|
The Newsletter of S.W.A.N. (njcreatives.org) May 1, 2001
UPCOMING MEETINGS 2001 Creative Expo & Portfolio Review It's a SWAN showcase, a chance for creative professionals and potential If you know people who hire creative freelancers, invite them to join you The Pricing Game The SWAN song of meetings, the climax of the year's events! Through the magic of PowerPoint presentation, illustrator and game host Deb Hoeffner will conduct a tour through dozens of members' projects. You'll see the fruits of your colleagues' creative labors - and you'll have a chance to guess how much the project was worth. Ever wish you could peer over people's shoulder and sneak a peek at their checkbooks? Dying to know how much dough changed hands for that fabulous media kit or quarterly newsletter? Here's your chance to find out - and see how your own fees measure up! Admission fee for non-members for this special event is $15 at the door. Please note that sessions now begin earlier - networking at 7, meetings at 7:15 sharp. THE PRICE ISN'T ALWAYS RIGHT Pricing Game Slated for June Meeting Curious to know what your fellow freelancers are charging? Want to know if that last client low-balled you? What's the REAL market value of your time, talents, and tenacity? The Pricing Game is the best way to find out. And your chance to play is coming up on Wednesday, June 6. As SWAN veterans know, this is the most eye-opening, jaw-dropping meeting of the year. Host Deb Hoeffner will present examples and descriptions of recent SWAN member projects. Then the audience has a chance to guess how much the creators charged for their work. It's like sneaking a peek at someone's Receivables files. You'll also have a chance to see the impressive work pouring from the pens and PCs of some of New Jersey's most talented souls. And most important, you'll be able to compare your own fee structures with those of your colleagues. Chances are you'll come away inspired - and empowered - to start charging your clients what your work is really worth. Mark your calendar - you can't afford to miss the Pricing Game! RECAP of SWAN WINTER SESSIONS "Up Close and Personal" At the April meeting, two early members of SWAN looked back over their careers, recalling the circumstances that led them to become involved with the organization. The session featured reminiscences by advertising executive Janet Earley Manning and graphic artist/cartoonist Wally Littman. Manning, one of SWAN's founders, notes that she "started freelancing at age 9" when she set up a lemonade stand. She also has paid her dues working full-time for numerous employers. She began by writing newspaper ads for a retail store and catalog copy for Montgomery Ward. After shuttling between both giant advertising agencies and small "boutiques," she says "I learned a lot about agency politics." Her Madison Avenue career had its glamorous moments--she won awards for her Swissair ads, and met Saddam Hussein while promoting Royal Jordanian Airlines. As a woman she also encountered special problems during the '70s and early '80s. While she worked on a macho sports account, one agency tried to pass her off to the client as a male, "J. Manning." After she married and had a son, she learned how difficult it was for a full-time worker to find child care. In April of 1984, she met with two other professional women, Karen Siletti and Laureen Helen, to form the Self-Employed Writers & Artists Network. Manning freelanced off and on for many years, and says, "I took the lessons I learned on Madison Avenue and tried to apply them to my New Jersey clients." Now, although she is back to working full-time as manager of regional advertising for KPMG, she still moonlights as a freelancer. "I still have some clients from long ago," she says, "and I take only the jobs I like." Wally Littman also believes his early years prepared him for freelancing--he lived in 17 different places before he entered high school. "It was like networking," he says. "I met a lot of people." He started drawing comics as a boy and eventually landed a job with a comic book publisher as an assistant editor drawing "filler" pages. A year later he was drafted. Throughout basic training he churned out a comic strip poking fun at camp life. Once the strip lampooned the camp commander-and the next day Littman was shipped off to Korea. There he designed propaganda leaflets, which were then dropped from planes to flutter down the curious folks below. After his discharge, he attended Pratt Institute on the G.I. bill. "I met a lot of people I'm still in touch with today," he says, "and many have given "I have a short attention span," Littman admits. "I was always on the move, I always wanted to do better." He also developed bleeding ulcers, but he advises, "It's not the work, it how you deal with it, and whether you internalize it." Finally he took a job at Benton & Bowles, a position which he says taught him some valuable lessons about "the long haul." He stayed there ten years and won numerous awards, but his health-related absences prompted the firm to let him go in 1985. Littman says, "I left with a bundle, which I invested wisely. Then I could become a cartoonist." When he began freelancing, he called everyone he had met during his long and varied career to renew contacts. He says, "You have to be strong, have the