Lindsay Konzak, Editor, Modern Distribution Management/Gale Media
SIPA: What was your first job out of college and how did you get into this business?
LINDSAY: I joined the Peace Corps. I taught English and worked on other development projects in Armenia; it was the best experience of my life. When I returned, I got a job as a staff writer for a business magazine that no longer exists due to Hurricane Katrina. I evacuated New Orleans when Hurricane Katrina hit and landed in Colorado, where Gale Media is based. It was my first exposure as a journalist to the newsletter world. I have worked with Publisher Tom Gale since to grow the company to where it is today.
Has there been a defining moment in your career? Perhaps when you knew you were on the right road.
It may sound cliché, but I’ve always known I would be in publishing. When I was little I was making a “neighborhood newsletter,” complete with youth soccer scores and word-finds.
In brief, describe your business/company?
Gale Media owns two B-to-B companies: Modern Distribution Management, of which I am editor, and Industrial Market Information, a recently acquired market data and research firm. We are a company of seven people based in beautiful Boulder, Colo. Our customer base is mostly wholesaler distributors and manufacturers that sell through distributors.
What are two or three important concepts or rules that have helped you to succeed in business?
We are a small company, but we do not let that dictate what we can and cannot do. We have hired the right people—which is critical. We are extremely flexible and have created a collaborative team environment where everyone takes ownership in the final product.
What is the single-most successful thing that your company is doing now?
Over the past couple of years, our website and presence in the industry we serve has really grown. In terms of specific initiatives, we have taken what we learned at the SIPA conference on AdWords best practices and already have seen great results from that effort. It’s fun to see work pay off.
Do you see a trend or path that you have to lock onto for the second half of 2011?
We are going back to our roots and focusing on subscriptions for Modern Distribution Management. As a small company, it’s easy to get distracted (or at least have our efforts diluted) by new products and new opportunities online and off, but we have decided that subscription growth is a priority through the end of 2011. For us, it is the way to lock-in and get buy-in from our customers, which has a direct impact on success in our other offerings. It is also among the most profitable products we have.
What are the key benefits of SIPA membership for you and your team?
The conferences—marketing, publishers and annual—provide us with literally pages of ideas, many of which we implement or at least test with our audience. As a small company, the ability to get these ideas from other companies is invaluable. We don’t always have the resources to do the testing other members have done; we appreciate everyone’s willingness to share what works and what doesn’t.
Where did you grow up?
Columbus, Nebraska, a town of about 20,000.
What college did you attend? Is there a moment from that time that stands out?
I have a Bachelor’s of Journalism from the University of Nebraska-Lincoln. When I think of my undergraduate college experience, I think of my time at the student newspaper, the Daily Nebraskan, where I spent 40+ hours a week. That experience was the foundation for where I am today. I also just recently completed an MBA from the University of Colorado Leeds School of Business.
Are you married? Do you have children?
I am married. We have an oversized Chihuahua named Reese.
What is your favorite hobby and how did it develop in your life?
I love to mountain bike, a hobby I picked up a few years ago thanks to my husband. I also enjoy reading.
Is there a book you recently read or movie you saw that you would recommend?
I am attempting to read all 100 books on the All TIME 100 Novels list. It’s taking awhile, but my favorite of those I’ve read so far is “Revolutionary Road” by Richard Yates. The movie was also good. On a lighter note, I thought the final Harry Potter film was a lot of fun. If you haven’t read those books, you should try one.
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As Lindsay says, “The conferences…provide
literally pages of ideas, many of which we
implement or at least test with our audience.”
Coming next:
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!)
Click to register today and save!
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