fourtieth annual conference grand hyatt denver … · joe stupp, social media manager for chipotle...

F O U R T I E T H A N N U A L C O N F E R E N C E

G R A N D H YA T T D E N V E R

D E N V E R , C O L O R A D O

M AY 2 1 – 2 3 , 2 0 1 6

2 crmadenver.com #CRMAdenver 3

Contents

4WELCOME

7SCHEDULE: AT A GLANCE

9HIGHLIGHTS

10SPEAKERS

16ADVERTISING & SALES

18ART

20AUDIENCE DEVELOPMENT

22EDITORIAL

24MANAGEMENT

26MARKETING


WeLCoMe to denver

YOU ARE IN THE MILE HIGH CITY, a beautiful part of our country that dates back to the Old West era. It’s a fun, modern city that serves as the perfect backdrop for this year’s CRMA annual conference. Our track chairs have lined up a terrific program. You’ll be inspired by some of the best minds in our industry and go home with great ideas. You’ll also meet new acquaintances, people who over the course of the year will be there for you when you need feedback, problems solved, ideas vetted. Whatever you do, enjoy. And thanks for being part of CRMA. Gary WhitakerPresident


S U N D AY 5 . 2 2

M O N D AY 5 . 2 3

8:00 - 9:00BREAKFASTColorado Ballroom

EXHIBITS OPEN

9:00 - 10:15SESSION 1

10:45 - 12:00SESSION 2

12:00 - 2:00LUNCH & KEYNOTEAspen Ballroom

2:00 - 3:15SESSION 3

3:45 - 5:00 SESSION 4

6:00COCKTAIL RECEPTION

8:00 - 9:00BREAKFASTColorado Ballroom

EXHIBITS OPEN

9:00 - 10:15SESSION 5

10:45 - 12:00SESSION 6

1:45 - 3:00SESSION 7

3:30 - 4:45 SESSION 8

6:30AWARDS RECEPTION & BANQUETAspen Ballroom

sCheduLe

S AT U R D AY 5 . 2 1

9:00 - 1:00BOARD OF DIRECTORS MEETING

1:00 - 5:00OPTIONAL ADVERTISING WORKSHOP

4:00 - 5:00FINANCIAL STANDARDS SURVEY SESSION

6:00 - 7:30 WELCOME RECEPTION

at a glance


highLights

SUNDAY, 5.22 · 12:00 · ASPEN BALLROOM

Speaker: Andy Clurman

KEYNOTE ADDRESSMAGAZINE MEDIA: A ROADMAP FOR GROWTH

Since the company’s launch in 2003, Active Interest Media has grown more than ten-fold in revenue and many more times in profits. Through a continued pattern of strategic acquisitions, new business start-ups, and extensions in events, services, print, and digital, AIM has built one of the world’s fastest-growing, large-scale enthusiast media companies. Andy will share some of AIM’s strategies and lessons learned for finding and funding growth opportunities.

SATURDAY, 5.21 · 1 :00 - 5:00 · MOUNT COLUMBIA ROOM

Speaker: Peter Svenneby

ADVERTISING WORKSHOP DRIVING SALES PERFORMANCE

Peter Svenneby will lead us in this fast-paced, interactive workshop for Advertising Managers and Sales Reps. This isn’t sales training… instead, it is a facilitated work session focused on key things you can do immediately to increase new business revenue, improve revenue predictability, and improve month to month revenue consistency. The session will be equally valuable to managers and individual contributors. Everyone will leave with tools and a plan in hand to make 2016 your best year ever!

MONDAY, 5.23 · 6:30 · ASPEN BALLROOM

AWARDS RECEPTION & BANQUET

SATURDAY, 5.21 · 6 :00 · PINNACLE CLUB, ATRIUM TOWER

WELCOME RECEPTION


speakers

Ryan Dohrn is the founder of media sales training firm Brain Swell Media and the creator of the 360 Ad Sales System taught to more than 3,000 ad sales reps in 7 countries. Ryan’s 25-year media sales and marketing career includes leadership roles at PennWell Publishing, Morris Publishing, Disney/ABC TV, Sinclair Broadcasting and The NY Times Company. He is an Emmy Award winner, a business book author, and has been featured in USA Today and on Forbes.com. Ryan currently works on a monthly basis with more than 75 media companies and their related sales and management teams.

Peter Svenneby is a speaker, consultant, coach, and trainer whose passion is helping people master sales. His approach is hands-on, practical, and systematic. His talks combine science and art – psychology, brain technology, change science and strategy along with the art of conversational finesse. His goal is to provide every participant with ideas and approaches that they can put into action right away… on their very next sales interaction. Peter works with CRMA members SourceMedia, WiesnerMedia, and 5280 Magazine.

