Advertising ProgrammingPlease note: Programming and schedule subject to change. Thursday, June 05
2:30 pm
to
5:30 pm
Managing Beyond the Numbers
This half-day workshop will offer a new approach to sales leadership, teaching you how to provide the resources and accountability your sales team needs to achieve your paper's financial goals. By arming your salespeople with the right tools, you'll never again need to count the number of calls your staff has made or the number of sales kits they've sent.
Speaker:
Stephen Pia, COACH MEdia
2:30 pm
to
3:45 pm
Event Marketing: One Plus One Equals Three
How do newspapers find creative ways to produce events? Unfortunately, none of us have mad money to throw at big events these days. We've got to work smarter, do more with less, and find the right partners with shared interests, goals and values. Building strong relationships with the right partners in your market can help you produce some next-level, slamming events. Learn how to choose your dance partners carefully during this lively panel discussion.
Moderator:
Paul Curci, Philadelphia City Paper
Panelists:
Marty Griswold, Index Publishing, Sandy Stein, Gambit Weekly, Carol Flagg, Jeff Guaracino, Greater Philadelphia Tourism Marketing Corp. and Neal Stewart, Flying Dog Brewery
GET SOME-thing Out of This Convention! How to Take Full Advantage of AAN
Are you a relatively new (or prospective) member wondering how to get the most out of AAN? Or a member who attended previous conventions and left a little dissatisfied because you didn't get any ... new ideas or new contacts? Then this session is for you. Learn about the programs that AAN publishers and their staff value most, along with tips on how to make the
most of your alone time with fellow papers here in the City of Brotherly Love. (JOINT SESSION: BUSINESS AND ADVERTISING)
Speaker:
Blair Barna, Charleston City Paper
4:15 pm
to
5:30 pm
Viral Marketing Using Social Media
Internet forums, blogs, message boards, wikis, podcasts. Picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing. Nearly all of your readers do it. But are they talking about your brand when they do? In this session, you'll learn how to inspire your audience to spread your gospel as well as drive traffic to your website.
Speaker:
Scott Michaud, MindComet
Friday, June 06
9:30 am
to
10:45 am
Classified System User Groups
Users of Pre-1, BackPage.com and Avenews will meet in separate groups to compare notes and discuss the latest features.
Marketing Your Website to Online-Media Buyers
Learn how to develop sales and marketing materials that appeal to the movers and shakers in the online media industry. This session will help you get your message out to the right buyers and convince them to buy custom sponsorships, ad units and more!
Speaker:
Seana Mulcahy, Brand Truth
11:15 am
to
12:30 pm
Ad Department Consolidation: Does it Work?
With the decline of classified line ads and increased focus on telemarketing to sell display, a handful of AAN papers have merged their inside- and outside-sales department. In this panel, you'll hear from papers that took this step. The counterpoint -- that classified and retail need to be separate selling forces -- will also be represented.
Moderator:
John Heaston, The Reader
Panelists:
Blair Barna, Charleston City Paper, Jody Colley, East Bay Express, Cassidy Frazier, The Austin Chronicle and Colin Murray, Isthmus
U Can Haz Yuth
A diverse panel of marketing innovators will discuss how successful brands are connecting with the newest generation of alt-weekly readers.
Moderator:
Roxanne Cooper, Alternet.org
Panelists:
Heidi Dangelmaier, 3iying, Tayyib Smith, LittleGiant Media, Inc., Patrick Walsh, Sneaker Villa, Jon Grabelle Herrmann, Campus Philly and Meegan Denenberg, Little Giant Media
2:30 pm
to
3:45 pm
Auxiliary Publications
Many AAN papers have had success producing highly profitable auxiliary publications -- and many others are thinking about it given the success over the last couple of years of small, niche-oriented city publications. In this panel, you'll hear from publishers and advertising managers about how to get started, what markets to consider and how to incorporate an offshoot publication into your regular sales process.
Moderator:
Alan Leveritt, Arkansas Times
Panelists:
Alisa Cromer, Metro Newspapers, Jeffri-Lynn Dyer, Oklahoma Gazette, Kenneth Neill, Memphis Flyer, Michael Newquist, Fort Worth Weekly and Nancy Spittle, Boise Weekly
4:15 pm
to
5:30 pm
What's Next in Web Video Advertising?
You don't have to be Nikke Finke to know that massive disruption has finally hit Hollywood. As viewers shift their attention from the traditional television platform to online video, and as marketers and brands follow, are there opportunities for alt-weeklies to compete for new national and local ad dollars? The answer is "yes." In this session WorldNow's Adam Gordon will give you a short tour of the current online video advertising landscape and will discuss how you can prepare for emerging technologies and platforms.
