Conference Programme
Specialist Media owners have more opportunities than ever to take their content, communities and advertiser relationships onto new platforms: print, web, mobile, video, events. It can be hard to decide how to prioritise, what new skills your team need and who you need to work with to make it a success.
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Photography by Charmaine Stark
Conference delegates heard insights from pioneering specialist media businesses:
1: event organisers must be choreographers and entertainers - Trevor Foley
2: visitors give exhibitors permission to talk to them - Trevor Foley
3: marketing week live got 10k new names from their show - Trevor Foley
4: create enthusiasts who will spread the word - Trevor Foley
5: telepresence helped Turret launch World energy summit and sold to Reed - Trevor Foley
6: holy grail of conferences combine fear (delegates) and greed (sponsors) - Claire Jenkinson
7: price confidently if content and networking are strong - Claire Jenkinson
8: keep asking the audience - would they recommend? - Claire Jenkinson
9: Homebuilding show has outgrown the mag and driven its subs - Peter Harris
10: Time out live sellls tickets through web site and email - Mark Elliott
11: econsultancy has 100k reg users; 95% free - @cragster Craig Hanna
12: @econsultancy used to look for one cash pile, now have multiple revenue streams - @cragster Craig Hanna
13: @econsultancy links on blog articles can drive £17k subs revenue - @cragster Craig Hanna
14: @econsultancy be an agile publisher - new event in 8 weeks @cragster Craig Hanna
15: users drive the ideas @econsultancy - twitter feed is NPD - @cragster Craig Hanna
16: use listorious.com to find out where your audience are online @louisecwhite
17: publishers should use social media to find the influencers in their markets - @louisecwhite
18: yr email recipient should think: "how nice of them to think of me" Drayton Bird quoted by @skemmo Steve Kemish
19: email like speed dating, don't propose too soon @skemmo Steve Kemish
20: don't ask for too much data at first; add it later - @skemmo Steve Kemish
21: use click activity to segment your emails @skemmo Steve Kemish
22: use analytics to see how many mobile users you have - @skemmo Steve Kemish
23: test different subject lines for the same content @skemmo Steve Kemish
24: Spectator sold 2000 iphone apps and print subs up by 600 - Toby Morris
25: Circle charge same price for digital BSAC subs as print - 5k out of 30k have converted - @graemegourlay
26: ad clients like the global digital editions of Dive; want to stay with the brand @graemegourlay
27: host ad supplements as digital editions on own site - boosts traffic @graemegourlay
28: design digital magazines as landscape and don't make readers zoom - @flipping_pages Peter Houston
29: guitar mag uses audio clips on digital magazine - @flipping_pages Peter Houston
30: treat dig mag sign up emails like print subs marketing, improve open rate - @flipping_pages Peter Houston
31: put dig mag content on FB, twitter so readers find in other places - @flipping_pages Peter Houston
32: reduced pages and increased frequency improved time spend reading dig edition - @flipping_pages Peter Houston
33: don't forget the long tail - chromatography dig ed live for 12 months @flipping_pages Peter Houston
34: Factory Media 6% of paid copy sales now on iphone apps by @pixelmags : Chris Talintyre
35: Factory media app sales mostly single issues, but subs grew to 10% @pixelmags - Chris Talintyre
36: PDF style app can be live on app store in 2-4 weeks @pixelmags Mark Stubbs
37: MPORA video app by Factory and @pixelmags gets longer viewing times than web: Chris Talintyre
38: video is the natural human medium - Fiona Ryder @streamexchange
39: create video content once, publish on multi channels - Fiona Ryder @streamexchange
40: be clear about purpose of video before planning production - Fiona Ryder @streamexchange
41: people like to share video so make sure you make it easy for them - Fiona Ryder @streamexchange
42: you're not selling space, you're helping your client's business grow - Chris Parsons @q5partners
43: create expert teams who solve client problems together - Chris Parsons @q5partners
44: reward the sales team behaviours you need as well as results - Chris Parsons @q5partners
45: balance the short term gain with long term interest - Chris Parsons @q5partners
46: visitors have unlimited choice so all about attention and engagement - @paulhood
47: start with customers, understand how they interact with site - @paulhood
48: clients pay media fee plus commission on sales generated @paulhood
49: inpire users to spread your clients' message and be advocates @paulhood
50: dive in and experiment, an ounce of action beats tons of theory @paulhood
51: audience alone is meaningless; you have to make profit @paulhood
52: say no to networks and low CPM @paulhood
53: every client wants a bespoke solution - Duncan Tickell, Magicalia
