Nerdy Llama!

This past summer, Ertel Publishing worked with the creative savants at Nerdy Llama Design & Marketing to revamp not only our company’s website, but also the websites for several of our magazines. The experience was fun and thought provoking, and we are very pleased with the results. In honor of our partnership with Nerdy Llama, we proudly present an interview with one of the chief llamas, Mike Rawers.

Ertel Publishing: In a nutshell, what "is" Nerdy Llama?

Mike Rawers: Nerdy Llama Design & Marketing is the brainchild of Nick Osborne and myself. I have a background in web design and programming, and Nick has a background in motion graphics and online marketing. We're both friends, and we both found ourselves taking on small side projects to keep our skills and minds sharp—and to make a little extra income. So we started a company together, and soon realized that not only are we good at what we were do, but we have fun doing it. And that's important. If you have fun working, you’re going to produce quality work.

For how long has the company been in existence?

We initially started the company as 2020 Media Online in 2005, but in 2008 we changed our name to Nerdy Llama Design & Marketing.

Why "Nerdy Llama"?

The name "Nerdy Alpaca" doesn't really role off your tongue.

Um…

But seriously, folks. I wish I could say that the llama represents our outlook on life, or that it has some very deep personal meaning, but no. We like to think of the llama as the anti-mascot. Also: a llama is not the most useful animal, but throw some glasses on one and it will look pretty nerdy.

Thanks for clarifying. So how would you describe the overall Nerdy Llama web design style?

Only one word comes to mind. "Awesome." For example: it is raining awesome, and I'm the only one outside without an umbrella. I'm completely soaked in it. Everyone else…bone dry.

I don't know how to respond.

[laughs like a monster]

Nerdy Llama recently designed websites for some of Ertel Publishing's magazines. In your mind, what is the ideal relationship between a printed publication, and a website promoting the publication?

Let me say this: publishers should not use a website to reinvent the wheel. Keep your content in your publication. A website can educate people about your publication; it is not there to be an online substitute. A website keep your readers updated and engaged on a daily basis, and allowing them sneak peeks at upcoming issues can increase interest. Publishers can also use websites to increase advertising revenue.


Your company designs online content. Do you think the demand for printed content will ever truly "die"?

Never say die!

Whoa…

Of course news publications are suffering today; it’s just too easy to get up-to-the-minute news online. But I still get excited when I get an issue of my favorite skateboard magazine, or my favorite music magazine, in the mail. There is a certain comfort in being able to hold your favorite publication and saying: “this is mine.”

Consider this statement: websites can generate money, but they aren't generating as much money as people had hoped they would. True or false?

True. Most websites are not fix-all moneymakers. However, websites can help make a good first impression, and a website that sparks interest and engages a customer has one-up on the competition. In the end, a good website can help to increase sales.

How effective is online marketing today?

Online marketing can be extremely effective when coupled with other marketing strategies, and when carried out in the correct manner. People don't need a slick-talking pitchman to tell them how amazing a product is. What people want are opinions and reviews from other people like themselves. Blogs, wikis, and social media networks are perfect starting points when looking for an honest opinion.

Another thing to consider: gone are the days of the groundbreaking email campaigns. Online marketing can be inexpensive, sometimes even free—but how often do you click on a web banner, or read junk mail? It makes sense to couple online marketing with traditional direct mail marketing. You can spark interest with the direct mail piece, and then offer your website as a resource for more information.

You bring up some interesting points that I think potential customers would appreciate hearing. This leads me to my final question: who, or what, is the ideal Nerdy Llama customer?

Businesses and individuals who need the quality, professionalism, and reliability of an in-house design team, but also the flexibility of a freelance designer who can respond quickly to any issue. Since Nerdy Llama is a team of freelance designers, we can easily work with our clients to lower costs and work within their budgets.

You can learn more about Nerdy Llama Design & Marketing at www.nerdyllama.com

Ohio Valley History

As much as we at Ertel Publishing look to the future, we love the past. In fact, all of the publications we design are historical in nature. This is not the result of some plan; instead, it has all happened quite organically, and we couldn’t be more pleased.

