Folio: Growth Summit Agenda

Folio: Growth Summit
Hurry, Only 20 Seats Remain!

No one knows enthusiast and b-to-b media companies like Folio:, and at the Growth Summit we’ll leverage that knowledge on your behalf. The Folio: Growth Summit on June 17, 2014 at the Hyatt Regency in Chicago is unlike any other: It’s about the new strategies for building stronger media brands through revenue growth, cost control and business transformation. It’s dedicated to helping niche media brands leverage their core properties into growth opportunities through action, entrepreneurship and results.

Attend this unique one-day event and you’ll walk away not just with new insights to pressing issues, but energized and inspired—with a list of action items tips, techniques, tactics and strategies to last the rest of the year and beyond.

Guides and Reports

All Attendees Will Receive the Following

  • • Exclusive Market Report – The 2014 B-to-B CEO Survey
  • • A Guide to Launching a Lead-Gen Operation
  • • Exclusive Research: The 2014 Mobile and Tablet Publishing Report
  • • Folio: Growth Summit Executive Summary from Folio:’s Editorial Editor, Bill Mickey

June 16, 2014

6:00 p.m.7:30 p.m.

The “We’re Glad You’re Here” Networking Reception

You’ve made it to the Folio: Growth Summit! Kick things off with a bite and a cocktail and mingle with hundreds of fellow magazine-industry peers. It’s casual, it’s fun and it’s the perfect way to get things started. We’ll see you there!

June 17, 2014

Detailed Schedule

8:00 a.m. 8:20 a.m.

Register, Network, Grab a Bite to Eat!

8:20 a.m. 8:30 a.m.

Opening Remarks


Silber 2011
Tony Silber
VP of Content
8:30 a.m. 9:00 a.m.

Keynote Presentation: Active Interest Media’s Blueprint for Brand Extension

No matter how far a publisher expands its multiplatform strategy, it always emerges from the same place: a strong, core brand. But the particulars of that growth are hard to pinpoint in a market that’s changing so quickly. Active Interest Media’s specialty is identifying niche print brands that have high multiplatform potential. The company has practically blueprinted an expansion formula from print to digital to events, and many other ancillary brand opportunities. Here, CEO Efrem “Skip” Zimbalist discusses how to leverage brand equity into new lines of business and why, even in niche publishing, the imperative to do so has never been stronger.


Skip Zimbalist
Efrem “Skip” Zimbalist III
Chairman and CEO
Active Interest Media
9:00 a.m. 9:45 a.m.

Spin-Offs, Launches and Colonizing New Niches: Identifying The Opportunities

The media world is more crowded than ever, as barriers to entry fall and new players emerge. But you have a powerful brand and you’re in a great position to find new seams of activity that allow you to slice off submarkets—in print, live events or digital media—and enjoy the growth that comes with it. In this panel discussion, hear from entrepreneurs who thrive on “nichifying” their audiences share their secrets—teaching you how to identify new launch opportunities, determine resources, reality-check the strategy and build a bullet-proof budget.

You’ll learn:

  • How to build new businesses using a Web-first strategy.
  • To evaluate opportunities against likely costs and budget accordingly.
  • To better listen to how the market is changing, via social media.
  • To deploy your team efficiently against a new initiative.
  • When your existing brand is critical, and when a new one is the way to go.


Alex Ford
Alex Ford
Praetorian Group
John Steele
John Steele
Publisher, Editorial Director
Nautilus Magazine
9:45 a.m. 10:15 a.m.

The End of “Solution Selling:” Digital and Print Ad Sales for the Year to Come

It used to be that the best salespeople listened to marketing objectives and sought to align solutions to those objectives. But marketing, database technologies, and Web-based measurement tools, have advanced to the point that your customers sometimes know more about what their solutions need to be than you do. What you need to do is insight selling, where you’re wiling to upend your customers’ approach and present provocative new perspectives on still-emerging business situations. In this interactive sales-training session you’ll learn the new rules for needs analysis, consultative selling and closing business in a dramatically new digital environment.

We’ll explore:

  • How marketing measurability is changing how your advertisers set their budgets.
  • The impact that social media, and internal Web-development efforts, are having on traditional advertising.
  • How to demonstrate that advertising with your brand creates one-plus-one equals three.


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Mark Josephson
Chief Sales Officer
Reader's Digest
10:15 a.m. 10:30 a.m.

Networking and Caffeine Break

10:30 a.m. 11:15 a.m.

Building a Stronger, Multiplatform Company

Magazine companies tend to develop workflows and processes that take on lives of their own, and which we all take for granted. This is not good in an era of disruption, where digital media presents new opportunities and significant threats. Ever wonder what it would be like if you were “acquiring” yourself? In this step-by-step, instructive session led by two of the industry’s top executives, learn the value of looking at your company from the outside in, as well as perhaps finding some surprising things in your P+L.

