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What a Difference a Year Makes

Every year on New Year’s Eve, my family has a tradition of writing something down on a piece of paper and sealing it in an envelope not to be opened until the following year. We usually write down predictions, goals and just things that we would like to see happen in the next year. I always liked this tradition because a lot can happen in a year and it’s amazing how your goals and aspirations can change in such a short time.

I’m especially looking forward to this New Year’s celebration because I remember exactly what I wrote down on that piece of paper a year ago. I wrote down four words- I want a job.

Last year, I lost my job due to the election cycle and was at my wit’s end with job searching, interviewing and waiting for good news. January 6th was my last day of employment and I had a couple of prospects that I was holding out hope for, but nothing definite heading into 2011.  Needless to say, I didn’t feel like I had much to celebrate.

A few weeks later, Keith called to offer me the position as Content Marketing Manager and not only did I get a job, but I got one that I thoroughly enjoy.

The Arland Group has had quite a year, as well. This year, we’ve added two new Arlanders, opened a new office in St. Louis and continued double digit growth in a down economy. We certainly have a lot to celebrate this year and I can’t wait to see what’s in store for 2012!

Posted: December 28th, 2011
at 10:35am by Megan


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Magazines Don’t Have To Die

Mobile devices have completely altered publishing. We’ve heard about the chains like Borders going under and we’ve seen magazines shrinking and disappearing and this has all happened in a very small span of time. When I started in the magazine business 14 years ago, we were still sending film to our printer to be scanned and made digital for us. It took six people to design, write and produce our largest publication but it was a beast at 100+ pages per issue. Today, that same magazine averages 44 pages and only has three people on staff not including sales reps. Many big b2b publishing companies are turning into ghost towns and those who are left know their days are numbered. In the last 3 years, I’ve known of 47 different b2b titles that have shuttered their doors.

That said, our client, Convenience Store Decisions—a b2b magazine—has had an absolutely incredible year. This is a magazine that a large publishing company ran into the ground and walked away from. A young publishing company, Harbor Communications, bought the title and completely turned it around. What did they do right? Everything. They refused to print an issue less than 68 pages even if they only had 15 ad pages to start, they didn’t skimp on paper or ink quality, they gathered an incredibly potent sales and publishing force, stood behind their talented editorial staff and hired a group of designers who have been with them all the way to help put their magazine at the top of its game—if we do say so ourselves.  They have never sold their industry or themselves short. Everything about them says quality. But they have also redesigned their website, developed a mobile application, created conferences and basically done everything they can to cater to their industry while moving in the direction that technology is taking them.  They haven’t given up on the paper product nor should they. Rather, their paper, web and mobile products along with their in-person events all work in conjunction with one another to support the CSD brand.

So what is the take-away here? If there a service or product that is needed by a particular market, no matter what changes come along, there is no reason that service or product can’t be successful as long as customer’s needs—rather than the presentation to the investors—are always the priority. Sometimes you have to take it on the chin awhile to get something off the ground but once it takes off, hard work and proper money and resource management should keep it going.

Magazines don’t have to die off but they are changing. Many of the same industries exist and benefit from ideas shared. But many publishers have given up readjusting their approach. I think a lot of the reason is big publishing companies have lost site of the markets they service. They don’t make the effort to entrench themselves in the market. I’ve worked with amazing publishers and weak publishers and the difference is that great publishers are their magazine(s).  They foster and raise their magazines and care for their growth and well-being past the ego of the title. They support and direct their team while tirelessly reaching out to the industry. I hope more entrepreneurial publishers buy run down titles and turn them around. The industry needs you whoever you are.  And we’d love to work with you!

Posted: December 13th, 2011
at 1:36pm by Erin Canetta

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Recognizing Subtle Significance

As the year winds down I realize I’m really going to miss 2011. It was a good year for no one big reason but rather for realization of so many special reasons. I don’t know if it’s age or wisdom or what but this year more than ever I’ve found joy in the subtle significance of life.

My baby girl Vivienne, with her bounds of energy, has made me realize that 10 minutes of quiet while staring out the window with a cup of tea is magic. Now with my 7-year-old approaching chin height I’ve realized she’s growing up very fast and I need to really value our enlightening conversations on the way to school.  The realization that I get to wake up everyday and work in an environment that is always supportive, encouraging and challenging is extremely fulfilling.

