As the effectivness of traditional media declines, publishers are turning to new tools to reach book buyers and readers online. This session will use recent case histories to illustrate the levers that drive ROI for digital marketing in a trade publishing environment. We will also provide basic principals, financial models, and the practical strategies required to understand the true costs and benefits of your investment in digital marketing.
Finding the ROI in your investment in digital marketing is for executives in marketing, operations, information technoligy, and business management who are responsible for growing sales revenues and controlling the costs of new marketing initiatives.
Ted Hill is President of THA Consulting which provides strategic marketing and business development services for publishers and the information industries. With more than 20 years’ experience in the publishing industry, Ted has launched dozens of new businesses and business initiatives within a broad spectrum of companies ranging from major trade houses, to leading internet companies, to raw start-ups. Always at the intersection of content and technology, Ted currently serves on the board of directors of the Book Industry Study Group and often speaks at industry conferences and events.
Brian O’Leary is founder and principal of Magellan Media, a management consulting firm that works with publishers seeking support in content operations, benchmarking and financial analysis.
O’Leary writes extensively about issues affecting the publishing industry. With Hugh McGuire, he is editing “Book: A Futurist’s Manifesto”, a collection of forward-looking essays on publishing that is being published in three parts by O’Reilly Media.
O’Leary is also the author of a research report on the impact of free content and digital piracy on paid book sales, as well as the editor and primary contributor for a study of the use of XML in book publishing. Both reports were published by O’Reilly Media in 2009.
Before becoming a consultant, O’Leary served as senior VP and associate publisher with Hammond Inc., an internationally recognized geographic reference publisher. Responsible for database development, editorial content, production, and operations, he restructured editorial operations to benefit from the firm’s prior technology investments.
O’Leary came to Hammond after a 12-year career overseeing production and distribution operations at several of Time Inc.’s weekly magazines. He earned an A.B. in chemistry from Harvard College and an M.B.A. from Harvard Business School.
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