Spread the Word

Track OverviewS

You'll get to create your own program from over 30 in-depth breakout sessions in these tracks:

Sales & Marketing

Track Chair: Carol Brault, Publisher, Dorland Health/OR Manager/Contexo Media, Access Intelligence, LLC

At the end of the day, it is all about revenue. We can create the best website in the world, launch a new app, or produce the greatest content, but if we aren’t selling it, it is all for naught. With all the new channels and limited attention spans out there, sales and marketing is challenged more than ever. Marketers need multiple skill sets to thrive, from direct mail to social media to SEO strategy. And sales reps need to learn the latest tactics in creative selling and packaging, whether to subscribers or vendors. This track will offer new strategies and creative tactics that will improve the skills sets of your team and drive more revenue to the business.

Sessions in the Sales & Marketing Track include:

Monetizing Your Content: Creative Ways to Drive Top Line Growth

Track Chair: Kathy Greenler Sexton, VP & General Manager, Content Division, Software & Information Industry Association (SIIA)

You have great content, your marketing is cranking across all channels, your audience is engaged -- now, how can you take your content to the next level? This track will shed light on how successful publishing companies are finding creative ways to generate new content, leverage existing content assets, reap the benefits of third party licensing, harness government data content to augment your own and much more. Tried and true content models like webinars will also be covered.  Tap into this track to find new product opportunities that will help you attract new customers and new revenue streams.

Sessions in the Monetizing Your Content Track include:

Content Delivery in a Digitally Fragmented World

Track Chair: Greg Krehbiel, Director of Marketing Operations, The Kiplinger Washington Editors, Inc.

Your customers and prospects are no longer just at the other end of a mailing address. They're accessing information via a growing list of devices, each with its own rules and expectations. And, while technology was supposed to make delivering content easier, the ugly truth is that information delivery is getting more complicated, more fragmented, and requires more resources. These days you may have to tee up your content in HTML5, ePub, a web slide show, or even wrapped around a picture of Willy Wonka on Facebook to get it in front your customers and prospects. And then there's video, and online chat, and...well, the list just keeps getting longer. The Content Delivery track will help you better understand and navigate the ever-changing digital publishing world and develop tactics and strategies to stay ahead of the curve.

Sessions in the Content Delivery Track include:

Managing Your Business: Strategy & Finance for Publishers

Track Chair: Stephanie Eidelman, President & Publisher, insideARM.com & insidePatientFinance.com

You may have your arms around the editorial or marketing sides of the business, but have you really taken time to step back and make sure your strategic and financial skills are up to par as well? Managing in today’s complex digital publishing world requires laser focus and a very clear handle on both where you are, and where you want to go. Otherwise, you simply won’t get there. This track will help you review your management skills in strategic planning, budgeting, innovation management, and M&A.

Sessions in the Managing Your Business Track include:

Audience Engagement

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

Information and media consumption is changing rapidly. Fragmented audiences exist and your customers are seeking information on the issues that interest them through a variety of channels -- web search, social media connections, targeted messaging, etc. Long-term value is more than just getting people to see the message and “like” the brand. Long-term value is in engaging an audience, building repeat interactions and targeting future campaigns towards individual user behavior and interests -- micro-targeting. This track will help you understand how your business needs to change in order to grow.

Sessions in the Audience Engagement Track include:

SIPA 2013 Conference Planning Committee

CONFERENCE CHAIR

Meg HargreavesMeg Hargreaves
Senior Vice President & Publisher, Federal Legislative Services
CQ Roll Call (The Economist Group)

Meg Hargreaves has spent over 20 years developing information products and services for the legal, business, academic and government markets and currently serves as secretary of the SIPA Division of SIIA.  As Publisher at CQ Roll Call, Meg oversees a diverse portfolio of products and services produced by the largest newsroom covering Capitol Hill, including: Roll Call, the news source of Capitol Hill since 1955; CQ.com, CQ Weekly magazine; Knowlegis; and CQ Roll Call’s Executive Briefing series. Previously, Meg served simultaneously as president and publisher of Pike & Fischer and vice president and publisher of BNA Subsidiaries, LLC, both now part of Bloomberg BNA. Prior to that, Meg worked for global research aggregator MarketResearch. com and developed legislative and regulatory products at LexisNexis, a member of the Reed-Elsevier global publishing family. She started her media career as a research assistant in the Washington Affairs department of McGraw-Hill. Meg has B.A.s in both communications and history from the University of Scranton.

