2014 Program: Magazine Media

Mary BernerPresident & CEO, MPA -The Association of Magazine Media

Strategies and tactical tips on how to lead your company as it transitions from traditional media culture and adapts to a new media world.

Michael ClintonPresident, Marketing and Publishing Director, Hearst Magazines

Magazine Media
Why the future is bright
The current disruptive media environment presents an extraordinary opportunity for magazine media to participate in the future of all media. Whether it is on paper, tablets, web, or smartphones, what magazines do is unique to any other medium. Michael Clinton offers his perspective, based on years of experience as an innovative industry leader, on the state of the industry and on what the successful magazine will look like in the 21st century.

Nina Willdorf and Deborah CurtisEditor, ALL YOU,; Director, Audience Development, Time Inc. Lifestyle Group Digital

Building—and Leveraging—Your Engaged Audiences
Best practices to get your audience to work For you!
Audience development – thinking about who consumes your content on which platforms and at what cost – is becoming increasingly sophisticated and is expanding well beyond traditional methods of building circulation by selling copies to subscribers and newsstand consumers. Deb Curtis offers best practices in acquiring and retaining audiences in different channels, shows how to cross-market and use email marketing effectively, and how to measure success and increase revenues.  Nina Willdorf presents editorial strategies for converting those newly engaged readers into some of your most valuable contributors.

Richard Stolley and Dorothy KalinsSenior Editorial Advisor, Time, Inc.; Founding Editor, People; former Editor, Life; former Editorial Director, Time Inc.; Director, Dorothy Kalins Ink, and Founding Editor of Metropolitan Home and Saveur

Ethical Dilemmas in Magazine and Digital Publishing
Would you publish this controversial article? Fire this problematic staffer? Placate this longtime advertiser? Confront your boss directly? In this interactive session with Dick Stolley and Dorothy Kalins, difficult real life publishing issues (submitted beforehand by students) are debated by the whole class. After a heated discussion, each issue is brought to a vote: What would you do?

Duncan EdwardsPresident and CEO, Hearst Magazines International

Building a Global Print Business While Pivoting to a More Digital Future
As the world’s largest cross-border publisher, Hearst is active in more than 60 markets around the world and has a front row seat in the changing media market.  The company is at the forefront of new digital business models for its brands and yet it is still successfully launching print magazines. Duncan Edwards discusses Hearst’s global strategy and explains why there are many reasons to be cheerful about the future of the industry.

Richard FosterLecturer, Yale School of Management; Executive-in-Residence, Yale Entrepreneurial Institute; Venture Partner, Lux Capital

Creating Destruction in Magazine Publishing
The publishing industry, both in general and with specific respect to books, is in the throes of a classic industry disruption. Industry leadership is changing. Old distinguished competitors are slipping away. New start-ups with no track record of accomplishment are moving forward at times with seemingly more capital than insight. Where will it lead? What does this mean for you? This talk describes the common patterns of the past and applies those patterns to the current book publishing industry. In its conclusion, the session will offer recommendations to guide the development of successful action plans for capitalizing on the current turmoil.

Joseph GalarneauFounder and CEO, Mezzobit, former COO and digital GM, Newsweek and The Daily Beast

Deciphering Data
What does Big Data mean for publishers?
Ninety percent of all of the data that has ever existed has been generated in the past two years. That same deluge has hit every publishing company, requiring an array of new competencies to make sense of it. But what exactly does Big Data mean in the publishing context – what bits and bytes are most meaningful to moving the needle? We’ll take a walk through the world of publishing data, exploring different types of data in non-technical terms so participants can better understand where to focus their data strategies. This session also will address the growing concern of consumers around online data collection and tracking, and how publishers can maintain the trust of their audience.

Christopher Donnellan, Candice Murray, Larry Baach, and Gillian Gorman Round Executive Director, Rights and Permissions, Condé Nast; Executive Director, Content Sales & Licensing, Condé Nast; Vice President, Digital Video Operations, Condé Nast; General Manager & Senior VP, Lucky

Monetizing, Syndicating, and Using Your Content to its Full Potential
Finding news sources of revenue and developing new audiences
The market for your unique content extends well beyond first publication.  By making the reuse of textual and illustrative content, prints and original artworks, special-interest publications, and video available to new markets you can generate revenue and help build new audiences. A panel of four professionals will help you to think more broadly about the lasting value of your content. They draw on their first-hand experiences in negotiating necessary rights, serving licensee’s needs and teaming up with third parties in order to syndicate through traditional and new platforms, such as YouTube, Hulu, Pinterest and Facebook.

