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IHSA to revise state finals schedule if Jewish team advances

The schedule for the Class 1A and 2A boys basketball state finals will be revised to avoid a religious conflict if Chicagoland Jewish High School of Deerfield qualifies, the IHSA said Thursday.

Chicagoland Jewish advanced to the finals of the Class 1A Mooseheart Sectional by beating the host school Wednesday and will play for the sectional title Saturday. The school then would have to win Tuesday’s Northern Illinois University Supersectional to reach the state finals March 8-9 at the Peoria Civic Center.

To avoid requiring Chicagoland Jewish to play on the Jewish Sabbath — from after sundown Friday to sundown Saturday — the revised schedule for Saturday, March 9 would shift the Class 2A state championship and third-place games to the first session (12:15 to 2 p.m.), with the Class 1A games to be played in the evening (6:30 and 8:15 p.m.).

The schedule for Friday, March 8 would remain unchanged, with the Class 1A semifinals being played at 12:15 and 2 p.m. and the Class 2A semifinals set for 6:30 and 8:15 p.m.

Copyright © 2013 Chicago Tribune Company, LLC

Try These Scholarships for Hot and Not-So-Hot Majors By SCHOLARSHIP AMERICA

If you’ve struggled to choose a major, worried about finding a job after graduation, or are unsure if taking out hefty student loans is worth the investment, you aren’t alone. Fortunately, research is being conducted to help you make informed decisions as you embark on your college career.

The Center for Education and the Workforce at Georgetown University outlined the results of the U.S. Census Bureau’s American Community Survey Estimates in a 2012 report that described the financial returns and unemployment rates for various college majors. If you happen to be studying one of the top-earning majors, congratulations! But if your major falls on the low end of the salary and job-prospect scale, it may be time to rethink your future.

[Explore some hot majors with bright futures.]

Outlook: Not So Good.

Professions in the arts and humanities bear the brunt of an economy run aground.

The collapse of the housing market led to the highest rate of unemployment among majors discussed in the report, 13.9 percent, for recent architecture grads. If you’re in this area of study—and worried about your employment prospects—make out a list of the pros and cons of a switch to engineering. You just might find a new path to consider.

But if you have a passion for architecture and can’t imagine a future doing anything else, there’s a silver lining: scholarship opportunities. The American Architecture Foundation offers grants and scholarships to architecture students.

According to the report, anthropology and archeology majors bottomed out with a meager median salary of $28,000 for recent grads and an unemployment rate of 10.5 percent, and graduates with majors in film, video and photographic arts, fine arts, and religious studies faced higher unemployment rates and earned a paltry median salary of $30,000.

[Find out more about visual arts scholarships.]

The U.S. Department of State offers scholarship programs for students of all levels interested in cultural and language experiences. You’re a creative and motivated person; that’s what got you into the arts in the first place. Use those qualities to your advantage and you may find support in unexpected places. Do some digging in your local arts community and you will likely find ways to pursue your artistic endeavors, in and out of the classroom. Many community organizations will also sponsor exchanges and exhibitions for local artists.

[Learn which majors have the best return on investment.]

Outlook: Promising.

Not surprisingly, the report states majors with high scientific and technical content had the best job placement and salary prospects. According to the report, engineering majors had a 3.4 percent unemployment rate and the highest earnings for recent grads, an average of $55,000.

If you are thinking about earning a degree related to engineering, math, or computers, there are plenty of scholarships available from the Society of Women Engineers,IBM, and HoneywellThe Society for Science and the Publicand Intel also both support competitive programs for high school students interested in science and technology.

If you’re considering a major in science and technology you’d better be passionate about this field. Yes, the job prospects are great, but that comes at the price of many long weekends in the library and late nights in the lab. Degree programs in science and technology can be highly competitive and challenging, and workers in these fields are often expected to complete a higher degree to stay competitive in the field.

If you have no interest in a career in science and technology, you may find your calling in the fields of education, health care, or business.

According to the report, earning a bachelor’s degree in education and healthcare is more valuable than a degree in architecture, humanities, journalism, computers, social science, arts, or business, as far as job placement is concerned. Recent graduates with healthcare degrees see a 5.4 percent unemployment rate and the third-highest median salary, $43,000.