Beginning this year, Ertel Publishing started to design yet another historical publication--Ohio Valley History. This quarterly journal is published cooperatively by the Cincinnati Museum Center, the Filson Historical Society of Louisville, and the University of Cincinnati. Below is a discussion with Ruby Rogers, the Director of the Cincinnati Museum Center’s Library and one of the Managing Editors for Ohio Valley History.

Ertel Publishing: For how many years has Ohio Valley History been in publication?

Ruby Rogers: OVH began in 2001 as a partnership between the Cincinnati Museum Center and the University Of Cincinnati’s Department Of History. OVH replaced Queen City Heritage, which was published from 1983 to 1999.

What is the mission statement of the journal?

OVH is committed to publishing the best scholarship on the history and culture of the Ohio Valley and the Upper South from the 16th through the 21st centuries.

Overall, what has the response been to the journal?

The response has been very positive. After just eight years, OVH is the largest regional history journal in the country. With a subscription list of just about 7,500, OVH has more subscribers than the nation’s two other regional history journals combined.

How did the Cincinnati Museum Center end up working with the Filson Historical Society and the University of Cincinnati?

The initial partnership was the Museum Center and UC. In 2002, the Filson Historical Society approached us about a potential partnership that would ensure publication of four issues each year. Before the partnership with Filson, the Museum Center published three issues in 2001 and two issues in 2002.

How difficult is it to manage a publication that is essentially produced at three different locations?

Good communication is key. I don’t think we could manage without email. Each partner handles specific tasks and it all comes together.

What is something interesting or unique you have learned about the Ohio Valley since working on the journal?

Throughout the nine years of OVH, we have published several articles that compare Cincinnati and Louisville in terms of commerce, religion, slavery, politics, etc. I enjoy learning what the two cities have in common, but also how they differ.

Do you have a favorite article that has been published in the journal? And if so, what was it about?

For the 70th anniversary of the 1937 flood, we published a joint photo essay with images from Cincinnati and Louisville. I loved the result that clearly demonstrated the damage and havoc created by the Ohio River.

Why should people learn more about the Ohio Valley?

The Ohio Valley has played an important role in the history of the United States since the American Revolution. The better we understand how the region developed, the better prepared we are to deal with the present and prepare for the future.

Vintage Truck Show

Well hello!

Long time no post! Vicki and I know we have been slacking in the blogging department. However, things have been hopping at Ertel Publishing. New projects, new launches--things are rolling along!

We promise to update our blog on a regular, weekly basis. However, in the meantime, we would just like to mention that our 8th annual Vintage Truck Show will be held this upcoming Saturday (August 1), 9 a.m.–4 p.m. As always, it promises to be a good time!

The event is located on the grounds of Young’s Jersey Dairy on Route 68, 5 miles south of I-70 at Springfield, Ohio. The free event will include trophies for exhibitors and live music. Food and ice cream are also available.

Hopefully we'll see you there!

Kevin Doll and Walsworth Publishing Company

Authenticity and honesty go a long way in the publishing business, and one of the most authentic and honest people we have met is Kevin Doll. Kevin now works as a Sales Representative for the Commerical Division of Walsworth Publishing Company. We decided to shine a little light on Kevin and Walsworth, and to see how he and the company are handling the current economic whirlwind.

Ertel Publishing: For how long have you worked in printing sales?

Kevin Doll: I have been in the printing industry for 29 years.

When did you make the move to Walsworth?

I joined Walsworth in August of 2008 to help continue their growth in the magazine and catalog markets.

Tell us a little about Walsworth. How long has the company been around?
What does it print?

Walsworth Publishing Company is headquartered in Marceline, Missouri, a town commonly known as the boyhood home of Walt Disney. In 1937, three brothers, Don, Ed and Bill Walsworth, settled in Marceline to print playbills with a borrowed typewriter and a mimeograph machine. Soon the product line was expanded to include cookbooks and, following World War II, memorial books to honor those who had served their country.
In 1947, Walsworth began to produce yearbooks, which have been the company's mainstay ever since. In 1970, the Commercial division was established to balance the cyclical yearbook production schedule, adding textbooks, catalogs, magazines and other specialty publications to the Walsworth line.

