This is the archived SXSW 2012 schedule. Please see the current schedule here.

3-2-1 Publish: Prepping the News Room for D-Day

#sxsw #321Publish

3-2-1 Publish: Fine-tuning Your CMS, Digital Staff & Social Feedback Loops for D-Day: You can’t predict an earthquake, flood, or tornado, or revolution, but you can plan for major news events – like the World Series, a royal wedding, or an upcoming presidential election. How can real-time news organizations prep their reporters, technology infrastructure, and social feedback loops for a big news event? In today’s real-time, instant-feedback news cycle, what do readers expect in event coverage? News organizations will find out how to apply new data-mining techniques and content management algorithms to “predict” what readers will want to read about, so you can cover the “big events” in a way that will drive optimum traffic and ad revenues.


Eleanor Hong Sr Mgr, WatchESPN ESPN

I manage SEO/search and social media at WatchESPN/ESPN3. Content discovery and growing audience through as many front doors is a priority. Formerly, I was the search/social media manager at

And just like Joel, I like to drink tea ... coffee, wine, beer too.

ESPN3 is ESPN's live multi-screen sports network, a 24/7 destination that delivers thousands of global sports events annually and accessible online via WatchESPN delivers live access to ESPN, ESPN2, ESPNU, ESPN3 and ESPN Buzzer Beater/Goal Line on PCs, smartphones and tablets to fans. ESPN3 is available to about 73 million households at no additional cost to fans who receive their high-speed Internet connection or video subscription from an affiliated service provider.

Joel Abrams Sr Prod Mgr, Social Media & Search Boston Globe/

I do Social Media and Things That Need To Get Done for and I've put this 140-year-old institution on Twitter, Facebook, Tumblr, Foursquare, Google+, Schemer, and even briefly considered Plurk.

Previously, I worked for,, Lycos, CNN, and a wireless startup that burned through $26 million in VC.

I drink tea.

Meredith Artley VP Editorial

Sheigh Crabtree Exec Editor UberMedia

Sheigh Crabtree is Executive Editor at UberMedia, home to over 6 million social media users on, UberSocial and Echofon, where she oversees the content team and social strategy.

She is journalist and editor with an unparalleled background in search and social for the newsroom. Most recently she was Vice President of Audience Development at Perfect Market, an Idealab startup, which helps news sites drive more engagement, traffic and revenue for their content.

Previously, Sheigh was the Los Angeles Times' director of news and programming for entertainment, in addition to launching the premier Oscar site, Sheigh oversaw five of the Times' 10 top-performing blogs and launched and edited numerous event blogs and web features. While at, she doubled site traffic month-over-month by devising original content and through strategic use of SEO and SMO.

Prior to the L.A. Times, Sheigh was a film reporter and New Media Editor at the Hollywood Reporter, where she penned the popular Cinema Technology column and was awarded the Robert Wise Award for Outstanding Journalism.

Sheigh got her professional start in digital media in Northern California, where she was a technical writer for Pixar Animation Studios and PDI/DreamWorks. During the 2008 presidential election, she served as deputy commissioner on a social media Get Out the Vote effort for California for Obama.

She lives in Silver Lake and on Twitter: @Sheigh.

Tim Ruder Chief Reveune Officer Perfect Market

As Chief Revenue Officer for Perfect Market, Tim Ruder is responsible for the growing traffic and revenue for partner publishers, including the Los Angeles Times, New York Times,,, Global Post, Business Insider and over 40 other web publishers.

Tim started his career with the Washington Post Co. in 1989, moving to the online division in 1995. During his 17 years with the Washington Post, Tim pioneered the development, management and growth of interactive business lines, serving in various marketing, sales, product development, business development and operational roles, rising to the post of VP of Marketing for all of WashingtonPost-Newsweek Interactive's websites.

Before moving into that role, he served as the local vice president and publisher, responsible for the company's regional market strategy, initiatives and operations. Under his leadership, achieved the highest reach of any local site in its market and claimed multiple industry awards for excellence.

His efforts were instrumental to the successful launch, growth and dominant market position achieved by WPNI properties (, Slate,, and Sprig) in local, national and international markets.

Tim has consulted with businesses adapting to the changing media landscape, supporting the development of new competencies in audience development, search engine marketing, social media marketing and interactive advertising. As a consultant to the Los Angeles Times, Tim helped double its audience in less than 12 months.

Tim holds a B.A. in political science from Purdue University and an MBA from George Mason University.

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