Internet Advertising Master Class

January 21 - January 24, 2003

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Roll up your sleeves, hold on tight and prepare for a blast of inspiration. Learn how your sales, creative and content teams can collaborate to deliver powerful digital advertising products and recurring revenue.

This seminar is designed to inspire creative, innovative and dramatically improved online advertising sales and returns for your Web site. Say goodbye to boring banners and other recipes for failure. Say hello to audience data and advertising formats that work. We'll help publishers, advertising and online sales, creative and strategy teams understand what advertisers expect from their online investments and how online publishers can deliver and demonstrate a significant return on that investment.

Session Sampler

Rich media, rich results: Interactive, Flash-powered multimedia advertising is here and it works. Learn how to connect with your audience with creative ad campaigns

Multi-platform measurements: Forget hits, page views and unique visitors. Learn how to sell audience reach across all your delivery channels

Meaningful ads: How to deliver advertising messages that your users want to see

The package and the closer: A case study of a successful multi-platform sales program and the step-by-step sales techniques used to close the deal.

Confirmed Discussion Leaders

Forget hits, page views and unique visitors. Internet Advertising Bureau President and CEO Greg Stuart will provide an insider's view of why advertisers and their agencies want measurable audiences. Learn how to sell audience reach across all your delivery channels and learn about the latest developments to settle on measurement standards across all media.

Online advertising works. Online Publishers Association Executive Director Michael Zimbalist will talk about how Web publishers can prove once and for all the value of Internet advertising and how you can demonstrate to your advertisers the impact and return from online advertising.

Rich media delivers rich results. Bill McCloskey, President and CEO of Emerging Interest, joined by leading technology vendors, will demonstrate the power and impact of floating, multimedia, interactive ads, and he'll show you how and why you should incorporate these more creative formats into your Web site.

Glenn Thomas, founder of Seattle's Smashing Ideas, will take you way outside the box and show you how advertisers are entertaining and communicating with taregt audiences through online, interactive games.

Mike Blinder, President of Multimedia Sales Specialists, will lead a workshop on proven sales techniques for local online advertising. You'll head home armed not only to be more creative with your advertising and pitches but to close more deals.

TENTATIVE PROGRAM

Updated: December 6, 2002

Tuesday, January 21

Welcome

4:00 p.m.

Check-in at hotel

6 p.m.

Welcome and cocktails in a private dining room

6:45 p.m.

Dinner

7:30 p.m.-9 p.m.

Seminar Welcome: Andrew Nachison, Director, The Media Center
Quick Roundtable Discussion: What Are The Challenges?

Wednesday, January 22

Breakfast on your own

9 a.m.-Noon

State of the online advertising industry:

9 a.m.-10:30 a.m.
Online Publishers Say: Show me the money

What does it take to get noticed (and ad budgets) around here?

Discussion Leader: Michael Zimbalist, Executive Director, Online Publisher’s Association, New York, New York (confirmed)

10:45 a.m. – 12:15 p.m.
Advertisers and Agencies Say: Show us the numbers

It takes audience and metrics to prove the buy is worth it

Discussion Leader: Greg Stuart, President and CEO, Internet Advertising Bureau, New York, New York

Forget hits, page views and unique visitors. Advertisers and their agencies want measurable audiences. Learn how to sell audience reach across all your delivery channels and learn about the latest developments to settle on measurement standards across all media.

12:15 p.m.-1:30 p.m.

Lunch

1:30 p.m.-3 p.m.

What works?

Discussion Leader: Daniel Bernard, Director, Advertising Business Development, CBS.Marketwatch

The traditional banner has died a death of a thousand cuts – repeatedly discredited, disparaged and dismissed, but it’s still with us. What’s wrong with banners and what replacements do a better job of delivering results for advertisers? What kind of results are they looking for? Click-throughs, branding, transactions, data? We’ll discuss ad formats, advertiser objectives and server technologies so you can tune your site to deliver more to your customers and audience.

3 p.m. p.m.-3:30 p.m.

Break and meet the discussion leader

3:30 p.m. p.m.-5:30 p.m.

