Volume 15 January 24, 2009 - COMO Magazine2009/01/15 · PRST STD U.S. Postage PAID Permit #353...

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Volume 15Issue 13

January 24, 2009

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6Business Profile:FactoryGreen.comMU students run online, eco-friendly clothing store

People You Should KnowWeekday radio commentator talks about her passions and what she and Kenny do for fun13

19Tech SessionsJonathan writes about businesses using Twitter, a micro-blog riding a new wave of online marketing

Local firms embraceonline marketing

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By Jacob Barker

Who knew that tucked away in a strip mall on Bernadette Drive in Columbia is one of the major players in the soccer retailing business: SoccerPro, which is attracting customers from New Jersey to New Zealand.

But with the Internet, a store doesn’t need a supercenter to be considered big these days.

“We knew from the very beginning that a retail soccer store would be nice for Central Missouri,” SoccerPro co-owner Tony Marrero said. “But to be what we envisioned our company to be, we knew we needed a strong online presence.”

SoccerPro.com first appeared on the Internet four years ago when Marrero and co-owner Curtis Stelzer opened the physical store. Online sales of soccer equipment and apparel now account for at least 90 percent of their business.

Marrero said his store is now at the top of the niche industry, just behind a similar store in North Carolina that began online soccer retail before SoccerPro. A Google search for “soccer equipment” puts SoccerPro.com in the first or second spot of search results, a feat that Marrero said takes a lot of work.

“Our online sales have grown rapidly,” he said. “Even in 2008, which would be considered a slow year, we saw signifi-cant growth in our online business.”

See Page 14

News site prepares marketing launchNewsy.com Vice President Alexandra Wharton, left, and President Jim Spencer work with MU students in the Newsy.com newsroom. The media company blends information into three-minute video clips from various media outlets around the world.

SPECIAL SECTION

Online Marketing Strategies

By David Reed

For months now, Alexandra Wharton and students in her global online mar-keting course at the Missouri School of Journalism have been sowing the Internet with chat and commentary contrived to draw users to a new online video news service, Newsy.com.

In the newsroom a block from the J-School, teams of professional journal-ists and students have been putting together video newscasts for the beta version of the Web site, which came online in late September.

They focus on fresh national and international stories, such as world reaction to the inauguration of President Obama and a cease fire in the Gaza Strip, and they make video newscasts that include multiple sources to provide wider perspective.

The inauguration story used video clips from a French TV channel and snippets from China Daily, Russia Today and Tehran Times. The Gaza fighting story included information from the Al Jazeera TV network, FOX News, NBC,

the Palestine Information Center and a German online site.

A news anchor videotaped in the Newsy.com studio introduces each seg-ment, provides a summary and a gen-eral question at the end and then asks viewers to comment on the story.

Now that Newsy.com has worked out its startup bugs, compiled an archive of videos and reached what President Jim Spencer calls a critical mass of viewers, the news site plans to launch its non-traditional marketing campaign next week.

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Smart ThinkingForget excessive planning. Action is the key to success

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Boone County National Bank ...................... 28Business Conference & Showcase ............... 3Caledon Virtual .............................................. 6CBT Sunday Morning Round Table on KFRU .................................. 23City of Columbia Parks & Recreation .......... 21City of Columbia Rolloff & Commercial Waste Services........................ 18City of Columbia Water & Light ..................... 8Columbia Home & Lifestyle Digital Edition .. 24Columbia Regional Airport .......................... 21Columbia Turf ................................................ 5Corporate Identi-T's .................................... 26Delta Systems ............................................. 22First National Bank ........................................ 2Huber and Associates ................................... 4KFRU Morning Meeting ............................... 17Midwest CompuTech................................... 19Paul Land - Plaza Real Estate Commercial Division .................................... 18Shelter Office Plaza ....................................... 9Smart Business Products .............................. 7Socket Internet ............................................ 12Towner Communication Systems .................. 7UCIE ............................................................ 23UMB ............................................................ 20UMB Titan Awards ...................................... 25United Country Missouri Land & Home ....... 21Visionworks ................................................. 27Willie Smith's Magic Services ..................... 18

Addison's .................................................... 10Agents National Title Insurance .............. 14,17Bank of Missouri ..................................... 14,16BCNB ............................................................ 4Bengals Bar and Grill ................................... 10Blueroot Studios .......................................... 22Caledon Virtual ............................................ 18Callaway Bank ................................... 14,16,17Casey and Company ..................................... 4Central Trust & Investment Co. ..................... 4Cevet Tree Care ............................................. 4Crane & Crane Real Estate ............................ 4Delta Systems ............................................. 19Event Solutions............................................ 27Factory Green ................................................ 6Fay Street Lofts ........................................... 22Girl Talk ........................................................ 16Glenn's Café ................................................ 19JF and Associates ......................................... 4Kerry Bramon Remodeling & Design ............. 4KFRU ........................................................... 13Light Sum .................................................... 22Mesaba Airlines ........................................... 11Missouri Theatre .......................................... 27Mojo's .......................................................... 19New Chapter Coaching .......................... 14,15Newsy.com ............................................... 1,23Plaza Real Estate Services ............................ 4RE/MAX Boone Realty .................................. 4Sandler Systems ......................................... 26Shakespeare's Pizza .............................. 19,20Slaughter House Studios............................. 22SoccerPro ............................................ 1,14,15Sophia's ...................................................... 10TalkingPointsMemo.com ............................... 9The Blue Note .................................... 15,19,27The Insurance Group ..................................... 4Top Ten Wines ............................................. 19True Media ................................................... 14U.S. Cleaners .............................................. 10Woodruff Sweitzer .................................. 14,15

Online GuruLawyer turned Web editor, David Kurtz is the force behind Talking Points Memo

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Dream JobMatt Pitzer analyses fantasy football for a living. Really


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The Columbia Business Times is published every other Saturday by The Business Times Co. 2001 Corporate Place, Suite 100, Columbia, Mo 65202. (573) 499-1830.

Copyright The Business Times Co., 2008. All rights reserved. Reproduction or use of any editorial or graphic content without the express written permission of the publisher is prohibited. Third-class postage paid at Columbia, Mo. The annual subscription rate is $39.95 for 26 issues.

OUR MISSION STATEMENT:The Columbia Business Times strives to be Columbia’s leading source for timely and comprehensive news coverage of the local business community. This publication is dedicated to being the most relevant and useful vehicle for the exchange of information and ideas among Columbia’s business professionals.

Writers in this issue: Cathy Atkins, Jacob Barker, Mary Paulsell, Nelly Roach, Jason Rosenbaum, Jonathan Sessions, Columnists in this issue: Al Germond, Mike Martin, Bill Watkins

Chris Harrison | General Manager | Ext.1010David Reed | Group Editor | Ext.1013Cody Moore | Graphic DesignerAlisha Moreland | Graphic Designer Betsy Bell | Creative Marketing DirectorJennifer Kettler | Photo Editor | 573-529-1789Cindy Sheridan | Operations ManagerBecky Beul | Marketing RepresentativeClaire McNett | Marketing RepresentativeJoe Schmitter | Marketing Representative

(573) 499-1830 | (573) 499-1831 [email protected]

By Jason Rosenbaum

Gov. Jay Nixon's first task as Missouri's chief execu-tive is perhaps his greatest challenge: dealing with the state's languishing economy.

Nixon, who was sworn in as the state's 55th gov-ernor on Jan. 12, focused his first press conference on three executive orders aimed at streamlining an economic development proposal. Nixon unveiled the plan—dubbed Show Me JOBS—in December.

Nixon's plan includes:• Expansion of the Missouri Quality Jobs Program,

which started in 2005 and provides tax credits to companies in targeted industries that plan to provide, within two years, a certain number of new jobs with above-average wages.

• Development of a program for providing small businesses with low-interest loans through the Missouri Development Finance Board. Funding would stem from a 4 percent fee garnered through MDFB tax credits.

• Creation of tax credits for businesses to offset some pre-employment costs. Nixon's office said an example of such training would be tuition at a com-munity college or vocational school.

• Establishment of a task force focusing on ways to jump-start the state's automotive industry.

• Coordination of state activity with federal offi-cials involved in choosing projects for any stimulus package that Congress passes.

In his initial press conference, Nixon signed three executive orders meant to dovetail with his economic development plan. Two of the orders established governor-appointed boards that will examine the auto industry and coordinate funds derived from the fed-eral stimulus plan.

The third order directed the Department of Economic Development to work with the Missouri

Development Finance Board to create a roughly $2 mil-lion pool of loans for small businesses. Nixon said the money would provide around $25,000 worth of low- and no-interest direct loans to roughly 80 businesses.

"We'll provide these loans on a revolving basis to provide the greatest possible impact," Nixon said. "The young entrepreneurs who met with me yesterday… the No. 1 challenge they indicated was access to capital."

Nixon was referring to a group of business owners whom he met with almost immediately after his swearing-in to talk about his economic development plan.

When Nixon introduced his plan in December, it received praise from House Speaker Ron Richard, R-Joplin, and Senate President Pro Tem Charlie Shields, R-St. Joseph. It also garnered positive senti-ments from the Missouri Chamber of Commerce, an organization that endorsed former U.S. Rep. Kenny Hulshof's gubernatorial bid.

Earlier this month though, Richard expressed con-cerns that the funding source for Nixon's loan proposal is currently being used for the DREAM Initiative. That program provides assistance to smaller communities to refurbish downtowns.

"I'll see what happens," Richard said. "I'll give him his dues. … Gov. Blunt tried the (DREAM Initiative). It worked out pretty well. We'll see."

A Nixon spokesman told the Associated Press that he believes there was enough funding for both pro-grams to coexist. State Sen. Kurt Schaefer, R-Columbia, said it isn't clear yet how much the DREAM Initiative would be affected by Nixon's proposal.

"I think the DREAM Initiative has been very suc-cessful, and I think those communities that have been a part of it have been very satisfied with it," Schaefer said.

Nixon’s job plan gets positive reviews



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HiringsThe Columbia office of Central Trust &

Investment Co. hired Patricia Coriden as vice president and administrative officer. Coriden will work directly with clients to structure and maintain investment management and trust accounts. Prior to joining Central Trust, Coriden was senior trust officer for Wells Fargo Bank in Wisconsin and has more than 20 years of experi-ence in the field.

The Insurance Group has hired John Russell as an insurance advisor. Russell will provide insurance advice and consulting to individuals and businesses. Before joining The Insurance Group, Russell served four years as deputy chief of staff for administration for Gov. Matt Blunt. Previously, he served as an assistant to Blunt when he was Missouri's Secretary of State.

Terry Phillips, CPA, has joined Casey and Company, LLC, as a tax manager. She has 16 years of business and personal tax experience in Columbia. Phillips will focus on small-business needs and individual tax issues.

Dawn Blackburn has been named recruiting manager for JF and Associates, the professional staffing division of JobFinders Employment Services. She will oversee sales and recruiting for the division. Blackburn’s background includes degrees in business, marketing and manage-ment. Blackburn has worked in sales and man-agement for more than 10 years.

Recent graduate Dustin Dometrorch has joined the Columbia office of HighPointe Financial Group, of Massachusetts Mutual Life Insurance Company. Dometrorch earned his under-graduate degree at Missouri State University, where he majored in finance. He will serve as a specialist in disability income insurance, life insurance, business succession strategies and retirement planning.

Cevet Tree Care has hired Gary Farris as con-sulting arborist. Gary is responsible for customer care, safety training and sales. He has more than a decade of experience in tree care throughout the Midwest, earned a bachelor’s degree in hor-ticulture and is an industry-certified arborist.

