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Sunday,
June 3, 2007
1:30 – 2:30 PM
Roundtables Session
- Renewals - How to Keep Your First-Time Buyer
Nancy McMeekin, Oakstone Publishing,
LLC
- Forced Free Trials – Maximizing Conversions
Fran Goggin, Alexander Hamilton
Institute, Inc.
- Calling all Customers – Cross-selling/Upselling
Dan Murphy, Lawrence Ragan Communications,
Inc.
- Selling Your Products Through a Sales Force
Paula Cavanaugh, Horizon Publishing,
LLC
Monday, June 4, 2007
10:30 – 11:45 AM
What Century Are You In?
Hey, in case you haven't noticed, we're almost a decade into the twenty-first century. And an unsurprising number of newsletter publishers are wondering why two facets of their business don't seem to be firing on as many cylinders as they used to — mailings to maintain the subscriber-base and actual interest in what the newsletter has to say.
Shortened attention-spans ... and their stepchildren, awareness of competition and thinning response to traditional goads ... are the villains. But what can the aware newsletter do to maintain pace? Attend this irreverent session to learn the new rules of direct-mail copy and re-energize your promotional mailings back to profitability.
This session will be led by marketing guru Herschell Gordon Lewis, who is arguably one of the best-known direct-response writers and consultants in the United States. He has written many books on marketing and copywriting, taught graduate classes at Roosevelt University, been a regular speaker at Direct Marketing Association meetings around the world and was named to the Direct Marketing Association Hall of Fame. Don’t miss this opportunity to hear a real legend in the marketing industry.
Herschell Gordon Lewis, Lewis Enterprises
2: 15 - 3:15 PM
42 New Rules for Direct Marketing
& Sales
Direct marketing is not dead … just more challenging than 10 years ago. Fortunately, you’re not the only one being forced to become more creative with marketing efforts, find new sales channels and deliver an ever-growing product mix to boost revenues. This session provides the opportunity to hear exactly what’s working for your peers across a variety of industries. Expect to walk away with proven tactics and new ideas to help eliminate some of the guesswork, financial risk and stress from your future marketing efforts.
Carol Bray, Access Intelligence, LLC
Guy Crossley, M. Lee Smith Publishers LLC
Craig Huey, Creative Direct Marketing Group, Inc.
Marisa Luchsinger, UCG
Mary Lou Probka, Inside Mortgage Finance Publications, Inc.
David Singleton, BNA
3:45 - 5:00 PM
Integrating Traditional Marketing, Online and Web Marketing and Sales
The days of sending a sample issue or brochure with a marketing letter to the perfect list and just waiting for the return mail so you can count the money are over. Now you have to coordinate your targeted efforts using e-mail, the Web, direct mail, inserts, phones and anything else you can think to bring in the money. Your three-step process suddenly grew to a dozen steps and requires input from four departments other than marketing. Is it really possible or even worth it? Yes!
Attend this session to learn how others have transformed their marketing programs to include a multitude of customer touch points to ensure their profitability.
Frank Bleers, Lawrence Ragan Communications, Inc.
Margie Weiner, UCG
Tuesday, June 5, 2007
8:45– 9:45 AM
Roundtables Session
- Offers That Sell – Tips for Creating the Best
Marketing Offer
Craig Huey, Creative Direct Marketing
Group, Inc.
- Co-Marketing Partnerships: Leverage Your Subscriber
& Prospect Databases
Jay Norman, Personnel Policy Service, Inc.
- What’s Working in International Marketing
Gary Brown, WorldTrade Executive
10:15 - 11:15 AM
"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
Improving renewal rates never sounds sexy, but as a source
of predictable revenue it can’t be beat. Add reactivation
of your cancels/expires, and an occasional cross-sell to current
customers, and now you’re talking real money. Don’t
underestimate the value of current and past subscribers when searching
for additional income. They know your company, are qualified
prospects and the list is already in your database ─ half
your work is already done. Attend this session to see why
spending some time on improving your renewal series and creating
targeted offers to your house file will improve your bottom-line
with minimal expense or risk.
Jim Bell, IOMA
Todd Lebo, The Kiplinger Washington Editors, Inc.
