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2018 Winter Leadership Conference

PROGRAM/SCHEDULE:

Thursday, January 11th
5:30-6:30 PM  – Attendees who arrive early meet in the lobby bar to form groups for dinner on your own.

Friday, January 12th
9:30 AM-12:30 PM  – Alliance Board of Directors Meeting
2:00-4:00 PM  – Magazine Round Table
4:30-5:30 PM  – Registration
5:30-7:30 PM  – Welcome Reception

Saturday, January 13th
7:30-8:15 AM – Continental breakfast

8:15-9:30 AM  – Mastering the Market Data: The Strategic Power of Data Driven Programs
Sal Fuentes, CEO of Decision Counsel

Local B2B media organizations have never been under more pressure. The rise of Account Based Marketing and the Automation of CRM and Marketing by organizations such as Marketo, Hub Spot and Salesforce has made local B2B targeting much more accessible. This combined with the standardization of location based geo-targeting has enabled many B2B brands to work around more established B2B channels.  Our first session will focus on how local B2B media companies can use data as the foundation for protecting, evolving and growing lines of business.  We will focus on 3 key areas:

  • Foundational Data — What key elements should you be capturing, how do you activate it and how do you manage it over the long term.
  • Account Based Marketing — How can you use your local knowledge of markets to become a key provider of lead generation and direct marketing programs.
  • Audience Relationship Management — How do you apply advanced audience management principals and analytics to identify your most valuable audience segment and own them beyond your owned and operated content environments.

9:30-9:45 AM – Break

9:45-10:45 AM – A “Retro” Idea to Boost Subscription Income
Mitch Bettis, President of Arkansas Business Publishing

Are your paid subscription numbers deteriorating? Arkansas was seeing decreasing renewal rates and a slow erosion of print subscriptions, but it decided to not concede the trend. It deployed a decidedly “retro” solution of favoring print subscriptions by delaying 4-6 content pieces each week from going free online. Within eight months the result has been about a 20 percent increase in paid subscriptions (about 1,000 new subscriptions at $64.95 each).

Mitch Bettis will talk about what led to this decision, the philosophy used to launch the embargo, what technical tools were deployed to make it work as well as what went right and what went wrong.

10:45-11:00 AM – Break

11:00 AM- 12:00 PM – What Gets Measured Gets Done
Shelly Elmore, Publisher of Twin Cities Business, and Gordon Webster, publisher of The Business Journal in Fresno

Two long-time (yet youthful-looking) publishers will share some of their secrets to success by walking us through the Key Performance Indicators (KPIs) they track on a regular basis. They will explain how they arrived at monitoring these KPIs and why they are the best measures for the direction of their businesses.

12:00 PM – Publisher Networking Time

6:00 PM – Optional Group Dinner

Sunday, January 14th
 7:30-8:15 AM – Continental Breakfast

8:15-9:30 AM  – Content is King, Queen and the Crown Prince
Sal Fuentes, CEO of Decision Counsel

The explosion of digital content platforms, on demand media and thought leadership programs has created a massive demand for high quality, market relevant and easily digestible content.  B2B marketers are investing millions in content marketing, lead nurturing programs and thought leadership programs.  These investments have increased demand for high quality video production, great custom articles, position papers and rich event experiences.  Our session will focus on how local B2B media companies can take advantage of these trends and opportunities.  Our key areas of focus will be:

  • The content explosion — The new rules of the B2B buyer experience.
  • Marketing Services — Using your market knowledge and content expertise on behalf of your client.
  • The New Organization — Restructuring your company to address the new realities of B2B marketing.

9:30-9:45 AM – Break

9:45-10:45 AM – Getting an Education on Executive Education
Julio Melara, President & CEO of Louisiana Business Inc.

One of the newest — and biggest — arenas being entered by AABP publications is executive education. Leveraging our access to top leaders as speakers and up-and-coming executives as students, business publications are uniquely positioned to take advantage of companies’ increasing investment in training and professional development.

Julio Melara, who has successfully launched and grown the Business Report’s Executive Leadership Academy, will take us through a detailed case study on how to create, manage and market an executive education program as well as discuss potential pitfalls and new opportunities that emerge from such an endeavor.

10:45-11:00 AM – Break

11:00 AM-12:00 PM – Best Ideas of 2017 and Whiteboard Discussion

Each publication will bring forth its best idea of the past year, and a yet-to-be revealed prize will go to the publication whose idea is voted Best in Show!

Ideas can come from a range of sources — a new digital offering, event, ROP innovation or special publication. It can be a breakthrough that generated significant cost savings, boosted employee morale or upgraded the talent in your organization. It can even be a something you successfully copied from another AABP member. Just pick an idea had a big impact on your business and one you think will benefit others.

This session will also include a wrap-up Whiteboard Discussion to ensure you get answers to any burning questions not addressed in other sessions or something you want to dig into deeper.

12:00 PM – Publisher Networking Time

12:45-2:00 PM – Board of Directors Meeting

5:00-6:30 PM – Publishers Informal Roundtable

6:30 PM – Conference Adjourns

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