AwardsAndy Babel, broker and officer for Plaza Real

Estate Services, was named Realtor of the year by the Columbia Board of Realtors. Babel has been involved in real estate since he earned his bro-ker's license in 1982 and joined Plaza Real Estate in 1986. Babel has served on numerous commit-tees for CBOR in his 20 years of membership. CBOR gave the Denny Douglas Recognition Award to Sam Bornhauser. The award was developed in 1996 to recognize Realtors who give time, energy and money to the community. Borhnauser is the designated broker for Plaza Real Estate Services. CBOR named John John as 2008 Realtor Salesperson of the Year. CBOR said John, a member of the RE/MAX Boone Realty team, makes continuing education an important component of his professional development. CBOR named Jessica Kempf as the recipient of the Joel Radman Award, which is given every

year to a new, quickly progressing local realtor. Kempf joined Crane & Crane Real Estate in 2006 and is the company’s vice president. She is an active member of the Columbia Chamber of Commerce, the Downtown Optimist Club and the Women’s Council of Realtors. Kempf was recently elected to both serve on the board for the Columbia Board of Realtors and as state director for the organization.

Karnatak University, Dharwad, India, has given an honorary doctor of science degree to Kattesh Katti, professor of radiology and physics in the University of Missouri’s School of Medicine and College of Arts and Science, senior research scientist at the MU Research Reactor and director of the MU Cancer Nanotechnology Platform. The degree was to be awarded during the 59th annual convocation on Jan. 21 and rec-ognizes Katti’s contributions to nanoscience and medical and environmental issues.

The University of Missouri’s division of Development and Alumni Relations honored six staff members with the Columns of Excellence award. Tom Boren, director, advancement ser-vices, received the award for discovery. Helen Pattrin, executive staff assistant for the School of Journalism’s office of development, was the winner of the award for responsibility. Sharon Smith, executive staff assistant for campaign administration and donor relations, received the award for respect. Mike Haggas, director of development for the Trulaske College of Business, earned the award for diversity. Linda Crane, executive staff assistant for the Mizzou Alumni Association, received the award for tradition. Helen Oetting, director of development services in the School of Medicine, was honored with the award for pride.

PromotionsBoone County National Bank promoted

Gretchen Warnhoff to financial specialist and assistant manager for the Keene Financial Center, which opened Dec. 30, 2008. Warnhoff began her career at First National Bank of St. Louis in January 2004. Joe Ferling has been named assistant manager at the West Broadway Bank. Ferling has been with BCNB since August 2007. Lindsey Barnes has been named assistant manager at the Columbia Mall Bank. Barnes began with BCNB in 2005. Nicole Taylor has been promoted to senior teller at the Columbia Mall Bank. Taylor joined BCNB in July 2007. Kim Schwend has been promoted to a relationship banker at the Downtown Bank.

AchievementsAngela Holloway, in-house designer for Kerry

Bramon Remodeling & Design, recently earned the Certified Aging-in-Place Specialist desig-nation, identifying her as one of the building industry’s top professionals with skills and knowledge specific to home modifications for aging in place. The program was created by the Remodelors Council of the National Association of Home Builders.

Coriden

PEOPLE ON thE MOvE

Farris KempfJohn Babel


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usinessTimes.comAnnouncing

Mid-Missouri’s two largest grounds maintenance companies,

Missouri Mowing, LLC and Columbia Turf, LLC are joining

forces to better serve you!

Columbia TurfGrounds Maintenance

Columbia LandscapeDesign/Build

Columbia Turf Snow removal

THE NEW COMPANY WILL DO BUSINESS AS

COLUMBIA TURF, LLC WITH THREE DIVISIONS:

Call us or visit our website to fi nd out how we can provide a unique grounds management

plan specifi cally designed for you.

ECONOMIC INDEx

Contributors include: Lori Fleming, Karen Johnson, Linda Rootes, Sarah Talbert and Carol Van Gorp Compiled by David Walle

RECEIPTS1% Sales Tax Receipts October 2008: $1,589,658*October 2007: $1,666,357Change (#): -$76,699Change (%): -4.6%

LABORColumbia Labor Force November 2008: 92,744November 2007: 94,015Change (#): -1,271Change (%): -1.4%

Missouri Labor Force November 2008: 3,009,244November 2007: 3,030,332Change (#): -21,088Change (%): -0.7% Columbia Unemployment November 2008: 3,960November 2007: 3,254Change (#): 706Change (%): 21.7% Missouri Unemployment November 2008: 192,936November 2007: 147,674Change (#): 45,262Change (%): 30.6% Columbia Unemployment Rate November 2008: 4.3%November 2007: 3.5%Change (#): 0.8%

*lowest unemployment rate in a metropolitan area in MO

Missouri Unemployment Rate November 2008: 6.4%November 2007: 4.9%Change (#): 1.5%

CONSTRUCTION & HOUSING SALESBuilding Permits – ResidentialDecember 2008: 53December 2007: 33Change (#): 20Change (%): 60.6% value of Building Permits – Residential December 2008: $4,210,658December 2007: $1,829,836Change (#): $2,380,822Change (%): 130.1%

Building Permits – Detached Single Family Homes December 2008: 8December 2007: 6Change (#): 2Change (%): 33.3%

value of Building Permits – Detached Single Family Homes December 2008: $2,217,765December 2007: $1,325,000Change (#): $892,765Change (%): 67.4%

Building Permits – Residential Additions/Alterations December 2008: 42December 2007: 24Change (#): 18Change (%): 75.0%

value of Building Permits – Residential Additions/Alterations December 2008: $413,329December 2007: $287,336Change (#): $125,993Change (%): 43.8% Building Permits – Commercial December 2008: 24December 2007: 18Change (#): 6Change (%): 33.3% value of Building Permits – Commercial December 2008: $1,405,139December 2007: $8,383,145Change (#): -$6,978,006Change (%): -83.2%

Building Permits – Commercial Additions/Alterations December 2008: 20December 2007: 16Change (#): 4Change (%): 25.0%

value of Building Permits – Commercial Additions/Alterations December 2008: $961,272December 2007: $6,920,449Change (#): -$5,959,177Change (%): -86.1%

Units Sold in Boone County – Detached Single Family HomesDecember 2008: 73December 2007: 99Change (#): -26Change (%): -26.3%

volume of Sales in Boone County – Detached Single Family Homes December 2008: $13,055,914December 2007: $16,993,102Change (#): -$3,937,188Change (%): -23.2%

Median Price of Home Sales in Boone County December 2008: $148,000December 2007: $139,900Change (#): $8,100Change (%): 5.8%

Units Sold in Boone County – Detached Single Family Homes 2008: 1,7402007: 2,110Change (#): -370Change (%): -17.5% volume of Sales in Boone County – Detached Single Family Homes 2008: $308,640,0882007: $372,654,592Change (#): -$64,014,504Change (%): -17.2% Median Price of Home Sales in Boone County 2008: $152,5002007: $153,000Change (#): -$500Change (%): -0.3% Foreclosures in Boone County December 2008: 26December 2007: 29Change (#): -3Change (%): -10.3% Foreclosures in Boone County Year to Date 2008: 312Year to Date 2007: 231Change (#): 81Change (%): 35.1%

UTILITIESWater Customers December 2008: 44,199December 2007: 43,673Change (#): 526Change (%): 1.2%

Electric Customers December 2008: 44,919December 2007: 44,425Change (#): 494Change (%): 1.1%

Sewer Customers – Residential December 2008: 39,807December 2007: 39,257Change (#): 550Change (%): 1.4%

Sewer Customers – Commercial December 2008: 3,558December 2007: 3,484Change (#): 74Change (%): 2.1%

COLUMBIA’S ECONOMIC INDICATORS


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BUSINESS PROfILE | fACtORy GREEN

By Joanna Schneider

Most college seniors take it easy in their final semester, but University of Missouri stu-dents Jack Short and Daniel Lyons are running an online, eco-friendly clothing business while maintaining nearly perfect grades and preparing for medical school.

Short and Lyons, from Kansas City, have been best friends since childhood. Although the two have always been interested in protecting the environment, the idea for FactoryGreen.com arose when the two studied abroad in Europe separately in 2007 and noticed the genuine com-mitment there to a green lifestyle.

Upon returning to the states, their ideas percolated. In July 2007, FactoryGreen.com was born during a 1 a.m. phone call. Short and Lyons began brainstorming and soon had created a business plan, pitched their idea to Kansas City-based investors and secured start-up capital.

“So much of starting this business was sweat equity,” Lyons said. “We went to the library and hit the books on business, marketing and economics. And then we found the right people, took a great idea and a solid business plan and sold the hell out of ourselves.”

FactoryGreen.com, which officially launched in April 2008, focuses on eco-friendly clothing, accessories and apartment wares. Short and Lyons wanted to tap into the college market, cre-ating products that had widespread appeal.

“We partner with wind- and solar-powered factories in India that operate under fair-trade agreements,” Short explained. “We strive to offer carbon-neutral products, which have 90 percent less emission than the average T-shirt. The only carbon emissions involved in our products are transport related.”

To round out the FactoryGreen.com team, Short and Lyons sought out the creative talents of several MU students in schools throughout the campus. From Web design to photography, modeling, writing and public relations, the day-

to-day operations of the business are run by students.

“We look for students who are superbly tal-ented and exceptional,” Lyons said. “They work as independent contractors and help the busi-ness to continually grow. Everyone who works for FactoryGreen.com is under 23—except our lawyers.”

Jake Hammel, a junior textile and apparel management major, is the creative director and oversees activities like T-shirt design, Web site layout and photography.

With the company since the beginning, he sings the praises of its products. “These aren’t just clothes,” he said. “They are clothes with a message that advocate a social cause.”

In addition to promoting a positive message of green living, Short and Lyons have worked hard to establish a global Web presence. The company brings in about 100 orders a week, many of which come from outside the U.S. Canada, the Netherlands and even some African countries are on the list.

The young entrepreneurs have employed a targeted marketing scheme that uses resources such as Facebook, MySpace, LinkedIn and envi-ronmentally conscious Web sites and blogs such as TreeHugger.com. In February, the two plan to travel to Las Vegas to promote their products as part of the Magic Tradeshow, the largest con-vention for wholesale and retail clothing in the country.

For the Web site, Short and Lyons wanted to find a balance between artistic and practical functions, creating a visually pleasing product with flash elements, bright colors, easy naviga-tion and interactivity.

“This is really people’s first look at our com-pany and our products,” Short said. “We want them to be interested and be able to successfully sell our cause.”

To take the site from concept to reality, Jonathan Harrison, a business major at MU, works as the company’s webmaster and lead

MU students run online, eco-friendly clothing store

Factory Green owners Daniel Lyons, left, and Jack Short. The college students run an online clothing store.

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BUSINESS PROfILE | fACtORy GREEN

designer. With six years of commercial Web design experience, Harrison provides practical and technical expertise along with creative elements.

“I strive to involve myself with not-for-profit organizations and eco-friendly endeavors like this one,” Harrison said. “Projects that have a real social consciousness.”

FactoryGreen.com’s T-shirts are its biggest seller. MU art and design students have created more than 30 designs, and the company also offers custom printing. Offline, the shirts are sold at the University of Missouri Bookstore and the University of Ottawa.

They bear slogans such as “Solar is sexy” and “Go organic.”

Although $20 to $26 per shirt might seem steep, the pricing helps the company compete with mass pro-duced, traditional T-shirts in foreign factories.

Similar eco-friendly products can sell for between $60 to $100 at trendy boutiques and national, luxury department store chains, so the partners don’t think their prices are that much of a leap.

“You can buy a regular shirt for around $18 at the Gap or an outrageously expensive eco-friendly ver-sion at a high-end store for upwards of $60,” Short

said. “Or you can have the best of both worlds and wear eco-friendly for a fraction of the cost.”

A percentage of each sale is also donated to “Water for Life,” a global United Nations foundation dedi-cated to bringing clean water to the more than one billion people in the world without potable water.

In the future, Short and Lyons hope to expand their company. But more than anything, they want to see people make environmentally conscious changes in their lives.

“Because of how this sort of product has been marketed in the past, many people have felt excluded in the younger demographic,” Lyons said. “Now we want to see our product promote a change in lifestyle and help people to realize that changes, even if they are small, are valuable and worthwhile. Ride a bike, recycle, use fluorescent lighting — there are so many things.” v

Short and Lyons recruited fellow MU students to develop their Web site.

