Celebrate Magazines, Celebrate Print: An Experience Like No Other. The Complete ACT 6 Experience Agenda

ACT 6 Theme

The ACT 6 Experience theme: Celebrate Magazines Celebrate Print. Painting by and © 2016 Laura McCrory.

In the spring of 2016, as the earth is celebrating her rebirth; the ACT 6 Experience will be having a celebration of its own on the power of print, with an emphasis on magazines. The Experience will be divided into three main mini themes:

· Reimagining the Newsstands
· Celebration of Magazine Launches
· Magazine Power

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Sid Evans portrait.

The ACT 6 Experience will open by a keynote on the evening of April 20th, Sid Evans, editor-in-chief, Southern Living magazine. Sid will take the attendees on a journey of how the magazine is celebrating its 50th anniversary.

The first and a very important segment of the ACT 6 Experience is reimagining the newsstand. This segment starts on Thursday April 21 at 8:30 am. America without newsstand is inconceivable. I believe the newsstands are the best reflectors of our society. Our ears have been filled with nothing but bad news about newsstand sales over the last few years; it’s time for us to rethink the newsstand business from each and every aspect, from the role of the national distributor to the wholesaler, retailer and not forgetting of course, the publisher; the people who actually produce the magazines or bookazines for newsstands.

Gil Brechtel and Josh Gary from MagNet will be coordinating the“Reimagining the Newsstand” segment at the ACT 6 Experience.

The focus will be the newsstand business, to include its relevancy to publishers, how to stabilize it, as well as the current and perhaps future roles of each of the channel members…wholesaler, national distributor, retailer, and publisher, and how we as an industry engage the retailer to promote and increase sales. Wholesaler participants to date are David Parry, President & CEO of TNG and Shawn Everson, Chief Commercial Officer of Ingram Content Group. Rich Jacobsen, the President & CEO of Time Inc. Retail will be the national distributor participant.

To illustrate how important the newsstand channel is three CEOs of magazine media companies are also going to join this segment of the ACT 6 Experience. They are Hubert Boehle, CEO of Bauer Magazine L.P., Andy Clurman, CEO of AIM (Active Interest Media) and Eric Hoffman, CEO of Hoffman Media.

Prior to the presentations and panel discussion John Harrington will open the segment by presenting a recap of the history of the newsstand channel since its inception through its present status.

This is going to be the first think and do interactive panel that will examine the entire status of the newsstand channel and make concrete recommendations to help ease the newsstand problems that publishers, national distributors, wholesalers and retailers are facing today.

Cover Data Analysis For Editors – Join us for a riveting panel discussion about how print editorial staffs can learn more about consumers, their likes/dislikes, and how to attract more newsstand buyers in a competitive, distracted world. Our panel of distinguished editors from Reader’s Digest, Southern Living, First for Women, Simple Grace and Hoffman Media will discuss and dissect magazine cover lines, cover image types, positioning, and “do’s” and “don’ts” regarding covers, all using smart data modeling.

The Cover Data Analysis For Editors panel will take place on Thursday April 21 at 11:15 am and will be moderated by Joshua Gary from MagNet together with (in alphabetical order):
Brooke Bell, Director of Editorial Operations, Hoffman Media,
Sid Evans, Editor in Chief, Southern Living magazine,
Carey Ostergard, Deputy Editor, First for Women and Simple Grace,
and Liz Vaccariello, Editor in Chief, Reader’s Digest magazine.

To register for the Magazine Innovation Center’s ACT 6 Experience, click here. Space is limited. The Amplify, Clarify and Testify (ACT) Experience is not a conference, it is an experience. Register today.  Registration cost is $595.00 that covers the conference, the meals and the trip to the Mississippi Delta.  We have hotel rooms reserved at the Hampton Inn West and the Holiday Inn Express in Oxford at the rate of $119.00 a night if you mention the ACT Experience.

Screen Shot 2016-01-26 at 3.00.45 PM At the end of the first segment of the ACT 6 Experience, the experience will resume after lunch with a keynote address on Millennials and Print by Professor Naomi S. Baron, author of Words on Screen followed by a panel discussion on Making Money in Print moderated by Brian F. O’Leary, Principal, Magellan Media Consulting Partners.

The agenda for Thursday afternoon’s segment of the ACT 6 Experience is as follows:

2:00 p.m. Keynote Address: Millennials and Print
Baron Naomi S. Baron, Executive Director, Center for Teaching, Research, and Learning, Professor of Linguistics (World Languages & Cultures, CAS),
American University, Washington, D.C.

3:00 p.m. Making Money in Print (A Panel Discussion)

This is a segment of the Experience that will focus on making money in print and what people are doing today to ensure that the revenue streams continue, whether it’s from circulation or advertising. Magazine Power is going to be a combination of the different ways and means by which people can still generate revenue from print, whether it is advertising in established magazines; advertising in new magazines, or bookazines and how those publications are making money.

