Rita Cohen, MPA's Senior VP, Legislative & Regulatory Policy, updated IMAG members on a proposed increase in U.S. Postal Service rates. The measure, which would have led to additional expenditures of approximately $160 million for periodicals postage, was rejected by the Senate’s Postal Regulatory Committee.

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Monday’s session began with a passing of the torch from outgoing MPA chair John Q. Griffin of National Geographic Publishing Group to incoming MPA Chair Jack Griffin of Time Inc.

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Interviewed by Steve Madden, Rodale's V.P./Creative Services and Digital Product Development, Schultz discussed how he has reenergized the Starbucks brand, transformed the company and achieved sustainable growth by using unique approaches such as engaging customers and fans through social media. Schultz also revealed the strategy behind the Starbucks Digital Network and why it will become an important digital storefront for content companies.

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This technology-focused panel helped publishers assess the tablet and smartphone marketplace, and make the right moves to position themselves for success in the mobile e-reading space. Sara Öhrvall, Director of Research & Development, Bonnier Corporation, moderated the panel that included Cheryl Goodman, Director of Marketing, Qualcomm MEMS Technologies, Inc.; Jeanniey Mullen, Chief Marketing Officer, Zinio / VIV; and John Metzger, Product Manager, Adobe Publishing Group.

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Moderated by Andrew Jung – EVP & Chief Marketing Officer, MPA, panel members  Stephanie George, Executive Vice President, Time Inc.; Sally Preston, SVP, Group Publisher, Martha Stewart Living Omnimedia, Inc.; and Jeannine Shao Collins, Executive Vice President and Chief Innovation Officer, Meredith 360, demonstrated 360-degree selling as a successful and beneficial venture and expressed hope for the future of cross-platform selling. Each brought to the panel an example of a successful 360-degree campaign to illustrate different methods of collaboration.

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Desiree Rogers has only been CEO Johnson Publishing Company for two months, but that didn’t prevent her from speaking confidently and optimistically about the future of the media company during Monday’s session.

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Anthea Stratigos, Outsell co-founder & CEO, released exclusive results of the first study that looked comprehensively into the magazine e-reading landscape from three distinct viewpoints -- the consumer, the marketer and the publisher. 

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Interviewed by Meredith's Nancy Weber, Deborah Marquardt of Maybelline NY*Garnier*Essie stressed the importance of strong, specific partnerships – as opposed to sponsorships of specific campaigns. Successful ideas need to be brought up about a year in advance, shared Marquadt, who just finished a partnership for last month's New York Fashion Week. They should be specific and unique to the company that is advertising, she added.

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Introduced by David Carey, President, Hearst Magazines, Tobaccowala noted that the future of the magazine industry is in the hands of its leaders.  Publishers built a successful industry that isn’t going anywhere.  “It’s not going to die,” he joked, “the person who said it is going to die.”  Industry is meant to revolve and remain, and it must do so to attract the next generation of leaders.

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Introduced by Tom Harty, President, National Media Group, Merdith Corporation, William J. Lynch., Jr., discussed with Reader's Digest's Peggy Northrop the company’s plans for the digital future, their efforts of selling hard-copy books online, and where magazines fit into his company’s ongoing plans.

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Ann Shoket, Editor-in-Chief of Seventeen interviewed Fortune magazine’s former senior internet and technology editor and author of The Facebook Effect, David Kirkpatrick. Kirkpatrick looked at the startling growth of Facebook, the impact of social networks on consumers, the effectiveness of social networks for marketing and advertising, and ultimately what it means for magazines and other forms of mainstream media.

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Rich Gordon and Kristian Hammond of Northwestern University introduced a collaborative project between the Medill School of Journalism and the McCormick School of Engineering and Applied Science.

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Moderated by Abbey Klaassen, Editor, Advertising Age, this panel took a close look at the direction magazines will take in the coming years, and how technology—namely the iPad—will change the industry. Panelists include Matt Bean, brand editor for Men’s Health and Women’s Health; Scott Dadich, creative director, WIRED and Executive Director, Digital Magazine Development, Condé Nast; and Chris Hercik, creative director, Sports Illustrated Group.

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Todd Krizelman, CEO and Co-Founder of MagazineRadar shared his opinion on some of the possible hidden reasons behind this year’s "magazine industry rebound." Krizelman noted that the recent resurgence was a different kind of recovery, because the rebound did not extend across the board for all magazines. A percentage of magazines were either “flat or up” in the past year, with tech, science, news, fashion, food, luxury and women’s magazines succeeding the most.

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