| 8:30 AM | Registration Opens
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| 9:00 AM | Continental Breakfast
Location: Lobby |
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| 10:00 AM | Welcome & Opening Remarks
Location: Manhattan Ballroom |
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| 10:15 AM | Turning Hyperlocal into Hyperprofit
Can hyperlocal content generate enough revenue to stay alive, or are they noble efforts by former journalists who are merely tilting at windmills? Noted authority Jeff Jarvis will describe his efforts to show the financial viability of such efforts, and then will be joined by panel of hyperlocal-site operators who will describe their front-line experience attracting advertisers.
Keynote - Jeff Jarvis, Director, Interactive Journalism Program, City University of New York
Panel - Chris Hendricks, Vice President of Interactive Media, The McClatchy Company
Panel - Chris Jennewein, President, U.S. Local News Network
Panel - Troy McGuire, VP of News and General Manager, Fisher Interactive
Panel - Mark Potts, CEO and Co-Founder, GrowthSpur.com
Location: Manhattan Ballroom |
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| 11:15 AM | A Case for Converged Sales: How the Yellow Pages Sell Online
Yellow Pages publishers have been the quickest to convert their massive print sales forces to online sellers. The fastest-growing of all was Yellowbook.com, which is on track to nearly double its online sales in 2009, to almost $400 million. Patrick Marshall will outline the industry's efforts and describe how Yellowbook.com has developed the right products, at the right time, with the right pitch.
Keynote - Patrick Marshall, Chief New Media Officer, Yellowbook
Location: Manhattan Ballroom |
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| 11:45 AM | The New Advertising Opportunity: Reputation Management
The Internet has opened a new channel for consumer feedback, and tough challenges for businesses trying to monitor and protect what's being said about them. Marchex has developed a unique product that allows merchants to harness social media and turn it into a powerful marketing tool.
Moderator - Matthew Berk, Executive Vice President of Product Engineering, Marchex
Location: Manhattan Ballroom |
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| 12:15 PM | Lunch & Five-Year Media Outlook
Join us for lunch, followed by a presentation by our award-winning, longtime local advertising analyst Kip Cassino. You'll get insights from the man who delivered bull's-eye predictions on the imminent demise of print recruitment advertising several years before it began and remarkably presaged declines in newspaper, yellow pages and direct mail.
Speaker - Kip Cassino, Vice President of Research, Borrell Associates, Inc
Location: Salon II |
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| 1:30 PM | Dessert with Vendors/Exhibit Hall
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Afternoon Sessions: Track 1
Partnering with the Portals: Speakers & PanelsPartnering With the Portals
Google, Microsoft and Yahoo seem to have all the technology and a lot of the traffic, but local media companies have loads of content, promotion and feet-on-the-street salespeople. Marriages between the two - or at least a lot of serious dating - are occurring at a greater rate. Learn what the portals have to offer, and hear from local media companies themselves how those relationships are working out. Each session will include a 30-minute presentation, followed by a 30-minute panel.
Location: Manhattan Ballroom| 2:00 PM | Partnering With the Portals: Yahoo
Moderator - Lem Lloyd, VP of Channel Sales, Yahoo!
Panel - Magnus Eliasson, Vice President, Product and Business Development Interactive/redplum.com, Valassis Communications, Inc.
Panel - Andy Lobred, Vice President, Sales and Marketing, Media General Digital
Location: Manhattan Ballroom | | 3:00 PM | Partnering With the Portals: Google
Moderator - Adrian Madland, Head of SMB Reseller Partnerships, Google
Panel - Max Steckler, Vice President Advertising Products, The Cobalt Group
Panel - Mike Wilson, VP Digital Media, Yellowbook
Location: Manhattan Ballroom | | 4:00 PM | Break
| | 4:15 PM | Partnering With the Portals: Microsoft
Moderator - Peter MacDonald, Director, Business Development, Microsoft APS
Panel - Peter D. Weinberger, President, Advance Internet
Location: Manhattan Ballroom |
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| Afternoon Sessions: Track 2
Broadcast Media's Advantage: Speakers & PanelsBroadcast Sites That Make the Grade
Broadcast TV and radio Web sites have lagged far behind newspapers and yellow pages, averaging less than 4% of total gross revenues from online sales. But not for all. The more aggressive stations have launched classified verticals, coupons, online directories and even online obituaries in order to go beyond the simple CallLetter.com sites and compete with print. Some of these efforts stand out as brilliantly executed strategies that are generating significant new revenue for their companies. Each session will include a 45-minute presentation, followed by a 45-minute panel.