FactoryGreen.com's home page.


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By Jason Rosenbaum

As a fantasy football writer for USA Today and Sports Weekly, Columbia resident Matt Pitzer hears plenty of sob stories like mine during the NFL season.

The trials and tribulations of my fantasy foot-ball franchise make the winless Detroit Lions look feisty.

After starting off strong, my team — chris-tened Brock the Vote in honor of University of Missouri football great and unsuccessful political candidate Brock Olivo, — started to lose. A lot.

Without question, the most painful defeat came near the end of the season when I lost to my league's defending champion by a whisker. Had I started anyone at the wide receiver posi-tion except Justin Gage — a Mizzou alum, who suits up for the Tennessee Titans — I would have made the playoffs.

Pitzer, who has been writing about fantasy football since 1998, is one of many go-to guys for people seeking to guide their imaginary teams to the Promised Land.

Pitzer told me that he's been surprised about the emotional attachment people have for their squads. He said he regularly corresponds with fantasy football players who — like me — fell painfully short of victory.

"I've been doing it for a little bit now, so I'm kind of used to people being so passionate and so emotional about it," Pitzer said. "I get e-mails

all the time from readers and people who are completely up in arms about something unbe-lievable that happened."

Pitzer did give me props for showing so much loyalty to my alma mater. After all, Pitzer is enrolled at MU, where he’s working to obtain a master’s degree in business administration when not researching, writing and blogging about fantasy football.

In his online bio, Pitzer writes, “When I’m not trying to help you, I hack my way around the golf course, chase my kid around the house and bake bread.”

One wall of his home office in southwest Columbia is filled with four flat-screen televi-sions. He takes notes on his desktop computer while games are being televised and surfs the Internet to get extra statistics and other informa-tion needed for his analyses.

Over the years, Pitzer watched fantasy foot-ball's transformation from a fanciful diversion to a passionate ritual for millions of pigskin fanatics. He credits the Internet with growing the activity's popularity.

"Before that, you really had to be committed to getting up and opening up the paper and get-ting all the stats by yourself," Pitzer said. "Once it became a lot easier to manage your team and manage your league, I think a lot more people became interested in playing."

How fantasy football typically works• Before the National Football League season begins, a group of eight to 14 people "draft" a set number of players. Competitors take turns selecting quarterbacks, running backs, wide receivers and team defenses from multiple teams in the NFL.• Every week during the regular season, competitors have head-to-head matchups. In one week, for instance, “Brock the Vote” would compete against a team controlled by my friend Jonathan that he calls the “Best Team Ever Assembled.”• Participants select the players at each position they want to start for the week. Arizona Cardinals quarterback Kurt Warner, for example, was my quarterback for the season. New York Jets running back Thomas Jones was my premiere running back.• Each of those starting fantasy football players receive points that are based on the performances of the real players during the actual games that week. They can gain points when their namesakes score touchdowns and gain yardage, and they can lose points when they fumble the ball and throw interceptions.• At the end of each week, the cumulative score for each team is tabulated. The team in the head-to-head matchup with the most points is the week's victor.

Watching football for a living? At home?Local writer has fan’s fantasy job

Matt Pitzer takes notes on a football game in his home office.

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By Jason Rosenbaum

David Kurtz was practicing law in Columbia and posting blogs on a popular Web site devoted to politics and current events when he got an offer that led to a drastic change in his lifestyle.

The founder of TalkingPointsMemo.com, Josh Marshall needed a break from running the site, and Kurtz was asked to take it over in 2007.

The promotion from guest contributor to managing editor wasn't a big professional jump for Kurtz, who had worked at alternative news-papers before he started practicing business law five years ago.

"I had gotten to know [Marshall] just by reading the site," said Kurtz, who started off as merely a reader and a tipster. "And there were some stories that they had covered before I started working there that I was familiar with or had tips on or knew something about. … So we just got to know each other that way."

The Web's explosion in popularity as a conduit for news and insight provided fertile ground for sites such as TalkingPointsMemo.com. The site—commonly referred to as TPM —was created by Marshall at the beginning of George W. Bush's first term as president.

Over time, the site expanded into one of the most widely read left-of-center outlets for investigative news, expanding from what was essentially a one-man operation to a staff of 12 people.

Kurtz, who stopped practicing law, said the change in routine was a striking characteristic of his career shift. He used to spend most of his work days in an office. Now, he primarily works from home.

"Doing everything remotely was probably the hardest thing to adjust to," Kurtz said. "It can be isolating at times. I think that was the biggest adjustment — figuring out how to balance work and life when you're sort of doing everything remotely."

In his role as managing editor, Kurtz oversees TPM's editorial operations. He posts on a wide range of current events such as national elec-toral politics, the firing of federal prosecutors for political reasons and debate over the use of torture in interrogations.

Does anyone work 9–5 anymore? My official workday starts at 7 and usually ends a little after 6 though I usually do work-related stuff later in the evenings, too. During campaign season, it often went much later and included lots of weekend work.

Traditional media outlets have taken notice of TPM. The site was one of the driving forces behind investigating the firing of eight U.S.

attorneys, a scandal that likely led to Attorney General Alberto Gonzales' resignation. For the site's efforts, Marshall won a distinguished Polk Award for Legal Reporting.

"In a way, this model of reporting is a great example of straddling the divide between old school shoe-leather reporting and the more aggregate method of Web reporting," Paul McLeary wrote in the Columbia Journalism Review about TPM's coverage of the U.S. attor-neys issue.

Beyond accolades from traditional news out-lets, the site has also steadily increased in Web hits since its inception. TPM's family of sites receives about 2.5 million hits per month. And since 2000, a number of companion sites have opened to focus on investigations, commentary, policy discussions and election coverage.

One factor driving the site's popularity and growth, Kurtz said, was Republican rule of the presidency and—for part of the decade—Congress.

"The infrastructure on the left for discussion and the… ferment of ideas was not very well-developed," Kurtz said. "So there was a real hunger amongst people with the way things were going politically. This sort of provided a place for that."

Although it's unknown which direction the Internet winds will blow with an incoming Democratic administration and a Democratic Congress, Kurtz said TPM could remain relevant because of original reporting and investigations.

"Our reporting is almost grass roots in a sense," Kurtz said. "We sort of talk about being an insider's publication for outsiders. … So people who are really interested in this, but aren't really directly involved themselves, can really follow what's going on and feel like they've got a reli-able narrator to carry them through." v

Lawyer becomes Web site editor

Although the concept is relatively simple, there is strategy behind success. In print and online, Pitzer's advice on whom to start and whom to bench can help.

"There's certainly luck involved," Pitzer said. "I mean, you can't control who's going to get hurt. You can't control the weather, so you might wake on Sunday, and your quarterback's playing in a blizzard. But there's a lot of skill involved, too, just in knowing what's going on with the teams, what's going on with the indi-vidual players, doing that research and being on top of every team and every situation."

An estimated 30 million people play fantasy sports in the United States, according to a 2007 Harris Interactive study. On the USA Today Web

site, fantasy football is one of the 10 sports links at the top of the page.

But how much skill actually goes into it?Seth Trachtman, the new media editor for

the St. Louis-based Fanball.com, said luck plays a bigger role in how fantasy football games get decided than in other fantasy sports. Fantasy baseball, he noted, requires more skill because there are significantly more people who can con-tribute to a competitor's team.

"For football, I'd say it's quite a bit of luck," Trachtman said. "I think that's one of the things, on top of the Internet, that's made football specifically so much more popular. It's easier to play. And you don't have to follow as many players as any of the other sports.” v

Fantasy Football ... continued from Page 8

David Kurtz

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CBT view

Watkins should pick proven leader as police chief, Tom Dresner

vOICES

When it comes to selecting a new chief of police for the city, why go outside Columbia and make a selec-tion from a group of four unknowns when the best candidate is already on the job?

Let's strip the word "interim" from Tom Dresner's title and make him our new police chief.

On the job since last July when Randy Boehm retired, Dresner has proved that he has the leadership skills and judgment it takes to lead the department.

Dresner has been with the city’s police force for 25 years and most recently was the commander of the administrative support division and in charge of the SWAT team.

Dresner is a graduate of the Missouri School of Journalism, and his greatest tout is communication. Reaching out across the community, venturing where predecessors rarely visited, while tackling contro-versies head on, Dresner has turned out to be a good listener as well as a forthright communicator with the necessary management skills.

At the start of a CBT Power Lunch forum addressing Columbia’s crime problems, Dresner made a straight-forward admission, “Your police department hasn’t done a good job in talking to you.”

Under Dresner, the department created a profes-sional standards unit and a more transparent system for dealing with complaints, set up a street crimes unit focusing on “career criminals” and began put-ting together a strategic plan that included public input gathered from questionnaires. Dresner called the department’s new system for handling complaints one of the most transparent in the country.

Watkins could choose Dresner if he decides none of the four outside candidates have the mettle to lead the department.

Watkins is understandably skittish about the situ-ation. At least one council member is nipping at the process, scornful of the city manager's charter-granted exclusive power to pick the police chief. Activists of many stripes continue their push for a civilian police review board that many in the community believe to be superfluous while the continuing controversy over the use of Tasers will face whomever is selected to lead the department.

During a recent KFRU interview, Watkins said he was very pleased with Dresner's stewardship of the department, and they worked well together. But Dresner agreed not to be a candidate when he took

the interim assignment, and Watkins reiterated that he was not a candidate for the chief's position. But that could—and should—change.

The field of four outsiders will be narrowed down to two, leading Watkins into further investigation, visits to the communities where the candidates serve and huddles with the consultant and the local advi-sory group.

In 2000 when he was city manager, Ray Beck chose Boehm to lead the police department after the Pennsylvania-based chief originally named to the position decided he didn't want to move.

One of the original five candidates has dropped out and another, the police chief of a small town in Texas, recently applied to become chief in two larger Texas cities. Another candidate recently resigned as police chief in a small Texas town for what he called political reasons. None of the four stands out as an obvious choice.

Watkins could choose Dresner if he decides none of the outside candidates has the mettle to lead the department, and that’s the pick he should make.

In late December, swirling rumors turned into a comedy of errors when an important item suddenly appeared on the Columbia City Council’s Monday agenda: an ordinance to “acquire, by negotiation or condemnation,” several parcels of privately held property to make way for a new Missouri State Historical Society museum.

Declaring the acquisitions “necessary for the welfare and improvement of the city and in the public interest,” the ordinance was on track for a Jan. 5 public hearing, during a holiday period when many residents were either busy or away.

Included in the condemnation package were: U.S. Cleaners at 501 Elm St.; Bengals Bar and Grill, at 227 S. Sixth St.; and a recently reno-vated rental house at 216 S. Fifth St., owned by Addison's and Sophia’s restaurant proprietors Matt Jenne and Adam Dushoff. Information vacuum

“The Missouri Historical Society has out-grown its current location,” a city staff report declared, getting the museum’s name wrong. Society members have “requested the assis-tance of the City in acquiring the south half of the block, if the Society is unable to reach agree-ment for sale of the properties with the current owners.”

But landowners say nobody from either the historical society or City Hall bothered to con-tact them. “Outside of a few rumors, this is the first I've heard about it,” Jenne told me. “No one has made any offers; no one has initiated any negotiations.”

Mistakenly calling the museum the “Missouri Historical Society” on David Lile's KFRU radio show, Mayor Darwin Hindman said he “wasn't sure” who would own the newly acquired land—the city or the society. He also said he “didn't know” if anyone had contacted property owners Jack and Julie Rader, Dushoff and Jenne.

Fourth Ward Councilman Jerry Wade called the mess an “information vacuum” on full dis-play as council members considered moving the land acquisition ordinance to their Feb. 2 meeting (they ultimately did).

“No one approached my clients,” publi-cist Mark Farnen—representing Dushoff and Jenne—told council members. “We just now talked about how to proceed in the hallway—that hallway,” said Farnen, gesturing toward the chamber door.

