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2009 Co-chairs Named By Rebecca Butts DAM Chair I would like to introduce our new co-chair-elects, Alisa Coddington and Lynn Strand-Meyer. They will be planning DAM’s sessions for the 2009 SLA Annual Conference in Washington, D.C.
Lynn is a knowledge specialist with Iconoculture in Minneapolis. She joined SLA and DAM in the spring of 2007, while completing her MLIS at the College of St. Catherine. This is her first SLA committee experience, although she also serves on the public relations committee for the Association of Independent Information Professionals. Alisa is a knowledge specialist at Carmichael Lynch in Minneapolis. She joined SLA in 2002 and DAM in 2006. She received her MLS from Simmons College with a concentration in archives management. She has been with Carmichael Lynch since 2005. Alisa and Lynn, who are both members of SLA’s Minnesota chapter, will be attending SLA’s Leadership Summit Jan. 23-26 in Louisville, Ky.
Plans Underway for Seattle By Rebecca Butts
DAM Chair Planning for the SLA Annual Conference in Seattle is well underway. The conference theme is “Breaking Barriers, Building Bridges.” At our planning sessions, SLA President Stephen Abram challenged us to think outside the box and come up with sessions a bit out of the norm for our divisions. At the Denver conference, I spoke with DAM members just starting out in their careers, working at university business libraries, serving as information consultants, etc… With this in mind, I tried to create sessions that would appeal to DAM members who aren’t necessarily working in advertising agencies and marketing firms and non-members who might consider joining our division. For instance, DAM is co-sponsoring with the Social Sciences Division the session, “Introduction to Research Design.” This session will introduce the basics of research design including variables, levels of measurement, sampling, reliability, validity and real-world issues that arise during the research process. This session will be invaluable for anyone doing primary market research and students.
DAM board members were approached by companies wanting to get involved with SLA and with our division in particular. Some of these companies are directly involved in the sessions, including: New Officers
I want to thank Vicki Staniszewski for her time as membership chair. We greatly appreciate her service to the division. Taking Vicki’s place is Liz Calcagni. Liz currently has her own business/consulting firm, Calcagni Internet, and is new to DAM. I had the pleasure of meeting Liz at the Denver conference and she was enthusiastic about getting involved with DAM. I look forward to working with her to increase awareness of DAM and promote membership in our division.
Liz Calcagni Lastly, the public relations chair position is open. If you are interested, please contact me.
I look forward to seeing you all in Seattle!
Outgoing Chair Wraps Up 2008, Looks to 2009 By Deb Rash Past Chair Time flies. Before taking over as chair last January, I was busy planning for Denver and then doing some family planning. Along with husband John and big brother Ian, I welcomed Sarah into the world in September. Being pregnant at two of the last three conferences (Toronto and Denver) made my experience of them a bit different. I did not do as much walking and certainly not as much imbibing. This didn’t lead to any more relaxing, but not to any less fun either. I’m already looking forward to Seattle and beyond. SLA News At the association level, the 2008 board of directors election results have been announced. Check out the winners at http://www.sla.org/content/SLA/pressroom/pressrelease/07pr/pr2721.cfm The 2008 Leadership Summit will be Jan. 23-26 in Louisville. Co-chairs-elect Alisa Coddington and Lynn Strand-Meyer will attend. A Look Back at Denver Final attendance figures for SLA 2007 totaled 5,047 and I think all of them showed up to hear the keynote by Al Gore. While we didn’t have all of them at our DAM meetings and sessions, we had good turnout for everything, particularly as we celebrated the division’s 65th anniversary at our open house. I’d like to thank all of the board members and volunteers who helped make our division activities in Denver a success. Also thanks to our sponsors, LexisNexis, Thomson Dialog and Mintel. We look forward to partnering again in Seattle. As far as the division business meeting, each of the chairs gave a report on what they’ve been up to during the year. Hopefully, it was a good indication to newer members of what we are trying to accomplish as a division. 2008 and Seattle I have passed on chair responsibilities to Rebecca Butts who has been working hard to put together a plan for the year and an exciting slate of sessions for Seattle. Start to think ahead to June and visit http://www.sla.org/content/Events/conference/ac2008/index.cfm for information on the Annual Conference. And check out what Rebecca has to say. Look to 2009, Washington, D.C., and SLA’s Centennial Celebration You will be hearing much more about this over the next year as SLA gears up for a celebration of 100 years in 2009. There will be special activities at the annual conference in Washington, D.C., but there will also be some initiatives throughout the year to drum up excitement and get the divisions and chapters involved. I am a member of the SLA Centennial Commission and I’ll be sharing news as the planning for the year comes together. I will also be soliciting some feedback and ideas along the way. Let me know if you have any suggestions to make the 100th anniversary a year of celebration.