Making Money in Print and the power of magazines will be moderated by Brian F. O’Leary, Principal, Magellan Media Consulting Partners, with the following panelists listed in alphabetical order: Newt Collinson, CEO, Collinson Media & Events, James Elliott, President, The James G. Elliott Co. Inc., Daniel Fuchs, Publisher and Chief Revenue Officer, HGTV magazine, Fred J. Parry, Publisher, Inside Columbia Magazine.

5:00 p.m. A Trip to the Mississippi Delta.

Board buses to the Mississippi Delta where we will stop at the Shack Up Inn for our traditional photo op and then to the Mississippi Blues Museum followed by dinner and blues music at Ground Zero in Clarksdale MS compliments of Scott Coopwood and Delta magazine.

9:30 p.m. Return to Oxford.

To register for the ACT 6 Experience click here.  Registration cost is $595.00 that covers the conference, the meals and the trip to the Mississippi Delta.  We have hotel rooms reserved at the Hampton Inn West and the Holiday Inn Express in Oxford at the rate of $119.00 a night if you mention the ACT Experience.

The ACT 6 Experience will conclude with its final day on Friday April 22 with a keynote address from Liz Vaccariello, Editor in Chief, Reader’s Digest magazine, followed by Sherin Pierce, Publisher/VP, The Old Farmer’s Almanac.

PHOTOGRAPH BY STEVE VACCARIELLO;

PHOTOGRAPH BY STEVE VACCARIELLO;

It’s an informative morning of creative minds that wraps up its individual addresses with James Meyers, President & CEO, iMAGINATION., Scott Coffman, SVP and GM, i-5 Distribution, and Joe Berger, Joseph Berger Associates, before we get underway with the final keynote panel of the Experience, “Celebrate Print/Celebrate New Launches” with a host of magazine founders, editors and publishers who have launched new titles into the world.

We have Ron Adams, Publisher/Founder, Via Corsa, Fermin Albert, Founder, Sabor Magazine, The Netherlands, Lauren Clark, Editor, Take Magazine, Brandie Gilliam, Founder & Creative Director, Thoughtfully Magazine, Greg James, Publisher, Marijuana Venture Magazine, Michael Kusek, Publisher, Take Magazine, Carey Ostergard, Deputy Editor, Simple Grace, Monique Reidy, Publisher & President, Southern California Life Magazine, Andrés Rodríguez, President & Editor-In-Chief, SpainMedia, Spain, and Ryan Waterfield, Co-founder, Big Life Magazine.

It’s a celebration of our industry’s lifeblood: new magazines, as we wrap up the 6th Annual ACT Experience.

Be sure to join us April 20-22 as we Celebrate Magazines Celebrate Print at the ACT 6 Experience!

Space is limited to 100 attendees, so register today before all seats are taken. Registration cost is $595.00 that covers the conference, the meals and the trip to the Mississippi Delta.  We have hotel rooms reserved at the Hampton Inn West and the Holiday Inn Express in Oxford at the rate of $119.00 a night if you mention the ACT Experience. 

Celebrate Magazines; Celebrate New Launches: ACT 6 Experience, Segment 3.

Screen Shot 2016-01-26 at 3.00.45 PMThe ACT 6 Experince (click here to read all about segment 1) and (here to read about segment 2) will conclude with its final day on Friday April 22 with a keynote address from Liz Vaccariello, Editor in Chief, Reader’s Digest magazine, followed by Sherin Pierce, Publisher/VP, The Old Farmer’s Almanac.

PHOTOGRAPH BY STEVE VACCARIELLO;

PHOTOGRAPH BY STEVE VACCARIELLO;

It’s an informative morning of creative minds that wraps up its individual addresses with James Meyers, President & CEO, iMAGINATION., Scott Coffman, SVP and GM, i-5 Distribution, and Joe Berger, Joseph Berger Associates, before we get underway with the final keynote panel of the Experience, “Celebrate Print/Celebrate New Launches” with a host of magazine founders, editors and publishers who have launched new titles into the world.

We have Ron Adams, Publisher/Founder, Via Corsa, Fermin Albert, Founder, Sabor Magazine, The Netherlands, Lauren Clark, Editor, Take Magazine, Brandie Gilliam, Founder & Creative Director, Thoughtfully Magazine, Greg James, Publisher, Marijuana Venture Magazine, Michael Kusek, Publisher, Take Magazine, Carey Ostergard, Deputy Editor, Simple Grace, Monique Reidy, Publisher & President, Southern California Life Magazine, Andrés Rodríguez, President & Editor-In-Chief, SpainMedia, Spain, and Ryan Waterfield, Co-founder, Big Life Magazine.

It’s a celebration of our industry’s lifeblood: new magazines, as we wrap up the 6th Annual ACT Experience.

Be sure to join us April 20-22 as we Celebrate Magazines Celebrate Print at the ACT 6 Experience!

Space is limited to 100 attendees, so register today before all seats are taken.

