You can help shape the agenda for ASBPE’s next Ethics ‘Twitter Chat’

By Howard Rauch, Ethics Committee Chairman

What’s your biggest editorial ethics concern today?  Are you ready to speak out about it in a spurt of 140-character “Tweets” and get immediate reaction from your peers?  If so, you’ll definitely want to attend ASBPE’S next “Ethics Twitter Chat.”  Please mark the date and time:  June 28, 11:30 a.m.-1:00 p.m. [Edited to add: That’s Eastern time.]

Obviously there is much to discuss.  At the top of my list would be whether or not we’ve been successful in preserving the highest possible levels of editorial quality.  Another priority item that’s been glossed over in previous “Chat” sessions:  truth-in-hiring.  That is … how forthright have we been when describing promotional and financial outlooks to job applicants?

Some industry observers have issued alerts that advertisers will be pressing for more favorable editorial exposure in our digital content.  This possibility is an obvious sign that church/state disputes are still a regular event.  Do you agree?  How about freelancer relationships?  At one recent ASBPE LinkedIn discussion, anguish was expressed at how some editors were not playing fair with payment policies.  Is this process actually within your control or are you laboring under some budgetary mandate?

And the list goes on.  One promising difference in this year’s event is the level of participation by ethics committee members.  You’ll have the chance to seek input from several group editorial directors and two prominent educators.  Twitter Chat manager is Paul Heney, former ASBPE president and current TABPI president.

In advance of our session, I’d like to receive your suggestions concerning worthwhile agenda additions.  You can e-mail me: ethics.chair@editsol.com.  Or call (201) 569-7714.  I always welcome input from folks on the firing line.  And be sure to watch for more updates regarding our final agenda in the Ethics News Updates regularly posted at ASBPE’s LinkedIn site.

10 Reality Checks To Test High-Value Headline Delivery

Howard Rauch

Submitted by Howard Rauch

High-benefit headlines always have been a high-priority item for B2B editors.  When it comes to digital, having an audience engagement message start right at the top is even more critical.

For the past few years, I’ve judged the Best Headline category in the AZBEE Awards and similar competitions.  While many entries were on target in terms of delivery, a few others missed an occasional step.  Based on previous reviews, I recently posted the following series of caveats on my Twitter page (@editsol):

  1. Hot headline is easier to write if lede’s first sentence expresses key story point within first ten words.
  2. Bad habit:  basing head on first paragraph of PR announcement.  There often is better angle further down.
  3. Perhaps hot headline you try to write doesn’t work because accompanying article should have been scrapped.
  4. News item’s first sentence must tell readers something new.  Repeating all or part of the head is not how to do it.
  5. Some headline writing suffers from an “echo” that occurs when head and deck sound identical.
  6. If few of your articles require heads with numbers, make more assignments designed to fill in the void.
  7. Remember that subheads used to break up articles must have all attributes of main head.  “Labels” not allowed.
  8. Headline variety is helpful attention-getter.  Asking questions and pulling hot quotes from articles are two ways to do it.
  9. Design that limits main headline length to three or four words is a bummer!  Editors must demand more leeway in their turn at bat.
  10. Good headlines tell readers what the writer discovered as opposed to what was covered.  There is a difference!

Of the above items, the one competition entries goof on frequently is #6.  This is a somewhat baffling observation, yes?  Significant numbers demand reader engagement.  Nevertheless, the number of heads including quantitative grabbers rarely exceeds five percent of total.

Another caveat not listed above – “cute” – often gets heavy flak when mentioned in a headline critique.  Despite being nagged about this in previous competitions, some editors continue to embrace the temptation to engage in clever word play.  This is especially self-destructive when the main headline uses three or four words.  Surprisingly enough, attempts to be amusing rather than instructive regularly lead off some editorial columns.  Instead, accompanying headlines should clearly reflect the author’s opinion.  Achieving that goal requires at least eight to ten words.

Finally, despite previous blogs and face-to-face exhortations, I’ve been unable to convince some editors to abandon “source first, news last” lede sentences.  This snafu’s most common form is beginning the article with a source’s very long title and company affiliation.  Before you know it, readers may be dragged through over a dozen word s wondering when the real story starts!!

TABPI Twitterfest

By Paul Heney

Last October, TABPI, ASBPE’s international partner organization, launched a creative new way to use Twitter. Deemed TABPI Twitterfest, this two-day event brought together a multitude of B2B editors from the U.S., the U.K., South Africa, Australia, and other countries, to chat about current editorial topics.

