Newspaper people with an added predisposition to country music will find the NAA's mediaXchange event in Nashville next month an irresistible mix.

Apart from a full business programme on the theme of 'Informed, inspired, invested', performances by Music City 'royalty' take place at intervals over the three days, March 15-17.

Among artists lined up are Mary Chapin Carpenter, Mickey Guyton and Justin Adams. Best known for a 1992 quadruple platinum album Come On Come On - which yielded seven chart-topping hits - she is back to form with Songs from the Movie.

While Sunday's (March 15) business focusses on the NAA Audience Development Symposium, a welcome reception that evening at the Country Music Hall of Fame includes a performance of The Doyle & Debbie Show.

Later, music running parallel with the business programme comes from Justin Adams and Mary Chapin Carpenter (Monday) and Mickey Guyton and Caroline Kole (Tuesday).

mediaXchange gets down to business on Monday (March 16) when opening remarks from president and chief executive Caroline Little are followed by a welcome from NAA chairman Bob Dickey, who is president of Gannett's US community publishing business - and Nashville mayor Karl Dean.

Keynote speaker is Martin Karl Schibbye, a Swedish journalist who was imprisoned in Ethophia from 2011 to 2012, with a general session on 'How millennials find, use and consume news - new data from the Media Insight Project' following.

Morning speakers also include Vox Media chairman and chief executive Jim Bankoff and Kelly McDonald, author of 'How to market to people not like you'.

The 'millennials' theme continues after lunch - to be addressed by governor of Tennessee Bill Haslam - with a panel discussion and breakout sessions on expanding audience reach, and connecting with mobile audiences. Advertiser roundtables and a session on using data to make journalism more engaging follow.

On Tuesday morning, Gary Pruitt, president and chief executive of The Associated Press talks about 'Success in the local marketplace', and there are keynotes from Webbmedia chief executive Amy Webb and Jumpstart Foundry president Marcus Whitney, followed by Accelerator Pitch Programme presenters.

Afternoon breakout sessions cover monetisation of new platforms, subscriber acquisition and retention programmes, advertising content, and new revenue sources beyond newspapers.

The annual formalities of the Crystal Bell Award and 'Passing the gavel' follow before a final general session on 'Living and learning through community' featuring five-time Grammy Award winner Victor Wooten and Tennessee State University professor Rod Taylor. An evening reception closes the event.

A supporting exhibition is open on the Sunday afternoon, Monday and Tuesday, with the event's traditional advertising meetings across the first three days of the week.

More details from the website

On our homepage: Five-time Grammy winner Mary Chapin Carpenter