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Advertising and Marketing Division Bulletin
Fall 2006/Winter2007
Paul VanderMeer and Vicki Staniszewski Co-chairs say thank you!
Yes, we’re still co-chairs! Due to SLA’s change to a January-December calendar, our term as co-chairs continues through December, but our program planning duties have ended.
We have turned those duties over to Deb Rash, incoming chair (beginning January) and program planner for the Denver conference in June.
Our final programming task is thanking all the members who helped with advice and volunteer assistance either before or during the Baltimore conference. There were many tasks that needed doing and there was always someone willing to step up and do them.
A special thank you to:
- Robin Feuerstein
-
Stephen Fleming
-
Jennifer Hahs
-
Betsy Hoza
-
Jo-Ann McQuillan
-
Hilary Rengert
-
Velda Ruddock
-
Tesse Santoro
-
Grace Villamora
-
Julie-Ann Zilavy
Our thanks also to our two event sponsors, Thomson Dialog, which sponsored the Mary Ellen Bates presentation, and
Nexis, which sponsored the division open house. If you have an opportunity to do so, please thank these sponsors.
Realizing we need to develop relationships with sponsors and potential sponsors all year long, rather than just contacting them once before the annual conference (think relationship marketing),
Hilary Rengert, Stephen Fleming and Jen Hahs have formed a committee to produce a media kit for our division that we can use to solicit ads for the bulletin and Web site.
And board members have agreed to speak to their vendor contacts about our division and possible sponsorship. We are also investigating letting vendors present WebEx tutorials on their products to our members.
Vendors are looking for a market and we need to be that market! If you already have a relationship with a vendor that might lead to dollars for our division, please contact Jen Hahs, vendor relations chair, at
jhahs@martinwilliams.com.
One of our goals this year is to improve communication among our members. The DAM listserv and Web site have been very successful communication tools and many of our members use them. If you have not already done so, we encourage you to visit the DAM Web site at
http://www.sla.org/dam where you will find, among other division information, instructions for signing up for the DAM discussion list at
http://units.sla.org/division/dam/list.html.
Another communications tool that has not been widely used is the division’s Community of Practice (COP) Web site. Directions for signing up for COP are posted at
http://units.sla.org/division/dam/cop.html. The COP, which is restricted to Advertising and Marketing Division members, is a way for division members to share ideas and division-related documents. Review what has been posted and please post any information you wish to share.
We would like to welcome two new officers to the DAM board ¬– bulletin editor
Dru Frykberg and director Jeanette M. Mueller-Alexander.
Dru is a librarian for the Minnesota Department of Employment and Economic Development in St. Paul. Previously, she was librarian for the Greenlee School of Journalism and Communication at Iowa State University and has been an active member of SLA since May 2002.
Jenny is a business librarian and bibliographer at the Hayden Library at Arizona State University in Tempe. She has been an active member of SLA since December 1989 and currently serves as president of the Arizona Chapter.
We will be turning over the division chairmanship to Deb Rash at a WebEx or teleconference executive board meeting in January. There is just one more board position we need to fill – that of incoming chair and planner of the 2008 conference in Seattle. Planning for that conference begins at the Leadership Summit Jan. 24-27 in Reno, Nevada.
If you have organizational skills (what librarian doesn’t!) and a desire to serve the division in a very meaningful way, please contact us, Deb Rash at
drash@iconoculture.com
or any division officer to discuss this opportunity. And, yes, it is an opportunity to learn so much and meet many wonderful people. We thank you for giving us this opportunity.
Paul (vandermeer@butzel.com) and Vicki (vstanisz@comcast.net)
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Deb Rash
Incoming Chair Deb Rash reports on SLA conference in Denver
Wow. December already and next year’s SLA Annual Conference in Denver seems to be approaching far too quickly. Well, it does for everyone doing the conference planning anyway.
As soon-to-be division chair, that’s what I have been up to these past months. There actually is a long time to go and lots to be done, but the programming is shaping up.
On an association level, hopefully you caught the news announced in early October that former Vice President Al Gore will deliver the opening keynote address (No substitute for President Clinton having to pull out at the last minute a couple of years ago, but exciting news nonetheless).
At the closing session of the Baltimore conference, it was announced that another keynote speaker will be Scott Adams of Dilbert fame. Global warming, cubicle culture and a conference for librarians – there’s a joke in there somewhere.