Millennials, Print and Moneymaking: ACT 6 Experience Segment 2

Screen Shot 2016-01-26 at 3.00.45 PM At the end of the first segment (click here to read all about segment 1) of the ACT 6 Experience, the experience will resume after lunch with a keynote address on Millennials and Print by Professor Naomi S. Baron, author of Words on Screen followed by a panel discussion on Making Money in Print moderated by Brian F. O’Leary, Principal, Magellan Media Consulting Partners.

The agenda for Thursday afternoon’s segment of the ACT 6 Experience is as follows:

2:00 p.m. Keynote Address: Millennials and Print
Baron Naomi S. Baron, Executive Director, Center for Teaching, Research, and Learning, Professor of Linguistics (World Languages & Cultures, CAS),
American University, Washington, D.C.

3:00 p.m. Making Money in Print (A Panel Discussion)

This is a segment of the Experience that will focus on making money in print and what people are doing today to ensure that the revenue streams continue, whether it’s from circulation or advertising. Magazine Power is going to be a combination of the different ways and means by which people can still generate revenue from print, whether it is advertising in established magazines; advertising in new magazines, or bookazines and how those publications are making money.

Making Money in Print and the power of magazines will be moderated by Brian F. O’Leary, Principal, Magellan Media Consulting Partners, with the following panelists listed in alphabetical order: Newt Collinson, CEO, Collinson Media & Events, James Elliott, President, The James G. Elliott Co. Inc., Daniel Fuchs, Publisher and Chief Revenue Officer, HGTV magazine, Fred J. Parry, Publisher, Inside Columbia Magazine.

5:00 p.m. A Trip to the Mississippi Delta.

Board buses to the Mississippi Delta where we will stop at the Shack Up Inn for our traditional photo op and then to the Mississippi Blues Museum followed by dinner and blues music at Ground Zero in Clarksdale MS compliments of Scott Coopwood and Delta magazine.

9:30 p.m. Return to Oxford.

Stay tuned to find out what is going on during the ACT 6 Experience Segment 3.

To register for the ACT 6 Experience click here.

Cover Data Analysis For Editors at the ACT 6 Experience: Celebrate Print Celebrate Magazines: April 20 to 22, 2016

Screen Shot 2016-01-26 at 3.00.45 PM In the spring of 2016, as the earth is celebrating her rebirth; the ACT 6 Experience will be having a celebration of its own on the power of print, with an emphasis on magazines. The Experience will be divided into three main mini themes:

· Reimagining the Newsstands
· Celebration of Magazine Launches
· Magazine Power

Cover Data Analysis For Editors – Join us for a riveting panel discussion about how print editorial staffs can learn more about consumers, their likes/dislikes, and how to attract more newsstand buyers in a competitive, distracted world. Our panel of distinguished editors from Reader’s Digest, Southern Living, First for Women, Simple Grace and Hoffman Media will discuss and dissect magazine cover lines, cover image types, positioning, and “do’s” and “don’ts” regarding covers, all using smart data modeling.

The Cover Data Analysis For Editors panel will take place on Thursday April 21 at 11:15 am and will be moderated by Joshua Gary from MagNet together with (in alphabetical order):
Brooke Bell, Director of Editorial Operations, Hoffman Media,
Sid Evans, Editor in Chief, Southern Living magazine,
Carey Ostergard, Deputy Editor, First for Women and Simple Grace,
and Liz Vaccariello, Editor in Chief, Reader’s Digest magazine.

The ACT 6 Experience will open by a keynote on the evening of April 20th, Sid Evans, editor-in-chief, Southern Living magazine. Sid will take the attendees on a journey of how the magazine is celebrating its 50th anniversary.

The first and a very important segment of the ACT 6 Experience is reimagining the newsstand. This segment starts on Thursday April 21 at 8:30 am. America without newsstand is inconceivable. I believe the newsstands are the best reflectors of our society. Our ears have been filled with nothing but bad news about newsstand sales over the last few years; it’s time for us to rethink the newsstand business from each and every aspect, from the role of the national distributor to the wholesaler, retailer and not forgetting of course, the publisher; the people who actually produce the magazines or bookazines for newsstands.

Gil Brechtel and Josh Gary from MagNet will be coordinating the“Reimagining the Newsstand” segment at the ACT 6 Experience.

The focus will be the newsstand business, to include its relevancy to publishers, how to stabilize it, as well as the current and perhaps future roles of each of the channel members…wholesaler, national distributor, retailer, and publisher, and how we as an industry engage the retailer to promote and increase sales. Wholesaler participants to date are David Parry, President & CEO of TNG and Shawn Everson, Chief Commercial Officer of Ingram Content Group. Rich Jacobsen, the President & CEO of Time Inc. Retail will be the national distributor participant.

To illustrate how important the newsstand channel is three CEOs of magazine media companies are also going to join this segment of the ACT 6 Experience. They are Hubert Boehle, CEO of Bauer Magazine L.P., Andy Clurman, CEO of AIM (Active Interest Media) and Eric Hoffman, CEO of Hoffman Media.

Prior to the presentations and panel discussion John Harrington will open the segment by presenting a recap of the history of the newsstand channel since its inception through its present status.

