FOLIO: Show Daily | September 23, 2008 - (Page 4) FOLIO: SHOW 2008 CONTINUED FROM PAGE 1 MAXIMIZING THE VIDEO OPPORTUNITY CONTINUED FROM PAGE 1 The list of noteworthy speakers includes: Bob Carrigan, CEO, IDG; Chicago editor Richard Babcock; Tom Morrissy, publisher of OK!; Penton Media new media vice president Prescott Shibles; Pentagram designer Luke Hayman; Steve Churm, president of Churm Media; and Claudia Malley, publisher of National Geographic. Sessions are assigned according to eight tracks, including executive, editorial, sales, marketing, design and production. New this year are the e-media and digital tracks—two of the hottest topics that are showing some of the biggest areas for growth right now. Attendees kicked off the three-day event Sunday afternoon with one of three in-depth half-day workshops. Those included: Web site usability, editorial bootcamp and magazine event trendwatch. Also on hand are more than 70 exhibiting and sponsoring companies, offering services across the board in magazine publishing. Companies include e-media, printers, reprint, interactive marketing, analysis/ad tracking services, publishing software solutions, lead generation firms, social networking system providers and much more. Attendees also should make sure to turn out for one of the post conference workshops—small publishers idea lab and association magazine strategies—starting Wednesday, September 24 at 2 p.m. “The FOLIO: Show is focused on education, not softer objectives like networking, or golf,” says Silber. “The show is the largest gathering in the industry because it is the only one that is open to everyone, regardless of your professional discipline, your career level or the sector you work in.“ Louderback. “These are repeated experiences that focus on the hosts, rather than a broader story.” Make sure the video products carry the brand that made the publisher a success in the first place but realize video may require different expertise. “At PC Magazine, it was all about the lab and our experts,” said Louderback. “In 2002, when we launched PCmag.com, it was all about reviews and shopping. The people who are doing magazines are not necessarily the ones who will be good at online. Your next video star could be in your office right now and you don’t even know it.” “No More Walled-In Gardens” Online content needs to be accessible, says Louderback. “No more walled-in gardens,” he added. “When I was at PC Magazine and we linked to a story from InfoWorld, I almost got fired.” Make video available to people when they want it. Revision3 puts its original videos like diggnation and askaninja.com on its own site but also iTunes and allows viewers to share the video with their friends. “The most important thing is that they watch,” said Louderback. “The younger the viewer is, the more they want to control and customize the content.” Go where the audience is. Publishers should at least have a presence on social networks such as Facebook, Twitter and Flickr, and should be looking into developing their own networks as well. Editors and writers should be leveraging social media to boost their own profiles and their brands. “Your columnists and experts should all put stories out on Twitter and start developing a following,” Louderback said. “If they develop a following they can bind them to your brand.” PEOPLE ON THE STREET ATTENDEES DISH ON FOLIO: SHOW TAKEAWAYS Photos by Erich Camping “I went to the first session of the day [Turning Your Marketing Department into a Profit Center], which gave a very different take on what do with your marketing department. I was pleasantly surprised by the fresh, ‘whatever it takes,’ no pretence outlook that the speakers from Churm Media and RipeOrange had to offer.” Teresa Laaveg Production Manager PSA Mags Fargo, North Dakota “I am always interested to hear how other competitive programs pay, retain and offer incentives to their sales teams. As online publishers, it is always beneficial to hear about the planning and budgeting models of other companies in the field.” Dick Good CEO NETWORLD Alliance Louisville, KY “The last marketing session talked about setting up databases and cross pollinating from different segments. Not too many people are doing this, but they should be. Also, it stressed list management and targeting offers – I think this is a great idea, since it makes consumer interaction pleasant and relevant.” Scott Rothstein Sales Director Puresend New York NY 4 “Something that I definitely took away from the marketing session was how to not spam advertisers with e-mails and e-newsletters. This will definitely be helpful when we organize our company’s marketing strategy.” Doris Pena de Rivera Brand Manager OPSA San Pedra Sula, Honduras “‘How do you plan to handle the recession?’ and asking other relevant questions was a great strategy for getting the bottom line from clients. I am definitely going to have my sales team try this!” Kasie Smith President/Publisher Serendipity Publishing Grand Rapids, MI http://www.PCmag.com http://www.askaninja.com
Table of Contents Feed for the Digital Edition of FOLIO: Show Daily | September 23, 2008 Folio Show '08 - Issue One Eddie and Ozzie Awards People on the Street 2008 Editorial Salary Suvey Webinar Line-Up FOLIO: Show Daily | September 23, 2008 FOLIO: Show Daily | September 23, 2008 - Folio Show '08 - Issue One (Page 1) FOLIO: Show Daily | September 23, 2008 - Folio Show '08 - Issue One (Page 2) FOLIO: Show Daily | September 23, 2008 - Eddie and Ozzie Awards (Page 3) FOLIO: Show Daily | September 23, 2008 - People on the Street (Page 4) FOLIO: Show Daily | September 23, 2008 - People on the Street (Page 5) FOLIO: Show Daily | September 23, 2008 - 2008 Editorial Salary Suvey (Page 6) FOLIO: Show Daily | September 23, 2008 - Webinar Line-Up (Page 7) FOLIO: Show Daily | September 23, 2008 - Webinar Line-Up (Page 8)
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