Industry News

A panel discussion in Miami focused on “How the Digital Revolution Has Changed What Editors Want From Freelancers and Marketers,” examining how the proliferation of media platforms has changed the editorial marketplace and what editors now expect. A joint effort with colleagues from Marine Marketers of America, BWI and MMA Director Michael Sciulla moderated a group of editors, freelancers and marketers including: Kevin Falvey, Editor-in-Chief, Boating magazine; Marilyn Mower, Editorial Director-USA at Boat International Media; David Pilvelait, COO of Home Port Marketing; Jim Rhodes, President/CEO of Rhodes Communications; and Bill Sisson, Editor-in-Chief, Soundings Publications.

Comments made by the speakers included:

– Writers and publicists must work harder to gain the attention of editors as the outlets for media multiply;

– Targeting publications’ interests and audiences are more important than ever, and maintaining personal contact with editors still counts a great deal;

– Editors are being pulled in various directions depending on the platforms they are using to deliver their reporting, and they must be fast and comprehensive when necessary;

– Videos are important in telling the story, but they should often be short and concise, especially when pitching stories;

– When pitching via email, sharpen subject lines and underscore the benefits of thw writing for the publication and its audience.

The session was reported by Jim Flannery in Soundings Trade Only. To read his report, go to www.tradeonlytoday.com/2016/02/miami-2016-mma-event-addresses-impact-of-digital-media/.

Co-sponsors for the breakfast meeting and panel were National Marine Electronics Association and Freedom Boat Club. NMMA Boat Shows arranged to make the meeting space available and assisted with logistics.

Boating journalists are doing a good job keeping up with the technological, product and structural changes taking place in the marine industry they cover, but there are significantly fewer writers and they are growing older and poorer in the process. (Link to complete survey here.)

This thumbnail sketch is taken from the May 2014 survey of members of Boating Writers International compared with a similar analysis made five years ago. This year, 85 of 300 Active members (those who are active writers and communicators) provided feedback; in 2009, 95 of 400 Active members provided responses. The 25 percent drop in BWI membership in that time frame is reflective of significant consolidation in both the recreational marine and boating publishing industries.

The writers report widespread participation in the shift to digital in writing, running their businesses and promoting themselves. Close to half (46%) maintain their own websites, one third are active with blogs and forums, and 18% are posting videos on line. They are engaged on Facebook (70%), LinkedIn (67%), Google (40%) and Twitter (25%).

Magazines continue to be the primary clients for the writers, noted by 79% of respondents in ’14 and 83% in ’09, while blogging and website development work increased to 40% from 27% in the same period. Other notable changes in revenue sources shifted in marketing/advertising work to 28% from 9%, videography to 17% from 10%, and book writing to 21% from 17%. Revenue reported from newsletters, editing, public relations, TV and radio decreased in the period.

The boat writing profession continues to be populated by 70% men and 30% women, little changed over the past five years. The largest age group, 38%, moved into the 60-70-year range from the 50-60-year range, now 25%, in the period. Under 50 members now total 19% while the over 70 crowd grew to 15% from 9%. Annual income generally shifted downward, reflected in 29% of the writers reporting less than $10,000, the largest category, followed by those making  $20K – $30K (9% down from 13%) and $30K – $40K (unchanged at 8%). Three other income categories increased, led by $60K – $70K to 8% from 6%. Overall, the income change from 2012 to 2013 was reported by roughly equal thirds of the members as up, down or the same.

Asked how BWI could help them to improve their endeavors, members pointed to better understanding social networking and new technologies, marketing their work to traditional and digital publishing outlets and improving their blogging potential. They also seek more information on jobs and freelancing opportunities, ways to better monetize their digital efforts, and greater networking with their peers and industry personnel.

To see more detail on the survey and answers to open-ended questions and “other” comments, click here.

Some of the boating industry’s most innovative thinkers shared their insights on “How to Make Recreational Boating More Affordable and Attractive” during a BWI panel discussion in February 2014. Participants were Brunswick Chairman and CEO Dusty McCoy, SunTrust Bank SVP Don Parkhurst, Legendary Marine Managing Partner Fred Pace and Freedom Boat Club CEO John Giglio.

McCoy said it can and must become more affordable, and his companies are working hard to accomplish that. “We need to have every new model cost less than the model it replaces …Over five or 10 years, that will have a real impact.” He said Brunswick companies are 70 percent along the road to reaching that goal.

Making boats more affordable requires better engineering, better sourcing, better manufacturing processes and innovation. “From our perspective, this news is good,” he said, “but it’s sobering.” The good news is people like to boat and affordability is a solvable problem.

Sun Trust Bank’s Parkhurst said it does not appear that lenders can do much to make boats more affordable: 10-, 15- and 20-year lending terms can’t be extended much more than that; rates are at historic lows and are likely to rise down the road as the Federal Reserve backs off its support of artificially low interest rates; credit terms have eased and are about where they should be from the viewpoint of sound lending practices; and money is available.

A Sun Trust study suggests that as baby boomers retire, they are selling their boats and leaving boating or buying much smaller boats. “There’s a huge demographic going on here” that is shrinking the boating market, Parkhurst said.

Pace, a partner in Legendary Marine, which has won industry awards for its innovations, said it has become increasingly difficult for boating to compete for the limited time that busy families have today. He says he focuses on keeping his customers — mostly folks who are affluent and well along in their careers — by making sure they have a lot of fun when they come down to the marina, that they get out on the water and receive consistently excellent service.

“The big holdback for the millennial generation is time,” Pace said. “We’re just not seeing them come into the market.”

Are there alternatives to boat ownership? Giglio offered that his members-only club that rents boats, attracts millennials and baby boomers. “We make it extremely easy for people to get into the market,” he said. “There’s not a big capital outlay and you don’t have to get a loan.”

It is essential give new boaters hands-on skills training, Giglio added. “We want to get people on the water and have a pleasant experience. A well-trained boater is more likely to stay in boating and move up to owning a boat.”

To read the entire post, written by Soundings’ Jim Flannery, go to www.tradeonlytoday.com/2014/02/miami-2014-panel-tackles-costs-boating/.