This is going to be the first think and do interactive panel that will examine the entire status of the newsstand channel and make concrete recommendations to help ease the newsstand problems that publishers, national distributors, wholesalers and retailers are facing today.

To register for the Magazine Innovation Center’s ACT 6 Experience, click here. Space is limited. The Amplify, Clarify and Testify (ACT) Experience is not a conference, it is an experience. Register today.

Watch this space as we announce the speakers for the other two important segments of the experience: Magazine Power and Magazine Launches.

Stay tuned.

Reimagining the Newsstands at the ACT 6 Experience: Celebrate Print Celebrate Magazines: April 20 to 22, 2016

Screen Shot 2016-01-26 at 3.00.45 PM In the spring of 2016, as the earth is celebrating her rebirth; the ACT 6 Experience will be having a celebration of its own on the power of print, with an emphasis on magazines. The Experience will be divided into three main mini themes:

· Reimagining the Newsstands
· Celebration of Magazine Launches
· Magazine Power

The ACT 6 Experience will be opened by a keynote on the evening of April 20th, Sid Evans, editor-in-chief, Southern Living magazine. Sid will take the attendees on a journey of how the magazine is celebrating its 50th anniversary.

The first and a very important segment of the ACT 6 Experience is reimagining the newsstand. This segment starts on Thursday April 21 at 8:30 am. America without newsstand is inconceivable. I believe the newsstands are the best reflectors of our society. Our ears have been filled with nothing but bad news about newsstand sales over the last few years; it’s time for us to rethink the newsstand business from each and every aspect, from the role of the national distributor to the wholesaler, retailer and not forgetting of course, the publisher; the people who actually produce the magazines or bookazines for newsstands.

Gil Brechtel and Josh Gary from MagNet will be coordinating the“Reimagining the Newsstand” segment at the ACT 6 Experience.

The focus will be the newsstand business, to include its relevancy to publishers, how to stabilize it, as well as the current and perhaps future roles of each of the channel members…wholesaler, national distributor, retailer, and publisher, and how we as an industry engage the retailer to promote and increase sales. Wholesaler participants to date are David Parry, President & CEO of TNG and Shawn Everson, Chief Commercial Officer of Ingram Content Group. Rich Jacobsen, the President & CEO of Time Inc. Retail will be the national distributor participant.

To illustrate how important the newsstand channel is three CEOs of magazine media companies are also going to join this segment of the ACT 6 Experience. They are Hubert Boehle, CEO of Bauer Magazine L.P., Andy Clurman, CEO of AIM (Active Interest Media) and Eric Hoffman, CEO of Hoffman Media.

Prior to the presentations and panel discussion John Harrington will open the segment by presenting a recap of the history of the newsstand channel since its inception through its present status.

This is going to be the first think and do interactive panel that will examine the entire status of the newsstand channel and make concrete recommendations to help ease the newsstand problems that publishers, national distributors, wholesalers and retailers are facing today.

To register for the Magazine Innovation Center’s ACT 6 Experience, click here. Space is limited. The Amplify, Clarify and Testify (ACT) Experience is not a conference, it is an experience. Register today.

Watch this space as we announce the speakers for the other two important segments of the experience: Magazine Power and Magazine Launches.

Stay tuned.

Celebrate Magazines Celebrate Print: ACT 6 Experience’s Registration Is Now Open…

The 2016 ACT Experience will take place April 20-22, 2016 at the Magazine Innovation Center, located at the Meek School of Journalism and New Media on the campus of the University of Mississippi. This year’s theme is “Celebrate Magazines Celebrate Print.”

The ACT 6 Experience theme: Celebrate Magazines Celebrate Print.  Painting by and © 2016 Laura McCrory.

The ACT 6 Experience theme: Celebrate Magazines Celebrate Print. Painting by and © 2016 Laura McCrory.

In the spring of 2016, as the earth is celebrating her rebirth; ACT 6 will be having a celebration of its own on the power of print, with an emphasis on magazines. The Experience will be divided into three main mini themes:

· Reimagining the Newsstands

· Celebration of Magazine Launches

· Magazine Power

The first and very important theme of the ACT 6 Experience is reimagining the newsstands. America without newsstands is inconceivable. I believe the newsstands are the best reflectors of our society. Our ears have been filled with nothing but bad news about newsstands over the last few years; it’s time for us to rethink newsstands from each and every aspect, from the role of the national distributor to the wholesaler, retailer and not forgetting of course, the publisher; the people who actually produce the magazines or bookazines for newsstands.

Please note my definition of a magazine: if it’s not ink on paper, it’s not a magazine. At the second theme, Celebrating Magazine Launches, we will have panels with panelists and speakers who are going to celebrate their new magazine launches by telling us the story of the launch; the positives and the negatives and the impact of the publication. And we will also have a section for people who want to start a magazine. We will have panels on printing, production, paper; anything related to the print process.

