Audience Development & Monetization Track Schedule
9:45am – 10:35am
Session 1 - How to Build and Monetize an Audience
Kim Mateus will moderate a panel discussion on ‘How to Build and Monetize an Audience” with audience development professionals from Minnesota. Panelists include Rebecca Sterner, magazine and circulation consultant; Gayle Teskey, Founder and CEO of Membership Corporation of America; Arthur Morrissey, Director of Marketing, Events and Partnerships at Greenspring Media.
10:45am – 11:35am
Session 2 - Creating a New and Successful Premium Membership Program
The Internet has made it cheap, easy and efficient to launch new streams of niche media revenue. In this session, Kim will share how publishers are repurposing existing content into new membership and subscription products that leverage all the new marketing channels available online. You’ll discover how the Internet can breathe new life into legacy products by adding digital components and opening new digital marketing channels. You’ll take a behind-the-scenes look at magazine brands from Yankee Magazine and I Like Crochet to The American Ceramic Society to understand how others have pioneered – and profited from – the best practices for multiplatform publishing.
1:15pm – 2:05pm
Session 3 - Proven Ways to Build Your Internet Audience, Revenue and Profits
The Internet has turned upside down the ways in which we take premium information products to market. Gone are the days of direct mail as the dominant source of new subscriber revenue. In this session, Kim will teach you how to use organic and paid programs to build an audience that is five or even 10 times the size of your largest paid subscription audience. You’ll also discover how a simple Internet portal is the key to online audience development, and the myriad ways in which it can be leveraged to build a large and loyal audience. Get a checklist of Internet-proven, profitable marketing opportunities from America’s leading publishers.
2:15pm - 3:00pm
Session 4 - Breakthrough Techniques for Generating More Subscription Revenue
It all starts with understanding how to use a Six Sigma framework to plan, execute and analyze an ongoing series of weekly marketing campaigns that will uncover the most profitable way to market your memberships and subscriptions. Discover how the continuous testing of offers, price and incentives can maximize your subscription and membership revenue. Understand the research and economic behavior that makes contrast pricing your most powerful secret weapon for increasing revenue per subscriber by 100% and more. Learn all this from Kim as she shares case studies from publishers both large and small who are actively constructing and testing offers using price, term and incentives that will keep your revenue growing.
Presenters & Panelists
Kim Mateus is Chief Strategy Officer for Mequoda Systems and the Mequoda Systems Content Network where she oversees strategic planning for the organization's 200 plus premium subscription products. Over the past decade, she has guided the development of more than 20 subscription marketing systems including I Like Crochet Network, New England Network and Your AAA Network. She and her team maintain an exhaustive best practices database of subscription marketing techniques and business processes that she uses to advise her clients and optimize the more than 60 websites that make up the Mequoda Systems Content Network. Kim is a frequent speaker at industry events and serves on the board of the Specialized information Publishers Association.
Arthur Morrissey is the Director of Marketing, Events & Partnerships for Greenspring Media, which is the leading content marketing and publishing company in Minnesota. He leads the communications, branding and messaging for Greenspring and its consumer publications – Minnesota Monthly and Midwest Home, in addition to overseeing the development, marketing and execution of Greenspring’s well-known events like the Food & Wine Experience, Grillfest and the Luxury Home Tour.
Prior to joining Greenspring Media, he served as Morrissey Hospitality Companies’ Corporate Director of Marketing and was responsible for providing strategic marketing direction and overseeing the marketing functions for MHC and all the full-service and limited-service hotels, convention centers, arenas, and upscale restaurants.
Rebecca Sterner has devoted 40 years of her life to the magazine publishing business, 30 of those as an independent consultant. She specializes in audience development consulting and also provides outsource circulation management services to about a dozen publications. She has worked with both print and digital publications that range from small literary journals with a few hundred subscribers to multi-title media conglomerates with millions of subscribers. She has been involved with MMPA since its inception, winning the first Greg Carey Award and the 2016 Hedley Donovan award. Some of her favorite assignments were to take on the role of acting president of Utne Reader, training circulation staffers who went on to lead their departments, and helping publishers successfully launch magazines.
Passionate, inspiring and highly effective, Gayle and her Membership Corporation of America colleagues have led their clients to greater success in acquisition, engagement and retention using best-practice direct response channels since 1993. Gayle’s journey has earned her a position of authority on strategic positioning, meaningful testing, persuasive messaging and best of all, how to win! Gayle speaks at industry events, and is a guest contributor to Target Marketing, Entrepreneur, Smart Insights, Marketo and more. Gayle is an enamored grandmother, as well as a bicycle touring fan. On any summer weekend, you’ll find her aboard the family’s beloved pontoon on a peaceful Wisconsin lake. Perhaps with a glass of prosecco in hand.