MediaPace : Setting the pace for business-to-business dialogue

Watch Your Mouth!

Deceiving your customers just got illegal … at least in the U.K., where word-of-mouth marketing is about to face a major crack-down.

According to Advertising Age, beginning May 26, “it will become a criminal offense for brands to seed positive messages online without making the origin of the message clear … The rules make it an offense to blog, use brand ambassadors or seed viral ads while ‘falsely representing oneself as a consumer.’”

But every brand needs a big mouth behind it. The New York Times recently published an article about the new ways younger audiences are receiving information, transforming themselves from merely consumers to conduits of information and advice. This social filter – which includes blogs, message boards, texts and social networks – is simply a technological, “social media generational” version of the oldest marketing tool out there, said Jane Buckingham, founder of market research company the Intelligence Group, in the article.

And according to a new report from brand research company Millward Brown, online communities, blogs and message boards are actually the most likely sources of negative opinions about a brand. So it’s really no wonder companies are so desperate to spread a positive word online.

How desperate? Remember Sony’s “All I Want for Christmas is a PSP” viral? In Ad Age’s most prominent example, the company pushed buzz marketing too far with its campaign that combined “amateur” video footage with a blog supposedly written by a friend of the video’s character. “When consumers discovered the campaign had been masterminded by Sony and its agency, Zipatoni, there was a huge backlash and a formal apology from Sony.”   

Here in the U.S., let’s hope self-regulation prevents the government from getting involved. But until then, try creating quality products/services so you don’t have to brag about yourself or pay people to do it!

Posted by Kate Patton

Better Staff? Better Productivity? Better Business? Try Nap Time

One second you’re following your CEO’s PowerPoint presentation on productivity and the next you’re riding over the moon on a purple pony. No, the presentation hasn’t entered a fantasy land, but the sudden heaviness of your eyes has gotten the best of you and you’ve dozed off.

Perhaps you do a better job than me fighting fatigue and don’t slip as far into dreamland. But I know you’re well aware of that lethargic feeling. Typically, offices near and far reach their drowsiness peak around 2-3 pm. It’s about this time during the work day when productivity is at its slowest.; lunch is over and the end of the work day is approaching.

But before you blame your lack of focus on the heavy lunch you just ate, consider that feeling hopelessly sleepy is natural and even to be expected. Though people aren’t actually sleeping during this “after-lunch” down time, their bodies are saying they need to. The body and mind have been up and active since dawn, and The New York Times says “there is a strong biological readiness to fall asleep during the mid-afternoon, even in people who have had a full night’s sleep … The human body was meant to have a mid-afternoon nap.”

If it’s only natural to require a nap, why don’t our schedules permit time to take them? In this hyper-productive and fast-paced industrial society, taking a “break” is a waste of time, as there are always endless amounts of work on our desks. Because we are in a constant state of multi-tasking, slowing down, even if for a few minutes, scares professionals and (especially) their employers.

But just like our computers and machinery must be maintained, so must our bodies. Not only does lack of sleep affect us physically, but mentally and emotionally as well. Taking time for a cat-nap will not only re-energize you, but also puts you in a better mood and clearer state of mind.

AssociatedContent.com reports that employers are now looking at the costs associated with nap-deprived staffs. “The costs to businesses from workers being groggy on the job include increased absenteeism, high turnovers, higher group insurance premiums, and decreased productivity from employees in need of a nap,” they report. Considering the costs and benefits of naps, several companies have instituted “napping” places and times. Some go as far as allowing employees to have beds in their offices.

Though research and nature has assured us of the costs and benefits of naps, the labor force legislation is long from institutionalizing nap time. But when negotiating your next salary and benefits package, it wouldn’t hurt to ask for nap time. A real go-getter may even ask for an office futon and pillow. And if by chance they say no, just ask them to sleep on it.

Posted by Samantha Sims

Death by Blogging?

It may not be an official medical diagnosis yet, but it surely is a sign of the times: We are an overworked, over-consumed society that never stops. We are burning the proverbial candle at both ends in a never-ending need to always be “plugged in” and in-the-know, 24/7.

This recent New York Times article has (oh-so-ironically) sparked tremendous buzz among bloggers and journalists alike. When did it become OK for professional bloggers to die from a heart attack, presumably caused by the ongoing stress of producing content for the always-open Internet? As NYT reports, in addition to two heart attack-related deaths of high-profile tech bloggers in the past few weeks, one survived a heart attack and many complained of weight gain, sleeping disorders and other stress-related symptoms.

