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Schedule

Schedule may be subject to last minute changes.

Wednesday, June 5

9:00 AM - 12:00 PM

PRE-CONFERENCE WORKSHOP I


Data Bootcamp: So You Want to be in the Data Business?
($195 registration fee)

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


SEO Basics & Beyond: Keyword Research & Campaign Management
($195 registration fee)

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 forecasts the size of the new mobile economy to reach US $3 trillion by 2017.  As the world becomes ever more mobile, old business models fade away and new, vibrant business models and market leaders come to the fore.  What do these new business leaders have in common?   They all see how mobility changes the rules of the game and how leveraging mobility can catapult them past their competitors by helping them to drive higher revenue growth, increased profitability and market leadership.

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, 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, VP, SIPA Division, SIIA

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:

  1. What revenue model should we use?  Online practice guides for courses, courses, certification programs, continuing education programs, other models?
  2. Who’s content should we use?  Our own proprietary content?  Content created in partnership with another organization?
  3. What mediums should we use to deliver the content? Audio-based PowerPoints? FLASH? Videos alone?  Should we pursue iOS, HTML5 or take an integrated approach?
  4. What delivery platforms should we support? Desktop/laptop, tablet, smart phone or all three? 
  5. What systems will we need  and how will they integrate with our existing infrastructure? 
  6. What is the best approach to selling eLearning?  We’ll discuss pricing models, sales structure approaches and how to get sales and customer service reps to cross-sell digital training alongside existing offering.

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).
 
Those who get above-plan marketing and sales results in new markets do so because they've addressed all of an increasingly complex set of requirements for success.  This session examines current success stories in adjacent market launches, and offers a "gold standard" business model that must include state-of-the-art resource planning and financial reporting, marketing, sales, branding, product mix, pricing, partnerships, customer-provided content, web positioning and list/lead development.

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, Vice President, Global Strategic Services, Alchemy Worx

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
Leader: Jasen Zubvecik, Marketing Manager, CQ Roll Call

Free and Premium
Leader: Cindy Carter, President, FDANews

Marketing Automation Tools
Leader: Dionne Williams, CQ Roll Call

SALES & MARKETING TOPICS

List Building & Audience Development
Leader: Susan Woodard - Corporate Marketing Director, Panacea Healthcare Solutions

Conference Marketing
Leader: Lindsey Fuller - Show Director, SATELLITE Conference & Exhibition, Access Intelligence

Renewals
Leader: Alane Keller, Marketing Director, Investing Daily

Social Media
Leader: Guy Alvarez, Marketing Strategist, Good2bsocial

MONETIZING YOUR CONTENT TOPICS

Webinars 101: How to Build a Profitable Webinar Program
Leader: Leslie Davidson, Davidson Direct

Data for Publishers: How to Get Into The Data Publishing Business
Leader: Megan St. John, Managing Director, InfoCommerce Group

The Education Market: What Publishers Need to Know
Leader: Karen Billings, Vice President, Education Division, SIIA

CONTENT DELIVERY TOPICS

Tablet 101
Leader: Larry Schwartz - President, Newstx, LLC

Mobile 101
Leader: John Yurkanin - Director of Business Development, RigData

CRM-arama
Leader: Lexie Gross - Vice President of Sales, Business Valuation Resources

Leader: Lindsay Konzak - Vice President, Gale Media

MANAGING YOUR BUSINESS TOPICS

Selling Your Business
Leader: Tom O'Connor - Managing Director, Berkery Noyes

Leveraging Advisory Boards
Leader: Jeff Grizzel, Conference Director, FDANews

The One-Page Business Plan
Leader: Stephanie Williford - CEO & Publisher, EB Medicine

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, Founder, 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, VP, SIPA Division, SIIA

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:

1) How to use “Big Data” statistics that can easily be applied for segmentation and predictive purposes. We’ll look at segmentation as a total population exercise not just lists. These populations will change daily based on four main variables: demographics, timing, purchasing and behavior – with much less emphasis on demographics.

2) How marketers are listening and learning from social media activity to micro-target audiences to take action.

We’ll look at how well known brands are moving away from old media and growing their audience in non-traditional ways.

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, Director of Market Development, Cablefax and min, Access Intelligence, LLC

Jim Sinkinson, Partner, Fired Up! Marketing

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, Executive Editor, Subscription Site Central

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
Guy Cecala, CEO & Publisher, Inside Mortgage Finance
Denise Elliott, VP of Sales and Marketing, The Kiplinger Washington Editors, Inc.
Andy McLaughlin, President & CEO, PaperClip Communications
Ken Wasch, President, SIIA

Host:

Meg Hargreaves, 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, VNR Verlag fur die Deutsche Wirtschaft AG

8:15 AM - 8:45 AM

CONTINENTAL BREAKFAST & EXHIBITOR SHOWCASE


The doors open up at 8:15 AM. Come on in, enjoy some coffee and breakfast, check out the exhibits and get business started. There are plenty of tables and areas for formal and informal business meetings

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:

  • Opportunity analysis
  • Lead scoring and nurturing
  • Lead prioritization and optimization analysis
  • Lead process measurement
  • Web analytics
  • Social analytics

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, CISD, SIIA

Greg Krehbiel, Director of Marketing Operations, Kiplinger Washington Editors, Inc.

Valerie Voci, Vice President of Marketing, CQ Roll Call (The Economist Group)


SPONSORS

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EXHIBITORS

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