Conference Agenda

• Wednesday, March 2

  • 01:00 PM - 04:30 PMRegistration - Broadway Room
  • 02:00 PM - 05:00 PMMobile Workshop: Make Money Now (preconference registration required - $295) - Broadway Room

    This workshop will involve a hands-on approach for media companies trying to understand the basics of how to leverage the mobile opportunity. Our panel of marketing, sales and technology experts will present information on mobile basics and more. This 3-hour session will cover how to develop apps, how to make location-based advertising work and how to market and sell mobile advertising. At the end of this session, participants will have a clear understanding of staffing, costs, ad-formats, as well as the knowledge for mapping out a profitable mobile venture. You’ll want to book early, this workshop has limited seating. Konny Zsigo President, Wireless Developer Agency - SpeakerBill Caudill Vice President of Sales and Training, Borrell Associates, Inc - SpeakerPeter Conti Executive Vice President, Borrell Associates, Inc - SpeakerSandy Martin Marketing Analyst, Borrell Associates, Inc - Speaker

  • 05:30 PM - 07:30 PMRegistration - Empire State Foyer
  • 06:00 PM - 07:30 PMCocktail and Networking Reception - Ballroom 1
  • 07:30 AM - 02:00 PMRegistration Open - Empire State Foyer

• Thursday, March 3

  • 07:30 AM - 06:30 PMRegistration Open - Empire State Foyer
  • 08:30 AM - 08:40 AMOpening & Welcome MessageGordon Borrell CEO, Borrell Associates, Inc - Speaker
  • 08:40 AM - 09:30 AMScene-Setter: The Future of Local Advertising & the Emergence of Mobile

    Local advertising is a $91 billion category with an interesting future. Online continues to spiral upward, corkscrewing holes into yellow pages, newspaper, direct mail, radio and, soon, TV advertising. Will it continue, or will it reached a plateau? How will mobile affect everything? In this opening session, Gordon Borrell deciphers the digital future for local media with the help of the foremost authority on local marketing, Kip Cassino - a man with an uncanny record for predicting trends that everyone else seems to miss. Finally, we get a glimpse of the mobile future from Greg Stuart, an author and pioneer in digital advertising who now heads up the Mobile Marketing Association as their Global CEO.Gordon Borrell CEO, Borrell Associates, Inc - SpeakerGreg Stuart Global CEO, Mobile Marketing Association - SpeakerKip Cassino Executive Vice President, Borrell Associates Inc - Speaker

  • 09:30 AM - 10:00 AMKeynote: Don't Call The New York Times a "Newspaper" Company Anymore

    By the end of 2010 the New York Times Co. had 26% of its ad revenues - more than any other newspaper company - coming from digital sales at its 14 regional newspapers and metro dailies in Boston and New York. In addition, the company derived well over $100 million from pay-per-click advertising separately through its ownership of About.com. Vice Chairman Michael Golden describes the transition and how the company plans to continue investing heavily in its digital future.Michael Golden Vice Chairman and President, The New York Times Co. - Speaker

  • 10:00 AM - 10:30 AMKeynote: Can Local Media Survive "Living Digital?"

    When it comes to media, few people have the type of vision that Shelly Palmer has: clear, passionate and…entertaining. Palmer will offer a challenging look at the future of local media through the eyes of a one of the country’s leading technology and media experts.Shelly Palmer Digital Media Guru & President, Shelly Palmer Media - Speaker

  • 10:30 AM - 11:00 AMBreak
  • 11:00 AM - 12:15 PMFeatured Speakers: How Three Companies Rose to the Top (and stayed there)

    In the world of local online advertising, few companies can boast hundreds of millions of dollars in ad revenue. At the top of the heap are three – AT&T Interactive, Autotrader.com, and Citygrid Media – which, combined, accounted for more than 14% of all locally spent online advertising in 2010. The CEOS of each of these companies will discuss how they achieved – and more importantly sustained – online businesses reaching hundreds of thousands of advertisers.David Krantz President & CEO, AT&T Interactive - SpeakerChip Perry Chief Executive Officer, AutoTrader.com - SpeakerJay Herratti CEO, CityGrid Media - Speaker

