Michael Berger

Experience

• 

  M.J. Berger Custom Content

  Jan 1992 - now

  Owner

  Creative guru, freelance writer, editor, content strategist, blogger, photographer, designer and editorial consultant, providing creative services, content creation and editorial/communication strategies to a diverse client base on a wide array of subjects and project needs. Some of the more notable clients and projects include: • Author of "Easy Birdhouses and Feeders,"​ published by Cool Springs Press.• Author of “The Best Birdhouses for Your Backyard,” published by Popular Woodworking Books.• Author of “Hoosier Hauntings,” published by Thunder Bay Press. • Editor for the national traveling museum exhibit, "Beakman’s World on Tour."• Marketing materials creation and digital strategy development for A.B.A.T.E. of Minnesota• Technical and content editor for Ace Hardware and Tractor Supply• Editorial services provider to North American Media Group, F&W Media, Meredith Publishing and Cool Springs Media.• Contributor to numerous national and regional magazines, blogs and Websites, including works in Gardening How-To, Classic Bike Rider, Wood Magazine, HANDY Magazine, Street Thunder, Thunder Roads, Minnesota Outdoor News, American Painting Contractor, InPaint, DoItYourself.com and Patch.com Show less

• 

  DomiRacer Distributors

  May 1995 - Sept 1997

  Art Director

  Responsible for the creation of all artwork and printed materials for the largest supplier of parts and accessories for antique and vintage British and European motorcycles. Worked with numerous graphic and publishing platforms to create everything from catalogs to brochures to large-format posters.

• 

  F&W Publications

  Jun 1997 - Apr 2001

  Served as senior editor, working under contract from my home office, for the Popular Woodworking line of books. Responsible for finding authors and directing them in the creation of more than 15 yearly step-by-step woodworking titles. Worked closely with photographers and directed photo shoots. Maintained author relationships, managed budgets and ensured timely delivery of all of the imprint's yearly titles. Responsible for the conceptualization, redesign, implementation and process management of the book division's entire editorial process. Oversaw the division's budgeting and reporting, and served as managing editor for the division's five imprint lines, with over 100 yearly printed titles. Reported to the Board of Directors on a quarterly basis in regards to budget variances and forecasts. Managed assignments for all freelance copy editors and proof readers. Responsible for developing and editing over 20 yearly titles from the North Light imprint of fine art instructional books.; Worked closely with freelance authors to ensure that both the printed word and the accompanying photography was of the highest quality. Directed photo shoots and staging, worked with freelance copy editors and proof readers to deliver a print-ready package on tight schedules and deadlines.

  • Senior Editor, Popular Woodworking Books

    Dec 1999 - Apr 2001

  • Editorial Coordinator

    Sept 1998 - Dec 1999

  • Senior Editor, North Light Books

    Jun 1997 - Sept 1998
• 

  North American Media Group

  Apr 2001 - Feb 2012

  Managing Editor, HANDY Magazine

  As managing editor, I was responsible for creating a wide variety of both print and electronic content for both HANDY Magazine and its club, the Handyman Club of America. I worked closely with story budgets, freelance assignments, scheduling, advertising sales, marketing and numerous PR contacts to ensure timely, fresh and informative and extremely well-researched home improvement information for our near-1,000,000 member readership. I worked closely with a wide variety of art staff and professional photographers, and provided input and guidance to our member benefits, marketing and special products divisions so that our Club members' experience was the absolute best it can be. Show less

• 

  North American Membership Group (NAMG)

  Apr 2001 - Feb 2012

  Executive Director, Motorcycle Riders Club of America

  I directed the editorial operations of the Motorcycle Riders Club of America, an affinity-based club of more than 80,000 members, in a joint partnership with Rider Magazine. Besides creating all print and electronic content for the Club, I oversaw its budgets, freelance assignments and all day-to-day editorial operations. I directed art, marketing and web staff in the creation of materials, and played an integral role in the development of club-based events and other PR/brand-building activities. I provided guidance to our member benefits, marketing and product sales divisions so that they could provide the best services to our members. I am a recognized leader in motorcycle rights, and serve on the board of the Motorcycle Riders Foundation, a non-profit national motorcycling-rights organization based in Washington, D.C. I volunteer as the Marketing Director for A.B.A.T.E. of Minnesota, a state-wide grass-roots motorcycling-rights organization, and I am also an appointee to the State of Minnesota's Motorcycle Safety Task Force. Show less

• 

  Graco

  Sept 2013 - Jul 2015

  Creative Writer/Media Planner

  Writer, editor, and marketing communications specialist for the Contractor Equipment Division of Graco, a multinational manufacturer of spray delivery systems, with duties including:• Conceptualizing and developing marketing, branding, and public relations materials• Creating magazine articles and providing content for trade publications• Media planning and development of advertising campaigns• Writing all content for brochures, catalogs, press releases, and social media• Creating video scripts and directing video and photo shoots• Coordinating workflow within the communications department• Serving as project and process manager for related creative for new product launches• Providing creative services including photography, design, and layout for corporate marketing materials• Establishing and maintaining media relations• Collaborating with designers to create effective campaigns Show less

• 

  CarSoup.com

  Sept 2015 - Aug 2018

  Director of content, communications strategist and digital/social media content manager for national automotive and motorsport third party consumer retail site, with responsibilities including:• Setting direction for all print, digital and social content• Conceptualizing and implementing B2B and B2C content and messaging• Coordinating cross-media communications and marketing initiatives• Directing social media initiatives including social ad campaigns, analytics and content creation• Collaborating with other internal departments to develop best practices for SEO and SEM• Managing multiple blog sites and social media feeds• Serving as project and process manager for related creative for new product launches• Providing creative services including photography, videography, video editing, and design• Serving as public relations liaison and on-camera appearances• Providing training to junior staff members Show less As the driving force behind all the creative content creation at CarSoup.com, I oversee the writing, editing and production of everything from original creative content for CarSoup.com's blog site to white papers to advertising campaigns. I write extensively in the motorsports arena, including features for CarSoup, CycleSoup, BoatSoup and ATVSoup. If it has an engine and can move people, then it's my job to emotionally "move" those people who are moved by engines. In addition, I focus on:• Brand development• Creative voice• Website traffic growth• Advertising creative• SEO development• Content strategy• Social media development and engagement• Mentoring and staff development• Scripting and advertising• Video shooting and editing Show less

  • Content Director

    Sept 2017 - Aug 2018

  • Writer

    Sept 2015 - Sept 2017
• 

  Greenspring Media

  Aug 2018 - Apr 2019

  Exec. Editor/Exec. Director of Content

  Executive Editor of Midwest Home magazine and of Minnesota Monthly magazine, and Executive Director of Content for Greenspring Media's custom publishing division, overseeing the editorial strategy, creation and content of its custom magazines (plus their digital and social channels) and directing/managing the teams who produce them.

• 

  Cuneo Advertising

  Aug 2019 - Aug 2022

  Senior member of the Creative Department, providing writing and concept development skills along with team leadership and creative direction for print, digital, video, radio and OOH advertising campaigns.• Create content for a 60+ client base• Manage and direct junior copywriters and freelancers• Lead multi-channel creative content development for national automotive and motorsport retail site• Serve as creative project manager for new client pitches and creative launches• Provide creative services including photography, videography, design, and layout Show less

  • Senior Writer

    Aug 2019 - Aug 2022

  • Senior Writer

    Aug 2019 - Aug 2022
• 

  LBM Journal

  Aug 2022 - now

  Editor