Experiences of a Media Planner Turned Academic Librarian By Danya Leebaw DAM Member Walk into any media planner’s office and you’re likely to trip over a knee-high pile of complimentary magazines, courtesy of publishers competing for advertising dollars. I’ll admit since leaving media planning to become a business librarian, I miss my stash of periodicals (especially my subscription to People magazine). But happily, in a large academic library, I never lack for free reading material. Media planners and librarians share more than a love of magazines. Both use research to effectively solve problems and answer questions. While their methods and goals may differ, both professions strive to better understand how and why people use information. As the Internet continues to alter the information landscape, neither profession is a stranger to dramatic change. Understanding my customers’ relationship to information and employing research to help solve business problems were among my favorite tasks as a media planner. In realizing how much I enjoyed these particular aspects of planning, I decided to transition to a similar career but one focused on different angles of similar challenges. At Emory’s Goizueta Business Library, I’ve found that. On any given day, my duties vary significantly from reference to instruction to collection development, but research is nearly always involved. Keeping up with technology and information trends is a constant, challenging, but exhilarating aspect of being a librarian. As the liaison to the marketing department at the business school, I rely on my advertising background to provide me with some context when tackling research problems. Students place value on “real world” insights. It would be disingenuous of me to claim academic librarianship hasn’t been different than my career in media planning in many ways. For instance, when I went to work at the ad agency, there were never students sleeping outside my office in fuzzy slippers after pulling an all-nighter. I thought presenting media plans to skeptical senior management at a big company was hard on my nerves. I had yet to experience standing in front of a room full of 21-year-olds text-messaging their friends, looking at me like I had two heads, while I tried to sell them on the virtues of market research! Despite these differences, I like to think my career as a business librarian is a transition and an evolution from my job as a media planner. While I am focused in a new direction now, facing unique and humbling challenges, different customers and exciting new deliverables, I enjoy reflecting on how much these two professions share in common. Well, that and the free magazines. After eight years in media planning, most recently at Fallon in Minneapolis, Danya left in August of 2005 to earn her MLIS at the University of Pittsburgh. She is now a business librarian at Emory University’s Goizueta Business School in Atlanta. Member News Rebecca Butts joined Modernista in its Detroit office on Dec. 10 as a product specialist. Her new position includes performing automotive research and competitive intelligence, reviewing and approving all advertising before it goes into production, and updating and maintaining internal databases. Modernista! is a Boston-based marketing, communications and branding agency that was established in 2000. Its clients include Cadillac, Hummer, Anheuser-Busch and TIAA-CREF. Rebecca previously worked as a product specialist for BBDO in Detroit. Marie Connelly, a long-time DAM member and former division chair, retired in September after 40 years of service to SSC&B, which became Lintas Worldwide and eventually morphed into Lowe Worldwide. She worked in the New York City office.
Leslie LaPlante has been promoted to director of information services, marketing & online services from assistant director of information services at Interpublic Group’s Center for Marketing Intelligence. Leslie’s responsibilities include direction of CMI’s outreach and marketing activities, CMI’s Intranet, CMIonline, and CMI’s Chicago operation.
Ad Agency Libraries Take Shape in Early 20th Century As I was going through the DAM archives, I uncovered some good information on the early years of ad agency libraries and librarians, and thought you all might find it as interesting as I did! Ed Strable in the Fall 1986 Bulletin points out there is no evidence of agency libraries before 1910, and they were probably born out of agency research departments. He suggested an agency called Sidener-Van Riper had something of a library as early as 1916, and the JWT library was in existence as early as 1918. Around this time there was also a reference to The Associated Advertising Clubs of the World in Indianapolis having a library. By 1925, advertising libraries were cropping up all over the place. A 1925 issue of Special Libraries notes "… among the advertising agencies, BDO, JWT and the George Batten Company are profiting as a result. Each of these agencies has a highly efficient librarian in charge, and their work, instead of being spasmodic, is carried on smooth and uninterruptedly as that of a paper mill (author's note: how picturesque)! The inevitable result is that the library becomes the mainstay of all the marketing research. Among the ad agencies themselves there is a crying need for good librarians. In the average agency, the waste of material is appalling." Special Libraries also named Jeanette Batten of Young & Rubicam (when Y&R, founded in 1923, was only two years old) and Hermoine Heinz of Honig Cooper as librarians to follow. The January 1929 issue noted a library at the H.K. McCann Company.
