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

Who It's for: Masters of the brand message to readers, advertisers and sponsors. Vice presidents of sales & marketing, directors of marketing and promotion, sales support directors, and anyone else who crafts communication with the advertising customer.

Defining the Challenge: Brands are fragile, and not always portable across media. In an era of multi-channel content and multi-channel marketing communication, it’s more complex than ever to convey the vitality of the brand. What communications techniques that are working well today, and how can you maximize the core function of marketing, which is enabling sales?

Chairs:

Janet Ludwig

President, Allured Publishing

Henry J. Boye

Publisher, Harvard Business Review

 

Panelists:

Scott Fedonchik, Executive Director, Integrated Marketing, Golf Digest Companies
Andrea Kupfer Shin, Director of Marketing & Events, WeisnerMedia
Kevin Hyson, Executive Vice President, CMO, American Media Inc.
Tom McLean, Senior Director, Web Products, Consumer Reports
Christine Oldenbrook, Director of Marketing and eMedia, Bobit Business Media
Jeffrey Pedone, Director, Email Marketing, ALM
Peter Sprague, Managing Director, TrueFire Studios
Craig Waller, Chief Marketing Office, Pace Communications

 

Issues We'll Cover:

  • Going vertical Increasingly, marketing pros need to know how to promote niche content to a strategic market.
  • The data imperative. Knowing your customers requires more than the latest audit data—you need to go deeper to customize content and provide better solutions.
  • Get tech smart. You need to know the latest Web technology and online marketing techniques in order to maintain a comprehensive marketing strategy, including SEO and viral marketing.
  • Ready, fire, aim. Start-ups and launches come fast and furious and new competitors emerge daily—is your marketing team nimble enough to support your new initiatives and fend off new threats?
  • Supporting multi-platform sales. When you sell media in multiple channels, you should talk about the media in multiple channels. Here’s why the integrated approach is not just twice as effective, but exponentially better.