The third theme of the conference is Magazine Power. This is a segment of the Experience that will focus on making money in print and what people are doing today to ensure that the revenue streams continue, whether it’s from circulation or advertising. Magazine Power is going to be a combination of the different ways and means by which people can still generate revenue from print, whether it is advertising in established magazines; advertising in new magazines, or bookazines and how those publications are making money.

This year the ACT 6 Experience is going to be more of a think-and-do. We’re going to have a multitude of roundtables and discussions. We’re limiting the number of speakers to enhance the actual experience in terms of the discussions that are going to take place. Our goal is to come up with solutions.

In addition to that we are launching a magazine to coincide with the ACT 6 Experience; a print magazine called “Amplify” with the tagline “The Future of Print in a Digital Age.” “Amplify” will cover all aspects of magazine publishing, management, editing, writing, photography; absolutely anything that pertains to the creation of magazines in the 21st century.

As in previous years, we are limiting the number of attendees to 100, in addition to the speakers and the students who are going to be a part of the Experience. Each one of the speakers and sponsors will have a student who will individually shadow them during the entire conference.

As usual we will also go and enjoy a trip to the inimitable Mississippi Delta on the second night of the Experience and sample the rich musical and palate-pleasing heritage that is the magical Mississippi Delta. And of course, have a lot of fun in the process.

Sid Evans portrait.

Sid Evans portrait.

The ACT 6 Experience will be opened by a keynote on the evening of April 20th, Sid Evans, editor-in-chief, Southern Living magazine. And Sid will take us on the journey of how the magazine is celebrating its 50th anniversary and the story behind the launch of their largest issue ever in the history of the magazine.

To all of my fellow magazine enthusiasts; to all the lovers of the printed word and those passionate about this art form called magazine making; we at the Magazine Innovation Center need you to register and show up at the ACT 6 Experience. Without you, there will be no experience.

Registration for the ACT 6 Experience is limited to 100 people and it costs $595.00 for the entire Experience. To register click here. We will take care of the rest. You do not have to pay until you are here at the experience.

To inquire about sponsorship opportunities, please email me at samir.husni@gmail.com

Again, the ACT 6 Experience takes place on April 20-22, 2016 at the Magazine Innovation Center, located at the Meek School of Journalism and New Media on the campus of the University of Mississippi. To register click here.

Celebrate PRINT: The Theme For The ACT 6 Experience April 20 – 22, 2016

The theme of the ACT 6 Experience (Amplify, Clarify, and Testify) has just been announced. CELEBRATE PRINT is the theme and the Experience promises to be the best one yet.

This year, the think and do experience, hosted by the Magazine Innovation Center at The University of Mississippi’s School of Journalism, will be divided into three equal segments: The Power of Print; New Magazine Launches; and Reimagining the Newsstands. Speakers will include editors and publishers from all magazine segments: consumer, b2b, association magazines, and custom publications.

The entire event is a celebration of print and its power and place in a digital age. More details to follow. For now, ink in the dates: April 20 to April 22.

Questions? Feel free to email me at samir.husni@gmail.com

Save The Dates: ACT 6 Experience Set For April 20 to 22, 2016.

The ACT (Amplify, Clarify, and Testify) Experience about the future of print in a digital age is set for April 20 to 22, 2016. The move to the Spring of 2016 rather than the Fall of 2015 is dictated by the fact that yours truly is not teaching this Fall and taking some time off from teaching to work on a new book.

An ACT Experience without students is NOT an ACT Experience. Thus, the change in seasons. I will be posting more information soon about the ACT 6 Experience. Stay tuned.

In the meantime, I will be more than glad to answer your questions regarding the Experience itself, the sponsorship opportunities and any other questions you may have.

All the best and thanks for understanding.

Samir “Mr. Magazine™” Husni, Ph.D.
samir.husni@gmail.com

This Is The Most Exciting Time To Be In The Media Business: ACT 5 Experience, Day Four.

By Lisa Scott, Executive Director, PBAA

Print

Today we witnessed that the “TM” after Mr. Magazine™ doesn’t only mean he’s trademarked his name- it clearly describes his passion and expertise- as a teacher and mentor to his graduate and undergraduate students of the past 30 years. Successful graduates demonstrated their talent and insights and skills, and were a testament to the value of the service journalism program at Ole Miss. The program closed with a short recap, and a conversation between the students and the recap “team” about career, passion, personal branding, and professionalism. Thanks to Samir, his staff, the students, the graduates, the speakers and the attendees for the best “Experience” yet.

