education
recognition
discovery
networking
MARCH 30 - APRIL 1, 2020
HERSHEY LODGE & CONVENTION CENTER
PNA President Brad Simpson invites you to join
us at the 2020 America East News Summit that
combines the most popular elements of America
East, PNA Advertising Conference and Publishers
Convention, to minimize your time away from the
ofce and maximize your access to high-quality
education, recognition ceremonies, discovery
of new partners and networking opportunities.
ASSOCIATION
PENNSYLVANIA
Presented by
summit schedule
MONDAY, MARCH 30
7:30 - 8:30 a.m. Breakfast in the Chocolate Lobby
8:30 - 11:30 a.m. Advertising: Generate More Advertising Revenue through Contests and Promotions
Advertising: Be an Invaluable Resource to your Advertising Clients: An advertising rep workshop - Part 1
12:00 - 1:30 p.m. Keynote Luncheon & Advertising Contest Awards in the Vendor Solutions Center
1:30 - 3:00 p.m. Meeting: PNA Board of Directors
2:00 - 4:30 p.m. Advertising: Be an Invaluable Resource to your Advertising Clients: An advertising rep workshop - Part 2
3:00 - 4:30 p.m. Advertising: How to Find, Train and Retain Great Salespeople!
5:00 - 6:30 p.m. Editor & Publisher 25 Under 35 Awards Reception in the Vendor Solutions Center
TUESDAY, MARCH 31
7:30 - 8:30 a.m. Breakfast in the Vendor Solutions Center
Meeting: PNLA Board (formerly PSNE and PAPME)
8:00 - 10:00 a.m. Advertising: Advertising Management Roundtable – An active and engaging exchange of ideas
8:45 - 10:00 a.m. Editorial: Crime Reporting: Increase reader engagement by digging deeper everyday
Production: Consolidation Within the News Media Industry – How will your newspaper be impacted?
10:15 - 11:30 a.m. Editorial: Strategies for Becoming the Go-To Source for 2020 Election Coverage
Production: Vendor/Newsprint Suppliers Roundtable – Learn from the industry experts
12:00 - 1:30 p.m. Lunch in the Vendor Solutions Center
1:45 - 3:00 p.m. Editorial: Understanding, Interpreting and Utilizing Data to Produce More Engaging Stories
Production: Strategies for Reconguring for Reduced Production Days
3:15 - 4:30 p.m. Editorial: Effectively Managing the Trauma that Comes from Reporting on Trauma
Production: The Secrets to Hiring Capable and Reliable Pressmen and Other Tradesmen
6:00 - 7:00 p.m. PNA Foundation Reception, Silent Auction and Rafe in the Vendor Solutions Center
7:00 - 9:30 p.m. PNA Annual Awards Dinner in the Vendor Solutions Center
9:30 - 11:00 p.m. Hospitality Suite
WEDNESDAY, APRIL 1
7:30 - 8:30 a.m. Breakfast in the Vendor Solutions Center
9:00 a.m. - 12:00 p.m. Management: LMA Workshop - Digital Subscriptions Workshop:
Accelerating business transformation through reader revenue growth
12:30 - 2:00 p.m. Meeting: PNA Annual General Membership, Lunch and Speaker in the Vendor Solutions Center
2:15 - 3:30 p.m. Management: Website Security and Compliance – Important tips to keep your organization protected
2:15 - 3:30 p.m. Meeting: PNA Foundation Board of Trustees
Ryan has gathered the very best media revenue ideas from
newspaper and media companies around the globe and is
ready to share them with you! But, can you keep up? This
is 20 minutes of fun where Ryan shares 20 ideas from his
global adventures working with over 400 media companies
and over 15,000 media sales reps. Every idea is working
today in media companies large and small. All ideas are
proven and are bringing in revenue! This is a rapid-re format
where a live countdown clock on the screen will keep Ryan
on track and keep you wondering how he has this much
information packed into 20 minutes. A question and answer
session will follow Ryans presentation.
keynote luncheon
20 Revenue Ideas
in 20 Minutes!
Monday, March 30
12:00 p.m. – 1:30 p.m.
advertising track
MONDAY, MARCH 30
Breakfast in the Chocolate Lobby
7:30 - 8:30 a.m.
Generate More Advertising Revenue through Contests and Promotions
8:30 – 11:30 a.m.
From “Best of” and “Cutest Pet” contests, to “Win a Free Hot Water Heater” sweepstakes, newspapers have found
success growing advertising revenue through internal and advertiser promotions. This half-day workshop will teach you
how to build, organize, sell and stage promotions in both digital and print. Whether you have never held a promotion,
or utilize them regularly, you will walk away with some new ideas and strategies to ensure success.
Be an Invaluable Resource to your Advertising Clients: An advertising rep workshop
8:30 – 11:30 a.m.; 2:00 – 4:30 p.m.
Part 1: Dr. James Bissell presents his highly-rated digital advertising workshop. This workshop provides an overall
digital review of market trends, advertising sales techniques and combining print and digital strategies, with an
emphasis on Google Analytics, search engine marketing (AdWords), social advertising and display advertising.
Part 2: Making an advertising sale is great! It means you’ve closed a deal, earned a commission and perhaps even hit
your numbers for the month/quarter/year. However, building and maintaining lasting relationships with your advertisers
is the key to your long-term success. Effective sales professionals understand the value of asking the right questions
and listening attentively to the answers before formulating a recommendation. This workshop will provide you with the
knowledge, tools and training to become an asset to your clients and a top-performer within your organization.
Keynote Luncheon & Advertising Contest Awards
Vendor Solutions Center
12:00 - 1:30 p.m.
How to Find, Train and Retain Great Salespeople!
3:00 – 4:30 p.m.
We all know that nding quality salespeople is a difcult task. So, what can we do to nd, train and retain high-quality
sales professionals that will help us achieve our nancial goals? Media sales veteran Ryan Dohrn has created and
managed advertising sales teams at ABC TV, Morris Publications and PennWell Publishing. While he does not claim to
have the employment holy grail”, he does have some ideas that have worked to nd some great salespeople today!
From job descriptions to comp plans, Ryan will share seven ideas for media sales recruitment success.
Editor & Publisher 25 Under 35 Awards Reception
Vendor Solutions Center
5:00 - 6:30 p.m.
TUESDAY, MARCH 31
Breakfast in the Vendor Solutions Center
7:30 - 8:30 a.m.
Advertising Management Roundtable – An active and engaging exchange of ideas
8:00 – 10:00 a.m.
Whether you’re looking for some new revenue-generating programs, interested in learning about various commission
structures, eager to gain tips on how to motivate your sales team, or have other advertising management-related
questions, be sure to attend the always popular advertising roundtable where ad managers and senior staff share their
grandest initiatives and most difcult challenges. This is a unique opportunity to compare notes with your industry
peers in an open and honest environment. Bring your most successful ideas and prepare to learn from others about
exciting new opportunities.
Ryan Dohrn
Founder, Brain Swell Media
editorial track
TUESDAY, MARCH 31
Breakfast in the Vendor Solutions Center
7:30 - 8:30 a.m.
Crime Reporting: Increase reader engagement by digging deeper everyday
8:45 – 10:00 a.m.
Reporting on crime is not new, but how you do so may be. This session will challenge the way reporters and
editors approach and develop crime-related stories. The manpower and structure that was once reserved for
extensive investigative journalism pieces may now be applicable to everyday articles. Providing more in-depth
and meaningful perspective on crimes will help differentiate your team and position them as topical experts.
A team of industry professionals skilled in crime and/or investigative journalism will discuss how they dig deeper
each day to create top-notch stories that better serve their readers.
Strategies for Becoming the Go-To Source for 2020 Election Coverage
10:15 – 11:30 a.m.
Media outlets will be vying for the attention of voters this election year. As the credible source for real news,
secure your position by solidifying your political news planning. In this session, you’ll learn how to produce
invaluable content for local, state and national races that includes candidate interviews, the pros and cons of
endorsing, when and how to call the results, how to use polls and more.
