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SIPA Munich 2011 - Detailed Program

Wednesday, April 6^th
17:00- 19:00	COCKTAIL RECEPTION FOR ATTENDEES
Thursday, April 7^th, 9:15-19:00
9:15- 10:00	REGISTRATION & COFFEE RECEPTION
10:00- 10:15	Conference Welcome and Overview Helmut Graf, CEO, VNR Verlag für Die Deutsche Wirtschaft AG, Germany Andy McLaughlin, President, PaperClip Communications, USA
10:15- 10:45	Specialized Information Publishing 2011: Find and be found The thirst for quality, paid content is greater than ever. Customers are searching offline, online, on mobile devices, via apps and even up in the cloud. How do SIPA members stand out amid a mass of noise and distraction? With so many marketing options, how do we know which one to focus on that will find those searchers? Because to find or be found is our ultimate goal. Matt Salt, Executive Director, SIPA, USA
10:45- 11:30	Transforming a Print Media Company to an Online Multi-media Powerhouse: A Case Study of Business Monitor International To survive in the specialized information industry, successfully converting your products to a form of electronic access or delivery is essential. For some, it has meant throwing out the tried-and-true business models, forcing them to question their foundational economics. This session will feature a case study from a U.K.-based publishing company that has done just that and not only survived, but thrived. Richard Londesborough, Managing Director, Business Monitor International, UK
11:30- 11:45	NETWORKING & COFFEE BREAK
11:45- 12:30	SEO for Publishing Companies: 5 Best Practices from the US Search engine optimization is not a “set it out and forget it” process. It requires constant attention and analysis to be sure that the right message is getting to the right audience at the right time. Simply ranking well is only part of the formula, getting people to click through to your website and integrate it with your offline marketing is where the profits lie. In this session, one of the global leaders in this field will demonstrate how implementing best practices from the U.S. could boost your SEO performance. Ale Agostini, Managing Director, Bruce Clay Europe, Italy
12:30- 13:15	Google Adwords: 2010 Review and Critique Someone on the internet is searching for information. You have that information and would love to sell it to them. Paid search is an effective way to bring those searchers to your site – your landing page and hopefully your ecommerce system. This session is a case study from 2010 reviewing what one company did, how it worked and what lessons can be learned from working with the ever-changing Google algorithm. Patricia Sparacio, Department Head, VNR Verlag für Die Deutsche Wirtschaft, Germany
13:15- 14:30	LUNCH
14:30- 15:15	Multi-Channel Marketing Panel The complexities of multi-channel marketing can be daunting and can seem to exponentially increase the variables a marketing manager must manage. The stakes are high, but for many publishers, innovatively delivering a higher ROI from their marketing Program through integrated multi-channel solutions is the key to success. In this session you will hear from managers who are living this and how they are managing their people, their products, their marketing collateral and above all the ever-increasing expectations and demands from senior management. Dr. Andreas Wagener, Head of Markets and Revenues, Vogel Business Media, Germany Andrew Palmer, Director of E-commerce Marketing, Cabot Heritage Corporation, USA
15:15- 15:45	Interactive Roundtable Part I SIPA roundtables are always one of the highest-rated sessions of the conference. In this 30 minute session you will gather in small groups and share what’s working for you, ask questions and learn from your peers. Moderator: Andy McLaughlin, president, PaperClip Communications, USA 1- How to Make Social Media work for Specialized Publishers Dr. Frank Antwerpes, CEO, DocCheck, Germany 2- Editorial and Marketing: Time to Become Friends Bob Coleman, Founder, Coleman Publishing, USA 3- How Publishers are Building iPad and iPhone Applications Dr. Alexander Trommen, CEO SmartRunner and Appsfactory, Germany 4- Effective E-Mail Marketing Cindy Carter, President, FDAnews, USA 5- E-Content Production and Publication Christian Kohl, Senior Manager E-Production, Walter de Gruyter, Germany
15:45- 16:00	NETWORKING & COFFEE BREAK
16:00- 16:30	The Future: Beyond Content and Up Into the Cloud If you use Google Docs or access email via a web browser, you're already versed in cloud computing. Access to web-based material is rapidly taking the place of slow, frustrating downloads. Early on, cloud computing focused on software as a service (SaaS) application, but Amazon, Netflix, Google, Apple, Microsoft and others are now tapping the cloud for content delivery (some focusing on content creation/management). The centralization of cloud-based content raises issues about how to monetize it, system reliability, open vs. closed clouds and the potential for lock in (or lock out), all critical to the specialized information publisher. In this session you will hear how one firm has been able to allay those fears and make the use of the cloud a safe and secure benefit for the publisher. Michael Rosbach, Director of Sales, Scopevisio AG, Germany
