NAA mediaXchange

NAA mediaXchange is the largest annual gathering of industry executives in North America, offering unprecedented networking opportunities that combine an exchange of information and ideas with programming designed to generate results. The conference is designed to provide valuable ideas and insights to help newspaper professionals grow audience and revenue for their print and digital products. Sessions highlight leading-edge thinking about media strategies, successes in product and revenue development, new ideas and innovation inside and outside the industry, and tactics and techniques to employ in print and digital.

February 2010 - Posts

• See why Mark Whitaker, Strategic Research Consultant, The Kansas City Star is attending mediaXchange 2010

  See why Mark Whitaker, Strategic Research Consultant, The Kansas City Star is attending mediaXchange 2010:  Why do you believe it’s important for newspaper executives to attend mediaXchange? Newspaper executives should attend mediaXchange to meet with other newspaper professionals, suppliers and advertisers and to learn best practices and what's coming in the near future. Why are you personally attending the conference?  While at mediaXchange, I capture a variety of ideas to bring back to my colleagues to make an impact in the coming year. What sessions/speakers/exhibitors do you plan on attending and meeting with? Why?  I am especially interested in hearing the keynote address by Jeffrey Hayzlett, Eastman Kodak chief marketing officer.  He's leading the way for a company and industry that had to evolve to keep up with changing needs; recently, he was quoted as saying ... "The big opportunity for marketers lies in rethinking the value that their products, technologies and services bring to customers. In almost all cases, it should come down to answering this question: Does our marketing clearly communicate what our products deliver to help customers grow their businesses?" "I'm also looking forward to the Ideas Exchange at the end of the conference where different newspapers share best practices and what's worked for them in the past year."  Posted Feb 19 2010, 03:59 PM by Lindsey Estes with no comments Filed under: mediaXchange 10, sessions, programming, research

• See why Stacy Jennings, Director of Marketing at the Savannah Morning News is attending mediaXchange

  See why Stacy Jennings, Director of Marketing at the Savannah Morning News is attending mediaXchange!  Why do you believe it’s important for newspaper executives to attend mediaXchange?  This is THE event for newspaper marketers and for those who are ready to move beyond the printed page and into the world of platform agnostic information delivery.   Why are you personally attending the conference?  I want to learn more about how the shifting media landscape and fragmented media consumption can be improved by the positions and actions that media companies take.  We are the leaders in this area…we should act like it!  And with the information we provide, we certainly have the best seat in the house to deliver quality journalism, while maximizing media consumption. What sessions/speakers/exhibitors do you plan on attending and meeting with? Why?  I want to see the e-reader stuff mostly What are the hot topics in the industry right now that you feel are being addressed at mediaXchange?  Social media, small business revenue development, e-readers and brand transformation. "With all the changes we face in the world today, there is a comfort zone that occurs at the mediaXchange…that’s the only way I can describe it!  I may come in the door tired and bedraggled, but I always leave thinking I work in the greatest industry in the world, with the greatest and most creative people in the world!!  It’s like a “Red Bull” in the morning!!!!" Posted Feb 17 2010, 01:30 PM by Lindsey Estes with no comments

