It was now 2015 and I wanted to rake up any post-holiday sales I could gather. Frigid January temperatures and snow took hold of Maryland like it did it 70-years-ago to the day for the soldiers trudging through the Battle of the Bulge and the Ardennes forest. My final campaign would focus on just that. The wintry weather.
Tuesday, February 24, 2015
The Perfect Gift for 'Sitting by an Open Fire'
In 2013 Sun librarian Paul McCardell went exploring in the publisher's vault which is located in the basement of The Baltimore Sun, and discovered a large cardboard box containing two vinyl-records. The box was labeled "Electrical Transcription / WFBR, Radio Centre, Baltimore, Maryland / SUNPAPERS OVERSEAS PGM. / FROM OVERSEAS / 12/25/1943."
These two records, each 30-minutes in duration, were copies of a special Christmas radio broadcast sponsored by The Sun. The broadcast was originally transmitted across the Atlantic from 'Somewhere in England' and aired locally by WFBR in Baltimore and nine other radio stations across the state. It also aired in Pennsylvania and Virginia.
The special, organized by Sun war correspondents Lee McCardell and Holbrook Bradley, featured voices and performances of servicemen from the 29th Infantry Division, the Army Air Forces and women of the Red Cross and allowed many of them the opportunity to say hello to friends and family back home.
These two records, each 30-minutes in duration, were copies of a special Christmas radio broadcast sponsored by The Sun. The broadcast was originally transmitted across the Atlantic from 'Somewhere in England' and aired locally by WFBR in Baltimore and nine other radio stations across the state. It also aired in Pennsylvania and Virginia.
The special, organized by Sun war correspondents Lee McCardell and Holbrook Bradley, featured voices and performances of servicemen from the 29th Infantry Division, the Army Air Forces and women of the Red Cross and allowed many of them the opportunity to say hello to friends and family back home.
The timing and rediscovery of such a treasure prompted Paul and multimedia editor Steve Sullivan to work carefully on digitizing the hour-long broadcast which was rebroadcast online via baltimoresun.com for its 70th anniversary on Christmas 2013.
Saturday, February 21, 2015
Adding Some Color
Late in August I began experimenting with colorizing black and white images in Adobe PhotoShop. Happy with my results I would go on to use these images promotionally for both Written Under Fire's facebook and print ads. As you can see I continued using the retro-look for the third advertising campaign, and I would continue using this stylization for all future campaigns to come.
Duration: August 2014 - November 2014
A Retro Look
We successfully breached the market with the launch campaign and sales continued to hold into the third-quarter. But I wanted to continue the momentum by changing the creative. My inspiration for campaign number two came from World War II era propaganda posters and magazine advertisements. The retro-look of these ads needed to immediately grab the viewers attention and peak their interest.
Duration: July - August 2014
Print Campaigns
The Written Under Fire print promotions went through five phases overall. I didn't want the ads to get stale so when one campaign was active I was already working on the next one.
With the launch campaign I wanted to draw the viewer in with imagery and narrative from the book. The previous books were all photo driven so I want to solidly convey that this book was text driven. I selected photos and paired them up with excerpts from the book. I also designed ads for specific days i.e. Memorial Day, D-Day in Normandy and Father's Day.
Duration: May 2014 - June 2014
Launch Ads
#1.
#2.
# 3.
Memorial Day Ad
D-Day in Normandy, June 6 Ad
Father's Day Ad
Friday, February 20, 2015
Using Facebook to Generate Pre-Launch Excitement
Written Under Fire: Baltimore Sun Correspondents' from Normandy to the German Surrender is a 264-page paperback book published by The Baltimore Sun. I owned this project and worked on it from start to finish. My responsibilities included researching photos and microfilm libraries, selecting photos and articles, typing the articles and organizing them to create the narrative, working side-by-side with a designer and overseeing the design and scheduling of all marketing and promotional materials, seeking-out and closing trade agreements for the promotion of the book with outside organizations (i.e. The World War II Foundation, War History Online and the local VFWs and American Legions) selling the product online and taking customer's phone orders, and overseeing a fulfillment clerk responsible for the shipment of each order.
Prior to launch and before I started promoting WUF in The Baltimore Sun's 30-print publications I ran the following facebook ads to build up hype.
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April 15, 2014 - Holbrook Bradley was a Baltimore Sun War Correspondent during World War II. Learn more about him: http://baltimoresunstore.com/writtenunderfire/correspondents
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April 17, 2014 - Lee McCardell was a Baltimore Sun War Correspondent during World War II. Learn more about him: http://baltimoresunstore.com/writtenunderfire/correspondent
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April 21, 2014 - Share the official "Written Under Fire" book cover with your friends.
