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2009 33rd Annual
International Conference
Specialized Information Publishers Association
May 31 – June 2, 2009 | Washington, DC
NEW TRACKS
NEW SPEAKERS
NEW SESSIONS
MORE ROUNDTABLES
MORE NETWORKING
JOIN YOUR COLLEAGUES THIS YEAR!
Deal with the Now.
Navigate the Future.
www.sipa2009.com
DON’T MISS OUT ON THE BEST
INVESTMENT YOU CAN MAKE THIS YEAR
SIPA’s 33rd Annual International Conference
It’s time to sign up for the best conference of the year—and this year
it’s more important than ever to come together with your peers. You’ll swap ideas,
learn how others are meeting challenges similar to yours, get energized by speakers
with new concepts and business practices to help you do the very best you can now
and be prepared for better times.
Attend the upcoming conference, which this year focuses on the practical and “how-to”
sessions and Ideas Like These:
f Successful integration of print and online content f Using easy-to-understand technologies to add
f Even Google’s talking about pay-per-view value and boost sales
mechanisms now f The evolution of search techniques
f How social media might fit into your business plan f The latest in effective copywriting and design
f How others are using “old” techniques to f Timely advice on cost-cutting strategies
reinvigorate direct mail f How to use your editorial resources to maximize
f Dozens of ways to improve your email marketing returns
f How to improve your website’s navigation and f New or revived incremental revenue ideas for
shopping cart these times
f How to reduce editorial costs with user-generated f Practical advice and case studies to maximize
content customer relationships
f How to improve your renewal revenue
f Differences between writing for print and online
Find real world advice and tips from
f The future of online advertising revenue
subject matter experts AND your
f The evolution of some online businesses to a
subscription model peers on what’s working today.
Don’t miss this 3-day event!
Conference Planning Team
Conference Chair Track Chairs Rory Brown, SIPA, UK
Guy Cecala, Inside Mortgage Finance Philip Ash, National Institute of Business Denise Elliott, Kiplinger
Publications Inc. Management Meg Hargreaves, Pike & Fischer, BNA
Harry Baisden, SIPA Subsidiaries, LLC
Mary Lou Probka, Inside Mortgage Finance
Publications Inc. Jim Bell, Publishing and Marketing Michele Khan, EPM Communications
Consultant Brian McCallum, Business 21 Publishing
Dan Oswald, M. Lee Smith Publishers
www.sipa2009.com ...and the entire SIPA office staff
New Tracks, New Speakers, New Sessions.
The One Conference You Can’t Afford to Miss.
Table of Contents
Program Overview ...................4
Dear Colleague,
Pre-Conference
There is little question that times are tough in our industry. But it is more important than ever that
we get together to hear about and share the best ideas in specialized publishing. That’s what SIPA’s
Workshops ...............................6
2009 33rd Annual International Conference is all about and I urge you to register now for this Tracks
valuable event. It could be the smartest investment you make this year.
21st Century Marketing ......7
This year we have put together a winning combination of great speakers and great sessions that not
only help you deal with a troubled economy, but also position your business to take advantage of Copywriting & Design ..........8
emerging opportunities. In fact, that’s the theme of this year’s SIPA conference – Deal with the Now.
Email Marketing ...................9
Navigate the Future. All our speakers and all our sessions are targeted at helping folks in specialized
publishing – from marketers and business owners to editors and customer service/circulation Facing A Troubled
professionals – get ahead in the current environment. Economy ............................ 10
And because we’ve held registration fees to last year’s level but expanded our conference program, Conference Track Grid ....... 11
you’ll get even more value for your money.
Implementing Technology .. 12
We’ve assembled some terrific keynote speakers including:
f Andrew Madden from Google, who will be talking about what his company is doing Online Marketing ............... 13
to work with specialized publishers in the economic downturn – particularly the trend Product Development......... 14
towards pay-per-view and charging for online content;
Retention & Loyalty ............ 15
f Jeff Pence from the Farm Journal and a SIPA member, who will report on his company’s
success in balancing free versus paid content, and how to build a “must-visit” Roundtables by Track ............ 16
multimedia destination and online community;
f Jay Berkowitz from Ten Golden Rules, who will discuss Web 2010 and the 10 trends that Exhibitors and Sponsors ........ 17
will define the future of specialized information publishing;
Hotel Reservation
f Mark Ragan from long-time SIPA-member Ragan Communications, who will report Information ........................... 18
on how he took a failing newsletter business and transformed it into a bustling and
successful membership website; and Advice & Benefits................... 18
f Amy Africa from Eight-by-Eight, who will guide you through the very popular web
Order Form ............................ 19
version of “Who Wants to be a Millionaire,” a fast-paced interactive game show about
what works in web commerce.
We’ve also designed this year’s annual conference around the many people who play important
roles in specialized information publishing. Whether you are a business owner or manager,
marketer, part of a creative or technical team, editor or reporter, or in customer service and
circulation, we have a half dozen or more sessions designed specifically with you in mind. And we
responded to past attendees’ requests for more revenue-generating ideas and “how to” sessions.
I’m extremely impressed with this year’s speakers and sessions. We have recruited from the best
in SIPA’s membership and from our industry. This has all been made possible by an extremely
dedicated team of track chairs.
Finally, we’ve maximized the networking opportunities at this year’s annual conference. In
addition to our popular roundtable breakfasts and receptions, we have added an extra General
Session roundtable to our lineup.
This year’s annual SIPA conference is really one event you can’t afford to miss. It can help you do
the very best you can now in a challenging economy, while preparing you for the better times that
lie ahead – with all the latest details on new trends, technology and media.
I look forward to seeing you in Washington, DC.
Sincerely,
Guy D. Cecala
P.S. If you want to attend the conference, but don’t have the financial resources to do so during these
tough economic times, consider applying to SIPA’s Foundation for a scholarship. Call SIPA at (703)
992-9339 for more information.
PROGRAM OVERVIEW
SUNDAY May 31, 2009 2:45–3:45pm how FJ built a very attractive, deep website
and integrated social media technologies
Roundtables Session I with great success.
Professional Pre-Conference This session is a great way to meet others with
Jeff Pence will reveal their overall online
Workshops similar interests, as you join two roundtable
strategy through the use of news, interactive
discussions on niche topics, each lasting 30
8:30am–Noon minutes. It’s one of your first chances to share weather, markets, user-generated-content,
(See page 6 for details.) what’s working for you, ask your questions audio, video, blogs, discussion boards,
and learn from your peers. eNewsletters and more. He’ll divulge which
1. E-Marketing: Ideas You Can Use of these features are most popular (and
2. Online Copywriting Boot Camp profitable), which have struggled, and which
3:45–4:15pm are still in development. You’ll find out how
3. SEM – How It Works and How Networking Break with Attendees this company, with its broad media portfolio
To Do It and Conference Exhibitors and on-line presence, really stands out.
4:15–5:30pm 9:15–10:15am
Main Program Concurrent Breakout Sessions I* GENERAL SESSION III: The State of
1:30–2:30pm the Specialized Publishing Industry,
5:30–6:30pm presented by the SIPA Executive
GENERAL SESSION I: Welcome by
Guy Cecala, Conference Chair, & Opening Cocktail Reception Committee
Keynote Speaker Jay Berkowitz,
10:15–10:45am
www.TenGoldenRules.com – Web 2010: MONDAY June 1, 2009 Networking Break with Attendees and
Ten Trends That Will Define Your Future
7:15–8:15am Conference Exhibitors
The Internet has become the
critical hub for all business and Marketing Directors’ Breakfast
(free, limited attendance, registration required) 10:45–11:45am
personal communications. We
use it to research all buying Get up early and join your senior-level Concurrent Breakout Sessions II*
decisions and we are marketing colleagues for a special roundtable
incorporating online activities meeting, where you can discuss issues critical Noon–2:00pm
into our news consumption, entertainment to your business over continental breakfast.
and communications activities. Learn the ten This is YOUR session. You get to talk about
Luncheon, Annual Meeting of
leading trends that will allow businesses and the issues that are most important to you. Members, and General Session IV:
individuals to differentiate themselves and to You'll get ideas and feedback from your peers Keynote Speaker Andrew Madden,
succeed online. in a private setting. It's like a cocktail party, Google — How Google Can Support
f What are the most important applications but with orange juice and bagels! Led by
Denise Elliott of Kiplinger, this session and Specialized Publishers in 2009
of New Media for the Specialized
Information Publishing Industry sells out every year. Hear directly from Google
about the different ways the
f How to move offline content online, build
company is working with
subscribers and revenue 7:45–8:30am
publishers to support their
f Do I need to Twitter? What is a Long Tail? Continental Breakfast 2009 business models –
How do I get in People Pond? whether they be free, ad-
f How do you make money in Social Media 8:30–9:15am supported or premium publishing models.
