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OCTOBER 2016 ●●●●● WWW.LOCALMEDIA.ORG ●●●●● INNOVATE | EDUCATE | INSPIRE
NATIVE & EVENTS
BACK TO BACK SUMMITS
Chicago – November 9/10
LMA IS HOSTING TWO ONE-DAY EVENTS ON HOT
REVENUE OPPORTUNITIES FOR MEDIA COMPANIES
● JOIN THE NATIVE ADVERTISING
AND CONTENT MARKETING
LMA has teamed up with
Deseret Digital Media to
present this intense one-day
program that will push the
knowledge needle on topics like
pricing, content strategy and sales structure.
The awesome program will include the best case studies
from large, medium and small media companies. Issues
like outsourcing vs. in-house, separate sales staff vs. existing,
bundling vs. digital only product will be tackled head
on and the healthy debate will help attendees to set
focused and revenue-producing strategies to imple-
ment upon their return home.
PERFECT FOR NEWCOMERS TO THIS SPACE OR
FOR THOSE LOOKING TO SHARPEN EXISTING
PROGRAMS. A SAMPLING FROM THIS AGENDA:
● What does native look like – an around-the-world glimpse
that is sure to inspire
● Native advertising forecast
● Pricing and packaging
● Best practices and product design
● Content – organizing, executing and looking beyond the story
● Demonstrating value and creating long term strategies with
● Round table/white board with content marketing leader
– Interested in diversifying your revenue?
– Looking for a serious revenue boost?
– Don’t miss this program.
Some of the great sessions....
■ KEYNOTE - Start up Billy Penn: Killing it with
events. Presented by Jim Brady, Founder & CEO,
■ FOUR THAT ARE DOUBLING DOWN ON EVENTS
-GateHouse Media – Townsquare Media
Dallas Morning News – Texas Tribune
■ EVENTS AND FIRST PARTY DATA
■ CAUSE MARKETING
■ CASE STUDIES from four event managers in
■ 25 IDEAS IN 60 MINUTES – wrap up rapid fire
session that will send attendees home with
terrific new event ideas!
● SUSTAINABLE BUSINESS MODEL – ‘TRANSFORMATION C – EVENTS’
Both summits held at the Gleacher Center, University of Chicago Booth School of Business in downtown Chicago.
Room block held at Courtyard Chicago Downtown/River North.
LMA Member - $395 each summit | Sign-up for both and save $50 | Registration at w ww.localmedia.org
“Events are the core of
our revenue strategy, and
there are a few reasons
for that,” says Billy Penn
founder and Events sum-
mit keynote presenter
Jim Brady. “First, I was
starting from scratch, and
I don’t think -- these days
-- you can start from zero
and build a local news business on ad revenue. To me,
it requires too much ginning up of traffic via methods
that readers do not like: pop-ups, 30-page slide-
shows, slow load times, etc. Second, unlike
with ads, when you have a successful event,
people leave feeling better about your
site and brand. I want to make money in
ways that deepen the relationship with the
brand, and it’s hard to achieve that if your
site features a slow load time and/or a
frustrating user experience. So events have really
helped us, and we’re excited to keep trying new events
and new event series.”
The launch of Billy Penn in 2014 by Brady, former
executive editor of washingtonpost.com, drew a lot of
attention. Brady came with 20 years of digital expertise
having also served as general manager of TBD.com,
editor-in-chief of Digital First Media and in several
executive roles at AOL.
Combining an events strategy with a site that targets
younger readers has been a home run. So much so that
in March of this year, Gannett acquired a minority
stake in the company. Since then The Incline,
Spirited Media’s second site, launched in
September in Pittsburgh..
Brady will talk about their events strategy
and how they are planning to grow this
business even more in 2017 and beyond.
Events as a cornerstone
When many of us think
about local media
we mainly think of
Clark Gilbert’s “A”
and “B” – meaning print or broadcast for “A” and
digital for “B”. LMA strongly believes that there is a
“C” and that refers to events.
Events can bring in far more revenue than digital can for
small-to-mid-size media companies and that revenue
can be far more profitable. And it comes with extra ben-
efits like branding, engagement with the community and
much more. LMA recommends starting an events divi-
sion or expanding your division if you already have one
and is presenting this summit to guide these efforts.
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