Dan Monroe is a Principal and Chief Wordsmith of Cayenne Creative Group. Cayenne helps clients tell their stories strategically in ways that are interruptive and authentic. He has a BA from Vanderbilt University and is actively involved with Co-Starters, a program that helps entrepreneurs bring their business ideas into fruition. He finds inspiration in the great big world out there, in his wife, Pam, his son, Sam, and trusty dog, Jack. His cat allows him to live in the house because he feeds her.

Sarah Robinson is a business strategist, speaker and author of the Amazon best-selling book Fierce Loyalty: Unlocking the DNA of Wildly Successful Communities. Sarah advises her international clients, including m-Wise and Microsoft. She is a regular guest expert at MSNBC and is ranked by both Forbes and Dun and Bradstreet as a top Twitter expert on entrepreneurship and small business. Sarah has also been a featured business expert at Inc.com, Entrepreneur.com, AOL.com, the Credit Union Executive Society, the Association for International Information Managers, and the International Spa Association.

Jeanette Abbink is an award-winning Graphic Designer and Creative Director and founder of Rational Beauty. She has worked for fashion companies such as Kate Spade, Esprit, and Anthropology, and magazine design projects ranging from Dwell to American Craft and Martha Stewart Living to the NY Times sports magazine Play. Her work on the redesign of USA Today with Wolff Olins won the the 2013 Fast Company Design Innovation by Design Award. She also earned an ASME award for her work as founding Creative Director of Dwell. Jeanette is an adjunct professor at Parsons The New School.

Carla Frank is a passionate Creative Director in magazine publishing with big-brand success stories. To name a few, she launched O, the Oprah Magazine, which became the most successful magazine launch in history. She repositioned Cooking Light magazine to a super successful lifestyle brand, and remade Italian Glamour with a new experimental vision for the global brand resulting in the highest newsstand returns in a 7-year period. She believes in any brand project, you must listen to it closely, find the uniqueness, joy, and beauty of it — and then share it boldly. That’s how the finest magazines have always been made and still are today!

Expert guests giving talks

ADVERTISING & SALES

Andrew (Andy) Clurman is the Chief Executive Officer and President of Active Interest, a media company comprised of more than 50 internationally renowned print, digital, and social media brands, a state-of-the-art video production company, and first-in-class events. Prior to starting AIM with Chairman Efrem (Skip) Zimbalist, Clurman was Senior Vice President of Time4Media, a division of Time Warner/AOL. He serves as Chairman of the Board of the Independent Magazine Publishers of America, a board member of Yankee Publishing, and is a University of Colorado Leeds School of Business Mentor. Clurman lives in Boulder, Colorado, with his wife, Claire, and three children.

FEATURED SPEAKERS

ART

David Granger stepped down as Editor-in-Chief of Esquire this spring after leading the magazine since 1997. During Granger’s tenure, Esquire was a finalist for 72 National Magazine Awards and won 17 of them, including the award for General Excellence in 2006.

Carl Landau is Grand Poobah of Niche Media. He is a media/event guru, SF Giants fan, and part-time blogger. As head of Niche Media, Carl has created super niched-out events specifically for magazine publishers for over a decade. He has helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly, and super-fun environments.

Tim Rasmussen is the Director of Photography at ESPN for digital and print media. He formerly managed photo departments across the country at some really great newspapers — most recently, The Denver Post. Under his leadership, the Post‘s photography staff was awarded three Pulitzers, two for Feature Photography and one for Breaking News Reporting.


speakers

Andrew Majewski is the Principal of AdSpace Communications, Inc., a full-service agency providing print and digital creative for leading publishers (The Economist, Dow Jones, The Atlantic, etc.), membership organizations (such as the American Diabetes Association, Smithsonian, and IEEE), as well as for marquee events. Andrew is an international speaker and trusted authority on audience development/circulation marketing. He has presented at industry events including the Association for Audience Marketing Professionals’ annual conference, the Publishing Media & Expo in London, plus the 2013 CRMA Conference.

Marty Martinez is the Founder and CEO of Social Revolt Marketing, a boutique marketing agency specializing in social media, graphic design, video, and PR. This San Diego native relocated to Dallas after graduating from the University of Missouri - Columbia. When he isn’t servicing his clients in Chicago, New York City, and Dallas, you will find him cataloging his adventures on Instagram via @MartyTakesDallas.

Joe Stupp, Social Media Manager for Chipotle Mexican Grill, has worked with them off and on since 1994. At Chipotle, he’s been a restaurant general manager, an area manager, started up their customer service department, and now runs their social media. He loves to travel, and his most excitingly stupid trip was to the country of Georgia during their civil war.

Samantha Unell, Customer Service Team Leader for Southwest Airlines, took off with Southwest in 2012. As a Leader on the Social Customer Care Team, she’s responsible for grooming a team of 35 employees in providing legendary Southwest hospitality to their online customers 24 hours a day, 7 days a week. She has a passion for customer service, developing deep customer connections and relationships in the social space, and continuing the growth of Southwest’s one-of-a-kind company culture.

