2007 National Editorial Conference Preview: B2B media watchdogs to have their day

ASBPE panel will feature editors of publications that cover B2B publishing.
Separately, these B2B editors monitor the trade- and association-publishing world for their magazines. Together, they represent the watchdog function that our branch of publishing performs on itself.
And for the first time, they will be together on a panel — at New York’s Roosevelt Hotel, as part of Friday’s program on the second-day events of ASBPE’s National Editorial Conference August 2–3.
Matt Kinsman, managing editor of Folio:, will join Ellis Booker, editor of Crain Communications’ BtoB and Media Business, and Jeremy Greenfield, editor of min’s b2b, for an “in the trenches” review of how our publications are doing.

Team of rivals

Although the panelists are competitors, the discussion will include the following:

  • How to maintain the balance between editorial and advertising in an environment of small staffs and extra advertising pressure, especially on print publications.
  • Is it important for editors to be brand managers? What is that job description? Must they oversee the marketing message of all their print and digital products?
  • How can editors streamline their editorial and production workflows, given increased workloads due to additional pressure for more revenue? Is software the answer? Can publishers be convinced to give editors a larger piece of the action?
  • What is the job description for an editor today and tomorrow? What kind of extra training must the editor now have and how will they get it?

About the panelists

Ellis Booker is editor of Crain Communications’ BtoB, the magazine for marketing strategists. Published monthly, it reaches more than 45,000 readers. BtoB offers daily and weekly Internet products as well. Booker is also editor of BtoB Media Business, for business publishing executives. The publication offers a weekly e-mail newsletter and the annual Top Innovators in Business Publishing Awards.
Jeremy Greenfield is editor of min’s b2b, a weekly print newsletter that covers the trade publishing industry. He’s also editor of minonline.com, the min brand’s official Web site, which features information on both consumer and business-to-business publishing. Greenfield also contributes to the yearly min magazine, which celebrates the year in magazines, brands, and people.
Matthew K. Kinsman first joined Red 7 Media as senior editor of M10 Report in the fall of 2003. Working side by side with industry vet Tony Silber, Matt helped build M10 into one of the industry’s must-reads. He was promoted to managing editor of Folio: in September 2004 and currently helps direct the editorial vision of the magazine and its related Web site and conferences. Prior to joining Red 7, Matt spend several years with Primedia’s trade pub group working as a features editor of PROMO Magazine.
Prior to that Matt served as the founding editor of min’s b2b and before that worked on a variety of niche newsletters and market research projects.


B2B Editing at the Crossroads
Full schedule — updated May 11, 2007

Day One, Thursday, August 2

When Worlds Collide:
Creating Print and Digital Synergies

A day-long series of sessions takes editors from the basics of the online shift into the realm of how-to and management issues.
8:15-9:00 am
Opening Address — Norman Pearlstine,
a senior advisor for telecommunications and media, The Carlyle Group; former editor-in-chief, Time Inc.
9:00–10:15 am
Stepping Back: The New Digital Technologies

This session provides a foundation in the latest technologies in the Web 2.0 environment, with explanations of their implications, their strengths and weaknesses, and ways to integrate them.
Speaker: Rex Hammock, president, Hammock Publishing
10:30–11:45 am
By the Metrics: What Makes Online Tick?

The fast-changing world of audience measurement holds vital significance for the development of online publishers, and for us as editors. This session looks at the sometimes surprising ways our journalism, and the way it is reported and delivered, may be changed by advertiser demands in this area. What’s working, what’s not. You’ll also learn more about what the following terms really mean:
• pages • paths • hits • views • referrals • visits • unique visits
Speaker: Sean Fulton, vice president, GCN Publishing
12:15–1:30 pm
Lunch, Roundtable Discussions, and Keynote with Steve Adler, editor-in-chief, BusinessWeek

2:00-3:45 pm
Putting It All Together: Life at 1to1 and ENR Magazines

Editorial and digital managers of two publications with different Internet models discuss their development in print and digitally, including how their study of technologies evolved into a formal plan.

