AAN Web Publishing Conference 2008

Web Programming

Please note: Programming and schedule subject to change.

Wednesday, January 30
5 pm to 6 pm
What's the Next Big Thing?
A look at new and emerging technologies from The New York Times R&D department. How will people consume content in 2 to 3 years? How about 5 to 10 years out? The Times' Nick Bilton will demonstrate the handheld Times Reader and other working products as well as prototypes of interactive newspaper technologies still in development.
Speaker: Nick Bilton, New York Times
Thursday, January 31
9 am to 9:45 am
What's Next in Online Metrics and Ad Targeting?
As marketers seek deeper methods of connecting with customers, your page-view stats and site demos are becoming increasingly irrelevant. Dave Morgan will discuss the trend towards behavioral/targeted online advertising and audience "engagement" metrics. A wide-angle view of the online advertising landscape from one of its architects.
Speaker: Dave Morgan, AOL
10 am to 10:45 am
How Your Website Should Work ... Today
While the search for the "next big thing" is ongoing, we now know many things about publishing on the web that are no longer open to question. The fat lady has sung, the era of hand-wringing has ended, and it's time to get in line and do as you're told. (Ahem.) In this fast-paced session, Todd Stauffer will present the essential practices that your website needs to exhibit to seriously compete for readers, users and advertisers in the online world.
Speaker: Todd Stauffer, Jackson Free Press
11 am to 11:45 am
Case Study: The Stranger's Restaurant Guide
A little over a year ago The Stranger built a searchable restaurant guide. It started as a standalone site comprised of flat files with information about local restaurants. After several iterations, it has now been incorporated into a comprehensive event listings search tool, and includes user reviews, maps and other interactive features which enrich the user experience. The Stranger's publisher, Tim Keck, will discuss the development process, testing, marketing, editorial convergence and user-interface issues, focusing on lessons learned.
Speaker: Tim Keck, Index Publishing
2 pm to 2:45 pm
Business: Generating Revenue from Your Website
Ultimately, the path toward positive cash flow in electronic publishing will be paved by cobbling together lots of little income streams. In this open discussion, attendees will share information about small, unique programs that have generated income for their websites.
Moderator: Todd Stauffer, Jackson Free Press
Editorial: What Works in Online Video
Seven Days recently hired a full-time videographer and launched an aggressive effort to create original video content for its website. In this session, the online video team at 7D will share what they've learned so far and will address some of the technical issues surrounding the creation and use of online video. They will also present a survey of some of the high-quality video being produced today by news organizations, with a special emphasis on the type of content that would fit well on alt-weekly websites.
Speakers: Cathy Resmer, Seven Days and Eva Sollberger, Seven Days
3 pm to 3:45 pm
Advertising and Promotion: Online Video
The Austin Chronicle began exploring what it would take to build online video ads for their local clients after receiving several national movie-related video ads from Ruxton. The Chronicle has also used online video in conjunction with some of its local promotions. Advertising director Carol Flagg will discuss the Chronicle's progress, providing details regarding the resources the paper has devoted to online video; the steps it takes to create and post video content; and the sales strategy it now employs to sell and package video advertising. Flagg will also take a look outside her paper and report on what others are doing in this growing advertising space.
Speaker: Carol Flagg
Editorial: Blogging Best Practices
Blogs are a unique medium that require a different writing style than a newspaper. What are the elements of that style? How do you attract an audience and encourage reader comments? What is the best way to moderate comments? At many papers, blogging feels like extra work instead of an organic part of the reporting and production process. How can that be changed? Or should we be looking outside the paper for new bloggers? In this session, a panel of blogger/editors will answer those questions and begin to develop a set of best practices for alt-weekly blogs.
Moderator: Julia Goldberg, The Santa Fe Reporter
