Boston globe image

Boston Globe Tour – Journey of a Story

Boston globe image

 

A few weeks ago on a Friday morning, The Boston Globe was nice enough to host a group of PR pros from the PubClub of New England. We had a wonderful time meeting all of the staffers, touring the facility, and hearing about all of the assets the paper has now. One of my favorite parts was hearing about how they are now housing start-ups in the building to help them launch new products.

 

As PR pros, our job usually ends as soon as the story is submitted by a journalist to be printed – but that is just the beginning of the life of a article at the Globe. Once a writer’s deadline hits, the story physically travels all over the building (and sometimes across New England) before it lands in the hands of readers.

 

First, it’s written in the newsroom – this part we’re familiar with. However, I thought the Globe newsroom was rather overwhelming! I had no idea how huge it was. This part of the journey usually happens at night, we’ll say around 7pm:

Boston globe photo 5 - newsroom

Around 10pm: The stories are etched on to special plates that are used to print the paper (the room has special yellow lighting so they aren’t damaged):

Boston globe photo 9 - plates

The plates, which can only ever be used once (they are recycled, don’t worry!) are created on these machines….

Boston globe photo 7 - plate makers

And they are then clipped to and taken up this ski lift-type track to the press room (right over the heads of these PR pros!):

Boston globe photo 2 - plates go up the track

Meanwhile, in the press room, rolls and rolls of paper are ready for printing. The Globe actually has a train track in their press room (not pictured) and these rolls of paper are delivered directly to the Globe via train.

Boston globe photo 1 - Rolls of paper s

Since the rolls are so heavy (1,700 lbs each!) they are moved around by these unmanned robots:

Boston globe photo 6 - robots

Boston globe photo 8 - robot sign

You can see the their tire tracks along the press room floor:

Boston globe photo 10 - presses 2

Around 2:00 am: The first edition begins printing!

Boston globe photo 4 - presses 1

The Globe has four working presses, but they only ever use three at a time in case one goes down. The presses are intelligent enough that they can typically fix themselves if something breaks, but they also always have repairmen on hand as backup.

Boston globe photo 10 - presses 3

There are actually three editions of the Globe printed every day. The first edition has three stars on the edge of the page and is sent to the farthest-reaching distribution locations (Maine, Cape Cod, etc.). The second edition has two stars on the edge of the page and is sent to the metro Boston area. The last edition has one star and is sent to Boston proper. This allows edits and/or updates to be made right up until the last minute.

Boston globe photo 11 stars

And voila! The paper lands in the hands of the readers. This tour certainly was an eye-opening experience and I’ll certainly think differently about working with newspapers from now on.

Were you on the tour? What as your favorite part? If you weren’t, have you ever seen a newspaper being printed? Let us know in the comments section below.

 

Girl Power – Marketing to Female Millennials

This morning I attended FutureM’s Beyond Pink: Marketing to Young Women Today session. The panel discussion kicked off with some research by Jack Morton Worldwide, designed to debunk several of the current marketing beliefs about Gen Y women:

 

Myth #1: Women are intensely brand loyal. FALSE! Young women are committed to trying everything. They’ve adopted something Jack Morton has termed the “Sample Set” lifestyle, which incorporates the idea of trying an array of brands with the same product. Companies like BirchBox, Living Social and Zipcar have already begun to capitalize on the idea.

 

Myth #2: Women love celebrities. Half True. Women are certainly interested in celebrities but they are equally as interested in their own lives and the lives of their friends and family. Online reviews and refer-a-friend programs are a great way to quickly connect.

 

Myth #3: Women like pink. FALSE! As women become more dynamic so do their interests. Pink no longer forges that immediate connection.

 

 

 

During the discussion panel following the presentation, all the speakers followed this common theme of relationships. Whether you’re just developing them or maintaining a core group of them, relationships are what drives marketing strategy. The focus in this panel discussion was about developing a friendly, nurturing relationship with consumers. Sharing decorating tips or funny photos were both mentioned as a proven way to engage and grow the customer base.

 

 

The comment that struck me as most interesting was when Nan Ives, VP employee branding at Fidelity said, “People don’t want to be our friend.” Not being “friends” with customers isn’t something that most brands go around celebrating. In fact, in our world of booming social media, that’s downright antiquated. She continued to say that research showed that women don’t want Fidelity to play the friend role in their lives, but that’s okay because they do want Fidelity to play the role of an expert or an adviser. This made me wonder, how many brands are currently using time and money to be “friends” with consumers on every social media platform out there?

Based on my own client roster, I’d venture to guess most of them have a presence on each platform. But do they really need them? It all comes back to the idea that one brand can’t always be perfect brand for everyone. And with so many other brands on the market, time and money is likely better spent on being a better version of what you already are.

Which brands do you want to be friends with? Which brands are you happy to leave as an “expert” rather than having them as a friend? Let us know in the comments section below.

