Schedule
Schedule may be subject to last minute changes.
Wednesday, June 5 | |
9:00 AM - 12:00 PM | PRE-CONFERENCE WORKSHOP I
Data Bootcamp will go beyond the data hype and give you straight talk on why the data business is the hottest segment of the information industry and how it will continue to grow. We’ll identify the trends that are the most meaningful and profitable. We’ll dispel the misconceptions about Big Data and reveal what about it is most relevant to your business. Most importantly, we’ll discuss how to identify opportunities in your own market and within your own organization. This is going to be a fast-paced session, but if you are new to the data business or just confused by it, the Data Bootcamp will give you a clear understanding of where data fits in your future. Presenter: Megan St. John, Managing Director, InfoCommerce Group |
9:00 AM - 12:00 PM | PRE-CONFERENCE WORKSHOP II
The key to profitability for online publishers lies in traffic: Traffic that delivers impressions for your ads, and traffic that you can turn into an eager audience willing to buy your products. How to build traffic? The Mequoda Method of organic audience development is the answer for dozens of publishers large and small, both B2B and B2C. First, effective keyword research represents the core of all organic marketing activities. Learn the tips and tricks of the Google Keyword Tool, and how it’s used to gauge your audience’s information needs and map your website’s navigational taxonomy. Discover how to truly serve and build your audience, become a leader in your niche and generate more conversions through effective keyword research. Once you’ve learned the secret of SEO keyword research, put those keywords to work for you. We’ll share a real world case study of a Mequoda Method SEO campaign that uses free content, keywords and SEO marketing on your website, in outbound emails and on social media to generate millions in revenue. Take this this campaign structure home to replicate, and watch your audience bloom and your profits take off. Panelists: Don Nicholas, CEO, Mequoda Group Norann Oleson, Analytics Manager, Mequoda Group, LLC |
12:00 PM - 1:00 PM | MAIN CONFERENCE REGISTRATION & EXHIBITOR SHOWCASE The doors open at Noon. Register early and get a head start checking out the Exhibitor Showcase. There are plenty of tables and areas for formal and informal business meetings before our main program begins. |
1:00 PM - 2:00 PM | WELCOME & KEYNOTE ADDRESS I Leading in the New Mobile Economy Yankee Group, the preeminent research and advisory firm equipping the enterprise to profit in a mobile world, will discuss its most recent research on these topics as well as how they have transformed their business model to leverage these trends to provide their clients with a range of actionable data, insights and advice targeted to decision makers driving the mobility revolution in leading companies worldwide. Host: Meg Hargreaves, Conference Chair; Senior Vice President & Publisher, Federal Legislative Services, CQ Roll Call (The Economist Group) Keynote: Terry Waters, President & CEO, The Yankee Group |
2:10 PM - 3:10 PM | Breakout Sessions |
Bonus Session | Copyright for Publishers Publishing in today’s environment means working within a variety of models. These models may entail the use of original content and may use republished, repurposed, adapted and recycled content. What does this mean in terms of copyright law? Since content is a key common denominator across models, publishers need to understand how copyright law protects that content. Key copyright issues include: the nature of protected content; ownership of content; how that content is legally protected and what rights protect it; how to license and assignment content in order to monetize it and monitoring unauthorized uses of content. Proper copyright knowledge will ensure that you have maximum protection in the one constant in your various publishing models. Presenter: Lesley Harris, Attorney, Copyrightlaws.Com |
Track 1: Audience Engagement | Information Now: Getting Attention in an On-Demand World People now expect information on demand, just as they now rely on entertainment on demand. Audiences will quickly leave your website or stop reading your newsletter if it doesn’t provide what they need right now. Sound bites, Facebook, Twitter, Instagram, Pinterest… are now used regularly for business. How do we engage with this audience effectively to establish our thought leadership and keep them coming back for more? Panelists: Luis Hernandez, Director of Publishing, Thompson Publishing Group Charity Sack, Director of Communications, American Academy of Actuaries |
