In the publishing world, partnerships are key to driving distribution and success. Columnist Jeanniey Mullen discusses Outside Directors, a c-level talent network that can help publishers drive distribution and find success in new markets.
A new (old) route to publisher success? Tap the experts, affordably.
In the publishing world, partnerships are key to driving distribution and success. Many times I have found that the right partner can introduce your publication to an entirely new world of soon-to-be fans. Finding those partners and distribution outlets can be challenging, time consuming and costly.
In my search for "a better way" to thrive, I came across a new company in the US (the operation has been around for almost a year in the UK) OutsideDirectors.net. They've introduced a novel idea: create a network where experts who have day jobs, but want to help others, can get involved with companies who need help, but can't afford to, or don't want to hire a full time person right now.
Outside Directors spans many industries, not just publishing, and that is part of its brilliance. Now, smart publishers can post searches for experts in areas where they need distribution or expansion help, including telecom, retail or even entertainment. What's even better, subject matter experts can list themselves as willing to help out other companies. We learn and get director-level experience while we help others grow.
I become so fascinated by this new concept that I got in touch with Outside Director's Ian Wright, who told me, "OutsideDirectors.net provides the talent via an open platform to share their knowledge and profile. The OutsideDirectors.net technology allows members to create highly SEO enriched online profiles for free as well as the ability to search the database for free. The reality is that engaging an Outside Director with a career of contacts and hindsight at one or two days per month is much more affordable than the full-time C-level salary."
According to recent research from Docstoc, more than 50 percent of the American workforce is employed by an SMB.
Could this help your publishing network grow in a cost effective way? I was so compelled I signed up to check it out. I've also talked to a few companies who have posted listings and have nothing but great things to say about the quality of candidates they speak to. This could be a new and innovative way to make the most of our expertise and put our networks to good use.
If you've seen any innovative companies or offerings like this, share in the comments.
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Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
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