INMA Audience Summit

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Audience Summit

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INMA Partners In Business

Thursday, October 10

Day 1 Audiovisual Sponsored by:

8:00 a.m.
Registration and Coffee

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

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

8:45 a.m.
Membership Conversion: The Post and Courier One-Year Story
The Post and Courier in Charleston, South Carolina, converted from a traditional subscription based model to a membership model on May 1, 2012. During this session attendees will get a chance to review the planning, implementation and results that The Post and Courier experienced during the first year under their new model. Highlights of the presentation include a discussion of pay meter settings, audience engagement, web traffic impact, marketing materials and financial results.
>> Steve Wagenlander, Director, Audience Development, The Post and Courier, Charleston

9:45 a.m.
Evolving Go-To Market Tactics
Explore an approach to opening new business categories and transitioning to others, as well as utilizing responsive design in communication tools. Glimpse into an ongoing Big Data Journey. Learn how to find opportunities in our fast evolving, data-filled world and build value for our reading customers and our advertisers by altering our strategies. Darrell will share examples of how to change go-to market with advertisers and talk about an ongoing journey into Big Data.
>> Darrell Kunken, Director of Research, The Sacramento Bee

10:30 a.m.
Networking Coffee Break
Sponsored by:

11:00 a.m.
2013: The Year of Video
With the proliferation of devices that offer viewing any time, anywhere, all eyes are on online video in 2013. But what does it take to get your video watched when about 15 hours of video were uploaded to YouTube alone in just the time it took you read this far?

In this study, The New York Times Customer Insight Group provides a comprehensive look at the motivations - and devices - that are driving online video growth, why social is so important, how an age of online video is transforming our relationship with television - and how marketers can re-imagine this emerging medium in ways beyond repurposed TV commercials.
>> Brian Brett, Executive Director of Research, Customer Insight Group, The New York Times, New York

12:00 p.m.
Sponsored by:

1:15 p.m.
Chronicling One Company's Journey to Intelligent Marketing
The journey from naiveté to intelligent marketing can often be circuitous and frustrating - particularly for those firms that don't have a good sense of what the finish line should look like. Tom Ratkovich, whose companies have helped more than 200 publishers navigate that path, will chronicle one company's successful migration from ignorance to intelligence by embracing the concept of "beginning with the end in mind." In so doing, Tom will provide attendees with the critical elements to designing and implementing a road map to marketing automation and optimization.
>> Tom Ratkovich, Managing Partner, Leap Media Solutions, Castle Rock

2:15 p.m.
Print & Digital - Meet Augmented Reality
Many believe that “augmented reality” is the wave of the future and Aurasma is the tool that brings the future to our front doors. Learn how newspapers around the globe are maximizing revenue opportunities utilizing this new technology that brings the printed word and photography to life. Watch as your photos become 30 second commercials on your readers smart phones and tablets. Augmented reality is taking the younger generation by storm, learn how to become part of the storm by riding the wave that is just now building up a head of steam.
>> Rob Whitehurst, Head of Strategic Partnerships, Aurasma, New York

3:15 p.m.
Networking Coffee Break
Sponsored by:

3:45 p.m.
What's Next For Consumer Technology
The future of the PC, phablets, wearable computers, mobile advertising, TV cord-cutting, and password security (or insecurity) are among the topics to be covered in a presentation based on Deloitte's 2013 TMT Predictions report. The presentation will include a sneak peek at 2014.
>> Duncan Stewart, Director of Research, Deloitte, Toronto

4:45 p.m.
Overview and Takeaways

5:00 p.m.
Day Concludes

5:00 p.m.-6:00 p.m.
Cocktail Reception

Friday, October 11

8:00 a.m.