Panelists: Janine Kahn, Lisa Stone, BlogHer and Max Brantley
4 pm to 4:45 pm
From Tagging to Folksonomy: Going Beyond "Bookmark This"
Social bookmarking tools -- think del.icio.us -- are about more than just bookmarking. By tapping into the collective folksonomy, they can also provide insight into how your readers think. Thomas Vander Wal will explain the real value of reader-generated tagging and how to use it to better understand your readers' needs and perspectives. He will also show how editors and reporters can use these tools in their daily work.
5 pm to 5:45 pm
Generating Traffic Strategically
Andrew Sullivan will recommend strategies for improving site traffic through search engine optimization (SEO), search engine marketing (SEM) and "traffic hurricanes." He'll demonstrate the role of 'keywords' and 'keyword themes' in generating traffic, and will show how monitoring keyword behavior on search engines, competitors’ sites and your own site should inform content development and site architecture issues. Sullivan will also describe how the editorial workflow at an alternative newspaper can be adjusted to maximize website traffic, and he'll show how the different strategies of driving page views through engines or developing qualified impressions affects both traffic generation and ad-sales strategies.
Speaker: Andrew Sullivan
Friday, February 01
9 am to 9:45 am
Real World Analytics
A primer on what web analytics is for and how it is used in the online media world. This presentation will include a quick overview of web analytics, the key techniques for actually doing web measurement, an overview of the key tools and a cheat-sheet of the most common mistakes organizations fall prey to when deploying web analysis.
Speaker: Gary Angel
10 am to 10:45 am
Engaging Your Audience Through Social Networking
Many industries are jumping on the social-networking bandwagon in an attempt to form a deeper connection with their customers. Jason Schwartz, one of the highest-rated speakers at the 2007 SXSW Interactive, will address some of the general lessons learned from these other businesses and will suggest specific tactics that can be adopted by alt-weeklies to engage their audiences.
Speaker: Jason Schwartz
11 am to 11:45 am
Case Study: Creative Loafing's Mobile Strategy
In 2004, as publisher of the Dallas Morning News' free commuter daily, Quick, Dave Schmall launched one of the first U.S. newspaper-based mobile platforms using SMS promotions via all primary wireless carriers. Since being named publisher of Creative Loafing in Atlanta, Schmall has been working with a locally based technology partner on the paper's mobile application, Loafing 411, which launched in November 2007. In this session, Schmall will discuss the lessons he's learned, what others in the newspaper world are doing in the mobile space, and how alt-weeklies can get their feet in the door.
Speaker: Dave Schmall
Editorial: Open Discussion
Workflow and staffing, comment moderation and multimedia are among the issues that will discussed in this editorially focused open discussion, which will be moderated by Donna Ladd.
Moderator: Donna Ladd
12 pm to 12:45 pm
Legal Issues in Web Publishing
Thomas R. Burke, a media lawyer and partner with Davis Wright Tremaine LLP, will take a practical look at the legal issues that arise from operating websites and blogs. He'll cover libel, privacy, copyright and other internet liability topics.
Speaker: Thomas Burke
Open Discussion for Web Directors and other Web-Only Personnel
Moderator Jennifer Chan will begin the session with a short presentation on e-mail newsletters, and then will open the floor for discussion. If you know what CSS or Ajax is without looking it up, this session is for you.
Moderator: Jen Chan
2 pm to 3:15 pm
User Group: Dispatch Automated Publishing Solutions
Users of Desertnet's Dispatch content-management system will meet, and Desertnet representatives will be available to answer questions. Non-users who are interested in learning more about the product are also welcome to attend.
Moderator: Molly Zanone
User Group: Drupal
Drupal users will meet. Non-users who are interested in learning more about the product are also welcome to attend.
Moderator: Bob Kilpatrick, Seven Days
3:45 pm to 5 pm
User Group: Openads
Users of the OpenAds (formerly phpAdsNew) ad server will meet to compare notes. Non-users who are interested in learning more about the product are also welcome to attend.
Moderator: Jason Joyce, Isthmus
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