Two large organizations that recognize the sunny outlook for students in these fields are the National Education Associationand the National Science Foundation. They fund several scholarship programs for students majoring in education and the sciences.

If you have a sharp mind for decision-making and leadership and love working with people, a business degree can channel those qualities into a stable and rewarding career. Management information systems and statistics is a technology-oriented business major with a rapidly rebounding job market. With this degree, you can look forward to a 4.4 percent unemployment rate and high earnings, like the reported $74,000 enjoyed by experienced grads.

Unsure where to start your business scholarship search? TheUnited Negro College Fund, the Government Finance Officers AssociationFuture Farmers of America, and Women in Public Finance offer generous scholarships for business-related majors.

While economic factors may weigh heavily on your mind when choosing your career path, it’s important to choose a major that fits your interests as well as your budget. Striking a balance between personal fulfillment and financial security can be difficult to maneuver, but doing so can lead you to land a rewarding career in which you’ll excel.

Angela Frisk holds a bachelor of science degree from theUniversity of Minnesota—Twin Cities and is a former scholarship recipient. She joined Scholarship America in 2012.

Best High Schools in Illinois

Illinois high school juniors take the Prairie State Achievement Examination, which assesses reading, math, and science skills. According to the Illinois State Board of Education, students may receive financial help through the Illinois General Assembly Scholarship. Each assembly member nominates a few eligible students from his or her district for a scholarship to a state-supported university, such as Illinois State University.Illinois has many schools ranked in 2012 among the U.S. NewsBest High Schools, including 20 gold medal schools, 51 silver medal schools, and 84 bronze medal schools. Although the capital of Illinois is Springfield, the state’s biggest city is Chicago, home to the Chicago Public Schools.

Top Ranked IL Schools


To be eligible for a state ranking, a school must be awarded a national gold or silver medal.

#1Northside College Preparatory High School5501 NORTH KEDZIE AVE, CHICAGO, IL 60625

#2Walter Payton College Preparatory High School1034 NORTH WELLS ST, CHICAGO, IL 60610

#3Jones College Prep606 SOUTH STATE ST, CHICAGO, IL 60605

#4Whitney M. Young Magnet High School211 SOUTH LAFLIN ST, CHICAGO, IL 60607

#5Adlai E. Stevenson High School1 STEVENSON DR, LINCOLNSHIRE, IL 60069

#6Hinsdale Central High School5500 SOUTH GRANT ST, HINSDALE, IL 60521

#7Deerfield High School1959 WAUKEGAN RD, DEERFIELD, IL 60015

#8Lincoln Park High School2001 NORTH ORCHARD ST, CHICAGO, IL 60614

#9Lane Technical High School2501 WEST ADDISON ST, CHICAGO, IL 60618

#10John Hersey High School1900 EAST THOMAS AVE, ARLINGTON HEIGHTS, IL 60004


Pisces: Feb 19 – Mar 20

With Winter sports wrapping up, and Spring activities kicking off, local athletes are going to be very, very, busy.  Avoid injuries and a sidelined summer vacation by stretching and warming up properly before activities!

The Bookstore: From Brick and Mortar to Online

Movement to ecommerce isn’t just for major brands.  Over the past decade retailers of all shapes and sizes have moved inventory online for sales through various ecommerce platforms.  From to Etsy, selling and buying online is part of our day to day lives.

Today, your local high school bookstore is no different!  With our spirit wear opportunities, schools limit waste and deliver a more appealing piece of branded apparel.

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Registration Station!

Details About Our Registration App(s).

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Does Your Athlete Need Clearance?

Our communities rally around our student populations.  When the student athlete succeeds, the supporting fans feel that success.   Yet,   programs still run into unnecessary speed bumps.  Student athlete participation can reach a stand still when the programs cannot guarantee the athlete has health clearance, as well as parental clearance.

Athletes who wish to participate in sports must be cleared before they tryout or begin practices. This year, our partnering schools will be using an online service to do this.

Parents should visit to have their child cleared for sports. Unlike other years, there is no paperwork to fill out or sign as all of this will be done electronically online. The only paperwork that schools will collect is the IHSA physical form. This is available on the registration websites of most schools, or at the front desk of the school. Freshmen can use their incoming physical for sports. Physicals must be renewed every 13 months to be valid.
Again, Parents should visit the athletic clearance website at to have your child cleared for sports.