Track 2: Sales & Marketing | Shopping Cart Marketing: Today's E-Commerce Oh there are so many new tricks of the trade to drive revenue online! This is a must-attend for anyone who has an online store. In this creative session we’ll discuss the main elements needed to gain the most possible revenue from your online shopper. You will learn creative tactics to drive store traffic, how to maximize cross-selling inside the store, how to drive multiple sales and longer visits from each shopper, and how to use trigger emails and other post-visit relationship tactics to keep your customers coming back. Panelists: Jason Kowal, Leader, Digital Design, Global Thinking Jennifer Schwartz, Senior Vice President and Group Publisher, Access Intelligence |
Track 3: Monetizing Your Content: Creative Ways to Drive Top Line Growth | eLearning Fundamentals: A Step-by-Step Guide to Launching Digital Training Content There are so many things to do to generate revenue from digital training, where should we begin? In this interactive session real-life case studies will provide you with lessons learned and pitfalls to avoid when launching your digital training/eLearning business. You will leave this session energized with a wealth of knowledge imparted from your peers, a Checklist for Launching Digital Training, and a List of Pitfalls to Avoid. Here are some of the questions you’ll get answered during this interactive session:
Panelists: Rick Longenecker, President , PrepSim Health, LLC & Armature Group, LLC Rob Ransom, CEO, Bongarde Media, Inc. |
Track 4: Content Delivery in a Digitally Fragmented World | Digital First: What Does It Really Mean for Your Organization? Most publishing companies were built with an expectation that content would flow exclusively to print. Editorial and production workflows, schedules and deadlines, software systems were all built around putting words on paper. As our publishing world shifts to multiple delivery formats, all of these traditional approaches need to be challenged and changed. How do you retrain editors? Who codes for digital content? How many coders do you need? What can you outsource? What operational issues will you face during the transition? Do you face the potential loss of valuable content creators who can't cope with new technologies and approaches? Get answers to these questions and more to help you maximize your workflow and accelerate your move towards a "digital first" future. Panelists: John Dineen, Vice President, Digital Strategy & Content Delivery, CQ Roll Call (The Economist Group) David Famiano, Senior Editor, John Wiley & Sons, Inc. Andy Swindler, President, Astek |
Track 5: Managing Your Business: Strategy & Finance for Publishers | Strategy: Adventures in Adjacent Markets: Case Studies in Success The most dangerous phrase in specialized publishing today is "let's sell this product to our secondary market customers." One estimate is that less than 5% of business plans aimed at these less motivated customer groups meet forecast, and most of the rest fail completely (or lose money for years). Panelists: Heather Farley, Divisional President, Access Intelligence, LLC David Foster, CEO, Business Valuation Resources |
3:10 PM - 3:30 PM | AFTERNOON BREAK & EXHIBITOR SHOWCASE |
3:30 PM - 4:30 PM | Breakout Sessions |
Track 1: Audience Engagement | Social Media - The Big Picture for Marketers Every publisher knows they need a Facebook presence; they must tweet content and lead conversations on LinkedIn. Social is an important tool in your marketing plan. We’ll discuss real campaigns and their success – or failure, lessons learned and how you can get beyond the “like.” Panelists: Tammy Gordon, Social Media Director, AARP Rachel Yeomans, Vice President, Account Strategy, Astek |
Track 2: Sales & Marketing | All About Email Make no mistake, email marketing is still one of the biggest drivers of revenue to our businesses and offers the greatest ROI potential. It’s what sustains much of our ancillary businesses including webinars, reports and books - and remains a driving force behind successful conferences and subscription services. However, email marketing poses more challenges than ever – from inbox overload to spam filters to building/maintaining a viable email list. Attend this session so you can get the most from your blasts and campaign series. We’ll discuss everything from list hygiene, resends, offers, list building and management, copy, and creative designs that get through filters. Panelists: Jeanne Jennings, Consultant, Email Marketing Strategy, JeanneJennings.com, Inc Dawn Lewis, Marketing Director, Oil Price Information Service (OPIS) |
