Educational Software Cooperative 4

home *** CD-ROM | disk | FTP | other *** search

/ Educational Software Cooperative 4 / Educational Software Cooperative 4.iso / mxdb / software / sw8 / sw9 < prev next >

Wrap

Text File | 1995-03-12 | 16.7 KB | 454 lines

Title: The Proper Care & Feeding of Your News Media Author: J.W. Olsen Publisher: Next Century Publishing, Inc. P.O. Box 9 North Andover, MA 08145-0009 Voice/Fax 508-685-6398 CompuServe 72727,616 Newly Updated! THE PROPER CARE & FEEDING OF YOUR NEWS MEDIA A How-to Guide to Effective Publicity ******************** ** INTRODUCTION ** ******************** At last, shareware developers, other software developers and allied professionals have just the tool they need to pierce the mystique of the news media and get the attention they need! This handbook's author, J.W. Olsen, pulls no punches in providing the tips and techniques required for publicity. Jerry has been a full-time columnist, writer and editor of shareware and other computer magazines in the U.S., Canada, the U.K. and Australia, and writes regularly for the world's largest computer periodical, PC MAGAZINE and reviews products for ZiffNet. He also has authored seven commercial and shareware products. CARE & FEEDING bridges the gap between the computer and news media professions as a step-by-step guide serving the needs of both. Developers learn when and how to conduct media campaigns, while the media receive more useful submissions. This 80-page handbook, accompanied by a continually-updated media mailing list on disk, offers a foreword by Preston Gralla, Editor-at-Large for PC/COMPUTING and shareware columnist for Computer Shopper, and Steve Bass, Home Office columnist for PC WORLD. Order information follows. Comments, questions and suggestions may be directed to the author's area on the CompuServe Information Service. GO UKSHARE and Section 13 (entitled J W OLSEN). Feedback encouraged! **************** ** CONTENTS ** **************** Introduction--The Strange Editorial World Strategy--The Media Campaign Tactics--The Media Kit A Key Tactic--News Release or Cover Letter Putting It All Together--Real-World Decisions Potpourri--Tips, Tricks, Odds & Ends Into the Beyond--Getting Further Help Sample News Releases, Cover Letters and Nondisclosure Agreements A Key Contacts Media Mailing List Glossary of "Journalese;" ... and more! ********************************************** ** COMMENTS FROM THE CRITICS ** ** (affiliations for identification only) ** ********************************************** Olsen's handbook covers virgin territory in the fine art of dealing with the media. This is a must-read for every shareware author. --Rob Rosenberger, Sysop, CompuServe SHAREWARE Forum In 11 years, I've given a lot of advice to shareware authors. Now that advice includes getting this text. It provides great insights and solid advice. Read it and use it. . . .I recommend it. Well done! --Michael E. Callahan (Dr. File Finder), Editor-in-Chief, Shareware Magazine It took only a few minutes before I realized I was not only learning something, but actually enjoying (and chuckling at!) many of the stories. Authors who are serious about their business should learn how to get media attention for their products--and anyone serious about learning how to accomplish that should read this book! --Richard Harper, President, Association of Shareware Professionals The points and procedures in this handbook are essential for authors- shareware or otherwise--if they plan to be successful. --Glen Tippetts, President, Shareware Trade Association and Resources If you are serious about promoting your product or business, you need this guide. Not only does it help authors and vendors greatly increase their chances of media recognition, it also helps authors receive priority treatment from distribution channels. Well written and insightful, filled with tactics, strategy and tips, this guide helps successfully promote your product--a must for any serious business person. --Jim Green, CEO, Software Testing Laboratories This taught me more about publicity and media relations than a decade in the software business, and is a must for anyone serious about operating such a business. Highly recommended. --Randy MacLean, President, FormGen Corporation I received Jerry's handbook at his related workshop at the Summer Shareware Seminar, and for the first time think I understand exactly what I need to do to prepare media kits to get my authors the publicity they deserve. Even if you must borrow the money from your spouse, get this book now. --David Snyder, President, MVP Software Nothing comes close to this in readability, understanding and separating the essential elements of getting publicity from filler material. This is the only one that imparts all the information necessary. Content, style, language and length are perfect! I would have spent $1000 for a seminar providing the information and confidence this book gave the first time I read it--and I've read it many times! --Paris Karahalios, President, TRIUS, Inc. (As-Easy-As) I wish I had known this years ago! Jerry Olsen's breezy yet informative style kept me riveted until I read it straight through. This handbook has an honored place on my bookshelf--except when I pull it down for