I’m happy to announce that the second TABPI Twitterfest will be held from Feb. 18-19.

What is TABPI Twitterfest? It’s similar to an open chatroom, where B2B editors across the globe can talk about issues and ask questions. We’ll be focusing on one primary topic for this TABPI Twitterfest: How do you manage the separation of church and state (editorial and sales) in new media? Do you treat online content as having the same rules? What about webinars? How about in-person roundtables or conferences? Are the rules the same, or is there more leeway off the printed page? If you feel pressure from the sales side, how do you counter it?

You can participate in several ways:

1. Join Twitter and post Tweets on Feb. 18 and 19. These 140-character messages must contain #tabpi in order to be a part of Tweetfest, and other editors around the world will see your Tweets.

2. Point your browser to www.tabpi.org, where we’ll have a widget with the live feed from Twitterfest. You can also go to search.twitter.com/search?q=tabpi and watch what other editors worldwide are talking about.

3. After watching online what others are saying, you can also join in on the conversation at any time. While we’re encouraging editors to talk about the main topic, you’re free to discuss other B2B topics that might come up.

The first Twitterfest featured nearly 200 Tweets from around the globe, and many more people simply watching the activity.

We understand that time zones across the globe make things a little more difficult for an event like this, hence the two-day window. All editors are encouraged to start Tweeting with #tabpi in the Tweet starting on Thursday morning, the 18th, when they arrive at work.

The main goal of TABPI Twitterfest is starting dialogue and exchanging ideas between editors in far-flung geographic areas. But a very important secondary goal is to give B2B editors an opportunity to try out Twitter in a friendly, non-threatening environment, to see how it works, to determine if there is anything that might translate to their publication’s industry.

As journalists, we should be willing to step outside our comfort zones and see what the readers of tomorrow are doing. I hope you’ll consider participating, and look forward to seeing your Tweets on Feb. 18.

Paul is the president of the TABPI and past president of the ASBPE.

To Tweet or Not to Tweet

There may be repetition here, but I found many of the Tweets from our Digital Symposium to be really informative little nuggets. Look at it this way, you’re skimming through your favorite magazine and everything you find is pretty good, but then you find that refrigerator article that is so helpful you have to clip it out and put it up for all to see. I hope you find it here. (Hint: Read from the bottom up to see tweets in chronological order.)