Track 3: Monetizing Your Content: Creative Ways to Drive Top Line Growth | Using Technology & Analytics to Enhance Your Content Did you ever wonder how you could, or should, be leveraging technology to create and enhance your content? Fasten your seat belts, this interactive and dynamic session will be led by Darrell W. Gunter, CEO of the Gunter Media Group, Inc. He will outline the tools, technology and analytics that allow you to organize, search and most importantly, augment your current content and derive new products. Join us as Darrell navigates through new tools that will create new content by leveraging exciting new technology … and create new pathways to profits for your company. This session will be interactive and involve the audience, come prepared with your questions! Presenter: Darrell Gunter, President & CEO, Gunter Media Group, LLC |
Track 4: Content Delivery in a Digitally Fragmented World | There's Life in That Desktop! Making Money Without Apps, Tablet or Mobile Most of the talk about "digital content delivery" involves apps and tablets, because that's the shiny new thing. But that's not where most of the money is. (At least not yet.) Publishers still generate more revenue from the well-worn paths - subscription services on the desktop, ad-supported content, or digital subscriptions delivered by email. So while you're trying to keep up with the cool kids and their smart phones, remember that there's still money in that old-fashioned PC. This session will outline successful business models that still work - without an app. Panelists: Mike Davis, IT Manager, CD Publications Robert Harrelson, Chief Executive Officer, Inside Washington Publishers Jim Rogers, Assistant Publisher & Editorial Director, CD Publications |
Track 5: Managing Your Business: Strategy & Finance for Publishers | Strategy & Finance: Mastering the One-Page Business Plan When you come to this interactive, power-packed workshop, not only will you get tips and best practices for growing your business, but you’ll also walk away with the tools you need to create a customized one-page business plan for your organization that you can begin using immediately. In this workshop, we’ll provide you with the key questions you need to answer in order to create your one-page plan, suggestions for areas of improvement, examples of one-page plans from 2 publishers, tips for working on (instead of in) your business, suggested objectives (so you can measure your results), and much more. In addition, we’ll give you a one-page focus sheet that will help keep you on track after implementing your business plan. This workshop will help you get started on your personalized one-page plan so that you and your team can work together to complete and implement it. Panelists: Stephanie Eidelman, President & Publisher, insideARM.com & insidePatientFinance.com Stephanie Williford, CEO & Publisher, EB Medicine |
4:40 PM - 5:50 PM | INTERACTIVE ROUNDTABLES SESSION Always a crowd pleaser, our Interactive Roundtable session provides you with a great opportunity to swap ideas and war stories with your fellow attendees on a variety of hot publishing topics. Switch tables three times during this fast-moving session to get all of your toughest publishing questions answered! Topics will include: AUDIENCE ENGAGEMENT TOPICS Search Engine Marketing Free and Premium Marketing Automation Tools SALES & MARKETING TOPICS List Building & Audience Development Conference Marketing Social Media MONETIZING YOUR CONTENT TOPICS Webinars 101: How to Build a Profitable Webinar Program The Education Market: What Publishers Need to Know Tablet 101 CRM-arama Leader: Lindsay Konzak - Vice President, Gale Media MANAGING YOUR BUSINESS TOPICS Leveraging Advisory Boards Leader: Guy Alvarez, Marketing Strategist, Good2bsocial Karen Billings, Vice President, Education Division, SIIA Cynthia Carter, President, FDAnews Leslie Davidson, President, Davidson Direct Lindsey Fuller, Show Director, Access Intelligence Jeff Grizzel, Conference Director, FDAnews Lexie Gross, Vice President of Sales, Business Valuation Resources Alane Keller, Marketing Director, Investing Daily Lindsay Konzak, Vice President, Gale Media Thomas O'Connor, Managing Director, Berkery, Noyes & Co. Larry Schwartz, President, Newstex, LLC Megan St. John, Managing Director, InfoCommerce Group Dionne Williams, Direct Marketing Manager, CQ Roll Call Stephanie Williford, CEO & Publisher, EB Medicine Susan Woodard, Corporate Marketing Director, Panacea Healthcare Solutions, Inc. John Yurkanin, Director of Business Development, RigData Jasen Zubcevik, Marketing Manager , CQ Roll Call (The Economist) |
5:50 PM - 6:45 PM | WELCOME NETWORKING RECEPTION |
7:00 PM - 9:00 PM | New Member Dinner (Dutch treat) Why let the networking stop after the reception? Join other SIPA members for a networking "Dutch treat" dinner at a local restaurant, and get to know some of your fellow members (and the city)! If you haven't signed up, please do so at the Registration table. Host: Robert Brady, Chief Executive Officer, Business and Legal Resources (BLR) Ronn Levine, Managing Editor, Specialized Information Publishers Association (SIPA) |
