Posted on | April 7, 2010 | 8 Comments
The great editorial diaspora is yielding some interesting stories. While there’s still plenty of pain out there among seasoned reporters and editors who have lost their jobs in the big meltdown, many are finding their way. They’re finding their way into marketing, communications and vendor-as-publisher roles where their editorial sense is keenly valued.
My old colleague Tim Moran is just one example. He’s landed a sweet job as editor in chief at CMO.com, an Omniture Web publication geared toward, well, chief marketing officers. (Omniture was bought last fall by Adobe). Moran worked at CMP for more than 20 years in various editorial positions, and he found himself at the vanguard in 1994 of a very small band of editors who looked into this Web thing and tried to make sense of it. Over the next 15 years, he held various digital roles at EE Times and TechWeb and prodded, cajoled, and in some cases dragged reporters into the new age.
I had known Omniture from UBM, where we used it as our web-analysis tool. I had even been out to Omniture U. to learn more about it years ago. What Omniture had in mind sounded very much like what I was doing for many years at EET and TechWeb and Iweek–creating and running a news and content web site. It turned out to be a great fit–for Omniture and me. I am thrilled to be working for a company that “gets it”; vendor-as-publisher really is the way of the future, and Omniture (and now Adobe) clearly sees the importance and relevance of it. We run just like a real media site, with little or no corporate intervention. It’s great.
I was emailing frequently with Moran in the past year as he was getting into the CMO.com gig. But it wasn’t until a few days ago that I really got the message: I was looking for a complete channel I could research to get information on email-marketing best practices. CMO.com was just that.
Omniture realized that there was a need for a site that could provide to senior marketing executiveâ€™s one-stop shop for digital marketing news and insight.Â CMO.com’s reason for being is to help CMOs stay informed and save time so they can more effectively lead their companies in the digital world. We do this by reviewing relevant content from more than 50 leading sources; selecting only those stories and articles the team of editors thinks is worth the marketing executive’s time.; and we help them findÂ whatâ€™s important. Busy CMOs and marketing executives know the content is out there but they don’t have the time to slog through all the sites and newsletters. The CMO.com value-add is that we do that for them.Â Omniture marketing started building the site about a year ago. I was brought in as a consultant to help them do it, and I’ve been there ever since–as a consultant for almost a year and now hired as the EIC.
As for the audience, Moran says it’s a healthy mixture of highly engaged CMOs trying to make social strategies work for their companies and those who are trying to “get it.” “They realize that social media and digital marketing are the future and they have to get in touch, but it’s hard,” Moran says. “We hope to make it a bit easier for them via the content we aggregate–and are now even beginning to create–on CMO.com.”
I asked him with blogging, micrblogging and social networking seeming to settle out, what’s the next big thing in social media land for CMOs to get a grip on?
Mobile. Mobile. Mobile. The phone is the next PC, and those companies that have a clear and workable mobile marketing concept and plan and the ones that are going to lead the way. And it’s not just going to be taking what was done elsewhere and making a mobile app for it–mobile digital marketing is an entirely new world.
Journalists are skilled out sniffing out stories and telling them, and, as we’re finding out, it’s just as valuable a skill in the digital world–publishing or corporate–as it was back in the print day.