16:30- 17:00	CEO Panel Discussion The panel discussion will follow directly on from the previous presentation and discuss its implications from a publisher’s perspective. Publishers are being put under intense pressure to increase margins each year and organic growth of 5% isn’t cutting it with their boards. Thinking beyond content to new non-traditional products may be the solution, but it is not without risks. Hear what three veteran publishers think and how they are positioning their companies for future growth. Moderator: Andy McLaughlin, President, PaperClip Communications, USA Helmut Graf, CEO, VNR Verlag für Die Deutsche Wirtschaft AG, Germany Cindy Carter, President, FDAnews, USA Richard Londesborough, Managing Director, Business Monitor International, UK
17:00- 17:15	Day One Conference Wrap Up Andy Mclaughlin, President, PaperClip Communications, USA
17:15- 18:15	COCKTAIL RECEPTION
19:00	BAVARIAN DINNER (additional charge)
Friday, April 8^th, 8:30-13:45
8:30- 9:00	COFFEE RECEPTION
9:00- 9:45	The Trials and Tribulations of Marketing in a List Vacuum: South Africa: A Direct Marketing Case Study Eleven years ago when Bill Bonner of Agora, Inc. and David Gibson, former managing director of Fleet Street Publications UK, joined forces and opened an office in South Africa, they recognized a market craving dedicated research and life-changing ideas and information. Today they are South Africa's largest publisher of business, investment, health and lifestyle tips and advice. This case study details the journey and how by producing quality information, they built a loyal, returning and ever-expanding customer base. Annabel Koffmann, Group Publisher, Fleet Street Publications, South Africa
9:45- 10:30	How to Manage a Mulit-Media, Multi-Vertical Publishing Company During Times of Change Despite harsh economic times and a slight decrease in top-line revenue, the publishing arm of Edita PLC, Edita Publishing Oy, managed to increase operating profit in 2010. How you may ask? In this 45-minute session, you will hear how this can be achieved with a laser-like focus on the development of internal intellectual capital and success in gaining commitment from and recruiting key personnel. You will learn what management incentives were used and how they are continuing to be managed. Jarmo Rosenberg, Managing Director and Publisher, Edita Publishing Oy, Finland
10:30- 11:00	Interactive Roundtables Part II Moderator: Andy McLaughlin, president, PaperClip Communications, USA 1- Key issues for CEOs and Senior Executives Helmut Graf, CEO, VNR Verlag für die Deutsche Wirtschaft AG, Germany 2- Webinars Bob Coleman, Founder, Coleman Publishing, USA 3- Semantic Targeting tba 4- Effective Email Marketing Cindy Carter, President, FDAnews, USA 5- E-Content Production and Publication Christian Kohl, Senior Manager E-Production, Walter de Gruyter, Germany
11:00- 11:15	NETWORKING & COFFEE BREAK
11:15- 12:00	How to Build a publishing Firm in Eastern Europe Having gone through the trials and tribulations of starting and developing various publishing companies in Eastern Europe in the ‘90s—and still succeeding today—Dr. Sander is uniquely qualified to deliver this session. Starting an “Eastern European” publishing business today means meeting a growing list of demands: learning the characteristics of very different countries and markets; finding the right recruiting and compensation plans; straddling the legal and financial systems; assessing risk; and managing expectations and demands. It’s a long way from where it used to be, but it’s still a huge challenge. Dr. Reinhard Sander, recently retired former MD of a leading German publishing firm, Germany
12:00- 12:45	Email Marketing Strategies The challenges are many in the world of email marketing: How do I build my list? How often should I mail? Am I better off using an ESP or mailing from my own IP? What’s the best way to structure my offer? What do I do with bounces? How do I segment my list and target my offer? In this session, two seasoned publishing professionals will share their best ideas on these topics and more. No ivory-tower theory, just real-world advice from expert marketers. Cindy Carter, President, FDAnews, USA Jan Schneider, Head of Online Marketing, FID Verlag GmbH, Germany
12:45- 13:30	Integrating Telesales Across Your Marketing Channels Whether you are launching a telesales team or looking to improve one this session will provide you with a framework to double your average revenue per sale, cut your sales cycle time in half, double your close ratio, and cut selling expenses. It will show you techniques for managing the cultural friction between direct marketing and direct selling. And we will provide you with a product knowledge training tool for educating sales reps in days not months that will enable them to generate revenue from new offerings or mergers on the first day. Rick Longenecker, President, The Armature Group, USA
13:30- 13:45	Conference Wrap Up Helmut Graf, CEO, VNR Verlag für Die Deutsche Wirtschaft AG, Germany Andy McLaughlin, President, PaperClip Communications, USA
13:45- 14:15	Close and Complimentary Drinks and light hors d’oeuvres

Costs

SIPA-members:
1 delegate: € 845,-
2 delegates: € 795,- each
3 delegates: € 745,- each
4+ delegates: € 645,- each

Non-members:
1 delegate: € 895,-
2 delegates: € 845,- each
3 delegates: € 795,- each
4+ delegates: € 695,- each

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CONTACT

Tina Findeiß

Course Development Manager

Tel. 0049 / 089 291953-64

Fax 0049 / 089 291953-69

E-Mail tina.findeiss@buchakademie.de