8:30 a.m.
Welcome and Overview
Chris Christian, Day Chair, and Vice President, Mather Economics, Roswell

Jordan Salmon 8:45 a.m.
Loyalty in Las Vegas
In this session, we will discuss the evolution of loyalty programs in Las Vegas including MGM Resorts International's “M life.” A changing business model, increased competition and shifting demographics have necessitated the ability to rapidly adapt in order to win market share. This session will cover loyalty mechanics such as points and tiers as a way to change consumer behavior, promotional offers and targeted marketing, as well as innovation and technology.
>> Jordan Salmon, Executive Director of Corporate Marketing Strategy, MGM Resorts International, Las Vegas

9:30 a.m.
Building and Monetizing Your Circulation Database
Your circulation database is a literal gold mine! Learn the art of growing relationships with your customers. Unlock your market's potential by using timely key data to generate communication with your customers on a very personal level. The presentation illustrates the life cycle plan, promoting your customers to becoming your best customers, and thinking about new ways to reach your audience.
>> Scott Stines, President, Mass2one, Hiawatha

10:15 a.m.
Networking Coffee Break
Sponsored by:

10:45 a.m.
More Science, More Profits
Backed by a history of successful case studies and proven results, many are paving the way through this evolving industry to provide publications with customized pricing strategies that boost subscription and audience revenue resonating with both new and existing customers. Learn how to manage profitability on an individual subscriber level. Using test groups made up of a small portion of your subscribers to determine optimal price points for each customer based on their specific subscription history (tenure, starting price, delivery schedules and demographic information). Based on these findings throughout the industry, you'll be able to implement changes to your price points that will increase subscription revenue while still allowing you to maintain a strong wealth of subscription renewals and acquisitions when applied to your subscriber base as a whole.
>> Moderator: Kathleen Coleman, Director of Sales & Marketing, The Spokesman-Review, Spokane
>> Jim Fahey, Director of Research, Star Media Group, Toronto Star
>> Jim Fleigner, Managing Partner, Impact Consultancy LLC, Santa Monica
>> Matt Lindsay, President, Mather Economics, Roswell

11:45 a.m.

12:45 p.m.
Membership Models: The Nexus of Brand Engagement and Audience Monetization
As many news media companies have implemented various paid content models over the past few years, a growing number of organizations are embracing the notion of membership. In this concept, premium audiences are entitled to not only print and digital content, but value-added services, rewards and events. Most importantly, the gathered customer intelligence becomes a valuable strategic asset for ongoing revenue, content, and audience growth efforts. During this session, you'll hear from senior executives at news media companies that have successfully implemented membership programs, and how these initiatives are supporting a longer term strategic play that creates stronger brand affinity and reaffirms their organization's position as the hub connecting buyers and sellers in the local market.
>> Moderator: Daniel Williams, Chief Executive Officer, Leap Media Solutions, Lyme
>> Frank Horvath, Vice President of Circulation and Membership, Los Angeles Times
>> Michael Moses, Consumer Marketing and Audience Development Director, The Day Publishing Co., New London
>> Kerry Turner, Director/Circulation, Frederick News-Post, Frederick

1:45 p.m.
Networking Coffee Break

2:00 p.m.
What to Expect When You're Expecting ... a Digital Subscription Launch

So you've decided to launch a digital subscription. Congratulations!

Learn how to navigate the launch and the first 12-18 months. Join us as Amy and Sean share early wins, challenges and what they wish they had known a year ago. Expect to take-away important recommendations and tips to make your launch a success!
>> Moderator: Lynne Brennen, Principal, New Leaf Media Consulting, New York
>> Amy Leyh, Vice President, Digital Subscription Sales and Loyalty, Gannett, McLean
>> Sean Humphrey, Vice President of Marketing, The Globe and Mail, Toronto

2:45 p.m.
The Emerging News Media Outlook for 2014 and Beyond
Look beyond the horizon, and what do you see? A multiplicity of revenue streams replacing or enhancing print advertising. A "newspaper" evolving into a marketing solutions agency that happens to believe fervently in great journalism. A re-definition of audiences and their value, ranging from high attractiveness to advertisers to revenue-generators themselves. Before you leave the Audience Summit, learn what the next big subjects for news media companies will be and where your company fits into that conversation.
>> Earl J. Wilkinson, Executive Director and CEO, INMA, Dallas

3:30 p.m.
Takeaways/Summit Wrap-Up

3:45 p.m.
Summit Concludes

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