Imagine having more than 20 competitors spring up into your market over the course of the last two years. Now picture these competitors being backed by one of the largest digital media institutions on the continent. Welcome to the new city and regional magazine market.AOL’s collection of hyper-local news sites known as Patch have been popping up around the country at an incredibly quick rate, with more than 908 sites across 22 states which garner a total of more than 14 million monthly unique visitors. Patch sites cover all things local, plus comprehensive listings of businesses, events and more.The idea of starting a potential turf war with hyper-local sites over coveted digital ad dollars isn’t a reality—not yet at least—but city and regional publishers are still preparing themselves for the digital marketplace, and Patch is making an equally aggressive push.“I think it’s good that Patch has come to our county and we haven’t really seen any direct impact from them,” says Ralph Martinelli, publisher of New York-based Westchester Magazine. “However, it is a small sandbox we play in in Westchester County because there are only so many dollars out there. We’ve become very aggressive and just hired a few digital-only sales reps—more and more of our customers are asking us for packages that include print, digital and events.” Westchester covers an area of 450 square miles and has a population of about 1 million, according to the 2010 Census. In the past few years, Patch.com has introduced more than 20 sites that cover the same communities as Westchester Magazine.“It’s not an either/or situation,” says Warren Webster, co-founder of Patch Media. “We like to look at Patch as an indispensable tool for realtime updates on news, events and as a place for conversation. We’re not trying to replicate traditional media, but in each market we’re trying to do something new and timely that you can’t live without on a day-to-day basis. To the extent we compete for advertising dollars, sure—small and medium sized businesses have ad budgets and we’re sharing some of the same clients.”Webster says local businesses usually segment their budgets to some degree, choosing to put dollars into both print media and hyper-local sites. Yet, new media has changed the attitude of the 55,000-circ Westchester.“Digital is top of mind,” says Martinelli. “Our goal is to grow our search so that when someone is searching for restaurants in a specific town, Westchester comes up. We’re investing dollars there because we see this as the growth area in our industry moving forward. We just changed the name of our parent company to Today Media because we see ourselves becoming more of a media company than a print publication.”WestchesterMagazine.com generates about 100,000 uniques per month and more than 1 million page views. Martinelli estimates that the title has doubled its digital revenue over the last few years, though print is still its most profitable area.“More and more of our clients want digital programs, but a lot of them don’t understand how to do it,” says Martinelli. “I think they trust the brand of Westchester and we’ve seen tremendous growth in our digital revenue over the past few years, so it’s certainly a growing area for us.”As the publisher says, many small-to-medium sized local businesses are unsure of how to begin a digital ad campaign. Though the magazine now has a dedicated digital ad rep, Patch is taking support levels one step further.“We want to be helpful in terms of guiding small or medium sized businesses through this new world of digital advertising,” says Webster. “We have a program called Patch Partners—as a Patch advertiser you get access to valuable information and tips from some of the most successful entrepreneurs in the world, which is a real perk for being a Patch advertiser. We’re trying to help small businesses grow and we’ve hosted over 2,000 local marketing events and over 50 seminars called Main Street University. We walk people through not just Patch, but how to navigate everything from a social media presence to advertising online. A lot of small business owners know they want to have a digital presence, but they’re not sure how and it can be a little bit daunting.”The majority of Patch advertisers are local and regional businesses and the strategy is complimented with some national partners as well, as long as they have a local message. Local and regional ad reps come mainly from Patch, but parent company AOL provides support in reaching national clients. Webster says the largest percentage of its digital advertising business comes in the form of display.Webster says e-letters have been successful for reaching both readers and ad clients. Similarly, Westchester reaches about 40,000 per month through e-letters, which also incorporate digital ads.