Tavanberg's monthly round-up of ideas
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Dear Friends,

It’s been a blustery month in every sense, no? Fun fact for word nerds: the old English for November was Windmonath, or Windy Month. Apt, wethinks.

Okay, down to business. First item: bragging. We’ve been hard at work on a publication to showcase Sobeys’ fantastic holiday offerings. And... drumroll... it’s finally live! Check out this sweet little digital booklet we created in partnership with art director Erik Mohr at Made By Emblem, with photography direction by Michael Erb at TC Media. 

Now let’s move on to some of the coolest stuff we’ve been reading this past month. 

Creating better newsletters
You can chill with the grabby subject lines, because your audience has already opted in, according to this marketing strategy post from Contently. Instead, use the opportunity to create and share a little something-something that’s original. The conceit could take on any number of forms – a behind-the-scenes look, a personal story, a Q&A – so long as it is relevant to your audience.

Why food cookbooks are going strong
The tablet did not clobber the hardcover cookbook, despite what so many pundits predicted when the first-generation iPad hit shelves in 2010. In the end, the tablet-as-cookbook was a kitchen novelty more than an enduring fixture. Today, cookbooks from trusted and beloved sources, such as Ina Garten’s latest Barefoot Contessa entry Cooking for Jeffrey, can still be bestsellers. Here, book industry insiders share their theories as to how the humble cookbook has held its ground.
Los Angeles Times

Ben & Jerry’s Instagram success
Do paid ads on Instagram work? Ice cream maker Ben & Jerry’s says they definitely do. The company’s digital marketing manager, Kate Paine, illustrates some of the success the brand has had with video versus carousels on the platform, for instance. Interestingly, Ben & Jerry’s hasn’t had as much success with Snapchat, which has more barriers to entry for placing marketing ads. To our disappointment, Paine does not weigh in on the most important debate: whether Chunky Monkey or Cherry Garcia is the best flavour.

The argument for ditching social media
We at Tavanberg are lovers of well-crafted tweets, so one might think we’d quiver at this New York Times piece that argues social media can do more harm to your career than good. But we can’t resist a devil’s advocate. And the writer makes some valid points, one of which is that a lot of social media is akin to junk food. All the more reason for creating valuable, quality content. (See how we did that?)
New York Times

The live-streaming app where stars are earning thousands
Just when you thought you knew what all the young ’uns were up to (Snapchat), and what they were pretty meh over (Vine, thus contributing to its demise), along come and Quick primer: is a music-video app, while is its new sibling, a live-streaming app. Its top stars are earning big coin from their devotees, according to Variety: “What users are actually buying are emoji, which pop up on-screen during a live-stream. Those range from 5 cents for a panda head — to $50 for some kind of blue creature in a pink dress with a halo. The bigger the gift, the bigger the gifter’s name appears on the screen, and that encourages broadcasters to give a shout-out to contributors.” 

More not-so-humble brags
Because it's our newsletter and we'll brag if we want to. And we’re pretty chuffed with our latest published articles. Jenn explores the nascent trend of quitting one’s day job for life as an entrepreneur in Fashion Magazine and Kat treks Richmond, B.C.'s new Dumpling Trail for the Globe and Mail. 

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