| November/December 2005 ByLine Whatcha' Reading? By Ron Wall Inspiration. At some time or another, we know we need it, but where do we go to find it? For me, it's in the voices of other writers and thinkers, poets and essayists, musicians and filmmakers. Here are excerpts and publisher blurbs from a few books that have been keeping me up way past my bedtime. You can purchase them from any fine bookstore or online from the usual suspects. A Whole New Mind Daniel H. Pink "Lawyers. Accountants. Radiologists. Software engineers. That's what our parents encouraged us to become when we grew up. But Mom and Dad were wrong. The future belongs to a very different kind of person with a very different kind of mind. "...the argument at the heart of this book is simple. For nearly a century, western society in general and American society in particular, has been dominated by a form of thinking and an approach to life that is narrowly reductive and deeply analytical. Ours has been the age of the "knowledge worker," the well-educated manipulator of information and deployer of expertise. But that is changing. Thanks to an array of forces - material abundance that is deepening our nonmaterial yearnings, globalization that is shipping white-collar work overseas, and powerful technologies that are eliminating certain kinds of work altogether - we are entering a new age. It is an age animated by a different form of thinking and a new approach to life - one that prizes aptitudes that I call 'high concept' and 'high touch.' High concept involves the capacity to detect patterns and opportunities, to create artistic and emotional beauty, to craft a satisfying narrative, and to combine seemingly unrelated ideas into something new. High touch involves the ability to empathize with others, to understand the subtleties of human interaction, to find joy in one's self and to elicit it in others, and to stretch beyond the quotidian in pursuit of purpose and meaning." Freakonomics Steven D. Levitt & Stephen J. Dubner "In Freakonomics, they [Steven D. Levitt & Stephen J. Dubner] set out to explore the hidden side of well, everything. The inner workings of a crack gang. The truth about real-estate agents. The myths of campaign finance. The telltale marks of a cheating schoolteacher. The secrets of the Ku Klux Klan. "What unites all these stories is a belief that the modern world, despite a surfeit of obfuscation, complication, and downright deceit, is not impenetrable, is not unknowable, and - if the right questions are asked - is even more intriguing than we think. All it takes is a new way of looking. Steven Levitt, through devilishly clever and clear-eyed thinking, shows how to see through all the clutter. "Freakonomics establishes this unconventional premise: if morality represents how we would like the world to work, then economics represents how it actually does work. It is true that readers of this book will be armed with enough riddles and stories to last a thousand cocktail parties. But Freakonomics can provide more than that. It will literally redefine the way we view the modern world." All Marketers are Liars Seth Godin "Successful marketers don't tell the truth. They don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. This is a book about doing what consumers demand - painting vivid pictures that they choose to believe. Every organization - from nonprofits to car companies, from political campaigns to wine glass blowers - must understand that the rules have changed again. In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories. "Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner and the iPod. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. Think of telemarketers and Marlboro. This is a powerful book for anyone who wants to sell things people truly want, as opposed to commodities that people merely need." Then We Set His Hair on Fire: Insights and Accidents from a Hall-of-Fame Career in Advertising Phil Dusenberry, Former CEO of BBDO/NY "We Bring Good Things to Life. It's Not TV, It's HBO. Visa: It's Everywhere You Want to Be. These aren't just advertising slogans; they're game-changing insights. And according to ad industry legend Phil Dusenberry, whose team at BBDO created these and many other brilliant campaigns, one big insight is worth a thousand good ideas. An idea can lead to one clever commercial. But a true insight can define a brand for years to come and turn an entire industry upside down. "Dusenberry, who turned BBDO/NY into a creative powerhouse, shares his best advice and funniest stories in Then We Set His Hair on Fire. Read along as Phil:
And last but far from least...
"In this entertaining yet practical memoir, Dusenberry reveals what really works in the fiercely competitive game of trying to stick in the consumer's mind. And he shows how anyone can approach marketing problems from a unique angle and hit home runs, not just singles." Ron Wall, a writer for ADFARM in Calgary, AB, is editor of The ByLine and chair of The ByLine committee in 2005-2006. He can be reached at Ron.Wall@adfarmonline.com.
