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C3SN Meeting Agenda, June 14, 2004

Media and Marketing


  • Phil Wellman, advertising and design, Wellman Advertising (
  • Serena Pring, Seafood Watch Program, Monterey Bay Aquarium (
  • David B Mathison, media expert and author, Be the Media (
  • Daniel Robin, moderator, C3SN Co-founder and managing director, In3 (
  • You! Sessions are highly interactive ... participation is encouraged.

(See below for agenda and speaker bios)


Networking: 6:00-6:30pm*

Introductions: Audience and Panelists: 6:30pm

  1. Media, Marketing and the Conscious Consumer: LOHAS market overview; frame the issues and opportunities. Daniel Robin, moderator

  2. The Role of Media Advertising: Phil Wellman, Media Advertising & Design, Wellman Advertising (

  3. Reaching a Tipping Point: Consumer Awareness and Behavior Change: Serena Pring, Monterey Bay Aquarium Seafood Watch Program (

    With 3.6 million pocket guides distributed so far, and the program now poised to go national, how did they do it?

    Networking & Refreshments Break (10-15 min.)

  1. Trends in Independent Media: Media Within Your Reach: David B Mathison, media expert and author, Be the Media (

Further Q&A … identify key issues, answers, and next steps

More Networking: ~9:00-9:30pm*

* Note: these timeframes are approximate. We will honor the wishes of our host, and may need to adjust or end earlier.

Detailed Program Description

1. Media, Marketing and the Conscious Consumer

Daniel Robin, moderator, will set the stage with a synopsis of the LOHAS* consumer trends study third year results, and frame the issues and opportunities presented at the recent LOHAS 8 conference.

2. The Role of Media Advertising

Phil Wellman, Media Advertising & Design will present examples of his client work and then serve as an "expert witness" as we explore the following issues:

1. Does traditional media advertising really work? If not, then what?
2. What are the best ways to promote your conscious business?
3. How do you effectively reach the mainstream with a LOHAS* message?

About his work, Phil says: "My objective is to position clients to profit meaningfully. In other words, by identifying and meeting real customer needs, they optimize their opportunity to achieve a deeper sense of purpose, creative satisfaction and abundant financial reward."

* LOHAS = Lifestyles of Health and Sustainability (see or

3. Reaching a Tipping Point

Serena Pring, Program Assistant to the Seafood Watch Program at the Monterey Bay Aquarium, will talk about the Seafood Watch Pocket Guide, which was created to help make the best possible seafood choices from local markets or restaurants. The program was developed in 1999 as an outgrowth of the 1997 aquarium exhibit entitled "Fishing for Solutions" that raised awareness about the ecological and health problems of unsustainable fishing and aquaculture. First with the Aquarium's own café, the interest in choosing wisely spread to the general public, and the concept of a consumer guide for sustainable seafood was born. With more than 3.6 million pocket guides distributed to date, the program is poised to provide regional guides for every area of the United States.

How does a consumer judge what is good to eat and good for the oceans? Some of the ecological issues are

  • Increased consumer demand for popular seafood is depleting fish stocks around the world and harming the health of the oceans.
  • Fish are being caught faster than they can reproduce and today, according to some studies, 90% of large fishes such as tuna, swordfish and cod are gone.
  • Fisheries unintentionally catch seabirds, sea turtles, mammals and other marine life, which is also upsetting the balance of marine ecosystems and, in some cases, driving populations into decline.
  • Some fishing gear damages the seafloor habitat that many species need to survive.
  • Aquaculture, or fish farming, can help alleviate some of the pressure on our oceans but some aquaculture methods have their own negative effects on the marine environment.

Pocket guides are free and distributed to the public by the Monterey Bay Aquarium and through partner zoos, aquariums and other institutions. See or call (831) 647-6873.

4. Trends in Independent Media

How can we use the "media revolution" (independent, locally owned, progressive and alternative) to reach and influence our target audiences? Even though the so-called "alternative press" is far from reaching any sort of tipping point, and is still considered a novelty with little real impact, progress is being made. From the Internet to recent films like Fahrenheit 9/11 or even Supersize Me, there is a media revolution under way that is gaining momentum. Is this a backlash to the incestuous media conglomerates of Viacom, Disney, AOL Time Warner and GE?

New media such as the Internet - used as a grass roots organizing and fundraising tool, for example -has become a powerful conduit for drawing attention to and informing us about previously hidden social and environmental issues, but we "progressives" are not at the table. This mainstream media monopoly virtually ignores "LOHAS" businesses (and the interests of conscious consumers, business owners, and sustainability advocates), even though the values are mainstreaming, and the more successful companies are being acquired by their larger corporate counterparts.


What if you were to "be the media" … you could reclaim the power to influence and reach a broader audience with your important message. The large conglomerates try to tell us what to eat, think, buy ... but through the work of media expert David Mathison, and others, there are practical methods of making money while being a voice for important stuff like sustainability. How can media be used to transform the marginalized social justice, environmental, sustainability and corporate responsibility movements?

David Mathison will discuss his new book "Be The Media," and explain how, until recently, creating and distributing books, music and film required years of education and the expensive assistance of publishers, labels, studios, distributors and lawyers. Today, however, there is a flourishing "middle class" using low-cost tools and new methods of distribution to directly connect with their audience, while keeping more of their rights and royalties and 100% of their intellectual property.