Kyle Fohlin is the Director of Business Development Publishing and Media at Epsilon Data Solutions. Kyle has been with Epsilon since 2014 serving in a Senior Account Management role before moving to new business development. Prior to Epsilon, Kyle spend 22 years at List Services Corporation and has extensive list acquisition and circulation planning experience working for clients such as Guideposts, Boston Common Press, MetroCorp, Christianity Today, and The Saturday Evening Post.

Brian Lewis, CEO of Wolfhound Interactive, brings more than 20 years of strategic digital marketing experience. Brian is a top-rated speaker and has led panels around the world. In addition, his work has been referenced in the New York Times, Wall Street Journal, and many marketing industry publications.


Michael DiChiara, with ONECount, boasts 20+ years in marketing and integrated ad sales for national consumer magazines ranging from House Beautiful and George to targeted, niche-market titles like Elite Traveler and Luxe Interiors + Design. His experiences give him a uniquely relevant perspective when extolling the virtues of ONEcount, the only identity-driven Data Management Platform (DMP) purpose-built for magazine publishers.

Jelani Cobb is a staff writer at The New Yorker and the author of The Substance of Hope: Barack Obama and the Paradox of Progress. In 2015, he was awarded the Hillman Prize for Opinion and Analysis Journalism.

Brian Calvert is the managing editor of High Country News. He has worked as a foreign correspondent, writer, audio journalist, and most recently, a Ted Scripps Fellow in Environmental Journalism at the University of Colorado.

EDITORIAL

Liz Crider of Second Street works with more than 3,000 media companies to help them engage their audience and generate revenue with contests, quizzes, and ballots. Prior to joining the Second Street team, Liz worked at two St. Louis broadcast stations and was responsible for driving revenue with non-traditional marketing efforts.

AUDIENCE DEVELOPMENT

Amanda Bates, Managing Account Director with Epsilon Data Solutions since 2007, originally as Account Director and now overseeing the publishing, media, and entertainment team. Before joining Epsilon, Amanda served as a Media Buyer and Senior Acquisition Manager for The Bradford Group.

DJ Stout is one of twenty-one partners of Pentagram, a renowned design firm with offices in London, New York, San Francisco, Berlin, and Austin. He studied graphic design at Texas Tech University and began his career in 1981, working for Robert A. Wilson Associates in Dallas. In 1987, he moved to Austin, where he was the Art Director of Texas Monthly magazine for thirteen years. In 2010, DJ was the recipient of the prestigious Richard Gangel Award, a lifetime achievement designation from the Society of Illustrators. He is a Fellow of the American Institute of Graphic Arts (AIGA) and the author of two books.


Alan Chaffee is the CEO and Founder of Turning Point. He has 25 years of extensive experience in financial accounting, business consulting, company valuations, and corporate re-structuring.

Bob Cohen, President of Four Corners Media, is a leading expert in media brand development, consumer marketing, finance, business strategies, and integrating digital and print media platforms. Bob was a senior executive at Primedia, PlanetOut Publishing, Gulf Sports Media (Dubai), and The New Republic. He has consulted for leading brands such as Weight Watchers, Parenting, Nickelodeon, Rodale Press, BabyCenter, Scholastic, Audubon, Harvard Business Review, George, Hallmark, Saveur, and Mondadori.

Melanie Deziel is an award-winning branded content strategist and consultant, and the founder of The Overlap League, the native ad newsletter. She is a board member of the Native Advertising Institute, has served as an executive judge for the Digiday Content Marketing Awards. She is the former Director of Creative Strategy for Time Inc., where she led ideation for sponsored content programs across 35+ publications, and was the first editor of branded content at The New York Times, where she conceived and wrote in-depth pieces sponsored by advertisers.

speakers

Eric Camm, Esq. is an experienced business valuator with a background as a corporate attorney, and has worked with clients on a broad array of corporate governance and commercial transactions.


MANAGEMENT

Abe Streep is a Contributing Editor at Outside and The California Sunday Magazine. His work has also appeared in Harper’s, Wired, Bloomberg Businessweek, The Atavist, The New York Times Magazine, Men’s Journal, and elsewhere. He was previously a Senior Editor at Outside, helping the magazine win a National Magazine Award for General Excellence in 2013.

Andrea Pitzer founded Nieman Storyboard, the narrative nonfiction site of the Nieman Foundation for Journalism at Harvard University. She’s the author of The Secret History of Vladimir Nabokov, and her work has appeared in Lapham’s Quarterly, USA Today, McSweeney’s, Slate, and elsewhere.

Adam Sachs, has been Editor-in-Chief of Saveur since 2014. He formerly wrote “The Obsessivore” column for Bon Appétit and served as a staff writer at GQ. His stories have won multiple James Beard Journalism Awards and appeared in Condé Nast Traveler, Men’s Vogue, Details, Food & Wine, Departures, and elsewhere.

