MPA – The Association of Magazine Media (formerly Magazine Publishers of America) - 2010 American Magazine Conference

2010 American Magazine Conference - Program Agenda

October 3, 2010

Agenda

Program is subject to change.

SUNDAY, OCTOBER 3

9:00 am - 7:00 pm	CONFERENCE REGISTRATION & INFO DESK: International Foyer
	Lanyards sponsored by Audit Bureau of Circulations

9:30 am - 10:30 am	IMAG BOARD MEETING: Ambassador Room IMAG Board Members Only

11:00 am - 2:00 pm	MPA-IMAG SESSIONS: Gold Room RSVP required Sponsored by CDS Global

	*Welcome*
	David Lusterman, Publisher, String Letter Publishing and MPA-IMAG Chair

	*Return to Sender*
	Rita Cohen, MPA's Senior VP, Legislative & Regulatory Policy, will present a late-breaking update on our fight to save the Postal Service from itself. Come hear the prognosis on the Postal Service's financial crisis and its unlawful proposal to "bust" its price cap. What's next for publishers and what is the Postal Service's future?

	*Interstitial*
	Kempton Izuno, Chief Executive Officer, Bitmenu, Inc.

	*What’s Next for Magazine Media?*
	After weathering the economic storms of the past two years, magazine publishers are beginning to reap the benefits of dramatic technological developments and a brighter advertising landscape. Hear from the industry’s new top leaders on their views about key issues facing the industry in the next three years. Topics include development and production for multi-platform publishing, the tablet’s impact on publishing, measurement and exploring the advertising value proposition. Moderated by Shirrel Rhoades, Senior Media/Marketing Consultant. Panelists include Andrew Clurman, President and Chief Operating Officer, Active Interest Media, Inc.; Chuck Croft, Executive Vice President, Kalmbach Publishing Co.; Stephen P. Giannetti, Senior Vice President, Advertising/Marketing, The Taunton Press; and Kevin McKean, VP/Editorial Director, Consumers Union.

	*Interstitial*
	Konstantin J. Zsigo, President, WDA

	*Evolution of the Media Industry: The Move to a Consumer-Centric Model*
	This session will offer a case study approach showcasing shifts to a customer-centric model throughout the media industry. Moderated by Malcolm Netburn, Chairman and CEO of CDS Global, Inc., a panel of highly-esteemed publishers will communicate the continual evolution of emerging channels in the industry, their impact on revenue streams and how to overcome new challenges to achieve customer centricity in today’s ever-changing marketplace. Additionally, panel members will share the significance of strategic partnerships with outsourcing providers to manage customer interactions and proactively respond to evolving platforms in a technology-driven industry. Panelists include Donald Pesckhe, Chief Executive Officer, August Home Publishing Company; and Richard Eaton, Vice President, Operations, Highlights for Children, Inc.

2:00 pm - 5:00 pm	MPA BOARD MEETING: State Room MPABoard Members Only

5:45 pm - 8:45 pm	WELCOME RECEPTION & DINNER: Moulin Rouge Room
	Advertising Age Presents Magazine A-List Awards

MONDAY, OCTOBER 4

7:45 am - 5:00 pm	CONFERENCE REGISTRATION & INFO DESK: International Foyer
	Lanyards sponsored by Audit Bureau of Circulations Hospitality sponsored by SRDS

7:45 am - 8:30 am	BREAKFAST: International Foyer
	Sponsored by Adobe Systems Incorporated

8:30 am - 12:15 pm	GENERAL SESSIONS: International Ballroom

	*The New Direction of the Magazine Industry*
	John Q. Griffin, President, Publishing Group, National Geographic Society (outgoing MPA Chairman) Nina B. Link, President & CEO, MPA Jack Griffin, CEO, Time Inc. (incoming MPA Chairman)

	*Keynote Interview - Howard Schultz*
	Find out how Howard Schultz, president, chairman and CEO of Starbucks, has created a coffee empire and what it means for magazine publishers. Interviewed by Steve Madden, Rodale's V.P./Creative Services and Digital Product Development, Schultz will discuss how he has reenergized the Starbucks brand, transformed the company and achieved sustainable growth by using unique approaches such as engaging customers and fans through social media. He will also reveal the strategy behind the Starbucks Digital Network and why it could become an important digital storefront for content companies.

