Conference Agenda

• September 27, 2010

  • 02:00 PM - 05:00 PMWorkshop: Getting into Mobile

    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, and ad-formats, as well as how to map out a profitable mobile venture. Each participant will be given a detailed data report on mobile ad spending in their DMA.Jeff Hasen co-creator of MMA Mobile Certification Program, MMA - 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 - SpeakerKonny Zsigo President, Wireless Developer Agency - Speaker

  • 06:00 PM - 07:30 PMPre-conference reception and networking cocktail party

• September 28, 2010

  • 09:00 AM - 09:10 AMIntroductionsGordon Borrell CEO, Borrell Associates, Inc - SpeakerAndrew Martin Senior associate and conference coordinator, Borrell Associates, Inc - Speaker
  • 09:10 AM - 10:00 AMWelcome to Dallas: Executive Visionaries

    Three key executives from Dallas-based media companies will welcome registrants and offer their vision for how mobile media will change local media. They are driving their respective media companies with visions that place interactive media front and center, with mobile ventures clearly representing the greatest opportunity for growth.Perry Sook President & CEO, Nexstar Broadcasting Group Inc. - SpeakerJack Philbin Vice Chairman of Mobile Marketing Association, Co-Founder and President, Vibes Media - SpeakerStan Richards Principal/Creative Director, The Richards Group - Speaker

  • 10:00 AM - 11:00 AMKeynote: Lessons Learned from 15 Years of Internet Disruption: What's Likely to Succeed - and Fail - As We Organize, Innovate and Sell Mobile Ventures.

    Clark Gilbert has been at the forefront of studying how local media companies have struggled with organizing their Internet ventures. As a professor at Harvard Business School’s Entrepreneurial Unit, he teamed with Borrell Associates in 2002 to author a groundbreaking report on how major media companies were underestimating the competitive threat of the Internet and thus starving their Internet ventures of resources. His keynote will take the academic lessons learned from disruptive innovation, combined with the first-hand experience of the Internet’s disruptive force on local media, and show how he’s applying it at a local media company where he’s of its digital media unit. Mr. Gilbert has moved from academic theory to practice with stunning success: His Deseret Digital Media, which recently purchased a text-messaging company, is now producing digital revenues that have catapulted its TV station to the nation’s top performer in digital revenues and its newspaper, The Deseret News, to a top-performer position in its circulation class.Clark Gilbert President and CEO, Deseret Media - Speaker

  • 11:00 AM - 11:15 AMBreak
  • 11:15 AM - 11:30 AMSpecial Presentation: TBA
  • 11:30 AM - 12:30 PMPanel: Coupons & Deals

    The big buzz about mobile marketing is in coupons. It also happens to be where all the money is today. We'll hear the experience of three of the most successful sellers of local mobile couponing, how much they're making, and the results they're driving for customers. Charles Dyer Senior Manager Business Development, Microsoft - ModeratorBill Quick General Manager, DDM Deals, Deseret Digital Media - SpeakerRob Weisbord VP New Media, Sinclair Broadcast Group - Speaker

  • 12:30 PM - 01:30 PMNetworking Lunch
  • 01:30 PM - 02:00 PMDessert with exhibitors
  • 02:00 PM - 05:30 PMLocal Media's "The Best of the Best"

    The afternoon includes three back-to-back sessions (with 10-minute breaks in between) offering the best-practice cases from the radio industry, TV, newspapers, and yellow pages. Each session will include a panel of experts who will not only outline their mobile strategies, but discuss their best campaigns, how they worked, and how much money they generated.

