Cair Lerion Blog #15: An Interview with Erik Rancatore
In our latest conversation with marketing and communications leaders in the heavy industrial space, Jonathan Rowland spoke to Erik Rancatore, who describes himself as a “brand and creative strategist, data-driven marketer, visual storyteller” on LinkedIn, currently working as Director, Association Marketing, at the National Marine Manufacturers Association. Give us a brief Twitter-sized history of yourContinue reading “Cair Lerion Blog #15: An Interview with Erik Rancatore”
Cair Lerion Blog #14: An Interview with William Larson
In our latest conversation with marketing and communications leaders in the heavy industrial space, Jonathan Rowland spoke to William Larson, Vice President of Marketing and Communications at CalPortland, a producer and supplier of heavy building materials to the western US and Canada. You’ve had a long and successful career. Can you give us the highlights?Continue reading “Cair Lerion Blog #14: An Interview with William Larson”
Cair Lerion Blog #13: From readership to audience in trade media
Text by Jonathan Rowland – Photo by Luis Quintero from Pexels Following up my short(ish) guide to readership and circulation in printed trade media, we’re going broaden our horizons and look at audience… what it is and how it is useful in assessing the value of a trade media brand when looking to place content, be that paid-for (advertising)Continue reading “Cair Lerion Blog #13: From readership to audience in trade media”
Cair Lerion Blog #12: An Interview with Pattie Sullivan
Give us a brief Twitter-sized history of your career so far. I spent 10+ years as a journalist – first as a business reporter and then as an editor for a technical online publication. After our entire editorial department was unexpectedly laid off, I turned my love of writing and media into a new career…Continue reading “Cair Lerion Blog #12: An Interview with Pattie Sullivan”
Cair Lerion Blog #11: A short(ish) guide to readership and circulation in printed trade media
Text by Jonathan Rowland | Photo by Britta Jackson from Pexels Trade media. It’s an odd world containing a huge number of titles that appear – at least to the outsider – spectacularly niche and yet trundle on, sometimes apparently oblivious to the dramatic changes happening the wider media world. Life is however getting harder for these publications.Continue reading “Cair Lerion Blog #11: A short(ish) guide to readership and circulation in printed trade media”
Cair Lerion Blog #10: An Interview with Virginia Zuloaga
Give us a brief Twitter-sized history of your career so far. I’m a digital marketer with a focus on industrial B2B companies. Since I opened my agency, Brieffin, five years ago, I have been helping brands overcome the challenges of digital marketing through conscious strategies, well-thought-out content plans, and consultancy. You’ve spent your career workingContinue reading “Cair Lerion Blog #10: An Interview with Virginia Zuloaga”
Cair Lerion Blog #9: Is it time to call time on the press release?
Back in November 2019, I wrote a blog for Muck Rack that explained the art of writing a press release for trade publications from the perspective of an experienced trade press editor (11+ years under my belt). It was a fun piece to write – and allowed me to work through some of the grievancesContinue reading “Cair Lerion Blog #9: Is it time to call time on the press release?”
Cair Lerion Blog #8: An Interview with Lisa Johnson
Give us a brief Twitter-sized history of your career so far. I’m a global marketing manager, who started out in government PR, spent a decade with a couple of advertising agencies, and have worked the last 17 years in the bulk materials handling industry. As the media and communications manager for a mid-size equipment manufacturingContinue reading “Cair Lerion Blog #8: An Interview with Lisa Johnson”
Cair Lerion Blog #7: We can’t shake hands but we can tell stories.
Just a matter of weeks ago, the outbreak of COVID-19 around the world seemed a distant problem. How that has changed. Here in the UK, schools, shops and all manner of public meeting places are closed; offices are empty as many work from home; the government is asking us not to go out save forContinue reading “Cair Lerion Blog #7: We can’t shake hands but we can tell stories.”
Cair Lerion Blog #6: How much will this cost? My guide to why I cost what I do – including a price list
Every time I have a conversation with a potential new client, there is always one question that comes up. It runs something like this: “So, Jonathan… how much will this cost me?” There’s no denying It’s an important question; in many ways, it’s THE question. It’s also not a simple question to answer. Google ‘HowContinue reading “Cair Lerion Blog #6: How much will this cost? My guide to why I cost what I do – including a price list”
Cair Lerion Blog #5: Is this blog too long? Research suggests, no. If anything it’s too short.
Some interesting recent research from SEMrush has dissected the anatomy of top performing articles – with some interesting results. Most notable of these (at least to us at Cair Lerion) related to the length of articles. But before we get to that, here’s what SEMrush did. On the SEMrush dissecting table With millions of articlesContinue reading “Cair Lerion Blog #5: Is this blog too long? Research suggests, no. If anything it’s too short.”
Cair Lerion Blog #4: An Interview with Rick Felde
Give us a brief history of your career so far. I graduated with a BA in in English Education in 1978, going on to work as a purchasing manager and technical writer for an industrial equipment manufacturer between 1979 and 1983. I took an MA in Creative Writing in 1985 and then worked for aContinue reading “Cair Lerion Blog #4: An Interview with Rick Felde”
Cair Lerion Blog #3: An Interview with Carly Leonida
Give us a brief Tweet-length history of your career so far. Mining editor with a decade of experience turned freelance writer and consultant. I now run an independent consultancy called The Intelligent Miner and serve as European editor at Mining Media International. How did you begin your career in trade journalism? I fell into theContinue reading “Cair Lerion Blog #3: An Interview with Carly Leonida”
Cair Lerion Blog #2: An Interview with Ngaire Baker
Give us a brief Twitter-sized history of your career so far. I started as a newspaper and radio journalist before embarking on a thirty-year career in marketing communications and PR for mining companies and mining-related equipment suppliers around Australia and the globe. You have spent much of your career in PR, covering heavy industries. What’s your experienceContinue reading “Cair Lerion Blog #2: An Interview with Ngaire Baker”
Cair Lerion Blog #1: How to pitch a trade press editor
B2B trade magazines — whether in print or digital — represent an oft-overlooked part of the media industry. These magazines may elicit blank stares (or worse) at dinner parties but, in their niches, they remain a key resource for PR professionals. This is particularly true in the more-traditional heavy industries in which I have spentContinue reading “Cair Lerion Blog #1: How to pitch a trade press editor”