“Most city and regional magazines are struggling to grow digital divisions because we’ve been print publications all along,” says Martinelli. “We’re expanding our digital division into a separate entity—one of our main goals is to do a tremendous amount of daily digital-only content that does not appear in print, and we’ve brought in digital-only editors. From a sales point of view, our digital-only reps partner with the print ad reps to present complete packages that includes print, digital and events.”PreEmptive StrikesThough Webster views city and regional magazines as a separate market, city and regional publishers that aren’t feeling the heat from hyper-local sites are increasing their Web presences. In Sacramento, CA there is no Patch.com site that covers the city, but there are eight other sites within the county.“I don’t see hyper-local sites as competition,” says Mike O’Brien, president and co-publisher of Sacramento Magazines Corp., publisher of Sacramento Magazine. “We’ve made a serious digital push for several years. We’ve populated SacMag.com and it’s grown pretty nicely. We have editors and freelancers providing content for that and we do a couple of e-letters every week. We continue to grow, though the broader problem for any and all sites is monetization.”O’Brien says that the brand hasn’t made a very aggressive push into digital ad revenue quite yet because print is still the breadwinner.“However, we know we need to be in the space so we continue to be active and invest there and wait for monetization capabilities to grow,” he says. “We do package it in and we have one team that sells print and digital. We’re seeing more and more clients asking for it and we are growing revenue there.”Sacramento’s circ is about 30,000; the website attracts 75,000 monthly unique visitors and captures 200,000 monthly page views. While the brand isn’t making a strong push in digital monetization, O’Brien does see opportunities.“Readers want quality in terms of what they’re reading and viewing,” he says. “I think that’s where city and regional magazines have the trust of the marketplace. As we stay in the game, I think we’ll get better and better at monetizing that.”
i-5 Publishing, the Irvine, California, publisher of Dogster, Catster, Horse Illustrated, Hobby Farms, Dogs in Review,VPN and other brands, announced this week that it’s renaming itself as Lumina Media. “Lumina better represents the energy of our new company direction, and the power that our iconic content has to inform, entertain, and delight our passionate audiences,” said Lumina Chairman David Fry. “Our logo and our new tagline, ‘You’ll Love This,’ highlight the tight relationship between author and reader in today’s media world. Content and conversation come together to create a unique value for our consumers, our business audience and our corporate partners.” In its statement, the company said the new name and brand underscore the company’s proven market expertise, innovative spirit and its ability to deliver audiences that are engaged and connected. With extensive reach and experience, the company’s media engages, informs and inspires, while its platforms ensure the right media is delivered whenever, however and wherever audiences want it. Lumina, the company said in a release, has one objective—to connect passionate and enthusiastic audiences to top consumer brands and companies across all mediums and platforms.
WILMINGTON, MA — Below are some of the newest job openings in Wilmington:Full-Time Leadership Manager at Serur Group Financial ServicesPart-Time Crew Member at Dunkin DonutsPart-Time Shift Leader at Dunkin DonutsFull-Time Laborer at Packer Sanitation ServicesPart-Time Laundry Aide at CareOnePart-Time Housekeeper at CareOneFull-Time Assembly Operator at KochFull-Time Executive Assistant at Analog DevicesFull-Time EMC Lab Technician at Analog DevicesFull-Time Landscape Maintenance Crew Member at Garrick-Santo Landscape Co.(NOTE: Wilmington businesses — Feel free to send me your job postings at firstname.lastname@example.org.)Like Wilmington Apple on Facebook. Follow Wilmington Apple on Twitter. Follow Wilmington Apple on Instagram. Subscribe to Wilmington Apple’s daily email newsletter HERE. Got a comment, question, photo, press release, or news tip? Email email@example.com.Share this:TwitterFacebookLike this:Like Loading… RelatedNOW HIRING: 10 New Job Openings In WilmingtonIn “Business”NOW HIRING: 50 New Job Openings In Wilmington (Week of April 21, 2019)In “Business”NOW HIRING: 60 New Job Openings In Wilmington (Week of July 21, 2019)In “Business”
