2015 Driving Digital Revenue


November 3-5, 2015 in Atlanta, GA

Leveraging Your Digital Strategies: Unlock New Revenue and Build Engagement

Tuesday, November 3, 2015

6:30 p.m. reception and Tour of CNN World Headquarters

Wednesday, November 4, 2015

• 8:00 a.m. Registration and light breakfast

The Atlanta Journal-Constitution
223 Perimeter Center Parkway, Atlanta, GA

Atlanta Marriott Perimeter Center
246 Perimeter Center Parkway, Atlanta, GA 

Contact Karla Zander at Inland for
or 847-795-0380


Members of sponsoring associations: $450
Second attendee: $325, save $125
Non-members: $700

Download the program

• 8:15 a.m. Welcome and Introductions With Amy Glennon, Publisher, Atlanta Journal Constitution

• 8:30 a.m. Beyond a Pretty Face: Website Design For a Mobile and Social World Mobile isn’t just disrupting advertising, it’s challenging web designers to craft sites that accommodate the fast-growing preference to access content on mobile devices and through social media. This sessions looks at how CNN redesigned its massive site—which posts more than 200 stories daily and gets 60 million visitors monthly—to change with its changing audience, more than half of whom get to the site through mobile devices. Moderated by Patrick West, Sr. Director, CNN Newsource Sales & Affiliate Relations, Atlanta, GAWith Carl Lavin, Editorial Director, CNN Digital; Christian Oliver, Business Intelligence Director, CNN Digital; Joshua Silverboard, Product Director, CNN Digital 

• 9:45 a.m. Break

• 10:00 a.m. Leveraging Digital Platform Analytics to Drive Decisions Data and analytics are transforming operations across newspapers departments. This session reviews the many ways to gather data and use it to, among other ways, grow revenue through audience and advertising revenue streams. It will look at digital customer acquisition methods, including dynamic metering as well as how to use first-party data for direct and programmatic digital advertising sales. With Matt Lindsay, CEO, Mather Economics LLC Download the presentation

• 11:00 a.m. Are you Getting Your Share of Digital Co-op Dollars? Co-op programs are increasingly including digital offerings, but many newspapers are not taking full advantage of these opportunities—and are leaving a lot of money on the table. This session addresses how to overcome the common objections to digital co-op programs—that they’re too complicated and obscure—and tap local advertisers into this new sources of funds. With C. Lee Smith, President/CEO, Sales Development Services, Inc. Download the presentation

• Noon – Luncheon

• 1:00 p.m. Best Practice Video Strategies for Audience and Revenue Growth Increasingly, video is seen as a must-offer for newspapers. This session explores how best to deliver content—and generate revenue—on the video platform Learn the strategies media companies are deploying to monetize video right now. With Christy Oglesby, Product Manager/External Audience, Cox Media Group; and Patrick West, Sr. Director, CNN Newsource Sales & Affiliate Relations Atlanta, GA Download Christy Oglesby's presentation  Download Patrick West's presentation

• 2:30 p.m. Break

• 2:45 p.m. How to Compete Successfully Offering Digital Advertising Solutions in Your Market. The founder of OwnLocal, the digital ad agency working with more than 2,000 media properties, will walk you through the practical steps involved with implementing a full service digital agency at your newspaper. Mims will cover: - The importance of working within your budget - Should you build in-house, buy an existing solution, or partner? - Creating a product mix - Hiring the right manager - Getting to profitability - How to target small, medium, and large businesses. With Jeremy Mims, co-founder, OwnLocal Download the presentation

You will leave this conference with actionable steps to create or improve your newspapers’ digital ad agency offerings.

• 4:00 p.m. The Significant Revenue in Online Promotions, Ballots and Quizzes Online publishing is one of the greatest developments for a promotions strategy that newspapers have employed for decades. In this session, you’ll be taken step-by-step through the many ways, from ballots to quizzes to contests, that online promotions can become a new and meaningful revenue stream. With Julie Foley, Director of Affiliate Success, Second Street; and Vince Johnson, Publisher, Forsyth County News, Cumming, GA Download the presentation.

• 5:15 Adjourn

Thursday, November 5, 2015

• 8:00 a.m. Light Breakfast

• 8:15 a.m. Emerging Trends in Local Digital Advertising: Focus on Programmatic Programmatic advertising is disrupting the traditional digital revenue model, creating both opportunities and threats for our digital growth. This session will demonstrate how newspapers already have all the elements of creating successful programmatic and digital services agencies—and provide a step-by-step approach for success. With Brock Berry, CEO, AdCellerant Download the presentation.

• 9:30 a.m. Put Beacons on Your Radar: The Next Media Disrupter Think of this presentation as if it were 1994, and someone was telling newspaper executives about this new thing called the Internet, and how it will change everything. Borrell Associates has believed for a while that beacons, a Bluetooth technology that can push ads and sales offers to smartphones, will transform mobile advertising. But now they’ve tested beacons in a creative way—and you’ll want to learn what they learned. This session will bring you up to speed on beacons, their potential and a likely path to implementation and will reveal an opportunity that any local media company can—and should—become involved in. With Colby Atwood, President, Borrell Associates Download the presentation

• 10:30 Break

• 10:45 a.m. Powering Digital Agency Success by Targeting Ready-to-Buy Customers Digital agency services are seen as a land-grab opportunity for publishers seeking to diversify and grow their revenue. But it’s a competitive, complicated world out there. Pure plays, verticals, agencies, and other media are all vying for SMBs’ mind and wallet share. This session will show how to harness the power of customer data and marketing automation technology to identify customers at their ready-to-buy moment and target them with custom content and campaigns that turn intent into conversion. With Jed Williams, Vice President of Business Development & Strategy, Vendasta Download the presentation

• 11:45 a.m. Luncheon

• 12:45 p.m. What We’ve Learned About Digital Engagement The AJC/CMG Group’s director of audience engagement shares the lessons these newspapers have learned in their markets about digital engagement, effective content, and critical metrics. This session will look at the role email plays as the most effective driver of engagement, and showcase specific tips to deepen engagement and grow digital subscriptions. With Laura Inman Nolan, Director of Audience Engagement, Atlanta Journal-Constitution/CMG Group Lead Download the presentation

• 2:00 p.m. Transforming Your Local Digital Sales Model: What does a Transformed Department Look Like? Digital demands a new sales department structure. This session takes a deep dive into the many ways departments need to change. It looks at who and where to recruit talent, how to structure compensation and incentives, what part your brand plays, or doesn’t play, in selling digital, and more. With Travis Knight, Digital Director, The Telegraph, Macon, Ga., and Scott Tyner, General Sales Manager, The Atlanta Journal-Constitution| Cox Media Group

4:00 p.m. Conference Adjourns