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Posts Tagged ‘Ben Franklin’

Love it or hate it, Daylight Saving Time has 4 important lessons for book marketers

What do Arizona, Hawaii, the Virgin Islands, and Guam have in common? These US states and territories do not observe Daylight Saving Time, which began this morning at 2 a.m. in many parts of the world. See map here. You would think that living in a state that does not change its clocks in a twice-yearly act of collective goofiness would make things simpler, but such is not the case. Year-round, you hear Arizonans asking questions like, “What’s the time difference to New York right now?” See, we don’t spring forward or fall back, but most of the rest of the world does, so when we do business with people in other states, sign up for teleconferences or webinars, or go on vacation and try to watch our favorite TV shows, things can go awry.

What can book marketers take from the semiannual time change? Here are 4 lessons:

SOMETIMES, IT TAKES A WHILE FOR AN IDEA TO CATCH ON. According to a National Geographic News article by Brian Handwerk, Ben Franklin was the first person to suggest, half tongue-in-cheek, that resources might be saved if the country were to awaken earlier and burn less oil. However, it wasn’t until World War I that a daylight savings program was implemented on a mass scale. Germany was the first country to adopt the time changes in an effort to reduce the use of artificial lighting and save coal for the war effort. Allies and enemies soon followed suit. In the U.S., a 1918 federal law standardized the annual start and end of DST for the states that chose to observe it. That’s a 134-year spread between the first mention of DST and its wide-scale implementation. So stick with your book marketing campaign and get it in front of the right people!

MARKET RESEARCH IS IMPORTANT. One of the biggest reasons given for continuing the twice-annual changing of the clocks is energy savings. However, prior to 2006, only 15 of Indiana’s 92 counties observed DST. When the whole state adopted the program, before-and-after energy use comparisons became possible. Interestingly, although the use of artificial lights decreased, air-conditioning use increased, more than offsetting any energy gains, according to DST research for the National Bureau of Economic Research. What type of research will benefit your marketing campaign?

CALENDAR REMINDERS SO YOU DON’T MISS APPOINTMENTS. National surveys show that nearly 30 percent of people admit to having been an hour early or late at least once in their lives because they didn’t change their clocks properly. As long as we continue to observe the time changes, make sure you calendar these important dates so you don’t miss important meetings. For those who need a reminder, DST begins at 2 a.m. the second Sunday in March and ends at 2 a.m. the first Sunday in November. Here’s a chart with all the beginning and ending DST dates through 2015.

PAY ATTENTION TO TIME ZONES. When scheduling webinars, teleseminars, and other virtual events, choose a time that works for the majority or your participants. And make sure you let folks know the proper time for their time zone. You may want to include a Time Zone Calculator on your sign-up form.

When it comes to the pro- and anti-DST camps, I’m firmly on the opposing side. I’ve long thought we should just agree on a date, split the difference on the half-hour, and call that TIME. Period. The good news for me is that I’m on the same schedule today as I was yesterday. Mountain Standard Arizona, baby!

Happy time saving!

Laura

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Celebrate the 68th International PRINTING WEEK with your favorite printer or graphic designer!

Although books are going the way of CD and albums before them, publishing wouldn’t be where it is today without the advent of printing. Tomorrow marks the beginning of the 68th annual celebration of International Printing Week. The Graphic Professionals Resource Network (IAPHC – don’t ask me how the acronym matches up) explains the origins of the week:

In the summer of 1944, while the uncertain winds of war still raged, a printer from New Jersey proposed that the IAPHC, The Graphic Professionals Resource Network, christen a weeklong celebration of the craft and art and science of graphic expression. International Printing Week, born in the crucible of wartime, has flourished in the intervening decades as a celebration of the wonderful manner in which we global graphic professionals are able to assist our valued clients in embracing the truth that: Print is a Powerful Partner in the Media Mixology.

International Printing Week® is a registered trademark of the IAPHC, and all organizations interested in promoting the importance of the printed word in our lives are welcome to take part in this annual event, which is the 67th consecutive celebration of International Printing Week®.

International Printing Week kicks off each year the week of January 17, Ben Franklin’s birthday. You may know that before he was a statesman and inventor, Franklin became one of America’s first millionaires at the age of 46 as a result of his printing business. According to Alaska Litho: “Franklin explored many interests, from philosopher to scientist, advertiser to founding father. At the age of 12 he became a printing apprentice, and by 17 he was a master printer. He later opened his own printing office and began publishing. Eager to share news with everyone, even those who couldn’t read, Franklin brought creative ideas to printing such as printing cartoons and illustrating news stories.”

Though Cal-Poly and the city of Shanghai seem to have the most events planned to celebrate International Printing Week, why not take this opportunity to express some gratitude to a printer or graphic designer you know and send them a card or note (printed) or even an e-card. They’ll almost certainly be surprised and cherish the sentiment.

Happy printing…

Laura

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Resources: (1) http://www.sdce.edu/node/648; (2) http://answers.yahoo.com/question/index?qid=20080423143556AAEgrtx; (3) http://www.facebook.com/note.php?note_id=185985098091897

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