Exploring the Outer
Limits of E-Commerce for Publishers & Information Companies
Chairman: Joe Bremner,
President, the Electronic Information Group
New York Hilton (6th Avenue at 53rd
Wednesday, May 17th, 2000
9:00 a.m. – 5:00 p.m.
FEW OF THE FEATURED SPEAKERS:
FOUNDER & CHAIRMAN,
VICE PRESIDENT, INTERNET
STRATEGIES, CYBER DIALOGUE
PRESIDENT, SOFTWARE &
INFORMATION INDUSTRY ASSOCIATION
CO-FOUNDER, DESKTOP DATA/NEWSEDGE
VICE PRESIDENT, QPASS.COM
PRESIDENT, INTERMEDIA ADVERTISING
SOLUTIONS / COMPETITIVE MEDIA REPORTING
As the Web emerged, Electronic
Publishing has tried to anticipate the emerging challenges and opportunities
that the evolving networked environment presents for the publishing and
information industries. Over the last five years, as the Internet and the
World Wide Web have exploded onto the scene, we have comprehensively covered
these phenomena; the tools and technologies required for success in this
environment, beginning before most publishers even had Web sites, the plans
and strategies of market leaders, the battle between established brands
and new Web brands just as it was emerging four years ago, the intersection
between information pricing and advertising, and, last year's program was
dedicated to portal strategies and tactics, the importance of vertical
portals in the battle for customer loyalty and advertising dollars.
During this time, we have
been fortunate to hear from industry leaders in an environment that encourages
interchange and discussion. Speakers like Martin Nisenholtz, President,
New York Times Electronic Media Company; Mike Wheeler, President, NBC Desktop
Video; Pat Tierney, President & CEO, Thomson Reference Group; David
Churbuck, the creator and editor of Forbes Web site; Cliff Pollan, one
of the founders of NewsEdge Corporation; Paul Brown, President of Lexis
Legal Publishing; and others have presented their strategies and responded
During those meetings, it
has been clear that great opportunities are emerging. It has been equally
clear that the lines between magazines, books, and newspapers, are blurring;
and we have seen some of the clear bright lines between editorial independence
and the development of advertising revenues fade. The consequences of these,
and other forces, are melding e-commerce with e-content in novel ways.
Electronic Publishing XVIII
examines key e-commerce issues that confront publishers and information
industry companies as they contend with the evolving environment of networked
electronic commerce: positioning, pricing, and competition.
Since last year's in-depth
look at the evolution of portals—horizontal, vertical, and personal—the
e-commerce environment has continued to evolve. It now would appear that
e-commerce initiatives have overshadowed, both in size and speed of development,
their “content-oriented” Web predecessors. In our continuing effort to
look beyond what we now understand, this year's meeting will focus on the
outer limits of e-commerce for publishers and information companies. Simply
put, shopping on the Web is developing some true powerhouses, with Yahoo!
enjoying a commanding lead as the shopping portal, followed by an aggressive
AOL and Amazon. eBay’s moves into the B2B market and Dell’s expansion of
its product line contend with “pure” B2B players like CommerceOne and others.
All of these developments fuel the continued expansion of the “commerce”
elements of the Web. But like everything in cyberspace, the lines are unclear,
and the openness of the Web forces participants to adjust their clearly
defined strategies to the near-realtime feedback from millions of customers.
Most publishers have always
served readers and advertisers, but increasing amounts of information about
products and services reside on the very shopping sites mentioned above.
Will publishers and other information industry players be able to move
into the role of doing more for their two constituencies than simply supplying
communication channels? Clearly, some are trying—Cahners, VerticalNet,
and other business-to-business publishers are trying to be the “e-commerce
grease” in vertical business markets. What about more traditional consumer
publications? Movie and television media companies have had to settle for
a relatively indirect relationship and role in the purchasing behavior
of their consumers, but they now own more and more traditional publishers,
and they also want more of a role in e-commerce.
The environment is not an
easy one. Aside from well-capitalized Web brands that have emerged while
many publishers fiddled, publishers face an impressive array of incumbents
in almost any business-to-business or retail segment. Those incumbents
want publishers to be their “affiliates.” Is this the endgame for publishers?
While the e-commerce competition is formidable, internal battles are equally
difficult. Serious debates about editorial standards, journalistic integrity,
and other issues are spilling out in increasingly public ways. Witness
last year's controversy at the Los Angeles Times, which saw an unusual
public apology by the publisher for violating a murky line between advertising
opportunity and editorial integrity (a line that apparently had been crossed
by other publishers without similar public outcry).
We will attempt to cover
the key issues that face the publishing and information industries as they
“confront this opportunity.”
