Meet the (New Media) Editor -- Ann Handley, MarketingProfs

Over the years I have written several articles for submission to the editors of print publications. They never made the cut. There was always some reason why: not long enough, too edgy, you haven't published somewhere else, etc.

One of such articles described how we had used our internal marketing resources while the market was soft to rebrand the company and get ready for a growth spur. It was a pretty interesting case study in taking your own advice -- still, no dice.

Many print publication editors are now setting their sights on the new media promised land.

That is the domain of a new breed of editors -- they can move fast, embrace the diversity of thought of their readers and at the same time hold the threads of their publication so it is a consistent and valuable experience.

In other words, they are both orchestra conductors and players. Allow me to introduce you to these new media editors by starting with Ann Handley, MarketingProfs. Ann also writes for the Huffington Post.

Traditional publishers may lump Internet, radio and TV in this category under the umbrella of multimedia. Yet everyone is after the same attention pool.

Ann: Yes. Everyone is.

I was on vacation a few weeks ago when I read in the Maine Sunday Telegram about its plans to marry its print and web site publishing divisions, and I thought, "Well, DUH." Isn't that a little crazy—that newspapers still consider their online and offline editions to be in separate orbits. My question is: Why? Media should be reaching their audiences wherever those audiences happen to be—in this case, online in addition to sitting on the couch at home.

Online is fast becoming a very competitive business model—how do you keep the value from turning into commodity?

Ann: It's always been an editor's job to ensure the quality—and I think that includes the concept of uniqueness, which forestalls commoditization—of what their publication is publishing, online or offline, to ensure that it's not just a commodity. It's an editor's mission to be the caretaker of content quality, to meet the needs of the audience or community first. I know that ambition probably sounds a tad grand, but it nonetheless is the ultimate goal of any good publication, in my mind.

Publishers can leverage the quality that editors and writers build with advertisers and sponsors, certainly—that's the dance between editorial and advertising. But the quality of content has to be in place first.

You retain editorial control over the number of posts and flow of the publication. How do you plan your weeks/days?

Ann: MarketingProfs produces a lot of content—the blog along with newsletters (MarketingProfs Today and Get to the Point), Know-How Exchange forum, seminars, case studies, templates, guides, and so on. While there are certain things I own on a daily basis—publishing blog posts, for example—I also rely on a team of very talented people here to do much of the heavy lifting. There is no editorial calendar, per se, in part because of the online nature of the entire operation and in part because a good deal of it is user-driven.

How do you keep things relevant and sustainable at your publication? What is your definition of success?

Ann: There's a ton of information out there. There's a lot of stuff that lands in our inboxes and mailboxes on a daily basis. The volume is overwhelming. Some of it's good, and some of it's not. My editorial focus at MarketingProfs is to shine a beacon of light for our readers—leading the way through the clutter.

How? By finding the top people in our audience who are experts in their respective fields or areas of expertise. Those are the people who produce all of our great content. They write for us, they lead virtual seminars, they produce templates and other tools to help marketers navigate their way.

And I know it's a successful strategy, because I hear it from our readers and subscribers every day.

What is your strategy for inviting contributors?

Ann: I look for contributors who are smart, who know their field well, who have some track record and demonstrated experience, and who write well—since, usually, the best writers are also the clearest thinkers. I also look for a good smattering of all disciplines… representatives from all walks of marketing.

And, finally, I look for contributors who have another quality, which is harder to quantify: I call it a "generous spirit." What I really mean by that is someone who wants to help their peers and colleagues in the industry, who truly wants to share knowledge and experience and perspective, and learn from others, too. It's obvious when a potential contributor is in it just for themselves—for what they can milk from our audience and exposure. And those are the people who don't last.

Do popularity and voice play a larger role in inviting contributors than publications' focus?

Ann: Well, voice matters… because that has to do with writing ability. But I don't care whether writers are already popular. I'm actually more concerned with popularizing writers and ideas that deserve to be but aren't. Yet. Giving them voice, so to speak.

Where do you draw inspiration? Do you read other online publications? Which ones? How are you influenced by them?

Ann: Generally, I get more true inspiration from non-marketing sites and publications than from industry stuff, but I read industry pubs to keep on top of the news and events. And I am addicted to blogs—it's a way to both unwind and wind myself up.

Outside of business, I am a huge fan of the New Yorker. Online, I love the Huffington Post and Salon. And finally I love Larry Dobrow's Magazine Rack column for MediaPost. I shouldn't—because I don't really care about magazine reviews—but his writing is sharp and funny.

Do you feel threatened by the idea of user created media? How is what you do different from user created content? Is there still a place for traditional editors in the 21st century?

Ann: Wow. Is that all one question? ; )

Do I feel threatened: No. I love the idea and embrace it fully. An active and engaged audience is a beautiful thing.

How is it different…: Well, most of it is not different, because much of our content is written for and by readers and subscribers. The blog, for example, is really user-generated content by and for professionals. The MarketingProfs Know-How Exchange—our Q&A forum—is purely user-generated, as well. And even the MarketingProfs Today weekly newsletter relies on outside contributors for much its content, making its editorial largely user-driven.

Still a place for traditional editors: Lord I hope so. Can you imagine what a mess sites would be without us? I'm kidding—sort of. But no matter how good the content—they'll always be a role for editors to shape and manage content. Especially now, with the proliferation of content, that includes acting as a filter. So as the ease of publishing and creating content has increased, I actually see the role an editor plays also increasing, not diminishing.

Any aha moments you'd like to share?

Ann: This is a really exciting time to be working in media online. The advent of Web 2.0 applications and rise of social media is adding an incredible amount of texture and nuance and twists to publishing. Which is to say that it seems I have an “a-ha!” moment at least once a day! 

