October 15 - 18, 2017
@ the ACL Music Festival, Austin, TX

Event Sponsors

Agenda

Sunday, 10/15

The Driskill Mezzanine, 2nd Floor

Monday, 10/16

Day 1: Monetizing Audience We start the Publishing Insider Summit exploring how modern media needs to better understand and leverage audience needs and behaviors and innovate around them. How are publishers planning business models that are less reliant on traditional advertising revenues and monetizing audiences in a range of ways, including paid media, more integrated marketing services and partnerships, e-commerce and live interactions?
8:00 AM
Breakfast
The Driskill Mezzanine
8:15 AM
Sponsor Breakfast Presentation
9:00 AM
Opening Remarks
Mezzanine Level
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote Q&A: What Sort of (21st Century) Man Reads Playboy?
Like many classic media companies facing 21st century challenges, Playboy hopes to pivot from a print legacy towards being a “digital brand.” As we explore with Chief Creative Officer Cooper Hefner, this started with updating the magazine’s classic question – What Sort of Man Reads Playboy? But the modern answer is more complex than ever. But it is helping re-engineer the content, branding and business models into new kinds of media, innovative co-branded publishing partnerships and one of the largest social footprints of any modern media brand.
Interviewee
Cooper Hefner, Chief Creative Officer, Playboy Enterprises 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:45 AM
Panel: Getting Beyond Ad Addiction: The Media Model of 2022
As the secular shift continues away from traditional interruptive, display advertising and digital channels siphon growth towards few players, what is the five-year plan for most publishers? What will the business model of 2022 look like - in its mix of consumer direct revenue, marketing partnerships, events, e-commerce, mergers and advertising? We gather senior publishing executives from across content segments to time travel way beyond quarterly earnings.
Moderator
Tim Taliaferro, Chief Innovation Officer, Texas Monthly 
PanelistS
Doug Harbrecht, Director, Kiplinger.com 
Christine Maguire, VP Business Operations and Strategy, Conde Nast 
Dan Ryan, Global Digital Media Business Development, Accuweather 
Michael Silberman, General Manager, Digital Media, New York Media 
10:30 AM
Coffee Break & Sponsor Spotlight
11:00 AM
Panel: Consumers Are The New Patrons: Is The "Trump Bump" Real?
Even as media endure increased negative scrutiny, direct consumer support for quality journalism and content seemed to surge after the surprise election of Donald Trump. Is the purported "Trump Bump" in digital subscriptions real and sustainable? More to the point, is the paid media model gaining traction beyond select news media. What have publishers learned about digital subscriptions, membership and patronage models and establishing value in a digital environment?
Moderator
Sara Guaglione, Reporter, Mediapost 
PanelistS
David Grant, Associate Publisher, Christian Science Monitor 
Poppy MacDonald, President, POLITICO USA 
Erin O'Mara, President, The Nation 
11:45 AM
Presentation: Innovations in Content & Commerce
Today's smart publishers sit at the intersection of content and commerce, possessing large and motivated audiences and deep consumer data. True innovation, however, is needed to harness this powerful access and drive sales. What technologies resonate with consumers and brands, particularly regarding mobile shopping? What are best practices when appealing to millennials? POPSUGAR’s EVP of Product Marketing and Sales Strategy will share market insights and reveal some of their breakthrough products and tools designed to drive the all-important purchase click.
Presenter
Chris George, EVP/Product Marketing & Sales, PopSugar 
12:15 PM
Roundtables
What Is Your Five Year Plan? - Tim Taliaferro, Editor in Chief, Texas Monthly
Paid Content - David Grant, Associate Publisher, Christian Science Monitor
E-Commerce - Chris George, EVP/Product Marketing & Sales, PopSugar
1:00 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
Cruise on Lake Austin
Horseback Riding
Real Austin Guided Bus Tour
Parkside Restaurant on 6th St (one block from Driskill Hotel)
Parkside Restaurant on 6th St (one block from Driskill Hotel)
Firehouse Lounge (across street from Driskill Hotel): 605 Brazos St (hidden entrance!)

