in association with · 2017-06-20 · 11.10am luke o’brien managing director, data &...

IN ASSOCIATION WITH

Program_publish_2016_PRINT.indd 1 8/09/2016 1:52 PM

From crosswords to crossroadsIt can be a bizarre experience to sit in reflection of your own industry. It can even be somewhat depressing, so much so that when I sat down to write this I considered suggesting we just run a crossword puzzle in its place.

But looking at this program I realised the evidence is here that we aren’t at the end of an industry, as pessimists might argue. Rather we’ve reached a crossroads, which is genuinely exciting.

Of course the print industry is making a transition from mainstream to specialist. And there’s no denying that there’s plenty of pain to go with this. Yet there still remains much to be inspired by, as it continues to challenge itself with innovations designed to pull audiences in and to offer commercial partners better bang for their buck.

And there’s the opportunity digital has given us. As Slate’s Keith Hernandez will remind us today - this is no longer a new thing. It’s been with us for two decades now.

Publish is all about navigating this complex, complicated, ridiculously fun world we all work in.

Today is not about telling you how to do your job but rather about offering advice, lessons, even some tips on how you can better make money out of all that content that is being produced everyday.

From podcasts, to events, to native, to paywalls - we believe we’ve put together a program of some of the best qualified people in the industry to share what they’ve learned along the way.

Today is about embracing the future of this industry.

Publish is about getting inspired, falling back in love with the publishing industry, and working out how we can all continue to thrive.

As I say, the industry is at a crossroads, the role of print is transforming and digital has come into its own. Today is about making sense of which of the many opportunities available are the ones your masthead should chase, when you can’t go after them all.

I’ll have done my job if you leave today’s conference with some new ideas about which way to turn.

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SPONSORS SUPPORTERS

IN ASSOCIATION WITH

PLENARY8.50am Welcome

9.00am KEYNOTE: The Adventures Of Slate: 20 Years An Online Magazine

STREAM 1 STREAM 2 STREAM 3

10.00amFuture Gazing: Trends Publishers Need To Get To Grips With

Back In Print – Reasons To Be Optimistic

10.40am Morning tea

11.10am Email Strategies: How Publishers Can Get More From Email

Traffic Strategies: How To Deal With The Walled Gardens

Insight Strategies: Solving The Publisher’s Problems - The Importance of Profiling Audience

11.55amSales Strategies: Getting Your Masthead In Front Of Busy Media Agencies

Subscription Strategies: Persuading Audiences To Pay For Content

12.40pm Lunch

PLENARY1.30pm KEYNOTE: The Australian: A Re-Balancing Act

2.15pmPodcasting Strategies: Why Publishers Are Obsessed With Audio

Event Strategies: How To Create An Event Division

3.00pm Afternoon tea

3.30pmNative Strategies: Lessons From The Front Line

Culture Change Strategies: How Print Culture Can Change Into A Digital Culture

4.15pmInnovation Strategies: High Impact Print Campaigns

Monetisation Strategies: Engaging Audiences, While Increasing Content Monetisation

PLENARY

5.00pmKEYNOTE: The I Quit Sugar Empire: How Journalist Sarah Wilson Turned A Health Trend Into A Publishing Phenomenon, And A Blog Into A Brand

5.30pm Drinks reception - upstairs in The Stables

Miranda Ward Curator - Publish Publishing Editor, Mumbrella

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Robyn Foyster Publisher, The Carousel

Martin Wanless Head of Content, Mahlab Media

Keith Hernandez President, Slate Magazine

Aaron MichieDirector, Guardian Labs

Tony GilliesEditor In Chief, Australian Associated Press

ModeratorMiranda Ward Curator - Publish Publishing Editor, Mumbrella

Karen Lawson CEO, Slingshot Accelerator

ModeratorCamille Alarcon Content Director – Events, Mumbrella

Future Gazing: Trends Publishers Need To Get To Grips With

KEYNOTE: The Adventures Of Slate: 20 Years An Online Magazine

Back In Print – Reasons To Be Optimistic

STREAM 2

STREAM 1

STREAM 3

9.00am

10.00am

10.40am

The rise of virtual reality, artificial intelligence and walled gardens, paywalls and the locked environments of social media platforms, all have implications for the world of publishing. A panel of senior industry experts will debate what opportunities, challenges and risks these trends pose for a publishing company’s revenue streams and how a company can best benefit from technological changes that are impacting on the consuming habits of audiences.

Where does print sit in the consumer purchase cycle? Mahlab Media’s Martin Wanless will examine where digital and print sit in the purchase cycle, examining where print is potentially adding more value to customer engagement. In this presentation which will make it clear that print is not a dead medium, Mahlab Media will also examine why some brands are turning away from digital spend.

As one of the world’s first popular mainstream online magazines, Slate this year celebrates its 20th anniversary, and president Keith Hernandez travels from New York to share with the Publish audience the story of the brand; his insights into the rise of off-platform distribution; his advice on how mid-size publishers need to make a choice on which networks they publish; and how Slate’s big bet on podcasting is panning out.

