WPA Conference Brochure 2008

Lorrie Thomas brings a wealth of online sales and marketing expertise to the businesses she serves and the students she teaches. She partners with businesses as a web marketing strategist, consultant, and trainer and teaches Web Marketing Applications and Search Engine Marketing Applications classes at UCSB and UC Berkeley. She was on the founding team at ValueClick Media and Call Wave, Inc., served as Web Marketing Consultant to Affinity Group Inc., and as Web Marketing Director at ProHealth, Inc. Julie Tinney is Vice President of Sales & Marketing for Wells Publishing, Inc. where she is responsible for the development of sales, marketing and communications strategies for Insurance Journal Print & Online, MyNewMarkets.com, and ClaimsJournal.com. Julie’s media experience includes sales & promotion for both trade and consumer publications, websites, web casts, and e-newsletters, and has developed various multi-media sponsorships for small regional businesses, as well as Fortune 500 companies. Kathi Simonsen’s background includes 23 years in sales, management and training roles in the publishing industry. For the past 18 years she has owned a business that helps develop productive sales forces for publishers. Her highly interactive style has increased revenue for many magazines. Clients include Crain, IDG, CMP, VNU, Watt, Laurin, American Cinematographer, Meetings Media, Reed Elsevier, Cygnus, Meister, Four Point, Forbes and Meredith. Kathi serves on the board of the WPA and conducts workshops for a variety of publishing conferences. (FMC13) Double Your Database! Best Practices to Grow Email Addresses (Audience: Circulation managers, anyone involved in circulation decisions) Email addresses have quickly become one of the biggest assets in today’s media companies. Whether you’re just launching new online products or still building your master database, it’s vital to maintain best practices in handling these precious names. This powerful session will help you put key elements into place to not only maintain, but grow your database. Topics include: G Smart privacy policy practices G Permission language that satisfies visitors G Recovering bounced and bad email addresses G Managing AOL, Hotmail and Yahoo emails G Effective landing pages G Cross-marketing online products and print G Email broadcasting do’s and don’t’s CIRCULATION (FML14) Launching a Magazine in the Cross-Platform Age (Audience: Publishers, editors, designers, anyone interested in launching magazines) Magazines may be products, but good ones are dynamic, almost organic entities with intimate relationships to their audiences. The cross-media explosion has only intensified this with both challenges and opportunities. This session will cover both consumer and B2B launches, exploring the steps required to succeed in today's multimedia environment. Topics include: G Understanding your audience to both serve and lead them in various formats G Harnessing how readers experience magazines and website G Mobilizing the ‘Eight Macro Forces’ a successful launch needs to capture and lead its audience and niche G Vision and mission – why they are living documents G Establishing a winning position G Engaging execution across platforms G The launch cycle G The business side, from branding and marketing to crunching the numbers G Real-life examples and conversations about work in progress LAUNCHES This session is particularly relevant for the smaller or specialized publisher. You don’t necessarily have to become an expert in another field or devote a ton of resources – that’s what partners are for. You’ll hear case studies from those who have done it themselves. Topics include: G How to create a successful conference G Putting your expertise to work via custom publishing G Sponsored supplements G Other revenue sources (e.g. consulting, marketing, research, newsletters, books, continuing education) G Avoiding common pitfalls G Partnering to reduce risk Keith Griffiths has been active as a publisher and entrepreneur for nearly three decades. He co-founded the highly respected publication, JEMS, the Journal of Emergency Medical Services. As President of Jems Communications he helped lead the creation of multiple magazines, association journals, trade shows, newsletters, books, videos, research services and online resources for the emergency care market. He currently serves as President of the RedFlash Group, a consulting and marketing firm. He has served on the Board of Directors for the WPA since 1999. Ralph Monti is President/CEO of Special Interest Media, Inc. and a leading expert in the magazine industry. His 25 years of experience in specialty magazine publishing includes launching an international magazine as an entrepreneur and leading the successful turnaround of two consumer magazine companies. As an entrepreneur, corporate executive and accomplished author, he has successfully launched more than a dozen magazines in the B2B and consumer magazine industry. Ralph has broad international magazine publishing experience, having published in Europe for many years. Fred Petrovsky is President of Custom Media for McMurry, a Phoenixbased marketing communications firm. Fred is an acknowledged national leader in custom publishing and a founding member of the Custom Publishing Council. With McMurry since 1990, he runs McMurry's custom publishing and media division and also serves on the WPA Board of Directors. Friday Morning 9:00 A.M. – Noon (FMA12) Coaching Your Staff to Excellence in Multi-Channel Selling (Audience: Publishers, advertising execs, salespeople involved in multi-channel selling decisions) Do your salespeople sell to their potential for all your revenue streams – digital, print events, etc.? Are you struggling to put the pieces together in multi-channel selling? Enable your salespeople to take their skills to the next level and maximize your profits. Study best practices used in publishing to develop a staff that attains their revenue goals. Topics include: G The online initiatives that work for your market and how to monetize them G Integrating print, online and events in package selling and how to manage each revenue stream G Teaching your salespeople to sell value instead of price, listen for customer needs and offer solution packages G Maximizing the strengths and minimizing the weaknesses in each salesperson G Exploring innovative ways to help your staff realize their potential for multi-channel selling G Building skills in a fast-paced environment, managing on the run ADVERTISING Chris Anthony is a Los Angeles-based Business Development Manager for ExactTarget, Inc. a leading Email Service Provider (ESP) to 6000 clients globally. Chris brings ten years of experience in marketing and information technology. He personally manages email marketing accounts such as JD Power & Associates, DreamWorks Animation-SKG, Farmers Insurance, Transamerica and many more. Brad Stauffer is President of Portable Publisher, a publishing consultancy focused on e-media launches, digital editions and innovative online audience marketing. Prior to founding Portable Publisher, Brad spent more than 20 years as a publishing executive overseeing operations, marketing, audience development/circulation, finance, online services, IT and manufacturing. He was most recently Senior VP of Operations at 101communications and is currently President of the WPA. Abe Peck is Director of Magazine Programs for the Media Management Center (MMC), the executive program affiliated with Medill School of Journalism/Northwestern University and the Kellogg School of Management. He develops and teaches seminars for fasttrack magazine staff from leading B2B companies to the Hearst Corp. His publishing class most recently collaborated with Reader’s Digest on its digital future/connecting with younger readers. Professionally, Abe specializes in strategic editorial performance reviews, vision and mission statements, cross-media positioning, magazine architecture, feature writing and ethics. He has helped launch adventure travel, city, pharmaceutical and security titles, and has worked with more than 100 print magazines, website and newspapers. (FMR15) Finding New Money (While Building Your Brand): Strategies for Ancillary Revenue Streams Through Trade Shows, Webinars, Custom Publishing and More! (Audience: Small and specialized publishers) You’ve devoted considerable resources to creating a credible brand, a great mailing list, excellent rapport with your subscribers and a comprehensive network of advertisers. Leverage those assets! Extend your brand and build revenues with trade shows, seminars, webinars, special supplements, custom publishing projects, market research and more. MARKETING http://MyNewMarkets.com http://ClaimsJournal.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

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.