KEYNOTE:   "From Ali to Xena: Hanging on to the life of a sportswriter" with John Schulian, award-winning columnist, television producer and creator of "Xena, Warrior Princess"

PLENARY:   "Seeing the Great Detail: What writers and photographers can learn from each other" with Tom French (St. Petersburg Times), Kenny Irby (Poynter) and Roy Peter Clark (Poynter)

TOWN HALL-STYLE MEETING:   "The Rich Athlete and the Poor Sportswriter: A story of frustration and alienation," moderated by veteran sports journalist Buddy Martin, a conversation with a dozen of America's best-known and most influential sports writers and editors. At the center of the debate will be the most pressing questions concerning sports journalism, the writing craft and the role of sports in American society

PLENARY:  "My best tips for getting my best work into print," with Kelly McBride (Poynter), Christine Brennan (USA Today), Jemele Hill (Orlando Sentinel) and Amy Sancetta (Associated Press)

BREAKOUT SESSIONS:

• "Bringing a magazine sensibility to the daily paper," with Sandy Rosenbusy (Sports Illustrated) and John Rawlings (The Sporting News)
  

• "Mining the past of sports: The art and craft of the historical feature" with Alex Wolff (Sports Illustrated)
  

• "Reporting the sports column," with Dave Kindred (The Sporting News)
  

• "Going Deep: Strategies for enterprise and investigative reporting," with Tery Thompson (New York Daily News)
  

• "Taking it Hard to the Hoop: Writing the truth about race and sports," with Jason Whitlock (The Kansas City Star) and Aly Colón (Poynter)
  

• "How to use the interview to get great material for your stories" with John Sawatsky (ESPN news trainer)
  

• "Classic Rock: What we can learn from the early masters of sports writing" with Kevin Kerrane (University of Delaware), John Schulian and Sally Jenkins (The Washington Post)
  

• "Beyond the Cartoon Athlete: Writing sports profiles in three dimensions" with Michelle HIskey (The Atlanta Journal-Constitution)
  

• "What the best editors expect from the best writers" with Vince Doria (ESPN)
  

• "Preparing yourself for the big story: What I learned covering the Olympics" with Christine Brennan
  

• "Generating great ideas for enterprise stories" with Tom Jolly (The New York Times)
  

• "I'm not a Goof. I just play one on TV: How sportswriters must reinvent themselves in the modern world of newspapers, radio, television, Internet ad magazines" with Woody Paige (ESPN)
  

• "Performance Under Pressure: Taking care of the writing athlete inside you" with Sally Jenkins
  

• "The All-Purpose Sportswriter: Writing from everywhere with a deadline anytime" with Jim Litke (Associated Press)
  

• "Potholes, land mines and bean balls: The ethics of sports journalism" with Ronnie Ramos (The Atlanta Journal-Constitution) and Bob Steele (Poynter)
  

• "So funny, we forgot to laugh: Getting the humor back into sportswriting" with Kevin Kerrane (University of Delaware)
  

• "Running the Three-Minute Mile: Finding the focus of your story -- fast, fast, fast" with Chip Scanlan (Poynter)
  

• "Thumb Wrestlers, Poker Geeks and Nerf-ball Champs: Writing the offbeat sports story" with Jeff Klinkenberg (St. Petersburg Times)
  

• "Four Approaches to Game Coverage: A debrief of event reporting from the perspective of the beat writer, the sports editor, the feature writer and the columnist" with Marc Topkin (St. Petersburg Times), Jack Sheppard (St. Petersburg Times), Dave Scheiber (St. Petersburg Times) and Dave Kindred (The Sporting News)