On a division level, here is just a bit about the sessions we have planned so far to hopefully get you excited.
DAM sessions for Denver
Erik Hauser of Swivel Media and the Experiential Marketing Forum. He writes a column for Chief Marketer and speaks all over the place. Erik will walk us through virtual worlds and other emerging technology platforms.
Kathy Sheehan of GfK. She wowed the SLA New York Chapter with a presentation on the “mobile consumer.” She will base her talk in Denver on their current research.
Monique Elwell of Iconoculture. We’ll get a look at Gen Xers as they navigate their way through that gap between the carefree 20s and their midlife-crisis 40s. Sounds all too familiar for this reporter.
Reputation monitoring panel (co-sponsored with Competitive Intelligence) Amelia Kassel of MarketingBase will moderate. This session will focus on the newer twists evident in personalized news services and the diverse types of reputation monitoring systems that are just coming of age.
Marcy Phelps of Phelps Research She is a division member from Denver who runs her own independent consultancy. Marcy will give tips on doing local market research, using Denver as a case study.
DAM Roundtable We’ll also have a roundtable where we can share our joys and concerns. Start thinking now about those questions that would be so much better discussed in person than through the discussion list.
DAM celebrates 65th anniversary
And maybe most importantly, it will be the division’s 65th anniversary in 2007, so you’ll want to come to Denver to celebrate.
As you make your plans, check out the blog at
http://sla-divisions.typepad.com/rocky_mountain_chapter_sl/ and the wiki at
http://lib.colostate.edu/publicwiki/index.php?title=Special_Libraries_Association that the Rocky Mountain Chapter has put together.
Help wanted!
The conference and the new year for the division are shaping up, but I could use some help. First, give me feedback on what you’ve read here. I’d love to know what you think so far and what else we can do to ensure that we’ll see you in the Mile High City.
Then let me know if you’d like to help out. Right now, here is what I am looking for specifically:
Sponsors
Do you have a great relationship with a vendor who might want to help us out? Let me (drash@iconoculture.com) and Jen Hahs (jhahs@martinwilliams.com) know and we’ll do the legwork.
Party planners I need help with the 65th anniversary party/open house from looking into alternative venues, creating a signature cocktail, to coming up with other ideas to make the party special.
Chair-Elect It’s been a rewarding position already. Seriously. We need someone to fill the position of chair-elect (or co-chair elect) starting in January. That person (or persons) will lead the planning for the 2008 conference in Seattle and ideally will attend the Leadership Summit in Reno in January 2007. Let me know if you’d like to learn more about it or if you have the perfect candidate to recommend.
Other I’ll take all the help I can get and will need even more as the conference approaches. Let me know if you have ideas for the division and for the conference, and if you’re willing to take requests for duties during the planning process or on location in Denver.
Thank you!
Deb
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Stephen Fleming
Stephen Fleming wins Award of Merit
By Betsy Hoza
DAM Awards Chair
We received some wonderful nominations this year for DAM’s Award of Merit, but there was one nominee who stood out above the rest.
Stephen Fleming, assistant director of the Global Intelligence Group for Young & Rubicam Brands in New York City, received the Award of Merit during the DAM business meeting June 13 in Baltimore. He was nominated by Jen Hahs, vendor relations chair.
“The division is lucky to have such an accomplished member who so regularly gives of his time and energy,” Hahs wrote in her nomination letter. “Stephen’s warmth, kindness and humor have added much to DAM sessions and networking events.”
DAM has bestowed the award since at least 1992. The Award of Merit honors members who have performed notable service to the division and brought innovation to the profession. More about the award is available at
http://units.sla.org/division/dam/about/merit.html.
Stephen, who received his MILS from the Pratt Institute in 1996, joined SLA in 1995 and became active with the division in 2001. In 2003, Stephen co-chaired DAM for the conference in New York. Since 2004, Stephen has been the division's Webmaster.
While our winner is well accomplished in his career, I am going to briefly focus on his contributions to the Advertising and Marketing Division.
Stephen epitomizes the idea of sharing knowledge. As an accomplished presenter, he has shared his professional expertise at several SLA conferences, including conducting programs on “Best of the Web for the Advertising Industry” and “Advertising Agency Library Portals,” and contributing to a New York Chapter panel on “Change.”