WASHINGTON, DC — This week, Massachusetts House Armed Services Committee Members Representatives Seth Moulton (MA-06), Lori Trahan (MA-03), and Bill Keating (MA-09) condemned President Trump’s decision to declare a national emergency so that the president can circumvent Congress and use military construction funds to build his border wall. The decision to use military construction funds directly jeopardizes $90 million designated for use at the Hanscom Air Force Base to construct a Compound Semiconductor Laboratory-Microelectronics Integration Facility, and $42,600,000 at the Westover Air Reserve Base.“Whether President Trump recognizes it or not, we are competing with Russia and China to develop the next generation of advanced technologies that will allow us to lead the world in the 21st Century,” Rep. Seth Moulton (MA-06) said. “The proposed lab at Hanscom Air Force Base is exactly the type of investment the government should be making to keep our nation safe. The president’s decision to raid these funds from Hanscom–to pay for a 5th Century wall to address a 21st Century immigration problem–isn’t just a waste of money, it is a conscious decision to play politics with our national defense and economic competitiveness.”“The President declared an emergency over a crisis that doesn’t exist – even going so far to say during his press conference that he ‘didn’t need to do this.’ Now that he has, $90 million worth of military construction projects at the Hansom Air Force Base alone are at risk of being diverted to construct the President’s ineffective, wasteful wall that does nothing to secure our border. This is an outrage,” Rep. Lori Trahan (MA-03) said. “No president, Donald Trump included, has the right to undermine the authority of Congress by declaring a fake national emergency just because they didn’t get their way. I will be joining my colleagues in Congress to do our constitutional duty to protect our system of checks and balances and take strong action against the President’s emergency declaration which has now become a clear threat to our actual security and military readiness.”“This Administration’s emergency declaration is at best a reckless politicization of our military and at worst will threaten critical military construction projects,” Rep. Bill Keating (MA-09) said. “Last year, senior Department of Defense leaders testified before Congress about a backlog of $116 billion of unfunded facility requirements and that 32% of their facilities were in poor or failing condition. Just this week, there have been several articles highlighting the poor living conditions that military members and their families are facing on military bases throughout the country. Using military construction funds endangers military readiness and decreases the well-being of our servicemen and women. Additionally, Massachusetts has a number of critical infrastructure projects carried out by the US Army Corps of Engineers that could be threatened by this declaration, including maritime and public safety projects.”(NOTE: The above press release is from Rep. Seth Moulton’s Office.)Like Wilmington Apple on Facebook. Follow Wilmington Apple on Twitter. Follow Wilmington Apple on Instagram. Subscribe to Wilmington Apple’s daily email newsletter HERE. Got a comment, question, photo, press release, or news tip? Email firstname.lastname@example.org.Share this:TwitterFacebookLike this:Like Loading… RelatedWASHINGTON TO WILMINGTON: Moulton, Stewart Introduce Bill To Designate “9-8-8” For Suicide Hotline Dialing CodeIn “Government”WASHINGTON TO WILMINGTON: Moulton Secures Local Wins In National Defense Authorization ActIn “Government”WASHINGTON TO WILMINGTON: Moulton Urges President Trump To Take Steps To Bring Afghan Allies, Translators To SafetyIn “Government”
.At least nine people were killed and 13 others injured after a relief-laden truck for Rohingya people had fallen into a roadside ditch near Chhadkhola BGB border post in Naikhyangchhari upazila on Thursday.The deceased are day laborers, said district superintendant of police Sanjit Kumar Roy.Bandarban Red Crescent Society secretary AKN Jahangir said driver of a relief truck for the Rohingya refugees of Shonkhola temporary Rohingya camp lost his control over the streering and the truck veered off the road.The truck fell into a roadside ditch in the area around 7:45am, leaving six people killed on the spot and eight others injured, he added.Local upazila health complex resident physician Salman Karim Kahn said some 16 injured were admitted in the hospital and three of them succumbed to their injuries. Another injured was sent to Cox’s Bazaar Sadar hospital as his condition deteriorated.Bandarban deputy Commissioner (DC) Dilip Kumar Banik confirmed the incident.
