Day 1

Wednesday, 7 September 2016 | Creating Value

8.00 – 9.00am
Welcome Breakfast and Registration
9.00 – 9.05am
TheMediaBriefing Welcome Address
Rory Brown, Chief Marketing Officer & Co-founder, TheMediaBriefing
9.05 – 9.15am
Chair’s Introduction and Opening Address
Jeff Jarvis, Professor, CUNY & Director, Tow-Knight Center for Entrepreneurial Journalism; BuzzMachine

9.15 – 9.45am
Keynote address

Jimmy Maymann, President, Content and Consumer Brands, AOL

9.45 – 10.15am
(Fireside Chat) Going Global: Approaching Sustainable Expansion In New Markets
Expansion into new markets is a risky undertaking, from content through to distribution every region will have its own unique characteristics which will shift and mould the way that the business operates for that geography.

Join Jay Lauf, President of Quartz who will discuss the critical success factors for global expansion with an emphasis on emerging markets, specifically discussing new verticals in India and Africa.
Jay LaufPresident, Quartz
Interviewed by: Damian Radcliffe, 
Carolyn S. Chambers Professor in Journalism, University of Oregon

10.30 – 11.00am
(Case Study) The Next 20 Years of Slate: The Original Digital Pioneer
Since the launch of Slate in 1996, much has changed about the web, journalism and the competitive landscape. However, the digital pioneer’s editorial voice and its mission have remained remarkably consistent, helping readers make sense of the news with unparalleled scepticism, wit, style and insight. Editor-in-Chief, Julia Turner and President, Keith Hernandez will discuss how Slate has adjusted to the economics of digital publishing and how the continued innovation of its editorial, business, development, and product teams keeps Slate relevant and financially sustainable.
Julia Turner, Editor in Chief, Slate
Keith Hernandez, President, Slate

11.00 – 11.30am
Morning Coffee Break

11.30 – 12.45pm
(Discussion Groups) Industry Strategy Session!
It wouldn’t be DMS with our one-of-a-kind roundtable discussion groups, where participants will take part in a workshop-style discussion facilitated by a field-expert on two topics of your choosing. Choose your discussion groups when you register for #DMSUSA16 and secure face time with others tackling similar challenges.

Discussion Group Topics:
Distributed Content, moderated by: Cate Matthews, Managing Editor, A Plus
Increasing Viewership and Video Revenue with Syndication and Social, moderated by: Stu Barnes, Vice President, North America Media Sales, Brightcove Inc
Josh London, Chief Marketing Officer, IDG
Todd Krizelman, Co-founder and Chief Executive Officer, MediaRadar

12.45 – 1.45pm
Networking Lunch


1.45 – 2.30pm
(Panel) Using Content, Scale and Distribution Strategy To Reach And Activate New Audiences: 
With no silver bullet, this panel will consider the million dollar question: What do you need to build and connect with new and bigger audiences?

– In a distributed world, what are the key markers for creating and diversifying digital content?
– Evaluating your partnership opportunities to build scale and volume
– Pinpointing commercially relevant metrics to measure traffic and raise ROI
– Making use of your ecosystem: Working with your partners to increase audience engagement through custom content (brands, agencies and publishers)
Panellists confirmed:
Paul Marcum, President, Truffle Pig
Alex Skatell, 
Founder & Chief Executive Officer, Indeendent Journal Review
Christian Baesler, 
President, Bauer Xcel Media US
Moderated by: Claire Wardle, Research Director, Tow Center for Digital Journalism, Columbia Journalism School, Columbia University

2.30 – 2.50pm
Bringing Together Content and Commerce: Creating a Winning Strategy
For most companies, content strategies should be agile, innovative and revenue generating – a winning strategy lives at the point where commercial goals and innovative content meet. This session will consider the strategic considerations to achieve commercial success through content as a vehicle.

  • Building a content model for e-commerce
  • Investing in context over scale as a long term strategy for success
  • Maximising the impact of social tools to build audiences around your product
  • Books, podcasts and exhibitions: Developing new revenue streams around a single core proposition

Aimee Schier, Executive Creative Director, CNN Digital

2.50 – 3.10pm

Livingly Media and The Pursuit of Profit
In early 2015, venture-backed Livingly Media was acquired by aufeminin, a subsidiary of Axel Springer.  Co-Founder & COO Danny Khatib shares what happened when Livingly’s focus shifted from revenue to profit, prompting an overhaul of its monetization strategy:
  • Betting big on programmatic
  • Moving from a sales-centric model to a product-centric one
  • Investing in data-driven micro-optimizations

Danny Khatib, President & Chief Operational Officer, Livingly Media

3.10 – 3.40pm
Afternoon Networking Break


3.40 – 4.10pm

(Fireside Chat) Content, Scale and Audience: Building A Sustainable Distribution Model
With all roads leading to distribution, content still forms the backbone of every publisher. In this informal interview, M. Scott Haven will discuss the interplay between content, scale and distribution for long-term revenue generation.