11:30 AM - 12:15 PM
Use Outbound Telesales to Grow Revenue & Profits
Outbound telesales for new order acquisition or customer account management always provides unique challenges. Whether you already have a telesales department or are just considering one, you’ll want to hear how our presenters address the following issues:
• Compensation (low base/high commission vs. reasonable base/smaller commission)
• Integration of telesales into a larger marketing effort
• How to avoid a healthy competition between phone representatives from becoming an intense battle for the best prospects
• Should you consider an outsourcing option and, if so, how to find the right vendor
Glenn Eckard, Business 21 Publishing
Ginger Gardner, Oakstone Publishing, LLC
Sunday, June 3, 2007
1:30 – 2:30 PM
Roundtables Session
- Building Your E-mail List
Schandale Kornegay, Marketing Consultant
- E-mail: Rendering & Deliverability Tips to Get to
the Inbox as Intended
Leslie Price, Return Path
- Developing Landing Pages That Sell
Jeanne Jennings, JeanneJennings.com
- Designing and Implementing an eFFT Series
Monica Nason, HCPro, Inc.
Monday, June 4, 2007
10:30 - 11:45 AM
How to Start and Run an E-mail-Centric Internet Marketing System
The first step in running an effective Internet marketing system is creating a companion Website that will facilitate building a large targeted opt-in e-mail list. Discover the ingredients that go into creating a successful e-mail-centric Internet marketing system. You'll learn how to effectively use free giveaways, quality e-mail newsletters and high-performing e-mail promotions to increase your revenues. In this information-packed session, we will deliver the technical details that you must master to succeed as an e-mail marketer.
Kim Mateus, Mequoda Group
Don Nicholas, Mequoda Group
2:15 - 3:15 PM
Creating Great Free E-mail Newsletters
Free e-mail newsletters must contain valuable content if you want to maximize acquisitions, open rates, retention and the all-important revenue-per-thousand e-mails sent. Discover how veteran journalists have translated their skills to produce high-quality, must-read free e-mail newsletters that are the lifeblood of their successful e-mail marketing system. Learn the inside secrets for creating content that satisfies the reader and generates opportunities to promote your books, reports, newsletters and events in a subtle but effective way.
Jeanne Jennings, The Jennings Report
Jay Schleifer, HR Daily Advisor
3:45 - 5:00 PM
Developing Conversion Architecture to Build E-mail Circulation
Learn how Website architecture can be used to double, triple or even quadruple the number of site visitors who become e-mail newsletter subscribers. Understand cutting-edge site architecture for delivering the right message based on user state and site entry page. Discover how to deploy floaters, OFIEs, OFINs and text links to maximize conversion rates for organic landing pages. Learn how to use rapid conversion landing pages (aka name-squeeze pages) to generate conversion rates as high as 47%.
Pete Stowe, Bongarde Media Co.
Chris Treacy, Socrates Media
Tuesday, June 5, 2007
8:45– 9:45 AM
Roundtables Session
- E-mail Deliverability: Getting Through the Filters
Jim Katz, Real Magnet
- E-mail Marketing for Audio Conferences
Chris Morin, Thompson Publishing Group
- E-mail ROI – Boosting Your Open & Click-Through
Rates
Greg Krehbiel, Thompson Publishing
Group
10:15 - 11:15 AM
Creating E-mail Sales Letters That Rock
Successful e-mail marketers will tell you that their e-mail
sales letters are responsible for 60% to 80% of their online revenues.
Discover how to translate direct mail best practices to the
development of successful e-mail newsletter promotions. Learn
how to write subject lines, headlines and leads that will grab your
reader's attention with a believable big promise. Understand
how to use subheads, lists, bullets, call-outs and testimonials
to structure a sales letter that is both skimable and readable.
Bob Bly, Copywriter
Jim Sinkinson, Infocom Group
11:30 AM - 12:15 PM
Designing a Balanced E-mail Newsletter Template
Every e-mail newsletter has two jobs: it must provide high-quality information and sell your organization's information products. Learn the key concepts and metrics for maintaining the right balance between the editorial and promotional messaging contained in an effective e-mail newsletter. Understand how to design an effective e-mail newsletter template that strikes the right ratio between editorial and advertising content, satisfies your readers and sells your information products. Also learn how sponsors can super-charge revenue per subscriber.
Steve Laliberte, Internet Production
Sandra Witscher, FID Publishing House, Inc.
Sunday, June 3, 2007
1:30 – 2:30 PM
Roundtables Session
- Web Analytics – What's Important and Why
Ani Luxner, Digital Marketing Strategies
- Tips to Keep Your Visitors Longer
Barbara Kaplowitz, Big Huge Ideas
- SEO
Bill Barnes, Enquiro Search Solutions
Monday, June 4, 2007
10:30 - 11:45 AM
Using Offline Products to Drive Online Traffic
10:30 – 11:45 AM Using Offline Products to Drive Online Traffic
Discover the cheapest and most effective way to drive online traffic and build a massive customer database using your existing offline products. Understand how savvy publishers use their newsletters, books, reports and events to build their brand, drive targeted online traffic and increase customer profits.
