Strategic Alliance Magazine Q2 2016 - 46
industry audiences. We secured ASAP coverage and
contributed articles in eWeek, Direct Marketing, Industrial Management, INC Magazine, and in multiple
biopharma outlets including BioPharm International,
Contract Pharma, and Pharmaceutical Executive. One
ASAP article introduced readers of Direct Marketing
to the concept of ecosystem partnering-way back in
July of 2010:
"Participating in a partner ecosystem is
becoming increasingly common, especially in
high-tech industries. Customers generally want
integrated solutions that typically cross brands
and product categories, necessitating some type
of alliance relationship. The economic climate of
2009 helped many marketers see that they, too,
could benefit from the power of collaboration."
But the Forbes.com editor sent us packing, saying our
article "would not appeal to our broad general readership." It was a harbinger of rejection to come. The next
slap: A Channel Insider editor cut ASAP's contribution,
"10 Reasons Alliances Fail." With surprising speed, our
stream of PR hits tapered to a trickle.
Making our own media.
Seeing the writing on the wall-or more precisely, not
seeing our writing on the wall-we borrowed a San
Francisco broadcaster's famous catchphrase to recom-
46
STRATEGIC ALLIANCE MAGAZINE | SUMMER * 2016
mend a new course for ASAP: "If you don't like the
news, go out and make some of your own." With the
last of our PR budget, in January of 2011 we conceived,
wrote five feature stories, and designed a 20-page prototype publication, sending it to press just in time to
unveil Strategic Alliance Magazine at the February
2011 ASAP Global Alliance Summit in Atlanta. We
turned our rejected Forbes.com piece into the cover
story, "Unlocking the Promise of Global Strategic Alliances." Attendees stood in line by the dozens to get a
copy, until we ran out. I got a standing ovation in the
Sheraton ballroom on the last day of the conference.
Our first full-length issue debuted in June 2011 with a
cover story on alliance startup. Its pages included features on the importance of alliance executives in the
licensing process, a portfolio approach to market, the
application of alliance management to mergers and
acquisitions, new survey results, profiles of ASAP Alliance Excellence Award winners, and a special focus on
biopharma partnering. We introduced Up Front and
Collaborative Buzz, which have remained regular features for the past five years.
And very importantly for our long-term success,
Strategic Alliance Magazine had advertisements! We
developed slick "house ads" for ASAP (anyone remember "Sorry, no secrets ... this time what happens
in Vegas gets spread 'round the world," our back cover ad for the 2012 Summit?). More to the point, we
http://www.Forbes.com
http://www.Forbes.com
Table of Contents for the Digital Edition of Strategic Alliance Magazine Q2 2016
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