Revenue strategies and diversification

Left to Right: Samantha Johnston (moderator), Howard Griffin, Liz White and John Wulfert
Left to Right: Samantha Johnston (moderator), Howard Griffin, Liz White and John Wulfert

In an ever-more challenging newspaper advertising and marketing environment, the shelf-life of revenue and diversification strategies seems also to shrink with confounding rapidity. But this panel of top executives representing national, regional and local publications are pursuing strategies that expand beyond not just legacy models but even once-novel digital initiatives.

During the opening General Session at the Mega-Conference, learn about new ways to build agency services, how to keep and even increase revenue from retailers moving away from FSIs, and where the opportunities still lie in marketing and advertising.

Samantha Johnston, general manager of Colorado Mountain News Media (Swift Communications) and publisher of The Aspen Times, will moderate the Feb. 17 session.

Joining her will be:

  • Howard Griffin, senior vice president, national retail sales, Gannett - USA TODAY Network
  • Liz White, publisher and executive vice president, Record-Journal Media Group
  • John Wulfert, chief revenue officer, Belo + Company

"Revenue diversification often means you're getting into a line of business outside of your core," said Wulfert, "but need to rely on the strength of your traditional media assets. Doing so requires an acceptance of new business models, and a realization that the right talent plays a key role in driving a paradigm shift that is essential to success.  Contrary to popular belief, legacy publishing businesses do not stifle innovation; they are a key foundation of innovative new revenue strategies."

White said: "Two years ago Record-Journal Media Group created a company-wide strategic revenue plan called 80/20 by 2020. Learn more about the four revenue growth areas they have focused on in their cross-departmental teams and the successes and challenges they’ve encountered along the way."



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