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August 03, 2007Weekly Reader, Beacon Street Girls, Kajeet Join The Tween Mashup
We've been hard at work building our program for the next Ypulse Tween Mashup. I wanted to thank everyone who has been suggesting speakers and just clarify how we're defining tweens since the age range is a bit of a moving target in the media. Since we're focusing on technology, we decided to narrow the age range to 8-13 and limit the web sites that are speaking to those that are COPPA compliant. My thinking is that even though sites that are 13 and up may attract the "tween" demographic, I wanted the focus here to be really clear. These are sites specifically designed for this age group, not that happen to also attract them. We are keeping all of the speaker requests coming in for future events including next year's big Mashup in July.
We just added Addie Swartz, CEO, of B*tween Productions, to our new school panel -- Addie will be joining Jim Bower and Mattias Miksche to talk about how these new school brands are using technology to reach tweens. Beacon Street Girls has been an indie success story in the book publishing business and is expanding their online community in a big way. More about Addie:
B*tween Productions is the home of the Beacon Street Girls award-winning book series and Web site for preteen girls. Addie created the Beacon Street Girls in 2002 to provide positive role models and healthy messages for tween girls, whatever their challenges. Today, there are 10 Beacon Street Girls books with more than 500,000 copies in print. There are "super-fans" in 95 countries and BSG related products are sold at more than 850 independent gift shops and through the COPPA-compliant Beacon Street Girl website. Addie founded BrightIdeas in 1992. The company sold educational software to parents and teachers and was acquired by Addison Wesley in 1996.
We also added Bryon Cahill, the editor of Weekly Reader's Read Magazine, to the Old School to New School panel. Weekly Reader is a pretty old school magazine brand, and I have been impressed with how they have dedicated themselves to their new blog "WORD." I don't have his "professional" bio yet, but his WORD bio is pretty funny:
Bryon is the editor of READ Magazine. His whole life has been devoted to reading. In fact, he started reading before he was even born! Back in the middle ages, when Bryon was nothing more than well... nothing... he would read constantly. OK, that's an impossible lie. You got me. Wait a minute. Are we live? Turn off the camera! Turn it off!
We have confirmed that a very senior exec from Nickelodeon will deliver our opening keynote and are working hard to confirm an afternoon keynote from Disney. And...superstar Jupiter analyst David Card will moderate the Old School to New School Panel while kid/tween community guru Izzy Neis will moderate the New School panel.
I'm also happy to announce that Swivel has signed on once again as a sponsor of the event, which includes a case study slot. I was really excited when they told us they wanted to give their case study slot to Kajeet. If you've been watching the evolving tween mobile space, Kajeet has emerged as one of the leaders. They did a recent partnership with Whyville and also launched dudemail, which is powered by 2007 Mashup exhibitor Oddcast. Kajeet's CEO Daniel Neal will deliver the case study.
There are three sponsored case studies available, so if your agency or brand wants "15 minutes of fame" to talk about how you successfully engage tweens with technology, please get in touch with Charles Pelton at Modern Media. We're also looking for a "happy hour" sponsor -- the Javits isn't exactly the most hip environment to network, so we'd like to go somewhere cool in Chelsea after the event to keep the conversation going and the drinks flowing.
I also want to let you know about a special deal we have with Digital Media Wire. They are putting on their Millennials Conference in Manhattan right before the Tween Mashup. If you look at our agendas, you'll see there is almost no overlap -- the exception is Stardoll, but I think seeing Mattias demo Stardoll at Millennials will be very different than seeing him in conversation with other New Schoolers and YOU about under 13s specifically. There is no overlap by design because we want to encourage you to go to both events and are offering a discount to anyone attending the Millennials event. Of course, they are also offering a discount to anyone who wants to attend the Tween Mashup. We also are offering a discounted non-profit rate. The early adopter discount ends September 15. So register today!
Posted by anastasia
Speakers | Sponsors
Friday September 28
- How traditional brands are leveraging new media to reach tweens
- Building communities around your brand: what works & what doesn't
- Are tweens still reading books and magazines and watching TV?
- What is the appeal of virtual worlds for tweens?
