Monetize The Web
The Zip-Boom-Bop Holy Cow Oh My God Ka-Ching Master Class
September 12 - September 15, 2004
(This seminar has already occured)
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Additional Date/Location: Nov.16-19, New York
How does an organization grow its business through online products, services and techniques? How can it identify and act on emerging online opportunities? The first step is to command comprehensive knowledge of the latest developments in Internet advertising and revenue tactics.
The next step is to understand emerging opportunities in the emerging landscape of digital, audience-powered communications.
Seminar participants visit the offices of premier sites for finance and for technology, CBS Marketwatch and InfoWorld.PROGRAM CHANGE Unfortunately, previously plans to visit the campus of seminar sponsor Google have been canceled due to Google’s imminent IPO and the required “quiet period” surrounding its stock sale. We will be joined by Google representatives at dinner on Sept. 14.
The seminar program covers such topics as:
Participants will learn how to achieve profit and brand objectives in this intense 2.5-day study tour for senior business development, strategy and corporate executives. They will focus on proven money-making products, services and techniques and audience behavior and trends, and they will learn from senior management at three of the most innovative online media operations. In addition, participants will explore and discuss approaches to new opportunities –for new business and social benefits - as technology enables new means of communication and as audience behavior transforms from passive to active in the emerging open media environment.
VentureReporter.net and WeblogsInc.com founder Jason McCabe Calacanis heads the list of guest discussion leaders. (Program details below)
This Is A Media Center Seminar
The Media Center is a nonprofit think tank committed to building a better-informed society in a connected world. The Media Center is a separately funded division of The American Press Institute, established in 1997 to help the news industry devise strategies and tactics for digital media. In September 2003, The Media Center merged with New Directions for News, an independent media-futures think tank. The merger created a global, multi-disciplinary network of researchers and leading thinkers focused on the future of media and the behaviors of consumers in a media-centric world.
The Media Center helps individuals and organizations worldwide acquire intelligence and apply insight into the future role and use of media and enabling technology. Through research, education and unique learning experiences, The Media Center acts as a catalyst to instigate, agitate and facilitate cross-sector conversations to identify pathways to the visible future. The Media Center helps leaders in media, technology, academia, philanthropies, NGOs, non-profit and other businesses understand the challenges of a changing multimedia world. The Media Center's programs stimulate innovation and provide knowledge and strategic insights for personal, professional and organizational growth.
What we have planned for this seminar is representative of our mission and intent: an eclectic mix of executives from companies spanning various related industry sectors with activities and interests at the intersection of media, technology and society - but very likely some different perspectives on what kinds of opportunities they see emerging. The dialog is intended to stimulate additional thinking and research within The Media Center, and discussion and innovation within the organizations represented at the seminar. Our objective is to push the dialog and to stimulate innovation that leads to a better-informed society.
Tentative program as of: August 25, 2004
SUNDAY, SEPTEMBER 12
4 p.m.
Check in: Hotel Monaco San Francisco, 501 Geary Street, San Francisco, CA 94102, Phone: 866-622-5284
6 p.m.
Welcome, cocktails and heavy hors d’oeuvres at the hotel. Receive arrival kit at check-in.
6:45 p.m. – 8:30 p.m.
Introductions and a model for the future: The Media Center Matrix
Andrew Nachison, Director, The Media Center
MONDAY, SEPTEMBER 13
7:30 a.m. Bus departs for CBS.Marketwatch
8 a.m. – 9:30 a.m. Working Breakfast State of the Art I: Online Advertising Works. Really. What does it take to get noticed (and ad budgets) around here? It takes audience and metrics to prove the buy is worth it. Understand the latest research so you can learn how to demonstrate the value and impact of online advertising as part of a campaign with other media. WE’ll look in detail at recent research that demonstrates the powerful impact of Internet advertising, and we’ll look at how advertisers are investing to reach online audiences. Discussion Leader: Doron Wesly, Research Director, Interactive Advertising Bureau
9:30 a.m. – 10 a.m. Break
10 a.m. – 11:30 a.m.: New Business: The Process of Innovation How do you identify opportunity, then move from aspiration to vision to execution? Discussion Leader: Elizabeth Osder, Director, Global Product Management, Overture Services, a division of Yahoo!, Pasadena, California
11:30 a.m. – Noon Break
Noon – 1:15 p.m. Working Lunch: Local Revenue: Follow The Money Understand where local ad dollars are going, opportunities for growth, and likely challenges
Discussion Leader: Colby Attwood, Principal, Borrell & Associates
1:30 p.m. – 2 p.m. Marketwatch Welcome and Anatomy of a dot-com success Discussion Leader: Kathy Yates, President and COO, CBS MarketWatch It's a Web site. It's a technology company. It's a financial data provider. It's a radio and TV network. It's a subscription newsletter publisher. In this detailed look at the many parts of MarketWatch, learn how all the pieces fit together – and contribute to the company's bottom line. Plus: What it's like to be part of two major news organizations (Viacom and Pearson), how those relationships work – and lessons other content providers can learn about monetizing the Web.
