Main Conference Registration Opens

Refreshment Break

Roundtable Discussions
This opening session is a great way to meet others who are focused on your issues, as you join two roundtable discussions on niche topics, each visit lasting a half-hour. The discussions are a chance to share what’s working for you, learn from your peers and meet others with the same interests.

2:30 - 3:15 PM

Refreshment Break

General Session II
The New Rules for Recruiting Talent
Bringing in great talent is the most important thing any of us can do to grow our companies, yet for most companies, recruiting is a game of chance. Find out the secrets of one of the world’s most successful executive recruiters and trainer of recruiters. There is a better way to improve your chances of success – find out how.
Lou Adler, President, The Adler Group and Author of Hire With Your Head

General Session III
CEO Fire Side Chat
Conference Chair Wayne Cooper will interview CEOs from the specialized-information industry to hear what’s working and how they are making the “New Rules” work in their respective companies.
David Foster, Business Valuation Resources, LLC
Jeff Giesea, Fierce Markets
Bruce Levenson, UCG
Don Pazour, Access Intelligence, LLC

Cocktail Reception - Celebrate SIPA!
A 30th Anniversary Party

Marketing Directors Roundtable
(Sorry, this event is sold out.)
If you are a marketing director, join your colleagues for a special roundtable meeting, where you can discuss issues critical to your job over continental breakfast. Led by Denise Elliott, The Kiplinger Washington Editors, Inc., this session is limited and sells out every year. Register early to reserve your spot!
Denise Elliott, The Kiplinger Washington Editors, Inc.

Speed Vendoring
Early risers will have the chance to hear the best ideas from conference exhibitors and sponsors, who will share quick ideas that you can take back to your office to help grow your profits. This is not a sales pitch – these vendor companies work with many publishers and have the opportunity to hear from their clients what’s working. Plan to get up early to hear tips that you can put to use right away!

Continental Breakfast

General Session IV
Changing the Rules: The Consumer Reports Story
Consumer Reports is one of the most successful print publishers in the world. They are also one of the most successful online publishers with more than 2 million paying members to their Website. In addition, they are on the forefront of mobile information delivery and are building leading-edge mobile solutions. They are doing all this while growing their core magazine. Find out from the architect of Consumer Union’s publishing group how they have achieved their current success and where they are heading.
John Sateja, Senior Vice President, Consumer Reports

10:00 - 10:30 AM

Concurrent Breakout Sessions I

• What Century Are You In?
• How to Start and Run an E-mail-Centric Internet Marketing System
• Using Offline Products to Drive Online Traffic
• Consumer Marketing in eVolutionary Times: New Tools and New Rules for Collaborating with Customers – A Strategic Briefing
• Reader-Benefit Writing
• Creating a Winning Strategy
• Turning Editorial Ideas into Audio Conference and Webinar Revenue
• New Business Models for Specialized-Information Publishers to Make Money on Websites

Luncheon & Keynote Address
Hoover’s Vision: Original Thinking for Business Success
Gary Hoover is a true visionary. Not only has he founded several companies, he has invented several industries. He has a unique way of identifying business opportunities and is willing to share his winning approach with you.
Gary Hoover, founder of Hoovers (business information), BOOKSTOP (which was later sold to Barnes and Noble for $41.5 million) and other successful companies. Author of Hoover’s Vision.

Concurrent Breakout Sessions II

• 42 New Rules for Direct Marketing & Sales
• Creating Great Free E-mail Newsletters
• Search Engine Optimization for Special-Interest Publishers
• Everything You Need to Know About E-mail Deliverability, But Were Afraid to Ask
• How to Create and Get an Audience for Blogs and Other Digital Media
• Measuring New Products
• The New Rules in Conference Planning
• Moving from Directories to Online Databases

Refreshment Break

Concurrent Breakout Sessions III

• Integrating Traditional Marketing, Online and Web Marketing and Sales
• Developing Conversion Architecture to Build E-mail Circulation
• Drive Targeted Traffic to Your Site with Google Adwords
• How Can You Increase Your Response Rates Using Database Marketing?
• Are Reader Communities the End of Journalism as We Know It?
• Metrics in Running a Specialized-Information Business
• Workflow Products: Powerful, Profitable Line Extensions
• Best Case Studies for Electronic Products

