A marketing executive, sales manager, and entrepreneur based in San Francisco, California, Heather Herman has served as Director of Advertising with the Examiner Media Group since 2008. In addition to her professional pursuits, Heather Herman has traveled extensively. She has enjoyed the food, culture, history, and wine of many countries, including France, Italy, Cambodia, Lebanon, Sweden, and Croatia. In the following, she offers a brief overview of the many attractions of Dubrovnik, Croatia.
Once called “the pearl of the Adriatic” by the noted poet Lord Byron, Dubrovnik, Croatia, has become well known for its beautiful architecture, strong artistic tradition, and striking landscape. Initially settled by Greek refugees from Epidaurus, Dubrovnik was under the control of Venice until the 14th century. During this period, the city became independent and began competing on the open seas with Venice, trading with Sicily, Spain, France, Turkey, Syria, and Egypt. In 1667, Dubrovnik was shaken by an earthquake that killed many of its inhabitants and weakened the city, after which Napoleon conquered the republic in 1806. It entered the Austro-Hungarian Empire nine years later. Finally, Dubrovnik joined Croatia, which was then part of the Kingdom of the Serbs following World War I. It was subjected to major shelling by the Serbs during the early 1990s. The city still showed signs of extensive rebuilding after that conflict.
Today, many visitors to Dubrovnik travel to see its extraordinarily well-preserved, late-medieval walled city and the many Gothic, Renaissance, and Baroque buildings and fountains. Passengers on Mediterranean cruise ships often stop in Dubrovnik. Tourists enjoy the many scenic islands just off the coast of the city, beautiful ocean views, convenient pebble beaches, and serene blue waters. During the summer, the city hosts the Dubrovnik Summer Festival, offering a wide range of theatre, dance, and musical performances.
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by Heather Herman
Widely known as a beacon of culture and a liberal lifestyle, San Francisco is a diverse city with a number of unique neighborhoods. Here is a quick synopsis of some of the better-known residential areas in the city by the bay.
Perhaps the most famous tourist destination in San Francisco, Fisherman’s Wharf contains a number of famous restaurants and stores that sell sourdough bread, clam chowder, and Dungeness crab. Fisherman’s Wharf also plays host to Pier 39 and Ghirardelli Square, both notable tourist attractions, as well as the famous San Francisco sea lions.
Named for the intersection of Haight Street and Ashbury Street, this neighborhood grew to prominence during the Summer of Love in 1967. During this time, Haight-Ashbury became a symbol for social upheaval, cultural enrichment, and a Bohemian lifestyle. Many famous artists and musicians lived in this area during the 1960s, including Jefferson Airplane, the Grateful Dead, and Janis Joplin. Today, Haight-Ashbury exists primarily as a tourist attraction, with a number of shops lining the historic streets.
Historically the home for European and Central American immigrants, San Francisco’s Mission District contains a rich cultural history and a highly diverse population. Dubbed “the New Bohemia” by the San Francisco Chronicle in 1995, the Mission served as a hub for the punk rock movement of the 1970s and 80s. The Mission has undergone significant gentrification in recent years, experiencing an influx of young urban professionals and hipsters and an emigration of the Mexican and Central American communities.
Known for its picturesque location at the foot of the Golden Gate Bridge, the Marina District currently contains a large number of young urban professionals in their twenties and thirties. Situated along the municipal Marina and the Marina Green, residents in this area enjoy stunning panoramic views of the San Francisco Bay from the Golden Gate Bridge in the west to Alcatraz Island in the east.
by Heather Herman
A well thought-out advertising campaign can rocket a product to success, but a poor campaign can render it forgotten before most people learn its name. This advertising guide examines proven marketing tips and strategies responsible for the success of countless items and venues. -Stick to Your Target Audience- It is a proven fact that not all products appeal to everyone. So, do not waste your resources catering to an audience that statistically does not care for what you have to offer. Research products similar to your own and aggressively pursue consumers who have purchased those brands. -Craft an Image- These days, consumers associate products with a certain image. While you research past and present competition, carefully observe the images adopted by companies in order to sell their products. Which images worked? Which failed, and why? Once you have assessed why certain images did not result in production adoption, study those that were successful and apply those techniques to compose your image. Maintain a careful balance between using what worked in the past and creating something unique to your product, which will make it memorable. -Market Your Strengths- All too often, advertising campaigns showcase a product without explaining why anyone would actually want it. It is not enough to show consumers something and expect them to buy it; you must show them exactly how your product will change their lives. Orient your entire campaign toward pushing the product’s strengths; every single point should further drive home the desire to use your product. -Spend Money, But Wisely- These days, all businesses are looking for shortcuts to save money. Cutting corners with advertising should not be one of them. Commit to a campaign to advertise a product. At the same time, budget wisely so that you do not end up wasting money on a campaign that does not reach your intended audience.
Successful Advertising, Part 2
Part 1 Here
During the latter part of the 19th century, the San Francisco Examiner published the work of a number of literary luminaries, including Mark Twain, Ambrose Bierce, and Jack London, himself a San Francisco native. The paper also gained a reputation for its bold, modernized approach to journalism. In conjunction with the straightforward reporting of the daily news, the Examiner utilized stories penned by foreign correspondents, covering international scandals such as the murder-suicide of Austria’s Crown Prince Rudolph and his lover, Baroness Mary Vetsera. Additionally, the Examiner bolstered its pages with entertaining satire and patriotic op-ed pieces regarding politically charged issues of the time. In 1906, a large portion of San Francisco was destroyed by a major earthquake and fire. The Examiner’s offices were located in an area of the city that suffered a great deal of damage, and the building that housed the newspaper crumbled along with many other historical structures. Determined to continue reporting the news of the day, the San Francisco Examiner partnered with its rivals, the San Francisco Call and the San Francisco Chronicle. Although this action was unorthodox, it allowed the Examiner to produce a joint edition at a time when San Francisco’s citizens were in dire need of newsworthy updates. In 1909, the San Francisco Examiner moved into its new office at Third and Market. A highly recognizable city landmark, the building underwent an extensive facade and entryway remodeling in 1937. During the mid-20th century, the Examiner continued its tradition of publishing the writing of some of the country’s leading journalists and columnists. Veteran sportswriter Prescott Sullivan was part of the newspaper’s team at the time, as was Kenneth Rexroth, a famous San Francisco Renaissance poet. Rounding out the Examiner’s stable of notable writers was Herb Caen, an extremely popular columnist revered for his cultural insight and wry sense of wit. In the past 10 years, the San Francisco Examiner has taken steps to remain relevant in a media environment that is not necessarily supportive of daily print publications. Focusing on a diverse range of reporting methodologies, the Examiner has captured a young audience that is considered difficult to reach by many other competing newspapers. Currently printed Sunday through Friday, the San Francisco Examiner has become a streamlined publication focusing on local news, business, sports, and entertainment.
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