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The Yale Publishing Course is designed for mid- to senior-level professionals from all over the world. Our mission is to provide participants with the knowledge and skills that will enable them to be more effective leaders and advance their careers.
YPC tackles the most important issues facing publishers in this time of ever-accelerating change. The curriculum concentrates on:
The program provides a mixture of overviews of the current and future state of the industry and in-depth explorations of specific topics in editorial content, design, marketing, circulation, advertising, finance, and management. The carefully-selected industry experts and distinguished faculty from the Yale School of Management present real-world business models and case studies from both large and small publishers. Speakers will also be available for smaller group discussions and one-on-one counseling sessions.
“As the disruption in the publishing industry continues at an ever-accelerating rate, we have been refreshing the YPC curriculum to reflect the latest advances in technology and evolving innovative business models. We are dedicated to making your time at Yale as informative, collegial, and productive as possible. Past participants have attested that they left New Haven inspired, energized, and better-equipped to lead their companies into the digital future. Join us and be a part of the worldwide network of YPC alumni.” – Tina C. Weiner, Director, YPC
Senior 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. In this session, veteran journalist and editor Dick Stolley looks at how the current chaos works and how it could be improved.
President, Marketing and Publishing Director, Hearst Magazines
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.
Lecturer, Yale School of Management; Executive-in-Residence, Yale Entrepreneurial Institute; Venture Partner, Lux Capital
Creative Destruction in Magazine Publishing
Balancing continuity and change
The publishing industry, both in general and with specific respect to magazines, 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 magazine publishing industry. In its conclusion, the session will offer recommendations to guide the development of successful action plans for capitalizing on the current turmoil.
Chairman, The Kreisky Media Consultancy, LLC
Magazine Media: Leadership Amid Uncertainty
The executional challenge
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 have been forced to embrace new business models and adopt new paradigms for leadership. Peter Kreisky, who has been advising media companies on strategy for more than 25 years, presents a provocative overview of emerging business models and the latest executional best practices.
How To Edit A Brand
What the job of a “magazine editor” means today
The driving editorial force behind award-winning Glamour magazine describes the Dos and Don’ts of extending one’s brand, connecting with readers, and building editorial success in 2013.
Principal, Explanation Graphics
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; take part in an interactive and slightly athletic demonstration of huge numbers; consider using your hands for something other than pounding a keyboard all day; find out whether you are a right-brain or a left-brain person. It’s going to be serious fun. And please bring a wineglass with you to the talk (with wine or something else in it—whatever you like to drink).
Associate Professor of Organizational Behavior, Yale School of Management
Managing Organizational Change
How do you manage and navigate organizations in the midst of change? This session explores organizational change from the macro forces that create it to the patterns that organizational changes take and analyzes how periods of transition impact both managers and their staff.
Director, Dorothy Kalins Ink; Founding Editor, 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, 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.
Principal, McKeanMedia; Former VP/Editorial Director at Consumer Reports
Breaking the Paid Content Barrier
How to charge for access to your information and actually get people to pay
Though some media pundits are still mouthing the old "people won't pay online" dogma, smart publishers have devised successful strategies for getting people to pay for content delivered on the Web and via tablet or mobile -- either on a pay-per-view basis or via automatically renewing digital subscriptions. This talk explores the latest models from magazines, newspapers and other media to distill principles that will help you shape your content and payment offers for maximum revenue.
Executive Vice President of Business Operations, BuzzFeed
How Are Native Advertising and Social Changing Media and Advertising
The way that people consume media has shifted from portals to search to social. In an increasingly mobile world where people are constantly consuming and sharing content, BuzzFeed has built a media company focused on social as the dominant 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?
President and CEO, Edible Communities, Inc.
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.
Michela O’Connor Abrams
President, Dwell Media
Transforming a Media Brand
Anywhere, anytime, anyplace, and in any form
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 take-away strategies and best practices that will accelerate the success of your company and your role in it.
Director, Beinecke Rare Book and Manuscript Library, and Associate University Librarian, Yale University
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.
Editor-in-Chief, Bon Appétit
Refresh, Recharge, Refocus
How to stay relevant in the multimedia age
Adam Rapoport considers some of the most vexing questions facing the industry today: how to manage print and digital concurrently; how to guide and inspire your staff without pushing too much; how to maintain your current readership while implementing changes and gaining newer, younger readers; why taking risks, and failing, isn’t always a bad thing; and whether being a successful, relevant brand has nothing to do with technology. Some of his answers may surprise you.
President and CEO, Hearst Magazines International
Publishing Across Borders
Duncan Edwards looks at the strategies employed by successful (and unsuccessful) international publishers. He also provides insight into the strategic rationale for Hearst’s acquisition of the International Lagardere/Hachette portfolio in 14 countries.
Partner, Dow Lohnes, PLLC
Publishing in a Multi-Platform World
Legal theory and practice
This session will address fundamental legal principles that all publishers need to understand as they distribute content over multiple platforms and across borders. Jon Hart provides a foundation in publishing law (with an emphasis on copyright, privacy, and contract negotiation), mixing practical legal tips with a discussion of how the doctrine of “fair use” attempts to reconcile society’s competing interests in rewarding those who create original content and simultaneously ensuring the free flow of information. Jon provides practical advice on how to manage legal exposure (including exposure arising out of user-generated content) in a world with nearly 200 legal systems and just one Internet. Come armed with questions.