publicity campaigns. --Mark A. Haney, President, KlassM SoftWare (SkyGlobe) It's great! Easy and fun to read, excellent advice, clear how-to instructions. Highly recommended. Thanks, Jerry. --Karen Crowther, President, Redwood Games (Math Rescue, Word Rescue) One word: great! I was up all night reading it. A good example of making technical information fun. Thanks for your contribution to the software development community. --Wolfgang Stiller, President, Stiller Research (Integrity Master) I received CARE & FEEDING, and am impressed and enthused. My old press release went straight into the bin without a second glance! This is just what I needed. It is reassuring to have preresearched answers that otherwise wasted much time and left me wondering if I did the right thing anyway. --Jeff Rollason, President, PocketWare (PocketD Plus) Price: US $30 Shipping/Handling: US $4.50 (U.S./Canada and surface mail elsewhere) US $10.00 Airmail outside U.S./Canada Credit cards accepted. Title: The HIGH-TECH marketing companion Author: Dee Kiamy and the Editors of Apple Directions Publisher: Addison-Wesley Note: This is not an Apple book. It applies to all software marketing. Description: There's a special knack to marketing computer products, and especially if you're a smaller high-tech company, you face unique challenges. Culled from the pages of Apple Computer's award-winning publication Apple Directions, The High-Tech Marketing Companion shows you how to solve critical marketing problems and get the most from your resources. Each chapter is a self-contained snapshot of a particular marketing issue, offering concrete, pratical, and productive solutions. You'll get advice from top marketing experts. You'll also hear from some of the industry's most successful product developers, fresh from the trenches, who'll tell you what works and what doesn't. Learn about such instrumental techniques as: 1 How to avoid ten deadly product lauch mistakes. 2 Using the "elevator test" to accurately position a product. 3 Developing the knack of getting repeat business. 4 How to create a campaign to influence opinion leaders. 5 Dealing effectively with product review editors. 6 Creating product packaging that sells. 7 Getting the attention of national distributors. 8 Increasing the effectiveness of upgrade campaigns. 9 International marketing. Title: Crossing the Chasm Author: Geoffrey A. Moore Publisher: Harper Business Description: "If you find yourself wondering why it is that the majority of potential buyers for your newest breakthrougth technology are not as enthusiastic as your early adopters, read this book or risk joining the others at the bottom of the high-technology abyss." -JIM KOUZES, co-author of The Leadership Challenge, President of TPG/Learning Systems, a Tom Peters Croup Company The old method of marketing technology products - which achieved some successes but far more casualties - makes way for a much smarter game plan. Every year companies gamble away millions of dollars and countless hours of technical talent on doomed efforts to market technology products. The new item - whether a kind of personal computer, VCR, microwave, CD player, cellular phone, answering machine, or any one of a number of high-tech appliances - is greeted rapturously by a few adventurous consumers, only to fizzle out in the wider marketplace. The tremendous success of a handful of high-tech products doesn't even begin to balance out the failure of most others. Now that more and more products fit the high-tech category, it's essential for marketing professionals to understand how to present these products to the public - and to discover exactly why the current model for high-tech marketing just isn't making the grade. Geoffrey Moore, a principal at Regis McKenna Inc., the world's leading high-tech marketing and communications company, throws outmoded marketing ideas out the window to clear space for the special realities of the high-tech market. Moore helps readers fully understand the risks of each transition point in the Technology Adoption Life Cycle and plan for them accordingly. He shows how to adjust market development and marketing communications strategies with the approach of each new segment to ensure that products are positioned to break into the larger market. Based on a revolutionary new model and filled with practical insights, Crossing the Chasm is a landmark book. Everyone with a stake in the success of a technology product will profit from it. Praise for Crossing the Chasm "I only hope every company I have to deal with in the future reads, understands. and puts into practice what Geoff suggests in this book. We'd have a lot more successful high-tech companies and I'd have a far easier job." --BRUCE FREDERICKSON, Vice-President of Marketing, Ingram/Micro "Geoff Moore's book is full of good medicine for bad marketing, which kills more high-technology companies these days than bad technology. It's packed with clear, specific examples that can help companies distinguish themselves at a time when technology products are becoming more and more alike." --DICK SHAFFER, Editor and Publisher, ComputerLetter "While other business books speak only with 20/20 hindsight, Crossing the Chasm actually applies its techniques to solve the marketing