Scott Brueggeman, Socrates Media
2:15 - 3:15 PM
Search Engine Optimization for Special-Interest Publishers
The Mequoda Search Engine Optimization (SEO) Process is designed to show you the best practices for helping search engine users find your Website page. It's not exactly easy ─ but it's simple and effective if you follow all the steps. Don't be intimidated by the mysteries of optimizing your Website for Google and the other search engines and indices. If you believe that SEO is all smoke and mirrors, or beyond your comprehension and control, this session will change your mind ─ and teach you the SEO techniques and strategies you need to know.
Don Nicholas, Mequoda Group
Bill Barnes, Enquiro
3:45 - 5:00 PM
Drive Targeted Traffic to Your Site
with Google AdWords
Discover how the country's leading special-interest publishers
are using Google AdWords to grow e-mail circulation and sell information
products over the Internet. Learn a proven step-by-step process
for selecting winning keyword phrases, creating the appropriate
landing page offer and incentive and making solid, real-time decisions
using Google's online campaign management system. Come away with
an immediately actionable, proven strategy to drive more visitors
to your site and more subscribers to your newsletters.
Bryan Todd, Perry Marshall & Associates
Tuesday, June 5, 2007
8:45– 9:45 AM
Roundtables Session
- Choosing the Right Keywords for SEO
Tom Lynch, ePublishing
- Making Pay-Per-Click Work
Bill Baird, Baird Direct Marketing, Inc.
- Tips to Boost Web Sales with Print Marketing
Andrew Thorne, Oakstone Publishing LLC
- Understanding Google AdWords ROI
Richard Burke, Financial Operations Network,
LLC
10:15 - 11:15 AM
Using PR and Content Syndication to Drive
Website Traffic
If you're marketing your special-interest information product
online, you know that public relations and product publicity aren't
what they used to be. The Internet changed the rules of the
game. Some publishers understand coming up with a free online
giveaway or syndicating content to drive traffic, but many fail
to convert that traffic into loyal customers. Learn the critical
steps for maximizing this very effective source of Website traffic.
Ed Coburn, Harvard Health Publications
11:30 AM - 12:15 PM
40 Best Ways to Drive Targeted Website Traffic
Join some of the country's top online marketers when they share their best advice, proven sources and latest techniques for maximizing return on investment from their online marketing efforts. Hear from Don Nicholas and the Driving Website Traffic speakers in this rapid-fire, not-to-be missed event.
Bill Barnes, Enquiro
Scott Brueggeman, Socrates Media
Ed Coburn, Harvard Health Publications
Don Nicholas, Mequoda Group
Sunday, June 3, 2007
1:30 – 2:30 PM
Roundtables Session
- Online Prospecting (Lead Generation) and the Role of
Free Reports and E-zines
Mary Ellen Tribby, Agora Publishing
- Partnering Opportunities That Add Profit to the Bottom
Line – Revenue Share Programs, Ad Swaps, List Swaps, Co-registration
Roger Michalski, Eagle Publishing
- Website Practices That Really Work – Conversion
Marketing or Media Model?
David Forrest, The Motley Fool
Monday, June 4, 2007
10:30 - 11:45 AM
Consumer Marketing in eVolutionary Times: New Tools and New Rules for Collaborating with Customers – A Strategic Briefing
As America’s consumer demographics become increasingly diverse, mature info-com technology (IT) is providing vendors with even more rapidly diversifying means of targeting specific market segments and analyzing their behavior. This same technology is also fostering a growing collaboration between businesses and their customers, resulting in improved products, sales and customer satisfaction. From now on, all firms will use an expanding array of new media – “smart” packaging, kiosks, telematics, interactive signage, etc. – to better connect their products and services with consumers. But the vendors who prosper in a world of shortening product life-cycles will be those who become most adept at collaborating with their customers – continuously improving the marketplace utility of their goods and services – at a time of ongoing innovation and change.
David Pearce Snyder, Consulting Futurist, The
Snyder Family Enterprise,
Contributing Editor, The Futurist Magazine
2:15 - 3:15 PM
Everything You Need to Know About E-mail Deliverability, But Were Afraid to Ask
What is a good deliverability rate? What can be done to increase e-mail deliverability? What do e-mail filters look for? Does your e-mail “reputation” factor into e-mail deliverability? What are the best practices for ensuring consistent e-mail delivery?
