I have been invited to speak this Wednesday at The Future of Publishing. The panel will include myself, Kris Krug, Ben Garfinkel, Janet Johnson, and Eric Karjaluoto.

I will be speaking about business blogging and corporate communications, the changing structure of dialogue and branding, a personal look into professional blogging and a short demo of Qumana.

Here is the conference overview:

The move from branding to blogging may be daunting for traditional advertisers, but it creates a myriad of exciting opportunities for forward-thinking business leaders, publishers, and people with a story to tell.

For decades, traditional mass media has been the best mechanism for connecting companies with consumers. However, as new media usurps mass media, traditional approaches to publishing and storytelling are no longer the only solution.

As publishing moves to new media platforms such as the Web and mobile phones, the ways that we connect with customers, colleagues, readers, and each other will continue to change. Tomorrow’s book publishers may choose to help students study for tests by sending sample test questions to their mobile phones and enabling virtual study groups, while at the same time those students are using the Web to publish their own study guides.

This shifting media landscape means that today’s leaders, educators, and communicators must re-examine their ability to connect with consumers, and look for new ways to reach people in an environment characterized by personal media platforms and one-to-one communication.

This half-day conference features contributions from cross-platform publishers such as Electronic Arts, the CBC, the Globe and Mail, Exponentia, and Blast Radius. It will give attendees an opportunity to hear expert opinions on a variety of topics, including the future of publishing, mobile communities, and the role of the editor. Participants will be encouraged to ask questions and be part of the dialogue as we tackle thought-provoking questions such as:

* Is branding more or less important than it used to be?

* Should storytelling be left to the experts?

* In an era when we can all find an audience if we want one, is it more important than ever to find a way to reach the masses?

* Is reality programming here to stay?

* Which companies are advertising less and doing more?

* What can we expect to see in the next few years as mobile networks continue to grow?

As an interactive way of exploring notions of traditional versus new media publishing, the conference will feature a live demonstration of the Get Your Vote On mobile network. Throughout the panel discussion, audience members will be able to use their phones to vote on the positions being put forward by the panelists and see their votes reflected, in real-time, on the screen.

The Future of Publishing Conference is essential for anyone who wants to hold their ground in a changing publishing market.