Questions to be Addressed
Clearly there is opportunity
for great growth and progress in the publishing industry and information
industries, but there is also the potential for degradation of editorial
excellence into infomercial mediocrity. Our speakers will try to define
and size the nature of the opportunity and provide insight and guidance
on this emerging landscape. Companies represented will include Cyber Dialogue,
Inc., Q-pass, and Competitive Media Reporting, among others.
How big is the e-commerce opportunity?
What are online shoppers’ current
Do publishers fit at all in
the Web “shopping flow”? Where might they be most successful?
Will publishers have to make
the investment in full transactional capabilities to enable consumers to
conduct transactions with advertisers?
What services or intermediaries
will emerge to manage publisher e-commerce?
What are the journalistic and
editorial issues, and how are the lines being drawn?
Will we see an increase in
direct links from inside the editorial content of newspapers and magazines
to advertisers’ or retailers’ shopping sites?
What are the key criteria for
success for publishers and information companies who wish to make the move?
Electronic Publishing XVIII
will cover the practical implications of the emerging relationships between
e-commerce and e-content, specifically;
Who Should Attend?
Provide an overview of the
current demographics of Web Users, purchasing practices, and perceptions
of “content sources” and “commerce sources”
Provide participants with a
clear understanding of the interplay between journalism, advertising, and
commerce, and suggest possible strategies for creating durable business
Through presentations from,
and discussions with, leading industry participants, provide an analysis
of future trends that will affect publishers and other information providers
The Electronic Information Group
Trade, scientific, and consumer
Product development executives
Software and information industry
Information professionals in
MIS and library environments
Strategic planning professionals
Joe Bremner is President
of the Electronic Information Group, an information industry consulting
firm, and he has served as Organizer and Chairman of Electronic Publishing
for over ten years. Mr. Bremner has written and spoken extensively on information
industry developments in the United States and in Western Europe. In 1990,
Bremner received the IIA’s Distinguished Service Award for “his outstanding
contributions to the development of the information industry.” Bremner
has organized, and spoken at, numerous industry meetings on strategy, pricing,
distribution, product development, and other industry issues.
To be held during the 20th
annual National Online Meeting. Sponsored by Information Today, Inc., publisher
of Information Today, KM
in Libraries, and Link-Up,
and the Software and Information Industry Association, representing more
than 500 companies that create, manage, and distribute information in all
digital media and print—shaping the information industry of today and tomorrow.
Time and Place
Electronic Publishing XVIII
will be held on May 17, 2000, from 9:00 A.M. to 5:00 P.M., at the New York
Hilton, located at 1335 Avenue of the Americas (6th Avenue at 53rd Street),
New York City. It is held as a featured event of the National Online Meeting,
North America's largest electronic information conference and exhibition.
Included in Fee
The fee for Electronic
Publishing XVIII is $350, but a special $575 combination registration
fee will include a full registration for the National Online Meeting (a
savings of $200). Electronic Publishing XVIII includes a cocktail
reception Wednesday evening plus morning coffee, lunch, and afternoon coffee.
Organizations wishing to send more than one individual to the Meeting may
take advantage of a reduced fee of $295 for all attendees over and above
the first attendee, $520 for the combined Electronic Publishing/National
Online Meeting registration. Also included is admission to the Exhibition
Hall of the National Online Meeting. Overnight accommodation is not included.
A block of rooms at the New York Hilton has been reserved (reduced rates
available), and a room registration card will be sent to registrants on
receipt of registration—click here
for more housing information.
In the event of cancellation
in writing before April 24, 2000, the registration fee will be refunded
in full. Cancellations received from April 24 to May 5 will incur a 20%
cancellation fee. No refunds will be given on cancellations received
after May 5, 2000.
Please complete registration
form and return with payment to the address provided. Fax and phone
registrations will be accepted, but payment must be received before the
Meeting date. Fax: 609/654-4309 Phone: 609/654-6266. You may also register online.
Ken Wasch, President,
Software & Information
Review of the Internet/Network
Joe Bremner, President,
Electronic Information Group
Publishing and E-Commerce
Steven Brill, Chairman
& Founder, Brill’s Content
Brill Media Holdings/Contentville
American Internet User Survey, Publishers, and E-Commerce
Tom Miller, Executive
Vice President, Internet Strategies, Cyber Dialogue
Panel: Questions and Answers
on the Web Update:
Commentary on the Changing
Roles of Advertisers and E-Commerce Players
Joe Philport, President,
CMR Interactive/Competitive Media Reporting
Keys to Frictionless Commerce:
Implications for E-Commerce
and Publishing Strategies
Andrew Elston, Vice
and NewsEdge Partnership:
From Information Services
to Commerce and Transactions
Cliff Pollan, Co-founder,
Desktop Data/NewsEdge Corporation
Role of Editorial Content in the Battle for Transactions
Panel and Audience Discussion