What does the future of e-mail deliverability look like? Find the answers to your questions at this valuable session and walk away with actionable ideas to identify and solve common e-mail deliverability problems.
Leslie Price, Return Path
3:45 - 5:00 PM
How Can You Increase Your Response
Rates Using Database Marketing?
All consumer publishers should be using database marketing to improve response rates on existing lists, exclude the worst names from house lists or to get new lists to work. Does all the talk of deciles, modeling and regression analysis make your skin crawl? You’re not alone. Join us for a plain-English lesson on how to make database marketing work for you. Increase your response rates and improve your bottom line!
Todd Leiser, Rodale
Bart Surick, Alliant Cooperative Data Solutions
Tuesday, June 5, 2007
8:45– 9:45 AM
Roundtables Session
- Testing – What’s Working with Landing Pages,
E-mails, Copy, etc.
Mia White, Agora Publishing
- Retention Programs – What Do They Look Like in
the Age of Auto Rebill
Rebekah Hughes, The Motley Fool
- Accessing New E-mail Addresses by Renting and Exchanging
E-mail Lists
Chris Binkert, Chris Binkert Consulting
- Proven Ways to Build Your Prospect List Organically
Ari Gersen, Boardroom
10:15 - 11:15 AM
44 Consumer Marketing Ideas in
60 Minutes
Here is your opportunity to get the best of the best ideas on top
tips that can have an immediate impact on your direct-marketing
efforts. Regardless of how you sell e-mail, direct mail, etc.)
or what you sell (magazines, newsletters, conferences, one-shots
or continuity books/videos/special reports and other specialized
products), you will come away from this presentation with quick-hitting
tips and tactics that YOU will be able to implement in your business.
Hear what creative ideas can help you lift response; learn how other
marketers are adding new life to their prospecting and house mailing
efforts through data mining; structure your offers and testing for
maximum gain.
Mark Johnson, Copywriter
Jeff Kobil, LDS Group
David Lee, Tufts Media LLC
Roger Michalski, Eagle Publishing, Inc.
11:30 AM - 12:15 PM
Crazy Ways to Sell Your Products
We all know the traditional methods to sell products such as direct mail, e-mail, telemarketing, space ads, etc., but have you thought about OTHER ways you could sell your products? These thought-provoking marketing methods may not be a perfect fit for your products, but you never know what great ideas they may evoke in you. Bring your own “thinking outside the box” marketing ideas to share with the group. This will be a light, fun session that is a perfect way to wrap up the conference!
Denise Elliott, The Kiplinger Washington Editors, Inc.
Sunday, June 3, 2007
1:30 – 2:30 PM
Roundtables Session
- Is the Wall Between Editorial and Marketing Crumbling?
And Should It?
Andy McLaughlin, PaperClip Communications
- Content in the Age of Online Commoditization: How to
Provide Content Online That Sells
Rob Rogers, Financial Operations
Networks, LLC
- Motivate Editors To Do More – E-zines, Conferences,
Audio Conferences, Reports
Scott Steinke, Elsevier/FDC Reports
Monday, June 4, 2005
10:30 - 11:45 AM
Reader-Benefit Writing
Most newsletter writers have learned the who, what, when, where and why style of writing. But far too few have learned the most important question – the so-what? Or the WIIFM? (What’s in it for me?) Or the ROI (Return on investment). This session will focus on reader-benefit writing, how to involve the reader from the headline, to the lead to the last word. We’ll have some hands-on work to bring dead copy to life.
Don Ranly, Ph.D., Professor Emeritus, Missouri School of Journalism
2:15 - 3:15 PM
How to Create and Get an Audience
for Blogs and Other Digital Media
Creating a blog takes minutes. Making it work is a lot harder. Is
it worth it for you? Learn the tricks of writing, positioning and
increasing a qualified audience to your blogs and Websites, and
how to have that audience help you meet your business objectives.
Become more conversant in the latest terminologies and technologies
of the Web – including Web 2.0 – with practical tips
and tricks. Come away energized with ideas you can act on today,
and get a peak at tomorrow – Web 3.0! – so you'll be
prepared for what's coming.
Dorian Benkoil, Teeming Media
3:45 - 5:00 PM
Are Reader Communities the End of Journalism as We Know It?
Communities of readers, Wiki’s, blogs, message boards, social networks. Is this the end of the top quality journalism we’ve built our businesses on? What happens when your readers become your reporters? Will subscribers pay for content generated by the masses? How can you harness the power of crowds to build reader and brand loyalty? We’ll explore how information providers are creating communities of interest using high-tech tools and good old fashioned trust.