  • 12:15 PM - 12:45 PMFeatured Speaker: One Company to Watch - Local.com

    Local.com’s aggressive growth strategy continues to drive the company forward. It continues to be a company to watch, now boasting more than 20,000 proprietary websites, an estimated 1,000 local partners, and over 60,000 small-business clients. Renowned search advertising analyst and blogger Greg Sterling interviews CEO Heath Clarke about Local.com’s strategy to continue growing market share.Heath Clarke Chairman & Chief Executive Officer, Local.com Corporation - SpeakerGreg Sterling Senior analyst with Internet2Go program, Opus Research - Moderator

  • 12:45 PM - 01:45 PMNetworking Lunch
  • 01:45 PM - 02:15 PMDessert with Exhibitors
  • 02:15 PM - 04:45 PMSimultaneous Track Sessions
    • 02:15 PM - 04:45 PMTrack 1: Who's Making Money (and how much)?
      • 02:15 PM - 03:00 PMNewspapers

        Newspapers remained the kingpin of legacy media companies in terms of their share of digital advertising. Newspapers received nearly $3.4 billion in digital sales in 2010, or nearly 25% of all local online advertising. This panel, moderated by one of the foremost industry analysts, hears from three of the most successful newspaper-site managers in the country.Ken Doctor Author of Newsonomics & Industry Analyst, Outsell - ModeratorArturo Duran EVP & Chief Digital Officer, The Journal Register Co. - PanelistChris Hendricks Vice President, Interactive Media, The McClatchy Company - PanelistMichael Romaner President, Morris Digital Works - Panelist

      • 03:00 PM - 03:45 PMTV Stations

        There’s no doubt that the Internet is transforming into more of a video medium. As both Web and mobile users go from “surfers” to “viewers,” local broadcasters face the biggest disruption. A handful of broadcasters are doing some ingenious things to meet this growing video audience – as well as use the web to battle with their print competitors by offering classifieds, directories and coupons. This panel taps the best of the best, offering perspective from three stations that have achieved exponential growth from the Internet ventures.Christine DiStadio Director of Digital Media, KHOU-TV - ModeratorBrooke Knight Warner General Manager, Interactive, WBOC Interactive - PanelistMike Petroff VP Sales, Ad Products, Deseret Digital Media - PanelistJeffrey Ulrich Director, Digital Sales Strategy and Training, Cox Media Group - Panelist

      • 03:45 PM - 04:30 PMRadio Stations

        As an industry, radio is still woefully behind in terms of online ad revenues, collecting only $285 million, or 2% of all local online advertising. But there are some innovators in the pack collecting more than their fair share, driving revenues that are five to ten times more than the average. This panel features three brilliant strategists within radio companies who are breaking the mold.David Presher VP/General Manager, Radio-One Columbus - PanelistFrank Saxe Managing Editor, Inside Radio - ModeratorMichael Weiss President, Sales, CBS Radio - Panelist

      • 04:30 PM - 05:15 PMYellow Pages Companies

        Depending on how you look at things, the yellow pages companies could be making the digital transition faster than any other legacy media company. Some are forecasting that half of their company revenues will come from digital sales – up from the current 20% -- in just a few years. This panel examines how three directory companies have retrained print staffs and hired digital specialists – and expanded their product offerings – to seize the opportunity.Nicolas Gaudreau Vice President – Digital Media, Yellow Pages Group - PanelistPatrick Marshall Chief New Media Officer, Yellowbook - PanelistGreg Sterling Senior analyst with Internet2Go program, Opus Research - Moderator

    • 02:15 PM - 04:30 PMTrack 2: Mobile Advertising - The New Frontier
      • 02:15 PM - 03:00 PMWhat Local Advertisers Want from Mobile Media

        This session was a huge hit at our Local Mobile Advertising Conference in September 2010. You probably know what you’d like to sell, but what are advertisers actually looking for from mobile media? This panel included eye-opening research on mobile response rates from InsightExpress, plus insights from two local advertisers who are seeing results from mobile media.Mickey Alam Khan Editor-in-chief, Mobile Marketer - ModeratorJoy Liuzzo Senior Director, InsightExpress - PanelistJoe Meyer President & CEO, HopStop - Speaker

