SIIA Content Forum 2007 - April 15-17 - Palace Hotel - San Francisco
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Content Forum Schedule
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5:30 - 7:00 PM
Welcome Reception


7:30 - 8:30 AM
Registration & Continental Breakfast

8:00 - 8:30 AM
Welcoming Remarks

8:30 - 9:30 AM
Opening Keynote:
Stephen MR Covey, CEO, CoveyLink Worldwide

10:00 AM - 10:15
Content Forum Opening Remarks

10:15 - 11:00 AM
Scott Moore, Head of News & Information for the Yahoo! Media Group

With this portfolio, he's responsible for setting content strategy across various verticals, and integrating user generated content, original content, and of course licensed content from traditional media providers. This year alone, Scott has overseen several groundbreaking deals with traditional media, a few highlights include:

  • Reuters and Yahoo! launched a citizen journalism newswire, "You Witness News"
  • Yahoo! News is now the official/exclusive home of 60 Minutes
  • ABC is the premier provider of video news on Yahoo!
  • Fox News is the premier provider of business news to Yahoo! Finance, including web exclusive market updates on the hour
  • CBS provides (exclusively) local news video from every CBS owned network
Yahoo! is working to help define the next generation of media, and we're doing it by working with different providers of all types, sizes and formats.

11:00 - 12:00 PM
Web 2.0 Mashups Boot Camp
With new AJAX software tools and API's, new derivative works can be created easily using more than one content source on the web. How are applications utilizing Google Earth being implemented? Learn how content producers can utilize this technology to enhance the user experience and deliver content to their customers.

  • What's different about mashups?
  • Examples of popular mashups
  • Anatomy of a mashup
  • Utilizing the technology to deliver a content product.
Jean Bedord, Senior Analyst, Shore Communications, Inc.
Simon Bradstock, Vice President, Corporate Products; Dow Jones
Tim Ramos, President and Chief Executive Officer, Before the Call
John Taschek, Vice President, Market Strategy,, Inc.

12:00 - 1:00 PM
Networking Lunch:
Content & Software Convergence and the Impact of Mobility

with Software Strategy Summit Attendees
Sponsored by Generate, Inc.
Lines are blurring between content and software...what is software vs. content....and now everyone faces the issue of how to do things differently to accommodate mobile devices. Are mobile devices such a paradigm shift that new content and software players will emerge that do not have a footprint in the pre, or non-mobile world? To try and divine the future a group of software and content strategists will discuss the following topics:

  • Have proprietary platforms gone from money producing differentiators to commodities? Can publishers continue to be pipe agnostic?
  • What is the state of business models as content and applications leap to the small screen?
  • How do needs vary by vertical?
  • Where are content players going? How about software? And is there a convergence?
  • The desktop to web top idea? What would happen if you unplugged from the 'net? What does that mean for content providers?
  • What is the potential of content companies as technology competitors especially when the whole web gets stored on a flash drive?
Brian Vile, Vice President, Macrovision
Jeff Cutler, Chief Revenue Officer; Answers Corporation
Lior Nir, Director, Product Marketing, Nokia Enterprise Mobility Solutions

1:30 - 2:00 PM
Undiscovered Genius Interview
Ezra T. Ernst, CEO Swets North America
Interviewed by Frank Bilotto, Vice President, Publishing and Digital Media; MuseGlobal, Inc.

2:00 - 3:00 PM
Integrating Content into Workflow
What Does Workflow Integration Mean to Your Customers?

Explore the spectrum of integration possibilities! Workflow in one market may rely on industry standard software applications. To integrate into that workflow your content must be available within those applications. Another market may be well served by a collection of content products supported by analysis and presentation tools available through a web interface or intranet. In still another case, being able to look up an industry specific term without leaving MS Word could be all the workflow support they require. How can someone benefit from your content in their workflow? Where and how can you meet your customers in their workflow?

