I think there are a whole bunch of us standing on the sidelines, arms crossed giving our best 'Vince Lombardi' stares at the Magazine Publishers of America and the rest of the litany of journalism slash editorial guilds grappling with the future of news and magazine print.
By now isn't it clear that it's not about the vehicle, it's the content? I think it might just be this simple: the most essential, nuclear element of communications is the conversation between two or more people. Human beings talking. Around the fire. In the cave. On the riverbank. Under the tent. Everything else we do is or should be designed to facilitate that.
So what does this mean for the survival of your failing or flailing media company or partner? Stop talking at your subscribers and start talking with them again. Here are three ideas or 'quick fixes' for consideration:
1) Fire your columnists. Everyone has an opinion these days -- and everyone has access to the web to share it. As Color of Change is teaching FOX News, it's dangerous to build your brand around the cult of a personality anyway. Create the personality of your media brand through good, solid reporting of facts that the average reader doesn't have the time or resources to find, then listen to what they have to say about it.
2) Hire your readers. Google. YouTube. Get it? Share the wealth and ad revenue to build interest, traffic, loyalty etc. As a test, identify your top 1,000 subscribers and cut them in on a revenue sharing model to see what happens. Select some who are your most frequent viewers, some who are your most frequent contributors and some who best reflect your target demo.
3) A free press is crucial to the survival of our democracy...and your company. Don't charge for your content, charge for connectivity. I am making two points here. First, no one will pay you for what will be downloaded, copied, scanned or otherwise disaggregated and dispersed in about five seconds anyway. Second, one of the reasons the readership and loyalty to many 'newspapers' has declined I'll argue is that most publishers have forgotten their obligation to the rest of us as the Fourth Estate. Create or support media brands that publish with integrity, that fact-check, that go beyond the press release. Right now our world needs a free and honest press more than ever and will support it.
Sunday, August 30, 2009
Saturday, August 8, 2009
All About Me...The Biz Version!
Robert O. Quashie robertquashie@gmail.com
312.560.3475 (Chicago) http://www.linkedin.com/in/robertquashie
SUMMARY
I’m that problem-solving guy who helps you cut to the chase in pursuit of new insights, creativity, better relationships and profits.
EXPERIENCE
Automotive
• Oversaw consumer engagement programs for Toyota USA targeting African American women
• Developed and managed public affairs and recruitment strategies for Nissan North America and the Nissan Foundation
B2B
• Managed trade and business press campaigns for Harrah’s acquisition of Showboat Casinos in New Jersey and Illinois.
• Re-launched corporate sales strategy for National Black MBA Association
• Developed “Where Did It Hit You?” B2B ad campaign for Global Lead Consulting
Diversity
• Developed integrated strategy to address consumer, media and supplier diversity issues for NASCAR motor sports
• Managed and executed business and consumer media outreach for Strut, a new program targeting Asian-American young adults, launched by ABS-CBN International, a Philippines-based media conglomerate
• Rebranded the National Black MBA Association, repositioning the membership-based organization with MBA candidates, corporate partners and media
• Managed public affairs campaigns for Miller Brewing Public Affairs, Sears, The Home Depot
Financial Services
• Provided copy direction for award-winning campaign for Shore Bank, and promotional campaign for Wells Fargo African-American Business Services
• Developed marketing communications campaigns for Seaway National Bank, and Bethel New Life Community Savings Center and Allstate Insurance
Food & Beverage
• Provided team leadership, strategic planning and communications program execution for national brands including McDonald’s USA and Wendy’s quick service restaurants
• Managed media relations and field execution for sports, entertainment and public affairs properties for brands including Miller Lite, Miller Genuine Draft, and Kraft Foods.
Health & Beauty
• Developed and managed business and consumer media relations campaigns for L’Oreal’s acquisition of Soft Sheen/Carson and the launch of the L’Oreal Institute for Ethnic Hair and Skin Research.
• Managed launch of new cosmetic and beauty lines inside the Marshall Field’s Department stores
Media
• Managed the redesign and re-launch of BlackMBA Magazine, and BlackMBA Online
• Lead team that managed African-American engagement marketing strategy for Verizon
• Coordinated media campaigns for Midwest Living, Better Homes & Gardens and Successful Farming
• Wrote copy and developed the sales strategy for A Life’s Design www.alifesdesign.com
Retail
• Served as public relations manager for the Marshall Field’s Department store division of Dayton Hudson Corporation supporting new store openings in Illinois and Texas and revitalization of the brand in eleven states.
