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

Who It's for: Anyone at the senior management level of a city and regional brand. Owners, publishers, editors and more.

Defining the Challenge: City and regional media is the fastest-growing sector in the magazine industry, but the challenges are many: From creating brand extensions to doing more with a lean staff, leveraging the opportunities in e-media and the challenge of volume sales, this working group will address it all and arrive at concrete recommendations.

Chairs:

Michael T. Carr

Group President, Greenspun Media

Dan Aks

Chief Operating Officer, Greenspun Media Group/Niche Media Holdings

 

Panelists:

Michael Dee, President, Arizona Foothills
Jim Fitzpatrick, President, San Diego Magazine
Jeffrey A. Goldberg, Vice President, Contemporary Media
Lynne Groth, , Publisher, Gulfshore Life
Bernie Mann, Publisher, Our State
Chris Schulz, VP/Publisher, Freedom Specialty Media
Dana Spain-Smith, Chief Operating Officer, DLG Media Holdings

 

Issues We'll Cover:

  • Spending money to make money. Many city and regional media companies have lean operations. Is there a tangible return to significant investment? For some, the answer is definitely yes.
  • Fending off competition.. In a highly accessible sector, competition is ever-present. In some markets, new competitors crop up all the time, in print, online, and in alternative media. How do you hold your position?
  • Local Web presence. Going local is powerful in building audience and brand. But advertiser demand can vary from intense to non-existent. How to build a model that works—at the bottom line.
  • Paid or free circulation. Both models have their proponents. We’ll explore the pros and cons of both, and opportunities to sell products even to readers of free publications.
  • Ancillaries & Spin-offs. Perhaps the biggest area of opportunity for city and regionals, with plenty of promising and synergistic avenues to pursue.
  • Finding your editorial voice. Should you be provocative and edgy? Or boosterish and upbeat? Both approaches work, and the success of your business may depend on the choice.
  • Events.Connecting local readers with local advertisers in person is a natural extension. What are some of the event types that work best and how do you make them a success?