  • Keeping content as the central driver of your business model and building distribution around this
  • Building a trusted context within a global multiplatform business
  • Identifying local audience opportunities within a global business context
  • Implementing an effective distribution strategy without becoming dependent on platforms

M. Scott Havens, Global Head of Digital, Bloomberg Media Group
Interviewed by: Claire Wardle, Research Director, Tow Center for Digital Journalism, Columbia Journalism School, Columbia University

4.10 – 4.30pm
Shining A Spotlight On STAT: Creating & Monetizing A News Source For The Life Sciences
Boston Globe Media launched STAT in late 2015 and it was soon thereafter pegged as “the media startup to
envy” by the Columbia Journalism Review. Appealing to a national audience ranging from consumers to
professionals in health and life-sciences, STAT’s mission is to report stories that focus in depth on science and
discovery, health and patient issues, national politics, and the money trail in big pharma and medicine. Nearly
one year on, Executive Editor, Rick Berke and Chief Revenue Officer, Angus Macaulay discuss revenue
opportunities for STAT and lessons in understanding and creating a vertical publishing product with broad
appeal and significance.

Rick Berke, Executive Editor, STAT
Angus Macaulay,
Chief Revenue Officer, STAT

4.30 – 4.50pm
(Case Study) Going Social: Monetising Social Audiences By Going Off-Platform
Using third party platforms to distribute content is a norm in audience development and engagement, but the next step (and significant challenge) will be monetising these platforms.

  • Leveraging content across platforms and developing new products on the back of that brand
  • What does scale really mean and is there real value in scale over niche?
  • Audience engagement metrics and measuring effective reach of distributed content
  • Video, video, video – enhancing user and advertiser experience

Julie Hansen, President & COO, Business Insider

4.50 – 5.30pm
(Panel) Industry Dialogue: Monetising Third Party Platforms
Video can be described as the medium of choice for many demographics and with more and more uptake of video content and live video, opportunities to monetize are fast becoming one of the greatest focuses for publishers. This panel will answer the million dollar question: How do you monetize video?
Panellists Confirmed:

Blake Sabatinelli, General Manager, Newsy
Isaac Showman,
Managing Director, Reuters TV
Gretchen Tibbits,
Chief Operating Officer, LittleThings
Moderated by: Damian Radcliffe,
Carolyn S. Chambers Professor in Journalism, University of Oregon

5.30 – 5.45pm
Chair’s Summary of Day 1 and Closing Remarks

5.45 – 7.00pm
Cocktail Reception

Day 2

Thursday, 8 September 2016 | Leading the Pack

8.00 – 8.40am
Welcome Breakfast and Registration
8.40 – 8.50am
Chair’s Opening Remarks and Recap of Day 1

8.50 – 9.20am
(Keynote Interview) Journeying Through Digital Transformation AND Staying Ahead of the Curve
Vivek Shah, Chief Executive Officer of  Ziff Davis sits down and speaks with Amy Bernstein, Editor of the Harvard Business Review about the journey of Ziff Davis. From the transformation of the business over the years, and how he infused the a new culture of innovation in the business, to diversification of the business; this featured interview will look at how Ziff Davis created multiple revenue streams with content, data and technology at the core.
Vivek Shah, CEO, Ziff Davis
Interviewed by: Amy Bernstein, Editor, Harvard Business Review

9.20 – 9.50am
(Keynote Address)

Benedict Evans
, Partner, Andreessen Horowitz

9.50 – 10.20am
(Spotlight) IDG’s Digital 2.0: Tomorrow’s Lessons from Today’s Reality: How Media Companies Can Fight

IDG sits on the leading edge of digital media, prioritizing the shift to data strategies through a strong focus on knowing their customers, and customers knowing IDG. Michael Friedenberg, CEO of IDG will discuss the success of their focused approach for revenue growth from monetizing their global digital footprint, new revenue opportunities beyond digital display and how IDG plans to maintain their competitive edge.
Michael Friedenberg, Chief Executive Officer, IDG Communications Worldwide