Lauryn Franzoni, ExecuNet, Inc.
Tuesday, June 5, 2007
8:45– 9:45 AM
Roundtables Session
- New Rules for Editorial: Use of New Technologies in
the Newsroom
Debra Wayne, Access Intelligence, LLC
- Building Community With Your Audience via Content, Editorial
Involvement
Matt Aukofer, The Kiplinger Washington Editors,
Inc.
- Harnessing Hidden Talents of Your Editorial Staff
Don Johnston, AHC Media LLC
- Developing/Improving Editorial Skills in Your Staff
Jim Gutman, Atlantic Information Services
10:15 - 11:45 AM
Content Management: Gift from God
or the Voice of the Devil?
Content management systems (CMSs) enable “non-tech”
people to publish and manage content on their Website. It
can be a powerful tool, melding the strengths of editorial immediacy
and content with the timeliness and impact of focused marketing
messages. But finding the right system and implementing it
isn’t an easy task. This presentation will be a case
study where the executive editor and the online content editor of
a leading financial newsletter company share their experiences in
defining the needs of the system, system selection, vendor negotiations
and multi-departmental implementation.
Gregg Early, KCI Communications
Jaime Hritsik, KCI Communications
11:30 AM - 12:15 PM
Keep It Legal
Learn what you need to know to keep your Website on the right side of the law. What can you do to protect your content and what uses can you make of content that you find on the Web? Learn the legal basics about privacy policies, blogs, hyperlinks and copyright.
Tom Curley, Levine Sullivan Koch & Schulz LLP
Sunday, June 3, 2007
1:30 – 2:30 PM
Roundtables Session
- Hiring the Best
Lou Adler, The Adler Group
- Global Opportunities for Growth
Julie Acker, WKHealth
- Pursuing Copyright Infringement Suits/Settlements
Dan Warren, Warren Communications
News
- Business Valuations
Baran Rosen, Whitestone Communications,
Inc.
Monday, June 4, 2007
10:30 – 11:45 AM
Creating a Winning Strategy
What are the critical elements of an effective strategic planning process and how can your organization benefit from such a process? Come learn the answers to these questions and more from this panel, which will present case studies on how strategic planning helped their organizations identify threats and opportunities, set specific measurable goals and adapt to change. The panel will feature members of the planning teams and the professional facilitators who guided their organizations through the strategic planning process. You’ll learn about various ways to structure the process, what elements are critical to a successful outcome, common misconceptions about the process and how to ensure effective execution of your plan and accountability for results.
Ed Binder, Apex Growth Strategies
Kevin Collins, HCPro, Inc.
Ira Mayer, EPM Communications, Inc.
Jim O’Shea, Achievement Unlimited of Connecticut
2:15 – 3:15 PM
Measuring New Products
Most specialized-information companies are not at a loss for new product ideas. The trick is determining which ideas deserve the financial backing of your company. Come hear some of the leading specialized-information executives share the financial metrics and business plan templates that they use to launch new products. These seasoned presenters will also take us through the key metrics they follow after launch to determine their successes and their failures.
Scott Jacobs, LexisNexis, Mealey’s
Rob Stuart, HCPro, Inc.
3:45 – 5:00 PM
Metrics in Running a Specialized-Information Business
What reports do you look at to operate your business now that you didn’t look at two years ago? How often do you look at the reports? Who is looking at the reports with you? Who else is in the room? Learn what reports the industry’s most successful CEO’s and COO’s look at each day, week and month and, most importantly, how they involve their staff in the process.
Brian Gurnham, Business & Legal Reports
Bruce Guzowski, HCPro, Inc.
Helen Hoart, Staywell Consumer Health Publishing
Tuesday, June 5, 2007
8:45– 9:45 AM
Roundtables Session
- Partnerships/Joint Ventures
John Novack, HCPro, Inc.
- Site License Sales
Alka Desai, FDANews
- New Strategies for Defending Market Position And/Or
Penetrating New Markets
Richard Ossoff, Strafford Publications,
Inc.
10:15 – 11:15 AM
M&A Overview
The demand for specialized-information providers by strategic and
private equity buyers is at an unprecedented high level. Two
of the leading investment bankers with recent transactions in the
“space” will give you an update on the M&A market
and tell you what the strategic and private equity buyers are looking
for.
Thomas P. O’Connor, Berkery, Noyes &
Co.