Looking for Greener Pastures? Check the Job Bank Check the AAEA Job Bank on the AAEA Web site regularly for the latest job opportunities in the agricultural communications industry. Recent job listings include a spot for an account representative for Capital Press, an opening at Farm Journal, two PR jobs at AdFarm and a managing editor position in Kentucky. There's more, too.
Updated Member Contact Information Jennifer Morrill Boyd Kidwell
Membership Directory Coming Soon The 2005-2006 edition of the AAEA Membership Directory will be mailed to members by mid-November. As in recent years, new directory pages should be inserted in existing three-ring directory binders. Contact the AAEA office at ageditors@aol.com or (952) 758-6502 if you need a new binder.
To Submit an Item for The ByLine The ByLine is always eager for story submissions from members. To submit a story, or a story idea, send via e-mail to ageditors@aol.com or Ron.Wall@adfarmonline.com. For deadlines for upcoming issues, click here.
Membership Renewal Deadline Approaches The end-of-the year deadline for renewing AAEA memberships is just around the corner. So, before the year-end hubbub overcomes you, please renew your membership as soon as possible. Write a check today, renew online (www.ageditors.com) or submit a check request to your company's accounting office. This year's renewal fee for active and affiliate membership is $165, up $15 from the previous fee. Fees for student and retired members remain unchanged and $25 and $80, respectively. The active and affiliate fees were last changed four years ago, when they were increased $25 to $150. After Jan. 1, 2006, the renewal fee will include a $25 late fee, for a total of $190. This fee was adopted by the AAEA board because approximately 30 percent of AAEA members had been late in returning renewals in recent years.
New Recruits Wanted By Marcia Taylor The AAEA membership drive underway this month represents a new phase in our 50-year-old evolution. For many years, farm magazine writers and photographers were the prime focus of AAEA's professional improvement efforts. But based on our recent five-year strategic plan, we are now actively inviting the entire field of rural communication professionals to join the club. Membership co-chairs Betsy Freese and Karen Simon are soliciting a whole host of prospects who could benefit from AAEA membership, including editors at rural lifestyle magazines and media contacts at farm organizations, agencies or ag-related companies. Given production agriculture's demographics, "we all know that the pool of farm magazine editors won't increase much in the future," says Freese. But we can strengthen our organization by involving a more diverse membership and pooling resources for professional improvement. Our annual workshops at the Ag Media Summit on headline writing, effective communication, print design and the latest in digital photography improve our professional skills, no matter what field of ag communications we choose. Truth is that the lines that once divided our job descriptions are blurring. Not so long ago, a journalism degree prepared you for print, photography, advertising or broadcast specialties. Today the trend is for media companies to expect employees to multitask. "Both Meredith and Farm Journal magazine editors now host television programs and most of our industry's farm editors double as contributors to their company websites," Freese notes. Involvement in AAEA's educational programs can fill the gaps in our knowledge base, she says. AAEA has already welcomed magazine designers and art directors to the fold in recent years, and added contests and program content intended to boost their skills. That's a model for Ad Hoc Committee Chairman Andy Markwart as his panel discusses how best to integrate more affiliate members into the organization. His panel will be making recommendations to the AAEA board in April 2006. In the meantime, we hope you renew your membership early - and invite a co-worker or communication specialist to join with you! Marcia Taylor is AAEA vice president and editor of Top Producer. She can be reached at MTaylor@farmjournal.com.
From the President's Desk It's the Reader, Stupid! By Dan Crummett Several years ago the company for which I work conducted a series of focus groups around the nation to tap directly into what farmers wanted from and thought about ag magazines, newsletters and web-based products. An unsolicited common theme emerged in each of the sessions - producers were very concerned as to "who is talking to us in the copy we read." In each group, the credibility subject came up and participants made it very clear they viewed agricultural journalists as "gate keepers" and "filters" for the information they absorb from printed and electronic pages. In short, they want information that isn't a commercial on the editorial pages they read. They definitely are interested in the advertising pages of a magazine, but they read them knowing who paid for it. On "news" pages, they wanted information digested by a third party and not "placed" by an advertiser. Still, pressure continues from advertisers and agencies to place stories, run "advertorial" copy without disclaimers and in general "use the credibility you have to make us look good and we'll do business with you - if not, we'll not advertise with you." Isn't it strange? The very credibility these folks crave is the first thing to disappear when publishers agree to relax their standards. After all, were it not for readers who trusted publications, there would be no readers for paid advertising. Funny how folks tend to forget that when budgets are tight and bottom lines become more important than ethical lines. I'm reminded of Ralphie's disgust in the movie A Christmas Story when he realizes he's just decoded a commercial for Ovaltine. His famous comment, which uses colorful language we won't repeat, echoes just what farmers think when they realize they've read an unmarked advertorial. (For the inquisitive: a Google search on "Ralphie Ovaltine A Christmas Story" will turn up the quote.) Editor's note: Crummett has appointed an ethics task force to review AAEA's ethics standards to see if they meet the needs of today's publishing landscape. Members include Karen McMahon, Karen Simon, Marcia Taylor, Gregg Hillyer and Loren Kruse. AAEA President Dan M. Crummett is executive editor at Farm Progress Cos. He can be reached at dcrummett@farmprogress.com.