From HubSpot’s Jeffrey Russo: How Context Strengthens Your Entire Marketing Funnel

When you think about your marketing funnel, how do you think about the work you do to optimize it? You may have never considered it, but a lot of what you probably do is work to minimize the number of breaks in your marketing chain.

Ideally, you should be working to carry information and context about your leads throughout the different stages of your funnel — minimizing as many breaks in your marketing chain as possible, and strengthening the impact of your marketing. And today, minimizing breaks in the chain means putting your data to use in as many ways as you can. In this post, we’ll walk you through exactly what this means in a modern-day marketing world — and how you can apply (and gain) context in your individual marketing channels to help you more effectively move leads further and further down the funnel.

First, a Brief History of Data-Driven Online Marketing

The Early Days of Online Marketing

In the early days of online marketing, tools like Google Analytics helped us understand our audience in aggregate. Minimizing breaks in the chain meant figuring out what worked on a high level, and optimizing our marketing to make it more appealing to our audience as a whole. We saw which keywords drove traffic to our website, and we worked to rank higher for those keywords. We saw which pages our prospects were viewing, and we put calls-to-action on those pages. Web analytics fueled a revolution in marketing based on data, but it was marketing in aggregate. In other words, we didn’t have a way to connect the dots between the mass of traffic we were measuring and the real people it represented.

The Middle Ages of Online Marketing

In what I think of as the middle ages of online marketing, technology took us a step further. We used a lot of different marketing tools — an analytics tool, a CRM system to tap into our sales team’s data, an email marketing tool, a landing page tool, a blogging platform, a social media tool, etc. We could optimize each channel individually — landing pages based on their conversion rates, emails based on their open and clickthrough rates — but sharing data between these individual systems was difficult at best, and often impossible. Wanted to infuse your CRM system with data from your latest email marketing campaign? It was doable, but very manual. Wanted to give your sales team a digestible history of interactions with a lead across all of these tools? Let me know if you ever figured that one out.

A Modern Marketing Era

Luckily, we’ve entered a modern marketing era where these are solvable problems thanks to integration. With a modern marketing software platform (like HubSpot), all of your marketing tools talk to one another, right out of the box. (And if you still use many different tools, today you might be able to glue them together with the help of a savvy developer.) Means aside, it’s possible to do things we never would have dreamed of doing just a few, short years ago. Rather than marketing to one audience with one message, we can now market to an audience of one, delivering a consistent, personalized message specific to each individual across every medium. The content you serve to each individual can be tailored based on the context you collect from every channel.

There is an important paradigm to dig into here. Every time a lead or a potential lead comes into contact with your brand, you have two opportunities: 1) to learn more about them (acquire context), and 2) to leverage what you already know (apply context to your content). And as we mentioned up top, today, minimizing breaks in your marketing chain means putting your data to use in as many ways as possible. Collecting context, and applying it to your content.

Modern Marketing: Context and Content

The implications of applying context to your content are huge. Your marketing results improve when you deliver more relevant messages to your prospects based on what you already know about them; and your campaigns are supercharged when you can deliver the same consistent message across every medium your prospects see. You can even have a huge impact on your sales team’s performance. In the same way a snowball grows as it rolls down a hill, you accumulate more and more data about your leads with each and every marketing touch point as they move through your funnel. And when the time is right for your sales team to reach out, that data can be transformative to their processes.

Lost on where to start delivering this kind of a personal marketing experience to your leads, prospects, and sales team? Let’s take a look at some real examples of opportunities to gain and apply context with every marketing tool in your arsenal, at every step in the funnel, and through every channel your leads touch.

Website/Blog Content & Calls-to-Action

Context You Can Apply

  • Show Targeted Calls-to-Action (CTAs): It goes without saying that your website should have prominent CTAs on every page to encourage visitors to convert into leads — and motivate leads to take the next step. But are those calls-to-action targeted to show your leads an offer they’ve never seen before? Showing your website visitors an offer to download an ebook or whitepaper that a lead has already converted on can be a missed opportunity. Use dynamic, Smart CTAs to show the right content to the right visitors.
  • Show Targeted Images: In some cases, it might even make sense to modify the imagery leads see on your landing pages and website pages. If you primarily sell to two different groups of people (architects and contractors, for example), and you know that a lead is a contractor from his or her past downloads or page views, why not show that lead relevant images of contractors using your product — images that they can better identify with.