Phil Wellman, President, Wellman Advertising & Design. Phil Wellman has been President and Creative Director for Wellman Advertising and Design since 1982. His pioneering customer-driven approach to advertising and design has been responsible for the success of companies in a wide variety of industries. Current objectives include bringing his positioning and brand development skills to sustainability-oriented businesses. Phil's personal passion for typographic design has resulted in high praise and numerous awards.
Past clients have included Marriott Hotels, Ventana Resort, Cyberware, Synopsys, Extraordinary Golf, National Geographic Society, Foster Farms, Fresh Express, Sambraillo Packaging, Mountain Sun Juices, Committee for Sustainable Agriculture and Whole Foods Market. Current clients include Red Shift Internet Services, Monterey Bay Blues Festival, Monterey Jazz Festival, Treadmill Sportswear, Monterey County Weekly, Wright Design…Ecological Interior Design Services, Pacific Eye Center and Swing Thing Golf. Visit online at

Serena Pring, Monterey Bay Aquarium. Serena works for the Monterey Bay Aquarium's Seafood Watch program, designed to shift the buying habits of consumers to support sustainable fishing and aquaculture operations. Serena coordinates the distribution of the Seafood Watch cards and responds to questions and visitor comments about sustainable seafood both from aquarium visitors and through the aquarium web site. In addition Serena is responsible for updating the Seafood Watch website and coordinating outreach events. Serena has been with the Seafood Watch program for 3 years.
Before joining the Seafood Watch team, Serena coordinated a coalition of community members concerned with youth issues at the United Way of Santa Cruz County. Serena has also held internships with the State Assembly Office in Santa Cruz and the student chapter of CALPIRG (California Public Interest Research Group). Serena Holds a Bachelor of Arts degree from the University of California at Santa Cruz in Biology and Environmental Studies.

David Mathison is an internationally recognized media expert with more than 20 years experience in the content industry. He has created solutions that directly connect the world's largest publishers with mass audiences, leveraging both mainstream and alternative outlets for maximum exposure. His work provides millions of global citizens with free news, financial data, audio and video information on the web's most popular sites. His book, Be The Media, is an extension of his award-winning work in eliminating inefficiencies in publishing, providing all participants with more egalitarian, democratic and open systems. David was VP of Global Syndication for Reuters, the world's largest international news and television agency, and in 1999 became chairman, CEO and co-founder of Kinecta, an award-winning solution for publishers to manage content relationships. Kinecta was sold to Stellent in 2002. David holds a B.A. degree from the State University of New York, and a Masters degree in International Affairs from the Columbia University School of International and Public Affairs.

Daniel Robin, C3SN co-founder, brings more than 20 years executive/board, financial and venture development experience to clients. Daniel is principal of Daniel Robin & Associates, a leadership consulting and training firm established in 1985 (, and managing director of Integrated Investments International ( In3 is a "venture catalyst network," specializing in clean and sustainable technology, product and service commercialization. In3 assists investors and companies with reaching their goals through market trends and strategy consulting, investment match making, team development, training and coaching. Daniel received his bachelors in Computer & Information Science from University of California at Santa Cruz, completed advanced studies in Marketing and International Business (UC Berkeley), and earned certificates in coaching and conflict resolution, with master's level/trainer certificates in NeuroLinguistic Programming (NLP) and public speaking. Daniel co-writes popular film reviews for Bay Area Connection Magazine with his wife, Karin.

Further Examples, Links and Resources

In3 website links to "LOHAS" media, by type:

Conscious Media and LOHAS Journal ( and LOHAS 8 Conference (

Environmental Media Association ( -- EMA mobilizes the entertainment industry in a global effort to educate people about environmental issues and inspire them into action. EMA, a non-profit created in 1989, founded by some of the biggest names in the film and television world, promotes the powerful concept that through television and film, the entire entertainment community could influence the environmental awareness of millions of people.

Alternative Media links:

Related links in the Film Industry:

  • The Corporation ( Feature documentary analyzes the very nature of the corporate institution, its impacts on our planet, and what people are doing in response. Based on Bakan's book "The Corporation: The Pathological Pursuit of Profit and Power", the film has been generating popular support from street level to the boardrooms of the Corporate Social Responsibility movement.

  • Fahrenheit 9/11, Michael Moore's pseudo-documentary about Dubya and the 9/11 tragedy ... what he knew, didn't know, did or didn't do … Winner of the top prize at the Cannes Film Festival ( Opened nationwide on June 25th, 2004

  • Super Size Me (, a film about a man who committed to attempting to eat McDonald's food (if you can call it that) for every meal for a month. Frightening but enlightening. Eat a light meal before seeing this film and be careful at the snackbar.

  • Indigo (, award-winning film by the producer of Somewhere in Time and What Dreams May Come and author of The Force is With You: Mystical Movie Messages That Inspire Our Lives. Indigo is about loneliness, redemption, and the healing powers and grace of the new generation of "Indigo" (psychic and gifted) children being born into the world. Although the story is fictional, the emotions and actions come to life. About founder Stephen Simon and his book's "Institute for Spiritual Entertainment."

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