Media Consolidation Continues By Ron Wall Recent acquisitions of media companies Doane Agricultural Services and Primedia Business Information continue the consolidation trend throughout the communication industry. Vance Publishing Corporation brought St. Louis-based Doane Agricultural Services into the fold in early October. Included in the purchase was industry bible AgriMarketing magazine. Less than a week later, Henderson Communications LLC, a newly formed ag communications company, led by Lynn Henderson, announced that it had purchased AgriMarketing magazine from Vance Publishing. According to Henderson there will be few changes in the magazine. "It's frequency, circulation and editorial content will remain the same," he said. However, Ag Professional will be combined with an existing Vance product, Dealer & Applicator. "The magazines currently serve slightly different but compatible markets," says Bill Newham, vice president of Vance's Food360° Division. "Dealer and Applicator focuses on the retail trade and Ag Professional targets professional farm managers and crop consultants as well as retailers." The publication, which will be produced 12 times a year, will retain the Ag Professional name. The purchase also included Doane's marketing newsletter and its syndicated radio show, AgriTalk. October also marked the closing of the deal that saw Primedia Business Information go to PBI Media Holdings Inc. for $385 million. Financing for the purchase came courtesy of Wasserstein & Co., LP, a New York venture capital company. Primedia Business Information, one of country's largest publishers of business-to-business publications, produces 70 trade publications. They include The Corn and Soybean Digest, Beef, Apply, Farm Industry News, Hay & Forage Grower, National Hog Farmer and the four regional Farm Press publications. PBI Media Holdings Inc has not formerly announced any changes or plans for the publications. According to one publication editor, "It's business as usual." Ron Wall, a writer for ADFARM in Calgary, AB, is editor of The ByLine and chair of The ByLine committee in 2005-2006. He can be reached at Ron.Wall@adfarmonline.com.
IFAJ Listserv and Forum By Greg Lamp So you're writing a story about animal rights and you'd like to add a 'graph or two about what the big issues are overseas, like Britain or Germany or Slovenia. One way you can quickly and easily reach an informed group of ag journalists from around the world is to access the International Federation of Ag Journalists (IFAJ) listserv. As an AAEA member, you're automatically a member of IFAJ and have complete access to the organization's listserv. By simply logging on to www.ifaj.org and clicking on IFAJNET-L, you can sign up and be added to the list. Just follow the instructions on how to subscribe and your name will be submitted to the listserv owner, who happens to be Canadian Owen Roberts. "I check the name and make sure they're actually an association or guild member and subscribe them to the service," says Roberts, chair of the IFAJ Professional Development and Education Committee and instructor at the University of Guelph. Roberts says the listserv, which started to enhance communication among ag journalists, is intended to promote discussion, understanding and communication among participants. "It's free and it's a closed list, meaning participating is restricted to members, so participants do not receive e-mail from outside the list," he says. IFAJ also has added a forum feature to its Web site that allows members to ask questions, get answers, post interesting stories and news articles and network with other members on a global scale. This feature has just been introduced, so you will be in on the ground floor of making this communications tool useful. The forum is linked through the IFAJ Web site at www.ifaj.org. Both the listserv and forum will enable you to notify other members worldwide of events, promote conferences and ask penetrating questions from the foreign journalists who are facing some of the same issues and concerns as you are. Greg Lamp chairs the AAEA International Committee and is editor of The Corn and Soybean Digest. He can be reached at glamp@primediabusiness.com. |
