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WCP Annual Conference The Abbey Resort Fontana, WI Friday, March 30 & Saturday, March 31, 2012

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Tentative Schedule
Friday, March 30, 2012
10:00 am: Vendor Money Makers Multi Ad - Tim Brennan Maximizing your Co-op Tim Smith Developing Marketing Campaigns Noon 12:30 pm 1:30 pm 2:30 pm 3:45 pm 4:00 pm Kidsville Bill Bowman Mingle Lunch with Keynote Speaker Jim Busch Same Thing-Only Different Selling Print Advertising in the 21st century CVC Tim Bingaman Put your Audits on Steroids JB Multi Media Justin Gerena Increase Your Circulation without Printing MORE Copies! How to Leverage Emerging Technologies to Boost your print publication and Increase Sales Tim Smith Developing Marketing Campaigns How to use all your Resources and Network to Service your Customers Cocktail reception Dinner Awards Program

6:30 pm 7:30 pm 8:30 pm

Saturday, March 31, 2012

7:30 am 8:30 am 9:30 am 11:45 am 1:00 pm 2:00 pm Continental Breakfast Membership meeting Mitch Henderson The Video Marketing Revolution Lunch Jim Busch Becoming a Supersuader The Art and Psychology of Closing Sales JB Multi Media Justin Gerena Web Design is Big Business EVEN for Small Publishers. Learn how to get Your Share and Keep Google out of Your Market with Swan-Site Mark Rood TOMA Top of Mind Awareness

3:00 pm

The Video Marketing Revolution

Learn to create new Revenue Streams by Producing and Selling video marketing on your papers website. A video marketing revolution is exploding across North America. Small business owners are discovering online videos profound marketing impact as a tool to grow their business. Used on their Websites, Facebook pages, Email, YouTube, Google ads, video is changing the way local business communicates with potential customers. In Mitch Hendersons ground breaking program, he reveals how online video is being used as an effective marketing tool and how local media can use it to create huge new revenue streams.

Online Video Marketings Evolution Youll Discover

Mitch Henderson

How video marketing started Where video marketing is headed Why its crucial to your paper

Applications of Video Marketing Youll Learn

How businesses are using video marketing How video marketing can change your newspaper in the eyes of local business Its essential you jump in now What video marketing is NOT-how to avoid the one mistake that kills response The countless applications that you can use with online video

The Planning Stage Youll Discover

The keys to creating great video content that generates new customers Why TV ads are bad models for online video marketing-key mistakes to avoid The importance of a campaign integrating video marketing with traditional print, online and social media marketing.

The Nuts and Bolts of Shooting Online Video

What equipment you need (it costs less than you think!) Basics of video recording The one critical difference between good video and unwatchable video Editing 101

Getting an Audience Youll Learn

How to get your videos online and options for hosting and uploading Why embedding video using YouTube makes sense How to create launching pads-importance of creating islands of highly selected audience to jump-start video marketing campaigns and make you money Landing Pages and S.E.O.-why Google loves video and will help you be more successful

Being a Marketing Partner is Crucial in todays climate Youll Learn

Why you need to promote and offer online training to your local advertisers and how it can make you big money! Why selling CPM or impressions is big mistake and how to make money from tiny audiences How to reframe the discussion and get top value for video marketing on your site. Video marketing is a tool that can help both local advertisers better market their businesses and help local media make more money. Video marketing is here, its hot, and it should be a key weapon in the marketing arsenal of every newspaper in North America. This is a must see program that will open your eyes to exciting new revenue opportunities for your paper.

Jim Busch

Jim Busch has over 29 years experience selling print advertising and has developed a reputation as one of the top sales trainers in the community paper industry. After spending 13 years with the yellow pages, Jim joined the Pittsburgh Pennysaver in 1995. During his career he has worked in a variety of sales, sales management and training positions. When the Pennysaver was acquired by Trib Total Media in 2004, Jim took over responsibility for training a sales force of 85 salespeople. In addition to his responsibilities at Trib Total Media, Jim is a faculty member of the Leadership Institute, the training arm of the Association of Free and Community Papers (AFCP). Jim also writes a monthly column for the AFCPs Free Paper INK Magazine and the Link and Learn Column for PaperChain. The Link and Learn column is published online and in many regional association publications. In 2008 Jim founded Ideas and Eyeballs Sales Training and Consulting to provide sales training and management consulting services to publishers and industry associations. After almost thirty years in the industry, Jim wholeheartedly agrees with Jerry Della Feminas statement that Advertising is the most fun you can have with your clothes on!

The Same Thing Only Different, Selling Print Advertising in the 21st Century.
The theme of this address is adapting to the current technological and economic environment without losing sight of the psychological and emotional needs of our customers. This will be an engaging and upbeat message you wont want to miss.

