WPA Conference Brochure 2008

Conference Agenda, In-Depth THURSDAY 9:00 A.M. – 4:30 P.M. FULL-DAY Executive Workshop (TFW1) Sample topics include: G Developing and expanding online and digitally-driven revenues G Leveraging high margin revenue sources such as trade shows and G Overcoming key operational challenges – sales compensation, editorial G The impact of social networking, Web 2.0, blogs, online newsletters, G Strategies for expanding new audience segments both online and offline G Developing smart and profitable marketing partnerships and strategic G Smart ideas for finding, hiring and retaining great talent Managing the New Publishing Model (Audience: Open to senior executives of publishing companies) An interactive, full-day workshop led by three experienced industry leaders, offering senior executives of publishing companies the opportunity to discuss the evolution of media companies in today’s environment. Participants will share their insights, experiences and solutions on how they overcome today’s most pressing challenges. This session is a great opportunity for senior executives to discover how other companies deal with the rapidly changing environment in the media business, while benchmarking their own company’s performance. (Session fee includes brkfst/lunch, self-parking and an executive networking dinner following the cocktail reception on Thursday evening.) Additional industry guest speakers will join the panel. custom publishing assignments and content management webinars, etc. on today’s print products alliances (Registrants are requested to send topics of interest and questions to be considered in advance to wpa@wpa-online.org.) Sponsor: Facilitator Peter M. Craig, Partner, Bay Sherman & Craig, LLC Joe Hanson Chairman Professional Media Group, LLC Ralph Monti President/CEO Special Interest Media Thursday Morning 9:00 A.M. – Noon (TMA2) The Media Sales Marketing Consultant (Audience: Advertising sales, anyone involved in sales decisions) Become an indispensable partner to your clients’ sales growth. By uncovering their goals and needs, you will discover how to forge marketing alliances that spell profits. Whether you produce a magazine, website, show or event, it is essential to demonstrate how your media product delivers prospects at the right time, in the right way. Hear how pre-call planning, probing, and persuasive presentations will help you overcome buyer resistance and objections, and close more and bigger sales. This session will include: G Quick pre-call planning to instantly create client rapport G Probing techniques to get the client involved as they reveal the information you need to sell them G Demonstrating advertising effectiveness G Showing how your media is a “must buy” in their media mix G Overcoming common advertising sales objections ADVERTISING every type of media client, from small business magazines to large consumer publications, online sales divisions to international exhibition marketers, to integrated media giants. She has worked in every magazine category, from aeronautics to zoology. (TMD3) The Delicate Balance Between Design, Editorial & Marketing (Audience: Creative and art directors, editors, marketing managers) The recipe for a successful publication starts with a productive staff who understands the editorial mission and the publication’s market position. Cultivating a healthy and respectful culture promotes loyalty, team spirit and employee longevity. This session will demonstrate teamwork -- editorial, design and marketing -- and provide tools to achieve this goal. Attendees will contribute to a “manifesto” that defines the ideal working relationship between editorial, design and marketing. Publications are encouraged to send teams (optional) --editor, designer, marketing manager -- to problem-solve. (Attendees will be contacted prior to session for actual conflicts.) Topics will include: G Why “church” and “state” must co-exist G The special edit issue, research project, or promotion: How to get the most mileage for all departments G Do’s and don’ts of extending or selling the brand: Holding to a brand standard G Advertorials from the edit and design side: Meeting quality standard G The role of the editor in design DESIGN Richard Merchán is currently Design Director at Oracle Corp. for Oracle and Profit magazines. He has been involved in publication art direction for 30 years working in Miami, New York and San Francisco for titles including: Delta Airlines’ SKY, New York Air, Braniff, Northwest Orient, TWA Ambassador, Pleasure Boating, Ocean Realm and Upside Media. As illustrator, his work has appeared in numerous national publications and was recognized by the New York Society of Illustrators. John Siefert, Vice President/ Publisher, InformationWeek has held many positions at CMP in his climb to success. They include Account Executive with InformationWeek, a group position with CMP’s Business Technology Group, Western Regional Director of Network Computing, the National Director of the Network Computing Enterprise Architecture Group, management of the Network Computing Group, which included the magazine, website and events, and Vice President and Publisher of InformationWeek. In his current roll, he is responsible for the overall direction of the InformationWeek brand and also oversees the operation of InformationWeek's Internet brands, which includes InformationWeek.com, NetworkComputing.com, IW Reports and IW Analytics. Cynde Ahart Wood has been in publishing for 27 years, working in the circulation promotion, marketing and sales departments of titles at Hearst, Time Inc., Pace Communications, Ziff-Davis, IDG and CMP Media. She is currently a Senior Sales Development Manager at the Fortune/Money Group. (TME4) The Challenge of Creating the Media-Neutral Business (Audience: Consumer & B2B editors) The continual growth and dependence on the Internet and telecommunications as delivery mechanisms for media alongside print presents both exciting opportunities and possible nightmares for editors. Editors are tasked with managing the evolving content machine while helping grow their brands, while asked to do more to help grow their businesses and compete more effectively. In this session, we will discuss real-world examples and ideas for managing the opportunity to its maximum payoff. Topics include: G Should you create a media-neutral newsroom? G Should you integrate your online and print team or keep them separate? G How to best manage off-shoots such as email blasts, newsletters, blogs, video clips and streaming video? G How to maintain the quality of your print product? And much more! EDITORIAL Helen Berman, President, The Helen Berman Corp., has spent more than two decades helping media companies find their perfect path to sales success. Her expertise has served Sponsor: http://www.americanbusinessmedia.com http://InformationWeek.com http://NetworkComputing.com http://www.nxtbookmedia.com

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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