Context You Can Gain:

  • Behavioral Data: As prospects move through your website (even on their first visit, before becoming a lead), you are probably collecting web analytics data on their interactions with your site. But is that data stored in aggregate, or is it tied to them as an individual? When they finally do turn into a lead, can their history of page views and important events be applied to their record in your CRM and marketing databases? Can you use that data to determine their buyer persona and lifecycle stage?
  • Lead Intelligence: The first time a lead comes to your website, it’s important to consider how they got there. Are you tracking the channel or campaign that first brought them to your website? If they came to you from a search engine, are you capturing the keyword that introduced them to your brand, as well as the first page they viewed? This can give you important context about their initial interest and what their intentions might be.

Forms & Landing Pages

Context You Can Apply

  • Targeted Images and Messaging: Landing pages present a huge opportunity for applying context about a lead, and many of the same rules for applying context to website or blog pages apply to landing pages, too. Targeting images is a great starting point — targeting all of the content on the landing page based on who is seeing it can be even more effective. (Note: This should be something your marketing platform can handle on the back end. In HubSpot, for example, Smart Calls-to-Action that are targeted based on the viewer can direct users to different, targeted variations of your landing pages.)

Context You Can Gain

  • Ask More Detailed Questions Over Time: Forms are all about gaining context about your leads. When a prospect or lead is willing to fill out a form, it’s a special moment — you have demonstrated enough value that the prospect is willing to give you some valuable information in return for what you’re offering. But when that special moment occurs, are you taking full advantage of it? Dynamic forms that use a feature called progressive profiling can ensure you never squander that special moment by asking the same question twice. Instead, progressive profiling analyzes what you already know about a lead, and pulls from a queue of questions to ask for details you haven’t already collected. Using progressive profiling is a fantastic way to accumulate more valuable, deep information about your leads over time.

Email & Marketing Automation 

Context You Can Apply

  • Granular Segmentation: This is perhaps the biggest opportunity to leverage what you know about a lead to market to them more effectively. When you have a large volume of data about each lead, you can segment your database more granularly and send closely targeted messages to each segment that better match their interests and where they are in your funnel. Your segmentation might leverage implicit details like lead score, page views, key actions, or responses to specific types of content; it might also leverage explicit details like company size, job title, geography, or other characteristics.
  • Personalized Message and Sender: You’ve all likely noticed this in the emails you receive — a personalized subject line, and content within that addresses you by your first name, for example. But why stop there? There are plenty of other ways you can personalize the content of an email. For example, you might mention a detail like the lead’s business vertical, geography, or something else that makes the email feel more personal and relevant. Or, if the lead is being worked by a specific sales rep, why not personalize the sender name to make the email appear to be coming directly from the rep the lead already has a relationship with?

Context You Can Gain

  • Engagement With Your Messages: This one is fairly obvious. Over the course of an email campaign, tracking which messages (and which parts of each message) resonate with your leads can give you important insight into their interests and where they fall in the buying cycle. For example, if a lead clicks on a link in an email that’s offering them a free consultation, you might infer that they’re further along in the buying process than someone who converts on an offer to download a purely educational ebook about an industry topic.

Your CRM System & Your Sales Process

Context You Can Apply

  • Lead Intelligence for Your Sales Team: Over the course of a lead’s journey — from their first encounter with your brand until the point at which they’re ready for sales intervention — you’ve likely collected a lot of data about them that could be valuable to your sales team. Your sales team can likely infer details about a lead’s interests, their level of urgency around a potential purchase, their level of fit for your product, and much more. Since most CRM systems aren’t natively designed to handle the volume and type of data that a marketing campaign is capable of generating, it’s also important for you to consider how you can help surface relevant, interesting details for your sales team. HubSpot, for example, gives your sales team access to a chronologically ordered timeline of lead interactions, along with a way for you to quickly surface the most important details for your sales team.