Jtsmicon_normal jtlongandco: RT @foliomag: BusinessWeek named Web Site of Year by #ASBPE: http://tinyurl.com/ylflmw4 (expand)
3 days ago from TweetDeck · Reply · View Tweet
Pam_baker_picture_normal bakercom1: RT @estherschindler @paulconley: Congrats to the ASBPE winners. RT @ASBPE Slide show of DIgital Azbee winners http://ow.ly/AK1I #asbpe
3 days ago from web · Reply · View Tweet
Estherglowing_normal estherschindler: RT @paulconley: Congrats to the ASBPE winners. RT @ASBPE Slide show of DIgital Azbee winners http://ow.ly/AK1I #asbpe
3 days ago from TweetDeck · Reply · View Tweet
Daddy_and_alana_on_the_pillow_couch_may_08_normal paulconley: Congrats to the ASBPE winners. RT @ASBPE Slide show of DIgital Azbee winners includes links to the sites. http://ow.ly/AK1I #asbpe
3 days ago from web · Reply · View Tweet
Asbpelogo4twitter-73sq_normal asbpe: Slide show of DIgital Azbee winners includes links to the actual sites. http://ow.ly/AK1I #asbpe
3 days ago from HootSuite · Reply · View Tweet
Asbpelogo4twitter-73sq_normal asbpe: See slides of the 2009 Digital Azbee Award winners: http://ow.ly/AJTf #asbpe
3 days ago from HootSuite · Reply · View Tweet
Photo_on_2009-11-01_at_08 lucy1375: RT @TonieAuer Challenges of attracting members under discussion. What do you want out of ASBPE membership? What made you join? #asbpe
4 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Challenges of attracting members under discussion. What makes ASBPE membership attractive to you? What do you want out of it? #asbpe
5 days ago from web · Reply · View Tweet
P8010175_normal pwoodwardhk: RT @TonieAuer: Long only work if you slice it up into bite-sized chunks. Even if its 5000 words it needs to be a quick read. #asbpe
5 days ago from TweetDeck · Reply · View Tweet
Me-eyes-close-100x100_normal mspizziri: Thanks for all the great #asbpe tweets, @ktom17 !
5 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Thanks to all of the fantastic speakers at ASBPE’s Digital Symposium! A lot of great info packed into one day! #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: Know your online readers by getting them to register; eventually advertisers are going to want more detailed metrics. –Eric Knorr at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: Tips for going Web-only: try crazy ideas (don’t be afraid to fail); don’t try to reinvent the print process. –Eric Knorr at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: Tips for going Web-only: watch #s, but don’t be a slave to them; know your culture and be a slave to it. –Eric Knorr at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Try crazy ideas and get over fear of failure – Eric Knorr #asbpe
5 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Web-only publishing offers freedom from “calendar tyranny”: no more obligatory content, greater creativity. –Eric Knorr at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Brand on the web is weaker but readers remember good info, so keep strong personalities writing for you – Eric Knorr, Infoword. #asbpe
5 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: “I’m wired to Omniture.” –InfoWorld’s Eric Knorr on moving to Web-only publishing at #asbpe [I know the feeling.]
5 days ago from HootSuite · Reply · View Tweet
Untitled_normal CivilActivist: RT @govtechnews: RT @TonieAuer: Try to add context around mainstream news. – GT Editor Steve Towns at #asbpe awards
5 days ago from TweetDeck · Reply · View Tweet
Gt_normal govtechnews: RT @ktom17 Increased Web content makes staff more engaged, knowledgeable by putting them in closer contact w/subjects. Steve Towns #asbpe
5 days ago from web · Reply · View Tweet
Gt_normal govtechnews: RT @ktom17: B2B Web-1st survival tactics: Be flexible. If an editor’s writing the print cover story, lessen Web load. Steve Towns at #asbpe
5 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Increasing Web content has made staff more engaged & knowledgeable by putting them in closer contact with subjects. –Steve Towns at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Gt_normal govtechnews: RT @ktom17: B2B Web-first survival tactics: All editors, inc. top-level, must contribute. Steve Towns at #asbpe
5 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Developing web content: producing 20 stories a month not done before. Daily writing puts staff in closer touch with subjects. #asbpe
5 days ago from web · Reply · View Tweet
Gt_normal govtechnews: RT @TonieAuer: Web is essential. You can’t be just a print writer – Steve Towns. #asbpe
5 days ago from web · Reply · View Tweet
Gt_normal govtechnews: RT @TonieAuer: Try to add context around mainstream news. – GT Editor Steve Towns at #asbpe awards
5 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: B2B Web-first survival tactics: Be flexible. e.g., if an editor is writing the print cover story, lessen Web load. –Steve Towns at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: B2B Web-first survival tactics: All editors, including top-level, must contribute. –Government Technology’s Steve Towns at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Try to add context around mainstream news. – Steve Towns #asbpe
5 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Web is essential. You can’t be just a print writer – Steve Towns. #asbpe