But before you retire your keyboard, keep in mind that two deaths is by no means an epidemic (there are riskier things you could do for a living). Yet they do raise an important issue: How much media consumption is TOO much? These devoted online journalists are sacrificing their health and chomping at the bit to be the first to break a story, and it remains to be seen if it’s truly worth the risk – financially, physically and emotionally. With an individual blogger’s stake in the online economy dependent on clicks and comments, the pressure to keep up is intense and exhausting. Until the Internet becomes a 9 to 5 job (in my dreams, of course), these bloggers have to love what they do and keep the coffee and Red Bull flowing. Oh, and turn that $@#$ Blackberry/iPhone/whatever off for once!

And on that note, I’m going to take a nap.

Posted by Jenna Lisanti

Is America Under a (Mis)Spell?

Before I get started, a disclaimer: As a recent college English major and current editor, I admit I can sometimes become a bit of a “Grammar Nazi.”

But my recent spotting of misspelled words and grammatical errors seemingly everywhere – in newspaper and magazine articles, not to mention online in blogs, e-mails and social networks – has really started to bother me. Often people say that “texting” language is the way of the future, but Marc Brownstein’s recent Ad Age blog posed the ultimate question: When Did It Bekome Acxeptable to Spell Incuhrrectly? And why has the media industry become lax enough to allow these errors to go unnoticed?

Brownstein says, “Part of the problem is that we are all writing quickly. Time is precious, and we are all under greater pressure to deliver more content in less time. Another cause is that little, wireless device we carry around on our hips. It allows us to write fast, but often not thoroughly. What's better: fast or accurate?”

Not only do such errors tarnish your personal brand (think cover letters and resumes), but they can also damage your company’s reputation. And according to TextTrust, studies indicate that search engines rank sites better when they’re error-free. There are now online tools available that scan your site’s content for spelling and grammatical accuracy, so there’s no longer an excuse for letting simple mistakes put your brand at risk!

The good news is that there will always be plenty of job opportunities for editors and proofreaders. But it seems this rising trend needs to be nipped in the bud. So what will it take to prevent the “dumbing down of America?” Personally, I think we all need to re-take English 101. And re-reading your work is more important than ever because of the growing reliance on spell-checking software, (though it will never approach the complexity of the human mind).

Until then, check out the most common spelling errors and make sure your work is proofread before publishing!

Posted by Kate Patton 

Spring Ahead, Fall Back ... to Sleep

Whether a byproduct of World War I to save fuel, a brilliant off-the-wall idea from Benjamin Franklin, or even an attempt to help farmers, Daylight Savings Time (DST) – that magical day when an entire hour simply disappears – isn’t a “wonder of the universe” but simply legislation. 

While some people claim to miss the late-evening light, a presumably similar number of people love the morning brightness. And perhaps it’s just my imagination, but I sure do feel that lost hour of time when the clocks are set ahead/back, though I don’t have a clue where it goes! Getting up and out in the mornings is a bit harder, but walking out of the office into evening sunlight is surely a trade-off.

Wikipedia claims that clock shifts correlate with decreased economic efficiency. “In 2000, the daylight-saving effect implied an estimated one-day loss of $31 billion on U.S. stock exchanges. Clock shifts and DST rule changes have a direct economic cost, since they entail extra work to support remote meetings, computer applications and the like.”

Retailers, sporting goods manufacturers and other businesses benefit from extra afternoon sunlight, as it inspires customers to shop and to participate in outdoor activities. Fortune once estimated that a seven-week extension of DST would yield an additional $30 million for 7-Eleven stores, and the National Golf Foundation estimated the extension would increase golf industry revenues $200-$300 million.

Conversely, DST can adversely affect farmers and others whose hours are set by the sun. For example, grain harvesting is best done after dew evaporates, so when field hands arrive and leave earlier in summer, their labor is less valuable. In Indiana, part of the state observes DST and part does not, because farmers, who must wake with the sun no matter what time their clock says, are greatly inconvenienced by changing their schedule in order to sell crops to those who observe DST.

And Congress can’t seem to resist tinkering with the Uniform Time Act of 1966, which provides the basic framework for alternating between DST and standard time (which we now observe in the U.S.). Their decision to pass a 2007 law starting DST three weeks earlier and ending it one week later cost U.S. companies billions to reset automated equipment; put us further out of sync time-wise with Asia and Africa; and inconvenienced most of the country, all in the name of unproven energy-saving claims.

Whether or not you notice the time change this year, due to convenient automated clocks, DST has surely sprung us into spring. Be sure to check out these cool facts!

Posted by Samantha Sims

Top 10 Reasons Why YOU Should Hire a BPEF Intern in 2008

10) Your competitors have taken BPEF interns in the past … Why let them have all the fun?

9) Your workload is so heavy, you have contemplated sleeping under your desk for the night. BPEF interns can provide that extra brain you need around the office.

