But this resilient sector of the insurance industry continues to sprout new buds, even fully blooming new meadows of information:

• Trade media outlet InsuranceJournal.com has made a big push into video for several years. (Disclosure: Aartrijk’s senior team members host a regular podcast on InsuranceJournal.tv.)
• In the past several months, another insurance publishing firm launched the new PropertyCasualty360.com portal and the BenefitsPro.com portal.
• Digital editions of magazines such as Best’s Review and Rough Notes are delivering a magazine-like look with Web-like searchability.

This whole reinvigoration of the insurance trade press has roots in editors such as Sam Friedman (now-former editor of National Underwriter Property & Casualty) reinventing the traditional editors’ column as a blog.

Another key part of the new trend is the comments section.

Ah, comments. Insurance Journal allows free rein for readers to comment on its articles, unfettered and anonymous. That makes for interesting insights and sober analysis (along with occasional silliness and “flaming” of authors and public figures). Health care reform and its backlash have made for a boomlet in commentary.

It’s all part of free speech, right? Go America. Which brings me to the point: Is it the responsibility of users of insurance trade media sites to behave themselves?

One editor thinks so. He went so far as to try to stake out a line:

“I’ve been a champion of free speech (and press) since a high school newspaper run-in with an over-zealous Midwestern principal 25 years ago. It’s driven my entire career. But I won’t tolerate racism, sexism or homophobia on this site (or any other -ism). It will get you blacklisted faster than a Jersey Shore cast member.”

I didn’t have a problem with that (although I bristled when he brought Jersey into the discussion, of course). But fair warning about this warning shot: One person’s “-ism” is another’s “free speech.”

What do you think? How well does self-policing work when it comes to making comments on trade press articles?

They are using technology and social media to build relationships and communicate subject matter expertise, differentiate their brand and grow their business. Collectively this group has built virtual offices and produced informative, creative and occasionally outrageous videos. They have been industry leaders when it comes to blogging and effective use of Twitter, Facebook,  Linkedin and YouTube. While protecting client’s assets is serious business for these agents insurance is also fun.
Yet, it is not all about the technology. This group represents an influx of young agents entering our industry who reject the argument that personal lines is a commodity and the need to sell price. Rather, they sell the value of having a trusted relationship with an agent, choice, a local presence, and providing insurance expertise and knowledge. Yes, they are “digital natives” but they also fully appreciate the value of “off line” and “in person”.

The example being set by these agents speaks to what I think is a wonderful opportunity to attract new young talent. They are demonstrating that insurance can be interesting and exciting – and they are doing it their way.

Are our traditionally conservative insurance organizations prepared to embrace this new generation of insurance agent? For example, are carriers willing to offer contracts to young independent agents and rethink their volume requirements?

In this Podcast Doug Pullman, a member of the Parker, Smith & Feek marketing team, describes the planning and process this top 100 broker went through to prepare for their launch into the world of Facebook, Twitter, Linkedin and blogging. Doug discusses the very deliberate and measured approach the brokerage took, the importance of getting not only support but participation by senior management, and how success is tied to having a unified and comprehensive strategy.

Doug explains that the agency goal was to use social networking to help customers and prospects build a personal and emotional connection with the broker. They knew that they needed to be where 25% of their customer base was – the social Web. His advice to other agencies wanting to tap into the opportunity the social web offers: Take it slow, learn from others, and add your own voice.

The podcast was published Monday, August 9, 2010. Run time is 21 minutes 11 seconds.

“On Point, with Peter van Aartrijk and Rick Morgan” is an audio conversation with insurance industry leaders who champion change and challenge all of us to think.

Texas agent David Berry has used the marketing lessons he learned from his experiences in the captive agency system to find success as an independent agent. Listen as Berry discusses how he uses traditional marketing practices, combined with the new tools of social media, to grow his business.

Berry understands the importance of investing in technology; but more importantly he understands the need to make sure it’s used wisely. He’s committed to building strong relationships and providing great service as he builds his new business, and credits social media as a powerful tool to help him contain costs and expand his reach. Peter and Rick particularly enjoyed listening to Berry speak passionately about the advantages and value of the Independent Agency System.

The podcast was published Monday, July 12, 2010. Run time is 20 minutes 41 seconds.