Category Archives: Sceneroller

Confessions of a half-ass blogger

Like Geraldo Rivera prying open “Al Capone’s vaults,” I broke a few electronic locks on this blog and slid into the dusty darkness. And like Geraldo, the results are pretty underwhelming — a few bottles here, some mummified rats in the corner, and not a lot of content.

For a blog titled “matthewrothenberg.com” — a blog that bears the domain of someone with decades in the business of communicating, mostly via the written word — this place really sucks.

To start cleaning up this mess, I might as well consider how it got so musty and flyblown in the first place.

Confession #1: I only set up this blog as a container for my resume. Back in October 2006, my friend and then-Hachette colleague Chris Herring pointed out that while I’d been happily participating in social media for years (including curating the user-generated content for ZDNet News), I’d never gotten around to taking this simple step toward self-promotion. D’oh!

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Wired love for Che Underground!

When old friends and I started the Che Underground blog February 16 (my 43rd birthday), we didn’t know how successful we’d be at reassembling the sights, sounds and sociology of the early-’80s San Diego music scene it covers.

So far, it’s exceeded my fondest hopes — and today we got some very welcome recognition from Wired.com. Music editor Eliot Van Buskirk did a terrific piece on our scene and our site, including a lovely sidebar showing some of the participants before and after.

“‘We were ignored by the media and harassed by the powers that be, hated by the San Diego Police Department and still the shows went on, the zines were printed and distributed — all pre-internet and pre-home computer,’ said Toby ‘Lifehater’ Gibson via e-mail. ‘Most kids today have no clue how much work that was back in the day, making the stuff by hand, advertising however you could and distributing on foot.'”

Crazy-busy family fun

We’re having family fun, but crazy-busy. On Friday our family and niece Katie drove our camper-trailer the 800 miles back from our annual gathering near Muskegon, Michigan, with Nancy’s kin … Got in around 1am Saturday … On Sunday evening, a contingent of those Michigan/Arizona relatives arrived at our house back here in Jersey … Four a.m. Monday, I got up to take the kids to Montclair to embark on their two weeks of camp … Nancy’s brother Dave arrived at noon at Newark airport to join the rest of the away team … Then we all caught a train into the city … Took my first-ever bus tour around Manhattan, then took in my first-ever baseball game at Yankee Stadium … Got home around 1am … Everybody but Dave took off this morning to drive back to Michigan … Dave and Nancy and I had a lovely walk around Central Park and dinner at Vynl on 84th & Columbus. Now home — whew! Time to get back to work so I can get some rest! :-)

My resume

 

Matthew Rothenberg

16 Euclid Avenue • Maplewood, NJ 07040

973.762.8107 • (c) 917.608.2794 • rothenberg.matthew@gmail.com


Executive Summary


SENIOR STRATEGY ADVISOR with 15+ years’ experience creating monetization plans, developing online products and overseeing content-rich media products for consumer-facing digital media companies.

  • CROSS-FUNCTIONAL leader who aligns operations, tech, marketing and sales to formulate and achieve revenue goals.
  • PRODUCT DEVELOPMENT professional, skilled in conceiving and launching profitable media properties based on reader and industry needs that scale to millions of readers.
  • CREATIVE EXECUTIVE with deep experience turning cross-media content into profit.

Employment Background


MATTHEW ROTHENBERG LLC

Principal                                                                                                          2008 – Present

Provide leadership and direction on content strategy, sales, operations, technology and platform design to make content a driver of revenue, brand and audience. Key partners include:

  • Collaborated with eBay’s ad-sales team to develop new business relationships as well as set and implement content strategy and performance targets to close leads.
  • Partnered with sales team at Contently Inc., a startup focused on providing editorial content, to corporate clients to drive new business.
  • Advised Relationship Science LLC on data-driven content marketing.
  • Established overall content strategy and implemented content for an enterprise client of Time Inc. Content Solutions.
  • Stood as news editor for CBSNews.com’s MoneyWatch during migration to CBS News.
  • Formulated content strategy for Shutterstock, the subscription-based stock-photo agency.
  • Provided content strategy for HUGE Inc., the renowned digital agency.
  • Advised Estee Lauder on its CMS selection.

