WPA Conference Brochure — 2009 - (Page 10) CONFERENCEAGENDAIN-DEPTH Harold W. Jaffe is Principal of Media Consulting Group and a Partner of Bay Sherman & Craig, LLP, with more than 30 years experience in senior publishing/ 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. SALES/MARKETING FS19 Selling Digital Products The best online businesses focus on continuously providing information to our audiences, however they want to receive it, and monetizing by evolving and expanding the products our advertisers want to buy. Online media businesses are more limited by execution than cyclical ad trends that define the print market. This session will include: G How to drive growth in a flat or down market G Product development and sales strategies designed to launch online revenue streams that generate new revenue and enhanced margin Paul Calento, Senior Vice President/Strategic Development of IDG’s Computerworld, InfoWorld, IT World and The Industry Standard is responsible for articulating expansion into new coverage areas (like SOA, virtualization and enterprise data protection) and new media types (like video, mobile delivery, social networking and podcasting). A technology media veteran, Paul has extensive experience in marketing, management, and sales in publisher, associate publisher, and director roles. Before IDG (International Data Group), his successes included developing marketing strategies for the launch of Intelligent Enterprise and as publisher of Software Development. Additional speaker to be announced. DIGITAL FG21 Search Engine Expertise for Media Companies Having a website without strategic search engine optimization (SEO) is like planning an event and not sending invitations. An SEO strategy is as critical as your marketing plan, budget or editorial calendar. Get ready to take charge of your website traffic. This interactive session will cover: G The basics of SEO and SEM G Easy and fast ways to grow traffic now G Long-term website growth through a strategic SEO plan G Everything you need to know about keywords G A checklist for a successful link exchange program Jon Rognerud is a respected authority on SEO (search engine optimization), Internet marketing and search technologies. He has spent more than 20 years creating and managing small- and large-scale software and marketing projects within the real estate, entertainment, healthcare, banking, legal and new emerging internet business communities. He is the author of “The Ultimate Guide to SEO”, the Search Marketing Columnist and blogger for Entrepreneur Magazine. He also co-created a patent-pending natural language search engine technology in early 2000 that was later licensed for use on Expedia.com. Jon is founder of Chaosmap.com in Los Angeles, an Internet marketing company focusing on architecting successful, ROI-based web marketing campaigns. EDITORIAL FE22 Winning Editorial If you're ready to take the next step in engaging your readers, this editorialfocused program is for you. Seasoned experts will present the latest tricks of the ‘word trade’ geared to moving readers to stay interested, get involved and take action. What's the attention span of the modern reader? What are the latest techniques to get them to respond? How can variety be employed as a way to pace a reader through your magazine? How does editorial in print differ than digital/ online formats? These and other areas will be covered, all designed to ensure that time-crunched consumers keep reading. Plus: how to instruct a writer to deliver an assignment on time and on target. Topics include: G Writing for time-starved readers G New editorial formats G Saying more with less G Print vs. digital/online G Engaging readers and not losing them Cyndy Drummey is VP/Group Publisher at Bobit Business Media (BBM). She has worked on NAILS, Police, Security Sales and Campus Safety magazines. Starting as editor of NAILS Magazine, she is now in charge of editorial training for 40 editors at BBM. Prior to her work at BBM, she was an editor on Computer Technology Review and Salon Biz. Cyndy is also well versed in Web projects, having recently launched six new microsites. She has worked on several custom publishing projects and has performed freelance editing and writing projects for a variety of magazines. She previously served on the WPA Board Directors. Beth Tomkiw is McMurry's VP/Creative Director, with more than 20 years experience as editor, writer and marketing communications professional. She provides leadership and creative vision to the company's growing stable of custom media products, including The Ritz-Carlton magazine, CBS' Watch!, Amtrak's Arrive and Vim & Vigor. Also a pioneering Web writer, Beth wrote a weekly lifestyle column for teenagers on CompuServe WOW! and worked for a Internet consulting firm, assisting companies in developing sophisticated electronic marketplaces and collaborative workspaces. DIGITAL FRIDAY, APRIL 24 G 1:30 – 3:00 PM AUDIENCE DEVELOPMENT FA20 How to Turn Web Site Visitors into Subscribers Make your website the centerpiece of your audience development strategies. Learn techniques that will make your website a major source of new subscriptions and the easiest way to generate renewals. This session will include: G Can Your Audience Successfully Cross Platforms? G Strategies that will drive qualified traffic to your websites G Effective ways to convert visitors into customers across your entire brand G Techniques to generate new subscribers and renewals Erik Gauger is a Web Marketing Consultant based in Portland, OR. He believes in promoting the strength of editorial as the most compelling means to increasing web traffic. He works with law firms, banks, online retailers, the film industry and publishers to increase traffic and help accomplish online goals. Christine Oldenbrook, Director of Marketing & e-Media at Bobit Business Media is responsible for setting and executing e-media initiatives, audience development, marketing, lead generation, research and Web development for the company’s magazines, websites and events. She is currently leading the Web team to develop BBM’s next generation of websites that include Web 2.0 functionality, multimedia and high-impact advertising solutions. Christine is also leading her audience development team in ways to integrate offline and online marketing techniques for driving qualified traffic while optimizing websites and landing pages for increased visitor conversions to subscriptions. SPEAKERS PRINT. DIGITAL Mark Sande Brad Stauffer Lorrie Thomas Beth Tomkiw Dan Weber Dan Woods PRINT. DIGITAL DIGITAL http://www.Expedia.com http://www.Chaosmap.com
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