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A New Direction
From
childhood on, I've been fascinated by American history-specifically World
War II. I would revel in the company of my grandfather as he shared stories of
his time during the Battle of the Atlantic aboard the U.S.S. Croatan (CVE-25).
Being part of a fleet, which was known as a ‘hunter-killer’ group, serving
aboard a carrier ship tasked with locating and sinking German U-boats
certainly brought about many exhilarating narratives on my grandfather’s part.
As I grew older, crowd favorites such as Saving Private Ryan, Battleground!, or the HBO mini-series Band of Brothers carried great weight with me as I
recalled my grandfather’s service and sacrifices, as well as the many others
that did the same. With the launch of my book project, “Written Under Fire,” it
was with much excitement that I began to dive into the archives
and research The Sun's role in the fight to defeat the Nazis.
The Sun sent
correspondents Lee McCardell, Holbrook Bradley and Price Day, among
others, to cover the war in Europe. England, North Africa, Italy, and France
were just the beginning for these eager journalists. Their travels also
encompassed Holland, Belgium and Germany. With the war in the Pacific
theatre not to be forgotten, The Sun sent Howard Norton and Phillip Heisler to
keep Maryland’s residents in the know during wartime.
McCardell
followed troops in North Africa and Italy. On the morning of D-Day, before
troops had even landed, he flew with the Ninth Air Force on the first bomb run
of the Normandy beachheads. He described this as the "curtain-raiser of
the battle for western Europe.” Days later he landed in France and rejoined the
fight, which, for him, began in the port city of Cherbourg. Moving on from
there, he would be the first American reporter in Paris after the Allies
liberated the French capital. Succeeding Paris, he followed Patton, aka "The Old Man," and his
Third Army through Alsace-Lorraine, Fort Driant, Metz, Luxembourg, Bastogne,
the Ardennes (Battle of the Bulge), the Saar and the drive to Berlin. He was
one of the first to report on the atrocities in the Nazi death camps,
specifically in Neunburg, Bavaria. Later, he reported the momentous scene on
the Elbe when the American and Russian forces met for the first time.
Bradley
followed the 29th Division on D-Day in Normandy, through the French hedge-rows,
rode under fire in one of the first six tanks into Saint-Lo and was wounded in
Vire. He returned to the battle-hardened Twenty-Ninth, shortly after checking
himself out of the hospital, to continue in the breakout to Brittany, the siege
of Brest (where he witnessed the capture of the Nazis' massive concrete U-boat
pens) and continued on to Germany by route of the Siegfried Line, Aachen,
Julich and the Elbe.
Preceding
Europe, Day reported from North Africa, then Italy; specifically from the
battles of Anzio, Cassino, and Rome. Later, when The Baltimore Sun was the
sole newspaper worldwide to have its own reporter at the German surrender in
Reims, Price Day was there to report every detail.
What
adventure! What a story so deserving to be retold!
The
Baltimore Sun archive contains over 900 photos taken on the
frontlines by McCardell and Bradley. Considering this wealth of content,
and 2014 being the 70th anniversary of the Allied invasion of Europe, I pitched
a WWII photo book idea to the upper echelons of The Baltimore Sun. After their
deliberation, the book was approved, and I was in business. The
digitizing process from 2010 captured the publication dates and photographer's
names for each photo from the archive, but because there were no captions, for
the OCR reader to scan, there was little to no chance of knowing who or what it
was [as a viewer] you were looking at in each photo.
November
2013: I was still in the researching stages, for the book, when I realized that
without adequate captions the only way to make it happen would require
going into the microfilm archives. So I spent many long but rewarding days
feverishly paging through the microfilm archives of The Baltimore Sun, The
Evening Sun and The Sunday Sun using the publication dates on the backs of
the photos to locate the captions, add them to the digital archive and
ultimately to the manuscript.
As I
was working on the captions, I encountered another problem: the long periods of
time between each set of photos. For example, there were many photos from D-Day
in Normandy, fighting in the Norman hedgerows and the Brittany campaigns
(June-September, 1944), but then there were no photos to be found until the
conclusion of the Metz campaign (November-December, 1944). What could I use to fill the
gaps in the timeline? Then it dawned on me. I could create my narrative by
filling the gaps with McCardell's, Bradley's and Day's numerous articles
and dispatches. I'd been paging through them for weeks while gathering the
photo captions, and they would solve my problem while complementing the photos
within the book. This photo book would now be a more text-heavy piece,
supplemented with photos. After the less than stellar performances of “Maryland
Exposed” and “The Darkroom,” I felt that changing the direction from strictly
photos to a narrative was a good move.