54: think win-win on commercial partnerships - Duncan Tickell, Magicalia
55: dream bike tool plus onsite marketing drove business for trek - Duncan Tickell
56: rutland cycling grew ecommerce rev 20x on magicalia platform - Duncan Tickell
57: survey and comp for MAM on baby sites drove 10k interactions - Duncan Tickell, Magicalia
58: b2b publishers need multiple revenue streams - @philredwood Fusion
59: high growth in digital editions revenue for b2b - @philredwood Fusion
60: b2b print shift almost entirely to subs - @philredwood Fusion
61: consumer pubs see print subs grow 19%; print news decline 19% - @philredwood Fusion
62: 64% specialist media owners expect to charge for online content in future @philredwood Fusion Communications
63: 26% spec media owners have mobile app; 77% will have soon - @philredwood Fusion communications
64: 64% of spec media owners planning online video/ audio content @philredwood Fusion Communications
65: b2b senior managers worry about how to make £ from digital editions @philredwood Fusion Communications
66: successful online publishers start with freemarkable content @milesgalliford
67: engage visitors and build relationships before trying to monetise @milesgalliford
68: give excellent value every time you ask for an email address @milesgalliford
69: aim to get an email address from every site visitor @milesgalliford
70: you're in the audience building business, use content to achieve this @milesgalliford
71: build trust before developing ecommerce, subscription, participation @milesgalliford
72: successful online publishers have multiple revenue streams @milesgalliford
73: all have lots to learn and pace is frightening - Riva Elliott @PMAmediatrain
74: video main skills gap for journalists - Riva Elliott @pmamediatrain
75: editors need to understand analytics, marketing, money - Riva Elliott @pmamediatrain
76: editors have to manage social media, engagements and groups - Riva Elliott @PMAmediatrain
77: journalist has to become an entrepreneur - Riva Elliott @PMAmediatrain
78: future bright for specialist media - balance print, events and digital media @carolynrmorgan
Stay in touch with other specialist media businesses including conference speakers by joining the Specialist Media Network on Linked-in.
2010 CONFERENCE PROGRAMME AND SPEAKERS
8.00 Registration
8.30 Breakfast preview of Exhibition
9.00 Introduction
· Welcome - Carolyn Morgan, Penmaen Media
· The challenge for specialist media - Barry McIlheney, PPA
9.05 Bring Your Brand to Life
· Why live events work - Trevor Foley, tfconnect
· Top tips for launching conferences - Claire Jenkinson, RBI Conferences
· How consumer shows and mags can work together for readers and advertisers - Peter Harris, Centaur/ Homebuilding
· Consumer show launches - Andrew Mercer, Exec Peterborough
· Launching branded live events to a database of loyal readers - Mark Elliott, Time Out
· Q&A - chaired by Trevor Foley
10.25 Short break to set-up next session
10.30 Find and keep new customers
· How free content can drive a profitable media business Craig Hanna, Econsultancy
· When - and how - can publishers use social media - Louise White, Incisive
· How to build a valuable database of customers - Jenny Moseley, Opt 4
· Using email marketing to build relationships - Steve Kemish, Cyance
· Q&A - chaired by Louise White
11.20 Coffee break
11.35 Profiting from digital content
· Testing paid-for digital content online, ipad, mobile... - Ben Greenish, Spectator
· Digital editions for consumer markets: reaching new audiences - Graeme Gourlay, Circle Publishing
· Digital editions for b2b markets; winning attention - Peter Houston, Advanstar
· Mobile/ Ipad: new readers, more money - Mark Stubbs, Pixel Mags & Chris Talintyre, Factory Media
· How online video attracts new audiences - Fiona Ryder, Stream Exchange
· Q&A - chaired by Graham Duffill (Digital Publishing Company)
12.45 Lunch & networking; Delegates invited to browse exhibition
2.00 Round Tables 1 – see below
2.45 Round Tables 2 – see below
3.30 Tea break
3.45 Successful commercial partnerships
· Managing sales teams in a multi-media environment - Chris Parsons, Q5
· Creating bespoke multi-media campaigns for ad clients - Paul Hood, Mirror
· Commercial partnerships in niche markets - Duncan Tickell, Magicalia
· Q&A - chaired by Duncan Tickell
4.30 Future of Specialist Media
· Future of specialist media - survey results - Phil Redwood, Fusion Communications
· Building trust through online content - learning from born digital publishers - Miles Galliford, Subhub
· Skills challenges for media teams - Riva Elliott, PMA
5.00 Panel debate, chaired by Barry McIlheney
· Where is specialist media going? How will print, events and digital coexist? - Barry McIlheney, PPA
5.30 Networking drinks
These provide an opportunity for delegates to question speakers and experts more closely and share best practice with their peers in informal 40 minute sessions.