THELADDERS.COM

Director, Editorial & Content                                                                                2008 – 2011

Led all content efforts for the market’s top destination for $100K+ job seekers.

  • Led 40x increase in search engine traffic and unique visitors to Career Advice section
  • Co-author with CEO Marc Cenedella of “You’re Better Than Your Job Search,” a 2010 book.
  • Developed a track-based CRM system to provide career-management guidance.
  • Created core curriculum as a conversion tool in the subscription/leads funnel.
  • Led editorial and platform development as part of the company’s product team.
  • Established the corporate voice for all aspects of marketing, PR and business initiatives.
  • Media spokesman for TheLadders via print, television and radio appearances.

HACHETTE-FILIPACCHI MEDIA U.S.

Vice President/Editorial Director, Online                                                               2006 – 2008

Set online content strategy, staffing and workflow for all Hachette’s titles in the United States as it transitioned from a print publisher to a digital-media company.

  • Oversaw multimedia content of 12 Web sites, including Elle.com, CarandDriver.com, PopPhoto.com, Premiere.com, WomansDay.com and RoadandTrack.com.
  • Led progressive redesigns of all brands in tandem with tech and business.
  • Provided original and licensed video, editorial and community content.
  • Worked with public-relations team to position brands and maximize traffic.
  • Collaborated with business-development team to serve syndication partners.

ZIFF DAVIS MEDIA

Editor-in-Chief, eWEEK Magazine and eWEEK.com                                                   2005 – 2006

Editor/Executive Editor, Ziff Davis Internet                                                             2003 – 2005

Online Editor, Baseline.com and CIOInsight.com                                                      2001 – 2003

Promoted to oversee content direction of 20-year-old flagship title, eWEEK Magazine and eWEEK.com (formerly PC Week).  Transitioned content operations to combine the Internet and Print divisions.

  • Grew the audience of Ziff Davis’ enterprise IT sites from 3MM page views and 1MM unique visitors to 10MM page views and 4MM unique visitors each month.
  • Boosted page views for Baselinemag.com and CIOInsight.com 40% in one year.
  • Oversaw content development for enterprise group of magazines and Web sites.
  • Directed, as Executive Editor of Ziff Davis Internet, the editorial development of eWEEK.com, Baseline.com and CIOInsight.com, among more than a dozen online titles.
  • Led editorial transition for major corporate reorganization in late 2004, combining editorial forces for eWEEK Magazine and eWEEK.com in just one month.

CNET NETWORKS INC.
Senior News Producer                                                                                          2000 – 2001

Charged with overseeing opinion, reader feedback and Mac coverage for this major technology site.

  • Revitalized Mac section, making it the #2 most popular site destination within three months.
  • Packaged community-driven content into a distinct editorial section.
  • Partnered with Producers to collaborate on television programming ideas.

MAC PUBLISHING, LLC

Director of Online Content, Mac Titles                                                                    1998 – 2000

Senior News Editor, MacWEEK                                                                               1997 –1998

Promoted from print division to oversee four online media properties, including MacWorld.com and MacWEEK.com.

  • Transformed MacWEEK from a weekly print publication to a Web daily.
  • Doubled MacWEEK.com’s traffic in just one year, with up to 9MM page views a month.
  • Partnered with international Macworld licensees to increase global news coverage.
  • Wrote regular “Mac the Knife” column and news for MacWEEK and MacWEEK.com.

Awards and Associations


  • Won Jesse H. Neal National Business Journalism Award for “Best Single Article,” Baseline’s “Avon Products:  The Ultimate CRM Machine,” March 2002.
  • Nominated, “Best Breaking News,” ONA Journalism Awards, Microsoft-Watch.com, 2005.

Education


B.A., Anthropology, U.C. San Diego, Graduated Magna Cum Laude.