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Oilfield Trend Gives Impetus for Website, Newletter Startup



Citing the influence of the phenomenon some are calling “The Great Crew Change,” the founders of just-launched OK Energy Media have gone live with their website and have circulated the first edition of the SCOOP/STACK Journal, an enewsletter serving the oilfield in the Sooner state.


The “Great Crew Change” is the phrase used to describe the workforce turnover currently affecting the oilfield—and other industries as well—as a generation of Baby Boomers enters retirement and leaves in their wake a sizable age gap—and skills gap—that separated them from their still-employed younger peers.



The age gap is the fallout of nearly three decades of relatively low levels of entry-level hiring, a phenomenon that began with the oil bust of the early 1980s and lingered until the hiring boom that came with the shale revolution of the late aughts. That has meant that the age configuration of the current oil patch is weighted very “senior” and very youthful, with little in-between.


All of this has meant that the wave of retirements now happening in the oilfield is bringing about a dearth of long experience, but is ushering in a focus on millennials and on a more tech-savvy, digitized oilfield.



OK Energy Media conducted a study of 100 oil and gas-related businesses working in Oklahoma and found a void in the digital presence within the Oklahoma oilfield community, according to Kit Mullins, founder of the business. “We’re covering that niche, and advocating for it, and serving it as marketers for those businesses that want to cast a wider online net to communicate with a youthful digital audience,” she said.


Mullins said that until recent times, oil professionals and their companies communicated with each other almost exclusively through word of mouth, or through the “good ol’ boy” network, or through published directories or other traditional media. That has changed, she said. Millennials, who are ever-more-important in the oilfield, connect via devices, and have little interest in non-interactive traditional media.


As for targeting Oklahoma, that was a calculated decision, Mullins said.
“We passed over Texas—even though we live in Texas—and passed over all other major oil regions in favor of concentrating on the SCOOP STACK, because we feel that Oklahoma’s oil patch is vibrant but underserved and undervalued, and therefore ripe for this kind of attention.
“Also, we have people working here who either grew up in Oklahoma or spent part of their adult lives there, so we have some direct familiarity with the state,” Mullins said.


OK Energy Media maintains its website at The SCOOP/STACK Journal is available free to anyone wishing to subscribe. A signup page can be found online at The pilot issue of the Journal includes an article on the Oklahoma rig count, a review of the oilfield-themed motion picture The Iron Orchard, a look at “The O&G Workplace of the Future,” and other content.


Kit Mullins
OK Energy Media
1049 North Third, Suite 405
Abilene, TX 79601

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