Jonathan Graham (HP Graphics & Solutions, Germany):
• We are at an “event horizon”- the beginning and the end of everything
• You can’t escape the sheer mass of the web- there are now over 1 billion websites
• 76% of Americans still prefer reading on paper
• Human natural tendencies are attracted to print
• Germany has a strong “slow media” program- strong culture of reading
• We’ve gone through the hype- looking at better ways to go
• Direct marketing on email- open rates are incredibly low
• Print is the new 1:1
• Sustainability is the intersection of environment, social, economic… the same is true for sustainable communication but content is at the center of these three, a holistic approach

Clinton Smith (Editor, Veranda Magazine)
Garreth Blackwell (Digital Magazines and Commercial Printing)
Alex McDaniel (Alabama Media Group):

• All graduates of the service journalism program at Ole Miss
• In college, learned:
o How to destroy things on purpose: change is a powerful thing, provided you have a good reason to do it
o How to write a business plan that doesn’t suck: thriving in the business needs understanding of all aspects of it so you have something to add to the conversation (you can’t be naïve)
o How to adapt when everything goes to hell: getting set in your ways or expectations will only serve to hold you back
• Love print
• Build business focus on the things you need to have happen, not the medium itself
• Made experiences: connections that people can be a part of
• Shamelessly self-promote

John Harrington (Publisher, The New Single Copy)
Bob Sacks (Precision Media)
Lisa Scott (Executive Director, Periodical and Book Association of America)
:
• Recap thoughts
o Diversity of opinions, lots of useable information, no one answer to challenges, but celebrate
o Spread your horizon, invigorated, impressed with our leaders of tomorrow
o Students are the best part of the conference for all the attendees and speakers
o A different kind of digital/replica product will emerge in the future
o The progression of media has gone from Radio to TV (radio with pictures), etc. The transformative process will be to find the things that print can do best
o Anything done well will work
o You don’t need to know everything about everything, but you need to know enough to understand the process of our work
o Need to break out of silos but still need to know the rest of the business
• Advice to students re: career, work, passion, preparation, networking, self-promotion
• Follow up with the people you met here- on paper!
• Attitude is critical- never have a bad day, be authentic
• THIS IS THE MOST EXCITING TIME TO BE IN THIS BUSINESS!

Customers First, Platforms Second. ACT 5 Experience Day Three.

By Lisa Scott, Executive Director, PBAA (www.pbaa.net)

Print
Day three – an exhausting, exhilarating, remarkably comprehensive day with great networking and collegiality and sharing as a bonus benefit. It featured 11 presentation segments, with 22 individual presenters, commencing at 8:15am after a Delta Blues night in Clarksdale, and ending with a celebratory dinner on the 30th anniversary of the Magazine Service Journalism Program at Ole Miss led by Samir Husni. Starting with insights from an integrated multi-platform diversified billion dollar media company, sharing the inspiring story of the travel startup which has in five years more than met its goals and is already giving back to communities, and then absorbing the frank and interesting insights and discussions on service journalism, advertising, editorial creativity and workflows, digital enhancements at retail, printing and more… all expected and superlative attributes of the Act Experience conference.

Dana Points (Content Director, Meredith Parents Network):

· Talking to millennial parents (huge benefit of Meredith Parents Network)- they are digital natives and great to learn from

· They move across 21 different sources of information monthly (a very fragmented diet of information)

· Burning question- I can get tips and instructions online- why do I need print?

· Readers/users view print and digital differently

· “I never would have searched for that recipe (online) but now (reading print) I can’t wait to make it”

· Print brings the unexpected to our attention

· Digital skates on the surface, print goes deep

· Print conveys permanence – once in the magazine, there’s no getting it back

· Patina of trust and authority in print

· Mags have benefited from digital – mags work harder than ever to hone print contact

· Digital

o Gives editors new tools to use

o Reawakened editors to the power of the list

o Allows editors to provide 360° service

o Has prompted more quick, accessible bites of content

o Print is now incorporating more people from digital- new “stars” of social media

· Now designing certain stories with the web’s new visual language in mind (make image “pinable”

· Pubs are “listening” on social media

· Craft of magazine making has become more important- looking at the visual energy of photos, and at flow of articles through the reading experience- example- section on “Life in a Special Needs World”

· Creative editors are bringing other platforms into print- perhaps not print some recipes- push readers online for those details (example- Rachael Ray’s “Your party in a pdf”

· Strong ideas fly or die based on whether they have a life beyond the page

· For great service journalism today

o Go against conventional wisdom

o Focus attention on and bring perspective to a topic

o Bring original research to a familiar topic

o Winnow down the seemingly endless amount of journalism- “the best” for the reader

o Compiling and curating service- e.g. Parents on Best Apps

· Use consumer information studies to evaluate print articles- Are they read? Do they appeal?

· Also evaluate via “pickup” on other media

· 90% of online content is not from the magazine.

Greg Sullivan (Co-founder/CEO AFAR Media):

· Five years since launch- 50,00 initial circ, now 250,000- achieved subscriber goal, got critical acclaim

· Started with a print produce, but aiming toward long-term, multiplatform media company

· AFAR’s digital strategy

o Not publisher focused

o Traveler focused

o Take advantage of digital capabilities

o Let our community help us

o Spirit of experiential travel

o Should be best inspirational and planning site for experiential travel

· Created app and online place for great travelers to share their experiences

o Everything is meant to be useable on phone, text, photos, maps

o 55,000 registered users, 87% of the content created by people other than AFAR’s writers, editors, sponsors

o Content saveable including on phones and offline

o Use lots of lists

· Last year published guides to 80 publications but also organized by passions

· Now building engagement and community

· They are now #1 Travel Website, #1 Traveler App- Lowell Thomas awards

· All is based on mag’s credibility, audience… and they are now adding curation

· Brand extensions:

o AFAR collection (of hotels and resorts)- first selected by editors, then listed

o AFAR custom publishing- content solutions, used by hotel chains, banks

o Learning AFAR- non profit… scholarships for travel for those in communities that might broaden their view of the world (opening perspectives and minds)

