/> Programme - 81st Annual INMA World Congress


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Theme: Vision. Innovation. Now!

Sunday, May 15

9:30 a.m.-12:00 noon
Pre-Conference Brainsnack Seminar
Start your morning with seven rapid-fire, high-energy case studies highlighting what the top news companies are doing to grow their audience, advertising, and brand across platforms. A “brainsnack” is a quick-to-the-point presentation on a subject: in INMA's case, 10-minute presentations with no more than 20 PowerPoint slides.

Can We Truly Drive New Revenue From the iPad and Tablet Devices?
Hear what the Daily Telegraph in London did to optimise its readers' experience and its own revenue streams by embracing all that tablets have to offer. Meanwhile, what about the Apple relationship? What do readers say about the devices?
>> Mark Challinor, Director of Mobile, Telegraph Media Group, United Kingdom

Converting High Heels Supplement to Stand-Alone Magazine
Every Saturday, Gazeta Wyborcza publishes a free supplement for women called High Heels. Staff always wondered if the brand was strong enough to survive if it was a stand-along magazine. The newspaper published High Heels Extra, a quality glossy female magazine, that became a big success.
>> Grzegorz Piechota, Director of Social Media, Gazeta Wyborcza, Poland

Selling Out Tablet/Mobile Advertising Inventory
The Globe and Mail's mobile advertising sales strategy capitalised on new app product launches by creating unique sponsorship packages that sell out in less than 24 hours.
>> Andree Gosselin O'Meara, Director, Audience Development and Content Distribution, Mobile and Digital Media, The Globe and Mail, Canada

Multi-Platform Transition, From Theory to Practice
Like many newspaper's, Folha de S.Paulo has transitioned from primarily a print newspaper to a multi-platform news operation — ranging from the newsroom to the advertising sales department. Learn about the practical lessons from this transition and what it means for content and advertising.
>> Marcelo Benez, Advertising Director, Folha de S.Paulo, Brazil

Emerging Digital Media Platforms, Past, Present and Future Roulette
We've seen the statistics on digital growth stalling. We are all building our businesses for future platforms. But, how can we everywhere? In this presentation, learn about the Washington Post and its views on trends, responses and areas for growth.
>> Ken Babby, Chief Revenue Officer, Washington Post, and General Manager, Washington Post Digital, United States

Advertising Innovation in a Dynamic Market
Ads24 is the national sales arm for Media24 newspapers selling across 117 print and digital properties and reaching 72% of all South African newspaper readers. In this presentation, learn how traditional ad spending plans are changing, how Ads24 is going after non-traditional advertisers, and how the door has been opened for creative and innovative executions in print and digitally.
>> Linda Gibson, Chief Executive Officer, Ads24, South Africa

DN School: Reaching Out to Young Generation
To secure future growth, Dagens Nyheter has developed a raft of activities which reach out to the younger generation in different ways and go far beyond traditional Newspaper In Education (NIE) programmes. Learn more about the “DN School” initiative in this presentation.
>> Johan Othelius, Director of Sales and Marketing, Dagens Nyheter, Sweden

12:00 noon-12:30 p.m.
Annual Business Meeting
Hear an update on INMA activities and elect officers and directors at this members-only meeting held once a year.

6:30 p.m.-8:30 p.m.
Welcome Reception
Meet peers and fellow news industry executives at this cocktail reception at the Sheraton.

Monday, May 16

8:30 a.m.
Welcome and Introductions
In the World Congress' opening ceremonies, a roll call of nations present and opening remarks from the President put in perspective the next two days of programming.
>> Michael Phelps, President, INMA, and President/CEO, Washington Examiner
>> Ravi Dhariwal, Vice President, INMA, and CEO/Publishing, The Times of India
>> Juan Señor, Conference Moderator, and Director, Innovation Media Consulting

Sub-Theme: Bold Visions, Bold Strategies

9:00 a.m.
The Future Does Not Fit In the Containers (Or the Mindsets) of the Past
A perspective on how to see reality, stop fretting old stuff, and start getting new stuff. The power of marketing and brand-building is more important than ever, and how news publishers position themselves in the coming years of transition will likely determine their fate.
>> Rishad Tobaccowala, Chief Strategy and Innovation Officer, Vivaki