Eric HarrisExecutive Vice President, Business Operations, BuzzFeed

7 Way to Help Transform Your Business for the Digital Future
Lessons to be learned from Buzzfeed’s experience
We live in an increasingly social, mobile world. From lists to gifs to videos to long form to quizzes, BuzzFeed has built a news and entertainment company focused on social as the primary means for discovering and engaging with all forms of content. In this new world, what aspects of editorial, advertising, and publishing technology need to be re-invented? What are some of the tools/tactics for telling stories and creating compelling content that people want to share? Will native advertising be the key to monetization?

Jonathan HartChief Legal Officer and General Counsel of NPR

Managing Publishing Risk in the Digital Age:  Legal Theory and Practice
The first and often the most crucial step in managing legal risk is recognizing where it lies.  This session will help sensitize publishers to the sources of legal risk and will offer concrete, practical suggestions on how to manage risk without compromising your publishing objectives.  We’ll address fundamental legal principles that all publishers need to understand as they distribute content over multiple platforms and across borders.  Jon Hart provides practical guidance on how to manage legal exposure (with an emphasis on copyright, privacy, and contracting risk) in a world with nearly 200 legal systems and just one Internet. Come armed with questions.

Nigel HolmesPrincipal, Explanation Graphics

Visual Thinking
Do you think in words or pictures? Why not try both? In this presentation you’ll experience words, pictures, and music mixed together in interesting ways. Among other diversions, listen to Mozart’s dreadful mistake with the latest technology of his time, and try it for yourself; marvel at an incredible athletic human record, and why it’s got anything to do with your job; consider the power of humor and collage and simplicity and mistakes; It’s going to be serious fun. And please bring a wineglass with you to the talk (with wine or whatever drink you choose).

Dorothy KalinsDirector, Dorothy Kalins Ink, and Founding Editor of Metropolitan Home and Saveur

Managing the Creative Process
These days managers are facing the challenge of taking people with very different, sometimes discordant, backgrounds and building them into a cohesive team. Founding editor of Metropolitan Home and Saveur magazines, and former executive editor, Newsweek, magazine consultant, and book producer, Dorothy Kalins addresses the challenges of optimizing productivity and boosting morale in a changing publishing landscape. Hint: A great sense of humor and high tolerance for idiosyncratic behavior matters more than ever.

Corby Kummer, Jay Lauf, and Kevin DelaneySenior Editor, Atlantic Monthly; Senior Vice President, Group Publisher, Atlantic Media Company; Editor-in-Chief & Co-Founder, Quartz

Reinventing Atlantic Media
Adding new brands while keeping core values
Key executives responsible for making Atlantic Media one of the most successful brands in both the print and digital world present a cast study of the transformation of a traditional print magazine into a major digital presence. They describe their strategic plan and evolving business model and reveal how they extend the iconic Atlantic brand through well-planned new initiatives and a strong and an ever-increasing number of special events.

Peter KreiskyFounder/Chairman, The Kreisky Media Consultancy, LLC

Digital transformation: lessons from the leaders
The magazine media industry is undergoing some of the most fundamental changes it has ever seen. Amid declining revenues and faced with new, unfamiliar digital competitors competing for audience and ad revenues, industry leaders globally are embracing new business models and adopting new strategic paradigms. Peter Kreisky, who has been advising media companies on strategy for more than 25 years, presents a provocative view of emerging business models from around the globe and the latest executional best practices.

Cynthia LeiveEditor-in-Chief, Glamour

How To Edit A Brand
What the job of a “magazine editor” means today
The driving editorial force behind award-winning Glamour describes the Dos and Don’ts of building a truly multiplatform brand, connecting with readers, and redefining editorial success in 2014.

Richard McFarlandVice President, Data Service, Hearst Corporation

7 Fundamentals of Data Collaboration
Modernizing in the face of the Big Data challenge
Data is one of the most important assets that a business can have today, but it is evolving faster than businesses can handle. Dotcoms, with their central focus on data and newer resources, are structured to better adapt, while more traditional organizations are struggling to become more “big data” centric.  Making large-scale, data-related changes can often end up being too disruptive for companies.  A collaborative, non-disruptive approach is a much more effective way to modernize an organization’s data practices. Is it possible to transform traditional businesses to a “dotcom data model”? The answer is “yes”.

Kevin McKeanPrincipal, McKeanMedia, San Francisco

Digital Subscriptions: Breaking The Paid Content Barrier
Smart strategies for getting people to pay for your mobile and online information
Digital payment strategies are evolving rapidly and have now moved well beyond charging for tablet or app-based access to your content. Today, you can put together a mix of payment models that tie together all your media – online, mobile, print, and video – in ways that maximize content revenue without imperiling the advertising-based revenue stream. This talk explores examples from magazines, newspapers, and other media to help you determine the right payment strategy for your particular content and business environment – whether that’s commercial, B2B, not-for-profit, and for domestic or international markets.

