Digital Revenue Shock Tour

How to Make Money on the Internet

November 4 - November 7, 2003

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The Digital Revenue Shock Tour is The Media Center’s most comprehensive look at how successful news and information publishers extract revenue from their Internet operations. It’s a study tour designed to provide a jolt (hence the title): to help you turn your online investments into a profitable and sustainable business. We’ll help your management team and key revenue staffers understand the big picture and the bottom line: all of the revenue channels that online publishers need to consider to satisfy user needs, strategic objectives and financial goals.

We STRONGLY recommend participation by teams representing senior online and offline sales groups and directors and senior executives responsible for online P&L and strategies. Participation is limited to no more than 40 people.

Our seminar includes visits to and discussions led by senior management at The San Francisco Chronicle, PCWorld.com and CBS.Marketwatch. This is a rare opportunity to learn in an intimate, personal and confidential setting from industry leaders and to network with decision-makers who drive revenue strategies and operations at three of the world’s most successful online publishing companies. Our discussion leaders will include:

Larry Kramer, Founder and chairman, CBS.Marketwatch
Kevin McKean, CEO & Editorial Director, InfoWorld Media Group
Ulla McGee, General Manager, PCWorld.com
Robert Cauthorn, Vice President, Digital Media, San Francisco Chronicle
Rusty Coats, Director, New Media, MORI Research
Leo Kivijarv, Director of Research & Publications, Veronis Suhler Stevenson

At CBS.Marketwatch we’ll study a multi-legged revenue approach that includes advertising, data and paid specialty services. Then we'll head to PCWorld, a consumer-oriented technology publisher where content credibility and data pricing strategies are essential to the bottom line. We'll learn how SFGate.com re-invented and re-invigorated one of its most threatened revenue channels, employment classifieds. We'll also look at day-part strategies and how SFGate is helping to reshape the way its parent newspaper defines total market reach.

Digital Revenue Shock Tour
How to Make Money on the Internet
San Francisco, California
NOVEMBER 4-7, 2003
A Media Center Seminar
Tentative PROGRAM

TUESDAY, NOVEMBER 4

4 p.m.
Hotel Check in at Hotel Monaco San Francisco

6 p.m.
Welcome, cocktails and heavy hors d'oevres at the hotel. Receive arrival kit at check-in.

6:45 p.m.
Welcome: Andrew Nachison, Director, The Media Center

7:30 p.m.- 8:30 p.m.
Online Revenue: Good news or good grief?
Discussion Leader: Larry Kramer, Founder and Chairman, CBS.Marketwatch

WEDNESDAY, NOVEMBER 5

7:30 a.m. - 8:40 a.m.
Breakfast at the hotel

8:45 a.m.
Bus departs for CBS MarketWatch

9 a.m.-10:00 a.m.
Welcome and Saved by the Split
MarketWatch orientation and brief history: Neil Chase, Managing Editor, CBS MarketWatch The licensing and syndication businesses that helped fill the gap when ad revenues fell.

10:00 a.m.-11:15 a.m.
Bringing the Outside In: Applying lessons from other companies to keep MarketWatch moving
With: Kathy Yates, President and COO, CBS MarketWatch

11:15am - 11:30am
Break

11:30am - 12:30pm:
It's All About Relationships 1: Bill Bishop, General Manager
CBS.Marketwatch leverages its content and relationships with partners and users -- registration, e-mails, newsletters, deals with AOL and Yahoo. Learn what has worked, what hasn't, and what's ahead.

12:30 p.m.-2 p.m.
Lunch 12:30 p.m.-2 p.m.
Lunch
1 p.m. Keynote Discussion: It's All About Relationships: Hilary Schneider, President, Knight Ridder Digital

2 p.m.-3:00 p.m.
Advertising that Rocks: Innovation, aggressiveness and editorial balance.
Discussion Leader: Scot McLernon, Executive Vice President, Advertising, CBS MarketWatch

3:00 p.m.- 3:30 p.m.
Break and small group discussions

3:30 p.m. -5 p.m.
Local Success: Demonstrating the ROI Learn how online advertising complements advertising in other media - or competes. How do you make that case internally to your offline colleagues - so they make the case to advertisers? How do you carve within your organization a place for online sales and convey to colleagues the ROI on cross-media sales?
Discussion Leader: Greg Swanson, Director of Interactive Media Sales, Lee Enterprises, Portland, Oregon

5:15 p.m. - 6 p.m.
Convergence & Investors
Diverse media: How we got into TV, radio, newspapers, and (maybe soon) magazines. The role convergence plays in this business. Neil Chase, Managing Editor, CBS MarketWatch

Relationship with investors: We're part owned by Viacom/CBS, part by Pearson/Financial Times, and part public. Relationship with CBS is especially deep, with TV shows on CBS, ties into CBS News, etc. It's a huge part of what we do.