“The way most studios have approached the business in the past is to aggressively pursue every potential script order and pilot order,” said SPT chairman Mike Hopkins. “What we tried to do was to be confident in the idea behind every show and whether or not it could be a really good broadcast show.”Hollywood’s largest TV studios are all under pressure to step up output to feed ambitious streaming ventures. That made the discussion of digital rights — how they are parceled out between networks and producers — a more complicated topic in many cases. Even shows produced for broadcast networks are eyed as having crucial second windows on streaming or on demand platforms. “Every year we look at digital rights, and each studio’s priority has changed,” said Howard Kurtzman, president of 20th Century Fox Television with Jonathan Davis. Long one of the industry’s largest suppliers, 20th TV is now under the Disney Television Studios umbrella with ABC Studios and Fox 21 Television Studios. All told, the Disney Television Studios banners emerged with 14 new scripted series orders from broadcasters. “Each year it’s a little bit of recreating the wheel so it takes more time and thoughtfulness and effort,” Kurtzman said. He said he felt more of a sense of horse-trading this year even as network buyers push hard for expanded streaming access. But that expansion can go both ways. “Most of these digital rights agreements are reciprocal which helps,” Kurtzman said. Diversification has been a key goal for CBS Television Studios for the past few years. The Eye’s production unit dominates the slate for its mothership network, but it is also producing for Showtime, Netflix and even the nascent Disney Plus streaming service. “Our specific goals were to continue to broaden our base of where we sell, but also to have a diversity of our slate,” CBS Television Studios president David Stapf said. The importance of distinctive material and strong production values at present can’t be overstated in the current Peak TV environment. With premium TV production budgets soaring, there’s no room for the B-plus show that used to be schedule filler. In an atmosphere where more and more viewers are seeking out shows via on-demand platforms, the work needs to be a cut above. “We wanted to elevate the quality of character based procedurals and feel we achieved that in a big way with (new CBS dramas) ‘Evil’ and ‘Tommy’ and (CW’s) ‘Nancy Drew,’ “ Stapf said. “All three of these shows dive deep into interesting and complex characters while also having an engine that drives the procedural.”Universal Television has similarly balanced a mandate to deliver for NBC with playing the wider field. This year, the studio “landed five shows on the NBC schedule and at least one show on three other broadcast networks,” said Universal Television president Pearlena Igbokwe. “I’d say we did pretty well.” Universal’s new roster this year ranges from NBC’s “Bluff City Law” with Jimmy Smits to the Fox animated series “Duncanville,” from Amy Poehler. The push to diversify is not only a focus at the studio level but also for writers and showrunners. As television moves away from the traditional focus on the 22-episode series airing from September-May, some are encouraging creators and showrunners to juggle multiple projects in a calendar year — something that used to be frowned upon. At the enlarged Disney, executives see multitasking as the key to harnessing the strength of the $71.3 billion merger that closed in March.“We want our creators to do multiple things,” said 20th TV’s Davis. “You might have a show on Hulu for 10 episodes. You might have something on ABC and you might be developing something for FX. That’s what our calling card is now. The playground is just immense.” “Everybody’s now resolved to be at a particular place,” Roth said. “We are all talking about what it will look like for a non-affiliated studio to do business with another network. It’s challenging, but it’s not that hard to figure out.”Warner Bros. TV emerged from upfront week with five new scripted series orders and two unscripted orders spread among CBS, Fox, CW and NBC. Among the high-profile offerings are CW’s “Batwoman,” the new Chuck Lorre comedy for CBS “Bob Hearts Abishola,” and