guts to continue, and not give up." These days, his freelance activities include drawing the "Life in Paradise" cartoons for the Bergen Record. A member of SWAN for 11 years, Littman says, "I think it's a terrific organization, if you work at it. You must be involved!" -Contributed by Eileen Watkins ************************* "The Shotgun Marriage of Design and Text" In March, a trio of talented folk addressed the relationship-sometimes happy, sometimes not-between concept and content, between visual and verbal. Bud Clarke, co-founder of Clarke/Thompson Advertising & Design, addressed the topic from the perspective of someone who's directed his own agency for 19 years. Bud approaches communication projects as a three-way partnership among the client, the creative team, and the ultimate user. He believes that, like any strong relationship, the partnership has the best chance of succeeding if it involves such characteristics as honesty, trust, excitement, trust, balance, thoroughness, and dependability. When wearing his Art Director hat, Bud stresses the importance of taking time to know who the audience is for a project and why the information is important to that audience. "If a client says you can just 'knock this out,' you know it's a setup for failure," he said. In selecting illustrations or photography, he makes sure there is no conflict between what's shown and what's written. "Making something 'pretty' for the sake of being pretty doesn't work," he observed. He also likes to use "decks"-lines of text that appear below the title but above the main body of the story. Decks, he said, can capture the essence of the piece and, accompanied by art, can communicate everything the reader needs to know. He cites the New York Times Magazine as a publication that has mastered the art of using decks. Other valuable visual elements such as subheads, call-out quotes, rules, bars, and captions, can break up text to entice readers to keep their eyes moving through the piece. "Captions," he said, "get more readers' eyeballs than anything else except the headline. A good caption shouldn't merely describe the picture, it should convey new information." To illustrate the point-literally-writer Jane Byron and her photographer husband Peter presented examples of some of their own ventures, joint and otherwise. Peter described his experiences creating a series of images that the Bergen Record displays in its headquarters to illustrate the concept of how people use the newspaper. The Record's own staff photographers were too busy. When he landed the assignment, he asked, "Where do I begin?" He was told, "That's YOUR job." For a week he strolled the county, happening across everyday people-a cab driver, a utility worker, a mother and her child at a bus stop. He gave them copies of the newspaper and snapped his shots while they browsed the pages. The result: a striking black-and-white panorama that captured the essence of people and the press. Jane presented an eye-catching patient education piece created for Ortho, filled with unusual colors and a jazzy layout. "The spontaneity of the piece enhanced Ortho's message, which was about change," she said. She noted that as a writer she doesn't mind knowing the design of the piece in advance. "Somebody has to start first," she said. "Design can follow text, or vice versa. The process can work either way." Jane and Peter also presented a joint project, a newsletter for independent insurance agents. Jane's article described the aftermath of a horrific ice storm in upstate New York. "The storm wiped out 400,000 trees," said Jane. "It looked like a war zone." The drama was captured vividly by Peter's photograph of a woman caught at the height of emotion. The text and the images worked together in perfect harmony to capture the drama of the event and the concern of the insurance agents. Members who attended the session were treated to a valuable presentation stressing the importance of merging skills across disciplines to serve the needs of clients and the target audience. ************************* "Survival Strategies"February Meeting Offers Advice on Staying Solvent During the Economic Downturn The program at the February SWAN meeting dealt with a question foremost in everyone's mind right now Can Your Business Survive the Recession? Noting the current and ominous slowdown in the economy, SWAN President Carl Jablonski asked, "What does that mean to us?" He observed that the situation might be good for freelancers in some ways, but bad in others. When a company can't afford a full-time staff, it requires more outside help. On the other hand, SWAN members need to become pro-active to locate -- and nail down -- these new jobs. In a roundtable format, 16 SWAN members shared ideas on how to keeping forging ahead, even during the doldrums. Graphic designer John Castell admitted he's just experienced "the worst two months in a decade." Videographer Bill Kronemyer concurred, saying the last three months have been slow for him. Offering a ray of hope, illustrator Dave McCoy reminded everyone that freelance work tends to be "feast or famine," and just when you think you'll never work again, several clients call at once. Writer/publicist Geri Dawes also saw reason for optimism. She observed that when the economy is hot, more people tend to "jump jobs," which