers, virtual booths, hoping they’ll connect. I don’t think that is going to help anyone out.”

6. Build relationships now. “Building relationships with new prospects means that when we are able to do this in person, a hybrid format will bring those people into the fold as well,” said Dorian Sullivan, VP, audience development, National Association of Broadcasters. “We want to have a year-round relationship.” Added Merek Bigelow, executive editor, Loss Prevention Magazine: “You assume that same content will resonate. It really won’t. You have to look for ways to create that interactive conversation.”

7. Experiment. “If you think how early we are in the medium, the signs are very encouraging about [the virtual events] coming out of this,” said Microsoft’s Bob Bejan. But this is definitely a practice-makes-perfect affair. Asked about Microsoft’s partnership with CES on their upcoming huge show, Bejan said, “Everything we’re doing in CES is the sum total of every mistake we’ve made the last eight months.”

And finally… wine. Here are wine recommendations from our Wednesday Connections and Cocktails, courtesy of our professional sommelier Lydia Richards of Vino Concierge:

Banshee Sauvignon Blanc – California

Acrobat wine – Oregon

RdV Winery – Virginia

Aslina wine company – South Africa

Merry Edwards – California

Brazilian sparkling wines

Laura Hartwig wines – Chile

Kali Hart chardonnay – California

Talbot Vineyards – Carmel by the Sea, California.

Quinta Nova wines – Portugal

Graham’s Vintage Port

Taylor Fladgate Vintage Port