Conference Open

Nina Link, President and CEO, MPA

Conference Emcee Stephanie Sandberg, President, Sandberg Consulting

Keynote Speaker Frank Moss, Director, MIT Media Lab

WWW (What Works Well): The Multi-Platform Content Strategy Cyndi Stivers, EVP, Martha Stewart Living, Omnimedia, Inc

Moss:

The 16-year-olds are setting the pace in media and all technology."

"The magazine as an object has a very unique place and wont go away for a long, long time.  One of the great things about magazines is that its simple.  The simplicity of a magazine as a profound, comforting experience is not to be forgotten.

Emerging Business Models

(l-r) Josh Quittner, Editor, Business 2.0, interviews Fred Wilson, Partner, Union Square Ventures Wilson: In a digital world where it costs nothing to distribute content, content should be free.  Content should be micro-chunked to include your brand and your advertising, then you let it moveYou can get paid several ways.  You can have the audience pay you, or you can have someone pay you for your audience.  The latter is a much better model for the digital world.

(l-r) Bruce Upbin, Senior Editor, Forbes (moderator); Todd Anderman, President, Dennis Digital; Scott Carlis, Executive Director of Marketing, GQ; Thomas Kouck, Director of Marketing and Development, Hachette Filipacchi Mdias; and Jeff Price, President, SI Digital

Kouck, on Choc: Were not launching a magazine, were launching a brand. A magazine, TV, website and cell phone content.

Price, on SI Digitals mobile push alerts: Avid fantasy sport fans spend 50 hours a week in that pursuit. The mobile platform fuels their involvement and delivers up-to-the-moment information.

Mobilizing Your Content Michael Grossi, VP Business Development, HELIO

WWW: Games for Fun and Profit Rosemary Maggiore, General Manager, Digital Business Group, The Readers Digest Association, Inc.

Grossi: With the dawn of 3G technology, its no longer about recycling content. Its about the consumer discovering a game, creating something with it and sharing with friends. The consumer then becomes the conduit for the delivery of content.

The Aggregators

(l-r) Joe Hagan, Contributing Editor, New York (moderator); Ira Becker, SVP & General Manager, 1Up Network; Aaron Bromagem, VP & Online General Manager, PRIMEDIA Inc.; Dan Orum, Publisher, President & CEO, IDG Entertainment; and Vivek Shah, President, Digital Publishing, Time Inc. Business Finance Network

Orum: We need to be innovative, entertaining and create a one-stop-shop-source. People dont want to click on 35 sites. They want one site where they can get useful information.

Shah: The CNNMoney site far exceeds what [each title] could generate alone. Writers write to be readand weve given them this stage with these great actors attracting a broader, bigger audience.

Search: Why Magazines Are in the Drivers Seat Mike Levin VP, Interactive, Connors Communications

WWW: Generating Subs Through Premium Content Paul Wilson, Director of E-Commerce, Meredith Corporation

Levin: Magazines are in the absolute, strongest position in natural or organic search. Google is super-sensitive to the rate that new content is released, and thats perfect for magazines.

Pandering to search today requires compromise.  Search is very tuned in to aspects of a page.  Once you set a headline, title tag and searchable URL a certain way, youre aesthetically and editorially free to do whatever you want to do to the page.

Video on Magazine Websites

Keith Clinkscales, SVP & General Manager, ESPN Publishing	Paul Greenberg, General Manager, TVGuide.com
Valerie May, Senior Editor, New Media, National Geographic	Marta Wohrle, VP, Director of Digital Media, Hachette Filipacchi Media U.S., Inc.
David Carr, Columnist/Reporter, The New York Times (moderator)

Carr, referencing National Geographics online videos: We cant all do satellite uplinks of giraffes in South Africa, but whats compelling is what lovely stories weve been shown in short-form.  Its important to remember that there are great storytellers among us.  These storytellers are people your readers would kill to have a beer with.

Clickscales: Video will not signal the death of magazines.

Greenberg: Our mission is to be the leader in entertainment guidance.  Our video is about guiding people onto other video.

How Magazines Can Enhance Advertising Results (l-r) Sarah Kim, VP of Media, Avenue A | Razorfish; Randall Rothenberg, Senior Director of Intellectual Capital, Booz Allen Hamilton (moderator); and Stacey Deziel, SVP, Media Director, FCBi

WWW: Covercasting Howard Manus, VP of Operations, BusinessWeek Online

Community: Think Locally, Act Profitably

William Moss III, President & CEO, HBCU Connect	Linda Murray, Executive Editor, BabyCenter
Nicole Stagg, Senior Editor, Rodale Inc.	Bryan Welch, Publisher & General Manager, Ogden Publications, Inc.
Jesse Kornbluth, Editor, Headbutler.com (moderator)

Kornbluth: Markets are conversations, conversations are communities.  The end of conversation is where your business ends. So how do you co-create with communities and make it part of your business?

Murray: Were hands-off. You have to allow freedom in your community.  You have to resist the urge to control the conversation.  Let the conversation go wherever it has to go, and people will bring others to your site.

Welch: Editors are my greatest source of inertia.  Theyre the hardest to adapt to change.

Moss: When we launched we had no content. The draw to the community was the community itself.

Photo Gallery

Nina Link, President and CEO, MPA, and Frank Moss, Director, MIT Media Lab	Chris Napolitano, Editorial Director, Playboy; Denise Tilles, Managing Editor, Magazine Network Sites, CondeNet; and Melissa ONeil, Assistant Managing Editor, SELF
Mark Harwayne, Director, Strategic Planning, Time Inc.; Sheila Marmon, Director of Strategy & Brand Development, Essence Communications Inc.; and Frederico Kogan, President, Cuatro Media, Inc.	Marvin Shanken, Chairman, M. Shanken Communications Inc., and David van Hook, Director of Technology, M. Shanken Communications Inc.
Polly Perkins, Business Development, AdMedia Partners, Inc.; Gretchen Teichgraeber, President & CEO, Scientific American, Inc.; Bryan Welch, Publisher and General Manager, Ogden Publications, Inc.; and Cathryn Cranston, Publisher, Harvard Business Review	Aparna Pande, Director, Strategic Planning and Corporate Development, Meredith Corporation, and Britta Ware, Executive Director, Corporate Research, Meredith Corporation