Audience Development Conference Recap
The Audience Development Conference ‘09 wrapped up yesterday in Chicago. Sessions and conversation focused on digital magazines, building traffic and audience online, social media and marketing databases.
The two keynote sessions were particularly good. Brian Wolfe, Consumer Marketing & Sales at Time, Inc. encouraged audience developers to help create a great editorial product by testing cover images, subjects, colors and lines; to increase innovation; and optimal use of data.
Gordon McLeod, President of The Wall Street Journal Digital Network, shared his vision and strategy for his network. Of particular importance, he believes in registering users, serving a mix of Free and Paid content [versus either or] and bigger ad units with more functionality resulting in less clutter on sites and better results for advertisers. It was interesting to learn that McLeod’s group is producing and uploading 120 videos a week and he shared that they are “aggressively trying to figure out paid video.”
McLeod’s “Five Rules for Online” are: 1) Free and paid content, 2) Own your customers, 3) Present clear and consistent consumer proposition, 4) Holistic circulation strategy, and 5) Digital commerce technology.
Viral Marketing Online, presented by Jason Jercinovic, VP Content & Dev at Complex Media was a great send off. He’s a savvy marketer and his seminar presented tips and guidelines in an entertaining presentation.
Tags: Audience Development, free and paid, linkedin, own your customers, wall street journal
