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Thursday, October 6

7:00 a.m. – 8:00 a.m.
Opening Registration desk , Exhibit area and Continental Breakfast sponsored by Bruce Bell & Associates

8:00 a.m. – 8:15 a.m.
Welcome / Conference Overview
Ed Efchak, INMA North American President, Vice President Marketing, North Jersey Media Group

8:15 a.m. – 8:25 a.m.
Brand Marketing Program Chair: John Birmingham, Vice President Marketing, Chicago Tribune

Overview and Introductions

Brand Marketing
Learn more about brand marketing from top to bottom, analytical to practical, and strategic to tactical. Topics will include:

• Why brand marketing is important to newspapers.
• What it has done for other industries.
• How it affects the value proposition and the bottomline .
• The basics of getting started, incorporating new brands, and maintaining brand momentum.

8:25 a.m. – 9:10 a.m.
Managing a Newspaper's Brand Portfolio...the what's, why's and how's
In this increasingly fragmented and choice filled media landscape, newspaper Publishers and Marketers must be better prepared to manage and leverage a portfolio of print and online brands. Barbara will discuss strategies and tactics to help newspaper marketers become smarter and make better decisions to drive more audience and revenue growth from a brand portfolio.
Barbara Cohen, President, Kannon Consulting

9:15 a.m. – 10:00 a.m.
Anthropology and Ethnography in Marketing: A Search for Meaning
In the last decade, ethnography has become a standard practice in applied marketing research. This presentation views ethnography through an anthropological lens – and speaks to the role, utility, and importance of cultural analysis in marketing. Denny will bring the anthropological perspective to life and address the implications for newspapers.
Rita Denny, Partner, Practica Group

10:00 a.m. – 10:30 a.m.
Break / Visit Exhibitors

10:35 a.m. – 11:20 a.m.
Understanding and Leveraging Brands for Newspaper Products
There are many factors for newspapers to consider when evaluating extensions to their portfolio of products. The presentation will on 3 key points for marketers: how to consider brand strategy and character; how to consider when and where to leverage the existing newspaper brand; And influencing brand perception.
Greg Goff, General Manager of Targeted Publishing , Knight Ridder.

11:20 a.m. – 11:50 a.m.
Questions & Answers with morning speakers

12:00 noon – 1:30 p.m.
Lunch and Hot Topics in Marketing
Attendees will be polled prior to the conference to determine the marketing topics for facilitated round table discussions during lunch. Whether you are new to INMA, new to newspaper marketing, or somewhere in-between, you will find these discussions a grassroots opportunity to learn, share and get better connected to newspaper marketers across the United States and Canada.

1:45 p.m. – 1:55 p.m.
Co-Promotions & Community Service Program Chair: Gari Nan Brindle, Promotion Director, Philadelphia Inquirer

Overview and Introductions

Co-Promotions and Community Service
Delve into a 360-degree look at the intertwined world of promotions, partnerships, community outreach and public relations. Presentations include:

• Co-promotions that score return on investment (ROI).
• Partnerships as revenue models.
• The evolving role of community relations.

These are topics at the core of marketing discussions at newspaper companies throughout the United States and Canada. Compare your newspaper’s initiatives and learn unique ways to enhance them as well as gather practical new ideas to take back and try at your newspaper.

1:55 p.m. – 2:30 p.m.
Joseph Cavone, Vice President, Asbury Park Press and Home News Tribune

2:45 p.m. – 3:20 p.m.
Marie DeParis, Senior Vice President, Strategic Marketing and Sales, New York Daily News

3:30 p.m. – 4:00 p.m.
Break / Visit Exhibitors

4:05 p.m. – 4:40 p.m.
Building Your Brand Through Community Relations
Public Affairs is an integral part of a company's marketing strategy.  This presentation will focus on how The Bee's Public Affairs programs have been designed to not only advance their community relations goals but also to build The Bee brand.  Highlights will include The Bee's recently "Share A Story" program and sacticket.com/arts partnership. 
Steven Weiss, Vice President of Marketing and Public Affairs, Sacramento Bee

10 minutes of Questions answers after each presentation

4:50 p.m. – 5:00 p.m.
Conclusion / Announcements
Gari Nan Brindle, Promotion Director, Philadelphia Inquirer

6:00 p.m. – 7:30 p.m.
Welcome Reception sponsored by ASTECH Intermedia

 

Friday, October 7

7:00 a.m. – 7:45 a.m.
Opening of Exhibit area and Continental Breakfast

7:45 a.m. – 8:00 a.m.
Market Development Program Chair: Tom Ratkovich, President & CEO, ASTECH InterMedia

Overview and Introductions

Market Development
Is market development a critical topic at your newspaper? Learn from those who are at the forefront of the focus on growing market share. Watch as the speakers unwrap the core components of successful market development:

• Identifying and implementing niche publications
• Developing non-traditional revenue streams
• Bundling multi-media
• Positioning alternative or competitive media options

8:00 a.m. – 8:30 a.m.
Starting a New Niche Publication: From Concept to Completion
Niche publications are no longer just competitors – they are increasingly important elements of the newspaper company portfolio as the industry strives to provide greater value to advertisers and readers. Cole will share the Boston Globe’s experience in identifying an opportunity and bringing a new publication to market.
Tom Cole, Director of Local Market Development, Boston Globe

