ECO Magazine (Environment, Coastal and Offshore) announced the latest addition to its 2020 digital series: a special issue dedicated to Deep Sea research. The Deep Sea Special Issue will be produced in partnership with the Schmidt Ocean Institute (SOI) and the National Oceanography Centre (NOC). The emergence of ocean robotics has paved the way for a new era of deep-sea discovery. A frontier that was once remote, harsh and inaccessible is opening up to the global ocean community, with every expedition revealing new species and habitats that reshape our understanding of the ocean’s depths. “Most people don’t think about the bottom of the ocean. When you look at a map, the ocean is portrayed as flat blue with very few features,” said Schmidt Ocean Institute co-founder Wendy Schmidt. “However, this couldn’t be further from what the ocean floor looks like. Picture huge mountains and canyons, exotic hydrothermal vent forests and unique conditions that mimic other planets. There are still so many things we do not know about the topography or the ecosystems that cover the largest part of our earth. “ Available in November 2020, this exclusive edition will highlight the latest international research, groundbreaking expeditions, opportunities in science and industry, and developments in innovative deep-sea robots, vehicles and sensors. “Our Deep Sea Special Issue joins a series of unique digital editions in 2020 that offer the global research community a unique platform to celebrate scientific progress and identify opportunities for collaboration,” said Kira Coley, ECO Magazine’s senior editor. “For this issue, we are thrilled to be partnering with two leading institutes in deep sea science, technology and exploration.” These digital-only editions are important multimedia resources for the ocean community and highlight the current status of vital research topics, increase awareness of key issues, help to identify gaps in knowledge and enable collaboration between academia, government and industry. Professor Douglas Connelly Associate Director for Research at the NOC, commented, “We’re pleased to partner with ECO magazine to promote research in the deep ocean. The deep-sea is home to a diverse community of life, as well as being an important player in mitigating the impacts of climate change, driving changes in the weather and climate, and being a source of the rare earth minerals vital for green technology.” “The NOC’s broad ranging deep-sea research is vital for informing decisions about addressing these key environmental challenges facing people and the planet.” For more information about submitting a story to the Deep Sea Special Issue and for editorial guidelines, contact Kira Coley at This email address is being protected from spambots. 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Advances in technology and digital communication have forever changed the modern marketing landscape. With change comes opportunity, and companies today are increasingly spoiled for media options, all of which cater for an ever-diversifying range of ways that we, as consumers, engage with promotional material. This diversity demands that companies make important choices as they seek to interact with their target audience(s). One of the more reoccurring quandaries in recent decades has been how to proportion off- and online media spend. While some industries have been quick to employ a multi-channel approach to media planning, adoption of a more integrated mix—one that fully utilizes digital platforms—has been sluggish among the ocean and offshore industries. Employing a multimedia philosophy However, when you think about it, most companies are already predispositioned to a multimedia philosophy– just consider any contemporary website. Web design, and all the UI/UX design considerations that it encompasses, is dependent on images, videos, infographics, and often print (for downable assets and tech sheets, for example)—each medium allows users to engage with pertinent information, with the ultimate goal of enticing further interaction. Marketing campaigns need to follow suit and embrace a media mix that understands its primary targets and influences their buyer behavior in accordance with a planned sales cycle. In doing so, marketers accept that we, as buyers, all interact with content in different ways. We consume information differently; some prefer the written word, some audio, while others video – it is personal inclination. So, to adopt a singular approach to media—unless you are marketing to a very homogenous group of buyers— is restrictive at best. Brand Credibility in a Digital Age Digital advertising has become a gamechanger in the 21st century: it’s cost-effective, highly targeted, and suits our handheld lifestyles. But it has limitations. First and foremost, it isn’t print. The intent here is not to dive into the ongoing spat between print and digital advertising (read more here: Fighting For Our Attention), but rather point out one of the growing challenges for digital marketing: establishing brand credibility, something imperative in the ocean and offshore industries, where trust and assurance are key attributes of any product or service. This is where print and other more traditional above-the-line media channels continue to pull rank. Here at TSC Strategic we are always looking for new and interactive ways to help clients bolster their brand architecture—and credibility—online, by connecting audiences with multifaceted content. We have over four decades of editorial expertise, and what’s become clear over time is that companies have plenty to say, not just promote. One area of growing importance in this new decade is thought leadership, and this has been central consideration for our print and digital publications in helping our clients strengthen their voice and heighten their visibility. One such multimedia platform is Offshore Source, which throughout 2020 is inviting companies to co-author extended features about the future of the ocean and offshore industries. The online WebExclusive can support digital assets—images, videos, downloads, etc.—and even comes with a paid social media campaign built into the overall cost. As technology advances and consumer preferences change, marketing campaigns will, as they always do, adjust accordingly. Online editorial features, which provide a perspective that takes readers beyond the news, is just one example of how we aim to help clients do so.