	*Long-Term Thinking about the Mid-Term Elections*
	Insights and prognostications from the magazine world’s leading political writers and editors about the nation’s political landscape, what the key mid-term races will be, and what it means for the economy and the future of the country. The panel features John Heilemann, national political columnist and correspondent, New York and Mark Halperin, TIME’s editor-at-large and senior political analyst. Heilemann and Halperin are also the co-authors of the best selling book about the 2008 election Game Change. Savannah Guthrie, NBC News White House Correspondent and Co-Anchor, MSNBC’s “The Daily Rundown”, will moderate.

	*Life After the iPad: The Changing Content and Device Eco-System*
	The device and content world has changed dramatically in the last six months. It has been impacted by the introduction of the iPad, a wave of more sophisticated smartphones, disruption in the e-reader space, advances in display technologies, and the challenges associated with reflowing content to the iPad. This technology-focused panel will help publishers assess the tablet and smartphone marketplace, and make the right moves to position themselves for success in the mobile e-reading space. Sara Öhrvall, Director of Research & Development, Bonnier Corporation, will moderate. Panelists include Cheryl Goodman, Director of Marketing, Qualcomm MEMS Technologies, Inc.; Jeanniey Mullen, Chief Marketing Officer, Zinio / VIV; and Dan Baum, Vice President of Digital Publishing, Adobe Systems Incorporated.

	*The Real Story Behind the Magazine Industry Rebound*
	What’s up? How about the magazine industry? This presentation will examine some of the hidden reasons behind this year’s magazine industry rebound. Featuring Todd Krizelman, CEO and Co-Founder, MagazineRadar.

	*360-Degree Selling*
	Moderated by Andrew Jung, EVP/Chief Marketing Officer, MPA. Panelists include Stephanie George, Executive Vice President, Time Inc.; Sally Preston, SVP, Group Publisher, Martha Stewart Living Omnimedia, Inc.; and Jeannine Shao Collins, Executive Vice President and Chief Innovation Officer, Meredith 360.

	*ASME's Best Cover Competition*
	Larry Hackett, Managing Editor, PEOPLE and President, ASME

	*What's Next for Johnson Publishing?*
	Desiree Rogers, Chief Executive Officer, Johnson Publishing Company

	*The Magazine Engagement Experience*
	Northwestern University’s Medill School of Journalism Professors Abe Peck and Ed Malthouse, the co-editors of the upcoming book Medill on Media Engagement, provide actionable insights on attracting and serving the audience. With media consumers having more choices than ever, Peck and Malthouse will offer valuable insights on how editors and publishers should rethink their relationship with readers, and how specific editorial improvements can deepen the bond with the brand’s audience. The session concludes with Medill’s Rachel Davis Mersey, who specializes in audience understanding, presenting specific examples of how magazine editors are focusing on extending the relationship with the audience through events, merchandising and other platforms.

12:30 pm - 2:00 pm	LUNCH: Moulin Rouge Room RSVP required
	Featuring interview with Hulu CEO Jason Kilar
	Luncheon sponsored by Quad/Graphics

	In its three-year existence, Hulu has emerged as an online powerhouse, offering users a vast selection of video from some of the world’s great content brands. It’s attracted millions of eyeballs and generated millions in profits. But, like the evolving digital business model for many magazine brands, it is now coming under increased pressure to generate more advertising revenue and develop an online subscription model. Interviewed by Josh Tyrangiel, Bloomberg Businessweek's editor, Jason Kilar will outline Hulu’s business strategy, explain why aggregation of content works for his business, and discuss why he’s bullish on ultra-portable tablet computers like the iPad.

