INMA Audience Summit

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Monday, October 24

8:30 a.m.
Welcome and Overview
John Newby, Day Chair, and Publisher, The Times, Ottawa, Illinois

8:45 a.m.
State of the Circulation/Audience Nation
Where are we in terms of audience as broken down by medium? How many cross the different platforms? Who's making money? Who's heavily investing and in which directions? What is the known of the impact of the Tablets and mobile on newspaper circulation, and can we determine dollar impact (jobs, advertising etc)? Where were we 50 years ago and how have we faired in the Circulation, Profit & Revenues arena?
>> Mel Taylor, Principal, Mel Taylor Media

9:45 a.m.
Global Ideas to Grow & Engage Audiences
Take a tour of the world with Jessika Popert from the Toronto Star's Marketing Team as she introduces us to Audience Development Strategies from around the globe. Jessika has reviewed the 2010 INMA Marketing submissions and will enlighten us on key campaigns from nine countries including all relevant circulation sizes. Topics to be discussed include print readership growth strategies, digital audience focus, new product development, and many more. A must attend session that will illustrate what companies in the industry are doing to develop audiences.
>> Jessika Popert, Marketing Analyst, The Toronto Star

10:30 a.m.
Networking Break

Sponsored by:

11:00 a.m.
Innovation & Revenue Circulation Models for Today's Economic Climate
Is circulation and/or audience growth an oxymoron in North America? Are past measurements and metrics actually slowing down our ability to compete? Listen as three industry experts fresh from the trenches discuss the various circulation and revenue approaches that have helped them grow or stabilize circulation and/or revenue right here at home. Little here would be labeled traditional, but certainly worth your time. You will come away with many ideas and strategies to place into practice in your home markets immediately. This session alone will be worth the cost of the conference.
>> Keith Foutz, Corporate Director of Circulation, Western Communications
>> Maria Ravera, Director of Audience Development, The Sacramento Bee
>> Scott Stines, President, mass2one

12:00 noon

1:30 p.m.
Now What? Taking Control of New Technology
The news business has experienced more change in the last 15 years as it did in the previous 150. Technology continues to push information to readers in new ways, and we continue to enable new distribution mechanisms, from HTML and RSS to Twitter and API. In this session, discover what new technologies just around the corner will mean for the business of news, how we can better serve the evolving demands of our readers, and how we can keep some control over a fragmenting marketplace of information.
>> Matt Boggie, Media and Technology Strategist, R&D, The New York Times

2:30 p.m.

3:00 p.m.
Audience Measurement in a Digital World
Four of the top organizations leading in audience measurement are represented in this panel. Hear directly from these industry leaders on exciting innovations on the horizon, brand reach prototypes, what the readership and audit world looks like globally and what we will be measuring in North America in the next three years. This session will help you meet head-on the challenge of correctly representing the full impact of a newspaper campaign to media planners. Discuss the changing demographics and media consumption. This is your opportunity to ask probing questions on measurement, trends, challenges and relevance from the leaders in this field to best determine how measurement translates to business.
>> Moderator: Sandy MacLeod, Vice President, Consumer Marketing and Strategy, The Toronto Star
>> Anne Crassweller, President, NADbank Inc.
>> Glenn Hansen, President and CEO, BPA Worldwide
>> Michael Lavery, President and Managing Director, The Audit Bureau of Circulations
>> Gary Meo, Senior Vice President, Print and Digital Media Services, Scarborough Research

4:30 p.m.
New Oxygen, New Growth
Culture change is the foundation for a growth path for newspapers aiming to be multi-media companies. In this presentation, learn what publishers are doing to change the culture and how this leads to new business models and innovations at news companies worldwide.
>> Earl Wilkinson, Executive Director, INMA

5:00 p.m.
Overview and Conclusions

5:15 p.m.
Day Concludes

5:30 p.m.
Cocktail Reception

Tuesday, October 25

8:15 a.m.
Welcome and Overview
Andrée Gosselin O'Meara, Day Chair, and Director, Audience Development & Distribution, Mobile and Digital, The Globe and Mail

8:30 a.m.
Pricing Combinations - Print and Digital
Pay walls! Metered web access! Mobile! E-edition! As the newspaper industry expands content offerings from print to various electronic platforms, we struggle with how to bundle these platforms to generate revenue, and also increase reader engagement. Should they be packaged as one offering? Should they all be offered separately? What is the best way to charge for web and mobile access? This session examines different approaches newspapers are taking in print and digital product bundling. We'll also tackle the "pay wall vs. metered" web and mobile pay discussion, and consider other models that have not been widely discussed. The attendee takeaway? A comprehensive look at the pros, cons and nuances of each model, and a clear idea on which model will work best in their respective markets.
>> Dan Barth, Chief Information Office, Vice President of Audience Development, Oklahoma Publishing Company
>> Mark Medici, Vice President of Audience, The Dallas Morning News
>> Phil Pikelny, Vice President, Dispatch Digital & Chief Marketing Officer, The Columbus Dispatch

9:30 a.m.
“A Day Made of Glass”. A view of a future to come.
Corning Inc. will give us an update on its Display Glass Technologies. They will share with us their vision of the future and highlight how media organizations can best take advantage of their display technologies. A session you won’t want to miss.
>> Waguih S. Ishak, Division Vice President and Director, Corning West Technology Center

10:30 a.m.
Networking Break

Sponsored by:

10:45 a.m.
Loyalty 2.0
Enter the new world of loyalty for newsmedia organizations, loyalty programs are not just for subscriptions anymore! Barbara Cohen of Kannon Consulting will lead a cross functional panel to discuss rewarding a wide and new range of behaviours-- "friending" your site, making favorites of your content, or becoming a "mayor" of a preferred advertiser and of course paid subscriptions both print and digital . We will be discussing Foursquare, gaming and new players like Pegmo. Of course, we will also share "lessons learned" with traditional efforts. Join us to learn about the behaviors you should be thinking about rewarding and the latest tools to do this. Join us for this engaging, interactive and informative session.
>> Moderator: Barbara Cohen, President, Kannon Consulting
>> Jordan Ho, Chief Executive Officer, Pegmo
>> Joshua Kanter, Corporate Vice President of Total Rewards and Loyalty Programming, Caesars Entertainment
>> Jason Ludwig, Vice President, Reader Services, Pacific Newspaper Group

12:15 noon

1:15 p.m.
Audience Insights
We all know that digital news consumers are different from print newspaper readers. But exactly how different are they? In this session, we're going to speak with digital news consumers directly. We will listen to how they consume news over the course of the day. We will learn about their idiosyncrasies - those behaviors that seem so different from print readers, but are really hallmarks of the digital reader. We will ask them directly why they choose to pay for some content, and not others. The goal of the session is to gain insight into this critical prospect pool and begin developing new marketing approaches to test immediately back at the office. Test and Learn!!!
>> Moderator: Beth Tessier, Executive Director of Consumer Insights, Dow Jones & Co.

2:15 p.m.
The Las Vegas Sun Briefing and Tour
Join us for a visit to The Las Vegas Sun offices as we hear from Rob Curley and his team on the growth of the Sun. They will provide examples of integrating internal and external marketing for their audience and elaborate on the concept of selling audience versus product.

5:00 p.m.
Seminar Concludes

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