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Each concurrent track on Magazine Innovation Summit: Day Two opened with "The Twenty Tweetable Truths About Magazines" viral video. (WATCH HERE)

HIGHLIGHTS: INNOVATION SUMMIT DAY TWO

The second and final day of MPA's Magazine Innovation Summit took place in midtown Manhattan, NY, on October 15, 2009.  Attendees were able to choose between three half-day, concurrent tracks on consumer marketing, editorial, as well as ad sales and marketing. Scroll down to view photos--along with quotes and tweets(!)--from the event-filled morning.

Don't miss MPA's official recap of the general sessions from day one HERE.

AD SALES & MARKETING TRACK
(Click Here to view the program agenda.)

Things That Are Working Well MPA Chairman John Griffin, EVP and President of Publishing, National Geographic Society	Optimizing Results with Magazine Creative (l-r) Peter Nicholson, Partner and CCO, Deutsch New York; Paul Venables, Founder and Creative Director, Venables Bell & Partners; and moderator Michael Clinton, EVP, CMO and Publishing Director, Hearst Magazines

How Magazines Can Profit in the Era of Accountability
Priya Narang Elliott, VP, Global Media, Citigroup; Colleen Milway, Global Director, Campbell Soup Company; and moderator MaryAnn Bekkedahl, EVP and Group Publisher, Rodale Inc.

Elliott: “(Accountability) spans the spectrum.  It’s the ability to move metrics.  It’s about helping people like your brand…But it’s also about reaching them at the point of purchase.”

“Do magazines build brands?  Absolutely.”

What Happened to the Record Album and Why It Matters to Magazines
Bill Werde, Editorial Director, Billboard

“The album is dying.  It’s not dead because many old people are buying.”

“Pay attention to your customers.  Record companies were not paying attention to their customers…Superserve your best customers.” 

About the Napster era and the error of record labels:  “The genie was out of the bottle and the record labels were studying bottle caps, not genies.”

“Artists know that the album is just one extension of their brand.”

The Decline and Rise of Journalism
Nick Denton, President, Gawker Media; Susan Morrison, Articles Editor, The New Yorker; Simon Dumenco, "Media Guy" Columnist, Advertising Age; and moderator Jacob Weisberg, Chairman and Editor-in-Chief, The Slate Group

Morrison:  “Magazines are the original aggregators.  At The New Yorker, we feel there’s something steady and reliable (about a magazine).”

Denton: (about his company’s practice of correcting errors) “We stumble toward the truth.”

What New Technology Platforms Mean for Consumer Marketers
Peter Meirs, VP, Production Technologies, Time Inc.