AdMonsters: AdMonsters PubForum Palm Springs: The Live Blog

AdMonsters new and old have assembled for another heady three and a half days of ops education and commiseration at the 41st Publisher Forum. This time, we’re in Palm Springs, CA, in palm tree-studded valley surrounded by beautiful but forbidding mountain ranges. In other words, it’s a lot like ops, minus the palm trees.

Watch this spot throughout Monday and Tuesday, March 6-7. We’ll be live blogging from the main room here at the Omni Rancho Las Palmas, bringing you a minute-by-minute report of keynotes, the State of Ad Ops, the Digital Media Leadership Awards winners’ panel, and anything else that happens in front of the full group.

Approaching 9 a.m. on Monday, AdMonsters Chairman Rob Beeler is about to take to the dais to welcome the group and introduce PubForum 41’s first keynote speaker, TEN (The Enthusiast Network) CEO Scott Dickey. Scott’s keynote, very timely considering how cross-platform distribution is shaping media consumption and the broader discourse in society at large right now, is called “Game of Platforms: How Publishers Stay Atop Content Fragmentation.”

9:03 a.m.: Rob walks out to the tune of “Danger Zone” by Kenny Loggins and promptly dispels the “rumor” that he’d gone to bed at 8:15 last night. (I can attest to that; I was in the AdMonsters secret lair/mobile office until after 11, after which he hit the hotel bar.) The goal, he contnues, is for ops to figure out how to get out of the danger zone.

9:07: Rob mentions one of the core tenets of AdMonsters: Only ops can tell ops how to do their job better. It’s not up to self-styled “industry experts.” That’s the value of PubForum, that the discussion is attendee-driven.

9:21: Hey, we have a new AdMonsters app, which is going to work for any AdMonsters events going forward! Rob has posed a live question to the group for everyone to answer in the app: Where are you currently having the most difficulty monetizing your audience? In the first two minutes of live polling, the top answer by a long shot is “mobile.”

9:23: Scott Dickey takes the dais for his keynote. TEN was a “legacy publishing company that was adrift in the transition,” he explains.

9:25: The company had great recognition, but had been bought and sold so many times. In 2007, Source Interlink and Primedia took it over with what Scott calls a good idea at the wrong time. Then the recession hit, social media exploded, YouTube came on the scene, and the company was on a “highway to bankruptcy.” In its troubles, it was owned by six banks by 2009. Those banks owned a magazine distributor that happened to own a media company. In short, it was a real challenge. So when Scott came on board… he decided it was a good idea to rebrand. (Continued…)


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