Vienna, VA

Monday, April 26, 2010

Specialized Info Biz Looks Beyond Crisis to Making a Profit

SIPA 34th Annual Conference: "Profit Abilities: Tools, Tactics and Techniques for Building the Bottom Line"

There is cautious optimism about the economy and media business from the Specialized Information Publishers Association – in time for its 34th annual international conference, June 6 through 8, at the Mayflower Hotel in Washington, D.C.

"2010 has rolled in with great promise for specialized information publishers," says conference chairman Andy McLaughlin, secretary of SIPA's board of directors, and president and CEO of PaperClip Communications. "Shaking off some of the worst economic conditions in decades, most of the publishers I've spoken with are poised for growth, excited about the opportunities in front of them and optimistic about what a strong year 2010 is going to be for them."

"Unlike other media industry trade groups and their members who are still trying to find their footing in this new economic environment, SIPA members have mostly figured it out and are moving forward with plans to build more profit and are looking forward to gathering in June to look at the tools, tactics and techniques to get that job done," McLaughlin says.

Speakers at the SIPA conference include Robert Mnookin of Harvard Law School, Dr. James L. McQuivey of Forrester Research, Kevin Delaney, managing editor of the Wall Street Journal, Mark Ranalli, CEO of Helium, Inc., Caroline Little, CEO of PaidContent.org., and Joseph Kayne of Imagine It! Project.

Guest speaker for the Specialized Information Publishers Foundation Award Luncheon will be Kimberly Dozier of Associated Press News and author of "Breathing the Fire, Fighting to Report-and Survive-the War in Iraq." (While working in Baghdad for CBS News in 2006, Dozier was critically wounded by a roadside bomb.)

Also, the conference's publishing gurus for sessions include Dan Oswald, M. Lee Smith Publishers LLC; David Foster, Business Valuations Resources, LLC; Greg Krehbiel, Kiplinger Washington Editors; Don Nicholas, Mequoda Group; Stephanie Eidelman, InsideARM; Cindy Carter, FDAnews; Bob Coleman, Coleman Publishing.

Here is a sampling of a few of the many sessions planned:

= E-Learning: The Next Frontier: "There are companies that we are starting to model who have gone after the very 'juicy' training budgets that companies have. It's a good platform for specialized information publishers – you can be drawing down new revenue in a short time."

= Sales Force on A Shoe String: "As some traditional direct marketing channels weaken, more publishers are talking about sales force. That leaves the smaller publisher with a serious question: 'How do I pull that off? "Guerilla sales force can be done!"

= Building Email Marketing Lists: "Email lists have obviously become the favorite food of the beast that drives the business. Constantly inventing, reinventing and getting super-creative on ways to feed that beast is an exciting challenge. I've seen some exciting things that will be good to share – but it's also always good to simply hear others in the room share. I often find someone has discovered something that's working and we all can take it back to the office and 'bam' we've refreshed our lists. Worth the price of admission alone."

= Content Syndication for Publishers: "Content syndication has really been a hidden gem inside SIPA for a few years now and I think it's going to be the break out topic that everyone is going to be buzzing about in the hall and at cocktail parties. It's really going to change the business models of quite a few publishers in the years to come."

= New Ways to Make or Buy Content When You Need New Products: "The new information marketplace has changed the urgency and financial algebra of the editorial "make vs. buy" decision, often because marketers and publishers find they need extensive new content (and new sources of cash) "tomorrow." In today's marketplace, you can find new ways to make or buy product – with plenty of profit margin to boot!"

For more information, visit http://sipa2010.com/

Henry Greene

Executive Director

Specialized Information Publishers Association

Vienna, VA