In other words: Right here is a very cool place to be.

Comments

[Roger von Oech]

Nice interview, Valeria. It's nice to get a little behind-the-scenes peak at one of the key people (Ann) in the blogosphere. I've had a few articles published in Marketing Profs, and each time I've been surprised by what a wide-ranging audience they've created. For example, I had been out of touch with a certain contact in India for over a decade, but after Ann published me, he emailed me within the hour. Best wishes to both of you!

[mvellandi]

Great discussion. When I think of MP, it serves as a model of well-organized collaboration for the new millennium.

It represents to me a great union between the Druckerian virtues of responsible empowerment, and the practice of Lean-thinking.

[Valeria Maltoni]

Roger -- Ann is such a fresh thinker that she deserved inaugurating this new series at Conversation Agent. I am really intrigued by this new breed of editors/contributors and their ideas. Isn't it funny when someone from one area of your life finds you in another?

Mario -- what if organizations learned from this model you highlight? Wouldn't it be fantastic if we could have internal editor who can allow content experts to broadcast for everyone's benefit? I would be interested in finding out if anyone has tried.

[Luc Debaisieux]

Great interview indeed. Thank you Valeria and Ann.

I will always remember Ann's first comment on my (fresh and new at that time) blog. I discovered that day how opened she is to discovering new people, opinions and blogs. She contributed to my post and helped fine-tune the idea of the moment. She's a great professional and a very nice person with a wise point of view... like when she says: "right here is a very cool place to be".

[Ryan Karpeles]

Awesome interview indeed. Many thanks to both of you. There are loads of juicy nuggets here, and I especially like this one:

"Media should be reaching their audiences wherever those audiences happen to be."

Consumers no longer want (or need) to be a part of brands, products, companies, etc. Instead, brands have to find a way to meet people where they want to be met, get permission to market, and offer something of significant value. They aren't living in our world. We're living in theirs.

Keep up the great work Ann and Valeria ;)

[Valeria Maltoni]

Luc -- I've been inspired more than once by Ann's style and insights. And collaborative is high on her list of attributes.

Ryan -- I think it was always that way. We are just discovering it because today there is so much more choice. And with choice come abundance and noise.

What do you all think about shaping content and facilitating conversations? Isn't that the role we each take on when starting a blog? How's the new media editor's role different?

[Ann Handley]

Wow.. some of my favorite people saying nice things about me. What's not to like....? ; ) Roger, Mario, Luc, Ryan -- you rock.

Seriously-- thank you, all, and a special thanks to Valeria for the opportunity to spout off.

Ryan -- I love your line, "They aren't living in our world. We're living in theirs." I couldn't agree more. That's true of marketers and their markets, and also true of editors and audiences. Same dif.

[Mack Collier]

"And, finally, I look for contributors who have another quality, which is harder to quantify: I call it a "generous spirit." What I really mean by that is someone who wants to help their peers and colleagues in the industry, who truly wants to share knowledge and experience and perspective, and learn from others, too."

That is vintage Ann Handley. And I couldn't think of a better person to be the first in a series of interviews with New Media Editors, than starting with The Queen. Great stuff Valeria!

[Valeria Maltoni]

Ann -- same difference. You are right about that. And thank you again for taking the time to do this. I had been thinking about it for a while and working with you at the Daily Fix gave me the extra incentive.

Mack -- vintage Ann, indeed. There are expressions and ways of looking at the world that are inimitable. The generous spirit is the new attitude in publishing -- it implies a willingness to use the content as the launching pad for deeper conversations and not as the end all be all (it kind of used to be).

[Toby]

Valeria - I love your "talks" but this has to be one of your best and not just because I am a big Ann Handley fan. Great insights and learnings. Looking forward to reading the entire series.

[Cam Beck]

"Do I feel threatened: No. I love the idea and embrace it fully. An active and engaged audience is a beautiful thing."

I love this. No fear. Let the utility organically dictate its own terms without letting it dictate the content. Ann, we need more like you!

[Lewis Green]

Valeria,

Thank you for sharing this interview with us. Ann has done a lot to grow blogging and blog readers. I love contributing to the Daily Fix, both as writer and commenter.

I had the good fortune of meeting Ann at a strange moment in my life. She is smart, genuine and caring. We are lucky to have her in our lives.

[Valeria Maltoni]

Toby -- it's inspiring to talk with the people who are helping pave the way to the future of media consumption and participation. I suspect that they will all something very different that they bring to the table.

Cam -- and real growth is organic. I would be curious to explore where the money is in the equation. For something to be sustainable, it needs to be able to feed itself, so to speak.

Lewis -- now you intrigue me. I've seen your DailyFix posts picked up consistently by TPWire so the space agrees with you. And you are a good draw to audiences. So are many of you who have contributed comments here, actually.

[Karen Hegmann]

Valeria

Thanks for the info about MarketingProfs. Ann seems to be a smart and innovative editor who really understands the benefits of new media technology.
What intrigues me is that she is looking for contributors with a "generous spirit" who are willing to share information. That, to me, represents the true power of the internet. The ability to hold conversations and share stories for the benefit of all.

[Valeria Maltoni]

Karen:

Thank you for visiting and for taking the time to comment. Sometimes I smile when people inside organizations ask me about blogging. I think until you have direct experience it will be pretty hard to describe how this space allows so much more freedom -- and responsibility/accountability at the same time.

You have now been blogging for a little while. Has your view changed since you started several weeks ago?

BTW -- I think I might use one of your recent posts as a launching platform for my weekly Fast Company post.

To my readers: Karen is a fantastic writer. Her blog is filled with useful information. Go visit.