Speaker:
Adam Gordon, WorldNow
Saturday, June 07
9:30 am
to
12:30 pm
Advertising Sales Force Boot Camp
Designed for beginning- and intermediate-level account executives, this workshop will cover basic newspaper ad-sales training topics -- prospecting, negotiating, objections, closing -- and will also offer "next level" skills to more seasoned reps. (REGIONAL SALES TRAINING)
Speaker:
Dianne Ciotta, Training Classics
9:30 am
to
10:45 am
Online Metrics and Analytics: Engagement vs. Click-Through
By emphasizing click-through rate, the current model of metrics distorts marketers' perceptions of how online advertising works. Microsoft Senior Analyst Richard Huff will discuss how the emerging "engagement" model conveys how each ad exposure - whether display, rich media or search, seen multiple times on multiple sites and across many channels - influences audiences.
Speaker:
Richard Huff, Microsoft
The Rumors of Print's Death are Greatly Exaggerated
Many AAN papers are still growing and free-circulation newspapers are spreading like kudzu, yet it's impossible to pick up a newspaper or surf the Internet these days without reading about the imminent demise of print. But the fact that the print-is-dead meme is grossly inaccurate doesn't mean people don't believe it -- even people on your own staff. In this session, Fran Zankowski will address how to deal with the naysayers and keep your salespeople on track in an otherwise toxic environment.
Speaker:
Fran Zankowski, Colorado Springs Independent
11:15 am
to
12:30 pm
Best Newspaper Web Advertising
This fast-paced session, led by Centro's Katie Risch, will highlight the best campaigns run on alt-weekly websites in the last 12 months.
Speaker:
Katie Risch, Centro
2:30 pm
to
5:30 pm
The Innovator's Toolbox
In today's highly competitive business climate, creativity can no longer be reserved for artists and inventors. The marketplace is changing rapidly, and to be successful businesses much change with it. Every organization needs people who can bring new ideas to the table. The good news is that ingenuity is not a gift but a skill that can be cultivated. In this fun, interactive presentation, you will learn how to recognize your own creative abilities to help you focus on specific challenges and develop new ideas for tackling them. You'll learn practical techniques you can apply immediately to managing your sales department as well as your personal life.
Speaker:
Robert Wilson, Jumpstart Your Meeting!
|



Stephen Pia founded COACH MEdia in 1999. He works with media sales teams and individuals to strengthen their sales skills, develop an effective sales process, and enhance their communication and negotiation skills in support of Integrated Selling. In addition to scheduled training, coaching and assessment programs, Stephen provides customized on-demand coaching to reinforce the concepts he has taught and provide support in specific sales situations. Companies like Time Inc.'s Business & Finance Network, Google, eBay, Gartner, CMP Media, CNET and IDG have utilized Stephen Pia to help them achieve their sales goals. Prior to founding COACH MEdia, Stephen spent 16 years in media sales as both a sales professional and a sales leader, including 10 years at Ziff-Davis Media in numerous positions including Senior Vice President of Sales. Throughout his career, Stephen has excelled at selling, managing sales teams, creating sales organizations, and coaching sales professionals to higher levels of performance. In addition to his corporate sessions, Stephen is a frequent presenter at industry events and association meetings. He has delivered presentations at events like IAEM's Expo! Expo! and several IAEM Chapter meetings, SISO, MAGS Southeast, Florida Magazine Association, Folio Show, and Folio Summit. He consistently receives high scores from attendees, as measured by the event organizers, on his delivery skills and session content.
Marty Griswold in a career spanning some 18+ years in the publishing world, has worked at The Rocket magazine, SF Weekly and currently serves as the sales & marketing director for Seattle's The Stranger and as regional sales director for Index Publishing. Marty's contributions to the business have been marked by great strides in increased revenue, high profile event planning, and the launch of innovative ideas that have garnered both fiscal and creative success within the industry. In recent years, his efforts have contributed to the unparalleled online achievements of The Stranger and sister publication, The Portland Mercury, that have set new standards within the alternative weekly digital world. Marty is also known to be somewhat of a whore when it comes to generating untapped revenues through non-traditional means, which means he is quite at home at The Stranger.
Jeff Guaracino is vice president of communications for the Greater Philadelphia Tourism Marketing Corporation (GPTMC), a position he assumed in 2006. Guaracino manages national and regional communications, the visiting tourist program, content development and corporate communications. He joined GPTMC in 2001 as director of communications and is part of a team at GPTMC that created the internationally recognized gay tourism campaign,
Scott Michaud is general manager of MindComet's Southeast Region and director of strategic accounts. He is responsible for business development, market & competitive analysis, customer acquisition strategies, consultative/solution selling and management of cross-functional teams for the Southeast Region. Scott uses his ten years of interactive experience to build strong client relations and creative initiatives for marquee clients such as FOX Television, Cunard Lines, APM Terminals and the Walt Disney Company. Previously he was senior strategic account manager and interactive media director with Hemisphere Creative. Scott has recently been named Web Chair for the inaugural year of the Charlotte Interactive Marketing Association.