“Information overload” was a popular term back in the late 90s/early 00s, when the Internet, with information just a click away, looked sure to drown us in detail. Fortunately, though, the expression soon fell out of use as we began to realize the non-threatening nature of data. Humans, as it turns out, are quite willing and able to swim in data; we simply filter out what doesn’t fit our daily lives. Our brains are less buoyant, however, when it comes to the systematic organization and interpretation of raw data. This poses a problem in the modern world, as data can only become an asset—and ultimately inform decisions—when it can be analyzed precisely and consistently. And those decisions are often critical to the future marketing of the ocean and offshore industries. Plane Thinking: Lessons from the Past The challenges associated with understanding—and more accurately misunderstanding—data are not exclusively symptomatic of the information age. During World War II, the U.S. Navy began to study the durability of its aircraft fleet. Planes were meticulously inspected after deployment, and any damage was duly noted. The data compiled showed that the wings and central fuselage suffered the significant majority of damage. So, logically, the Navy assumed that greater armor was needed to fortify these targeted areas. Until, that is, a civilian mathematician pointed out a glaring flaw in the study: The Navy was only looking at aircraft that survived combat. In other words, the sample failed to account for the aircraft that suffered blows to the engines and forward fuselage and which, subsequently, didn’t make it back from their mission. In short, the data set was not representative, so how could the conclusions be? This story is featured in Black Box Thinking by Matthew Syed. Making Sense of Data: Some Tips Much of what we do at TSC Strategic relates to collecting, organizing and synthesizing data. Despite the absolute nature of data, using it to guide strategic planning is less apparent. Here, some of our market intelligence analysts offer a few pointers for how best to approach data capture and interpretation: Carefully consider what data you need to collect. Then stop and think about it again. In the case above, the U.S. Navy’s data collection was driven by what data was available for collection. Downed aircraft were initially overlooked, which led to what would have been a fatally erroneous conclusion. Never limit your horizons when it comes to data collection. John Manock, editor of SubCableWorld.com, always insists that data can come from unexpected sources. Once, when interviewing Keith Olsen, CEO of data center operator vXchnge, he was told: “if you want to know where new telecom infrastructure would be needed, follow the trade routes.” The correlation between submarine cable building and expanding trade routes has brought a whole new dimension to our subsea market intelligence. Develop a methodology – the rules that will govern data analysis. Remember: no methodology is carved in stone. That may have been the case once, but in today’s digital world the landscape is always changing. Don’t be afraid to modify the approach. Methodology should be consistent. Be flexible and willing to modify the methodology, yes, but you don’t want to alter the underlying principles unless they are disproven. A consistent methodology is the key to understanding long-term trends and patterns. With marine mining, for example, you can add new sources of data, but the most fundamental part of the methodology – measuring emerging demand for a nascent industry – remains the same. When studying a market over a multiyear period, consistency is imperative. Don’t be afraid to admit mistakes. Balance the need for consistency with objectivity when it comes to the performance of the methodology. Mr. Syed’s book, referenced above, has a telling subtitle: “Why Most People Never Learn from Their Mistakes—But Some Do.” Learning from mistakes is an important part of information analysis. Make sure the end-users of the data fully understand the methodology. This can be challenging (explaining the methodology of a project can be cumbersome), but people need to understand from where the conclusions are drawn. Be prepared to source your data. This is undoubtedly one of the most important factors, but in many cases, people forget that they need to cite where their data originated or risk losing all credibility. Sourcing data is about as exciting as watching grass grow. In fact, it’s worse – it’s painful. But you have to be prepared to have your data challenged. You’ll notice that the U.S. Navy story above is sourced, twice. Make this a habit. The analysis of data is not only fascinating, it has become a business-critical skill in the information age. As the ocean and offshore industries continue to harvest vast swathes of data, our abilities to unlock its potential as a strategic marketing asset will prove fundamental to advising clients and producing essential market intelligence reports.