and Web 2.0? With the economic downturn depressing
GENERAL SESSION II: Keynote Speaker
f How to improve your website so it shows online advertising, more and more
Jeffrey A. Pence, Farm Journal Media specialized publishers are looking at pay-per-
up in free searches
— Balancing Free vs. Paid view mechanisms or ways they can charge
f What online business models are working,
Don’t miss this session to for online content. Find out how Google
and not working today, and much more.
learn how Farm Journal, a views these emerging publishing models and
Jay (pictured above) will deliver leading SIPA member and 132 year- what publishers can do to promote their
strategies that are in play in the market today old publisher, created the content via Google (above and beyond
and will provide practical applications “must-visit” agribusiness AdWords).
that you can and will start working on destination and community –
immediately. while also balancing the demands of its paid-
subscriber newsletter business. You’ll hear
4 (800) 356-9302
PROGRAM OVERVIEW
Learn how Google is expanding into areas 8:30–9:15am 11:00am–12:15pm
like content digitization in partnerships
with publishers and how it can result in a
GENERAL SESSION V: Keynote GENERAL SESSION VI: Keynote
new source of online revenue and brand Speaker Mark Ragan, Ragan Speaker Amy Africa, Eight by Eight —
awareness. And hear about the latest Communications — How One Who Wants to Be a Millionaire: The All
initiatives being launched by Google. Publisher Took a Failing Newsletter Things Web Version
Business and Transformed It into a This fast-paced, interactive
2:15–3:00pm
Bustling Membership Site game show session will test
Concurrent Breakout Sessions III* CEO Mark Ragan spent 16
your Internet savvy while
showing you what really works
months on a plan to
3:00–3:15pm reposition his traditional
in web commerce. Amy is an
engaging, entertaining
Speed Networking Break publishing company into a
speaker featured at web conferences around
vibrant web-based
the globe. You'll walk away with dozens of
3:15–4:30pm membership site. Learn the
new ideas that you can use to improve your
results during this candid, detailed
Concurrent Breakout Sessions IV* presentation. He'll include the tactics and
business including: how to develop website
navigation that works, how to design the
strategies that transformed the company,
4:30–5:30pm perfect shopping cart and/or prospect
including:
forms, and how to create a trigger email
Roundtable Session II f The Master Plan: Ragan's three keys program that brings in the big bucks.
This is your second opportunity to join in to success.
two rounds of discussions on niche topics. f Getting to the Holy Grail: Ragan 12:30–2:30pm
sought to restore renewal revenue
GENERAL SESSION VII: Foundation
5:30–6:30pm to its proper place on the top of the
mountain. Find out if it succeeded. Luncheon and Awards;
Cocktail Reception
f The absolutely critical role of social Speaker: Norah O’Donnell,
media in creating excitement and Chief Washington
sales. Correspondent, MSNBC
TUESDAY June 2, 2009 f Keeping traffic high while locking
down content—the hybrid free/paid
7:15–8:15am
model. 2:45–3:30pm
Editorial Directors’ Breakfast f Slashing editorial costs by tapping into Concurrent Breakout Sessions VI*
(free, limited attendance, registration required) user-generated copy from members
Come prepared to share ideas, challenges and nonmembers. 3:30–4:00pm
and successes in a time when journalists, f Keeping up with technology.
editors and content producers face more
Roundtable ENCORE III
Today's niche publisher needs a
risks and opportunities than ever before. As team of programmers and constant This is your last chance to join one discussion
newspapers fall, are niche publishers more sense of urgency to keep his or on your choice of very popular niche topics.
relevant than ever? As bloggers proliferate, her news operation hip, cool and
are we embracing the opportunity or successful. 4:00–4:45pm
digging in our heels? As budgets shrink,
are we seeing the upside or suffering the Best Ideas From 33rd Annual
9:30–10:30am
downside? Are we good enough, fast Conference
enough, interesting enough, to stand out Concurrent Breakout Sessions V* Plan to stay until the end for this “best of”
in information white water? Join Tom wrap-up by the track chairs, who will present
Hagy of HB Litigation Conferences as these 10:30–11:00am the key tips and best practices from their
and YOUR topics will be addressed in our Networking Break for Attendees tracks in rapid-fire rotation. There’s no time
proven roundtable format. to prepare a power point presentation for this
and Conference Exhibitors
session, so listen-up and get a collection of
7:45–8:30am ideas to take back to your office and try out.
Continental Breakfast
End of Conference
*See page 11 for grid and the following pages for the details of sessions by track.
5
PRE-CONFERENCE WORKSHOPS
CONFERENCE TR ACKS
Sunday, May 31st, 2009, 8:30am–Noon
(additional fee to attend)
E-Marketing: Ideas You Can Use Online Copywriting Bootcamp: Search Engine Marketing:
Leader: Jeanne S. Jennings, How to Increase Your Results How It Works & How to Do It Well
JeanneJennings.com, Inc. from Emails, Landing Pages Leader: Lance Loveday, CEO, Closed Loop
The Direct Marketing Association projects and Press Releases Marketing
that email and non-email Internet marketing Leader: Jim Sinkinson, Publisher, Large and small specialized information
will return $43.52 and $19.97 in revenue Infocom Group publishers are making money with SEM, but
for each dollar spent, respectively, in 2009. are you leaving money on the table? Research
This session is especially for product
Looking to make the most of the online indicates that the top 3% of advertisers
managers, marketers and publishers—to
marketing channel? Then this workshop is dominate Google AdWords, meaning the
make you a more powerful writer, yes, but
for you. She’ll cover: Ad Networks, Affiliate other 97% are left fighting over the scraps.
also to make you a better marketer and
Programs, Article Marketing, Banners, Blogs, Attend this workshop to ensure you’re in the
teacher. Learn the powerful rules of great
Co-registration, Email – House lists, Email – dominant group.
online copy—from subject lines, headlines
Third Party Lists, Facebook, Lead Generation
and text letters, to banner ads, landing You’ll learn how to craft effective SEM
Networks, LinkedIn, Mobile, Podcasts, SEO
pages and press releases. Discover tricks campaigns and avoid the common pitfalls.
and SEM, Text/SMS Marketing, Word-of-
for using graphics, keywords, and plain All relevant strategies will be covered.
Mouth Marketing and more.
text vs. html. Finally, you’ll acquire—and
Jeanne will provide real-world examples of practice—techniques for writing copy that Through a live, interactive campaign build-
what’s working in online marketing today. moves your customers to respond and buy. out, you will learn: How search functions
You’ll learn about the many different ways This hands-on workshop is taught by an as marketing; How to use Search to achieve
to leverage e-marketing – and get the basics award-winning direct response copywriter objectives; The difference between search
on getting started with the various vehicles and publisher whose words have generated engine optimization and search engine
available to you. millions of dollars in sales, online and off. marketing; Core strategies; Guidelines and
He is a dynamic and highly rated speaker by best practices; Insider tips; How to avoid
This workshop will move at a quick pace common, costly mistakes; How to measure
publishing companies both in the United
– hold onto your hats! You’ll walk away success.
