It’s no secret that times are tough and perhaps no more so than in the media industry. Every day, it seems that news of more media company layoffs, mergers or bankruptcies are becoming fodder for hallway, cafeteria, water cooler and watering hole conversation.
Worried media professionals who are either already without a job or fear the worst are turning to new sources of income, often turning to long-forgotten or cast-aside passions. Fortunately, forced to think creatively about revenue options, many are coming up with unique and innovative ways to make, or augment, a living.
Also on Mediabistro
Pursue your passion, in a different medium
Trishann Couvillion, an event photographer, says that when 2009 hit, many clients began to pull back upcoming contracts for event work. “So, I’ve decided to hold workshops teaching various aspects of photography,” she says. “Teaching has always been of interest, and I’m finding that in this tough economy, people are more interested in educating themselves and are focused on indulging in areas of interest that — prior to this year — [they] did not have the time to pursue.” That’s been a financial boon for her: “This is the perfect time to gain income teaching.”
| “I have a degree in PR and journalism, as well as music. Recently, I’ve had to rely on my music gigs more than my agency paycheck.” |
Some endeavors are even more far afield from original media careers: Vladimir Lapin has worked at a midsize public relations and marketing firm in Purchase, N.Y., for two years. Last month, the entire staff took a pay cut. To make ends meet, Lapin has turned to singing! “I’ve been getting more and more gigs as a classical singer, especially in churches,” he says. “I have a degree in PR and journalism, as well as music. Recently, I’ve had to rely on my music gigs more than my agency paycheck.”
Chad Clinton Freeman spent 15 years in the newspaper business, but was recently the victim of a buyout and has been looking for employment. In the meantime, he says, “I decided to take the opportunity to follow a lifelong dream of becoming a filmmaker.” Based in Las Vegas, Freeman recently announced the launch of his production company, Polly Staffle Films. It’s a company that produces material “from the dark side,” Freeman says. Freeman originally built a following through a Web site, PollyStaffle.com, generating more than 100,000 visitors a month. The site has become a haven for “filmmakers on the edge.” Although he says he can’t divulge any details at this time, his current project has “a top director of photography with multiple feature films under his belt, a talented special effects/makeup department, an editor with two features, a rapidly rising Scream Queen, a super fantastic location, cool stuff for the soundtrack and a number of other talented people on the cast and crew.”
Find inspiration in difficult times
Job loss itself can serve as the basis for new ideas and opportunities. Jason Rivera launched SlipSquad.com, a “source for pink slip parties” based in San Francisco, after “reading the many articles regarding the growing trend of layoffs,” he says. “Slip Squad is a way for me to ‘pay it forward’ to the millions greatly affected by the global economic crisis. It is a light, casual community where individuals can share their touching stories, share a laugh, find a job, sharpen their resume and connect with local professionals.” He says the Web site is “dedicated to all the recovering robots,” adding, “I want to make sure these people ‘reboot with dignity’ and jump right back into the workforce as soon as possible.”
As CEO of Slip Squad, Rivera says he has personally experienced the ups and downs of the strenuous layoff process but feels that “difficult times can inspire one to pursue lifelong goals.”
| “Business owners are wary of investing in large-scale PR efforts, so I was forced to find other ways of providing affordable services to help market small-budget businesses during a recession.” |
Of course, these days, a number of recent graduates who have not yet even held a “real job” find themselves in limbo while the market continues to tighten. What to do? Rachel Keslensky, who graduated in December 2008, is working on freelance artwork and a weekly Web comic called Last Res0rt, about Jigsaw Forte, “a young vampire playing in a deadly reality show with several dangerous criminals, all vying for survival.” Keslensky has been drawing the comic at the rate of a page a week and figures she’ll be close to having a first volume ready for release as a book later this year.
David Garland, CEO of The Rise to the Top says, “I’ve noticed that there is certainly a trend towards media professionals becoming entrepreneurs right out of college.” Garland writes, produces and hosts a TV show, and his entire workforce is built of “young, independent contractors in the areas of video, design, Web, editing,” and more. “These media professionals are ready to take on any project on a per-project basis, which has led from a progression of just doing a TV show to being able to handle any project with our team of professionals.” It allows, he says, “everyone to make a nice income in a crazy way.”
Adapt your array of services
Others are finding revenue streams by thinking creatively about different ways of offering their services.
When Natasha Biasell graduated from college, she got a job working “for a reputable PR firm in Los Angeles.” Then she moved to Napa, Calif., where, she says, “there are virtually no PR firms or PR jobs outside the wine industry.” Two years ago, she started her own PR consulting business and was successful for a time. “But the recent economic downturn has made it increasingly difficult to attract new clients,” she says. “Business owners are wary of investing in large-scale PR efforts, so I was forced to find other ways of providing affordable services to help market small-budget businesses during a recession.” She’s come up with a number of alternative options to her traditional service offerings: Pay-per-placement PR (“you only pay a stipend fee; if I actually garner editorial coverage in the media.”); low-cost, effective, Google AdWords accounts based on any budget; creating e-newsletters and targeted marketing emails; drafting and distributing SEO press releases; updating Web and other content.
The keys to success, say those who have followed their dreams, are: Being forced to do it, being willing to take a risk, and not giving up. It is possible that these are the best times to pursue “crazy dreams.” As Freeman notes, “historically, many of the most successful companies have started in recessions. “Take a negative and make it into a positive. That’s a theme I love in movies, and that’s exactly what I have decided to do.”
Lin Grensing-Pophal is a freelance business journalist and independent marketing communication consultant.
Topics:
Mediabistro Archive