Craig ModWriter; Startup Advisor and Investor; former Designer, Flipboard

The Evolving World of Publishing Startups
Native solutions from small, often unorthodox, disrupters
Craig Mod looks at a few of the most interesting recent publishing startups. In particular, he’ll focus on which of their solutions or tools is most native or indigenous to the three mediums of digital publishing: smartphone, tablet, and desktop.

Michela O’Connor AbramsPresident/CEO, Dwell Media

Who Moved My Industry?
Lessons from a transformationist
It is clear that the shift from magazine brands to media brands has happened. Successfully translating your brand’s promise to multiple platforms is the key to winning in today’s media world. Michela O’Connor Abrams shows how Dwell has succeeded in digitally transforming Dwell Media by focusing on the audience and putting that audience in the center of its business model. She offers practical takeaway strategies and best practices that will accelerate the success of your company and your role in it.

Adam RapoportEditor in Chief, Bon Appétit

How to Reinvent a Brand
What to do – and what not to do
In this rapidly-changing media landscape, magazines are faced, more than ever, with the challenge of remaining fresh, engaging, and relevant.  The task of relaunching a brand, however, can often result in more missteps than successes. Adam Rapoport gives an insider’s account of how Bon Appetit went about its highly successful reinvention and how its siblings at Conde Nast, from Lucky to Traveler, are going about theirs.

Nayan Chanda and Roger CohnEditor-in-Chief, YaleGlobal Online; Editor, Yale Environment 360

Perspectives on Digital-Only Niche Publications
The term “globalization” is omnipresent and sometimes ominous. Nayan Chanda, a leading international journalist and founder of a digital-only publication, shows how to create a multimedia publication with global content that takes its international readers seriously while writing in plain language and illuminating the interconnected nature of our world. Roger Cohn, founding editor of the award-winning Yale Environment 360, talks about the challenges and opportunities that the Web provides for creating successful specialty publications. He will discuss how good journalism, quality multimedia, and the use of social media has helped build a wide-reaching online magazine based at Yale University.

Tracey RyderPresident & CEO, Edible Communities, Inc.

Hyperlocal Publishing
Building community – one story at a time
The founder of the innovative and rapidly- expanding Edible Communities, Inc. demonstrates the benefits and challenges of being local in today’s ever-changing media world.  She presents successful strategies for balancing print and digital formats and having multiple publications, stresses the importance of brand consistency, and suggests best practices for reaching a global audience with hyperlocal content.

E.C. SchroederDirector, Beinecke Rare Book and Manuscript Library

The Beinecke Rare Book and Manuscript Library
Its history and future
The Director of the Beinecke will give a brief history of the Beinecke Library, one of the leading rare book libraries in the world, as well as an overview of its collections that document publishing during the past 1000+ years. E.C. Schroeder will also discuss the future of rare book libraries and the challenges and opportunities that they face in the 21st century.

Jim SpanfellerCEO and Founder, Spanfeller Media Group (SMG)

Re-creating Journalism For The Digital Age
Quality and profits will still go hand in hand
With all the talk of broken business models, consumer abandonment of analogue media and new types of advertising units (native, RTB, etc.) it might lead one to think that journalism is in a death spiral.  Nothing could be further from the truth.  Visitor trust and brand authority that comes from quality journalism will be even more valuable in a world with not just 64 channels but quite literally millions and millions of channels.

Richard StolleySenior Editorial Advisor, Time, Inc.; Founding Editor, People; former Editor, Life; former Editorial Director, Time Inc.

The Power of Truth
Why it matters, why it is so hard to achieve
Democracy depends on journalism and journalism depends on truth. But print and digital journalism compete for truth in all their forms – often savagely, with the unfortunate result that truth is not always well served. Veteran journalist and editor Dick Stolley looks at how the current chaos works and how it could be improved.

Mary Kay Baumann and Will HopkinsPartners, Hopkins/Baumann

Daring design trends you can’t live without
Expert designers Mary K. Baumann and Will Hopkins, who have been tracking visual trends for over a decade, explore the graphic directions that are changing today’s publishing landscape and impacting readership.  They use examples from the visually rich world around us – magazines, books, movies, and electronic media as they highlight innovative content, modern structures, shapes, imaging, color styles and font fashions that grab the reader’s attention and communicate meaning more deeply.

Amy WrzesniewskiAssociate Professor of Organizational Behavior, Yale School of Management

Managing Organizational Change
How do you navigate and manage organizations in the midst of rapid change?  This session explores organizational change from the macro forces that create it to the patterns that changes take and analyzes how periods of transition impact both managers and their staff.  Particular attention will be paid to how individuals can rethink their own careers and take greater control of their futures.

The Yale Publishing Course curriculum is refreshed each year to reflect current trends and hot topics in the industry. This program is designed to give you a good sense of what will be covered during your week at Yale.

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