Social Media Portal interview with Carolyn Morgan from The Specialist Media Show

Social Media Portal (SMP) profiled interview with Carolyn Morgan, MD at the Specialist Media Show

Social Media Portal (SMP): What do you do there at The Specialist Media Show?

Carolyn Morgan (CM): I'm the Managing Director at the Specialist Media Show.  I plan the content for the website, e-newsletter and live events, invite the speakers, work with sponsors and manage a team who run the marketing, sales and operations.  


SMP: Briefly, tell us about The Specialist Media Show, what is it and what does it do?

CM: The Specialist Media Show is an all year round resource for niche consumer and B2B publishers who want to expand their content and audiences across new media channels.  We provide a website with practical content, a lively group on LinkedIn where publishers can ask questions and connect with their peers, an information-packed newsletter, and a live event including a paid-for conference and a free series of workshops, live demos and expert 1-1 advice.  

We want to showcase innovation in specialist media, and encourage publishers to learn and swap ideas with their peers. There's no manual written yet for digital publishing; and we help innovative and entrepreneurial niche publishers to discover what's possible and gain the confidence to experiment and learn. We also run the Media Pioneer Awards, which recognise innovation and entrepreneurial spirit in niche markets.

SMP: You recently held the very successful The Specialist Media Show http://www.thespecialistmediashow.com, tell us a little about the event (what was the theme and what did you achieve)?

CM: The live edition of the Specialist Media Show took place on 24 May 2012 at Thinktank Birmingham.  Conference speakers from Future, Immediate Media, IDG, Sift, Advanstar, Boat International, LOOP and Google shared experiences of innovating in niche consumer and B2B markets, and delegates were able to question them in small informal discussions.

On the same day, we ran 17 free workshops plus live tech demos and expert advice sessions for 350 specialist media professionals from around the country.  Our aim was to demystify publishing to web, tablet and mobile, and inspire independent publishers with limited resources to experiment with new digital media channels.

Some articles with insights from the event:

• Five insights for consumer publishers
• Five insights for business-to-business publishers
• Benchmark your digital media business: Research highlights

• Video highlights
• Photo gallery
• Visitor and exhibitor comments

SMP: Who were your target audience for the event?

CM: Our events and website are all aimed at MDs, directors, publishers and senior executives in niche media businesses.  Most of those who attend the event run publishing and media businesses under £10m turnover.  

Our e-newsletter and website reach over 2000 specialist people monthly, the Specialist Media Network on LinkedIn has over 1000 members, and the live event attracts 350 visitors.  43% of attendees were Owners, MDs, Publishers or General Managers.

SMP: Why was the event moved to Birmingham this year?

CM: We moved to Birmingham in 2012 to make the event accessible to publishers from across the UK, with easy rail, road and air links. Thinktank is the Science Museum for Birmingham, and has a well-equipped theatre, seminar rooms and a Planetarium, providing a suitably hi-tech and creative environment for visitors to explore new technology solutions in publishing and widen their horizons.

SMP: Did you also present or keynote at the event? If so, briefly what did you cover away from your presentation?

CM: I presented highlights of the Specialist Media Insights research at the conference, which polled 170 publishers in March 2012 on their current activity and future plans across paid online content, mobile apps, social media, events and ecommerce.  The sample was biased to smaller media businesses but they demonstrated a real pioneer spirit in their attitude to digital media opportunities.

We are also selling a full Conference Pack with all the speaker presentatons, 4000 word in-depth report, delegate list, research and statistics.

YouTube video from The Specialist Media Show



SMP: What were the main things that you?ve taken away from the event?

CM: The conference was packed with real-life tips from niche publishers keen to experiment on digital channels.  Speakers were happy to share their experiences, believing that they have more to gain by collaborating rather than competing.

SMP: When is next event scheduled for in 2013?

CM: The Specialist Media Network on LinkedIn is active all year round, providing a friendly community for publishers to ask questions, swap tips and network with their colleagues.  We publish practical articles on the show website and in our e-newsletter.  We have copies of workshop presentations on the free members section of the show site, and people who missed the conference can buy a conference pack with all the presentations plus full report.  

We're always keen to innovate the format of our live events, so we're currently looking at a range of options for dates, formats and venues for 2013.  We're also investigating an online edition of the event to make it more accessible for our audience.  Look out for some free webinars coming up soon.

SMP: Where can users review presentations or videos on your site?

CM: Workshop presentations are available to download on the members section of the show site. Sign up here for free at http://thespecialistmediashow.com/signup

And then go to the ?workshops? page, while you are logged in
http://thespecialistmediashow.com/content/workshops

If you missed the conference, you can buy a pack of all the speaker presentations plus full report on the panel debates from the site.

There's a gallery of photos from the 2012 show here http://thespecialistmediashow.com/content/2012-gallery

Plus video highlights on the show site http://thespecialistmediashow.com/content/new-video-2012-specialist-media-show

SMP: What are the not so great moments of what you?ve been doing so far in the publishing sector?

CM: The big challenges for publishing businesses, according to our research, are around resources and the best way to acquire new skills.  Companies are well aware that doing nothing is not an option; they can see competitors entering their markets from unexpected directions.  

With multi-channel publishing now a reality, another major challenge is rethinking production workflow, as it is inefficient to run separate production processes for print, web and mobile.  It?s tough for smaller publishers to be able to take full advantage of the opportunities.  We have some great sponsors and exhibitors who are keen to help advise niche publishers and support our events.  It is perhaps disappointing that more of the established suppliers haven?t stepped forward to support what we are trying to achieve.