Thursday, June 6 | |
6:45 AM - 7:30 AM | HEALTH & WELLNESS: MORNING 5K FUN RUN IN DOWNTOWN DC WITH SIIA PRESIDENT KEN WASCH Begin your day with a healthy stretch and quick walk or run through the beautiful streets of our Nation's Capital! This is a great way to meet your fellow SIPA delegates and get a workout in, too. Meet in the Capital Hilton lobby. Host: Ken Wasch, President, SIIA |
7:15 AM - 8:15 AM | MARKETING DIRECTORS ROUNDTABLE Marketing directors, join this roundtable discussion to swap ideas and tips, and get your questions answered. Come prepared to share what's working for your company and what you're testing. Host: Denise Elliott, Vice President, Marketing, The Kiplinger Washington Editors, Inc |
7:15 AM - 8:15 AM | EDITORIAL ROUNDTABLE Join other editorial staff at this roundtable discussion to swap ideas and get your questions answered. Come prepared to share your best tips and what challenges you face, so you can give and get advice from your peers. Host: Luis Hernandez, Director of Publishing, Thompson Publishing Group |
8:00 AM - 8:30 AM | REGISTRATION, CONTINENTAL BREAKFAST & EXHIBITOR SHOWCASE The doors open up at 8AM. Come on in, enjoy some coffee and breakfast, visit the Exhibitor Showcase and get business started. There are plenty of tables and areas for formal and informal business meetings. |
8:30 AM - 9:20 AM | KEYNOTE ADDRESS II Is content marketing another kick in the stomach for publishers? Everyone's talking about "brand journalism," "content marketing" and "native advertising." In a world where advertisers create, aggregate, curate and syndiate their own content, is there still a role for publishers? Will advertisers compete with publishers for consumer attention, or will the bonds between publishers and advertisers grow stronger than ever? In this presentation, Joe McCambley, co-founder of The Wonderfactory in New York, will discuss the path that led Coca-Cola to become one of the world's newest specialty publishers. He'll also give a glimpse of what advertising might look like when advertisers think like publishers and publishers think like advertisers. Keynote: Joe McCambley, Co-Founder, The Wonderfactory |
9:30 AM - 10:30 AM | Breakout Sessions |
Bonus Session | SIIA Public Policy Roundtable: Overview of Issues Join SIIA veterans Keith and David for an incredibly informative session about Public Policy and anything else - on Capitol Hill or in the legal arena - that you would like to know about. Take advantage of SIPA's exciting new representation. Panelists: Keith Kupferschmid, General Counsel & Senior VP, Intellectual Property & Enforcement, SIIA David LeDuc, Senior Director, Public Policy, SIIA |
Track 1: Audience Engagement | Segmenting & Micro-targeting: Know Your Audience Your audience comes from many sources; subscribers, followers, prospects, attendees, visitors, likes, members and more. The trick is to mine this data and engage the right audience at the right time. In this session you will learn: Panelists: Elie Ashery, CEO, RegReady, Gold Lasso Christine Dobday, Marketing Strategist, Peace Corps |
Track 2: Sales & Marketing | Renewals: Keep the Engine Running! A lot has changed in our business, but one thing remains the same: Renewing subscribers is among the most profitable things we do. While the formats in which we deliver content have changed, successful and sound practices to renew customers and foster strong relationships are still at the root of our business and require sound fundamentals. In this session, we will discuss renewal tactics for print, online and email services. We’ll review relationship programs that keep your subscribers engaged and connecting, and creative renewal programs that will increase your renewal rates. Whether you sell single subs, groups or site licenses, this session is a must. Panelists: Laurie Hofmann, Group Marketing Director, Access Intelligence, LLC Jim Sinkinson, President , Bulldog Reporter |
Track 3: Monetizing Your Content: Creative Ways to Drive Top Line Growth | Stretch Your Content to the Limit: Rules, Risks and ROI in Content Licensing Your company has created great content. Now what? The sky's the limit for monetizing it, but does everyone in your company, besides upper management, really understand the full revenue potential of your information, including leveraging your content via aftermarket licensing opportunities? This session will cover the full landscape of revenue opportunities in publishing and republishing in aftermarkets, and what key risks exist in the publishing life cycle. You'll also get first-hand practical advice on how to protect your company from the risk of losing control of your content in the aftermarket process. Learn about content licensing, copyright, relicensing, pricing strategies and outsourcing. Panelists: Andrea Broadbent, Director, EBusiness Development And Licensing, McGraw Hill Financial Andrew Elston, Chief Executive Officer, iCopyright Corporation Angus Robertson, Principal, Robertson Advisors, LLC |