  • Elizabeth Glagowski, managing editor, ePublications, 1to1;
  • Tom Schmalzl, director of integrated communications, 1to1;
  • Andy Wright, managing senior editor, ENR.com

4:00-5:00 pm
Web Ethics: A Different Ball Game

From the way advertising messages are placed to questions of conflicts of interest, the transition to online publishing challenges our sense of right and wrong as we represent our readers. This session helps familiarize editors with the ethical issues presented by print and online publishing.
Moderator: Paul Heney, senior editor, Hydraulics & Pneumatics; president, Trade, Association, Business Publications International

  • Michelle Manafy, editor, EContent;
  • David Snow, executive editor, ALM’s Law.com

6:00 p.m. …
Azbee Award Reception, Dinner, and Awards

Day Two, Friday, August 3

Real Publishing:
The Art and Craft of Business Editorial

Our second day focuses on experiences in achieving editorial excellence, along with career enhancement for all editorial staff.
8:30–10:00 am
How They Did It: Azbee Magazine of the Year Case Studies

Top editors of the two award-winning magazines discuss their strategies and methods for achieving editorial excellence.
10:15–11:15 am
New Product Launches: Making Them Pay

This session will help editors with the steps needed to analyze staff, a market, and develop a business plan that leads to approval.
Speaker: Lou Ann Sabatier, principal, Sabatier Consulting
11:45 –1:15 pm
Luncheon, Roundtable Discussions, and
B2B Media Watchdogs Have Their Day

Hear what three editors who cover business-to-business publishing have to say.
Robin Sherman, associate director, ASBPE and principal, Editorial & Design Services

  • Ellis Booker, editor, Crain’s BtoB and Media Business;
  • Jeremy Greenfield, editor, min’s b2b;
  • Matt Kinsman , managing editor, Folio:.

1:45–2:45 pm
Understanding Circulation For Your Career Advancement

Whether you are an assistant editor or an executive editor, career advancement may depend on your circulation and database knowledge. In this session, you’ll learn the latest circulation trends, including leveraging circulation for editorial, and yes, understanding your audit statement.

  • Karlene Lukovitz, principal, MediaLink, and former editor, Circulation Management magazine and former VP, communications, BPA Worldwide
  • Toni Nevitt, president, eMediaAdvantage

3:00–4:00 pm
Extreme Makeovers: Azbee Excellence Clinic

This interactive, roundtable session will provide immediate feedback on how to improve attendee publications. We divide the discussion into categories, with conference speakers, award-winning editors, and other experts choosing the publications to discuss from attendee submissions. All attendees will meet face-to-face with the experts.

Conference fees

Register online (credit card required) or
get a printable registration form
(1.2MB PDF).

  • Member: $395
  • Nonmember: $495
Full Conference, after July 13:
  • Member: $475
  • Nonmember: $675
One-Day, by July 13:
  • Member: $230
  • Nonmember: $285
One-Day, after July 13:
  • Member: $330
  • Nonmember: $385
Banquet-only fees
  • By July 13: $140
  • After July 13: $165

The Roosevelt Hotel
Madison at 45th
New York, NY
Conference rate is $229 a night if you reserve by July 9.
Call 888-833-3969 and ask for the ASBPE rate.

Azbee FAQ

Winners in all categories, both national and regional, will be notified via fax and email in April, although the specific honor (i.e., gold, silver, or bronze) are not disclosed at that time. These finalists will also be announced on the Society Web site.
Awards received by winners in our four regions will be announced at ASBPE regional ceremonies to be held this spring/summer, prior to the national Azbee Awards of Excellence banquet.
Awards received by national winners will be announced at the Azbee Awards of Excellence Banquet at New York City’s Roosevelt Hotel on Thursday, Aug. 2. The program, from 5:30–10:30 p.m., begins with the Azbee Award reception, followed by the dinner, and recognition of all winners.