- Integrating sponsors or selling subscriptions: a look at online business models for tween communities
- Offline brand extensions: from virtual to products, movies and more
- How to market to tweens and be COPPA compliant
- How to keep kids in - and adults out
Hear real tweens talk about their favorite Web sites, games and more!
Dema Hanna, Producer, Nickelodeon
Bernice Wooden, Camerawoman, All About Kids TV
Caroline McCarthy, Staff Writer, CNET News.com
Director of Marketing, Sony Home Pictures Entertianment
Chuck Salter, Senior Writer, Fast Company
Emily Zyko, Project Manager, Family Literacy, Thirteen WNET
Helen Vargas, Segment Producer, All About Kids TV
John Regal, CMO, kajeet, Inc.
Keisha Wright, Sr. Marketing Manager, MTVN Kids & Family
Lillian Lebron , Beacon Media Group
Matt Nichols , Highland Capital Partners
Matt Schwartz, Director of Online Marketing, Simon & Schuster Children's Publishing
Shalini Patel, Associate Brand Manager, LeapFrog
Shelly Hirsch , Beacon Media Group
Angela Morris, Series Producer, All About Kids TV
Jennifer Franko, Account Executive, Cynopsis KIDS!
Mark Bohn, Vice President, Cynopsis Media LLC
Joanna Roses, Senior Director, Corporate Communications, Nickelodeon/MTVN Kids and Family Group
Jonathan Bertfield, CEO, Readio Network
Helen Lerberg , 2Can Entertainment
Joanne Erickson, Director of Research, Neopets
Barbara Marcus , B*tween Productions
Lilka Nakanishi, Editor, Snippies
Michael Acton Smith, CEO, Mind Candy
Antonio Neves, Producer, BET News
Ana Adler, Creative Manager, Boomerang Latin America
Brian Anderson, President, Yomod.com
Eric Greenwald, Executive Vice President - Ad Sales & Business Development, Whyville.com (a Numedeon, Inc. property)
Angela Natividad, Co-Editor, Adrants.com
Kelsey Smith, Teen Advisor, PAYjr
David Jones, CEO, PAYjr
Mary McIlrath, Vice President, Qualitative Services, C&R Research
Alex Leiter, Account Executive, Disney Online
Mara Einstein, Associate Professor, Queens College
Navid Behzadi , Cell Fish Media
Stephen Youngwood, Executive Vice President, Digital Media, Nickelodeon/MTVN Kids and Family
Nancy Gruver, Publisher, New Moon Publishing, Inc.
Nicole Perri, Editor-in-Chief , Popteen.com
Michelle Bisson, Product Manager, American Greetings
Mike Fassino, Director, Weekly Reader Research
Simona Grinfeld, Marketing Specialist, American Greetings
Co-Founder, The Chica Project
Scott Lemon, Consultant, HumanXtensions L.L.C.
Randy Meredith, Creative Director, Brighter Minds Media
Al Primo, Executive Producer, Teen Kids News - Weekly Reader Corporation
Dominic Rivera, Managing Editor, 901am.com
Carol Altarescu, EVP, Privacy Vaults Online - PRIVO
Kevin Auerbach , 365 Connect
Theresa Bhatia, VP, Business Development, kajeet, Inc.
Edward Bikales, President, Snippies
Jamie Bryant, Founder and CEO, B-books, Ltd., (Kiki Magazine)
Susanah Doucet, Production & Media Manager, Music Alive! Magazine
Scholastic, Inc.
Peter Grunwald, President, Grunwald Associates LLC
Nuit Hansgen, Director, ARTSEDGE
Caroline Horn, Editorial Director, Music Alive! Magazine
Robbin Jakklin , C&R Research
Joyce Kim , The Gigaom Show
Linda LaBrecque , WhateverLife, Inc.
Richard LaBrecque , WhateverLife, Inc.
Jacquline Lane, Director of Teen Research, C&R Research
Jeff Mayerczak, Director, Content Services, kajeet, Inc.
Liz Nealon, Managing Director, Tesseractive Pictures
Danilee NewBy, Graphic Designer, WhateverLife, Inc.
Sinyoung Park , NYU
Celeste Pietrusza, Marketing & Partnership Development, Snippies
Steve Rogers, VP - Business Development, Industrious Kid, Inc.
