DMA Circulation Marketing Day 2012

Branding & Business Model Session

This session will focus on the global view of managing your company brand across all the platforms available/in use now – how do you ensure that your brand is presented consistently across channels, in different markets, different efforts, different countries and different devices. Or do you vary the message/brand representation in different markets/countries or on different devices? Who is in charge? How do your teams work together to speak “with one voice” about your brand or to decide on the different messages?

Speakers:
Nina LaFrance
Vice President Consumer Marketing
Forbes, Inc.
 

Greg Deily
VP Marketing
Annie’s (formerly DRG Publishing)

Katelyn Belyus,
Circulation Fulfillment Manager,
The Nation Magazine

Charles Mast,
President,
Mast Circulation Group

Moderator:
Nancy White,
Director of Sales,
Strategic Fulfillment Group

Circulation Trends -- The Big Picture

A perspective of what’s going on in the industry, what's new, what's changing, where do things appear to be going. 

• How circulation and audience development fits in the publishing paradigm.
• Sources of (new) business – where are new subscriptions coming from, how do you determine if the source should be part of a marketing plan?
• Multi-channel, Multi-Platform, Bundle complexities - How are these elements changing the way circulation is managed?
• Impact on vendors - How are all these changes impacting what circulators need from their vendors?
• Drastic shifts in sources

Speakers:

Stuart Jordan,
CEO,
Stuart R. Jordan Consulting

Shirrel Rhoades
Senior Advisor,
Strategic Fulfillment Group

What are the key leverage points and tactics driving successful subscription offers in today’s marketplace – and how has the rapid deployment of tablet editions and other digital platforms affected how subscriptions are promoted?  How are pricing and term being used to maximize short term acquisition goals and longer-term value?  What are the most effective techniques for capturing a customer’s credit card information and driving continuous service enrollment?  Are combo subscription offers working?  How are publishers positioning subscriber access to print and digital platforms in their subscription offers?  Learn the most effective offer techniques for driving response in a multi-platform world from a panel of seasoned circulation experts.

Speakers:

Emily Wang,
Director, Consumer Marketing Innovation & Strategy,
Time Inc.

Tom Mastrocola
Director, Database Marketing
American Express Publishing

Andrew Schulman,
Associate Director, New Business,
Bonnier Corporation

Moderator: 

Paul Masse, 
"Direct Marketing" Consultant

"Transitional Tests – From Big to Small"

Three experts on direct mail will discuss & show you test ideas that were transformational for their titles.  These transformative ideas will include both big concept tests from a new fully-blown mag-a-log package to “small” tests like colored BRE’s or QR codes that still drive significant response lifts.  Big tests are fun and exciting to execute and can significantly lift response rates – and you’ll hear about these from this panel of experts.  But you’ll also learn about clever add-ons, tweaks and twists that can add significant lift to existing control packages. 

Speakers:

Jennifer Schulties,
Circulation Director,
The Week

Vladimir Damianov,
Senior Promotion Manager,
Hearst Magazines

Lori Beneyton,
Subscription Director,
Rodale

Moderator:

Susan Allyn,
VP, Customer Acquisition,
Hearst Magazines

2012 Circulation Hall of Fame Inductee:

Bruce Miller
Vice President, Consumer Marketing
Bonnier Corporation