Executive Editor, ALL YOU; former Editor-in-Chief, BudgetTravel.com and Budget Travel
Director, Audience Development, Time Inc. Lifestyle Group Digital
Building Digital Audiences
Using editorial content to expand your digital audience
Audience development – thinking about who consumes your brand’s content on which platforms and at what cost – is becoming increasingly sophisticated. What was once defined by simply selling copies to subscribers and newsstand consumers is expanding well beyond traditional methods of building circulation. Deb and Nina will offer best practices in acquiring audiences across different channels and optimizing your editorial content to speak to a relevant audience. The presentation will include case studies as well as tactics, tools, and vendors available to drive digital audience growth from various sources.
Mary Kay Baumann and Will Hopkins
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.
Founder and Editor, YaleGlobal Online; Director of Publications, Yale Center for the Study of Globalization
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 an 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.
“Zapruder and Stolley: Witness to an Assassination” (Film)
Richard Stolley with Roger Sherman
On November 22, 1963, as bureau chief of Life Magazine in Los Angeles, Dick Stolley had word of the shooting of President John F. Kennedy. He headed straight to Dallas and pulled off one of the great journalistic coups of the 20th Century. Stolley recounts this riveting tale in Roger Sherman’s film. After the screening, Roger will interview Dick further. Then they’ll take questions from the class about the power of reporting, making the most of being in the right place at the right time, and how to handle the most delicate sources.
Executive Director, Product Development, nymag.com
Executive Director, Audience Development, New York Media
Audience Development 2013
Using Content and Social to Drive User Engagement
In the past few years, the role of audience development has changed dramatically. Social channels are crucial to content discovery and audience acquisition. Collaboration with the editorial and sales teams is more vital than ever. Michael and Kenneth will share best practices for digital marketing and case studies, including a peek inside how New York uses analytics to understand audience.
Christopher P. Donnellan, Moderator
Executive Director, Rights and Permissions, Condé Nast
CMO, Dial Global; formerly General Manager, Marketing Solutions, Condé Nast Media Group
Vice President, Digital Video Operations, Condé Nast Entertainment
Executive Director, Content Sales and Licensing, Condé Nast
Monetizing, Syndicating and Using Your Content to its Full Potential
The market for your content has extended well beyond the print publication – reuse of quality textual and illustrative content, prints and original artworks, special-interest publications, and a voracious appetite for video – and those new markets 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 drawing on their first-hand experiences in negotiating necessary rights, serving advertising client’s needs, licensing content and syndicating through traditional and new platforms, such as YouTube, Hulu, Pinterest and Facebook.
Richard Stolley and Dorothy Kalins
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?
President, SAY Media
Chief Executive Officer and Co-Founder, SAY Media
Bridging Madison Avenue and Silicon Valley
Building a modern global media company
The future of media is an audacious combination of the best of traditional media and new technologies and it is an incredible time to be in the business of media. Kim Kelleher and Matt Sanchez of Say Media, one of the fastest-growing digital media companies in the world, analyze this dynamic new publishing landscape and explore the importance of quality content, metrics of success, the role of technology and social media, and the most current digital media best practices. They offer big-picture insights about where the media and advertising industries are headed and give practical tips and advice that can be immediately applied to your own brands and companies.
Corby Kummer, Moderator
Senior Editor, Atlantic Monthly
Chief and Co-Founder, Quartz
Senior Vice President/Group Publisher, Atlantic Media Company; Publisher, Quartz
Editor, The Atlantic Wire
Reinventing Atlantic Media
Adding new brands while keeping core values
Four key figures responsible for making Atlantic Media one of the most successful brands in both the print and digital world present a case study of the transformation of a traditional print magazine into a major digital presence. They reveal their strategic plan, their evolving business model, the relationship between core brands and new initiatives, and how they have taken a path-breaking approach to dealing with the thorny issues of native advertising and sponsored content.
President and CEO, MPA, The Association of Magazine Media
Transforming Magazine Media Organizations to Succeed in a Digital Age
How do you get an old media culture to thrive in a new media world? Be it disruption, recession, acquisition or digital explosion – there are inherent challenges to being a leader in a Magazine Media company in the throes of change. The industry is littered with smart one-, five-, ten-year strategic plans, but winning ultimately depends on rallying troops to the cause. Mary Berner, who has piloted some of the top Magazine Media companies through turbulent times, will share strategies for creating cultures that can acclimate to change, generating employee excitement around a change agenda and leading organizations through transition.
Senior Vice President of Digital Strategy & Initiatives, MPA, The Association of Magazine Media
You Are Not A Software Company
Magazine storytelling in the age of digital gatekeepers
A foremost expert in digital publishing and technology outlines the challenges and opportunities in Magazine Media, the implications of supporting both print and digital content, and how the industry can define its own future in a crowded digital landscape.