Reaching new audiences

10.20 – 10.50am

How To Invest Intelligently Into Mobile Content and Adapt To Consumer Behaviours

Today, publishers are faced with rethinking news for mobile consumers. Over 50% of’s traffic comes from a mobile device. Mobile requires newsrooms to think about story development in vastly different ways, as well as creating a unique mobile experience that is tailored to how users consume content. Lewis D’Vorkin, Chief Product Officer at Forbes Media, will discuss new presentations for mobile content and how to create a new kind of newsroom for mobile content experiences.


Lewis D’Vorkin, Chief Product Officer, Forbes

10.50 – 11.10am
(Case Study) Next Gen Storytelling: Virtual Reality and 360 Video

  • Using VR to connect with new audiences and creating a new content model around this
  • Connecting VR to your brand and media strategy
  • Bringing VR to commercial: Monetization opportunities
  • How does VR fit within current models and what is the opportunity for the industry?

Molly DeWolf SwensonChief Marketing Officer, RYOT (Huffington Post)

11.10 – 11.30am
Morning Networking Break


11.30 – 12.20pm
(Panel) Advertising V2.0: New Digital Advertising Models That Go Beyond Display
Making up the shortfall in ad revenue is a central concern for most publishers, but the days of display advertising domination are well and truly past – join this panel of innovative advertising execs who will discuss smarter advertising strategies which will educate your buyers and provide value through innovation.

  • Shifting skills and strategy to build a more comprehensive advertising operation – display, content, native and direct marketing, what’s the mix?
  • Dealing with adblocking – is it all about being smarter about viewability?
  • The makings of great mobile and video advertising
  • Creating bespoke, but replicable advertising packages that work with buyers’ development metrics, standards and technical requirements

Panellists Confirmed:
Rahul Chopra, Chief Executive Officer, Storyful (News Corp)
Scott Clavenna, Chief Executive & Founder, Green Tech Media
Brendan Spain, Vice President of Advertising, Americas, Financial Times
Michael Kuntz, Senior Vice President, Digital, Gannett
Moderated by: Damian Radcliffe, Carolyn S. Chambers Professor in Journalism, University of Oregon

12.20 – 1.00pm
(Panel) The Future Of News As A Product: Should Media Companies Spin Off Their Newsrooms As Standalone Entities?
Alexis Madrigal, Editor in Chief, FUSION
LaSharah Bunting, Senior Editor, New York Times
Moderated by:
Chris Sutcliffe, Senior Reporter, TheMediaBriefing


1.00 – 2.00pm
Networking Lunch


2.00 – 2.30pm

(Case Study) The Millennial Paradigm: Mic On The Visual Economy and Strategy for Ranking Up Video Across the Newsroom

Chief Strategy Officer of Mic, Cory Haik will discuss their approach to engaging with millennials through their medium of choice: video.

  • Tailoring video as the medium and message to deliver content worth watching
  • Using platforms to your advantage to grow user engagement and building direct communication with your audience
  • Leveraging video apps to reach scale
  • Using editorial to enhance mobile video experience

Cory Haik, Chief Strategy Officer, Mic

2.30 – 3.00pm
(Case Study) NowThis On Mobile Social and Messaging App

This focused case study will be presented by Athan Stephanopoulos, President and Ashish Patel, Publisher of NowThis, and will walk through building a model for a social media app.

  • Assessing content creation and suitability across different platforms
  • Strategy for driving engagement on social channels
  • Building and monetising audiences on platforms: Myth or reality?

Ashish Patel, Publisher, NowThis
Athan Stephanopoulos, President, NowThis

15.00 – 15.30
(Case Study) Mobile First Digital News: The Momentum Behind Al-Jazeera’s AJ+
Two years and billions of views later, AJ+ has won several awards, including two Webby’s. This success was not without challenges in content and technology innovation, distribution, and most importantly organizational transformation.

In this talk Al Jazeera will share lessons learned, what makes AJ+ successful, and key strategies to scale innovation in traditional media organizations.

Dr. Yaser Bishr, Executive Director of Strategy and Development, Al Jazeera Media Network

3.30 – 3.50pm
Chair’s Closing Remarks

End of Digital Media Strategies USA 2016

4.00 – 6.00pm
Digital Media Strategies USA Happy Hour