Tuesday, 10/17

Day 2: Saving Advertising From Itself Despite the anti-hype surrounding the "decline of advertising," media always will attract audiences more predictably and efficiently than will product brands, and so advertising will always be part of the model. On Day 2 of the Summit we engage how publishers are adjusting to the ways in which media buyers want their inventory - through more engaged video experiences, native integrations and branded content, and automation.
8:00 AM
Breakfast
The Driskill Mezzanine
8:15 AM
Sponsor Breakfast Presentation
8:45 AM
Keynote: Building The Subscriber-First Model
While many publishers are trying to “pivot” towards paid models, subscriber-first has always been in the venerable brand’s DNA. SVP of Digital Media and Content Mark Beard explains how the company’s outsized social reach, its innovative mobile apps, sites and even Snapchat and audio editions – keep their eye on the long game of building a loyal, long term, paying Economist loyalist.
Keynote
Mark Beard, SVP Digital Media and Content Strategy, The Economist 
9:15 AM
Panel: The Long and Short of Video Economics: You're All TV Now
As everyone makes the now-clichéd "pivot to video" more attention is being paid to longer-form (20+ minute) formats. Social channels like Facebook and YouTube are encouraging investment and monetization via interruptive ad pods, while Amazon, Verizon and OTT offer new distribution channels. But what is the math on the talent, production and distribution costs associated with long form video? Is ROI realistic for most publishers or is this a Hail Mary pass?
Moderator
Daniel Ambrose, Principal, Ambro.com 
PanelistS
Colby Reed Miller, Senior Director, Sales and Content Development, Oath Video Activation 
Michael Suggett, VP / Executive Producer - Original Programming at StudioTEN, TEN: The Enthusiast Network 
Lori Taoularis, SVP, Digital Revenue & Operations, Tronc 
9:45 AM
Presentation: The Next Native
Consumer interactions with media are evolving, and so must advertising. In a multi-phase research project involving eye-tracking and a range of screens, Buzzfeed explores how their users are engaging in more deeply emerging forms of permission marketing and actively avoiding traditional “ad zones.” Recent Buzzfeed campaign results demonstrate how consumers not only welcome and engage with native formats but also inspire them to take action.
Presenter
Edwin Wong, Vice President, Research and Insights, Buzzfeed 
10:15 AM
Coffee Break
10:45 AM
The Next Native: What Does And Doesn't Work In Integrated Advertising?
The definition of "native advertising" was sketchy from the beginning, but now it has eroded to the point where any banner appearing in a mobile feed is somehow considered "native". What have publishers learned in recent years about what distinguishes effective, sustainable native ad programs and formats from pretenders? We ask some of the form's oldest practitioners to offer their learnings. About how to remain differentiated in a market of me-toos. About pricing and measuring impact. About scale. And about innovation beyond the same-old native.
Moderator
Jeremy Toeman, VP, Product Management, CBS Interactive/CNET 
PanelistS
Joshua Jaffe, General Manager, Horoscope.com 
Amy Royster, Managing Director Agency Strategy, Ideabar, Cox Media Group 
Lee Zellweger, Publisher, Readers Digest 
11:15 AM
The Next Programmatic: Header Bidding, Video and Private Marketplaces
Programmatic has evolved far beyond its RTB and remnant inventory roots to become central to most publishers' monetization strategy. But how are these data driven and automated platforms now integrated into publishers' larger sales efforts, data platform and even content deliberations? Once eschewed as a threat to quality publishing, how have data driven and automated ad technologies changed how publishers do business?
Moderator
Amanda Dean, Senior Programmatic Strategist, Watson Advertising 
PanelistS
Stephanie Layser, VP, Advertising, Technology & Operations, News Corp 
David Pond, Director of Programmatic Operations, Vox Media 
Dave Smith, VP of Monetization & Yield Management, Pandora 
12:00 PM
Roundtables
The Long And Short Form Of Video Strategy - Phil Stocker, Senior Enterprise Account Executive, Adobe
The New Native - Jeremy Toeman, VP, Product Management, CBS Interactive, CNET
The Role of Programmatic In Publishing - Amanda Dean, Senior Programmatic Strategist, Watson Advertising
1:00 PM
Lunch
Kayak on Lady Bird Lake
Golf at Barton Creek, Fazio Foothills course
Bike Tour of Austin
Victorian Room, 1st Floor
Victorian Room, 1st Floor

