Publishing App Summit
App Development, Marketing & Monetization
December 3, 2012 | New York City
produced by WebMediaBrands,
and AppNewser


Monday, December 3, 2012

8:15 am - 9:00 am

9:00 am - 9:30 am
Morning Keynote: Reaching and Keeping the Mobile Audience As mobile devices continue to be adopted faster than microwave ovens or computers ever were, they are creating rapid and robust changes in marketing and media. The manner in which news is consumed, communication takes place and purchase decisions are made is reshaping both traditional and digital business models, and almost every facet of media is seeing new opportunities to flourish. Users of smartphones and tablets will soon reach majority proportions, empowering them to be always-connected and able to access any information from almost anywhere. Let’s dig into and discuss some of the data that tells the story, while peeking into the next few quarters with a pragmatic eye toward strategies that are sure to succeed in this turbulent world of mobility and mobile business.
9:30 am - 10:00 am
Case Study: Merchandising the comiXology Way Hailed by the New York Times as the “iTunes of comics,” comiXology is the undisputed leader in the digital comics space and a leader in the mobile economy. Along the way comiXology has revolutionized the way consumers read and shop for comic books. In this talk, co-founder and CEO David Steinberger delves into the merchandising aspect of comiXology’s platform via a comparison of comiXology 2.0 and 3.0, and how comiXology’s focus on discoverability helps consumers find titles through providing multiple access points for favorite publishers, series, and creators paired with sales and promotions linked to recent pop culture events. Consistently ranking as the top grossing iPad app in the entire iTunes app store, this is your chance to learn key discoverability techniques from a renowned market leader.
10:00 am - 10:45 am
App-Centered Outreach for Non-Profit and Institutions: What Works and Why? Non-profits have learned, sometimes the hard way, that mobile apps can be an opportunity, a great brand-builder, a fundraising boon and/or a complete nightmare. What are some innovative ways the institutions are making the most of mobile technology to build brand awareness and get the message out without breaking the bank? Should non-profits be trying out transmedia strategies? Should apps for non-profits be tools, publications or both?
10:45 am - 11:15 am
Morning Break

11:15 am - 12:00 pm
Maximizing Discoverability and Profitability in Book App Marketplaces Experts from the major app marketplaces share tips for making your app more discoverable in these vast online destinations. Our panel discussion goes straight to the source of eBook app content to find out how authors, publishers, and books can flourish in these crowded app stores. You will learn how to create eye-catching content, rise up the Top App lists, and promote your app in the right places.
12:00 pm - 12:45 pm
Multi-Platform Publishing for Mobile News and Magazine Content Between Barnes & Noble, Amazon, Apple & Google marketplaces, publishers have never had more options (and confusing choices) for creating content for mobile devices. Join us for an illuminating panel as the leaders behind successful magazine apps in all these marketplaces share intelligence about setting up subscriptions, budgeting for the app, building a subscriber base, negotiating royalties, and managing app updates.
12:45 pm - 1:45 pm

1:45 pm - 2:15 pm
Afternoon Keynote: Where Do We Go Next? A Mobile Roadmap for Media Professionals Former MySpace co-president Jason Hirschhorn sits down for an intimate fireside chat about the monumental changes that have swept the media world since the rise of social networks and apps. Hirschhorn will share the lessons he learned at MySpace, showing what media professionals can learn from that social network's story. He will also deliver digital intelligence from Media ReDEFined, a media, tech and pop newsfeed that he now curates--exploring the apps, mobile companies and trends that media professionals need to follow in the future.
2:15 pm - 3:00 pm
New Distribution Models for eBooks and Apps So you've published an app -- now what? Discoverability issues have plagued both the Apple and Android stores, so increasingly maximizing an apps social media presence and cross-platform exposure are becoming important aspects of the publishing process. This panel discusses some of the tools and strategies available to market and publicize apps while also drawing attention to some of the websites and services out there that can be helpful.
3:00 pm - 3:30 pm
From Download to Domination: Engaging Mobile App Users with Analytics and Targeting There’s a mindshare war going on in mobile. As the average number of mobile app installations per user increases year over year, the average amount of time users spend in each app has been known to decrease. For mobile app developers and marketers, it’s becoming increasingly challenging to capture a share of those sessions. In today’s state of mobile, measuring and optimizing for app installs is no longer enough. We’ll discuss ways to move beyond the download and take charge of the entire user lifecycle: from acquiring the right users, to analyzing those users effectively (including what engagement metrics to track and how), and finally re-marketing to your high value users to monetize and increase lifetime value.
3:30 pm - 4:00 pm
Afternoon Break

4:00 pm - 4:45 pm
Case Study: Mobile Advertising - Engagement Drives Conversions, Get the User Involved! This panel will focus on how to use rich media mobile ads to engage users and drive conversions. The typical mobile ad lives along the top or bottom navigation and attempts to get users to click through to either a download or a sign up landing page. The major problem with those ads is that they rarely relate to the experience inside of the app and frustrate the user instead of adding any value. Mobile rich media ads allow brands to gather information, provide the user with value, and through HTML5 give brands the ability to replicate the users experience with an ad inside of the application. The panel will show a case study on the JackThreads app. JackThreads, a Thrillist company, teamed up with Gillette to build the JackStyler inside of their app. The JackStyler is an interactive ad that gathers information on the user’s personality through on-brand questions, and results in a branded recommendation on what daily deal the user should purchase. The ad experience mirrors the app, and seamlessly places the user back into the app when they have completed the questionnaire.
4:45 pm - 5:30 pm
Self Publishing Across Multiple Formats The self-publishing boom has spawned a new generation scrappy bestselling authors.This session will show independent authors all the apps, tools and advice they need to publish for Amazon, Barnes & Noble, Smashwords and Apple marketplaces. We will also explore exclusive data from GalleyCat's Self-published BestsellerList, revealing the secrets behind the most successful digital books.
5:30 pm - 6:15 pm
Exploring Apps & Educational Publishing Publishers, writers and media professionals need to pay attention to the rapidly expanding app marketplace for education--Apple's app-based learning tool iTunes U has been downloaded 14 million times and 70 percent of college students have used a digital textbook. This panel will explore all aspects of the educational app field, from digital textbooks to app-based study guides to flashcard-making tools. We will introduce you to the best apps and share wisdom from the leading developers in this field.
6:15 pm - 7:15 pm

To submit a speaker for consideration, please email the following materials to

Speakers should be submitted 90+ days prior to the event.

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