    • 02:00 PM - 02:45 PMRadio

      The radio industry has driven text-couponing and other mobile advertising with amazing results - principally because of its lock on the at-work and in-car audience. We'll hear from a panel of two radio industry experts who are driving revenues through mobile applications.Paul Jacobs Vice President/General Manager, Jacobs Media/jacAPPS - ModeratorDoug Sterne Vice President, Audio Sales, Pandora - Speaker

    • 02:50 PM - 03:35 PMNewspapers

      Newspapers have learned hard lessons from the Internet and thus are determined to apply them to mobile ventures. Several companies have dedicated resources - people and capital - in a very aggressive way. We'll hear from a panel of newspaper executives who are applying those principals in brilliant ways.Douglas Bennett President, Freedom Interactive - ModeratorBob Gilbert Vice President of Digital Audience and Partnership Development, Morris Communications - SpeakerLauren Lamb Assistant Director of Digital Audience Development, The Dallas Morning News - Speaker

    • 03:35 PM - 03:50 PMBreak
    • 03:55 PM - 04:40 PMTelevision

      TV stations snared an amazing $29 million last year in mobile advertising, mainly through sponsorships of text alerts and mobile news, weather and sports applications. We'll hear from a panel of TV executives who are leading the pack in mobile sales.Sandhi Kozsuch Director Mobile Broadcasting, Cox Media Group - ModeratorTim Reynolds Director of Interactive Media, Meredith Local Media Group - SpeakerAdam Symson Vice President, Interactive, Scripps Media, Inc. - Speaker

  • 05:30 PM - 07:00 PMCocktail reception in pool area

• September 29, 2010

  • 08:30 AM - 08:45 AMSummary of Day 1, Outline of Day 2
  • 08:45 AM - 09:30 AMDoes Mobile Advertising Work for SMBs?

    Good question. The audience is small and fragmented, so how could mobile possible work for the local pizza shop, restaurant, or antique shop owner? We’ll hear from the team leader of the biggest player of all in the mobile advertising space – Google. Brendon Kraham, team leader for mobile at Google and former director of sales for AdMob, will be presenting an overview of the mobile opportunity for local advertisers. This session will show how local small and medium businesses can cost-effectively reach potential customers through mobile advertising. This presentation will cover targeting abilities as well as example strategies and syndication opportunities. Brendon Kraham Team Manager, Mobile, Google - Speaker

  • 09:30 AM - 12:00 PMKey Local Media Strategies That are Conquering the Mobile Space

    This session brings to the stage key executives from the largest local media companies in Direct Mail, Newspapers, Television, Radio and Yellow Pages to outline their strategies with mobile advertising. How important is newspaper or TV content? Does radio drive mobile traffic better than anyone else? Will Direct Mailers and Yellow Pages "win" because they understand directional advertising and small-business marketing better?

    • 09:30 AM - 10:00 AMIn the End, Are Direct Mailers Positioned to Win?

      At nearly $40 billion in revenue this year, Direct Mail - companies like ValPak, Valassis, Money Mailer, Mail South and others - has grown to the largest of all media categories - surpassing broadcast TV, newspapers, and all other media. In many ways, it has the most to lose from the onset of mobile media. Valpak is one of the leading direct mail companies, and Mr. Buckley will outline how direct mailers are reaching millions of Small- and Medium-Size Businesses with viable mobile applications.Jim Buckley Director - Digital Business Development (CTM2G), Valpak - SpeakerGreg Sterling Senior analyst with Internet2Go program, Opus Research - Moderator

    • 10:00 AM - 10:30 AMNewspapers & TV

      Gannett has been an aggressive competitor with early-in digital ventures in local search, ad-serving, online verticals, and now mobile advertising with the leading news app (USAToday) on Android, iPhone and iPad. The company boasts more than 100 newspaper and TV Web sites; the nation's top employment site (CareerBuilder); and Gannett Digital Media Network, which includes top brands like USATODAY.com, MomsLikeMe.com, HighSchoolSports.net, Metromix.com, and action sports networks BNQT and Venture. Mr. Jones, who leads the company’s mobile ventures, will detail how Gannett is developing mobile strategies, products and services in innovative ways to deliver new solutions for readers, viewers and marketing partners.Matt Jones VP Mobile Strategy and Operations, Gannett - SpeakerGreg Sterling Senior analyst with Internet2Go program, Opus Research - Moderator