Scott Peters, The Jordan, Edmiston Group, Inc.
11:30 AM – 12:15 PM
Managing a Multi-Product Delivery Business
The presidents of two leading specialized-information publishing companies will identify and discuss those tools and disciplines used to effectively manage multiple product lines. There will be a wide-ranging discussion of the constant managerial “juggling act” required to balance competing demands for scarce resources across operating groups, while also ensuring that sufficient resources are invested in new launches and start-ups, and properly apportioned between the marketing of one-off’s (like special reports and audio conferences) and subscription offerings (like newsletters and online services). This session will also include a discussion of the tools (like financial reports and operating metrics) these publishers use to measure the effectiveness of their “juggling” decisions on a daily basis.
Dan Oswald, M. Lee Smith Publishers LLC
Mark T. Ziebarth, Bongarde Media Co.
Sunday, June 3, 2007
1:30 – 2:30 PM
Roundtables Session
- Research as a Revenue Source
Robin Crumby, Melcrum Publishing
Ltd
.
- List Rental Tactics
Debbie Goldfarb, IOMA
- Repackaging Your Content
David Schwartz, Niche Builders
- Selling Advertising
Alan Vandenburgh, Vandenburgh
Media
Monday, June 4, 2007
10:30 – 11:45 AM
Turning Editorial Ideas into Audio Conference and Webinar Revenue
How do you get into the heads of your subscribers to find the absolute best topics for holding audio conferences? And once you have the topic, how do you market them for maximum value? Hear two different approaches from two different companies – one that taps its own editorial staff to be the featured speakers at its courses, and the other a more traditional publisher that uses outside speakers to host some 200 audio conferences a year. Learn how each company schedules, markets and executes its audio events – and see what you can mimic to boost your revenues. Bonus: Learn how Strafford Publications hosts successful events for markets in which it does NOT publish!
Richard Omdahl, Beacon Resource Group, Inc.
Jennifer Vaughan, Strafford Publications, Inc.
2:15 – 3:15 PM
The New Rules in Conference Planning
More and more content providers are branching out into conferences
for added revenue. At the same time, hotels have fully recovered
from the post 9-11 drop in business, and all have toughened up their
meeting room, food and attrition clauses in contracts.
What is the upside for your business, and what tactics do you need
to know to thrive in a changing marketplace?
Learn this and more from Julie Upton, CEMO for UCG, which does more
than 100 meetings annually. She will walk you through the ins and
outs of planning conferences, drawing on her 19 years of experience
in meeting planning. You will learn:
• How to quantify the revenue benefits of conferences.
• How hotels view your business, and how you can use this
to your advantage when negotiating for space.
• 24 proven contract clauses that will boost your conference
margins 10%.
• Attrition – you missed your numbers, but you can still
limit and in many cases totally avoid paying penalties.
• AV charges – where to cut, and how to bid out the
business effectively.
• 12 sure-fire ways to cut food and beverage costs without
cheapening your meeting.
• And much, much more.
Case Study Bonus: Julie will walk you through an actual case study,
starting with the meeting RFP, working through the original proposal
back from the hotel and sharing the back and forth negotiations
leading up to the actual contract signing!
Julie Upton, UCG
3:45 – 5:00 PM
Workflow Products: Powerful, Profitable Line Extensions
Software and workflow tools can add tremendous usability benefits to your content ─ and can provide enormous opportunity if done right. Hear how two different companies have benefited from adding workflow tools to their product suite and profited greatly.
Case study #1: “Renewable
Software – the $1 Million Year Ancillary That We Almost Gave
Up On”
Brian Crotty, OPIS, a division of UCG
In 2001, Oil Price Information Service already had a database of news and prices that it updated each day. Looking for ancillary revenue, it developed a real-time software tool that allowed customers to better benefit from its news and prices. By 2003, with less than $40,000 in annual revenue being generated, OPIS was ready to call it quits. But one last product review turned the ship around, and that same ancillary now generates more than $1 million a year in annual revenue. Using a case-study approach, OPIS President Brian Crotty walks you through the product development, launch and relaunch of the product. You will learn:
- what the software was supposed to do
- initial problems
- how subscribers really used the product
- the critical fact OPIS learned to shift its marketing
- how the product was “tweaked” to match the market needs
- how software can tie you even closer to your customers
- personalized renewable software – the evolution of the software-content marriage
Case study #2: Building a
Better Mousetrap: Marrying “Nice-to-Have” Content
Into “Must-Have” Work Process Products
Tonya Nevin, Group Publisher, DecisionHealth, a UCG company
It started with conference customers diligently taking notes in sessions. And three years later, these notes have changed the way home-care providers interact with their medical code books, and in the process smashed all previous ancillary sales records in UCG’s DecisionHealth Group. Hear how DecisionHealth spotted the opportunity, took conference, newsletter and ancillary handbook content and imbedded them right into the official code set. The result: a ten-fold revenue spike, thousands of new customers and now a new online venture as well.
