NEW EDITORIAL JOBS ON THE HORIZON AS AOL

                                      ANNOUNCES ITS NEW CONTENT-DRIVEN APPROACH 

The cadre of 3,000 journalists that AOL now retains will grow significantly to accommodate the new content-management system the company plans to adopt once it separates from Time Warner next month. 

CEO Tim Armstrong states the venture will be based on new technology that makes it better able to create content and present it on all of the sites AOL envisions to bolster its new image. Armstrong believes that there is a great deal of room for expansion of content-based sites. 

While he has been reluctant to reveal many details, there seems to be a movement toward promoting the breadth planned for the revamped sites. Interchangeable logos  were made public recently that are designed to demonstrate the diversity of the new AOL’s content.  

This is one of the rare announcements that new employment possibilities are opening for the hundreds of writers and editors who have lost their positions in the print publication world. Take advantage of these opportunities now that they have been announced. 

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Charlie’s Choice

Weekly Tips To Help You Write,

Publish & Promote Your Work 
 

CREATING YOUR PRESENCE

ON BROADCAST 

          Broadcasting is a highly effective venue to help build your stature and your reputation as an expert in your field. It can also bolster your efforts to introduce your book to huge numbers of listeners with a single appearance. Best of all, it doesn’t have to cost you a penny!

          I do recognize that your principal interest is writing books and articles, but adding broadcasting to your arsenal of promotional tools can give your efforts a huge boost. We’ll concentrate on radio because that medium offers many more opportunities to be heard than television does.

          I suspect that many of you have never stood in front of a microphone before. It may be difficult to imagine yourselves selected to be heard on radio or even appear on a television screen. But just as new technology in print has made publishing your book or distributing your articles so much easier, new developments like web talk radio, podcasting and video have made it possible for you to appear readily on any number of talk shows.

          You can even mount your own radio show through blog talk radio from your home without the need of fancy audio equipment. With just a computer and a telephone you can broadcast and receive listener call-ins.

          For most us who have neither the time nor the inclination to go that deeply into creating our own show, there are hundreds of outlets to which you can query and be invited for an interview.

The Talk Show Route

           Welcome to talk radio where you will reach many thousands of listeners with a single appearance. In the majority of cases, your home or office telephone becomes your microphone as the talk show host either interviews you live on the phone or records the interview for later use.

          Of course, your presence is required for television. If you are lucky enough to have a TV station in your home city, you’ll be scheduled for an appearance in its studio. When you rise to the level of an interview on a nationally broadcast program, the network will usually supply transportation and accommodations.

          In most cases, you will have to move gradually up the ladder. Small local talk shows will serve to acclimate you to this medium and help you to build your confidence when being interviewed. From there you can graduate to regional shows.

          Forget about an appearance on the Oprah shows. Every appearance you make on radio or TV, regardless of size, will assure you that some people have heard you and that number is automatically extended as a result of the word of mouth publicity your interview generates.

         In addition, producers of other shows will become aware of you and of your skills as an interviewee. The more talk shows you appear on, the greater the number of invitations you will begin to receive for appearances on others.

          Because I don’t consider myself an expert on broadcast despite the number of appearances I have made, I asked Francine Silverman to share her advice on how best to create an appearance on radio. She specializes in placing authors on air, and is the author of a leading directory of radio talk shows, Talk Radio Wants You: An Intimate Guide to 700 Shows and How to Get Invited.

           Fran poses the question, “So who goes on radio?” Her answer, “Anyone with a product or service to promote…but with some expertise, of course. And you can do it at home in your pajamas because radio is a free and easy medium.”

           But she cautions that to prepare for an interview, “you must listen to the show to determine its format and the approach of the host. Then create a list of potential questions you think that host may ask and be ready to respond to them intelligently and succinctly.”

          Once you’re comfortable that you understand the show and its approach, Fran recommends, “Simply email your bio – with bulleted points of the areas you are comfortable talking about – and/or a Media Kit (essentially the same as the Press Kit we spoke about for print publications).

         “Your cover letter should tell the host why your subject would be of interest to his or her audience. Remember, hosts want guests who are passionate about their topics. Avoid both one-word or long-winded responses.”

Reaching the Producer

           Whatever way you choose to reach out to the producer of a show, e-mail, telephone or otherwise, you must always frame your query in terms of producing a benefit to the show’s listeners. The theory is no different from our earlier discussions of the importance of offering a benefit to the reader of your articles and your book.

          Create a short, pithy tagline or as we usually call it in the industry, a “hook.” This is nothing more than a very concise way of describing what you will be talking about.     

