August 8-9, 2018 in Dallas

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Audience Development and Circulation Management Conference

Make plans to join Inland and the Southern Newspaper Publishers Association in Dallas for the only industry conference dedicated exclusively to growing newspaper audience in print and digital.

This conference is for audience development professionals, circulation managers and executives, audience engagement specialists, those tasked specifically with sustaining and increasing print growth—and all those responsible for advancing newspaper growth across multiple platforms.

Our host is a leader in newspaper growth strategizing—The Dallas Morning News. They are opening their new state-of-the-art offices to conference participants, fostering a spirit of innovation in an environment that reflects the pace of change and opportunities in our industry.

The agenda:

Wednesday, August 8

8:00 a.m. Registration and light breakfast


8:15 Welcome and introductions


8:30 a.m. What we’re learning at The Dallas Morning News
Presented by Mike Orren, President, Belo Business Intelligence 

On any list of the newspaper and media industries leading innovators and thought leaders, you’ll find A.H. Belo and its flagship The Dallas Morning News near or at the top. In this session, Mike Orren explains what Belo Business Intelligence does to provide business clients with product development and packaging, marketing and analytics, support in both presales and infrastructure such as CRM systems managementpricing; marketing; analytics and BI; presales support; and sales infrastructure (like CRM system management) for both groups. Learn what these innovators are up to at a conference set in their new state-of-the-art headquarters.


9:30 a.m. Break


9:45 a.m. Building audience nationwide from an Austin newsroom: The GateHouse story
Presented by Bill Church, Senior Vice President/News, Gatehouse Media Inc.

This session focuses on the success GateHouse Media has had since establishing The Center for News and Design in Austin, Texas. Learn how it is accomplishing its three-fold mission: Helping decide, design and deploy audience-based verticals; aiding with audience development and product launches; and providing content consultation and advanced storytelling support to the hundreds of GateHouse properties.


10:45 a.m. Break


11:00 a.m. How to create, nurture, and grow new audiences and revenue streams—all with your existing resources and email  
With Greg Swanson, partner/business development leader, Itzontarget.com and Destination Commerce Corp.'s OneBoat community CMS

This session will take you step-by-step through what it takes to create new audiences, and new revenue streams, using email as your distribution system. You'll get actionable advice with a do-it-yourself instruction manual on creating new revenue streams—and developing new audiences—using email. You'll learn the key drivers of advertiser demand and satisfaction in a variety of email formats. Add another tool to your sales kit by discovering how email can deliver high returns on low investments.


Noon: Lunch and tours of The Dallas Morning News


1:30 p.m. The 10 essential ingredients for growing digital subscribers
Presented by Curtis E. Huber, Senior Director/Circulation & Audience Revenue, The Seattle Times

There’s no more urgent task for executive responsible for audience than growing digital subscriptions. This session looks at 10 specific—and successful—tactics, strategies and organizational structure for attracting digital subscribers. Each step will be well-defined to ensure they can be implemented immediately. Bonus: Curtis E. Huber will provide every attendee with a one-page assessment/score card so they can identify their organization’s capabilities and gaps.


2:45 p.m. Got Audience? Engage them with Promotions!
Presented by Liz Crider Huff, Director of Affiliate Success, Second Street

This presentation reviews the latest and greatest engagement promotions including sweepstakes, photo and video contests, quizzes, ballots, community photos, email, newsletters and more Strap yourself in and bring your calculator for a high-energy presentation of money-making initiatives you can implement immediately back home. Our presenter is a huge advocate of the power of engagement campaigns for every department within an organization, including sales, marketing, audience development, and editorial.This one session alone will easily pay for your trip.


3:45 p.m. Break


4:00 P.M. Leveraging and monetizing your quality audience with buyers
Presented by Kevin Rehberg, Director of Client Development, Alliance of Audited Media

Interested in new ways to get your quality brand story in front of more advertisers, differentiate from the competition and provide buyers with the data they need to invest? Then this is a must-attend session. AAM’s director of client development, will share stories of how news media publishers are leveraging and monetizing their quality audiences with buyers, including:

  • Which media buyers are the most active users of AAM news media data--including stats specific to newspapers
  • How to boost that buyer engagement by an average of 43%
  • Case studies of publishers successfully deploying these proven strategies

5:00 p.m. Adjourn


6:00 p.m. Dinner outing

Thursday, August 9

8:00 A.M. Coffee and light breakfast


8:15 A.M. Culture change: How The Colorado Springs Gazette became a champion of innovation
Presented by Stephanie Weber, Vice President/ Marketing & Technology, The Gazette, Colorado Springs, Colorado., and Founder, OutThere Colorado.

Under its new owners, The Gazette is bringing a Silicon Valley approach to innovation to the Rocky Mountains newspaper's business. This session will highlight 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 then going to market with products that grow audience and revenue.


9:15 a.m. Break


9:30 a.m. New developments in independent contractor status that your circulation managers must know about
Presented by Camille Olson, Partner, Seyfarth Shaw LLP

Things are changing in independent status law—and you must ensure your newspaper doesn’t get ensnared in the changed. Some background: In 2018 the California Supreme revised its test for employee status — requiring California newspapers, for the first time, to prove that independent newspaper carriers are not performing work within the usual course of the newspaper’s business. This factor is also relevant to determination of independent contractor status of carriers in New Jersey and for other state and federal laws. Also included in this session: The focus on the growth of “gig” workers, recent legislative initiatives, and litigation against newspapers that has increased the risks of the newspaper industry’s longstanding, widespread practice of using independent carriers and distributors. Who should attend? Publishers, compliance officers, legal, HR and circulation managers who will get concrete recommendations on enhancing their existing practices.


10:30 a.m. Break


10:45 a.m. Delivering results with legacy circulation strategies
Presenter to be determined

There is still plenty of life—and revenue possibilities—in tried and true circulation strategies such as home delivery, single copy sales and membership models. This session looks at the specific actions that return these legacy strategies to profit centers— even in this digital age. There are ideas you can take back and implement to start upping your circulation game and gains.


11:45 a.m. Lunch and tours


1:00 p.m.  How they did it: Case studies in optimizing performance with churn modeling, acquisition targeting and CLV scoring
Presented by Matt Lindsay, President, Mather Economics LLC

Customer life-cycle management using predictive analytics and A/B testing enables publishers to maximize audience volumes and revenue—while minimizing operating costs. In this session, Matt Lindsay will share case studies from publishers that are using churn modeling, targeted acquisition, and Customer Lifetime Value scoring to optimize business performance. Among these case studies is conference host The Dallas Morning News, which will join the session to discuss the specific ways they are using these tools in their audience operations.


2:00 p.m. Break


2:15 p.m. Speaking of success: Case studies of newspapers that are already making revenue from voice-enabled devices
Presented by Jeremy Mims, Head of Strategy and Partnerships, SpokenLayer

There is a new platform with enormous potential for local newspapers: Voice-enabled in-home devices such as Amazon’s Alexa or Google Home. Despite their newness, these devices are already creating success stories for companies with local newspapers. SpokenLayer, a leader in providing content for these voice-enabled devices, is pioneering initiatives with companies whose newspapers run the gamut from big metro dailies to local community papers. Among the companies SpokenLayer are working with are Gannett Co. Inc.; The McClatchy Company; Hearst; GateHouse Media; Adams Publishing Group; Schurz Communications; A.H. Belo; and The Oklahoman. Learn why and how these publishers are making money on voice.


3:30 p.m. Wrap-up and adjournment