"Do business owners value the power of storytelling?" I asked Dan Grech, founder and lead instructor of BizHack Academy, last year.

From now until the 43rd SIPA Annual Conference June 3-5, Wednesday's SIPAlert Daily becomes THE ROAD TO 43. I'll offer takeaways from the speakers and sessions, take a glimpse or two back—it's a good time to dust off the old Hotlines—point out some special events, and have a little fun.

Editor's note: This is the third of an ongoing series profiling the 2018 SIPAward winners.

The SIPA Annual 2018 Conference, which begins three weeks and a day from today on Tuesday, June 5, is designed to elaborate on the digital opportunities and to encourage innovation to help publishers monetize and grow. The list of industry people who are attending is impressive, and there will be plenty of time for networking and picking some knowledgeable brains.

The late, great novelist Pat Conroy—author of The Prince of Tides and The Water Is Wide (made into an excellent film titled Conrack with Jon Voight)—said that "the most powerful words in English are, 'Tell me a story.'"

Despite most experts recommending it, paid search might still be underused. A recent report from Clutch and Ignite Visibility found that just 19% of SEO-focused businesses put resources into paid search.