Seana Mulcahy is founder of Brand Truth, a digital media and marketing consultancy. She has 18 years experience in advertising, public relations, and marketing communications with the past 14 primarily focused in the digital space. Prior, she was vice president, director of interactive media at Mullen and Carat Interactive. Mulcahy has been creating online brands since before the first banner was sold. Her expertise includes online and traditional media planning and buying, strategy, branding, public relations, email marketing, mobile, viral marketing, tracking and analytics, promotions, social media, search engine marketing and sales/media/marketing training. She's built online media services divisions for three companies and has worked with clients spanning financial, telecom, tech, healthcare, government, publishers, media, travel and retail. Clients include VW, McDonald's, Deutsche Bank, Lendingtree.com, Nextel, US Department of Defense, Symantec, The Four Seasons, British Airways, Sesame Street, Pfizer, Smith Kline Beecham, Genuity, Electronic Arts and Radio Shack. She has taught, lectured and written about the industry for numerous trade associations, publications and blogs and currently has a weekly column on Mediapost's Online SPIN. Mulcahy is on the boards of Dollars for Scholars and NetElixir, a search engine marketing firm. She formerly held board posts with the Boston Interactive Media Association (BIMA) and the Business Marketing Association. She is a professor in Marketing Communications at Emerson College in Boston. She has a degree in advertising, public relations and speech. She works out of Boston.
Jody Colley
Colin Murray
Heidi Dangelmaier is a proven and patented innovator in everything from game technologies to cell phones to tampons. After being the only female robotics student in Princeton's doctorate program, she left robotics to pioneer girl-focused media and marketing. Heidi led Sega's first initiatives to make video games for girls, and her entrepreneurial drive has centered on making more profitable products and more effective advertising for the female audience. Three years ago, Dangelmaier launched 3iying, an all-girl innovation think tank, working with major brands to give them the creative concepts and strategies they need to succeed with future generations of females. She has contributed to four books, published 24 articles and been the subject of more than 30 press pieces and news shows on Bravo and CNN.
Tayyib Smith is COO/co-founder of LittleGiant Media, Inc., a unique consultancy that connects young adults with brands interested in targeting the youth market. He has worked with some of the world's leading trendsetters, including JazzyJeff, King Britt, ?uestlove, Mr. Lif, Jill Scott, The Roots and John Legend. One of Tayyib's most recent successes includes the 2007 launch of two.one.five magazine, a quarterly lifestyle publication dedicated to Philadelphia's music, fashion and arts scenes. Prior to that, he helped introduce the Scion brand to the Philadelphia market by producing a series of 25 clandestine marketing initiatives to create an overwhelmingly positive impression for Toyota's newest brand.
Jeffri-Lynn Dyer found her passion at age 15 with her first byline. She moved from Maine to attend Oklahoma City University where she earned both a bachelor's degree in Mass Communication and an MBA, and uses all that she learned there working for the
Adam Gordon is the chief revenue officer at WorldNow where he oversees all aspects of their national and regional sales efforts. WorldNow is the premier platform for TV station web sites leveraging the power of local media brands with efficiency of deep national reach. Previously Adam started the interactive sales division for Thomson Corporation and created their first-ever cross-vertical media organization. He also built the national sales division for Internet Broadcasting Systems introducing that brand to the national marketplace. Adam has also held positions at About.com, Women.com and the TV Food Network, where he developed many innovative sponsorship solutions, including cross media programs for advertisers such as P&G, Sara Lee, and Kellogg's.
Dianne Ciotta , a bit against the norm and quite outside the box, has been presenting captivating skills refinement seminars to advertising sales executives and managers for over 18 years. Her Need Development Process includes modules emphasizing boycotting business cards and having bonfires with rate cards. Dianne exclaims, "My objective is to encourage the group not to sell any more ads, to stop closing so much and to quit talking about advertising. Rather they should be selling results, opening relationships and talking about the prospect's business." She was a top-producing display representative at a Harte-Hanks shopper in Miami during the early 80's. Last year, she became a publisher for a Kidsville News! franchise in central New Jersey.
Richard Huff is one of the most senior analysts in Microsoft's Advertising Solutions unit. Prior to arriving at Microsoft, Richard was managing member at Geckowerx, LLC, a creative technologies services company in Seattle. He also has been president and CEO/Director, Hosting Services at Media Access Internet Solutions, Inc./Peak Internet, Inc. and president and CEO/general manager at Pacific Rim Network, Inc./Verio, Inc. He is a graduate of the University of Washington.
Katie Risch manages Centro's strategic, ongoing relationships with more than 6,000 local, regional and national publishers in the company's platform. Centro manages more than half of all national and regional advertising that reaches these local sites across the US. Katie is one of Centro's longest-tenured professionals, having worked as a media planner for automotive accounts and movie studios with Centro Parent Integrent. Like many working with digital newspapers today, Katie started in print as a sales account executive for the Cincinnati Enquirer. She holds a BA in English from Indiana University.
Robert Wilson is a full-time professional speaker and marketing consultant who has entertained audiences in 32 states and Canada. He works with companies which want to be more competitive and with people who want to be more creative. Over the past 20 years, he has assisted hundreds of businesses with their advertising efforts. He served as senior copywriter for Target Market Team, one of the nation's top direct response advertising agencies. His advertising efforts have earned eight SouthStar awards from the American Marketing Association. The many companies and advertising agencies Wilson has served include Federated Department Stores, Morrison's Cafeterias, Prudential, St. Joseph's Hospital and Wachovia Bank.



