Inland and The Blinder Group, with the Southern Newspaper Publishers Association as co-sponsor, are partnering to convene Mission One: Revenue, print, digital, mobile and more.
Mission One: Revenue is a unique conference devoted to all the ways newspapers can generate revenue—with print, digital, mobile, events, video and beyond.
Mission One: Revenue will be held June 19 to 21 at the offices of The Atlanta Journal-Constitution.
This conference combines the strength of previous conferences on generating revenue through digital platforms and others focused on more legacy revenue strategies.
Here’s the agenda so far, with some speakers as yet unconfirmed and with time slots possibly being shifted:
8:00 a.m. Registration, Coffee and light breakfast
8:15 a.m. Welcome and Introductions
8:30 a.m. Want Big Revenue? Think BIG.
This keynote will get right to the crux of the challenges newspapers have before them-but also the many opportunities those very challenges open up. Our speaker will set the stage for the opening day with two goals: Thinking big-and thinking revenue.
With Tom Yunt, COO, United Communications Corp
9:00 a.m. You’ve got Revenue! Creating email sales campaigns that work
This session will take you step-by-step through what it takes to create effective email campaigns. You'll learn how to discern the difference between the many email lists brokers. You'll learn how to set advertiser expectations for their campaigns. At this session, digital media sales expert Greg Swanson will add another tool to your sales kit by laying out how to sell the retargeting of respondents across social media, the web-and even with snail mail.
With Greg Swanson, partner/business development leader, Itzontarget.com and Destination Commerce Corp.'s OneBoat community CMS
10:00 a.m. Break
10:15 a.m. Re-Thinking Real Estate Revenue, NOW!
The local real estate landscape has changed before our eyes-and back in favor of newspapers! Owners and agents are moving money out of digital verticals like Zillow and Trulia, preferring marketing options that raise their "top of mind awareness" and personal brand within the neighborhoods they serve. You in newspapers already own the solutions they crave. Learn how to win back the sizable local dollars that are now in play!
With Jim Brown, vice president, sales and marketing, Borrell Associates; Brian Monihan, vice president and publisher, Pamplin Media; Cesar Montes, WeHaa and Mike Blinder, President, The Blinder Group
11:15 a.m. Engage Your Audience, Grow Your Revenue. How? Promotions!
Our speaker reviews the latest and greatest engagement promotions including sweepstakes, photo and video contests, quizzes, ballots, community photos, email, newsletters and MORE! Strap yourself and bring your calculator. Second Street's Julie Foley has lots of energy and even more success stories. This one session alone easily pay for your trip.
With Julie Foley, director of affiliate success, Second Street.
12:15 p.m. Lunch
1:15 p.m. Let’s Put On a Show! Events That Make Money for Any Sized Newspaper
GateHouse Live is the industry leader in producing events for GateHouse Media's many newspapers and other papers as well. At this session, GateHouse Live's top executives-Jason Taylor, Lyndsi Lane and Ellie Kuhn-will share the secrets of what it takes to generate brand-new revenue streams by staging events and the subsequent revenue opportunities that accompany them.
With Jason Taylor, president; Lyndsi Lane, vice president; and Ellie Kuhn, sales and marketing director, GateHouse Live
1:30 p.m. Break
1:45 p.m. Recruiting Sales People Who Can Sell—And Keeping Them!
In this session, our speaker will guide you through the entire process of assembling high-achieving sales leaders, from the questions each organization must ask itself before hiring anyone to the ongoing process of keeping sales people motivated. You'll learn how to hire based on your organization's core competencies, and how to map those to your sales process.
Invited: C. Lee Smith, President & CEO and Julie Wnukowski, Senior vice president/Strategy and Operations, Sales Fuel
3:00 p.m. Break
3:15 p.m. Digital Services: Necessary Evil or Profit Center?
Is there still profit in selling services to local advertisers? Some media companies have decided this is their "holy grail" for survival. Others have dumped the whole effort. Who's right? And, what's working to make money for newspapers of all sizes with digital services?
With Shannon Allen, vice president of digital sales, Federated Media, and Brock Berry, CEO, AdCellerant
4:30 p.m. You Made How Much? Doing what? Part I
A participant’s round-robin with exchanges of revenue ideas and successes. Everyone participates—and someone will win big!
5:00 p.m. Adjourn
8:00 a..m. Coffee and light breakfast
8:30 a.m. Case Study: The Telegraph Herald in Dubuque Generated $500K+ and you can too!
Learn how a few events, book publishing, rejuvenating a tired TV Magazine and an exciting new entertainment venture added nearly $600K in revenue at the TH. In addition, you’ll hear about a new way to engage the younger generation and about the data that was captured from these activities and how they plan to use it for future opportunities.
With Mike Fortman, group director of advertising, TH Media, Dubuque, Iowa.
9:30 a.m. Is It Branded, Sponsored, Native or Content Marketing: How To Put Its Phenomenal Growth to Work for You
There is serious money to be made in content marketing that has seen impressive and dramatic growth in just a few short years. And it looks like the revenue will continue to ramp up. Learn how your media company can leverage this revenue growth strategy.