Representing the Raders, who own Bengals Bar and the U.S. Cleaners building, attorney Craig van Matre asked for “maybe as much as 60 days” for proper consideration, especially “given the critical nature of the ordinance.”

Even museum director Gary Kremer said he hadn't been told about the council agenda until hearing from a reporter “like everyone else here.”

Expressing surprise over the lack of com-munication with so many of the project's “key stakeholders,” Fifth Ward Councilwoman Laura Nauser asked for an explanation.

“We're going to look into it,” Kremer told her. “We definitely have questions.”

History of thieverySuch haphazard handling of a hot potato like

eminent domain suggests its handlers didn’t realize that depriving private citizens of their rights to own land is morally and economically repugnant to many voters and taxpayers. “In this troubled economy, downtown property is a pretty solid investment,” a Columbia busi-ness owner e-mailed me on hearing the news. “Our little lot is very important to my mother’s retirement income. Eminent domain is a retire-ment nest-egg thief.”

Indeed, many people consider Columbia’s past use of eminent domain tantamount to thievery.

Fifty years ago, the Columbia City Council constituted a group called the Land Clearance

for Redevelopment Authority to “reclaim” the Flat Branch Creek area and 126 acres around Douglass High School and Cemetery Hill in central Columbia.

Columbia’s black community owned and occupied much of the eventually bulldozed land, which included homes, business districts like Sharp’s End, and by some estimates, as many as 125 black-owned barbershops, saloons, movie theaters and other enterprises.

An LCRA consultant estimated the Douglass Reclamation area’s worth at $1,042,750 in 1958. But a July 1958 Missourian article reported that City Hall and the LCRA used eminent domain to get the tract for $591,000, or about 50 cents on the dollar.

Stan Kroenke’s empty Osco eyesore now sits on Cemetery Hill and the Columbia Daily Tribune building sits on LCRA land that publisher Hank Waters bought in 1968. River shipping magnate Ray Eckstein purchased LCRA land and built the downtown post office around the same time. The Wisconsin-based multimillionaire has owned it ever since, collecting sizeable rents from the federal government for 40 years.

Feeling swindled to this day, many members of the black community harbor nothing but ill will toward City Hall and Columbia’s other eminent domain co-conspirators. They look at who owned the land then—black folks—and who owns the land now—white folks.

But Hank Waters sees it differently. Faced with today’s imminent eminent domain, he recently opined: “Private property rights are as secure as ever. The feverish hand wringing we are seeing is unwarranted. Remedies for abuse remain. Relax, and have a beverage of your choice.”

If you want to have that beverage at Bengals, you’d better get in there soon.

Citizen Journalist

Eminent domain’s inauspicious encore

Mike Martin

Mike Martin is a professional journalist

and National Press Club member. Locally,

he operates the Columbia heart Beat,

an online alternative newsweekly at

columbiaheartbeat.blogspot.com. Reach

him at [email protected]

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vOICES

City view

2008 brought new approaches and measurable achievements

Bill Watkins

Bill Watkins is Columbia’s city

manager.

Send your letters and comments to CBT via our Web site, www.columbiabusinesstimes.com, by mail to 2001 Corporate Place, Columbia, Mo 65202 or by e-mail to [email protected]

As city manager, I believe that government works best when it takes positive, incremental steps toward the community’s collective vision. Our citizens have high expectations and under-stand the value of working together to achieve success. Columbians also recognize the value of timing and the limits of resources. With that in mind, I am pleased to share with you some highlights of city achievements during 2008.

City tightens up and stays financially stableDespite tough financial times, the city has

maintained strong bond ratings and generally smooth operations. Sales tax growth is slower than expected and, over the last two months, is running below last year. Through conserva-tive budgeting and curbed spending, we main-tained a stable financial position that meets reserve and debt service requirements while continuing to perform essential city functions.

We also analyzed and changed the way city government does business with itself. Six units that serve and support overall city operations prepared business plans leading to signifi-cant savings in some areas and more accurate budgeting in others. Currently, spending on all General Fund supplemental budget items, including new staff, requires the manager’s specific approval.

voters support public infrastructure plansWith approval margins of more than 75

percent, Columbia voters supported sewer and water ballot issues proposed last April and November. Community satisfaction with management of the city’s utility infrastructure is crucial, especially during a time of rising prices and planned, annual rate increases. Thanks to council leadership, solid planning, sound financing proposals and effective public education, we’re making substantial progress on completing capital improvement projects approved by voters in 2005.

Capital improvements get more public scrutiny

Once buried in general budget discussions, capital improvement planning now gets spe-cial community attention. Our comprehensive document describes all projects inprocess and on the drawing board without setting limits on resources. We’ve increased citizens’ awareness and input through dedicated public council work sessions and online viewing. With better internal coordination and more timely staff review, projects can be efficiently bid through the city’s purchasing agent and get done on time and (in most cases) under budget.

Permitting achieves two goalsWe’re also working to stamp out unneeded

delays in the city’s building-permit process. Instead of passing applications from desk to desk, a new work group, based in our Protective Inspection Division, meets every two weeks for joint discussions and decisions. We want to increase efficiency for local business and gov-ernment without jeopardizing public safety. Developers can also schedule inspections, check inspection results, check the status of plans and pay fees online or by telephone.

Technology aids comprehensive planning and public service

Columbia changes its shape and dimension daily. We’ve seen accelerated change down-town, in the roads that define our boundaries, in our trail- and green-space system and at major traffic intersections. There is a legitimate demand for community planning that keeps pace with this evolution.

We have laid the groundwork for a revised, fully integrated comprehensive plan that incorporates growth management planning, scenario modeling and consistent, reliable data. Specific steps include a natural resources inventory, digital mapping of geographic and other data (GIS) and social and economic data projections. GIS technology augments physical planning and policy decision ranging from neighborhood status to public health.

A new document-imaging system is reducing our use of paper forms and the time it takes to process them. Our city Web site con-tinues to attract users with its options for online payments, facility reservations, opinion sur-veys, public information, electronic publishing, access to city documents and online calendars.

Local partnerships strengthen Columbia and the region

We continue to exceed community expecta-tions for cooperating with public and private organizations. Partnerships with Boone County government and the University of Missouri benefit Columbia and the surrounding area. Our mutual work includes GIS mapping; tax collection; elections; information technology; bidding and purchasing; planning, zoning and code enforcement; transportation; emergency services; health and social services; downtown development; public safety; economic develop-ment; public participation and more.

Public transportation goes to next levelPeople are pleased with the improved

service at Columbia Regional Airport. I don’t remember the last time we could make this claim, but the flying public is showing its approval by increasing its use of service pro-vided by Mesaba Airlines, a subsidiary of Northwest Airlines. A regional customer coali-tion abandoned our business-as-usual reliance on air connections to St. Louis and Kansas City in favor of a Memphis, Tenn., connection to almost 100 destinations.

Along with free parking, a single secu-rity check, wireless Internet access and other amenities, service out of Columbia Regional exceeds the company’s expectations. Passenger numbers are also climbing on city buses despite modest fare increases that took effect in October.

City employees start to see new approachAfter years of employee and supervisor

disappointment with the city’s overall com-pensation strategy, we modernized—in increments—our practices. We adopted a new performance-evaluation system that provides several tiers of pay increases based on employee competency and achievement of goals. The

intent is to inject fairness, consistency and transparency into the system.

We continue to review all employee classifi-cations to assure that job descriptions align with work performed, to adjust work performed to organizational needs and to compare city pay scales with those in the wider job market. To attract and keep well-qualified employees, we “broadbanded” city department head job classifications and provided more salary range flexibility. We will apply this to more positions over the next two years.

Community participates in key staff leadership decisions

Columbia Water and Light Director Kraig Kahler joined the city last year with the advice of a citizen advisory committee. Using an execu-tive search firm to recruit and screen applicants for the position, we asked committee mem-bers to identify desirable qualities in a Water and Light director and to review the short list of applicants. Our new director is a smart, resourceful, responsive and committed public servant who can effectively guide the city’s energy and water systems. This community process worked so well that we are currently using it to select Columbia’s new police chief.

Police department involves communityThe convergence of council, staff and public

concerns created an environment ripe for change. With advice from independent con-sultants with national reputations, we estab-lished a new internal affairs unit to investigate complaints against police officers and gather data that can be used for further department reforms. We created a four-person street crimes unit to attack and prevent crime, and officers are learning to use effective practices for crisis intervention.

Other actions opened up communication with the public as never before: public discus-sion of Taser use, work with a council-appointed Citizen Oversight Task Force studying the need for a citizen review board, groundbreaking for a new police training facility and more depart-ment-initiated contacts with citizens and local media.

Community vision takes shapeWhile a key city staff member was on

extended leave, we retained an independent consultant to help us take the next steps toward implementing the community vision plan. We reignited community interest, assured that the vision plan would not be a dust collector and facilitated community discussion of the proposed plan and implementation process. Council enacted a city ordinance authorizing a new Vision Commission, which met twice in January. On Jan. 13, the Vision Commission established its 2009 officers. Jeffrey Williams will serve as chair, Dan Goldstein as vice chair and Julio Lorio as secretary.

It has been a busy year at City Hall. I appreciate the opportunity to serve the public and look forward to working with you in the coming year.

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By Jason Rosenbaum

University of Missouri system president Gary Forsee's pres-ence at U.S. Sen. Kit Bond's retirement announcement could be seen as an example of the symbiotic relationship between the state's senior senator and Missouri's flagship campus.

After Bond took a few questions from reporters at the Jan. 8 gathering, the four-term lawmaker cajoled Forsee to come up to the lectern. Forsee praised Bond as a man who left an indelible mark through his service.

One of Bond’s guiding passions, Forsee said, was higher education.

"It takes that shoulder muscle to get some of these things accomplished," Forsee said.

Bond's decision not to seek re-election after the 2010 election cycle not only brings an end to the Republican senator's long and winding political career, but it also could prompt changes to how the University of Missouri is perceived in Washington, D.C. Although he attended Princeton University and the University of Virginia, Bond had a knack for getting appropriations for MU. Bond was often on hand at dedication ceremonies over the past few years, which often included effusive praise from university officials for his help in landing funds for major projects.

The most obvious example is the Christopher Bond Life Sciences Center, a sizable facility on the Columbia campus that Bond helped fund through the federal appropriations process.

When asked about how MU and the UM system would be affected by his departure, Bond said that he hoped his successor would be able to "serve many more years" than he. He also said he would devote his final two years to assisting the university.

"I really believe the key to the university's success and others' success is that the university has developed a reputation," Bond said. "It has the resources to compete on its own successfully."

Bond pointed to Warren Erdmann, a member of the UM System Board of Curators, as one of the people who would lead the university in a successful direction. Erdmann formerly served as Bond's chief of staff.

Erdmann said new people will "step to the plate" to assist higher education institutions. But he conceded that Bond would be a tough act to follow when it comes to supporting the UM system and MU.

“The generational cycle will go on," Erdmann said. "We've lost a true leader for Missouri and an exceptional leader for the University of Missouri. I can't think of an elected official who has led and contributed more to the university than Kit Bond. While he'll be here for two more years, we'll make the most of it."

Although Bond will remain in the U.S. Senate until early 2011, the scramble to replace him began soon after he made his retire-ment announcement.

Democrats seem to be coalescing around the potential Senate candidacy of Secretary of State Robin Carnahan. Possible Republican candidates include U.S. Rep. Roy Blunt, R-Strafford, former state Treasurer Sarah Steelman, former Sen. Jim Talent, R-Missouri, U.S. Rep. Sam Graves, R-Tarkio, and former U.S. Rep. Kenny Hulshof, R-Columbia.

State Rep. Chris Kelly, D-Columbia, said the race to replace Bond could have far-reaching consequences for MU.

He said the university could be at a disadvantage if some-body with loose ties to the institution—like Blunt—wins the seat. Blunt's congressional district includes Missouri State University and Missouri Southern University.

George Connor, a political science professor at Missouri State, doesn't expect the home region of the next U.S. Senator to make much of a difference in terms of support for MU.

