Three days of virtual sessions focus on growth strategies for local media including reader revenue, branded content, journalism funded by philanthropy and Connected TV. Once you have registered for the event, you will receive a link in your confirmation email to register for each session you’d like to attend. All times Eastern.
Thank you to our sponsors.
Monday, May 2
11 a.m.-noon: Ad Forecast 2032: Dramatic Changes Ahead
If you think it’s been a bumpy ride over the last decade then you better buckle up, because major turbulence is on its way. The Borrell Associates 2032 advertising forecast is something that every local media company needs to understand and digest.
In this session, Gordon Borrell will dive deep into the forecast. He’ll then chat with LMA Board Chair and Graham Media Group CEO Catherine Badalamente to discuss what the numbers mean and what companies should be doing to prepare. In addition, there will be time for audience Q&A.
1 p.m.-2:15 p.m.: Technology Resource Center: Whom Do You Call When the Next Big Revenue Opportunity is Too Hard or Too Different for Your Core Team?
Everyone has a day job, with monthly and quarterly goals. But the next giant revenue opportunity is right there and you can’t get to it. The GNI funded Technology Resource Center is there to help local publishers with small and large technological and business strategy challenges. We’ll discuss two big opportunities and how the TRC can help publishers.
Moderator: Guy Tasaka, managing director, Technology Resource Center, Local Media Association
2:30 p.m.-3:45 p.m.: Meta Branded Content Project: Time To Make It Move!
A January 2022 report from Reportlinker shows that by 2026, video will account for an eye popping 89% of all mobile data traffic. How are we going to monetize this amazing opportunity? The answer is with branded content. In this short session, you will learn branded content video strategies that work across streaming, social and linear channels.
Panelists: Salim Michel Makhlouf, director of Penn Studios, PA Media Group; Liz Hayes, director of strategy, Meta Branded Content Project; and Charles Runnette, creative director, Content Studio at The Seattle Times. Moderator: Julia Campbell, general manager, Meta Branded Content Project and Peter Lamb, president, Lamb Consulting Services
Tuesday, May 3
11 a.m.-noon: Wooing, Winning, and Keeping Good People
Recruitment and retention have always been a challenge for local media companies–disruption and pandemic have continued to wreak havoc on the efforts to find and develop employees that you want to stick around and who actually will. We’re going to take a look at why people are heading for the door; learn some practices to capture the kind of talent we all want and need; and what it takes to keep a modern workforce engaged (and maybe even knocking down the door to get to you). Is it science? Magic? Romance? Is money the only thing that talks? To add a little more insight, we’ll review the results of a recent survey that asked people in local media what mattered to them in the career game.
Presenter: Alexandra Phillips, chief executive officer, Alexandra Phillips Consulting
Reader Revenue Wins
There are many key ingredients to a successful reader revenue strategy, from pricing to email strategy to checkout flow. It’s easy for small teams to be overwhelmed with knowing where to start when it comes to improving your checkout flow. Hear from publishers who have successfully grown their reader revenue through either membership or subscriptions. Our panelists will share tactics that companies can apply right away.
1 p.m.-2:15 p.m.: Reader Revenue Wins: Membership
Panelists: Ellen Meany, publisher, American Prospect; Christen Irving, director of revenue and audience engagement, Black Voice News; Frank Bravo, chief technology officer, Embarcadero Media; and Ned Burke, chief strategy officer, BlueLena. Moderator: Penny Riordan, director, business strategy and partnerships, Local Media Association
2:30 p.m.-3:45 p.m.: Reader Revenue Wins: Digital Subscriptions
Panelists: Judi Kamien, chief development officer, Springfield Daily Citizen; Siobhan “Sam” Bennett, chief revenue officer, New York Amsterdam News; Jay Senter, founder and publisher, Shawnee Mission Post and Blue Valley Post; Idalmy Carrera-Colucci, coach and digital strategist, Blue Engine Collaborative. Moderator: Penny Riordan, director, business strategy and partnerships, Local Media Association
Wednesday, May 4
1 p.m.-2:15 p.m.: Journalism Funded by Philanthropy — New Revenue to Sustain Essential Reporting
Thirty-six newsrooms have raised more than $7 million to fund essential local reporting, from investigative to bilingual coverage. Hear five lessons learned from two cohorts of LMA’s Lab for Journalism Funding about how philanthropy can be a sustaining funding pillar for journalism.
Panelists: Liz White, publisher, Record-Journal; Judi Terzotis, president and publisher, NOLA.com/Times-Picayune/The Advocate; and Larry Lee, president and publisher, Sacramento Observer. Moderator: Frank Mungeam, chief innovation officer, Local Media Association
2:30 p.m.-3:45 p.m.: Connected TV
CTV Analytics – CTV consumption is growing rapidly, but you must be on multiple platforms to capture the audience and revenue. Our panel will discuss the challenges and opportunities of having their channels distributed across multiple O&O, vMVPDs and FAST platforms. Audience and revenue measurement and reporting is paramount in the new streaming economy. Hear how broadcasters and R&D partners are managing the audience shift.
Panelists: Mike Woods, chief executive officer, Orka.TV; Stephanie Slagle, vice president and chief innovation officer, Graham Media Group and Noah Jacobson, chief commerce officer, Tapclicks. Moderator: Guy Tasaka, managing director, Technology Resource Center, Local Media Association.
1:1 Meetings with R&D companies
Some of the most progressive R&D companies will be holding 1:1 meetings throughout the week with attendees. Make sure to check “yes” during your registration to participate in this program. Meet with 5 R&D partners and you will receive a $25 gift card or we will make a donation to your favorite charity in your name. Check out all of the participating companies here.
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