Becoming a Supersuader, The art and psychology of closing sales.

Supersuaders are people who are exceptionally skilled at convincing others to see things their way. This class will review the simple yet powerful techniques used by Supersuaders, to overcome customer resistance. I will give speci c real world examples showing how to use these techniques to sell more advertising. This class will offer actionable ideas that the people attending can use in the eld the Monday morning after your conference.

Tim Smith Consulting is an employee and management training organization located in Allentown, Pennsylvania. Our corporate mission statement is to provide our customers with quality classroom instructor led business skills training. We are very results oriented in our approach and can show our customers speci c bene ts. Our approach has been proven over and over so that we can ensure the success of our customers in reaching their speci c goals. At Tim Smith Consulting, our philosophy and our approach are simple: practical proven techniques and customer satisfaction. Tim has been in the Training and Development eld for over 27 years and has worked in the newspaper and print industry for over nine years. He started out in Circulation and was promoted to a supervisory role in the Production Department due to his work ethic and his results. He has also worked on the sales side of the business again being promoted to Sales Manager due to his results, especially in revenue, repeat business and his ability in the new business development.

Tim Smith Consulting

Tim has delivered tailored training programs on management skills, customer service and sales training to the newspaper industry for over nine years. He has done keynote speeches, conventions, individual newspapers and one on one coaching with managers,

Tim Bingaman, President & CEO of Circulation Veri cation Council (CVC), believes that necessity is the mother of invention. In 1992, Tims job was to analyze struggling newspapers and determine whether they could be saved, or should be shut down. While studying newspapers across the country Tim realized that he did not have the kind of data he needed to make important decisions and CVC was established with just 13 newspaper clients. Circulation Veri cation Council (CVC) was created to meet the data needs of advertisers and publishers who struggle evaluating community newspapers, shoppers, niche publications, and magazines across the country. CVC gives an accurate picture of publications circulation and readership so that publishers and advertisers can make informed decisions. Today CVC now audits over 3,800 editions nationwide with a combined circulation over 63,000,000 including over 103 publications in Wisconsin. Tim travels the country 26 weeks a year to talk to publishers and advertising professionals about the bene ts of working with audited publications

Tim Bingaman
President & CEO Circulation Veri cation Council

How to put Your Audit on Steroids

2012 holds exciting new changes for your CVC audit information and this session will bring you up-to-date on the new programs available to your publication now and during your September 2012 audit. CVC is upgrading to a new multi-tier research platform using traditional phone studies supplemented by online, email, QR code and in-paper studies. These changes will allow publishers to ask more questions, include open ended response questions, reach younger readers and have data on individual editions never available before. This session will review how other publishers have successfully implemented these studies to learn more about their readers. How online reader demographics differ from print reader demographics? How Facebook, Twitter, and email databases can allow publishers to have instant studies? Ask opened ended questions to gather information on what speci c advertisers or ads your readers want to see, or speci c information about their likes & dislikes. How do purchase scores & demographics differ from edition to edition.

production, display, classi ed, editorial and sales people. He has helped several organizations put together their customer service model and increase sales through more consistent consultative sales process with their salespeople.

Developing Marketing Plans

Are you a peddler or partner? Are you selling inches or plans? When you approach your customers are you there to just get an ad or are you there to partner and put together a campaign for them? At this high energy and practical session we will talk about how to put together a marketing plan for your customers. If any of you have ever seen me at a WCP Conference or heard me on the WCP webinars I have mentioned that it is hard enough selling one ad and then having to resell the same ad over and over. We will de ne the Rule of 8 in selling and how to use all of our resources. When we walk into a customer and they say they want to place an ad, we all get the adrenaline rush and think yeah and then take the ad and walk out the door thinking we did our job. Wrong, you might as well go outside and put a hoodie on because you just robbed this customer. We need to slow this process down and sit down with the customer and use all of our resources We will talk about how to bundle the print ad with the internet, how to sell into other publications, using your Association and using co-op dollars to help our customers.

Mark Rood and his partner Steve Wasser founded their company in 1985 after several years consulting with small businesses on advertising and marketing strategy. Marks rst training program, A Closer Look at Yellow Pages Advertising was the best selling training program in the newspaper industry in the late 1980s. In 1988, ACS produced a videotape version of its program which sold more than 1,200 sets from 1988 to 1992. As a result of these training programs, the Yellow Pages have gone from being the nations fastest growing advertising medium to a no-growth player in the industry. In 1990, Mark created T.O.M.A. Research. Since then, more than 900 markets in North America have been surveyed measuring Top of Mind Awareness levels of local businesses. Mark and his company have been featured numerous times in trade publications like Editor & Publisher, Presstime and The Wall Street Journal. Mark has spoken at dozens of national and regional conventions both within the media industry and for speci c business categories.