      • 03:00 PM - 03:45 PMThe Coupon Craze - Text, Browser & Apps from Mobile Media

        The big coupon buzz about mobile marketing is in browsers vs. apps, but the local money is still in something as simple as SMS/text. Will this change? Who will win out in the next few years? We'll hear the experience of some of the most successful sellers of local mobile couponing through all methods, how much they're making, and the results they're driving for customers.Konny Zsigo President, Wireless Developer Agency - SpeakerSandy Martin Marketing Analyst, Borrell Associates, Inc - Speaker

      • 03:40 PM - 04:20 PMMobile Video: Local Media's Moving Target

        Video has already moved to the Web, where newspapers are actually ahead of television when it comes to streams and video advertising. And it's now rapidly moving to mobile devices, where networks are cutting out local affiliates by offering TV programming direct to viewers on iPads and smartphones. This session looks at mobile's video future and what's working today, and what's merely local pie in the sky. Sandhi Kozsuch Director Mobile Broadcasting, Cox Media Group - SpeakerRanda Minkarah Senior Vice President , Fisher Communications - PanelistAnne Schelle Executive Director, Open Mobile Video Coalition - Moderator

  • 06:00 PM - 07:30 PMCocktail and Networking Reception

• Friday, March 4

  • 08:30 AM - 08:45 AMOpening & Thursday Recap
  • 08:45 AM - 09:45 AMKeynote: Local Media, Disrupted: Why Organizational Structure is Key to Seizing Digital Share

    Local media companies held three-fourths of all locally spent Internet advertising in 2004. As the economy ratcheted down, companies such as Knight Ridder, Tribune, Cox, Belo and others began shutting down their separate digital divisions and folded those staffs under their print and broadcast operations. Within five years, pure-play companies gained 35 points of share. Clay Christensen, author of the best-selling "Innovator's Dilemma," will describe what it will take for local media to survive the next wave of disruptive innovation -- mobile media -- and whether "converged" staffs can work, or whether "online-only" staffs and divisions are vital to success.Clayton Christensen Author, Researcher, Professor of Business Administration at the Harvard Business School, The Innovator's Dilemma - Speaker

  • 09:45 AM - 10:15 AMThe Local Media Manager's Dilemma: Managing Old Media Down and New Media Up

    Perhaps the greatest example of implementing change at the local level is with Deseret Media in Salt Lake City, which encompasses the Deseret News, KSL-TV and two radio stations. CEO Clark Gilbert, who studied under Clay Christensen and has conducted deep research into media disruption prior to joining Deseret, describes how he's reorganized the staff and created a dynamic environment that drives significant revenues for the company.Clark Gilbert President and CEO, Deseret Media - Speaker

  • 10:15 AM - 10:45 AMBreak
  • 10:45 AM - 11:15 AMPanel: What Top Media Executives Must Do Next

    The theory of Disruptive Innovation and the need for separate organizations seems logical, but does it really apply to local media? The CEOs of radio, yellow pages, TV and newspaper companies take the stage with Clay Christensen to engage in a discussion about what works -- and what doesn't -- at the ground level.Clayton Christensen Author, Researcher, Professor of Business Administration at the Harvard Business School, The Innovator's Dilemma - SpeakerClark Gilbert President and CEO, Deseret Media - SpeakerKirk Davis President & COO, Gatehouse Media - PanelistRobert Prather CEO, Gray Television - PanelistPeter Smyth Chairman and Chief Executive Officer, Greater Media, Inc - Panelist

