Programme

As of April 16, check back regularly for updates


INMA Partner in Business:



Sunday, May 6

9:00 a.m.-12:00 noon
Pre-Conference Brainsnack Seminar
Start your morning with 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, 7-minute presentations with no more than 15 PowerPoint slides.

Embracing Digital Advertising Networks
Executing local and national digital sales strategies that leverage the full range of digital platforms publisher's offer, including newspaper.com premium inventory, portal premium inventory, mobile, social, video, search along with real-time bidding exchange inventory is at the heart of effective future sales models in all of our local markets. Digital First Media's Ad Taxi Networks is a perfect example of how to do that.
>> Kirk MacDonald, Executive Vice President of Sales, Digital First Media

ESPN Radio Partnership Transforming Experience for Newsroom
O Estado de S. Paulo creates a radio partnership with ESPN that enhances its brand and grows its audience 40% in one quarter. Learn the background of this Brazilian partnership and how it has been a transforming experience for the company's multi-media newsroom.
>> Jose Papa Neto, Corporate Strategy Executive Director, Grupo Estado

Creating a Global Media Company From a One-Market Newspaper
Moving from a base of a newspaper in Washington, D.C, explore how The Washington Times, a medium-sized newspaper company, created a national media presence in the United States. See how radio, major digital sites, e-mail media, video, television, database and print build alliances with affinity groups that provide audience increases that created one of the most important resources of news, information and opinions for conservatives, Republicans and traditional value individuals in the United States and beyond.
>> Tom Culligan, Chief Revenue and Marketing Officer, The Washington Times

Earning by Sharing
For one newspaper of the company someone writes a story about the new BMW 5. For a magazine of the same company another guy is going to do the same job: writing a story about the new BMW 5. How can we connect these two staff members to save both time and money and even to improve the quality of the two stories? Axel Springer has implemented a solution working quite well. The solution reduces the costs of content up to 70%.
>> Pit Gottschalk, Director Content Management, Axel Springer

Get Them Young, Keep Them Long
Aftenposten, Norway's biggest newspaper, is launching a newspaper designed for kids. What are the ambitions? How has the product been developed? And how will it be sold to these new subscribers? A paper for kids is another in a line of a few, but remarkable launches within the Aftenposten media house that relies on the art of cross sales.
>> Kjersti Løken Stavrum, Chief Features Editor, Aftenposten

Social Media and Online Community Monetisation
Omy.sg is Singapore's first bilingual-friendly (Mandarin and English) news and interactive Web portal by Singapore Press Holdings. Available on mobile via two iPhone apps, the portal provides the latest news and infotainment for Web-savvy users who want to be engaged and involved with the news they read. Learn how omy.sg is engaging audiences and generating revenues.
>> Alvin Lim, Manager, Online Marketing, Singapore Press Holdings

MediaLab: Media Literacy Project for Digital Inclusion In 21st Century
Controlinveste's MediaLab is a facility that enables young readers to actively participate in the world of journalism and media using new technologies. The project provides an excellent model for other newspapers to follow and develops an awareness of the importance of news writing and reporting. The simplicity and scale of this in-house media literacy project — with 50,000 Portuguese students in a year — is unique in the world.
>> Alexandre Nilo Fonseca, Head of Marketing, Controlinveste

Vote For Our Competitors
In 2011, La Voz del Interior capitalized on an Argentinian election by using different media platforms to connect with audiences locally and nationally — even partnering with competitors to use their platforms. Beyong print and Web, the newspaper developed a Blackberry application (7 days for free and then paid), Facebook participation, Twitter, and more. La Voz del Interior invited the top local TV and radio stations to broadcast a public debate with the candidates. Media watchers consider the venture built one of the most important audiences in the history of local Argentinian local media. And it positively impacted advertising revenue, too.
>> Pablo Bianco, Marketing Manager, La Voz del Interior

Creating Subscriber and Brand Value Through Specialised Content
The Wall Street Journal has created greater subscriber value and attracted highly targeted audiences coveted by advertisers through both expanding its breadth of lifestyle content and launching new WSJ-branded products. In the past year, WSJ has introduced CFO Journal and CIO Journal, products providing a single destination for original and editorial curated content targeted to financial and technology professionals, respectively. We will discuss the value these products have created to the WSJ franchise in terms of revenue and customer satisfaction.
>> Amy Leyh, Director, Digital Circulation Marketing, Dow Jones & Company

