2016 agenda

Monday, October 10

1:00 PM - 5:00 PM

Pre-Symposium Workshop-The Digital Workshop

Concourse Room-Downstairs

Arvid Tchivzhel
Director of Product Development and Data Sciences
Mather Economics

The Digital Workshop will allow attendees to take a deep dive into how publishers can find success from their digital offerings. Mather Economics will present case studies and best practices with ample time for questions and discussion so participants can immediately apply their learnings and execute a plan when they leave Atlanta. Topics covered will include content, advertising, and audience. We will demonstrate how digital value can grow through a mix of data and analytics, driven to success by an overarching focus on implementation and testing.

6:00 PM - 7:30 PM

Welcome Reception

Outdoor Terrace

Your last chance to relax before the Symposium begins! Meet the members of the Mather Economics team and mingle with other attendees. Enjoy hors d’oeuvres, music and an open bar at The Westin Hotel’s lovely outdoor terrace.

7:30 PM -

Dinner on your own

Tuesday, October 11

8:00 AM - 8:45 AM

Continental Breakfast

Bernstein Ballroom-Upstairs

8:45 AM - 9:15AM

Welcome and Opening Remarks

Main Ballroom-Downstairs

Matt Lindsay
Mather Economics

9:15 AM - 10:15 AM

Keynote Session-News Media Outlook: The Dimension Behind the Facade

Main Ballroom-Downstairs

Earl J. Wilkinson
Executive Director and CEO
International News Media Association (INMA)

In this presentation, we will look across news media worldwide to distill major trends impacting the strategic decisions of companies looking to grow audience and revenue that will support great journalism in the coming years. The presentation will include a snapshot of where legacy media are today in their transformation, the emerging truths in media, and a report card on culture change, paid content, mobile, distributed content, and Big Data. The presentation concludes with a look at where media is heading next.

INMA Presentation

10:15 AM - 11:00 AM

Joint Session-The Audience Business at Newsday

Main Ballroom-Downstairs

Patrick Tornabene
Vice President, Audience Development & Analytics

Newsday Presentation

11:15 AM - 12:00PM

Breakout Session-Use Your Own Data to Power Your Ad Campaigns

Concourse Room-Downstairs

John Schlander
Managing Editor
Taylor Media Corp


11:15 AM - 12:00 PM

Breakout Session-Using Data in a Print-Centric Environment

Mercer Room-Downstairs

Aaron Kotarek
Vice President, Circulation

Oahu Publications, Inc.

Oahu Publications, Inc. Presentation

12:15 PM - 1:15 PM

Buffet Lunch

Bernstein Ballroom-Upstairs


1:30 PM - 2:15 PM

Joint Session-Customer Experience and Acquisition

Main Ballroom-Downstairs

Xavier van Leeuwe
Director, Marketing and Data


Matthijs van de Peppel
Manager, Data Intelligence & CRM


NRC Presentation

2:15 PM - 3:00PM

Joint Session-Listener Technology in Action

Main Ballroom-Downstairs

Matt Lindsay
Mather Economics

Arvid Tchivzhel
Director of Product Development and Data Sciences
Mather Economics

Mather – Listener Presentation


3:15 PM - 4:00PM

Joint Session-Driving Your Business Through Content Strategies

Main Ballroom-Downstairs

Dan Schaub
Corporate Director of Audience Development


McClatchy Presentation

4:00 PM - 4:45PM

Joint Session

Main Ballroom-Downstairs

Troy Abraham
Senior Vice President of Global Services
Gigya, Inc.


4:45PM - 5:30PM

Joint Session

Main Ballroom-Downstairs

Stacy Spikes


5:45 PM - 7:30 PM

Cocktail Party with Buffet Dinner

Small Ballroom-Downstairs

Wednesday, October 12

8:00 AM - 8:45 AM

Continental Breakfast

Small Ballroom-Downstairs

8:45 AM - 9:00 AM

Opening Remarks

Main Ballroom-Downstairs

Matt Lindsay
Mather Economics

9:00 AM - 9:45 AM

Joint Session-Driving OTT Revenue

Main Ballroom-Downstairs

Gene Hoffman
Chairman and CEO, Vindicia


Vindicia Presentation

9:45 AM - 10:30 AM

Joint Session-Improving Ad Rates Using a Dynamic Pricing Tool

Main Ballroom-Downstairs

Ken Harding
Senior Managing Director and Global Publishing Practice Leader
FTI Consulting

FTI is often called in by companies to help improve revenues and profits. In the publishing and entertainment industry, improving revenue typically involves enhancing ad sales as one component. FTI has various means of improving a client’s sales team effectiveness through combinations of bundled selling, improved incentive compensation, improved pipeline management and so on. These techniques can and do improve sales volume and revenues, but usually do not improve underlying ad pricing. Indeed, it can be quite difficult to raise ad rates, particularly if a company is in competitive markets, or, like the newspaper industry, is facing declines in their legacy business models due to digital.

Recently FTI has been working with media companies to abandon the rate card all together and replace it with new pricing tools that better aid sales people in negotiation. This strategy shows real promise for raising ad rates.

The FTI strategy is due to three key insights gained in studying ad sales outcomes:
• Underpaying is rampant
• Ad rates should decline with higher annual spend, but are usually random
• A Focus on Deal Size Disguises Bad Rate Setting

In this session Ken will walk through the process of moving away from rate cards including a live demonstration of the Mather|FTI pricing tool.

FTI Consulting Presentation

10:45 AM - 11:30 AM

Breakout Session-Data Science Strategies to Maximize New Media ROI

Concourse Room-Downstairs

Chuck Currin
Principal Data Architect
Mather Economics

Mather – New Media ROI Presentation


10:45 AM - 11:30 AM

Breakout Session-Optimizing Single Copy Sale Revenue

Mercer Room-Downstairs

Magnus Gabrielsen
Prediction Institute ApS

11:30 AM - 12:45 PM

Lunchtime Session-Fashionably Late to First Party

Main Ballroom-Downstairs


Jay Horton
Principal Consultant
Digital Who

First Party data has been the focal point for digital marketers for some time. Yet many digital publishers from traditional media haven’t put the effort into growing digital revenue using their own data, relying on third parties for creating and targeting audiences. Beginning with how to create audience segments in Listener, then moving into using those segments to market to subscribers, and reaching towards identity resolution with advertisers customers, we plan to explore more of how we can make more with what we have today and envision a future for first party data driven revenue.

Digital Who Presentation

12:45 PM - 1:00 PM

Final Remarks

Main Ballroom-Downstairs

Matt Lindsay
Mather Economics