Young to Publishing Conference 2011
Thursday, 08 December 2011
Join us for AAP’s Young to Publishing Conference 2011: How to Create, How to Innovate. Presented by the AAP’s Diversity Recruit & Retain Committee, it is set to take place on Thursday, December 8, 2011 in the Café Auditorium on the 2nd floor of Random House (1745 Broadway, New York City). Registration is $195 AAP Members; $245 Non-Members. Please use separate registration form for each person who will attend the seminar.
PROGRAM
8:00 am Continental Breakfast & Registration
8:55 am — 9:00 am Welcome & Introductions
Tom Allen, President & CEO, Association of American Publishers
Markus Dohle, Chairman & CEO, Random House
9:00 am — 9:30 am Opening Keynote with Carolyn Reidy
With over thirty years in the industry, Carolyn Reidy, President and CEO, Simon & Schuster provides her view on the best way to achieve success in publishing as a career. Reidy will also address how theindustry is transforming itself, the evolving role of the publisher in discovering, curating, distributing and marketing high quality content, and the many exciting opportunities and challenges of publishing in the digital era.
9:30 am — 10:30 am The 360 Degree Editorial, Sales & Marketing View
As an up and coming publishing pro, how do you go beyond the day to day jiffy pack grind to better understand and leverage the full life cycle of a book and to ensure its success? Providing both boutique and larger house editorial perspectives John Sherer, Publisher, Basic Books and Stephen Morrison, Editor In Chief, Associate Publisher, Penguin Books offer their views on how the commercial and creative aspects of the role of publisher interact most successfully with that of the editorial staff. Underscoring the value of the publishing profession from the point of acquisition to sale, they argue that an editor should think like a publisher at all times, looking beyond functional silos. How can editors successfully make their pitch of certain titles during the acquisition phase? What are some of the initiatives that are applied (i.e. dynamics with sales, marketing, and publicity) to maximize sales? How do publishers decide where to appropriate their marketing spend? Using case studies that reflect the changing digital landscape, speakers will illustrate how dynamics across functions generate buzz during the acquisition process, and when a book goes to market.
10:30 am — 10:55 am BREAK
11:00 am — 11:45 am P&L Predicting Performance
How do you understand an acquisition P&L statement? Many young publishing professionals know that the benchmark for a successful first edition has changed in terms of what performance is expected, so what is a successful first edition? Is it as profitable as it once was to produce B- and C-level titles? Thomas Morgan, Director, Financial Planning and Analysis, Sterling Publishingteaches the basics of how to interpret a P&L and use it to increase your profit and minimize your loss.
11:50 am — 12:45 pm The Digital Path More (and More) Travelled
How has the growth of digital content impacted the way book publishers create and distribute content and interact with their readers? Carolyn Pittis, Senior Vice President, Global Marketing Strategy, HarperCollins discusses how technology, B-to-B and B-to-C strategies have evolved and grown in the age of digital. Learn how editors, agents and publicists are using various forms of social media to interact with authors and readers alike, and how you can strategize effectively to capitalize on this increasing trend.
12:45 pm — 1:55 pm LUNCH
2:00 pm — 2:45 pm YA Adult Crossover Titles: The New “It” Books of Publishing
Megan Tingley, Senior Vice President & Publisher, Little Brown Books for Young Readers offers her view of why YA Adult Crossover titles are the new content and sales darlings of book publishing, and how generational shifts in reading have impacted the growth of the genre. Find out whether the Young Adult crossover is affecting acquisition, how marketing and publicity professionals are branching out to new markets and more.
2:45 pm — 3:15 pm BREAK
3:15 pm — 4:00 pm The Plotting of Book Publicity
Jeff Seroy, Senior Vice President, Promotions, Farrar Straus & Girouxand Lucas Wittman, Senior Articles Editor Books, Newsweek Daily Best address the metamorphosis of book criticism in the age of digital, the increasing influence of social media and dialogue directly with readers, as well as the opportunities and the challenges from what book publicity was traditionally considered, to what it is today.
4:05 pm — 4:35 pm Closing Keynote: The Expanding Global Publishing Marketplace
Where do the growth opportunities for book content providers currently lie? How does the constantly evolving book distribution landscape support the growth of sales worldwide? How can we quantify the global reach of the US publishing industry? Madeline McIntosh, President, Sales, Digital and Operations, Random House, Inc. will discuss these and other topics, touching upon all facets of the book industry operations supply chain and how they co-exist. She will also share her view on the most important skills necessary to develop in today’s marketplace in order to advance one’s own career development track.
WE HAVE REACHED CAPACITY AND REGISTRATION IS NOW CLOSED.
WE HOPE YOU WILL JOIN US NEXT YEAR.