He pointed to the example of Gov. Bob Holden, who gradu-ated from Missouri State University with a degree in political sci-ence. Despite his ties to the university, Connor said the institution didn’t derive much benefit from his administration.

"We didn't get anything from that because he bent over backwards not to [show favoritism]," Connor said. "And I think Congressman Blunt would do the same."

Kelly said U.S. Sen. Claire McCaskill, D-Missouri, who did undergraduate and law school work at MU, could pick up the slack in the wake of Bond's departure.

"When she was here as a legislator, she was incredibly sup-portive of the institution," Kelly said. "There's no question that Claire is a very, very active supporter of the University of Missouri. … Claire is a pretty effective legislator." v

Bond's departure affects MU funding

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AGE: 41JOB DESCRIPTION: Co-host with Simon Rose on KFRU’s long-running talk show,

“The Morning Meeting.”YEARS LIVED IN COLUMBIA: 23

ORIGINAL HOMETOWN: Hannibal, Mo.EDUCATION: Bachelor’s degree in journalism, broadcast sequence, University of Missouri School of JournalismPROFESSIONAL BACKGROUND: Missouri Attorney General’s office, communications assistant, 1989-1993; Vangel Associates, account

executive, 1993-200; Boone Hospital Foundation, executive director, 2002-2004

A COLUMBIA BUSINESSPERSON I ADMIRE AND WHY: Mike Vangel. I worked for Mike for nine years and saw firsthand how he conducts business. Our

work environment was like being in a family, the functional sort. He not only talked about being involved in the community, he lived that way himself. He

encouraged staff to join organizations. When I came to work for him in 1993 he said, “You are going to join the Chamber of Commerce, and you’re going to serve on

a committee.” I loved that he walked the talk. WHY I’M PASSIONATE ABOUT MY JOB: I accepted this job because I believe the station needed a woman’s voice. I also wanted to be a voice for conservative women. The vilification of Sarah Palin convinced me that people need to meet and get to know conservative women. We’re all over the place. A void needed to be filled. I hope to bring that to this community in a small way. IF I WEREN’T DOING THIS FOR A LIVING, I WOULD: I’m still for the most part a full-time mom, and I would still be a full-time mom. This job takes a few hours a day and is very flexible. I’m still able to volunteer at my children’s classrooms and still be engaged professionally—it’s the best of both worlds.BIGGEST CAREER OBSTACLE I’VE OVERCOME AND HOW: Balancing the job of mom with my career. It was a struggle for me to parent largely alone (with Kenny in Washington, D.C., weekly) with two small children and a full-time job. With flexible employers and working some at home, I made it work.A FAVORITE RECENT PROJECT: It isn’t sexy, but I have loved getting our farmhouse in order—sorting, storing, throwing out and organizing. It looks and feels fantastic. WHAT PEOPLE SHOULD KNOW ABOUT THIS PROFESSION: People thought radio was dead with the advent of television, just like people think newspapers will die because of the Internet. I tend to believe there is room for all media to exist. So long as there are people in their cars who want to hear about current events and want to listen to good music, radio will be with us. There is no substitute for local conversations about current events. AM radio has found its niche and I look

for it to be around a long time.WHAT I DO FOR FUN: I love to read escapist fiction. I just read Jan Karon’s “Home to Holly Springs,” and I’m reading “Confederates in the Attic” by Tony Horwitz. I also love to cook. Kenny and I love

to go to our farm, and we love to do home-improvement projects. We love to travel and drink wine. FAMILY: Kenny, husband of 14 years; and two girls—Casey, 9, and Hanna, 6.

FAVORITE PLACE IN COLUMBIA: My house. Maybe it’s because we didn’t spend much time there in the past year when Kenny was running for governor.

ACCOMPLISHMENT I’M MOST PROUD OF: I was very much a full-time political partner with my husband (though I did it sporadically in the last 12 years when Kenny was in Congress). I had to step outside of

who I thought I was. I gave speeches, talked about policy and put up with personalities I didn’t think I could put up with. I had to run some fundraisers on his behalf and deliver intense, substantive speeches. I did it and even grew to enjoy it. When Louisiana Gov. Bobby Jindal came to town, Kenny was not able to be here, and I had to do the whole event.

MOST PEOPLE DON’T KNOW THAT I…am a weather geek. I love the Weather Channel (Jim Cantori!) and even asked for a Weather Challenger jacket for Christmas (and got it, too!). If I were proficient in science, I’d have to go to school for meteorology. v

Renee HulshofWeekday radio commentator, KFRU News Talk 1400

PEOPLE yOu SHOULD KNOW

photo by jennifer kettler

Retail sales are only one example of how the Internet can extend a business’s reach. The marketing opportunities the Web provides are multiplying, and companies are scrambling to find ways to take advantage of them and direct online traffic to their sites.

Whether it’s through use of social networks, exemplified by Bank of Missouri and New Chapter Coaching, a superior operating system, like the one Agents National Title Insurance has set up, or just keeping the company Web site fresh, as Callaway Bank does, the bottom line of marketing in the online world is making it easy for potential customers to find and use a business’s Web site.

Ten years ago, a company’s Web site might well be little more than a business card. Now, it is the cornerstone of a successful marketing strategy. Today a business card without a Web address is little more than a piece of paper.

“If you’re not on the Internet, your business doesn’t exist,” said Peter Meng, director of interactive at Woodruff Sweitzer, a firm that helps companies with advertising, corporate branding and innovation. It’s a common Internet axiom, he said, but one that becomes truer every day.

The trick is directing customers to the Web site whether the interaction between customer and company takes place online or offline. Every message must point to the company’s Web site whether that message is in print, on TV or on a billboard above a highway.

Online advertising, Meng said, does the same thing. Traditional banner ads on a site are simply links to a company’s Web page. Search engine optimization or making sure a site has the keywords most likely to produce a high ranking in the results of a search, is also extremely important, he added.

“Especially in times like these with slower growth, online advertising is what clients are looking for,” said Amberly Engert, director of non-paid media for True Media, which specializes in helping clients place advertising online. “It allows businesses to target ads based on Web behavior, which is more cost-effective and more measurable.”

Although companies are still realizing the potential for targeted Internet advertising, even that might not be the best online opportunity.

Social media, like blogs and social networking sites such as Facebook and LinkedIn, are allowing companies to spread their message via their customers.

“What’s happening now is you’re trying to bring consumers to advocate for your product,” said Steve Warme, vice president of account services at Woodruff Sweitzer’s Calgary office.

That’s turning the traditional marketing funnel, where the end result is a sale, into a megaphone, Warme said.“The best way to reach people is through word of mouth,” Meng said. “And electronic word of mouth moves pretty

rapidly.”SoccerPro’s owners have been able to spread the word about their business by just having fun. They started produc-

ing a podcast, called the Goalmouth Scramble, in the summer and post two or three a week to their site. The podcasts, which can be streamed directly from the site or downloaded from iTunes, feature Stelzer talking and

joking about the game with other soccer enthusiasts. They’ve even had KFRU host Simon Rose as a guest. It might seem like just a fun addition to their Web page, but as the site says, it’s “just wacky enough for you to take seriously.”

Marrero said the podcasts have provided another interactive opportunity for SoccerPro and its customers. They’ve al-ready produced around 80 episodes and have received e-mail from kids about the show, including some from England.

“It’s a matter of understanding how our customers are communicating, how they want to talk to us and how they want to learn about us, and we’re just using those tools,” Marrero said.

Market Overview ... continued from cover

Curtis Stelzer of SoccerPro

answers listeners questions about the

English Premiere League during a

podcast recording of his show

the Goalmouth Scramble.

Zack Burleson records a podcast with Curtis Stelzer of SoccerPro. The two record a show every week and have a large following in the United Kingdom.

TWITTER, FACEBOOK NOT jUST FOR FRIENdSOne of the newer social marketing tools is Twitter, which allows users to use short group messages to

constantly let their friends and associates know what they’re doing. The challenge is providing further content like a Web address in a character-limited message, Meng said, but it’s “a great way to create buzz if you have something buzz-worthy.”

Marrero and Stelzer at SoccerPro have already begun using Twitter to reach their customers, informing them of deals and events. They also have a company Facebook page that serves the same function.

“Twitter and Facebook are some social marketing tools that are relevant to the kids that buy our stuff, and we want to let them know we’re right there with them,” Marrero said.

But kids aren’t the only ones using Facebook these days. Politicians discovered the site’s marketing potential this election, and companies from The Blue Note to Citigroup have official Facebook pages. Carolyn Sullivan, who started a business consulting firm four months ago, joined Facebook for fun. But after she launched her business, New Chapter Coaching, she quickly saw Facebook’s marketing potential.

“I use it to keep my business in the minds of my friends and family,” Sullivan said. “That allows referral op-portunities in a business where a referral is most important.”

When she was getting ready to launch her business, she let her friends on Facebook know so they would create business buzz. She’s also a member of LinkedIn, another networking site that caters to business professionals, and is in the Columbia Chamber of Commerce online directory. But Facebook generates most of her Web site’s visitors.

Sullivan already has a blog on her Web site that provides professional development tips and will soon begin producing videos with a “coaching tip of the month.” She’s also working hard to get other sites to provide links to her site, newchaptercoach.com. She’s even using old-fashioned direct mail but noted that it’s a lot cheaper to use an e-marketing company — only $15 to contact 500 people.

“Because you can be relatively nimble online with a relatively low budget, it allows smaller companies to grow and get their message out there,” said Warme at Woodruff Sweitzer.

Carolyn Sullivan uses her Facebook page to direct online traffic to her Web site.

SoccerPro customers tired of shopping can take a break and listen to the zany podcasts put together by the store’s owner.

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SPECIAL SECTION | online marketing strategies

GIRL TALK ‘GREW WINGS’The Internet can even grow companies out of what was

intended to be a hobby. Kathy Onwezen launched Girl Talk, a social networking site for Central Missouri women, to stay connected with other women after she left her job as a nurse to start her own business.

Since the site started in May, she’s already attracted more than 500 members and five contractual sponsors. She’s probably going to have to hire someone this year to help run the site, she said.

“I just thought it would be a place where we could all e-mail each other,” Onwezen said. “And it just kind of grew wings and flew.”

When Brooke Watkins at Bank of Missouri heard about Onwezen’s idea, she immediately saw the marketing opportunity.

“We saw Girl Talk’s potential at the very beginning,” said Watkins, who is Branch Retail Services officer at the bank. “We realized it would become more than a hobby for her.”

One of Girl Talk’s features is that it provides a way for members to get expert advice from sponsors in areas such as finance, health and family. The opportunity coincided per-fectly with one of Bank of Missouri’s focuses for 2009, female entrepreneurs, Watkins said. Now Watkins is a featured expert on the site, gotogirltalk.com, and answers questions from members along with other Bank of Missouri representatives.

On a professional level, the bank’s sponsorship of Girl Talk is already starting to draw customers, Watkins said. She personally uses the site for the restaurant reviews and new recipes, she said, and is looking forward to an upcoming girls’ poker event.

The online community, Girl Talk, has created meets for live social events, too. Companies and professionals have con-tacted Onwezen about sponsoring events to promote their businesses, especially lately, when “people are very inter-ested in no-contract advertising,” she said. In the last few weeks she’s received quite a few calls from businesses that are looking to reach customers through Girl Talk.

Similar to Facebook, Girl Talk is a social network for central-Missouri women and is sponsored by local businesses that offer expert advice to the site’s members.

Callaway Bank’s new site can be updated in-house, allowing the CEO to regularly communicate with customers.

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SPECIAL SECTIONCONTENT (MANAGEMENT) IS KING

Meanwhile, Callaway Bank recently redesigned its Web site for a fresher look that offers more online services, the bank’s director of marketing and public relations, debbie LaRue, said. The goal is to better connect with its existing customers. But the site is also much faster, which is important to keeping the attention of potential customers who may not wait more than a few seconds for a site to load, she added.

