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SIPA's 32nd Annual International
Newsletter & Specialized Information Conference
June 1-3, 2008
The Renaissance Mayflower Hotel,
Washington, DC
Don’t Miss These 3 In-Depth Pre-Conference Workshops!
(Please note: There is an additional price to attend of $195 for
SIPA members and $295 for non-members.)
WORKSHOP I
9:00 AM – Noon • Search Engine Optimization
— Intensive Training Class
Tom Lynch, Director – Search Engine
Marketing, ePublishing
A one day session packed into 3 hours. Live examples using your
Website.
PROGRAM BENEFITS
Whether you're developing a new Website or revamping an existing
one, much of its search engine success is based on where and how
you integrate the words you choose. Join us for a productive three
hour hands-on training session where you will see proven SEO strategies
focused on keyword selection and integration to dramatically increase
Website rankings, drive customers to your Website and most importantly
— impact your bottom line.
By the end of the session you will have a complete list of tools
and procedures enabling you to either train others on your staff
or implement these best practice strategies and tactics on your
own.
WHO SHOULD ATTEND
Marketers, publishers, writers, editors and Webmasters — this
session will enable you how to integrate SEO strategies and tactics
into your article or product pages.
SUMMARY
Search Engine Marketing is hot for a reason: With the right strategy,
you can significantly grow your publishing business. Join us for
a three-hour Search Engine Optimization (SEO) training session for
publishers where search engine marketing expert, Tom Lynch will
demonstrate:
• How to select keywords that will drive the most traffic
to your site
• Where on the page and in the code to incorporate the keywords
• The top SEO software tools and how to use them
• Hands-on, step-by-step live examples using your Websites
• Where and how to submit your site & site maps
• How internal and external "link analysis" impacts
your rankings
• Best practices on search engine friendly Web design
• Selecting, monitoring and improving your Key Performance
Indicators (KPI's)
• 5 things that will kill your rankings - and how to avoid
them
• Questions and answers as we go
SPEAKER
An industry-leading authority on search engine marketing, Tom Lynch
has more than 20 years of hands-on direct-marketing experience.
In 1994 when the Internet took off, Tom moved from print to digital
and has been there ever since.
Among Tom's publishing company successes:
• More than 800 #1 positions on Google in less than 30
days for an international consumer product reviews company.
• A 10% - 40% increase in all Website KPI's in less than
six months for a publisher with 21 titles.
• Reduced pay per click costs by 73% while doubling monthly
leads in less than 30 days for a digital editions company.
Tom is a Qualified Google AdWords Professional and a Yahoo! Search
Marketing Ambassador.
He is director of Search Engine & Online Marketing for ePublishing,
a leading technology company that designs, develops and hosts Websites
that deliver personalized content integrated with advertising, e-commerce
and lead-generation opportunities.
He is also a dynamic speaker who recently presented sessions on
"Growing Your Business Through Search Engine Marketing"
for PUBEXEC, The Publishing Executive Conference, "Selecting
the Right Keywords" for the FOLIO Publishing Summit, an SEO
step-by-step best-practice training session for the Western Publications
Association membership at the annual trade show, and in his spare
time, co-wrote a Comedy Central show.
WORKSHOP II
9:00 AM – 2:30 PM • In a Family Way: Managing & Growing
Your Family-Owned Publishing Business (includes working lunch)
Guy Cecala, Publisher, Inside Mortgage
Finance Publications, and Ira Mayer, President, EPM Communications,
Inc.
Family publishing operations, whether small or large, face unique
issues beyond traditional marketing, editorial and administrative
concerns: Managing with a spouse, parent or child(ren). Ownership.
Succession. Relating to non-family employees — and how they
relate to family members. Differences in risk tolerance among family
members/owners. Bringing in outside investors. Selling vs. passing
the business on to the next generation.
This roundtable discussion will explore these and other issues based
on participant input prior to the session. In addition, depending
on the composition of the group, we will split into two or three
breakouts — for example, children of owners, working spouses
(one from a given family per group), or non-family CEOs/managers
of family businesses — so each attendee can voice his or her
challenges among the closest possible peers in their situation.
This is hands-on problem-solving and a little bit group therapy
all in one. You'll leave this workshop with a wealth of new resources,
contacts and strategies for managing and growing your family publishing
company.
WORKSHOP III
9:00 AM – 2:30 PM • Specialized Publishing Bootcamp:
Everything You Need to Know, in a Cost-Effective, One-Day Package (includes working lunch)
Helen Hoart, President, StayWell Consumer
Health Publishing, and a panel of industry veterans
Join veteran publisher Helen Hoart and other expert instructors
for this intensive “back to basics” workshop. Immerse
yourself in the ins and outs of marketing, both on and offline,
sales and advertising, editorial and new-product development. Whether
you’re a newcomer to the field, starting your first blog or
have just been promoted and want to refresh your skills, the SIPA
boot camp is for you!
This six-hour workshop is designed to cover the basics and then
still have plenty of time to answer your questions and explore the
many avenues that successful specialized publishers are discovering
to generate more customers and bigger returns on their investments.
Boot camp timetable:
9:00 am — Welcome and Editorial
Helen Hoart, StayWell Consumer Health Publishing Group
9:30 am — Traditional Marketing
Michele Khan, EPM Communications, Inc.
10:00 am — New Product Development
Brad Forrister, M. Lee Smith Publishers
10:30 am — Break
10:45 am — Making Money on the Web
Kim Mateus, Mequoda Group
11:15 am — Web 2.0
Lauryn Franzoni, ExecuNet, Inc.
11:45 am — Working lunch—business and circulation issues
Helen Hoart, StayWell Consumer Health Publishing Group
12:30 pm — E-mail Marketing
Kim MacPherson, Inbox Interactive
1:00 pm — Sales
Bailey Sterrett, Atlantic Information Services
1:30 pm — Databases
Megan St. John, Infocommerce Group
2:00 pm — Q&A
Continue to the overview of the
June 1-3 conference
REGISTER
ONLINE NOW!
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