5 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Favorite new term for pieced-together editorial website: Franken-site. #asbpe
5 days ago from web · Reply · View Tweet
Drinktwit_normal travelojos: Travel peeps: don’t feel bad about lack of monetization/social media. B2B pubs haven’t figured it out yet either #asbpe
5 days ago from Echofon · Reply · View Tweet
Me-eyes-close-100x100_normal mspizziri: Live tweets from ASBPE Digital Symposium – lots of great tips on CMS, social media, more at #asbpe
5 days ago from TweetDeck · Reply · View Tweet
Jtsmicon_normal jtlongandco: RT @mspizziri: RT @ASBPE: BusinessWeek takes Web Site of the Year honors in Digital Azbee Awards. See all winners: http://ow.ly/zYNi #asbpe
5 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Content Management Systems are like whack-a-mole. You hit one thing & something else comes up – Tyler Davidson. #asbpe
5 days ago from web · Reply · View Tweet
Me-eyes-close-100x100_normal mspizziri: RT @ASBPE: BusinessWeek takes Web Site of the Year honors in Digital Azbee Awards. See all winners: http://ow.ly/zYNi #asbpe
5 days ago from TweetDeck · Reply · View Tweet
Katy_head_shot_normal ktom17: Having a wall between your editors & your tech folks is the biggest mistake you can make when it comes to the CMS –Tyler Davidson at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Nd_fb_normal noradepalma: RT @ktom17: Editors must give their input into the CMS selection, b/c otherwise it’s left up to the techies. –Frederic Paul at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: CMS must-haves: speed; easy-to-understand interface; remote, Web-based publishing, SEO-friendly. –Frederic Paul at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: Choosing a CMS isn’t just about what you want, it’s about what you can afford and how tech-savvy your staff is. –Frederic Paul at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: A CMS with easier operation and fewer problems provides less flexibility for change. –Frederic Paul at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: A CMS with greater flexibility is less protected and more likely to crash. –Frederic Paul at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: When choosing a CMS, you have to choose the balance of flexibility & control you want; you can’t have all of both. –Frederic Paul at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Jh_headshot_100x100_normal jasonhiner: Frederic Paul – “All CMSes suck, but some suck less than others.” #asbpe [Truer words were never spoken]
5 days ago from TweetDeck · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: CMS = A neccessary evil. But, you do need one and the choices DO matter. #asbpe
5 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Editors must give their input into the CMS selection, b/c otherwise it’s left up to the techies. –Frederic Paul at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: In 30 years of working with CMSes, “I’ve learned one thing: They all suck.” –Frederic Paul at #asbpe session on working with a new CMS
5 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: We’re not just reporting it & throwing it out there. Readers want opportunities to talk about it & to engage. –Tom Giles at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Tom Giles: Need to create context and collaboration, not just content. #asbpe
5 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: why are the apostrophes coming out like ‘s? Anyone know? #asbpe
5 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: BusinessWeek Editor Tom Giles: Context is as important today as content. #asbpe
5 days ago from web · Reply · View Tweet
Asbpelogo4twitter-73sq_normal asbpe: BusinessWeek takes Web Site of the Year honors in Digital Azbee Awards. See all winners: http://ow.ly/zYNi #asbpe
5 days ago from HootSuite · Reply · View Tweet
Jh_headshot_100x100_normal jasonhiner: “Tear down the walls that separate print editors from Web editors.” Business Week’s Tom Giles at #asbpe
5 days ago from TweetDeck · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: BusinessWeek (website of the year) puts news items on site multiple times daily. Timestamp articles so readers know they’re fresh. #asbpe
5 days ago from web · Reply · View Tweet
Twitterprofilephoto_normal karmacakedotca: Yes PLEASE! RT @ktom17: Tear down the walls that separate print editors from Web editors. –Business Week’s Tom Giles at #asbpe
5 days ago from TweetDeck · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: @alexlcohen: I’m checking to see if we have the list available. If so, I’ll post a link. #asbpe
5 days ago from web · Reply · View Tweet
Estherglowing_normal estherschindler: AGREE! RT @meridith: “People who tell you shorter is better [on the web] are wrong.”-@harrymccracken, speaking about story length, at #asbpe
5 days ago from TweetDeck · Reply · View Tweet
Katy_head_shot_normal ktom17: Tear down the walls that separate print editors from Web editors. –Business Week’s Tom Giles at #asbpe
5 days ago from HootSuite · Reply · View Tweet
Frogs_normal alexlcohen: @asbpe is there a list available of award winners? #asbpe
Rd_twitter_avatar_normal realitydigital: 55% people say their online communities are at least as important real communities (USC study) via @kellieparker #asbpe (via @jasonhiner)
