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Three Regional Innovation Missions Announced for 2017
New Chief Innovation Officer to lead and manage this initiative
VISIT, LISTEN, LEARN–The small group nature of the Innova-
tion Mission study tour enables close up interaction with the
companies visited and fellow travelers.
Rust Communications Co-President Jon Rust and LMA
President Nancy Lane at the 2016 Innovation Mission visit
with Facebook. “Ideas that emerged (from the I.M.) will drive
our company’s strategic discussion in many different areas.
Discussions with peers in cabs, at restaurants, at the airport
offered opportunity to drive into specific tactics too,” said
Rust after the experience.
For more information about
LMA’s Innovation Mission program,
contact Nancy Lane at firstname.lastname@example.org.
The Dallas Morning News
has replaced nearly every
penny of print losses with
revenue from their new
business units. This will be
a compelling visit.
JUST ANNOUNCED: Selling Facebook Ads at Scale to SMB’s – Page 7
For seven years the an-
nual Innovation Mission,
LMA’s signature event, has
provided inspiration and
actionable takeaways for the
executives that participate.
Many have made big and
bold changes, especially
in the area of culture, and
nearly all have increased
revenue dramatically be-
cause of attending. Others
in the industry have also
benefitted from the sharing
of takeaways at conferences,
via reports and on webinars.
For many LMA members,
attending an Innovation
Mission is on their wish
list but they just aren’t able
to get away for a full week
or get it approved in the
In order to make the Inno-
vation Mission experience
available to more people
in the industry, LMA will
develop three regional IM
tours in 2017, to be led by
the Chief Innovation Of-
ficer. At the LMA Confer-
ence in September, LMA
Chairman of the Board,
Gordon Borrell, announced
that a Chief Innovation
Officer would be hired in
the fourth quarter. That an-
nouncement will be made
“We have been asked
repeatedly by our members
to develop smaller, regional
IMs,” said LMA President
Nancy Lane. “It’s some-
thing that we have wanted
to do for a long time but
didn’t have the staff re-
sources. Now with the hir-
ing of the Chief Innovation
Officer, we are able to make
this a top priority and we
are so excited to do so.”
The first regional Innovation
Mission will take place February 6-8 in Austin and Dallas.
Expected visits will include::
● Facebook’s SMB world headquarters in Austin. This office
focuses on SMB engagement and monetization. Media
companies that are selling Facebook Ads or plan to will
benefit from this visit.
● The Dallas Morning News. At DMN, they have replaced
nearly every penny of print losses with revenue from their
new business units. CEO Jim Moroney and President Grant
Moise are excited to host the group. This stop will include
visits with senior executives, the digital team, the events
group and several of their agencies.
● The Texas Tribune. This 501 c-3 non-profit was founded by
a venture capitalist who secured $4 million in funding just
seven years ago. They now have 50 employees with a busi-
ness model that focuses heavily on events.
● GateHouse News & Design Center. Going on three years old,
this center is now a launching pad for innovation at Gate-
House Media. This visit will focus on some of the cutting-
edge work that is going on there.
● Several prominent startups in the Austin media/technology
● Bonus meeting with 2016 LMA Innovator of the Year Dan
Easton (publisher, Victoria Advocate), and 2014 Digital
Innovator of the Year Jason Holmes (general manager, Ad-
vocate Digital Media).
● Incite, A Division of Emmis Communications. Incite uses
advertising for good. Things like getting 74,000 teens to
sign a safe driving pledge. Or providing 4,000 children with
bike helmets. Events are a huge part of the overall strategy
as they leverage their access to entertainment through the
company’s radio stations. Learn more about the fascinating
world of cause marketing during this visit.
● ·Community Impact. This unique newspaper company
started in 2005 with just three employees. Eleven years later,
they have 180 employees and the largest distribution of any
newspaper in the state of Texas (over 1.7 million). Learn
more about their interesting approach to local news and
information during this visit.
Registrations will be taken on a first-come, first-served basis
and will be limited to the first 15 that sign up. Information is
available at : www.localmedia.org.
“This first regional IM is going to be one heck of a trip,” said
Lane. “We expect it to sell out quickly. There is a lot of great
work going on in Austin and Dallas. The ROI on this is going
to be big.”
The flagship weeklong Innovation Mission will take place the
week of May 21. It is already sold out. The group will once
again visit with companies in New York City and Silicon
Valley. A full day at Google will headline this year’s trip.
A waiting list has been developed. Contact Lindsey Estes
to be placed on the list (email@example.com).
A few spots usually do open up.
The other two will take place in July (Northeast corridor) and
October (Silicon Valley). More information will be available
after the first of the year.
For budgeting purposes, the flagship IM costs between
$5,000-$5,200; regional IMs (three nights instead of five) will
run in the $2,400-$2,800 range. This includes three hotel
nights, air in between cities if needed (such as from Austin to
Dallas), all meals, all transportation (cabs, buses, trains, etc.),
AV, meeting rooms, staff costs and more. Air to/from the start-
ing and ending locations is NOT included. The Austin/Dallas
IM is being offered at $2,595. Information and registration
details can be found at http:www.localmedia.org/regional-im/
BUDGETING AND PLANNING
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