An Interview with Geoff Reiss, Associated Content's New CEO

I was recently honored to be able to sit down and chat over the phone with Geoff Reiss. Geoff is one of the newest additions to the Associated Content team, and will be doing a lot of work behind-the-scenes as its new head CEO.

With a truly impressive background in journalism and advertising that includes gigs working with SPY magazine and several years at ESPN, I was pretty nervous about speaking with Geoff. Many of us have developed this idea that the names behind some of the more traditional media outlets are "aloof", and I didn't know what to expect.

To my pleasant surprise, the man behind the name is genuinely excited about what Associated Content is all about. He is without a doubt one of the most (corny as this will sound) dynamic personalities I have had the pleasure of coming in contact with, and AC's future looks very promising with Geoff behind the wheel.

What it Means to be the "Head of AC"

Quality is a word you hear a lot around Geoff, and it's a word that suddenly takes on a whole new meaning; it is no longer a simple three-syllable word, but it becomes a standard against which everything is measured. When asked what it actually means to be the head of Associated Content, I could practically see Geoff lean forward, happy to discuss something he's become very excited about.

"It means two things," Geoff said, "There is the tactical aspect, looking to make sure AC has clear objectives - and that it has the plans and resources to back up those objectives and help meet them." It also means to be fundamentally excited by and subscribing to the idea of AC; that smart people are able to utilize the tools presented and see opportunities not available otherwise in traditional media. Heart and soul matters here - it's a fundamental tenet of AC."

It is, in fact, that very excitement about the idea of AC which helped Geoff take the very big step from a "traditional" media outlet like ESPN to a "new media" or social media outlet like AC. He is genuinely excited by the idea of what all of our work here represents. "If done right, media could actually look different specifically because of places like AC - and who wouldn't be excited by that?"

A Man and a Company with a Mission

Associated Content is "The People's Media Company". From day one, it has tried to embody an idea that most of us take for granted; that anyone at all can make the media we turn to.

"The goal of AC is not modest," Geoff shared, "It means that we have to find ways to unlock the potential value of CP's by helping them access their own passions and expertise. There's a lot of room for improvement in the tools available to help CP's do that. To successfully be "The People's Media", we have to connect people to markets, and add value to CP's and consumers."

When digging deeper into some of the ideas Geoff has for Associated Content, it's easy to see that the mission becomes a bigger one, with much more meaning. The mission becomes embodied by each and every single Content Producer that works with the company. And it was this that seriously influenced Geoff's decision to come to AC; he was strongly attracted to the idea of gathering smart and committed CP's to produce something amazing. "Traditional media is moving away from being able to solve specific demands," Geoff said, "Which new media is able to do."

In this way, Geoff believes that AC represents the natural evolution of media. When ESPN and CNN, for example, were starting out on cable, they weren't seen as prestigious or able to deliver the high quality that "traditional" networks could. Years later, they're at the top of the game because they consistently deliver the quality. The biggest challenge that everyone involved in Associated Content faces - including Content Producers and board members - is also about quality. To get the work being placed on AC recognized by the marketplace as a whole, the level of quality has to be raised. "Our number one priority is to encourage and inspire Content Producers to raise the quality of their writing to a consistent level," Geoff stated. "Then, as the quality improves, we have to continue getting the content its just due in the marketplace, raising the level of appreciation all around."

Passion and Focus

The future of Associated Content and new media in general is one that Geoff is definitely excited about. Begin this conversation with him, and you'll get he becomes truly animated, happily sharing his idea that new media is able to create content more able to sate consumers' expectations. Magazines and other large-market media publications focus on mass appeal. They concentrate on gathering an audience of millions for every single issue. By shifting focus to the individual, making the individual the deciding factor in what is "publishable", it is the individual that becomes the target reader. Instead of looking for millions of readers, CP's look for a couple hundred readers and are able to give them exactly what they're looking for.

Specific solutions, not a one-size-fits-all fix.

To that end, Geoff is very clear on his advice to CP's: "Write what you know - stay as close to your passion as you can. That doesn't mean having to stick to a single topic (if you write about baking muffins, you're not limited to ALWAYS writing about baking muffins) - but explore your passions." Following trends as a Content Producer - looking to others' topics to define what you will write about - doesn't result in a satisfying experience. "Find what you love. A reader has lots of choices and can identify passion in writing. If you're passionate about it, it will have more value. If it's page views motivating you to continue, you'll still do best following your passions because you're able to explore specific topic, which is what people online are searching for. They want specific solutions to specific problems." To follow his own advice, Geoff would definitely know where to turn. He'd love to write a weekly NFL pick column; there's nothing like having a leader who doesn't just have advice on hand, but is more than willing to use that advice himself.

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A special AC Town Hall meeting with Geoff Reiss and Luke Beatty will be held on July 20th, 2007 at 3pm EST.

To register visit our AC Town Hall Page or click here.