Mark Rood
President/Co-Founder American Consulting Services & TOMA Research Camas, Washington, USA

Over half of the daily newspapers in the United States and Canada, and 86 of the top 100 circulation papers in America have utilized ACS/TOMA to increase local revenue and ad count. For 27 years ACS and TOMA Research has helped newspapers through extreme market changes broadening their advertiser accounts in print, online, local search and electronic classi eds.

TOMA Top of Mind Awareness

Quick, answer these three questions. Dont think about it, just name the rst business you think of in respect to: Banking? Roo ng? Dentist? Got your answers? Then, you have just entered the realm of Top of Mind Awareness or TOMA, a very strategic approach to consistent, creative advertising that can move a business to the top of consumers minds. Three years from now, someone will want to buy your businesss services and you want them to pick your business. Thats where TOMA helps, knowing a name and having a preference prior to the need or want arising. It is critical for business owners to know when to use a price position versus a quality position in their advertising. More business owners price position their business instead of quality positioning them in their advertising. The danger of price positioning is, when someone comes along with a better price, people forget the rst person. Name recognition is vital. If you give a small business a large voice with large frequency over a long period of time, that business will see results. Just word of mouth and pricing doesnt stand up well against national advertising.

Tim Brennan
Multi-Ad

Tim Brennan began his work in co-op advertising in 1984 as the co-op coordinator for the Fair Discount Department Stores, in Worcester, MA. After building their co-op efforts into an integral part of their overall budget, he became advertising director in charge of a 60-circular annual schedule with complimenting newspaper, radio and TV. In 1989, Tim moved into the newspaper industry working as the co-op manager for The Telegraph of Nashua, NH and then The Patriot-Ledger of Quincy, MA, where he was tasked many projects related to channel marketing and supplierside funding. During this time, Tim was involved with the North Atlantic Co-op Network (NACON), a division of the New England Newspaper Association, where he served as president from 1996 to 1999. Tim joined MultiAd in 1999 and is currently a business development manager, specializing in co-op advertising products, including MultiAd Recas. He has served on the advisory council for the Trade Promotion Management Association and gives co-op advertising training sessions and lectures throughout the country.

Practically living his life on the Internet, Justin has launched several successful web companies, an online-only Pennysaver, and is founder and President of JB Multimedia, the pioneers in Page-Flip Technology and the creators of the revolutionary website builder, SiteSwan. JB Multimedia creates and maintains custom page- ip Digital Editions for hundreds of print publications, in addition to providing a multitude of web solutions that make publishers more pro table. Assisting publishers in a changing environment while also leading the change, is his expertise; he helps publishers with little or no knowledge of the Internet create successful, dynamic online presences that have helped them build a bridge to their businesss future.

Session 1: Increasing Your Circulation Without Printing More Copies Justin Gerena
JB Multimedia
Thats impossible! Or is it? Circulation is no longer de ned as your printed distribution. Learn how Digital Edition reporting has increased publishers circulation audit numbers and how digital is playing a bigger role than ever in our recreational activities (like reading the paper). Learn techniques to increase your online readership, tips & tricks to monetize it, and understanding all the reporting metrics that CVC measures.

Session 2: How to Leverage Emerging Technologies to Boost your Publication and Increase Sales
Fancy new technology, ashy new websites, and weird new online trends can have a serious impact on your publication. Understand how to bene t from them. Nowadays, success in print requires your paper to be up to speed on the latest digital trends. Brush up on technology and get a grasp on whats new.

Session 3: Web Design is Big Business, Even for Small Publishers - Keep Google Out of Your Market with SiteSwan
Learn how to start a web design business overnight, that you can run with no formal training, and the same designers & salespeople you have now. SiteSwan has made Web Design a pro t-rich recurring revenue model for publishers in 18 states, and is now being introduced to Wisconsin. Google is trying to sell your clients websites now, so come learn how to keep them away by packaging a better web design product with print advertising that works.

Tim currently resides on a peaceful mountain in southern New Hampshire with his wife and golden retriever.

Co-op advertising basic soup to nuts.

Retailers in many categories of business have advertising support programs from their suppliers and manufacturer partners and these can be used to proactively build the size and frequency of their advertising within your stable of products. This interactive session will cover the the basic steps in research, presentation, approval, and claiming necessary in covering the bases for your advertisers. It will highlight the AdBuilder Co-op resources provided under your WCP membership with speci cs on many of the how-to items as well as the work ow and expectations of the advertiser and the sales, graphics, and accounting operations in your organization.

