Mission One: Revenue, print, digital, mobile and more


SNPA is co-sponsoring a conference this summer with Inland and The Blinder Group called Mission One: Revenue, print, digital, mobile and more.

Mission One: Revenue is a unique conference devoted to all the ways newspapers can generate revenue – with print, digital, mobile, events, video and beyond.

Mission One: Revenue will be held June 19-21 at the offices of The Atlanta Journal-Constitution.

This conference combines the strength of previous conferences on generating revenue through digital platforms and others focused on more legacy revenue strategies.

Here's the agenda so far, with some speakers as yet unconfirmed and with time slots possibly being shifted:

Mission One: Revenue, digital, print, mobile & more

The Agenda:

Tuesday, June 19th, 2018

8:00 a.m. Registration, coffee and light breakfast

8:15 a.m. Welcome and Introductions

8:30 a.m. Want Big Revenue? Think BIG.

This keynote will get right to the crux of the challenges newspapers have before them – but also the many opportunities those very challenges open up. Our speaker will set the stage for the opening day with two goals: Thinking big-and thinking revenue.

9:15 a.m. You've got Revenue! Creating email sales campaigns that work

This session will take you step-by-step through what it takes to create effective email campaigns. You'll learn how to discern the difference between the many email lists brokers. You'll learn how to set advertiser expectations for their campaigns. At this session, digital media sales expert Greg Swanson will add another tool to your sales kit by laying out how to sell the retargeting of respondents across social media, the web-and even with snail mail.

With Greg Swanson, partner/business development leader, Itzontarget.com and Destination Commerce Corp.'s OneBoat community CMS

10:15 a.m. Break

10:30 a.m. Re-Thinking Real Estate Revenue, NOW!

The local real estate landscape has changed before our eyes – and back in favor of newspapers! Owners and agents are moving money out of digital verticals like Zillow and Trulia, preferring marketing options that raise their "top of mind awareness" and personal brand within the neighborhoods they serve. You in newspapers already own the solutions they crave. Learn how to win back the sizable local dollars that are now in play!

With Jim Brown, vice president, sales and marketing, Borrell Associates; Brian Monihan, vice president and publisher, Pamplin Media; and Mike Blinder, president, The Blinder Group

11:30 a.m. Lunch

12:30 p.m. Engage Your Audience, Grow Your Revenue. How? Promotions!

Our speaker reviews the latest and greatest engagement promotions including sweepstakes, photo and video contests, quizzes, ballots, community photos, email, newsletters and MORE! Strap yourself and bring your calculator. Second Street's Julie Foley has lots of energy and even more success stories. This one session alone easily pay for your trip.

With Julie Foley, director of affiliate success, Second Street.

1:30 p.m. Break

1:45 p.m. Let's Put On a Show! Events That Make Money for Any Sized Newspaper

GateHouse Live is the industry leader in producing events for GateHouse Media's many newspapers and other papers as well. At this session, GateHouse Live's top executives – Jason Taylor, Lyndsi Lane and Ellie Kuhn – will share the secrets of what it takes to generate brand-new revenue streams by staging events and the subsequent revenue opportunities that accompany them.

With Jason Taylor, president; Lyndsi Lane, vice president; and Ellie Kuhn, sales and marketing director, GateHouse Live

2:45 p.m. Break

3:00 p.m. Recruiting Sales People Who Can Sell-And Keeping Them!   

In this session, our speaker will guide you through the entire process of assembling high-achieving sales leaders, from the questions each organization must ask itself before hiring anyone to the ongoing process of keeping sales people motivated. You'll learn how to hire based on your organization's core competencies, and how to map those to your sales process.

4:00 p.m. Break

4:15 p.m. You Made How Much? Doing what? Part I

A participant's round-robin with exchanges of revenue ideas and successes. Everyone participates – and someone will win big!

5:00 p.m. Adjourn

Wednesday, June 20th, 2018 (Morning)

8:00 a.m. Coffee and light breakfast

8:30 a.m. Digital Services: Necessary Evil or Profit Center?

Is there still profit in selling services to local advertisers? Some media companies have decided this is their "holy grail" for survival. Others have dumped the whole effort. Who's right? And, what's working to make money for newspapers of all sizes with digital services?

With Shannon Allen, vice president of digital sales, Federated Media, and Brock Berry, CEO, AdCellerant

9:30 a.m. Case Study: The Telegraph Herald in Dubuque Generated $500K+ and you can too!