Location: Regency Room| 2:00 PM | Broadcast Sites That Make the Grade: TV
Moderator - Pat LaPlatney, Vice President for TV and Digital Media, Raycom Media
Panel - Gary Gannaway, CEO and Chairman of the Board, WorldNow
Panel - Jimmy Goodmon, Vice President & Regional Manager, CBC New Media (WRAL-TV)
Panel - Robert Richter, Senior Vice President New Media, LIN TV
Location: Regency Room | | 3:30 PM | Break
| | 4:00 PM | Broadcast Sites That Make the Grade: Radio
Moderator - Vic Savelli, Executive Vice President, Archstream LLC
Panel - Craig Hahn, Director of Local Interactive Sales, Citadel
Panel - Lisa Mabry, Director of Web Services, RadioOne
Location: Regency Room |
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| 5:30 PM | Sponsored Cocktail Reception
Location: Manhattan Sky Bar |
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| 8:00 AM | Sponsored Continental Breakfast
Location: Lobby |
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| 8:30 AM | Summary & Preview
Location: Manhattan Ballroom |
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| 8:45 AM | What Main Street is Buying, and Why
Small businesses seem to be heavily scaling back their traditional media buys and rushing toward the Internet. But what exactly are they buying, and are they really getting results? Yodle has the distinction of being the fastest-growing local online advertising company in both 2008 and 2009, exhibiting 700% growth in 2008 and doubling revenues to approximately $75 million in 2009. Court Cunningham will offer insights into how Yodle has been able to tap the SMBs' needs so well.
Keynote - Court Cunningham, CEO, Yodle
Location: Manhattan Ballroom |
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| 9:15 AM | Exhibit Hall Opens
Location: Lobby |
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Morning Sessions: Track 1
| 9:20 AM | High Energy, Big Ideas, Big Bucks
If you've ever doubted whether there are big bucks in online advertising, this session will obliterate any skepticism. We've picked the best-know, highest-energy, most successful sales trainers in the business and asked them to not only give us their best ideas, but also to "work the crowd" for stellar sales approaches.
Speaker - Mike Blinder, President, The Blinder Group
Speaker - Bill Caudill, Vice President of Sales and Training, Borrell Associates, Inc
Speaker - Deborah L. Esayian, Founder & Co-President, Emmis Interactive, Inc
Location: Manhattan Ballroom | | 10:20 AM | While You Were Sleeping...These Guys Ate Your Lunch
While local media companies use the Internet to protect their assets, hungry entrepreneurs are building out independent Web sites and tuning them exactly to the specs of consumers' and advertisers' needs. They include sites like Toledo.com, Myrtlebeach.com, SanDiego.com, and Nashville.com. We'll hear from two of them - brothers David & Michael Castello of Castello Cities Network - who represent a new class of scrappy and innovative "geodomain" operators whose sites generate enough revenue to rival that of big in-market competitors.
Speaker - Michael Castello, CEO, CCIN
Speaker - David Castello, COO, CCIN
Location: Manhattan Ballroom | | 10:50 AM | What Real Estate and Automotive Advertisers are Buying
The automotive and real estate online advertising segments have slowed, but not for Reply.com. Reply.com has landed in the top 5 among the fastest-growing local online advertising companies this year -- with real estate and automotive as its primary client base.
Keynote - Payam Zamani, Founder, Chairman & CEO, Reply.com
Location: Manhattan Ballroom | | 11:15 AM | Sponsored Break
| | 11:30 AM | Newspaper Companies' Digital Future
Newspapers were the first to be disrupted by the Internet. It attacked on both classified advertising and circulation. We'll hear how one company's brilliant strategy is not only protecting "the franchise," but more importantly building a new business altogether. The litmus test: It's seeing online revenues grow, while other newspaper companies are seeing them decline.
Moderator - Gary B. Pruitt, Chairman of the Board, President and CEO, The McClatchy Company
Location: Manhattan Ballroom |
| Morning Sessions: Track 2
Tapping Key Categories
These three back-to-back panels and Q&As will drill down into what's working in the highest-growth ad formats of e-mail, video and search marketing. Each panel will include 30 minutes of presentations and 15 minutes of Q&A.
Location: Regency Room| 9:30 AM | Tapping Key Categories: E-Mail
Moderator - Ruth Presslaff, President, Presslaff Interactive Revenue
Panel - Laurel Lane, Vice President of Interactive Media, GoErie.com
Panel - Michelle Strong, Product Development and Research Director, Belo Interactive Media
Location: Regency Room | | 10:15 AM | Tapping Key Categories: SEO, Paid Search, Directories
Moderator - Greg Sterling, Senior analyst with Internet2Go program
, Opus Research
Panel - Matthew Berk, Executive Vice President of Product Engineering, Marchex
Panel - David S. Kidder, Co-Founder, Chief Executive Officer, Clickable, Inc.