Bill became a newspaper Publisher in 1996 without any previous experience in the newspaper industry. His publication, Up & Coming Weekly, was Fayetteville, North Carolinas rst community weekly newspaper. He credits his longterm success to having enough common sense to hire intelligent, talented, enthusiastic and hard working people. After sixteen years in the industry he has emerged as a highly respected media, marketing and advertising authority and entrepreneur. He currently serves as director on several local, state and national newspaper boards including being a past director of the North Carolina Press Association and the Independent Free Papers of America (IFPA). Bill is also past president of the NC Community Newspaper Association and Southeastern Advertising Publishers Association (SAPA). He is currently active in the Free newspaper industry serving his fth year as a faculty member of the AFCPs Leadership Institute. Changing Times, Changing Minds Creative Revenue Ideas to Increase your Pro ts!

Bill Bowman

Publisher Up & Coming Weekly President Kidsville News, Inc.

As Bill travels across the country he has had the opportunity to observe many successful publications. He will share these insights to success, he will discuss the need to be more exible, more creative, more determined to seek out new and diverse revenue opportunities that will increase your bottom line. Come ready to take these ideas and then to apply them to your success. Bill will also be presenting one of his success stories, Kidsville News! Publication. The Kidsville News! Program is now enjoying its 14th year as one of the fastest growing childrens publications in the nation. Its audited circulation currently exceeds 800,000 and is represented in 16 states nationwide. Kidsville News is an exciting new turnkey publication that compliments your current publication and adds to your bottom line. Bill advocates that promoting literacy, newspaper readership and building better communities for future generations should be our industrys top priority. Come meet Bill and nd out how easy it is to generate revenue and pro ts by supporting education, promoting literacy and enhancing your communitys Quality of Life.

269 Fontana Blvd. , Fontana, WI 53125 800.709.1323

THE ABBEY RESORT

This full-service resort on the shores of beautiful 8.6 square mile Lake Geneva is celebrating over 45 years of hospitality excellence! The Abbey Resort & Spa was totally renovated in 2005 and is a treasured and famous icon, nestled on 90 acres of beautifully manicured grounds. Guests can relax and renew in luxury at the Avani Spa with facial, massage and body services.

The Abbey Resort is located in beautiful Fontana, Wisconsin on Highway 67 South. Were conveniently located just 90 minutes from Chicagos OHare International Airport, and 45 minutes from Milwaukees General Mitchell International Airport.

The Abbeys lake cottage designed guest rooms feature one king-size or two queen-size beds with pillow-topped mattresses. All rooms are accented with a beamed or vaulted ceiling with an outdoor patio or balcony, wall mounted LCD TV, high speed internet; in-room movies, beverage refrigerator, microwave, coffee maker, CD clock radio and in-room safe.

WCP negotiated rate ($120 plus taxes per night) is available 2 days pre and post conference. Register for these days on our Reservation Form and WCP will bill you.

Gear It Up!
Room Room 1
Sharing Room 1

WCP ANNUAL CONFERENCE REGISTRATION

(You will receive a faxed confirmation of your registration within 5 business days) If you dont receive it - call 800-727-8745

RESERVATION FORM

March 30th & 31st, 2012 Reservation Deadline: February 22, 2012
Friday AM Seminars

If more than 3 rooms are needed, please duplicate form

Check-in time: 4:00 p.m. Check-out time: Noon

Friday Awards Dinner Saturday AM Seminar Saturday Breakfast
Saturday Lunch

Friday Room

(As they appear on Name Badges)

Room 2
Sharing Room 2

Room 3
Sharing Room 3

Fax completed form immediately: (920) 922-0861 Reservation deadline: February 22, 2012
One room & meals for two FREE to each member publication. First come, first served. Space is limited. All meals must be reserved on this form (i.e. Children, Guests) No Show Policy To avoid waste and paying for room/meals not used/consumed as well as other convention expenses, room reservations not cancelled by March 22nd may be charged $120.00 plus tax per night. Meals not cancelled by March 22nd will be billed at meal/entertainment cost.

Pub City: __________________________________________________________ Pub Name: _________________________________________________________ Your Name: _______________________________________________________ Your Email Address: ________________________________________________ Your Phone: ________________________ Fax: __________________________ To reserve additional days at your own expense ($120 plus taxes per night):

Friday Lunch

Names

Suggested Attire
Meetings Business Casual Dinner Business Group rates are available 2 days prior and post conference. Please book on this form.

March 28 March 29 March 31 April 1

These days must be reserved through WCP and WCP will bill you.

Saturday PM Seminars

Friday PM Seminars