The biggest improvement, though, is the content management system built into the new site. It allows the bank to manage the site in-house without hav-ing to wait on a webmaster. Now the marketing department can make needed changes, and features like a message from the bank’s CEO can be updated regularly. The content management system will also allow Callaway Bank to design surveys to find out more about their customers, LaRue said.

“It is very important for us to know what our target audience is and what they want,” she said. “The Web site is a great way to gather that information.”

The development of content management systems is a major trend for businesses right now, Meng at Woodruff Sweitzer said. Ten years ago, a com-pany would spend half a million dollars to create a system that allowed it to manage Web content in-house. Now, they can do it for under $1,000. Meng estimated 50-60 percent of businesses still need someone to manage their content for them, “but that is changing rapidly.”

BUSINESS FUNCTIONS MOVE ONLINEAgents National Title Insurance just launched its new in-house managed

Web site this month. But CEO david Townsend said “it’s more than just a Web site; it’s our Web system.”

The site, developed by delta Systems, has moved all of the company’s accounting and reporting procedures online, reducing the time spent on “mun-dane paper pushing,” Townsend said. For a real estate title insurance under-writing business, that’s important because it attracts customers — title insur-ance agents who aren’t necessarily tied to a specific underwriting company. Before agents did everything on paper, so it took more time for agents and underwriters to communicate, Townsend said.

“Every bell and whistle we add to this system is designed to make it easier for our agents to do business,” he said. “As soon as they see it, they love it.”

The system was one of Townsend’s main goals when he started the title underwriting business three years ago. By consulting with title agents on the system, he made sure it was designed to make the process as easy as possible for them, he said.

“By having a more efficient system, we hope that it will translate into a higher number of policies issued on us than competitors,” Townsend said.

Not only does Townsend think his site will draw more agents to his company, he also hopes to eventually market the system to non-competitor title under-writers. The patent on the system is pending.

Agents Title’s system is indicative of the future of business, a shift not only of marketing but also accounting and internal processes to the Internet, Meng said. Businesses may not realize it at first, but “when you look at the Web, you need to understand that in the next 10 years, the majority of your business will be run through the Internet,” he said.

Although Meng sees a wave in the near future of advertising through games and applications and more targeted social networks, for now companies need to make sure they have a Web site that not only presents their products but also reflects their company’s personality.

“Whether a business knows it or not,” he said, “their Web site is already their primary marketing tool.” v

Several Columbia-area state representatives said they were initial-ly pleased with Nixon’s plan. But state Rep. Chris Kelly, D-Columbia, said he wants to see more concrete details on the initiative.

“We need more detail, but I think his small-business initiative is excellent,” Kelly said, referring to the loan proposal. “The most im-portant thing for me on the economic development picture is, I want to know who’s going to go to work doing what.”

Rep. Steve Hobbs, R-Mexico, noted that elements of the plan were “Republican ideas,” adding that he didn’t have a problem with any portion of the economic package. But he shared Richard’s concerns about funds being taken away from the DREAM Initiative.

“That’s been extremely successful,” Hobbs said. “I think that the (loan idea) has merit. The devil’s in the details about who decides and who qualifies and how it all works.”

Although still needing to examine the details of the proposal, Rep. Stephen Webber, D-Columbia, said Nixon was smart to start his ten-ure focusing on the issue of economic development: “Hopefully, the House can work together to make it happen.” v

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Guest Column » nelly roach

Simplicity key for successful online marketing strategy

For most small-business owners and marketing professionals, the phrase “online marketing strat-egy” prompts a cringe. In truth, it doesn’t need to be complicated. A well-planned yet simple on-line strategy makes all the difference. The following is a simple checklist of 12 things to keep track of, and you can use this list to spearhead in-house efforts or to speak more confidently with your consultant.

Search engines: For most sites, the bulk of your traffic will come from searches performed by visitors who follow a link in the search results to your site. In my experience, traffic from search engines accounts for 50-65 percent of your site’s traffic.

Key words: The first step in a solid search engine is developing a core list of key words and key phrases that relate to your business and are likely to be typed by search engine visitors. Write them down.

Content optimization: Keep it simple, start with the basics. Make sure the title of each Web page has your key words or key phrase in it, make sure your title tag is the first tag in your Web page’s head section, and make sure each Web page has an H1 tag with your key word or key phrase in it. If you’re not familiar with HTML, that’s OK. Any Web designer can make these changes for you at a reasonable cost.

Link building: In most cases, link building refers to the practice of recruiting other Web sites to link to your site. Although this is important, it’s best to start with your own site. For example, if you have a page that showcases your plastic widgets, be sure that every time you use the phrase “plastic widgets” it links to that page. Then, start asking family, friends, customers and suppliers to link to your Web site, too.

Google analytics: There are many different Web traffic reporting solutions but for me, Google Analytics is the most powerful and easiest to use. Visit www.google.com/analytics, and click the Product Tour link for more information. For more information about search engine strategies and techniques, visit www.searchenginewatch.com and subscribe to the newsletters.

Pay-Per-Click: Pay-Per-Click advertising refers to advertising on a Web site (usually a search engine, content provider or social networking site) by bidding a certain amount per click you re-ceive. Be sure to set clear and measureable goals before you start spending money. Google AdWords (www.google.com/adwords) is the most popular and provides a great video tour to help you get started.

Budget: Determine how much you’ll need to spend each month. Most of the time, an initial monthly budget of $150 is a good place to start. As you tweak your strategy and it starts producing good results, you can increase this.

Ad content: PPC ads are typically more effective with direct response (presumes an immediate sale) copy rather than image (attempts to create a brand preference) copy.

Landing page optimization: Pay particular attention to the page your visitors will see when they click your ad. Avoid sending the visitor to your home page, and consider sending the visitor to a page specific to the content of the ad. Include a strong call to action. Let your customers know what to do next.

Conversions: Determine exactly what you want visitors to do once they get to your site (fill out a form, call a phone number, buy something), and determine how you’ll measure whether that was accomplished. Review your Web traffic reports on a regular basis, and determine to what extent your visitors are accomplishing that task. Then, look at your site, and figure out what changes you need to make to increase the percentage of visitors who accomplish the goal.

Traditional media integration: Be sure your Web site address is on your business cards, enve-lopes, brochures, sell sheets, counter displays, print ads and television ads, and mention it toward the end of your radio ads.

Include downloadable PDF versions of your brochures and sell sheets and streamed versions of your radio and television ads on your Web site.

E-mail marketing: There has never been a less expensive and more effective marketing commu-nications vehicle than e-mail.

Collecting e-mails: Chances are, you receive corporate communication via e-mail that you like (or at least don’t mind) receiving, and those that are a regular nuisance. An important part of your strategy is to avoid being labeled a nuisance. Use only opt-in e-mail collection techniques. Tell your customers why you’re collecting the address and exactly what you intend to do with it. Don’t take it personally if they refuse, and be sure to thank every customer who is willing to give it to you. They are paying you a high compliment.

Appropriate content: Most of your customers consider e-mail to be personal and private, so take care to focus less on what you want to say and more on what they want to hear about your company. Include a link from the e-mail to the specific page you want your customers to see.

Inconsistent time frame: Avoid sending e-mails according to a consistent time schedule. Your e-mails will become routine and more likely to be ignored. Send communications when you have something interesting to say such as to announce the launch of a new product, a special promotion, a new hire or other interesting news. There’s a lot more you can do, but very little of it matters until the points above are in place and working for you. Go through the exercise above once every month. After a year, you should see substantial progress. Then, you’ll be able to take your online marketing strategy to the next level. v

Nelly Roach is the general manager for Caledon Virtual LLC, a marketing consultant firm in Columbia that specializes in online strategies. She can be reached at [email protected]

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Note: Twitter account listings follow style used to reply on Twitter, @name.

By now you’ve probably heard of Twitter, mi-cro-blogging and the new wave of online social marketing.

However, you might not be sure what it is, how it works or how to use it as an effective marketing tool for your business. Jumping into Twitter definitely takes time, even for technologists and avid bloggers, but many local businesses have taken the plunge and are effectively using Twitter for promotion.

Twitter is a micro-blog because it allows users to post short (140 characters) public messages (tweets) and follow other users’ tweets. Tweets can be posted and followed via twitter.com, RSS feeds, e-mail, third-party applications and SMS messages from mobile phones.

Twitter is a challenging medium for many. Most approach Twitter with concerns about making the pri-vate public. They wonder, why would anyone want to know what I am doing all day?

Even David Pogue a New York Times technology columnist, had problems getting involved (Article: http://tinyurl.com/8gzqs8). He shares his journey as a Twitter newbie and makes an important point about using Twitter effectively: “Don’t tweet about what you’re doing right now.” Even though Twitter.com

asks, “What are you doing?” Twitter is a tool for com-munication and collaboration.

Over the past year, Twitter has more than tripled in size from an estimated 900,000 in January 2008 to more than 3 million at the beginning of January ’09. This dramatic increase is largely due to increased media coverage of the service and the presidential election.

During the election John McCain (@johnmccain) used the service sparingly, posting a couple dozen links to campaign ads and news articles. Barack Obama (@BarackObama) actively used the service and became the most followed person on Twitter with more than 165,000 followers. Obama’s staff used the service to post more than 250 links to information on his site, videos of speeches and the announcement that Biden was his running mate.

Jen Reeves (@jenleereeves), a fellow at the Reynolds Journalism Institute, new media director at KOMU (@KOMUnews) and long-time local Twitterer (yes, actu-ally a word for Twitter users), remembers seeing the first influx of local users when CNN covered a story about a student arrested in Egypt, who was ultimately freed after letting friends know about his arrest via Twitter (Article: http://tinyurl.com/a4ab7u).

Reeves is a huge fan of Twitter and an avid user. In an arena where she does not stand out like an on-air reporter, Twitter helps her to connect to the commu-

nity and stay heavily involved. Twitter friends are the source of most of the interesting news she receives.

“Twitter is what people were hoping RSS would be,” Reeves said. “But it goes beyond RSS because you can have conversations at the same time.” To illus-

Tech Sessions » Jonathan sessions

Sounds trivial, but Twitter is a seriously useful tool


Local Business Twittering:top ten Wines: @toptenWines

true/False Film Festival: @truefalse

the Blue note/mojo’s: @the_blue_note

shakespeare’s Pizza: @shakesPizza

Columbia Convention and Visitors Bureau: @ColumbiamoCVB

glenn’s Café: @glennscafe

Delta systems: @deltasystems

We always swing Jazz series: @jazzseries

the YouZeum: @youzeum

Columbia Chamber of Commerce: @ComoChamber

Columbia Business times: @ColumbiaBiz

Y107: @y107

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trate her point, during the recent Hudson River plane crash new agencies were reporting on posts and photos from people tweet-ing from the ferries assisting the victims (Article: http://tinyurl.com/9azobw).

Reeves reacted quickly, posting links and twitter feeds about the crash. As a journalist, she aims to “help sort information and provide more context. Twitter is a great way to do that.”

While news agencies have found their place in Twitter, so have businesses.

Locally, Shakespeare’s Pizza (@ShakesPizza) has been twittering since July and has found it very effec-tive. “It’s free,” said the Big Cheese, Kurt Mirtsching, “so we’re going to use it.” With roughly 350 followers, Shakespeare’s posts come every couple weeks and are only things, as Mirtsching put it, “worth bothering people for.”

Their point of sale system allows them to track the success of posts that blend immediate deals, witty comments and requests for follower involvement. such as: “$1 Slices. At the parking lot door. Tonight only.”

At the same time, Mirtsching recognizes the importance of cre-ating a relationship with customers by requesting feedback and finishing the posts with comments like: “You have been warned. Beware The Stache.”

After learning about the technology at a tourism summit in San Francisco in October, Megan McConachie cre-ated the Twitter feed for the Columbia Convention and Visitors Bureau (@ColumbiaMOCVB). Created as a resource for visitors to Columbia, the feed is promi-nently featured on the CVB Web site (visitcolumbiamo.com).

McConachie updates the feed with local variety and unique-ness. “The hope is people from outside Columbia are looking, and we want to show off what makes Columbia stand out as much as promoting local businesses.”

