Unleashing the Power of Market Intelligence

June 25 - June 28, 2006

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Featured Discussion Leaders

Mark L. Barry Director of Circulation and Marketing, The Day Publishing Company Session: Finding New Advertisers One Step at a Time

Marsha Lawrence Senior Print Media Strategist, Best Buy, Inc. Session: Where We Could/Should Be

John Mennenga President, Mennenga & Associates Session: Competitive Intelligence: Using data to determine your newspaper's competitive position and to identify opportunities for growth.

Scott Pompe Vice President and General Manager, Trib Direct, Los Angeles Times Session: Where We Could/Should Be

Rosemary Rocconi Marketing Sales Consultant, Valassis Session: DataBasics

Grady Singletary President and Publisher, The Mail Tribune Session: Ahead of the Curve (Community Market)

Sharon Swendner Vice President, Marketing, Centex Homes Session: Where We Could/Should Be

Bruce Wilkinson Vice President and Practice Leader, Media, Agency and Cable, Claritas, Inc. Session: Where We Could/Should Be: A look at industries and organizations that have made significant investments in market intelligence, and the ROI they're reaping from that.

Information is power.

The demand is growing – from advertisers as well as from within your own organization – for sophisticated, detailed information that will let you connect people to opportunities more effectively. How well is your organization acquiring and using its market intelligence?

Join the American Press Institute June 25-28 at its campus in Reston, Va., for its brand-new seminar Unleashing the Power of Market Intelligence. You’ll learn about the power that market information gives you to identify opportunities and capitalize on them quickly. You’ll see how making market intelligence a priority can build a typical newspaper organization’s capacity for anticipating customer needs and bringing products to market quickly to meet them. You’ll also get an insider’s glimpse at newspapers of all sizes that already are reaping the benefits of their investment in market knowledge.

Whether you’re responsible for finding and retaining subscribers, understanding online users, or digging deep to deliver customers to advertisers, this seminar will arm you with the knowledge you need to build market intelligence capacity across all departments at your newspaper, and to reap the full rewards of your investment in market information.

Here’s just a sample of the sessions planned:

• A Look at Where We Could/Should Be
  Find out why major retailers, financial services companies and direct-mail organizations invest serious resources into market intelligence, how they’re leveraging it and – bottom line – the ROI they’re realizing from their efforts.
• Job 1: Building Trust
  Consumers are much less reluctant to disclose personal information if it’s to an organization they trust. Analyze methods for building trust, collecting critical information and then using it wisely.
• Finding Advertisers, and Helping Them Find Their Customers
  Develop strategies for using data to find local advertising prospects and then connecting them to the customers they need to reach.
• Finding the Like-Minded
  Now that you have your data, how do you get the most out of it? Discover creative mining and modeling approaches and creative uses for the wealth of information you uncover.
• Staying Ahead of the Curve
  Take home lessons learned and opportunities met by newspapers in both community and metropolitan markets that have unleashed their market intelligence through successful initiatives.
• Making Market Intelligence a Strategic Initiative
  A warehouse of information and dozens of tactics won’t mean a thing unless all levels of your organization buy into a basic principle: Market intelligence must drive strategic decisions. Find out how you can persuade your management team to make this a company-wide imperative.
• OPTIONAL BONUS SESSION: DataBasics
  For those who want a primer on data and software sources and ways to evaluate them based on individual newspaper needs, there will be an optional, no-extra-charge Sunday afternoon facilitated workshop. Learn about the choices available and how to make the right one to get your newspaper started on the road to market intelligence.

Who Should Attend?
Anyone with responsibility for identifying market opportunities will benefit from this seminar:

• Marketing managers and directors in advertising and circulation
• Market research managers
• Circulation directors
• Advertising directors
• Direct marketing managers and directors
• New product managers

What They Say

“In the fast-approaching era of one-to-one marketing, we as an industry have to get smart fast about knowing our customers. Just reaching a majority of the market is no longer enough. We have to be able to find every market of one, and match all of that market's individualized needs both with our products and with those of our advertisers."
Ed Efchak
Vice President of Marketing
North Jersey Media Group

“Building a deep, local household database will help us with audience-based selling and behavioral marketing in our near future.”
Laura Hollingsworth
Vice President of Advertising
The Des Moines (Iowa) Register

The Particulars

Please read:
:: API's Registration, Tuition and Hotel Policies
:: Special requirements for international members

Tuition: $ 1,550

Hotel/Meal Package: $597.
This charge is in addition to the tuition fee, and is paid directly to the hotel by the seminar member upon checkout.

Location: Reston, Virginia

(This seminar has already occured)