Conference Tracks
Tuesday | June 8
10:35 –11:35 a.m.
The Audience Developer's Role in Lead-Gen
As publishers continue to recover from the last few brutal years, they’re increasingly turning to lead-generation programs in order to offer their advertisers new sales opportunities. Whether your company’s just getting started or is ready to move to the next phase of lead-gen—lead nurturing—this session will cover critical topics such as optimizing your database for lead-gen, scoring leads and avoiding lead burnout, all of which require a new approach to managing and growing the customer database.
 |
Maurice Bakley |
11:40 a.m. –12:40 p.m.
The E-mail Marketing Survival Guide
E-mail marketing is still one of the best ways to promote your brands, but with cost-control at an all-time high, publishers are relying on it even more. And a stressed marketing platform is under even more pressure to perform. This session will explore how to leverage audience data, segmentation and oversight so e-mail can be deployed in a moderated way that’s welcomed and acted on by your audience.
 |
Lou Ann Sabatier |
 |
Gloria Adams |
2:15 – 3:30 p.m. | Part I
4:05 – 5:00 p.m. | Part II
Enabling the Transaction: Fulfillment’s Moment of Truth, B-to-B Edition
Publishers, now more than ever, are working overtime to create new business opportunities and drive new sources of revenue, across all platforms. Fulfillment providers are working just as hard to catch up as a true value partner by enabling that revenue, but also maintaining a solid transactional relationship for a still-critical, but legacy, business—print. Join us for this special double-session for an in-depth exploration of the new fulfillment dynamic.
 |
Mike Oberman |
 |
Jim Kuchinsky |
 |
Bill McMillan |
|
Wednesday | June 9
10:15 –11:05 a.m.
Database Integration 2.0
In the past, we’ve covered the importance of creating a unified database and all of preparation that goes into it: Establishing rules, training the staff, and finding the right vendor. But now publishers are finding out that knowing which products their customers are using is just scratching the surface. It’s more important to know their patterns and preferences so that they can be targeted accordingly. This session will explore the next phase of database integration: From combining online and offline information to creating a real-time view of what your customers are doing.
 |
Jacob Bare |
 |
Julie Nachtigal |
11:35 a.m. –12:30 p.m.
Optimizing the Source Mix: What Works Now
Depending on the size of your company, the content offered, economic conditions and whether you’re doing a new business or requal campaign, the mix between e-mail, direct mail and telemarketing can constantly fluctuate. This session will cover what’s working in 2010, what’s not and how you can strike the right balance within your mix without overspending or sacrificing the loyalty of your audience.
 |
Christine Oldenbrook |
 |
Kelsey Voss |
2:30 –3:30 p.m.
Creating and Packaging Audience Research
As publishers target new customers across a variety of platforms, their databases fatten up with all sorts of new data points and analytical possibilities. Join us in this session to learn how to harness the potential of your customer data to inform management, sales and even editorial to generate new levels of understanding and sales potential.
 |
Denise Robbins |
3:35 –4:30 p.m.
Building the Ultimate Audience Development Team, B-to-B Edition
With all the cross-platform selling and multimedia audience growth, audience developers are confronted with an unprecedented deluge of customer purchase and behavior data, while marketing and management strategies are growing in complexity. We’ll examine how to best set up your circulation and audience development teams to exploit cross-platform audience growth.
 |
Joy Puzzo |
 |
Michael Bennett |