Stephen is constantly looking for new ways for members to continue sharing after the annual conference, which is demonstrated by his promotion of the division Web site and the new blog he developed. He also created the discussion list archive.
As a leader for the division it doesn’t get much higher than being a stellar co-chair for the division.
To plan and execute a fantastic conference in a large city takes patience, organization and flexibility. The end result was a New York City conference that was both relevant to our professional development and a lot of fun!
Along with his co-chair, Gwen Loeffler, they set new standards for the chair/co-chair position, and the type of programming the division delivers has improved tenfold.
Finally, our recipient, who is a professional astrologer and enjoys sailing, has helped liven up the group.
Full of great conversation – especially over a cocktail or two – Stephen improves the conference by adding a new dimension of friendship and maybe a slight buzz.
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More SLA-DAM member news
Robin Feuerstein
of CMI New York and who was recently promoted to director of CMI was elected a vice president of Interpubllic Group. Joan Leake, also of CMI New York, has been promoted to director of information services.
Leslie LaPlante of CMI Chicago has been promoted to assistant director of information services.
Gwen Loeffler was appointed business analyst for Knowledge Management & Collaborative Systems within Global Information Services at Interpublic Group of Companies (IPG) in June 2006. In this role, Gwen works closely with end-users to understand the current state of information availability throughout the enterprise.
She identifies future needs based on her analysis of business requirements and acts as the liaison and advocate for users of the products developed and purchased for implementation.
Gwen is involved throughout the software development life cycle and ensures that product implementations meet user expectations.
Prior to joining IPG, Gwen was senior research specialist at the global advertising and marketing network Young & Rubicam Brands for nine years.
Gwen has been a member of SLA since 1997. She served as co-chair of the Advertising & Marketing Division in 2002-2003 and is currently past-president of the New York Chapter. Her new email address is
gwen.loeffler@interpublic.com.
Kristine Spanier, who chaired DAM in 2002, is serving as vice president of SLA’s Minnesota Chapter. She will serve as president in 2009.
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Terry Canvan, Newsletter
Library newsletter draws students
By Terry Canavan
Library Director, Long Island Business Institute
I am the library director at a small business college of about 250 students that primarily teaches court reporting. When I was hired, one of the objectives the president set for me was to increase usage of the college library.
From the sign-in book established by my predecessor, I counted 12 students who had signed in during the four months prior to my employment. The low numbers were understandable, as this is a commuter college. To most of the students, the library was a door they passed on their way out of the building.
Prior to becoming a librarian, I had worked in marketing research for 11 years. It didn’t take long to realize library usage was low because the library’s exposure was non-existent.
This was very clear to me when a student asked, “This school has a library?”
It was a simple case of low product awareness. In business, if your market isn’t aware of your product, you need to tell them about it – you need to advertise. If your product is a school library, the way to advertise is to publish a newsletter.
Newsletter development
I knew the newsletter would have to be a brief, one-page, two-sided document. It would have to be full of information students could use and would not normally find on their own, and it would have to lure them into the library.
A print format was selected over an electronic newsletter because of its portability and visibility. High student turnover was also a factor in the decision to publish hard copies.
Content focused on: -
What is happening in the library
- Available research tools
- Information related to the different programs, including Web sites, information on business associations and news articles on related professions
- A back page dedicated to pursuing a career (i.e. articles on resume and cover letter writing, how to act and dress on an interview, and if there was space, a motivational quote)
I was very careful not to muddy the newsletter with school information. I wanted it to be a library newsletter and not a school newspaper.
Promoting, revising a publication
To promote the newsletter, which is published every other month, I placed newsletters in faculty mailboxes and encouraged teachers to publicize it with their students. I placed copies where students congregated, including the lunchroom, main hall and, of course, the library.
In the four months after the newsletter’s release, library usage doubled, and I began to get a steady stream of students coming to the library on a daily basis.
About a year ago, the college became solely a court reporting school.
I was asked to change the newsletter to focus exclusively on court reporting issues. The front page stayed the same, but I changed the back page to be a practice page. I had learned court reporting students want practice material from their library.
Success
The reworked issue was out for an hour before there were 10 students (10 students I had not seen before) in my doorway asking for copies of the newsletter. I informed them there were copies in the lunchroom and the lounge.