• Managed product placement strategies with regional and national fashion, lifestyle and entertainment magazines, Oprah Winfrey Show; In-store product launches and seasonal leads
Web/Social Networking
• Provided creative direction and analysis of the user interface experience for National Black MBA Association website, social networking groups and RSS products, increasing unique subscriber data base from 7,000 to 30,000
• Developed marketing strategies and creative for BlackVoices.com during its launch phase and growth as a consumer and passive recruiting strategy for the Tribune Company
EXPERTISE
• Strategy Planning
• Insights Generation (research, facilitation, analysis and brief development)
• Creative Development (ideation, concept, copy and production)
• Experiential Marketing
• Media Relations
• Diversity & Cross-Cultural Communications
• New Business Development
EMPLOYMENT HISTORY
12/08 – Acting Director, Marketing and Corporate Partner Development, National Black MBA
Association, providing transitional support to client
04 – 08 Director, Client Services, Ibis, provided both strategic and creative direction for clients; helped drive agency growth and expansion
01 – 03 Senior Vice President, Engagement Marketing, Burrell Communications
99 – 01 Marketing Communications Consultant, L’Oreal, Tourist Board of Jamaica, Blackvoices.com (Tribune Company)
97 – 99 Vice President, Diversity, Edelman Worldwide
95 – 97 Manager, Public Relations, Dayton Hudson Department Store Division
87 – 94 Account Supervisor, Ketchum Public Relations
86 – 87 Coordinator, Public Relations, Meredith Corporation
EDUCATION & AFFILIATIONS
• Grinnell College, B.A. English Literature
• National Association of Black Journalists
• National Black MBA Association
• Community Advisory Board Member, NuGene Project, Northwestern University
• Marketing Committee Member, Muntu Dance Theatre of Chicago
• Past Member, Chicago Sister Cities – Accra Ghana
• Past President, Local School Council, Ray Elementary, Chicago
• News Intern, New York Times
• News Intern, Kansas City Star
# # #
312.560.3475 (Chicago) http://www.linkedin.com/in/robertquashie
SUMMARY
I’m that problem-solving guy who helps you cut to the chase in pursuit of new insights, creativity, better relationships and profits.
EXPERIENCE
Automotive
• Oversaw consumer engagement programs for Toyota USA targeting African American women
• Developed and managed public affairs and recruitment strategies for Nissan North America and the Nissan Foundation
B2B
• Managed trade and business press campaigns for Harrah’s acquisition of Showboat Casinos in New Jersey and Illinois.
• Re-launched corporate sales strategy for National Black MBA Association
• Developed “Where Did It Hit You?” B2B ad campaign for Global Lead Consulting
Diversity
• Developed integrated strategy to address consumer, media and supplier diversity issues for NASCAR motor sports
• Managed and executed business and consumer media outreach for Strut, a new program targeting Asian-American young adults, launched by ABS-CBN International, a Philippines-based media conglomerate
• Rebranded the National Black MBA Association, repositioning the membership-based organization with MBA candidates, corporate partners and media
• Managed public affairs campaigns for Miller Brewing Public Affairs, Sears, The Home Depot
Financial Services
• Provided copy direction for award-winning campaign for Shore Bank, and promotional campaign for Wells Fargo African-American Business Services
• Developed marketing communications campaigns for Seaway National Bank, and Bethel New Life Community Savings Center and Allstate Insurance
Food & Beverage
• Provided team leadership, strategic planning and communications program execution for national brands including McDonald’s USA and Wendy’s quick service restaurants
• Managed media relations and field execution for sports, entertainment and public affairs properties for brands including Miller Lite, Miller Genuine Draft, and Kraft Foods.
Health & Beauty
• Developed and managed business and consumer media relations campaigns for L’Oreal’s acquisition of Soft Sheen/Carson and the launch of the L’Oreal Institute for Ethnic Hair and Skin Research.
• Managed launch of new cosmetic and beauty lines inside the Marshall Field’s Department stores
Media
• Managed the redesign and re-launch of BlackMBA Magazine, and BlackMBA Online
• Lead team that managed African-American engagement marketing strategy for Verizon
• Coordinated media campaigns for Midwest Living, Better Homes & Gardens and Successful Farming
• Wrote copy and developed the sales strategy for A Life’s Design www.alifesdesign.com
Retail
• Served as public relations manager for the Marshall Field’s Department store division of Dayton Hudson Corporation supporting new store openings in Illinois and Texas and revitalization of the brand in eleven states.
• Managed product placement strategies with regional and national fashion, lifestyle and entertainment magazines, Oprah Winfrey Show; In-store product launches and seasonal leads
Web/Social Networking
• Provided creative direction and analysis of the user interface experience for National Black MBA Association website, social networking groups and RSS products, increasing unique subscriber data base from 7,000 to 30,000
• Developed marketing strategies and creative for BlackVoices.com during its launch phase and growth as a consumer and passive recruiting strategy for the Tribune Company
EXPERTISE
• Strategy Planning
• Insights Generation (research, facilitation, analysis and brief development)
• Creative Development (ideation, concept, copy and production)
• Experiential Marketing
• Media Relations
• Diversity & Cross-Cultural Communications
• New Business Development
EMPLOYMENT HISTORY
12/08 – Acting Director, Marketing and Corporate Partner Development, National Black MBA
Association, providing transitional support to client
04 – 08 Director, Client Services, Ibis, provided both strategic and creative direction for clients; helped drive agency growth and expansion
01 – 03 Senior Vice President, Engagement Marketing, Burrell Communications
99 – 01 Marketing Communications Consultant, L’Oreal, Tourist Board of Jamaica, Blackvoices.com (Tribune Company)
97 – 99 Vice President, Diversity, Edelman Worldwide
95 – 97 Manager, Public Relations, Dayton Hudson Department Store Division
87 – 94 Account Supervisor, Ketchum Public Relations
86 – 87 Coordinator, Public Relations, Meredith Corporation
EDUCATION & AFFILIATIONS
• Grinnell College, B.A. English Literature
• National Association of Black Journalists
• National Black MBA Association
• Community Advisory Board Member, NuGene Project, Northwestern University
• Marketing Committee Member, Muntu Dance Theatre of Chicago
• Past Member, Chicago Sister Cities – Accra Ghana
• Past President, Local School Council, Ray Elementary, Chicago
• News Intern, New York Times
• News Intern, Kansas City Star
# # #
Subscribe to:
Posts (Atom)