From
that moment I embarked on a massive four-month stint of poring over Holbrook
Bradley's book, “War Correspondent,” studying the timeline of the European
theatre, researching the archives for dispatches that followed that timeline,
and creating a narrative. All of the selected dispatches came from microfilm so
there weren't any text files I could use to provide the designer. In addition
to my normal daily responsibilities as manager of business development
department, I spent most days, nights and weekends typing each dispatch
word-for-word. I was typing so much that I wore out my keyboard and needed to
have it replaced! But I didn't care. I was bringing the forgotten stories of
McCardell, Bradley and Day, which hadn't been told in 70 years, out of
obscurity. By the time the manuscript was proofread (three times) and the designer laid out the
book, we had thirteen chapters and a 264-page book!
Of the
five books I did for The Baltimore Sun, “Written Under Fire” is the one I am
most proud of, as well as the one I was most excited to work on and
promote. I secretly hoped that after the book was published, Tribune
Broadcasting would take interest in the story and do its own TV
mini-series. I can dream!
From May
2014 through January 2015, “Written Under Fire” generated $65k in new revenue. Much of this success was due to the marketing campaigns I produced. We were back on track!
-ZJD
Let's Try It Again
Going into 2013 I had some big numbers to both replicate and improve upon. My answer to the successful book Days Remembered was Maryland Exposed: Iconic Photography of The Baltimore Sun. This book would be a sequel in what ultimately would become a book trilogy. ME would again take advantage of the wealth of imagery in The Sun's newly digitized photo archive. Like with DR I had a skeleton crew to work with, so any content we used would need to be entirely repurposed. ME was a photo study of the different cultural aspects of Maryland. Each chapter in the 190-page book focused on a new theme ranging from: life in Annapolis, life on the Chesapeake Bay, Baltimore harbor, equestrian life, Maryland agriculture, weather and transportation.
The Darkroom: Iconic Photography from Seven Baltimore Sun Photographers would be the final chapter in the Baltimore Sun Iconic Photography trilogy. The Darkroom, a 190-page paperback, showcased the works of seven of award-winning Baltimore Sun photographers: Hans Marx, Richard Stacks, Robert F. Kniesche, William L. Klender, Ellis J. Malashuk, Walter McCardell and A. Aubrey Bodine.
Both books failed to captivate the public and generate customers or sales. Each book was sold on the Baltimore Sun Store's website for $19.99. Beginning in November and December I moved to bundle the two books with Days Remembered for a discounted price of $49.99. Customers bit for the holidays, and saved $10, but this wasn't enough to compete with the sales from DR in 2012.
Despite being good products Maryland Exposed and The Darkroom were severe let-downs and only generated $12,000 in total revenue. Was DR a one-time fluke? I needed to find out in 2014.
My responsibilities included:
- P&L
- Establishing deadlines
- Assigning roles and responsibilities
- Leading a team four individuals in multiple brainstorming sessions to conceive the book's theme
- Research of material (i.e. photos and captions)
- Selection of material (i.e. photos and captions)
- Editing selected photos in PhotoShop per the designer's specifications
- Working directly with a designer on the layout, design and cover design
- Working with a copy editor to manage a proofreader
- Selecting content to post on the Maryland Exposed landing page
- Working with a web designer on the layout and design of the ME landing page
- Working with the art department on the marketing and promotional content (i.e. print ads, online ads, emailed ads, social media)
- Managed a clerk responsible for taking orders fulfilling them
- Customer service
- Sales and revenue tracking
Days Remembered
I continued to harvest revenue opportunities from the digitizing initiative by publishing The Sun's first photo book since 2001, Days Remembered: Iconic Baltimore Sun Photography. The main benefit of this book was not having to create or pay for any new content. Everything in the book was repurposed content.
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A holiday print ad for Days Remembered. Circa. 2012 |
Days Remembered was a great opportunity for us to use the wealth of The Sun's digital photo archive (previously an idol asset) and turn it into new revenue. DR was a ten-chapter book that covered the changing landscape of Baltimore and Maryland from the 1910's through to the 2010's. Complete with an introduction, a dedication, chapter introductions, numerous photos and photo captions this 170-page paperback book covered a new decade.