· Print is still driving revenues- perint ad $ is 50% of total revenue

Jens Henneberg (Executive Vice President and Editorial Director, Bonnier Group, Denmark):

· Bonnier Strategy 2014-17 is to “liberate ourselves from limitations of paper and frequency”

· Inspire passion, drive engagement

· Bonnier is a content company but take full advantage of new technology but entering much more complex operation with efficiency and cost savings constantly in mind.

· Example- biggest title- Science Illustrated

o Video

o Select and curate from you tube

o Work well on smartphones

o There is a purely editorial newsletter (have email addresses already) – this is part of the subscription, does not have advertising (must have reader’s permission if contains ads), weekly, 39% opening rate)

o Readers trust the brand

o Gamification taken from this brand- “Wake up call for the Curious”

§ Made for the waiting line- bored generation

§ 5 quizzes a day

§ Trivia and knowledge

§ Not an app- it’s HTML

· “Silver Bullet” doesn’t exist- tablets/emags are a supplement not a savior; 8-10% of subscribers read it

· Be experiential- title by title

· Hidden Success Factors (creative ideas won’t work if you don’t have these):

o Simple log-in

o One-click payment

o Managing customer data

· New workflows needed to coordinate multi-platform efforts

· Advantages of print- graphic, enhanced photos/images

· Print will still dominate in 2018 (still 75% of company circ and ad revenue)

· The challenge: to marry radical innovation with disciplined execution (Gary Hamel- WSJ)

· Note: in Denmark- subs are 85% of circ and very high priced- $11 an issue, pub invoices subscribers on the installment plan several times a year- this income can fund other platforms and projects

Steve Davis (President, Kantar Media’s SRDS)

Alysia Borsa (SVP, Data and Mobile, Meredith Corp)

Robert Hanna (Co-founder, Burst Media)

Katriina Kaarre (Publishing Director, Octavamedia Ltd, Finland):

· Changing ad buying dynamics- not by publisher or brand, but by audience- this is programmatic ad buying.

· Uses technology to get audiences- real time bidding through exchanges.

· Challenge is that it’s not the best inventory- pubs will reserve that for their best clients

· You can also buy an impression through a private (e.g. Meredith) marketplace; 50-75% of media buying is going that way

· First party data is data derived directly from the users- declared and behavioral- best quality

· Also data can be aggregated from other sources (third party)

· You still need to keep the brand story and have relationships with your big advertisers

· Native advertising- bringing relevant, integrated advertising to the consumer

· Content creators are frequently not the ones writing for native- instead coming from separate marketing services group- but basic editorial standards are kept

· Editorial needs to better understand the fiscal well-being of the company and understand how the business side/operations work

· Business model of print will continue to evolve- people will still want the print experience- valuable for consumer and for marketer

· Print is a very contextually relevant place to advertise

· There is more integrated opportunity for print across platforms

· There is advertiser reluctance to embrace over-55’s- should be more educated on print value

· Print is not the mother ship but is part of the “super-liner”

· The future is mobile- hugely exciting, location based, also future will be more personalized advertising for where you are. (there will be no banner advertising)

· Advertising will become more integrated, relevant, tailored, social. Also more creative and engaging- all due to continuing fragmentation in the population.

· Ads will come from many sources, there will be better expertise around it (and old style “advertorials” were frequently poorly done- native advertising is much higher quality)

Brian Hart Hoffman (EVP/Editor in Chief Digital Officer, Hoffman Media):

· Guiding Creativity- guides editors to relate their own families to give readers more on the people behind the brand

· Editors need to put themselves in their readers’ shoes- perhaps readers spend 2 hrs on each issue, 6 times a year- thus 12 hrs a year with the magazine- editors become fatigued by content and perhaps it repetitiveness- however this is embraced and considered a plus by the readers

· Readers like consistency- they don’t want too much change

· Examples- based on MagNet cover analysis- accidental use of basket of pumpkins on September Southern Lady cover has led to an ongoing tradition of variations of that cover image each September to great success

· Similar consistent cover on special- Autumn in the South, and on Southern Lade Holiday specials- always a wreath and always a best seller

· Create the product that readers tell you they want

· Columns and sections of a successful magazine can give birth to new magazines

· Keep talking with your readers

· There should be obvious alignment between your content and your advertising

John Puterbaugh (EVP& Chief Digital Officer, Nellymoser):

· Bridging the print and digital divide

· “Companion” or second-screen viewing is growing

· Activation details and examples

o Types of activation- QR codes, barcodes, watermarks

o Every page in Marie Claire magazine is activated

o Branded app will grab the image and then take you to lots of enhanced material

o Augmented media can be very expensive and has not been proved to be a lasting tool