Manager, Consumer Insight & Strategy, mDisney
Suzie Sisoler, Senior Online Marketing Manager, HarperCollins Publishers
Jessica Stroud , PAYjr
Denise Tayloe, Pres/CEO, Privacy Vaults Online - PRIVO
, Scholastic, Inc.
Maura Welch, Editorial/Marketing Director, WeeWorld
Jeffery Boortz, President, Concrete Pictures
Lawrence Neves, Editorial Director, Pokemon USA Inc.
Eric Robinson, InComm
Amy Bowman, InComm
Jennifer Brown, AllyKatzz.com
Jennifer Van Grove, Community Manager, FIRST
Allison Mooney, Director of Trends and Research, Fleishman-Hillard, NGT
Larissa Faw, Editor, Youth Marketers Alert
Manager Consumer Insight and Strategy, mDisney
Ashley Qualls, CEO and President, Whateverlife, Inc.
Danielle NewBy, Graphic Designer, Whateverlife, Inc.
Criag Peters, Director, Online Marketing & Communications, kajeet
Vice President, Strategic operations, National Geographic Society
Kelly Mendoza, PhD Student, Temple University
Catherine Lee, Publisher/CEO, Discovery Girls Inc
Timothy Mabrey, Creative Director, Gorilla Soapbox
Andrew Schultz, Senior Editor, Gorilla Soapbox
Sherri Culver, Director, Media Education Lab, Temple University
Allison Keiley, Online Content and Community Manager, Girls Incorporated
Head of Marketing, Glassnote Records
Dave Witzel, Producer, Backyard Jungle, Forum One Communications
Cliff Annicelli, Editor, Playthings Magazine, Reed Business Information
Lynne D. Johnson, Senior Editor, FastCompany.com
Robert Smith, NPR New York Correspondent, National Public Radio
Vice President, Strategic Operations, National Geographic Society
Kristen Soumas, VP, Games, Lifetime
Brian Braiker, Columnist, Newsweek
Bryon Chaill, Weekly Reader
Izzy Neis, User Engagement Manager, Star Farm Productions
Mark Hansen, Director, LEGO Group
Diane Hockenberry, Director of Audience Development, Newspaper Association of America
Shannon Silva, Professor, University of Northern Carolina Wilmington
Andre Silva, Professor, University of Northern Carolina Wilmington
Edith Bellinghausen, Vice President of New Media, Razor & Tie/KIDZ BOP
Jordan Cooper, General Catalyst Partners
Eileen Esposito, VP, Communications, Cartoon Doll Emporium, LLC
Evan Bailyn, CEO, Cartoon Doll Emporium, LLC
Licensing Manager, DC Comics/Warner Brothers
Sarah Corrigan, Assistant Web Editor, B*tween Productions
Bobbie Carlton, Director, Marketing, B*tween Productions
Michelle Sullivan, Executive Producer, National Geographic Kids
Vice President of Marketing, HarperCollins Publishing
Chief Creative, COGO
Brian Reich, Director of New Media, Cone, Inc
Barbara Pflughaupt, Principal, P&F Communications
Marketing, EPM Communications
Market Analyst, Practical Parenting Concepts
Kathy Ishizuka, Technology Editor, School Library Journal
Kyra Reppen, Senior Vice President & General Manager, Neopets
Mark William Hansen, Director, Business Development, LEGO Group
Molly Chase, Vice President and Executive Producer, Cartoon Network New Media
Addie Swartz, CEO, B*tween Productions, Inc.
David Card, Vice President & Senior Analyst, JupiterResearch
Bryon Cahill, Editor, READ Magazine, Weekly Reader Publishing
Daniel Neal, CEO, kajeet
Jim Bower, CEO Numedeon
Anastasia Goodstein, Publisher, Ypulse.com
Renee Hobbs, Professor of Communication and Director, Media Education Lab, Temple University
Mattias Miksche, CEO, Stardoll
Joi Podgorny, Kids/Tween Internet Community Expert
Erin Reilly, CEO, Platform Shoes Forum
Denise Restauri, CEO, Allykatzz.com
Charles Pelton, Managing Partner, Modern Media Partners
Mary Zagrobelny, VP Marketing, Modern Media Partners
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