Panel - Andy Steuer, CEO, MerchEngines.com
Location: Regency Room | | 11:15 AM | Sponsored Break
| | 11:30 AM | Tapping Key Categories: Video
Moderator - Harry Jessell, Editor, TVNewsCheck
Panel - Mike Glickenhaus, President & CEO, VMIX
Panel - Todd Minniear, Senior Director Digital Product, The Berry Company
Location: Regency Room |
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Sponsored Lunch, Keynote
Location: Salon II| 12:15 PM | Monetizing Social Networking
Social networking sites are all the rage, but can these sites deliver sufficient ad revenue to sustain their enormous popularity? Tim Kendall, who's in charge of monetizing one of the largest social sites of all -- Facebook -- will describe the issues and opportunities ahead.
Keynote - Tim Kendall, Director of Monetization, Facebook
Location: Salon II |
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| 1:00 PM | The 2010 Borrell Awards of Merit (BAM!)
We're unveiling a new annual award - long overdue - for online operators who've developed remarkably viable and innovative online business models for local markets. While the award recognizes effort and innovation, the litmus test will be financial viability. Three awards will be given in the following categories:
- BAM! Innovator of the Year.
This award goes to an individual who's exhibited the greatest innovation and been able to executive it in a financially viable way. One runner-up Award of Recognition will be given.
- BAM! Best Results for Local Businesses.
This award goes to a company that exhibits a phenomenal focus on driving results for local businesses through an interactive marketing program. First runner-up and second runner-up awards will be given.
- BAM! Best Results for the Community.
This award is goes to a company that develops an innovative way to serve/improve its local community – not as a mere public service, but as a sustainable business venture that can continue serving and improving. First runner-up and second runner-up awards will be given.
Location: Salon II |
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Afternoon Sessions: Track 1
| 1:45 PM | The Future of Local Media
Dave Morgan is the Wayne Gretzky of local online advertising -- always skating to where the puck will be. He was at the forefront of 24/7 RealMedia and then developed Tacoda, which he sold to AOL for $247 million two years ago. He's got an interesting perspective on the future of local media that foresees advertisers moving from "channels" to various "touch points." We'll hear about Dave's latest venture, Simulmedia, a marketing technology company focused on video.
Keynote - Dave Morgan, CEO, Simulmedia, Inc.
Location: Manhattan Ballroom | | 2:30 PM | What National Advertisers Want from Local Sites
Despite being the Mother of All Networks, the Internet hasn't fulfilled the promise of delivering national advertising riches down to local or regional sites. Shawn Riegsecker, one of the most energetic and brilliant strategists when it comes to securing national online advertising, will engage a panel of top national ad buyers on the topic of what they want from local site operators.
Moderator - Shawn Riegsecker, Founder & President, Centro
Panel - Brian M. Decker, Managing Director, Client Leadership, Mindshare
Panel - Carrie Frolich, North American Managing Director, Digital, Mediaedge:CIA (MEC)
Panel - John Halvorson, VP and Global Digital Director, Starcom MediaVest Group
Panel - Jay Livingston, Senior Vice President, Bank of America
Location: Manhattan Ballroom |
| Afternoon Sessions: Track 2
| 1:45 PM | Stand-alone shopping sites
Dozens of media companies have branched out to start stand-alone shopping sites, focusing on the more lucrative content of "advertising" instead of news. This panel will discuss the strategy - and success - of launching those sites.
Moderator - David Vazdauskas, President, Local Thunder
Panel - Nancy Lane, President, Suburban Newspapers of America & related companies
Panel - Ward Lassoe, President, BizBuzz Search
Panel - David Widmer, President
, Long Island Radio Group
Location: Regency Room | | 2:30 PM | Mobile advertising
We'll have to admit, there's more hype here than dollars. But this topic is still worth pursuing. We'll hear from people with successful applications at the local level, selling coupons, texting applications and mobile content sponsorship.
Moderator - Leslie Laredo, President, Laredo Group
Panel - Matt Crowley, Chief Marketing Officer, AT&T Interactive/Yellowpages.com
Panel - Rick Ducey, Chief Strategy Officer, BIA/Kelsey
Panel - Deb Ingersoll, Director of Local Digital Sales Strategy and Training, Tribune Company
Location: Regency Room | | 3:15 PM | Promotions, coupons, discounts & contests
The amount spent by businesses on classic advertising is shrinking, and but the amount they're spending on promotions - or "non-advertising" marketing - is growing. The fastest growth of all is in the category of interactive promotions. We'll hear from experts who've learned how to tap this lucrative category at the local level.
Moderator - Matt Coen, Founder, Second Street Media Solutions
Panel - Peter Conti, Senior Vice President, Borrell Associates, Inc
Panel - Larry Jennings, Director of Sales & Marketing, Tactix
Location: Regency Room |
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| 4:00 PM | Summary & Conference Closing
Location: Manhattan Ballroom |
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| 4:15 PM | Conference Conclusion
Location: Manhattan Ballroom |
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Waiting List
Download the agenda at-a-glance (PDF)
