What the Yale Publishing Course Has in Store for Book & Magazine Publishers
The fact that the participants come from all over the world and are involved in all areas of publishing and media make the experience even more dynamic. The attendees often learn as much from each other as they do from the faculty. Small group discussions at meals and receptions throughout the week allow for lots of networking and leads to enduring friendships.
The presentations at YPC, in comparison to most other events, are much deeper dives into very specific topics that we feel are the most crucial at this particular point in time. Even the returning speakers deliver completely refreshed presentations even if their topic is similar to what they have discussed in previous years.
What new topics or trends are being addressed by this year's program?
The Magazine Media program will include more time devoted to video, native and programmatic advertising, audience development, data analytics, and repurposing content.
The Book Publishing program will give more focus to using your brand more effectively, social listening, partnering, improving the ebook experience, and becoming a global publisher.
Both programs will delve more deeply into leadership strategies, finding new sources of revenue, developing new metrics to measure readership, using social media more effectively, and what are the most disruptive start-ups competing for the reader's attention and what we can learn from what they are doing. Both programs will include more in-depth case studies and more classroom exercises than in previous years.
What type of knowledge can attendees expect to bring back to their organizations to help boost business?
Attendees will come away from the Course with a greater understanding of: the financial realities facing them; how to manage their time more efficiently and retrain, retain, and motivate their staff; new business models and sources of revenue; ways to foster innovation, and work more effectively in teams; and non-traditional ways to find new readers and build a wider audience. In addition, past attendees report that they return to their offices energized and more confident. They immediately share what they learned with their colleagues and put into effect things they have learned at Yale. This pleases me immensely since that is our goal.