Advanced Leadership: Mastering monetization, media mergers, mobile marketing and more

Advanced leadership group shot
January's Advanced Leadership Program speakers and attendees

Jan. 16, 2013 - ABM's second annual B-to-B Advanced Leadership Program concluded successfully last week with a sold-out graduating class of 27 media professionals. The week of seminars, lectures and group exercises, conducted in partnership with Northwestern University’s Medill Media Management Center, put future media leaders through an intensive course in the fundamentals and latest trends.

Participants were enthusiastic about the takeaways from the program. "There are so many changes going on in the media industry these days," said John Decesare, publisher with Northstar Travel Media. "The ABM program has really helped us learn some cutting edge technologies, such as data mining and innovative ideas on how to engage your customers more."

"The experience this week has been really engaging and fulfilling. I have a list of about 30 items I can't wait to try," said another attendee, Rebecca Sausner, director of content development at SourceMedia.

Media company CEOs speaking at the program included Tom Kemp of Northstar Travel Media (on investment and capital), David Hill of IDG International Publishing Services (on overseas expansion), Frank Cutitta of The Center For Global Branding (on big data), Doug Manoni of SourceMedia (on transitioning business models) and Kerry Gumas of Questex Media (on events).

Program organizer and lecturer Abe Peck, who is also senior director at the Media Management Center, noted the value of the week of seminars to participants and their companies.

"Twenty-seven fast-track b-to-b executives from the United States and Germany did a great job interacting with leading b-to-b figures and insightful academics from the Medill School of Journalism, Media, Integrated Marketing Communication," he said. "Working together, they processed both b-to-b verities and the latest knowledge about data, mobile and social media. Now comes the payoff – seeing the change they make within the companies that sent them to Evanston."

By Michael Moran Alterio