One of my most popular articles to date has been “Getting into Hollywood: Do I Need to Read the Trades?” In that post, I outlined the minimum types of information you should look for in trades and also suggested key trades to read. Thanks to the strong response I received, in this article I’m going to follow up with specific examples of what you might find on the exchanges, and how you can translate that information into selling your own projects.

Whether you work in film or television, you can put these tips to use, even if the specific example is not from your industry.

Let me start by recommending that you immediately get rid of any paper copies you receive of transactions and subscribe to electronic versions. That way you can easily copy and paste information directly into your databases or share it with partners and representatives. Remember, always show copyright love when needed!

Now, here are six ways to “exchange” your daily reading into a focused process of selling projects:

Change Tip #1: Follow the Trends
As you prepare to launch various projects, trades tell you what’s hot and what’s not. Guess which trend you want to ride? For example, for reality TV professionals, in the last two weeks we have learned that:

My Network TV is poised to replace 33% of its programming with reality TV AND 180% of soap operas to male audiences (reality producers take note); Court TV’s first scripted project is a hit with viewers (fiction producers, here’s a potential new buyer!); NBC, The CW, and Bochco itself are about to launch original web-based shows (everyone, still ignoring new media?); and networks in general are looking for cheap ratings bonanzas in brand-friendly game shows (do you have a talent option you don’t know how to capitalize on yet?) All of that information should help show creators decide which ideas to go for. prioritize. developing to maximize sales possibilities. Database these updates in a simple table or spreadsheet, and you’ll always be on time for your presentation meetings. And remember, the executives you’re pitching to expect you to know this information if you were on the trades!

ACTION PLAN: In Word or Excel, create a simple table with columns for network/studio name, schedule announcements, and announcement dates. (when you purchase my book, “The Simple Show Starter Reality TV System, Vol. 1: How to Create and Launch a Salable Reality Program,” if you join the Show Starter Online Group, you can access an archive of over a dozen network programming announcements from this year’s upfronts).

BONUS ROUND: If you don’t have trending releases, rework existing projects to stay up to date. Is there a cooking theme that you love that could also make a great game show? For helpful tips on the process, read “Show Starter, Vol. 1” pp 25-27.

Upgrade Tip #2: Run “offsets” on projects similar to yours
TV producers, before any pitch meeting you hold, make absolutely sure to check the nightly ratings of current shows on that network AND any shows anywhere else that are similar to yours. Filmmakers, keep track of the weekend box office regularly for any studio or company you hope to meet or any film in its genre.

Now for the example: remember the new and now old ABC show “The Great American Dream”? In late March 2007, if you were about to drop any dream-realization show anywhere, or any show AT ALL to ABC, a quick look at one day’s trades would have shown that “Dream” completely tanked. in episode one (rating report – 03/28/07). . .and was canceled after episode two (cancellation item – 03/29/07 – as in NEXT DAY operations).

Translation: This could be a bad time to launch a new dream-come-true project anywhere, and ABC execs could be particularly wary of new-genre projects in general. Isn’t that something you’d like to know before you enter the room? Your BET. At least so you can explain why your project isn’t vulnerable to the same rating risks? And don’t be blind even if you see high ratings. The fact that the exchanges report “Fox picks up 13 more episodes of 5th Grader,” could mean that Fox wants to make another deal with Mark Burnett rather than buy his equally acerbic game show.

ACTION PLAN: Take a quick review of ratings on daily trades to compare your release list to current shows. Push the danger zone shows to the bottom of your list, if you feature them in the next few weeks. Then switch at least one brand-appropriate trending winner to your top three opening pitches.

BONUS ROUND: Brainstorm alternative versions of your danger zone releases (Show Starter, Vol. 1, pp 25-27) so that they no longer rely heavily on elements that are now risky. Then, if an executive challenges them, he can immediately respond with a thoughtful twist on his speech.