Track Chair: SALES & MARKETING

Carol BraultCarol Brault
Publisher, Dorland Health/OR Manager/Contexo Media
Access Intelligence, LLC

Carol Brault, as a Publisher with Access Intelligence, oversees the AI Healthcare Group’s division of products and services for OR Manager, Dorland Health, and Contexo Media brands.

In her leadership role with the company, Carol directs the strategic planning, growth strategy, and day-to-day direction of the Healthcare Group, with the overall responsibility of ensuring revenue and profit goals are achieved. Serving practitioners and administrators in the healthcare space, the Healthcare Group produces a wide range of information solutions including subscription and membership services, CE programs, conferences, books, award programs, reports, and emedia initiatives.

Carol’s well-documented focus in publishing revolves around driving revenue and acquiring and retaining customers. She is adept at all areas of the business from traditional print to emedia, as well as overall management and strategic business development efforts.

Prior to Access Intelligence, Carol worked at Pike & Fischer as the Director of Sales & Marketing where she oversaw and directed all marketing and sales initiatives. At Pike & Fischer, Carol built a new marketing department and program, and helped launch 10 websites as well as a dozen email newsletters. Before Carol was lured back to Access Intelligence, she was there for three years where she was promoted from Associate Publisher to Publisher in October of 2000. She started her career at Thompson Publishing group and has held positions at Legal Times/American Lawyer Media and Public Utilities Reports.

Track Chair: MANAGING YOUR BUSINESS: STRATEGY & FINANCE FOR PUBLISHERS

Stephanie EidelmanStephanie Eidelman
President & Publisher
insideARM.com & insidePatientFinance.com

Stephanie Eidelman is the president and publisher of InsideARM.com and insidePatientFinance.com. Her varied background includes careers in live entertainment, aerospace manufacturing, online city guide publishing and organizational consulting. In 2001 she joined Kaulkin Ginsberg (the family M&A firm) as COO. insideARM grew as a marketing initiative out for the M&A firm and in 2010 was “spun out” as a separate media company. After years of working in large organizations, Stephanie loves the culture of the tight-knit group, as well as the sense of accomplishment and ownership that comes with a small firm. Anyone who knows Stephanie will immediately tell you that her passion is in organization. Literally. She loves a clean desk, a well-labeled closet, an elegant process and a useful spreadsheet. Stephanie earned a BS in Human Development & Social Policy from Northwestern and an MBA from UCLA.

Track Chair: MONETIZING YOUR CONTENT: CREATIVE WAYS TO DRIVE TOP LINE GROWTH

Kathy Greenler SextonKathy Greenler Sexton
VP & General Manager, Content Division
Software & Information Industry Association (SIIA)

Kathy Greenler Sexton is Vice President and General Manager, Content Division. Kathy is a dynamic, strategic and hands-on executive with deep experience serving Information, Internet and Media companies. After working in broadcast television and international marketing roles, she was a founding member, lead marketer and publisher for the web-based search engine pioneer AltaVista. She has also general-managed or marketed industry-leading online companies focused on news, small business information and general research including: ZoomInfo.com, BLR, Individual.com, Office.com and HighBeam Research. She has a BA in communications from Boston College.

Track Chair: CONTENT DELIVERY IN A DIGITALLY FRAGMENTED WORLD

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

Greg Krehbiel is the Director of Marketing Operations for The Kiplinger Washington Editors, Inc.  He has more than 25 years of experience in professional B2B publishing including lengthy gigs in editorial, product development, IT, audio conferences, web development, electronic and traditional marketing. Greg focuses on solving technology problems and acts as the liaison between marketing, IT and fulfillment. Recently he has focused on mobile and app development and on creating an effective strategy for digital publishing.

Track Chair: AUDIENCE ENGAGEMENT

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

Valerie Voci is Vice President of Marketing for CQ Roll Call, an Economist Group business.  She oversees marketing for all business units including advertising, subscription sales and corporate communications and branding. Prior to her role as VP of Marketing, Valerie was Director of Advertising Marketing for the company, where she collaborated with the Group Publisher and Vice President of Advertising to meet and exceed revenue goals, led content and design of collateral and client focused research, created an award winning marketing program for clients, created successful integrated marketing campaigns across platforms, developed a DC-zoned advertising program with the Economist, and worked with the Economist group leadership on cross company programs.  Before joining CQ Roll Call, Valerie spent 15 years in the media industry in various executive roles, most notably as Vice President at WashingtonPost.Newsweek Interactive and Publisher of Newsbytes.com and Washtech.com.


Sponsors
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