Big News! Barleywine and Trillium have merged!

Big News! Barleywine and Trillium have merged!

Trillium Digital creative marketing strategyWe have a major announcement  – after nine years of peacefully co-existing, Trillium Digital and Barleywine Graphics are officially merged into one single company – Trillium Digital Marketing. We’ve actually been operating this way for years but have had separate websites and business cards all this time, and since we’ve been rebuilding the website(s) from scratch all autumn this seemed like the perfect opportunity to combine our services and years of experience into one entity! The major difference is the lack of the original Trillium team members who have gone off to bigger and better things (congratulations to Steve and Reid and thanks for everything!). It’s going to be emotionally difficult to give up the Barleywine Graphics name after 23 years but it’s finally time for it to retire. If you’re up for a little light reading check out my TL/DR Not-so-short History of Barleywine post. I got a new scanner last summer and was able to scan a ton of photos from our earliest days as an herb farm and serious nostalgia set in…

You also might notice the refresh of our Trillium logo to match our fresh new website, and as part of the website merger, I’ve combined much of the content from both of the old sites and now have a long history of blog posts going way back to the beginning of blogging!

We are thrilled to announce that Barleywine Graphics has officially merged with Trillium Digital. We have been working together for many years now, and it made sense to combine our services and years of experience into one entity.

And equally big news – I’m excited to announce my new Photography business, Melissa Snyder Photography! After taking photos of the beauty that surrounds me for over 20 years, I finally decided to officially share them with the world. Head on over to my new site to check it out.

Rest in Peace, Barleywine Graphics!


The End of an Era

The End of an Era

“So Long to an Old (and, O.K., Shabby) Friend: Magno Screening Rooms”

To most observers, the closure of two movie screening rooms that shared a block near Times Square with a strip club and a souvenir boutique might seem like just another symptom of a changing neighborhood. But for film critics in New York, the shuttering of Magno Review 1 and 2, which will show their last movies today after 31 years in operation, is significant.

David Friedman, the executive vice president of Magno Sound Inc., who runs the company with his brother, Bob Friedman, the president, attributed the closure primarily to the cost of rent; Magno is not renewing its lease, effective July 1.

New York Times, June 27 2018


I’m sorry to hear of the end of Magno’s Sound & Video’s glory days. 729 7th Ave. was a phenomenal place to work back in the 1980’s, when Magno filled most of the floors of the old United Artists headquarters, founded by Charlie Chaplin, Douglas Fairbanks, Mary Pickford, and D.W. Griffith back in the early 1920’s. I don’t actually know all the details of Magno’s early years, but after U.A. moved out, Ralph Friedman and his business partner Larry Roemer moved in, originally doing sound engineering and expanding rapidly from there. Larry was the director of my favorite childhood Christmas cartoon, “Rudolph the Red-Nosed Reindeer”, and Ralph was the sound engineer. I had the honor of working briefly with both Ralph and Larry. I started there as Chyron operator and graphic artist in 1988, a few months after Steve and I moved to Manhattan from NC. I worked in the Video Department on the 4th floor, where the celebrated “Mary Pickford Room” was located. It was one of the only rooms that still had its 1920’s style dark wood paneling, and it was gorgeous!

I spent five years there, working on projects ranging from major motion picture releases to political ads to adding foreign language end credits on tv shows; transcribing prescribing information legalese into a 10 minute scroll for pharmaceutical product launches; working on several PBS series, including several with Bill Moyers; and Ben Stiller’s original MTV comedy show named – you guessed it – “The Ben Stiller Show” in 1989. Every day was different and exciting! One of my favorite projects was working on the PBS documentary about the cast recording for the 1992 Broadway hit Guys and Dolls, the one with Peter Gallager, Nathan Lane, Faith Prince, and Josie de Guzman. Talk about catchy tunes – I still have them stuck in my head today, and I don’t mind one bit. (I just discovered it on Amazon Prime, by the way. It’s still as fun as it was back then.)

We edited everything to 2 inch tape in those days, but were pioneers in digital editing with the first Avid non-linear editing system in NYC. Talk about the wave of the future! Who would’ve thought that everybody would eventually edit video right on their own office computers!

Of course, those days in the Times Square neighborhood were pretty sketchy, not at all like the Disney-fied version it is today. I had my pocket picked at least once or twice as I walked past all the adult movie theaters lining the way to Port Authority Bus Terminal, where I took the bus back home, but all in all, it was a great experience and I got to work with so many great people there.
Best of luck to those who are still with the company in its new location.