8) BPEF interns bring a fresh, young perspective to your business.

7) For the past two decades, nearly all BPEF interns have moved on to full-time positions within American Business Media member companies.

6) You are helping to mold the future of business media and promote your brand by giving a student the opportunity to learn more about the business information industry.

5) You can’t quite figure out how to utilize the latest online video/social networking/blogging applications being released on a daily basis. BPEF interns can fulfill your digital needs.

4) You have an excuse to get out of the office this August and come to the Scarsdale Golf Club to hit the links and network with other professionals, all in the name of charity for BPEF. (Click here for more info)

3) BPEF interns are recruited from among the top tier of business and journalism schools across the country, and truly are the best and brightest.

2) BPEF interns do more than editorial. Their skill sets include marketing, graphic design, video editing, Web production and more.

1) You really are making a difference in a student’s life and career. (And who can resist that warm, fuzzy feeling inside?)

It’s time to face the facts: today’s students are at the forefront of the digital transformation occurring in the world of business information, and American Business Media members have recognized that our future is dependent on this next generation of trained professionals.

Last year, the Business Press Educational Foundation (BPEF) placed 30 students in business media internships, and this year, BPEF is counting on ABM member participation to help make the 2008 program an even bigger success. So request your intern today. And you never know … Your BPEF intern could be your future CEO!

For the 2008 BPEF Intern Request Form, click here.

Posted by Jenna Lisanti

Online Social Networks: Not (Your) Child's Play

We all know you have to give to receive. If you’re seeking immediate gain, online social networking is not for you. However, if you believe in the power of mutual, established relationships, ABM’s online social network may be just what you need … your virtual vitamin.

A social network is a virtual community with a common interest, idea, task or goal that interacts across time, geographical and organizational boundaries and is able to develop personal relationships. Simply put, virtual networking helps control and extend your reach. A social aggregation of partnerships and relationships, the online network connects people with a common purpose.

Online networks work best when members approach them with a “what can I do for others” attitude, so the best way to begin activity is to search through questions that other members have asked and see which you can answer. And the best part is you don’t have to suit up to keep in touch with your peers. (However, the optimal functioning personal network would contain a mixture of both online and in-person interactivity.) 

In his study of cyber communities, Peter Kollack outlines 3 motivations or reasons people contribute to online communities:

1) Anticipated reciprocity (If all members seek to give help, all members will receive help)
2) Increased recognition (to know and be known)
3) Sense of efficacy (sense of worth to the world/society)

Some other common rules for online networking:

• Do not leap into forums and discussions directly promoting yourself or your business (If everyone did this, the group would depreciate).
• Let your knowledge and willingness to others shine.
• Don’t forget “Netiquette.”
• Schedule or make a commitment to visit the forums. This not only builds your routine, but shows others that you’re responsible and reliable- not a grab-n-go person.
• Check out the 10 Commandments of networking.

Happy networking!

Posted by Samantha Sims

Where Does YOUR Breaking News Break?

It’s a scary time for print journalists, as bleak headlines infiltrate just about all major news organizations. Some are sugar-coated, some “the cold, hard truth.”

But the real truth is that print is far from dead. Its role is simply transforming. And within the discussion forum on ABM’s new b-to-b social network, business media professionals are considering this very topic. John Blanchard, VP of manufacturing for Reed Business Information, says it’s all about managing the balance and emphasis between publishing channels, Web sites, e-newsletters, etc., and becoming adept at executing them all to high-quality standards cost effectively.

As FOLIO: reported, Time magazine’s managing editor Richard Stengel opened the Direct Marketing Association’s Circulation Day this year with a keynote address about his magazine’s relationship with its Web site (surprisingly, it’s largely a separate one with vastly different perspectives). And Stengel has strong opinions and projections about the two products. “They should be two separate audiences,” he said, adding that print has largely ceded breaking news to online and, as a result, has become the more analytical of the two platforms. “Print takes the facts and adds insight. Online is for the ‘what,’ print is for the ‘why.’

According to Marie Griffin, in her response to this blog, “the issue at hand is not the medium, it's the money. Print has had a long history with two business models – advertising and subscription. And you have to question how the Internet turns the old 'advertising' model on its ear with the promise of one-to-one communication. It is up to publishers to [support] the value of print advertising with statistics for integrated media programs, while ALSO taking another look at other constituencies that may pay for the valuable information we put out. The answer is: It's up to us!”

After considering all of these different perspectives, what’s yours?

Posted by Kate Patton

The Digital Divide: Does Technology Need a Makeover?