problems facing industry today. Fascinating stuff." --SCOTT D. COOK, President, Intuit "Moore doesn't just offer a few useful tips he raises fundamental questions about the underlying dynamics of high-tech markets. This book should be read by anyone who makes marketing strategy decisions. --Jeff Tarter, Editor, Softletter Title: Business Basics for Software Developers Author: Joseph Koenig & Elizabeth Cooke Publisher: CADAPSO/Software Ontario Price: $25.00 Address: c\o ITAC-BC 1190 Melville ST. Vancouver, BC V6E 3W1 Phone: 604-684-2034 Fax: 604-888-0330 Description: Breaks down process of building or running a software company into 4 parts: building, raising money, marketing and negotiating legal agreements. Title: Computer Industry Almanac Authors: Egil and Karen Juliussen Price: $45.00 US (paperback) Address: 225 Allen Way Incline Village, NV 89451-9608 Phone: 702-831-2288 Fax: 702-831-8610 Description: Compilation of computer industry people, product, salaries, companies, industry trends and forecasts. Profiles and ranks over 2900 companies, and much more. (yearly) Title: Engineering Your Start-Up: A Guide For The High Tech Entrepreneur Author: Michael Baird Price: $19.95 Address: Professional Publications Inc. 1250 Fifth Ave. Belmont, CA 94002 Phone: 415-593-9119 Fax: 414-592-4519 Description: Definitive guide for high tech entrepreneurs. Practical guide to analysing opportunities, financing, business planning and much more. Title: High Tech StartUp Author: John Nesheim Price: $49.50 US Publisher: Electronic Trends Publications Address: 12930 Saratoga Ave., Suite B5 Saratoga, CA 95070 Phone: 408-996-7416 408-996-7871 Description: Step-by-Step guide for starting a high tech company and for securing multi round financing. From seed financing to going public. 23+ case studies that can be modified to fit different needs. Lotus or Excel spreadsheet templates also available for $29.95. Title: How To Publicize High Tech Products and Services Author: Dan Janal Price: $29.95 Address: Janal Communications 657 Doral Drive Danville, CA 94526 Phone: 510-831-0900 Fax: 510-831-2446 Description: 175 page workbook filled with successful strategies, worksheets and samples from industry leading companies. Includes action planning, proven tips, insider notes etc. Title: Making Technology Happen Author: DJ Doyle Price: $20.00 Address: Doyletech Corporation 362 Terry Fox Drive Kanata, ON, Canada, K2K 2P7 Phone: 613-592-0110 Fax: 613-592-4296 Description: Tools and techniques for finding, assessing, exploiting and managing technology. Title: Selling the Dream Author: Guy Kawasaki Price: $13.50 Publisher: HarperBusiness (Available in bookstores) Former Apple employee tells how to promote your product, company, or cause. Contains copy of original MAC Product Lauch plan. Title: Software Success Reference Guide Author: David Bowen Price: $29.95 Address: Software Success / United Communications Group 163 Highland Ave Needham, MA 02194 Phone: 617-444-5755 Fax: 617-444-8958 Description: Compilation of articales and surveys that appeared in Software Success newsletter. Title: Takin' It On The Road Author: Richard Miles Price: $79.00 Address: Re:Launch Inc. 1563 Solano Ave., Suite 254 Berkeley, CA 94707 Phone: 510-528-9099 Fax: 510-528-9067 Description: Companion booklet to Software Channel Sales Guide book. Includes buyer names, phone, addresses for over 100 resellers. Organized geographic region, with directions to hotels, closest airport, toll-free hotel no., hotel and car no. plus health club directory. Title: The Macintosh Way Author: Guy Kawasaki Price: $12.95 Publisher: Harper Perennial Description: An insiders look at the way Apple is run. Title: The Shareware Book Author: Bob Schenot Price: $24.95 (hardcopy) Address: PO Box 117 Portsmouth, NH 03802 Description: Full of good information on how to publish software especially shareware. Download from Compuserve. Look for ShareB.exe or ShareBk*.* on BBS's. Title: Making Money Selling Your Shareware Author: Steven Hudgik Price: $29.95 Publisher: Windcrest/McGraw Hill Address: Blue Ridge Summit PA 17294-0850 Phone: 717-794-2191 Description: This is one of the few, if not only, comprehensive guides to marketing issues facing the shareware author from an author who has done it. * Keys to success in the shareware market * Getting registrations * Copyrights, Trademarks, Warranties * Marketing channels: CD-ROM, BBS, user groups, catalogs, LCR * Press release * Advertising * Nuts and bolts for planning and running a business * Trade associations * Shareware industry survey * Profiles in success There are other books that cover specific topics in more detail but this one is a great starter for identifying all critical issues and providing a good foundation for more in depth study at a later date. Title: The Software Business Author: George S. Takach Price: $49.95 Canadian Publisher: McGraw Hill Ryerson Description: Good book for industry student. Covers funding, protecting and marketing overview. Title: The Successful Exhibitors Handbook Author: Barry Siskind Price: $8.95 Address: ITMC PO Box 3811 550 Eglighton Ave. West Toronto, ON, Canada M5N 3A8 Phone: 416-483-3836 Description: 128 page book that unravels the secrets of show planning, selling at the show and effective post-show follow-up.