States and Europe.
with everything you need to determine
which of these methods are right for your Packed with helpful tips, tools, and shortcuts
organization – and how to get started. that you can use to make your SEM life
easier, this highly interactive workshop will
teach you exactly what you need to know
to put SEM to work. Whether you’re just
starting off with SEM or have been running
Sessions of Interest to MARKETING campaigns for years, you’ll leave with tips
that will help you get the most out of this
f Copy/Design Clinic...or What’s It All About, Don Draper? increasingly important channel. ◆
f Email Copywriting Techniques
f Pricing Strategies: What Works, to Whom and When
f Fundamentals of Marketing Databases
“
f Website Makeover: Get It Right the First Time
The breakout sessions were
f Brand Extension Case Studies From Trenches
relevant, credible, and
f Maximizing Revenue From Audio Conferences and Webinars
applicable to our needs.”
f 50 Ways to Sell One Shot Products in 75 Minutes
— Jeff Jellin, CEO, Therapeutic Research
f What’s Working in Direct Mail Center, Stockton, CA
f 10 Leading Strategies to Profit From Social Media
6 (800) 356-9302
21st CENTURY MARKETING TRACK
Monday II .............10:45–11:45am Monday IV............... 3:15–4:30pm Tuesday VI ..............2:45–3:30pm
What’s Working in Direct Mail 50 Ways to Sell One-Shot Products Pricing Strategies:
Speakers: Caroline Zimmermann, in 75 Minutes What Works, to Whom and When
Founder and President, the Zimmermann Agency; Speakers: Mark Johnson, Stellar-Copy.Com; Speakers: Bill Dugan, Pohly Company; Lucretia
Paula Cavanaugh, Director of Marketing, Helen Hoart, President, Stay Well Consumer Health Lyons, President, Business Valuation Resources
Horizon Publishing Publishing; Jeanne Jennings, JeanneJennings.com; You have an introductory price, you’ve done
In this fast-paced panel, our experts will David Givens, Publisher, Newsletter Group, some testing, but aren’t really sure if you’ve
tell you why direct mail is far from dead Hart Energy Publishing maximized your return. Should you ask for
and show you what has been working for This fast-paced session will give you ideas, more and take a lower return? Do you increase
publishers. Our panelists will discuss offers, tips and techniques you can put to use when your renewal prices each year? If so, how?
package formats, reply devices, teasers, you get back to the office. If you are looking What do you charge for audio or in-person
personalization and much more! Don’t for ways to sell conferences, CDs, directories, conferences, special reports or directories
miss your chance to re-ignite your direct special reports, custom content, advertising, compared to the price of your publications?
mail with ideas that work for others! Both this is the session for you. You’ll hear about Does that matter? Should you offer a discount
speakers are from the consumer marketing successful subject lines, formats for emails in a renewal series? No matter if you are a
side of the business where there are plenty of and inserts, offers, Google keyword ads, niche publisher or a large consumer mailer,
names available to test the latest and greatest. premiums, timing tests and telemarketing this session will have valuable information
Come and learn some new ideas you can try techniques, plus much more! No matter if for you! Our speakers have vast publishing
in your shop. you are a niche publisher or a large consumer experience with niche, consumer and quasi-
mailer, this session will have valuable consumer marketing, and will help you see
information for you! Bring your note pad how to maximize your profitability. ◆
Monday III ............... 2:15–3:00pm and expect to hear some interesting and new
ideas to boost your one-shot sales!
Harebrained, Crazy, Weird and
Wacky Ways to Sell Your Products...
That Just Might Work Tuesday V ............. 9:30–10:30am Sessions for Those With
Speaker: Denise Elliott, Vice President Sales & CREATIVE Interest
Marketing, The Kiplinger Washington Editors, Inc.
Fundamentals of Marketing
Databases f Website Makeover: Get It Right The
We all know the traditional methods to First Time
sell products such as direct mail, email, Speaker: Jim Tucker, President, IMT Network
f Harebrained, Crazy, Weird and Wacky
telemarketing, space ads, etc., but have you An unduplicated list of subscribers is NOT a
Ways To Sell Your Products
thought about OTHER ways you could sell marketing database. So what is? Subscription
your products? These thought-provoking, marketers should listen and learn as Jim f Designing Email Messages That Deliver
more advanced marketing methods used by Tucker, a 15 year veteran of database Opens, Clicks and Conversions
large brands may not be a perfect fit for your development and implementation explains f Email Copywriting Techniques That
products, but you never know what great the data requirements of a marketing Engage Your Reader
ideas they may evoke in you. Bring your database (subscribers, transactions, etc.),
f Use a Proven Testing Method to Build
own “thinking outside the box” marketing as well as the tools that are available to
Landing Pages That Work
ideas to share with the group. This will be a maximize your understanding of the data
light, fun session for B2B and B2C marketers. and your customer’s buying habits and f Brand Extension Case Studies From
Learn what’s available to you, who the most importantly, how to maximize your Trenches
vendors are and how much it may cost you to promotional efficiency (sales) and profits. f Creativity for the Rest of Us
try out some of these crazy ways! This session is for mid-level B2B and B2C
f Create High Quality Design at Low Cost
attendees. Jim’s credentials include 10 years
strictly as a subscription marketer before he f Direct Mail Design That Increases
started IMT in 1993. Response
f Copy/Design Clinic...or What’s It All
About, Don Draper?
7
COPYWRITING & DESIGN TRACK
CONFERENCE TR ACKS
Sunday I ................. 4:15–5:30pm Monday III ............... 2:15–3:00pm isn’t in the same room? In this lively session,
veteran copywriter Robert Lerose and
Web Design for ROI: Turning How to Develop Winning Offers veteran designer William Fridrich will walk
Browsers Into Buyers and Prospects Speaker: Alan Rosenspan, President, you through the conception and execution
of winning packages (and maybe a stinker or
Into Leads Alan Rosenspan & Associates
two). Using samples from their campaigns,
Speaker: Sandra Niehaus, VP, User Experience Offers are one of the most powerful drivers they’ll provide unique insights from both
and Creative Director, Closed Loop Marketing of success in direct marketing, and yet often the copy and design perspective. As a bonus,
get the least attention. Some experts say your you’ll leave with recommendations for how
Few specialized information publishers have
offer should be the first thing you crystallize copywriters, designers and clients work
an endless Web design budget or the time to
and write—before any other copy. Come to together in harmony. Three martini lunches
leisurely experiment with Web page layout
this targeted session by award-winning direct not included.
variations. In today’s economic climate you
marketing expert Alan Rosenspan and learn
need to present a winning solution ASAP,
the top 10 proven offers, plus 3 to avoid at all
one that not only looks great but generates
costs. You’ll also discover how to create “the
a positive ROI. In this practical session,
offer that money can’t buy” and “the offer
Tuesday VI ..............2:45–3:30pm
Sandra Niehaus, co-author of Web Design
that shows you understand.”
for ROI, uses case studies to focus on the 36 Copy Secrets to Double
most important concepts and elements for or Triple Your Response
creating effective landing pages, home pages,
Speaker: Craig Huey, President,
detail pages, and the checkout process. You’ll Monday IV............... 3:15–4:30pm
Creative Direct Marketing Group Inc.
learn to prioritize Web design efforts by
aligning them with business goals, and you’ll Website Makeover: Failure or success is often determined by
walk away with practical design guidelines Get It Right the First Time the copy approach a marketer uses. Craig
for improving your ROI. Speakers: Kathlene Collins, Publisher, Inside Higher will reveal the online and offline marketing
Ed; A representative from Institutional Investor secrets that have made him a 73-time award
winner. These are the same secrets that have
Many websites are redesigned without doubled and tripled the response rates, sales
Monday II .............10:45–11:45am considering users and search engine and profits of today’s successful publishers.
optimization (SEO), often causing another
Creativity for the Rest of Us redesign within months when rankings and
Dramatically increase your results using
response-driven copy that follows direct
Speaker: Alan Rosenspan, President, usability tank. Before you think about all marketing rules.
Alan Rosenspan & Associates the bells and whistles to add to your website,
f Web site and landing page copy: What
Can you learn creativity? Can you discover you MUST consider the needs of your users
97% of all publishers are doing wrong,
how to think more creatively about your and the usability of your website – what
business problems, and come up with works and what doesn’t. Find out how to f Direct mail: The #1 mistake marketers
more innovative, more effective solutions? assess your current website’s strengths and make,
Despite what you may think, you are a weaknesses and how to redesign your site f The power words that should be used in
creative person, but it’s not your fault. You for improved brand visibility, SEO, lead and every effort,
were born that way, as Picasso said that all revenue generation and usability.
f Why so many publishers write response-
children are artists—but then we grow up. depressing copy,
This presentation shows you how to tap into
f What never to do when writing your copy,
the hidden creative capabilities that we all Tuesday V ............. 9:30–10:30am
have, and use them in direct marketing. It f 5 immediately implementable
examines how and why creative thinking Copy/Design Clinic ... or What’s It copy strategies and tactics that will
is different, and has nothing to do with the All About, Don Draper? dramatically improve the results you’re
ability to draw or write. It also shows you now getting.
Speakers: Robert Lerose, President, Lerose
how to apply creative thinking to everything
Copywriting; William Fridrich, Creative Director, You’ll learn strategies and tactics that could
from media selection to choosing an offer.
