Internet Advertising Master Class

September 21 - September 23, 2003

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Presented in cooperation with
Media Magazine's Forecast 2004 Conference

We've teamed with the Newspaper Association of America to present this key learning opportunity for Web and newspaper advertising executives and we hope members of your advertising and online publishing teams will join us at the Grand Hyatt New York (details below).

Register now to take advantage of our early-bird tuition rate, which expires Aug. 8. NAA members can save $400 from the standard rate, and even more by signing up early.

In addition, Master Class participants are eligible for $100 savings on Media Magazine's Forecast 2004 conference immediately following the Master Class. For more about Forecast 2004 and how to receive the $100 discount, contact Nick Friese by e-mail: nick@mediapost.com.

We STRONGLY recommend participation by teams representing online and offline sales groups and directors.

Your team will learn:

How online advertising works

How to match different types of Internet advertising with marketing aims

How the Internet fits with traditional media

How to sell Internet solutions and raise your renewal rate using case studies of successful online campaigns

How to overcome advertiser objections and internal challenges to reap more sales

How to close more orders and focus your attention on higher yielding business

How to overcome technology challenges and bring your site closer to the state of the art in online advertising

The master class is designed to provide practical, immediately applicable knowledge so you can go home and close more deals. It includes sessions led by top experts on online business development, advertising sales and sales training, including:

Mike Blinder, President, The Blinder Group

Lisa Carparelli, Communications Director, Online Publisher’s Association

Adam Gelles, Director, Industry Initiatives, Interactive Advertising Bureau

Leslie Laredo, Principal, The Laredo Group

Connie Ling, VP, Business Development, Morris Digital Works

Chris Schroeder, President and CEO, Washingtonpost.Newsweek Interactive

We've taken great care to put you in touch with leading experts in this field offering practical tips on how to grow your online revenue. We've also made arrangements to help you make the most of your travel dollars. By aligning our seminar with Media Magazine's Forecast 2004 conference (September 24-25 in New York), we can offer you an exclusive discount on the chance to rub shoulders with some of the leading online ad buyers and planners in the country.

Finally, you can make the most of your opportunity to cross-train your top online and traditional team by tying in a visit to NAA's Athena Award Ceremony and cocktail party Wednesday night, September 24.

In total, it's a golden opportunity to charge into the 4th Quarter armed and ready to rock.

Featured Discussion Leaders

Mike Blinder President, Multimedia Sales Specialists

Leslie D. Laredo President, The Laredo Group, Inc.

Connie Ling Vice President, Business Development, Morris Digital Works

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Internet Advertising Master Class
September 21 – 23, 2003
TENTATIVE PROGRAM

Sunday, September 21

6 p.m.: Cocktails, dinner and welcome

Monday, September 22

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: Lisa Carparelli, Communications Director, Online Publisher’s Association, New York, New York

10:45 a.m. – 12:15 p.m.: State of the Art I: Online Advertising Works. Really.
It takes audience and metrics to prove the buy is worth it. Recent research confirms the powerful impact of Internet advertising. Discussion Leader: Robert Acquaotta, Director of Advertiser Relations, Interactive Advertising Bureau, New York, New York

Understand the latest research so you can learn how to demonstrate to advertisers the value and impact of online advertising as part of a campaign with other media.

12:30 p.m. – 2 p.m. Working Lunch: Creativity: Ad Formats: What works?
Discussion Leader: Nate Elliott, Associate Analyst, Jupiter Research. Forget hits, page views and unique visitors. Think big ads and measurable results. 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? We’ll discuss new ad formats, advertiser objectives and technical challenges so you can tune your site to deliver more to your customers and audience.

2:15 p.m. – 3:15 p.m.: State of the Art II: Demonstrating the ROI: Learn how online advertising complements advertising in other media – or competes. How do you make that case to advertisers and internally to your offline colleagues? 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

3:15 p.m. – 4 p.m. Small group discussions: Your challenges

4 p.m.-6 p.m.: Roundtable: Confront the Opposition. Let your hair down and talk about the challenges you face every day – from advertisers, agencies and even your own organization. Learn how other companies tackled the very same issues. Discussion Leader: Leslie Laredo, Principal, The Laredo Group, Plantation, Florida

7:30 p.m. Group Dinner. Location: Asia de Cuba

Tuesday, September 23: Push The Envelope, Close The Deal

8:30 a.m. – 9:30 a.m. Making The Pitch Watch a mock pitch to an advertiser to see how advertisers react. Discussion Leaders: Melinda Gipson, Director of Electronic Media, Newspaper Association of America, and Matthew Wood, Manager, Supplier Research and Development, Avenue A, Seattle, Washington.

9:30 a.m. – 10:30 a.m.: Advertisers Share The Pain: The Inside Scoop. Walk a mile in an advertiser’s shoes. Learn the advertiser’s marketing objectives and strategies and participate in a brain-storming session to offer real solutions to the “pain.” Discussion Leaders: Marci Horton, Chief Operating Officer, Internet Press Association, Columbia, Missouri; and Matthew Wood, Avenue A, Seattle, Washington; Sara Morton, Beyond Interactive, New York, NY

11 a.m. – Noon Morris Communications: Selling audience, services and results in local markets
Discussion Leaders: Connie Ling, VP, Business Development, Morris Digital Works

12:15 p.m. – 1:45 p.m. Lunch and Keynote: Putting it all together: Multiple streams, sustainable businesses, killer case studies
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? How do you dispel the myths for advertisers and build a killer media kit? Learn how Washingtonpost.Newsweek Interactive compiles and presents research and advertiser case studies to prove to advertisers that Web advertising works. Discussion Leader: Chris Schroeder, President and CEO, Washingtonpost.Newsweek Interactive

2 p.m. – 3:30 p.m.: Workshop: Local Deal Makers
Discussion Leader: Mike Blinder, President, The Blinder Group, Tampa, Florida
Yes, the Internet works for local advertisers and publishers. In this intensive workshop with one of the industry’s most successful sales trainers 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

3:30 p.m. – 4 p.m.. Wrap-up and Take The Media Center Home

4 p.m. Adjourn

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The Particulars

Please read The Media Center's Registration Policies

 

Tuition:

	First Person	Additional People
Before Aug. 8	$1,700	$1,275
After Aug. 8	$1,900	$1,425

NAA Member Discount: $400; Enter the promotional code when you register

Note: Discounts may not be combined. You may opt for the NAA discount or second person discount, but not both.

Location: Grand Hyatt New York
Park Avenue at Grand Central
New York, NY 10017
212-883-1234

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