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

 

 

Condé Nast Makes the Move to 1 World Trade Center

In an insightful article for the New York Times, Charles V. Bagli describes Condé Nast’s recent move to Lower Manhattan:

1 World Trade Center“For two days last weekend, moving trucks shuttled a total of 2,800 orange crates crammed with files, photographs and books from a Times Square office tower downtown to the tallest skyscraper in North America, 1 World Trade Center.

“It was the first wave in the migration of what will be 3,400 editors, writers and advertising executives at 18 magazines from Condé Nast moving to the World Trade Center, confirming both the long-awaited reconstruction of the complex and a shift in the culture downtown.”

He goes on to chronicle the powerhouse magazine publisher’s re-location from Madison Avenue to Midtown in 1999, which then inspired the revitalization of Times Square.  The move to the World Trade Center keeps with Condé Nast’s history of staying on the cutting edge, as we see technology, advertising, and media companies replacing large financial institutions.  Condé Nast’s presence will undoubtedly breathe new life into the downtown culture, and we should expect to see luxury retailers, art galleries, and restaurants continue to pop up.

Vanity Fair CoverWhile the magazine publisher’ s Midtown locale was known for its unique cafeteria designed by Frank O. Gehrey, the same aesthetic will not be replicated at 1 World Trade.  However, prominent editor Graydon Carter, who has been the chief overseer of Vanity Fair for the past 22 years, was given a generous budget and the opportunity to hire an interior designer for his swanky corner office.

Mr. Carter recently appeared  on “CBS This Morning” to promote the release of Bohemians, Bootleggers, Flappers and Swells, a book that was published in honor of Vanity Fair‘s 100th anniversary.  See the full interview below:

 

To read the full New York Times article, click here.

To purchase the book, published in hardcover October 30, 2014, click here.

Special College Rate Subscription from The New York Times!

Hello Publishing students!

Have you ever wanted to subscribe to The New York Times but backed away slowly when you saw the price tag? That is at least one grande iced coffee I could be buying! Well, lucky for us, The New York Times is offering a special college rate subscription price. You can access the newspaper online, as well as the smart phone app, for only $5 for the first 12 weeks, and only $1.88 every week thereafter. The normal subscription price is $0.99 for the first 4 weeks and $3.75 every week thereafter. So as college students we are able to receive half off the regular digital subscription price.

Click here to go to the subscription page!

Publishing News From the NYTimes

While the publishing industry continues to grow and change, bookworms, professionals and news reporters alike have taken notice.  The following two articles recently published by the New York Times discuss current events taking place in the publishing industry.

 

Boris Kachka discussed the largest book-publishing merger in history in his article, titled “Book Publishing’s Big Gamble.” The PenguinRandomHouse merger, completed on July 1, creates a new publishing landscape.  Kachka lists Penguin Random House as “the world’s first truly global trade book publishing company.” The former “Big Six” publishing houses in the United States has been changed to the “Big Five,”  leaving the door open for other publishing mergers, as well.  With the digital reading revolution changing the field and the recent defeat by Amazon in the antitrust lawsuit over e-book prices, publishers have to find new ways to remain current and gain higher profits- including merging with former competitors.   

 

As Amazon continues to succeed with e-book sales and creations, writer Julie Bosman, sheds light on the collapse of Barnes & Noble’s e-reader operations division.  In her article, “Fork in the Road for Barnes & Noble,” Bosman details Barnes & Noble’s poor, digital earnings report, which led to the announcement that they would no longer create color tablets.  William Lynch, Barnes & Noble’s chief executive, positively spearheaded the digital campaign in January 2012 that lasted only 16 months.   In 2009, the company introduced the Nook, its first black-and-white e-reader and has been Mr. Lynch’s resignation leaves Barnes & Noble in limbo with what to do next.  introducing its first black-and-white e-reader in 2009, and then a line of inexpensive color tablets.  Chairman of Barnes & Noble,   Leonard Riggio, has now taken the reigns and may steer the company back into physical bookstores, much to the happiness of traditional, print readers.

 

The New York Times is a wonderful source of information about events in the publishing industry, as well as for their reknown Book Reviews and Bestseller sections.  Students interested in subscribing to the NYT should take advantage of their College Rate subscriptions- 50% off the original price!