Change Tip #3: Dissect Your Negotiating Points
If you’re not sure what to expect and ask for in your own deals, read the exchanges to keep up with what everyone else is offering or receiving. For example, to all the filmmakers out there primarily fighting to get a piece of the DVD rentals in their deals, shouldn’t they know that the “Founder of Netflix predicts the end of the DVD rental business” and is now pouring millions into the digital movie download? Meanwhile, reality newcomers and launch partners can set some basic contract expectations by reading news like “Hedda Muskat has been named consulting producer on WE’s new show ‘Wife, Mom, Bounty Hunter,’ set to premiere on April 20. Hedda brought the show to World of Wonder Who Sold It to WE.” (© 2007 Cynopsis).

ACTION PLAN– Scan for deal discussions with professional colleagues or potential buyers. The Cynopsis example above lets you know right away what you might expect WE and/or World of Wonder to offer you as the creator of a new show.

BONUS ROUND: Oh, you know what I’m going to say: add this information to a database, and review it before introducing any partners!

Upgrade Tip #4: Improve Your Project Development Process
Looking for the “right” talent to attach to a project? You can test the temperature of the industry for the “heat” of the stars by reading that “Boy, don’t play, you can get a talk show.” Or get a great lesson in built-in conflict for reality releases when you read “The third season of Run’s House on MTV kicks off April 9 at 10 p.m. Reverend Run and the Simmons family return to face new situations.” of crisis and growth as the two oldest daughters, Angela and Vanessa, live alone in Manhattan. (© 2007 Cynopsis). Whenever you read about greenlit projects in your industry, consider it a powerful development guide for your own projects.

ACTION PLAN: Scan the trades for talent and success stories and see what equally compelling “headlines” you could write to promote your own projects. Do you have more work to do to develop the project?

BONUS ROUND: Write headlines and send them to your focus group to see if they want to watch that show.

Change Tip #5: Gather Insider Information
I call this “Hall of Wisdom”. These are articles that give you explanations of how our business works that help you get into the minds of the studio, network, and production executives you’re featuring. For example, the Hollywood Reporter recently published an article called “Ad Ratings to Earn Up Front,” explaining that advertisers increasingly want to base the ad dollars they commit to a network on the ratings of actual commercials that run during shows, rather than the ratings of the shows themselves. Is it a big change? Of course! Is it something you can smartly talk about in the room when potential ratings come into the discussion? Sure, if you’ve read the article.

ACTION PLAN: Read insider articles and make sure you can summarize the general idea in a simple sentence (like I just did above).

BONUS ROUND: Learn the new buzzwords from the article and research more about them. For my example article, I would search for “ad ratings” (also known as “business ratings”) and the new Nielsen metrics they represent.

Upgrade Tip #6: Scan for Who | what | Where
I’ll say it again: success is not just about know-how; it’s about knowing-WHO. You absolutely must know who are the players who can buy your projects or help in their sale. All trades announce executive hiring, firing and job changes. Many also have producers who have just sold new projects. You need to know these names so you know who you already know and who you need to meet, not only in the room, but also at the panels, seminars, and conferences you see advertised.

For example: do you have contacts in “The Amazing Race”? Guess what? Now you may have contacts on Oprah’s new wish-fulfillment show: the exchanges just announced “duo ‘Race’ to oversee reality series Harpo.” But before you email everyone you know who works anywhere, read my article: “Entering Hollywood: Know Someone Who’s Hiring?” Please don’t ever let the first thing you say to someone, a stranger OR a friend, be “What can you do for me?” Make sure your energy in this industry is balanced between promoting your own dreams and sincerely investing in the dreams of your inner circle at the same time. Those contacts are the ones who will call YOU to yell, “Hey, I just got Oprah’s new show, send me your rez!”

ACTION PLAN: Database of the names of studio executives, network executives, production executives, financiers and show brokers and keep it updated through your daily business readings. Start with the network and production codes we provide in our online group and keep them up to date. Those names are the key to selling a project.

BONUS ROUND: Today, right now, send an e-mail to the five people who have helped you the most in your career. Offer something specific to help them, even if you’re updating one of YOUR databases. Regain balance in your professional relationships and see the immediate change in your professional progress.

BONUS, BONUS ROUND – Stop writing your last email blast asking people you’d never otherwise consult to look for jobs for you. Now reread “Bonus Round” and try that approach. Please trust me on this. And remember, send thank you truffles or coffee cards to everyone who puts you in front of someone else for a meeting, whether you close a deal or not.

NOW COME SELL THOSE PASSION PROJECTS!