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June 30 conference: Mobile Marketing and Media 2010

Please click here to register for the day-long conference

Growing consumption of news, information and entertainment content on mobile devices will have tremendous implications for publishing, media and advertising.

In this New York conference on June 30 titled "Mobile Marketing and Media 2010," leading publishers explain their mobile strategies as they adapt to changing content consumption and advertising trends. Senior executives from MTV, Conde Nast, Meredith Publishing, Time Inc. and Hachette Filipacchi will disclose their strategies and tactics, offering case studies and best-practice tips as well.

"What the wired Web did to print media is what mobile will do to all media channels: pull readership and, hopefully, advertising to a more convenient reading and viewing experience," said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily.

"While mobile will not completely replace other channels, it will have a huge influencing role in driving traffic and also in the way advertising and content are consumed by consumers on the go," he said. "This day-long conference will help demystify mobile to publishers, ad agencies, media buyers, brands and service providers and offer them takeaways to develop an effective mobile media strategy."

A joint effort of Mobile Marketer parent Napean and the Direct Marketing Association, this event is one in a series to educate marketers on the ins and outs of mobile marketing. The event is limited to only 100 delegates.

Please click here to register for the event. The agenda:

Mobile Marketing and Media 2010

A Mobile Marketer and Direct Marketing Association Presentation

Direct Marketing Association Seminar Center
1120 Avenue of the Americas, 13th Floor
New York, NY 10036

8 a.m.
Registration and Light Breakfast

8:45 a.m.
Welcome Address
Neil O?Keefe, vice president, DMA
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

9 a.m. 
Will Mobile Help Magazines, Newspapers and Broadcasters Overcome Advertising, Audience, Circulation and Privacy Challenges?
Print media has been steadily hemorrhaging audience and advertisers to the Internet. Broadcasters have to battle piracy with online video. With mobile?s arrival, the situation gets more complicated. Will mobile cannibalize print in the same way the wired Web did? Or is mobile another opportunity to extend reach while tapping subscription revenues from an audience used to paying for mobile downloads? Broadcasters have to worry about monetizing video on mobile without eroding the television experience. Hear session panelists discuss:

? How are magazines and newspapers viewing mobile ? as an opportunity or as a threat?
? What?s the winning strategy for mobile media ? paid subscription, advertising supported or both?
? Can mobile build circulation?
? Will mobile television really take off?
? What are advertiser and agency expectations for mobile?

Joe Lalley, director of product development, MTV Networks Global Digital Media
Craig Etheridge, vice president of mobile advertising sales, Gannett Digital
Mary Gail Pezzimenti, online director, Condé Nast's Lucky/
Ken Fuchs, vice president and general manager, Sports Illustrated Digital Group, Time Inc.
Ran Farmer, managing director for North America, Netbiscuits
Ivan Braiker, CEO, Hipcricket

Mickey Alam Khan, editor and chief, Mobile Marketer and Mobile Commerce Daily

10 a.m. 
Making Sense of Mobile Channels: Mobile Web, Applications, SMS, Email and Video
Mobile is a medium, but a multiplicity of channels. Should publishers have a presence in all mobile channels, or just work with those that best fit their business model? But how should publishers navigate the mobile channel landscape? Attendees will learn:

? The basic definitions of various major mobile channels: mobile web, applications, SMS, email and video
? Which channels work best for print and which ones are suited to broadcast?
? Where to invest first?
? How to link mobile channels with online?
? How to incorporate advertising into these mobile channels?

Matthew Valleskey, senior marketing manager for mobile services, Neustar
Chris Cunningham, founder, appssavvy
Craig Etheridge, vice president of mobile advertising sales, Gannett Digital
R.J. Talyor, director of product marketing, ExactTarget
Pete Chelala, senior mobile manager, The Weather Channel

Marci Troutman, CEO, Siteminis

11 a.m. 
Will the iPad Save Media?
The media and Apple fans haven?t stopped swooning over the iPad. Apple expects millions of these souped-up tablets to sell, introducing a new lifestyle category that marries mobile with computer functionality. The iPad?s charm is the wondrous user experience, with dazzling applications and regular Web browsing capability. Not surprisingly, media companies view the iPad as the answer to their issues with the Internet ? cannibalization of audience and advertisers and lower profit margins. As a result, publisher after publisher is launching iPad versions of its publications. Session panelists will discuss:

? Is the hysteria over the iPad warranted?
? What does the iPad do that regular laptops, computers and smartphones don?t?
? Isn?t the audience base too narrow to monetize an iPad version of a publication?
? Will the iPad encourage paid subscriptions or more engagement with advertising?
? What resources will an iPad version take?