As conferences are postponed throughout the world in the wake of the COVID-19 outbreak, we are reminded of just how important these meetings are to the ocean and offshore industries, both in terms of the networking opportunities and the important spotlights they provide for product launches and company announcements. As media partners, we know that organizing committees have had to make difficult decisions, but necessary ones. And we will continue to work with them to adapt to these times of uncertainty. We would like to extend the same support to our many advertising partners old and new and ensure you that we are on hand to help you manage your company news and announcements through our various media channels. Having covered the ocean and offshore industries for almost 40 years now, we know that 2020 will be disruptive but we also know that our resilient and creative community will always have critical news to share. Let TSC help. ON&T and ECO Magazine: ON&T is essential intelligence for ocean and marine-related industries. For nearly four decades, executive decision makers have relied on ON&T for the latest ocean industry news. ECO is a marine science publication committed to bringing scientists and professionals the latest ground-breaking research, industry news, and job opportunities from around the world. PRs: Be sure to send all your company press releases to This email address is being protected from spambots. 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To find out more, contact your account manager today. Feature Package: This 2-4-page print feature is a detailed company or product profile accompanied by images, infographics, and any other visuals you might like to include. In addition, all features have top billing on our website and our social media channels. Contact your account manager to find out more. Our flexible editorial team is available to develop content to suit your specific needs. Offshore Source: PRs: OffshoreSource.com provides news and data to the offshore industry. To include your company news, please send your latest press releases to This email address is being protected from spambots. You need JavaScript enabled to view it. document.getElementById('cloake21794618ec0218dd1268193a279f10c').innerHTML = ''; var prefix = 'ma' + 'il' + 'to'; var path = 'hr' + 'ef' + '='; var addye21794618ec0218dd1268193a279f10c = 'submissions' + '@'; addye21794618ec0218dd1268193a279f10c = addye21794618ec0218dd1268193a279f10c + 'offshoresource' + '.' + 'com?subject=PR%20Submission'; var addy_texte21794618ec0218dd1268193a279f10c = 'submissions' + '@' + 'offshoresource' + '.' + 'com';document.getElementById('cloake21794618ec0218dd1268193a279f10c').innerHTML += ''+addy_texte21794618ec0218dd1268193a279f10c+''; . Videos & Podcasts: Offshore Source is an ideal platform to accommodate video and podcast. This is an interesting way to profile your products digitally. WebExclusives: OffshoreSource.com is publishing six editorial multimedia articles (WebExclusive) in 2020, each of which offers in-depth coverage and analysis of developments across the offshore industry. These digital features provide a unique way of promoting thought leadership in a new decade. Our editorial focus for 2020 centers around future trends in the offshore wind, ocean mining, and oil & gas industries. For more information, please contact one of our account managers. SubCableWorld.com & OceanMiningIntel.com: Our highly specialized digital platforms, SubCableWorld.com and OceanMiningIntel.com, welcome press releases from the submarine cable and ocean mining industries. Please send PR submissions to This email address is being protected from spambots. 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In the red corner, print advertising: reliable, authentic and trusted. But it’s also expensive, and perhaps a little out of touch. In the blue corner, digital advertising: far-reaching, highly targeted and cost-effective. But its intangible nature has a credibility issue and can feel somewhat impersonal, even forgettable. Print is durable and tactile, the absolute nature of which helps to engage captive audiences. Digital is highly diversified and claims to solve the age-old problem of ROI accountability. On the face of it, an even fight. Let’s briefly tackle this issue of ROI, or ROMI (Return on Marketing Investment). Marketing is—and always will be—an investment, and a frustrating one to measure. However, digital advertising, thanks to Google analytics et al., now enables us to define SMART (Specific, Measurable, Achievable, Realistic, Timely) KPIs against which to measure our coveted market budget. Today, success can be defined by clicks and open rates (awareness), website traffic and bounces (engagement), and conversion (buyer behavior). And with that, digital lands the sucker punch. Well, that’s the theory; the practice is somewhat different. The distinction between direct response marketing (investments designed to generate a short-term conversion) and brand marketing (investments devised to shape long-term perception) is undeniable, and tantamount to the difference between being efficient (optimizing immediate ROMI) and being effective (maximizing profit and shareholder value). This is where print and digital come to blows: the art of advertising in a digital age. Our 21st-century infatuation with data and devices has had a profound impact on the way we consume advertising. Digital real estate calls for disruptive CTAs that kick start a customer journey, rather than carefully worded full-page glossy creatives. However, as persuasive as the potential for digital dissemination may seem, there is little evidence to suggest that this translates into a transaction or loyalty. This varies by sector, naturally, but in the ocean industry, the sales cycles tend to be longer than most—impulse purchasing is anything but normative buyer behavior. And that, more than anything, is the essence of advertising—to create perception and influence action. To this end, we are beginning to see a telling resurgence in brand-led print advertising. Why? Somewhat ironically, print—often touted as a dying medium—offers fresh currency in a digital world saturated by disposable, “not now” content. Consequently, marketers are reevaluating the strategic role of print media. Gone are the cluttered full-page creatives, overburdened by detail. Today, print marketing has a much more single-minded purpose—to work symbiotically with digital assets. Bold images and snappy copy are the new triggers, while CTA’s and QR codes point readers to trackable URLs. In short, print has found its clout in a digital realm. That’s certainly our belief here at TSC Strategic, where we take a multichannel approach to marketing and media. We believe organizations should approach their media mix like a long-term, diversified investment portfolio—horizons for return may vary, but the overall goal is to achieve a positive balance. Advertising is unquestionably a battle for our attention, but there is no conflict here between print and digital. Quite the opposite, just a pair of sparring partners.

ECO’s 2019 Ocean Sound Special Issue Set Sights on the 2020 Maggie Awards On March 9, the 68th Annual Maggie Awards® announced the 2020 finalists for excellence in publishing and digital media. ECO (Environmental, Coastal & Offshore) Magazine’s 2019 Ocean Sound Special Issue has been selected as a finalist under the Trade category for Special Theme Issue. “We are honored to present this year’s finalists representing the best in media across consumer, trade, student and digital media,” reports Catherine Upton, Maggie Awards® Chair. “These brands span the USA and are recognized for excellence in editorial, design, layout and impact,” continues Upton. The Ocean Sound Special Issue showcases some of the inspiring work taking place around the world, celebrating the progress made in recent years by collaborating academic, industry and government organizations, while also highlighting the work that still needs to be done to map, monitor and protect our unsilent seas. Kira Coley, ECO Magazine’s senior editor, said “We are thrilled to be shortlisted. The success of the Ocean Sound edition is testament to the growing need for in-depth analysis of the most pressing issues surrounding ocean science, demand we are already seeing this year on the back of our plans to publish three more Special Issues throughout 2020: Corals, Polar, and Deep Sea.” ECO’s Ocean Sound Special Issue was produced in alliance with the Partnership for Observation of the Global Ocean (POGO), the Scientific Committee on Oceanic Research (SCOR) and the International Quiet Ocean Experiment (IQOE). Entries are judged by industry peers and publishing executives. The winners will be announced at the 2020 Maggie Awards Ceremony taking place in April 2020. You can access the Ocean Sound special issue here.

SubCableWorld (SCW), the definitive data and information source for the submarine cable industry, today released a new whitepaper that suggests demand for submarine wind power cables in the US could surpass 13,500 kilometers by 2030, representing a CAGR of nearly 11% from 2019 to 2030. The total value of the US offshore wind cable market over the 12-year period will amount to at least $8 billion. 

To call Oceanology International, more affectionately known as Oi, an industry conference seems understated. A staple among the ocean technology community for the last 50 years (Happy Birthday btw), Oi is Mecca to the ocean industry community—perhaps a “conference of industries” is more accurate—and TSC will be there, as always, to explore all of the latest innovations, expand our editorial horizons, and, of course, meet with friends old and new.

Technology Systems Corporation (TSC), today released details of two marine industry networking events that the ocean marketing and media agency recently hosted. The year kicked off with the Blue Innovation Symposium in Newport RI from 14 – 15 January, while Subsea Cables: A Critical Connection was a one-day event in Houston, TX on January 23. Attendance at both events exceeded projections, hinting at a growing appetite among the ocean industries for events that cater to more networking opportunities than traditional conferences allow.