Today, Walsworth is still a family-owned company that employs more than 1,250 people worldwide, and more than 250 of them have 20 or more years of service to the company. Walsworth boasts more than 675 employees who have attained the Master Printer of America status. Several members of various families work for Walsworth, and at times, those families have included three generations simultaneously.

Walsworth has become a technology leader in the printing industry, as part of our goal of providing customers with the best possible service while helping them produce printed products of superior quality.


What are some new initiatives/policies that are going to take place at
Walsworth during 2009?

As Walsworth continues to grow and invest in our company we now have available to our clients an interactive on-line publishing solution (flip-book) for their magazines and catalogs. This is capable of having an interactive Table of Contents along with audio and video for advertisers in the magazine. Our co-mailing capabilities also give Walsworth the opportunity to save our clients money spent on postage for their magazine and catalogs.

How are you and Walsworth handling the current recession?

All of us have to focus on moving forward and how we can help our current and future clients be successful and achieve their business goals. Although we have seen some page counts and print quantities down from a year ago our continued growth has come form helping new customers with their print needs. Continue to seek out more ways we can help our current customers be successful.

What is the current state of paper prices? Do you expect it to change
anytime soon? Why/why not?

Below are some comments and information I came across about the paper market:
Coated Papers
The enticement of much lower prices did not generate the hoped-for resurgence of orders in January.

Demand will improve in the second half of 2009 due to inventory, economic recovery and the benefit of dismal year-ago comparisons.

Prices are dropping hard in the first quarter of 2009, but downtime will temper the rate of further decline in the second quarter, followed by some stabilization and maybe even a slight recovery by the end of 2009.


Do you see any good news, or signs of life, in the printing business?

There were 715 new magazines launched in 2008 compared to 713 magazines launched in 2007. There are many reasons to be optimistic as we look forward and continue to grow our business. I believe that if all of us help enough other people achieve their goals we will find that we will have accomplished ours as well. This is true in both our personal and business lives.

Lookin' Forward to 2009

Hey there!

We are truly sorry about the delay between posts, but things have been crazy busy at Ertel Publishing--and it looks like 2009 will be just as crazy and just as busy!

In January, Vicki and Benjamin are going south for business. They'll try to stay out of trouble, but they cannot guarantee anything--when Vicki and Benjamin hit the road, the road gets weird. Just ask them about the severed hand.

The following month, Benjamin will attend the Hart-Parr Oliver Collectors Association's Winter Get-Together in Springfield, Illinois. In March, both Benjamin and Vicki will attend the Niche Magazine Conference in Denver, Colorado.

And of course, Ertel Publishing will host Vintage Truck's annual Truck Show at Young's Jersey Dairy this August 1.

So there you have it. Vicki and Benjamin know that, because of the economic situation, many people are looking with some fear towards the new year--and while the two share that sentiment to some degree, they also see the positive possibilities. The world is not ending, and print is not dead. So relax, put your feet up, pour yourself a little something to sip on, and enjoy the holidays!

Patriots of the American Revolution

Hello again from Yellow Springs, Ohio!

When Ertel Publishing finds an up-and-coming magazine that has great potential, we love getting involved. In our opinion, Patriots of the American Revolution—a high-quality, four-color quarterly— exemplifies such a magazine. We are enjoying our partnership with Tim Jacobs, the magazine’s editor and publisher, and are determined to promote his vision.

The December issue of Patriots of the American Revolution, which highlights the roles of African Americans in the war, is now in the works. Below is an interview with Tim Jacobs about his magazine’s past, present, and future.

Ertel Publishing: Your seventh generation grandfather, Ezekiel Jacobs, served in the American Revolution with the Connecticut Militia. What else do you know about him?

Tim Jacobs: He was a landowner, farmer, and helped build the steeple for the North Haven Congregational Church in 1799 (the steeple is no longer there). He married Eleanor Walter and they had five children. He is buried among family at the Montowese Cemetery in Connecticut and his stone is decorated with various medals for his service in the American Revolution.

