Archive for the ‘Marketing’ Category

The nine circles of social media

Thursday, March 10th, 2011
the-nine-circles-of-social-media

When Dobie Gray sang about being in with the in crowd in 1965, could he have imagined how mobile devices would turn the world into one big high school?

First there was messaging and texting, which allowed you to send your thoughts to a single person. Then there were location-based services like Foursquare, which allow you to broadcast your location to whoever will listen.

beluga-logoThe latest to join the my-business-is-everybody’s-business trend is Beluga, a service that allows you to message groups of friends, all at once. You can transmit photos to the group without having to send individual messages. And you can spot their location on a map, eliminating the need to constantly check their availability.

Beluga is a cross-platform rival to Kik, GroupMe and Blackberry’s BBM. Whether it catches on is anyone’s guess but attendees at the uber-hip SXSW music and digital festival in Austin, Texas this week are burning up the wireless space about the service. Clue number two: Beluga’s been acquired by Facebook.

Writers and other creatives might want to use these services to extend their existing marketing tools. One application for group chat is your informal ambassador’s program, that coterie of friends and fans who evangelize for your brand. You might use Beluga to give the group some visibility, along with the cachet of exclusivity—join the group and be the first to receive information and invitations to private events.

Who knows, you might get to run with the in crowd. Or relive high school, one of Dante’s nine circles of young adulthood.

The new Face(book) of marketing

Tuesday, February 15th, 2011
the-new-facebook-of-marketing

If you’re a creative who wants to market your work, comScore knows where to find your audience. They’re on Facebook.

Social media continues to attract more viewers and advertisers, according to comScore’s report “The 2010 U.S. Digital Year in Review.” Nine out of every 10 U.S. Internet users visits a social networking site every month, accounting for 12% of all time spent online in 2010, the digital measurement firm reports in the whitepaper. Facebook leads the pack of sites that receive that traffic with nearly 154 million unique visitors last year.

Advertisers have followed, serving up 4.9 trillion display ads, an increase of 23% over 2009. Social networking publishers delivered 34% of those ads, up 11% over the previous year.

Creatives interested in marketing their work on a shoestring might want to follow the trend. As they say on Wall Street, don’t fight the tape.

comScore SM usage graph TBB

Going mobile

Monday, December 6th, 2010
going-mobile

Print is on the move again.

Ever since Bernard Silver and Norman Woodland invented the barcode in 1949 business has worked to turn objects into information. The recession in advertising, the migration from print to digital media, consumer preference for mobile devices—all have accelerated the trend toward digitizing the physical world.

Enter the QR, or quick response, code. What looks like a stamp, a maze or a square hieroglyph is really a portal to a new world of information-rich advertising. QR codes allow people with cameras in their smartphones to load websites just by pointing the device at, say, a magazine ad that carries the code. They function like hyperlinks on websites, taking readers directly to the information they want.

It’s more than the latest online fad. The technology just might help authors connect with an elusive audience.

Specialty publications are among the first to adopt the technology. The October issue of This Old House is loaded with codes. And not only in the ads. The editors are using the little squares for contests, access to how-to videos and requests for literature—techniques authors might adopt to publicize their work and promote their brand.

Builder Buzz QR CodeTrade publications are embracing the technology, too. Last month Randall-Reilly’s trucking division sent an email to media buyers announcing a program to allow readers to “unlock access to multimedia content.” Consumer publications are also rolling out programs. A recent issue of People featured a QR code in an ad for Panasonic. Why not publish the codes in any printed collateral used to publicize your work? You can track the responses, analyze the data and reach out to new audiences with targeted messages on the device of their choice.

Our agency joined the movement last week when we designed a QR code for a social media platform I helped to create. Printed on postcards that we’ll distribute at a tradeshow next month, the code will lead smartphone users to a blog that highlights trends in the industries in which our clients compete.

Try it yourself. Download an app like QR Reader, hold your smartphone up to this screen and visit the site—all without having to key in a lengthy URL.

The very technology that threatened to destroy print is enabling it to reach new readers. As the economy recovers and mobile devices spread, writers can use that knowledge to turn dead wood into dynamic sources of data . . . and revenue.

The accidental publicist

Tuesday, November 16th, 2010
the-accidental-publicist

First we had cavemen sitting around the fire telling stories. Then gossips and reporters. Then came chat and blogs and we cycled back to citizen journalists.

