<< Return

Make Your Content Addictive, Like Chocolate - 5/21/2014 -

Carla Kalogeridis
Five publishing thought leaders share gems of knowledge and insight with C-level attendees at AM&P’s first Executive Leadership Conference.

By Carla Kalogeridis

In an effort to provide more content specifically geared toward C-level association executives and chief publishing officers, Association Media & Publishing held its first Executive Leadership Conference during its Annual Meeting this week at The Sheraton Premiere in Tysons Corner, Va.

Five publishing thought leaders each shared the most important statistic they had heard in the last 30 days and analyzed how it will affect associations. The by-invitation-only attendees enjoyed an intimate, talk-show-like setting that supported a candid two-hour conversation with the panelists. The Executive Leadership Conference ran concurrently with Association Media & Publishing’s Annual Meeting sessions.

While complete coverage of the statistics each speaker shared and their related comments will be included in the next issue of Signature magazine, the following are notable remarks made by the panelists:

Samir A. Husni, Ph.D., founder and director of The Magazine Innovation Center at the University of Mississippi’s Meek School of Journalism and New Media: "We are living in the most intriguing times of our lives in the journalism world. The key is to know all your members. You have to listen to their chatter. Remember that nobody really needs you, so you have to make them want you. You need to be an addiction—like chocolate.”

Jeff Stoffer, director, American Legion Media & Communications Division, and editor, The American Legion Magazine: "Blogs are a great place to get a little more sassy with your members and audience. Remember the power of a bold statement.”

Bob Hanna, marketing and advertising consultant: "Mobile ads are basically useless. They are easily ignored. You’ve heard of turning print dollars into digital dimes? Well now we’re turning digital dimes into mobile pennies. And yet, 30-40 percent of your readers are reading mobile content. While you’re trying to figure it out, your audience is going mobile.”

James G. Elliott, president, James G. Elliott Co. Inc.: "People aren’t talking about native advertising as much anymore. They are talking about cross-device advertising, which is advertising that follows prospects from device to device. Every idea is a great new disruption, and everyone chases it full-speed, and then they forget about it. It’s very hard for sellers.”

Gary Rubin, senior vice president, e-media and publishing, Society for Human Resource Management: "Associations should be careful with LinkedIn because they don’t own the communities they are building on LinkedIn—LinkedIn does. LinkedIn actually sells against you, and sometimes even better than you do. Instead, use LinkedIn to drive engagement to your own proprietary social site where you can gather and own your data and control how it is used.”

All conference sessions at the Association Media & Publishing Annual Meeting will be covered by freelance and volunteer writers in future issues of Sidebar and Signature for our members who were unable to attend. You can also follow the conference on Twitter using the hashtag #AMP14.

Carla Kalogeridis is editorial director of Association Media & Publishing.


© Copyright 2017, Association Media and Publishing. All rights reserved.