Stratton Publishing & Marketing Inc.


Smart Publishing

Holiday 2013   |   Vol. 13, No. 4  |   Digital Edition



Streamline Celebrations to Avoid Holiday Bloat

Holiday traditions abound and buy cialis soft online often holiday excesses as well. With the holiday season in full swing, many of us are staring down a long to-do list in preparation of levitra tablets australia celebrating with friends and family. Between the shopping and gift wrapping, baking and entertaining, the quest for the perfect holiday experience is always exhausting—and rarely achievable. At the end of the season, we are often left with the feeling of buy fioricet excesses—from too much food and drink to over-the-top gift giving and partying. Raised in a family of five kids, for me, holidays were always full of an abundance of activities and fondly remembered traditions. But, at times, the flurry of events and gift-giving focus can overwhelm.

Sometimes, too late, we try to control spending and rein in the desire to overdo. We realize it’s the quality of generic tramadol cost the experiences that make for lasting memories. And rather than trying to make every holiday wish come true, we learn to simplify our efforts on the aspects that matter most to us and our loved ones, such as preparing special recipes passed down from generations before or setting aside time to read favorite holiday stories to our children each night. Less is more, we learn, and the purchase viagra from us quality of the experience is what really matters.

Toning down excess in media is much the same. In this busy digital world, we find that the most successful media plans are often the simplest. And as with lessons from long ago, we are reminded again that content—on whatever platform—is still king.

What matters most is the quality of the message, not the quantity, and how we communicate or tell the story of our organization’s experience. Much like the levitra online usa cherished recipe or bedtime story, our communications are most effective when we strategically plan to use our talents and resources, when we listen to stakeholders, and we deliver valuable and substantive information that makes a difference in members’ professional lives.

Now more than ever, the essence of content is what’s critical. Streamlining the channels and clarifying our message is the essence of a happy holiday and an effective communication effort. 

From all of us at Stratton, we thank you for your continued support and levitra shop wish you a very merry holiday season and a new year filled with new opportunities for success.

Debra Stratton
This e-mail address is being protected from spambots. You need JavaScript enabled to view it.

All We Want for the Holidays

In the spirit of the season, Stratton’s Smart Publishing asked several association media and publishing professionals to take a turn on Santa’s lap and tell us what’s on their wish list this year. Here’s what they said:

“My wish? A super analytics app that combines the scrolling tracking of Chartbeat, the comprehensive heat maps of CrazyEgg, the user feedback of cheap cialis without prescription iPerceptions, and the social tracking of Hootsuite, and ties all of the data into Google Analytics. That would let us see who’s consuming which content, how they got there, how far they make it through, and what they think about it.” —Mark Alves, Senior Web Marketing Manager, NFIB

“My college roommate was from Columbus, Indiana, home to diesel engine manufacturer Cummins Inc. Cummins paid the fee for world-class architects to design schools and other community buildings, transforming these otherwise ordinary structures into works of art. I wish jolly ol’ St. Nick (or someone) would pick up the tab for a world-class designer—maybe Darhil Crooks, who recently redesigned Atlantic Monthly—to transform our print and electronic publications into works of art for our members and other audiences.” —Mark S. Mathewson, Director of Publications, Illinois State Bar Association

“For my publishing Christmas List, I would like to hire ASAP, a technical online content manager, to take the lead on our numerous digital publication initiatives.” —Eleanore Tapscott, Senior Director, Publications, The Endocrine Society

“Putting out multiple publications in today’s technological age to meet an association audience requires a BIG wish! I wish for a single publication content management system that will take all of my payroll, accounts payable, finance, and HR articles and viagra 10mg automatically spread them across various media platforms. The reason this wish is so big is because as publishers of information our members need to do their jobs, we want to be able to provide this valuable content at a click of our fingertips—content that will not only meet the viewing needs of each and every one of our members (print magazine, epub, digital magazine, Facebook, Twitter, LinkedIn, Pinterest, and more), but also utilize all of the existing electronic platforms (and continually update as new cross-channel ones come out). I know this is a hefty wish, but I believe Santa’s elves are now trained in creating media brands, right? And if this is too big of low price cialis a wish, then we’ll just take a nice cup of hot cocoa and an iPad to get us started.” —Christine L. Avery, Managing Editor, Membership Publications, American Payroll Association


‘Tis the Season to Be Inspired

The bustle of year-end work can be exciting and exhausting. So if you are looking for a little inspiration this winter, here are six takeaways from our favorite holiday movies that association communications professionals can apply on the job now—and in the New Year.

1. Tell a story. In “Elf,” six-foot-tall Buddy travels from the good choice buy viagra pills North Pole to New York City in search of his long-lost father. Colorful and imaginative, Buddy is a master storyteller who uses language to invoke joy and emotion. “I passed through the seven levels of the Candy Cane forest, through the sea of swirly twirly gum drops, and then I walked through the Lincoln Tunnel,” he tells his family on his first night in the city.

As technology continues to break down barriers to information, the power of compelling content is vital to membership and marketing initiatives, editorial, and other projects. Discover your organization’s story, then “sing it loud for all to hear.”

2. Look for a silver lining. Charlie Brown can’t stand the “overly commercialized” holiday season in “A Charlie Brown Christmas.” When he presents a pathetic, wilting Christmas tree, his friends mock him. But Charlie’s friend Linus helps him see the positive: “I never thought it was such a bad little tree,” Linus says. “It’s not bad at all, really. Maybe it just needs a little love.”

Don’t let a negative attitude derail an important initiative or project. Seek out the positives, and chances are you’ll find a new opportunity, a lesson-learned, and more.