Context You Can Gain

  • Details From Other Sources: Depending on your sales process and the origin of an individual lead, your CRM system may be full of details you can use to better target and personalize your marketing messages. Think about the context a sales rep could capture during a five-minute conversation with a lead who turns out to be a good fit for your business, but is not yet ready to make a purchase. If your sales team isn’t already capturing that data in a structured way, it may be worth considering if it’s possible to fit capturing these types of details into their workflow.

Social Media

Social media is a channel that can’t be personalized in the same way email messages or your website can be personalized, but there are still ways in which you can apply context you have about your leads to the content you share in social media.

Context You Can Apply

  • Context From Past Leads as a Whole: Looking at your leads database overall, or leads from past social media conversions, are there things you can infer about your best leads that can help guide your future content strategy? Do certain content offers resonate with more people — or people who represent a best fit lead? Do certain types of offers seem to work best in social media as a channel?

Context You Can Gain

  • Behavioral Data: Similar to email, social media presents an opportunity for you collect implicit details about your leads. What offers resonate with your leads? In general, your social media posts should be heavier on content, and lighter on direct pitches or landing pages, but are you able to track when a contact interacts with your content through social media, even if it’s just a click on a link to a blog post and not a conversion on a landing page?

With the tools available to marketers today, there are a lot of different ways to optimize your funnel and improve your marketing — from A/B testing button colors and experimenting with PPC bids, to website redesigns and testing different types of blog posts. All of these are important, but few can have the kind of impact across all of your channels in the same way as a concerted effort to share context between your marketing tools, and apply it to the content you create (HubSpot’s software can do all of the above … wink wink).

How big a role does context play in your marketing? In what ways can you improve?

Read more:

IHSA Television Partners & Talent Announced For March Madness Basketball Broadcasts

February 18, 2013

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The Illinois High School Association (IHSA) has announced the broadcast partners and on-air talent for the upcoming television broadcasts of America’s Original March Madness.Longtime IHSA TV Network mainstays Dave Bernhard and Lee Hall return to call play-by-play for all of the boy’s and girl’s action. A pair of newcomers will sit in the analyst seat next to Hall for the 1A and 3A girl’s state final games in WSIL’s Kelly Burke and former Illinois State University coach Jill Hutchison, respectively, while Bernhard teams with Big Ten Network analyst Patricia Babcock McGraw for the girl’s Class 2A and 4A games.

Former Gordon Tech and Southern Illinois University standout Camron Smith bookends the boy’s state final coverage, as he will serve as the analyst on the 1A and 4A telecasts. Longtime IHSA TV talent Mark Lindo returns to work with Bernhard on the boy’s games in Class 2A, while Sean Harrington joins the broadcast team as the analyst on the 3A tilts. Playing for his father, Jim, Sean led Elgin High School to the state tournament in 1998 and went on to serve as a team captain during his playing career at the University of Illinois.

Guiding viewers through the month of high school hoops action will be WSCR 670 The Score personality Matt Rodewald, who will serve as the studio host and sideline reporter throughout all four weekends.

The action begins with the IHSA Class 1A & 2A Girls Basketball State Finals on Friday and Saturday, February 22-23 from Redbird Arena on the campus of Illinois State University in Normal. The girl’s finals continue from Redbird with the Class 3A/4A tournaments on Friday and Saturday, March 1-2. The action then shifts to Carver Arena inside the Peoria Civic Center for the 2013 IHSA Boys Basketball State Finals. The Class 1A/2A tourneys will unfold on Friday and Saturday, March 8-9, before the final high school games of the season are contested during the Class 3A/4A tournaments on Friday and Saturday, March 15-16.

Click here for a list of stations carrying the games by market.

A brief bio on each broadcaster is available below:

Patricia Babcock McGraw brings nearly a decade of broadcasting experience to the IHSA state finals, including having served as the color analyst on television broadcasts for the WNBA’s Chicago Sky and DePaul University women’s basketball. Since 1997, she has been a reporter and columnist for the Daily Herald, writing a weekly women’s sports column that is one of the few of its kind in the country. During basketball season, she is a game and studio analyst for women’s basketball games on the Big Ten Network. The 1990 Indiana Miss Basketball winner went on to play collegiately at Northwestern University, where she earned All-Big Ten and Academic All-Big Ten honors.