Break and meet the discussion leader

Rich media, rich results

Discussion Leader: Bill McCloskey, President and CEO, Emerging Interest, New York, New York, with special guests TBA

Interactive, multimedia advertising is here and it works. We’ll look at the strengths and weaknesses of the leading technologies and you’ll learn:

- Why multimedia advertising is taking off

- How super creative advertising better connects - emotionally and interactively - with audiences

- Essential terminology to create and sell it. We’ll look at the leading technologies, their strengths, weaknesses, and provide you with a take-home guide to costs and implementation issues for each.

Dinner on your own

Thursday, January 23

9 a.m. – Noon

Case studies: Dispelling the myths for advertisers

Research, audience behavior and other lessons you can use to prove the case to advertisers that Web advertising works

Discussion Leader: Chris Schroeder, President and CEO, Washingtonpost.Newsweek Interactive

10:30 a.m.-11 a.m.

Break and meet the discussion leaders

11 a.m. – 12:30 p.m.

Case study: Data, tools and creative sales in local markets

Discussion Leader: Connie Ling, VP, Morris Digital Works, Augusta, Georgia

12:30 p.m.-1:30 p.m.

Lunch

1:30 p.m. – 3:30 p.m.

Games people play: Interactive games that sell brands and build loyalty.

Discussion Leader: Glenn Thomas, Smashing Ideas, Seattle, Washington

3:30 p.m. – 4 p.m.

Break and meet the discussion leader

4 p.m. – 6 p.m.

Local Deal Maker Workshop

Discussion Leader: Mike Blinder, President, Multimedia Sales Specialists

Yes, the Internet works for local advertisers and publishers. In this intensive workshop with one of the industry’s most successful sales consultants you’ll learn how to:

- Identify prospects

- Compile the right data

- Set the right price

- Dress and speak the part

- Make a winning pitch

- Close the deal

6 p.m. – 7 p.m.

Dinner on your own

Friday, January 24

Vision: Putting It All Together

8:30 a.m.-10 a.m.

Multiple streams, sustainable businesses

Everyone is a publisher, the Internet is a peer-to-peer bazaar of facts, fictions and fantasies. How can we harness and facilitate the cacophony to promote and present meaningful interactions and relationships between publishers, advertisers and the audience. Where is the future of advertising-supported Web publishing?

Discussion Leader: TBA

10 a.m. - 11:30 a.m.

Wrapup Roundtable: What are the challenges? What are the solutions?

Discussion Leader: Andrew Nachison, Director, The Media Center at the American Press Institute, Reston, VA

11:30 a.m.-noon

Take The Media Center home and adjourn

Noon

Adjourn

The Particulars

Please read The Media Center's Registration Policies

Registration Details

Location: New York, NY (Sessions will be in a private room at The Westin New York at Times Square, 270 West 43rd Street, New York NY 10036)

Tuition: $2,050 ($1,845 if paid before Nov. 21). Tuition includes an opening night reception and dinner, three continental breakfasts and two lunches. Members will be on their own for dinner Wednesday and Thursday and lunch Friday.

Hotel: We have arranged a block of rooms at a special rate of $189 per night, plus taxes, at The Westin New York at Times Square. To make your reservation call 1-800-WESTIN-1 and mention you're with the American Press Institute room block. You'll need to book a room for three nights: Jan. 21, 22 and 23, and you'll need a credit card to make the reservation and pay at check-out. More about the hotel: http://www.westinny.com/

Air travel and ground transportation to hotel: New York City is well served by three airports, so you can hunt for the best airfare to any of them.

The hotel is:

9 miles, 25 minutes, $35 taxi, from LaGuardia airport

17 miles, 40 minutes, $35 taxi, from JFK International airport

17 miles, 55 minutes, $35 taxi, from Newark International airport

Super Shuttle from all 3 airports: $17
Olympia Bus shuttle from Newark airport, stop at Port Authority, $12

Train Stations: Grand Central .5 miles, 5 blocks; Penn Station .5 miles, 9 blocks

Bus Stations: Port Authority across the street

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

Location: New York, NY

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