American Business Media's Executive Forum



ABM's 2011 Executive Forum is designed to deliver tangible takeaway solutions to help you develop a winning cross-platform content strategy.

With speakers and panelists from both inside and outside the b-to-b industry, this conference will explore the operations of the new multi-platform newsroom, the impact of marketers' own content creation on the media landscape, the value of content curation and aggregation, emerging models for content monetization, and the new technologies that will transform the process of content retrieval and discovery. The fresh and engaging agenda will feature ample opportunities for valuable networking.

ABM will be streaming the Executive Forum live! Register below to receive instructions for tuning in.


Monday, October 24



9:00am - 10:30am

Government Affairs Meeting


11:00am - 2:00pm

ABM Board Meeting


1:00pm - 6:00pm

Executive Forum Registration


4:00pm - 5:00pm

What It Really Takes to Get Paid for Digital Content
While the content-must-be-free mindset continues on the Internet, Consumer Resports continues to monetize its content through payments from its audience online and in print. How was this achieved? (Hint: Great content is only part of the strategy.)

Speaker: Kevin McKean, VP/Editorial Director, Consumer Reports

5:00pm - 5:10pm

Solution Spotlight
RapidBuyr, the leading daily deal platform for SMB, will illustrate untapped revenue concepts for publishers and share research and case study results developed in conjunction with business publishing partners.

Speaker: Kevin Wells,
Co-Founder and EVP,

5:10pm - 6:00pm

What Semantic Technologies Are- and Why You Should Care
The Keyword Era on the Web is giving way to the Age of Semantics. If your content can't be found in the Web 3.0 world, nothing else you do will matter. An expert in semantic platforms for the media will explain the benefits of these technologies and the risks of not investing soon.

Speaker: Keith DeWeese, Director, Information and Semantics Management, Tribune Company

6:00pm - 7:00pm

Cocktails & Networking


7:00pm - 10:00pm






Tuesday, October 25



7:30am - 8:30am

Networking Breakfast


8:30am - 8:45am

ABM Chair William Pollak
and ABM President/CEO Clark Pettit will explain why content is playing a more critical role than ever in the business aspects of b-to-b media.


8:45am - 9:30am

Keynote: Welcome to [Media] Chaos
Judy Franks, author of the new book "Media: From Chaos to Clarity," is a 23-year veteran of the advertising business.  While teaching an undergraduate certificate course in intergrated marketing communication as a faculty member of Northwestern University's Medill, Franks researched and developed the concepts behind the book,  in which she identifies five truths that make sense of a "messy media world."  Using the Chaos Theory of science and mathematics, she provides an optimistic new perspective on the current changes in the media-determining that "content is still king."

Speaker: Judy Franks,
President, The Marketing Democracy, Ltd./Adjunct Lecturer, Medill, Northwestern University

9:30am - 9:40am

Solution Spotlight
Mag+, which brings content to touchscreen tablet devices, will present client-based case studies including a business challenge, solution and outcome.

Speaker: Mike Haney, US Director, Mag+ 

9:40am - 10:30am

Monetizing Quality Content in a Digital World
Mark Westlake has been responsible for revenue generation at digital media companies for more than a decade, including a four-year stint as senior VP-sales & marketing for, a pioneering content model where writers, generally not professional journalists, are compensated based on page views. Now chief revenue officer for TechMediaNetwork, Westlake is on the executive team of a company focused on “high-quality original content” produced by a staff of expert journalists and reviewers—and he will explain why the business model works and how his company can monetize high-quality content in many different ways.

Speaker: Mark Westlake, Chief Revenue Officer, TechMediaNetwork


10:30am- 11:00am

Networking Break


11:00am- 11:30am

Emerging Models In Content Monetization #I
Case study of of a former b-to-b media company that has transformed its business with a membership model

Speaker: Peter Hoyt, Executive  Director/CEO, Path to Purchase Marketing Institute

11:30am- 12:00pm

Emerging Models In Content Monetization #II
Case study of a b-to-b media company that built a new business line by licensing its content with a nontraditional customer base.

Speaker: Sheila Rice, VP, Business Development & Licensing, Northstar Travel Media

12:00pm- 12:30pm

Emerging Models In Content Monetization #III
Case study of a b-to-b media company that is expanding by creating new workflow products that leverage existing media and data assets.

