Media Transformation 2018
A unique program focused on sustainable business models, innovation and media transformation.
Sponsored by the Google News Initiative
LMA Members – $795 (or $645 if you participate in our R&D meetings)
LMA Media Association Partners – $845
Non-members – $895
You can save $150 on your registration. (Learn How)
Deadline Extended! Rates increase $100 on Aug. 24, 2018
5:00 PM – 8:30 PM: LMA Board Meeting
8:00 AM – 10:45 AM: LMA Board Meeting continued
10:30 AM – 5:30 PM: One-on-One Meetings with R&D Partners – Choose 5 and Save $150 – Back by Popular Demand!
This is a terrific opportunity to pick six companies that can help you grow digital revenue or assist with your media transformation plans. Simply choose six or more companies that you want to meet with during the registration process (15-minute meetings). You will then receive a $150 discount to attend. Note: One representative per company is eligible for the discount. Available to the first 50 media executives that register.
How it works: Please read the company descriptions, case studies and testimonials on each of the companies. During the online registration process you will be asked to choose the six (or more) companies you would like to meet with. Once you choose the companies, you will then receive a $150 discount code to use when registering. You will receive your meeting schedule about one month before the conference (you will have the opportunity to provide your availability).
Rules: In the event of a no-show or cancellation, your credit card will be charged back the $150 discount fee. Understand that the R&D partners are paying a sponsorship fee and the $150 discount fee for you to attend these meetings. If you no-show, that puts LMA and the R&D partner in a bad position. Please communicate any changes or cancellations to Lindsey Estes as soon as possible so that she can arrange an alternative time.
12:30 PM – 3:00 PM: Women in Local Media Summit Sponsored by the Google News Initiative – Includes Lunch – Led by Ginger Neal, Senior VP-Advertising, The San Francisco Chronicle and SFGate
Registration is included with your Media Transformation registration. Register to attend the Women in Local Media Summit only for $95.
Join us for this inaugural event that will tackle diversity and gender issues in the media industry in an honest, transparent and proactive way. We invite everyone to join us for this important discussion.
Did you know:
How do we change this?
We’ll hear from executives that are charged with increasing the diversity of their staff and their news coverage. They’ll share their strategies, challenges and results. And, we will allow time for discussion and feedback.
Faculty members include:
Francesca Donner, Director, Gender Initiative, The New York Times. Donner will share details about how The New York Times is using gender as a way to reach and engage new audiences.
Abby Reimer, Innovation Manager, McClatchy. Reimer assists with the design-thinking training at McClatchy’s New Ventures Lab in California. In her role, she is passionate about the need for diversity on both sides of the user/innovator relationship.
Chrissy Towle, Head of News and Local Media, Global Partnerships, Google. Towle will share Google diversity metrics, perspective and what we need to do better.
Brian Baker, Partner, US Digital Workforce Leader, Mercer. Baker is charged with making a difference in the health, wealth and careers of 110 million people every day. He’ll share why the workforce of the future must be intentionally diverse – meaning people, opinions and actions. He’ll also share Mercer’s research on gender diversity and why it matters.
Ginger Neal, Senior VP, Advertising, San Francisco Chronicle and SF Gate. Neal will lead and moderate the summit and will also share what Hearst is doing to increase diversity at their newspaper division.
Catherine Badalamente, Vice President Digital, Graham Media Group. Badalamente will talk about Graham Media Group’s commitment to gender diversity. Seven of the eight leaders on their senior management team are women, including CEO Emily Barr. Badalamente credits the mentoring culture as a big part of their success.
Women in Local Media Summit Agenda Overview:
12:30 – 1:00: Buffet lunch is served
1:00: Welcome remarks by Nancy Lane and Ginger Neal
1:05: Brian Baker and Francesca Donner present and host Q&A
2:00 – 3:00: Fireside Chat – Ginger Neal hosts will all the panelists
Thank you to the Google News Initiative for their sponsorship.
3:00 PM: Exhibit Hall Opens
5:30 PM – 6:30 PM: Welcome Happy Hour
Join us in the exhibit hall for drinks and appetizers. Meet with some of the industry’s most progressive R&D partners and network with industry peers.
