The Association of Magazine Media
TUESDAY, OCTOBER 22, 2013
  • 12:00 pm

    SET THE TABLE FOR AM2C

    AM2C is serving up a lively kickoff luncheon on Tuesday, October 22. Join your AM2C colleagues for an interactive event that will cover tactical ideas and solutions to drive brand revenue. Topics will include: e-commerce, digital content creation, research and analytics, digital watermarking and more. Space is limited for this event and pre-registration is required. Please contact Caitlin Cheney at ccheney@magazine.org for details. 
    Hosted by:
    Michael A. Clinton, President, Marketing and Publishing Director, Hearst Magazines / MPA Chairman

    PLEASE NOTE: The luncheon is open to Magazine Media publishers only.

  • 12:00 pm

    IMAG BOARD MEETING AND LUNCH

    IMAG Board Members only, please.
    Please contact Suzette Kraemer at skraemer@magazine.org for details.

  • 2:00 pm

    REGISTRATION AND SPONSOR SHOWCASE

  • 3:00 pm

    AFTERNOON SESSIONS

     
    CONFERENCE WELCOME 
    Speakers
    Mary G. Berner, President and Chief Executive Officer, MPA – The Association of Magazine Media
    David Carey, President, Hearst Magazines / AM2C 2013 Chair
     
    THE BUSINESS OF BUZZ 
    Described by the New York Times as a “viral media hotdog,” Jonah Peretti, founder and CEO of the social news site BuzzFeed treats the internet as his laboratory, experimenting with what he calls “contagious media,” merging his tech bona fides with editorial savvy. This online community is breaking news, while drawing tens of millions of visitors who can't resist sharing what they discover on the site. Peretti discusses his social media strategies, built upon his “Bored At Work Network” concept and reveals how he's been able to get his audience to do his marketing for him.
    Speaker
    Jonah Peretti, Co-Founder and Chief Executive Officer, BuzzFeed
    Interviewed by
    Andy Serwer, Managing Editor, FORTUNE
     
    RULES OF ENGAGEMENT
    Forget about Mad Men. Today’s marketers are going far beyond clever taglines, using their clout and budgets to foster content partnerships that occupy traditional editorial terrain. Magazine media brands are pushing the boundaries of native advertising to generate revenue and engage audiences, but how should editorial guidelines influence this content development – if at all? How can editors and advertisers take advantage this hotly-contested strategy without compromising readers’ trust or brand integrity?
    Moderator
    Abbey Klaassen, Editor, Advertising Age
    Panelists:
    Mike Federle, Chief Operating Officer, Forbes Media LLC
    Joe McCambley, Co-Founder and Creative Director, The Wonderfactory 
    Brent Poer, President, LiquidThread North America, Starcom MediaVest Group
    Bryan Welch, Chief Executive Officer, Ogden Publications, Inc. 
     
    PARTNERSHIPS BY THE ‘BOOK
    Facebook’s Andy Mitchell takes the stage to discuss one of the most scrutinized media companies of our time. Mitchell will reveal tactical and practical ways magazine media can optimize partnerships with the social media behemoth, and explore what the future holds for magazine media looking to leverage their content in creative and profitable ways.   
    Speaker
    Andy Mitchell, Director, Partnerships, Facebook
     
    THINK INK: HARNESSING THE POWER OF PRINT
    We feel them, clutch them, smell them. Some of us even bathe with them. And, unlike other media, we actually seek out the ads. Real life, physical ink-on-paper magazines are not only one of the few remaining happy "mail moments," they continue to evoke emotion and maintain deep connections with readers. In this panel, champions of print talk about why they gambled on at-risk print brands and how their efforts have paid off. Their experiences, and neuroscientist April Benasich’s insights into your brain on print, will reveal how magazine media can capitalize on the essence, profound value and staying power of the printed page.
    Moderator
    Willie Geist, Co-Host, Third Hour NBC’s “Today”; Co-Host, MSNBC’s “Morning Joe”
    Panelists
    Dr. April Benasich, Director, Carter Center for Neurocognitive Research, Professor of Neuroscience, Center for Molecular and Behavioral Neuroscience, Rutgers, The State University of New Jersey 
    Chris Hughes, Publisher and Editor in Chief, The New Republic
    Janice Min, Editorial Director, The Hollywood Reporter

     

  • 5:45 pm

    AFTERNOON CLOSE/RECEPTION

  • 7:00 pm

    DINNER

    Introduced by:
    David Carey, President, Hearst Magazines / AM2C 2013 Chair
    Speaker:
    Alec Baldwin, Host, MSNBC’s “Up Late With Alec Baldwin”
    Interviewed by:
    David Remnick, Editor, The New Yorker