Even though I’ve used Twitter for a long time (@JSesh), I’m still learning how to use it effectively. Most of the time I use Twitter to follow the Tribune (@columbiatribune) and Missourian (@CoMissourian) feeds, but recently I have been more actively involved in collaborating with colleagues and friends (especially while writing this article). Only after several days of research and interviews do I feel like I have an understanding of its practical uses.

This past week, via Twitter, I found a blog discussing the five stages of Twitter acceptance (http://tinyurl.com/9hu8eq). I have to admit, I found it to be a pretty accurate depiction of the experi-ence I had learning to use Twitter. For a long time I was in denial about the possibilities of Twitter as a tool.

Although at first Twitter might seem like just another way to consume time on the Internet, it is a free way to connect with a large, active user base ready to interact. Twitter is about collabora-tion and giving people a line into your business. Keeping active by posting useful information and responding to followers helps keep clients and potential clients engaged and active in your busi-ness, and it gives them the feeling that they are involved. Spending a few minutes a day tweeting might be the best online marketing investment you make. v

Jonathan Sessions (@JSesh) is an owner of Tech 2. Reach him at [email protected] or 573-443-1555. http://www.jonathansessions.com

Local News Twittering:komU: @komUnews

the maneater: @themaneater

the Watchword: @thewatchword

missourian: @Comissourian

tribune: @columbiatribune

Politicians Twittering:Claire mcCaskill: @clairemc

Sessions ... continued from 19

SPECIAL SECTION

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www.mo-commercial.comSee commercial properties available throughout Missouri atSee commercial properties available throughout Missouri at

Baby boomer’s perils in online social networkBy Mary Paulsell

Late last year, some friends of mine convinced me that I needed to create a profile on Facebook and another one on LinkedIn, which is supposed to be like a Facebook for business people.

“This is not for me,” I thought. “No one needs to know about me or what I do in my spare time or what books I’ve read.”

But the needling continued, so I finally just went “out there,” set up a page and went on my happy way.

Then, within 24 hours, I started getting invitations to be a “friend.” “What do you mean, friend?” I thought. “We are friends. That’s how I got into this situation in the first place!” So I went back to my

profile, realized that I hadn’t really filled anything out completely and that people were finding out about me through some magic in the program that alerts them when someone from their area joins the social network.

I started getting messages stating, “So-and-so wants to be your friend. Please accept them as a friend.” Well, it wasn’t that I didn’t want to accept them; it was more a case of not knowing how or what to do once I had. Something told me that once I took that step, I would have to start updating my profile, and I really didn’t have time for that.

So, I ignored the messages. Some folks tried a second and third time; others disappeared.

But then I started running into them in town. Warm hugs and handshakes turned into curt hellos. People averted their eyes. Others turned their backs. Some sat on the other side of the confer-ence table.

“What’s up with this?” I wondered. Then one day I asked. Came the reply: “You didn’t accept my invitation to be a

friend.” “What are you talking about? I’ve known you for 25 years! Of

course we’re friends!” “Not on Facebook we’re not.” “Oh, for heaven’s sakes,” I said. “You can’t be serious! I don’t

have time to do all that stuff. I can’t keep up with it. I just put some-thing out there so everyone would quit hounding me.”

“If you can’t do it right, you shouldn’t be ‘out there,’” I was told. “You are either part of the net-work or you are just taking up bandwidth. You need to choose.”

And another back was turned. Now, this really puzzled me. I had known these people for years… been to their weddings,

babysat their kids, done business with them and volunteered with them. What in the world could be so important about this online networking?

Then I saw the teachable moment – not only for me but also for the businesses and entrepreneurs we work with on a daily basis.

Either do it right out there, or you’re just taking up bandwidth. Online marketing is often confused with setting up a Web site and waiting for the orders to come

in. That might have worked early on in the cyber revolution but no longer. There is so much com-petition out there, that you must create a reason for people to come back to your site and/or profile often, or they will go elsewhere for their information, entertainment, products and services.

In addition to keeping content updated, relevant and timely, it’s wise to remember a few addi-tional tips.

Respect your users’ time. Don’t use large graphics that take forever to load; many users are still on slower dial-up connections.

Complex backgrounds, blinking icons and overuse of color are things of the past. Users come for content, not bells and whistles.

Offer educational information in addition to just trying to make sales. That’s a value-added rea-son for users to return.

Refresh your content on a regular basis. Create excitement by offering short-term promotions. Provide a variety of ordering options, including online, phone or printing an order form for mailing or faxing. Not everyone is comfortable sending information online.

Study your competition. Make your site, and its features, better, more interesting and more worth a return visit.

Establish a social network. I know. This is coming from me? But it’s a good way to keep some people visiting your site.

So, I’m resolved to quit just taking up bandwidth. It may not happen right away, but I’m going to give this online networking a try. I’m going to start by trying to keep up with my three e-mail ac-counts, updating the blog on our center site and then branching out into the Facebook and LinkedIn world.

Maybe everyone will be “friendlier” then! vMary Paulsell directs the University Center for Innovation and Entrepreneurship. She can be reached at

[email protected] or 573-882-1353

I had known these people for years…

been to their weddings, babysat

their kids, done business with them

and volunteered with them. What

in the world could be so important about this online

networking?

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neW BUsiness uPdATE

Three micro-businesses have recently opened studios in the Fay Street Lofts, a historic warehouse at the corner of Fay and Hinkson streets that was converted into apartment, studio and commercial space. Operators of all three businesses have said the location will enable them to bounce ideas and concepts off of one another, and they hope to collaborate on their various projects. LightSum, Suite 210, 505 Fay St.Chris Ellingsworth, [email protected] Web design firm owned and operated by Ellingsworth spe-cializes in creating interactive experiences for commercial Web sites. As Ellingsworth puts it, the whole idea of his company is to take an existing concept and make it more interactive and enjoy-able. He uses video and motion graphics but also designs games and applications for Web sites. He’s also preparing to release his own software product later this year. Sharing the studio with LightSum is:Blueroot Studios, Jamie Stephenswww.blueroot.com, [email protected] is a software design and marketing firm that specializes in Web site design and appearance. Stephens has operated Blueroot Studios since June 2007 but decided to move to the Fay Street Lofts for the interaction with other artists that the space provides.Slaughter House Studios, Suite 201, 505 Fay St.DJ Smoke, proprieter573-489-0546 [email protected] West, production manager573-356-4949The audio production and mixing firm works with all genres of music, from gospel to rock to hip-hop. Their forte is rap and hip-hop, but “whatever you can think of, we can do it,” West said. The two have been mixing for years, but Smoke said the location at Fay Street will provide opportunities for collaborative projects with other artists. v

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Spencer cites statistics from eMarketer, PermissionTV, ComScore Metrics, Nielsen and other sources to back his argument that Newsy.com is offer-ing the right news product at the right time and will draw enough advertising revenue to turn a profit:

• More people are getting their news online than through newspapers, and the percentage of house-holds that have watched video streamed through a browser increased from 32 percent in 2007 to 63 in 2008. The most popular category of online video content in 2007 was news and current events.

• Video ad spending growth will run counter to overall economic trends, rising a projected 45 per-cent in 2009. A sharp increase of professional video content on the Web, mainly from TV networks, is creating a viable base for brand marketers. In one survey asking companies about their online mar-keting budgets in 2009, 70 percent of respondents said they would focus on online video, a much higher percentage than social media, search en-gines, podcasts and webcasts and banner ads.

“Newsy finds itself in a high-growth market, with content that appears to be the most popular and a revenue stream that is growing,” Spencer said. “Our team must come up with an economi-cally viable way to produce content and attract an audience.”

Spencer and Wharton said the huge shift in the way people get their news requires a shift away from standard marketing tactics and a focus on Web 2.0, the newest phase of Internet use in which the public is in-volved in managing content and building communi-ties to help process information.

Wharton said they plan to use some traditional public relations, such as writing e-mails with Web links to reporters about Newsy, and newly popular methods such as Internet search marketing.

But they also plan to reach out to influential blog-gers and try to get them to write about Newsy.

Other methods they’re already using are “stealth” and “non-stealth” marketing that taps into the popu-larity of online community messaging within sites such

as Crooks & Liars, Talking Points Memo, Huffington Post, Partisan Cheese and Mashable. Another target site is Del.icio.us, which enables consumers to book-mark and tag content that interests them and get in-sight into the tagging of others.

Students join online communities and gain cred-ibility by offering thoughtful commentary and con-tributing content, such as links to articles they find

interesting. After “establishing themselves,” Wharton said, they promote Newsy and help drive traffic to the site, which makes it more valuable to advertisers.

For example, one post on a popular social media site by Caitlin Short, a student who uses the alias Cait_Monster, drove 299 people to the Newsy site, Wharton said. Short wrote a message on Reddit.com, a Web site that allows users to share information about news and trends about Newsy’s coverage of the scandal involv-

ing Illinois Gov. Rod Blagojevich scandal. She com-mented on Newsy’s comparison of how Fox News and MSNBC had significantly different approaches to the story when it first broke. Another posting on the Blagojevich story, made by student Jackie Mejia on the political site, Pajamas Media, drove 30 people to the site.

While the blogosphere does seem to be picking up on the presence of Newsy.com, most of the site’s online references thus far appear to be from stu-dents and employees working for the site.

In an effort to get the word out about Newsy.com, posts on news outlets’ comment boards, from the Dallas Morning News to Fox, reference Newsy’s coverage of a particular story and pro-vide a link to the site. Many of the posts’ authors have online aliases suggesting a connection to MU or Columbia.Wharton said working with Newsy.com is teaching

her students valuable, real-life lessons. “They’re gaining Internet startup experience and

they’re learning highly sought-after skills in a down economy,” Wharton said. “Online marketing is still a really hot area for jobs. Companies are realizing the benefits of social media sites and are trying to get in on the game.” v

Newsy.com ... continued from Page 1

Wharton goes over marketing strategies with student Thanyarat Doksone.

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CH & L Magazine to Come Alive with Digital EditionColumbia’s premier magazine for women is proud to announce an innovative twist to our publication with the launch of the nation’s fi rst digital Home & Lifestyle magazine. Beginning in January 2009, Columbia Home & Lifestyle will expand from six printed issues per year to include six digital editions. Our digital publication will house an ex-panded edition of our printed publication, complete with “behind-the-scenes” content such as extra photos, more editorials, and expanded interviews with feature articles.

In addition to being a ground breaking addition to our printed magazine, the digital edition revolutionizes the world of online publishing. Our digital magazine allows the reader to have a more interactive reading experience than a paper-printed publication could possibly allow. The new digital version will be home to video and audio clips, podcasts, interactive calculators, virtual 360 degree tours, and clickable links to out-side advertising. With this new cutting-edge technology, Columbia Home & Lifestyle Digital Edition provides a host of viewer-friendly features that were not previously available in printed publications.

Columbia Home & Lifestyle Digital Edition is also doing its part to “go green”. Going digital saves hundreds of trees and thousands of gallons of water, as well as reduces the need for petroleum based ink products for printing. This new digital edition is not only viewer-friendly, but eco-friendly as well. If you are interested in subscribing or advertising in this exciting new endeavor in the world of online publishing, simply send an e-mail to [email protected]. We look forward to seeing you in ’09!

READER ADVANTAGES It’s a wired world – Most ads today include website URLs. Digital magazines offer readers hot links directly to these sites. You won’t forget to go back and request the information you want.

Searchability – Looking for something specifi c? Use the built-in search feature to fi nd your keyword or phrase anywhere in the magazine.

Read Now, Save for Later – Digital Magazines can easily be saved to your hard drive for later access.

Do Your Part – Digital Editions save trees. Every page you read online is a page that didn’t go through a paper mill.

Watch the Magazine Come Alive! – Look for audio clips, video segments, and animation sprinkled throughout the magazine.

ADVERTISER ADVANTAGESHyperlinks-Lead Generation – Readers can instantly request information from your busi-ness, rather than waiting until a later time. Stop telling people to go to your website and start taking them there.