Eric A. Litman, chairman/CEO, Medialets
Maria Mandel, vice president of media and marketing innovation, AT&T Advanced Ad Solutions
Julia Schulhof, product manager for mobile, Hachette Filipacchi U.S.
Saj Cherian, principal, Valhalla Partners

Moderator: Heather Baker, managing partner, BennettBaker

12 noon
Paid Subscriptions, Micropayments, Metered Reading or Advertising-Supported?Which Strategy is Likely to Succeed for Mobile Media?
The media business model is broken. That much is accepted wisdom. Now what? While mobile content consumption is growing, publishers still have the luxury of deciding which model to test for its on-the-go products. Getting the model right early on is critical ? or else publishers will turn mobile into another wired Web: a cannibalizing creature. Session attendees will learn:

? How to decide which business model is the right fit for the publication or network
? Will consumers really pay for the privilege of reading on a tiny screen? Will they pay per read or for an entire subscription?
? Will those banner ads get noticed on mobile? And what about measurement ? will the lack of cookies hamper accurate performance appraisal?
? How to judge what?s working and what?s not?

David Buckley, global director for advertising sales, The Associated Press
Paul Kultgen, director of mobile media and marketing, Nielsen
Marci Weisler, digital business director, Time Out North America
Dan Butcher, staff reporter, Mobile Marketer and Mobile Commerce Daily

1 p.m. ? 2 p.m.
Lunch Break

2 p.m. 
How Mobile Adds Value to Print, Broadcast and Online Media: Advertising Packages, Content Monetization and Reader Engagement
As expert marketers are aware, mobile gives legs to other channels. However, it cannot be treated simply as an adjunct of the Internet. Publishers and broadcasters need to develop specific packages tailored to mobile audience requirements. Ads on mobile can tie in with promotions across other channels, for example. Content unique to mobile or online can demand a premium, as well. The panelists will share tips on:

? How to develop advertising packages for mobile that also tie in to other media channels
? How to monetize mobile Web, application, SMS or video content
? How to use mobile to drive traffic or content and ad revenue to print, online and television media
? How to use SMS to drive magazine or newspaper circulation
? What about location-based advertising?

Scott Drake, vice president of CNBC Digital Technology and Products
Wendy P. Riches, chief strategy officer, Meredith Corp.
Marci Weisler, digital business director, Time Out North America
Annette Tonti, CEO, MoFuse
Thom Kennon, vice president of strategy, Wunderman

Amielle Lake, CEO, Tagga Media

3 p.m.
Key Creative Tips for Mobile Advertising and Campaign Performance Measurement
The mobile screen?s size vis-à-vis a computer?s or magazine page?s layout requires special attention to creative. However, mobile does share in common with the wired Web the ability to be interactive and engage consumers in a two-way manner. It does not make sense, though, to simply repurpose online creative for mobile. Also, how to measure the performance of ad campaigns in the absence of a cookie? Session attendees will learn:

? What are some of the creative dos and don?ts with mobile?
? How to integrate advertising or sponsorships into mobile content?
? How to measure the performance of a campaign?
? Meeting advertiser expectations in a realistic manner

Carrie Seifer, vice president of sales, Millennial Media
Jennifer Okula, vice president of client and market development, Millward Brown?s Dynamic Logic
Paul Gelb, national manager for emerging media, Razorfish

Erin E. Wilson, specialist sales executive, Microsoft Mobile Advertising

4 p.m. 
Mobile Media and the Law: Legal Dos and Don?ts
While mobile is a relatively new medium for advertising, marketing, content and commerce, some of the same rules that apply to other traditional channels apply here as well. Rules regarding engagement with consumers over the Internet, for example, would be applicable to mobile if the content is available on Web-enabled smartphone. However, getting messages across via SMS requires double opt-in. The penalties for ignoring mobile rules and regulations, given the highly personal nature of the channel, are severe. In this final session, attendees will learn:

? What are the rules that govern each mobile channel: SMS, mobile Web, applications, videos and location-based services?
? What are the potential minefields with location-based advertising?
? Do privacy concerns play a big role in mobile?
? 5 best-practice dos and don?ts with mobile advertising, marketing, content and commerce
Kristine van Dillen, director of industry initiatives and partnerships, Mobile Marketing Association 
Mark J. Rosenberg, attorney, Sills, Cummis & Gross
Andrew B. Lustigman, principal, The Lustigman Firm

Moderator: Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

5 p.m.
Networking Session: Wine and Beer Hour 

Please click here to register for the day-long conference, "Mobile Marketing and Media 2010."