Information Technology is the fastest-growing sector in the economy, with a 68% increase in output growth projected between 2002 and 2012, according to the U.S. Bureau of Labor Statistics. However, despite this industry growth and the fact that women comprise 51% of professionals in the U.S., the reported percentage of women in computer system design and related services is only 28.

The Center for Women & Information Technology reports that the number of females majoring in computer science in America has recently dropped. And the Orlando Sentinel says that fewer women are choosing professional computer-related career pursuits than ever before, stating that the number of women in computer science graduate programs has dropped to the lowest level in nearly a decade.

While stats show that both men and women’s use of the Internet and technology is about the same, there is disproportion when it comes to female professionals in the field. And you have to wonder the reason.

The common matter of the gender gap in technology is not in the technology itself, but the image perception and association within the field. Often labeled “techno-culture,” there’s the nerdy/geeky/anti-social perception (Think Dungeons & Dragons). There’s also an association with isolated, cubicle-bound workers. These are complete misconceptions about the types of careers that computer fluency would lead to.

In an article for Wired.com, Patricia Hewitt, British Trade and Industry Secretary, says that “we need to give IT an image makeover to make it more attractive to women. The image that many schoolgirls have of IT is more computer geek than computer chic." Basically, women should be more involved in making and shaping the computer culture. There needs to be a general cultural change in society’s attitudes to technical careers. Both employers and employees need to look at IT in a new way, completely letting go of their previous notions and ideas.

Up Close and Personal with an IT Girl

Representing several different angles of the digital divide is American Business Media’s own IT specialist, Amy Leung. She’s a student, professional, minority and yes - woman.

What attracted you to IT?

Amy: Since junior high, I had an interest in technology. However, my family felt that fields like technology and construction, among many others, were for men. I love the concept that women can do exactly what men can, so I guess a bit of rebellion and my natural logical-thinking skills attracted me to IT.

What has been the gender ratio in your classes?

Amy: Gender is a huge issue in college and the corporate world, and I have even been discouraged from pursuing a career in technology by professors! Typically speaking, there were two women for every 30 students in class.

Why do you think more women are not in the field?

Amy: I think women tend to think they are better suited for what the corporate world tells them. Usually, that’s something like secretarial work, public relations, nursing, etc. There is also the factor of public perception which plays a major role. Although we’ve come a long way, employers still assume that eventually women will have children (making them not as available and devoted to their job).

Describe “Techno-culture” and the industry.

Amy: Generally, “IT” or “computer” people are described as geeks, or someone who sits in front of the computer screen all day, serious and lacking a sense of humor. People assume they don’t like to communicate with others or don’t know how to.

I think the larger issue is that the public seems to have a general misunderstanding of what “IT” is and involves. IT is a general term for many various job titles, all computer-related but involving very different functions, some of the more known being Web design, graphic design, database administration, etc. Not knowing enough about IT may be what’s keeping women un-interested.

Posted by Samantha Sims

Super Brand XLII: Game On

Why do you watch the Super Bowl?

For me, it’s easy. It’s my last opportunity to catch a glimpse of Tom Brady in uniform until summer. For others, it’s the adrenaline rush of arguably the most intense athletic competition of the year. But marketers and advertisers hope it’s for another reason: To dedicate your undivided attention to the commercials they’ve poured the last of their budgets and brainpower into … and then go spend money on their products.

With the recent boom in behavioral marketing and the sprouting of niche online communities, advertisers are able to target their consumers with more precision than ever before, says Ad Age. But un-targeted as it may be, the chance to reach 93 million viewers (according to Nielsen’s ratings last year) is the golden opportunity for advertisers. The question is: How golden? Is a 30-second plug really worth $2.7 million?

The answer: It depends, found The ClickZ Network’s Pete Blackshaw during a conversation with Nationwide’s marketing and communications execs. You may remember the company’s Super Bowl commercial last year (Think K-Fed serving french fries). Nationwide’s VP of marketing and branding told Bradshaw that the “Life Comes at You Fast” spot and ensuing buzz were “so successful in creating incremental free media through PR coverage, online conversations and still-continuing online video downloads that it generated $23 million in incremental advertising value for the brand.”

Clearly, Nationwide’s creation of a buzz-worthy TV spot with the necessary ingredients for brand extension took Super Bowl advertising to new heights. But the company’s holistic philosophy and integrated approach may help land you your next touchdown. So I’ll leave you with some of their building blocks for Super Brand success (Click here for ClickZ’s complete list): 1. Feed online content creators with the social currency to spread the ad (and the buzz). 2. Share the ad early via video-sharing sites. 3. Allow for easy searchability.

And in the spirit of spreading the Super Bowl brand buzz, post a comment here and tell us your favorite commercial this year!

Posted by Kate Patton