DAVE BERNHARD – 2A/4A Girls & Boys Play-By-Play
Dave Bernhard has become the face of the IHSA TV Network over the course of the past decade, working the football playoff pairings show, football state finals, boys & girls basketball and baseball state final broadcasts. The Beecher High School grad has covered high school athletics in Illinois on television, radio and in print for nearly 30 years. Dave was inducted into the Media Wing of the Illinois Basketball Coaches Hall of Fame in 2009 and has earned two local Emmy and two Cable Ace award nominations for his work on IHSA events.

KELLY BURKE – 1A Girls Analyst
Kelly Burke is a sports anchor/reporter for WSIL-TV News-3 in Carbondale. For the past three years she has covered area high schools and the Southern Illinois University Salukis, working on Saluki basketball and football broadcasts and coaches shows. She grew up in Arizona and was a standout runner and basketball player in high school, before going on to run track and cross country at Arizona State University. A magna cum laude graduate of the Walter Cronkite School of Journalism, Kelly has worked production for ESPN, TNT, and Major League Baseball. Before coming to Southern Illinois, she started her career at KDRV-TV in Medford, Oregon, as a weekend sports anchor/reporter.

LEE HALL – 1A/3A Girls & Boys Play-By-Play
Lee Hall first joined the IHSA TV network in 1994 and has since gone on to cover IHSA state final events in the sports of basketball, football, baseball, softball, volleyball and track & field. Lee has served as the Sports Director at WEEK in Peoria since 1988 and has been a fixture on the Peoria Sports scene, calling television play-by-play for Bradley University Men’s Basketball, Peoria Rivermen hockey, Peoria Chiefs minor league baseball and Peoria Pirates arena football. Lee is an alum of Academy of Our Lady/Spalding Institute High School in Peoria, where he was a co-captain on the baseball team with current New York Yankees manager Joe Girardi.

Sean Harrington is currently a basketball analyst for the Big Ten Network (BTN), calling games and making studio appearances on BTN. Harrington played for his father, Jim, at Elgin High School, where he guided the Maroons to the state tournament in 1998. He was then a part of four NCAA Tournaments teams at the University of Illinois and went on to serve as the Director of Basketball Operations at both Illinois and St. Louis University. Harrington also made coaching stops at the University of Kansas and Northern Illinois University and has broadcast games on ESPNU as well.

JILL HUTCHISON – 3A Girls Analyst
Jill served as the head women’s basketball coach at Illinois State University from 1970 to 1999 and earned enshrinement in the Missouri Valley Conference and Women’s Basketball Halls of Fame for her prodigious career. She has served as a basketball and volleyball analyst on radio and television for over a decade, including regular appearances on Missouri Valley Conference TV, ICN5 Broadcasting and Fox Sports Midwest. Hutchison was the first-ever President of the Women’s Basketball Coaches Association and won 428 games in her coaching career, in addition to a combined nine trips to either the NCAA or NIT tournaments.

MARK LINDO – 2A Boys Analyst
Mark Lindo was a high school basketball coach in Illinois for 27 years, reaching the Sweet 16 three times during his time leading Aurora Central Catholic and Naperville North. A member of the Illinois High School Basketball and Baseball Halls of Fame, Mark continues to serve as an assistant basketball coach at Aurora University. Mark has served as a color analyst on IHSA TV network broadcasts for nearly a decade and he also works as the radio analyst for Northern Illinois University football games, including the 2013 Orange Bowl, as well as on select NIU basketball games. Mark has called numerous high school, collegiate and minor league basketball, baseball and football contests on radio and television.

MATT RODEWALD – Host & Sideline Reporter for all games
Matt Rodewald is an Emmy Award winning reporter and a sports radio mainstay for the last decade in Chicago. Matt has been an innovator in high school sports coverage in Northern Illinois, including the creation of the successful “High School GameNight” post-game show while at ESPN 1000. Matt is also the founder of NBC 5′s “Prep Destination of the Week,” a ground-breaking segment that saw unprecedented success with social media interaction. Matt currently serves as an anchor/host at 670 The Score, while contributing to CN100, PlayON! Sports and High School Cube during high school game broadcasts. An experienced play-by-play announcer with WKRS, WBIG, and ESPN 950 in Indianapolis, the Geneva High School grad has also covered high school sports for the Chicago Tribune and the Kane County Chronicle.