Mobile Engagement and Revenues for Real: No Futurology
Learn how media companies are already engaging readers and generating new advertising revenues using easy to use mobile solutions. A practical vision of what already has achieved successful results and how you can implement those concepts in your company right away.
>> Paulo Mira, President and CEO, PHD Mobi

The New DN
When Sweden's Dagens Nyheter carried out its largest makeover and relaunch in three decades, the company aimed to revitalise its brand. Thus was created the “New DN” campaign to strengthen its position with Stockholm readers, increase loyalty among existing readers, and general new business leads. The creative multi-media campaign had fantastic results.
>> Johan Othelius, Marketing and Sales Director, Dagens Nyheter

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 J.W. Marriott/L.A. Live.


Monday, May 7
Day Theme: Culture and Transformation

Audio Visual Sponsored by:


General Conference Sponsor:


Moderator: Juan Señor, Partner, Innovation Media Consulting
Faciliator: Kylie Davis, National Real Estate Editor, News Ltd.
The INMA World Congress is an interactive experience. Delegates are asked to participate in our Twitter feed, SMS questions, interact with speakers during and after sessions, and occasionally group exercises. Our moderator and facilitator lead the way.

8:00 a.m.
New Oxygen, New Growth: An Introduction
Traditional media companies transforming themselves to multi-platform companies are seeking new growth paths and new ideas to fuel those growth paths. In this introduction to the World Congress, INMA leaders will highlight new paths being taken globally while a Los Angeles Times executive shares new ideas such as The Times' recently launched membership programmes. Other topics to be covered during the conference kickoff will include mobile initiatives, integration with broadcast, and a re-thinking of reader/user perceptions.
>> Ravi Dhariwal, President, INMA, and CEO, Times of India
>> Yasmin Namini, Vice President, INMA, and Senior Vice President/Marketing and Circulation and General Manager, Reader Applications, The New York Times
>> Kathy Thomson, President/Chief Operating Officer, Los Angeles Times

8:45 a.m.
Creating the Future of News: Questions for Your Consideration
The continued dramatic evolution of the content economy and the journalism ecosystem will be the focus of this presentation by the head of news products for Google and former CEO of Salon Media Group. With a unique view of the ecosystem most don't have, this talk will focus on these seismic shifts and how all companies must now have a culture of innovation throughout their organisation: news gathering, story architecture, product design, audience development, and more.
>> Richard Gingras, Head of News Products, Google

9:30 a.m.
How to Disrupt Yourself Before Someone Else Does
Digital competitors are destroying value propositions of physical media, including newspapers and magazines. In this presentation, extract lessons for what consumers are ready to do now with platforms (not publishers), and how you can reposition your media company to take on digital disruptors by becoming one. Learn how to leverage your incumbent position — your assets, your customer relationships, your brand expertise — to deliver adjacent product experiences that can generate profits to fund big journalism for many years to come.
>> James L. McQuivey, Vice President, Principal Analyst, Forrester Research

10:15 a.m.
Networking Break

Co-Sponsored by:



Sub-Theme: Culture Change

11:00 a.m.
Where Digital-First Is Pointing Next-Generation Publishers
The “digital-first” philosophy is spreading through the newsmedia industry like a wild fire. Now that the industry has gotten through the first stages in the past 24 months, what are the next-generation implications for publishers changing the culture of their organisations, affecting what we sell, what we produce, and what we market? What is scalable and not scalable? What translates to the North American market versus markets worldwide?
>> John Paton, CEO, Digital First Media

11:30 a.m.
Implementing Culture Change Without an In-Your-Face Crisis
Swedish daily Västerbottens-Kuriren (VK) has moved to an entrepreneurial and innovation culture with a market-first approach that ties together management, employees, and owners. They have made these changes despite a solid economic base. In a multi-media environment, they have put themselves in a better position to deal with threats and opportunities. And the VK experience shows that culture change is not the exclusive domain of major publishers.
>> Sture Bergman, CEO, Västerbottens-Kuriren