Tuesday, June 5, 2007
8:45– 9:45 AM
Roundtables Session
- Audio Conferences: Approaches for Maximizing ROI
Tom Schubert, Progressive Business Publications
- Conferences: Tips for Success
Mike Matthews, UCG
- Becoming a Training Company
Frank Finn, Douglas Publications
10:15 – 11:15 AM
Leveraging Your Newsletter Editors and the
Paid Content They Generate for High-Dollar Advertising & Sponsorships
Conventional wisdom used to be that newsletters needed to be free
and clear from all advertising to retain their independence. But
several publishers have knocked down the wall between church and
state, successfully adding new profit streams to their businesses.
Take Access Media’s Telecom Group, which is leveraging the
content it sends out via its paid newsletters and other proprietary
content generated by the newsletter editors to offer completely
new, single sponsored webinars and web micro-sites. Learn
from veteran publisher Mike O’Neill the ins and outs of this
new business model, how to get editors involved and excited about
the line extensions, and where he sees the model evolving in the
future.
Mike O'Neill, Access Intelligence, Telecom Intelligence Group
11:30 AM – 12:15 PM
High-Priced Custom Research: How and Why
Ever think about offering high-priced research? The rewards
can be enormous. Just ask Derek Smith, who sells a lot of
research reports each year at $3,000-$5,000 per study. Learn
how his team at Kennedy Information does it – from how topics
are vetted, to how reports are developed and marketed, to who gets
targeted for these reports and how some become “renewable.”
Newsletter publishers may be sitting on hundreds of thousands of
dollars worth of business intelligence that just needs to be unlocked
in custom research formats. Here’s your chance to learn
how.
Derek Smith, Kennedy Information
Sunday, June 3, 2007
1:30 – 2:30 PM
Roundtables Session
- Online Communities and Membership Models
Tim Kerber, Membergate.com
- Virtual Conferences – Webinars
Lauryn Franzoni, ExecuNet Inc.
- Video Publishing Opportunities
RD Whitney, Kennedy Information
Monday, June 4, 2007
10:30 – 11:45 AM
New Business Models for Specialized-Information
Publishers To Make Money On Websites
Attend this session for an overview of alternative formats to deliver
information. Learn how two companies have thrived with different
models — subscription Websites, for-profit associations and
certification programs. Hear the advantages and disadvantages of
each.
Steve Sahlein will show you how setting up a for-profit association
rather than a publishing company allows you to offer a range of
products and services that makes sense for an association —
but not for a publisher. Discover how the association concept lets
you:
• Begin to replace DM, then outperform DM — then make
DM profitable (yes!!!!!)
• Create a highly-profitable in-house DM list on your Website
• Offer a free e-letter that is your best marketing tool for
your membership and paid newsletter generating large numbers of
paid members — and becomes another list to rent at $300-$400/M
• Offer free and paid products and services that make sense
for an association (but not a publisher) and can generate more new
members than your DM campaigns.
Plus:
• How to transpose a DM package to a direct-response Web page
• Specific ways to increase Google Adword clickthroughs —
and cut Adword costs
• How to move your Website way up in Google using the keywords
your prospects are likeliest to click on
Steve Sahlein, the award-winning copywriter who co-founded The
American Institute of Professional Bookkeepers and built it to 30,000
subscribers ("members") tells you how he did it do step
by step — and how you can too.
You will also hear from Phil Binkow, CEO of Financial Operations
Networks (FON) and The Accounts Payable Network and co-founder of
the Accounts Payable Certification Programs. He will share how member-based
online communities are rapidly gaining the attention of newsletter
and online publishers, and will cover key stages in the development
of a member-based online community, including:
• Niche selection criteria
• Market research
• Pricing
• Content development
• Promotion
Phil Binkow, Financial Operations Networks, LLC
Steve Sahlein, American Institute of Professional Bookkeepers
2:15 - 3:15 PM
Moving from Directories to Decision Data
The strength of a SIPA company is a central market position in a
focused market. The best kind of information is must have information
that is important to decision making in the job. While news is important
– who's innovating what; who's bought whom; who's got evidence
to support claims – specific information that helps buyers
and sellers come together is ideal.