With the rise of social media we now have citizen publicists. Like volunteer journalist, they want to speak their mind. When they listen, they want to hear what their peers are saying, not just the company line. And through the really big amplifier called the Web they can have an outsized influence on our work.

As creatives, we want to reach them.

FireOur agency regularly counsels clients who want to join the social media wave but are afraid of getting swamped. There are too many networks and monitoring them is a time-sink. So for those clients who want to dip a toe into online communications, we’ve developed an approach called the Social Media Platform that allows organizations to engage their audiences as well as publish their ideas.

It’s a perfect fit for artists, photographers, writers and other creatives who can’t afford a publicist.

Here’s the strategy: Organizations need to monitor and influence what people are saying about their brands. So do creatives, with the added task of promoting their work far and wide. We social media because that’s where our future editors, clients and benefactors hang out. With a social media platform we can harness the power of peers, asking influentials who like our work to spread the word. The social media platform is no substitute for a full-blown marketing campaign that uses advertising, direct mail, media relations and microsites. But it offers creatives a turnkey operation that allows them to join, monitor and influence the online conversation.

quest-for-fire_lHere’s how it works: The platform is an integrated collection of social media networks and tools. It includes the major social and business networks—Twitter, Facebook, LinkedIn, SlideShare and YouTube—but has room for numerous sites, forums and communities. At the heart is a white-label blog without branding for an independent look and feel. With the blog creatives can manage reputations, disseminate key messages and establish expertise in the market—this might apply more to non-fiction than fiction writers. Creatives who’ve already built a reputation can use the platform to solve issues before they become wide-spread problems.

There are six parts in the process of establishing a social media platform:

  1. Create. We start with a blog hosted on an independent site. Posts and comments radiate from the blog to the major social and business networks. The system notifies the blog administrator each time someone from the outside posts a comment. For your peace of mind, comments can be approved, edited or deleted before anyone on the ‘Net sees them. Tools: WordPress software, web host.
  2. Listen. Tapping into the online conversation about our brand is essential. Specialized search engines allow us to listen to what people are saying about our work. PR people call it reputation management. Tools: Social Mention, Google Alerts, Gmail to verify social network accounts.
  3. Contribute. Based on your expertise, you can contribute original text, slides, photos and video. Crowdsourcing allows you to obtain feedback on work. You can even use your network to float ideas for future projects. Tools: those listed above.
  4. Publicize. Blogs are like parties. You have to invite the right people to achieve critical mass. We start with the internal audience, your friends and business associates, and add editors, writers and bloggers in traditional and digital media. Tools: LinkedIn, Twitter.
  5. Monitor. The conversation is ongoing. The monitoring needs to be, too. But checking multiple sites dozens of times a day can get crazy. A dashboard can simplify the process: Tools: HootSuite, TweetDeck.
  6. Evaluate. You’re not a major corporation. The goal isn’t to fill spreadsheets and generate charts that dazzle but yield no useful information. We measure the volume and tone of comments but take everything with two grains salt. Tools: Twitrratr (Twitter rater), Twendz (Twitter trends), Tweet Level.

Does the system work? Yes. Our agency is seeing a good adoption rate from editors and bloggers as well as retweets of original material. Why does it work? Because it leverages three potent forces in our society: the shift toward digital media, people’s desire to hear recommendations from peers rather than companies and journalists’ need to discover leads rather than waiting for pitches.

That’s almost as good as telling stories around the campfire.

Crossing boundaries to build brands

Wednesday, October 13th, 2010
crossing-boundaries-to-build-brands

Peter Krainik has a word for those who would separate marketing and PR functions: don’t.

The founder of an organization for chief marketing officers, the CMO Club, Krainik believes CMOs need to align marketing and PR/corporate communications if they want to defend and build their companies’ brands and reputations. The rise of social networks makes it mandatory.

The statistics aren’t encouraging. Only 23% of CMOs have lead responsibility for employee communications on products, services and messaging, according to a survey of 129 CMOs conducted by Hill & Knowlton. Some 66% have lead responsibility for media relations but only 55% have overall responsibility for blogger relations. Most (70%) do not have an active employee-engagement program (read brand ambassadors).

Bird formation 2Krainik thinks CMOs need to address that disconnect.

“Marketing and public relations have overlapped, thanks to the explosive growth of digital communication that created an unprecedented level of transparency between businesses and their audiences,” Krainik writes. “The result is that brand reputation and brand image have become intertwined; the synchronization of the two is more critical than ever.”