Here’s what you’ll learn:

  • How to really analyze your operations for zero-based budgeting opportunities.
  • How to pivot into new markets.
  • How to reorganize your content and sales operations to seize new opportunities.
  • How a SWOT analysis can uncover potential new products you hadn’t through of.


David Colford
Dave Colford
President, Media Network
Hanley Wood
Yorke formal 5.4.11
Matthew Yorke
IDG Enterprise
11:15 a.m. 12:00 p.m.

Re-Engineering Audience Acquisition: Marketing Campaigns and Pricing Models to Keep the Subscriber Base Growing

For many, print is still a positive area of growth, but that growth may be much smaller than it used to be, making customer retention and attracting new ones even more important than ever. Here, we’ll outline the best-performing tactics, along with how to determine where to make the soundest investment in your print magazine marketing efforts. From integrated marketing campaigns to list and database development this session, featuring specific case studies, will show you how to build your customer base profitably. You’ll:

  • Learn the new dynamics of the list market, both where to acquire fresh names and how to integrate them into a master database that creates a single, multifaceted view of the customer.
  • The best-performing direct-marketing tactics from market leaders.
  • Why some companies are growing print subscriptions in a declining print market.
  • How to use social and digital assets to drive print and event marketing.
  • How to optimize your marketing source mix for a new media environment.


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Nick Cavnar
Nick Cavnar LLC
Julie Nachtigal
VP of Audience Development
Cygnus Business Media
12:00 p.m. 1:15 p.m.

Networking Lunch

Mingle with new friends over lunch.

1:15 p.m. 1:45 p.m.

Building Your Digital Business Out From the Core

These days, digital media is on the strategic front-burner, even while print is thriving and re-engineered to leverage other channels. Social media is a big opportunity for engaging audience. Mobile has great potential as an “always-on” marketing channel. Your Web site itself is a perfect place for producing commerce. Sit in for a radically new 2014 take on a timeless business formula—leveraging your brand into new markets and revenue streams. In this fast-paced panel discussion, we’ll show you how to put your digital platform into overdrive, including:

  • How to ramp up social and measure ROI
  • How to develop a mobile app strategy, and whether it’s mission critical
  • How to support new products organizationally and strategically for the long term.
  • How to ensure that the revenue return is commensurate with the effort.


Tim Hartman
CEO, National Journal Group
Atlantic Media
Jeanne Wieland
Director, Digital Content
Kalmbach Publishing
1:45 p.m. 2:30 p.m.

Magazines and Live Events: The Perfect Fit

From wine festivals to awards ceremonies to tradeshows, events are a natural brand extension for magazine companies. Events are higher-margin assets that many publishers are expanding very quickly. Learn how to take that one or two-event group and scale it so you’re producing double or even triple the amount of events, with key approaches to creating new formats, sponsorship opportunities, resource allocation and team structure. Our panel of event innovators will:

  • Show you how to leverage print content into great event programs.
  • Share their best event marketing techniques.
  • Describe how their events become the in-person embodiment of their brand.
  • Provide case studies on getting buyers and sellers to engage.


DanShannon (2)
Dan Shannon
Shannon Media
Elizabeth Tucker
Elizabeth Tucker
ALIVE Magazine
2:30 p.m. 3:15 p.m.

Speed Networking

Here’s your chance to get to know your fellow attendees and forge new connections and possible partnerships. Bring your business cards for this fast-paced session from which you’ll meet at least a dozen new media  friends and potential business partners

3:15 p.m. 4:00 p.m.

Selling Big Ideas: Change the Sales Conversation With Advertisers

Ad salespeople too often think small—when you’re writing a proposal, always “add a zero.” In today’s multimedia world, big ideas—custom ideas—are more important than ever. In this session, which will be like your personal sales training course from one of the most innovative sales leaders in the magazine world, you’ll learn how to motivate your staff to get more business through big ideas. Learn:

  • How to integrate multiple channels into your sales proposals.
  • How live-event activation transforms how your prospects and customers view your brand.
  • How to convert an ad schedule into a marketing concept that elicits client buy-in.
  • How to customize a big idea to the client and the opportunity.


Janett Haas
Vice President, Central & Western Regions
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Gary Mirkin
Senior Vice President
Summit Professional Networks
4:00 p.m. 4:10 p.m.

Key Takeaways, Closing Remarks and Announcement of Beats Headphones Winner


Bill Mickey 2
Bill Mickey
Editorial Director
Silber 2011
Tony Silber
VP of Content
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