Consider This Guide to Top News Sites on Web By Dru Frykberg DAM Bulletin Editor Consider the Source: A Critical Guide to 100 Prominent News and Information Sites on the Web Media-minded information professionals would do well to add “Consider the Source,” a handy and informative guide to 100 news and informational Web sites, to their collections. It’s obvious authors Darren Miller, who worked as a journalist in North Carolina, and Jim Broderick, an associate professor of journalism at New Jersey City University, have done their homework. Their reviews are enlightening and easy to browse. Each site merits a four-page critique providing an overview, site description, reasons to visit and interesting anecdotes. There’s also a rating of one to five newspapers accompanied by a sound-bite review. Garnering the top five-newspaper rating were BBC, CBS News, Christian Science Monitor, Guardian Unlimited and NPR. The Fox News and Rush Limbaugh sites represented the bottom each earning only a half-paper. Despite these results, there doesn’t appear to be a political bias in the review process. There’s a nice variety of sites represented, including Web sites for national and international news media, popular magazines, news aggregators, government agencies, advocacy groups and specialized information on health and weather. Unfortunately, the book doesn’t describe what the sites offer in terms of archives, and specialty media sites, such as Advertising Age and MediaWeek, are not included. Like many books, this one comes with a companion Web site at TheReportersWell.com, but it offers mostly promotional information, such as links to reviews, news releases and Amazon’s Search Inside. Consider the Source would be of interest to media buyers wanting to learn more about potential markets, academic librarians looking for quality sites to steer students, news researchers, and, of course, news junkies.
Velda Ruddock Receives Award of Merit As the awards chair for DAM, I am pleased to announce the 2007 Award of Merit winner is Velda Ruddock.
Velda Ruddock Velda is a long-standing active member of our division, currently serving as a director. Velda was unable to attend the Annual Conference in Denver, but we celebrated her award during the business meeting. Many have known Velda for years and can attest she is a leader in our profession, having directed intelligence for one of the most respected and famous global ad agencies in the world, TBWA\Chiat\Day in Los Angeles. In doing so, she has raised the image of our profession. At our conferences, Velda is a contributor. Whether she is in a formal setting like the DAM roundtable or informally socializing at the division’s open house, Velda freely shares the insights she’s gained and challenges she has faced, providing valuable benchmarks for the rest of us. She has presented at past conferences, giving others a chance to learn and be inspired by the strategic projects her organization is tackling, most recently she shared the ins and outs of her company’s library portal. At the 2002 conference in Los Angeles, Velda graciously arranged a division field trip to the fantastically modern TBWA\Chiat\Day. This trip was a conference highlight and an excursion that remains fresh in the memories of those who attended. I think I can speak for others when I say it was a bit of a disappointment to return to my ho-hum office after seeing the wildly creative and inspiring space where Velda is lucky to work everyday. Along with her other contributions, probably one of Velda’s least recognized roles is that of division photographer. Her talents have been an invaluable resource for the division as she always volunteers to photograph our events, open houses and parties. The division bulletin would suffer greatly without her expertise. Thank you, Velda, for being a wonderful asset and contributor to our division.
Denver Conference: “Going Local: Secrets to Finding Local Market Information.”
Marcy Phelps notes resources at “Going Local...” The search for local information—market research, demographics and economic indicators—sometimes presents the greatest challenge. An independent information professional shared her tips during the SLA conference session, “Going Local: Secrets to Finding Local Market Information.” The DAM sponsored event drew about 75 corporate, academic and public librarians. Marcy Phelps, founder and principal of Phelps Research in Lakewood, Colo., walked the audience through a hypothetical case study where the client was a national for-profit university looking for sponsorship opportunities in Denver within a particular market. Phelps demonstrated her research process, which included information stops at the Web sites of the Denver Metro Chamber of Commerce, Metro Denver Economic Development Corp. and Denver Office of Economic Development. As an information consultant, Phelps provides seasoned entrepreneurs and marketers with local information on companies, economic conditions, demographics, psychographics and business opportunities. Typically, she is asked to research communities outside the Denver area. Besides turning to local organizations and their Web sites, Phelps encouraged researchers to consider using:
Denver Conference: “Giving Meaning to the Term ‘Customer Engagement.’”