Consider us the lucky ones. Most of our clients understand the need for a strategy that encompasses both marketing and communications. So does the agency, which allows copywriters and PR pros to flow across departmental boundaries. Copywriters run projects that include public relations components while PR pros write copy for collateral and advocate for employee ambassador programs. The process is driven by the clients’ marketing and communications functions and supervised by the agency’s account executives.

It’s not a typical arrangement but it works. And that’s what counts.

A word about making history

Tuesday, July 27th, 2010
a-word-about-making-history

Mickie Kennedy has an interesting post this morning about writing books for their media-relations value. To summarize his thesis, even in a digital age the printed work can give you credibility and a reputation as an expert in your field. I learned that first-hand when the company now known as Sanofi Pasteur US hired me to write a book about the organization’s rise from horse farmers to suppliers of vaccines to the world.

Brand_New_Day_cover 2While the company paid for the first printing of The Spirit of Swiftwater we arranged the second printing with a university press just itching to publish a business book. That attracted the interest of several thought-leaders in the industry. I knew we’d struck gold when one of the world’s most influential virologists, a doctor who’d been working with WHO to contain bird flu in Asia, visited the company and accepted an autographed book.

Those of you who know me know that I live to write large-scale works that appeal to a wide audience. I think there are several reasons why an executive or an individual would hire a writer or a ghostwriter to create one of these: to promote the organization or the person, or to be more altruistic, to leave a legacy. I often tell the story of Marco Polo and his travels along the Silk Road. His father Making_History_cover 2and uncle made the journey years before they took the young explorer yet few people know their names. Every kid who’s splashed in a pool knows about Marco. The reason is simple: Marco wrote about the journey.

If you’re fascinated with an elegant tool for marketing, or just a fleeting moment of fame, I have a few resources for you, including two documents that detail the rationale, project scope and budgetary outlines of a book-length project. You can download Brand New Day and Making History from this website.

Good luck on the journey.

Learning from success

Monday, April 19th, 2010
learning-from-success

“I’ve never learned anything from my mistakes. Conventional wisdom is learning from your mistakes. What about learning from your successes?”

Alex Bogusky, co-chairman of Crispin Porter + Bogusky

The art of the pitch

Wednesday, March 17th, 2010
the-art-of-the-pitch

Authors Christie Craig and Faye Hughes of Write With Us Online have created a funny but pointed video (“How To Make The Perfect Pitch (Without Striking Out)”) for aspiring authors who want to sell their book ideas to agents and editors. Thanks to Kathryn Craft of the Greater Lehigh Valley Writers Group for providing the lead.

A ‘Haunted’ we will go

Tuesday, February 16th, 2010
a-%e2%80%98haunted%e2%80%99-we-will-go

I’ve had several people ask what it was like on the set of Animal Planet’s new show “The Haunted.” (OK, two people, and one of them was me.) So I thought I’d chronicle my 15 minutes of fame in a blog post that is potentially read by millions and millions of people but has an actual readership of six. (I know and love you all.) So here goes.

A dark and stormy day
On the set of The Haunted 1It is a warm day in July with the look of rain and suspicion. Everyone on the set of “The Haunted,” a new show about paranormal animal activity for Animal Planet, seems to know what’s going on except my daughter and me. The show debuts in a few months and we’re in it, or at least I am, along with the owners of this place, the Candle Shoppe of the Poconos. An elegant stone-and-wood brownstone on the verge of Route 611 just north of the present U.S. headquarters of Sanofi Pasteur in Swiftwater, Pennsylvania, the home was built in 1897 by Dr. William Redwood Fisher, an early benefactor of Dr. Richard Slee, who built his Pocono Biological Labs across the street. The vaccine-maker was called Connaught Laboratories in 1996 when I was hired to write what would become the Spirit of Swiftwater, a history of the company. It later became Aventis Pasteur and now Sanofi Pasteur.

On the set of The Haunted 7Driving around the building, my daughter and I park in the lower lot and walk up the gravel to a wall that divides the building’s front from the highway. The air thickens with water and noise as trucks roar down Route 611 toward Sanofi. We introduce ourselves to our host, Linda Schlier, her husband Jim, who owns a towing business, and two women. One is Jim’s secretary, the other a woman who works in the shop. They’re sitting in lawn chairs by the wall. All are smoking, except Jim. His secretary looks about thirty with shag-cut blonde hair and thickly-veined hands. She takes a drag, looks me in the eye and says, “Who are you.”