• Revenue, Advertisers, Revenue, Advertisers

  Budget dollars are precious for all of us these days. Making certain that NAA’s annual mediaXchange conference is worth your investment is obviously key for all of us planning the event. As this year’s Orlando event comes together, you should know that it is looking better than ever. If you haven’t decided on coming, or need to sell someone on approval, consider these points: Advertisers: We will have in excess of two dozen advertisers represented at this year’s event. There is no more cost-efficient way to see your customers than this annual event. They are travelling to Orlando to see you. There will be unique opportunities for you to engage with these customers: Staples, Inc., Centro, Walgreens, Best Buy, Tires Plus, Home Depot, RadioShack, Kohls, Target, BonTon Stores, ACG- representing JCPenney, Sports Authority, Bed, Bath and Beyond, Michaels and PETCO, EPMG, Carat, NSA media, Horizon Media, Valassis, Novus, TJX Companies, Vertis Communications, Macy's, NewsAmerica, JCPenney, Meijer and more to come... Roundtables: The most popular feature of the NAA conference for years is the Advertiser Roundtables session, scheduled for two hours on Wednesday afternoon. We plan on four rotations of 30-minute sessions, allowing you ample opportunity to see customers. Private meeting rooms: NAA has supplied advertisers with private, registered attendee-only rooms for you and your advertisers to schedule and meet. Gone are the uncomfortable coffee shop meetings. Make appointments with your advertisers now. Typically, these are 30 minute sessions. Many advertisers are bringing up to seven people, yet these rooms will be busy. Do remember that you must be registered to get in. Power Dinners: On Tuesday night, NAA has moved this member favorite event to mediaXchange. As always, Power Dinners are fun and informative. There will be 20 tables of customers at dinner at the Orlando Hilton. Each table will have a guest of honor advertiser for you to meet and socialize with. After each course of the meal, the guest will move to a new table. You’ll get to know several customers better. The newspapers at each table are obviously restricted, so sign up early. When you have registered for the conference you can sign up to participate. Sessions: Aided by a terrific planning committee of your peers, NAA has a stellar group of sessions that address the topics you want explored. We guarantee you will get ideas that you can implement when you get home that more than pay for your attendance. For example: Small Business Revenue Development -The key to growing our business will be to tap into new revenue from smaller accounts, and the key to growing those accounts is having the appropriate products and a relatively low cost of acquisition. This session looks at ways newspapers are successfully doing both. Building Marketplaces to Drive Revenue - This session will offer a variety of new scalable, sustainable programs for enhancing existing marketplaces (formerly known as “classified”) and creating new ones resulting in meaningful revenue for newspapers. Social Media: Making Money At It - There is no hotter topic in the media world these days than Social Media, but how do media companies make money in it? Social media experts inside and outside the industry will share their strategies for monetizing these emerging platforms. Preprints: Maintaining and Growing the Franchise - Many newspaper executives believe that preprints, which comprise nearly half of retail ad expenditures, are at risk. This session will explore new, scalable print and online solutions that will provide increased ROI for advertisers and recommendations for how your newspaper can take advantage of these new opportunities. Digital Revenue Ideas Session - This session will present at least a dozen interesting, innovative, digitally-based programs that are producing real revenue for newspapers, You will leave this session with new ideas you can implement in your own market. Mobile Marketing: Beyond the Banner Ad - Mobile marketing is the next frontier and holds great opportunities for newspapers. This session will feature successful strategies for growing revenue with new tools, apps and mobile marketing campaigns that are integrated to grow both print and online revenue. E-Readers and E-Revenue - Technologically, e-readers have come a long way in the past year. But the business model for newspapers that put content on the devices has a long way to go. Learn about the current state of e-reader revenue, advertisements and more from experts working in this new area. And those are just the break-out sessions! General Sessions: Multiple sessions will have relevance to those of us who drive revenue this year. Monday’s keynote speaker Rashid Tobaccowala, CEO of Denuo, is one of the agency world’s most visionary executives. He understands what is, what’s coming and how revenue streams come from the latest innovations, not to mention, where we fit in. Do not miss this session. Jeff Hayzlet, CMO of Kodak is one of the nation’s most sought after speakers. There is no better success story than that of Jeff transforming an old brand into a progressive one. Jeff is one of the most dynamic speakers you’ll ever hear and he is looking at how Kodak can help newspapers. Do not miss this Tuesday keynote session. If you think that agency panels typically berate us for what we are not doing, this session will be refreshing. Our Wednesday general session will feature former newspaper executive and present Novus President Dave Murphy. With experience on both sides of the table, Dave is bringing a variety of Omnicom companies to the session to talk about how we can all win together. And there's the networking — you'll find others whose have found successful solutions after facing similar challenges to you. Not only will you be able to benefit from their experiences and expertise now, but you can build lasting relationships for sharing in the future. Registration is open for mediaXchange 2010, April 11-14, in Orlando. Go to NAA’s mediaXchange site and select the most compelling programs for you so you can quickly make your own list of reasons, excluding the weather, why your newspaper needs to be represented in Orlando. Register early and make this an even better investment. Early bird registration will save you $100.00   Thank you for your support, Mort Goldstrom   Newspaper Association of America ® 4401 Wilson Boulevard, Suite 900, Arlington, VA 22203-1867 571•366•1045 mort.goldstrom@naa.org Posted Feb 17 2010, 12:59 PM by Lindsey Estes with no comments Filed under: mediaXchange 10, advertisers, sessions, programming, power dinners, roundtables, revenue

