Mark Everett Hall on Vendor-as-Publisher

Computerworld blogger Mark Everett Hall takes "almost every single meeting that's pitched" to him these days.

He doesn't write them all up. But the well-known tech edit veteran worries that receptive journalists have grown "scarce" in an era when "everybody is trying to find that Linux-Windows controversy that can get them 100,000 views on their blog posts."

"The enterprise books are being driven by the Internet, which is being driven by the masses," Hall says.

So, what's Mark's advice for PR pros with an enterprise tech story?

"They're going to have to resort to creating their own content, developing it on their web site and creating their own distribution -- and their own publishing arm if they're serious about getting that information out, not just to their constituents but their future constituents."

Can vendors be believed?

Says Hall: "[Vendors] have a credibility problem in terms of getting their content perceived as objective, but I don't see them having any other alternative as publications shrink in number and in pages."

What's key to vendor publishing success?

"Somebody internal to those companies needs to think like an editor in putting together content, and then making it appear on a regular basis. This is one of the things a lot of people don't get on the vendor side. They think, 'Ah, I've produced a white paper!' Content in the publishing world is something that happens on a regular basis. It's not about sporadic, brilliant gems that are found on occasion. You have to produce on a regular basis, and it has to be interesting, well-produced and it needs to look good, too."

Listen to the SWMS audio interview with Mark Everett Hall (12:36).

[IDG is a paid subscriber to SWMS.]


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