Learn how a few events, book publishing, rejuvenating a tired TV Magazine and an exciting new entertainment venture added nearly $600K in revenue at the TH. In addition, you'll hear about a new way to engage the younger generation and about the data that was captured from these activities and how they plan to use it for future opportunities.

With Mike Fortman, group director of advertising, TH Media, Dubuque, Iowa.

10: 15 a.m. Break

10:30 a.m. Call It Branded, Sponsored, Native or Content Marketing: How To Put Its Phenomenal Growth to Work for You

There is serious money to be made in content marketing that has seen impressive and dramatic growth in just a few short years. And it looks like the revenue will continue to ramp up. Learn how your media company can leverage this revenue growth strategy.

With Brian Monihan, vice president and publisher, Pamplin Media

11:30 a.m. Lunch

Noon. You Made How Much? Doing what? Part II

A participants' round-robin with exchanges of revenue ideas and successes. Everyone participates – and someone will win big!

12:45 p.m. Vote Yes! Seizing Local Political Dollars Now!

Tons of hyperlocal cash will be available over the next few years on candidates and ballot issues. Do you know how to mine these dollars so you don't miss out on this huge adverting revenue category? Learn from our speaker and representatives from two local newspapers presenting their experience winning political ad dollars in small and medium markets.

With John Kimball, managing general partner, The John Kimball Group

1:15 p.m. Maximizing Your Print Ad Dollars

Sure, subscriptions are down and younger readers seem to prefer digital news. However, the printed legacy product is far from dead in credibility, audience, reach – and the results it gets! At this session, learn the latest methods being implemented today to maximize ad revenue from every inch you print.

2:00 p.m. Break

2:15 p.m. Making Money From Our "Frenemies:" Facebook and the rest. The Social Media Revenue Opportunity

Media publishers cannot ignore Facebook's dominance as a competitor for local ad dollars and it's perceived high value from our local advertisers. Should we "play in their sandbox" by offering Facebook products in tandem with our local solutions? Or, do we find more creative ways to leverage their audience to our benefit? If you are perplexed at finding profit from social media, this panel will show you the most effective ways to produce local dollars from these channels.

3:00pm Driving New Auto Dollars

Auto advertisers have increasing local dollars to spend. But, it's not about helping them in the showroom anymore. Both the "big dog" dealers and "rock lot" sellers need better ways to move their USED inventory. And, ask any auto dealer and they'll tell you that they get most of their profits not from the showroom, but from the service bays! Here how these local newspaper leaders garnered significant new revenue from this critical advertising category.

With Chris Stahl, vice president/classifieds, LNP Media Group

4:00 p.m. Sales Training on a Shoe String Budget

We all know that training our sellers is ESSENTIAL to our success on the street. But, with most media companies under pressure to "squeeze" maximum profitability, how can an advertising manager find world-class training with limited resources? These local leaders have found creative methods to hone their sales people into the best they can be, without making huge investments.

5:00 p.m. Adjourn

Thursday, June 21st, 2018

8:30 a.m. Morning Keynote Speaker to be determined

9:15a.m. Squeezing Every Dollar From Banner Ads!

It is essential to optimize our websites to gain every dollar we can from every page view we earn. But, are we truly maximizing our ad banner revenue properly? What CPMs should we average locally? And, is our network inventory being optimized properly? Or, are we undervaluing the ads we allow others to sell for us? This session will lazar focus on making the most profit from every online ad we serve!

Invited presenter: Rusty Coats, president, Coats2Coats

10: 15 a.m. Break

10:30 a.m. Can Research Make You Money?

We need the data. But, who can afford it? Having the numbers on your local market can translate into more top line revenue. But, you need to know what data to get and how to use it effectively. Here from these experts how research can make you money!

Invited presenters: Jim Conaghan, president, Conaghan Consulting; Jim Brown, vice president, sales and marketing, Borrell Associates;
 John Marling, president, Pulse Research

11:30 a.m. OK, Siri, I'm Just Gonna Ignore the Opportunities in Video. Cool?

Not cool! You ignore the opportunities in video at your peril. Video growth is exploding – and so are the revenue plays that make newspapers competitive for the dollars that once went exclusively to local broadcast. You'll learn what works best on video and on what platform, how to price video ads, how to hold down production costs, how to deepen audience engagement with video, and how to avoid the inevitable challenges that come with video.



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