How Not to Be a Networking Leech: Tips for Seeking Professional Advice

Networking is a critical skill in advancing your career. Professor Andrea Baron has worked in publishing for over 20 years, starting her career in book design, and adding experience in consumer marketing and print and digital production. She worked with some of the largest consumer magazine publishers, including Condé Nast, Time Inc., American Express Publishing , The New York Times Magazines, and Ziff-Davis. She has organized and developed digital workflows and production processes for titles such as Vogue, The New Yorker, Bon Appétit, Food & Wine, Travel + Leisure, Family Circle, Fitness, and PC Magazine.

 

Faculty_Spotlight

In her 10+ years of teaching in the Publishing program, she has  been asked  lots of advice on networking and job- and internship-hunting.She has been teaching magazine publishing in the program , with the goal of giving students a thorough grounding in the field and bringing them deeper into the industry. She teaches courses in production and design, consumer marketing, and an introduction to magazine publishing.

Professor Baron has shared this article, “How Not to Be a Networking Leech: Tips for Seeking Professional Advice”, from the New York Times , which gives a terrific summary of the most effective way to go about networking .  She hopes you’ll read it and share it.

 

Here is a snippet of the article :

“So here are some tips to help you avoid becoming a networking parasite.

Make the meeting convenient. Ask for time frames that would work well, and meet at a place that is convenient for them, even if you have to drive across town. If they leave it up to you, give them three options and let them pick the one that works best.”

To read more click the link below.

How Not to Be a Networking Leech: Tips for Seeking Professional Advice

 

 

Faculty in the Spotlight

Professor Elena Donovan Mauer is the Deputy Editor of The Bump, where she works with top writers, OB-GYNs, pediatricians and other industry leaders to deliver high-quality fertility, pregnancy and parenting information to millions of expectant and new parents. Professor Mauer is responsible for all editorial for The Bump magazines, a large network of local pregnancy and parenting print publications. Online, she’s launched several highly popular pregnancy and parenting tools and apps, and she top-edits all new content. Before she joined The Bump, Professor Mauer was Senior Editor of iVillage Pregnancy + Parenting, where she edited news and health content.

 

She’s also been an editor at Condé Nast, Bridal Guide and Hearst magazines and has freelanced for a wide variety of magazines and websites. She’s coauthored three books on weddings and relationships. Professor Mauer is an alumna of the Pace MS in Publishing Program and holds a BA in English from The Pennsylvania State University.

 

 

Media Trends: How Magazine Editing is Changing
by Elena Mauer

I’ve been working as a magazine editor for over a decade now, since graduating from the Publishing Program in 2012, and while media is always changing, it may be now, more rapidly than ever. Here are some observations I’ve had most recently on how the magazine industry is changing from an editorial perspective that I’d love to share with you all. It’s very exciting to be a part of all of this!

A magazine isn’t just a form of media—it’s a brand.

A magazine isn’t just one “book.” It’s an Instagram account, a beauty product, an app, a trade show, an online community or a TV show, too. Magazines have always produced ancillary products but it seems like now, more than ever, the other products aren’t just extensions of the magazine, they can be equal (and in some cases, greater) parts of the multimedia experience for the reader.

Print editors are jacks-of-all-trades.

There used to be separate departments for “web editors” and “magazine editors,” but many editors now do double duty, creating content for both web and print. Magazine editors may blog, edit online stories, create content for apps, help develop online tools and work on digitizing print editions. I’ve even worked on developing branded books for The Bump. There’s less pigeonholing and more collaboration going on between mediums. Print editors who want to keep their careers on the upswing are seeking out more web and technology experience. Web can be much faster-paced than print, so for many, it’s a big change.

Editors are doing their own social media.

Editors may be asked to tweet or post status updates on behalf of their brands, and they may post from their own accounts, too. Just as they act as experts on the Today show or the local news about the topic they cover for the magazine, they’re experts on their Twitter and Instagram accounts, too. You can follow some editors to catch a behind-the-scene glimpse of photo shoots and fashion shows, or see what products they love at trade shows. They may also post links to the articles they’ve written and edited recently to drive traffic to their publication’s website or digital issue.

They’re repurposing content from print to web and vice versa.

In the past it seemed that most online content would either be web-only or that it would show up in a magazine issue first and then later be published on the publication’s website. But now, content that’s popular online can

be adapted and reused in print editions. When I plan The Bump magazine, I use a mix of existing online content and new articles. Many of the new articles eventually get published online. When using the same articles for different mediums, adaptation needs to happen. For example, a magazine article may have a headline that’s a play on words or that works alongside carefully selected artwork. But when we run it online, it needs to be more straightforward and attention getting. An article may be called “Ace the Tests” in print, and “10 Prenatal Tests You Need to Consider” online. Articles may run at different lengths, with different supplemental information, such a sidebar or product images, when they’re published in different places. Something that ran in print may need to change or have a more interactive quality or links to related content to make it work online. This can mean working with an online producer or even the website’s tech team, which is where a deep knowledge of how readers use the web can be a huge advantage.

Magazine issues have gone digital.