12:00 noon
The Anatomy of Transformation
The Internet is forcing choices. If made definitively, these focusing decisions can lead to new growth and successful transformation. Most newspapers are unwilling to make these tough choices: inching their way down in print costs, still trying to cover every type of story, and trying to do both print and digital in the same organisation. The Deseret News has had unprecedented growth in both print and online areas by focusing its editorial emphasis on stories that are distinct to its voice for faith and family. This has enabled the company to double print circulation, launch a national Sunday, and create a separate digital division — leading to double-digit audience growth and three straight years of 50%+ online revenue growth. This session will focus on the organisation, financial, and content implications of a digital-first strategy.
>> Clark Gilbert, President and CEO, Deseret News Publishing Company

12:30 p.m.
Group Discussion: Culture Change and What It Leads To

1:00 p.m.
Lunch

Sponsored by:


2:30 p.m.
iTransformation: How One TV Network Became a Multi-Platform Media Brand (aka Maybe News Publishers Can Actually Learn Something from TV!)
The publishing and TV industries have one very important thing in common: we are both sick of being compared to the music business! The truth is this: we are all focused on taking our businesses into the digital era, while ensuring our current revenue streams continue for as long as possible. Over the last several years, Comedy Central — with a core target of young, tech-savvy guys who are the early adopters of anything that starts with an “i” — has aggressively moved its brand beyond the TV screen. In this entertaining presentation, learn how Comedy Central (or should that be iComedy Central?) is transforming its thinking and approaches to become a truly multi-platform brand.
>> Walter Levitt, Executive Vice President Marketing, Comedy Central

3:30 p.m.
Networking Break

Co-Sponsored by:



Sub-Theme: Inspiration

4:00 p.m.
The Astonishing Story of Aftonbladet's Digital Audience and Revenue Transformation
Schibsted's Swedish daily, Aftonbladet is a world leader among newpapers transforming to a digital business model. Aftonbladet is Sweden´s largest printed newsaper and at the same time is unique in attracting the majority of its readers through digital channels, Web, Web-TV and mobile devices. The newspaper has over 150,000 digital subscribers who pay for journalism and other services online. Aftonbladet is showing record profits, and online advertising revenues will even surpass advertising revenues this year. In 2011 Aftonbladet did one of the best results ever in the company's almost 200 year history. And the company is aiming to go yet further and faster. CEO Anna Settman will talk about the courage to change, and the need for change.
>> Anna Settman, CEO, Aftonbladet

4:30 p.m.
Putting the “Fun” Back Into Publishing: Culture Change Behind Re-Launch
The South China Morning Post's re-launch and branding campaign has been the talk of the Asian news industry. Just as important are the culture change elements behind the campaign whereby marketing and editorial are collaborating — which, in turns, helps drive print and online content strategy. Learn how this Hong Kong news brand has put “fun” back into publishing.
>> Anne Wong, Director of Marketing, South China Morning Post

5:00 p.m.
Conclusions of the Day
Put a fantastic day of trends, culture, reinvention, and inspiration into perspective, while setting up the second day dedicated to revenue and audience opportunities for multi-media news companies.
>> Juan Señor, Partner, Innovation Media Consulting

5:15 p.m.
Congress Sessions Conclude

5:30 p.m.-6:30 p.m.
Reception
Unwind after an intense day of conference sessions with a reception before heading out for business dinners and functions.

Sponsored by:


Tuesday, May 8
Day Theme: New Revenue and Audience Models

8:30 a.m.
Introduction
If Monday was about trends, culture, reinvention, and inspiration, how do these equate into new revenue and audience models for newsmedia companies aiming to reinvent themselves?
>> Juan Señor, Partner, Innovation Media Consulting

8:45 a.m.
Digital Revenue Models of the Future
As news publishers aim to price content and get consumers to pay for digital access, McKinsey & Company has developed a four-point look at what media companies should be prioritising in the next five years. They include consumer-paid content, next-generation premium display advertising, how to build lead-generation networks, and video. Learn about the best practices across media companies and the strategies behind these best practices.
>> Michael Lamb, Principal, McKinsey & Company

