Positioning newspapers for a new relevance in the digital economy
Attendees at the 2018 Mega-Conference will learn from marketing guru Andy Cunningham a new framework for positioning that will help answer the two most difficult questions our industry faces in the digital age:
- Who are you?
- And why do you matter?
Repositioning an old industry for a new relevance is possible. Come to San Diego Feb. 26-28 and learn how. The first 150 attendees in the room for this session on Feb. 28 will receive a copy of Cunningham's book titled "Get to Aha!"
Cunningham is CEO of Cunningham Collective, a marketing, brand and communication strategy firm that helps companies get traction in the market. She says, "Newspapers are like railroads – an old paradigm facing a new audience. If the railroad industry positioned itself in the transportation business, it might have thrived in a new era. Can newspapers make a shift before it's too late?"
She said, "Positioning a company for a new relevance in the digital economy may seem like a daunting task; but definitely doable. Here's what's required: an inventory of relevant assets; a new look at positioning with consideration of corporate DNA, category, community, competition, and consideration of context; and finally a decisive list of criteria for a new position."
About the presenter:
An entrepreneur at the forefront of marketing, branding, positioning and communicating "The Next Big Thing," Andy Cunningham has played a key role in the launch of a number of new categories including video games, personal computers, desktop publishing, digital imaging, RISC microprocessors, software as a service, very light jets, and clean tech investing.
She is an expert in creating and executing marketing, branding and communication strategies that accelerate growth, increase shareholder value and advance corporate reputation.
Cunningham came to Silicon Valley in 1983 to work for Regis McKenna and help Steve Jobs launch the Macintosh. When Jobs left Apple to form NeXT and acquire Pixar, he chose Cunningham's public relations agency, Cunningham Communication, to represent him. She continued to work with Jobs for several years and has developed marketing, branding and communication strategies for game-changing technologies and companies ever since.
Her six-year-old firm Cunningham Collective has worked with many companies in various markets including telecommunications, search, energy efficiency, media and publishing, finance, mobile apps, display technology, healthcare, big data and semiconductors. She also is the host of the popular podcast Marketing Over Ice.
The 2018 Mega-Conference will have more than three dozen sessions for attendees to choose from – offering an array of professional development opportunities with something for everyone.
Learn about TEAM DISCOUNTS for newspapers that bring more than one person to the conference.
The Key Executives Mega-Conference is a joint effort of the Inland Press Association, Local Media Association, Southern Newspaper Publishers Association, News Media Allliance and the California News Publishers Association.
In its eighth year, Mega-Conference attendance ranges from 700-900 attendees. Most of the attendees are owners, publishers, digital officers or revenue officers of media operations with both print and digital assets, serving their local communities. A sizable trade show is associated with the conference.
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