WPA Conference Brochure — 2009 - (Page 7) CONFERENCEAGENDAIN-DEPTH media, print, online services, interactive, video/audio, database marketing, production, and much more. The focus will be on how to market yourself as a provider of custom media solutions, the services you can offer, how to staff them (and get your existing staff on board), and financial budgeting matters. Topics include: G Generating new revenue from current advertisers G Creating a custom media business G Staffing considerations and solutions G Financial matters Fred Petrovsky is President of Custom Media for McMurry, a Phoenix-based 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. DIGITAL TG8 Digital Editions: The New Must for Today’s Publisher Digital Editions have made their mark in publishing and need a place in your online strategy. Enough thinking and research, it’s time to make the jump and launch a digital edition to help grow your brand and audience. Make: Magazine launched its print magazine and a digital edition together. Learn how to build your community and reader loyalty. Topics include: G The digital edition strategy that launched Make: Magazine G Key points in using digital editions in your audience development plan G How to incorporate rich media that drives traffic G Viral marketing techniques that build readership G Building links through blogger and editorial relationships G Creating partnerships through custom digital editions Dan Woods is Associate Publisher for O'Reilly Media's Maker Media Division, which includes Make: Magazine, Makezine.com, Maker Faire, a book publishing unit and the e-tailing site MakerShed.com. A veteran tech and online marketing professional, Dan has 24 years experience shaping and growing successful Internet services and online publishing solutions in highly competitive markets for such companies as Ziff Davis, Thomson Publishing, Netcom, Pearson and Lockheed's Information Systems group. SALES/MARKETING TS9 Great Ad Proposals & How to Create Them Today’s integrated media companies offer a wide variety of products, from print advertising and white papers, to banners, online sponsorships, microsites, e-newsletters, event partnerships and booth space. A successful media sales person must know how to effectively write proposals, and close the sale. This session will cover pricing tactics and strategies needed to position your products successfully as you manage all your media sales. You’ll learn: G How to better manage and follow-through on all of your offerings G How to qualify needs and tailor the right package for the right client G Better ways to quickly get through those agency RFPs G The do’s and dont’s of writing a proposal that get results G How to effectively package your offerings to focus on the best revenue opportunities despite the range in rates G How to produce great ad proposals in a down economy Ann Marie Miller, Corporate Senior Vice President, United Business Media LLC, is responsible for companywide sales initiatives and management of the Global Accounts Group and Sales Management Council. She has spent 17 years in the advertising marketplace, joining the company in 1995 as account director on Network Computing. Since then she has been account director on InformationWeek Global Accounts Group, vice president, managing the Global Accounts team, and senior vice president of Corporate Sales. Prior, Ann Marie was in TV broadcast sales management, marketing at MGM/United Artists, and systems consulting at Arthur Andersen & Co. Mark Sande is the Co-Founder of Drive-Thru Media, LLC, and Co-Creator of its flagship website, VacationByways.com. He is also Principal at Sande Media, a boutique consultancy that helps content companies work through their business-side challenges. He led turnarounds of troubled properties and was active in M&A activities as a Publisher and General Manager at 101communications, where titles under his purview included Campus Technology, THE Journal, Application Development Trends and Enterprise Systems. Mark managed advertising sales teams and product-based marketing efforts over a 20-year career at the Los Angeles Times. DIGITAL THURSDAY, APRIL 23 G 3:20 – 4:45 PM AUDIENCE DEVELOPMENT TA10 Web Metrics - Making this New Information Work for You It isn’t simply about ‘its’ anymore. If you’re in sales, editorial, or audience marketing, you have questions about how best to use this ‘new’ information. This session will discuss and help resolve those questions. Topics included are: G What does the data tell your advertisers about your website? G Why should you care about your top searched keywords? G What metrics do you use to convert traffic? G What do metrics tell you about the health of your business? Abraham Langer is 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. 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. She serves on the Digital Media Committee for ABM and is currently chair of ABM’s Circulation committee, and sits on the Board of Directors for the WPA. SPEAKERS PRINT. DIGITAL Daniel Hamm Ivan Hoffman Peter Hutchinson Roberta Jacobs Harold Jaffe Zuade Kaufman Abraham Langer DIGITAL http://www.VacationByways.com http://www.Makezine.com http://www.MakerShed.com
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