2:15 pm - 4:10 pm	GENERAL SESSIONS: International Ballroom

	*How Mobile E-Reading Is Changing the Magazine Marketplace – Results of the Outsell Survey*
	Anthea Stratigos, Outsell co-founder & CEO, will release the exclusive results of the first study to look comprehensively into the magazine e-reading landscape from three distinct viewpoints -- the consumer, the marketer and the publisher. This wide-ranging survey, conducted exclusively for the AMC audience by Outsell during the summer of 2010, will examine a number of topics critical to publishers who are migrating their content to tablets, smartphones and other e-reading devices. These topics include: types of magazine content consumed on mobile e-reading devices, the number of magazine issues or subscriptions consumers have purchased on an e-reading device, consumer intention to buy magazine apps in the future, how publishers are investing in mobile, and the likelihood of marketers to advertise on mobile magazine platforms. This 360-degree view will look how the perceptions and spending of consumers dovetails with how marketers and publishers are investing in mobile. It will provide publishers with critical insights about "what’s next" vis-a-vis the future of mobile.

	Keynote Interview - Deborah Marquardt
	Deborah Marquardt, Vice President of Media & Integrated Marketing, Maybelline NYGarnierEssie, will be interviewed by Nancy Weber, Chief Marketing Officer, Senior Vice President, Meredith Corporation.

	*How Magazines Will Spark the Coming Creative Revolution in Advertising*
	David Link, Co-Founder and Creative Director, The Wonderfactory and Joe McCambley, Co-Founder and Creative Director, The Wonderfactory

	Keynote - The Future Does Not Fit in the Containers of the Past… The Advertiser’s Perspective on Magazines
	Rishad Tobaccowala, CEO, Denuo, will examine the future of magazine content and innovation.

4:45 pm - 6:15pm	MILLENNIUM PARK WALKING TOUR: Meet in Fairmont Lobby RSVP required updated time
	Located right across from the conference hotel, at the north end of Grant Park, Millennium Park is Chicago's "hottest" new destination. At a final cost of $425 million, it surpasses any other public project of its kind ever before undertaken in Chicago. Learn about the 50-foot high dual interactive glass block water towers with their giant LED video screens. Stand with your guide underneath the 33-foot high concave center of artist Anish Kapoor's stainless steel "Cloudgate" sculpture, affectionately called “The Bean” by Chicago’s residents. Allow the polished orb to pull you into its three-dimensional illusionary reflections. Discover the acoustical concepts and design principles of the Pritzker Music Pavilion, and journey the 925-foot long serpentine stainless steel pedestrian bridge to the shoreline of Lake Michigan. Millennium Park may very well one day define Chicago for the world. Experience it as our guides narrate for you its concepts and dimensions.

6:00 pm - 8:30 pm	RECEPTION/DINNER at THE MID-AMERICA CLUB
	There's no better way to take in all of Chicago than on the 80th floor of the Aon Center. Connected to The Fairmont Chicago via a pedway system, the Mid-America Club is the only club in Chicago that provides a 360-degree panoramic view of the city's distinctive skyline and unparalleled vistas of Lake Michigan, Millennium Park and the Gold Coast. It's time to unwind and take in the spectacular views while you catch up with colleagues over some food and drinks! The Mid-America Club has a business casual dress code. Jeans and sneakers are not permitted.


TUESDAY, OCTOBER 5

7:45 am - 11:30 am	CONFERENCE REGISTRATION & INFO DESK: International Foyer
	Lanyards sponsored by Audit Bureau of Circulations Hospitality sponsored by SRDS

7:45 am - 8:30 am	BREAKFAST: International Foyer

8:30 am - 11:30 am	GENERAL SESSIONS: International Ballroom

	*Keynote Interview - William J. Lynch, Jr.*
	Is the future of bookselling on an e-reading device? William J. Lynch., Jr., the Barnes & Noble executive who drove the company’s digital strategy and pushed for the Nook before being named CEO in March 2010, will be interviewed by Reader's Digest's Peggy Northrop and will discuss the company’s plans for the digital future. He will also focus on the company’s efforts selling hard-copy books online, the future of the bricks and mortar stores, and where magazines fit into his company’s ongoing plans.