So what's better than providing structured data that helps buyers
choose something to buy or helps sellers present their wares that
are searchable in the way that buyers think about their purchase?
In this session learn how to think about databases as more - much
more - than directories, and how to leverage your central market
position to create databases that really live up to the name "must-have
information." Hear about how companies have done just that to the
benefit of the market and their own bottom line.
Megan St. John, Infocommerce Group, Inc.
3:45 – 5:00 PM
Best Case Studies for Electronic Products
Attend this session to hear two success stories of new electronic models.
Case Study #1. Find out how Business & Legal Reports transformed itself in this decade from a print and CD-ROM publisher to a company whose biggest selling products are now Internet based. You will discover valuable lessons as you explore the challenges BLR faced and how it made decisions in the development of its new paid content model. You will discover the important lessons this company learned that will save you valuable time and costly missteps.
Case Study #2. Many
publishing pundits proclaim that the Internet will completely replace
magazines, newspapers and newsletters. Jon Persinos, a veteran
of both traditional and online media, debunks the myth that “print
is dead” and provides case studies in which Web-based media
─ such as podcasts, webinars and blogs ─ have been used
to enhance a print message, not obviate it. He shows that,
conventional wisdom to the contrary, the quality print press is
even more important in the era of the Internet, because the Wild
West of the Web cries out for context and interpretive analysis.
Print publications help make sense of the Internet’s information
overload and they function as molders of elite opinion. By
the same token, Persinos explains that the conventional “hard
copy” means of reaching and persuading people are no longer
sufficient by themselves and that journalists and marketers must
also deploy online tools as supplements. Print communications
and marketing are still powerful but they lack the compelling call
to action and immediacy of podcasts, webinars and other innovations.
Through the presentation of real-life electronic case studies, Persinos
shows that anyone with a message to communicate must adopt a hybrid
media strategy that integrates both print and online venues.
Case Study #3. Learn how The
Parent Institute built a subscription-based Web offering that has
been successful (and has grown steadily every year) since its launch
in late 2000. We've learned a few things along the way that will
be of interest to any information publisher looking to develop (or
expand) a Web-based information product. Participants will learn
about the challenges (and surprising benefits) of selling an online
product to non-technical users. We'll share some surprising (and
pleasing) changes we've seen in customer conversion and renewal
behavior —and how we constantly communicate the service's
value to the customer. We'll discuss the interaction we've seen
between sales of online and print products. We'll share our thoughts
on successfully competing with the vast body of free information
now available online. Finally, participants will learn a little
bit about how we struck an effective balance between customer ease
of use and security when delivering copyrighted content online.
John Brady, The Conversion Zone
John Persinos, Access Intelligence
Phillip Wherry, The Parent Institute
Tuesday, June 5, 2007
8:45– 9:45 AM
Roundtables Session
- How Niche Sites Generate Revenue by Offering a Job Database
Tony Lee, Adicio.com
- Online Training Modules
Patrick Murphy, Vicon Publishing
- Online Directories and Databases
RD Whitney, Kennedy Information
- Blogs – How Do You Make Money?
Robyn Greenspan, ExecuNet, Inc.
10:15 – 11:15 AM
Adding Industry/Professional Certification
to Your Product Mix
Certification programs can make a big difference in your bottom
line and are not restricted to non-profits. Increasingly,
specialized-information publishers are providing their audiences
with credible, high quality certification programs. This session
will provide case studies about successful professional certification
programs. Phil Binkow will discuss The Accounts Payable Network’s
experience developing, with IOMA, The Accounts Payable Certification
Programs. This case study will cover benefits of certification,
assessing the need for certification in a particular space, developing
the courseware, creating questions and passing criteria, awarding
continuing education units, and gaining acceptance for the program.
You will also learn from AMG’s Bruce Wardle how associations
benefit from certification programs.
Phil Binkow, Financial Operations Networks, LLC
Bruce Wardle, Association Management Group
11:30 AM – 12:15 PM
Building Communities to Improve Your Future
Recently released research suggests that by 2010, 60% of all Fortune
1000 companies will have built communities to serve their customers,
harvest user-generated content, and build new relationships in their
quest to capture their fair share of the $10 billion social
networking market. However, 50% of all companies will fail
in this initiative according to Gartner. This hands-on
session will explore the 7 Rules for Success that enable your
company to succeed based on Shared Insight's six years of building
leading communities for publishing and professional services
companies.
Barry Libert, Shared Insights LLC
Download
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