Track 4: Content Delivery in a Digitally Fragmented World | Case Studies: What's Working on Mobile & Tablet Adoption of Smartphones and tablets is proceeding at a dizzying pace. Most of your subscribers have one or the other, and many of them have some expectation that you'll be able to deliver content to their device. There are a lot of paths and a lot of choices. Which ones actually work - for you and for your customer? This session will review examples where publishers are actually making money with content on mobile and tablet devices. Panelists: Barry Graubart, Vice President, Product Strategy, Connotate Andy Swindler, President, Astek |
Track 5: Managing Your Business: Strategy & Finance for Publishers | Breakthrough Product Innovation, Part I: Idea Generation & Vetting This workshop was such a hit at SIPA’s Digital Publishing & Marketing Conference in Miami, that we’re repeating it for those who missed it or who want another immersion in how to create breakthrough products, revenue models, operational efficiencies and distribution channels. In Part I, you dive into the Customer Empathy Map exercise to deepen your understanding of your market. Then, using the creative, lateral-thinking skills and mind-mapping techniques you’ll learn at the workshop, you’ll actually generate innovative ideas you can take back to your publishing company. But not before vetting them with the help of the Business Model Canvas, a proven, analytical tool our speakers will show you how to use. At the conclusion of Part I, you will have the framework you need to be an expert in how to combine divergent and convergent thinking to publishing innovation. And you’ll be ready for Part II, turning ideas into real products and operational efficiencies. Leader: Dan Brown, Principal & Certified Leadership Coach, Xponential Publishing Consultants Stephanie Eidelman, President & Publisher, insideARM.com & insidePatientFinance.com |
10:30 AM - 11:00 AM | MORNING BREAK & EXHIBITOR SHOWCASE |
11:00 AM - 12:00 PM | Breakout Sessions |
Track 1: Audience Engagement | Keep Them Coming Back: Using Content to Build an Engaged Audience Learn how to transform your marketing and build a content marketing strategy that will engage your audience and grow your business. Panelists: Bowman Cox, Managing Editor, The Gold Sheet Nicole Nigh, Digital Strategist, Ogilvy Public Relations |
Track 2: Sales & Marketing | The Directs! Direct Marketing Keys to Success With all the new and more exciting channels out there, our skill development in the more traditional channels is getting the short shrift even though direct marketing makes up our largest spend each year and generates the most revenue. Don’t miss this panel of email, direct mail and telemarketing experts who will share the latest strategies from each channel that drive sales. We’ll discuss using The Directs for subscription marketing, conferences, books, and ancillaries. Learn what’s working in today’s environment so you can maximize your ROI and drive greater revenue to your business. Panelists: Laura DeSimio, Marketing Director, Atlantic Information Services, Inc. (AIS) Denise Elliott, Vice President, Marketing, The Kiplinger Washington Editors, Inc Eleanor Jones, Director of Strategic Marketing, Business Management Daily |
Track 3: Monetizing Your Content: Creative Ways to Drive Top Line Growth | Case Studies: Don't Bring Green Bananas to the Mother Monkey, and Other Life Lessons From My Latina Mother-In-Law - How to Monetize Your Content More Effectively Using three real-world success stories, we will focus on the specific strategies and tactics it takes to increase your RPR - Revenue Per Reader. Learn how context begets engagement and how to best leverage that engagement to drive revenue. What works? What does not? What is worth testing? With practical knowledge and actual metrics in hand, we will blend in the unlikely wisdom of my 86-year old Argentinean mother-in-law with her sometimes bawdy and always unique commentary. Presenter: Thomas Chaffee, President & CEO, ePublishing, Inc. |
Track 4: Content Delivery in a Digitally Fragmented World | Beating the Evil Empire: e-Delivery Without Apple or Amazon It's not just the 30% they skim off your profits. Apple and Amazon want to convert your customers into their customers. They've made it hard to integrate their system with your fulfillment operations, to do print-digital bundles, or cross sells. As a result, some publishers have decided not to play in that sandbox and have carved out other ways to deliver digital content. This session will review business models that deliver quality digital content in a way that satisfies your customers and preserves your business model. Presenter: Greg Krehbiel, Director of Marketing Operations, Kiplinger Washington Editors, Inc. |
