A semi-serious discussion about your future in publishing

unleashingthe Niche Community to Optimize SEO/SEM,

paradigm

and Acquisition of Eyeballs,to Synergistically Monetize Your Content

Or, “A semi-serious discussion about your future in publishing.”Guy LeCharles Gonzalez | loudpoet.com | @glecharles

NYU, 10/17/2011

Guy LeCharles GonzalezDirector, Content & Digital Product Development

Library Journal | School Library Journal | The Horn Book

• Circulation Assistant and Fullfillment Manager, Poets & Writers (1997-1998)• Membership Manager, The Academy of American Poets (1998-1999)• Marketing Manager, SourceMedia (2004-2007)• Advertising Sales Director, Writer’s Digest (2007-2008)• Publisher & Editorial Director, Horticulture (2008-2009)• Director of Programming & Business Development, Digital Book World (2009-2011)• Director, Content & Digital Product Development, Media Source / Library Journals, LLC.

(Present)

Also…• Founder, curator and host of a little bit louder (1998-2001)• Co-author of Burning Down the House (Soft Skull Press, 2000)• Contributing Editor for PopCultureShock.com (2005-2007)

Guy LeCharles Gonzalez | loudpoet.com | @glecharles

Everyone has an opinion…

loudpoet.com: Blogging it Like it is Since 2003

Guy LeCharles Gonzalez is an old/new media pragmatist; (still a) publishing optimist, and a library advocate...

He can be rather outspoken at times and does not suffer fools gladly, so nothing on this site is meant to be representative of his employers — past, present or future.



50 Ideas on Using Twitterfor Business

#19. Don’t toot your own horn too much. (Man, I can’t believe I’m saying this. I do it all the time. – Side note: I’ve gotta stop tooting my own horn).



#fail #cmonson

Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it.

They don’t have a content strategy.

“Content strategy is, in fact, the next big thing”Kristina Halvorson

http://bit.ly/az7U68


CRUSHING IT?


FL


FL



Content, Context, Community

READER

COMMUNITY

MAGAZINESWEBSITES

EVENTSBOOKS

FACEBOOK

GOOGLE

TW

ITTER

LIN

KED

IN

COMMUNITY

VENDOR

VENDOR

VENDOR

ASSOCIATION

VENDOR

VENDOR

VENDOR

ASSOCIATION “Our goal is to place our authoritative journalism at the center of a social media experience.”

–Lewis DVorkin, Chief Product OfficerForbes Media


Where We’re GoingIt’s not just about having nice magazines and websites, and being on the social media platforms du jour.

It’s not just about increasing pageviews and ad impressions.

It’s REALLY about:

• Focusing on serving our core readership’s needs, first and foremost• Establishing and nurturing direct relationships across multiple platforms• Empowering and rewarding our most engaged subscribers• Making SEO and data analysis a core discipline across all departments• Identifying new opportunities and new audiences to profitably expand

our content’s reach


The Digital ShiftOn Libraries and New Media

Tracking the “digital shift” from the perspective of libraries: content, consumers, controversy

GOAL: Consolidated , socialized online presence for targeted LJ/SLJ content; go-to source for all library “stakeholders”• Revised taxonomy for optimal targeting• Standard ad units• Modular site design for faster

development/deployment

NEW PRODUCTS• RESEARCH: Patron Profiles; Ebook

Penetration• EVENT: Tech Summit• NL: The Digital Shift• RESOURCES: Toolkits, White papers,

Webcasts


In conclusion…

1. Get Around2. Get Connected3. Get Online


Professional Resources


Contact

Guy LeCharles GonzalezDirector, Content & Digital Product Development

Library Journal | School Library Journal | The Horn Book

loudpoet.com@glecharles

A semi-serious discussion about your future in publishing

Career

guy lecharles

flguy lecharles

school library

content strategy

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