WEDNESDAY, OCTOBER 23, 2013
  • 7:30 am

    REGISTRATION AND SPONSOR SHOWCASE

  • 7:30 am

    CONTINENTAL BREAKFAST

  • 8:30 am

    MORNING SESSIONS

     
    MORNING WELCOME 
    Speaker
    David Carey, President, Hearst Magazines / AM2C 2013 Chair
     
    FASHION (DOLLARS AND) SENSE
    They are super (and tabloid) stars, multimedia editors with followers and fans. But at the end of the day, catwalks and cocktails are just a fraction of their purview: they mean business. These five editors aren't just tastemakers, they’re kingmakers—they influence who gets $331 BILLION dollars in fashion cash each year. This year’s September issues—featuring curated opinion, fantasy, inspiration and fun—broke ad page records, even in a shaky economy. In a twist, we give a sartorial master the upper hand, as legendary designer Diane von Fürstenberg digs deep below the surface with these fashion (and financial) gatekeepers, to uncover the secrets of their success – and strong opinions. 
    Moderator
    Diane von Furstenberg, Founder and Co-Chairman, DVF Studio LLC
    Panelists
    Amy Astley, Editor in Chief, Teen Vogue
    Glenda Bailey, Editor in Chief, Harper’s BAZAAR
    Ariel Foxman, Editor in Chief, InStyle 
    Robbie Myers, Editor in Chief, ELLE 
    Stefano Tonchi, Editor in Chief, W
     
    GEN WHAT?
    Shift happens.  The minute you think you finally “get” Gen X, along comes Y, with V on its heels.  In the new world of digital urgency, how do you decipher the difference between fleeting fads and enduring changes to our values and lifestyles? Trendera's Jane Buckingham, the foremost authority on the alphabet generations, will decode some of magazine media's most coveted demos, with (very) educated predications for the future. 
    Speaker
    Jane Buckingham, Founder and Chief Executive Officer, Trendera
    Introduced by
    Danielle McNally, Senior Editor, DETAILS / ASME NEXT Acting President 
     

    CONSUMER MARKETING LAB: I
    The first in a series of four 5-minute elevator pitches, Jennifer Ogden-Reese kicks off this showcase with Time Inc.'s newest developments in subscription modelsfar more dynamic than just a limited-time offer from a magazine to a loyal reader. 
    Presenter:
    Jennifer Ogden-Reese, Senior Vice President, Consumer Marketing, Time Inc.

  • 10:15 am

    MORNING BREAK

  • 10:45 am

    MORNING SESSIONS, CONT.

     
    LEADING THE LEADERS: DEMOCRACY AT WORK
    Management visionary and radical thinker Vineet Nayar was the architect of HCL Technologies’ eight-year transformation from a $0.7 billion company in 2005 to a $4.4 billion global technologies services giant. How did he do it? His short answer: putting employees first. Find out the longer answer and learn how to use it to boost your brand, as this author and management revolutionary explains his proven—albeit unorthodox—leadership philosophies on motivating, innovating and getting results.  
    Speaker
    Vineet Nayar, Vice Chairman, HCL Technologies and Founder, Sampark Foundation 
    Introduced by:
    Ed Kelly, President and Chief Executive Officer, American Express Publishing Corporation
     
    CONSUMER MARKETING LAB: II
    Presenter:
    Terry Day, Executive Vice President, Worldwide Consumer Marketing and Manufacturing, National Geographic Society
     
    TRANSPARENCY AND TRUST 
    It turns out people do want to know how the proverbial sausage is made—at least when it comes to magazine media. Professor Michael Norton has studied how readers’ interest levels are processed, and he's made some surprising discoveries. He explains what his revealing experiments can teach us about consumer behavior, and explores how magazine media can use these insights to enhance and expand interaction with their audiences, in print and online.
    Speaker
    Michael Norton, Associate Professor, Harvard Business School
     
    GOOGLING THE FUTURE
    Eric Schmidt joined Google in 2001, when it was just the little search engine that could. Now, as the 21st century's answer to the invention of the wheel, its monthly one billion—that's billion—uniques can't even think about functioning without it. In this frank interview, Schmidt will discuss what's next in tech and how magazine media can use features like augmented reality, Google Glass and global internet access to connect more deeply with their audiences and expand their footprint, cultural impact and relevance.  
    Speaker
    Eric E. Schmidt, Executive Chairman, Google, Inc.
    Interviewed by
    Scott Dadich, Editor in Chief, WIRED
  • 12:30 pm