Track 5: Managing Your Business: Strategy & Finance for Publishers | Breakthrough Product Innovation, Part II: Turning Ideas into Real Products It’s one thing to come up with a great idea. Getting it to market, in the case of products, or implementing it, if it’s an operational idea, is what separates the dreamers from the doers. In Part II of the workshop, we take you through a surprise experience in which you confront, perhaps for the first time, the hidden, cultural and operational factors that derail projects. Find out how to link strategy, operations and the staff in editorial, marketing, and I/T so that your great ideas really do become money-making, money-saving winners. Leader: Dan Brown, Principal & Certified Leadership Coach, Xponential Publishing Consultants |
12:15 PM - 2:00 PM | LUNCHEON & KEYNOTE ADDRESS III How to Stay in the Forefront by Reinventing and Repurposing Your Business The Christian Science Monitor, a 104 year-old global news organization, has long been recognized for its innovation and speed to adopt new technology, formats and business models. Learn about the choices and challenges the Christian Science Monitor had to make as they traveled to become not only the world’s first, digital-first news organization, but the first news organization to leverage their editorial assets to develop “after market” content for business-to-business. Keynote: Jonathan Wells, Managing Publisher, The Christian Science Monitor John Yemma, Editor, The Christian Science Monitor |
2:15 PM - 3:15 PM | Breakout Sessions |
Bonus Session | Selling Website Subscriptions We all know that direct marketing tactics, such as direct mail and email, work well for selling one-off subscriptions to print and email-delivered products. But high-end website subscription platforms with content that sits behind a firewall require a sales force and one-on-one direct selling. Come to this session if you need to learn how to go from a lead-gen effort to the contract phase. We’ll weed through the lead management process: Leads => Demos => Free Trials => Viable Prospects => the Close. We’ll discuss how marketers can support the sales reps with effective lead generation campaigns and how reps should manage relationships and make their way to the close. You will also learn how to manage the relationship once they are subscribers so they use the service and keep coming back year after year. Panelists: Nancy Brand, Director of Operations, Chartwell Bobby Edgil, Director of Sales, BLR |
Track 1: Audience Engagement | Analytics That Matter: Measuring Engagement At the foundation of B2B marketing lies an important, yet often misunderstood element: data. During this session, you'll learn a modern definition for data quality, how to troubleshoot common challenge areas, and current best practices for demystifying data to maximize results from marketing campaigns. Panelists: Rick Ellis, Director of Audience Management, CFE Media LLC |
Track 2: Sales & Marketing | Content Marketing: Turning Content into Sponsored Revenue Streams Most publishers have yet to scratch the surface of the exciting revenue opportunities tied to selling sponsorships around online content and other custom solutions. Advertisers are beginning to recognize that the content they already produce – videos, blogs, press releases – can be leveraged in more ways, drive more traffic to their sites, and be used as a tool to generate leads. And add to the mix custom-produced content where their messaging surrounds meaningful information. Join this lively discussion on this creative sales approach and learn how publishing companies are pitching new programs to their advertising clients. Presenter: Scott Gentry, Director of Business Development, Content Marketing, Access Intelligence |
Track 3: Monetizing Your Content: Creative Ways to Drive Top Line Growth | Driving New Revenues Through Content Curation and Aggregation Author Clay Shirky famously noted that “it’s not information overload. It’s filter failure.” As content becomes ubiquitous and the definition of publisher becomes ever fuzzier, there opens a real opportunity for those who can aggregate, curate and share relevant information for specific markets. Curation takes many forms. It can become a powerful means of driving engagement with customers and prospects, generating new leads and creating new revenue opportunities. Curation can also be a strong component to solving the question “why aren’t my social media efforts working?” This session will explore multiple models of content aggregation and curation, looking at who's doing it well, and with a focus on providing participants with a hands-on review of simple tools they can begin to use immediately. Panelists: Barry Graubart, Vice President, Product Strategy, Connotate Andrew Whalen, Chief Content Officer, Delve Media, Inc. |
