INMA Audience Summit

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Audience Summit

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Thursday, October 4

8:00 a.m.
Registration and Breakfast
>> Chicago Ballroom Foyer, 16th Floor

8:30 a.m.
Sandy MacLeod, INMA North America Board President, and VP of Consumer Marketing & Strategy, The Toronto Star, Toronto

8:35 a.m.
John Newby, Day Chair, and Publisher, The Times, Illinois

8:45 a.m.
The New Audience Development Road Map Across Platforms
What is the new definition of audience success for the emerging multi-media news company? Is it total audience across platforms? Total audience for targeted, advertiser-solicited demographics? In this presentation, learn how a media company is re-imagining what its audience can be and relentlessly pursuing that success through new sales and marketing techniques.
>> Matt Sanders, General Manager of Deseret Connect, Deseret Digital Media, Salt Lake City

9:45 a.m.
How to Foster Innovation: An Outside View
How do we establish an atmosphere that will encourage free flowing ideas? Is a flat organizational chart the answer? Does office space need to be changed in order to facilitate ad hoc discussion? Shawn Riegsecker will share with us what his organization does to generate ideas, innovation and culture that will impact the bottom line.
>> Shawn Riegsecker, CEO and Founder, Centro, Chicago

10:45 a.m.
Networking Coffee Break
>> Chicago Ballroom Foyer, 16th Floor

Sponsored by:

11:15 a.m.
How to Foster Innovation: An Inside View
News industry executives will address engaging innovation and inspiration within their organizations: How do we train/inspire our staff in the print/digital migration? How do we allocate time and engage staff in developing the next big idea? How much of a newspaper's innovation comes from within versus without? What are the benefits of each? What was the most out-of-the-box innovation exercise/effort undertaken? How successful was it?
>> Mark Campbell, Executive Director, Dow Jones, New York City
>> Candice Faktor, Vice President, Strategy and New Ventures, Torstar Digital, Toronto

12:15 p.m.
>> Lincoln Park Room, Level 3

Sponsored by:

1:30 p.m.
Subscription Bundling 3.0
Learn how the Spokesman Review has used unique bundling techniques to enhance their business model. They will introduce the “Connected” packages, featuring a bundled subscription model that leads with digital and promotes product engagement and audience development across multiple platforms and products. Also, listen as Mike Newland of the Dubuque Telegraph in Iowa uses various bundling strategies to grow their business model and to offer to their audience subscriber base. Print, online, digital, metered paywalls and much more make up this successful strategy and valuable session.
>> Dan Johnson, Director of Sales & Marketing, Spokesman Review, Spokane
>> Mike Newland, Circulation Manager, Telegraph Herald, Dubuque

2:30 p.m.
2012 News Eco-System Study by The New York Times
The New York Times presents a comprehensive look at how we consume news across all platforms (TV, online, mobile, tablet, newspaper, magazine, radio) by day-part (early-morning, late-morning, etc). The study is also the first to explore the important relationship between platform, day-part, and sources (news sites, aggregators, social media, search engines and popular blog sites). The study will have a segmentation analysis to bring to life the different personality types or personas of news consumers and will look at important differences in behavior and mindset between generations (Boomers, Xers, Millenials) as well as affluent audiences. Not only will the study dive into how consumers' definition of "news" is changing; but it will also explore the cross-platform journey consumers take when a major news story breaks: How do they first hear (push alert, WOM, etc.)? Where do they go first (platform, type of source)? And why? Where do they go next?
>> Brian Brett, Executive Director, Customer Research, The New York Times, New York

3:15 p.m.
Networking Coffee Break
>> Chicago Ballroom Foyer, 16th Floor

Sponsored by:

3:45 p.m.
Digital Subscription Models: Question isn't yes or no, it's how.
Hear experts discuss how their organizations launched paywalls and learn from their experiences about:

  • Which models did they implement and why? How are the digital models changing now that they have some market experience?
  • How are customer segments and audience data being used to improve sales performance and products?
  • What do they do differently now that there is a digital subscription in the mix?
  • What's next?
>> Moderator: Lynne Brennen, Principal, New Leaf Media Consulting, New York City
>> Owen Youngman, Knight Professor of Digital Strategy, Northwestern University's Medill School, Chicago
>> Bill Nagel, Executive Vice President, Business Services, Los Angeles Times Media Group, Los Angeles
>> Craig Barnard, Senior Vice President, Community Publishing, Reader Sales & Service and Flyer Force, Postmedia Network Inc., Toronto

4:45 p.m.
Overview and Takeaways

5:00 p.m.
Day Concludes

5:00 p.m.-6:00 p.m.
Cocktail Reception
>> Lincoln Park Room, Level 3

Friday, October 5

7:30 a.m.
Continental Breakfast
>> Chicago Ballroom Foyer, 16th Floor

8:30 a.m.
Welcome and Overview
Chris Christian, Day Chair, and Circulation Vice President, Kansas City Star, Kansas City

8:45 a.m.
Creating New Online Audiences Through Existing Content: The Case of
Discover techniques Archant has used to achieve online audience growth for their traditional print brands. Join Paul as he presents the fascinating case study of - a relatively new digital-only newsmedia brand that uses existing content to attract new audiences. Learn how grew from being just a concept to becoming London's second biggest newsmedia brand in just 18 months.
>> Paul Hood, Digital Director, Archant London, London

10:00 a.m.
Networking Coffee Break
>> Chicago Ballroom Foyer, 16th Floor

Sponsored by:

10:30 a.m.
Best of Ink and Beyond
Jessika will bring forward a number of profit-generating concepts from newsmedia organizations from around the globe. Sources will include the 2011 INMA Award submissions and recommendations from senior INMA members. Expect to take away at least one idea you can implement in your market. In addition, Jessika will share a number of concepts and examples of how newsmedia organizations are engaging younger audiences.
>> Jessika Popert, Marketing Specialist, Toronto Star, Toronto

11:15 a.m.
Using Financial Signatures to Transform the Innovation Process
Discover how personal and organizational financial styles impact the innovation process by driving the commercial outcome of innovation. Find out if it will eventually be profitable or not. Learn how the behavioral traits of innovators must be taken into account along with the organizational processes that are adopted to spur innovation. Organizations moving from print to digital need to consider these factors if their innovation initiatives are not just a creative new idea; but are to bear commercial fruit.
>> Ted Prince, Professor, Perth Leadership Institute, Gainesville

12:15 p.m.
>> Lincoln Park Room, Level 3

Sponsored by:

1:15 p.m.
Loyalty 3.0: Grow Audience Through Gamification
Learn how readers and potential readers have a fundamental desire for rewards, status, competition and achievement among others. It is no secret that games are huge and they provide these interactive components that many newspapers are missing in their marketing and engagement strategic plans. Learn how to join this space effectively.
>> Barry Kirk, Vice President of Loyalty and Motivation, Bunchball, Silicon Valley

2:15 p.m.
Where Do We Go Now?
The news industry culture has changed to support the shift from circulation to readership to audience to community. Now that the foundations are in place, what are the issues facing news companies as they look to re-imagine the value of audiences? Is it quality versus quantity? Is it monetized audiences over free audiences? Where do advertisers see the emerging value? Leave the INMA Audience Summit with key strategic takeaways to share with your team back home.
>> Earl Wilkinson, Executive Director, INMA, Dallas

3:00 p.m.
Takeaways/Summit Wrap-Up

3:15 p.m.
Summit Concludes

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