Lunch in the Vendor Solutions Center
12:00 - 1:30 p.m.
Understanding, Interpreting and Utilizing Data to Produce More Engaging Stories
1:45 – 3:00 p.m.
You researched, wrote and posted what you thought was a great story, but do you know how many people
actually read it? To provide the best possible user experience for your audience, it’s important to understand
which topics and formats are resonating most. This session will provide you with a working knowledge of the
basic digital metrics that are used to measure both the popularity of an article as well as key information about
digital subscribers. Not only will you learn what to look for in data and how to gather it, but what to do with it –
and what it means – once you have it.
Effectively Managing the Trauma that Comes from Reporting on Trauma
3:15 – 4:30 p.m.
Reporting on traumatic events has become an all too familiar responsibility for editorial teams. Just as rst
responders need to be aware of the effects their work on the front line brings to them as individuals, so must
the journalists who report on stressful and tragic situations. This session will provide essential tips for reporters
to ensure your own physical and emotional well-being as it relates to performing the duties of your job. It will
include information about mental health, and provide coping strategies as well as details about support groups,
both externally and within your own media organization.
pna foundation
& reception
silent auction
Tuesday, March 31
6:00 – 7:00 p.m.
SUPPORT THE PNA FOUNDATION!
We’re raising funds in support of the PNA Foundation
through a silent auction and rafe. Bid on a variety of items,
including ne jewelry, gift baskets, pro sports tickets, hotel
stays and more! Top rafe prize is an exclusive trip package.
All contributions to the Foundation help to support training
programs and statewide contests, while developing the
next generation of readers and journalists and educating the
public on the importance of the First Amendment.
pna annual
dinner
production track
awards
TUESDAY, MARCH 31
Breakfast in the Vendor Solutions Center
7:30 - 8:30 a.m.
Consolidation Within the News Media Industry –
How will your newspaper be impacted?
8:45 – 10:00 a.m.
The subject of consolidation in the news media industry has gone from the elephant in the room to the matter at
hand. All aspects of the industry have been impacted, but certainly production and management are experiencing
some of the deepest effects. Consolidation is actively occurring on the news organization side as well as the
news supplier side. Join experts from both sides of the eld as they discuss the current state of consolidations,
and how they are working to stay ahead of the curve and maintain the integrity of their organizations and
products.
Vendor/Newsprint Suppliers Roundtable – Learn from the industry experts
10:15 – 11:30 a.m.
Don’t miss the opportunity to hear about the latest products and trends from newsprint suppliers. The vendors
that you and your colleagues utilize daily will be gathered to discuss everything from production-specic
operations information to industry-wide updates. Join the discussion for invaluable and applicable knowledge,
and to investigate new and current vendor companies to best serve your organization.
Lunch in the Vendor Solutions Center
12:00 - 1:30 p.m.
Strategies for Reconfiguring for Reduced Production Days
1:45 – 3:00 p.m.
The decision to reduce production days can bring on many seen and unforeseen effects for not only the
newsroom, but the production staff and facility as well. Managers and production teams need to dig deep and
plan quickly to prevent waste and inefciencies in everything from labor time to materials. Join this roundtable
discussion with your industry colleagues as we talk about real-time issues and practical solutions to keep your
team and production line functioning at peak performance.
The Secrets to Hiring Capable and Reliable Pressmen and Other Tradesmen
3:15 – 4:30 p.m.
The quality of your product is directly related to the quality of your production crew. Now, more than ever, it
has become increasingly challenging to nd talented and devoted pressmen and other tradesmen for your
organization. Industry experts and trusted industry partners will explore the qualities required to create the
production team of the future. They will provide applicable information and tips that you can use to nd, train and
retain a loyal and efcient production team, when you return to the production oor.
Tuesday, March 31
7:00 – 9:30 p.m.