DR was originally published as an item to celebrate The Sun's 175th anniversary. However, wildly successful and generating over $100k in revenue I was tasked to replicate its success again in 2013.
My responsibilities included:
- P&L
- Establishing deadlines
- Assigning roles and responsibilities
- Leading a team four individuals in multiple brainstorming sessions to conceive the book's theme
- Research of material (i.e. photos and captions)
- Selection of material (i.e. photos and captions)
- Editing selected photos in PhotoShop per the designer's specifications
- Working directly with a designer on the layout, design and cover design
- Working with a copy editor to manage a proofreader
- Selecting content to post on the Days Remembered landing page
- Working with a web designer on the layout and design of the DR landing page
- Working with the art department on the marketing and promotional content (i.e. print ads, online ads, emailed ads, social media)
- Managed a clerk responsible for taking orders fulfilling them
- Customer service
- Sales and revenue tracking
Digitizing an Archive
In 2010 I was offered a job managing The Sun's newly formed business development department and I quickly jumped on the opportunity. My first project in this role was the digitizing, cataloging and sale of the entire Baltimore Sun photo archive.
My responsibilities included managing the prioritizing, labeling, shipping, digitizing and cataloging of 1-million archival Baltimore Sun photos in only two-years.
I also worked as the liaison who oversaw the workflow between four organizations: The Baltimore Sun (TBS), Image Fortress, CTI and Masterpiece Marketing Group (MMG).
I managed two clerks who were primarily responsible for three very important and necessary tasks. First, pulling folders from a priority list designated by the auctioning company MMG.
Next, confirming and then assigning the proper copyright to each photo. All photos ingested by the digitizing company, CTI, automatically defaulted to a Baltimore Sun copyright, but some of the photos in the archive were not actually taken by TBS photographers. Many photos were handouts provided by outside agencies like Wide World Photo, United Press International and the Associated Press. In order for TBS to distinguish outside copyright holders from its own these clerks would stamp the word "Other" on the backs of all the photos they determined were handouts. CTI would then key "Other" into the copyright holder metadata field before the image file was ingested into the Digital Fortress archive. Since TBS could not license or sell reprints of these "Other" images they held no monetary value and were deleted from the Digital Fortress archive to save on storage fees, but only after the original hard copy print was sold. MMG needed the thumbnail images to post on eBay and other sales channels.

And last, these clerks were responsible for barcoding and shipping 7,000 photos a week and 28,000 photos a month to CTI. These numbers were mandated in a pre-determined contractual schedule, and I'm proud to say that TBS finished this project months ahead of time.
The project began at the box level, followed by the folder level and ending at photo level. Each tier received its own unique barcoding naming convention. For example the clerk would:
1.) Label box, A-1090-BS, scan the box barcode into the tracking software and essentially open the box.
2.) Label folder, AE-5055-BS, scan the folder barcode into the tracking software and essentially open the
folder.
3.) Label photo, BFA-466-BS, scan the photo barcode into the tracking software and essentially place it in
inside the folder which is inside the box.
4.) Continue labeling and scanning the other photos contained in folder AE-5055-BS.
5.) Scan the folder barcode once all photos in AE-5055-BS have been scanned. Thus closing out the folder in
the tracking software.
6.) Repeat the folder and photo process until the box is full.
7.) Scan the box barcode again to close the box.
8.) Ship to CTI
1.) Label box, A-1090-BS, scan the box barcode into the tracking software and essentially open the box.
2.) Label folder, AE-5055-BS, scan the folder barcode into the tracking software and essentially open the
folder.
3.) Label photo, BFA-466-BS, scan the photo barcode into the tracking software and essentially place it in
inside the folder which is inside the box.
4.) Continue labeling and scanning the other photos contained in folder AE-5055-BS.
5.) Scan the folder barcode once all photos in AE-5055-BS have been scanned. Thus closing out the folder in
the tracking software.
6.) Repeat the folder and photo process until the box is full.
7.) Scan the box barcode again to close the box.
8.) Ship to CTI
CTI scanned fronts and backs of each photo in full-color and in high-resolution and was also responsible for capturing important metadata from the backs of each photo. This metadata included: folder subject, photo subject, photographer's name, publication date, caption and copyright holder.
