Leadership Strategies in Magazine Media
2016 Detailed Program
July 24-29, 2016
YPC's thought-provoking curriculum dives deeply into the industry's most pressing challenges and opportunities to help you plan for a successful future in both print and digital publishing. You'll engage directly with speakers and a diverse group of peers, both inside the classroom and in small discussion groups, meals, breaks, and receptions, allowing you to form invaluable professional and personal connections.
To view faculty biographies, click here.
Mary K. Baumann
Partner, Hopkins/Baumann; Creative Director, American Craft magazine
Partner, Hopkins/Baumann; Creative Director, American Craft magazine
Eyecatchers: Daring Design Trends You Can’t Live Without
Expert designers Mary K. Baumann and Will Hopkins track visual trends and 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.
Associate Professor of Organizational Behavior, Yale School of Management
Innovation: Fad or Future?
Why all this hype about “innovation”? Why are all organizations, large and small, devoting increasing amounts of attention and resources to it? Is it just a fad or is there something deeper behind it? In this session, we will discuss the broader shifts that partially explain this interest in innovation—including whether innovation as a concept is useful at all. In particular, we will explore how the world has evolved, demanding more complex and systemic types of innovation, for which existing organizations and business models are not well suited. We will also discuss what this means for how individuals and their organizations should be thinking about their efforts to innovate.
President, Marketing and Publishing Director, Hearst Magazines
The Expanding World of Magazine Content and Revenue
Why the future is bright
Editors and publishers are now entering another golden age for magazines in the exciting new media landscape. Magazine media brands now live on multiple platforms: in print, online, video, social media, and more. Michael Clinton will explain how magazine brands can and must take advantage of all of these opportunities to build their business.
Senior Editor, The Atlantic
VICE PRESIDENT OF SALES, THE ATLANTIC
Reinventing – and Inventing – Media Brands
When David Bradley bought The Atlantic, he made a comprehensive decision to take the magazine digital, preserving the best of the print magazine while radically expanding the digital staff. Now digital revenue far surpasses print. Kummer examines how a magazine long in the red went into the black. And the founding publisher and editor of Quartz explains how they started from scratch a non-Atlantic-branded website that in a short time not only became profitable but became an internationally respected and used business authority.
President and CEO, Hearst Magazines International
The Global Opportunity for Magazine Content Companies
How Hearst is building a global digital connected network around its famous magazine brands.
Founder & CEO, Mezzobit, former COO & digital GM, Newsweek & The Daily Beast
Programmatic Advertising Strategies
By 2017, more than half of digital display ads purchased by brand marketers and agencies will be handled through programmatic channels. Programmatic simply refers to automating ad marketplaces and transactions, often driven by audience data, but the topic quickly degrades into a confusing alphabet soup of acronyms such as SPP, DSP, DMP, and PMP. This session reviews the fundamentals of programmatic and shows how publishers can leverage emerging trends such as header bidding, audience extension, and native ad programmatic to enhance their revenue.
Chief Legal Officer, NPR
Publishing with Your Eyes Open
Managing legal risk in the digital age
To manage legal risk, you have to recognize where risk lies. This session will help you spot legal issues before they become legal problems. Jon Hart will help you learn to think about your rights as a copyright holder (and as a borrower of copyright protected material) in a world where perfect digital copies of copyrighted works can be made with minimal effort and distributed worldwide in an instant. He’ll talk about the legal risks that arise when publishers blur the line between editorial content and advertising, how you can reduce legal exposure arising out of user-generated content, and how to avoid unnecessary risk when entering into contracts. Come armed with questions.
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. Consider the difference between large, very large, and unbelievably large numbers; then very small (and really small) numbers, and what they have to do with your jobs. Consider the power of humor and simplicity. It’s going to be serious fun. And please bring a wineglass with you to the talk (with wine, or whatever other drink you choose, still—at least half filled—in it).
Director, Dorothy Kalins Ink, and Founding Editor of Metropolitan Home and Saveur
Do Editors Matter?
What gets lost in the rush to post or publish
A cynical devaluation of the editorial function has accompanied disruption in the magazine and media business. The once-sacred relationship between a publication and its readers has become a fungible commodity: content. Kalins reminds us that whether we tweet 140 characters, write thousand-word pieces, or publish hundreds of pages, editorial is still the beating heart of what we do.
Dorothy Kalins and Dick Stolley will also lead an interactive workshop examining real life ethical dilemmas in magazine and digital publishing.