Serious challenge. For a moment it feels as if I’ve wandered into a Philip Marlowe novel. Clad in dress shirt and pants as per the producer’s instructions, I feel out of place among the jeans and sweats, a situation that only adds to the discomfort. Then I remember I’m a guest here and tell her I’m the author of the history book. That stops the conversation.

Writing. What a glamorous life.

On the set of The Haunted 3In the beginning
With our backs to the highway we wait our turn to be filmed. This all started a few weeks earlier when Linda graciously offered to sell The Spirit of Swiftwater at her shop. I’d written a few pages about Dr. Fisher but didn’t know much more about him, since he wasn’t the focus of the book. When I delivered the copies Linda told me that Fisher had experimented on animals in the basement and that one of his two daughters had kept a chimpanzee as a pets. I asked how she knew this and she said she’d heard someone talking about it.

A week later I got a call from Alex of Picture Shack Entertainment, the production company for the series. He wanted any information I had on Dr. Fisher and his experiments. He was very nice. I told him I didn’t know about them but filled him in on the history of the labs and the house, which after Fisher died became the home of Kelly Antiques. The Schliers purchased the building in 2007. A few days later another of Picture Shack’s producers, Autumn, asked if she could interview me, on camera at the shop, about the history of the laboratory and the house.

Sure.

On the set of The Haunted 4We’re sitting on the wall when a rail-thin woman in black capris, t-shirt and engineer’s cap introduces herself as Autumn and says they’re running behind schedule and would I mind going on camera at 3:30 instead of 3. She is very polite. Fine. My daughter reads a book and listens to her MP3 player. I ask Linda about the shoot. Turns out they’re re-enacting the moment she and her employees saw odd patterns of light and shadows and felt cold air and scurrying spirits.

“Re-enacting?” I ask.

“Sure,” says Linda, who by now has to be thinking the guy who wrote the book is about a bright as a nightlight.

Mysterious figures
The film crew walks in and out of what used to be Dr. Fisher’s home, built as a retreat from his practice in Hoboken, New Jersey. He moved to the woods and cow pastures of Swiftwater to recuperate from illness. If he could hear the roar of traffic behind us, he’d flee the Pocono Mountain as if he’d seen a ghost. All of us (except the good doctor, who passed on to that great immunization clinic in the sky) watch the crew as it bolts the camera head to a tripod. They’re dressed in black and soon disappear inside the shop. We wait.

A thin twentysomething with black rectangular glasses and a wisp of a beard introduces himself as Alex and draws me On the set of The Haunted 6inside, just as three tall men with razor cuts and silver suitcases parade past. Paranormal investigators, Alex explains, said to be a team of former Pennsylvania state troopers from Hazleton, called in to measure psychic activity.

“We’re going to shoot them first,” he says. He is very deferential.

That’s when we notice a couple in their fifties sitting in the shade with three monkeys. They’re the handlers, here with an animal control officer who specializes in policing film sets. I grab my point-and-shoot camera and my daughter plays with the animals—capuchin monkeys named Bucky, Joey and Abbie. Bucky is 27. My daughter takes the old man, with his sad eyes, slender fingers and possum-like tail. She pets his brown fur while the others climb into her hair.

Welcome to the real world
Then Alex says it’s my turn. The shop consists of two stories of what is now retail space, an attic and a cellar. The interior of the first floor is paneled in wood, dimly lit with an oversized monarch chair and cobblestone fireplace. It’s crammed with candles. They pour forth a riot of scent. The crew sends me upstairs, where people crouch in the front room in the dark like monkeys.

“Go around to the other side and push the curtain aside,” one tells me. I duck under the curtain and sit on a metal chair in front of a large screen on metal legs. The room is so dark I can barely see Autumn in front of me and at first don’t notice a cameraman at the rear, near a window screened in black. A single diffusion light sits in the corner, casing a yellowish glow.

The camera guy introduces himself as Trevor. To put me at ease, he explains why the room is so dark (it’s for dramatic effect) while Autumn reviews what will happen during the interview. She is unfailingly polite and respectful but obviously on a tight schedule. Then she asks about Dr. Fisher and his contribution to medicine. This feels OK, I’m on safe ground. I start to talk about the history of what is now Sanofi Pasteur.

Autumn interrupts. “There’s a reflection. Can you take off your glasses?”

I slide them into my pocket and barely see her nod.

“Tell me about Dr. Fisher’s experiments with monkeys.”

I look at the dark shape that I assume is my interviewer. “I don’t know anything about that.”