 

Panel participants included: Nan Ives, VP employee branding, Fidelity; Tara Wislocki, director of marketing, Healthworks Fitness Centers; Chrissie Wilson, North American marketing manager, Tretorn; and Trisha Mack Antonsen, senior manager of social media, Wayfair. Moderator Steve Mooney, EVP managing director, Jack Morton Worldwide. Presentation by Ben Grossman (@BenGrossman), digital strategist, Jack Morton Worldwide.
The full whitepaper with statistics is available for download online at bit.ly/beyondpink
 

Going Public – It’s not a coming out party

The Publicity Club of New England

 

This morning I attended the latest Masters’ Institute Series event by the Publicity Club of New England #PCNE titled, “PR and the Complex Investor Relations Path.” On the panel was: David Calusdian, EVP, Sharon Merrill Assoc.; Howard Berkenblit, partner, Sullivan & Worcester and Maria Scurry, VP Global PR, QlikTech. Maria kicked off the panel with one of my favorite comments of the entire event, “It’s critical for PR to manage expectations. Too often at smaller companies management thinks that filing an IPO means that even though no one really knows us now, soon everyone will know our name! Ummm… No!”

There are three phases of an Initial Public Offering (IPO): quiet period, waiting period, and effectiveness. If you’re a publicist and have been through an IPO before or represented a public company you know how frustrating it can be to experience a quiet period. It’s our job to hype the company and its products, yet this is strictly forbidden. What is allowed is communication that is standard for the company’s normal course of business. So, here’s the good news, if you are in a position to know that in six months – one year your company will want to go public, then start setting the bar for company announcements and news high now. This way when you head into your quiet period and want to issue news the SEC looks at your track record and sees that it’s perfectly normal. (Awesome tip, Maria!)

“The Bible” a.k.a your S1. Once it’s filed it’s a publicist’s best friend. It’s a legal document, but marketing and PR are involved (or should be) in its development. Any questions reporters have and you can point them directly to your S1 link. What happens though when you have an article in the works before you know that you are going public and then all of a sudden you are in a quiet period? It happens! Hopefully you can get your company or your executive gracefully out of the situation without actually saying to the reporter- you can print this, because of our new legal situation. Sometimes it can’t be helped though and as in the case of Google’s Sept. 2004 article in Playboy that had to be added as an appendix to its S1. Check it out (no pics here!): http://www.sec.gov/Archives/edgar/data/1288776/000119312504139655/ds1a.htm

Information about Google has been published in an article appearing in the September 2004 issue of Playboy Magazine and entitled “Playboy Interview: Google Guys.” The text of the article, which is included in this prospectus as Appendix B, contains information derived from an interview of Larry and Sergey conducted in April 2004, prior to the filing of our registration statement of which this prospectus is a part. The article presented certain statements about our company in isolation and did not disclose many of the related risks and uncertainties described in this prospectus. As a result, the article should not be considered in isolation and you should make your investment decision only after reading this entire prospectus carefully.

 

Social media is making lawyer’s lives much more difficult when it comes to IPOs, but the consensus on the panel was that things are evolving. Certainly if your CEO doesn’t tweet normally then starting to do so during the IPO process is a really bad idea. At the end of the day the most common mistake executives and publicists make is thinking of an IPO as a sprint, something to get through, and then it’s back to business. The reality is that everything changes once your company goes public and it’s critical to have a new, strong, communications strategy in place that will take you into the future. If nothing else, our panelists suggest that as you participate in and help manage PR through the IPO process you should: Be thoughtful. Talk to your lawyers. Keep pushing and asking questions!

A big thanks to all of the panelists today for lending their time and insights!

Back by Popular Demand: 451 Marketing Search Workshop Series

Priority rankings in search engines are an essential to any successful marketing campaign. According to Google, 88,000,000,000 (yes, BILLION) searches are conducted through their search engine every month, leading to an overwhelmingly competitive search environment. If your customers can’t find you online, you might as well not exist. But, many marketers are confused or intimidated by search marketing concepts and execution. How can you optimize your online properties? When and how should your company use paid search to enhance your overall campaign?

You’ve got questions, we’ve got answers. Due to the overwhelming response we received from our social media workshop series, we’ve decided to follow up with a three part search marketing series hosted by our very own search guru, 451 Marketing Vice President Francis Skipper. With more than 11 years of experience in global digital marketing including search engine marketing, advertising, and sales, Francis oversees all global digital marketing campaigns, including search marketing (SEO, PPC, Display) and social media marketing/ advertising at 451 Marketing. Francis will cover all things search, from basic terminology and concepts to more complex paid-to-organic conversion paths.

This series has something for everyone, from the novice (Workshop I: Intro to Search Marketing) to the more experienced marketer (Workshop III: Using Paid Search to Enhance Organic Search Efforts).

Space is limited for the series, and sessions fill up quickly, so make sure to reserve your spot now. Please note, you will need to sign up for each workshop in the series separately – signing up for one does not guarantee a spot in another!

Workshop I: Intro to Search Marketing (Tuesday, 9/18)

Workshop II: SEO 101- Optimizing Your Site for Search Engines (Tuesday, 10/2)

Workshop III: Using Paid Search to Enhance Organic Search Efforts (Tuesday, 10/16)

Have any questions? Want to suggest a future 451 Marketing workshop, webinar, or series? Contact our marketing coordinator, Amanda Jupena, at ajupena@451marketing.com.