Publish conference to hear about the commercial strategy driving the world’s fastest growing media site
Luger
The man behind the commercial strategy of one of the fastest growing media sites of all time is to deliver the keynote at next month’s Publish conference, organised by Mumbrella.
Josh Luger, who was the first business hire of virally-driven content site Upworthy, will lay out how publishers can successfully stand out in the midst of rapid change that’s seeing traditional publishing models being disrupted by new players and new platforms
Just three years old, Upworthy was described by Fast Company as the fastest growing media site of all time. Initially focusing on aggregating uplifting viral content from around the world, the site has since developed a successful native strategy and is making the move to creating its own original content.
Luger now consults to other media companies and startups. In his presentation, he will look at how successful publishers in America are leveraging data and analytics to understand their audiences, how audiences are connecting with content, and how to build a revenue model around this.
Upworthy is a big player in native advertising, launching Upworthy Collaborations with foundation client Unilever in April last year. Luger, who helped drive Upworthy’s new native advertising offering, reportedly booked US$10m in the first nine months of its launch.
In other session topics, a panel of publishing experts will look at how to create thumb-stopping mobile content. Speakers will include Neil Varcoe, Storyful’s partnerships director; Julian Delany, News.com.au GM; Kim Wilson, Kidspot.com.au editor-in-chief; and Carl Hammerschmidt, Bauer Xcel Media’s MD.
A panel discussion on how to monetise mobile will be headed by Stuart Bailey OMD’s chief digital officer; Stewart Heys Fairfax Media’s mobile commercial manager; Peter Hunter, PHD’s national head of business planning; and Matt Hunt, Geronimo CEO.
A session focused on how to build a brand, rather than a masthead will feature case study presentations from Vogue Australia’s editor-in-chief, Edwina McCann; and Taste.com.au MD Prue Cox who’ll be joined by NewsLifeMedia’s group publisher of food brands, Fiona Nilsson
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Wirasinha
Meanwhile, the millennial generation will get a spotlight, with presentations from Junkee Media publisher, Tim Duggan; and co-founder of Pedestrian.TV, Chris Wirasinha, which this year was named Media Brand of the Year at the Mumbrella Awards.
The conference program can be viewed here.
The Publish Conference takes place on October 21 in Sydney. Earlybird tickets, which include free access to the Publish Networking Forum on October 20, are on sale until September 30, with savings of up to $320.
The conference will be followed by the Publish Awards on the evening of October 21. The awards celebrates the best in consumer, B2B and custom publishing across print and digital.
Now in their 19th year, the Publish Awards began life as magazine industry body Publishers Australia’s Bell Awards, before being re-named the Excellence Awards. Entries close today, September 10. Late entries will be accepted until September 17. A late entry fee will apply. For more details about the awards, click here.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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