Track 4: Content Delivery in a Digitally Fragmented World | Strategies for Successful Paywalls You want to charge for access to your online content, but there are many ways to do that. Do you charge by the drink, after some pre-determined number of views, or do you only wall off certain content? Do you give people a preview of your for-pay content? How do you integrate the paywall with your fulfillment system? Can you bundle the paywall with print subscriptions? What are the best pricing strategies? This session will cover the waterfront on successful strategies for paywall sites both with and without advertising. Presenter: Minal Bopaiah, Editor, Subscription Site Insider |
Track 5: Managing Your Business: Strategy & Finance for Publishers | Strategy: Small to Medium-Sized Acquisitions Whether you've been a buyer or not, the first acquisition or the next one is exciting, risky, challenging and full of hopeful potential. In this breakout session, we'll discuss best and worst reasons for an acquisition, how to prepare for a least-risk acquisition, and what happens when an acquisition is accomplished. Or fails to close. Panelists: George Beckerman, Partner, Marlin & Associates David Foster, CEO, Business Valuation Resources |
3:15 PM - 3:45 PM | AFTERNOON BREAK & EXHIBITOR SHOWCASE |
3:45 PM - 5:00 PM | BRAINSLAM BrainSlam is an opportunity for teams to brainstorm a solution to a real-world publishing problem and pitch their solution to a panel of publishing veterans. Creativity and innovation steal the day and the team with the best solution wins fabulous prizes! Attendees will break into interactive groups to brainstorm and devise solutions to real problems submitted by real SIPA members! Just think of the brain power! BrainSlam Judges: Robert Brady, Founder, BLR Host: Meg Hargreaves, Conference Chair; Senior Vice President & Publisher, Federal Legislative Services, CQ Roll Call (The Economist Group) Lucretia Lyons, President, Business Valuation Resources |
5:00 PM - 6:30 PM | NETWORKING RECEPTION & SIPAWARDS PRESENTATION Join Adam and Denise for the presentation of the prestigious SIPAwards. The fast-moving presentation will highlight the great work being done by SIPA members throughout North America and Europe. In all 21 category winners will be named. Host: Denise Elliott, Vice President, Marketing, The Kiplinger Washington Editors, Inc Adam Goldstein, Associate Publisher, Business Management Daily, a div. of CIG |
Friday, June 7 | |
6:45 AM - 7:30 AM | HEALTH & WELLNESS: MORNING 5K FUN RUN IN DOWNTOWN DC WITH SIIA PRESIDENT KEN WASCH Begin your SIPA day with a healthy stretch and quick walk or run through the beautiful streets of our Nation's Capital! This is a great way to meet your fellow SIPA delegates and get a work out in, too. Meet in the Capital Hilton lobby. Host: Ken Wasch, President, SIIA |
7:30 AM - 8:30 AM | INFO Local / CHAPTERS ROUNDTABLE Come to this early session to learn more about our valuable "INFO Local" SIIA/SIPA chapters. Find out how you can “take SIPA home” and continue to learn and network in your home cities. There are INFO Local chapters in the following cities and surrounding areas: Washington DC, Boston, New York, Atlanta, San Francisco and Los Angeles. Want to get involved? Want to organize some local events in your area? Come join the group and network over continental breakfast! Host: Phil Ash, Publisher, Capitol Information Group |
7:30 AM - 8:30 AM | INTERNATIONAL MEMBERS ROUNDTABLE For those joining us from outside the U.S., this is a great opportunity to have breakfast and network with your international peers and to talk about the issues and regulations affecting your businesses. Also those with an interest in international issues may join as well. Host: Helmut Graf, CEO, Verlag fur die Deutsche Wirtschaft AG |
8:15 AM - 8:45 AM | CONTINENTAL BREAKFAST & EXHIBITOR SHOWCASE
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8:45 AM - 9:45 AM | KEYNOTE ADDRESS IV - Inside the White House - A Candid Conversation Interviewer: David Hawkings, Senior Editor, CQ Roll Call (The Economist Group) Keynote: Joshua B. Bolten, Former White House Chief of Staff; Managing Director, Rock Creek Global Advisors, LLC Michael D. McCurry, former White House press secretary, Partner, Public Strategies Washington, Inc. |
9:45 AM - 10:20 AM | MORNING BREAK & EXHIBITOR SHOWCASE |
10:20 AM - 11:20 AM | Breakout Sessions |