5 days ago from web · Reply · View Tweet
Fred_normal fredfunk: RT @Taylor810ce: 55% people say their online communities are at least as important real communities (USC study) via @kellieparker #asbpe
5 days ago from web · Reply · View Tweet
Img00110_normal Taylor810ce: 55% people say their online communities are at least as important real communities (USC study) via @kellieparker #asbpe (via @jasonhiner)
5 days ago from Twitterrific · Reply · View Tweet
Jtsmicon_normal jtlongandco: congrats to all the #ASBPE digital awards winners.
5 days ago from mobile web · Reply · View Tweet
Raischsidwebsq_normal sidraisch: RT jasonhiner Okay, so there’s a hashtag #asbpe for today’s Digital Symposium, for those b2b editors who are interested.
5 days ago from HootSuite · Reply · View Tweet
Jh_headshot_100x100_normal jasonhiner: Having lunch at #asbpe digital summit with @harrymccracken and Eric Knorr
5 days ago from Tweetie · Reply · View Tweet
5 days ago from TweetDeck · Reply · View Tweet
2256955656_f52043b27f_normal stephanieoverby: RT @meridith “People who tell you shorter is better [on the web] are wrong.”–@harrymccracken, speaking about story length, at #asbpe
6 days ago from web · Reply · View Tweet
Haus-blu-bkgd_normal BMoxieBMore: #followfriday shout @ktom17 4 kicking out outstanding info on content management 2day #asbpe? you know, she’s an editor a v. important mag!
6 days ago from web · Reply · View Tweet
Twitter_photo_normal meridith: @kellieparker Great presentation today at the #ASBPE! Thanks for sharing your 10 yrs of wisdom and expertise!
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: It’s hard for one person to build a successful online community. It needs to be a group effort. –@kellieparker at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: For your online community, have a written comm. standards document against which all contributions can be held to. @kellieparker at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Tim_boivin_formal_normal TimTechPR: RT @jasonhiner 55% people say their online communities at least as important as real world communities (USC) via @kellieparker #asbpe
6 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Know what culture you want to create, set the tone from the first post. LinkedIn is professional & you know it. #asbpe
6 days ago from web · Reply · View Tweet
Jh_headshot_100x100_normal jasonhiner: 55% people say their online communities are at least as important real world communities (USC study) via @kellieparker #asbpe
6 days ago from TweetDeck · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Choose your platform wisely – its like speed dating, Kellie said. #asbpe
6 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Kellie Parker: 54 % of members log into their online community at least once per day. #asbpe
6 days ago from web · Reply · View Tweet
Jtsmicon_normal jtlongandco: @ #ASBPE Digital conference tweeting about conference on tweeting like a play within a play.
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Discussions on your message boards provide great fodder/ideas for future editorial content. –Jim Sulecki at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: Repurpose community content (forum discussions, blog comments) in newsletters, etc. to keep the conversation going. –Jim Sulecki at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: B2b editor: like the host of a cocktail party. About brand, community, conversation more than it is about the medium, Sulecki says. #asbpe
6 days ago from web · Reply · View Tweet
6 days ago from web · Reply · View Tweet
Jh_headshot_100x100_normal jasonhiner: Okay, so there’s a hashtag #asbpe for today’s Digital Symposium, for those b2b editors who are interested
6 days ago from TweetDeck · Reply · View Tweet
Mark_-_june_2009_a_normal TriumphCIO: RT @meridith: “People who tell you shorter is better [on the web] are wrong.”–@harrymccracken, speaking about story length, at #asbpe #CIO
6 days ago from txt · Reply · View Tweet
Katy_head_shot_normal ktom17: “[B2B] is more about the brand, the community, the conversation, than it is about the medium.” –Jim Sulecki at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Yorick_normal johnbethune: Great 2 see ASBPE use twitter this way! Now about that Web site. . . RT @paulconley: … I’m following the tweets at #asbpe. You should too
6 days ago from Seesmic · Reply · View Tweet
Katy_head_shot_normal ktom17: Social media: “If you’re not going to do it on a regular basis, don’t do it, b/c you will have no traction in creating an audience” #asbpe
6 days ago from HootSuite · Reply · View Tweet
Jim_normal jimcarper: Retailers/Wholesalers: good social media info coming out of seminar for journalists today. Follow #asbpe
6 days ago from TweetDeck · Reply · View Tweet
Katy_head_shot_normal ktom17: “If someone already wrote about it, if you don’t have a different spin on it, you’re late.” –Hinda Chalew at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: Social media is just as much about building your personal brand as your company’s. Hinda Chalew at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Use types of media where your audience is. Where is your target market? You could be wasting your time in some facets, Chalew said. #asbpe
6 days ago from web · Reply · View Tweet

