ABC's Monthly Online Member Newsletter

Troutbeck: ABC is Getting the Job Done

In this issue of NewsBulletin online, we catch up with ABC Chairman Robert Troutbeck, president of Troutbeck-Chernoff. We asked for his take on ABC initiatives, the organization’s role today, communication with members and more.

You’ve been ABC board chairman for almost two years now. It’s fair to say that under your leadership the board has been quite active – facing crises head on while addressing some critical strategic areas for both newspapers and periodicals. Why is the board launching so many new initiatives now? How would you describe the board’s motivations?

A. Much has happened since the July 2004 board meeting when the most difficult challenge ever faced by ABC was met head-on by your board. While some of our publisher and buyer partners may differ on how fast to implement change, what information the marketplace needs, or how much information is enough, all publisher and buyers were united on the critical importance of transparency and clarity in reinforcing buyer/seller trust in ABC data.

As a result, for the past two years the board’s focus has been firmly on:

• Transparency, accuracy, clarity and simplicity
• Finding ways to get ABC data to the marketplace faster
• Innovative, breakthrough thinking in addressing marketplace needs

These essential programs are a direct result of the unique ABC tri-partite forum. With the support of our member partners, we’ve made wonderful progress in a short time. On behalf of our members we will continue to question and challenge ourselves. We will not stand still.

In a recent NewsBulletin column, you wrote about enhanced communications efforts at ABC. How is that going?

A: We thought we were doing a good job communicating with our members. But it wasn’t good enough.

We needed to improve the depth and breadth of our communications ………. from its frequency to the relevance of its content …… and to create opportunities for more two-way communication on issues vital to our member partners. We have done so.

This online vehicle you’re reading is evidence of that. A few months ago ABC launched an online version of its member newsletter, NewsBulletin, in a new monthly format, to disseminate information more quickly with articles on relevant topics that connect members with the universe of ABC resources online.

ABC has also begun an exclusive e-mail communication program with publishing executives to keep them informed of rule changes, board actions, important ABC deadlines and other critical issues.

This year, there will also be several regional seminars, workshops and online training presentations on a wide variety of topics ranging from post-board meeting blitzes to workshops on third-party sales and partnerships.

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