I was looking though our colleague, Jonathan’s, photographs from India that he’s been posting on facebook and he captures that subtlety of the moment in the faces and places he photographed. Living in fast-paced world we are often living in the moment that is ahead of us rather than living in the guaranteed moment we’re standing in. Jonathan picked out many of those “now moments” that most people miss and few would think to capture with a camera.

I think we approach our clients and their products the same way at TAG. On every phone call, conference call and meeting and at every level we are fully present and absorbing our client’s reality and the significance their product offers. We ingest and digest it so we can pick out the seed or seeds that make their product invaluable to their potential customer. Something worth investing in is rarely made up of one big bang but rather consists of many subtle yet important layers that fit into a person’s day to make their job or life easier or more enriched. And it’s the subtle significance at TAG that we focus on, blow up and make real. Once something is made real, its significance becomes intuitive.

So no major big bang in 2011 for me but many, many real moments have made this year worth remembering.

Posted: November 29th, 2011
at 9:32am by Erin Canetta

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Sweet Success!

A couple months ago I wrote of a project I was taking on outside of work, a bit creative, a bit of project management and a possibly big challenge for a “capable baker”, but no Betty Crocker or Martha Stewart here. I had decided with some pro-active planning and attention to detail, that I just might be able to produce from scratch, not only a birthday cake (for a 4-yr old), but a Treasure Chest Birthday Cake that came not only with a recipe but a video!

It was served up last weekend . . . and people actually recognized it! It indeed was a Treasure Chest with jewels, gold coins, gold nuggets and a whole bunch of loot. The birthday boy stuck his finger in it (conservative approach) while the little brother stuck his whole face in it to get at the jewels (adventurous approach). I guess that spells success. Have to thank my wonderful job for allowing me to keep my saw sharpened and skills of planning, attention to detail and project management well-honed, they come in very handy in my personal life as well.

Posted: November 10th, 2011
at 1:31pm by Sharon Lynch

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Happiness -Arland Style

I am a lucky soul.  I wake up every day and get to work for a company I love, learn from co-workers I respect and admire and do work for clients I truly enjoy.  Roll back the clock to 4 years ago.  I had just joined Arland and I was excited about working for a really cool and unique branding agency.   I was also keenly aware of the challenges associated with working with a small company and I was more than a little intimidated.  We were lacking some basic tools; marketing collateral; processes and support that I took for granted from my prior sales role and I knew that I wouldn’t change the world overnight. Back then, as is the case now, we were running “lean and mean” and wearing multiple hats in our roles.  My work life could be described as frenetic at best.  At the same time, my personal life had been turned upside down, having lost both my brother and my mom unexpectedly in a 2 month period shortly after coming onboard.  I was depressed, anxious, worried and I could have easily let Arland’s short comings and my own personal tragedies slow me down.  What is more, I could have allowed sadness and fears extinguish my passion for helping my customers and stunt my growth as a sales person, mother and wife.

When I was at my lowest, I picked up the phone and called my good friend Brian Corey, SVP of Sales at SimplyHired.  He is by far the most positive individual I have ever had the good fortune to meet.  He consoled me, gave me a pep talk and then reminded me that there is always someone who has it worse in life than we do. It was a gentle reminder that I needed to be grateful for all that I have and that I am the sole gatekeeper to my happiness.  It was a turning point in my life.  I decided from that day forward that I was going to be a happy person- no matter what!

I know it sounds silly to say that I was going to flip the happiness switch.  So, here’s a secret for you: I don’t wake up every day with a smile on my face. In fact, without my morning coffee from my magical Keurig machine, I can be pretty darn cranky.  No one experiences 100% happiness all the time.  But, I have resolved to spend my days in a good mood or will myself into pretending that I am having a great time.  In my opinion, your attitude is three quarters of your success in life and it determines the outcomes of your daily interactions.  It’s pretty simple; you can make it really good or really bad. This attitude shift is how I can smile even after I have wrecked my car into the garage (yes that just happened), my dogs have decided to mark my new jeans as their territory or I miss my flight home from a meeting. This might make me sound a bit Pollyanna-ish, but it’s how I have made it through some of the most trying situations of my life and I know it’s why I know I will continue to prosper and succeed in years to come. I am really glad that I have made these conscious decisions to maintain my optimistic outlook and I am so proud of our team’s growth and evolution here at The Arland Group.  It’s been a wild ride but I am holding on tight and enjoying every bump and turn in the road!

Posted: November 4th, 2011
at 8:19am by Deb Andrychuk


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