  • Does creating content for workflow products differ from building traditional print and electronic products?
  • Must workflow integration be all or nothing?
  • Can you create content for workflow integration and your standard content products using the same process?
  • What else do you need to do to support a workflow integration product? Do you need to offer implementation and training services? Can your existing sales and marketing functions support these products?
Ann Michael, Founder, DeltaThink
Bill Burger, VP Marketing, Copyright Clearance Center
Sasha Gurke, SVP & Co-Founder, Knovel Corporation
Jim Reeves, SVP of New Product Development, Thomson RIA

3:00 - 3:30 PM
Networking Break

3:30 - 4:15 PM
Publishing 2.0 Models:
Core Lessons - The Good, the Bad and the Ugly of Publisher Strategies

Broadcast media began offering episodes of television programs online for download or uploaded clips from programs to the Internet and have seen increased viewership and additional advertising revenue. How can established publishers use new technologies to make money either in new Web 2.0 applications or to generate additional revenue from established products? Representatives from both sides of the spectrum will be joined by a publisher who has embraced new strategies to discuss the obstacles and solutions to making this technology work for content providers.

  • What are the pros and cons of adopting social media strategies?
  • Can revamping established publishing tools to compete in social, online world, generate revenue or save expenses?
  • Has adopting social media strategies in articles posted to a publisher's website increased paid subscriptions for print publications or increased revenue from higher online page views?
  • Does offering free content generate interest or create market for paid content?
Chris Tolles, Chief Marketing Officer,
Yves Auger, Director of Operations and Web Technologies, Transcontinental Media
Adam Bernacki, Vice President, Sales and Licensing; Leadership Directories
Paul Forster, CEO and co-founder, Indeed

4:15 - 5:30 PM
Everything I Need to Know I Learned in Second Life
Once the purview of hard-cord gamers, virtual worlds are maturing into real communities with significant economies. The best known of these is Second Life, an online world populated by thousands of users. In these worlds, everything is content that can be bought and sold. Traditional media companies like Reuters and CNet operate Second Life news bureaus alongside entrepreneurs who earn a good living by selling other Second Lifers digital clothing and accessories.

A virtual world makes an excellent sandbox for trying new ideas -and companies of all sizes have begun testing products and concepts within Second Life before they hit the 'real world,' along with its real costs. At the same time, a virtual world raises new challenges in the content arena - who owns an individual's image? Where are the boundaries between content creation and content consumption?

Those in the content game, whether or not they operate in a virtual world, can learn helpful lessons on everything from product development to copyright protection from the likes of Second Life.

This session will focus on B2B players in Second Life, offering case studies from a marketing firm that helps companies make the leap, first-hand experiences from a company operating “in world,” and observations from a content specialist who can put Second Life into the broader context of today’s Web technologies.

Patrice Curtis, Managing Director; Curtis Research Group
Russell Miyaki, VP National Interactive Creative Director; TMP Worldwide
Valerie Williamson, VP of Marketing and Business Development; Electric Sheep Company

6:00 - 8:00 PM
Networking Cruise
sponsored by Macrovision

This cruise provides maximum networking opportunities for Content Forum & Software Strategy Summit attendees while offering spectacular views of Alcatraz and the Bay Bridge. (Buses begin to depart at 5:00PM)


7:30 - 8:30 AM
Registration & Continental Breakfast

8:30 - 9:15 AM
Opening Keynote
David Hills, President and CEO, LookSmart

9:15 - 10:15 AM
The Top Line: Who Pays, Why and How?
There is, of course, no free information or information service because customers, intermediaries, advertisers or sponsors all pay.

The products they pay for are undergoing changes: Ad-supported, 'good-enough' and even great online information products and services are increasingly available, while subscription services for must-have, need-to-know products are working to expand their valuable franchises. Meanwhile, business media publishers are moving toward more online information services and content licensing.

