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How to Construct A Winning Webinar

May 18th, 2016 · No Comments

May 12th 2016 was a rather special day for my company, TheNewsMarket, as it embarked on hosting its first-ever webinar – ‘The Evolution of Storytelling to Content Marketing’! I developed the concept when I joined the company last December and constructed the elements and garnered support over the past several months.

You can check out the on-demand recording of the webinar here:
In the meantime, here’s a quick run-through of why we wanted to take on such a huge project, how we achieved it and the reception it received…

Preparation: Assembling Our Panel

First things first, every successful webinar needs a diverse roster of engaging experts to give your production credibility and put “eyeballs on screens.” As simple a point as this seems, the panel both has huge impact on your viewership and whether participants take away value and learnings.

Thankfully, we managed to assemble an expert and eloquent ‘A Team’ of marketing, media and public relations veterans, ready to spark debate and drive conversation. Here’s how we did it…

We started with the basics. Naturally, a webinar concerned with the nature of modern content marketing needs the strong voice of an accomplished marketer. With that thinking in mind we looked to our impressive list of clients and managed to secure the services of Kelly Funke, VP, Marketing at FILA USA. Great relationship? Tick. Exciting brand? Tick. Engaging speaker? Tick. One fantastic name on the team sheet down, two to go.

Next we decided to add value for our viewers by ensuring our panel was diverse. We came to the conclusion that to add balance we needed the perspective of a journalist with a wealth of experience at a top news outlet. Following a quick consultation of our worldwide media community, we had our man – Senior Digital Producer of 35 years at ABC News, Larry Shaw. A member of our media network since 2004, Larry was an obvious choice, having taken part in a survey which formed the basis for our whitepaper ‘The Digital Revolution – Shaping the Way Journalists Consume Content’. (CONOR – CAN YOU HYPERLINK THE WHITE PAPER DOWNLOAD HERE?) Now that we had a media professional with deep credentials, our next challenge was to find an expert in the area of earned media through gatekeepers such as Larry.

The final piece in our puzzle was Jann Ingmire, the newly appointed Director of Media Relations at St. Jude Children’s Research Hospital. Media apostle and seasoned speaker, Jann is also a long-time friend of our host Ed Lamoureaux, SVP, TheNewsMarket, North America. More importantly, Jann has the unique credentials of having stewarded the longest running marketing content feed in America, The JAMA Newsfeed, a weekly production of the Journal of the American Medical Association.  There was no doubt Jann’s vast knowledge alongside her infectious enthusiasm would add another dimension to the discussion, bolster audience engagement and take the webinar to the next level.

With our panel in place, it was time to turn our attention to the big day!


A few months of meticulous planning and countless brainstorming sessions later and our project was beginning to fall into place. The aim was not only to drive conversation but to provide real value for our viewers by offering professional insight and stimulating ideas. For a brand in today’s digital age the real challenge is to make your story engaging using multimedia and to implement strategies that will connect with your audiences via traditional and new media channels. Helping brands overcome this challenge became one of the key goals of our Webinar and, according to our social media feedback, it appears we did a pretty good job!

Viewers used the hashtag #TNMontour to contribute with comments, opinions and questions for our panelists.

Many of our viewers shared the insights provided by our panelists with their own social communities…

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… and took to Twitter to pose their own questions to our experts.

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We were definitely ‘feeling the love’ after the presentation! As the webinar came to a close our audience showed their appreciation.

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All in all the webinar was a huge success, providing our viewers with invaluable marketing and story-telling tips while also helping us at TheNewsMarket to really think about how to optimise our content to engage audiences worldwide. You can check out The Evolution of Storytelling to Content Marketing here. Here’s to the next adventure and thanks again to everyone on the panel and in the audience who made our first experience so productive and memorable.

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April 13th, 2016 · No Comments

A list of the most stressed out towns in America. Are you on the list?

