stock mket shutting down with what are being called glitches. blishers are experimenng with business mode and other variables in an effort t to st relevant and keep ad revenue cong i in. the head of more magazine teaches us that reinvention is not only possible but comfortable, especially if you can get the first lady -- profitable, especially if you can get the first lady on board. the magazine industry, people feel like has been in a bit of turmoil ever since the recession. "more" keeps gwing in readers impact, visibility. what are you doing? >> y have e to keep knowing out there, trying, reinvent. i have reinvented t the magazine three times now. this is the latest incarnation. we wento a bigger size, better paper, more in depth lifestyle coverage much more visual. you have to keep moving. business is changing fast and faster the creave side of that you have to keep up. if you sit back and think it's going to come to you, good luck. i would say lot of the crisis that theagazine industry has is we were used to a very slow kind of pace and were not going to change, and that is not how it is anymore. the people who have jumped in and said what can i do next, how do i embrace technology, how do i move ahead, that's what you do. rebecca: it was almost the perfect storm for the magazine industry. you had the recession. u had digital moving people away from any type of print. so many different things going at once, and yet magazines still have a healthier audience than television, then print newspaper. >> readers have been there all along. what changed was the advertiss. whe did theyo? they went to direct contact to e consumers through ththeir own websites a and things like that. we said what is our real purpose? the purpose is to take you away -- remember the old calgon bath adds? it's like that. it's a moment where you can unplug. you cannnnot multitask when you read a magazine. you take it with you, you retire from the scene, you relax. you have -- we have to be a leisure activity and a personal connection. many businesses have seen when they cut out print, they die a terrible death. when i started 30 years ago, it was the entire package. now it is a key link to the consumer and you have to do the things that no other medium can do. as you see today, we are here at the impmpact awawards. we are launching a social comment platform. get more from the reader. you already have this connection. we are opening a store where we are selling experiences one-of-a-kind experiences. you cannot buy them at bloomingdale's. rebecca: g give me an example. >> lunch with me. having our fashion director, and edit your closet for you. a woman who has a bochy is renting where you can have a pajama party with her. -- a boat she is renting where you can have a pajama party with her. rebecca: and taking washington seriously. you were ahead of the trend, and now you have made history. first magazine ever to have a first lady as guest editor. why'd you think that matters? >> firstst of all, mrs. obama is quite unique. she is so educated, so smart wants to have an impact on the wod, is trying to change the world to make it a better place for young girls, for kids who are not moving enough, for all those kinds of -- she's making us eat bter. she is exactly w who my ideal reader is. she had already been on the cover twice. those issues were bestsellers. if you are a good marketer and a good editor, how canou improve? new and improd. let me go to the idea of having her be the guest etor, which we had never done. rebecca: you got out of college, duke universrsity, an aspiring writer. you didn't know much about fashion. your first job was with a trade publication. when your editor asked you what trends would be popular, you had no idea. now, you have to also be focused on not just the writing, not just the content, but the business side. what have you learned aboutss that you wish more women and people in general were prepared for? >> i think it's wonderful that you have to know the business side of anything you do today. i think it's a little weird to go out there -- it's kind of ricky ricardo, lucy spends the money and he makes it. today, you need to know where thdresses are going, how much the fabric cost us. if you are an intelligent person, you get to have more control. sometimes solving problemare financial problems, and that's really interesting. i love being involved in the financial part of the magazine, understanding how things wk, how you can tweak them and change tm. i am a learner. rebecca:a: and now you are gng on trips to asia with mrs. obama to write policy. it is a cliche to ask women what we don't always ask mal ceos -- >> i like the balalance question. rebecca: you are a busy woman with a family and all the goes along with it. and you take the time to go to cambodia, to do this edition. how do you balance? >> balances one of those kooky words i think we have to row out. we looked at previous generations and they had no balance. th either worked or they stayed home.e. you're either going to do great here and dp it and then do great there. it's an awful laden kind of thing. having it all is the worst phrase ever invented. no one can have it all. right at the height of when i was exploding, trying to have it all, and it wasn't working. i was at mary clare, trying to run the world and have -- travel the world and ha kids, and i thought, i cannot do it. rebecca: what is the secret? a lot of water? b-12 shots? >> you have to keep your energy up. i have been exercising my whole life. you have to keep reinventing how you exercise. i am a constant learner. imo always finding new stuff. i think i have adhd, to be honest. rerebecca: we self medicate. >> what is the newest thing? what is more fun? what cane do differently? energy is required. i naturally have a lot of energy. if you don't, it would be hard. becca: thanks for joinining . when we return what is your personal brand? are you unique and marketable? you should be. we will tell you how. rebecca: wcome back. branding is everywhere. consumers trusted. companies create expectations because of it. it's just as important for small businesses as big ones sometimes even more so. joining us t talk about branding is marissa levin of succsful culture. she has four points for us to get branding right. we have talked about this on the show before, but you have some concrete steps that especially small businesses need to think about when they are thinking abou how to brand and how to maintand. step number one, you say discover who you are and what you wt to project in the world. >> youou have to be very c clear ababout your core values system, your mission your target customer profile. those e are theoundational elements of who o you are, what yo repsent and how you want the world to seeou. rebecca: number two, define and differenentiate who yoyou are. talk about that. a lot of times, you are in a crowded field. >> i have mentioioned before that one of my favorite bookis "bluocean strategy." it's all about creating uncontested market space, whe you are not competing against other peopl you are not just the best,ou are the only. how can you be the only one that does what you do? it''s all about differentiation not competition. rebecca: stetep number three deliver consistently and often. first, start b talking about delivery, and then talk about how to do it correctly. >> one of the biggest challenges for smallll businessess is bandwidth, how we allocate our