results in projects being canceled or abandoned. She thought these folks might be more likely to stay put during a recession. Graphic artist Lynn Canzani expressed the belief that companies who downsize their art departments to cut costs often need more freelancers. Some of the Web site designers attending felt they might get more calls from small businesses who realize that a professional-looking site can help them compete with "the big guys." Carl suggested that becoming licensed as a corporation or LLC might make a freelancer more attractive to a client, because the employer will not have to file a 1099 tax form. He also advised freelancers to take a tip from investors, and watch the "leading" and "trailing" indicators, to see which firms are cutting back and which are on the upswing. Attendees received some helpful input from Simon Schneider of Galvanic Printing & Plate Co., Inc., which produces the SWAN Sourcebook. Simon explained that a client sometimes prefers to deal with a "full-service" agency, and suggested that solo SWAN members refer their clients to other members with different specialties, thus giving the appearance that they can provide a full range of services. He also offered to supply any members who are interested with industry-specific mailing lists. ANNOUNCEMENTS At the February meeting Carl announced several initiatives planned by the new board of officers for 2001. For one thing, we'll be taking a new look at our collective identity as a way of making the organization better known to prospective clients and customers. One indication of the evolution is the more visible use of the name "New Jersey Creatives." The tag line appears in the logo on the Web site, which can now be accessed as "www.njcreatives.org." People who have bookmarked the old domain, "www.swan-net.com" and its permutations, will automatically be redirected to the new domain. ** A new on-line Sourcebook also is in the works. Many members have expressed their interest in having the Sourcebook available for distribution to potential clients. Reviving this useful reference is a priority for 2001. ** Because the Ridgewood Library closes so early, SWAN is seeking an alternative meeting space that will be accessible to members, most of whom live in Bergen, Passaic and Morris counties. SWAN can afford to pay a reasonable monthly fee. If anyone knows of a space where we can bring refreshments, and stay later than 9 p.m., please contact outgoing president Carl Jablonski (201-843-0228; carl@jablonskidesign.com) or incoming president David McCoy (973-283-4323; davetoons@aol.com). ** SWAN seeks new members! Please reach out to your creative colleagues and invite them to attend the next meeting. Seeing the group in action is our best marketing tool. Make a point of introducing yourself to visitors at the next schmooze session and let them know why SWAN is a such a valuable resource. MEMBER NEWS Incoming program director Geri-Lynn Dawes recently sent a survey to members soliciting thoughts and suggestions for upcoming programs. If you didn't receive a survey-or somehow haven't managed to set aside the 73 seconds it takes to complete it-contact her at 201-444-8968 or via e-mail (geri@3-dcommunications.com), or look for her at the next meeting. Member input is the best way to assure that meetings serve our needs and interests. ************************* New member Mary Zisk wants SWAN members to know about two books that should sit, well-thumbed, on every freelancer's shelf. The first is "The Business Side of Creativity" by Cameron Foote. "It's a great guide for the graphic designer on how to run a business and do all those things we creatives like to avoid," Mary says. "The author also runs a website (http://www.creativebusiness.com) and sells a newsletter. Subscribing to the newsletter allows you to call Cam directly for business Through the magic of digital cutting-and-pasting, here's some more info on the book, courtesy Amazon.com: Cameron Foote is president of Creative Business, a Boston-based business-information resource. He lives on the Massachusetts coast. "The Business Side of Creativity" was compiled over six years from the actual practices of thousands of self-employed graphic designers, copywriters and illustrators, and principals of design shops and agencies. It is by far the most comprehensive source of practical business information available for the creative entrepreneur. "[The book offers] tips, techniques, and procedures for starting up and running a successful creative-services business. The most comprehensive business companion available for freelance graphic designers, art directors, illustrators, copywriters, and agency or design-shop principals, this book guides creative entrepreneurs step-by-step through the process of being successfully self-employed. It answers their most-asked questions and provides sample forms that will save time and help them run their business more professionally." Also on Mary's recommended reading list is "What to Charge: Pricing Strategies for Freelancers and Consultants" by Laurie Lewis. Says Mary: "It's a small, clear guide full of good sense. It gave me the courage to increase my hourly rate for one client by 50%." Which would suggest that the book paid for itself in no time flat. Again, from Amazon: "Offers proven strategies to take