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Virtual Conference
Agenda
The Kelsey Group

Pre-Conference | Day 1 | Day 2

Wednesday, April 20

7:00 am – 8:00 am
Continental Breakfast

8:00 am – 8:15 am
Overview of Day 2
Greg Sterling, Program Director, Interactive Local Media, The Kelsey Group

8:15 am – 9:00 am
Keynote Address [ppt]
Lincoln Millstein, SVP, Hearst Newspapers and Director of Digital Media
Blog posts at Buzzhit!.com

9:00 am – 10:00 am
Newspapers: Sleeping Giants or Just Asleep?
Newspapers have powerful local brands and unique local content. But, as widely reported, their local revenues and subscriber base is under siege from Internet players on all sides. Though there are some notable exceptions, newspapers as an industry have yet to really mount a spirited defense of their turf online—although that could be changing. Will more newspapers and newspaper networks aggressively compete online for local users and SME revenues, including competing for directory advertisers? Or is the inertia of internal organizational and cultural issues too great to overcome against the accelerated pace of online development?
Bob Armour, VP, Business Development, CrossMedia Services/ShopLocal
Mike Markson, VP, Business Development, Topix.net
Terry Millard
, President, Planet Discover
Tom Mohr, President, Knight Ridder Digital
Jeff Moriarty, VP, Product & Technology, Boston.com
Leif Welch, VP, Business Development, IPIX
Drilling Down Supplement: “Newspapers and the Challenge of Online Competition” – a presentation by Greg Sterling to the Newspaper Association of America. [ppt]
Blog posts at Buzzhit!.com
(Some) Newspapers Rethinking Small Business

10:00 am – 10:30 am
Refreshment Break Sponsored by Telcontar

10:30 am – 11:15 am
The Future of Online Classifieds
Classified advertising is a multi-billion dollar market, which is moving online. The rise of the Internet as a source of local classified listings and a range of new classifieds providers (many of them free) are putting pressure on traditional publishers, especially newspapers. Does the future of local classifieds reside in classified search sites such as oodle.com, local marketplaces like Craiglist, vertical sites or highly targeted communities that offer contextually relevant listings? The panelists, who represent a range of new classifieds sites, will discuss their models and where they believe the overall market is going.
Craig Donato, CEO, oodle.com
Konstantin Guericke
, VP, Marketing, & Co-Founder, LinkedIn
Mike Hogan
, CEO, ZiXXo Inc.
Peter Krasilovsky, President, Krasilovsky Consulting
Rajesh Navar, CEO, LiveDeal
Mark Pincus, Founder & CEO, Tribe.net
Blog posts at Buzzhit!.com

11:15 am – 12:00 pm
Blurring the Picture: Cable TV, Video Search and Local Directional Media
Video on demand, digital video recorders and Internet TV: All these innovations give viewers more and more control over TV content and, potentially, TV advertising. Do these consumer-oriented developments fundamentally transform TV from the once-preeminent branding vehicle for national advertisers into a directional medium with localization potential? What are the implications for cable companies, telecom companies, online publishers, consumers and local advertisers? And what about the proliferation of online video search? Will the Internet become a de facto broadcast medium and search engines the new networks?
Steve Cook, VP, Programming & Ad Sales, TWC/Road Runner
Eitan Gelbaum, Marketing Director, Amdocs Advertising & Media Division
Bradley Horowitz, Director, Multimedia & Desktop Search, Yahoo!
Karen Howe, VP & General Manager, Singingfish.com
Warren Schlichting, VP, New Business Strategies, Comcast
Blog posts at Buzzhit!.com

12:00 pm – 1:30 pm
Lunch

1:30 pm – 2:15 pm
Keynote Address [ppt]
Paul Reddick, VP, Business Development, Strategy, and Planning, Sprint
Blog posts at Buzzhit!.com

2:15 pm – 3:15 pm
How Far Away Is Mobile—Really?
A potentially big component of the interactive local media market is wireless/mobile. There are roughly 1.5 billion mobile phone subscribers around the globe and approximately 170 million Americans that have wireless phones. The conventional wisdom holds that a lookup (whether DA or wireless Web) on a mobile device reflects an immediate consumer need and is therefore a highly qualified local lead. And as most of the directory publishers and search engines ramp up wireless products, the question is, how far off is a bona fide mobile search opportunity? Is it simply another distribution platform, or will it be separately monetized through usage fees and/or distinct advertising revenue? What needs to happen before widespread consumer adoption can take place?
Stephen R. Baker, Head of Emerging Applications; VP, eBusiness, Fast Search & Transfer
Oscar Berg, Product Manager, Mobility, Eniro
Heath Clarke, CEO, Interchange
Ali Diab, Sr. Director, Local Products, Yahoo!
Joe Herzog, Director, Emerging Products, InfoSpace
Brian Lent, President & CTO, Medio Systems
Blog posts at Buzzhit!.com

3:15 pm – 3:30 pm
Refreshment Break Sponsored by IPIX Ad Mission

3:30 pm – 4:30 pm
Branding and the Future of Search Marketing
Search engine marketing built a nearly US$4 billion empire largely on being a direct response medium, matching sellers with consumers who were “ready to buy.” But now that search has become the hottest form of online advertising, brand marketers and large agencies are starting to invest. As more and more branding dollars flood into search—as a comparatively inexpensive advertising medium—what are the implications for advertisers and the medium itself? While it will certainly boost revenues in the near and medium term, will it ultimately help or hurt search engine marketing? Will small businesses be shut out, or will search become highly segmented and stratified?
Jake Baillie, Product Manager, TrueLocal
Daniel Boberg, Senior Director, Strategic Alliances, Overture
Barbara Coll, CEO, WebMama.com, Chair & President, SEMPO Inc.
Matt Naeger, VP & General Counsel, IMPAQT
Mark Josephson, SVP, Marketing & Business Development, Kanoodle
Rob Middleton, EVP, Chief Strategy Officer, Fathom Online
Justin Sanger, President, LocalLaunch!
Richard Zwicky
, Founder & CEO, Metamend Software & Design Ltd.
Blog posts at Buzzhit!.com

 

Pre-Conference | Day 1 | Day 2