Commentary

Just An Online Minute... Check Your Vitals At Social

eMediaVitals.com/SRDS Interactive Advertising Directory/"Vital Signs Report" Launch Party, Social, New York
November 6, 2009

I'm still debating what to do about tonight since I usually treat Friday as Myday, but the fact that it is a Verizon party could make it relevant to you mobile marketing types, so I'm conflicted. Anyway, you'll know what I decide on Monday. Last night, however, I rallied to attend the launch party thrown for eMediaVitals.com, the SRDS (which makes me think of Sustained Silent Reading, but it's not)Interactive Advertising Directory, and the "Vital Signs Report," at Social, a hop skip and a jump from Times Square, and a place rife with fratmosphere.

As I popped off the N at  49th and 7th it started to drizzle on my freshly blown dry hair.  It figures that the one time I try to do something with this mess it gets rained on.  I arrived at Social to find the lower level bustling with noise.  I headed up to the 2nd floor, which is where I thought the party was -- and turned to see Jeremy Greenfield, Content Leader/Manager at Dow Jones, heading up the stairs to the 3rd floor.  I latched onto his coattails and scurried on up after him.

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The 3rd floor was already packed at 6:30 p.m.  Kate Fleming, CVM Partner, was womanning the clipboard at the door with CVM project manager Genna Mazor.  Fluttering through the crowd was Gretel Going, partner at CVM.  Even deeper into the crowd I saw Naomi Reiter, Contributing Editor at eMedia Vitals, giving out hugs to a crowd of people; later I found her with Mitch Speers, COO of Vital Business Media on the rooftop "garden.". Let's talk about that garden for a minute.  Smallish garden + smokers = blech, but at least open air.  Smallish garden + rain + enclosure + smokers + open door into bar area where nonsmokers frolic = nasty smelling hair and bar for all.  The smell of cigarette smoke meant instant curdled stomach for me, but was the only flaw of the evening.   Seriously, everyone was so smiley, which softened the carcinogenic blow.

I ran into Leslie Rasimas, freelance human Swiss army knife, mingling about the room.  Leslie informed me that "the baby quiches are delicious." I also met Neil Strow, Sales Director at Good Health Media.  Neil and I had a friendly heated debate on what characteristic we would find most flattering.  I said funny, he said charming.  My only argument against charming is that it immediately indicates an agenda. We brainstormed party ideas and Neil revealed his Morrissey superfan status.  Of course, "The Charming Man." Insert smiley face.

As I squeezed through the packed crowd (I feel like I need therapy, I touched so many people with my butt) I saw one of my all-time-favorite people, Michael Pollock of Pollock Spark.  He's got this wonderful English accent and he's sharp as a Henkels, so even the most intelligent conversation seems that much more elevated.  Last night we discussed virtual learning and how some subjects are well translated in the online classroom, but those requiring emotion and behavior aren't so easily duplicated.  We also shared the opinion that there is no such thing as 9-5 when you genuinely care (not just marketing speak) about your job. No, naysayers, I'm not talking about every hour of every day sacrificed.  I'm talking about that desire to make your "thing" great, and that when you are cultivating this "thing" it's just a part of your life --  in a nondisruptive way.  I could talk to Michael all night, but alas, I had a job to do.

Story Worldwide's COO Simon Kelly was also in attendance with a bunch of other Storytellers.  I also found Eugene Lee of CMI, Michael Forgash of SRDS, Joseph Hayes of SRDS, Angel Fang, Senior Marketing Executive at Angel's Touch Co (and winner of the night's Kindle raffle), Leah Volynsky who is doing some freelance event planning for Microsoft, Mary Kate McGrath of Hearst, who may or may not have been seen getting her groove on near the bar, and Kathy Anderson of KDJ Advertising, LLC.

The launched businesses interrupted the evening to pitch their wares, which is to be expected - it's the price of "free" when it comes to these shindigs.  But man, it was just too long.  Everyone deserves recognition, no doubt, but with the sound system as bad as it was, the crowd couldn't hear the pitches.

The attention spans of the guests were already augmented with open bar libations and crispy fried finger food, so short and sweet is always the way.  Once the speeches were over, the party kicked right back into gear - when I left around 8:30p.m, both the indoor and outdoor areas were still full. Rumor has it post-party Jameson shots have rendered a few revelers nonfunctional today.

Also, why was the Kindle winner booed?  Decorum, people, decorum.

Keep those cards and letters coming! kelly@mediapost.com

Pictures are on Flickr, more to come as always.

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