    NETWORKING LUNCH FEATURING AD AGE A-LIST AWARDS

    Presented by:
    Michael A. Clinton, President, Marketing and Publishing Director, Hearst Magazines / MPA Chairman
    Introduced by:
    Lucy Schulte Danziger, Editor in Chief, SELF / President, ASME

  • 2:00 pm

    AFTERNOON SESSIONS

     
    WANNA GET RICH? TARGET A NICHE.
    Magazine media producers have marching orders to boost sales and exploit new digital platforms—video, social media, podcasts and viral marketing strategies, to name a few—and advertisers are ever looking to pay less for more, so it’s time to think in terms of revenue models instead of revenue streams. Marketing guru Andrew Davis will explore ways to drive the big bucks in the ever-changing marketplace, and reveal tactics to power brands, lead teams, maximize partnerships, dazzle advertisers…and maybe even impress magazine media CFOs. 
    Speaker:
    Andrew Davis, Author,“Brandscaping:  Unleashing the Power of Partnerships”
     
    PRETTY CRAFTY
    Who would pay for YouTube knitting lessons when you can get them for free? Two million Craftsy subscribers, that’s who. John Levisay’s video how-to site boasts a committed and growing apostleship of crafters, quilters and do-it-yourselfers, all willing to ante up for curated and quality-controlled content. Levisay shares how magazine media brands can monetize their existing editorial arsenal and build new revenue streams from their consumers’ passions and pastimes.
    Speaker: 
    John Levisay, Founder and Chief Executive Officer, Sympoz/Craftsy
     
    CONSUMER MARKETING LAB: III
    Presenter:
    Nancy Weber, Executive Vice President, Chief Marketing Officer, National Media Group, Meredith Corporation
  • 3:00 pm

    AFTERNOON BREAK

  • 3:30 pm

    AFTERNOON SESSIONS, CONT.

    CONSUMER MARKETING LAB: IV
    Presenter
    Andy Clurman, President and Chief Operating Officer, Active Interest Media, Inc.
     
    REFINING THE REFINERY
    Refinery29 takes magazine media DNA and gives it a technological twist, making Refinery29 an online destination that strengthens connections between advertisers and audiences. Stefano and von Borries discuss how concepts from powerful magazine media brands inspired them to create focused editorial content fused with purchase points and social media, and how their innovative approach to commerce and content has fueled their success in a rapidly evolving marketplace. 
    Speakers
    Justin Stefano, Co-Founder, Refinery29
    Philippe von Borries, Co-Founder, Refinery29
    Interviewed by
    Jenny B. Fine, Editor in Chief, Beauty Inc and Associate Editor, Women’s Wear Daily
     
    GO (M)AD
    Top marketers discuss when, why and how they use magazine media to amp up their media mix and suggest new ways magazine media can partner with them for increased engagement and impact.
    Moderator
    James Cooper, Editorial Director, Adweek 

    Panelists:
    Guy Forestier-Walker, Executive Vice President, Group Account Director, Havas Media
    David Rubin, Marketing Vice President, Hair U.S., Unilever
    Marc Speichert, Chief Marketing Officer, L'Oréal Americas

     
    VIEWS FROM THE TOP
    Five occupants of the ultimate magazine media "C" suites are leading the industry through dramatic cultural and economic shifts, in an ever-evolving digital landscape. What strategies have helped keep them on top and which ideas have, well, flopped, in their tenure during these turbulent times, replete with challenge and opportunity? The New York Times’ David Carr will explore what keeps the occupants of corner offices up at night, what gets them up in the morning, what they see as the next Big Thing in magazine media—and even what brands (besides their own) they covet most. 
    Moderator:
    David Carr, Business Columnist and Culture Reporter, The New York Times 
    Panelists:
    David Carey, President, Hearst Magazines / AM2C 2013 Chair 
    Tom Harty, President, National Media Group, Meredith Corporation
    Joe Ripp, Chief Executive Officer, Time Inc.
    Maria Rodale, Chairman and Chief Executive Officer, Rodale Inc.
    Bob Sauerberg, President, Condé Nast
     
    CONFERENCE CLOSE
    Speaker
    Mary G. Berner, President and Chief Executive Officer, MPA – The Association of Magazine Media
  • 5:45 pm

    RECEPTION

    *Please note: Program times, topics and speakers are subject to change.