9:45 a.m.
How To Survive and Thrive in the Digital Media Revolution
Not so long ago, the business landscape was easier to chart. The routes connecting customers, companies, products and services were predictable, reliable, and understood. Today, that landscape has been upended, and in its place a “C-Scape” has emerged — a world where consumers, not producers and marketers, make the choices; where content, not distribution, is king; where curation becomes a primary currency of value; and where convergence continues to revolutionize every part of every business — especially news companies. This presentation will be based on the new book, C-Scape: Conquer the Forces Changing Business Today, which shows the challenges are daunting and the opportunities are huge for publishers with vision.
>> Larry Kramer, Author, C-Scape, and Founder, Marketwatch.com

10:30 a.m.
Networking Break

11:15 a.m.
Newspapers: A Revised View
Innovation, transformation, and culture change are central to the newspaper's rebirth as a multi-media brand. In this unique and interactive presentation, learn how consumer perception of newspapers is changing, how to derive value from finite communities, the proper role of social media and newspapers, the latest on iPad engagement, and what advertisers want from the multi-media publisher.
>> Earl J. Wilkinson, Executive Director and CEO, INMA

12:30 p.m.-2:00 p.m.
Networking Lunch

Sub-Theme: Next Generation of Cross-Platform Advertising Sales

2:00 p.m.
Integrated Advertising Sales 2.0
The Denver Post and Deseret Digital Media have advanced integrated sales models rooted in distinct multi-media strategies. One company can't integrate enough fast enough. The other company believes sales strategies should be based on the unique values of the platform. In this unique point/counter-point where the audience can decide differences and nuances, learn about the two newspapers' organisational structures, CRM systems, hiring philosophies, product-agnostic sales engines, and the nuances of selling print and digital marketing solutions — a presentation beyond whether or not to integrate. This session will look at success by sales channel and leveraging legacy sales teams.
>> Kirk MacDonald, Executive Vice President/Advertising, Marketing and Digital Sales, Denver Post
>> Michael Petroff, Vice President/Sales and Revenue Products, Deseret Digital Media

3:00 p.m.
Networking Break

3:45 p.m.
Identifiable and Segmentable: Financial Times and Multi-Media Sales
When the Financial Times created its metered paywall in 2007, the pundits said they were crazy. Four years later, the ability to identify its audience, segment readers, and demonstrate engagement has sent digital advertising soaring. Learn how the FT's multi-media packages have grown revenue and changed the company's culture.
>> Andrew Sollinger, Managing Director/U.S. Commercial Operations, Financial Times

Sub-Theme: Conclusions

4:30 p.m.
If I Had To Run a Newspaper Again ...
When Brian Tierney stepped down as president/CEO of Philadelphia Media Holdings, the news industry lost one of its fiercest agents for change and innovation. In this unique presentation, INMA invites him back to the industry table to provide insights on what he might have done differently as a publisher and how the news industry as a whole should change — lessons vital to publishers inside and outside the United States.
>> Brian Tierney, CEO, Realtime Media

5:00 p.m.
Plenary Session Concludes for Day

5:00 p.m.-6:00 p.m.
Unwind after an intense day of conference sessions with a reception before heading out for business dinners and functions.

Tuesday, May 17

Sub-Theme: Driving Value with Multi-Media Audiences, Platforms, Content

8:25 a.m.

