Agenda - Monday, March 21

Day One | Day Two | Day Three

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7:30 am Registration OpensSponsored by    Local Matters

10:30 am - 11:45 am
PreCon: Local Media in Transition


As in the marketplace, there is a good deal of confusion regarding how the ad pie is shifting and where the opportunities lie. Having tracked local advertising for more than 25 years, BIA/Kelsey is the recognized and trusted authority in this space. In this special pre-conference session, Chief Executive Officer Tom Buono and Vice President Mark Fratrik will leave the rhetoric at the door and offer an unbiased look at the latest advertising trends having an impact on the values of local media companies. They will also take a look at advertising category leaders for the various media. This is sure to be an extremely useful session for conference attendees.
Thomas Buono, CEO, BIA/Kelsey
Mark Fratrik, VP, BIA/Kelsey

11:45 am - 1:00 pm
Client Only Lunch with BIA/Kelsey Analysts and Guest David Weinberger (Provincetown Room)

David Weinberger

Special buffet lunch for clients of BIA/Kelsey’s Continuous Advisory Services with noted social media author David Weinberger. Weinberger has tremendous “street cred.” A quick glance on the Web and you’ll see he’s earned a “five-star” rating from those who have seen and heard him speak. Weinberger will be opening ILM East as the keynote speaker, and we’re lucky enough to have him for an informal Q&A and discussion at our client-only lunch. Mix in the opportunity for dialog with BIA/Kelsey analysts Mike Boland, Matt Booth, Rick Ducey, Mark Fratrik, Peter Krasilovsky, Charles Laughlin, Steve Marshall and Jed Williams, and it makes for a must-attend session.

11:45 am - 1:00 pm Nibble & Nosh With Our SponsorsHosted bygoMobi
Exhibit Hall (Grand Ballroom: Salon F).
Open to all attendees.


1:15 pm - 2:00 pm
BIA/Kelsey: The Rundown on the Local Online and Mobile Economy


The BIA/Kelsey research team and lead analysts will provide insight into our local forecasts and analysis for what to expect in 2011 and beyond.
Special Welcome to ILM East Attendees: Chris Mayer, Publisher, The Boston Globe, and President, New England Media Group

2:00 pm - 2:45 pm
Opening Keynote: David Weinberger, Author and Senior Researcher, Berkman Center for Internet & Society, Harvard University

David WeinbergerThe “new marketplaces” goes beyond transactions and focuses as much about conversations, engagement and customer acquisition. Among the first to recognize this was David Weinberger, author of several ground-breaking books, including, “The Cluetrain Manifesto” and “Everything Is Miscellaneous.” Weinberger will share his special insight into the local marketplace and new trends for mobile and local.
Moderator: Peter Krasilovsky

2:45 pm - 3:15 pm Refreshment Break         analog analytics

3:15 pm - 3:45 pm
Keynote Address: Evan Cohen, GM, Foursquare

CohenFoursquare was first to market with the “check-in,” which has become currency in the exploding LBS sector. But it’s not resting on that early mover advantage — the check-in is only the beginning. How is Foursquare evolving beyond twenty-something urban foodies competing for badges and mayorships? And how does that translate into local commerce? We’ll hear from General Manager Evan Cohen, who leads the company’s strategic and operational efforts.
Moderator: Michael Boland

3:45 pm - 4:15 pm
The Money: A Venture Capital View of “Local”


Who gets the money? What segments are hot? What are the risks? In this session, BIA/Kelsey’s Matt Booth sits down with former Ticketmaster Chief Executive Officer Sean Moriarty, who will discuss trends from his current perspective as entrepreneur in residence at Mayfield Fund.
Sean Moriarty, Entrepreneur in Residence, Mayfield Fund
Moderator: Matt Booth

4:15 pm - 4:40 pm
Cutting Edge Research: The Move to Verticals


How fast are things moving from horizontal media to vertical media? What are some of the top patterns? Is it time to zero in on verticals specifically? And if so, which ones? These questions and more will be considered in this insightful research session from AT&T’s Chuck Lee.
Charles Lee, Executive Director, Internet Solutions, AT&T Ad Solutions
Moderator: Charles Laughlin

4:40 pm - 5:00 pm
Integrating Verticals to the Local Portal


The state-of-the-art local portal typically comprises relationships with many vertical and service partners. What are best practices for partnerships? How should they develop a relationship? AT&T Interactive’s Maria Kermath minds the shop for, and will candidly discuss the issues for this critical topic.
Maria Kermath, Director, Business Development, AT&T Interactive
Moderator: Charles Laughlin

5:00 pm – 5:30 pm
The BIA/Kelsey SMB Panel: SMBs Discuss How They See Local Advertising Opportunities

SMBs speak! We get away from all the hype and focus on what real, progressive SMBs really want to do with online and mobile marketing (and how they’ve been doing). The SMB panel is always a highlight at BIA/Kelsey conferences. Special thanks to AT&T for assistance in bringing in Boston-area SMBs.
Carl Izzi, Patriot Lawn and Pest Management
Ed Kelly, Hoffman & Kelley
Jeff Mason, R.C. Mason Movers
Bill Plante, Pentucket Medical Associates
Moderators: Charles Laughlin and Neal Polachek

5:30 pm - 7:30 pm Networking Reception in the Exhibit Hall
The best in New England networking (and eating and drinking). Open to all attendees.

Day One | Day Two | Day Three

Visit the Virtual Conference Website for speaker presentations, mobile app info, blog coverage, and much more:

©2011 BIA/Kelsey. Return to main company Web site.

Keynote Speakers

David Weinberger David Weinberger, Author and Senior Researcher, Berkman Center for Internet & Society, Harvard University
Gail Goodman Gail Goodman, CEO, Constant Contact
Evan Cohen Evan Cohen, GM, Foursquare
Eric Eichmann Eric Eichmann, COO, LivingSocial
More speakers...

Local Media Watch Blog

LMW, Issue 25: App Cross-Functionality is the Future of Mobile  [6/5/2015] By Mike Boland

LODE in 2015: Housekeeping Services Vertical Worth Up to $57B  [6/5/2015] By Mitch Ratcliffe

What's the State of Co-Op Advertising in the Hyperlocal Era?  [6/4/2015] By Steve Marshall

YP Now Part of the Glendale Skyline  [6/3/2015] By Abid Chaudhry

What Does the Next Era of Local Search Look Like? (Video)  [6/3/2015] By Mike Boland

Read Local Media Watch Blog

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