	*From the Page to the iPad: New Rules for Creating, Managing and Maximizing Content*
	How do editors with limited resources create and manage content for print, the web, smartphones and tablets? How can content be integrated smoothly and efficiently throughout all editorial platforms? Integrated work flow is the new holy grail for magazines but it can be a holy mess as content gets created, atomized, expanded and repackaged on its zig-zag journey to the audience. Learn how magazine staffs grapple with animation, video, slide shows, podcasts, and other digital bells and whistles that are now de rigueur for any magazine brand in the iPad era. Panelists include Matt Bean, brand editor for Men’s Health and Women’s Health; Scott Dadich, creative director, WIRED and Executive Director, Digital Magazine Development, Condé Nast; and Chris Hercik, creative director, Sports Illustrated Group. Moderated by Abbey Klaassen, Editor, Ad Age.

	Keynote Interview - What Publishers Can Learn From Facebook
	Fortune magazine’s former senior internet and technology editor, David Kirkpatrick, will be interviewed by Ann Shoket, Editor-in-Chief, Seventeen. Kirkpatrick will look at the startling growth of Facebook (half a billion users), the impact of social networks on consumers, the effectiveness of social networks for marketing and advertising, and ultimately what it means for magazines and other forms of mainstream media. The premise of Kirkpatrick’s book is that Facebook has changed social life in the United States and around the world. It has become a ubiquitous presence in marketing, altering politics, business, and even our sense of our own identity. This is the Facebook Effect. Check out MPA's Q&A with David Kirkpatrick on Facebook and Magazines

	*Auto-Journalism: The Rise of the Machine*
	Can software create stories without reporters and writers? A Northwestern University project specializes in machine-generated content about subjects from sports scores, medical studies, financial results and other data-heavy subjects. Will this technology be useful for magazine brands? What savings can be achieved? Does the technology generate useful, reader-friendly content? The session will feature live demonstrations on these new, controversial technologies. It’s not tomorrow’s fantasy; it’s today’s reality. Speakers include Rich Gordon, Professor and Director of Digital Innovation, Medill School of Journalism and Kristian Hammond, Professor of Electrical Engineering and Computer Science, McCormick School of Engineering, Northwestern University and Director, Northwestern University’s Center for Innovation in Technology, Media and Journalism.

	Keynote - What's Next for Next Issue Media?
	What’s next for Next Issue Media? In this exclusive speech tailored especially for the magazine community, Morgan Guenther will update AMC attendees on the latest news and developments about the innovative digital publishing initiative of Condé Nast, Hearst, Meredith, News Corporation and Time Inc.

	*Keynote Interview - Oprah Winfrey*
	Get a glimpse into the world of one of the most inspiring people of our generation. As an innovative figure in the media business, Oprah Winfrey has made her mark across all media platforms - including the magazine industry - with 10 years of unparalleled success with O, The Oprah Magazine. Join Oprah as she sits down to be interviewed by the editor-in-chief of her magazine, Susan Casey.

11:30 am	BOXED LUNCHES TO GO: International Foyer

*These functions are included in the full conference registration fees. Please let us know if you will or will not attend these functions when registering for the conference. You may check off the appropriate boxes on the registraton form or when you register online.

ENJOY COMPLIMENTARY WI-FI DURING GENERAL SESSIONS! Internet access will be available during general sessions only. Login and password will be available on site.

Have questions? Email Ja-Shin Tsang at jtsang@magazine.org.

THANKS TO OUR SPONSORS

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