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9:30 a.m., Thursday, February 21 to Texterity
2:15 p.m., Friday, February 22

Who It's for: Professionals in the ever-more sophisticated craft of audience acquisition. Circulation directors, audience development directors, consumer marketing directors, search marketing strategists, newsstand specialists, and more.

Defining the Challenge: Who controls, manages, communicates with your customers? Even at print-centric companies, audience development for Web sites, newsletters, events and other channels may be scattered throughout the organization – in marketing or customer service. How can the traditional role of circulator evolve to connect your brand with its audience in an increasingly competitive and fragmented media landscape?

Chair:

Cara Schlanger

V.P. Consumer Marketing, Reader's Digest Association

 

Panelist:

Gloria Adams, Senior VP Audience Development, Pennwell
David Algire, Vice President, North American Retail Sales, Reader’s Digest
Pam Crumpler, Director of Direct Marketing Meredith Corporation
Barbara Falk, Group Circulation Director, McGraw-Hill
Tom Lynch, Director, Search Engine and Online Marketing, ePublishing
Christine Oldenbrook, Director of Marketing and eMedia, Bobit Business Media
David Parsha, VP, Interactive Division, Cygnus Business Media
John Rockwell, VP Audience Development & eMedia, Access Intelligence
Paul Rolnick, Consumer Marketing Director, Outside

 

Issues We'll Cover:

  • Who’s job is it anyway? The big issue. As circulators take on more responsibility, discover best practices on acquiring the technology and tactical know-how to manage users and readers on multiple platforms.
  • One big database. You know the dream: Using a single, integrated database of print readers, online users, event attendees, and other customers, create new chances to tailor editorial and ancillary products, and offer advertisers targeted opportunities. So why is it so damn hard to pull of in practice?
  • The new yardsticks. Metrics and measurement: In a world beyond print, it seems like anything goes. Who’s going to vouch for the validity of your traffic? When are advertisers going to demand third-party measurement?
  • The imperative of search optimization. The single most important online audience development tool is where it all starts these days – with the search engines. Mastering the art of Google, Yahoo!, and their kind is a must.
  • Audience-development through social media. How to use blogs, video, wikis, widgets and more to build traffic.
  • Remember the newsstand. It can still be your best route to build readership and reach. But it’s a cutthroat world. Some of the best will share their survival tips.