Category Archives: Learfield

Leveraging your customers (fans)

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One of the ideas Seth Godin talks about (on his blog, in his speeches and in his new book) is turning your best customers into marketers. Make it easy for them to tell your story. One of the examples: The Beastie Boys gave digital cameras to fifty of their fans and invited them to film one of their concerts. They edited the best of these into a film.

I’m only remotely aware of who the Beastie Boys are but I love the idea. I’d love to try this with one of our sports properties. Some big rivalry might be fun (Missouri vs. Kansas?). The idea isn’t to get great play-by-play shots, but tail-gate fun, etc. I don’t know what you’d get but you announce that the resulting video will be on the Mizzou website (brought to you by Sponsor To Be Named?).

A lot of work? Sure. Big money maker? Maybe not. Lot of fun? Maybe.

Web Content Strategist

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For the past 6 or 7 years, I have been working with our company’s websites. Sometimes that means designing from scratch. Sometimes we outsource the design and/or development and I manage the project. I support usesrs –internal and clients– on various content managment tools. And a bunch of other stuff. And from the beginning, I’ve struggled with a title for this position.

Some of our folks introduce me as “web guru.” Hate that. Implies a level of mystical knowledge I will never posses. Same for “webmaster.” I’m not even the master of my domain.

I’ve used Online Editor and that’s not bad. Funky Web Monkey and Pile-Drivin’ Digital Daddy are fun but I’m really not funky nor a driver of pile. I fall back on “Web Guy” (Web Boy wasn’t working) from time to time.

Today, I spotted this title: Web Content Strategist. “Strategist” seems a bit grand but I do think a lot about what we’re doing and where we’re going with our growing number of websites. So, maybe.

Show business is my life

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Radio Iowa News Queen O. Kay Henderson emailed this affiliate update:

“As you know, KICD news director Brent Palm left to take a job at Minnesota News Network. His replacement is Tim Torkildson. Mr. T worked in radio 12 to 15 years ago. He left radio to become a clown and ringmaster for a traveling circus. He’s now left that career, settled in Spencer and is starting his third week on the job.”

Welcome back, Tim. I’d surely love to interview you for smays.com.

Clyde’s Tips for Success

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“Throw yourself into your job. Learn it very well. Show your superiors you’re grateful to have work — many don’t. Be inquisitive about Learfield, about what all is going on around you. Ask about things you don’t understand; push for answers. Feel free to offer suggestions. Don’t feel hurt if your great ideas are scuttled; push for reasons why. Go to lunch, or otherwise find outside social opportunities to be with associates — all of whom probably outrank you. Arrive early and stay late. Walk briskly with your head erect. Dress better than average. Remain quiet –not outspoken– in departmental meetings. Become involved in a community of friends outside of work. Be respectful, but not intimidated, by management; feel free to email or stop by our offices anytime. Expect to advance and be bold in seeking new opportunities. And, read my blog everyday!”

Tipping point for blogging at Learfield

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The head of our company made a pretty big announcement this morning, about some high-level promotions. But the exciting thing for me is how the announcement was made. Our CEO posted it to the corporate blog. And I think he did it from Ireland or Paris or somewhere. Now, I’m sure someone sent around the requisite Word document but the blog was the medium of choice for getting the word out to our employees (and the world). The Big Guy could have called a big company-wide meeting or circulated some kind of “eyes only” memo but he didn’t. Someone probably did a news release but even that was something of an afterthought. Clyde’s post is better. It’s a real, live person…speaking in a human voice…telling one and all what’s going on at our company. How hard is that? Damned hard.

Clyde on cover of JC Business Times

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Business TimesThe local Business Journal did a nice piece on Learfield, including a glam shot of Clyde on the cover. The reporter, David Reed, picked up on Clyde’s love of technology:

Lear’s desk gadgets, including a Blackberry, a laptop (from which he posts to his blog on Learfield’s Web site) and an iPod, show how comfortable he is with the latest technologies.

The 62-year-old techie picked up his cell phone and made a pronouncement: “I’ll guarantee you that in 18 months to two years, you’ll be able to watch every Missouri football game right here, watch it live,” he said. “We’re the company that’s going to make that happen. The university is entrusting us to make this happen for them. They don’t want to deal with a company that is going to lag behind. Our job is to be out front of the technology game.”

I might have to upgrade from my Wal-Mart Tracfone. I’d link to the story but, alas, the JCBT does not have a web site.

Twenty-two years and counting

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It’s almost that time again. On June 4th I will have been chained to a Learfield galley oar for 22 years. I am proud to say that Learfield founder and CEO Clyde Lear recruited and hired me and changed my life forever. I’ll resist the usual cult-rant and point you to Clyde’s blog. Everybody whose CEO is blogging with this kind of candor an openess…raise your hand.

Some can remember six years ago when things around here weren’t so rosy. We lost money. All of you took a pay cut for several months; I went six months with no salary at all. Remember what I told you then?

This either makes you real uncomfortable or it gives you goose bumps. I love it, of course. Clyde is a natural blogger. He got it immediately. Many (most) do not.

We met with a prospective client today and in a two-hour meeting, radio came up twice…in passing. When I asked the client to rank their website (with all forms of communication) on a scale of 1 to 10…she gave it a nine and couldn’t think of anything that was more important in getting their message out. She also confided that her website wasn’t very good. When I suggested she consider adding a blog…it was as though I had suggested adding child porn.

It’s really quite amazing. Reactions to blogging are highly polarized. A (very) few know about blogging and are eager to put it to use for their company or organization. Many (most) have no idea what blogging is and –simultaneously– are petrified by the very idea.

We have established this formalized communication made up of press releases, brochures, slick media kits and, yes, Main Stream Media… that is as stiff and structured as a Greek drama. But we all have our parts and know our lines. We have a script. And out of nowhere, come these bloggers and podcasters writing and saying any damn thing and it’s scary as hell. Line, please!

What was I talking about? I remember… 22 years at Camp Learfield. Halfway there.

“It isn’t broadcasting anymore.”

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In the early 70’s, Clyde Lear and Derry Brownfield founded the company I work for. It’s really a pretty cool story. In a recent blog post, Clyde demonstrates that he understands the seismic changes going on in the media world, and how they apply to our company.

“Affiliate radio stations are an important part of the mix. But farmers and other ag interests have so many ways to receive the message: print, podcasts, computers, etc. What remains is the message. It is the reporting and story-telling of … smart, discerning reporters who can effectively communicate. That is the message–not the media!”

I’m of the opinion that all established media companies must reinvent themselves to a greater or lesser degree. Some won’t make it. I’d like to think we will. And it’s a good sign that the top guy is clued.

Down the food chain a link or two, a couple of our reporters asked me to set up blogs for them this past week. They’re both veteran radio reporters (and writers). Bill Scott has been covering Wisconsin sports for a loooonnng time. Kay Henderson is one of the most respected political reporters in Iowa and has been at since the late 80’s.

Here’s the exciting part: read a couple of Bill’s stories here and Kay’s stories here. Now, read the first couple of posts on Bill’s blog…and Kay’s blog. I’m not suggesting that one is better than the other, just different. And, for me, one is much more interesting to read. I’ll let others argue about what is –and isn’t– journalism.

If Bill and Kay stick with the blogging thing, I predict that in a year, they will have far more readers of their blogs than of their “real” news and sports stories. And, for what it’s worth, they’ll be having more fun doing it.