09:35 - Moderator Mark Challinor, Director of Mobile for the Telegraph Media Group in the United Kingdom, opens the session to a full house of about 200 people here at the Sheraton Hotel and Towers in NYC

09:52 - Main message after talking about the Telegraph's app and tablet developements: EXPERIMENT!

10:01 - Audience questions heavily focusing on the costs and expected revenue. Some numbers available but others "not for public use."

10:05 - Grzegorz Piechota, Director of Social Media for Gazeta Wyborcza in Poland, talking about High Heels Extra, a quality glossy female magazine that has become a big success.

10:09 - Now there's a storyline: How to still look sexy after having suffered a car accident.

10:15 - Bottom line message again: Try it! This was the third magazine effort by Gazeta Wyborcza; the first two failed.

10:24 - Marcelo Benez, Advertising Director of Folha de S.Paulo in Brazil on the newspaper's multiplatform transition.

10:27 - In what Folha calls its newspaper of the future, "the paragraphs are shorter but not the thinking."

10:38 - "Nothing happens unless there is first a dream"

10:42 - Nifty video online of the Folha cross-format newsflow that interested the audience based on their questions. See here:

http://www.youtube.com/watch?v=xRPy0T28QMc

10:44 - Short break

10:55 - We're back with Ken Babby, Chief Revenue Officer of Washington Post, on "Past, Present and Future Roulette," making the point, "We can't everything."

11:02 - SocialCode is a Washington Post spin-off business in which the newspaper has become an agency to help other companies grow their own social media strategies, and learning more themselves in the process.

11:06 - Although Babby started off his Brainsmack saying we can't do everything, his presentation -- going from mobile to apps to social to email to video to news aggregation to spin-off marketing agency and luxury reservation services -- seems to argue a kind of do-a-little-bit-of-everything-to-see-what-works approach. So we can't do everything, but we should try a little bit of everything.

11:12 - And someone in the audience asks exactly that question: How do you decide what to try? Babby responds that there is no guideline for how much to do in which areas, lots of discussion and second-guessing, and that they outsource a lot rather than trying to do the development internally.

11:15 - One that failed, but that still taught the company a lot: Washington Post Radio. Journalists great in print were not good on the air.

11:17 - Babby said that any newspaper could have started Groupon. A questioner notes, however, that none of them did, including the Post. Babby responds that his company tries to free up its executives from their day-to-day obligations sometimes so they can think and plan more broadly.

11:19 - Linda Gibson, CEO of Ads24 in South Africa, on innovation in advertising in a "dynamic environment."

11:26 - No matter what, the emphasis is always on the newspaper brand.

11:32 - The "penultimate" speaker, as Challinor introduced him: Johan Othelius, Director of Sales and Marketing at Dagens Nyheter in Sweden, on reaching out to the younger generation. It is a two-prong strategy, he says: reaching them directly in traditional marketing ways, and indirectly such as with contests run through their schools.

11:44 - Questioner asks what ages are best targeted. Othelius responds they usually work from age 10 up, particularly in 7th, 8th and 9th grades. "Once they start to read," he says.

11:45 - Another good question: How do you make sure there is something in the paper that the kids will be interested in once you get them to the paper? Apparently the school-based strategy is key there, so that the teachers are doing something in their classes that require interaction with current events and news. They don't do special "kid pages."

11:48 - Just in from Toronto, courtesy of a delayed flight and a fast cab: Andree Gosselin O'Meara, Director of Audience Development and Content Distribution in the mobile and digital media group of Globe and Mail in Canada, on doing tablet.

11:55 - It's heavily advertiser driven, with all available inventory being sold out on high demand while tablets are the thing to do.

11:59 - A closing video warning marketers to pay attention to the new generation:

http://www.youtube.com/watch?v=P81bb0Tzwbo