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Audience Development Conference:
May 19-21 in Atlanta
Innovative Initiatives and How
Newspapers are Implementing Them
Registrations still are being accepted for an outstanding Audience Development Conference to be sponsored May 19-21 by SNPA, the Inland Press Association and the Suburban Newspapers of America.
This conference will focus on innovative audience development initiatives in the newspaper industry and how these approaches are being implemented at newspapers of all sizes.
Conference topics will include:
Is Your Newspaper Overhyped on Digital?
Gordon Borrell, CEO, Borrell Associates
Let’s admit it: The Internet has caused a lot of newspaper executives to wish for early retirement.
As if Google, Twitter, Facebook, Oodle, Craigslist and eBay weren’t enough to worry about, we’re now besieged by mobile apps – which only means that our digital worries have grown legs and morphed into a hundred more nightmares. Gordon Borrell thinks that many newspapers are hooked on “digital crack” – and this opening session is an intervention. This presentation will help newspaper executives “see the forest,” and give them basic tools to help determine what’s urgent, what’s important and what can wait. (Hint: Your CFO’s gonna love this session.)
Tools and Technologies to Generate Newspaper Revenue and Audience Impact
Sammy Papert, president, Wormhole LLC
Sammy Papert, the former chairman and CEO of Belden Associates, offers a unique perspective about how newspapers should be operating today and how they should be thinking about tomorrow.
His presentation will focus on how to make sure the right people – with the right skills – are in place.
He’ll also examine the sales tools and metrics that will bring success, promising new business models, plus ways newspapers can generate profitable Web revenue.
New Rules, New Opportunities
Teresa Perry, senior vice president, publisher member audit and report processing services,
The Audit Bureau of Circulations
New ABC rules offer both challenges and opportunities for newspapers. This presentation will outline specific changes, offer details on new audience metrics, and demonstrate how newspapers can take
advantage of new marketing strategies to grow audience and increase revenue.
Building Better Circulation Pricing Models
Don Hornbeck, senior director of circulation sales/Florida region, The E. W. Scripps Company, Fort Pierce, Fla.
A look at innovative pricing strategies, optimized customer acquisition offers, renewal pricing optimization and other strategies being rolled out by leading newspaper companies to build audience and revenue.
SMARTnews:
Leveraging Electronic Edition Technology to Build Classroom Audience
Steve Wagenlander, director of audience development, and
Robie Scott, community relations manager, The Post and Courier, Charleston, S.C.
The Post and Courier has turned its investment in electronic edition technology into a powerful audience development tool. By
forging a strategic business partnership, The Post and Courier’s Newspaper in Education program has undergone a significant transformation from traditional to cutting edge. Through a live SMARTboard demonstration, attendees will see first-hand the
audience growth potential and money-saving changes implemented through the partnership between The Post and Courier
and SMART Technologies.
Retooling Newsrooms to Stay Relevant
Julie Anderson, vice president of content and integration
Tribune Interactive
The Tribune Company’s newsrooms are accelerating their evolution from print-centric to 24/7 digital operations to respond to
the consumer shift in media habits.
Julie Anderson will talk about changes Tribune papers are making in newsrooms – from
new structures and jobs, to refocusing the mission of the news-gathering operation. She also will share tactics that Tribune
journalists are using to understand what consumers want from them and how they are using new media tools to grow audience.
Readers. Relationships. Revenue.
Ruth Presslaff, founder and president
Presslaff Interactive Revenue
Newspapers that identify loyal readers and build relationships by targeting their lifestyle interests can turn those relationships into lucrative opportunities, valued by audiences and advertisers alike.
Ruth Presslaff, whose company provides integrated e-mail and contesting software marketing expertise to more than 800 media properties, will cite case studies demonstrating the endless opportunities newspapers have to market to core customers – once they know who they are.
User-Generated Content on Newspaper Web Sites
Susan Karol, executive director
Suburban Newspapers of America Foundation
Chris Krug, vice president/news and content, Shaw Suburban Media of Greater Chicago
A study of more than 3,000 newspaper Web site users examined the public’s expectations regarding user-submitted content on newspaper Web sites and whether it can compromise the newspaper’s brand and journalistic integrity.This presentation includes an explanation of findings and data to help local publishers as they seek to further engage their audience and facilitate meaningful public interaction
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Crazy New Ideas and Why Failure Has To Be OK
Bill Ostendorf, president
Creative Circle Media
When it comes to growing audiences and revenue, newsrooms and advertising departments have to try some truly new ideas.
Bill Ostendorf will talk about a dozen ideas – some implemented and some never tried – to grow newspaper readership and cash flow. These ideas include new Web designs, classified categories and business models. He also talks about how to experiment successfully and why so many good ideas fail from poor execution.
A Blueprint for the Complete Community Connection
Steve Buttry, director of community engagement, TBD
Community engagement has always been the heart of a good local news organization. Steve Buttry, Editor & Publisher’s Editor
of the Year for 2010, concludes the conference with a talk about the future of community engagement.
He will talk about a new business model that aims to use new technology to connect consumers with community information and businesses with their
customers and about pursuing mobile opportunities as a companywide strategy. He will also discuss his strategy as director
of community engagement for a local news startup in Washington, to be launched soon by Allbritton Communications.
The registration fee is $495 for members of SNPA, Inland and SNA.
Hotel Reservations
Suites at the Embassy Suites Hotel are $119 per night, including breakfast. Please call the Embassy
Suites Atlanta - Buckhead
at 800.362.2779 for your
room reservations. Room
rates are $119, plus tax,
for single or double rooms.
Exhibits and Sponsorships
Keep your company's name in front of conference attendees through exhibit and sponsorship opportunities. For details, click here.
Conference Registration
Click on the links in the left-hand margin to register.
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