Drip, drip, drip. The negative headlines about newspaper circulations pile up. Stories about circulation damage further damage circulation. And the cycle continues.

Beneath the headlines are a swirl of fast-evolving reader behaviors that add up to a sea change in consumption patterns sweeping away legacy media. Time-shifting. Place-shifting. Longer commutes. Working families. Multi-media interaction.

How to keep up with the constant change armed with miniscule marketing budgets and no particular place to aim efforts?

Newspaper circulation growth is attainable and sustainable -- now. Yet it requires more systematic and targeted approaches. The era of one-size-fits-all is dead.

The 8th Annual INMA Circulation Summit March 8-9 in San Diego aims to shine a bright, urgent light on the systems and processes needed to market newspaper products ranging from print newspapers to web sites to mobile information. The key is understanding customers, how to segment a customer base, how to organize for segmentation, and how to evolve our marketing communications to acquire and retain readers in measurable ways.

INMA aims to provide a framework to create sustained growth.

Time is running out on newspapers to get circulation acquisition and retention models correct for the new marketplace. Attend the 2007 INMA Circulation Summit in San Diego, and participate in this important industry dialogue.

8:30 a.m.
What Segmentation Can Do To Change Newspaper Fortunes
Newspapers are looking to move beyond a one-size-fits-all product and marketing perspective to an environment where we are focusing on penetration and communication with defined segments or groups within the market. Newspapers can define that either demographically or behaviorally in terms of relationship with the newspaper. Newspapers must begin to talk about channels and transaction behaviors. The purpose of this is to re-evaluate how we market, sell, and retain customers, transitioning beyond a telemarketing and direct mail project environment to a marketing process environment. Newspapers must put themselves in an environment of continual improvement.

10:00 a.m.
Break

10:30 a.m.
Case Study: Arizona Republic Approach to Consumer Segmentation
The Arizona Republic has implemented new approaches to consumer segmentation, introduced it into the newspaper organization, and seen a positive impact on circulation numbers.

11:00 a.m.
“The Customer Development Game Plan” - Blending Subscriber Loyalty & Value

11:30 a.m.
Segmentation Panel: Questions and Answers

12:00 noon
Lunch

Theme: Customer Segment Analysis

1:30 p.m.
Case Study: Gannett's Automated Direct Marketing Initiative
Gannett's new automated direct marketing initiative has quickly become the talk of the U.S. newspaper industry. Gannett Corporate ‘reads’ real-time transaction activity from its newspapers and automates the production of personalized direct mail and e-mail communications based on transaction behavior. This has quickly become a successful circulation retention tool.

2:15 p.m.
The Generational Imperative With The Baby Boomers
Every generation assumes leadership of America's major institutions for 15 to 20 years. It's now the Boomers' turn. They're replacing the older Silent Generation and installing very different values and belies at the top of American business, government, media, education, religion, and sport. How can newspapers capitalize? This session will get you into the heads of this generation that is STILL changing the world.

3:00 p.m.
Break

3:15 p.m.
The Generational Imperative With The Millennials
Unlike older Generation X, the Millennials are coming of age with a sense of empowerment and engagement, just like the Boomers and the G. I. Generation of World War II fame. Millennials are plugged in to the news, they have a bit of swagger, they want to rock the world. How do newspapers "get" the Millennials? With a generation-specific marketing campaign - and a comprehensive generational newspaper program - that borrows three sentences from a Hollywood movie.

4:15 p.m.
Developing Strategies for the Changing Newspaper Landscape
In 2003, the AJC began an analysis of the newspaper industry's changing landscape. The company engaged in a comprehensive strategic planning process that fundamentally changed the traditional newspaper business model. In this presentation, Taylor will show how that strategic plan took shape, where it pointed the company, and what new products have been developed to date as a result of the new strategy.

5:00 p.m.
Day One Concludes

5:30 p.m.
Cocktail Reception

8:00 a.m.
Continental Breakfast and Review Of First Day

8:30 a.m.
Case Study: Improving Circulation Profitability Through Single Copy Demand Management
How can your circulation department operate more cost effectively by minimising returns without increasing sell outs? Whilst well established in most manufacturing and consumer goods industries, demand management is nearly unheard of in newspaper circulation departments. Hear how The Sydney Morning Herald has increased circulation profitability by implementing demand management processes and technology.

9:00 a.m.
Developing Loyalty Across the Segments
Loyalty programs are starting to gain momentum across the newspaper business in the United States and Canada as part of acquisition and retention strategies. Many newspapers are either in the implementation stage or thinking about the concept. Objectives include retaining subscribers, acquiring data, improve marketing efficiency, deliver advertisers more effectively, and revenue generation. During Friday morning, learn more about the characteristics of loyalty programs and hear how various newspapers are implementing them, including the details.

11:20 a.m.
Break

11:30 a.m.
Direct Response Advertising

12:00 noon
Lunch

1:30 p.m.
Dialogue: Growing Loyalty Through Segmentation
In the afternoon, INMA will break attendees up to interact in a small-group environment. Each group will design a loyalty program to achieve different business objectives such as subscriber retention, generating data for market communications, and new revenue generation. Each group will share results of the round-table discussions with the larger Summit audience. The goal is to provide an interactive environment where attendees can take home practical ideas.

3:00 p.m.
Each group will report their findings and provide take-home ideas.

3:30 p.m.
Summit Wrap-Up

A. Registration Fee

The registration fee for the INMA Circulation Summit is as follows:

• Member Summit Registration Fee: US$825 before February 1 and US$1,025 afterward. You must be a personal member of INMA to qualify for member rates.

• Non-Member Summit Registration Fee + One Year of INMA Membership: US$1,420 before February 1 and US$1,620 afterward.*

• Non-Member Summit Registration Fee: US$1,520 before February 1 and US$1,720 afterward.

B. Hotel Room Rate

INMA has negotiated a special group rate of US$199 for any attendee wishing to stay at The Westgate Hotel, the site of the INMA 8th Annual Circulation Summit. To make reservations, please telephone +1 800 524-4802 or +1 619 238-1818 and mention the "International Newspaper Marketing Association 8th Annual Circulation Summit." You may also make reservations through their website by clicking here: The Westgate Hotel. Sleeping room reservations must be made by February 16, 2007. Reservations after this date will only be made based on space and rate availability.

C. Vendor/Exhibitor Information

For information on the exhibiting companies and a larger view of the INMA Circulation Summit vendor floor plan click here. For more information regarding sponsorship opportunities, please contact Megan DeLeon at megan.deleon@inma.org, by telephone at +1 214 373-9111, or by fax at +1 214 373-9112.

D. Cancellation Policy

Registrations are subject to a US$150 fee for cancellations made between January 2, 2006, and February 1, 2007. No refunds are made after February 1, 2007. Hotel cancellations must be made with the hotel.

INMA wishes to thank our Partners In Business, whose ongoing assistance throughout the year is invaluable.