“Don’t worry,” she says. “I’ll feed you the answers.”

“What did he do?”

“He was doing experiments to find a cure for yellow fever. He had a guillotine and cut off the monkeys’ heads and did experiments on their brains.”

Suddenly I’m glad my daughter is waiting outside. No wonder Linda thinks the place is haunted.

“There are cages in the basement. You can see them later,” she says and asks about Fisher’s contribution to the labs. I start to set the stage by talking about the founder, Dr. Richard Slee, when she interrupts.

“We don’t care about Dr. Slee. This is about Dr. Fisher.”

OK. Slee’s the reason this house is here, but I’m here to cooperate. So play nice.

She tells me about Dr. Fisher and his alleged experiments and I repeat the information for the camera.

“You’re doing great,” she says in a voice that tells me she’s seen more excitement from the teacup ride at the carnival. She’s still respectful, and I appreciate the comment. Then she asks about the irony of Fisher dying before he can find a cure for a disease that killed his father. That gets my attention. The revelation is new to me, and for about the eighth time today I regret not doing more research on the enigmatic doctor.

“You are very articulate,” Autumn says and asks about the irony of Elizabeth Fisher keeping a pet chimp while her father killed monkeys in the name of science.

Odd. About as odd as my belief that a reality TV producer wants the facts about the labs instead of a dramatization about screaming monkeys. But I’m being unfair. Autumn is relying on the owners who can’t pin down their sources and I didn’t ask a lot of questions when asked to appear in the show. Flattery will get you almost anywhere.

On the set of The Haunted 8Into the cage
Back downstairs the crew films me walking into the building as I hold the book. They film Linda and me at the front counter as we rifle through pages. Then they want to film in the basement.

As soon as I open the door I can smell it, a mix of damp cement and coal ash. Down the narrow stairs we walk, past holes showing lathe through the plaster. A modern oil burner sits on a cement pad leading to a dirt floor. Cages made from chicken wire and boards squat in the corner. A closet with a 4-in. hole in the wooden wall is apparently where the monkeys stuck their heads—not a voluntary gesture, I take it. Linda says the owner of Kelly Antiques took the guillotine with her. Darn, it would have made a good prop. On the other side sits a smaller room with two work benches and items brought by the crew—beakers, test tubes, a white lab coat.

“My, my,” I hear myself say, and for a second I forget that the camera crew is behind me. “What have you been up to, Dr. Fisher?”

“Kinda creepy,” one of the crew says.

On the set of The Haunted 9They’re filming in dim light at slow frame rates that make moving figures stutter and the edges blur. Now I know why Autumn kept asking about the irony of this situation, about the contrast between this pastoral-looking building and the dark secrets it has kept, and why the crew is using those cinematic techniques. Still, as I glance around the basement, I wonder about how my role in this will be seen, since as far as I can tell no one has primary sources or documentation. Vanity of vanities, all is vanity under the sun, and a striving after publicity.

Upstairs I sign another release—the first is a two-page statement that allows the production company to film me, the second to show the book, a stack of which sits untouched on a shelf. And then we’re done.

Even though it’s after five, Autumn invites us to break for lunch. My daughter has waited patiently on the wall and wants to go home. Everyone has been unfailingly polite but it’s been long day, so we decline. Linda hands me her card and asks me to call her about publicity. I’m doubtful but pocket the card. Walking down the wet gravel to the car, we watch raindrops glint in dark beads on the roof. But despite the fact that we’ve left the windows down, the seats are dry.

Spooky.

Sign of the times
A few weeks after the shoot, the Schliers erect a 10-by-10-ft. lighted sign near the entrance to their shop, the kind that crews use to warn of construction and traffic jams. Its beady red lights read “The Animal Planet” and something about The Haunted. I call Linda to ask how she’s doing and she outlines plans to hire a designer who has worked with Disney to turn the basement into an amusement park. He’s going to build an arch over the entrance with overhanging monkeys.

Then on Wednesday I receive an email from Jim Schlier with a press release, a poster of the series, a photo of the front of the candle shop and the Animal Planet logo. The episode is now part of the premier on November 22. It’s called “Lost Souls of the Asylum.” The release reads, in part:

“Linda Schlier is thrilled when her husband, Jim, buys her an old brown stone in Swiftwater, Pennsylvania, to serve as her candle shop. But not long after the shop opens, Linda begins hearing screeching monkeys and seeing terrifying, primate-like shadows. Linda flees, and although determined never to return to her store, she soon discovers that the house once belonged to a scientist who used spider monkeys for medical testing. Realizing the connection, she calls in a paranormal team and psychic to help remove the spirits.”