2 p.m. – 3 p.m. Advertising that Rocks: Innovation for Results
Discussion Leader: TBA
Once upon a time, there were more advertisers than MarketWatch could handle. Pick up the phone and they booked the ad. As the Internet and the economy changed, MarketWatch had to change. So it took the lead in developing innovative new technology for displaying ads and aggressive new kinds of ad units. Add in sales affiliations with other major online publishers and a hungry sales team and you have what we're seeing now: the next wave of Internet advertising. Part 1: Formats that work for advertisers. What kind of results are clients looking for? We’ll discuss new ad formats, advertiser objectives and technical challenges so you can tune your site to deliver more to your clients and audience. Part 2: Workflow. We’ll talk about how CBS.Marketwatch manages the sales-creative process.
3 p.m. – 4 p.m. New directions for revenue, and the content connection
Discussion Leaders: TBA, and Neil Chase, Managing Editor, CBS.Marketwatch
Not content to rest on its laurels (and not content to wait for the economy to pick up before delivering stronger profits), MarketWatch launched a series of new products to expand its business. A look at those, with a focus on the growing business of subscription-only newsletters – and we’ll talk about the relationship of the editorial team with business development and (gasp) advertising. How does Marketwatch protect its brand and values AND innovate to drive revenues higher?
4 p.m. –4:30 p.m. Tour Marketwatch
4:30 p.m. – 5:30 p.m. State of the Art II: Creating Scarcity & Demonstrating the Local ROI What if the numbers you love to cite are wrong? Learn how online advertising complements advertising in a local newspaper. How do you make that case clients, or internally to offline sales execs – so they make the case to advertisers? Learn how to bundle online-offline advertising in a system that’s manageable, profitable – and premised on a credible long-term relationship with advertisers. Discussion Leader: Greg Swanson, CEO, Wired Partners, and Director of Interactive Media Sales, Lee Enterprises, Portland, Oregon
5:35 p.m. Bus departs. Return to Hotel Monaco
6 p.m. – 7:30 p.m. Happy hour breakout assignment Reflect/Breakout Groups Small group discussions: Debate and steal some of the ideas you've heard today and come up with something new that could work in your shop.
7:45 p.m. Depart Hotel Monaco for 8 p.m. group dinner. Location: TBA
8 p.m.: Dinner, talk and hang: Monetize Blogs. Discussion Leader: Jason McCabe Calacanis, Chairman, The Weblogs, Inc., New York, NY
TUESDAY, SEPTEMBER 14
7:30 a.m. Bus departs for InfoWorld
7:45 a.m. -8 a.m. Welcome, continental breakfast & brief background on InfoWorld/IDG. Kevin McKean, CEO and Editorial Director, InfoWorld
8:00 a.m.-9 a.m. Seeking Opportunities, Managing Expectations: Discussion Leader: Ulla McGee, General Manager, PC World.com. It used to be that you had to persuade your boss that it was possible to make money on the web. Now your boss is persuaded that you can make even more money than is really possible. This session will explore strategies to help you come closer to your boss's unrealistic expectations.
9 a.m. -9:15 a.m. Break
9:15 a.m. – 10:30 a.m. Making Money With Data on a News-Driven Site Discussion Leader: Andrew Eisner, Executive Producer, PC World.com
4 How the addition of pricing data enhanced revenue for PCWorld
4 Integrating data into your site -- five important do's and don'ts
4 How to choose what kind of data would enhance your publication's revenue
4 How to make the data pay for itself and more
10:30 a.m. -11 a.m. Break
11 a.m. -12:30 p.m. Building and Targeting The Audience: RSS, Blogs, User Registration and Behavioral Targeting Discussion Leader: Matt McAlister, VP & General Manager, Online, InfoWorld
12:30 p.m. – 1:30 p.m. Lunch. Breakout groups reconvene.
1:30 p.m. - 2:45 p.m.: What’s Next: The Media Center Matrix Learn how to use The Media Center’s model for understanding opportunities to innovate at the intersection of media, technology and society. Discussion Leaders: Andrew Nachison, Director, and Dale Peskin, Co-Director, The Media Center
2:45 p.m. - 3 p.m. Break
3 p.m. - 5 p.m. Executives Roundtable. Executives from a variety of industries and sectors address three questions posed in advance by The Media Center and engage in a dialog with each other and with seminar participants.
Participants:
- Chris Alden, Founder, Rojo
- Daniel Burrus, CEO, Burrus Research
- James Currier, CEO, Tickle Inc.
- Elizabeth Ross, Managing Director, TribalDDB
- Scott Fox, CEO of Global View Partners
Registration Policies
Tuition: $3,200
Additional people from same company: $2,675
Additional overall group discount for teams of 5 or more: 10 percent
Location: San Francisco, CA
(This seminar has already occured)
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