About the Symposium
“Marketing to Readers and Attracting New Audiences” is a key component of NAA mediaXchange 2013. The day is devoted to issues around marketing to multiplatform readers, acquiring new audiences, improving operational efficiencies and growing revenue.
Sessions address strategic issues, incorporate the basics that remain critical to success and share new ideas that have worked. This year’s symposium is built on the success of last year’s well-attended program and updated for today’s major challenges.
Participants can join the discussion, explore solutions and learn about initiatives that have built audience and revenue across platforms. It is a unique forum to address the toughest issues with the best in the industry.
The sessions are geared toward learning from colleagues who have experienced success building audience, acquiring paid digital subscribers, and building revenue while retaining readers. Discussion leaders will address some of the key single-copy challenges in marketing to the occasional readers and the impact of changes in audience metrics.
The day will also include presentations and discussion on “Engaging the Digital Audience with New Initiatives,” “Five Great Retail Partnerships in Fifteen Minutes” by NAA’s Single Copy Committee, and the new AAM qualification reporting opportunities.
NAA mediaXchange 2013 is designed to be an energy-filled event that will help move the needle on industry trends and best practices. Full conference registration includes all programming, exhibit floor access and all meal functions.
If you are juggling time and budgets constraints, consider a one-day registration and join your colleagues for the Tuesday evening reception along with the circulation and audience symposium on Wednesday. Benefit from a concentrated focus on top circulation and revenue issues for newspapers of any size and leave with ideas you can implement in your market.
Audience Symposium
Marketing to Readers and Attracting New Audiences
Wednesday, April 17, 2013
8 a.m. to 3 p.m.
Floridian Ballroom GH #audsymp
8 a.m. |
Symposium Overview and the Challenges of Marketing to Today's Readers Bert Ortiz, Vice President of Circulation, Orlando Sentinel |
8:15 a.m. |
The Value of Audience and Content: Audience Metrics Update The metrics and reporting are changing to reflect the changes in the business model. This session focuses on effectively presenting a newspaper’s entire portfolio of products and the evolution in Alliance for Audited Media reporting. Dan Schaub, Corporate Director of Audience Development, The McClatchy Co.
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9 a.m. |
Building Audience on Local Brand, Local Content and Smart Marketing Hear about the importance of understanding your audiences and your brand to build readership and revenue. David Messick, Director of Circulation, Daily Press, Newport News, Va. |
9:45 a.m. |
Acquiring New Print and Digital Subscribers It takes a new level of sophistication to acquire today’s reader. This session is devoted to identifying the strategies and tactics that work. Tribune’s Direct Response Formula – Monica Wesolowski, Circulation Sales and Marketing Manager, Sun Sentinel
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11 a.m. |
Engaging the Digital Audience With New Initiatives Value equates to reader engagement. This session looks at the formula for attracting new audiences with new digital initiatives. Allen Klosowski, Senior Director of Social Media and Mobile, Digital First Media
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Noon |
Lunch |
12:30 p.m. |
Marketing Digital Subscriptions to Maximize Revenues and Build New Audiences Strategies range from the opt-in and opt-out approach to a la carte offerings, the “all in” and membership appeal. Learn what is working and the challenges that remain in building revenue through bundled print and digital subscriptions. Moderator: Matt Lindsay, Ph.D., Managing Partner, Mather Economics
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2 p.m. |
Optimizing Single-Copy Opportunities to Attract the Occasional Reader The NAA Single-Copy Committee hosts this session that brings together both the operational issues and the marketing tactics that work in optimizing single-copy sales and revenue. Scan-Based Challenges and Opportunities – Craig Holley, Director of National Single-Copy Sales, Gannett Publishing Services
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3 p.m. |
Wrap-up, Follow-up and Closing Remarks Bert Ortiz, Vice President of Circulation, Orlando Sentinel |