At The Bump, we use a service called ISSUU to digitize our magazines and make them available on our website and on ISSUU’s site for free. Some magazines are digitizing their issues and making them available for purchase through online and app stores. Readers can view the issues on their desktop, smartphone, tablet or e-reader and often experience extras such as video content. This is desirable for advertisers, since their ads may have the ability to reach more readers. They may also be able to create a more interactive advertising experience. Digital editions are an exciting endeavor for editors to get creative in more ways than just with words and photos or illustrations, so it’s challenging in a really good way.

Professor Mauer has been teaching Magazine Writing and Editing, Editorial Principles and Practices, and Specialized Publications at Pace since 2008.

Faculty in the Spotlight

Faculty in the Spotlight: Prof. Paul Levitz

 

Seemed like a good idea—start the new class on Transmedia and the Future of Publishing with eight dirty words.  Okay, it’s one more than it took George Carlin, but there’s been some inflation since 1972, hasn’t there?

 

It’s educational; unlike Carlin’s selection, these are words that at least some of the students don’t have in their vocabulary.  It’s on point to the theme of the course; these are words that describe the changes that are wracking publishing and will play a role in its future.  And like any effective use of a dirty word or two, it rachets up the stakes of the conversation.

 

Eight dirty words:

 

Decentralization, Distintermediation, Fragmentation, Branding, Curation,

Gatekeepers, Transmedia and Transcreation.

 

The underlying lesson is that students working on their M.S. in Publishing in this fine twenty-first century need to think about their fundamental skills more than the fixed form which is the end product containing their work.  Skills like discovering, nurturing and shaping the work of creative people; managing the process by which work is created and made accessible to an audience; motivating and connecting an audience; and ultimately doing it all within financial disciplines that enable it to be done for the benefit of all concerned.  These skills will survive and thrive, even if the jobs they’re performed in won’t necessarily be labeled editor, production manager, publicist, or accountant (okay, odds are the accountant label will continue long after all the others, I concede).  People may choose to get their entertainment and information on screens, or even holographic glasses, rather than paper neatly bound in a printing plant, but they’ll still need us along the way.

 

So let’s look at some words rarely heard in the halls of book and magazine publishers, where the worst dirty word used to be “Returns.”  Let’s explore the forces changing around us, and avoid the textbook error long taught in M.B.A. programs down the hall: the moment when railroads decided they were in the railroad business, not the transportation business.  Welcome to the future, complete with a new set of dirty words.

Faculty in the Spotlight: Veronica Wilson

I always say to my students, “I wish I had found the publishing industry as soon as I graduated from undergraduate school at Temple University.” I came across the publishing industry when I met someone who sold advertising for Essence Magazine. At the time I was working within the corporate insurance sector at CIGNA Corporation and was just about to start my ninth year in the business. While it was an amazing experience, where I learned a great deal about the corporate world, traveled the country and worked with many Fortune 500 companies, I longed for something more dynamic, more interesting and more fun! When my friend told me what advertising sales was all about I said I knew my work experience would make me an ideal candidate for a job within this industry. She introduced me to the Associate Publisher of Essence and I was thrilled. However, the Associate Publisher did not think the transition from corporate insurance to publishing would be an easy one at first. I interviewed for a year, and was passed over twice, before I landed a job at Essence.

Once I made the transition in Ad Sales I knew that I had found an industry that I could work in for the rest of my life. I was given the business category since I came from corporate insurance, so I had accounts like Citibank, Solomon Smith Barney, New York Life, America Online, and more. Based on the success I had with this category they decided to give me more business within different categories, until I was promoted to manage the biggest accounts in the business, such as L’Oreal Paris, Lancome, Maybelline, Estee Lauder, Clinique and more. The business was ever changing and I was always moving around to meet with my accounts and talk about their new launches and how our audience would fit with their various brands. And the magazine editorial was also changing so we always had something new cooking to talk about.
Now I had been out of college a good ten years at this point. And I felt I would have been further ahead in my publishing career if I had started right after undergraduate school. I had this sense that I needed to catch up somehow with where I thought I should be at this point in my life, as if I had actually chosen this industry right out of college. That is when I started looking around at M.S. in Publishing Programs. I knew that this type of Masters would round my background out so that I would learn all the different disciplines that make up a magazine, from production, to editing, to marketing and more. I graduated from Pace in 2003 and knew that now I had the full knowledge to aspire to higher levels at Essence and in my career in general.

Essence was about to go into a joint venture with Time Inc. at the time and that made me very happy as now I would be inside one of the largest publishing houses in the world and would learn even more. I went from being a sales representative to being sales management, as I was promoted to Northeast Ad Director, where I had a sales staff that reported into me directly. Things continued to go well at Essence and within Time Inc. I was promoted again to National Ad Director, where I oversaw all advertising sales across the country at Essence and took part in strategic decision making alongside the Publisher and Associate Publisher of Marketing. I came into my ninth year at Essence, and decided that nine years was enough time at one magazine and now was the time to venture out to another publishing house to see what more I could learn. I moved on to Conde Nast where I was the Associate Publisher for two magazines, Modern Bride and Elegant Bride. The bridal category was a brand new experience and very different from working for a women’s beauty/fashion/lifestyle magazine. I found it to be too small of a niche market, so I made the decision to go back to the category that I loved most, beauty/fashion.