• mediaXchange update: Publisher Sessions, Advertiser Roundtables and Power Dinners

  NAA Advertiser Roundtables This is the most popular mediaXchange event especially with small and medium-size market newspaper executives. The Advertising Roundtables are your opportunity to meet face-to-face with many of your largest customers. It’s your opportunity to give these important customers your latest market data brochure and share any new programs and developments in your market. It’s also your opportunity to learn what’s being planned in their company...what are their priorities. This format is simple and productive. A large room is set with tables and an advertiser is at each table. Each table seats 10 people. You can move from table to table to listen to advertiser needs, plans, changes and to ask questions about strategy and thinking. The information you can take from this session alone will pay for your investment in mediaXchange. mediaXchange is THE place for publishers to get information and ideas that will help them to be more effective and nimble digital-age media leaders. The Role of the Publisher: 2010 and Beyond As the newspaper industry tackles a wrenching transformation, the role of the traditional newspaper publisher is evolving. In particular, progressive publishers are shifting from a predominantly internal focus on costs, organization and operations to a predominantly external focus on the customer. Explore how publishers are making this transition and the skill set necessary to successfully lead a newspaper organization in the new media marketplace. Lessons Learned from 2009 The economic downturn in the newspaper has forced most newspapers to rethink their organizations, cost structures, product strategy and customer base to operate a successful business going forward. Newspaper executives will share how they are transforming their companies to better align the business with market realities. Topics to be covered include outsourcing and other cost-saving strategies, organizational structures (particularly in sales), strategies to drive new revenue and how content will be developed and delivered. Seven things publishers should do at mediaXchange 2010: Attend the strategy sessions. Hear and discuss what’s effective and sustainable with your peers, whether the subject is serving customers or new approaches to outsourcing. Be inspired and informed. Hear compelling stories about innovation and rebranding from our keynote speakers, including Jeff Hayzlet of Kodak, Ilya Prokopoff of Ideo and Rishad Tobaccowala of Denuo. Learn more about new revenue opportunities. “Making Money With Social Media” and “E-Readers and E-Revenue” are just two of the sessions in the digital and revenue tracks that can spark ideas and further conversation. Meet advertisers in a fun and social setting. Sign up and attend the Tuesday evening “Power Dinners” with advertising customers, which will offer a new format this year. During the dinner, the honored guests will move to different tables. This event usually sells out quickly so reserve a seat now! Explore new partnership opportunities. By spending time on the showroom floor, you’ll meet representatives from dozens of companies, including some that will be at mediaXchange for the first time. Many of these vendors have a lot of knowledge and information about what is working beyond what they are selling. Stay abreast of trends. “10 Technology Trends for 2010” and “Audience Development: 2015” are among the sessions that will point to ways to grow business. Make time to network. mediaXchange is an excellent place to renew old acquaintances and make new ones. Those conversation in hallways, at receptions and over meals can be just as good for commiserating and sharing as breakout sessions. mediaXchange General Information Early Bird Registration ends March 5, 2010!  Make sure you register now to save $100 off your registration.  Hotel reservations can be booked now. Use Group/Convention Code NAA to secure our special $209 rate.  Please note that the discounted rate is available for registered attendees and exhibitor staff only. Have dinner with your advertisers on Tuesday, April 13, 2010 during NAA’s annual mediaXchange. The immensely popular NAA “Power Dinners” have moved to mediaXchange and will be available to conference registrants on a first come first serve basis. This year, the “Power Dinners” will offer a brand new feature format called “Revolutions.” During the dinner, from one course of the meal to the next, our honored guests will move to different tables allowing them and you to meet with more advertisers during this fun social event. The price of the dinner is $65.00. These dinners have traditionally sold out, so reserve your seat now by registering for the conference at mediaxchange.naa.org. You are NEVER going to have better cost-justification for investing in mediaXchange. No matter how difficult of a budget year it is almost every newspaper sets aside money to call on your best customers. Many of your largest customers will be at mediaXchange. Register today! Posted Feb 16 2010, 03:18 PM by Lindsey Estes with no comments Filed under: mediaXchange 10, advertisers, sessions, programming, publishers, power dinners