BENJAMIN FRANKLIN AWARD
FOR EXCELLENCE
The Benjamin Franklin Award recognizes individuals who have
performed an outstanding service to his/her newspaper, to the
news media industry in general, to his/her local community,
or to the Pennsylvania NewsMedia Association that reected
positively on the news media industry in Pennsylvania.
LIFETIME ACHIEVEMENT AWARD
The Lifetime Achievement Award honors present or former
publishers or senior managers of a Pennsylvania news media
organization for outstanding service and accomplishment
spanning a career in journalism.
ADVOCATE OF THE YEAR
PNAs Advocate of the Year Award recognizes individuals
for their outstanding service to the newspaper industry in
Pennsylvania
For more information on nominating someone
for the Benjamin Franklin or
Lifetime Achievement awards, visit
https://panewsmedia.org/
contests-and-awards/
Deadline: Friday, January 31, 2020
Join us to celebrate the achievements of our
membership as we present PNA’s annual
awards.
management track
WEDNESDAY, APRIL 1
Breakfast in the Vendor Solutions Center
7:30 - 8:30 a.m.
Digital Subscriptions Workshop: Accelerating business transformation through
reader revenue growth
9:00 a.m. – 12:00 p.m.
Additional fee applies: $89 through Feb.14; $99 thereafter
For the past year, LMA Chief Strategy Ofcer Jed Williams has co-led the Google News Initiative Subscriptions
Lab, working intensively with ten daily newspapers to help them achieve meaningful reader revenue growth. In
this exclusive workshop at the AE Summit, Williams shares key lessons from the Lab, what they mean for your
publication, and how to put your organization on a path to outsize success. The workshop will address several
essential questions:
What are the critical benchmarks to track to measure subscriptions success? What goals should your
publication be aiming for, and how do you know if you’re performing well?
• How should publishers assess their subscription capabilities along a digital maturity curve. What steps can
you take to move from lagging to leading?
• How can you align people, process and technology to maximize digital subscriptions growth?
PNA General Membership Meeting, Lunch and Speaker
Vendor Solutions Center
12:30 - 2:00 p.m.
Website Security and Compliance –
Important tips to keep your organization protected
2:15 – 3:30 p.m.
The internet can be a scary place. This session will teach you how to protect your company from hacking and
other cyber security threats. Determine your risks and manage the solutions to ensure a sound defense. In
addition, you will learn about the ADA and its effects on website functionality and your responsibility to provide
websites that are ADA compliant. You will also get a primer on the California Consumer Privacy Act and how it
might impact your business.
America East
Advertising Conference
Annual Convention
Name ______________________________________________________________________________________
Title _______________________________________________________________________________________
Company ___________________________________________________________________________________
Address _____________________________________________________________________________________
City ___________________________________ State/Province ___________________ Zip ________________
Phone _________________________________ Fax ____________________________
Email Address _______________________________________________________________________________
2020 registration form
registration packages
I understand that by completing this registration form, my name and address (including my email address) may
be shared with 2020 America East vendors so they can distribute booth and product information to me.
Packages for newspaper and news media organization representatives only. Non-news media personnel and vendors,
please contact Zeddie Neidig at zeddien@pa-news.org or 717-703-3034 for pricing information.
FULL-TIME REGISTRATION
Monday – Wednesday
Includes all Monday, Tuesday and
Wednesday general sessions and
events except for the Tuesday night
Annual Dinner.
The Tuesday Annual Dinner can be
added to your package for an
additional $139.
Through Feb. 14
$299
Feb. 15 – Mar. 20
$399
SINGLE-DAY REGISTRATION – $169
Does not include Tuesday night Annual Dinner
LMA WORKSHOP – $89 (through Feb. 14)
$99 (after Feb. 14)
VENDOR SOLUTIONS CENTER ONLY – $30
Monday, Tuesday or Wednesday
Includes access to the Vendor Solutions Center oor only.
Sessions and all other events are not included.