          You may think of it as somewhat comparable to the title of a print document. Or perhaps you’ve heard the word “soundbyte” used to describe a portion of a newscast. The hook is not very different from that either. The important thing to remember is that the benefit your interview will offer must be reinforced by the phrasing of your hook

                   Carefully select the shows on which you hope to appear. Be sure that the audience of the show you select is appropriate to the topics you will talk about. The key to effective selection is to think in terms of the niche in which you specialize.

           Because of that, often using a station with a smaller reach is far more effective than appearing on a major network, provided the specific show that is broadcast on the smaller station is targeted directly to people interested in your niche.

           Good directories like Francine’s will include some indication of the principal subjects each show covers and help you understand the makeup of its audience.

Tips for Broadcast Appearances

Once you’ve been booked for an appearance, follow these ten tips:

1. You must sound professional and knowledgeable. After all, you were selected for that program because of your expertise. Practice and practice until the words flow.
2. Know what you want to say and how to say it without rambling or stumbling. Have your key discussion points completely mastered. List them on index cards and have them spread out on your desk during the interview.
3. Always remember that your job is to sell yourself on air. Listeners want to know about you…who you are and what you think about various subjects. If you try to use the show just to promote your book, you’ll find the host will probably cut you short. There will be chances to mention your product and the way to order it or contact you, but they cannot overwhelm the interview. Studies have shown that listeners usually buy if they like you as an individual.
4. Don’t interview on a cell phone. You know from your experience, they waver in tone at times and are more difficult to understand than a standard house phone. Make certain any source of noise is eliminated—radios, TVs, second phones, even call waiting.
5. Be prepared for an interview of any length. Although you are aware of the usual pattern from listening to previous editions of the show, lengths can vary.
6. If you provide the host with an advance list of questions to discuss, you can rest assured those will constitute the majority of what you’ll be asked.
7. If you occasionally receive a question that isn’t on the list you provide, don’t be caught off guard. Try to create a bit of time to formulate your response by asking the host to rephrase it or requesting that he/she clarify what is being asked so you can answer it more effectively.
8. Try and use the host’s name from time to time. It adds a greater degree of

comfort and intimacy.

1. Most studios will have a clock prominently placed on the wall. If you are

interviewing from home, make certain you have a clock or a watch visible. You

know approximately the length of time the host will give you, so begin winding

down and sneak in any information you want as you near the end.

1. Some producers will offer you a tape of the show. If not, arrange to have a friend

or family member tape the interview for you. You may want it to use on future audio promotions that you develop.

           So you see radio appearances do not have to be as frightening as you might have thought. Take advantage of the endless opportunities behind a microphone to introduce your book to potential buyers and to build your reputation as an expert. Your efforts will really pay off.

           Next week, we’ll wrap up a year of Charlie’s Choices with an overview plus an announcement of some exciting changes we are making for the coming twelve months. See you then.

          Keep Writing! 

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                                         OFFICIAL AT EUROPE’S LARGEST DAILY INSISTS

                               PUBLISHERS SHOULD GET PAID FOR ONLINE NEWS 

The New York Times, itself in the throes of grappling with the question of paid news content online, recently ran a story quoting Christoph Keese, head of public affairs at Axel Pringer, publisher of the tabloid paper Bild.  

Talking on the controversial subject, Keese told the Times, “The meta-philosophy of free…we should get rid of this philosophy. A highly industrial world cannot survive on rumors. It needs quality journalism, and that costs money.” 

Keese doesn’t  stop there. He contributes an interesting idea to the issue while most others continue to wrestle over the question of pay walls. He envisions publishers and Internet companies working together to develop a “one-click marketplace solution” for distributing content. 

In Keese’s concept, online expeditors like Google would produce links to content provided by a number of sources. Users would select from that menu and pay to download the article, picture or video they want. 

That’s certainly a solid suggestion that deserves to be added to the limited list of considered solutions. 

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                                 SOME INTERESTING STATS ABOUT FACEBOOK THAT

                   MAY HELP YOU GAIN THE MOST BENEFIT FROM IT 
 

Of the 350,000 Facebook users world-wide according to Singapore research firm Penn-Olson, the average number of friends they have is 130. The firm also reports that more than 10 million users sign on to fan pages (the commercial side of the huge social network). 

If accurate, that fact pales when considered alongside the report that researcher Sysomos checked 600,000 local corporate fan pages and found about one third (35%) have less than 100 fans. 

More than 3.5 billion pieces of content (links, stories, blog posts and more) are shared per week on Facebook, while daily status updates total 55 million each day. There are also more than 45 million active user groups. 

At least 2.5 billion photos and 14 million videos are uploaded onto the network each month.  

To accomplish all of this, users aggregate more than six billion minutes daily. The firm claims that is more than double the time spent on Google. 

It’s a busy, busy place, but handled properly, you can still stand out in the areas that will give you the greatest gains in book sales and reputation. 