• Why Audience and Circulation Professionals Should Attend NAA’s mediaXchange 2010

  To: All Audience Development and Circulation Professionals Re: Why You Should Attend NAA mediaXchange 2010 From: John Murray, Vice President of Audience Development The mediaXchange 2010 program has come together into a terrific package for Audience and Circulation professionals. Your colleagues on the program committee have identified the most essential topics and the most qualified newspaper executives to share what is working for them and their marketing initiatives for the coming year. Below I've summarized the sessions and the reasons to attend. Go to the mediaXchange site and see the listing of more than two dozen newspaper marketing professionals focusing on what it takes to grow audiences, sell newspapers, and improve audiences. If you are looking for a single compelling reason consider the changes in ABC metrics that will be approved by the ABC Board in March, just a month before this event and effective October 2010. Most of these reporting changes have yet to be released throughout the industry and now is the time to understand the changes and how it will impact your newspaper. If that is not it then look at the sessions focused on increasing circulation revenue and pricing strategies or how newspapers have reduced their costs of increasing home delivery circulation by improving subscriber retention. And there's the networking -- you'll find others whose have found successful solutions after facing similar challenges to you. Not only will you be able to benefit from their experiences and expertise now, but you can build lasting relationships for sharing in the future. Registration is open for mediaXchange 2010, April 11-14, in Orlando. Go to the mediaXchange site and select the most compelling programs for you and you can quickly make your own list of reasons, excluding the weather, why your newspaper needs to be represented in Orlando. Register early and make this an even better investment. Early bird registration will save you $100.00 and air fares are still cheap- I just found a Jet Blue Flight for $139.00 round trip. Here are Seven Reasons Audience and Circulation Professionals Should Attend NAA's mediaXchange 2010: 1. Prepare for the Sweeping ABC and Audience Metrics Changes -- learn the "nuts and bolts" of the new ABC qualification rules and reporting formats presented in forums so you can return to your newspaper with a plan for shaping a strategy for long-term growth and abilities to "tell your story" to advertisers and readers. 2. Build Audience and Retain Readers -- find the latest opportunities and success stories of target marketing by applying behavioral targeting and e-marketing for selling subscriptions and retaining readers, while lowering your costs. 3. Drive Circulation Revenue with Successful Pricing Strategies -- learn about the formulas that have worked in maximizing revenue and retaining readers. 4. Maximize Your Revenue -- learn about revenue-driving digital-media innovations from industry leaders. 5. E-readers, E-replicas and the Future of Mobile Applications -- take a closer look at successful applications of e-replica editions and what you need to know about the developing e-reader technology and economics. 6. Niche Products that Build Audiences and Revenue -- this is where the revenue growth is occurring and the session is about developing and marketing "opt-in and opt-out products" across platforms that work for advertisers. 7. Distribution Alliances & Partnerships -- share best practices in outsourcing, in sourcing and sales/distribution partnerships. Develop the right partnerships and choose the best vendor to improve your cost effectiveness and providing services that will retain readers. Here are a dozen sessions I picked from the larger program that are on target for audience and circulation professionals starting with the compulsory updates on the changes in ABC metrics that will impact all newspapers and how they go to market… 1. Developments in Audience Metrics Now that newspapers have transformed into multi-channel, multi-product enterprises, how do we effectively measure the audiences we reach and sell that audience to advertisers? This session will include changes in ABC reporting strategies, new developments in measuring Web audiences and how newspapers are using new audience metrics in sales. 2. The Nuts & Bolts of the new ABC Qualification and Reporting Standards : ABC publisher representatives will provide insights and guidance on new reporting requirements and qualification rules approved in March by the ABC Board. Workshop attendees will better understand the new definitions of total, paid, and verified circulation and the new report formats and how they will accommodate reporting branded editions, print copies, eReader and eReplica circulation and mobile usage. 3. Driving Circulation Revenue: Newspapers are using customer insights and segmentation strategies to maximize circulation revenue and better serve advertising customers. This session will explore different strategies from two newspapers, including how they addressed the value equation for readers, how they identified opportunities and how newspapers can better promote the value of their products. 