Strategies & Innovations Track

"To Pay or Not to Pay: The Question of Hybrid Media Opportunities"

Your Session ROI

  • Evolve standard story pitching with hybrid media approaches leveraging paid, earned and owned media.
  • Negotiate ad fees that will bolster your bottom line.
  • Enhance existing social media programs with a matrixed approach, drawing on heat from ads, traditional placements and email marketing programs.

While "pay for play" is still a hotly contested topic in communications circles, this session panel evaluates how a new media hybrid of earned, owned and paid media — “native advertising” — can strategically build results.

Peter Himler
is founder of Flatiron Communications LLC, where he advises established and emerging companies, as well as tech startups, on how to use the latest communications technologies and strategies to advance their business goals. He frequently lectures and writes about traditional public relations and digital/social media on his blog and for He serves as president of the Publicity Club of New York and on the advisory boards for Social Media Week, the Center for Communication, and the Communications & Media Studies Program at Tufts University. Connect with Peter on Twitter

Panel Speakers:
Josh Sternberg is a media/publishing reporter at Digiday. Connect with Josh on Twitter.


Jonathan Perelman is the vice president of agency strategy and industry development at BuzzFeed. Connect with Jonathan on Twitter.



Matt Browher is a senior vice president, digital strategist at Ketchum. Connect with Matt on Twitter.