6:30 PM – 9:00 PM: BBQ Dinner presented by Site Impact and TruMeasure. Join fellow Media Transformation attendees for a remarkable BBQ Buffet at Jack Stack Barbecue (101 W. 22nd St. #300 | Appx. 1 mile from the hotel)
8:00 AM – 9:00 AM: One-on-One Meetings with R&D Partners (Continued)
8:30 AM – 9:00 AM: Coffee and Light Breakfast with Exhibitors
8:45 AM – 9:45 AM – Keynote: TEGNA’s Approach to Innovation
Learn about the fascinating work going on at TEGNA and King 5 Seattle during this opening keynote session. TEGNA executives take a very structured approach to innovation. They embrace failure as part of the process and allow ample runway for new ventures to succeed. As a result, they are taking on bold projects and shaking up the way TV stations go to market. Don’t miss this inspiring opening session. Presented by Frank Mungeam, Vice President, Digital Audience Engagement
9:45 AM – 10:15 AM: Shifting Paradigms in Digital Advertising, Presented by Jerry Miller, Head of Americas Revenue Intelligence, Google
Jerry Miller’s mission at Google is to articulate marketplace data into actionable insights, with a focus on creating value for Google’s partners. In this session, he’ll share how he is doing that and specifically how media companies can take advantage of these opportunities.
10:15 AM – 10:45 AM: Coffee Break with Exhibitors
10:45 AM – 3:45 PM: Choose from Three Workshops (lunch is on your own from 12:15 – 1:15 except for the digital subscription workshop, lunch is included. There are lots of restaurants within easy walking distance of the hotel.):
Are you done with conferences that feature one power point after another? We are too! Media Transformation 2018 features three in-depth workshops to choose from on three of the most important pain points in our industry. These workshops will be very interactive and will include a mix of presentations and small group exercises. Send multiple people from your company to take advantage of all three or send a team to attend the one that resonates with you the most.
Workshop One | Empowering Successful Sales Managers:
It’s one of the most pervasive challenges across local media: how to empower sales managers to become dynamic leaders capable of steering modern, fast-growth sales organizations. The list of challenge obstacles is extensive, from compensation to training, time allocation to coaching.
In this collaborative workshop, corporate and market-level sales leaders will open up their playbooks to share the strategies and tactics that are producing high-performing sales managers. These are tips and tricks you can take back to your company right away! Plus, small group roundtables will enable you to meet with experts to dive deep on the issues that matter most to you.
It’s the most in-depth, interactive sales workshop LMA has ever conducted. Real change is needed to shape the sales leaders that will make local media thrive. Let’s work together to spark that change!
Faculty include Jesse McCambridge, Senior Director of Digital Revenue and Sales Strategy, Cox Media Group, Addy Earles, Director of Digital Revenue, Schurz Communications, Michael Page, VP Digital Local Sales, Tribune Media and Bill Caudill, VP of Digital Media Sales, Nexstar Broadcasting Group.
10:45 – 10:55 Session Introduction – Jed Williams and Jack Zavoral
10:55 – 11:25 Jesse McCambridge – Developing High-Performance Sales Managers for Digital
11:25 – 11:55 Michael Page – Benchmarking Sales Manager Performance – You can’t manage what you can’t measure
12:00 – 12:45 Lunch delivered to Salon A breakout room, Open discussion (no programming)
12:45 – 1:15 Bill Caudill – Evolving Sales Structures
1:15 – 1:45 Addy Earles – Coaching Sales Reps
1:45 – 2:45 Structured table talks: Attendees choose one of four tables based on interests
2:45 – 3:00 Break
3:00 – 3:45 Open discussions from entire group to identify key focus areas & action items. (Jack & Jed to moderate)
Workshop Two | Digital Subscriptions & Consumer Revenue Models: Sponsored by Facebook Journalism Project – Lunch Included
Are digital subscriptions a priority at your company? Then this is the workshop for you. Our all-star faculty represents the best case studies in North America for both digital subscriptions and membership models including:
Louis Deering, Senior Digital Subscription Marketing Manager, The Minneapolis Star Tribune. Deering will share how the Star Tribune was able to grow its digital subscriber base by 30% to 55,000 over the past year. Their strategy was inspired by what they learned from participating in the Facebook digital subscription accelerator. They are focusing on the middle of the marketing funnel and targeting different kinds of readers on Facebook, giving registered readers a lighter ad experience and increasing its service journalism. (See related Digiday article for more information: https://digiday.com/media/star-tribune-got-55000-digital-subscribers/)
David Adkins, Vice President of Technology, The Buffalo News. Adkins will talk about the fascinating technology that The Buffalo News has developed to convert digital subscribers. They shifted from a cookies-based software to IP addresses and soon realized that far more people were able to get around their paywall than they ever imagined. With this problem fixed, they focused on propensity to subscribe. They are now using this data to convert more digital subscriptions than ever before. Finally, Adkins will share their analytics tool that allows them to flexibly set their meter while balancing the impact that it has on advertising revenue. Read more about what Adkins and The Buffalo News are doing in this Q&A.