Jill Taylor oversees the copy desks at The New York Times. She has worked as an Editor in various departments at The Times since 2003 and before that was an Editor and Page Designer at the Austin American-Statesman.

Simon Dumenco, is the Editorial Director of Advertising Age and author of the magazine’s Media Guy blog. Dumenco has served as the Consulting Executive Editor for the launch of O, the Oprah Magazine; executive editor of Seventeen, and Launch Editorial Director of nymag.com. He’s written for publications that include Esquire, Glamour, and Rolling Stone.

Lane DeGregory is a staff writer at the Tampa Bay Times and a fellow of the Society of Professional Journalists since 2011. Her story, “The Girl in the Window,” about the adoption of a feral child, won the Pulitzer Prize for Feature Writing in 2009.

Reyhan Harmanci is Editor-in-Chief of Atlas Obscura, a digital media company devoted to exploring the world’s hidden wonders. Previously, she has worked for Modern Farmer, BuzzFeed, Fast Company, The Bold Italic, The Center for Investigative Reporting, and the San Francisco Chronicle.

Don Harkey, Chief Innovation Officer at People Centric Consulting Group, is a strategy, organization, and process expert. Don spent 10 years working for Fortune 500 companies as an engineer learning the value of people and systems. He brings a unique blend of an engineer’s perspective and a deep understanding of people together to help clients learn how to solve problems.


S U N D AY 5 . 2 2

SESSION ONE · 9:00 - 10:15 · MOUNT COLUMBIA ROOM

OUTSELLING YOUR COMPETITION — WHAT IS YOUR D FACTOR?

Speaker: Ryan Dohrn

Tired of being compared to your competition? Tired of selling against other media that offers rock-bottom rates? What about those competitors that are just liars? Well, let me ask you this: What is your “D” factor? What is the one thing that makes you DIFFERENT than every other ad sales rep that will call on an advertiser today? For most ad salespeople, the sales process is all about the media they are selling. What if YOU are the real reason people buy or don’t buy? What if your approach has been wrong for years? Ryan will help you identify your D Factor and use it to your advantage today!

SESSION TWO · 10:45 - 12:00 · MOUNT COLUMBIA ROOM

THE 10-MINUTE SALES CALL

Speaker: Ryan Dohrn

Ryan shares the secrets to hosting a successful sales call in 10 minutes. This simple approach boosts confidence and creates a plan for success.

SESSION THREE · 2:00 - 3:15 · MOUNT COLUMBIA ROOM

CONTRACT SEASON: WHAT IS IT, AND WHAT IS IT ALL ABOUT?

Contract season was invented by Wiesner Media of Denver, Colorado, years ago. The Contract Season session is a detailed plan of how to sell up to 70% of your year before it starts. Q & A to follow.

SESSION FOUR · 3:45 - 5:00 · MOUNT SOPRIS ROOM B

BEST IDEAS

Joint Session with Marketing

Always one of the most popular and informative sessions for sales and marketing professionals. Each participant brings an idea they share with the other participants. The result is a list of actionable ideas you can implement right away. This session can pay for your whole trip to Denver!

M O N D AY 5 . 2 3

advertising & saLes

SESSION FIVE · 9:00 - 10:15 · MOUNT SOPRIS ROOM B

THE SOUTHWEST AIRLINES PHILOSOPHY OF CUSTOMER SERVICE

Joint Session with Audience Development and Marketing

Speaker: Samantha Unell, Customer Service Team Leader, Southwest Airlines

Southwest Airlines is dedicated to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit. Hear from the experts at Southwest and learn how to reap the benefits of loyalty.

SESSION SIX · 10:45 - 12:00 · MOUNT SOPRIS ROOM B

DRIVING SALES PERFORMANCE



Leveraging collaboration between sales and marketing to drive new products. With the landscape of media and publishing changing so rapidly, honing in on the right products and the right messaging is a challenge. Use collaboration between your marketing team and your salespeople to drive innovation! Salespeople are in touch with the customers and prospects daily; equip them to ASK your market how they see the future, what needs they foresee, and what products they would invest in. This creates better client relationships, more immediate sales, and more intelligence about what products to create and how to talk about them.

SESSION SEVEN · 1:45 - 3:00 · MOUNT SOPRIS ROOM B

NON-PROFITS: BIG REVENUE GENERATORS


Panelists: Wendy McCabe, Special Projects Manager, Pittsburgh Magazine, Frank Bird, Cleveland Magazine, Kelley Lavin, SarasotaLearn ways to turn non-profit and charity organizations into profit partners. Panelists share a wealth of practical tips and examples.

SESSION EIGHT · 3:15 - 4:45 · MOUNT OXFORD ROOM

BELLY BANDS AND POST-ITS AND TIP-ONS! OH MY!