« Page 7 »
Tonie_in_cozumel_9-09_normal TonieAuer: Social Media: broader than you think. Surveys, virtual events, blogs, Web communities, Hinda Chalew says. #asbpe
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Listening to “Leveraging the power of B2B social communities” at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Di_twitter_4_normal Diann_D: Good luck to @asacco, @meridith, and @twailgum!! #asbpe
6 days ago from web · Reply · View Tweet
Img_blog_bennett_normal atbennett: RT @meridith: “People who tell you shorter is better [on the web] are wrong.”–@harrymccracken, speaking about story length, at #asbpe
6 days ago from Tweetvisor · Reply · View Tweet
Katy_head_shot_normal ktom17: Don’t hit char limit on Twitter. Leave room for “RT” and your “@ name” so u can be easily retweeted. @harrymccracken at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: McCracken: Envision the headline without the story: does the headline still make sense, does it make you want to read? #asbpe
6 days ago from web · Reply · View Tweet
Heney3_normal paulheney: Harry McCracken headline tips: Being cryptic is killer; tantalizing=good, always mention subject of article, address reader directly. #asbpe
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Break up long Web articles with lists, short grafs, subsections, links. @harrymccracken at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Twitter_photo_normal meridith: “People who tell you shorter is better [on the web] are wrong.”–@harrymccracken, speaking about story length, at #asbpe
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Stories with (good) lists get lots of clicks. @harrymccracken at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: “[Web] content should be as long as the content justifies.” Mix short and long as appropriate. @harrymccracken at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Long only work if you slice it up into bite-sized chunks. Even if its 5000 words it needs to be a quick read. #asbpe
6 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Don’t worry about linking people off your site, if content isn’t good, you’re just making it easy. If its good, they’ll come back. #asbpe
6 days ago from web · Reply · View Tweet
Twitter_photo_normal meridith: “The smaller you are on the web, the louder you have to be to get heard on the web.” –@harrymccracken #asbpe
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: “Link unto others as you would have them link unto you.” This includes to competitors. @harrymccracken at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Link unto others as you would have them link unto you. #asbpe
6 days ago from web · Reply · View Tweet
Daddy_and_alana_on_the_pillow_couch_may_08_normal paulconley: I’m not at the ASBPE Digital conference. But I’m following the tweets at #asbpe. You should too
6 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Apply to Google News to have your site listed. Will attract readers & they don’t let just anyone in, McCracken said. #asbpe
6 days ago from web · Reply · View Tweet
Tory_-_wedding_normal toryk: Good tip, @ktom17! Don’t stuff stories with keywords. Readers R going to realize you’re writing for Google, not them. @harrymccracken #asbpe
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Don’t stuff stories with keywords. Readers are going to realize you’re writing for Google, not them. @harrymccracken at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Heney3_normal paulheney: Harry McCracken web tips: Don’t stuff stories with keywords. Don’t write like a robot. Don’t do anything that feels like voodoo. #asbpe
6 days ago from web · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: harrymcracken and technologizer are McCracken’s Twitter handles. #asbpe
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Get noticed by being first. “If you break news, even if you’re a small site, people will know.” @harrymccracken at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: “I don’t devote a lot of time to making Google happy;I devote time to making my readers happy.Google comes along.” @harrymccracken at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: Link Love is important. People learn content, like it and decide it is good enough to tell their readers about it, McCracken says. #asbpe
6 days ago from web · Reply · View Tweet
Twitterphoto_normal mariedomingo: Factoid disclosed today by @HarryMcCracken … only allows less than 1 percent of his brain to SEO. #asbpe
6 days ago from web · Reply · View Tweet
Twitterphoto_normal mariedomingo: @TonieAuer I’m being asked by several other journalists who couldn’t make it today, if there’s a video/audio cast for this event? #asbpe
Tonie_in_cozumel_9-09_normal TonieAuer: The smaller you are, the louder you have to be to get heard on the web. McCracken calls this the Horton Hears a Who rule. #asbpe
6 days ago from web · Reply · View Tweet
Kellieparker1_normal kellieparker: Speaking at #asbpe digital symposium this morning on building online communities. Watching my ex boss @harrymccracken talk now.
6 days ago from Twitterrific · Reply · View Tweet
Katy_head_shot_normal ktom17: Encourage ppl to comment. “The most useful thing we do online is help people find our content & find each other.” @harrymccracken at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Heney3_normal paulheney: Harry McCracken at the ASBPE Digital Symposium: “Make content so good people want to tell the world about it.” #asbpe
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: “If you don’t fail, you’re not going to learn anything.” — @harrymccracken on B2B web publishing at #asbpe
6 days ago from HootSuite · Reply · View Tweet
Jim_normal jimcarper: #FF @asbpe: live tweets from ASBPE’s Digital Symposium. Search for #asbpe
6 days ago from TweetDeck · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: I need to learn about Google Wave. I’ve heard people say it three times before 9:30 a.m. today. Find it at wave.google.com #asbpe
6 days ago from web · Reply · View Tweet
Lundberg_dcat2060_normal abbielundberg: @ASacco @meridith good luck at the Digital Azbees! #ASBPE
6 days ago from TweetDeck · Reply · View Tweet
Tonie_in_cozumel_9-09_normal TonieAuer: ASBPE Digital Symposium underway. Great B2B journalism tips to come #asbpe
6 days ago from web · Reply · View Tweet
Katy_head_shot_normal ktom17: Listening to @harrymccracken discuss writing for search & navigation. #asbpe
6 days ago from HootSuite · Reply · View Tweet
Katy_head_shot_normal ktom17: Switching gears today from urban development to B2B publishing…tweeting from the ASBPE Digital Symposium in San Francisco. #asbpe
6 days ago from HootSuite · Reply · View Tweet
Brian1_normal bcarlsonCIO: RT @lmclaughlin: hit it over the green monster today @twailgum, @meridith, @ASacco at #asbpe awards. you are an all-star team.
6 days ago from TweetDeck · Reply · View Tweet
New-cio-logo_square_normal CIOonline: RT @lmclaughlin: hit it over the green monster today @twailgum, @meridith, @ASacco at #asbpe awards. you are an all-star team.
6 days ago from TweetDeck · Reply · View Tweet
Twitpiic_normal lmclaughlin: hit it over the green monster today @twailgum, @meridith, @ASacco at #asbpe awards. you are an all-star team.
6 days ago from web · Reply · View Tweet
2256955656_f52043b27f_normal stephanieoverby: Expecting Digital Azbee golds for @twailgum and @meridith today. #asbpe
6 days ago from web · Reply · View Tweet
Asbpelogo4twitter-73sq_normal asbpe: Reminder: Look for live tweets from ASBPE’s Digital Symposium Nov. 6, 9 a.m.-5 p.m. PST. Search for #asbpe
6 days ago from HootSuite · Reply · View Tweet
Twitterphoto_normal mariedomingo: Live tweeting from ASBPE’s Digital Symposium @ Hyatt Regency Burlingame today, 9am – 5pm PST. (via @asbpe) #asbpe #fb
6 days ago from UberTwitter · Reply · View Tweet
Twitter_photo_normal meridith: In San Francisco for Digital Azbee awards from the #ASBPE. Finally finished catching up on e-mail. Now I’m going to sleep!
6 days ago from web · Reply · View Tweet
Asbpelogo4twitter-73sq_normal asbpe: We’ll be tweeting live from ASBPE’s Digital Symposium tomorrow, 9 a.m.-5 p.m. Pacific time. Search for hashtag #asbpe
6 days ago from HootSuite · Reply · View Tweet