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TARGETTED ADVERTISING WILL INCREASE NEXT YEAR

CAUSING CONCERNS AMONG INTERNET VISITORS 

With the increased usage by marketers of personal data about visitors to web sites and their preferences, Internet users are becoming more cautious about the information they post on social networks. Many are adopting ad-blocking software and other security precautions .  

In its prediction for the forthcoming year,  eMarketer suggests the increase may motivate government action to control web site tracking. The research firm also called for greater transparency on the part of web sites regarding the data that they are maintaining about their members.  

The firm also anticipates that data from social networks, especially Twitter, may be widely used by search engines to help them deliver more relevant search findings. 

All of this is particularly pertinent if eMarketer’s prediction come true that use of the Internet will increase to 70% of the population within the next four years. 

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TIMING AND PRESENTATION ARE ESSENTIAL TO HELP

YOUR ARTICLE OR BOOK CAPTURE PUBLIC ATTENTION 

ProPublica, the highly respected, non-profit, investigative news source created by former Wall Street Journal Managing Editor Paul Steiger, published an article that looked at reasons why some news stories made headlines, while others of equal importance got lost in the shuffle. Their conclusions have great value for article writers and book authors. 

The article offered a very cogent example. Propublica broke the first story that reported the trials of Khalid Sheik Mohammed and other detainees would be heard in Federal Court. It roused little concern, probably because it was buried in a story about the closing of Guantanamo Bay. 

Just a few weeks after the anniversary of 9/11, the Justice Department announced the decision, and headlines screamed the news. The trial was scheduled for a courthouse very near ground zero. Not only was the timing far more emotional, but the announcement was made at a full-blown press conference, a powerful presentation. 

There is a powerful lesson to be learned from this, not just by journalists, but also by those of us who craft articles and write books. Timing and presentation can make the difference between success and failure.

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BORDERS OFFERS FREE SHIPPING

ON ANY BOOK NOT IN STORE INVENTORY 

Plagued by problems that forced it to reduce inventory levels in its retail stores, Borders has solved the problem this holiday season with a special program that offers free shipping on any book that is listed on its .com store but not available in one of its retail stores. 

Price is not a factor, as it is online, where Borders, like most of its competitors requires a minimum $25 purchase to qualify for free shipping.  The program ends on December 16. 

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INGRAM ANNOUNCES NEW PROGRAM

TO SUPPLY UP-TO-DATE NEWS TO BOOKSELLERS 

Ingram’s recent announcement of the Ingram Wire should be a blessing for busy booksellers seeking greater information on trends, stock levels and other pertinent news. The digital wire will offer backorder info, in-stock stats on fast sellers, books that have received awards and other information that will help retailers improve and balance their inventories. 

The program works on PC or Mac formats and offers retailers the opportunity to place orders as well. Any new improvement that helps move more titles more easily is welcome news to booksellers and certainly to authors and publishers as well.

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STUDY SHOWS THAT PEOPLE FEEL FREER

TO EXPRESS THEIR FEELINGS ONLINE  

Authors who rely on digital programs like blogging and social networking should be aware of the fact that “The anonymity of the Internet leads people to behave differently than they do face-to-face. ”That’s the way eMarketer sums up the findings of a study by Euro RSCG Worldwide. 

The study discovered that nearly 43% of Internet users in the United States feel less inhibited in what they state online. eMarketer labels this “cyberdisinhibition.” 

More than 31% of respondents feel empowered to do something they’re been wanting to do, but of even more importance to authors and publishers is the willingness of  20%to lash out with negatives. That can mean disparaging comments about your book or even about you. 

With the increase in the use of blogs, huge volumes of discourse on social media and the growth of video and texting, cyberdisinhibition is something for all of us to be aware of as we protect our books and our reputations.  
 

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Charlie’s Choice

Weekly Tips to Help You Write,

Publish & Promote Your Work 

TALKING YOUR BOOK TO SUCCESS 

      Appearances of every sort—making speeches, book signings, manning a booth at book fests—these are all tremendously productive activities that will help ring the cash register of any published author.

      I know how shy the majority of authors are. Most of us far prefer sitting in front of a computer than standing behind a microphone. I had goose bumps too when I gave my first public talk. Today, I enjoy every opportunity I am given to speak. But you’re not alone in feeling uneasy.

      Believe it or not, 41% of the population is fearful or anxious about speaking in public. When you look at the reality, you realize that’s somewhat ridiculous. Every experienced speaker knows that audiences generally want the speaker to succeed. To be stimulating and informative. After all, the audience is there because it wants to learn something.

      The key to success is knowing what it is you want to say and having the information to say it well. Content rules in speaking, just as it does in writing. That’s why authors should be top notch speakers. We rely on words to express our thoughts. So does a speaker.