Panel of Ad Directors

High-impact advertising can bring your client’s brand to life. Tip- on sections, post-its, belly bands, French gates, gatefolds. and stickers can all make a big difference to your bottom line. Advertising directors and publishers share how they’ve sold such high-impact ideas to their partners. Q & A to follow.

Track Chair : Rachel Winner


S U N D AY 5 . 2 2

SESSION ONE · 9:00 - 10:15 · MOUNT PRINCETON ROOM

PROTECT YOUR BRAND

Speaker: Dan Monroe

Dan Monroe and his agency, Cayenne Creative, are brand story enthusiasts. They create stories for corporate clients that engage audiences and inspire dialogue. He will bring those same insights into how to visually remain true to a magazine brand and protect it in a chaotic world of media and messages.

SESSION TWO · 10:45 - 12:00 · MOUNT PRINCETON ROOM

TELLING THE STORY

Speaker: DJ Stout, Pentagram

A Partner at Pentagram since 2000 and Art Director at Texas Monthly from 1987 to 1999 (when it was nominated for 10 National Magazine Awards), Stout has built his career on a single mantra: solve the problem, don’t decorate. He’ll share his insights into the power of visual storytelling in this exciting session.

SESSION THREE · 2:00 - 3:15 · MOUNT PRINCETON ROOM

THE PROBLEM SOLVERS

Panel of CRMA Art Directors

A panel of city and regional magazine art directors share their headaches, from production to platform, and how they have overcome them.

SESSION FOUR · 3:45 - 5:00 · MOUNT PRINCETON ROOM

SLOW DESIGN

Speaker: Jeanette Abbink, Rational Beauty Design

Let’s ponder the “slow design” movement. It happened to food. Why not design? How do we get everyone to pause and enjoy the engagement of thinking about quality of work and design? The slow movement is not about doing things at a leisurely pace. It’s about the things we value. Jeanette asks the question, How can we make decisions and act more thoughtfully?

M O N D AY 5 . 2 3

art

SESSION FIVE · 9:00 - 10:15 · MOUNT PRINCETON ROOM

A ‘FRANK’ DESIGN

Speaker: Carla Frank

Specializing in content development, design, branding, positioning, management, and education, Carla Frank has been at the epicenter of the changes rippling through the creative and media world. The founding creative director of O magazine and creative director at Cooking Light and Italian Glamour, Frank offers insights from the crossroads of both traditional and new markets and shares suggestions for staying atop the waves of change.

SESSION SIX · 10:45 - 12:00 · MOUNT PRINCETON ROOM

GETTING WHAT YOU NEED: A PHOTOGRAPHERS PANEL

A panel of top photographers in the Denver market shares their experiences working in the city magazine space, offering insights into how to enhance the photo/art dialogue.

SESSION SEVEN · 1:45 - 3:00 · MOUNT COLUMBIA ROOM

COVERING COVERS: THE MERGER OF ART AND COVER LINES

Joint Session with Editorial

Speakers: Tim Rasmussen, ESPN The Magazine, and Kathleen Fleury, Down East Editor in Chief

A good cover sells newsstand copies. (Or does it?) It’s a billboard that communicates your brand to passersby. (Or is it?) And the more cover lines you squeeze in, the better. (Or is less more?) Panelists dissect assumptions about covers and cover lines and examine a few that work (whatever that means).

SESSION EIGHT · 3:15 - 4:45 · MOUNT PRINCETON ROOM

HOW DESIGN BREEDS LOYALTY

Speaker: Sarah Robinson

Sarah Robinson explores how the visual impacts a sense of community and helps build the connections that make a community viable and fiercely loyal.

Track Chair : Joe O’Donnell


S U N D AY 5 . 2 2

SESSION ONE · 9:00 - 10:15 · MOUNT OXFORD ROOM

CONVERSION SCORECARD

Speaker: Brian Lewis, Founder & CEO of Wolfhound Interactive

You probably invest a lot of time and effort in your outbound marketing efforts, but your job doesn’t end there. Real success is measured by how effective you are at getting visitors to do what you want them to do. Learn how to use the latest in neuromarketing research to bias visitors subconsciously and make it more likely that they will take the desired action on your site or from your marketing effort to become a subscriber, signup, or event attendee.

SESSION TWO · 10:45 - 12:00 · MOUNT OXFORD ROOM

WHO SAYS DIRECT MAIL IS DEAD? DIRECT MARKETING STRATEGIES THAT WORK

Speaker: Andrew Majewski, CEO of AdSpace Communications

The modern A’s, B’s and C’s of effective direct mail campaigns and renewal efforts. How to capitalize and refresh our department’s oldest friends.

SESSION THREE · 2:00 - 3:15 · MOUNT SOPRIS ROOM B

SOCIAL MEDIA PART 1: BUILD TRUSTED BRAND VALUE WITH SOCIAL MEDIA


Speaker: Joe Stupp, Social Media Manager of Chipotle Mexican Grill, Inc.