Publisher, Chief Revenue Officer, Wired and Ars Technica
Brand Content in an Evolving Media World
WIRED Media’s CRO/Publisher examines the challenges and opportunities for developing revenue in an ever-changing media environment. She discusses the “right” revenue mix for a brand with multi-platform distribution (print, digital, social, etc.) and talks about experimental ways to handle ad-blocking. Kelleher will also discuss the evolution of native advertising and the monetization of all brand/content assets – including collaboration between editorial and advertising.
Founder/Chairman, Kreisky Media, LLC
Creating an Organizational Culture of "Co-Creation"
International media industry strategist Peter Kreisky describes how the transformation of magazine publishing from print to a digital-first model – which embraces new content models, delivery platforms, subscription models, marketing skills, advertising formats and of course, a new set of digital competitors – is driving massive reinvention. The key to success lies in a fundamentally different approach to organizational design involving structure, talent, values, systems, communication and speed to create an organizational culture of "co-creation". Peter will describe how industry leaders worldwide are driving change and will engage in a discussion of how these examples are relevant to your own organizations.
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 multi-platform brand, connecting with readers, and redefining editorial success in 2015.
Pamela Maffei McCarthy
Deputy Editor, The New Yorker
The New Yorker by Any Other Name
Tales from a Multi-Platform Life
Called “a multimedia juggernaut" by the New York Observer, The New Yorker has demonstrated with uncommon creativity and vigor the way a legacy media title can extend its reach across platforms. In addition to its website, digital editions, and a suite of apps, The New Yorker now has a successful radio show and TV show, both launched in the past year. Pamela McCarthy has overseen the title's multi-platform expansion. She will describe strategies and tactics behind the brand’s translation into other forms, ensuring that its identity is strengthened and not diluted.
Principal, McKean Media, San Francisco
The Revenue Challenge: Digital reader revenue as one smart solution
Building revenue is the fundamental challenge for today’s magazine media. Veteran journalist and former VP Editorial Director at Consumer Reports Kevin McKean reviews some of the tougher challenges that publishers face today: new ad metrics, programmatic sales, native ads, ad blockers, and the migration of audience to other platforms and media. One solution is to build up advertising-independent revenue using digital subscriptions and other forms of direct revenue from readers. McKean examines when a reader revenue model can and cannot work, as well as the best tools and practices for building reader payments through subscriptions, mobile fees, one-off sales and even charitable donations.
SVP, Global Editor-in-Chief, Yahoo
Journalism for the Mobile World
The way we consume news is changing and as a result, journalists are transforming the way they report events and create content. What does being a content creator for the mobile world mean? What shifts are happening in the industry?
Michela O’Connor Abrams
President and CEO, Dwell Media
Connecting Brands with Believers
From inspiration to transaction
As social media channels decline due to meaningless chatter, the rise of the Interest Network is evidence that magazine media brands will reign once again. Print is alive and well only when brand and community are at the center of the business model. It is clear that communities of like-minded enthusiasts want curated experiences that lead them from ideas to transaction.
Founding editor of People, Former Managing Editor of Life, and Former Editorial Director of 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.
EDITORIAL DIRECTOR, HEARST DESIGN GROUP
Back to the Future of Print
Rediscovering the art and passion of magazine making in today’s challenging business environment
The explosion of digital media has created a unique opportunity for print magazines to re-imagine and embrace the medium. Newell Turner shares his experiences in creating the Hearst Design Group, where the teams behind three well-established magazines—and a fourth on the way—are maximizing resources (good for business) and exploring what’s most compelling about the printed page (good for everyone).
CHIEF EXECUTIVE OFFICER, HARVARD BUSINESS PUBLISHING
Tradition and Transition at the Harvard Business Review
The imperative for change at Harvard Business Review led to a reimagining of the brand beginning in 2010 with the redesign of the magazine and launch of a new website (HBR.org). Wan describes this transition to a more vibrant, sustainable and digitally focused future. He will also discuss the recent recasting of HBR's core offer to adapt to shifting consumer demand and other market realities. The new offer, to be launched in early 2017, will consist of six redesigned and enhanced print issues along with a complementary array of digital tools and products that will improve the value of an HBR subscription.
PROFESSOR OF ORGANIZATIONAL BEHAVIOR, YALE SCHOOL OF MANAGEMENT
Managing Organizational Change
Navigating a way forward
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.