WPA Conference Brochure 2008

Diane Stone, COO, WSA Global Holdings LLC, has more than 20 years experience creating global market access solutions for customers. Her expertise in large trade and consumer shows, conferences and publishing serving specialized markets is renowned in the markets she has served. Previously, she was General Manager of the Global Licensing Group at Advanstar Communications, Inc. Diane currently serves on the Board of Directors of the WPA. (FMP16) Understanding the Media Process (Audience: Marketers, advertising, anyone involved in media decisions) This session focuses on the entire media planning process, from marketing input through plan development, presentation and client. It includes a review of media terms and definitions, basic media math, and the positives and negatives of each media type. We will discuss how media strategists and planners actually plan. Attendees will be exposed to the dynamics of various media elements, and the hands-on development of a media plan. Topics include: G Pre-Planning and what to look for from the marketing group G Translating marketing input into media objectives & strategies G Defining the target audience and using syndicated research G Evaluating the media elements G Selecting the media mix within the budget parameters G Flighting and scheduling G Communication goals Sponsor: MEDIA PLANNING New audit reports encompassing total audience activity combining all venues are in development. This session includes: G Impacts of the web and “e-world” in publishing G Publishers' new approach to selling across their brands G Expansion of measurement tools G New channels of bringing advertisers and buyers together Jessica Griffith, Manager, Publisher Relations – Field Auditing, Audit Bureau of Circulations, is responsible rule interpretations and technical questions. Jessica joined ABC as a newspaper field auditor in 1998 and relocated in 2001 to ABC’s headquarters in Schaumburg, Il to join the centralized auditing team. In 2003, she joined ABC’s Technical Review and Report Processing team. She joined the Publisher Relations department in 2006. Jesssica also aids in the design and execution of ABC training programs and educational materials. Russ Haderer, Vice President of International Audit Operations, Member Relations, BPA Worldwide began his career as an auditor in the Los Angeles office in 1994. He moved through a variety of responsibilities within the company by managing the Midwest office in Chicago, the Southeast region in Tampa, the London office for the UK and Europe, and returning to California in July 2005. BUDGETS (FAB18) Budgeting for Today’s Publishing Economy (Audience: Management personnel in all departments) Learn the tools to manage all publishing operations. This session will provide a clear picture of the integration of profit centers and departmental operations. A handbook with numerous worksheets and examples is included. Topics include: G A review of significant principles and key concepts that allow for a clear picture of your financial results G A worksheet model that integrates key industry statistics to help measure operating performance G New media profit centers and ancillary sources of revenue G Allocation of department and administrative overhead management positions and CPA/ consulting to a diverse group of media clients. His publishing experience reflects a background in financial, administrative/ human resource and acquisition areas. CAREER ADVANCEMENT (FAL19) Climbing the Ladder of Success (Audience: Anyone interested in career advancement) There are many opportunities in publishing for writers, editors, designers, marketing, production and circulation staff to advance, but all require an aggressive attitude and a willingness to take a risk. Some opportunities will be within your current company, but some will not. Know how to recognize when you’ve hit a dead end – and learn what to do to keep yourself on track. This session will share perspectives, ideas and offer pointers on how people can make themselves more versatile and marketable. Among the points are: G Never saying, “That’s not my job.” G Being open-minded G Learning other fields of publishing G Asking questions G Speaking up G From lines, subject lines and deliverability G Driving web traffic Abraham Langer is the VP Audience Marketing and Web Operations at 1105 Media Inc., an integrated B2B Media company. He oversees print circulation, web development, design, and marketing, list rental and data services. He is responsible for architecting the 1105 Media integrated customer platform which encompasses data collection, communication and fulfillment for all print, online, and event products produced by the company. Abe has been with 1105 Media and its predecessor company for more than seven years where he has served in various marketing, sales, and management roles. SURVEYS (FAS21) Cranking Out Rankings: How to Create an Attention-Getting Survey (Audience: Editors, marketers, sales) The 50 best places to live! The nation’s best hospitals! The top 100 bars in America! It’s hard to turn on the TV, surf the Internet or pick up a newspaper these days without seeing coverage of the latest ranking report from one magazine or another. A comprehensive ranking survey is no small undertaking. But if you’re up to the task, this session will show you how to build a survey that will make readers, advertisers and the press salivate. Topics include: G How to choose a “rankworthy” subject G How to define goals that can help you sell your idea to your organization and set your magazine apart from competitors G How to find measurable, credible criteria G How to make your data usable, even if you’re not a statistician G How to make your story newsworthy – and avoid media pitfalls G How to build on success year after year G And more! Ron Epstein is Director of Controlled Circulation Publications for Sage Publications. He began his career as a newspaper writer before moving into magazines as an editor, then publisher. Today he is building a new division within Sage and constantly evaluating new markets. Rochelle Travers joined Quad/ Graphics in July 1996. Prior to joining the Los Angeles sales team in 1999, she participated in the Corporate Training Program, learning print from the ground up with rotations in manufacturing and New York City Sales. E–NEWSLETTERS (FAE20) Launching an E–Newsletter Audience: Publishers, editors, online product managers, audience development managers, marketing managers) Like any product development, launching an E-newsletter can be fraught with perils. Effectively balancing reach, format, and relevancy to maximize revenue is critical to creating robust E-newsletter products. The process can be made all the more confusing by the interdependency between E-newsletters and web traffic generation. Hear the practical checklist you can use on your next launch so you can be the new product hero. Topics include: G Audience selection and development G Format and design selection G Content sources and creation Roberta Garfinkle, SVP Director, Print Strategy at TargetCast tcm, is at the forefront of innovative print planning, management, execution and accountability. Working with all brand account groups, Roberta connects with clients to enhance and expand their use of consumer and B2B print opportunities. Her background includes 15 years as SVP, Director of Print Media at McCann Erickson. Additional speakers to be anounced. Friday Afternoon SPECIALTY SESSIONS 1:30 – 3:00 P.M. (90 MINUTES EACH) AUDITS (FAN17) The New Age of Auditing: Print, Online, Events (Audience: Anyone involved in audits) Auditing companies, are expanding their services. Instead of simply auditing print magazines, they now audit website traffic, e-newsletters and trade show attendance. Harold W. Jaffe is Principal of Media Consulting Group and a Partner of Bay Sherman & Craig, LLP, with more than 30 years of experience in senior publishing/ Jeff Lucia and Jake Knight have more than 10 years’ experience creating annual ranking reports for national magazines, including Men’s Fitness’ America’s Fittest and Fattest Cities, Fit Pregnancy’s Best Cities in America to Have a Baby, and Latina’s Healthiest Cities for Latinos. Both are principals with The RedFlash Group in Encinitas, Calif., and have served in senior editorial and business-development positions with a variety of trade titles, consumer magazines and website. http://www.magazine.org

Table of Contents Feed for the Digital Edition of WPA Conference Brochure 2008

WPA Conference Brochure 2008 Welcome Conference Sponsors, Industry Partners, Exhibit Hours Opening Reception, Keynotes, Special Events Conference Agenda Conference Agenda, In–Depth WPA Membership Application WPA Sponsor and Ad Rates Overview Registration, Hotel and Contact Information WPA Industry Panel Discussion Reservation Form Conference Registration Form

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