With Brian Monihan, vice president and publisher, Pamplin Media and Mike Blinder, President of The Blinder Group
10:15 a.m. Break
10:30 a.m. Vote Yes! Seizing Local Political Dollars Now!
Tons of hyperlocal cash will be available over the next few years on candidates and ballot issues. Do you know how to mine these dollars so you don't miss out on this huge adverting revenue category? Learn from our speaker and representatives from two local newspapers presenting their experience winning political ad dollars in small and medium markets.
With John Kimball, managing general partner, The John Kimball Group and Mike Blinder, President of The Blinder Group.
11:30 a.m. Lunch
You Made How Much? Doing What? Part II
A participant's round robin of revenue ideas and successes. Everyone participates – and someone will win big!
12:30 p.m. Maximizing Your Print Ad Dollars
Sure, subscriptions are down and younger readers seem to prefer digital news. However, the printed legacy product is far from dead in credibility, audience, reach-and the results it gets!
This session will explore the print revenue that is readily available for publishers and revenue leaders in 2018. It includes some best practices on how to secure print revenue before your competition does. And just who is your competition? You may be surprised!
Don't make the mistake of leaving print revenue on the table.
With Al Getler, division sales manager, Advantage Newspaper Consultants
1:30 p.m. Break
1:45 p.m. Making Money From Our “Frenemies:” Facebook and the rest. The Social Media Revenue Opportunity
Media publishers cannot ignore Facebook's dominance as a competitor for local ad dollars and it's perceived high value from our local advertisers. Should we "play in their sandbox" by offering Facebook products in tandem with our local solutions? Or, do we find more creative ways to leverage their audience to our benefit? If you are perplexed at finding profit from social media, this panel will show you the most effective ways to produce local dollars from these channels.
2:45 p.m. Break
3:00 p.m. Champion of innovation and technology: The Colorado Springs Gazette
Under its new owners, The Gazette in Colorado Springs, Colorado, is bringing a Silicon Valley approach to innovation to the Rocky Mountains newspaper’s business. This session is led by the newspaper’s vice president of audience, digital development and information technology who came to The Gazette after years as a software engineer devoted to growing digital audience and revenue. Stephanie Weber will speak on how the newspaper operates its innovation lab and creates a culture of innovation by hiring from outside the industry, reimagining content for delivery on a variety of platforms, testing prototypes and going to market with products that grow audience and revenue.
With Stephanie Weber, vice president of marketing and technology, The Gazette, Colorado Springs, Colorado
4:00 p.m. Driving New Auto Dollars
Auto advertisers have increasing local dollars to spend. But, it's not about helping them in the showroom anymore. Both the "big dog" dealers and "rock lot" sellers need better ways to move their USED inventory. And, ask any auto dealer and they'll tell you that they get most of their profits not from the showroom; But, from the service bays! Here how these local newspaper leaders garnered significant new revenue from this critical advertising category.
With Chris Stahl, vice president/ classifieds, LNP Media Group and Mike Blinder, President of The Blinder Group.
5:00 p.m. Adjourn
8:15 a.m. Data for Dollars!
Research CAN drive revenue (and brand value and differentiation) and it does not have to be expensive - sometimes it is even FREE! Jim Brown returns with Sammy Papert (one time CEO of Belden Associates) to share where to uncover such a windfall and what to do with it. As a bonus, Papert will provide every attendee with the relevant Pulse of America report containing the shopping intent of 500 categories of business. This is the intelligence every small and mid-sized business wants to know and it can be YOU who provides it!
With Sammy Papert, president, Wormhole and Jim Brown, vice president, sales and marketing, Borrell Associates;
9:30 a.m. OK, Siri, I’m Just Gonna Ignore the Opportunities n Smart Speaker Devices. Video, Too. Cool?
Not cool! Those are two incredible opportunities for newspapers. Smart speaker devices-think Amazon Echo, Google Home or Siri's HomePod from Apple-are emerging as new platforms to monetize local news. Video growth is exploding-and so are the revenue plays that make newspapers competitive for the dollars that once went exclusively to local broadcast. In this session, learn from real-life experience of newspapers who are generating real revenue from digital video and pioneering the opportunities in smart speakers. Get specific tips on pricing, costs, engagement and the best businesses to target for these fast-growing platforms.
With Jeremy Mims, Head of Strategy, SpokenLayer
10:30 a.m. How do you spot, train, incentivize an EFFECTIVE digital ad sales star?
The second-hardest job sales managers have is finding someone who can sell the newspaper’s ads. The hardest job is identifying someone who can sell the newspaper’s digital offerings. This session focuses on what to look for when recruiting digital salespeople, how to spot a print salesperson that’s ready to sell digital, what specific training and work structure your digital sales force needs, and what materials and technology they need to soar. Learn from those who are turning those digital dimes into real money.
11:45 a.m. Wrap Up and Adjourn