4. Successful Consumer Segmentation Strategies for Building Audience: From using e-mail to sell single-copy and build subscriber retention to applying data solutions to successful home delivery strategies newspapers have learned that successful growth strategies require delivering the right message to the right audience through the right media channel. This session will focus on successful segmentation and database techniques. 5. Audience Development 2015: What audience development and circulation strategies, structures, and processes will be successful in the next five years? The session will focus on a new revenue mix, new products, distribution services, the delivery of content, organizational structures and identifying the core competencies and areas of focus for newspapers in 2015. 6. Managing Content in a Multiplatform World: Printed newspapers, Web sites, social media platforms, e-readers, smart phones. The ability to deliver relevant content across media channels will be key to newspapers’ future success. Several newspapers will describe their strategy and technology investments to effectively deliver multi-media content in a digital age. 7. Premium Content: Is the Strategy Paying Off? A number of newspapers have taken the plunge in charging consumers to access their Web sites or certain premium content. Has the approach achieved desired results? This session will share how paid content strategies at a variety of newspapers are playing out and perspectives on the future. 8. Digital- E-Readers and E-Revenue: Skiff, Kindle, Que ProReader -- Technologically, e-readers have come a long way in the past year. But the business model for newspapers that put content on the devices has a long way to go. Learn about the current state of e-reader revenue, advertisements and more from experts working in this new area. 9. Niche Products for Desired Audiences: Reaching new audiences increasingly means developing new, targeted products with relevant content and capabilities. In this session, newspaper executives will share successful product development strategies to attract and retain elusive audience segments. 10. Lessons Learned from 2009: The sharp downturn in the newspaper has forced most newspapers to rethink their organizations, cost structures, product strategy and customer base to operate a successful business going forward. Newspaper executives will share how they are transforming their newspapers to better align the business with market realities. 11. Driving Innovation: How does understanding people, asking good questions, seeking the truth, and telling compelling stories - familiar newspaper strengths -- drive innovation? Executives from IDEO, a global innovation and design consultancy, and Gannett will share their real-world experiences based on this approach to innovation. 12. Expand your thinking with two Strategic General Sessions: Transforming a Brand: A Case Study of Success: No one has been more successful at taking a traditional brand and transforming it for the digital age than Kodak CMO Jeff Hayzlett. Jeff has taken Kodak from a brand known for instamatics and 35 mm film and repositioned it as one of the most innovative digital technology companies on the globe. Jeff will share insights on where Kodak has been and where it is going along with the lessons for newspapers about transforming brands How Digital Platforms Are Transforming Marketing: Media visionary Rishad Tobbacowala has been a pioneer in developing digital strategies for major advertising brands. He will share insights on the future of marketing and advertising and how traditional media companies must leverage new platforms to more effectively serve advertising customers. Registration is now open with early registration discounts. Thank you for yur support. John Murray John.Murray@naa.org Posted Feb 10 2010, 12:52 PM by Lindsey Estes with 1 comment(s) Filed under: audience metrics, circulation revenue, mediaXchange 10, sessions, audience, programming, circulation

• Steve Wagenlander, Post and Courier talks about why HE is attending mediaXchange 2010

  Steve Wagenlander, Post and Courier, Director of Audience Development Why do you believe it’s important for newspaper executives to attend mediaXchange? In these tough economic times, the oppotunities to network with other newspaper industry leaders is more infrequent. Attending mediaXchange will not only provide the best networking opportunities but allow conference attendees to hear directly from others what programs are actually providing results. Why are you personally attending the conference? Our industry needs decisive leadership more than ever. Many of our industries top leaders will be in Orlando and I want to learn from them. What sessions/speakers/exhibitors do you plan on attending and meeting with?Why? I am looking forward to the circulation nuts and bolts session. It not only lets you hear directly from ABC about the latest rules and procedures, but provides the chance to learn about the strategies other newspapers are implementing to maximize audience reach. Posted Feb 03 2010, 11:10 AM by Lindsey Estes with 2 comment(s) Filed under: audience metrics, mediaXchange 10, sessions, audience, circulation