Morning tea

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11.10am

Luke O’BrienManaging Director, Data & Insights, Pureprofile

Dwayne BirtlesNational Data Commercial Manager, News Corp Australia

Insight Strategies: Solving the Publisher’s Problems - The Importance of Profiling AudienceSTREAM 3

Digital publishers face rising challenges in an increasingly competitive landscape with the winning players able to provide media buyers access to audiences with proven effectiveness against campaign goals. This session uncovers technology that helps publishers compete using intelligent audience profiling. Publish sponsor Pureprofile will present a case study showing how News Corp applied this technology to Toyota to improve targeting and to shift measurement from CTR based metrics to impact on brand awareness, consideration and purchase intent.

Matt McGowan President, Adestra

Ran Buck VP Asia Pacific, Taboola

STREAM 1

Any publisher can boost traffic and reach wider audiences by focusing on email strategy. In this session presented by Publish sponsor Adestra, guests will hear about achievable goals and strategies to develop and maximise email lists, drive newsletter sign-ups, and improve open and clickthrough rates. Matt McGowan, President at Adestra and former Head of Strategy at Google, will share insights into Adestra’s research into 1,200 Australian consumers and their attitudes and uses of digital content, devices and media.

Email Strategies: How Publishers can get more from EmailTraffic Strategies: How To Deal With The Walled Gardens

Email Strategies: How Publishers Can Get More From Email

STREAM 2

Social platforms have become tired of being the ‘middlemen’ when it comes to directing traffic to publisher’s content and as a result have built their walled gardens, such as Facebook Instant Articles and Apple News, in an effort to keep audiences within their own territory. In this session, Publish sponsor Taboola will present on how content discovery, including personalisation and native advertising, can help publishers work with this.

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Presented and curated by




Leading the print revolutionAs proud producers of many leading Australian publications, we are passionate about print. It’s what drives us to go further, partnering with every customer to deliver better solutions.

We are innovators who always question and push boundaries. Who explore the power of possibility by continuously investing in the latest technologies and processes to improve speed to market, quality, and consistency.

We are creative, generating ideas and workshopping with our customers to ensure their publications are as engaging, surprising, and compelling as possible. Every day we print, partner, innovate, and create new ideas. And that’s not just what we do – it’s who we are.

Contact us today to see what Blue Star WEB can do for you.

printer PARTNER

BL339518 Blue Star WEB Double Page Ad-approved art-FA.indd 2 5/09/2016 10:30 AM

ContactCall: 02 9748 0020Sales Manager Natalie Taylor: 0420 985 [email protected]

INNOVATOR IDEAS CREATOR

BL339518 Blue Star WEB Double Page Ad-approved art-FA.indd 3 5/09/2016 10:30 AMProgram_publish_2016_PRINT.indd 8-9 8/09/2016 1:52 PM

Naomi JohnstonGeneral Manager, Starcom Melbourne

Prue Cox Senior Digital Media and Technology Executive, Pacific Magazines

Kit WilsonGroup Subscriptions Marketing Manager, Bauer Media

Rachael Lonergan Head of Strategy, Foundation

Alex Clark Founder, Press Patron

Erica KokiwHead of Digital, Amplifi, DentsuAegis Network

Michael LaxtonDirector, Customer Marketing & Growth APM, Fairfax Media

Moderator Alex HayesEditor, Mumbrella

Paul FishlockFounder, Behaviour Change Partners

Moderator Tim BurrowesContent Director, Mumbrella

Sales Strategies: Getting Your Masthead In Front Of Busy Media Agencies

Subscription Strategies: Persuading Audiences To Pay For Content

STREAM 2

STREAM 3

11.55am

What makes a masthead desirable in the eyes of the media agencies? Hear from some of Australia’s top media buyers and strategists on what you need to do to to get their attention and make your masthead of greater interest to those holding the purse strings. The panel will provide insights into what agencies and their clients are looking for in publications.

How can you convince your audience to open their wallets and part with their credit card details? Particularly in a world where readers have been conditioned to expect content for free. Hear from experts on what you can do to improve your subscription marketing efforts in both print and digital, and learn about the latest alternative means of funding your content, including the soon-to-be-launched Press Patron platform, currently being rolled out with the support of a Walkley Innovation Grant.

www.futuresources.com.au

For nearly three decades Future Sources has been building process and driving technological improvements in refining the level of personalisation in subscription mailings and direct mail campaigns.

Enjoy exceptional service from a fexible, friendly, hands-on team, and take your subscriptions to another level.

Call us on 02 9550 4444 and speak to Derek to discuss your requirements.

We’re the experts in subscriptions. Building,marketing, mailing, datamanagement - yourcomplete solution.

Why do more publishers rely on Future Sources?

12.40pm Lunch

Subscribe to The Source and gain access

to Australia’s largest and most up-to-date

directory of advertisers and the agencies that

represent them.

In a competitive market, how do you give your sales team the edge?

