Highlights from ASBPE’s Highlights from ASBPE’s National Editorial ConferenceNational Editorial Conference

Aug. 2-3, 2007Aug. 2-3, 2007

www.asbpe.org

Slide show copyright © 2007 American Society of Business Publication Editors

Publication-services provider and rexblog author Rex Hammock emphasized that Web technologies like blogs, video and picture sharing, and slideshows are simply tools that help us tell stories better. They also can help us connect with our audience more deeply, and help users connect with one another.

The end result of all this: Users can make better decisions.

BusinessWeek editor-in-chief Steve Adler listed some unexpected benefits of going online:

• Content flows both ways—from online to print as well as vice versa.

• People who were getting jaded doing the same thing for 20 years have been re-energized.

• It forced BusinessWeek managers to think harder about how they staffed the organization.

• It led to a flatter organization.

Putting it all together: Our panelists on integrating print and Web (l-r):

• Elizabeth Glagowski of 1to1 Media said 1to1’s readers have become more sophisticated. They expect more channels of distribution, including the web, and they don't want to be dictated to. They’d rather have reference material.

• 1to1’s Tom Schmalzl reminded editors that reader feedback can guide new product development: phone calls to readers, events, focus groups, metrics, letters to the editor, surveys, and editorial advisory boards.

• Andy Wright explained how ENR made paid web content work. A free trial and the right pricing were key. The magic numbers for ENR: $4.95 per article, $9.95 for a month’s access, or $82 for a year. Users get a 7-day free trial.

At the Azbee Awards banquet on Aug. 2, plaques lie stacked, waiting to be given out.

Fuel magazine’s Silver Award for New Publication Design is at the top of the pile.

Hanley Wood’s Digital Home took home the Gold Award for in that category.

The Bronze Award went to Rejuvenate, a magazine for meeting planners.

The two international winners of the ASBPE/TABPI Young Leaders Scholarship: • Vanessa Chris, associate editor, Canadian Mortgage Professional; • Vincent ter Beek (far right), editor, Pig Progress.

The scholarship paid their conference registration fees. There also were five American winners.

With Vanessa and Vincent: past ASBPE president and current president of Trade, Association, and Business Publications International (TABPI) Paul Heney.

At the banquet (l-r): Paul Heney with scholarship winners Travis Stanton, Deborah Cassell, and Vincent ter Beek. Also pictured is ASBPE Chicago officer Tina Barbaccia.

Designer Alex White introduced the winner of this year’s Lifetime Achievement Award – his father, publication designer Jan White.

Though the award celebrated the importance of design, Alex argued that design still is not always integrated with editorial as it should be. At too many publications, the design staff’s position near the bottom of the masthead reflects its position in the organizational hierarchy.

Lifetime Achievement Award winner Jan White receives his award from ASBPE associate director Robin Sherman. White, who calls himself a visual journalist, said publication’s design must do two things: Establish its character so it can be recognized at a glance, and immediately establish its intellectual value. The intellectual content is the journalistic part of the equation; the immediate communication of it is where good design comes in. More on Jan White.

ASBPE President Roy Harris accepted theStephen Barr Award for individual writing on behalf of freelancer David McClintick. McClintick won for his story “How Harvard Lost Russia” in Institutional Investor.

Said one judge: “This article provided a very rare view of the process of moving to a market-based economy …”

The award carries a $500 prize.

More about David McClintick and his award-winning story.

PC World editor-in-chief Harry McCracken shows off his publication’s Web Site of the Year award.

The judges said:

“The presence of video for describing tips, test drives, and case studies, coupled with interactive attributes such as polls and tips from readers, enable PCWorld’s Web site to be one of the most useful Web sites of its kind.”

Public CIO editor Todd Newcombe (right) accepts a Magazine of the Year Award. The magazine won in the under-80,000-circulation category.

Said the judges: “Top tier — compelling information — brings ordinary subject matter to higher level — great magazine without flaunting itself — appears effortless.”

Builder editor-in-chief Denise Dersin receives theMagazine of the Year award for a publication with circulation of 80,000 or more.

“Editorially challenging — takes gutsy approaches to issues — examines major national issues and their effect on readers — transcendent reporting,” were among the judges’ comments.

Consultant Lou Ann Sabatier spoke about increasing the odds for the success of a new launch.

Sabatier said lead generation alone is not enough to predict which new products will succeed; in the future we may use systems that predict what consumers will want next.

B2B “media watchdogs,” left to right:

• Folio:’s Matt Kinsman: “As editors, we have to claim our ownership online. Unlike print, [other departments] think online is their playground as well.”

• Ellis Booker of BtoB and Media Business said the most powerful predictor of purchase decisions is peer recommendations. “If you can embrace that conversation … that's an extremely powerful channel.” A story in the Aug. 13 BtoB details media companies’ goals and budgets for web projects.

• When it comes to motivating staff to take on web projects, Jeremy Greenfield of min’s b2b advised, “Promote, incentivize, and give massive raises to those who respond well.”

More information

ASBPE’s National Editorial Conference ASBPE Azbee awards programASBPE membership information

ASBPE home page

Details on selected conference sessions — including the keynote address by former Time Inc. editor Norman Pearlstine —

can be found in the September/October issue of ASBPE’s member newsletter.