“No,” they said. “They’re all gone.” (150 copies gone in an hour was a record).
As I gave them the additional copies, one of the students remarked she didn’t know the school had a library and took a look at the resources. She has since been back several times.
In the first four months after the release of the revamped newsletter, library usage increased 27% compared to the previous four months.
I actually have students visiting the library asking when the next issue will be out, and I (good librarian that I am) show them the practice materials on the shelf that are available to borrow.
Ah, the lure of advertising.
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SLA Annual Conference
The following pages provide a recap of the June 2006 SLA Annual Conference in Baltimore, including conference reports, photos and meeting minutes. Thanks to
Stephen Fleming and Leslie LaPlante for their reporting, and
Hilary Rengert and Velda Ruddock for submitting meeting minutes.
Future annual conferences are planned for June 3-6, 2007, in Denver; July 27-30, 2008, in Seattle; June 14-17, 2009, in Washington, D.C.; and June 13-16, 2010, in New Orleans.
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Mary Ellen Bates Search tips from Mary Ellen Bates
By Stephen Fleming
DAM Webmaster
I attended two of Mary Ellen Bates’ five sessions at the conference—“Conducting Competitive Intelligence in the Opaque Web" and "The Ah-Ha Moment.”
Bates is the principal of Bates Information Services (http://www.batesinfo.com/), a research and consulting business based in Boulder, Colo.
For DAM, she presented “The Ah-ha Moment,” where she covered how to approach difficult research projects from new angles, how to pivot when a search goes bad and how to know when to stop.
Here’s a summary of what I learned:
- Labor unions can be a good source for industry information. For
instance, Communications Workers of America (http://www.cwa-union.org) tracks the telecom industry.
- Public records not on the Internet can provide competitive intelligence (courthouse and fire department records).
- Analyst conference calls are being published as Podcasts in the investor relations sections of company Web sites.
- 10-Ks are a good, but overlooked source for company information.
- Search engines don’t search graphic files like graphs, organization charts and pull-down menus.
- Use .ppt or .doc in your search strategy to find Word and PowerPoint documents. Use these terms in Google’s “Search This Site” to find documents that are not linked to or from any page. Companies often have extra stuff on their Web sites.
- Reverse link look-up allows you to see who is linking to a particular site. This can show hidden corporate ties.
- Using Google, search link:www.companyname.com
- On Yahoo, use link:http://www.companyname.com
- Yahoo allows users to check links to all pages (not just a homepage) with this command:
linkdomain:http://www.companyname.com
- LinkedIn (http://www.linkedin.com/) is a social network for professionals. Find information about a person here, especially as more and more people join. You must join to use the site.
- Yahoo Site Explorer (http://siteexplorer.search.yahoo.com/) shows all the pages within a domain.
- Yahoo Search Subscriptions (http://search.yahoo.com/subscriptions) searches articles in Factiva, Lexis-Nexis, FT.com, etc. Searching is free. It’s a good way to see where something is available.
- To find confidential information, search with terms such as “internal use only,” “confidential,” and “price list.”
- Robots.txt is a file name often used to find content blocked by Web masters. Search a site using this term or try
www.companyname.com/robots.txt
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Stuart Elliott Stuart Elliott speaks on new media
By Leslie LaPlante
DAM Member
Stuart Elliott, advertising columnist for The New York Times, presented “The New Media Order.”
He gave a brief speech on emerging new media, growing audience fragmentation, increasing demand for customization and the tightening focus on return on investments.
Most of the session was spent in a question and answer exchange. Here are some insights:
- Changes mean a more demanding environment for marketers and advertising agencies.
- Some new media is not so new, but the number of users and methods of use are new. Consumers are now themselves media. Traditional or legacy media control from the top down. New media flips that notion, putting consumers in charge (user- or consumer-generated products and marketing).
- New media is not back to the future, but forward to the past (product-sponsored TV shows). Network broadcasters are responding quickly to the new environment, offering content and marketing options in new ways. Magazines are lagging in their response.
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Michael Wood
Michael Wood introduces the
Millennials
By Stephen Fleming
SLA Webmaster
Michael Wood, vice president and director of syndicated research for Teen Research Unlimited (TRU), gave a lively presentation on “Meet the Millennials.”