START A 7 DAY FREE TRIAL TODAY

To sign up visit gotothesource.com.au/free-trial

Access to OVER 1,300 BRANDS and key contacts listed on The Source

Categorised over 7 INDUSTRY VERTICALS to make finding the right company and person a breeze


Angela StengelDigital Lead, ABC Radio

Andrew McEvoy Managing Director, Life Media and Events, Fairfax Media

Nicholas Gray CEO, The Australian

Keith HernandezPresident, Slate Magazine

Robert LoewenthalFounder, Whooshkaa

Martin LaneCEO, Mumbrella

Kylie Rogers Managing Director, Mamamia

Podcasting Strategies: Why Publishers Are Obsessed With Audio

KEYNOTE: The Australian: A Re-Balancing Act

Event Strategies: How To Create An Event Division

STREAM 2

STREAM 1

STREAM 3

1.30pm

2.15pm

3.00pm

Publishing trends come and go but podcasts appear set to stay with more publishers jumping into the space. But in an era where every aspect of a masthead needs to contribute to the financial viability of the product, how can podcasts help a masthead make money? Hear from publishers already in the space about what podcasts offer commercially.

With publishers scrambling for revenue as circulation and advertising revenue declines, diversification of revenue streams has never been more important. Many publishers offer their readers a variety of events from awards and conferences to meet and greet opportunities but how are they delivering these events? Hear from Fairfax Media’s Andrew McEvoy and Mumbrella’s own Martin Lane on how both companies have created successful in-house event teams.

In a rare appearance, the CEO of News Corp’s national broadsheet The Australian Nicholas Gray will speak candidly about how the newspaper is dealing with its shift to digital with the masthead recently reporting 79,018 digital subscriptions. Gray will also reflect on The Australian’s financial performance post the GFC and how News Corp is convincing customers to subscribe.

Afternoon tea

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5.30pm Drinks reception - upstairs in The Stables

Tim Duggan Publisher, Junkee Media

Emily Kerr Digital Managing Editor, DOLLY

Josephine Rozenberg-Clarke Editor, DOLLY

Paul Hamra Managing Director, Solstice Media

Neil Ackland CEO, Junkee Media

Native Strategies: Lessons From The Front LineSTREAM 2

Culture Change Strategies: How Print Culture Can Change Into A Digital CultureSTREAM 3

3.30pm

Native advertising is of growing importance to publishers as more advertisers migrate to the format and banner ad revenues decline. But how do you set up a team, do it well and expand native off the page and into video? Junkee Media has been a pioneer in native advertising in Australia and it now accounts for more than half of its media revenue. Hear Junkee explain how it has built and grown its native division.

With most traditional print publishers making the transition to print, how can an organisation transform its skills and culture from print to digital? In this session, publishers will explain how they transformed their company’s skills and culture to transition to digital-first ensuring they bring their audience with them on the journey and then grow the business.

Zac SkulanderHead of Strategic Planning, News Corp

Sarah WilsonFounder, I Quit Sugar

Nina VanneckHead of Online Partnerships Group for Australia and New Zealand, Google

Innovation Strategies: High Impact Print CampaignsSTREAM 2

KEYNOTE: The I Quit Sugar Empire: How Journalist Sarah Wilson Turned A Health Trend Into A Publishing Phenomenon, And A Blog Into A BrandSTREAM 1

Monetisation Strategies: Engaging Audiences, While Increasing Content MonetisationSTREAM 3

4.15pm

5.00pm

High impact print executions can generate cut-through for advertisers that is achievable in no other medium. In this presentation from award-winning newspaper industry executive Zac Skulander, guests will hear detailed case studies of successful and innovative print advertising campaigns. Skulander, former winner of the PANPA Hegarty Award for Young Newspaper Executive of the Year, will share the strategy behind some of News Corp’s most interesting client campaigns.

Five years ago, journalist Sarah Wilson experimented with quitting sugar for her column in Fairfax Media’s Sunday Life magazine. Since then, the former Cosmopolitan editor has seen I Quit Sugar become a publishing brand in its own right, with a website, series of best-selling books, ebooks and a health program. In this on-stage interview, Wilson will share what she has learned about the modern publishing world, building her own brand, content marketing and monetising content.

With 10 million+ online publications including blogs and corporate spin sites competing for space, how do you keep your audience engaged long enough to monetise your content? The challenges content creators face are complex, but through effective application tools, success can be had. Learn from Google on how best to monetise your content, keep your audience happy and stay relevant with the ever-changing tech landscape.


Entertainment - Imagery, pattern and colour

November 10, Sydney | entertainmentmarketingsummit.com.au

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OCTOBER 12 TO SAVE $100

Matt McGrathChief Brand Officer,

Network Ten

Reemah SakaanDirector of Marketing & Media,

ITV

Oliver Robert-MurphyGlobal Head of New Business,

Universal Music Group

Tony ThomasChief Marketing & Digital Officer

Nova Entertainment

Learn from the marketing leaders from the biggest media entertainment brands.

Ana BacicMarketing Director,

Seven Network



publish.org.au

Program_publish_2016_PRINT.indd 16 8/09/2016 1:52 PM

in association with · 2017-06-20 · 11.10am luke o’brien managing director, data &...

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