Marketing strategy panel set for Miami show


Emerging trends by publishers to generate revenue to monetize new digital services and subsidize declining print ad pages, including sponsored or “branded content,” native advertising and advertorials, are beginning to rock the boat.

To explore how well these strategies work for the advertiser, the publication and the reader, the Marine Marketers of America will host a panel discussion at 4 p.m. Feb. 12 during the Miami International Boat Show.

“Marine Publishing: New Methods to Market Your Message?” will focus on what has been happening to the traditional wall between editorial and advertising and whether and to what extent these marketing strategies are delivering the goods — in the short term and the long term — for all parties that have a stake in a publication’s success.

Of particular interest to marine marketers is what type of “content” resonates with readers, new ways to buy and position advertising and the uses and limits of native advertising and sponsored or branded content.

Panelists include Duncan McIntosh, group publisher of Editor & Publisher as well as Sea Magazine, BoatingWorld and The Log newspaper; Shawn Bean, editorial director of Bonnier Corp.’s Active Interest Network; David Pilvelait, chief opearating officer of Home Port Marketing; Jim Rhodes, president and CEO of Rhodes Communications and Marine NewsWire; and Sally Helme, group publisher of Cruising World and Sailing World.

“In today’s saturated media marketplace, it’s always a challenge for marketers to break through the clutter with advertising that resonates with and grabs the attention of their prospects,” MMA VP and panel moderator Michael Sciulla said in a statement.

“Marine Marketers of America is all about ongoing professional development for the industry, and we believe this topic is timely and relevant. Our expert panel brings real-world expertise and insight that will benefit those responsible for marketing products in the marine industry.”

The event is sponsored by the Freedom Boat Club and will take place during the annual general members meeting of the MMA at the Miami Beach Convention Center, which starts at 4 p.m. on Feb. 12 in Room A101. The event is part of the MMA’s focus on providing professional marketing development for the industry and is free to members and industry trade guests alike.

The event also will include a social networking segment and a brief association report. Seating is available on a first-come, first-serve basis; no advance registration is required.