SMP: What are the high moments of what you?ve been doing so far in the publishing sector?

CM: There are great opportunities for specialist publishers, operating in sectors where their content is truly valued by their niche audiences.  Many are successfully charging premium rates for online content, or achieving similar prices on tablet as they can do in print.  And the international potential for specialist content has taken some by surprise, providing a new revenue stream whilst the UK economy is depressed.  It?s always great to read the stories of the Media Pioneers and see how delighted the winners are to be recognised.

SMP: What do you feel the next big steps for social media / networks are and what may be the impact upon the publishing sector?

CM: Most publishers we surveyed are actively using the major social networks for marketing and publishing their content.  However, there is still some scepticism as to the true business benefit of much of this activity.  Our survey showed that there are some signs that publishers can now sell event tickets and subscriptions via social media channels, and some are even managing to generate sponsorship and advertising revenue from their social media activity.

SMP: Social media buy-in is a topic repeatedly cropping up, how do you suggest publishers make sure they get social media buy-in from senior management and the board?

CM: Editorial teams are on the whole, quite adept at using social media for research and interacting with their audience.  But it is important for senior publishers to become more familiar with the dynamics of social media.  

Ben Heald at the conference, said "It's not acceptable for senior publishers not to embrace Twitter."  As media businesses start to accumulate real evidence that their social media activity is driving traffic, ad revenue, ticket and subs sales, that will help to break down the cynicism that it is a waste of staff time.

SMP: What are things that you see publishing companies getting right?

CM: Independent niche publishers, with highly valued content, and out of the limelight of larger publishers, are often in a better position to experiment with new media channels, using them to reach new audiences and drive incremental revenues.  The shortlisted Media Pioneer Awards businesses are a great example of agility and entrepreneurial spirit.

SMP: What areas do you think they may not be doing so well and can improve?

CM: The big challenges for smaller publishers are dealing with legacy production and database systems, and helping their staff acquire new skills, often so that they can play multiple roles in the business. Our website and events aim to help smaller publishers learn from each others experiences and identify new suppliers and services that can help them make a smoother transition to digital media.

SMP: What are your top five predictions for social media throughout 2012 and heading into 2013?

CM replies with:

Top five predictions for social media (in relation to publishing businesses):  

• People will use their social media channels as news sources, bypassing traditional news organisations, so publishers have to provide other relevant content.  
• LinkedIn will replace traditional methods of recruitment, and a strong personal business network will be an important asset for staff.
• Top columnists and editors will use social media to build their own personal brand, distinct from the media brand they work for.  
• Editors will have to use social media as part of their research process and incorporate feedback and comments with their audience.  
• Publishing brands will be able to use their social media reach to generate value for their advertisers and sponsors.

SMP: What are your top five tips for publishing companies relating to social media?

CM replies with:

Top five tips for publishing companies.  

• Work out where your audience spend time, don't get sucked into the latest social media fad; prioritise your activity.
• Social media is a great way to publicise your free content and find new readers, driving traffic to your site.  
• Find a way to measure the impact of your activity, e.g. ticket or subs sales, traffic or ad revenues.
• Use social media to listen to the experts in your community and encourage them to contribute content to your main publications.  
• Work out ways to trade up your social media audience to an email database or web registrations

The Specialist Media Show are running a free webinar next week (Thursday, 19 July 2012) entitled Learn how US niche publishers make money online. More information at http://thespecialistmediashow.com/content/learn-how-us-niche-publishers-make-money-online

SMP: Best way to contact you and The Specialist Media Show?

LinkedIn:  Specialist Media Network
Twitter: @specmediashow




SMP: What did you have for breakfast / lunch?

CM: Muesli, yogurt and coffee, sorry not very exciting

SMP: What?s the last good thing that you did for someone?

CM: The winners of the Media Pioneer Awards are always delighted to be recognised by the industry.  They are often small businesses whose innovation and hard work doesn't get noticed.  

It's great to be able to give them some PR and reward their teams.  This year our sponsor, Audience Media, generously offered a free project build for our winners, providing great value for small independent publishers.

SMP: If you weren?t running The Specialist Media Show what would you be doing?

CM: The show and the people I meet through it is pretty much my dream job.  If I didn't have to earn a living, I'd love to be a travel writer/ photographer; I'm very envious of Lyn Hughes of Wanderlust whom I met at the 2012 show.

SMP: What did you most look forward to in Birmingham, apart from The Specialist Media Show  (did you manage to do whatever it was you were looking for)?

CM: This year I was looking forward to the panel debates in the conference and they didn't disappoint; we had some candid speakers and great questions from the floor.  I also really wanted to see PageSuite's specially created Planetarium presentation and just missed it, so have had to content myself with the video & picture gallery.

SMP: When and where did you go on your last holiday?

CM: Last holiday was sailing classic 1930s yachts on the Norfolk Broads (I am a keen sailor, also racing in Laser 4000 dinghies and Sunsail yachts)

SMP: What?s your favourite online / offline publication and why?

CM: I'm a bit of a film nut, so Empire magazine and website is always a treat for me.

SMP: What?s the first thing you do when you get into the office of a morning?

CM: My first stop, usually on the iPad over a cup of tea, is the Specialist Media Network on LinkedIn.  I'm always interested to see who wants to join and what new discussions have been posted.

SMP: If you had a superpower what would it be and why?

I'd like a time turner, as used by Hermione Granger in Harry Potter.  This would be particularly useful in the run-up to the live event, so I can cover all the bases.  On the day it would allow me to attend all the sessions and talk to everyone I intended to catch up with.

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