Announcing The DigiPub Conference: How Publishers Can Harness Data-Driven Print
Since the web emerged as the dominant content platform of everyday life, print has been fighting a battle for relevance. Publishers have known intuitively that print publications are capable of creating meaningful experiences and gathering highly-engaged readers. Yet publishers have struggled to sell this story to others because print lacked a very crucial component: measurability.
The ability to measure the impact of digital marketing campaigns was a godsend for marketers and many never looked back. Whether the key metrics associated with digital marketing (clicks, opens, impressions, shares) actually move the needle in terms of sales often matters less than simply being able to quantify marketing spend.
DigiPub Will Examine Tech & Business Strategy Behind Data-Driven Print
Believe it or not, print is on the cusp of re-leveling the playing field. New technology is making it possible to connect the online and offline behavior of readers for the first time, infusing print with a layer of measurability, and if played right, the ability to once again compete with online marketing dollars. Rapid innovation around digital printing, data integration, and marketing automation technologies is enabling publishers to capitalize on the rich behavioral and demographic customer data they gather online to create highly-relevant and in some cases, personalized, print experiences. Meanwhile, marketers are starting to wake up to the fact that a lot of purchasing and purchasing decisions are made in the offline world while the web is a very noisy -- and sometimes risky -- channel.
To address this new era of “connected print,” Book Business, along with sister brands Publishing Executive and Printing Impressions, have launched the invite-only conference DigiPub: Harnessing the Power of Data-Driven Print. The conference will explore how book, catalog, and magazine publishers and printers can apply new technologies and tactics to print in order to increase direct sales, drive higher CPMs with advertisers, and create new revenue lines.
The DigiPub conference will also look at how data analytics are being used to transform the way publishers develop content as well as look at how innovations like programmatic direct mail could be a boon for publishers. The conference will feature publishing and technology experts from the magazine, book, catalog, and printing markets. Morning sessions will look at big picture trends in consumer behavior, data, and digital printing technology, and then attendees will move into breakout sessions for the magazine, book, and catalog markets. Check out the agenda here and look for updates on additional speakers in coming weeks.
The conference will emphasize the value of harnessing data to drive relevance and marketing ROI, and the ability of technology to drive automation and scale. Publishers are in a strong position to leverage existing audience and consumer data and insights to personalize printed products. And by combining highly-automated digital printing technology with rich data insights, some publishers also have an opportunity to create high-CPM marketing services and lead gen campaigns on behalf of advertisers.
Introducing the DigiPub Advisory Board
Publishing Executive is also grateful for the input and guidance of an esteemed group of advisors assembled specifically to help develop an executive level conversation at DigiPub.
- Bob Sacks, President, The Precision Media Group
- Brian O'Leary, Executive Director, Book Industry Study Group
- Marco Boer, Vice President, IT Strategies
- Mark W. White, Vice President, Specialty Marketing, U.S. News & World Report
- Paul Miller Vice President & Deputy Director, American Catalog Mailers Association
Denis Wilson is the content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzes and reports on the fundamental changes affecting the media and marketing industries and aims to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.