Digital subscriptions, newsroom transformation, advertising sales, audience monetization and more are among the topics that will be addressed during the 2019 Key Executives Mega-Conference in Las Vegas.
Here's just some of what you can expect at the 2019 Key Executives Mega-Conference – and why you and your staff need to be in Las Vegas, Feb. 25-27.
Arrive early and attend a Monday morning bonus session on advertising sales
Betting the Future on Newsroom Transformation
Find out how your newsroom can adopt a "mini-publisher" perspective to drive audience growth and profitability with editors participating in the Knight-Lenfest News Initiative, aka the "Table Stakes" project. Amy Maestas, executive editor of the Durango Herald, and George Stanley, editor of the Milwaukee Journal Sentinel, will join moderator Ken Herts, director of operations at the Lenfest Institute, to share how two newsrooms are expanding their scope beyond content creation to include financial success and brand quality and digital subscription growth.
The Knight-Lenfest Newsroom Initiative is a program designed to help local news organizations accelerate the transformations of their newsrooms to produce more compelling digital content, engage readers on multiple platforms, build digital revenue streams, and ensure their long-term sustainability.
Digital Subscriptions: How Publishers Apply Predictive Analytics to Manage the Customer Lifecycle
Learn about the lifecycle of a customer from a first-time visitor to a loyal paid subscriber. Hear from industry leaders on their successes and best practices applying data and analytics to their print and digital audience. Other hot topics will include propensity scoring, segmentation, personalization and churn prevention.
Matthew Lulay of Mather Economics will facilitate the "churn" discussion. Brian Howell of the San Diego Tribune, Jim Gorman of the Philadelphia Media Network, and Arvid Tchivzhel, also of Mather, then will discuss the "digital lifecycle" with Ann Poe of Advance.
TRUST in News – and the Fight Against Misinformation
In the news industry, trust is the brand. We are in crisis as the assault on journalistic values and integrity pervades digital media and the 24-hour news cycle of cable news. The threat to our communities is so great that even Craig Newmark, founder of Craigslist, has funded the effort to fight it. What's being done? How effective has the effort been in growing trust? And how does this help the business?
Changing the Newsroom Culture to Maximize Reader Revenue
The importance of the shift in our industry to reader revenue requires structural, technological and cultural changes in our newsrooms. What does this "change" look like in the daily operation of the newsroom? It often means much closer cooperation with the other parts of the organization – marketing, audience, advertising, tech – and thinking outside the constraints of how we used to run the business.
Podcasting Trends, Opportunities and Best Practices Panel Discussion
Podcasting has been around for more than a decade but has seen explosive growth the last few years as smartphones and smart speakers have become ubiquitous media devices. Podcast ad revenue has nearly doubled in the last two years to $314 million in 2017, according to the Interactive Advertising Bureau, which projects revenue to double again by 2020. If this content distribution channel is not in your strategic plan, maybe this session will change your mind.
The Lifecycle of a Digital Customer: Transform to become customer-centric
Join us and learn about the lifecycle of a digital customer from first-time visitor to loyal paid subscriber. While Google Analytics and clickstream data may offer hints, knowing a specific user's intent turns data into action. Hear from leaders in the industry on propensity scoring, segmentation, personalization and content optimization and how these strategies have expanded their knowledge of their audiences and helped to deploy targeted strategies to grow their engagement.
Leveraging Big Data with Subscriber Marketing and Revenue Diversification
Customer data is THE foundation for strategically planning, executing and optimizing revenue diversification efforts. Unifying, analyzing and deploying all available customer intelligence to optimize a customer journey that is perfectly engineered for each individual – transporting that consumer efficiently from awareness to paid customer status – is essential to financial viability.
Learn from the best at how they use that very same database for revenue diversification in many ways – not just by helping to acquire and keep digital subscribers. Whether it is in promoting events, delivering targeted online/offline solutions to advertisers, supporting e-commerce initiatives or extending the print runway.
The Latest in Ad Technology
The use of copious amounts of data has become the norm with targeting digital ads. We've gone well beyond contextual targeting to even touting mood-based targeting. However Apple's Safari now restricts the use of third-party cookies, and other browsers have restrictions as well. Learn where ad tech is headed and how it will affect your business.
Drive Revenue with Sales Models that Deliver
Mega, Rockstar sales leaders from across the country will join this panel to share their revenue-driving strategies and tactics. Sales models of the past are no longer applicable in today's world of pure-plays, digital dominance and a shift beyond consultative selling.
Niche Audience Monetization: Successful Magazine Models Deconstructed
Audience is the name of the game. And, cultivating niche audiences in your local community is a money-making proposition. Join this panel discussion to learn successful models for drawing new, big revenue commitments for local, regional and even national advertisers.
How Local Consumers Discover Local Businesses. A Conversation with Yext
For 20 years, a business' website has been the cornerstone of a local, digital, presence. But, now we are in the midst of a major shift. Yext will lead a conversation focused on how voice, mobile and artificial intelligence are changing the way potential customers discover local businesses. Your local advertisers need to control what those services know about them. Potential customers are interacting with a business before they even make it to a business website (if they even make it to the website).
Pivoting on the Perceived Value of Print
The influence of engagement-based pricing models, along with inexpensive digital data and impressions, has taken its toll on mass marketing, with newspaper advertising taking the hardest hit. Revenues are down 75 percent from its peak and is still dropping. Learn how some companies are working to turn this around.
Do You Know Who Else is Selling Services to Your SMBs?
Software as a Service (SaaS)-based cloud services have introduced a plethora of new capabilities to small businesses related to HR, payments, accounting, payroll, marketing, customer relationship management (CRM) and much more. As these technologies become more affordable, small businesses are taking advantage. And when they do, these technology companies may just be squeezing your sales team out. Don't be left in the cold. Know who's out there. Learn what they are selling to your advertising clients.
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