Preparing to Speak

      Whenever I try to help the writers I coach become quality speakers, I press them to ask themselves ten questions. If they do it properly and give the response to each the thought it deserves, they will have a basic outline of their speech ready-made.

1. Why am I delivering this talk?

2. What do I know about the audience I’m speaking to?

3. Do I have the kind of information that will have meaning for this audience? Or can I find it by researching?

4. Why is what I have to say of real value to my audience? What benefit will it offer them?

5. How should I open the talk? Is there a particularly dramatic or exciting piece of information I can offer that will capture the audience’s attention from the start?

6. What key point should my presentation highlight?

7. Can I strengthen the basic facts with relevant anecdotal information? Tell a relevant or a descriptive story? Humanize it?

8. How long should the talk be and how much time should I allot for questions?

9. Do I have a strong closer? Will the audience leave on a high note?

10. Do I have a brief, but comprehensive, introduction that I can give to the person who will introduce me?

      While you prepare these answers, stop thinking of yourself as a speaker. Consider what you would want to hear if you were a member of the audience. Someone who had come because you had seen the flyer announcing the talk. What did you come to learn? What benefit will you gain from listening?

      Remember always, the audience has come to hear your speak on the subject in which you are an expert. They did not come to listen to a promo talk about the wonders of your latest book. Certainly, you are free to make occasional references to your book. But make them in the context of your talk.

      For example, you can make a point by saying something like, “As I state in my book The Writer Within You, …” Keep the references oblique. Mention them casually. You don’t want to sound as though you are making a sales pitch. At the end of your talk, you can specifically mention the book, its five-star reviews, its awards, its honors. This is particularly so if you are conducting a signing after the talk.

Practicing Your Talk

      Statistics show that preparing properly by practicing can reduce any fear of reluctance to speak by as much as 75%. That’s because you know and have practiced what it is you will be talking about.

      Go over your speech time and again until each thought just flows. Close the door to a room away from your family and always speak out loud. Perform in front of a mirror so you can detect and eliminate any amateurish actions that will distract your audience.

      On the day of the talk, arrive at the venue a little early. Wander about the room to become at ease with the space. Set up your display on the rear table that is provided. Most of all mingle with the members of the audience as they drift in. They will be delighted that their speaker is not too self-important to chat with them. And just as this helps to warm up the audience, it will relieve a good deal of your tension. 

      If at all possible work from notes. It is far preferable to reading your speech. But if you are forced by circumstances to read, do it slowly. Pause between thoughts. Give your audience a chance to digest your statements. You are not reading a book. Slow down.

      Look around the room regularly. Go eye-to-eye with members of the audience seated in different sections. Don’t bury yourself in your notes or your speech text if you’re reading. Some experts talk of the three second method. Look right in the eyes of an audience member for three seconds. Then shift to another and another, and do the same.

      If you have or plan to maintain a newsletter, take this opportunity to sign up new subscribers. Offer anyone who signs up whatever inducement you use on your web page to attract new subscribers. I give away two free e-books. Pass around a sign-up sheet that asks only for the name and e-mail address. Don’t scare off potentials by asking for too much information.

      All of these preparations and suggestions are applicable whether you are speaking at a library, a writers club or other venue, and equally important if you are conducting your book signing at a retail store.           

A Word of Warning

      Don’t be enticed by the many offers on the Internet to train you to be a superb speaker and earn thousands of dollars for each presentation. Too many of these vendors will promise you the world. You just have to send in your money, and like magic, you’ll be catapulted to fame and fortune. And they’ll find ways to badger you repeatedly, even if you place them in spam or opt out.

      The problem is that their promises are never fulfilled. Some will invite you to a boot camp. Others promise to set you up in a program to which invitations to speak  will pour in. And still others will offer to coach you.

      Be cautious. Investigate any offer with great care because there are also a number of solid experts who can help you. Your challenge is to weed out the charlatans, if you decide you want to retain the services of an expert trainer and/or a placement organization.

      If you are looking for an inexpensive, but effective, introduction, try Toastmasters International. This organization has clubs scattered throughout the United States. Find the closest one through their web site, and attend meetings. It will give you performance experience, solid critiques and advice from your peers.

       From this beginning, you’ll be able to start by speaking at smaller venues like libraries. You will also feel a great deal more comfortable in broadcast interviews on talk shows, a subject we’ll tackle next week. Once you begin, you will develop the skills and the confidence to speak to groups of any size, and you’ll be on your way to legitimate fame and fortune as you combine writing skills with speaking ability.

      Next week, as I mentioned earlier, we’ll take speaking to the next level and look at the potential benefits from creating your presence on broadcast, primarily talk radio. See you then.

      Keep Writing! 

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