Track 1: Audience Engagement | Marketing Automation: Target, Target, Target How are you being measured on marketing performance and return on your company’s marketing investment? Today’s marketing professional is managing a mix of marketing tools in order to reach qualified leads and drive revenue. New technologies allow marketers to make data driven decisions and identify, nurture and convert leads more quickly than ever before. This panel will discuss:
Panelists: David Desimini, Director, Business Opertations, CQ Roll Call Lexie Gross, Vice President of Sales, Business Valuation Resources |
Track 2: Sales & Marketing | Creative Packaging and Pricing Strategies for Groups and Site Licenses How do you upsell your single subscriber to a group subscription, and a group subscription to a corporate-wide site license? What creative packaging and pricing models are publishers using these days? In this strategic and revenue-focused session, you will walk away with new ideas for generating more revenue from your current customers, discover ways to use ancillary products to create custom packages and close deals, and learn other smart moves for repurposing, packaging and customizing deals for your subscribers. Panelists: Sheran Fernando, President, Publications Management, LLC Daniel Warren, President, Warren Communications News, Inc. |
Track 3: Monetizing Your Content: Creative Ways to Drive Top Line Growth | Make Even MORE Money with Webinars Webinars are extremely profitable for specialized publishers, helping not only to drive revenue for your business but also establish your thought leadership to members and customers. If you're already doing webinars but want to take yours to the next level, don't miss this session with a panel of publishers who have figured out how to generate even more revenue from an already successful program. They'll share best-practice techniques as well as creative new approaches to event development, pricing and marketing. You'll learn how to resell your webinar content, increase price points and profits, and build your marketing value proposition. Moderator: Leslie Davidson, President, Davidson Direct Panelists: Novella Green, Director of Learning, Thompson Media Group LLC Lindsay Konzak, Vice President, Gale Media |
Track 4: Content Delivery in a Digitally Fragmented World | Recycle, Reuse, Repurpose: How to Multiply Your Content Investment "Write once, sell many times" is fundamental. But how do you do that in an age of digital fragmentation? How do you train editors to write for different delivery mechanisms? What has to change in your production workflow to make it happen? Do you keep a central content repository? Does everything you publish need the same level of editorial review before it's fit for delivery? Do you have to engineer the perfect content management system before you can get started, or are there easy ways to take the content you're already creating and get more out of your investment? Join us to hear from those who have tackled this challenge successfully. Travis Hicks, Director of Product Development, Thompson Publishing Donna Jefferson, CEO, Jefferson Communications Panelists: David Foster, CEO, Business Valuation Resources |
Track 5: Managing Your Business: Strategy & Finance for Publishers | Finance: Managing The Budget Process A budget needs to have a good narrative, an underlying story that pulls it all together. Is it a story of rapid growth or mature profitability? Determine the key metrics for your business and know how to effectively shape the narrative to manage the expectations of your business and stakeholders. A narrative that “rings true” (i.e. it has realistic operational componenets behind it) is critical to selling up, selling down, and in some cases, selling yourself! Your budget, like your business, never stands still. We consider when to revisit your original assumptions and adjust your numbers in light of performance. Panelists: Guy Crossley, Chief Operating Officer, BLR Claire Leheny, Executive Director (interim), National Network of Schools in Partnership Lucretia Lyons, President, Business Valuation Resources |
11:30 AM - 12:30 PM | CONFERENCE WRAP-UP SESSION WITH TRACK CHAIRS Don't miss the always-jam-packed wrap-up session, where our Track Chairs present the best-of-the best takeaways from each and every session in a rapid fire format. It's impossible to hit every session, so circle this finale as a must-attend! Panelists: Carol Brault, Publisher, Dorland Health/OR Manager/Contexo Media, Access Intelligence Stephanie Eidelman, President & Publisher, insideARM.com & insidePatientFinance.com Kathy Greenler Sexton, VP and General Manager, Content Division, SIIA Greg Krehbiel, Director of Marketing Operations, Kiplinger Washington Editors, Inc. Valerie Voci, Vice President of Marketing, CQ Roll Call (The Economist Group) |