Josh Mabry, Strategic Partner Development, Facebook. We’ll get an update on Facebook’s digital subscription offering within Instant Articles (for the first time, publishers can use a paywall inside of Instant Articles). Alpha partners are reporting that in May 2018, people who saw Instant Articles were 17% more likely to subscribe to their publications directly from Facebook, than people who saw their standard web links. Mabry will also share some of the results from the newspapers that participated in their $3.5 MM digital subscription accelerator program.
Dan Petty, Digital Director of Audience Development, Digital First Media.
Petty will share how The Denver Post increased digital subscriptions by 60% after participating in the Facebook accelerator program. He’ll also share the work they are doing with Mather (using part of their Facebook grant money) to identify those visitors with high propensity to subscribe as well as the technology changes they are making in order to win in this space.
Jim Brady, CEO, Spirited Media. Earlier this year, Brady launched a membership model for Billy Penn. He’ll share the strategy behind the model as well as early results and lessons learned. Many in the industry believe that digital subscriptions will need to evolve into more of a membership model; there is a lot to learn from this case study.
Nancy Lane, President, Local Media Association. Lane has been intensely focused on consumer revenue models for the past year. She recently authored an industry report highlighting six promising case studies and was a speaker at WAN-IFRA’s Digital Subscription Summit. She’ll serve as the leader of the workshop and share some new case studies. She’ll also host a debate about the barriers to success in this space including content concerns, technology issues and the willingness of consumers to pay.
Special thanks to the Facebook Journalism Project
for sponsoring this workshop and lunch
Workshop Three | Solving Our Human Capital Problems:
Conducted by Brian Baker, Partner, US Digital Workforce Leader, Mercer and Ryan Browning, Principal, Mercer Innovation Hub
Ask any CEO what keeps them up at night, and inevitably they will mention issues relating to human capital such as:
Mercer is a global HR leader that works with more than 28,000 companies helping them in many areas including culture transformation, compensation, recruitment/retention, leadership development and more. Brian Baker (above), a partner in the firm who most recently worked on Walmart’s corporate HR team, focuses on the workforce of the future. He will lead a discussion that will focus on skill sets and personality traits that will be needed in all future hires. The second half of the workshop will feature small-group exercises using design-thinking principles lead by Ryan Browning (right) a Principal in the Mercer Innovation Lab. This is applicable to managers at all levels but especially CEO and C-suite level.
3:45 PM – 4:15 PM: Refreshment break with exhibitors
4:15 PM – 5:00 PM: Recap from the three groups
Representatives and faculty members from the three workshops will share their top takeaways.
5:00 PM – 5:15 PM: Election of LMA Officers and Directors
5:30 PM – 6:30 PM: R&D Reception with the LMA Board of Directors
Dinner on your own
8:30 AM – 9:00 AM: Coffee with Exhibitors
9:00 AM – 10:00 AM: Keynote – GNI In Action- How Local Media Companies Can Tap into the Power of The Google News Initiative. Presented by David Brooks, Head of News Partnerships, Google.
In March, Google announced a $300 million commitment through GNI to collaborate with the news industry to build a stronger future for journalism. Six months later, the initiative is well underway, with a variety of products, partnerships, and programs. In this keynote, Google’s David Brooks provides a comprehensive update on GNI: its mission, focus, and milestones to date. Most importantly, Brooks will share how local media companies can partner for success.
10:00 AM – 10:15 AM: Refreshment break
10:15 AM – 11:00 AM: Audio – The Opportunities & Challenges. Presented by Steve Goldstein, Founder/CEO, Amplifi Media
There is no doubt that audio is a hot new trend. Podcasts continue to gain in popularity. Voice assistants are delivering daily news briefings. The smart car of the future is now here and searches on mobile devices are rapidly shifting from text to voice. What does this mean for media companies and where should they be investing?
Afternoon: Chief Digital Club Private Event, featuring a fireside chat with Google and in-depth discussion