He shared insights from the TRU Study, a twice-annual survey on teen behavior, and TrendWatch, which garners insights from teen “trend leaders.”
According to Wood, the teen market is big. These are the echo boomers, children of baby boomers, living their teen years.
Millennials are passionate consumers and optimistic about the future, but they are not easy to market to. Simply, “they are not us,” Wood said.
Teen life today differs significantly from the past.
TRU has identified five important themes millennials exhibit:
Maturiteens Teens today are 15 going on 25. Media and cultural issues have forced high school students to deal with college-level social issues. However, they are good kids, favoring marriage, family and virginity more than previous generations.
Virtual Intimates This is the MySpace generation, where most kids publicly display their personal likes and dislikes. They are used to socializing in virtual environments and intimacy for them is much more open than in the past.
Re-Generation This is not the Me-Generation. Teens today are very willing to forgive celebrities and brands that make mistakes. They have grown up on video games and computers that allow users to “re-set” easily. Making a mistake is not a big deal for them. In fact, they lose interest in brands that don’t go out on a limb. The other side of this forgiving nature is they are much less “brand loyal.”
Armchair Activists They care when it’s convenient for them. Cause marketing can really work with this generation. They want an easy, consumeristic way to be part of a cause. Examples are LiveStrong bracelets and Ethos Water.
Backstorians This generation likes to know extra details about a product or person (i.e. the “back story”). They are heavy users of bonus materials, how-to stuff and online extras. In this way, they respond well to product placement as they notice brands in entertainment vehicles and then hunt down more information.
For more information on TRU, visit
http://www.teenresearch.com
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Mary Scanlon IM, Social Networking are Millennial Traits
By Stephen Fleming
DAM Webmaster
This was perhaps the most inspiring talk. Mary Scanlon, a reference librarian for business and economics at
Wake Forest University, has a deep understanding of how millennials use media and information.
The resident of Winston-Salem, N.C., provides reference services, teaches information literacy and serves as the liaison to the departments of business and economics.
Young people entering the workforce expect the same media environment in the corporate world they had in college.
Boy, are they in for a surprise! However, we can keep up with them – and look really good to senior management.
Social Networks There are many more social networks than MySpace.com. Facebook is a social network 90 percent of college students and faculty use.
Instant Messaging This generation loves IM even more than email. Many libraries are offering IM as a way to “chat with a librarian.”
Scanlon’s presentation is online at
http://units.sla.org/division/dam/events/Information-Seeking_BehaviorofMillennials.pdf
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Price, Tyburski Trot Out New Web Tools
By Leslie LaPlante
DAM Member
Gary Price, founder and editor of the ResourceShelf (http://www.resourceshelf.com) and director of online information resources at Ask.com, and
Genie Tyburski, Web manager for The Virtual Chase (http://www.virtualchase.com), both endlessly sang the praises of the Firefox Internet browser during their presentation, “New Web Tools.”
Following are the Web sites I particularly liked:
For a complete list of Gary’s Web tools, visit
http://www.freepint.com/gary/sla06new.html. And for Genie’s list go to
http://www.virtualchase.com/trainers/web_tools_2006.html.
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DAM Roundtable Provides Tips
By Stephen Fleming
Webmaster
The DAM Roundtable provided lively discussion with lots of interesting tips. Too short as usual!
Here are some interesting resources that were mentioned:
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Highlights of the Executive Board Meeting
Sunday, June 11, 2006
1:30-4:00 p.m.
Baltimore
Submitted by Velda Ruddock
2007 conference program
Deb Rash listed ideas for the 2007 conference:
- Reputation monitoring
- How PR companies use research
- New business consultants
- Research for advertising the Olympics
- Roper’s mobile consumer presentation
- Political advertising (joint session w/ News Division?)
- B-to-B marketing
- A session on beer?
- Food resources
- Iconoculture
Board Webex conference
The Board will have a Webex conference the second week in January to help Deb’s transition to office.
Membership
We had 291 members in May, down 7.6% from 315 at the end of 2005.
Treasurer’s report
Our balance at the end of 2005 was $12,340.55, down from over $19,000 in 2004. The board discussed ways of increasing our income.
Web site, blog
Our site visits have more than doubled to about 9,000 page views and 8,000 downloads over the past year, and the average time spent on the site increased from 11 minutes in 2005 to 50 minutes this year.