Cocktail Reception - Hawaiian Theme

Editorial Directors Roundtable
(Sorry, this event is sold out.)
If you are an editorial director, join your colleagues for a special roundtable meeting, where you can discuss issues critical to your job over continental breakfast. Led by Diane Schwartz, Access Intelligence, this session is limited - register early to reserve your spot!
Diane Schwartz, Access Intelligence

Continental Breakfast

Roundtable Discussions
You have another chance to participate in roundtable discussions on niche topics. Again you can pick two tables to visit for a half-hour each.

Refreshment Break

Journalism Award Winners Share How They Got the Winning Story
Lisa Getter, corporate editorial director at UCG, leads a team of award-winning journalists as they share how they developed stories that won them SIPF awards for editorial quality.
Carl Ayers, UCG
Glenn Demby, Bongarde Media Co.
Lisa Getter, UCG (moderator)
George Lobsenz, Energy Daily
Ellen Smith, Mine Safety and Health News
Jonathan Stern, UCG

Concurrent Breakout Sessions IV

• "Love The Customer You're With:" If You've Given Up On Finding New Customers, How Can You Keep More Of What You Already Have, Get More Money From Them, And Bring Back Those That Have Left
• Creating E-mail Sales Letters That Rock
• Using PR and Content Syndication to Drive Website Traffic
• 44 Consumer Marketing Ideas in 60 Minutes
• Content Management: Gift from God or the Voice of the Devil?
• M&A Overview
• Advertising-based Supplements: A Line Extension that Can Co-Exist with Newsletters
• Adding Industry/Professional Certification to Your Product Mix

Concurrent Breakout Sessions V

• Use Outbound Telesales to Grow Revenue & Profits
• Designing a Balanced E-mail Newsletter Template
• 40 Best Ways to Drive Targeted Website Traffic
• Crazy Ways to Sell Your Products
• Keep It Legal
• Managing a Multi-Product Delivery Business
• High-Priced Custom Research: How and Why
• Building Communities to Improve Your Future

Luncheon, Awards Program & Presentation

Web Two Oh! A New Battleground for Marketers & Editors

A Play in One Act

Often at crossed purposes, marketers and editors have not always found common ground when it comes to creating content on one hand, and selling it on the other. Clashes between these professions are frequent, one side bent on achieving maximum sales, the other driven to deliver excellent journalism. Surely, the arguments over marketing directors meddling in editorial policy, or editors refusing to contribute to sales copy have grown long in the tooth for everyone.

Thanks to emerging technologies and trends in how people are using the Web, they have something new to argue about! Why wiki? Why blog? How much free is too much? Why let the market create content? Community journalism? Social networking? Peer-to-peer sharing? What madness! Who is really in control here? The editor? The marketer? The (gulp) customer?!

Observe a one-act play where a marketer, played by Helen Hoart, and an editor, played by Tom Hagy, demonstrate how this age-old conflict is re-playing itself in the age of Web 2.0 – and costing you money!
Tom Hagy, LexisNexis, Mealey's
Helen Hoart, StayWell Consumer Health Publishing

Improving Your Visibility on Google: An Overview of Google's Solutions for Online Publishers
Google doesn't want to compete with you. They want to act as a switchboard, connecting consumers with relevant information. Find out how to organize your information so that Google can access it, index it and send the right people to it.
Andrew Madden, Strategic Partner Development, Content Partnerships, Google, Inc.

Grand Finale: The Best Ideas from the Conference
There are so many great conference sessions to choose from, you can’t possibly attend them all! Plan to stay until the end to hear a “best of” wrap-up of all the sessions you weren’t able to attend. The track chairs will share the key tips, tricks and best practices from their tracks, so you’ll leave with a collection of best ideas to take back to your office and test immediately.

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