John Zehr Vice President, Product Development, ESPN Mobile
This seminar brings together senior executives from both Web and traditional
operations to tackle the challenges and rewards of multi-platform media and
interdepartmental cooperation. Participants boost teamwork while getting the
core knowledge and strategies required to build lasting multi-platform news
operations.
Teams should include at least one Web and one non-Web representative. The Media
Center strongly encourages larger management teams of online and offline content
and business executives, joined by top decision makers from marketing, business
development and advertising.
Results will be:
Alignment of online and offline strategies and workflows to maximize the
impact and reach of news and information initiatives on all platforms
Development of a battle plan to tackle institutional and cultural barriers,
clearing the way for successful convergence
Learning and ideas on how the Web can fulfill critical journalism and revenue
objectives for diversified, converged multimedia news and information companies
Construction of a common knowledge base for setting overall objectives and
strategies
Creation of a cohesive, multimedia vision to integrate strategies and workflow
of all available delivery channels
Confidence in knowing what building value really means – for brand, audience
and advertisers and business partners
The creation of a powerful and profitable multimedia news and information
brand.
TENTATIVE PROGRAM
Tuesday, June 21
6:00 p.m. to 8:00 p.m.
Seminar Welcome and Kick-off
Introduction of Participants and Roundtable Discussion: What Are the Challenges?
DigitalThink/Inspiration: The Jerusalem Project and iDocs
Maurice Jacobsen, Independent Film Maker
Wednesday, June 22
Morning sessions:
The State of Digital and Multi-Platform News: Two perspectives-- The Journalism
and The Business
Where Are We, What Have We Learned, Where Do We Need To Go? Larry Kramer, President, CBS Digital Media Craig Forman, Vice President and General Manager, News and Information,
Yahoo!, Inc.
Cross-Platform Teams: The Basics—How to Practice What You (and Others)
Preach
Discussion Leaders: Kinsey Wilson, Vice President and Editor in Chief, USAToday.com Neil Chase, Deputy Editor for News, nytimes.com John Boland, Executive VP and Chief Content Officer, KQED
Afternoon sessions:
Practicum: Emerging Tech Primer
Top Ten Tools (or Policies) You Should Watch Now
Panel of Experts: Stuart Watson, CEO & Founder, Syndicate IQ Henry Copeland, Founder, BlogAds.com
Moderated by Susan Mernit, Senior Fellow The Media Center, and Senior
Vice President, 5ive
Thinking Moment – Market Compression with Scott Rafer, CEO, Feedster
Broadband internet penetration is unleashing a second dotcom boom. This time around, broadband-enabled consumers and small businesses are able to join the traditional publishers of news, opinion, and listings. The current dotcom leaders are taking advantage of the trend to do exactly what Microsoft taught us all to do: Turn a series of incumbent-dominated $10 billion businesses into $1 billion businesses owned by new players with incredibly low-cost per-customer infrastructures.
Open Source Content/Grassroots Media: What are the Editorial, Business
and Product Issues And What are the Standards?
Discussion Leaders: Mark Potts, Chairman and Chief Creative Officer, Backfence.com Susan DeFife, President and CEO, Backfence.com Howard Owens, Director of New Media, Ventura County Star Susan Mernit, Senior Fellow The Media Center, and Senior
Vice President, 5ive
The Changing Audience: Who are they and what do they want? with Jeff
Cole, Director, USC Center for the Digital Future
The “Apprentice”: Fundamentals of Interactive Sales
The USAToday.com team: Jeff Webber, Senior VP and Publisher Adriaan Bouten, VP Business Development and Technology Christopher DiCosmo, Manager Ad Operations Laura Ramos, Manager Business Projects and Analysis Laryssa Kundammal, Director Sales Solutions
Welcome, Background, History and Strategic Focus of Washingtonpost.com
Discussion Leaders: Caroline Little, Publisher, Washingtonpost.com James Brady, Executive Editor, Washingtonpost.com Robert McCartney, Assistant Managing Editor for Continuous News, The
Washington Post
Business Planning Across Divisions: How cross-divisional efforts fuel
everyone’s business goals
Discussion Leaders: Steve Hills, President and General Manager, The Washington Post Christopher Ma, VP, The Washington Post Jen Moyer, VP, Finance, WashingtonPost.com
Video: Is there a Right Model?
Discussion Leaders: David Payne, SVP and General Manager, CNN.com Betsy Morgan, VP, Business Development, CBS News Steven Rosenbaum, Managing Partner, Magnify Media
Afternoon sessions:
Visit to Discovery Communications, Silver Spring, MD
Working Lunch, Welcome and Overview of Multi-Platform Media
Discussion Leaders: David Leavy, SVP, Corporate Affairs & Communications, Discovery
Communications Vivian Schiller, SVP & GM, Discovery Times Channel Steve Sidel, Executive Vice President, Discovery Education
Convergence and Brand Development: Editorial and Business Perspectives
Discussion Leaders: Traci Spiegel, Director, Advertising & Promotion, US Nets Marketing, Discovery Networks Joe Fiveash, SVP/GM of The Weather Channel Interactive Fran Hauser, GM, Time Inc. Interactive
Tour, Discovery Communications with Marc Parsons
Mobile: Your Audience is on the Move John Zehr, VP, Product Development, ESPN Mobile Marcus Xiang, CEO of PDX.CN
Now What? Where Are We Headed: A look into the future from both the
editorial and business perspectives
Discussion Leaders: Marcien Jenckes, AOL
Thinking Moment: Convergence and The Common Good
What happens when informed citizenship, civic engagement and public
service are the primary objectives? with Pete Clifton, Editor,
BBC Interactive
Opportunity Roundtable: Group Discussion
Reprise: What are the challenges, learning and take-aways?
with Andrew Nachison and Carin Dessauer
Take The Media Center Home and Adjourn Andrew Nachison, Director, The Media Center
For more information, contact program chair Carin Dessauer, multimedia
consultant and Media Center senior fellow, at cdessauer@mediacenter.org,
or Gloria Pan, Media Center communications director, at gpan@mediacenter.org
or 703.715.3301.
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