Nobody knows the inside story of Silicon Valley like Alan Mutter — leader, moderator, and guru of the INMA Silicon Valley Study Tour. Ink-stained newspaper editor early in his career and Silicon Valley start-up CEO later, Alan today is an internationally known blogger and faculty member of the University of California at Berkeley Graduate School of Journalism. Sign up for the INMA Silicon Valley Study Tour and peek inside the doors Alan will exclusively open for INMA. Benefit from his insights and wisdom in the intimate atmosphere of a study tour.
The INMA Silicon Valley Study Tour is organized around these key themes and activities:
Building audience via enriched content and social networks
Leveraging third-party platforms (like Google) to build scale
Creating, sharing and monetizing video, the fastest-growing format
Monetization via traditional and native ads — and more
A first look at emerging technology that will shape the future
Group roundtables to network, discuss observations and share ideas
Tour organizer Alan Mutter will identify the key trends in technology, audience behavior and economics that will shape the future of the media business.
Group Discussion: Key Issues For Our Tour - To get to know each other — and sharpen our perspective for the week's busy tour of Silicon Valley — we will hold a group discussion on such key topics as audience fragmentation, challenges to the traditional advertising model and the prospects for paid content.
We will drive to Silicon Valley for a briefing on the latest products and partnership opportunities being offered by Facebook. Last year, we saw a demonstration of live video several months before it was publicly announced. Time permitting, we will tour the Facebook campus by tram and visit the popular store.
After an early-morning drive to Silicon Valley, we are scheduled for a series of briefings on the latest initiatives and partnership opportunities from Google News, DoubleClick and YouTube. In 2015, our members were among the first to learn the details of the AMP platform, which now speeds the download of selected news articles from global publishers at Google sites. Our visit will include lunch, a tour of the main campus and, time permitting, a trip to the Google store.
In an era of fickle and fast-moving audiences, PubMatic aims to seamlessly deliver ads to consumers on every platform they use. The company will brief us on the increasingly complex ad marketplace and how publishers can track readers to get their fair share of revenues.
Studies have shown repeatedly that people are highly motivated to consume content recommended by friends. Nuzzel, a venture-funded company that has developed a social network for sharing news, is trying to capitalize on this opportunity.
If the best readers are the ones you already have, then Contextly wants to keep them happy and encourage them to stay on your site even longer. The company provides an array of tools to steer readers to relevant content and products on publisher Web sites.
WatchUp aggregates and personalizes video news in more than 100 markets in the United States, using content from such diversified partners as the Washington Post, Vox, CBS News and the Financial Times. The service is available on iPhones, Android phones, Amazon Prime and Apple TV.
For the past year, Bloomberg has consistently been ranked No. 1 in global business video, according to comScore. Join Adolfo Estrella from Bloomberg Media Distribution, Ashlee Vance, journalist and host of Bloomberg's innovative video series “Hello World,” and David Nicholson, Bloomberg video producer, as they discuss best practices for creating compelling video and powerful storytelling.
Responding to the need for every digital publisher to feature abundant video content, Wibbitz offers a platform that allows legacy media companies to rapidly turn a text script into a video. The system even inserts relevant advertising.
Saambaa has developed a white-label service that enables publishers to quickly launch state-of-the-art event apps. But there's more: The company also is aggregating those listings in a targetable national database to personalize content and advertising for a growing national market.
View on most major TV networks
When Democratic representatives recently staged a protest on the floor of the U.S. Congress, the Republican leaders of the House disabled the usual television feed. So, the lawmakers turned to Persicope, a live broadcast feature on Twitter, to carry their message to the nation. We will get a briefing on the platform and the partnership possibilities it offers.
For many Millennials, the crowd-sourced Reddit site is one of the first places they go when an important story breaks. Sometimes, Reddit adds considerable value to a fast-moving story. Other times, it's not so good. We will explore the Reddit phenomenon and how the company is trying to build the community into a more reliable news platform. Reddit was purchased in 2006 by Condé Nast.
There is no hotter topic in technology circles than artificial intelligence, the ability of computers to approximate human thinking. We will visit the Xerox PARC, the legendary research center in Silicon Valley where Steve Jobs “borrowed” some of his best ideas, to see how researchers are trying to make computers smarter — and what they might be able to get them to do.
A major question vexing companies is how to approach content presented in the Virtual Reality format. What is VR? How does it work? How hard is it to do? How important will it be? How do you make money with it? We will visit Matterport to answer these questions and more.
Few subjects worry publishers more than the growing number of people who are installing ad-blocking filters on their computers and mobile devices. PageFair for several years has been studying the trend and advising publishers on how to combat it. We will get a briefing via Skype from the company's headquarters in Ireland.
A European-based company backed by the New York Times, Blendle has launched an iTunes-like platform that enables consumers to buy premium content from a growing number of leading global publishers.
The Alpha Group at Advance Digital is charged with identifying new market opportunities and rapidly developing products for one of the largest and oldest media companies in the United States. The director of this in-house incubator will share the secrets and skills of quickly crafting products and seizing market opportunities while operating inside a legacy company.
We will conclude with a group discussion covering what we learned, what more we want to know and what ideas the week has inspired.
- Registration for 5 nights included in Hotel Registration Fee Option
- Arrive Sunday, October 16, and depart Friday, October 21
- All bus departures to/from Grand Hyatt
Connect with peers participating in the Silicon Valley Study Tour through this real-time participants list (e-mail links included).SEE WHO IS ON THE TOUR
What is the attire?
Casual: t-shirts, jeans, sneakers OK
What is included in the price
Hotel accommodations from Sunday evening, October 16, to Friday morning, October 21
- Bus transfers during the study tour
- Lunches during the five tour days
- 2 networking dinners during the week
- Expert guide to Silicon Valley
- Preparatory materials for tour
- INMA staff who arranges tour and accompanies group
What is not included in the price
All other costs are the responsibility of the delegate — including airline transportation, airport transfers, and meals not specifically outlined.
What will the weather be like?
Expect highs of 67°F (19°C) and lows of 52°F (11°C)
Because of limited space on the tour, cancellations by participants will be accepted up until September 1, 2016, minus a US$750 administration fee. Cancellations received after this date will not be refunded. Substitutions may be accommodated if submitted in writing in advance of the Study Tour. In the unlikely event that INMA cancels the Study Tour because of insufficient participation, all registration fees will be refunded; any costs outside of the registration fee are the responsibility of participants.
There are limited spaces on the INMA Silicon Valley Study Tour. We expect the tour to sell out. Registrations are on a first-come, first-served basis. A tour spot is confirmed with a registration and payment. If payment is not received within 14 days of the registration, the tour spot is forfeited. Once the tour sells out, INMA will create a wait list based on date of registration.
Click below to reserve your spot on the INMA Silicon Valley Study Tour. You must be an INMA member to participate.
Marketing & Public Relations Manager
Mobile: +1 972 787-8167
Click here to e-mail me