International relations
There was no international award this year.
Vendor relations
We raised $6,000 in sponsorship funding this year, compared to $9,500 last year. Reduced vendor support is an issue for many chapters and divisions and ways of addressing that were discussed.
Bulletin
Two issues were published since the last conference.
Awards
To be announced at annual business meeting.
Public Relations
Jo-Ann McQuillan sent out conference announcements.
Division positions
Deb Rash is the incoming chair for 2007 (transitioning the rest of 2006). Other positions include:
New business
The Board discussed the following:
- The need for additional involvement for conference planning, however this was tabled.
- The role of our various communication tools (bulletin, listserv, Web site, blog and COP).
- The survey Paul conducted to determine areas of conference interest was discussed.
- Doing a division membership directory. Issues coming up included:
- Distribution (email it to those who need it? Post it on the Web site?)
- Privacy (making sure vendors don’t use it for a mailing list)
- Format (excel? pdf? word?)
- Offering/providing/selling ad pages to our sponsors and vendors.
- The SLA Technology Task Force Executive Summary was distributed without comment.
- A suggestion that the division target membership from information professionals at advertising agencies that are not represented in our division.
- The Code of Responsibility.
The meeting was adjourned at 4 p.m.
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DAM Annual Business Meeting Minutes
Tuesday, June 13, 2006
7:30-9:00 a.m.
Convention Center 323
Baltimore
Submitted by Hilary Rengert
Paul VanderMeer called the meeting to order. He introduced the board. A call to approve last year's minutes was passed.
Treasurer’s report
Tesse Santoro gave the treasury report for January-December 2005. DAM has over $12,340.55 for the year. She stated that funds may be used for leadership travel assistance.
Report of action
- Communities of Practice (COP). Utilizing COP for board documents, knowledge continuity, conference planning. Members were encouraged to sign up for access.
- Officers. Vote to approve new board member positions. Passed.
Denver conference
Deb Rash spoke on the Denver conference planning. She mentioned program ideas such as reputation monitoring (possible sponsors and speakers are Roper, Iconoculture) and the Olympics. She asked for contacts and speaker ideas from the board and members.
Web site
Stephen Fleming gave the Web site update. There was an increase in traffic to the DAM site. He started a blog for posting conference updates. Paul noted he successfully updated conference presentations and documents to the blog.
Publicity
Jo-Ann McQuillan (not present) is the publicity officer. Please send her conference presentations or publications.
International Relations
Grace Villamora presented news on international relations. She stated the International Travel Grant is available for next year's conference and is looking for interested sponsors for support.
Archives
Robin Feuerstein made a call for submissions for the archive. She is looking into digitizing the archives. Tesse suggested we search for an intern for the project. This is the 65th anniversary of the division.
Bulletin
Hilary Rengert gave the bulletin update. She said there was resistance from members to submit articles and news outside of the board members. She announced Dru Frykberg is the bulletin editor for next year.
Sponsorships
Jen Hahs presented the sponsorship update. She collected $6,000 in sponsorship funds this year. She proposed creating a vendor relationship contact list to assist with initial contacts. Jen also brought up creating a DAM media kit for advertising opportunities on the Web site and bulletin, etc.
Listserv
Tesse Santoro gave a report on listserv activities. There was a high participation this year among members, not just “lurkers.” Tesse can help with issues and errors. She mentioned a wrap-up of listserv activities be sent for the bulletin, therefore all members are able to review the postings.
Memberships
Deb Rash presented the DAM membership update. At the end of December, we increased membership by 35 people. DAM has 291 members as of May 2006. Membership data is now available in the COP.
Award of Merit
Betsy Hoza gave the Award of Merit to Stephen Fleming, DAM Webmaster. Stephen has contributed to DAM as a leader in the co-chair position, as a speaker at numerous conferences and a contributor to the bulletin and listserv.
Paul VanderMeer closed the meeting with announcements on the DAM Roundtable, additional events and the DAM dinner get-together.
23 attendees
Agnes Mattis of Skadden Apps was the Board Liaison.
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Special Libraries Association assumes no responsibility
for the statements and opinions advanced by the contributors to
the Association's publications. Editorial views do not necessarily
represent the official position of Special Libraries Association.
Acceptance of an advertisement does not imply endorsement of the
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