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SPECIAL: SITE CRITIQUES
During the Workshop, you will be assigned to a small team of your Web publishing colleagues. Working together in our computer lab, you will test-drive and critique one another’s sites using guidelines developed by our faculty. Your discussions will focus on clear presentation, intuitive navigation, and the ease with which users can perform critical tasks. At the end of the session, you will have pages of notes to take back to your organization on how to improve your site.

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Broadcasting Your Brand
A primer on all the ways you can sprinkle your brand--and pieces of your site-- throughout the Web: RSS; Twitter, FriendFeed & related microblogging; widgets & badges; social tagging & digging & buzzing, blogs, and more.

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Video Strategies: What's Working Today
What are the business strategies behind Web video? Who do you use as on-camera talent? And what kinds of video clips work best? This session examines smart, new uses of video that can enormously enrich your content and draw more users to your site.

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User-Generated Content: Growing It, Controlling It
The hallmark of the new Web is the engagement of your readers in adapting and repurposing your content for their own purposes. How do you to think about harnessing the enormous energy of your users to build out your site?

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10 Mistakes Web Sites Still Make—And How to Fix Them
Many sites are still puzzling places that make it hard for users to do what the need to do. Working with a number of example sites, we demonstrate strategies for demystifying baffling navigation, sharpening fuzzy identities, unearthing “buried treasure,” translating “site speak” into an audience’s native language, and revving up flat content by making use of the Web’s special powers.

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Secrets of Search Engine Optimization
Search engines present both challenges and great opportunities for site designers & developers. Learn how the search engines judge a Web page's quality and importance, how to improve your site's ranking, and what it takes to draw more visitors from search engines.

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Using Web Metrics Strategically
We all have technology in place to track Web statistics. But interpreting the data we gather, and changing our sites because of it, are still black arts. What can you track with your web stats? What should you track?

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Remixing Content and the Power of Metadata
Taxonomy, information architecture, tagging, metadata--why are they so important? In this session, you'll learn the practical applications of these techniques, including how you can carve up and remix information (your own and that of others) to create more compelling content for your audience.

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New Frontiers in Online Advertising
Video ads. Behavioral ads. Tickers and bugs. Ad networks. If you’re going to sell online advertising, you need to understand the fast-changing landscape of this important revenue-generating mechanism.

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Writing and Editing for the Web
Good Web copy is fundamentally different from printed text because Web users are different from print readers. Users don’t read on the Web—they scan. So your copy has to be short, to the point, and organized to deliver your message at a glance. We’ll look at techniques for “Webifying” articles and for creating Web-friendly headlines, link labels, and other display copy that get noticed by humans and spiders alike.

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Harnessing the Power of Blogs
Blogs are a platform for daily online publishing, which can dynamically connect your site to the larger online ecosystem and draw an audience of passionate, engaged readers. But blogging is a web-native publishing format that requires a very different approach and mindset from that of print periodical publishing. How do you harness the power of blogging as an extension of your editorial mission? Which publishers have been most successful in extending their brands through blogging?

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Eight Tips You Need to Know to Stay Out of Legal Trouble
Copyright. Content acquisition. Fair use. Trademarks and domain names. Visitors' agreements. Privacy policies. Spam regulation. Contextual advertising. Paid search. Spyware. Deep linking. Libel. Deal making and the contract process. Our legal expert explains how to protect your content and your brand - and how to stay out of hot water when running a Web site.

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Creating Guerrilla Video for the Web
How tough is it to create video? With the new tools available, it is simple enough to bring editors into the process, allowing them to support or extend a story in new ways. Video Lab is a step-by-step primer on how to create digital video, along with a discussion of ways in which it can be distributed to support your mission. Video Lab is an opportunity for you to work with the equipment yourself to create sometihing on the spot.

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Enewsletters: Smarter Strategies
Spam complaints. Preview panes. Blocked images. Mobile email. Social media. List churn and more. Email newsletters are alive and well, but publishers face a growing number of issues that can make e-newsletter success challenging. This session will provide publishers with a number of practical e-newsletter optimization tips that will provide a significant increase in ROI.

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Doing Deals: Why Contracts Shouldn't Be Left to the Lawyers
Whether you're acquiring content, outsourcing to an application service provider or partnering with another website, contracts matters. A contract is not just a legal document that defines when the parties can sue each other. A good contract is a business tool that helps the parties define and manage a relationship. Don't just leave contracts to the lawyers:  you can and should understand what they mean and why they matter. This session is designed to decode the legalese and demystify the contract process.

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How to Pull Off a Successful Redesign
Web site redesigns don’t have to be interminable, gut-wrenching, politically charged ordeals leading to results that please no one and fail to deliver noticeable improvements. But they do need to be carefully planned. Here are 7 key steps--from the Big Buy-In through Reading the Tea Leaves and on to the Final Tire-Kick—­to help you create a bang-up new site with less bloodshed. This presentation includes a sample “spec doc” and simple mockups for communicating your ideas to designers and developers.