8:30 a.m. – 9:00 a.m.
Sell Customers First, Then Products
The Sacramento Bee’s integrated approach to sales leverages its robust consumer database to deliver value to advertisers. See how the Bee analyzes and sizes the market for its customers, and optimizes distribution across multiple channels. The Bee’s reward: increased revenue and market share. The Bee’s approach of audience aggregation enables it to sell consumer-driven diversity across a portfolio of multi-channel products.
Darrell Kunken, Sacramento Bee

9:00 a.m. – 9:30 a.m.
Tampa’s Multi-Media Initiative
“The News Center” houses the news teams for the Tampa Tribune, WFLA-TV and Tampa Bay Online. Media General conducts a quarterly multi-media study to gauge public reaction/acceptance of this initiative, as well as the strength of each platform. See what the data says about the success of this unique approach to serving the Tampa Bay market.
Steve Shaw, Director of Marketing Research, Media General

9:30 a.m. – 10:00 a.m.
To UR or Not to UR?
Just over one year ago the AJC converted to a full registration model for its highly regarded ajc.com . The goal was to learn more about its customers and facilitate channel integration. Recently the company has adjusted to a limited registration model. Inman will share more about the rationale behind the moves and the impact on targeting initiatives and revenue.
Laura Inman, Director of Market Development, Atlanta Journal-Constitution

10:00 a.m. – 10:30 a.m.
Integrating Mobile Services Into Print & Online Products
Bakersfield may be perceived as a sleepy town in Central California, but its hometown newspaper is clearly an innovator in leveraging mobile technology to build synergies in print and online services. Learn how the Californian’s SMS system is used to facilitate polling, conduct contests, push news alerts and generate revenue through location-based ads. Several case studies will be shared.
Tim Repsher, Technology Manager, Bakersfield Californian

10:30 a.m. – 11:00 a.m.
Break / Visit Exhibitors

11:00 a.m. – 11:30 a.m.
Presentation on INMA “Smart Newspapers” Project
Learn more about INMA’s major initiative to provide market-based management tools that will grow revenue, profits, and share faster. The Smart Newspapers project involves surveys, primary and secondary research, focus groups, and other methodologies to quantify existing communications management at newspapers, compare practices and results with other industries, and recommend new benchmarks for publishers. Be among the first to hear the results of the most-recent survey of senior marketing executives as well as a recap of key learns to date.
Ed Efchak, INMA North American President, Vice President Marketing, North Jersey Media Group
Jim Wilson, Director of Group Research, Atlanta Journal-Constitution

11:45 a.m. – 12:45 p.m.
Lunch sponsored by ASTECH Intermedia with comments by Tom Ratkovich
Designated tables available for Morning Speakers questions and answers
(Cole, Kunken , Shaw, Inman, Repsher )

1 p.m. – 1:15 p.m.
Audience Acquisition Program Chair: Shawn DeWeese, Consumer Sales Director, Cox Ohio Publishing

Overview and Introductions

Audience Acquisition
Newspapers are evolving their strategic thinking about circulation. The new measure of success is not based solely on how many newspapers are on the front porch. It is also about the quality and quantities of the audience that newspapers bring to their advertising customers. The result is a focus on key strategies such as:

• Customer Retention – what are the most effective approaches to retain subscribers?
• Single Copy – how to entice and retain a quality single copy reader?
• Direct Mail – from copy to design to offers, what is successful in the mail?
• Marketing to Diverse Audiences – from segments to targets, how to capture the attention of each audience in a meaningful way?

Explore these topics with some of the industry leaders in audience acquisition.

1:15 p.m. – 1:50 p.m.
Strategic Retention Programs
If your newspaper’s retention program focuses on making a few phone calls to subscribers with overdue bills – think again. Strategic programs can provide key connections to newspaper subscribers for long-term retention. Davis will explore best practices in retention programs that utilize effective subscriber communication as well as engage front-line staff in communicating to customers in a “world-class” manner.
Bob Davis , President, Robert C. Davis & Associates

1:50 p.m. – 2:25 p.m.
"5 Steps to Improved Direct Mail Results". 
Learn best practices in delivering cost-effective direct mail programs for newspapers. Jensen shares his agency’s experience from working for more than three dozen publishers across the U.S. These five steps provide a simple, yet effective approach for immediate returns and long-term success –with a constant focus on cost-per-new-subscriber targets.
Stephen Jensen, President, Direct Resources Group

2:25 p.m. – 3:00 p.m.
Strategic Thinking About Circulation
As growing audience becomes more of a focus for newspapers, single copy buyers and infrequent readers also become more of a focus. While many newspapers put the majority of their circulation efforts toward subscribers, the New York Post takes a broader approach to audience acquisition within one of the most competitive markets in the U.S. Gilkey will explore how to entice and retain the single copy buyer and infrequent reader.
Joe Gilkey , VP Circulation, New York Post

3:00 p.m. to 3:30 p.m.
Questions & Answers afternoon speakers
Shawn DeWeese, Consumer Sales Director, Cox Ohio Publishing

3:30 p.m.
Conference Concludes