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Monetising mobile for news publishers

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Monetizing Mobile for News Publishers
Monday, February 14

Overview: Join newspaper peers and digital media executives in the ever-evolving discussion of mobile media solutions from a consumer and advertiser standpoint, with a particular focus on structure, content and integration with newspaper products. As more and more media consumers are adopting mobile devices, it becomes increasingly important for media groups to be aware of the best practices for reaching these consumers in an optimal way. This session will cover the basics of mobile media development, recap common pitfalls and challenges that media groups are facing in this realm and offer insights into what the best and brightest are experimenting with in the fast changing landscape of a wireless world.

Schedule: The schedule is as follows (updated February 2, subject to change):

8:30 a.m.
Welcome and Overview
Be welcomed to the INMA Seminar “Monetizing Mobile for News Publishers,” organized by INMA volunteer leaders.
>> Tyler Mack, Online Sales Manager, Las Vegas Review-Journal, and Program Chair

8:45 a.m.
Quantifying Mobile Interest by Consumers and Advertisers
Borrell and Associates will provide a snapshot of user data across the United States and world-wide showing smartphone increases, desires of consumers for content via mobile, and increasing advertiser interest in mobile.
>> Peter Conti, Executive Vice President, Borrell Associates Inc., Richmond

9:30 a.m.
Any Time, Any Place, Any Device
Hear from The Deseret News and discover the huge advancements they've made leveraging mobile and tablet technology to generate incremental revenue. Hear why mobile is the next major technology shift and how we can prepare.
>> Michael Petroff, Vice President, Sales and Revenue Products, Deseret Digital Media, Utah

10:15 a.m.
Networking Coffee Break

10:45 a.m.
Vendor vs. In-House Debate
Hear from McClatchy as they discuss the value and control benefits of building solutions in-house versus the ease of use of plug and play vendor solutions that are out there.
>> James Calloway, Vice President/Strategic Development, McClatchy Interactive, Raleigh

11:30 a.m.
How Can Newspapers Adapt to the Mobile World?
Hear from the former general manager of, Jim Brady, as he discusses a traditional newspaper company’s challenges/needs adapting to a mobile audience. Discover many existing and widely used websites and programs and how they could fit into newspaper mobile programs (Facebook, Twitter, and other social/mobile media usage). Jim will elaborate on the mobile strategy implemented at how it came together, why it was so critical and how they planned to monetize it.
>> Jim Brady, Former General Manager,, Washington DC

12:15 p.m.

1:15 p.m.
Clever and Effective Uses of Mobile Marketing
Listen to case studies from several media companies who have used mobile marketing in a clever and effective way. They will teach us how to measure the success of mobile marketing and content through various metrics.
>> Ken Cho, Co-Founder, Spredfast, Austin
>> Matthew Cava, Account Director, Razorfish, New York
>> Allen Klosowski, Social/Mobile Business Manager, The Denver Post

2:15 p.m.
The Importance of Packaging via Multi-Platforms
Bundling multiple platform content and advertising to utilize the medium, its strengths and consumer desires/expectations is at the forefront of news media companies these days. Discover how to package multi-platform content pieces as well as print/online/email/mobile advertising programs that have been well executed and show innovation and potential for use of all mediums.
>> Colleen Brewer, Vice President/National Sales, Gannett Co., Inc., McLean

2:45 p.m.
Mobile Content Strategies for Publishers and Media Owners
Hear experiences and mobile content strategies being used by major European and UK newspaper groups and other major cross platform content providers, such as the BBC. How to make the most of the new mobile platforms such as tablets and the challenges around monetisation models and why a ‘one size all’ strategy does not fit all.
>> James Pimentel-Pinto, Co-founder, agencymobile, London, United Kingdom

3:30 p.m.
Networking Coffee Break

3:45 p.m.
Break-Out Sessions
Spend the rest of the afternoon engaged in brainstorming and idea sharing round table sessions. You will have an opportunity to spend time with presenters and other seminar attendees to discuss and respond to specific topics/questions/challenges shared during the day.

4:30 p.m.
Concluding Remarks

4:45 p.m.
Seminar Concludes

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