American Business Media's 2011 Executive Forum is designed to deliver tangible takeaway solutions to help you develop a successful cross-platform content strategy.

Featuing speakers from both inside and outside of the b-to-b industry, this conference will explore the operations of the new multi-platform newsroom, the impact of marketers' own content creation on the media landscape, emerging models in content monetization, the new tools and technologies that will transform your business, and more.

Monday, October 24

4:00pm - 5:00pm CST

What It Really Takes to Get Paid for Digital Content
While the content-must-be-free mindset continues on the Internet, Consumer Resports continues to monetize its content through payments from its audience online and in print. How was this achieved? (Hint: Great content is only part of the strategy.)

Speaker: Kevin McKean, VP/Editorial Director, Consumer Reports

5:00pm - 5:10pm CST

Solution Spotlight
RapidBuyr, the leading daily deal platform for SMB, will illustrate untapped revenue concepts for publishers and share research and case study results developed in conjunction with business publishing partners.

Speaker: Kevin Wells,
Co-Founder and EVP,

5:10pm - 6:00pm CST

What Semantic Technologies Are- and Why You Should Care
The Keyword Era on the Web is giving way to the Age of Semantics. If your content can't be found in the Web 3.0 world, nothing else you do will matter. An expert in semantic platforms for the media will explain the benefits of these technologies and the risks of not investing soon.

Speaker: Keith DeWeese, Director, Information and Semantics Management, Tribune Company

Tuesday, October 25
8:30am - 8:45am CST Welcome
ABM Chair William Pollak
and ABM President/CEO Clark Pettit will explain why content is playing a more critical role than ever in the business aspects of b-to-b media.
8:45am - 9:30am CST

Keynote: Welcome to [Media] Chaos
Judy Franks, author of the new book "Media: From Chaos to Clarity," is a 23-year veteran of the advertising business.

While teaching an undergraduate certificate course in intergrated marketing communication as a faculty member of Northwestern University's Medill, Franks researched and developed the concepts behind the book, in which she identifies five truths that make sense of a "messy media world." Using the Chaos Theory of science and mathematics, she provides an optimistic new perspective on the current changes in the media-determining that "content is still king."

Speaker: Judy Franks,
President, The Marketing Democracy, Ltd./Adjunct Lecturer, Medill, Northwestern University

9:30am - 9:40am CST

Solution Spotlight
Mag+, which brings content to touchscreen tablet devices, will present client-based case studies including a business challenge, solution and outcome.

Speaker: Mike Haney, US Director, Mag+

9:40am - 10:30am CST

Monetizing Quality Content in a Digital World
Mark Westlake has been responsible for revenue generation at digital media companies for more than a decade, including a four-year stint as senior VP-sales & marketing for, a pioneering content model where writers, generally not professional journalists, are compensated based on page views. Now chief revenue officer for TechMediaNetwork, Westlake is on the executive team of a company focused on “high-quality original content” produced by a staff of expert journalists and reviewers - and he will explain why the business model works and how his company can monetize high-quality content in many different ways.

Speaker: Mark Westlake, Chief Revenue Officer, TechMediaNetwork

10:30am- 11:00am CST Networking Break
11:00am- 11:30am CST

Emerging Models In Content Monetization #I
Case study of of a former b-to-b media company that has transformed its business with a membership model

Speaker: Peter Hoyt, Executive Director/CEO, Path to Purchase Marketing Institute

11:30am- 12:00pm CST

Emerging Models In Content Monetization #II
Case study of a b-to-b media company that built a new business line by licensing its content with a nontraditional customer base.

Speaker: Sheila Rice, VP, Business Development & Licensing, Northstar Travel Media

12:00pm- 12:30pm CST

Emerging Models In Content Monetization #III
Case study of a b-to-b media company that is expanding by creating new workflow products that leverage existing media and data assets.

Speaker: Timothy Kennelty, VP, Product Strategy & Development, ALM

12:30pm- 1:30pm CST Networking Lunch
1:30pm - 2:20pm CST

Emerging Content Model: The Marketer’s B-to-B Website
To the reader/user, is a b-to-b website with credible, independent content created and curated by seasoned journalists. Its owner, however, is not a media company; it’s Adobe Systems. Joe Pulizzi, an expert in content marketing, will lead a discussion between Bridget Fletcher, the marketer who is responsible for, and Tim Moran, editor-in-chief.

Moderator: Joe Pulizzi Executive Director, Content Marketing Institute

Speakers: Bridget Fletcher
Director of Suite Marketing, Adobe Systems Inc.

Tim Moran
Adobe Systems

2:20pm - 2:30pm CST

Solution Spotlight
Scout Analytics and EE Times will present a case study on how the use of analytics helped drive the media company's content strategy.

Speaker: Matt Shanahan,
SVP Strategy,
Scout Analytics

2:30pm - 3:30pm CST

How to Generate Content at Scale for Multiple Platforms (Without Burning Out)
A panel of business editors shares practical ways they have organized their staffs, bloggers and contributors to create and aggregate content while also engaging their audiences on social networks, their own websites, and video and mobile platforms.

Moderator: Jeremy Gilbert, Assistant Professor, Medill, Northwestern University

Panelists: David Berlind, Chief Content Officer/Editor in Chief, UBM TechWeb

John Gallant, Chief Content Officer, IDG Enterprise

David Longobardi, EVP/Chief Content Officer, SourceMedia

3:30pm - 4:00pm CST Networking Break
4:00pm - 4:45pm CST

How Legislation and Regulation Can Impact Your Business Practices
An ABM member CEO interviews the association's Washington team to understand how activities on Capitol Hill could impact your content strategy and bottom line.

Moderator: Don Pazour, President/CEO, Access Intelligence


Tom Carpenter, ABM Lobbyist/VP, Wexler & Walker Public Policy Associates

Mark Sableman, ABM Information Policy Counsel (of Thompson Coburn LLP)

Jack Widener, ABM Postal Counsel, Publishing Postal Consultants, LLC

4:45pm - 5:30pm CST

How Content Marketing is Raising the Stakes for Business Media
As marketers and agencies invest more of their resources into websites and social media in order to improve the quality of their content, how does this affect their relationship with business media outlets that pride themselves on their market and audience knowledge?

Moderator: Gary Slack, Chairman, Slack and Company

Speaker: George Stenitzer, Vice President-Corporate and Marketing Communications, Tellabs