the guesswork out of pricing. Not a compilation of rates for various types of consulting jobs, but a set of strategies for pricing that will be useful no matter what the year, the industry, or the tasks demanded for a particular assignment. Compares different methods of pricing, how to approach clients, how to give yourself a raise, and analysis of pricing decisions. About the Author Laurie Lewis has had a successful freelance medical writing and editing business since 1985. A native of Chicago, she held several staff positions in the Midwest before moving to New York City and launching her own business. She has traveled from coast to coast as a consulting instructor. She is an active member of the Editorial Freelancers Association and the American Medical Writers Association. From the Back Cover "What to Charge is the consummate guide to all your
pricing questions. Laurie Lewis provides an in-depth discussion of pricing strategies, tracking methods, establishing fees, analyzing projects, and
developing contracts and agreements for professional freelancers and consultants. Her practical approach to the subject means you'll find
yourself in many of the scenarios and examples presented throughout the book. Read this book with a pencil in one hand, because you will want to
immediately use the formulas, suggestions, and pricing rules it contains. I'm certain you'll agree this will be one of the most practical books you'll
ever purchase." "No freelancer should be without the sound advice on pricing strategies
found in this invaluable book. Clearly written and based on real-life examples, What to Charge gives you the practical business advice you need
for freelance success." (There's more, but you get the idea.) *********************** Deborah Herr recently expanded her horizons. "I'm just a writer," she says, "but lately I've been doing some lobbying at the federal level for one of my clients." She recently discovered (to her surprise) that Congressional representatives will happily submit letters or other documents on behalf of a company-but that the companies have to provide such letters themselves! That's like writing your own letters of referral. But hey, it all makes honest work for freelancers. And it's a lesson that it might pay to take certain jobs, since they could open all sorts of unexpected doors. (And why shouldn't politicians use ghostwriters? We don't really believe our elected leaders craft all those highly polished speeches themselves, do we?) *********************** Steve Traiman sends his best from "SWAN South" in St Pete Beach, Florida. He writes: Have been very busy writing for such trade pubs as Billboard, Amusement Business, Retail Systems Reseller, InteractiveEntertainment - formerly GameWEEK, and The Marketing to Kids Report newsletter. Also have become active in the local Tampa Bay Beaches Chamber of Commerce and helped develop its new website, tampabaybeaches.com, and the larger St Petersburg Area Chamber of Commerce. Continue to work with Peter Adler on various projects, and am open to any assistance in this greater Tampa Bay area for any other SWANees. My Florida phone/fax is 727-363-7531, and email is straiman@mindspring.com. I have to admit, it's much nicer writing from down here than up there, particularly with the current winter, which I got a taste of on a recent week in NY to cover Toy Fair. I made the move a year ago last September and I have not looked back-except that I miss my friends, including those I made at SWAN. All the best. Regards, Steve BOARD MEMBERS The SWAN/NJ Creatives Board of Directors for 2001-2002 is:
EDITOR'S NOTE Thanks very much to SWAN members who contributed material and ideas to this issue. And thanks to Simon Schneider of Galvanic Printing & Plate Co., Moonachie NJ, for providing pizza at recent gatherings. As I put this issue to bed, writers in Los Angeles are girding their loins for a strike. According to news reports, silencing the pens of creative contributors would cripple the economy of the southern Left Coast, leaving a $4 billion hole in California pockets (and raising the bleak prospect of a fall season consisting of nothing but "reality shows"). As I writer, I'm proud to hear about my fellow wordsmiths sticking up for How long would I hold out? Most of my projects are as a ghost-writer-for-hire, so getting credit is not high on my priority list (unless it's credit in the bank). It would be different, I suppose, if I'd written the greatest Hollywood blockbuster since "Ishtar" and wanted the world to know. How about you? Would you ever go (or have you ever gone) on strike? Would
you put down your pen, brush, or mouse and stay idle to fight for a principle? What issue would stir your activist blood and drive you to the Although we plan to offer a printed version of CYGNETURE in the future, for now the electronic format means we're not wrestling with space constraints. So let's consume our fair share of bandwidth! Please pass along items that would interest your colleagues, including:
Let's hear from you! Send submissions, suggestions, and comments to rons@attglobal.net, or call 201 836 2539. Ron Schaumburg *********************** |
| Home | About NJCN | Search | Meetings | Membership | Subscribe | Members Area |
 |
Copyright © 1996-2008 NJ Creatives Network All Rights Reserved. Send your comments to: |