drama “Prodigal Son” for Fox.Studio leaders are caught up in the throes of the transition as the focus of profitability in television shifts from advertising-supported networks to the long-tail value of programs in a multiplatform environment. The play’s the thing, no matter what the screen. “There was a fair amount of movement at the upper levels of these companies, so that was a backdrop against which everybody was operating,” said Lionsgate TV chairman Kevin Beggs. “You can’t really think about that day to day because you’re out pitching and selling and developing, but it’s in the back of your mind.”Lionsgate has pulled back from the broadcast TV series hunt in recent years, but this time out it landed an order from NBC for “Zoey’s Extraordinary Playlist,” an offbeat music-driven dramedy that Lionsgate sees as having sleeper potential.“It felt like for a four-quadrant crowd pleaser, which is what broadcast is at its best,” Beggs said. “You want a broad-skewing, popular show with a very diverse audience.”Sony Pictures Television came away with four new series orders — including ABC drama “For Life” and comedy “United We Fall” — and renewals for long-running franchises including NBC’s “The Blacklist,” ABC’s “The Goldbergs” and CBS’ “SWAT.” Those were important wins for the studio after a period of evaluating how it approaches the content marketplace. (Pictured: Rita Ferro, president of Disney Advertising sales, shows off Disney’s array of brands at the May 14 upfront) ×Actors Reveal Their Favorite Disney PrincessesSeveral actors, like Daisy Ridley, Awkwafina, Jeff Goldblum and Gina Rodriguez, reveal their favorite Disney princesses. Rapunzel, Mulan, Ariel,Tiana, Sleeping Beauty and Jasmine all got some love from the Disney stars.More VideosVolume 0%Press shift question mark to access a list of keyboard shortcutsKeyboard Shortcutsplay/pauseincrease volumedecrease volumeseek forwardsseek backwardstoggle captionstoggle fullscreenmute/unmuteseek to %SPACE↑↓→←cfm0-9Next UpJennifer Lopez Shares How She Became a Mogul04:350.5x1x1.25×1.5x2xLive00:0002:1502:15 A funny thing happened on the way to the upfront in a year of major transitions for the largest player in television.Numerous network and studio executives found a dealmaking environment that was more collegial and collaborative than in the recent past. With so much of the traditional TV business in flux, there was a palpable feeling of competitors taking a long view and trying to find ways to fight through the storm together. “There was a sense of resignation about the structural changes that took place this past year,” said Peter Roth, president and chief content officer of Warner Bros. TV Group.The most seismic shift has been the union of Disney and 21st Century Fox and the immense TV content and distribution at the enlarged company. Consolidation and the move into streaming by Disney, NBCUniversal, WarnerMedia and others promises to fundamentally change the economics of television programming. But even as TV giants are becoming more vertically integrated than ever, there’s appreciation for the importance of maintaining a portfolio of content produced for outside buyers as well as internal channels. Studio Chiefs Talk Series Orders, Digital Dealmaking and Diversification as Upfronts Wrap Popular on Variety Disney Television Studios Makes Splashy Debut at Upfronts Related
Sampling of petrous bone from a human skull. Credit: Balázs G. Mende © 2017 Phys.org Explore further Citation: DNA study shows Neolithic Europeans interbred with Anatolian migrants (2017, November 9) retrieved 18 August 2019 from https://phys.org/news/2017-11-dna-neolithic-europeans-interbred-anatolian.html Middle Neolithic Collective grave of La Mina, Spain, excavation situation Credit: Manolo Rojo Guerra Geographic locations of the samples analyzed in the study “Parallel palaeogenomic transects reveal complex genetic history of early European farmers” with a close-up of Hungary (based on figure 1a-b from Nature, Lipson/Szécsényi-Nagy et al. 2017, http://dx.doi.org/10.1038/nature24476). Credit: Nature, Lipson/Szécsényi-Nagy et al. 2017. More information: Mark Lipson et al. Parallel palaeogenomic transects reveal complex genetic history of early European farmers, Nature (2017). DOI: 10.1038/nature24476AbstractAncient DNA studies have established that Neolithic European populations were descended from Anatolian migrants who received a limited amount of admixture from resident hunter-gatherers. Many open questions remain, however, about the spatial and temporal dynamics of population interactions and admixture during the Neolithic period. Here we investigate the population dynamics of Neolithization across Europe using a high-resolution genome-wide ancient DNA dataset with a total of 180 samples, of which 130 are newly reported here, from the Neolithic and Chalcolithic periods of Hungary (6000–2900 BC, n = 100), Germany (5500–3000 BC, n = 42) and Spain (5500–2200 BC, n = 38). We find that genetic diversity was shaped predominantly by local processes, with varied sources and proportions of hunter-gatherer ancestry among the three regions and through time. Admixture between groups with different ancestry profiles was pervasive and resulted in observable population transformation across almost all cultural transitions. Our results shed new light on the ways in which gene flow reshaped European populations throughout the Neolithic period and demonstrate the potential of time-series-based sampling and modelling approaches to elucidate multiple dimensions of historical population interactions.Press release (Phys.org)—A large international team of researchers has found that Neolithic hunter-gatherers living in several parts of Europe interbred with farmers from the Near East. In their paper published in the journal Nature, the team describes comparing DNA from several early groups in Europe and evidence of interbreeding. The researchers found that there was a lot more breeding going on between the two groups than has been thought. They found that as the farmers moved in, interbreeding began almost immediately. It continued for approximately the next several hundred years at all of the sites under study, though the team reports a more rapid pace in Spain and Germany than in Hungary.The researchers note that their findings make sense logically, as well—it would seem far more likely that contact between the two groups would result in interbreeding, rather than one group simply out-reproducing the other to the point that the original group simply disappeared. An Early Neolithic grave from Bátaszék (Hungary), which was also part of the DNA analyses. Credit: Anett Osztás The Neolithic period, often described as the New Stone Age, was a period of human history from approximately 15,000 BCE to 3,000 BCE. It was a time defined by the development of settlements and the refinement of tools and the arts. Prior research has shown that people living in what is now Germany, Hungary and Spain were mostly hunter-gatherers during the early Neolithic period, but were “replaced” by farmers moving in from the Near East (Anatolia). In this new effort, the researchers suggest that interbreeding between the two groups led to the decline of the hunter-gatherers. The end result is that most modern Europeans are descended from the Near East immigrant farmers, but have remnants of hunter-gatherer DNA.To learn more about the early history of humans in Europe, the researchers obtained and analyzed 180 DNA samples of people from early Hungary, Germany and Spain dating from between 6,000 and 2,200 BCE. They used data from the DNA analysis to create a mathematical model, which was used to build a simulation of population interactions in the areas of study. Ancient DNA evidence shows hunter-gatherers and farmers were intimately linked Middle Neolithic Collective grave of La Mina, Spain, excavation situation Credit: Manolo Rojo Guerra Journal information: Nature Cave Els Trocs in the Spanish pyrenees with Early Neolithic burials, discussion between members of the excavation group. Credit: Kurt Werner Alt Geographic locations of the samples analyzed in the study “Parallel palaeogenomic transects reveal complex genetic history of early European farmers” with a close-up of Hungary (based on figure 1a-b from Nature, Lipson/Szécsényi-Nagy et al. 2017, http://dx.doi.org/10.1038/nature24476). Credit: Nature, Lipson/Szécsényi-Nagy et al. 2017. This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only.