9:30 a.m.
Paid Content Models: Early Lessons for News Publishers
Cross-platform subscriptions, Web site paywalls, shifts from “subscriptions” to “memberships,” and mobile pay models are showing promise as consumers get used to paying and publishers aim for the correct formula to maximise value and revenue. In this panel presentation, learn what the cutting-edge publishers are doing in the paid content space and what the early lessons suggest for all publishers.
>> Panel Facilitator: Gary Evans, President/CEO, International Media Consulting
>> Lauren Coniglio, Senior Vice President, Consumer Development, CurtCo Robb Media
>> Jerry Harris, Managing Director, Group Newspapers and Digital Products, News Ltd.
>> Deepak Shah, Vice President of Circulation & Brand Services, The Economist
>> Paul F. Smurl, Vice President/Paid Products, The New York Times

10:45 a.m.
Networking Break

Co-Sponsored by:



11:30 a.m.
The Next Generation for Social Media Engagement and News Publishers
Sharing content has become the “secret sauce” of growing audience and engagement for newsmedia companies, yet it is a fast-moving field. In this panel presentation and discussion, learn what global leaders such as YouTube, Tumblr, and LinkedIn see with social media and what cutting-edge news publishers are doing to keep up with social media changes.
>> Claire Hawley, Director, Audience Acquisition, Los Angeles Times Digital
>> Lisa Rubenstein, Director of Outreach for Causes, Tumblr
>> Tom Sly, Head of Original Programming, YouTube

12:30 p.m.
Lunch

1:45 p.m.
Where Print Fits In the Multi-Media Revenue Model
With the intense focus on figuring out new digital models, where does print fit in the multi-media sales mix? Is it a differentiating add-on to digital? Or are there attributes to print that news publishers should be pushing related to how audiences engage and what can be uniquely communicated? This post-lunch wake-me-up session by one of the news industry's foremost consultants will delve into this tricky subject, bringing in lessons from his native Europe as well as worldwide.
>> Jim Chisholm, Consultant and Analyst, Chisholm

2:30 p.m.
Gannett's World Class Sales Initiative and the New Salesforce Competitive Distinction
Gannett launched its World Class Sales initiative two years ago involving sales and account planning, sales force core competencies, a revised sales incentive plan, stronger performance management, and a tightened pipeline management process. Learn how the U.S.-based Gannett is making its salesforce a competitive distinction.
>> Leslie Giallombardo, Vice President/Advertising, Gannett

3:15 p.m.
Conclusions of the Day
Put into perspective a strong second day dedicated to revenue and audience opportunities for multi-media news companies.
>> Juan Señor, Partner, Innovation Media Consulting

3:30 p.m.
Break

Closing

3:45 p.m.
The New Growth Path and How to Get There
The emerging revenue growth path for news publishers has little to do with selling what's been sold in the past. It is about embracing e-commerce transactions, digital advertising networks, clubs and communities, cross-platform consumer memberships, private treaties, and becoming solution providers for small- and medium-sized businesses. To pursue this revenue growth path requires a mindset shift and a re-imagination of what your brand represents to the market it serves. In this concluding address, learn what publishers should be doing now to prepare for the seismic changes to come through 2015.
>> Earl J. Wilkinson, Executive Director and CEO, INMA

4:30 p.m.
Congress Conclusions
Key learnings from the World Congress and what the year ahead looks like for INMA and its member media companies.
>> Ravi Dhariwal, President, INMA

4:45 p.m.
Congress Sessions Conclude

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 2012 competition, representing the top marketing campaigns from the past year. The 2012 Silver Shovel Award also will be presented, rewarding individual achievements in the news industry.


INMA Partner in Business:





Schedule

Sunday, May 6

9:00 a.m.-12:00 p.m.: Pre-conference Brainsnack Seminar

12:00 noon-12:30 p.m.: Annual Business Meeting

6:30 p.m.-8:30 p.m.: Welcome Reception

Monday, May 7

9:00 a.m.-5:00 p.m.: Plenary session

Tuesday, May 8

9:00 a.m.-5:00 p.m.: Plenary session

7:00 p.m.-10:30 p.m.: Awards Dinner