The Roadsnacks and Areavibes people selected a set of six criteria and applied them to every place in America with a population under 25,000:

More than an hour-long commute
Unemployment rate
Hours worked
Population density
Percentage of income spent on rent
Population without health insurance

Here is the list:

Mendota, California
Belle Glade, Florida
Posen, Illinois
Hapeville, Ga.
Guttenberg, New Jersey
Asbury Park, New Jersey
Jacinto City, Texas
Manorhaven, New York
Hallandale Beach, Florida
Marion, South Carolina
Cliffside Park, New Jersey
Darby, Pennsylvania
Country Club Hills, Illinois
La Homa, Texas
Palmetto Estates, Florida
Long Branch, New Jersey
West Athens, California
Bridge City, Louisiana
Terrytown, Louisiana
Woodlawn, Maryland
Bridgeview Village, Illinois
Park City, Illinois
South Houston, Texas
White Oak, Maryland
Riverdale, Georgia
Sharon Hill, Pennsylvania
Orosi, California
Avenal, California
Friendly, Maryland
Lindenwold, New Jersey
Cloverleaf, Texas
Fairview, New Jersey
Greenfield, California
Harvey, Illinois
Great Neck Plaza, New York
Dolton, Illinois
Home Gardens, California
Muscoy, California
Ashland, California
Lauderdale Lakes, Florida
Redan, Georgia
North Miami Beach, Florida
Clarkston, Georgia
Willowbrook, California
Gladeview, Florida
Candler-McAfee, Georgia
East Riverdale, Maryland
Bacliff, Texas
Riverdale, Illinois
Hazel Crest, Illinois
Norcross, Georgia
Lantana, Florida
Walnut Park, California
South San Jose Hills, California
Brownsville, Florida
Firebaugh, California
Goulds, Florida
Gretna, Louisiana
Reedley, California
Live Oak, California
Crystal Lake, Florida
Pahokee, Florida
Riverdale Park, Maryland
Lawrenceville, Georgia
South Valley Stream, New York
River Grove, Illinois
Franklin, California
Cudahy, California
Cutler Bay, Florida
Hornsby Bend, Texas
Country Walk, Florida
Los Banos, California
Wilton Manors, Florida
Stanton, California
Fair Oaks, Georgia
Parlier, California
Lake Worth, Florida
Boulder Hill, Illinois
Adelphi, Maryland
Avocado Heights, California
West Park, Florida
Hightstown, New Jersey
Pinewood, Florida
Spring Valley, New York
Inwood, New York
Penns Grove, New Jersey
West Perrine, Florida
Sauk Village, Illinois
East Hemet, California
Jasmine Estates, Florida
Coral Terrace, Florida
South Monrovia Island, California
Fort Lee, New Jersey
Montclair, California
Garden Acres, California
Ojus, Florida
Justice, Illinois
South Tucson, Arizona
Collingdale, Pennsylvania
Bridgeton, New Jersey
San Pablo, California
West Rancho Dominguez, California
August, California
Holiday, Florida
Oildale, California
Roselle Park, New Jersey
Garfield, New Jersey
Clifton, Colorado
South, Florida
Rahway, New Jersey
Newman, California
Golden Glades, Florida
Valinda, California
Lovejoy, Georgia
East Rancho Dominguez, California
East Porterville, California
Calumet Park, Illinois
Worth, Illinois
Hazel Park, Michigan
Three Lakes, Florida
Fruitridge Pocket, California
Dumfries, Virginia
Peekskill, New York
Maywood, Illinois
Bay Harbor Islands, Florida
Combee Settlement, Florida
Meadow Lakes, Alaska
Jeanerette, Louisiana
Selma, California
Conley, Georgia
Lamont, California
Glenwood village, Illinois
Westwood Lakes, Florida
Hollister, California
Keyes, California
Orange Cove, California
Forest Park, Georgia
Bell Gardens, California
Stone Mountain, Georgia

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Love What You Do.

March 15th, 2016 · No Comments

Facebook Timeline Movie Maker? Yeah, that’s our work.

Adidas Global Online Newsroom? Yeah, we built that.

HBO ‘Game of Thrones’ Online Viewer’s Guide? Yeah, we built that.

Lamborghini’s video production, beauty reels and events?  Yeah, we do that.

Google’s Multimedia Newsroom? Yeah, that’s our work, too.


We have won 22 Emmys, 19 Telly’s, 17 PRN Awards, 4 Addy’s, 2 Webbys, 2 Shorty Awards, a Clio and more for creating compelling content and entertaining experiences that drive results.

Do I love my job?  Yes.  But I love my company more because of the collective intellect, drive, dedication, skills, diversity and collaborative culture.  Even more importantly, though, what makes Definition 6 incomparable is the trust our clients invest in us — globally recognized brands that are leaders in their categories.