Wm. Fridrich Design forever change your marketing. ◆
This very popular speaker will help you
to start experimenting—and hopefully Don Draper, the creative director of Sterling
improving your efforts. Cooper on AMC’s Mad Men television show,
knows the elements of a strong direct mail
promotion: a big idea, compelling copy and
arresting design. But how do these parts
come together, especially if the creative team
8 (800) 356-9302
EMAIL MARKETING TRACK
Sunday I ................. 4:15–5:30pm Monday III ............... 2:15–3:00pm Tuesday V ............. 9:30–10:30am
Best Ideas in Email Marketing: Designing Email Messages The Secret to Building a Powerful
What’s Really Working That Deliver Opens, Clicks Email List That Lasts
Speakers: Torry Burdick, Sr VP, Marketing, Mortgage and Conversions Speaker: Don Nicholas, Managing Partner,
Success Source, a UCG Company; Guy Crossley, VP Speaker: Dr. Flint McGlaughlin, CEO, MECLABS The Mequoda Group
Marketing, M Lee Smith Publishing; Mark Ragan, Group (parent company of MarketingSherpa, Once you’ve completely mined your customer
CEO, Ragan Communications; Rob Stuart, COO, MarketingExperiments & InTouch) database, how do you build your email list?
HCPro; Tom Pines, Real Magnet How to keep a steady supply of new names
Designing an effective email message is
The challenges are many in the world of both an art and a science. Sure, you want flowing into your business? And once you
email marketing: How do I build my list? your message to look nice, but that doesn’t have them, how do you keep them? Learn
How often should I mail? Should I use text necessarily translate into results. Solid email proven techniques to build and maintain
or HTML? Am I better off using an ESP or design requires an understanding of both an email list that translates into significant
mailing from my own IP? What’s the best technology and psychology – knowing how revenue year after year. This session will give
way to structure my offer? In this session, a your message will actually render across you actionable ideas to help you:
panel of publishing professionals will share multiple platforms and knowing how f Leverage free white papers to attract
their best ideas on these topics and more. No people think and behave when they view traffic and build your list,
ivory-tower theory, just real-world advice your broadcast. This session will cover the f Create and manage email newsletter
from marketers working in the trenches. key considerations every marketer should content to maximize profits,
understand about structuring high-impact f Explore how newsletter format and voice
email design. impact lifetime email subscriber value,
Monday II .............10:45–11:45am f Understand the role of problem solving,
product reviews and imbedded text ads,
Email Copywriting Techniques That Monday IV............... 3:15–4:30pm f Use an Email Circulation Calculator to
Engage Your Reader maximize circulation and revenue
Speaker: Bob Bly, Copywriter Use a Proven Testing Method to f Uncover the 5 email newsletter template
Here’s your chance to get a crash course
Build Landing Pages That Work tests you should being doing in 2009.
on email copywriting from one of the Speakers: Greg Krehbiel, Director of Marketing
best in the business. Bob Bly will deliver Operations, Kiplinger; Josh Baker, Manager,
Online Promotions, Business and Legal Reports Tuesday VI ..............2:45–3:30pm
a comprehensive overview of what makes
email marketing copy work, from key Good marketers are “test junkies.” We love Deliverability: How to Be Sure You
principles to case studies. Beginners and
seasoned pros are sure to pick up actionable
to see what happens when you change a Make It to the Inbox
graphic here or a piece of copy there. But
ideas from this session. You’ll learn: Speakers: Josh Kemp, Co-founder and
coming up with stuff to test is the easy
Communications/Deliverability consultant,
f 4 steps to writing stronger email part. Tracking the results in a meaningful
Paramount Communications; Evan Burke, Manager,
marketing messages, way is the challenge. For small publishers,
Deliverability Operations, Digital River/BlueHornet
f Which works best in email – text or the challenge becomes even greater
HTML? because tracking results isn’t worth the The best email in the world won’t work for you
effort. That’s where multivariate testing if it never makes it to the customer’s inbox.
f Best practices for B2B email,
tools such as Vertster and Google Web The question is, how do you get there? ISPs,
f Optimal location for hyperlink to landing Optimizer come in. Get a look at what you blacklists and SPAM filters all conspire to
page in the email message, can do with these powerful resources to prevent your message from getting through.
f 12 magic words that can turn ordinary dramatically improve email landing page In this session you’ll learn how to navigate
emails into viral marketing campaigns, effectiveness … even when you’re not the complex maze of email delivery and find
f Increase readership and response by working with big numbers. We’ll cover: out how top email marketing companies get it
integrating useful content into email How to use the Google Website Optimizer done. This session will cover:
sales messages, to improve your landing pages; Real-world f The deliverability State of the Union,
f Boost click-through rates with online landing page test results; How to get the f What you need to know about email
videos and landing page freemiums. most out of your testing program. authentication,
Come see the winners and losers in real- f Metrics that affect brand reputation,
life testing.
f Spam filter basics,
f Subscriber consent – The good and
the bad. ◆
9
FACING A TROUBLED ECONOMY TRACK
CONFERENCE TR ACKS
Monday II ........10:45am–11:45pm maximize revenue from every single product Tuesday V ............. 9:30–10:30am
you produce. Plus, you’ll learn new ways to
Beyond Gatekeeping: repurpose content resulting in high-margin Reporters in [Cyber] Space! Writing
Taking Full Advantage of products that you can begin to sell almost for Online Publications
immediately. If you’re looking for more
Your Editorial Assets Speakers: Tom Lynch, Principal, Interactive Media
revenue, this session is for you.
Speakers: Joel Whitaker, Editor and President, Partners, Inc.; Mike Feazel, Executive Editor, Warren
Whitaker Newsletters, Inc.; Glen Demby, Editorial Communications News; Jim Ylisela, Jr., Group
Director, Bongarde Media Co.; Kate Muth, Editor Publisher/Corporate Communications, Lawrence
and former Vice President of the Association
Monday IV............... 3:15–4:30pm Ragan Communications, Inc.
for Postal Commerce; Dr. Christopher Hanson,
12 New Marketing Trends to If you’ve been writing, editing or publishing
Associate Professor, Merrill College of Journalism, print publications for years and just can’t
University of Maryland Directly Increase Market Share Even
understand why your online publications
Through an Economic Crisis don’t seem to be as successful as your print
With times as tough as they are, it behooves
everybody involved in the editorial Speaker: Craig A. Huey, President, Creative Direct publications, it could be that the writing that
process to make sure that the best use Marketing Group, Inc. you’ve become so accustomed to for print
possible is being made of that expensive Leading marketing expert Craig Huey will publications just doesn’t come across in the
and immeasurably valuable resource, the share with you the strategies and tactics he’s same way online. Or maybe that writing is not
editorial staff. This exciting cross-sectional used to double and triple response during up to snuff when viewed from a search engine
panel — a publisher, an editorial manager, tough economic times. Mr. Huey has an optimization angle. Or you could be trying so
an editor and an academic — will talk about economic background and has helped his hard to achieve SEO that you’re losing some
how to best use journalists in specialized- clients not only survive but thrive during the of the clarity of your writing. Speakers on this
information publishing. The panel will last 5 recessions. Learn: panel will discuss what they learned about
debate the continued relevance of the writing for online audiences, converting print
f The #1 blunder publishers made in the
traditional journalist’s role as an information products to online and creating new online
2000 2002 recession,
gatekeeper, with some nitty-gritty details products. And an SEO expert will talk about
of just what you can do to expand, change f How publishers can increase their how to keep search engines in mind when
or do away with that role in today’s profitability and dominance in recessions, you’re creating online content.
information-rich, Internet-based world of f What never to do in a recession,
communication. Don’t expect to sit and f 3 little known strategies most publishers
listen to four long speeches, either — this overlook, Tuesday VI ..............2:45–3:30pm
panel promises to be a lively interchange of
f What every marketer and publisher must
ideas, with a Phil Donahue-esque approach. Slashing Your Way to Prosperity:
know about recessions, inflation and
stagflation,
Cost-Cutting Strategies to Improve
the Bottom Line
f How to market in economic turmoil: 18
Monday III ............... 2:15–3:00pm Speakers: To be announced
critical steps you must take now,
How to Squeeze Blood From a f New trends for micro sites and how to When the going gets tough, the tough get
going—after expenses. Revenue is hard to
Turnip: Incremental Revenue Ideas avoid mistakes that will depress your
response, come by, so focusing on the expense side
for Tough Times of the income statement is crucial in tough
Speakers: To be announced f 7 keys to improving your ROI using paid
times. Finding new and innovative ways
search,
To increase profits you either need to grow to take cost out of your business might be
f How to find direct mail success: What’s the key to survival. Come to this session to
the top line or cut expenses. In times like
working and what’s not, hear proven cost-cutting strategies that have
these you need to do both! This must-
see session will reveal some new ideas for f The #1 costly email error 92% of saved your colleagues hundreds of thousands
creating new sources of revenue at your publishers make. of dollars. Whether you’re looking for an
company. You’ll discover innovative secrets idea that reduces overhead, a strategy that
that help you develop additional sources improves marketing efficiency or a way to
of revenue from existing products. You’ll strip costs out of your conference business
hear about ways to squeeze more sales from this session will have it. Cutting costs isn’t
products in your current lineup so that you sexy, but your bottom line will be more
attractive after you attend this session. ◆
10 (800) 356-9302
21st Facing a
Copywriting & Email Implementing Online Product Retention
Century Direct Troubled
Design Marketing Technology Marketing Development & Loyalty
Marketing Economy
(see page 7) (see page 8) (see page 9) (see page 10) (see page 12) (see page 13) (see page 14) (see page 15)
Sunday I Web Design for Best Ideas in Email
Generating Profits
ROI: Turning Marketing: What’s
4:15pm – From Easy Uploads
Browsers into Really Working
5:30pm of Audio & Video
Buyers
Beyond New Product
Monday II Email Copywriting The Business Case Renewals: Real
Gatekeeping: Successful Development Best
What’s Working in Creativity Techniques That for SEO World Strategies,
10:45am – Taking Full Website Project Ideas—
Direct Mail for the Rest of Us Engage Your Content Tactics and
11:45am Advantage of Your Planning 30 Gems in 60
Reader Development Techniques
Editorial Assets Minutes
SIPA 2009 Breakout Session Grid
How to
Monday III Designing Email
Harebrained, Squeeze Blood Blogger Relations The Print to Web
Messages That 10 Leading
2:15pm – Crazy, Weird and How to Develop From a Turnip: & Linkbait: Audio Conference Transition: Creating
Deliver Opens, Strategies to Profit
3:00pm Wacky Ways to Winning Offers Incremental Identifying the Mini-Boot Camp Real Value and
Clicks and From Social Media
Sell Your Products Revenue Ideas for Influencers Audience Loyalty
Conversions
Tough Times
6 Steps to Cross-Selling: How
Monday IV Use a Proven 12 New Marketing
50 Ways to Sell Website Makeover: Implementing Brand Extension to Squeeze More
Testing Method Trends to Increase
3:15pm – One-Shot Products Get It Right the a No-Cost Big- Case Studies From Sales From Your
to Build Landing Market Share Even
4:30pm in 75 Minutes First Time Benefit SEO the Trenches Subscribers and
Pages That Work in a Crisis
Process Buyers
Reporters in 4 Fulfillment
Tuesday V Copy/Design The Secret
Fundamentals of [Cyber] Space! Turning Data into Systems:
Clinic...or What’s to Building a 7 Laws of Internet Small Publishers’
9:30am – Marketing Data- Writing for the Action Interpreting Maximizing
It All About, Don Powerful Email List List Generation Idea Lab
10:30am bases Web and Online Analytics Your Renewal
Draper? That Lasts
Publications Capabilities
Slashing Your Way
Tuesday VI Deliverability: How How to Create and Maximizing Building Loyalty in
Pricing Strategies: 36 Copy Secrets to Prosperity: Cost- Paid Search: What
to Be Sure You Monetize User- Revenue From the Age of Content
2:45pm – What Works, to to Double or Triple Cutting Strategies You Need to Know
Make It to the Generated Online Audio Conferences Overload & Email
3:30pm Whom and When Your Response to Improve the to Make It Work
Inbox Content and Webinars Fatigue
Bottom Line
11
IMPLEMENTING TECHNOLOGY TRACK
CONFERENCE TR ACKS
Sunday I ................. 4:15–5:30pm Monday III ............... 2:15–3:00pm Tuesday V ............. 9:30–10:30am
Generating Profits From Easy 10 Leading Strategies to Profit From The 7 Laws of Internet
Uploads of Audio and Video Social Media List Generation
Speakers: J Dale Debber, CEO, Providence Speaker: Jay Berkowitz, CEO, Ten Golden Rules Speaker: Donato Diorio, CEO,
Publications; Alane Keller, Sr. Marketing Manager, Social Media has exploded into our lives and Broadlook Technologies
NIBM businesses. This very popular speaker will The Internet is the new frontier for building
For a limited time, walk step-by-step explore practical applications to deliver real high impact sales and marketing lists. The
through two member-publishers’ bottom-line profitability. 7 laws will teach you what traditional
e-commerce experiences using audio and f Which innovations are driving Web 2.0 data providers don’t want you to know;
video to drive results. First, you’ll go behind success, and how can you integrate these free information from the Internet is more
the scenes of real, live email and landing strategies for business? How can you use dynamic, deep and current than what you
page tests that use audio clips to boost sales. the Internet to build your Personal Brand? are currently paying for.
See the data. Relive the full A-Z process. And f Join Donato in a journey of discovery
f What are the top Social Media Websites
discover the simple technology. But wait! through the various information sources.
for business?
There’s more! You’ll also find out how a f Learn about the 7 laws to give you the
publisher built an entire video production f Blogging. Podcasting. Wiki’s. YouTube.
fundamentals of generating lists from
unit using interns and now has contracts Facebook. Twitter. Which new the Internet.
to produce third-party videos. Find out technologies are important? Where
f Experience the excitement in knowing that
how they did it, what they learned, and how are prospects, and which websites are
you may never have to buy another list. Ever.
they made money! You’ll even take part in important to them?
making an on-site video and uploading it to Get on board or get left behind.
f Who is dominating search engine
20+ sites…in just minutes! And if that isn’t marketing, and how can you take
enough, you’ll walk away with your very advantage of this opportunity?
own DVD demonstrating the whole process. Tuesday VI ..............2:45–3:30pm
f What is “User-Generated Content,” and
Attend NOW!
what are the opportunities for marketers? How to Create and Monetize User-
Generated Online Content
Monday II .............10:45–11:45am Speaker: Sean Brooks, VP, Social Media,
Monday IV............... 3:15–4:30pm TechTarget
Successful Website 6 Steps to Implementing a No-Cost, Discover how the publisher of
Project Planning Big-Benefit SEO Process ITKnowledgeExchange.com built a peer-
Speaker: Matt Bailey, President, SiteLogic to-peer site that has become a beloved
Speakers: Kim Mateus, Sr. Partner, Mequoda
Successful website launches and site resource for IT professionals around the
Group; Elizabeth Hall, Sr. Online Editor, NIBM
improvements all require a trusted map, an world. This advanced session will walk you
To succeed at search engine optimization, you through every stage of the process: concept
experienced navigator, and a rigid schedule.
need to pick your battles wisely. While you development, site positioning, technology
Join one proven navigator to discover the key
may want Page 1 Google results for “green implementation, traffic-building, audience
landmarks you must drive towards and the
energy,” you’re probably better served aiming engagement, thought leadership and ongoing
potholes you don’t want to hit. Visit all the
for “geothermal heat pump.” This advanced improvements. You’ll walk away with an
stops along the way, from business concept to
session will show you why…and how. introduction to the software you should use,
information architecture, from flow charting
You’ll discover how to use various online the marketing rollout process and the steps for
to wire frames, from design to usability,
tools to help identify the best “available” creating a successful social media site. Social
from launch to testing, and analytics to
keywords for your business…those for media is on advertisers’ minds and with all
version 2.0. And see why post-launch
which many prospects are searching, yet the available Web 2.0 technologies available,
improvement projects shouldn’t take short
few competitors are listed. You will then it’s something that all publishers should
cuts. Your navigator will ensure you build
see how to “own” those keyword sets by consider doing. Your customers will engage
a site that is both “search engine friendly”
implementing keyword-rich landing pages to with you more than they ever have, and the
and “human friendly.” Your map will make
earn Top-5 Google listings and drive waves rewards will quickly follow. ◆
sure you achieve the desired results and stay
of traffic towards conversion. Implement
on budget. And your schedule will help you
this editorially-driven process, and you may
collect that first dollar on time.
never want to pay for a keyword again.
12 (800) 356-9302
ONLINE MARKETING TRACK
Monday II .............10:45–11:45am Monday III ............... 2:15–3:00pm Tuesday V ............. 9:30–10:30am
The Business Case for SEO Content Blogger Relations and Linkbait – Turning Data Into Action –
Development Identifying the Influencers and Interpreting Analytics to Improve
Speaker: Herndon Hasty, Senior SEO Evangelist, Finding the Right Hooks the Traffic & Effectiveness of Your
Range Online Media Speakers: Greg Jarboe, President and Co-Founder, Websites
Your site’s natural search presence can drive SEO-PR; Nan Dawkins, Founder and CEO, Serengeti Speaker: Matt Bailey, President & Founder,
significant traffic and build an audience for Communications SiteLogic
your content at a very low CPM: Nothing! With the growing importance of search In an unstable economy, it makes sense to
This session will answer the big question of engine marketing, publishers have had to review your operations, including finding
“how to.” Attendees will walk away with a start looking at their content in a different methods of increasing the value of your
strong understanding of how to make search way. While content is still king, the way website. Forrester Research has shown
engine optimization (SEO) an integral part in which that content is produced is more that search engine optimization, analytics
of your company’s day-to-day operations, important than ever. Increasingly publishers and usability are all proven methods of
involving your editors, copywriters and your are looking to produce attractive ‘linkable’ increasing the effectiveness of your existing
website team. The topics include: content. The type of content that encourages website and providing immediate returns
f Research: How to get the best free authoritative sites & key online influencers to of 700%-1500%. This session outlines
resources for keyword research and link to it and which, in turn, leads to higher immediate steps that you can take to
the most efficient ways to find top rankings online. increase traffic to your website, increase
opportunities. your page views, rank higher for more terms
Link building is crucial, but linkbait
f Copywriting: Tips and tools you can and find hidden opportunities within your
tactics that worked last year may not be as
implement to use keyword research statistical data.
effective this year. This session focuses on
effectively – and how you can motivate the underlying quality as well as ingenuity
your team. needed to get other websites to link to you
f Structure: See how the analysis and early and often. Topics covered include: Tuesday VI ..............2:45–3:30pm
understanding of data gathered from Identifying the influencers – which tools
keyword research can be applied to your can you use to analyze the key bloggers and Paid Search: What You Need to
site as a whole. online media outlets in your industry sector? Know to Make It Work for You
Developing relationships - What are the Speaker: Bill Barnes, Co-Founder and Executive
f Sharing: Spread the word by making your
best ways to bridge the online/offline gap? Vice President, Enquiro Search Solutions Inc.
content easy to find and link to.
Finding the hooks - there are some distinct
This session will start off with a look at the
tactics which apply online. Optimizing your
latest research into paid search advertising,
releases – using the right headlines and
giving you new insight to help guide you
anchor text in your embedded links.
while developing your search engine
marketing (SEM) strategies. We will also
examine the best paid search strategies that
will give you the biggest bang for your buck.
Sessions for Those With TECHNICAL Interest Bill will walk you through the intricacies of
Quality Score to gain an understanding of
f 6 Steps to Implementing a No-Cost, Big Benefit SEO Process how it works, why it is so important and how
f The Secret to Building a Powerful E-Mail List is it affecting your paid search campaigns.
f Use a Proven Testing Method to Build Landing Pages Finally, you will learn the biggest mistakes
marketers make with paid search and the
f Paid Search: How to Make It Work for You tactics that work. ◆
f Web Design for ROI
f Deliverability: Make It to the Inbox
f Turning Data into Action: Analytics
f Successful Website Project Planning
f Fundamentals of Marketing Databases
f Blogger Relations & Linkbait
13
PRODUCT DEVELOPMENT TRACK
CONFERENCE TR ACKS
Monday II .............10:45–11:45am Monday IV............... 3:15–4:30pm Tuesday VI ..............2:45–3:30pm
New Product Development Best Brand Extension Case Studies From Maximizing Revenue From Audio
Ideas – 30 Gems in 60 Minutes the Trenches Conferences and Webinars
Speakers: Lucretia Lyons, President, Business Speakers: Meg Hargreaves, Pres. & Publisher, Speakers: Janie Marshall, Producer, Interactive
Valuation Resources; Andy McLaughlin, President, Pike & Fischer and V.P. & Publisher, IOMA; and Events, Kennedy Information, a BNA business;
PaperClip Communications; Cindy Carter, President, Sarah Rotman Epps, Analyst, eBusiness & Channel Jim Sinkinson, President, Info Com Group; Jeffrey
FDA News; Stephanie Eidelman, Publisher & COO, Strategy Professionals, Forrester Research; David Greenberg, President, J.G. Communications, Inc.
Kaulkin Ginsberg Foster, President, Business Valuation Resources This advanced session will help publishers
In this fast-paced session you’ll gather 30 As print declines, publishers are increasingly who are already hosting audio conferences
new product development ideas from veteran developing events, e-media, and online and webinars fine tune their approaches
executives representing small, medium and communities to drive brand awareness and take their events to the next level.
large publishers. Always one of the best- and generate new revenue. This interactive Publishers with extensive event experience
attended sessions each year, this popular and session will kick off with a brief overview will share best practice tips and hints.
highly interactive rapid-fire session always of the very latest publishing opportunities Creative approaches to event development
delivers something for everyone. Come ready from the perspective of a leading industry and marketing will be covered and various
to listen, learn, write furiously and take away a analyst. Publishing industry executives event models will be presented, including
long list of new ideas you can put into practice will then present case studies of how they registration, sponsorship and hybrid models.
immediately to drive incremental revenue. successfully extended their traditional brands This interactive session will also advise
to produce ancillary events, market research, whether it makes sense to transition from
surveys, databases, and other information the traditional audio conference format to
Monday III ............... 2:15–3:00pm products. You’ll learn how to approach brand webinar events. ◆
extensions, see examples of successful growth
Audio Conference and how it all happened. The session will
Mini-Boot Camp also discuss how to create internal teams to
develop and execute new business.
Speakers: Leslie Davidson, Marketing Consultant,
DavidsonDirect; Stephanie Eidelman, Publisher &
COO, Kaulkin Ginsberg; Gwendolyn Echols-Jones,
Director, Circulation and Customer Service, Inside Tuesday V ............. 9:30–10:30am
Mortgage Finance Publications Inc.
Small Publishers’ Idea Lab
“
This nuts and bolts session will help
publishers new to the audio conference
Facilitator: Guy D. Cecala, CEO and Publisher, There was a surprising
Inside Mortgage Finance Publications Inc. number of speakers,
business develop a game plan for adding
these popular events to their product Are you a smaller publisher who continually presenters and participants
feels challenged to create new products and
portfolios. All the basics will be covered, who were inspiring, both
including which vendors you need and generate new revenue with limited resources?
how to select them, program development, In this highly interactive workshop, veteran with practical ideas and
back office processes, customer service best publishing executive Guy Cecala will steer a with a positive spirit.
practices and event-day hints and tips. You’ll discussion of what’s working and what’s not Overall, a conference with
in the present economic climate with an eye
come away from this session with all the really solid, useful content
basic information you need to launch new towards the smaller publisher environment.
events and gain healthy profits from this Share your best ideas, learn creative, fresh and great ideas to take
ancillary product channel. approaches to generating new products, back to the office.”
controlling costs, integrating e-media with
print, and whatever you’d like to discuss. — Christopher Walker, Executive Editor,
Join this interactive group discussion. Come Consumer Products, FDC Reports –
prepared to share and learn with peers. Elsevier DC, Rockville, MD
(Please sign up in advance, to be sure we have
enough room.)
14 (800) 356-9302
RETENTION & LOYALTY TRACK
Monday II .............10:45–11:45am business groups dedicated to expanding and you’re currently using your system. With
retaining profitable web-based client and renewal rates one of the best leverage points
Renewals: Real World Strategies, network databases, and shouldn’t be missed in the subscription model, you know that
Tactics & Techniques if you want to grow and retain your core improving them by a point or two can make
online presence. the difference between profits and losses or
Speakers: David Yale, Controlbeaters;
between good and great profits. This panel
Barbara Kaplowitz, Big Huge Ideas
of experts from fulfillment system providers
Back by popular demand. Renewal expert
Monday IV............... 3:15–4:30pm will update you on their latest system
David Yale leads an accomplished panel capabilities and provide you with in-depth
of renewal marketers to review the nuts Cross-Selling: How to technical information about how to get the
and bolts of an effective renewal program. most out of your fulfillment system.
Squeeze More Sales From
(When was the last time you reviewed at
all facets of your renewal efforts?) Savvy Your Subscribers & Buyers
marketers are always finding new ways to Speakers: John Persinos, Publisher/Editorial
Director, Aviation Today, Access Intelligence;
Tuesday VI ..............2:45–3:30pm
test creative, timing, premiums, and the
offer. The highlight of the program will Rebekah Hughes, Marketing Director, Motley Fool Building Loyalty in the Age of
be a review of a variety of sample renewal It’s simple—in concept. You can increase Content Overload & Email Fatigue
efforts via mail, email or other channels. your revenues dramatically by cross-selling
Additionally, the panel will discuss how Speakers: Thomas Chaffee, CEO, ePublishing; Tom
targeted products to your database of
to combine telesales and email efforts. It’s Gale, President, Gale Media Inc.
existing customers. But building an effective,
wise to do your best to retain your existing successful program to market and sell Differentiation is critical today for audience
customers because new sales may be those products is a huge challenge. In this development and retention. Engaging your
harder than ever today. Learn from proven session, you’ll find out how two member readers is becoming ever more challenging
techniques and survey a variety of new organizations, Access Intelligence and Motley as their attention is drawn away by content
renewal marketing ideas in this engaging Fool, strive to engage both new and existing overload and noise from competitors, both
session. customers to drive revenue. Be prepared to online and off.
roll up your sleeves. You’ll learn the details of
Despite your best attempts to cut through the
specific tactics and efforts to increase cross-
clutter, you probably are seeing your email
Monday III ............... 2:15–3:00pm selling, how to break through to increase your
open rates continue to fall and revenues
group and multi-user sales, and more.
decline, or are expecting them to.
The Print to Web Transition:
Creating Real Value AND Audience What can you do to win this battle?
Loyalty Tuesday V ............. 9:30–10:30am To help build brand loyalty, increase your
Speakers: Laurie Hofmann, Director of Global renewals and get more repeat business, tap
Marketing, Chemical Business, Access Intelligence;
4 Fulfillment Systems: Maximizing into the practical lessons taken from using
Dave Garrett, President/CEO, ganthead.com Renewal Capabilities three key pillars — Content Strategy, Social
To survive in the specialized information Speakers: Daniel Heffernan, Vice President and Media, and Analytics. Attend this session
industry, successfully converting your Chief Product Manager, Advantage Computing and learn how to energize your renewal
products to a form of electronic access or Systems; Len Latimer, President, Lynx Media; efforts, improve your conversions and kick
delivery is essential. But what do you need to Andrew Conti, Vice President Sales and Marketing, your top line into high gear. ◆
know about growing and retaining members, CWC Software; Carol M. Heller, Senior Vice
customers, readers, and clients for your web- President - Sales and Marketing, ARGI. Moderator:
based or electronically-delivered products? Henry Greene, Sipa Executive Director.
Are web or electronic clients more or less Do you know all the renewal capabilities
inclined than print clients to remain loyal to of your current fulfillment system? Are
your products in an increasingly web-centric you taking full advantage of them? How
world? What can you do to make sure they does your fulfillment system compare to
remain engaged in your offerings? What others? These questions and many more
triggers can you use to keep them coming will be answered in this 60-minute session
back for more? This session will feature that’s designed especially to make you re-
recent strategies and initiatives from two consider, re-think and improve on how
15
ROUNDTABLES BY TRACK
Scheduled for Either Sunday or Monday, with Some Also on Tuesday
21st Century Marketing Facing a Troubled Economy f Online Training & E-Learning
Opportunities
f Compelling Offers in This f Telemarketing Tips and f How to Use Micro Sites and
Economy Techniques E-Zines
f Finding & Getting the Best Deals f Upselling and Cross-Selling f Blogs to Print and Vice Versa
on Lists
f Marketing High Priced Products
f Multi-Channel Marketing &
f How to Compete With Free
Integrating the Web Retention & Loyalty
f Economic Survival Business
f FFTs Today: Getting the Best
Tactics f Touchpoints: Maximizing Your
Return for the Least Money
f Writing for the Web vs Print Renewals & Sales
f Premiums: What Works and How
f Renewals 101: Basic Strategies
Much Do You Have to Spend
f Renewals 401: Advanced
f Care and Feeding of Circulation Implementing Technology
Strategies to Improve Rates
Databases
f Content Management Systems: f Move Your Print Product Online:
f Ways to Sell Non-Subscription
What You Need and Where To Yes You Can!
Products
Get It f Conversions: Best Practices to
f Guerilla List Hunting
f Online Ad Networks: Generating Improve Rates
Incremental Income f Premiums and Pricing in Renewals
Copywriting & Design f User-Generated Content: How It
Saves You Money and Earns You
f Write Better Subject Lines Profits Product Development
f Beyond the #10: New Design f Viral Campaigns: How to Launch
f Audio Conference Best Practices
Ideas and Benefit
f Repurposing Content for Profit
f Long vs Short Email/Landing f The Google Tools You Should
Page Copy Be Using f Monetizing Your Database
f Design for the Mobile User f Blogging: How-To's and
What For's
f Text vs HTML Winners Online Marketing
f Webinars & Webcasts Lessons
f Brand Interaction & Social Media Learned
Email Marketing f Trademarks and Your Business:
f Website Advertising Best
Practices Bring Your Questions
f Managing Email Delivery: In-
House or ESP? f Where's the Money on Your
Website?
f Converting Email Opt-ins to Paid
Buyers f White Papers and Other Web
f Building Your Opt-In Email List
Giveaways SIPA Attendees Love
f Social Media Do's & Don'ts
f How Much Email is Too Much #1 Networking
f Advertising-Based Websites
f Landing Page Optimization #2 Roundtables
f How to Generate More Website
Revenue Don’t Miss Out!
16 (800) 356-9302
Thank You to SIPA Exhibitors & Sponsors
Exhibitors CONFERENCE TR ACKS
Sponsors
ff Advantage Computing
f Advantage Computing f Greene, an RMG Direct
Systems, Inc.
Systems, Inc. Company Monday Mid Morning Break
f ARGI f Lynx Media, Inc.
ff ARGI
f BeaconLive f MarketingSherpa Monday Luncheon
f Broadlook Technologies f mBlast, Inc. ff Cranium Software, Inc.
Co-Sponsor Leadership Celebration
f CDMG f MetaResponse Group,
Inc. ff CWC Software
f Comhaus, Inc. Sunday Afternoon Break #1
f MulitipubTM /
f Complete Mailing ff Davidson Direct
DataSystems Solutions
Services Speaker Gifts
f National Graphics, Inc.
f Cranium Software, Inc. ff ePublishing
f North American Sunday Afternoon Break #2
f CWC Software
Bancard ff GRC Direct
f Data Services, Inc. Conference Notebooks
f Olde City Financial, Inc.
f ePublishing ff Greene, an RMG Direct
f Parris Printing
Company
f ExpertClick – Yearbook
f Real Magnet Co-Sponsor Leadership Celebration
of Experts
f Web Courseworks ff Lynx Media, Inc.
f First Contact Registration Candy
f GRC Direct ff Mequoda Group
Totebags
ff MetaResponse Group, Inc.
Tap the Expertise of Industry Suppliers Monday Afternoon Break
You will have the chance to visit dozens of suppliers and ff MulitipubTM / DataSystems
partners to the specialized-information publishing industry Solutions
Monday Morning Continental Breakfast
— and discover products and services that could save your
company time and money. Visit these industry suppliers ff Olde City Financial, Inc.
and learn how they have helped other publishers increase Tuesday Morning Continental Breakfast
productivity and/or profitability. ff Parris Printing
Pens
Attention Suppliers ff Real Magnet
Monday Cocktail Reception & Tuesday
There is still time to add your company’s name to the list of Morning Break
exhibitors, sponsors and advertisers that will appear in the
Official Program. If you are interested in introducing your
product or service to as many as 600 publishing executives
at the SIPA conference, call Kati Fritz at (703) 992-9339 or
(800) 356-9302 to get information on tabletop displays,
sponsorships and advertising.
17
Hotel Reservation Information
All sessions, functions and exhibits at SIPA’s 33rd Annual
International Conference will take place at the historic:
THE MAYFLOWER HOTEL
1127 Connecticut Avenue, N.W.
Washington, DC 20036
(800)HOTELS-1 or (202)347-3000
Web: http://marriott.com/property/propertypage/WASSH
SIPA has reserved a limited number of guest rooms at The Mayflower Hotel at the discounted nightly rates
of $259/single/double occupancy, plus taxes. To make your hotel reservations, please call The Mayflower at
(800) HOTELS-1 or (202)347-3000 and mention that you are with SIPA to get our special rates. The rooms
are first-come, first-served, and our rate is guaranteed only until Friday, May 1, 2009.
Expert Advice, Networking, Benefits of Being Early
Attendee Scholarships In Addition to Valuable Keynotes, Breakout
Sessions & Roundtables SIPA Attendees Have
If you would like to attend the
Other Opportunities:
upcoming conference but don’t have
the resources available this year, the Expert Advice
Specialized Information Publishers f A limited number of attendees can get a free critique of their direct mail or email
Foundation wants to help. promotion by a copywriter/consultant. The copywriter will meet with you for 30
To apply for a Foundation grant, please send us minutes during the conference to offer advice. The deadline to request a critique
a brief note with information to help us make an is Friday, May 8th. Please sign up on your registration form or call SIPA.
informed decision, including: Why you need a
grant and why it is important for you to attend the
Networking With Colleagues
conference. If you need help with the registration fee, f Find out what’s really working in conversations with colleagues and new peers
the options are: full registration fee, half of registration during the networking breaks, lunches, cocktail receptions, roundtables and in
fee, pre-conference workshops, one- or two-day the hallways. SIPA colleagues are some of the most open and sharing you’ll find
registrations or the networking cocktail reception anywhere — attend this conference to broaden or strengthen your views, learn
only. If you need a hotel room at The Mayflower, new ideas and to chat with others who understand your goals and challenges!
how many nights do you require. If you need travel f Sign up for the Networking Dinner at a nearby restaurant. It’s good for
assistance, where are you coming from, what is the old acquaintances or complete strangers to continue sharing and building
most appropriate mode of transportation and what the relationships after the day’s events are over. SIPA will organize a reservation for
estimated cost would be. a group of conference attendees. It’s better to sign up ahead of time. You’re only
All applications will be kept in strictest confidence. responsible to show up on time at the registration desk and then pay your portion
Applications will be accepted now and after of the dinner bill.
April 15, 2009, as long as funds permit.
Sign Up Early To:
If you’d prefer to apply by phone or discuss
f Save $100 per person on the early-bird discount. Register by May 8.
the program, please contact Kati Fritz at
(703)992-9339 and a committee member will f Save your place at the limited events and opportunities, including the Sunday
get back with you promptly. We look forward to Pre-Conference Workshops, the Marketing and Editorial Directors Breakfasts, the
seeing everyone there! Marketing Critique opportunity and the Networking Dinner.
f Lock in SIPA’s group rate at The Mayflower Hotel — rates are guaranteed until
May 1, but SIPA’s room block could sell out any time.
18
REGISTRATION FORM 100% GUARANTEE!
Money-Saving Ideas Guaranteed!
May 31 – June 2, 2009 • The Mayflower Hotel, Washington, DC
If you don’t think that SIPA’s 2009
conference provided you with really
Yes! Sign me up! Copy this form for multiple registrations.
solid, useful content, great ideas to
take back to the office and valuable
Name: _____________________________________________________________________________________
networking opportunities, we’ll refund
Name for Badge: _____________________________________________________________________________ your entire registration fee.
Title: _______________________________________________________________________________________
FREE — But Limited —
Company: __________________________________________________________________________________ Opportunities:
SIPA will contact you to confirm your
Address: ___________________________________________________________________________________
registration for these limited opportunities
and provide details.
Phone: ___________________________________________________ Extension: ________________________
Marketing Directors Roundtable
Fax: _________________________________________ Email: ________________________________________ Breakfast, Monday June 1
Website: ____________________________________________________________________________________ Editorial Directors Roundtable
Breakfast, Tuesday June 2
Dietary or other special needs: ____________________________________________________________________
Direct-Mail or Email Promo
Please write 10–15 words describing your company: _________________________________________________ Critique by a copywriter/
consultant (Deadline to register for
_______________________________________________________________________________________________ a critique is Friday, May 8.)
_______________________________________________________________________________________________ Networking Dinner (No fee to
I am a first-time attendee. register, but individuals will be responsible
for their own portion of the bill.)
Please register me for:
Main Conference: Sunday, May 31 – Tuesday, June 2, 2009 Pre-Conference Workshops:
Early-Bird* Sunday, May 31, 2009 | 8:30 am–12 noon
By May 8 After May 8
SIPA Members: $195 each Non-Members: $295 each
SIPA Members:
1st delegate: $845 $945 Please select an in-depth workshop:
2nd and 3rd delegate: $745 each $845 each Workshop I: E-Marketing – Learn from an industry expert what
works and what doesn’t with Jeanne Jennings of JeanneJennings.com.
4th delegate or more: $545 each $645 each
Workshop II: Online Copywriting — Hands-on workshop to
Non-Members: $995 each $1,095 each sharpen your skills with Jim Sinkinson, President, Infocom Group.
Call SIPA at (703)992-9339 to join and get all the benefits Workshop III: SEM (Search Engine Marketing) – Learn how to
of membership, including reduced conference prices! craft effective search engine marketing campaigns and avoid pitfalls
with Lance Loveday of Closed Loop Marketing.
*Early-bird payment must be received by 5/8.
Shared Registration Two people may share one registration, but only one person may attend per day. $595 each until May 8, 2009.
After May 8, 2009 the price is $695 each. (Not valid for the Pre-Conference Workshops.)
SIPA's 33rd Annual International Conference, May 31 – June 2, 2009 Cancellation Policy/Transfer Policy:
Cancellations must be in writing and faxed to (703) 992-7512 or emailed to Kati Fritz at kfritz@sipaonline.com. Refunds, less a $45 administration charge, for
cancellations will be given until April 30, 2009. Fifty percent (50%) of the registration fee will be refunded for cancellations received from May 1 through
May 22, 2009. No refunds after May 22, 2009. Substitutions may be made at any time.
Payment Information To register by phone, call Kati Fritz at (703) 992-9339 | Toll-Free: (800) 356-9302
Total payment due is: Check enclosed for $____________. Security code:
Charge $____________ to my:
Card #: __________________________________________________ Cardholder: _________________________________
Exp. Date: _______________________ Signature: __________________________________________________________
SIPA’s 2009 Annual Conference Has Seminars for All Your Key Staff:
Editorial, Marketing, Circulation, Management, Web Staff and More—
Whether Beginner or Advanced. These Sessions Offer Excellent Value!
Sessions of Interest Sessions of Interest Sessions of Interest Sessions of Interest
to EDITORIAL to those NEW TO THIS to CIRCULATION/ to PUBLISHERS/
f Reporters in [Cyber] Space! BUSINESS CUSTOMER SERVICE MANAGEMENT
Writing for the Web and f Audio Conference Mini- f Cross-Selling: How to f Website Makeover: Get It
Online Publications Boot Camp Squeeze More Sales From Right the First Time
f How to Squeeze Blood f Email Copywriting Your Subscribers & Buyers f Small Publishers’ Idea Lab
From a Turnip: Incremental Techniques f Deliverability: How to Be Sure f The Print to Web Transition:
Revenue Ideas You Make It to the Inbox
f The Secret to Building Creating Real Value &
f Brand Extension Case a Powerful Email List f 4 Fulfillment Systems: Loyalty
Studies From the Trenches Maximizing Your Renewal
f What’s Working in f Web Design for ROI: Turn
f New Product Development Direct Mail Capabilities Browsers into Buyers
Best Ideas f New Product Development
f Real World Renewal f The Business Case for SEO
f Website Makeover: Get It Strategies Best Ideas Content Development
Right the First Time f Building Loyalty in the Age
f 12 New Marketing f 10 Leading Strategies to
f Blogger Relations & Linkbait: Trends of Content Overload & Email Profit From Social Media
Identifying the Influencers Fatigue
f How to Develop Winning f How to Create and Monetize
f 10 Leading Strategies to Offers f Fundamentals of a Marketing User-Generated Online
Profit From Social Media Database Content
f Online Copywriting
f The Print to Web Transition Workshop f Real World Renewal f Slashing Your Way to
f How to Create and Monetize Strategies Prosperity
f Building Loyalty in the
User-Generated Online Age of Content Overload f The Print to Web Transition: f How to Squeeze Blood
Content & Email Fatigue Creating Real Value AND From a Turnip: Incremental
f Beyond Gatekeeping: Taking Audience Loyalty Revenue Ideas
f 36 Copy Secrets to Double
Full Advantage of Your or Triple Your Response f Successful Website Project f 12 New Marketing Trends to
Editorial Assets Planning Increase Market Share Even
f Harebrained, Crazy, Weird Through a Crisis
and Wacky Ways to Sell Your
To Register, Call Kati at (800) 356-9302 Products (See more inside)
Check www.sipa2009.com for conference updates
2009 33rd Annual
International Conference
Specialized Information Publishers Association
May 31 – June 2, 2009 | Washington, DC
8229 Boone Blvd., Suite 260
Vienna, VA 22182
