Douglas Rushkoff's Tools of Change keynote focused on the Internet as an interpersonal media rather than an interactive one, where users come looking for social currency: "The content is the excuse for people to interact."

Management consultant James Lichtenberg described the role of "service innovation" as a key to success in the publishing industry's near future. "We're all skiing down the same mountain," he said of everyone's efforts to make sense of the shifting market, "carving our own paths in the snow."