Folder barcode: AE-5055-BS
Folder subject: John PowellPhoto barcode: BFA-466-BS
Photo subject: Boog Powell
Photographer's name: Harris
Publication date: 10/16/1970
Caption: October 16, 1970 - LA DOLCE VITA -- Boog Powell, with victory cigar clenched between teeth, frolics after victory. Photo by Carl D. Harris BFA-466-BS
Copyright holder: The Baltimore Sun
After digitizing each photo CTI uploaded the images and the associated IPTC metadata to a digital archive, maintained by Image Fortress. In the Digital Fortress archive each photo was searchable, and thumbnails and high-res images could be found and downloaded by those with the proper authorization. Please feel free to stop and browse the TBS archive by following this URL http://baltimoresun.imagefortress.com.
This project preserved The Sun's photo archive. By digitizing the 1-million photos, capturing valuable metadata and making them searchable this project created the opportunity for long-tail revenue streams through: photo books, photo reprints, photo licensing, countless blogs and newspaper subscriptions.
All of the hardcopy photos were sent to an auctioneer responsible for selling them online to the highest-bidder. These bidders are mostly collectors and preservationists. Sales of the original prints have generated $2,500,000 to-date.
A Step Up
In 2009 The Sun sold both satellite offices and consolidated both teams. We were now based out of The Sun's Calvert street location. Later in the year I was also promoted. While maintaining the responsibilities from my former desk, I now additionally oversaw four other local retail sales assistants who carried the same workload.
• I was responsible for training new sales assistants on the ad order entry process.
My Accolades:
2009 Support Person Sales Leader of the Year (Winner)
Enjoying an Orioles game during their 2009 Season. Compliments of The Sun for my hard work. |
My First Job Out of College
After graduation I moved to Baltimore City and in June 2007 I began my first job as an advertising sales assistant for the Baltimore's Sun's satellite office located in Hanover, Maryland. After a few months I was the sales assistant for two satellite offices one in Hanover and the other in Columbia.
• Designed media kits for the sales team highlighting successes.
• Responsible for taking the minutes during all meetings and sending them out to the sales teams in a timely manner.
• On a daily basis organized all hardcopy tearsheets in the tearsheet room.
• On a daily basis tracked and reported actual revenue vs. revenue goals for both satellite teams.
• On a daily basis used Microsoft Excel to organize revenue-tracking reports for all eight AE's.
• Responsible for creation of a “virtual office” which enabled AE's to manage account files, download sale promos, and fill paperwork out electronically while out in the field. This was eventually adopted throughout the entire local retail department.
• Responsible for training new AEs on the ordering process for ads.
The Baltimore Sun's Anne Arundel satellite office. |
• Responsible for two teams of four account executives (AE's) in two remote locations.
• Managed multiple advertising accounts for eight AE's.
• Assisted with account management of $6 million in advertising revenue.
• Responsible for following all AE's ad order tickets and agency ad schedules to correctly reserve ad space in The Baltimore Sun and it's special sections. This included proper billing.
• Responsible for working directly, on the AE's behalf, as a liaison between advertisers and The Sun's art department.
- Submitting creative requests to the art department for spec ads.
- Gathering ad copy.
- Forwarding the spec ads to the advertiser.
- Communicating the advertisers edits and revisions to the art department.
- Getting approvals on-time and prior to deadline.
• Responsible for resolving billing discrepancies for AE's between advertisers and The Sun's billing department.
• Designed media kits for the sales team highlighting successes.
• Responsible for taking the minutes during all meetings and sending them out to the sales teams in a timely manner.
• On a daily basis organized all hardcopy tearsheets in the tearsheet room.
• On a daily basis tracked and reported actual revenue vs. revenue goals for both satellite teams.
• On a daily basis used Microsoft Excel to organize revenue-tracking reports for all eight AE's.
• Responsible for creation of a “virtual office” which enabled AE's to manage account files, download sale promos, and fill paperwork out electronically while out in the field. This was eventually adopted throughout the entire local retail department.
• Responsible for training new AEs on the ordering process for ads.
• Part of a multiple award winning team that finished 105% to goal for 2008 fiscal year.
• My Accolades:
2008 Support Person of the Year (Winner)
4th Quarter 2008: Support Person of the Quarter (Nominated)
3rd Quarter 2008: Support Person of the Quarter (Nominated)
2nd Quarter 2008: Support Person of the Quarter (Nominated)
1st Quarter 2008: Support Person of the Quarter (Winner)
2007 Support Person of the Year (Winner)
4th Quarter 2007: Support Person of the Quarter (Nominated)
3rd Quarter 2007: Support Person of the Quarter (Winner)
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