Thanks to Martha Spizziri for compiling the tweets.

— Tonie Auer
Update, 9:28 a.m.: Here is a PDF document with all the Tweets in chronological order (376K PDF). PDF created via TweetDoc.

I Never Thought It Would Happen To Me

Photo: Tonie AuerBy Tonie Auer
DFW Chapter President

While I don’t mean the blog post title to be too suggestive, I really never thought I’d see the benefits of social media professionally. It was in the summer of 2008 at the ASBPE national convention in Kansas City that I started truly hearing the praises of social media.

Paul Conley told those in attendance that if they didn’t join the 21st century, they’d be left behind. The curmudgeonly reporter in me listened, but with the disdain of an old-timer who still remembers pasting up galleys and working on VDTs (for you young’uns, feel free to email me and I’ll tell you what those things are.) I’ve called my cell phone an ‘electronic leash’ and have resisted mobile Internet connectivity. But, I’m teetering on the ledge now.

At the insistence of the ASBPE board members, I joined LinkedIn. Then, I started to Twitter (but just a little), and Facebook came next. What has been the biggest surprise to me is how beneficial these things have been. I have had a few job leads come from LinkedIn and several bona fide jobs result from Facebook.

But, one of the greatest pluses I’ve found has been sources via Facebook. People see my status updates for articles I’m writing and they send leads my way. Truly, verily I say to thee: get off your duff and give it a try. Promote your publications, too, while you’re at it. I just took a full-time job as a writer for Bisnow on Business (www.bisnow.com) and while launching the product expansion into the Dallas-Fort Worth market, I’ve gained more readers for the news site/e-newsletter and I’ve had story leads sent my way.

So, now I’m a believer. And, Paul Conley and the ASBPE professional development planted the seed. With that said, don’t forget our Digital Symposium in San Francisco this week on Friday Nov. 6. You can still register and improve your skills, too.

B2B Digital Publishing Ideas From TABPI’s Twitterfest

By Photo: Katy TomasuloKaty Tomasulo
President, ASBPE Washington, D.C. Chapter

On Oct. 21 and 22, TABPI (Trade, Association, and Business Publications International) hosted its first Twitterfest, in which B2B journalists posted Tweets with ideas, questions, and answers about print and digital publishing. Each poster utilized the #tabpi hashtag so that participants and followers could see each tweet.

