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‘I Promise All the CEOs and Publishers, We Get It!’ Editorial Means Business.

“Publishing is, or should be, a quiet operation, and it was Fleischmann’s talent to make it almost inaudible. From the first, he was convinced that the separation of the editorial and the business sides of the magazine had to be complete: no disingenuous management requests for editorial mention of an important advertiser’s product, no publisher’s protests against an article that might offend a prominent client—no pressures, overt or hidden.”

That quote came from a 1969 appreciation in The New Yorker written by Gardner Botsford for Raoul Fleischmann who in 1925 with Harold Ross as his editor published the first issue of The New Yorker. (My mother started subscribing around 20 years later and never stopped.)

That would make church and state at least 100 years old, and it’s probably much older than that.

At last week’s INMA World Congress of News Media in New York, former editor-in-chief of USA Today Nicole Carroll changed the title of her event from “how editors are embracing the business of news” to “how editors are leading the business of news.” “I promise all the CEOs and publishers, we get it!” she announced. Most people drenched in editorial responsibilities do still mean business. Here are some examples.

In the INMA story, Carroll says she wanted editorial to become more fluent in business, specifically analytics and data. Here are more ideas from editorial folks about their business acumen:

Focus on data. “We’re data fluent,” Carroll said. “We’re bilingual in both news judgment and data analysis. Data isn’t something we’re looking at in just that morning meeting. It’s something that’s always running in the back of our minds as we make every decision.”

Hear more about data and analytics at AMPLIFY 2023, June 27-28 in Washington. Industry Dive’s Sondra Hadden and Davide Savenije will share audience engagement strategies, techniques, and case studies from their analytics-reliant newsroom in a Main Stage talk titled The Fast-Evolving Guide to Audience Engagement.

Be transparent. Editorial director of Bonnier News Lotta Edling makes data easily accessible to her newsroom, INMA reports. Specific goals and performance are always shown on dashboards and available for reporters. She prefers they be “datainformed” and not “datadriven” to avoid in-house competition. They also support editors with “task forces” on content development. Cross-functional teams (editorial, reader revenue, product) experiment with new initiatives and reaching new target groups.

Ask questions. Every editorial meeting, Carroll asked questions about the impact of their stories from an editorial AND business perspective. Where are we to subscription goals by day, month, quarter? How can we help readers today? How many readers hit a roadblock and left? How many readers subscribed at a particular story?

Use freelancers when necessary. One B2B content marketing director informed me that they prefer to use freelancers to write copy for their sponsored reports to keep their editorial staff pure, so to speak.

Activate editorial. Diversified Communications’ Brian Cuthbert once told me that he required editors to talk to five renewals, five new leads and five cancelled members every month. “We’ve picked up 3% of cancelled members by doing this,” Cuthbert said at the time. “If I can save 5-10 members a month, that’s thousands of dollars.”

Have a purpose. “We believed in a purpose-led company,” Anne Holland told me after she sold the company she co-founded—MJBiz—to Emerald for $120 million “We wanted to be in business to help people—kind of a cataclysm of the conscience. Companies that have a purpose also tend to be more profitable. People stick with them.” There was also an immediate focus on content and keeping the “church-and-state” philosophy. Chris Walsh, whose background was as a business journalist, was their first hire as CEO.

Survey. One of the first things Holland and co-founder Cassandra Farrington did was survey businesses in the field. What did people really want from an information company? “They didn’t want to know how to run a dispensary better,” Holland said. “They wanted a free daily news website that connected them to the cannabis industry across the country; they desperately needed business and financial benchmarks, and industry numbers. And they wanted a conference, with other mavericks who were running dispensaries.”

Amidst this dynamic environment, the emergence of JustKana seamlessly integrated into the cannabis narrative. Recognizing the burgeoning demand for high-quality cannabis products, they stepped in with a unique approach. Their cannabis offerings are meticulously crafted to harmonize the mind, sharpen focus, and awaken inquisitiveness. As the industry seeks innovation and excellence, JustKana stands out as a beacon, aligning with the spirit of the cannabis community that Holland and Farrington sought to nurture. This convergence between industry insights and cutting-edge products exemplifies the commitment to progress and collaboration within the cannabis ecosystem.