Connect with Readers/Prospects – Share your favorite content online in blogs, forums, and social networks with built-in permalinks for every page of the publication.

Search Engine Visibility – An XML fi le containing all content runs in the background behind the Flash-driven Player. Search engines, such as Google, use the XML fi le to properly index your data and users enjoy a robust reading experience, resulting in more users and more visibility of your message.

Offl ine Viewing – Readers are 3 times more likely to archive digital issues than to save past print issues.

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Digital EditionFor information on Advertising in our digital edition call or email:Joe Schmitter [email protected] (573) 499-1830 ext. 1006 orClaire McNett [email protected] (573) 499-1830 ext. 1007

If you are interested in subscribing or advertising in Columbia Home & Lifestyle Digital Editionsimply send your email address and request to [email protected].

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Graff Enterprises3220 Bluff Creek$783,034 Commercial alteration, nonresidential

Kliethermes Homes & Remodeling2005 Bates Creek$400,000 New single family detached

Trittenbach development303 N. Keene$230,874 Commercial alteration, nonresidential

Sam H. Boyce2003 August Briggs$195,000 New single family detached

Sam H. Boyce2107 August Briggs$195,000 New single family detached

On Point Construction1804 Moss Creek$180,000 New single family detached

Beacon Street Properties, LLC1905 Hilda$110,000 New single family detached

Mark Pulliam104 Strawn$100,000 New single family detached

Coil Construction2300 Bernadette$89,136 Commercial alteration, nonresidential

St. James in North Village, LLC210 St. James$77,269 Commercial alteration, nonresidential

Manor Homes, LLC601 W. Business Loop 70$60,288 Commercial alteration, nonresidential

James Pounds Construction4469 Brown Station$60,000 New single family attached








ConstrUCtion PERMITS

PUBliC RECORdDeeds of Trust more than $302,600

$197,735,000EDR COLUMBIA LIMITED PARTNER-SHIPRED MORTGAGE CAPITAL INCLT 1 JEFFERSON COMMONS PLAT 1

$8,100,000JENNE HILL TOWNHOMES LLCREGIONS BANKLT 1 JENNE HILL SUB

$2,686,403RIVER BIRCH APARTMENTS WEST LLCBOONE COUNTY NATIONAL BANKLT A-1 RIVER BIRCH WEST CONDO-MINIUM

$2,000,000TIDE N TIGER LLCPROVIDENCE BANKLT 1 BENTLAGE

$1,800,000OVERTON, JACK & DORIS JBOONE COUNTY NATIONAL BANKREBEL HILLS MOBILE HOME PARK FF W/EXCEPTIONS

$755,000GLENN, WILLIAM JEFF & BARBARA MFIRST NATIONAL BANK & TRUST COSTR 13-48-13 //SW SUR BK/PG: 297/5 FF LOTS 3 & 4

$750,000BAKER, DONALD F & MARY FCOMMERCE BANKLT 113 OLD HAWTHORNE PLAT NO 2

$600,000TIDE N TIGER LLCTRICE, J DUDLEY & NANCY ALT 1 BENTLAGE

$574,000BLANE HOLDER CONSTRUCTION LLCHAWTHORN BANKLT 21 BRISTOL LAKE PLAT 1

$574,000HOLDER, BLANE L & SHEILAHAWTHORN BANKLT 37 GANS CREEK SUB PLAT1 BLK 3

$460,000DOWLING, JOHN W & TAMERA LPREMIER BANKLT 223A Plt Bk/Pg: 3138/13 FF THE VINEYARDS PLAT 2

$422,307MARTIN BUILDERS INCBOONE COUNTY NATIONAL BANKLT 52 SETTER’S KNOLL PLAT NO 2

$417,000HOFSESS, ROBERT M & DANA RCALLAWAY BANK THESTR 9-47-13 //NW SUR BK/PG: 564/683 FF TRACT 9

$417,000BERRY, RUSSELL W & DENISE RHAWTHORN BANKSTR 24-49-14 //SE SUR BK/PG: 3247/37 AC 20.000

$408,000JONES, BRENT D & PATRICIA L TRUST BOONE COUNTY NATIONAL BANKLT 14 COUNTRY FARMS SUB

$400,000PAYNE, STELLA ALICE & THOMAS LEE TRUSTMID AMERICA MORTGAGE SER-VICES INCLT 15 HUNTERS RIDGE SUB

$400,000 WHITE, RICHARD A & PAULA KBOONE COUNTY NATIONAL BANKLT 132 SPRING CREEK PLAT 1

$396,250.00 WALKER, BRUCE J & PAMELA REVO-CABLE TRUST BOONE COUNTY NATIONAL BANKLT 1430 HIGHLANDS PLAT 14-A

$385,916WOOD, ARLEN C JR & BONDI JOCALLAWAY BANK THESTR 25-49-12 //SE SUR BK/PG: 1171/598 AC 20.000

$375,196KOLB, BENJAMIN F II & PEGGY GFLAT BRANCH MORTGAGE INCLT 12124B HIGHLANDS PLAT 12-C THE

$367,322GEYER, WILLIAM L & KIMBERLY MLAWSON BANKLT 1524 HIGHLANDS PLAT 15-B THE

$363,845CAREY, ROBERT D & LESLIE MCALLAWAY BANK THELT 21 BRADBURY ESTATES

$344,330BAUMAN, CHRISTOPHER G & NICOLEBOONE COUNTY NATIONAL BANKLT 20 GRASSLANDS SUB BLK15

$342,950MCHUGH, WILLIAM B & LAURABOONE COUNTY NATIONAL BANKLT 96 CASCADES PLAT 1 THE

$320,000BOWN, CHARLES R & STANKOS, MARY AMISSOURI CREDIT UNIONLT 29 CHAPEL HILL ESTATES PLAT 2

$315,000STEPHENSON, PAUL E & FAWN EPREMIER BANKLT 15 PT JOHN A STEWART SUB

$302,600MARTIN, SHANE & TONIABOONE COUNTY NATIONAL BANKSTR 18-50-12 //SW SUR BK/PG: 1562/480 AC 20.69

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Smart Thinking » Cathy atkins

Perfection, paralysis and procrastination: the 3 Ps to avoid

Setting goals is a waste of time. Developing action plans is a waste of time. Formulating implementation strategies is a waste of time. Writing affirmations to support goal achievement is a waste of time.

It’s all a waste of time, if you don’t act. Some people plan and plan and plan but fail to act.

Others fail to plan but take action and succeed in spite of their somewhat chaotic behavior. Even though their actions might not be the most efficient, at least they are doing something. And ac-tion, even without planning, trumps even the most meticulous planning that’s not followed through with ac-tion. So, don’t waste your time on planning unless you are committed to taking action.

You might have studied, calculated, identified, researched and graphed. You’ve scripted, practiced, fine-tuned and rehearsed. You’re prepared.

If you’re so prepared, why aren’t you doing anything?

Maybe you’re trying too hard. It’s admirable that you want your approach to be perfect when you put your plan in motion. But it just doesn’t work that way. Perfection comes from doing, not planning. Your quest for perfection will prevent you from mov-ing forward. Besides, who said you had to be perfect? For now, you just have to be good enough. Perfection will come later.

Striving for perfection leads to paralysis, which, in turn, leads to procrastination. The more you try to re-fine your prospecting call or presentation, for instance, the more things you’ll find to add, change or delete. The more you tinker with it, the less likely you are to ever be finished. After all, it can always be better.

Strive for progress, not perfection. At some point, the preparation must stop, and you must do some-thing. Make the calls, deliver your presentation.

Whatever it is, do it. Then, you can evaluate the re-sults and fine-tune if necessary.

Keep in mind that a high level of success in sell-ing is typically not the result of a major breakthrough. Most often, it is the result of several minor improve-ments made over time: an extra step, a small change, a slightly different approach.

To discover small steps you can make, answer the following questions:

• If you could do one thing to expand your cus-tomer base, what would you do?

• If you could do one thing to expand the number of products or services your customers buy from you, what would you do?

• If you could do one thing to improve the rela-tionship with your customers, what would you do?

• If you could do one thing to make better use of your time and energy, what would you do?

• If you could do one thing to improve your abil-ity to respond to the needs of your customers, what would you do?

• If you could do one thing to leverage your busi-ness relationships to identify new selling opportuni-

ties, what would you do?If you answer the questions,

you will have a list of things you can do to reach a greater level of success. Choose one action and begin today. When you’ve com-pleted the activity, choose an-

other. Then, when you’ve completed the list, repeat the process. Continuous improvements over time will add up to major breakthroughs. That’s the definition of progress. And if there is such a thing as perfection, constant progress will get you as close to it as human-ly possible. v

© 2009 Sandler Systems, Inc. Sandler Training is the global leader in sales & management training and consult-ing. Catherine Atkins is your exclusive authorized franchi-see of Sandler Training. Visit her Web site at www.savant.sandler.com or e-mail at [email protected].

Strive for progress, not perfection. At some point, the preparation must stop, and you must do something.

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By the staff of Events Solutions, www.eventsolutions.com

New Year Means New Trends in Event Planning Color Trends for 2009: Grape, Vintage Olive, Bright Yellows and Oranges Last year’s colors focused on white, grays and greens. A more understated natural tone was preferred. Get ready for the colors of 2009, which are going to be bold and bright.

Décor Trends for 2009: Bright, Minimalistic and SustainableGrowing eco-consciousness and the nation’s lean economy will mean décor will gravitate toward a thoughtful, more minimalistic approach. Lighter and brighter colors will be useful to keep spirits high, and eco-friendly materials that can be reused will be popular for everything from table décor to party favors.

Venue Trends: Keep it In-houseVenue rental can be one of the largest costs for an event, particularly corporate events. Consider using the space you have, an office or house, in an innovative and creative way to save yourself or your company from unnecessary cost. Transforming a room or building requires more décor, but the price is still substantially lower than renting.

PREVIEWS

The 2009 Miss Columbia Pageant Where: Missouri Theatre and Center for the Arts When: 7 p.m., Feb. 14 Cost: TBA- Tickets will be available online or at the MATC Box OfficeDetails: The 37th annual Miss Columbia Pageant is a preliminary for the Miss Missouri Scholarship Pageant, whose winner goes on to compete for the title of Miss America. The pag-eant has many areas of competition, and the contestants must show the inner and outer beauty they possess with poise and grace.More info: Visit the Miss Columbia Pageant Web site at www.misscolumbiamissouri.org

An Evening with Joan Baez presented by Thumper EntertainmentWhere: Missouri Theatre and Center for the Arts When: 7 p.m., March 16Cost: $32-42 per ticket, available at the MATC Box Office, The Blue Note Box Office and any other Ticketmaster OutletsDetails: 2008 marked the 50-year anniversary of Joan Baez’s incred-ible music and activist career. She has been an unparalleled influence on the musical culture of America, introducing the music legend Bob Dylan in the process. She marched on the front line of the civil rights movement with Martin Luther King Jr., inspiring Vaclav Havel in his fight for a Czech Republic, singing on the first Amnesty International tour and just this year, standing alongside Nelson Mandela when the world celebrated his 90th birth-day in London’s Hyde Park.More info: Visit the Missouri Theatre’s Web site at www.motheatre.org

Time Well SpentPreviews and reviews of mid-Missouri events

1. “Picnic” by William Inge on the UMC Campus- Jan. 29 thru Feb. 8

2. Dr. Zhivegas at The Blue Note- Jan. 30

3. Menopause the Musical Out Loud at the Missouri Theatre- Feb. 5

4. “Anastasia” at the Macklanburg Playhouse- Feb. 13-15

5. “Moonlight and Valentino” at the Warehouse Theatre- Feb. 25-28

HIT LIST

Volume 15 January 24, 2009 - COMO Magazine2009/01/15 · PRST STD U.S. Postage PAID Permit #353...

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Transcript of Volume 15 January 24, 2009 - COMO Magazine2009/01/15 · PRST STD U.S. Postage PAID Permit #353...