PubExec LIVE! Gathers The Most Innovative Minds in Publishing
Reimagining traditional publishing business models and monetizing digital content were the topics of focus at a pair of one-day events hosted by Publishing Executive at the historic Union League in New York City. Held on September 15th and 16th, each event gathered 50 to 60 executives from leading media companies. Speaker panels explored the implications of an increasingly digital and data-focused industry and provided practical advice for media executives to strategically grow their businesses.
The first of the two meetings, "Digital Pioneers: Executive Summit on Mobile & Digital Publishing," gathered tech and media experts from The Economist Group, Chartbeat, ALM Media, Slate and more. Panelists shared their insights on evolving content consumption trends and strategies for monetizing digital platforms.
During one of the day's most engaging panels, which explored the industry's future in a digital landscape, Hearst Magazines executive vice president John Loughlin underscored how important data is to the future of the industry. "We believe in big data," said Loughlin, "But I'm a bigger believer in smart data."
The next panel of the day, "Digital Publishing and Monetization," concentrated on specific strategies publishers are implementing to capitalize on their digital platforms. Among the revenue-building products discussed were native ads, mobile-friendly websites, and paid membership programs. According to Code and Theory co-founder Dan Gardner, data-savvy digital assets support all of these efforts. "Our focus is on creating a responsive philosophy," said Gardner. "How can we create the best content for the right person at the right time and on the right device?" Mona Chaudhuri, data guru and VP of product at Chartbeat echoed this sentiment, saying, "Publishing teams who are big on testing and oriented around data are much more successful."
On the following day, leading publisher's gathered for "Publishing 3.0: Reinventing the New Media Company." This summit assembled some of the industry's most innovative minds to discuss how they're transitioning from traditional publishing models to become new media companies thriving across many new channels and products. With an emphasis on audience engagement, these publishers have successfully grown revenue streams around video, events, and marketing services. Speakers hailed from Bon Apetit, Hanley Wood, and Foreign Affairs, among others.
Andrew Clurman, president and COO of enthusiast niche publisher Active Interest Media joined the day's first panel to discuss the importance of providing audience-centric solutions. "Our segments are passionate people who want a lot of information and buy a lot of products," explained Clurman, "So we asked what does our audience want in ways of event, products, etc.? What is it that our consumers are already buying that we can provide? What do they need and want in terms of community and information? These are the questions that drive our business and product development."
Panelists also discussed strategies for launching video, events, and marketing services products to reach a larger audience and monetize the most loyal of that audience. A discussion on native advertising spurred great debate among speakers and attendees-the big takeaway being that quality is still king. "You have to make the native advertising completely premium," said Scott Laine, EVP of sales and marketing at Bon Apetit. "The main question is what will readers read. It's not all about what the client wants."
Both days successfully advanced conversations around publishing management and new product development through lively panel discussions, audience Q&A, and networking-infused cocktail hours. Thanks to the sponsorship of Adobe, Knowledge Marketing, Superior Media Solutions, BlueToad, Hallmark Data Systems, Blanchard Systems, and Advantage Computing Systems, Publishing Executive was able to provide these summits to our attendees free of charge and looks forward to hosting similar events in 2015 and beyond.
To learn more about sponsoring or attending a future Publishing Executive Live event, please contact publisher Matt Steinmetz at firstname.lastname@example.org.