The morning after
“The Curse of the Candle Shoppe” is broadcast Sunday night as part of the program’s debut. Since we are temporarily without TV, I ask our neighbors, Mary and Pat, to tape the program. Mary calls on Monday to say she’ll drop off the tape later that day.

I ask about the show. She says it was “interesting.” She delivers the line with such a slow cadence that I can see her smile through the telephone line. I ask if it’s that bad.

“No,” she assures me. “It’s reality TV.”

“That bad?”

“No,” she laughs. “It’s just not our kind of show.”

Concerned that I’ve embarrassed myself mightily, I’m not looking forward to the show but, when the tape arrives, I throw it into the VCR and await the disaster with a cold heart. (Yes, I know, the technology dates to the time of Gutenberg.)

The program it isn’t that bad. The Schliers come across as sane, rational people: who wouldn’t be scared of noises if you were alone in an old building at night? Their reaction is the focal point of the show; the monkeys put in a guest appearance but there’s no screaming soundtrack of doom. The only time they appear is when Joey peeks through the hole in the wall where Dr. Fisher allegedly chopped off his predecessors’ heads.

The good news is that my part in the show is brief. My chief reaction is that I look older than I think I should look. Vanity of vanities. What’s that movie about the mirror never lying? The one at home apparently does. But what can you do? I’m lucky I can still run and breathe and take nourishment.

At work I feel conflicted when only one person mentions the show. The potential for embarrassment is great but where’s that 15 minutes of fame? Next time I see him I’m telling Warhol about this.

‘The Haunted’ fan club
As we’re leaving the diner, one of the waitresses asks, “Can I get your autograph?” Her voice is sweet and conspiratorial, with the hint of a smile.

That draws a laugh but her smile quickly dims. “Do you believe that place is haunted?” she asks and continues before I can answer. “I don’t. I think they’re faking it.”

“Ouch,” I say. “That’s a bit harsh.”

Maybe that’s the reality of reality TV.

I turn to leave but she has a parting comment. “That stuff about her being scared of sounds and shadow? That’s just not right.”

The next Saturday I bump into a relative at the post office. As soon as she sees me her face opens in mock amazement. Then Linda tells me that when her husband and brother were kids, they used to look up at the attic of Dr. Fisher’s old home as they rode by on the school bus.”

“What for?” I gamely ask.

“They were looking for monkeys.”

I know my fans.

Nashville Cats

Friday, January 22nd, 2010
nashville-cats

Part 5 of the Tennessee Chronicles

Friday, January 15

Up at 4:30 a.m., in the lobby at 5:30, in the car at 5:45, at Nashville International Airport at 6, board at 7, take off at 7:30. Breakfast at the Noshville Delicatessen. We sit on silver stools at a red Formica counter, a sign on the tiled wall of the kitchen reading “Today, everyone will smile, up-sale and excel!!!” We inhale the coffee.

Diner stoolsThe plane takes a slow bow and squats on the runway. As we taxi, the sun burns over the control tower, the tarmac wet from a hard frost. With a roar we sail above the glittering homes, the sinuous river, the rows of trees like box hedges surround a homestead.

As we head toward Philadelphia, the mountains turn white, the ridges like the spines of prehistoric elephants, ancient gray and wrinkled. The hills give way to potholes of ice in patchwork fields. As always when returning to Philadelphia I notice how gray it looks, the sky a scowl, the roads and buildings a smear of ash. It’s like flying back in time, or recalling a troubling dream. Below, the tanks of the oil refineries resemble handcuffs.

The flaps rise to expose hoses and nozzles and we land with a clunk and a shutter. The lights come on and the air conditioning goes off. I drag the carryon from the overhead and transfer the modern world to my pockets—cell phone, Blackberry, car keys. Down the aisle, through the jet way, down to ground transportation for the van ride to off-site parking and the two-hour drive home. More time, more coffee, more miles. Later we’ll receive an email from Karen, thanking us for making the trip one of her more enjoyable ones and listing her favorite lines from the trip. “Anything that’s breaded and served with cocktail sauce has to be good” makes it to number four.

For now, I think about the good people of Adamsville who welcomed us with a graciousness I haven’t seen in years. And the pleasure of sharing the vagaries of travel with the Fab Five. They are a decent lot.