    • 10:30 AM - 11:00 AMTV & Radio

      CBS is seen as one of the leaders when it comes to digital media, and it’s moving rapidly into mobile ventures for its 29 TV stations and more than three dozen radio stations. Greg Sterling Senior analyst with Internet2Go program, Opus Research - ModeratorAdam Wiener Senior Vice President Content, Community and Operations, CBS Local - Speaker

    • 11:00 AM - 11:15 AMRefreshment break with exhibitors
    • 11:15 AM - 12:00 PMYellow Pages Evolves to Local Search

      AT&T is one of the most powerful forces in the interactive space with assets that include more than 15 million broadband customers and 75 million wireless customers – along with the formidable Yellowpages.com. Now, called YP.com, the company's flagship website manages over 30M unique visitors per month and is the foundation for its position as the largest shareholder of local online advertising. Mr. Krantz, who heads up AT&T’s interactive ventures, will discuss the company’s strategy to tackle the mobile space.David Krantz President & CEO, AT&T Interactive - SpeakerGreg Sterling Senior analyst with Internet2Go program, Opus Research - Moderator

  • 12:00 PM - 01:00 PMLunch & Keynote: Mobile The Next Frontier for Local Media: Where's the Revenue?

    During this session The Associated Press will share its experiences in creating a sustainable business model for mobile devices - from Blackberries to iPads. The session will explore AP's learnings in deploying a wide variety of revenues streams including banner and rich-media ad-based models, subscription models, mobile couponing, m-commerce opportunities, and mobile classified on AP Mobile and AP/Verve's White-Label Mobile Application Solution. The session will also delve into the challenges and benefits of different models and provide best-in-class examples being deployed nationally and locally today.Jeffrey Litvack General Manager, Global Product Development, The Associated Press - Speaker

  • 01:00 PM - 01:30 PMDessert with exhibitors
  • 01:30 PM - 02:30 PMThe Here-and-Now of Mobile Media: Advertisers Speak

    What are advertisers looking for from mobile media? This panel will include some startling research on mobile response rates from InsightExperess, plus insights from two regional advertisers who are seeing results from mobile media. It will be moderated by Mickey Alam Khan, editor-in-chief of Mobile Marketer.Mickey Alam Khan Editor-in-chief, Mobile Marketer - ModeratorBrent Barkin Vice President, Director E-Commerce, Buyer Accessories and Children's Shoes, Shoe Station - SpeakerJoy Liuzzo Senior Director, Marketing & Mobile Research, InsightExpress - SpeakerScott Pontikes Founding Partner and COO of Pontikes Ventures, Inc, Pontikes Ventures, Inc - Speaker

  • 02:40 PM - 03:40 PMRapid-Fire Sales Ideas.

    Molded after our wildly successful session on local online sales in New York last February, this high-energy session is guaranteed to send you home with at least a dozen proven ideas that will work tomorrow. This session will engage the audience in an interactive program designed to bring out the best, more lucrative ideas in local mobile marketing.Bill Caudill Vice President of Sales and Training, Borrell Associates, Inc - SpeakerRob James Online Sales Manager, WFAA.com - SpeakerNancy Lane President & CEO, zip2save.com and Suburban Newspapers of America - SpeakerHarry Tomasides Regional Director-Digital, Citadel Broadcasting - Speaker

  • 03:50 PM - 04:15 PMConference Wrap-up And Summary: 5 Things to Do Next

    We'll end the conference with a brief summary on what was heard and what we learned, and finish with a Q&A of Borrell Associates lead analysts - Pete Conti, Gordon Borrell and Colby Atwood. Attendees will be given five key take-aways to help them mold and drive a successful mobile marketing initiative.Colby Atwood President, Borrell Associates, Inc - SpeakerGordon Borrell CEO, Borrell Associates, Inc - SpeakerPeter Conti Executive Vice President, Borrell Associates, Inc - Speaker