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Target Market News
Presents
The 2003
African-American
Magazine Summit
November 4th, 2003
The Kimmel Center
New York University
New York, NY
The first symposium ever
convened for
publishing and marketing executives
to examine the latest research and
trends for African-American magazines
and readers
This symposium is presented in cooperation with
New York University’s Center for Publishing
Sponsored by
RR
DONNELLEY
Confirmed Speakers
Julie Bayley / Senior VP, Communication Group Planning Dir. Zenithmedia
Inc.
Jeff Burns / Associate Publisher, Ebony Magazine
Keith Clinkscales / Chairman & CEO, Vanguarde Media
Lawrence Cooke / VP-National Advertising Director, Black Enterprise
Steve Goodman / Senior VP-Media Director, UniWorld Group
Verdia Johnson / President. Footsteps Group
Pat Lottier /
Publisher, Atlanta Tribune Magazine
Bret Moore / Publisher, BlackVoices.com, BVQ Magazine
Beverly Coley-Morris / President, Almae Publishers Representatives
Chuck Morrison / Senior VP-Dir. Of Account Services, UniWorld Group
Aiesha Powell / Research Director, Johnson Publishing Co.
Edward Rutland / Executive VP, Matlock Advertising and PR
Ken Smikle / President, Target Market News
Enedina Vega / Eastern Sales Director, Essence Magazine
Dana Wade / President, Spike DDB
Carol Watson / Publisher, Vibe Magazine
Robert Wingo / President, SWG&M Advertising
PROGRAM FOR TUESDAY, NOV. 4, 2003
NEW LOCATION!
The Kimmel Center
The New York University
60 Washington Square South (same as W. 4th St.)
at the corner of LaGuardia Place
New York, NY
8:00 Registration Check-In and Continental Breakfast
8:45 Welcome Remarks
Ken
Smikle / President, Target Market News
9:00 The African-American Magazine Market: The
Latest Research Trends
This session will offer new research examining
how black consumers’ relationships with magazines are growing and
changing. An analysis will be presented of how black-oriented
magazines fare against all titles in attracting advertising. Data from
research conducted by Target Market News, Johnson Publishing Co., MPA/PIB
and others will be presented
Panelists:
Aiesha Powell / Research Director, Johnson
Publishing Co.
Ken
Smikle / President, Target Market News
9:45 Magazines As Brands: Building on Your Success
As a magazine builds credibility with its
audiences, publishers are confronted with opportunities to put their
titles on events, merchandise and other magazines. Are these brand
extensions just a logical means of building on the magazine’s reputation,
or have they become necessary to meet revenue projections? How do readers
and advertisers benefit? Do publishers run the risk of losing ad revenues
by packaging pages with these programs? We’ll examine some of the answers
to these questions through the experiences of magazines that have found a
successful balance.
Panelists:
Jeff
Burns / Associate Publisher, Ebony Magazine
Enedina Vega / Eastern Sales Director, Essence
Magazine
Carol Watson / Publisher, Vibe Magazine
10:30 Morning Break
10:40 The Niche Within A Niche: Creating Success with Specialized
Audiences
A number of magazines have found success
targeting African-American readers beased on their professions, where they
live, or other mutual interests. Is the market growing for these titles?
How do they compete against other black-oriented media? This session will
look at how these magazines have done it and what lies ahead for the
readers and advertisers they serve.
Panelists:
Lawrence Cooke / VP-National Advertising
Director, Black Enterprise
Pat
Lottier / Publisher, Atlanta Tribune Magazine
Bret
Moore / Publisher, BlackVoices.com, BVQ Magazine
11:30 Luncheon Speaker: The Publisher’s Perspective
Keith
Clinkscales / Chairman & CEO, Vanguarde Media
12:30 JUST
ADDED Making Your
Magazine Relevant, Unique and Necessary
In the crowded field of magazine publishing, how
do you make your publication distinctive and unique with advertisers? Are
there opportunities that are untapped but of interest to advertisers? Is
it possible to make your magazine indispensable? Learn from advertisers
how to make the most of what your magazine have to offer.
Panelists:
Julie Bayley / Senior VP,
Communication Group Planning
Director
Zenithmedia Inc.
Clients: Miramax Films
Chuck Morrison / Senior VP-Dir. of Account
Services, UniWorld Group
Clients: Ford/Lincoln Mercury, Burger King, AT&T, Colgate-Palmolive, Home
Depot
1:15
JUST
ADDED Finding and
Using Advertising Sales Reps
Identifying the right firm for your magazine is one of the most
important challenges you'll ever address as a publisher. Should you give
this responsibility over to an "outsider?" How do you know you're getting
your money's worth? What kind of compensation formula should you use? Do
you have to hire an African-American rep firm? Learn how other black
magazines are working successfully with advertising reps.
Panelist:
Beverly
Coley-Morris / President, Almae Publishers
Representatives
2:00 Afternoon Break
2:15
JUST
ADDED The Media Kit
Do's and Don't
What are ad agencies and marketers looking for
in the ideal media kit? How much information do you need to provide on
your audience's demographics. How much do you have explain the value of
the African-American market? What are media planners' and buyer's pet
peeves when reviewing information from hundreds of publishers? You'll hear
it from the source during this session.
Panelists: TBA
2:45 Magazine Success Stories: The Advertiser’s Perspective
This
session will provide advertisers and marketers the opportunity to discuss
their “wish list” for black magazines. This session will offer a case
study on successful print campaigns placed in black publications and what
they reveal about tapping into black consumers.
Steve
Goodman / Senior VP-Media Director, UniWorld
Group
Clients: Ford/Lincoln Mercury, Burger King, AT&T, Colgate-Palmolive, Home
Depot
Verdia Johnson / President, Footsteps Group
Clients: Mercedes Benz,
Edward Rutland / Executive VP, Matlock
Advertising and PR
Clients: BMW, Nationwide Insurance, Dell Computer, BellSouth
Dana Wade / President, Spike DDB
Pepsi, State Farm Insurance, the NFL, Remy Martin
Robert Wingo / President, SWG&M Advertising
Shell Oil, Fuddruckers, Revlon
4:15 The Open Forum: Getting the Answers You Need
An opportunity for you to have your specific questions answered by our
panelists and to exchange ideas and challenges with the experts in the
audience.
5:00 Closing Reception
Program is subject to change
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REGISTRATION FEE: $199 per person by Oct. 17
$299 per person after Oct. 17
Registration fees will not be accepted on-site.
Space is extremely limited and cannot be increased. Call and reserve
your registration today.
To receive a refund we must receive written notice of cancellation
before Oct. 17, 2003.
No cancellations will be accepted after that date, however, your fee may
be applied to other Target Market News products and events. Cancellations
received within the deadline are subject to a $25 administration fee.
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