Borrell Associates, Inc

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

Partnering 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.

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

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.

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

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.

Moderator - Peter MacDonald, Director, Business Development, Microsoft APS
Panel - Peter D. Weinberger, President, Advance Internet

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

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.

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

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, General Manager , Long Island Radio Group

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

Has the mighty real estate advertising category peaked out for online media? Our "2010 Real Estate Outlook" describes major trends in spending by agents, brokers, apartment owners and mortgage lenders and issues our forecast for this year. This ad category declined 20% last year, from $24.4 billion to $19.6 billion. We're forecasting a mild bounce back in 2010 at 3% growth. Our annual assessment of this important category describes the situation and offers 20 charts and graphs detailing how real estate ad dollars are shifting. It also includes appendices offering detailed data on U.S. ad spending in this category, as well as a market-by-market estimates of national and local spending for 210 cities.