- launching b2b events - with Kimberley Davies-Phippen of Indaba Events, and Claire Jenkinson of RBI
- launching consumer events - with Trevor Foley of tfconnect and Andrew Mercer of Exec Peterborough
- email marketing - with Steve Kemish of Cyance
- subs marketing - with Jim Bilton of Wessenden Marketing
- retail promotions - with Liz Smith
- managing multi-media sales teams - with Michelle Godwin of Incisive
- social media for publishers - with Louise White of Incisive
- database clinic - with Jenny Moseley of Opt4
- managing multi-media editorial teams - with David Bostock
- mobile options - With Dan Thornton of Absolute Radio
- creating video content - with Fiona Ryder of Stream Exchange
- digital editions - with Peter Houston of Advanstar
- how to prepare your media business for sale or investors - with Mark Bishop of Mark Bishop Associates LLP
- successful commercial partnerships - with Paul Hood of Mirror Group
- ecommerce for specialist media - with Duncan Tickell and Juan Christen of Magicalia
See full round table facilitator biographies
Conference detail:
• Exclusive breakfast preview of exhibition for conference delegates
• Presentations, case studies, expert insight and Q&A on how to:
Bring your media brand to life: Trevor Foley of tfconnect will provide a lively tour of recent specialist event launches, plus tips on how media owners can integrate print, live and digital. Claire Jenkinson of RBI will share tips on launching & growing b2b conferences. Andrew Mercer of Exec Peterborough will tell the story of his recent consumer event launches. Peter Harris of Centaur will explain how Homebuilding shows complement the magazines, and Mark Elliott will share the story of Time Out Live.
Find and keep new customers – Craig Hanna, Training Director of Econsultancy, will explain how they have used free content to drive registrations and sell training and events. Louise White, Group Marketing Director of Incisive, will discuss when, and how, publishers can use social media to grow audiences. Jenny Moseley of Opt 4 will provide tips on building a valuable customer database. Steve Kemish of Cyance will show how publishers can use email marketing to deepen relationships.
Profit from digital media. Ben Greenish of The Spectator will explain his strategy of putting quality content on several digital channels. We'll hear from Graeme Gourlay of Circle Publishing and Peter Houston of Advanstar on how to make digital editions pay. Mark Stubbs of Pixel Mags will show how specialist publishers are profiting from iphone apps, with Chris Talintyre of Factory Media contributing a case study. Fiona Ryder of Stream Exchange will share tips on planning, creating & promoting online video content.
Forge successful commercial partnerships – Paul Hood, Head of Digital at Mirror Group, will show how to create multi-media campaigns for ad clients and equip your sales team to sell them. Duncan Tickell of Magicalia will share his expertise on building relationships with specialist retailers. Chris Parsons of Q5 partners, will share tips on managing sales teams in a multi-channel environment.
The future of specialist media – Phil Redwood of Fusion will present specially commissioned research on how specialist media owners see their businesses developing. Miles Galliford, Marketing Director of SubHub, will bring the perspective of digital-only publishers, and Barry McIlheney, CEO of PPA will share his plans for PPA members. Riva Elliott of PMA will present new research on the skills that specialist media teams will need to acquire.
• Round table discussions with over 12 experts and speakers (see full list below) Speak to Robert Dillarstone, Managing Director, Darren Morgan, Director and Alastair Gunn, Director, Greenwoods Solicitors LLP for practical legal guidance on issues affecting your business. Greenwoods are specialists in legal issues affecting the media world and are hosting a round table discussion. See their biographies. Or email them to get in touch now.
• Networking lunch and drinks reception - meet speakers and Directors from Absolute Radio, Advanstar, Archant, Bauer Specialist, BPG, Brad, Centaur, Circle, Dorset Life, Econsultancy, Factory Media, Fish & Fly, Greenstarmedia, Hayward Medical, Incisive, Indaba Events, Intent Media, Insider Media, IPC Media, Magicalia, Mirror Group, Mortons, MyHobbystore, Ocean Media, RBI, RSC, Signature, PPA, Spectator, SubHub, tfconnect, Time Out, VBD, Warners and other specialist media businesses. Read more about conference networking opportunities.
Mark Elliott, Managing Director of Time Out London, Riva Elliott, Director, PMA Group, Miles Galliford, co-founder of SubHub, Trevor Foley, CEO of tfconnect, Ben Greenish, MD of the Spectator, Graeme Gourlay, MD of Circle Publishing, Craig Hanna, Director of econsultancy, Peter Harris, MD Centaur Special Interest Media, Paul Hood, Head of Digital at Mirror Group, Peter Houston, Editorial Director, Advanstar, Claire Jenkinson, MD Conferences at RBI, Steve Kemish. Director, Cyance Ltd, Barry McIlheney, CEO of PPA, Andrew Mercer, CEO, East of England Showground, Jenny Moseley, owner of Opt-4 data consultancy, Chris Parsons, Partner, Q5, Phil Redwood, Research Director, Fusion Communications, Fiona Ryder, Founder of Stream Exchange, Mark Stubbs, Founder and CEO, PIxel Mags, Chris Talintyre, Head of Digital, Factory Media, Duncan Tickell, MD Magicalia, Louise White, Group Marketing Director at Incisive Media.
See full speaker biographies.
