"Ultimately, the balance we have to find is how we still do journalism and stay true to our mission while incorporating innovation, technology, and product thinking in a way that allows us to be very value-centered in relations to our readers."

In choosing Anita Zielina, director of news innovation and leadership at the Craig Newmark Graduate School of Journalism (CUNY), to be our opening keynote speaker at the upcoming Business Information & Media Summit (BIMS), Nov. 11-13 at the Margaritaville Hollywood Beach (Fla.) Resort, we looked to the above quote. It just seems like she knows us and the challenges that most publishers and media companies face, and will be able to provide some paths to follow.

Here's a quiz showing more of our incredible speaker representation at BIMS:

1. Which one of these is NOT a deadly copywriting sin, according to Ragan Communications?
a. Writing for a novel, not the web.
b. Sounding more keyword than human.
c. Writing for yourself and not your audience.
d. Heavy proofreading.

Diane Schwartz, CEO of Ragan Communications, will speak on a panel titled Critical Conversations: Turning Corporate Culture Into Your Best Business Asset. And Jim Sinkinson of Fired Up! Marketing will present a Pre-Con Online Copywriting Bootcamp: How to Skyrocket Results from Emails, Landers and Home Pages. There is no extra charge for that Pre-Con. 

2. Sean Griffey, CEO of Industry Dive, and a Day One keynote at BIMS, recently told Matt Kinsman this: "When we launch in new markets, we think it takes ______ to _______ months to become material to the organization, so to some degree that growth we're seeing now is due to publications that we launched two to three years ago that are starting to hit their strides (supply chain, hr).
a. 6-12
b. 12-18
c. 18-24
d. 24-30

Monday, Nov. 11, 4:15 pm - Keynote: 'A Boring Business Warren Buffett Would Love': How Industry Dive is Doubling Revenue By Focusing on Culture and Content – Sean Griffey, CEO

3. "If I had to decide today on one platform to design for, with all the disruptions, it would be the _______." That's from a talk that Mario Garcia, adjunct professor, Columbia University Graduate School of Journalism and CEO, Garcia Media, gave recently at the famed Poynter Institute in St. Petersburg, Fla.
a. phone
b. desktop
c. artificial intelligence
d. ipad

Garcia will deliver the Tuesday morning keynote titled Storytelling in the Mobile-First Age. 

4. While marketing events, Brian Cuthbert, group vice president, Diversified Communications, recommends that once your deadline for the lowest price ends, so does that price. "You can't train an audience to honor your pricing if they know that there's going to be Throwback Tuesday every time a deal ends. You have to stick with it," he said." He calls this:
a. audience training
b. the price is right
c. price integrity
d. no backsies

Cuthbert and Becca Carifio, digital product manager, Diversified Communications, will deliver the session: Case Study: How IOFM Revamped Its Membership & Certification Business to talk how they The Institute of Finance and Management recently revamped their membership product which was declining.

5. In a marketing session last year, Dan Grech of BizHack Academy posted five questions that he said you should put on a whiteboard when starting a marketing initiative. Which one was not among the five?
a. How do customers recognize they have a need?
b. Where do customers get their information?
c. What hours do your customers work?
d. How do they evaluate alternatives to satisfy their need?
e. How do they actually make the purchase?
f. How do they act after the purchase has been completed?

Grech will be leading a Digital Marketing Roundtable, an interactive session based on one of the most successful courses at his academy.

6. Anita Zielina also said this: "A focus on ________________ does not foster innovation. The interesting thing is that success is only possible if you experiment more. And experimentation is doing different things until you find something that works. If we move to a more iterative process in product development—where failure is accepted in every tiny step along the way, to adjust from it—we can be more successful."
a. the bottom line
b. perfectionism
c. new employees
d. hotels named for rock songs

Zielina will be the opening keynote speaker at BIMS.

7. In his first Harvard Business Review article in 2002, innovation expert Tony Ulwick describes the foundational elements of his innovation process and describes how it was used by Cordis Corporation, a division of J&J, to create a new line of __________________ that increased their market share from 1% to over 20%.
a. specialized diapers
b. angioplasty balloons
c. batting helmets
d. walking boots

On Nov. 12, Ulwick will present the keynote, Outcome-Driven Innovation - A New Way To Look at Your Product Roadmap and Create Solutions That Customers Want.

Answers:

1d.
Tip from Ragan - SEO used to be a quantity-as-good-as-quality game—the more keywords, the better—and if you had to sacrifice style to get a higher keyword density, so be it. Algorithms keep changing, and keyword stuffing can hurt your SEO score. 

2c – 18-24 months

3a – the phone.

4c – price integrity

5c – What hours do your customers work?

6b - perfectionism

7b - angioplasty balloons

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Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…