ECPA

Advanced Management: Track 1

Track Manager:

C. Jeffrey Wright, CEO, Urban Ministries, Inc.

Sessions:

A	Content Development: Reaching Your Audiences Via Digital Content Janice Castro, Senior Director, Graduate Education, Medill School, Northwestern University The headlong migration of readers to online content means that for many in your target audiences, print on paper is no longer the dominant format in which they read. How can you take high quality printed books and periodicals and create engaging content in digital forms? What is online community? Viral marketing? Interactivity? A deeply experienced editor and online publisher describes case studies of creating successful digital content from market-leading print publications and shares lessons learned, successful models and revenue opportunities.
B	Using Wisdom in Outsourcing, Packager Contracts and Hiring Project Managers Mark Wesley, Marketing Director, rosa+wesley LLC We'll start with the question: What business are we in? We're in the business of developing and exploiting copyrights for both God's kingdom and bottom line profit. Top managers in the Christian publishing business today face a whole new set of challenges. Do I build and develop in-house talent? Do I buy in finished product or out source some or most of the necessary work? Do I do a bit of each, and how? This workshop is a strategic think-tank that will help you weigh your particular needs in light of the new options for buying individual or bundled services from various contractors and packagers. As if we are building your annual budget from ground up, we’ll examine the a la carte menu of service providers, from book developers to writers to designers and production pros. We will explore their benefits and drawbacks, and provide strategies for maximizing the former and minimizing the latter. And, we'll examine new ways of developing key staff, with reminders of some tried-and-true lessons that still have value in today's publishing environment. With both approaches, you'll walk away with clearer insights on what is best for YOUR business.
C	Your.com: Extending Your Print Publication's Brand Online Shari Noland, President, WebEdits & More Your successful print publication has an established, loyal readership. Now you’d like to expand your brand online. How do you make the transition? What should you avoid? Web strategist Shari Noland will discuss: Key strategies for fostering a strong synergy between your print publication and Web site; Building your online community and increase traffic to your site; Effective (and ineffective) ways to market your Web site and appeal to advertisers without sacrificing your editorial integrity; Avoiding unnecessary, time-tested Web content pitfalls
D	*Finance for Non-Financial Managers* Don Jarka, CFO, Urban Ministries, Inc. Cost of Goods Sold, Gross Margin, Net Margin, EBIT, EBITDA, pay-back, break-even, Days Sales Outstanding, debit, credit, ratio analysis, cash-flow, incremental dollars, cost of money, P & L, Balance Sheet and other crazy terms you can’t begin to remember. Finance people live in a finance culture, so we will see if we can crack a bit of the code. During this session we will make that first year accounting class seem easy by making real sense out of simple accounting processes. We will seek to understand that everything you do is a financial transaction and what an accountant would do to record it. We will talk about royalties and other contracts and why those forecasts and negotiations are so important to the financial success of a project. Ultimately we will understand what you can control versus what is fixed and why that is so important.