8:30 a.m.
Traditional Media Companies in the Digital Age: Steps Toward Transforming
Smartphones. Tablets. Digital. With so many platforms — plus print — what are the organising principles of a multi-platform strategy? What are the practical steps needed to change a traditional media company's culture to get the most out of the Digital Age?
>> Randall Rothenberg, President and CEO, Interactive Advertising Bureau

9:15 a.m.
Evolution of the Media Ecosystem
Rapid technology change is causing ripple effects on the content side of the media business, forcing news publishers to constantly re-evaluate how consumers are interacting with their brands and platform experiences. In this presentation, learn how news and media consumption are changing with tablets, smartphones, the PC-based Web — and its implication for print consumption. Learn what is next in terms of devices and what this means for consumption and audiences.
>> Scott Brown, Senior Vice President, Global Communications, Media Practice Consumer Insights and Strategic Relations, The Nielsen Company

10:00 a.m.
Networking Break

10:45 a.m.
The New York Times and the Digital Frontier
The New York Times is widely viewed as setting the standard for journalistic excellence and product innovation for the newspaper industry worldwide. In 1996, it shifted from a regional to a national newspaper. Earlier this year, it implemented a digital paid content strategy that is the talk of the media industry. In this session, INMA and its members will hold a wide-ranging conversation with the publisher of The Times about his newspaper's mission to preserve quality journalism in the Digital Age. Also, how is the Times changing with the fast-shifting media landscape; what should we expect of The Times's paid content strategy, and what lessons are applicable to peer newspapers worldwide?
>> Arthur Sulzberger Jr., Publisher, The New York Times, and Chairman, The New York Times Company

11:45 a.m.
Apple, Google, and the Publisher Relationship
App subscriptions, advertising CPMs, SEO, customer data, content control. Apple and Google have become mega-partners of news publishers worldwide, holding massive sway over the evolution from news-on-paper to multi-platform news provider. In this presentation, INMA will discuss and debate the opportunities and threats to working with Apple and Google.
>> Frédéric Filloux, Editor and Author, Monday Note

12:30 p.m.
Networking Lunch

2:00 p.m.
Case Study: VG and the Move Toward Merging Print and Online
As Schibsted-owned VG manages the tricky transition from print to multi-media, it has chosen to keep print and online separate — until now. Learn how this innovative Norway-based publisher is now integrating print and online, why it's making the move now, and how to keep the fire alive while transitioning to multi-media.
>> Torry Pedersen, CEO and Editor-in-Chief, VG

2:45 p.m.
Case Study: Sporting News' First-Mover Paid Content Strategy and the Applicability to Newspapers
Learn how a 125-year-old brand has evolved from a weekly newspaper into a bi-weekly magazine, a free Web site based on breaking news and trending topics, and a paid daily product for tablets, smartphones and Web users. Also learn their hands-on approach to converting to an online paid model.
>> Geoff Shaw, Vice President/Digital Media, Sporting News

3:30 p.m.
Concluding Ceremonies
The conference will conclude with the passing of INMA's presidential gavel from President Michael Phelps of the Washington Examiner to Vice President Ravi Dhariwal of the Times of India.

4:00 p.m.
Plenary Programme Concludes

7:00 p.m.-10:30 p.m.
Awards Dinner
The formal conference has concluded, and now it's time for a night of celebrations. Over dinner and drinks, sit back and learn the winners of the INMA Awards competition, representing the top marketing campaigns from the past year. The 2011 Silver Shovel Award also will be presented, rewarding individual achievements in the news industry.

Wednesday, May 18

< 9:30 a.m.-11:30 a.m.
Post-Conference Executive Briefing: Wall Street Journal/Dow Jones
As one of the world's elite news organisations, the Wall Street Journal has long been a benchmark for excellence in journalism. The Journal and corporate parent Dow Jones are now leading the transformation to multi-media with new energy in the print platform, paid content, the iPad, and more. In this exclusive executive briefing for INMA conference delegates, learn the latest in the Journal's digital, marketing, audience, and advertising capabilities.
>> Daniel Bernard, Chief Product Officer, The Wall Street Journal Digital Network
>> Lynne Brennen, Senior Vice President, Circulation, Dow Jones & Company
>> Anthony Cenname, Publisher, WSJ.Magazine
>> Emily Jipson, Vice President, Product, WSJ.com & Emerging Media, The Wall Street Journal Digital Network
>> Michael W. Miller, Senior Deputy Managing Editor, The Wall Street Journal
>> Romy Newman, Vice President of Multimedia Sales, The Wall Street Journal

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