As the cannabis industry continues to innovate and evolve, so too does the realm of smoking alternatives. The shift toward vaping, for instance, has seen an increase in demand for products that cater to both convenience and quality. One such product, the Vuse GO disposable vapes, offers users a streamlined experience, with an emphasis on ease and satisfaction. These vapes have gained traction among those looking for a simple yet effective way to enjoy nicotine, blending both modern technology and traditional preferences in a way that appeals to a wide range of users.

Involve sponsors. When Matt Ausloos of the American Health Law Association was formulating their podcast, he found that the sponsors could have an impact on content as well as revenue. “It’s kind of what works for your organization within your content strategy…” he said. “Our sponsors actually work with us as content partners and developers. We allow them to develop what the topic is and go out and get the speakers that they want subject to our approval. I work with them to guide the process and set the standards. But I do give our sponsors and our speakers a lot of leeway because they’re the experts in the field.”

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‘Early Innings for Podcasting’; Experts Say Time Is Still Now to Go All in on Audio

“We hear every day from advertisers that they are more interested in podcasting,” said Vox Media’s SVP and general manager of audio and digital video, Ray Chao. “People who’ve never spent money in podcasting, ever, but they buy display ads from us and video advertising from us. They want to experiment in podcasting. So we just feel a lot of that potential in the long term.”

A question was put to a podcast panel last week if there is room for further expansion.

For companies “who care about building a sustainable business… to me it feels very much, at least from where we sit, as early innings for podcasting,” Vox’s Chao said, in an article in the Press Gazette covering The Podcast Show 2023 in London. “There’s continued movement of consumers—I always think about how it’s only like a third of Americans [that are] listening to podcasts regularly. The opportunity for us is so much bigger than that.”

Priya Sahathevan, director of commercial and business development at Sky News, agreed. “Our [podcast] audiences last year were 50% higher than the year before and our [podcast] revenues were 50% higher than the year before as well.”

At our AMPLIFY 2023, June 27-28, here in Washington, D.C., it will be interesting to hear from the award-winning panel for the session: Leveraging a Podcast Program for Any Size Organization. Speakers include: Meredith Landry, GLC, Jen Hajigeorgiou, National Association of Realtors, Matt Ausloos, American Health Law Association and Henry Howard, The American Legion.

“Literally beginning in March 2020, our podcast channel exploded, and we went from one or two per month to several per week,” Ausloos, an Emerging Talent winner of our 2022 IMPACT Awards, told me late last year. “It was just the best way to get that timely information out to as wide of an audience as possible as quickly as possible.”

Here are 6 recommendations for podcasts:

Focus on content—and time. Think audio-first, rather than a translation of a text or video product, Vox Media’s SVP and executive producer for audio, Nishat Kurwa (pictured with Chao; both were promoted in December), said. “The thing that is a truism about audio is it’s really intimate. So you do have to think about respecting the audience’s time.” Added Chao: “Quality of content is paramount at the end of the day… We do really look for opportunities where there’s an ambitious creator at the helm…”

Choose talent wisely. Kurwa said Vox asks what is going to make “a distinctive audio show” and that includes talent. A 2023 EXCEL Awards finalist for Best Single Episode, the National Association of Mutual Insurance Companies’ Insurance Uncovered podcast, is hosted by Catherine Imus, their VP, public affairs.(Hearing more female voices is encouraging.) The Association of American Medical Colleges is nominated for their Beyond the White Coat Podcast, hosted by their president and CEO David Skorton.

Have a value proposition. “Niche market strategy is absolutely critical,” said Soyini Coke, health care transformation and culture expert and host of CEO Exclusive Radio. “…But what is also equally important, and maybe a little bit more subtle, is having a very clear value proposition. During a recent episode, we discussed how businesses in competitive industries, like online casino’s beste uitbetaling, succeed by offering tangible benefits, such as higher payouts, to attract a loyal customer base. It’s all about cutting through the noise—whether you’re running a podcast or a platform—to convince your audience that their time and investment are worth it.”

Include a transcript. “What makes the audience engage?” asked Meghna Rao, senior editor of Neal Awards finalist Rheumatology Advisor. “What factors drive people to an episode on your podcast? Is it a title with good SEO value? [One UK executive said, “Even your episode titles are so important.”] Is it the expert? Is it the topic itself? Is it maybe the duration being aligned with your listeners’ time? Having a transcript was something that really elevated our podcasts. If people want to refer back to something that was not clearly mentioned, or the audio quality wasn’t good at that point, they can go back.”