Erik Hauser Erik Hauser entertained and informed us with a lively presentation about the importance of customer engagement in the marketing process during “Giving Meaning to the Term ‘Customer Engagement.’” Calling himself a “brand psychologist,” Hauser, founder and creative director of Swivel Media in San Francisco, explained people form impressions of brands through their experiences with them. With media being more consumer-centric, marketers must keep up with the many ways to engage customers so they form good impressions of their brands. Experiential marketing is really dialog marketing where consumers and manufacturers engage in a back-and-forth exchange, resulting in focused, relevant communication. This is in contrast to monolog marketing that is one-way communication from manufacturers to consumers. According to Hauser, monolog marketing results in less creativity, more clutter and more marketing resistance than dialog marketing. The goal of experiential marketing is to weave campaigns into consumers’ lifestyles to elicit definable emotional responses. Integration into the consumer lifestyle is the best way for consumers to know and understand a brand. This integration allows customers to create a relationship with the brand and then remember and talk about it with others. Retail is often the best place for experiential marketing, but so are new interactive channels, such as advergames and social video. Hauser presented an example of his work for Wells Fargo. His company created a branded game on Second Life called Stagecoach Island. The goal was to show young consumers that Wells Fargo understood the importance of fun and that money management was a vital part of entertainment. Stagecoach Island is a virtual world in which gamers play extreme sports funded by money from an imaginary Wells Fargo ATM. Along with the cash they withdraw to pay for their games, participants receive a brief, fun message about money management. The ATM displays the Wells Fargo brand name, but the rest of Stagecoach Island is an unbranded fun zone. Stagecoach Island proved successful at brand building and is a good example of experiential marketing. Wells Fargo eventually moved out of Second Life and onto to its own Web platform at http://www.stagecoachisland.com Experience is the future of branding, Hauser said. Customers are more in control now than ever before, and personal relevance is key to reaching them. Creating meaningful experiences across new and old media is the challenge marketers must focus on to move ahead.
Denver Conference: “New Tools for Handling Reputation & Risk” “New Tools for Handling Reputation & Risk” — an SLA session presented by DAM, the Competitive Intelligence Division and the Information & Technology Division — featured Andrew Bernstein, CEO of Cymfony, and Simon Bradstock, vice president of corporate products for Dow Jones. Why is reputation monitoring important? Bradstock quoted investment guru Warren Buffet: “It takes 20 years to build a reputation and 5 minutes to ruin it.” While many information professionals have long participated in reputation management by monitoring company news, these second-generation tools — Cymfony and Factiva Insight: Reputation Intelligence — also monitor social media (blogs, wikis, discussion sites) for “bursting” issues. These tools can enable DAM members to sniff out the first signs of an issue, alert management and turn on a dime setting up new searches to track issues as they arise. As a result, information professionals can help companies become proactive. In addition to performing the tasks of traditional media monitoring, such as tracking numbers of mentions and identifying thought leaders, these new tools deliver qualitative data and analysis (in graph form), such as percentage of positive vs. negative coverage, and identify the weight of various topics of discussion for companies, brands and issues. Some products on the market also assess the importance of individual blogs to evaluate the impact of a specific blog mention. Both of the products our speakers covered employ real people to work on search strings (I’m sure many of you are, at times, as fed up with artificial intelligence as I am). Of particular interest to DAM members is the inclusion of ad spending data as Cymfony was recently acquired by TNS (the folks who bring us Ad Spender). The presenters stressed the opportunities for information professionals to become involved or more involved in monitoring corporate reputations as we have the expertise to ensure effective search strings and to identify appropriate media to track. If reputation monitoring is already handled by other departments — likely candidates would include public relations and corporate communications — librarians might consider ways to partner in this activity. This session was moderated by Amelia Kassel, president of MarketingBase.
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