6 p.m.
Return to Hotel Monaco

7:15 p.m.
Depart hotel for group dinner/evening activity

THURSDAY, NOVEMBER 6

7:00 a.m.
Bus departs for PC World

7:30 a.m. -8 a.m.
Welcome, continental breakfast & brief background on PCWorld. Kevin McKean, CEO and Editorial Director, InfoWorld

8 a.m. - -9 a.m.
Making Money With Data on a News-Driven Site
Discussion Leader: Andrew Eisner, Executive Producer, PC World.com
- How the addition of pricing data enhanced revenue for PCW
- Integrating data into your site -- five important do's and don'ts
- How to choose what kind of data would enhance your publication's revenue
- How to make the data pay for itself and more

9 a.m. -9:15 a.m.
Discussion and questions: Ulla McGee, General Manager, PCWorld.com, Andrew Eisner, Kevin McKean

9:15a.m.-10:15
Smart Syndication
Discussion Leader: Ulla McGee, General Manager, PC World.com
- The pros and cons of syndication for your publication
- Choosing syndication targets where your content would have value
- Three typical revenue models, with pros and cons of each
- What to trade and what to keep in striking a deal

10:15 a.m.-10:45 a.m.
Tour of the facilities and the PC World lab, with testing in progress

10:45 a.m. Bus to Chronicle leaves

11:30 a.m. -12:30 p.m. Arrive, introductions and lunch
San Francisco Chronicle (Basement conference room)

12:45 p.m. - 2:15 p.m. Understanding the Audience
Discussion Leader: Rusty Coats, Director of New Media, Minnesota Opinion Research Inc.
An overview of overall market research data, including MORI, and other sources put audience into current context, to understanding the online audience; how changed; age segment difference; behavior online and offline.

2:30 p.m.-4 p.m.
Consolidate your rate card
Discussion Leaders: Robert Cauthorn, Vice President, Digital Media, San Francisco Chronicle, and Beverly Best, San Francisco Chronicle

4:00 p.m.-4:15 p.m.
Break

4:15 p.m.-5 p.m.
Online Revenue and Convergence: Hearst's New Direction
Discussion Leader: TBA

5-6 p.m.
Classifieds, Low Fruit & The Newsroom as a financial center
Discussion Leader: Robert Cauthorn, Vice President, Digital Media, San Francisco Chronicle
- Monetizing traffic, selling photos, making money from content
- Low fruit: Going after small advertising
- The new classifieds: hot jobs, context and casual job seekers
- How we've taken on our biggest challenges

6 p.m. Return to Hotel Monaco. Dinner on your own

FRIDAY, NOVEMBER 7

8 a.m.
Check out. & breakfast

8 a.m.-9:30 a.m.
The Value: An investment perspective on making money from online operations
(with continental breakfast)
Discussion Leader: Leo Kivijarv, Ph.D., Director of Research & Publications, Veronis Suhler Stevenson, New York, NY

9:30 a.m. - 9:45 a.m.
BREAK

9:45 a.m.-11:30 a.m.
The Opportunities, the Challenges, the Revenue
What Have We Learned? What will you do?
Moderator: Andrew Nachison, Director, The Media Center at API

Panelists: Neil Chase, CBS MarketWatch, Robert Cauthorn, San Francisco Chronicle; Ulla McGee, PCWorld.com

11:30 a.m.-noon
Wrap-up, concluding thoughts and take The Media Center home.
Discussion Leader: Andrew Nachison, Director, The Media Center

Noon
Adjourn. Lunch on your own. Shuttle or taxis available

The Particulars

Please read The Media Center's Registration Policies

Tuition: $1,845 early-bird; $2,050 regular

Location: San Francisco, CA

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