Speaker: Timothy Kennelty, VP, Product Strategy & Development, ALM 

12:30pm- 1:30pm

Networking Lunch


1:30pm - 2:20pm

Emerging Content Model: The Marketer’s B-to-B Website
To the reader/user, is a b-to-b website with credible, independent content created and curated by seasoned journalists. Its owner, however, is not a media company; it’s Adobe Systems. Joe Pulizzi, an expert in content marketing, will lead a discussion between Bridget Fletcher, the marketer who is responsible for, and Tim Moran, editor-in-chief.

Moderator: Joe Pulizzi Executive Director, Content Marketing Institute

Speakers: Bridget Fletcher
Director of Suite Marketing, Adobe Systems Inc.

Tim Moran
Adobe Systems

2:20pm - 2:30pm 

Solution Spotlight
Scout Analytics and EE Times will present a case study on how the use of analytics helped drive the media company's content strategy.

Speaker: Matt Shanahan,
SVP Strategy,
Scout Analytics

Amandeep Sandhu, Director of Audience Engagement & Analytics, UBM Electronics

2:30pm - 3:30pm

How to Generate Content at Scale for Multiple Platforms (Without Burning Out)
A panel of business editors shares practical ways they have organized their staffs, bloggers and contributors to create and aggregate content while also engaging their audiences on social networks, their own websites, and video and mobile platforms.

Moderator: Jeremy Gilbert, Assistant Professor, Medill, Northwestern University

Panelists: David Berlind, Chief Content Officer/Editor in Chief, UBM TechWeb

John Gallant, Chief Content Officer, IDG Enterprise

David Longobardi, EVP/Chief Content Officer, SourceMedia

3:30pm - 4:00pm

Networking Break


4:00pm - 4:45pm

How Legislation and Regulation Can Impact Your Business Practices
An ABM member CEO interviews the association's Washington team to understand how activities on Capitol Hill could impact your content strategy and bottom line.

Moderator: Don Pazour, President/CEO, Access Intelligence


Tom Carpenter, ABM Lobbyist/VP, Wexler & Walker Public Policy Associates

Mark Sableman, ABM Information Policy Counsel (of Thompson Coburn LLP)

Jack Widener, ABM Postal Counsel, Publishing Postal Consultants, LLC

4:45pm - 5:30pm

How Content Marketing is Raising the Stakes for Business Media
As marketers and agencies invest more of their resources into websites and social media in order to improve the quality of their content, how does this affect their relationship with business media outlets that pride themselves on their market and audience knowledge?

Moderator: Mitch Rouda, President, Farm Journal EMedia

Speaker: Gary Slack, Chairman, Slack and Company

George Stenitzer, Vice President-Corporate and Marketing Communications, Tellabs


5:30pm - 6:30pm

Closing Reception
A 64 GB iPad & Apple TV will be raffled off during the reception. (Raffle sponsored by Aequor Media.) You must be present to win!



ABM has reserved a block of rooms at the InterContinental Hotel.  The room rate is $259.00 per night.  The cutoff to reserve a room at this rate is September 30, 2011.   To reserve a room please call (800) 628-2112 and mention that you are with the American Business Media group.

Cancellation Policy:  This is a firm registration and may not be canceled after September 24, 2011.  Notification of cancellation must be sent in writing to American Business Media or faxed to 212-370-0736. 

Registrations canceled prior to September 24, 2011 will be refundable, minus a $350.00 processing fee.  Substitutions may be made after that day, but cancellations will not be refunded for any reason. 

American Business Media reserves the right to cancel any programs and assumes no responsibility for personal expenses incurred.
By registering you understand that your participation and attendance at the Executive Forum may be video taped, filmed and/or audio recorded. You agree that the Recording may be used for any lawful purposes that American Business Media, or its designees, in their sole discretion, may determine. You also acknowledge that you have no interest or ownership in the Recording or its copyright.



NOTE: Sponsorships of $5,000 or more include 1 or 2 tickets depending upon size of sponsorship.  Contact Claudia Flowers at for more information


Event Date

  • 10/24/2011 - 10/25/2011


  • InterContinental Chicago Magnificent Mile


  • 505 North Michigan Avenue
    Chicago, Illinois 60611
Sponsored by