Learn why social media is so important to Chipotle, and the strategies they put in place to reinforce their brand and build a loyal audience. A must session for people interested in maximizing the effectiveness of social media.

SESSION FOUR · 3:45 - 5:00 · MOUNT OXFORD ROOM

SOCIAL MEDIA PART 2: CONVERTING THE SOCIAL MEDIA AUDIENCE INTO CUSTOMERS

Speakers: Marty Martinez, Founder & CEO and Stephanie Campos, Founder of Social Revolt Marketing

A follow-on to the Social Media Part 1. Learn how to customize a social media strategy to drive conversions and cultivate brand awareness that leads to true brand loyalty and lasting recognition.

M O N D AY 5 . 2 3

audienCe deveLopMent



Joint Session with Advertising and Marketing



SESSION SIX · 10:45 - 12:00 · MOUNT OXFORD ROOM

THE TRULY UNIFIED DATABASE

Speakers: Michael DiChiara, One Count; Katie Carlin and Lauren DeSoiza, HubSpotBy now, we all understand the value of the unified database. Learn about the marketing tactics, revenue-generating opportunities, and audience-engagement efforts that can be accomplished with truly unified data.

SESSION SEVEN · 1:45 - 3:00 · MOUNT OXFORD ROOM

15 WAYS TO USE DATA FOR DRIVING RESULTS

Speakers: Kyle Fohlin, Director, Business Development and Amanda Bates, Account Representative at Epsilon Data Management LLC

Data! It’s all we’re hearing about. Learn about how the strategic application of data can take your marketing efforts to the next level.

SESSION EIGHT · 3:15 - 4:45 · MOUNT SOPRIS ROOM B

SOCIAL MEDIA CONTESTS


Speaker: Liz Crider, Director of Affiliate Success at Second Street

Get more value out of your contests; use them as a source for new subscribers! Explore sure-fire techniques to use advertising-driven contests for maximum value. It’s a group effort and just like shooting fish in a barrel!

Track Chairs: Dylan Whitaker & Melissa Chowning


S U N D AY 5 . 2 2

SESSION ONE · 9:00 - 10:15 · MAROON PEAK ROOM

WHAT GOOD ARE ESSAYS, ANYWAY?

Panelists: Abe Streep, Outside/California Sunday; Jelani Cobb, The New Yorker; Brian Calvert, High Country News

Where, if at all, does a personal and/or topical essay belong in your magazine? How do readers approach an essay differently from a reported piece? What distinguishes a feature essay from column material, and how do both of these read differently in the era of the “take”? Essay writers and editors weigh in on what great essayists — from E.B. White to Maureen Dowd — bring to a magazine, and how the role is changing in a media environment crowded with talking heads.

SESSION TWO · 10:45 - 12:00 · MOUNT SOPRIS ROOM B

THE MOST FUN YOU CAN HAVE EDITING A MAGAZINE

Joint Session with Management

Speaker: David Granger, former Editor-in-Chief of Esquire

A magazine can do anything, says David Granger. The former Editor-in-Chief of Esquire, who stepped down in March after 19 years at the pioneering men’s mag, shares his insight on how editors can (and should) do “impossible things deliberately to show how important and exciting a magazine can be.”

SESSION THREE · 2:00 - 3:15 · MAROON PEAK ROOM

WHY SO SERIOUS? BALANCING REVERENCE/IRREVERENCE IN PLACE-BASED JOURNALISM

Panelists: Reyhan Harmanci, Atlas Obscura; Amanda Heckert, Indianapolis Monthly; Mel Allen, Yankee

Many readers approach city/regional magazines with a sense of reverence for this or that place — but there are pitfalls when writers and editors adopt a similarly earnest sensibility. Where in your pages can you indulge playfulness, parody, even mockery? Editors from across platforms weigh in.

SESSION FOUR · 3:45 - 5:00 · MAROON PEAK ROOM

EAT IT!

Panelists: Adam Sachs, Saveur; Dara Moskowitz Grumdahl, Mpls.St.Paul Magazine; Allecia Vermillion, Seattle Met

For regional magazines, food is identity — and as local sourcing and heritage foodstuffs enjoy peak cachet, regional mags are well poised to capitalize on a new golden age of food coverage. Top food-and-dining editors offer insight into what readers want from a restaurant issue, recipes feature, cheap eats compendium, and more.

M O N D AY 5 . 2 3

editoriaL

SESSION FIVE · 9:00 - 10:15 · MOUNT COLUMBIA ROOM

HEDS WILL ROLL

Panelists: Geoff Van Dyke, 5280; Jill Taylor, The New York Times; James Ross Gardner, Seattle Met

Arresting, tantalizing, enigmatic, droll — the art of the hed-and-dek pairing is the art of coaxing all of this from a few concise words and phrases. Your headlines and decks should be more than just labels. What makes headlines into dynamic invitations, even challenges to read onward? To what extent should a deck do the work of summary? Panelists offer dos, don’ts, and examples of their all-time favorite headlines.