It was the first time I’d participated in one of these, and I found it quite rewarding — not only was I able to gain new ideas, it felt great to share some of my own thoughts with the larger B2B world. The event was a huge success, and event organizer (and TABPI president) Paul Heney is planning to host future ’fests (the next one is tentatively scheduled for Dec. 8-9; check back to www.tabpi.org for confirmation and details).

Below are some of the ideas posted by participants. To view the whole feed, including B2B questions-and-answers, search #tabpi on Twitter.

  • Post a Twitpic of the cover of your upcoming issue to get readers excited about it. (@MattySoccio)
  • If you’re short on space in print, run an expanded version online. (@ADVANCEforNPs)
  • Use clear headlines when Tweeting. If readers are following hundreds of others, only the most compelling headlines will catch their attention. (@ktom17)
  • If you want to “get” social media, start your own blog. You’ll get sent to company president’s office — not to get fired, but for your ideas. (@b2beditor)
  • Repurpose archive material with a modern twist to produce niche industry features, e.g., cruising then and now. (@natalia_thomson)
  • Pay attention to page-view stats; they can reveal which e-newsletter subject lines work, the best time of day to send a newsletter, etc. (@ktom17)

    Some e-news analysis systems actually will do an A/B-group split on subject lines for a message, sending bulk to “winner.” In other words, 10% of mailings go out with 1 subject line, 10% with another. Remaining 80% to subject line with highest open rate. (@ScotsmanGuideEd)


  • Get to know the gurus in your subject area well enough and one of them may decide to blog for you. (@lmclaughlin)
  • We conduct a subscriber salary survey, and it’s always a big hit; it’s very useful to our readers in salary negotiation. (@ADVANCEforNPs)
  • Searchable databases are a great, interactive way to make hard-to-find info accessible to readers. (@jtlongandco)
  • Don’t just ask readers to follow you on Twitter, ask them to engage in a topic with other readers. (@ADVANCEforNPs)
  • Judge award programs. It’s a great way to get ideas from magazines outside your industry you wouldn’t see otherwise. (@ktom17)


Katy Tomasulo is Deputy Editor for EcoHome magazine and Building Products magazine at Hanley Wood Business Media in Washington, D.C.

Print and Digital: What’s the Best Mix?

By Maureen Alley

Sometimes it’s the simplest ideas that are the most innovative. The magazine industry has been trying to figure out for some time how to manage digital opportunities with its print products. And with that, some magazines try too hard where others excel.

Last year, during my New Media and Technology graduate class, we discussed Esquire’s October 2008 cover. This cover was different than any cover before it. The cover had electronic ink – an image that flashed and scrolled. FOLIO: magazine also reported on the cover in July 2008. According to FOLIO:’s article, the battery for the electronic ink lasts for 90 days and the issue sold for $2 more than the normal cover price.

Esquire’s October 2008 cover literally combined print with digital. But, I’m not sure that’s what is meant when we say we want to complement print products with digital opportunities.

On the other hand, magazines like BtoB are successfully using print and digital opportunities in ways that take advantage of the opportunities available from each medium.

BtoB magazine has daily articles on its website that are original content written by the magazine’s staff. They aren’t wire articles that are simply pushed to its site automatically. This provides the magazine with original content and its readers with industry information from a source they trust.

Articles on its site are set up for reader comments creating a community for readers. By providing this function to your readers, you’re making them feel valuable and part of the conversation.

In addition, each article provides the opportunity for the reader to bookmark, share, and e-mail articles. A big part of online success is syndicating content. By not including these functions on each article, you’re ignoring a viral readership.

The magazine also has a very strong social media presence. By following BtoB on Twitter, followers get up-to-the minute breaking news. This also adds to the magazine’s syndication.

BtoB magazine is used simply as an example of the many magazines that are doing it right online. There are many more out there. And there are many magazines out there that have yet to provide online communities for their readers, viral sharing options, and original content instead of wire content.

Where do you stand in this mix?

Maureen Alley is managing editor for Website Magazine, a trade publication dedicated to Web professionals. She was formerly managing editor for Residential Design & Build magazine, a property of Cygnus Business Media. Alley graduated with a BA from the University of Wisconsin-Stevens Point, and is currently attending Roosevelt University in Chicago for her Masters of Science in Journalism. She has been a member of ASBPE since 2006 and was a judge for the 2009 Azbee Awards program. She writes a blog at www.maureenalley.com about young journalists and new media. Contact her at malley13[at]gmail[dot]com.