Reid Greenberg in the News

Storytelling drives Seventh Generation’s content strategy

It’s how the retailer of eco-friendly home products romances shoppers.

When a consumer goods manufacturer makes products that go head to head with some of the biggest brands in the market, it’s got to tell a really compelling story that’ll convince consumers to look its way. That’s the lesson offered by Seventh Generation, a manufacturer and online retailer of eco-friendly cleaning products like plant-based laundry detergent.

Reid Greenberg, head of digital strategy at Seventh Generation, last week detailed to attendees at the Internet Retailer Web Design and Usability 2013 conference in Orlando how the brand engages with consumers online. Greenberg said he may not have a budget like some of his competitors—say Procter & Gamble Inc.’s Tide detergent brand—but it focuses on creating things that captivate users. “We try to do a lot of content to drive authenticity and engage consumers,” he said.

To do that, Seventh Generation starts by keying in on what consumers want and works back from there, Greenberg said. “The point is not just to sell, but to effectively tell a story.” For example, Seventh Generation identifies itself not as a manufacturer of consumer packaged goods, but as a health and wellness company that happens to produce consumer packaged goods.

Online, Greenberg described the elements of the brand’s “digital ecosystem,” which includes presences on social and sharing sites like Tumblr, Instagram, YouTube, Pinterest, Twitter and Facebook, as well as its e-mail marketing program and stores on other retail sites, such as and “We want to surround mom with a complete digital experience and make sure our content is timely for her,” he said.

One example of content Greenberg showed was a video the brand produced and posted on YouTube and on The video, titled “A Brighter Way to Care for Baby” shows how parenting methods have changed over time, with clips like kids riding in cars without seatbelts and parents smoking cigarettes around children, then cuts to how laundry detergent has changed over time, suggesting that parents evolve their approach to that, too. The video has more than 115,000 views on YouTube, and Greenberg said he and his team make sure to read all the comments viewers post about the video and use them to inform their planning for future content.

“We are a strong storytelling brand, and that is what helps us make the content that resonates with consumers,” he said.

Seventh Generation, having watched how its consumers are moving to access content through mobile devices, now has mobile-optimized web sites in the works. Approximately 20% to 25% of visits to now come from consumers using mobile devices, Greenberg said, noting that the mobile sites will launch in about 12 weeks. The web sites use the design approach called responsive design. A responsive site adapts to the screen the visitor is using—for example allowing a retailer to show a horizontal array of three product images on the larger screen of a PC, then stacking those images vertically for the narrow display of a smartphone.

From Digital Commerce 360 | Retail

Another Year, Another Town Report

Another Year, Another Town Report

Weathersfield Town Report 1997-98

Weathersfield Town Report 1997-98 (First one, 1999)

Weathersfield Town Report 2011

Weathersfield Town Report 2011


Well, another Town Meeting Day has come and gone, and with it, another Town Report.

2012 marks the 13th year we’ve been producing the Annual Report for the Town of Weathersfield. What began as an old-fashioned blue-line print job, complete with border tape, photo stripping and hand-delivery to the printer (always during a blizzard, it seemed) is now streamlined and all electronic, with delivery of a PDF to our printer via FTP. How times have changed…and the individual reports don’t even come to me handwritten on notebook paper anymore!

And it’s hard to believe we’ve worked with at least four different Town Managers over the years. Above left is a shot of our very first report – only 88 pages!

And on the right is this year’s – combined with the School District report since 2003, now a healthy 161 pages. It’s an honor to work with our Town on this effort and we appreciate the opportunity. To download the full PDF, please visit the Town’s Website at and click on the 2010-2011 Town Report Available Online link on the homepage.

Green Mountain Coffee Site Redesign

Green Mountain Coffee Site Redesign

Green Mountain Coffee

Green Mountain Coffee

This past fall we assisted the web team at GMCR in launching the redesign of their main consumer ecommerce website – loading content, making sure the enormous product catalog was up to date with all the new holiday offerings, testing functionality, even staying all night in the office to test the new site when it went live at 5 am! It was a very long process from start to finish, involving hundreds of hours of work on the part of dozens of people – kudos to all! The new site is beautiful!

GMCR Wholesale Launched

GMCR Wholesale Launched

Only six short weeks after launching the Business Coffee Express small office site for Green Mountain Coffee Roasters, we were also asked to help launch its sister B2B site: GMCR Wholesale. With all kinds of marketing tools and and thousands of products available to wholesale customers from hotels and convenience stores, to food service distributors around the country, this large, complex site was put together in record time. Thanks to the whole team!