CAMRON SMITH – 1A & 4A Boys Analyst
A native of the west side of Chicago, Camron was a standout on the hardwood at Gordon Tech High School and went on to play in the NCAA Tournament three times as a member of the Southern Illinois University basketball team from 2004 to 2007. He made his debut on the IHSA TV Network a year ago, serving as an analyst on the Class 2A games. Camron has a wide array of media experience, having covered high school, collegiate and professional sports as a reporter/analyst for Comcast CN100 and the Big Ten Network. He also hosts CN100′s show “Prep Profile” and delivers color commentary and sideline reports for CN100′s IHSA Games of the Week in football and basketball.

From our friends at the IAB: Content Marketing: Who’s The Boss?

By Julie Van Ullen on February 11, 2013 8:53 AM | Permalink | Comments
Leading publishers and technology providers discuss innovative, collaborative content sharing efforts

While it is the year of data, mobile, and the snake, 2013 also continues to revitalize the age-old trend of content marketing and syndication. It seems these ideas are so old they’re new again.

John Deere has been doing it since 1895 with “The Furrow,” so what is making content marketing so attractive now to the modern marketer? While there is no clear cut definition of content marketing, I would put forth that it is content created by a brand, that even if the branding were removed, that the content would still be valuable and engaging to a reader. If done well, it creates positive brand connotation. And if we work with that definition, it makes sense that the modern marketer (much like the modern publisher) wants to get the attention of content-ravenous consumers, most of whom have one or more devices attached to them at any given moment with which to consume.

Last week, the IAB held a Content Marketing Town Hall to foster a discussion around both the concerns and opportunities publishers have in the content marketing and syndication space. The IAB AdLab was packed to the brim. Publishers came with some fears about brands honing in on the content business. To open the day, Andrew Susman, President & CEO of StudioOne and ICSC Board Chairman, reminded us with calming voice that,“Currently the industry sees branded content as a type of media buy, but actually it’s a type of content. If you bring audience to branded content – you get content marketing.”

Joe Pulizzi, Founder of the Content Marketing Institute, delivered the opening keynote of the day, outlining the opportunity for publishers and brands to work together to deliver relevant content to consumers, whether branded or editorial, because, as Jonathan Perelman, VP Agency Strategy and Industry Development at BuzzFeed later noted, “Great content finds its audience.” So it seems that the name of the game is getting engaging content in a place where your readers will consume it, whether you’re a publisher embracing branded content on your site, or you’re looking to syndicate out your editorial content to brands.

One concern did resound in the room around advertorial content. Should there be guidelines that clearly denote advertorial content? Do ethical standards need to be set for branded content and along with it, best practices on transparency and disclosure? Do we need to create sponsored content labeling conventions? And especially as automated platforms serve up content, how can we ensure that we’re seamlessly integrating advertorial content but not duping readers? The need to ensure will undoubtedly be an ongoing conversation within the IAB, among our membership, and in the industry as a whole.

Download Content Marketing Insights from IAB’s January 2013 Town Hall 

The IAB Content Marketing Town Hall was held on January 24, 2013. Moderated by Susan Borst, Director, Industry Initiatives, IAB, the following industry leaders presented at this IAB member-exclusive event:

Amy Hyde, Product Strategy & Business Development R&D Ventures, New York Times Company

Andrew Susman, President and CEO, StudioOne; Board Chairman, ICSC

Asli Hamamci, Director, Digital, Mindshare

Bill Powers, EVP – Corporate Development, Swoop

Brett Curtis, Global Business Director, Thomson Reuters

Greg Cypes, Director of Product, AddThis

Hal Muchnick, President, Kontera

Joe Pulizzi, Founder, Content Marketing Institute

John LoGioco, SVP & GM, Outbrain

Jonathan Perelman, VP Agency Strategy & Industry Development, Buzzfeed

Ken Zinn, DVP of Marketing – Online Business Unit, Sears Holding

Mark Howard, SVP – Digital Advertising Strategy, Forbes Media

Michael Goefron, Director of Operations, Unruly Media

Peter Minnium, Head of Digital Brand Initiatives, IAB

Shafqat Islam, Co-Founder & CEO, Newscred

Skip Brand, CEO, Martini Media

Tim Clark, Corporate Blogs Editor-in-Chief & Social Media Strategist, SAP