Music expresses all emotions and acts the mediator between the spiritual and the sensual life. In order to present a collection of candid shots of musicians in the form a literary piece, Padma Shri Shobha Deepak Singh has compiled a rare anthology of 250 photographs of the great Indian music maestros, emoting the multiple emotions of Indian music through her coffee table book titled Musicscapes. Musicscapes, which follows close on the heels of Shobha Deepak Singh’s Theatrescapes (2014) and Dancescapes (2013), becomes a homage to her deepest and most long engaging love-music. Also Read – ‘Playing Jojo was emotionally exhausting’Musicscapes published by Roli Books, was launched by Sheila Dixit and Shekhar Sen, Chairman, Sangeet Natak Akademi, at Visual Arts Gallery, India Habitat Centre on April 8. An exhibition of 60 photographs of the country’s music luminaries, which has been put up by the curatorial expertise of Dr Alka Pande, will be on till April 14 in the national Capital.Shobha Deepak Singh said, “Classical music liberates me and it leads me to a state where I feel I am truly elevated. What classical music does best and continues to do is to show a kind of transformation of moods, to show a very wide psychological voyage. Also Read – Leslie doing new comedy special with Netflix“When I did my first two books, I thought I covered the canvas of emotion and motion. But as I looked through many of these photos, I realised that there was so much unsung emotion that needs to be felt by others too. The book helps to accomplish that.” Dr Alka Pande, the illustrious curator of the exhibition said, “The book is a compilation of all those great artists who have contributed magnificently to the vocal and instrumental musicscape of India. This is a survey of Shobha’s work as she captures moments, iconic and unusual, rubbing shoulders with the greats.”
March 14, 2014 Attend this free webinar and learn how you can maximize efficiency while getting the most critical things done right. Free Webinar | Sept 5: Tips and Tools for Making Progress Toward Important Goals According to the latest Glassdoor survey, you don’t need to pay Google salaries in order to attract Google-quality software engineers.The online recruiting platform found that 52% of software engineers are likely to accept less money in order to enjoy a better work culture, while 51% are likely to take a lower salary in order to work on an attractive product or service. The average annual salary for software engineers in Silicon Valley is over $111,000.“The general perception, if you will, is that software engineers are in such high demand that you need to throw cash at them to hope to reel them in,” says Glassdoor director Samantha Zupan. “The big takeaway is that money isn’t everything.”And given that one in four software engineers plans to start looking for a new gig in the next three months, small businesses and startups looking for great software engineers may be in luck. Zupan shares four top tips for attracting software engineers:Related: Yelp, Yahoo Partnership Goes Into EffectNo. 1: Communicate your company’s story.Zupan says the survey findings underscore how important it is to software engineers to work on projects they feel strongly about.“They never know when that hot new startup is hiring that is in an area they feel passionate about, so they are always keeping their eyes and ears open,” says Zupan.To take advantage of this, Zupan says it’s important that recruiters and hiring managers do a terrific job articulating what is special about the business.“What’s your story? What are you trying to do? What’s the vision for the company?” asks Zupan, listing some of the important questions recruiters should keep in mind. Recruiters should also think about how they want to portray the company culture.No. 2: Get personal.When reaching out to potential candidates, Zupan says it’s important to get personal.“It’s a turnoff when you get a generic email from a recruiter. It shows they’re not not paying attention to who that person is or why they might be a right fit,” says Zupan. Being able to speak specifically about the work that a particular candidate has done in the past will make your company stand out, and speak highly about the office culture.Related: SEO – Y Care? Basics for Business OwnersNo. 3: Discuss long-term plans.Zupan says many software engineers are eager to know what the long-term trajectory looks like at a company before taking the job.“What’s the type of work that I will have once I finish this project?” asks Zupan, citing an important question many engineers have. “There needs to be a career advancement pipeline.”No. 4: Remember that attractive benefits aren’t one-size-fits-all.While many startups receive attention for in-office parties and catered meals, Zupan says perks that may be attractive to one engineer might not be all that appealing to another.“If you are a software engineer that has two or three kids … on-site amenities that allow you to stay longer at work are not the thing you want to have. You want things that help you be a great mom or dad and allow you to spend time with your kids, like telecommuting,” says Zupan.Related: 5 Top Cities for Starting a Business 3 min read Register Now » This story originally appeared on FOX BUSINESS