time we have to be onon linkedin, facebook google plus, twitter instagram, pinterest. we have to have our website updated. we need a video blog. we nd a regular blog. we have so many difffferent types of media where we need to be consistent, and there is no getting around it. what are we doing to streamline our messaging to make sure if someone checks out your linkedin profile, they will see the same thing on your website? find a way to reamlineour message, make it easy to understand, but be consistent everywhere. rebecca: step number four, once you have done all of those things, you have to maintain and eve all --volve. >> i made sure i picked a platform that was really easy to use. when i am on washington business report, i make sure the day we are on, i update my website, my linkedin profile, my s smart ceo articles. you haveo stay on top of . you have to be your greatest advocate and make sure you are yourest client. everything i do for my client is makingure they are creating strong messaging in the markrketplace. i have to practice what preach to make sure m my own brand d is strong.. rebecca: great advice. you say be everywhere. t a lot of peop don't have the time or inclination. if you had to pick your favorite social media platforms are small businesses, what would they be? >> linkedin. close second would be facebook from a business perspective with a busess page and potentntially a paid advertisi strategy. but small l businesseseed to be on linkedin and they needed to bebe visible. rebecca: even teenagers are using facebook more than they admit. thanks so much for joining us. wh w return, the new york stock exchange, the wall street journal, and united airlines all have debilitating g glitchches on the same day. they say there is no link, butt we wil rebecc welco back. cyber security is again gbbing helines with millions finding out they w were hit the f federal gornment hack attack. glitches shut down the wall street journal, new yoyork stock exchangege, and united airlines. donald tru has made waves, but not made any apologies. recent comments disparagingg mexican-american immigrants called -- costcaused some to call for boycotts. joining us now at the roundtable jonathan aneric gentlemen, welcome to you both. jonathan, let's start with the dodonald we have interviewed him many times on the shohow. he has always enonough siness genius but not had the highest emotional ielligence. explain what he's doing. he said to me e recently that he didn't c care if his comments heard business, it's how he feels. but come on, he's got to care, doesn't he? >> why? runnining for president becca: he has a huge empmpire hehe has built. he is passing it on to his kids. that seems to all be in play. >> he e is running for president. hi poll nuers show he is reaching the base of the republican party. some people likeis message. not everybody does. the gop has a real problem, plain and simple, witwhat donald trump is doing. rebecca: if you want to get noticed in a crowded political field, and you have a big ego -- and i think donald trump would have to admit to that, it's working. but back to business. i talked to him a couple of weeks ago and i asked him about china. i said people in china have to be upset with you when you criticize china so much. he kept insisting, i am an american, i am going to say what i want. but does it make any business sense? >> i am not sure i shared jonathan's opinion that he is necessarily running. he is a bombastic showman. he ia very bright ma if you take himside and say what hase done with the apprentice what has he done with h brand, he getets himself out there? does she gets himself out there. -- he gets himself out there. becca:a: butow the trump brand is being devalue >> what are you talking about? h's running for president. rebecca: but 's not givinup the business or taking his name off theusiness. >> but that's what i'm saying. it's an entertainment activity. i think that''s disturbing to me wherthe publicican candidate -- the field is starting to coalesce and the front runner is him buddy -- is somebody people say cannot be serious about nning. it concerns mebout the proces rebecca: butut we're not gng to get into that. this is the washington business report. >> i think the post office novation is terrible. but keep in mind, he is s a long-tm player. he loves being in front of the press. he wants to be seen. rerebecca: but do you think ththey are goingo poll the contract for the test pull the contract for the post office? the pga is under pressure. >> he is the master the contract. he is the master, and i admire this. donald tmp is going to break them over the coals and take them for a lot of money. rebecca: do you t think the brand naname sururvives the political infamy? >> unfortunately, the amemerican public has a shortrt memory. >> i disagree. i think he is harming his brand and i think he is running for president. rebecca: i think he is definitely running for president. l'get to the glitches wsaw thiseek. this ivery unseting. er, you have d done businessss for a long time. you ran the washington popost website e and u.s. news. whatapped where we sawhe ockarket melown, the wall streetournal, united airlines, all l in the same day? >> i didn't run it, bubut i was one ofhe executives, and on 9/11, we experienced the same ing. we had four different levels of alternative backup plans and we leveraged all four. so we did not go dow rebecca: several others did. i know you cou write a book on the things you d right. a wall streeeet journal this week s overloaded with people trying to figure out what happened to the new york stock exchange. arare there any lessons on safetyy and being ready? >> this is a busines question, not just technology. corporations preparing. rebecca: have three backup plans. to be economical. you have to spend money for that and you can only spendnd so much in a competitive marketplace. these issues with united airlines, the wall street journal, andnd others,he public is getting gnonome -- getting numb. rebecca: cyber security, this is your whole world, and venture capital. >> the meltdowns were software software sucks. software often breaks. the cyber security aspects, the m breach, massive, plain and simple, and of story. the government has to do a better job protecting our data because they our -- they are our soul and best protector of our privacy. this is a big deal. i hope we will see a lot of changes. rebea: it's a good thing i don't have any secrets because i did have security clelearance and am probably in all those files that got handed over to the rebecca: time for the poquiz. will the gsa romp the dald -- dump the donald d from the contract for the post office? >> thehey can't.t. >> it's ee speech. they can't stop himim for that. rebea: we willll see. thanks for joining u we will sesee yo morris: this week on "government matters" -- >> we are seeing policymakers take this information and draping it onto a map. morris: mapping the nation. >> we have to get off this notion that the government is evilil and the private sector is perfect. when it comes to privacy, they are linked these days. >> big data is the same as little dat it just has a lot of zeros after it. people r really need to understand it and get comfortable with it embrace it, and know that is where the future is heed. morris: we will feature three authors and three important books about government. our second annual summer reading special starts now. morris: