Speaking at Folio in 3 Online Sales Sessions

I am honored to be speaking at 3 online sales related sessions at the 2008 Folio Summit later this month in Miami:

• Monetize Your Reader – 11:00 AM on Thursday, Feb. 21. Chris Collins (VP of Multimedia Sales for Dow Jones), Jonathan Chalon (VP and Group Publisher for Penton Media), and I will be showing how to really monetize user generated content (UGC). Where are the opportunities and pitfalls? What kinds of social media work in different markets? And how can you make the most money from online social media? As you know, I am a huge fan of UGC and believe it is one of the keys for any publisher in “owning” your market online.
• Sales Management Skills for New Media – 10:15 AM on Friday, Feb. 22. Jason Schaeffer (VP of Biz Dev for CNNMoney.com) and I will be talking about keys to online sales success. Regardless of your sales structure, how can you position the value of what you’re selling so that your sales team feels confident and maximizes the revenue opportunity? Many publishers don’t really know how valuable their online media is and therefore aren’t making what they could from it. We aim to change that with this session.
• Closing the Loop (formerly Follow the Money) – 11:15 AM on Friday, Feb 22. Jason and I are staying over for another session where we’re going to discuss how ad operations can actually help you make more money! We’ll show examples of how traffickers checking creative can earn you the love and devotion of advertisers and agencies (well, at least some more business), and how to close the ROI loop with advertisers on both standard online advertising and new product development. This session may not sound sexy, but it’s the key to either getting money from your customers 1 time or getting it from them 10 times.

I look forward to seeing you all there!