Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Ken Magill

The Whole Magilla

By Ken Magill

About Ken

If there’s one word that most aptly describes Ken Magill’s coverage of online marketing, it’s fearless. For more than a decade, Magill has built a reputation for calling it like he sees it no matter who may get offended. Some marketers read his column just to make sure they’re not in it. In a trade-publishing market populated mostly by vendor representatives who must watch what they say, Magill stands out as the one guy who says what he thinks. Moreover, he often writes what others are thinking, but are afraid to say. He can even be very funny.

Having been a direct marketer, and having covered online marketing since 1997 for DM News, Direct, Chief Marketer and Multichannel Merchant magazines, Magill offers a unique, informed perspective on the evolution of digital selling. He was also founding editor of trade weekly iMarketing News and Magilla Marketing, a newsletter dedicated to e-mail.

He is currently founding editor of the recently launched trade weekly email newsletter The Magill Report.

 

Mobile-First Marketing

Greg Hoy
Cross-Device Is the Cornerstone of Your Marketing Plan
Dec 17, 2014

As smartphones and tablets evolve, the bright lines that previously separated digital, print, TV, mobile and PC are now beginning...



The Integrated Email

Cyndie Shaffstall
5 Shades of Pop-Up Email Acquisition
Dec 15, 2014

As marketers, one of the biggest challenges we face is growing our marketing list at a rate higher than our...



The Data Athlete

Mike Ferranti
Data Athletes in Modern Organizations
Dec 16, 2014

Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Making Social Sell

Jeff Molander
5 LinkedIn Best Practices That Don't Work
Dec 12, 2014

Prediction: 95 percent of sales reps and distributors will invest time in LinkedIn best practices that fail to generate leads...



Direct Mail for the Modern Marketer

Summer Gould
QR Codes Can Make Your Direct Mail More Effective
Dec 11, 2014

Direct mail is an effective way to reach prospects and customers. But, we have to admit that both customers and...



Reinventing Direct

Gary Hennerberg
5 Numeric Speed Bumps to Higher Conversion
Dec 10, 2014

Ah, the holiday season. Your prospects are moving fast these days in an always-on world, with all the trimmings of...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Marketing Sustainably

Chet Dalzell
‘Programmatic’ Goes the World - Media Buying Is Audience Buying
Dec 8, 2014

Direct marketers have long had a love affair with data-driven media buying. In the world of direct mail, for example,...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Smart Data - Not Big Data
Dec 4, 2014

As a concerned data professional, I am already plotting an exit strategy from this Big Data hype. Because like any...



The Power Punch

Carolyn Goodman
Mergers and Acquisitions: A Challenge to Brand Loyalty
Dec 5, 2014

In the late 1990's, I discovered ShareBuilder—an easy way to buy stocks (and even fractions of a single stock) through...



IMM-Possible ROI

Stephanie Miller
Mastering the Complexities of Multichannel Digital Marketing
Dec 2, 2014

Integration is like the Holy Grail of marketing. Connecting the dots at the customer level, across channels, devices and owned...



Ruthless B-to-B Marketing

Ruth P.  Stevens
Named Account Marketing: New Tools and Techniques to Reach a Limited Universe
Dec 1, 2014

Some B-to-B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
If Your Site Is Not Mobile-Friendly—Fix It Now!
Nov 25, 2014

If you rely on search to assist new users in finding your site, you must now make sure that your...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



How a Dirty Mind Can Help Save Your Creative

3
 
My journalism mentor Charlie Adair [RIP] was an utterly twisted human being, but in the best way imaginable for a student who wanted to learn to be the best reporter he could be.

He could have taught marketers a thing or too, as well—for example, about empathy, hitting deadline, and always thinking on one's feet.

The final exams for Charlie's infamous interviewing course were legendary for putting students in excruciatingly uncomfortable positions.

According to a post on his eulogy, one class "was merely given phone numbers to call for interviews. The students discovered people who were blind, who had AIDS, who were in great distress—all assembled by Charlie for the exercise."

"Typical Charlie," I thought as I read it.

For another exam, he loaded the entire class into an Econoline van, drove them to the front gate of New York's Attica state prison and told them to go in and get quotes from lifers.

The final exam for my interviewing class was a quote scavenger hunt that included having to find, phone and quote people who were obscurely referenced—maybe by just a name or nickname. This was before the Internet.

My exam also involved getting a quote from Buffalo, NY's then mayor Jimmy Griffin, a man legendary for physical altercations with reporters.

I aced that exam. For example, I knew Mayor Griffin would get increasingly agitated by the calls from Charlie's students and would stop accepting them, so I made sure I was first.

Charlie called his interviewing class "boot camp for the terminally over privileged."

Just before he died, I met him for lunch during a trip back to Buffalo. After we shook hands, I produced a copy of iMarketing News, the dot-com trade newspaper I had launched for DM News.

"Everything you taught me is in play in this newspaper," I said. "Your name's not on it, but you're all through it."

He died in 2000 from unexpected complications from what was supposed to be minor surgery. He was 58.

I think of Charlie often, especially when circumstances arise that he warned us would come about.

In fact, I thought of Charlie recently and how he would have chuckled when an email arrived from the Obama team with "Michelle" in the "from" line.

"Sometime soon, I want to meet you," said the subject line.

Team Obama could use a Charlie Adair.

One of the simplest but most enduring lessons he taught me was that the best editors have dirty minds. They can help avoid publishing embarrassing copy with unintended meanings.

For example, I once saved a reporter from including a line in her piece about a football practice bubble that had been "problem plagued since its erection."

If a Charlie Adair were on team Obama, he would have told them that subject line in the "Michelle" email sounded like something from a pornography spammer.

Everyone can use a Charlie Adair on their copy team-including you. That guy or gal on your team with the dirty mind could mean the difference between a sale and a giggle.

Sections:

3

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: