Web-Focused Programming
Thursday, June 14
3:00-4:15
WORD OF MOUTH AND COMMUNITY BUILDING FOR ALTERNATIVE NEWSPAPERS
Viral marketing, buzz marketing, word of mouth: today, it's all about using your current readers to be advocates for your business. Learn how you can use the power of viral marketing to build your circulation, develop more loyal readers, and provide added value to advertisers.
Speaker: Kim Sheehan, Univ. of Oregon
Friday, June 15
10:00-11:15
WHAT'S NEXT IN REAL ESTATE MARKETING?
This session will focus on how the web has reshaped the way in which people think about buying, selling and valuing properties, as well as how it has made real estate a voyeuristic pastime. Attendees will examine the benefits and features of the biggest online media players in the real estate space and indentify opportunities for AAN members to increase revenue and marketshare.
Speaker: Adam Fine, Move.com
LIBEL AND PRIVACY: CONVERGING LEGAL ISSUES IN PRINT AND ON THE WEB
What if someone had posted Alex Baldwin's taped telelphone message to his daughter on your website? What should you have done? And what about that Senate aide whose sexual adventures with the "Washingtonienne" were detailed on her "private blog"? Is that fair game for you, in print, or on the web? Your readership used to be local, but with the web it's now international. What impact does that have on your liability? Are web publishers really operating under a different set of rules than print publishers and whose row is harder to hoe? Alice Lucan has been handling these kinds of questions for AAN members and other publishers for many years. Come and hear the answer to these and other knotty legal questions.
Speaker: Alice Neff Lucan
ONLINE MEDIA BUYERS PANEL
Interactive media buyers from the retail, movie and non-profit sectors will sit in the proverbial hot seat as you pellet them with your questions.
Moderator: Charles Gerencser, Southland Publishing
Panel: Lawrence Teherani- Ami, W+K; Hans Theisen, Centro; Kevin Gottesman, Gott Advertising; other panelists TBA.
11:45-1:00
HOW TO RESPOND TO AN ONLINE RFP AND SUBMIT A WINNING PROPOSAL
In this session we’ll look at typical ad agency RFP’s for online advertising campaigns based on IAB standard ad sizes— i.e. what information about the campaign is usually provided upfront and, most importantly, what’s being asked for in terms of a response. In addition to examining and understanding the details of an online RFP, in particular learning to decipher the critical campaign specifics to be addressed, we’ll actually construct a winning response from nuts to bolts. This will include putting together a presentation that directly focuses on the request at hand as well as highlights your paper’s key strengths.
Presenter: Chris Langenderfer, Independent Weekly
LEVERAGING THE WEB TO IMPROVE YOUR OPERATIONS
There's more to the web than just websites. As print growth slows, you can also use the web and other new technologies to gain operating efficiencies that will help to sustain profitable growth. Hal Smith will demonstrate how to develop effective sales and marketing websites for business-to-business use; digitize internal operations from contracts to invoices; network sales reports and account management systems; create a virtual ad-rep structure and intranet to improve internal communications; and use GPS to track print circulation.
Speaker: Hal Smith
PODCASTS, VIDEO STREAMS AND MOBILE MEDIA
New models of content and distribution offer new ways to reach readers, and provide opportunities to take advantage of user-generated media. Consider how newspapers and media companies are utilizing podcasting, video streaming and mobile media, and learn about the technological issues involved.
Speaker: Al Stavitsky, Univ. of Oregon
3:00-4:15
WEB METRICS AND ANALYTICS: Learn how to talk like a pro
Having trouble understanding and teaching your staff about unique vistors/ impressions, pageviews, top content pages, conversion rates, ROI, RoAS, CPM, CPA, etc.? Executives from the Overland Agency --Portland's leading brand marketing and interactive advertising agency-- have come to your rescue! In this session, they'll teach you everything you need to know about all those numbers from the client's perspective. In this dense, fast-paced session, you'll learn how advertisers decide whether an online buy makes sense, as well as their expectations for measurement after placement. Learn how to talk to online media planners/buyers and how to align your pitch with advertisers' objectives.
Speakers: Arve Overland and Leo Chung, The Overland Agency
BEST WEB SALES PRACTICES
Hear four different approaches to selling and bundling online advertising from AAN advertising directors experiencing success in banner ad sales. You'll walk away with information and tips on how these papers created successful online sales program to increase local online and print revenues.
Moderator: John Heaston, The Reader (Omaha)
Panelists: Mark Bartel, CityPages; Carol Flagg, Austin Chronicle; Marty Griswold, The Stranger; Barbara Hefler, NOW
INTRODUCTION TO CREATIVE SUITE 3
Why you ask? Creative Suite 3 is geared for cross media: integrated software for print, web and video. Whether front line D&P guru or publisher evaluating software upgrades, take a look at CS3, ask questions of software expert Russell Viers and see if you are ready to take the plunge. The new suites even come with software that lets you test files on mobile phones. Yep, the days of using Adobe just for print are over.
Speaker: Russell Viers
Saturday, June 16
10:00-11:15
ONLINE EVENT LISTINGS: Best Practices and Solutions
A number of well-capitalized competitors -- including Google, Microsoft and Yahoo -- have turned their attention to the online distribution of event information and to the formation of social networking tools that aggregate events, store online calendars and build online interest groups around events. AAN commissioned Todd Stauffer to review the state of the art in online event listings in order to help AAN members defend their turf from these behemoths, as well as a number of start-up competitors. In this session, he will suggest best practices for presenting online events; recommend tools to enhance the distribution of event information online while facilitating a web-to-print workflow; and propose technology standards for integrating event content into popular social-networking tools.
Speaker: Todd Stauffer, Jackson Free Press
11:45-1:00
POYNTER EYETRACK07
How do people read a newspaper? How is that different from how they use a website, and how should those differences inform your work? Sara Quinn will answer these questions and more in this presentation of the results from Poynter's major eye tracking study of print and online news reading, in which 600 readers were tested to make comparisons between tabloid, broadsheet and online formats. Find out how various story and visual forms engage readers and help them better comprehend what they've read.
Speaker: Sara Quinn, Poynter Institute