Wednesday, 10/18

Day 3: People-Based Publishing We explore the many faces of media relationship-building as we wrap the Summit. How are publishers organizing their own people and products around audience intelligence? How are they reaching out to the social influencers in their space to reach audiences from new directions and with new authority?
8:00 AM
Breakfast
The Driskill Mezzanine
8:45 AM
Keynote: From Reverence to Relevance: Redefining a 130-Year-Old Brand in the Digital Age
At a time when older brands are struggling to keep pace with today’s evolving media landscape, National Geographic continues to connect and stay relevant among consumers of all ages with dynamic storytelling and immersive digital experiences. As the head of National Geographic’s digital business, Rachel will discuss how the brand is leveraging today’s social platforms and new technologies -- pointing to Nat Geo’s unique Instagram success and recent Snapchat reinvention, as well as the company’s innovative approach to brand partnerships and revamped suite of digital products.
Keynote
Rachel Webber, EVP of Digital Product, National Geographic Partners 
9:15 AM
Panel: Data-Centric Publishing: Making Audience The Core Asset
Publishers have always sold audience as much as they sold content. but many have struggled to put digital profiling and data at the center of their organizations. How is the modern media company rethinking the way a common database is increasing understanding of readers for ad sales, editorial, audience and product development?
Moderator
Sara Guaglione, Reporter, Mediapost 
PanelistS
Nikesh Desai, CEO, Investing Channel 
Deepna Devkar, Director of Data Science, Dotdash 
Andrew Owens, Director, Analytics, Bauer Xcel Media 
Marcus Witte, VP, Integrated Marketing and Demand Generation, SourceMedia 
10:00 AM
Coffee Break
10:15 AM
Panel: Social ROI: Post-Advertising Success Stories
The duopoly is famously stingy with its ad revenue sharing and notoriously capricious about changing algorithms that drive traffic to partners. But media partners are learning to monetize their social brand footprint with product placement, marketing integrations, partnering with influencers and audience extension campaigns. We ask several leaders in the space to share their best cases.
Moderator
Eric Spielman, Chief Strategy Officer, Resignation Media 
PanelistS
Eli Lippman, Director, Digital, American Media 
Madhura Sengupta, Director, Ad Product Technology, Edmunds 
10:45 AM
Roundtables
Re-organizing Around Data Eric Spielman, Chief Strategy Officer, Resignation Media
Leveraging Social ROI - Nikesh Desai, CEO, Investing Channel
11:15 AM
Conference Concludes

Venue

The Driskill - Austin, TX
604 Brazos Street
Austin, Texas, 78701
Registered attendees of the Summit may book accommodations at The LINE Austin at a discounted group rate. To book within our room block at the discounted rate please use the following link: MediaPost's Publishing Insider Summit

**This discount room rate and block expires on Wednesday, September 11th, 2019.**






Our discount block at The Driskill has expired. If you would like to inquire about further availability, please contact the hotel directly at (512) 439-1234.

In the event that The Driskill becomes sold out, please see below for nearby accommodations:

Omni Austin Hotel Downtown
700 San Jacinto Blvd
Austin, TX 78701
https://www.omnihotels.com/hotels/austin-downtown/accommodations/guest-rooms
Contact: (512) 476-3700

The Westin Austin Downtown
310 E 5th St
Austin, TX 78701
https://www.marriott.com/hotels/travel/auswi-the-westin-austin-downtown/
Contact: (512) 391-2333


 
 

Located in the heart of Central Texas, Austin is the 11th-most populous city in the United States and the fastest growing of the largest 50 US cities. It is the home town of an annual set of film/music/interactive festivals and conferences, known as South by Southwest (SXSW), and the Austin City Limits Music Festival.

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For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

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For press inquiries, please contact Ken Fadner at ken@mediapost.com.

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For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

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For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

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