· Print is branding; mobile turns interest into action

· Top 100 mags- 10% of pages are activated now

Note: reports on activation are available free on Nellymoser website

· Transition from “hold and hover” technology (awkward) to “Grab and Go” (easier)

· Retail applications- to make print “shopable”

o Kindle Fire phone pioneered “showrooming” technology- grab image from a flyer and product is found for sale on line and you can purchase it

o Target many apps for “shopping” their flyer and immediate purchase

o Magazines who impletment these purchase options should get affiliate fees

· There is audience targeting and location targeting

o Geofencing (location based ads)

o Geo-conquesting (based on competitor contact)

o Beacons placed in stores by retailers- will be recognized by your phone- can push notification

o Mobile has the ability to connect every piece of the shopper’s journey

§ Transactional

§ Social

§ Provides location

§ Persistent memory

· Publishers need to start with their business goals, then decide on which tools (not choose tools first)

· This all only works if consumer continues to trust the brand and thus is willing to “exchange information”

· Ad agencies are embracing interactive print

Roel-Jan Mouw (CEO, Woodwing, The Netherlands):

· It’s not print, digital, content first- it should be consumer first

· Uber model- the business is not new, but the focus on customer control and satisfaction is a game changer

· Sustainable multi channel publishing starts with:

o Organization

o Strategy

o Structure

o Control

o Consistency

o Customer

· Example- KLM decided that business travelers are their most important customers. They married user’s unique twitter account with their KLM profile- Traveler can tweet a request or itinerary change and make it happen within an hour seamlessly. (yet this social media innovation was advertised in print on the NYC Subway)

· Example- Sanoma restructured from 60+ titles to 17 brands- all are able of transcending into multi-channel brands

· Choice of delivery channel may not be the consumer’s choice, rather the result of (forced) changes in the distribution system (e.g. Jakarta newspaper can no longer be physically delivered due to traffic, so no more print edition)

· Data and digital channels are bi-directional

Tony Silber (Access Intelligence and Folio)

Mike Goldman (Editorial Director, Boys Life, Scouting & Eagles’ Call Magazines, Boy Scouts of America)

Elizabeth Y. Whittington (Managing Editor, CureMagazine.com)

Cathy Still McGowin (Editor, Birmingham Home & Garden):

· Editors are going bottom up (experiential) not top down (brand management)

· Readers want material that they need, that they can’t get anywhere else

· You need to multi-task; if you can’t do more you need to at least have an understanding of the other jobs

· Social media- different vehicles used differently by each editor/company based on their reader demographics, editorial category, etc. But need to constantly test social media since reader adoptability and adaptability change

· How do you give print stories a different life elsewhere (beyond the closed print ecosystem?)

Haines Wilkerson (Chief Creative Officer, Morris Media Network)

Craig Chapman (Producer, Real Foods, Real Kitchens):

· Video is vitally important in digital strategy-website, app, blog are incomplete without motion

· Editors- “start your day with digital”- think how the content carries over to digital with your morning coffee

· Where collaborated with Real Foods/Real Kitchens to develop a video production bible for Where editors (how to plan/edit/shoot video)

· Samir has created a magical living connecting point in these conferences, with real live discussion on challenges and innovative solutions

Bob Sacks (Precision Media)

Gil Brechtel (MagNet)

John Parke (Democrat Printing)

Dick Ryan (Publishers Press)

Gal Shweicki (Shweicki Media):

· “Totality” reporting should be avoided- the whole batch is not bad, but individual results can be

· Some title, some sectors are continuing to perform extremely well in a down environment- we should celebrate those

· When industries are in transition you get mixes of horror stories and success stories

· Lines on a chart suggest simplicity of results- this is far from true

· Print will be lucrative for those who get it right

· Scarcity and quality will define the great magazines of the future- the survivors in print

· Your future business should replace your current business before someone else replaces it for you

· Survivors- nimble. They change to meet the needs of publishers

· Publishing professionals cannot be simply trained as “specialists”- they need to be capable and trained in a variety of areas in the company

Tom Witschi (EVP Women’s Lifestyle Brands, Meredith Corp):

· Confident and excited about magazine business today

· Media brands are all about content and engaged consumers delivered on multiple platforms with multiple technologies

· Meredith audience growth: 2001- 68 million; 2014- 110 million

· Meredith sales guarantee for products- difference in spending in Meredith household compared to others

(average sales lift 10%)

· Build out your brand via:

o Real Estate

o Furniture

o Retail Products

o Floral Arrangements

o Digital Syndication

o International Media

· More than half Eating Well revenue from non-traditional media

· Art and Science of data- Meredith offers enhanced content and great data

· Goals:

o Move consumers to credit card auto renewal

o Increase price points for subs

o Bundle subs with premium services at a higher cost

o Increase online sub acquisition and renewal

o Encourage tablet adoption

· Cross pollinate where possible

· Unleash young talent

· There used to be a predictability to the magazine business; now changing constantly, and is unpredictable

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