At one point you wrote an article about Ezekiel, but ran into a problem. What was that problem?

I could not find a magazine that would publish an article about an unknown Patriot.

You currently publish Patriots of the American Revolution, but previously you published a magazine called Common Patriot. What was/is the difference between the two?

Basically, Common Patriot was a way to see if there was an interest in a publication about unknown Patriots. It was a website for three years and a printed publication for two years.

What ultimately happened to Common Patriot?

Common Patriot evolved into Patriots of the American Revolution.

The first issue of Patriots of the American Revolution came out in June of 2008. Describe the first issue. Was it hard it put together?

It was certainly a learning curve—I took over the layout and design of the magazine—but it was fun because I met a lot of interesting people with interesting family stories and histories.

What has been the overall reaction to Patriots of the American Revolution?

Pretty positive so far. There seems to be a genuine interest in this sort of publication. I've heard from everyone including the Executive Director of the Sons of the American Revolution to such authors as Dave Palmer, Gary B. Nash, and Richard Brookhiser.

What are your goals for the magazine?

My goals are to publish a quality magazine about the unknown Patriots of the war. The real veterans who risked all there was to risk. We want to become the main source or outlet for people to learn what the common soldiers did in that fight for independence. We'd also like to contribute to various organizations and assist with education and preserving this history.

Why should people subscribe to Patriots of the American Revolution?

Subscribe to help us reach our goals of preserving this history. Subscribe to learn what the real veterans of this war did for you and your family. Subscribe to remember that our independence came with a cost—lives of farmers, ministers, tavern owners, etc., who fought in this war and put everything in their lives on hold.

What are some tough lessons you have learned about the publishing business so far?

Everything is marketing and marketing is money. A great idea needs a plan, an outline, and an error-proof way of reaching your target audience.

What do you like the most about publishing?

Seeing the finished product each quarter. Meeting so many people with fascinating stories about their ancestors.


What has your experience been like working with Ertel Publishing?

It's been great. It's nice to have another group of professional people to bounce ideas off of and to see things from a different angle. Their enthusiasm and interest in Patriots of the American Revolution, along with their guidance, makes the magazine what it is today.

Let's say you and I have another conversation five years from now. What are you doing? What does life look like for Tim Jacobs?

He is working on the magazine full time and also venturing out into publishing other works both related to, and not related to, the American Revolution.


Finally, do you have any words of wisdom for people out there who are about to start their own magazine?

Believe in what you want to publish and team up with people who know the business and the field. Learn from their mistakes. Somewhere, someone has the same idea as you, so plan on doing that idea first and better.

Just A Word About Who We Are

Greetings from Yellow Springs, Ohio!

This is Vicki McClellan and Benjamin Smith from Ertel Publishing, a niche magazine custom publisher. Vicki is the General Manager, and Benjamin is the Vice President of Operations and Custom Publishing. Our fearless leader is Patrick Ertel, the company's owner and President. Together we currently shepherd seven magazines from the editing stage through all production processes and all distribution channels. We bravely go where no man (or woman!) has gone before to seek new opportunities and new friends in the publishing business.

One such opportunity was the Folio: Show last week in Chicago. Although Benjamin failed miserably in his attempts to find authentic Chicago pizza, he did enjoy the seminars and conference sessions. It was a pleasure listening to and learning from speakers such as Ed McCarrick, the President and Worldwide Publisher of TIME. The publishing industry is changing, but as many people at the Folio: Show noted, change doesn't have to be scary--indeed, it can be quite energizing.

The week following the Folio: Show, Vicki and Benjamin looked at each other and said: "Road Trip!" They hopped into Vicki's Blazer, set the compass for Evansville, Indiana, and hit the accelerator. Once there they met with some old friends in publishing. It's always good to break bread with friends and discuss a business we love. If you ever find yourself in Evansville, we highly recommend the Cork and Cleaver. Vicki liked the filet and salad bar; Benjamin liked the prime rib and beer.

That's it for now! Check back often--October promises to be a very busy and fun-filled month! And we'll be back here to keep you up to the minute On The Word!