  • 11:15 AM - 12:30 PMThe New Hyperlocal Mavericks

    An established brand and vast media experience aren't prerequisites to getting into the local online business. In fact, they could be a liability. This panel hears from three operations creating a lot of buzz without the legacy media ties - Patch.com, Examiner.com, and Outside.in. Moderating the discussion will be a local maverick in her own right - Terri Bennett, a former TV weather anchor in Charlotte, N.C., who created Doyourpart.com now gaining national prominence. Warren Webster President, Patch Media - PanelistTerri Bennett VP - Content and Production, Terri Bennett Enterprises, LLC - ModeratorRick Blair CEO of Clarity Digital Group and CEO of Examiner.com, Examiner.com - PanelistMark Josephson CEO, Outside.in - Panelist

  • 12:30 PM - 01:30 PMNetworking Lunch
  • 01:30 PM - 02:00 PMDessert with Exhibitors
  • 02:00 PM - 04:00 PMSimultaneous Track Sessions
    • 02:00 PM - 04:00 PMTrack 1: What Facebook, Google & Yahoo Have in Store for Local

      Sessions in this track feature how three of the largest Internet sites are affecting the local advertising marketplace, and what they are offering local media partners.

      • 02:00 PM - 02:45 PMFacebook's Local Gravitas

        Facebook has begun to drive significant amounts of traffic to local sites and has swiftly become a platform for local advertising. In fact, when asked their intentions in 2011, an overwhelming number of small businesses said they planned to increase their exposure on Facebook. To meet those needs, the company has introduced a full slate of local services for Main Street advertisers. This session explores Facebook's strategy and how it's working with local partners.Emily White Sr. Director of Local, Facebook - Speaker

      • 02:45 PM - 03:30 PMYahoo!

        Of all major pure-play companies, Yahoo has been one of the most aggressive in forming relationships with local media companies as resellers. It continues to pound away at the local space, launching “locally relevant Quick Apps” and an array of new local search features in the latter half of 2010. How is Yahoo’s alliance with a consortium of newspapers working, and does it have plans to continue building out its local partnerships in 2011? Lem Lloyd Vice President North America Channel Sales and Small Business , Yahoo! Inc. - Speaker

      • 03:30 PM - 04:00 PMGoogle

        Google is no stranger in the local marketplace, and its plans to continue reaching out to SMBs seem relentless. Its “Google Places”pages for local businesses created an amazing 4 million leads last year – representing one-fourth of all SMBs. And at the end of 2010 it was dangling $100 in free search advertising in an attempt to reach more of them. This session explores Google’s plans and how local media companies have become successful participants.Ben Wood Head of Reseller Partnerships North America, Google - Speaker

    • 02:00 PM - 04:00 PMTrack 2: 2011's Advertising Windfalls - National-Local Ad Networks & Group Deals

      Sessions in this track feature how three of the largest Internet sites are affecting the local advertising marketplace, and what they are offering local media partners.

      • 02:00 PM - 03:00 PMThe Future of Group Deals: Where Groupon is Headed

        Group deals became all the rage in 2010. But don't plan on "deal fatigue" causing these programs to burn out and disappear. Groupon, which started partnering with local media companies last year, continues to have huge momentum and still leads the pack by far. This session explores what has made Groupon so successful - and what it's doing to push deeper into existing markets and expand to others.Ryan Miller Director of Operations, Groupon - Speaker

      • 03:00 PM - 04:00 PMWhat National Advertisers Want from Local Sites

        Leading brand managers and retailers offer their insights on what they want from local media when it comes to print/broadcast/online product packaging. A highly-favored carryover from our 2010 conference, this session explores the growing sophistication of local ad networks, which promise to deliver more dollars down to local sites this year.Sean Finnegan CEO, Geomentum - PanelistAndrew Chomer EVP, Chief Digital Officer, PHD - PanelistJason Gole SVP of Digital Media, Universal McCann - PanelistShawn Riegsecker Founder & President, Centro - ModeratorMatt Williams Partner / Group Planning Director, The Martin Agency - Panelist

  • 04:15 PM - 04:30 PMConference Summary: The Next StepsGordon Borrell CEO, Borrell Associates, Inc - SpeakerColby Atwood President, Borrell Associates, Inc - ModeratorKip Cassino Executive Vice President, Borrell Associates Inc - SpeakerPeter Conti Executive Vice President, Borrell Associates, Inc - Speaker