SESSION SIX · 10:45 - 12:00 · MOUNT COLUMBIA ROOM

TRENDING

Speaker: Simon Dumenco, Advertising Age

The print publishing world moves in moments. What’s enjoying one (buzzy longform? luxury cover stocks? aspirational lifestyle mags?), and more importantly, what’s coming next? Industry vet and Advertising Age Editor-at-Large Simon Dumenco discusses what the next generation of readers will be looking for (and how to provide it).

SESSION SEVEN · 1:45 - 3:00 · MOUNT COLUMBIA ROOM

COVERING COVERS: THE MERGER OF ART AND COVER LINES

Joint Session with Art

Speakers: Tim Rasmussen, ESPN The Magazine; Kathleen Fleury, Down East

A good cover sells newsstand copies. (Or does it?) It’s a billboard that communicates your brand to passersby. (Or is it?) And the more cover lines you squeeze in, the better. (Or is less more?) Panelists dissect assumptions about covers and cover lines and examine a few that work (whatever that means).

SESSION EIGHT · 3:15 - 4:45 · MOUNT COLUMBIA ROOM

WHERE ARE ALL THE FEMALE WRITERS?

Panelists: Andrea Pitzer, Founder, Nieman Storyboard; Allecia Vermillion, Seattle Met; Lane DeGregory, Tampa Bay Times

While the much-criticized gender imbalance in anthology selections has improved somewhat in recent years, the overall disparity in bylines remains conspicuous. A panel of longform authors shares their experiences and discusses how editors can close the gender gap — and why doing so is in their best interests.

Track Chairs: El izabeth Hudson & Brian Kevin


S U N D AY 5 . 2 2

SESSION ONE · 9:00 - 10:15 · MOUNT SOPRIS ROOM B

CREATING AND KEEPING A HIGH-PERFORMANCE CULTURE

Speaker: Don Harkey, Chief Innovation Officer at People Centric Consulting Group

Organizational culture is powerful, but leaders have long thought it to be difficult to steer and manage. It turns out that in order to drive a high-performance culture, you don’t need to focus on culture, you need to focus on implementing systems that create the culture you want.

SESSION TWO · 10:45 - 12:00 · MOUNT SOPRIS ROOM B

THE MOST FUN YOU CAN HAVE EDITING A MAGAZINE

Joint Session with Editorial

Speaker: David Granger, Former Editor-in-Chief of Esquire

A magazine can do anything, says David Granger. The former editor-in-chief of Esquire, who stepped down in March after 19 years at the pioneering men’s mag, shares his insight on how editors can (and should) do “impossible things deliberately to show how important and exciting a magazine can be.”

SESSION THREE · 2:00 - 3:15 · MOUNT SOPRIS ROOM A

GROWTH STRATEGIES THROUGH ACQUISITIONS, PARTNERSHIPS & DIVESTITURES

Speaker: Andy Clurman, President and CEO of Active Interest Media

Andy discusses how a publisher can accomplish growth in today’s publishing business. Since Active Interest Media’s launch in 2003, Andy’s company has grown more than tenfold. Starting with a handful of titles, today Active Interest has a diversified portfolio of more than 40 media properties. In this session, Andy discusses strategies and techniques for sustained growth for today’s publishers.

SESSION FOUR · 3:45 - 5:00 · MOUNT SOPRIS ROOM A

THE BIG SHORT-AGE

Joint Session with CRMA’s CFO Roundtable

Speakers: Alan Chaffee, CEO and Eric Camm, Esq. of Turning Point

Capital is a problem for publishers large and small. This nuts-and-bolts session will focus on the role of capital, its sources, uses, and benchmarks. This is a “must see” session for those CEOs and CFOs who manage their business’ most precious asset.

M O N D AY 5 . 2 3

ManageMent

SESSION FIVE · 9:00 - 10:15 · MOUNT SOPRIS ROOM A

THE FINANCIAL STANDARDS COOKBOOK

Speaker: Bob Cohen, President of Four Corners Media

Bob is a leading expert in media brand development, consumer marketing, finance and business strategies. He has consulted for leading brands such as Weight Watchers, Parenting, Nickelodeon, Rodale Press, Scholastic, Audubon, Harvard Business Review, George, and Saveur. Bob also compiles CRMA’s Financial Standards Survey. In this session, Bob explores the things that separate the ‘best from the rest’ of CRMA businesses.

SESSION SIX · 10:45 - 12:00 · MOUNT SOPRIS ROOM A

BRANDED CONTENT: IT’S A BRAVE NEW WORLD OUT THERE

Speaker: Melanie Deziel of MDeziel Media, Author of the Overlap League Newsletter and branded Content Strategist

Every publisher talks about it: “Native Advertising”; ASME and CRMA allow it, but how the heck do you do it right? Melanie Deziel helped develop the strategy of The New York Times, The Huffington Post, Time Inc., and others.