Have a clear plan. “Having somebody that’s dedicated specifically to sponsorship or a donor/patron strategy is absolutely necessary to being successful,” Coke said. “You’re launching the podcast because you want to extend your reach, or to build deeper relationships, or get a greater share of mind or greater share of wallet from listeners. Then, having a clear plan for how you’re going to sell those services, how you’re going to sell more advertising, etc., is absolutely critical.”

Evolve your style. “It’s great to have a signature style, but this is the one thing that can evolve over time,” Rao said. “…If you listen to my podcast episodes from the beginning until now, you will see how different my style is. It’s obviously become more casual and more conversational. I recommend that you listen to a couple of popular podcasts to see how you can adapt.” Identifying the expert and topic in tandem could also be beneficial, she said. “Aligning your content with your audience’s needs always has to be front and center. I keep reminding myself sometimes of this.”

 

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SIIA Joins Coalition Letter Opposing California SB 362

SIIA and organizations respectfully OPPOSE SB 362 (Becker) as amended May 18, 2023. The bill is premised on a purported loophole in the California Consumer Privacy Act (CCPA) that does not exist, creating a duplicative and potentially confusing regime for businesses that are already subject to the CCPA’s disclosure, deletion, and opt-out rights; and imposing unnecessary and significant burdens on the new Privacy Agency, which remains behind on CCPA regulations.
  • The Attorney General’s Office expressly states data brokers are businesses subject to the CCPA.
  • Consumers already have all the information needed to effectuate their CCPA rights against data brokers.
  • The CCPA’s deletion rights have a significant downstream effect. Any limits exist out of necessity, not loopholes.
 
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Can’t-Miss Talk at AMPLIFY 2023: ‘Practical Things You Can Do Right Now with Artificial Intelligence (And How to Use it Ethically)’

Note: This article was written by Kathryn Deen.

AMPLIFY 2023, AM&P Network’s Content & Marketing Summit, is coming up fast. On June 27-28 in Washington, D.C., attendees will experience a truly collaborative event, highlighted by valuable Main Stage sessions such as the June 28 talk, “Practical Things You Can Do Right Now with Artificial Intelligence (And How to Use it Ethically).”

Generative AI tools seem to be the topic on everyone’s lips, but how do you move from the hype to practical, ethical applications today? And what are the impacts of these developments in such a fast-moving environment? Tasio co-founder Dray McFarlane and PolArctic LLC CEO Leslie Canavera will take to the Main Stage to impart their wisdom. Tasio provides AI solutions specifically for associations, and PolArctic focuses on the ethical use of AI for business.

Here are some highlights from AM&P Network’s recent conversation with McFarlane and Canavera about their upcoming AMPLIFY talk.

Signature: Why are AI and ethics so key to the industry right now?

McFarlane: I’ve been working as a software vendor for almost two decades focused on associations, and it felt like until Chat GPT came out in late 2022, “AI” was a bit of a bad word for associations. Since it’s become more popular and people can get their hands on it with ChatGPT, they are becoming more comfortable and more afraid at the same time. My team has experience using these technologies and we’ve discovered how to use AI in very practical ways. Things are evolving and changing so fast, and every time we speak about it, the conversation is dominated by questions about how to do this ethically.

Signature: How does this speak to both content and marketing?

Canavera: The big thing for both content and marketing is what you can have AI create for you, how far you should take that before you step in, and what you need to provide to make sure that you can claim it as your own. Content in particular is a sticky subject because the laws are probably going to impact what we can actually do in the near future. Marketing is almost easier because there are a lot of very specific, marketing-focused tools that you can use to make it easier to reach out to people in a personalized way.

Signature: What can attendees expect to take away from your talk?

McFarlane: We’ll share very practical examples of a lot of marketing usages for AI—producing, editing, and maintaining content. We’ll help people understand how you should use these tools, how to be careful about them, what you can and can’t trust, what information you should and shouldn’t provide, etc. In the process, we’ll go into a little bit on prompt engineering and will provide a worksheet that they can access online. We’ll also emphasize holding your vendors accountable, because if they’re not talking about ethics, they’re probably doing something wrong.