PAYMENT:
Full-Time ........................ $ ___________
Single Day ..............................$169
Monday Tuesday Wednesday
Vendor Solutions Center Only ................$30
Annual Dinner (Tuesday) ...................$139
LMA Workshop (Wednesday) ........ $ ___________
Total America East Registration Due.... $ __________
Promo Code: ________________________________________
CHECK IS ENCLOSED.
Make checks payable to PA NewsMedia Association (PNA)
CHARGE MY CREDIT CARD
(VISA, Mastercard, Amex)
Card Number: _______________________________________
Expiration Date: _____________ Security Code: _________
Exact Name on Card: _________________________________
Billing Address: Same as above
Address: _________________________________________
City: ____________________ State: _____ Zip: _______
YOUR COMPANY:
Daily Newspaper
Weekly Newspaper
Magazine
Digital News Organization
AREA OF RESPONSIBILITY:
Advertising
Circulation
Editorial
Finance
Production
Human Resources
Managment
Information Technology
Marketing
Other: _________________
MARCH 30 - APRIL 1, 2020
For assistance:
Call: (717) 703-3069
Email: events@pa-news.org
Registrations will not be taken over the phone.
Group Discounts:
If registering 5 or more people from your company, call us
at (717) 703-3069 for special rates.
Mail to:
America East
3899 N. Front St.
Harrisburg, PA, 17110
Fax to:
(717) 703-3001
Save $100
Register by Feb. 14!
DISCOUNT DEADLINE:
February 14, 2020
Registrations must be received by March 20, or onsite
registration in Hershey is required.
Cancellations must be received by 5:00 p.m., EST, on
Friday, March 20, to qualify for a full refund. Please contact
AE Registration at 717-703-3069.
learn more at
america-east.com
hotel information
HERSHEY
®
LODGE, HERSHEY, PA
West Chocolate Ave. & University Drive
Hershey, PA 17033-0446
(717) 533-3311 Phone: (717) 533-3311 • Fax (717) 534-8668
RESERVE YOUR ROOM TODAY!
Room block will be held until Wednesday, February 27, 2020. After February 27, rooms are subject to
availability.
Reserving a room is convenient. Choose your preferred method.
1. Phone Hershey Resorts at (717) 533-3311. Request the America East/Pennsylvania NewsMedia
Association group rate.
2. Book online. Visit the America East website at https://book.passkey.com/go/AmericaEast2020
for access to Hershey’s special online reservation system.
NOTE: Housing reservations must be handled directly with the Hershey
®
Lodge and
should not be submitted with your America East conference registration form.
Hershey, located just 12 miles east of Harrisburg, is
easy to reach from any direction. The Harrisburg
International Airport, bus and train stations,
Interstates 81 and 83, and the Pennsylvania
Turnpike Rt. 76 are all less than 15 minutes away.
Hershey Resorts vans will provide transportation to
and from air and train terminals for a nominal fee.
Please make prior arrangements by calling the
hotel directly.
Visit www.hersheypa.com for directions and
more information.
Hershey is a trademark used with permission.
Single or Double Occupancy:
$185 + applicable taxes/fees
per room, per night
Check-in Time:
4 p.m.
Check-out Time:
11 a.m.
If you are remaining past 11 a.m. on your scheduled check-out
date, you may check your luggage with the bellman to avoid
late charges.
Reservations by phone:
(717) 533-3311
Reservations online:
https://book.passkey.com/go/AmericaEast2020
Group Name: America East
Conference Dates:
Monday, March 30 – Wednesday, April 1
Note: Rooms are available March 27 - April 1,
2020 at the discounted America East group rate,
if available.
1) Reservations at the Hershey
®
Lodge are on a rst-
come, rst-served basis.
2) If your rst choice is The Hotel Hershey
s
, A Four
Star and Four Diamond Rated Resort, please contact
the property by calling (717) 533-2171. Room rate at
The Hotel Hershey
®
: $203 single or double occupancy.
Rooms are available March 29 – 31, 2020.
3) If you nd it necessary to cancel your reservation,
call your conrmed hotel no later than 72 hours prior to
arrival time. Ask for and record any cancellation number
given at the time of your call and retain this number for
three months.
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