SESSION SEVEN · 1:45 - 3:00 · MOUNT SOPRIS ROOM A

IS THIS THE BEGINNING OF THE END OR THE END OF THE BEGINNING?

Panel of CRMA Publishers/CEOs

A panel discussion on the future of city magazine publishing featuring 3 multi-market city magazine CEO’s.

SESSION EIGHT · 3:15 - 4:45 · MOUNT SOPRIS ROOM A

US AND THEM:


Using personality assessments to understand and break down the media company silos. Good salespeople are, well, salespeople. Which is to say that they are very different from the editorial staff. And while these natural differences are good, it can be challenging to foster understanding and collaboration between the different groups in your company. Using a psychometric assessment tool, we will discuss natural strengths, weaknesses, and ideas on how to foster understanding and collaboration between your teams for a better company culture, improved hiring success, and fewer headaches for you, the manager!

Track Chairs: David Lipson & Randy Thompson


S U N D AY 5 . 2 2

SESSION ONE · 9:00 - 10:15 · MOUNT SOPRIS ROOM A

EVENT MARKETING #1: EVENTS FOR SUPER-HIGH PROFITS AND SUPER FUN!

Speaker: Carl Landau, Grand Poobah of Niche Media

The first of a two-part session will help you find new revenue through new event models. You’ve probably got the basics down with your assortment of “best of” and wedding-planning events, but there are plenty more models to explore.

SESSION TWO · 10:45 - 12:00 · MOUNT SOPRIS ROOM A

EVENT MARKETING #2: SUPERCHARGE YOUR EVENT

Speaker: Carl Landau, Grand Poobah of Niche Media

The second of the two-part event series — Event marketing through leveraging your magazine brand to the max! Carl will show you how to create the perfect event marketing mix with direct mail, e-marketing, media partnerships, video, social media, and lots more! You’ll learn how to develop a hyper-segmented list and associated marketing efforts for a more targeted approach to event marketing.

SESSION THREE · 2:00 - 3:15 · MOUNT SOPRIS ROOM B

SOCIAL MEDIA PART 1: BUILD TRUSTED BRAND VALUE WITH SOCIAL MEDIA

Joint Session with Audience Development

Speaker: Joe Stupp, Social Media Manager of Chipotle Mexican Grill, Inc.

Learn why social media is so important to Chipotle, and the strategies they put in place to reinforce their brand and build a loyal audience. A must session for people interested in maximizing the effectiveness of social media.

SESSION FOUR · 3:45 - 5:00 · MOUNT SOPRIS ROOM B

BEST IDEAS

Joint Session with Advertising

Always one of the most popular and informative sessions for sales and marketing professionals. Each participant brings an idea they share with the other participants. The result is a list of actionable ideas you can implement right away. This session can pay for your whole trip to Denver!

M O N D AY 5 . 2 3

Marketing



Joint Session with Advertising and Audience Development



SESSION SIX · 10:45 - 12:00 · MOUNT SOPRIS ROOM B

DRIVING SALES PERFORMANCE



Leveraging collaboration between sales and marketing to drive new products. With the landscape of media and publishing changing so rapidly, honing in on the right products and the right messaging is a challenge. Use collaboration between your marketing team and your salespeople to drive innovation! Salespeople are in touch with the customers and prospects daily; equip them to ASK your market how they see the future, what needs they foresee, and what products they would invest in. This creates better client relationships, more immediate sales, and more intelligence about what products to create and how to talk about them.

SESSION SEVEN · 1:45 - 3:00 · MOUNT SOPRIS ROOM B

NON-PROFITS: BIG REVENUE GENERATORS


Panelists: Wendy McCabe, Special Projects Manager, Pittsburgh Magazine; Frank Bird, Cleveland Magazine; Kelley Lavin, SarasotaLearn ways to turn non-profit and charity organizations into profit partners. Panelists share a wealth of practical tips and examples.

SESSION EIGHT · 3:15 - 4:45 · MOUNT SOPRIS ROOM B

SOCIAL MEDIA CONTESTS

Joint Session with Audience Development

Speaker: Liz Crider, Director of Affiliate Success at Second Street

Get more value out of your contests; use them as a source for new subscribers! Explore sure-fire techniques to use advertising-driven contests for maximum value. It’s a group effort and just like shooting fish in a barrel!

Track Chair : Kel ley Lavin


thank you

FreeportPress Lifetime Achievement Award Tote Bags Badges, Lanyards, &

Refreshments

Audio / Visual Award Plaques

Program Printing Services

PROGRAM CREATION

Designer: Ian Rothwell, Down East magazine

Copy Editor: Joe Anderson, Down East magazine

Online Edition: Chris Siefken, Down East magazine

Photographs: Pexels.com

to our generous sponsors


notes

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