3. Take a risk. King of Halloween Town, Jack Skellington tries to bring cheerful holiday traditions to his own town in “The Nightmare Before Christmas.” As he tries and fda approves viagra (somewhat) fails at this transformation, Jack learns the beauty of the unexpected and the value of trying something new.

Perhaps your creative team has a wish list—a responsively designed website, a mobile app, or another initiative on the backburner. Whatever it is, take that first step outside of your comfort zone and explore what’s possible for your organization.

4. Leave the past behind. A 1980s riff on Charles Dickens’ A Christmas Carol, “Scrooged” features Frank Cross, a callous TV network president who terrorizes his employees and says “bah humbug” to the cheap viagra sales holidays. When three ghosts appear to show Frank the error of his ways, he rebuffs them, but through their visions he sees that his painful past is ruining his and others’ chance for happiness.

Past experiences and failures can haunt even the most confident, but the best way to move beyond them is to focus on the present and draw insight from lessons learned.

5. Expand skill sets. All of the story lines in “Love Actually” are charming in their own way, but few are as heartfelt as that of lonely writer Jamie and overnight canadian levitra his Portuguese house keeper Aurélia; and of buy canadian viagra online self-conscious pre-teen Sam and his crush Joanna. Jamie and Sam decide they must act to demonstrate their love: Jamie learns Portuguese to propose to Aurélia, while Sam masters the drums so he can perform in the school play with Joanna. Both come away happier after daring greatly.

Consider how you and your team can expand skill sets this year to better collaborate across the organization and better serve membership. Options abound for every budget—from free webinar series, to team building seminars, to continuing education courses.

6. Don’t stop believing. In “Miracle on 34th Street,” New York City residents—including skeptical Mrs. Walker and her daughter Susan—must decide what they believe after a department store Santa Claus claims he is the real thing. Susan dares to challenge her mother’s beliefs and put her faith in something greater. “I believe, I believe,” Susan says. “Even though it’s silly, I believe!”

As you begin a new year full of opportunities, challenges, and successes, don’t stop believing in yourself, in the abilities of your team, and in your organization as a whole.

Idea Swap: What books are you reading this holiday break? Stratton staff members share their picks for the season…

Blowback, by Valerie Plame and Sarah Lovett,
and The Bully Pulpit, by Doris Kearns Goodwin

Debra Stratton, president, looks forward to mixing the intrigue and Homeland-like spy action of Blowback with the lively, presidential history as only Doris Kearns Goodwin can write it. Blowback features a “younger, smarter version of Plame as the buy viagra now CIA covert agent heroine,” according to the author, “which sounds strongly reminiscent of Carrie Matheson from my favorite TV show, Homeland,” says Stratton. Plame is the glamorous spy exposed by the Bush administration in 2003 during its feud with her husband, former ambassador Joe Wilson.

The Bully Pulpit: Theodore Roosevelt, William Howard Taft, and the Golden Age of Journalism brings to life a period when the U.S. struggled with major issues and illustrates the value of a strong media in informing citizens and shaping public opinion.
Brain on Fire, by Susannah Cahalan
Angela Hickman Brady, senior consultant and publishing strategist, is reading Susannah Cahalan’s memoir about her “month of madness” and amazing recovery. In 2009 Cahalan, a New York Post investigative reporter, suffered from a rare autoimmune disease that caused paranoia, psychosis, and catatonia. “Not exactly light reading, but a fascinating, and at times heartbreaking, story,” says Brady.

The Cuckoo’s Calling, by Robert Galbraith
Janelle Welch, senior art director, is reading this new mystery novel by Robert Galbraith—who is actually J.K. Rowling using a pseudonym. “I was intrigued when I heard about the controversy over the book and who actually wrote it,” says Welch. This “traditional gumshoe” mystery features London P.I. Cormoran Strike, a former military man who lost his leg to a land mine in Afghanistan, currently investigating the death of order cheap viagra a supermodel. “It’s a little slow starting out, but now that I am into it, I can’t put it down,” Welch says. “Everyone says that it has a surprise ending, so I am really looking forward to that!”     

The Path Forward for the News Business, by Lewis D‘Vorkin,
and Thinking, Fast and Slow, by Daniel Kahneman

Josephine Rossi, VP, custom media services, will be reading The Path Forward for the News Business on her laptop’s Kindle app. “It’s only 65 pages and about how Forbes changed its business model to evolve with the digital/social age. Good New Year’s inspiration.”

Rossi also has started reading Thinking, Fast and Slow and hopes to finish the cialis and ketoconazole 512-page tome by end of the year. “It’s about how humans think and how the mind makes judgments and decisions,” says Rossi. “Kahneman won a Nobel Prize in Economics, so it’s not easy reading, but I find it very fascinating.”

The Twenty-Seventh City, by Jonathan Franzen,
and The Underwater Welder, by Jeff Lemire

Lia Dangelico, managing editor, is reading The Twenty-Seventh City on her iPad—and when she finishes, she will have read everything written by Franzen. Set in St. Louis, the novel explores the dark underbelly of family life, political conspiracy, and the so-called American dream.

In print, Dangelico is reading The Underwater Welder, a graphic novel by Jeff Lemire. The story follows Jack, an underwater welder working off the coast of Nova Scotia, who is expecting his first child with his wife. In the weeks leading up to the baby’s birth, Jack starts to feel pulled deeper into the ocean’s dark depths and farther away from fatherhood. Memories of his painful past haunt him and put his future family life in jeopardy.