| 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. |
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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
Published
Feb 10 2010, 12:52 PM
by
Lindsey Estes
About Lindsey Estes
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