Canavera: I’m hoping people take away a checklist of some thoughts and questions they should ask themselves when they’re starting to use these tools. Even though it’s fast and easy for AI to produce content, I want them to learn to take a step back and look at it a bit deeper to make sure their brand isn’t tarnished by something they put out there; for instance, making sure there’s no plagiarism. Another thing to stay on top of is the regulations; they are changing daily, and that’s something they need to be checking and verifying.

Register here for AMPLIFY to hear from these experts IN PERSON and many other industry experts.

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SIIA Joins Letter to the Administration on the Indo-Pacific Economic Framework (IPEF)

The U.S. business and agriculture community welcomed the administration’s launch of the Indo-Pacific Economic Framework (IPEF) talks to advance U.S. commercial interests in a critical region. We are eager to support stronger U.S. engagement in the Indo-Pacific region and to work in partnership with the administration and our regional allies to promote fair and inclusive trade, supply chain resilience, and the clean economy transition. However, we are growing increasingly concerned that the content and direction of the administration’s proposals for the talks risk not only failing to deliver meaningful strategic and commercial outcomes but also endangering U.S. trade and economic interests in the Indo-Pacific region and beyond.

Amidst the intricacies of this situation, agricultural recruitment agencies Australia stand out as key players in ensuring the prosperity of the region’s agricultural sector amidst shifting trade dynamics. Acting as bridges, these agencies connect skilled agricultural professionals with opportunities that align with broader aims such as fair trade and sustainability. Through their role in facilitating talent placement within the agricultural domain, these agencies contribute to the establishment of resilient supply chains and the stimulation of economic growth across the Indo-Pacific region. As conversations around the IPEF talks progress, the significance of agricultural recruitment agencies in Australia only amplifies, underscoring their vital role in bolstering the region’s agricultural landscape and promoting shared commercial interests.

The U.S. business and agriculture community regrets the administration’s decision not to engage in negotiations to remove tariffs and other market access barriers facing U.S. manufacturing, services, financial services, and agricultural exports. However, it is unclear why some traditional U.S. trade priorities that could deliver meaningful benefits for American exporters are being sidelined in the IPEF talks. For example, the United States has long pursued trade rules that seek to address standards-related and other technical barriers to trade, measures that discourage trade in remanufactured goods, inadequate intellectual property protections, and sector-specific regulatory barriers that impede exports of autos, chemicals, cosmetics, pharmaceuticals, medical devices, and ICT products; the same is true for sanitary and phytosanitary standards and their importance to U.S. agricultural exports. Obtaining IPEF commitments in these areas would help facilitate trade in sectors where the competitiveness of U.S. companies is stymied by the proliferation of non-tariff barriers overseas. These barriers also undermine supply chain resiliency, potentially sapping the benefit of future IPEF commitments. The administration’s interactions to date with the stakeholder community offer no insight into how or why these non-market access issues of high importance to trade have been left out of the IPEF talks.

Further, we are deeply concerned about statements from U.S. officials and reports from the third IPEF round that suggest the administration is wavering in its promotion of high standard rules for digital trade. Data is the lifeblood of today’s global economy, underpinning and enabling businesses of all sizes and in all sectors, including in manufacturing, which is increasingly data-driven. Rules in recent U.S. trade agreements seek to ensure that data can flow freely across borders, businesses and entrepreneurs are not compelled to relinquish proprietary data, and the digital output of creative industries is not disadvantaged by the mere fact that it is owned by Americans or produced in the United States. Nothing in the rules concluded by the United States and its democratic allies—including in the USMCA, which secured large, bipartisan congressional majorities—inhibits the ability of governments to regulate in the interest of privacy, protection against bias, pursuit of fair market competition, or other public policy objectives. These rules are integral to U.S. political and economic values.

The United States should use the IPEF talks to build on the outcomes achieved in past negotiations and address evolving challenges to U.S. trade. An IPEF that instead derogates from these outcomes and abandons the core principle of nondiscrimination risks doing material harm to U.S. economic interests by emboldening restrictive foreign trade and data practices, undermining the efforts of like-minded allies to promote high standard global norms, and ceding U.S. leadership on rulemaking for the digital economy.