Opportunities within the magazine world were far and few at the time, as the print industry began to shrink and numerous titles were closing due to the emergence of digital. When they say knowing another language is an asset that is not an understatement in anyway. Growing up half Chilean, I always had the Spanish language in my home life, so my next move would turn out to be within the U.S. Hispanic category at Meredith Corporation. Meredith is known for some of the largest, and oldest, magazines in the country, such as Better Homes & Garden, Parents, Ladies Home Journal, More, Fitness and others, and the Hispanic population is booming, as we all know from the 2000 Census. Here I serve as the Associate Publisher of four titles, Siempre Mujer (Always a Woman) a beauty/fashion title, Ser Padres (the Spanish version of Parents Magazine), Espera (Expecting) and Bebe (Baby), all parenthood titles. These are some of the largest Spanish language magazines in the country and now I can say I have expanded my experience to include the parenthood category, as well as the women’s beauty/fashion category. I also have the privilege of overseeing their digital properties, which gives me great exposure to this ever growing sector of publishing.

I have been teaching at Pace as an Adjunct Lecturer since 2008. I teach Ad Sales and Business Communications, both on-line. When teaching Ad Sales, I ask my students to look at many different magazines and I ask them to pick the title they could see themselves working with the most and we discuss what we like and dislike about the magazine and the advertising. We also include the web in some of the class since digital is such a large part of the advertising sales world now (and in the future). We go through a lot of exercises in which we review the ad sales discipline from many different angles including the salesperson, the publisher, the client and the ad agency. We also look at research, circulation, marketing, editorial and production, as ad sales touches each one of these areas in different ways.


In my Business Communications course I have to take a different approach. Because business communication is a tool used daily across all industries, I work with a textbook that addresses the generic principals of business communication. I then introduce different publishing scenarios that might occur in the real work environment to the class. Students address the various situations as if they had to deal with the matter at hand in writing. One week we may be addressing an angry magazine subscriber because they were offended by a magazine cover, and the next week we might be asking someone to support a publishing concept we found on kickstarter.com. It’s really a class about how to approach, think through, and address, different business scenarios (and in our case publishing specifically) which can occur, both positive and negative.

As an alumnus of Pace University, and as an adjunct lecturer here, I truly believe that education is the key to success and that our M.S. in Publishing Program provides a well-rounded perspective on this ever changing and increasingly important industry. I am so glad to see the program, and the graduating classes, grow in size with each passing year.

Faculty in the Spotlight: October 2012

Faculty in the Spotlight: Kathy Sandler

Kathy Sandler is currently working in eBooks at Scholastic, where she helped launch Storia – a free teacher-recommended eReader for PC, iPad, and Android Tablet.  Before that, she consulted at Meredith, helping to launch Parents and Fitness Magazines to iPad and Android.  She was at Hearst Magazines in publishing technology for over 20 years.

 

Kathy teaches two online classes: PUB 621 E-Books: Technology, Workflow, and Business Model – a class she proposed and developed, as well as PUB 612 Information Systems Management in Publishing.  For our blog, she shares some pointers:

 

I wanted to share my top 3 tips to students for success in class and work:

1. Learn to Write. I am embarrassed to report that last year when I gave some tips to the students in my graduate-level e-books course, a student actually asked me “What’s a topic sentence?” Don’t let that happen to you! Make sure you understand how to write a persuasive essay or e-mail. Being able to organize your thoughts in writing will help you be effective in school, work, and life.

2. Learn to Speak.  Imagine you’re in the elevator with a venture capitalist and you have 30 seconds to pitch your entrepreneurial idea to get funding.  You better be able to think on your feet and articulate your vision clearly and succinctly.  You will often find the need to speak up in meetings and class, make presentations, and network with strangers.  What you won’t believe is how many people hate public speaking.  As a matter of fact, Jerry Seinfeld said “According to most studies, people’s number one fear is public speaking. Number two is death. Death is number two. Does that sound right? This means to the average person, if you go to a funeral, you’re better off in the casket than doing the eulogy.”  If you can get up in front of a crowd, you’ll stand out in the crowd. It may take practice if you’re shy, but it’s worth it. You can take acting, comedy, or toastmasters classes, or just practice with your friends.

3. Try Everything. I was super lucky to get two part-time paid internships the summer going into my senior year in college. One of them was at a weekly magazine and I worked there part-time during my senior year and full-time when I graduated. After that I started working in book production. When I was looking for my next job, I really wanted to see what it was like to work in radio or broadcast media, but by that time I was a bit senior and I realized I’d have to start over as an assistant without experience in that area. I wished I had done more internships in college so I could have tried that out. My advice is to get as many internships you can in different areas to see what you like while you’re young. The more you know about what business you want to be in and what cultures you thrive in, the better. Bonus: You’ll pick up lots of skills and contacts along the way!

Feel free to follow Prof. Sandler on Twitter and read her Blog!