  • From the information providers' perspective, the panel will discuss the trends and issues in 'who is paying' and will present a few best-practice case studies about balancing ad and subscription sales operations.
  • From the customer/user perspective, the panel will report on the receptivity of users to ads in their must-have, need-to-know information services.
  • From the perspective of investors and the M&A community, the panel will report on how companies with ad-supported, subscription and mixed business models are valued in the transaction market place.
George Beckerman, Managing Director, Marlin & Associates
Cindy Hill, Consultant & Past-president SLA

10:15 - 10:45 AM
Networking Break

10:45 - 11:45 AM
SEO, Yours, Mine or Ours?
Large publishers, small publishers, aggregators, syndicators, vendors and search engines are all learning about SEO and the benefits that it provides. We are starved for the traffic and attendant ad revenue that SEO can create. We seek the eyeballs that help us to generate a ubiquitous brand--the eyeballs that SEO can deliver. We know that the proper use of SEO can replace the revenue that we are losing in other quadrants. We'll hear from a publisher, a vendor and an independent third party, each involved in SEO. Each will explain their views. Real-world scenarios will be painted and reactions sought.

  • How do publishers react when their licensees want to SEO the content, in addition to the publisher?
  • Does the vendor hurt or help the publisher when its SEO rivals the publisher's position in Google search results?
  • What mix of vendor, publisher, licensor and licensee SEO is right.....and why?
Randy Marcinko, Chief Executive Officer, Marcinko Enterprises
Bruce Clay, President; Bruce Clay, Inc.
Jill C. Konieczko, MLS, Director of Information & Research Services, U.S.News & World Report
Paul Mouton, Director of Business Development, Thomson Gale
Harlan Ratzky, Vice President & Director,

11:45 - 12:30 AM
Technology Showcase
All companies have different ways in which they evaluate new vendors, products and technologies. Some have vendor fairs while others construct an elaborate system of RFQs and RFPs to vet contenders as the consider bringing them into the fold. In order to illuminate this process, we have asked leading service and technology vendors to present their offering to American City Business Journals as a potential client. Each presenter will have five minutes to present their pitch and then take five minutes of Q&A from the “client”.

Barry Bealer, President & CEO; Really Strategies, Inc.
Charlie Terry, President; Inc.
Jean-Paul Chauvet, Vice-President, Sales, Nstein Technologies Inc.
Levy Cohen, CEO, Collarity, Inc.
Todd Mickelsen, Vice President, Publishing Applications, Fast Search & Transfer, Inc. (FAST)

12:30 - 1:30PM

1:30 - 2:30PM
CEO Panel
A panel of member CEOs that represent present and past participants for the SIIA's prestigious Codie Awards will discuss what it takes to create award winning products, as well as share insights on product strategies and managing the product lifecycle.

Ed Keating, Vice President, SIIA
Tom Aley, President & CEO; Generate, Inc.
Steve Goldstein, Chief Executive Officer; Alacra, Inc.
Mike Pickett, Chairman and CEO; Onvia, Inc.

2:30 -3:30 PM
Endnote Keynote:
Janice R. Lachance, Esq., Chief Executive Officer, Special Libraries Association

The Honorable Janice R. Lachance is the 13th chief executive of the Special Libraries Association. A seasoned leader and communicator with more than 20 years experience in public service and governance, Janice is a collegial executive and team player with a concertmaster leadership style that inspires both allegiance and hard work. From 1997 to 2001, Janice was the Director (CEO) of the U.S. Office of Personnel Management (OPM), the federal government's independent human resources agency. Appointed to this position by President Bill Clinton and unanimously confirmed by a bi-partisan U.S. Senate, Janice provided policy and program leadership for 1.8 million federal employees.

5:00 - 6:30PM
Content Division Codie Awards Reception

6:30 PM - 12:00 AM
Codie Awards Gala
Sponsored by Deloitte

Gold Sponsor - Copyright Clearance Center Networking Reception Sponsor - Macrovision Silver Sponsor - SLA Networking Lunch Sponsor - Generate Bronze Sponsor - Mark Logic Bronze Sponsor - nStein Industry Partner - InfoToday Industry Partner - Leadership Directories Industry Partner - MarketingSherpa Industry Partner - Red Herring Industry Partner - Talent Pool News Industry Partner - VentureDeal Industry Partner - VIP
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