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The Evolution of Broadcast PR and News Content from Marketers

February 3rd, 2016 · No Comments

The longer I work in and around public relations and marketing communications, the more I hear how the old “video PR companies” are dead or dying. And then I laugh.

In fact, most of the companies working in the area of multimedia content creation and distribution can tell you that, like all things, business has evolved, not died. This is the same truth realized by public relations professionals when told that PR and earned media is dead. Far from it. In fact, more content is being produced and distributed by brands and their PR, digital marketing and social agencies than ever before. “Narrative marketing” is alive and well and thrives in the PR segment of marketing because PR professionals are the greatest storytellers in the marketing business.

Narrative Marketing combines the predictability and precision of guaranteed media to the storytelling impact of PR. These clearly-branded, informative segments are ideal for delivering a brand message in a “tell me, don’t sell me” style, and ensures brands, non-profits, corporations, government agencies and all others with stories to tell connect with target audiences in a measurable way across ALL media channels.

I’ve attached a sizzle reel to show some great samples of what is working today in the world of narrative marketing and multimedia content creation. Please connect with me if you want to learn more or discuss how it can work for your organization.

Synaptic Digital Blocks Logo

A digital content creation and distribution company


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PRWeek Headline: “Social media maven” Ed Lamoureaux moves to Definition 6

December 17th, 2015 · No Comments

Thrilled that my recent job move got major industry trade pub pickup:

But the real work has just begun. Six years ago this article appeared and I was just beginning to shift the company I worked for at the time (WestGlen Communications) toward PESO (paid, earned, shared & owned) media strategies. Today that’s the norm and Definition 6 is powering (and EMPOWERING) its divisions, TheNewsMarket and Synaptic Digital, to lead the renaissance of multimedia marketing. I am lucky and thrilled to be part of this new venture in these tumultuous but exciting new times:

Article from PRWeek – October 8, 2009:

Broadcast PR firms’ survival hinges on innovation

by Tonya Garcia

The once-dominant broadcast PR industry has faced serious challenges over the past few years. That has never been more evident than in recent weeks, as The NewsMarket completed its acquisition of Medialink and On the Scene Productions (OTSP) filed Chapter 7 and shut its doors for good following financial hardship.

These developments are a bold illustration of a shift in the broadcast PR business model that has been underway for some time while the companies tried to adapt to a changing market, including the move to online.

“In business, if you don’t reinvent yourself every five years, someone will do it for you,” says Ed Lamoureaux, SVP of WestGlen Communications, another broadcast PR firm. “If you haven’t already changed and helped your clients find new ways to do broadcast PR, you’re in a world of hurt right now.”

Another determining factor is the simple fact that producing a video has become easier, and less of a specialized product.

“Technology has demystified the creation of content,” says Shoba Purushothaman, chairman and cofounder of The NewsMarket. She says there’s still a need for sophisticated content, but costs in the market will continue to decrease.

“There are some firms that are used to a pricing model that doesn’t work anymore,” says Purushothaman.

Still, as the broadcast PR firm model is shifting and contracting, the value of video production has clearly not dried up. NewsMarket found Medialink an attractive business because while it was focused on distribution of video, Medialink offered expertise and capability in creating the content, Purushothaman says.

Other broadcast PR veterans are also working to adapt.

While Doug Simon, president and CEO of DS Simon Productions, sees the latest developments as “the end play of the whole VNR controversy,” which decimated a whole sector of broadcast PR firms’ business, other offerings remain viable. For example, he says that SMTs, Internet media tours, and distributing content across media platforms are robust parts of his business.

“I was forced to diversify my business years ago because a key part of our branding was results for VNRs,” says Simon. “I realized earlier the need to make a foray into online media content. That’s a part of our business that’s growing rapidly in 2009.”

Simon adds that sales for this year are going to be within two to three percentage points of 2008 “due to growth of the Web video and Internet media tour business.”

Lamoureaux, too, says he has been shifting business toward reaching targeted audiences via both earned and paid media. According to Lamoureaux, WestGlen has established “microsyndication” deals and added products and services to reach more targeted audiences. This focus has helped WestGlen in a space that, he says, became “too crowded.”

“There are other companies still on the ropes,” he says. “I’m hearing stories of producers only working two- or three-day weeks. For every company that goes out of business, there are people who know what they’re doing, people with good ideas.”

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