Special Report: Publishing Business Conference and Expo
"With so many examples of innovative things publishers are doing today, shared by both presenters and attendees, I left the show, as did many attendees who have called and sent e-mails, feeling completely revived about our future," said Skodzinski. "Sure, there is a lot changing around us, and change is scary; but there is also a lot of opportunity for publishers out there that didn't exist before."
"I got quite a few questions answered that had been nagging our company … and left with some ideas that we should implement here at Ogden," said Bill Uhler, general manager for Ogden Publications. "What more can you ask for from an event like this—answers and direction!"
"[It was an] excellent program [with] great speakers," said Fran Fox, senior director, production/manufacturing for Dwell.
"… Great content from great experts—relevant to my business goals," said David Basler, editor-in-chief, Meeting Professionals International.
For those who missed this year's event, here are a few highlights:
Tuesday's Keynote: Steve Forbes Sees
Publishing's Future in Audience Segmentation
"In the early days of TV, [soap company] advertisers came up with 'soap operas' as a way to showcase their products to homemakers," said Steve Forbes, editor-in-chief of Forbes magazine, during an expansive Monday keynote event—where Forbes was interviewed by Esquire Editor-in-Chief David Granger—that touched on everything from U.S. monetary policy to the iPad. The soap operas themselves were not devoid of "editorial" merit; they were not advertorial in the main, Forbes said, but their reach and specific audience allowed special advertising opportunities that producers were able to capitalize on.
Unlike many publishers at the show, Forbes did not believe publishers would be able to make up advertising dollars lost throughout the last decade by charging customers more, but he exposed opportunities similar to those that drove the success of soap operas in greater audience segmentation for new media.