Members and non-members have until the end of the day tomorrow, Friday, June 25 to receive the early registration discount for AAN's 33rd Annual Convention in Toronto. The discounted rate for members and associate members is $325 per person, and the discounted rate for non-members is $425 per person. Both rates will increase by $50 per person after Friday night.

In addition, when three representatives from the same member paper sign up, that paper will get a fourth registration free of charge. This offer will remain valid after the early registration deadline.

Click here to register online.

As of today, June 24, the Hilton Toronto still has a very limited number of rooms available at AAN's discounted rate of $139.00 (CAD) per night. Click here to reserve a room at AAN's group rate and contact the AAN office if you encounter any difficulty obtaining the group rate through their site.

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Ron Reason's recent redesign of Creative Loafing (Atlanta) was a bold articulation of the notion that any redesign effort should consider the question of revenue. His fresh treatment of alt-weekly mainstays such as the adult classifieds -- rebranded as "wink*" in Atlanta -- and use of creative advertising concepts like peel-away ads are just two examples of how a redesign can "give advertisers a reason to be excited about print again."

Can a similar approach work for your paper?

Reason will be in Toronto to provide a peek into the Atlanta alt-weekly's makeover and share tips on how to approach the overhaul of your print product, including the often overlooked task of incorporating your sales team into the process. Ron Reason is a visiting faculty member at The Poynter Institute and a design consultant who has assisted a variety of newspapers and magazines across the globe in rethinking the visual aspects of advertising.

"I always advise clients: why just switch fonts? Why not redesign for growth?" Reason explained on his blog. His session will leave you with plenty of ideas on how to lure in new clients with innovative marketing offerings that blend seamlessly with editorial content to create a finished product that advertisers will want to be a part of.

Culture maven Patricia Martin says that in addition to being technologically savvy, the next generation of consumers is politically aware, hungry for knowledge, and are attracted towards brands that project authenticity.

All of this, Martin says, augurs well for alt-weeklies, which -- unlike mainstream media -- are uniquely positioned to capitalize on these trends.

"Some media outlets are doomed if they don't read the cultural trends," Martin says. "But independents have a secret weapon, they just need to optimize it."

The highly sought after keynote speaker and author of Renaissance Generation: The Rise of the Cultural Consumer and What it Means to Your Business, Patricia Martin will explain why she's bullish on the future of alt-media during an afternoon session at AAN's convention next month. Her award-winning consulting firm LitLamp Communications uses culture to connect brands with communities of consumers; and in Toronto she will demonstrate how alt-weeklies can use the lessons she's learned to create "emotional bonds" with their readers that will translate back to advertising dollars.

Martin's spot-on appraisal of the current cultural transition will be the final session on Friday, July 16, and is guaranteed to give convention attendees plenty to talk about as the evening's festivities commence.