Luis A. Hernandez, Director of Publishing, Thompson Publishing Group, Washington, D.C.
SIPA: What was your first job out of college and how did you get into this business?
LUIS: Out of undergrad I was an intern with the U.S. Environmental Protection Agency doing some PR work about the amendments to the Clean Water Act. After a slight diversion into consulting I came back to journalism writing about environmental compliance. I also wrote about HR and some finance before finally converting to the business side.
Has there been a defining moment in your career? Perhaps when you knew you were on the right road.
I had always resisted moving to the business side because it seemed so boring. When I first accepted a job in management, I was already thinking about ways to get back to writing. Once I got into the job, it really intrigued me. I enjoy trying to figure out the puzzle, even as the picture seems to be constantly changing.
In brief, describe your business/company?
We are a provider of regulatory compliance guidance—both in print and online. We provide products in HR, grants, education, FDA, health care and a few other areas.
What are two or three important concepts or rules that have helped you to succeed in business?
– You must be intellectually curious about the business.
– You must always be learning or asking questions about what’s next. You’ve got to be thinking at least a year ahead when it comes to new products. Two years ahead is better.
– I try hard to trust my gut. If something doesn’t feel quite right, I try to ask why.
What is the single-most successful thing that your company is doing now?
We’re doing a lot of good things. We are offering more and different kinds of products. We’ve started some great blogs. Our marketing has lowered costs and improved performance. Our strategy for new online products makes more sense. We started some new customer outreach initiatives that are proving fruitful. I’m really excited about what we’re doing.
Do you see a trend or path that you have to lock onto for the second half of 2011 and 2012?
Everyone needs to think about a strategy to address mobile devices. We all need to look at how we are addressing an audience that is more Gen Y, and, therefore, more accustomed to online products.
What are the key benefits of SIPA membership for you and your team?
It’s just a great forum to network and discuss ideas with other people in a similar business. I’ve found a lot of great insights just talking to other members. As I said above, you have to be intellectually curious about the business, and SIPA is a great way to keep that stimulated.
Where did you grow up?
San Antonio, Texas. My family still lives there so I get to go back often.
What college did you attend? Is there a moment from that time that stands out?
I attended St. Mary’s University in San Antonio and graduate school at Georgetown (master’s in English). There are a lot of moments to remember. I had spent my life in San Antonio and South Texas, so D.C. and Georgetown provided a lot of culture shock. I guess it could not have been too bad because I’ve never left!
Are you married? Do you have children?
I’m married to the lovely and talented Angela Burnett, who has produced two lovely children: Sofia (3 years) and Elena (6 months). Anyone who has met me in person has seen pictures of my children. I couldn’t be prouder.
What is your favorite hobby and how did it develop in your life?
Running on a regular basis saved my health and has been my mental refuge for a long time now. I had always run but never with a plan until a friend who was a regular runner bought me an entry into a 10-mile race. After I beat him, he kept pushing me to run a marathon, and I eventually ran several. I don’t get to run as much now with little kids in the house, but I still do as much as I can.
Is there a book you recently read or movie you saw that you would recommend?
I have small children in the house. I haven’t seen a movie in the theaters in months. My 3-year-old and I recently enjoyed “Tangled,” and I have developed a new appreciation for the subtle genius of Dr. Seuss.
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As Luis says, “You must always be learning,”
And the best place to do that is at:
SIPA’s 28th Annual Marketing Conference
Wednesday-Friday, December 7-9, 2011
Eden Roc Renaissance Hotel, Miami Beach, Florida
Early Bird Savings Now Available!
Unbelievable SIPA room price of $199
(half off of regular room rate)! In December!
Click to register today and save!
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