Faculty in the Spotlight: Professor Andrea Baron

Magazines, books, travel – Professor Andrea Baron has done it all! She is a graduate of Pace’s MS in Publishing program and has not only held positions at very well-known and renowned magazines for twenty years, but has also been a professor at Pace for the last ten years. When Professor Baron is not working for Condé Nast or The New Yorker or teaching about magazine circulation, she enjoys traveling. Most notably, she greatly enjoyed participating in the Pace University China publishing exchange program through which she lectured and helped establish a relationship between Pace University and Shanghai Normal University.

Professor Baron is extremely well-versed in the publishing industry, and her knowledge and experience make her a wonderful resource and asset to the Publishing program. The following is a piece written by Professor Baron, showcasing some of the publishing professionals that she has brought into her classroom and the wise words they have to offer.

Keeping Connected

In the magazine industry’s rapidly changing landscape of content, design, digital formats, production methods, multi-channel publishing, revenue streams, paywalls, and business models, we find that without constantly updating the content of our courses, there’s no way we can adequately prepare our students to find and keep jobs in publishing.

One of the ways I do this is to help my students make direct connections with industry leaders. As I’ve developed the new Introduction to Magazine Publishing course this year, in addition to my classes in Magazine Production & Design and Circulation, I’ve reached out to a broader range of magazine professionals to bring an added dimension to the material we discuss in class. Furthermore, they provide news on the latest direction of the industry, insight into the actual jobs the students will one day have, and excellent networking opportunities.

The people who come to speak invariably enjoy meeting the students and thank me for giving them the chance to hear their ideas and reactions. Here are some of the people who have generously shared their insights and experience with my students over the past year:

Gregg Hano, VP of Bonnier Publishing, is a leader in digital magazine publishing. Hano spoke about the new formats that Bonnier has been very successful in using to extend their content and their brands, including websites, tablet apps, and mobile formats.

Casey Tierney, Director of Photography, Real Simple magazine, explained the photo and design process at a major consumer magazine, touching on the importance of focusing on the magazine goals and audience, collaborating with editors and marketers, and finding inspiration in many places.

Robert Perino, Art Director, Budget Travel magazine, described the day-to-day operation of the design department, the different approaches for the variety of magazines he has worked on, and the many career options that are available for designers in the magazine field.

Risa Aronson, Advertising Director, The New Yorker magazine, discussed the impact of their very successful tablet app for The New Yorker and how it fits into their unique magazine content. She explained the increasing appeal of the digital formats to advertisers and readers.

Sara Hart and Steve Stoma, Imaging Directors, Quad Graphics provided a tour of their state-of-the-art New York Imaging facility and an explanation of the digital workflow, including design, retouching, proofing, and quality control used to bring beautiful magazine pages and artwork to print and digital displays.

Marshall Corey, VP, American Express Publishing, Food & Wine, Travel + Leisure magazines presented the world of branding and marketing products to develop revenue streams and enhance magazine circulation. Corey gave students many tips for entering the marketing field.

Kim Kett, VP of Marketing, Texterity Inc., gave insight into one of the main digital magazine marketplaces, which provides the technology that large and small magazines use for their digital formats. This technology is also utilized to gain the all-important metrics and feedback on the usage of their titles.

Tom Mastrocola, Director of Subscription Acquisition & Database Marketing, American Express Publishing, explained the rapidly changing field of audience development for subscriptions as well as the challenges of changing technology and rising costs.

Ed Mayhew, nationally-known postal consultant and veteran of the US Postal Service, is an expert on magazine postal issues, working with publishers to find ways to reduce the cost of subscription delivery and to maximize the opportunities for marketing and advertising through the mail.

David Garcia, President, LB Graph-X Printing, gave students a tour of a digital and offset print facility and a first-hand look at the technology and print methods that are rapidly changing our production workflow and personalized marketing methods.

I encourage my students to treat these meetings as a chance to not only gain insight, but also impress the speakers with their commitment to the industry, and several have taken the opportunity to make contacts that have helped them get internships and jobs.

Among the speakers in the works for the upcoming summer semester is David Andelman, editor of World Policy Journal, previously the American executive editor at Forbes.com and a reporter for The New York Times, based in New York, Southeast Asia, and Eastern Europe. Andelman is eager to share his experience and insights on magazine writing with our students.