Agenda
BIA and The Kelsey Group assembled leading new media experts who shared their insights and strategies for broadcasters, newspapers companies and cable operators to assure near and long term success in a transformed media marketplace.
The Winning Media Strategies conference
was directed by BIA’s Chief Strategy Officer, Rick Ducey, a known expert and frequent speaker on the transforming media ecosystem.
Below is the final conference agenda.
 To view a PDF of
the agenda, click now.
| 1:30 pm | Welcome and Conference Goals/Promises |
| 1:45 pm | Doing Business in the New Media Ecosystem |
| |
To
be economically successful in the future, local traditional media companies must
find ways to win other slices of the advertising pie as both advertisers
and audiences shift from traditional to digital forms of media.
A new ecosystem is driving these changes.
What are
the structural and dynamic features of the local media ecosystems and
what are the emerging behaviors of audiences and advertisers?
How can
local media executives develop winning strategies to grow revenues and
increase valuations in this new environment?
Speakers:
Michael Bloxham, Director of
Insight and Research, Center for Integrated Media Design, Ball State
University
Robert Raciti, Senior Vice President, GE Capital
Glenn Reitmeier, VP Technology Policy and Strategy, NBC-Universal |
| 3:00 pm | Refreshment Break |
| 3:10 pm | Inside Washington: How Will
Policy Changes Affect You? |
| There's a new Administration and a Democratic-controlled Congress in town. While you may think the policy road ahead is easy to see, there are always surprises. These experts will help you see the policy landscape and its dynamics so you will get a better sense of what's in store for your business.
Keynote Speaker:
Dick Wiley, Partner, Wiley Rein |
| 3:30 pm | How Can You Attract the
Changing Consumer |
| If broadcasters do not continue to win the hearts and minds of audiences across platforms, the future outlook cannot be optimistic. We invited leading experts to share with you their deep understanding of audience needs, motives and drives. This session will help you see your audience in compelling new ways.
Speakers
Pierre Bouvard,
Executive Vice President, Sales, Arbitron
Martin P. Block, Professor, Northwestern University |
| 4:15 pm |
How Broadcasters Can Win on
the Web |
| While showing fast growth in search, display and now video advertising the Internet platform is not immune to the current economic environment. Just being present was almost enough to gain some success in web advertising.
The rules of the game have changed with more sophisticated technologies, business models and user expectations. Broadcasters must change their web strategies to achieve not only diversified revenue growth but also to seek overall valuation increases in their companies. These experts share their viewpoints and real world examples of success and failure.
Speakers:
Daniel
Anstandig, President, McVay New Media
Gorden Borrell, CEO, Borrell Associates
Rey Mena, Co-President, Emmis Interactive
|
| 5:00 pm | Cocktail Reception |
| 8:30 am | Perspectives on What We Have
Learned |
| 8:45 am | The BIA/Kelsey Local Media Outlook - Advertising Trends and Forecasts
that Will Benefit You |
| BIA/Kelsey team presents views on the local media ecosystem along with its
Media Ad View forecasts of advertising across all local major media platforms. We identify the drivers, trends, analyses and highlight where we see the opportunities and threats.
Speakers:
Mark Fratrik, VP, BIA
Neal Polachek, CEO The Kelsey Group |
| 9:15 am | Building Multiple Revenue
Streams from Multiple Platforms |
| Assessment of online advertising trends and what
they mean for traditional media companies and other web publishers seeking
to maximize advertising revenue.
Speakers
Lynda Clarizio, Former President, AOL's Platform-A and
Advertising.com
Eric Bosco, Senior Vice President of Operations and Product Management, AOL's Platform-A |
| 9:45 am | Selling Across Multiple
Platforms |
| In addition to national advertising, local media must target local and regional advertisers for growth. This panel takes on questions of how local and regional advertisers will be making their media planning and allocation decisions in a new multiplatform advertising ecosystem.
We will also address how your sales strategies and training must change to take advantage of these opportunities.
Speakers
Neal Polachek,
CEO, The Kelsey Group
Rob Weisbord,
Regional Group Manager/Director of Digital Interactive, Sinclair Broadcast Group |
| 10:15 am | Break |
| 10:30 am | Crowd Sourcing: Totally
Engaging Broadcast Audiences |
| The world of advertising and marketing has changed. It's no longer good enough for companies to trot out the same tired advertisements through TV, print and radio.
Companies need to venture into the new media environments increasingly dominating consumer attention including streaming video, social networks and blogs. And not just talk at consumers - but engage them, with fresh, dynamic messages and experiences. Crowd sourcing is a scalable way to breathe new creative life into ad messaging.
Keynote Speaker:
Mark Walsh,
CEO,
GeniusRocket |
| 11:00 am | Greenspun’s Prize-Winning ‘Online First’ Approach to TV, Radio and Print |
| The traditional broadcast business model provides one revenue stream from one platform. We need to see broadcasters redefine themselves as multiplatform providers. These experts will show how to leverage core broadcaster strengths into new and integrated media platforms using the Internet as a leverage point.
Speakers:
Peter Krasilovsky,
Program Director, The Kelsey Group
Rob Curley, President/Executive Editor, Greenspun Media
Chris Jennewein,
Senior VP/Publisher, Greenspun Media
|
| 12:00 pm | Networking Lunch |
| 1:00 pm | How Broadcasters Can Get the
Local Edge in Mobile |
|
What are the opportunities for broadcasters in
local mobile media? We’ll start with the BIA/Kelsey forecast of the
advertising revenue growth in local mobile media to 2013. We’ll
identify specific opportunities for broadcasters in new parts of the
advertising pie. This includes local content, mobile video, messaging and
even interactive applications for mobile devices. In addition to advertising
revenue models, subscription revenue models are also explored. Broadcasters
can leverage local content, local sales forces and develop cross platform
media campaigns to add unique value to their sales and marketing solutions.
Speakers:
Sam Matheny, General Manager,
News Over Wireless
Ivan Braiker, CEO, HipCricket
Michael Boland, Program Director, Mobile Local Media, The Kelsey Group |
| 2:00 pm | Turning Search into a
Broadcaster Success Story |
| One of the major uses of the Internet is for search. This has been dominated by the PC platform and by display and keyword advertising. We see a change toward more video, mobile and location-based search applications and solutions attracting advertisers. How will these trends impact local broadcasters for better or worse?
Speakers:
John Kannapell, Senior Vice President, AOL Search and
Directional Media
David Carberry, President and Founder, Local Roll Call.com
John Meyer, Director of New Media, WTOP
|
| 2:30 pm | Agencies Pushing the Local Envelope and Getting Results |
|
To be most effective, interactive agencies must address their clients’ business problems first and design an integrated media campaign around those underlying problems. Ranging from banner ads to enterprise integrated applications, the creativity and flexibility of the media tool kit has allowed campaigns to become very sophisticated and powerful.
Speakers:
Jim Jacoby,
Founder, Manifest Digital
Brian Timpone, Local Advertising Strategist |
| 3:00 pm | Future Directions for Radio |
| |
The radio industry is united in a quest to put a radio tuner into
every mobile phone, PDA and digital music player within 5 years. Why?
In this keynote address, Jeff Smulyan, president and CEO of Emmis
Corporation, explains how this initiative will reinforce the traditional
ubiquity of the medium, one of its core strengths, and strengthen the
industry’s ability to support its public service role.
Jeff will also explain how a partnership with radio broadcasters could
produce multiple benefits for mobile carriers and handset manufacturers.
Radio broadcasters have the opportunity to leverage its tremendous
communications and promotional power with its 257MM+ weekly listeners. As
the thought leader driving this initiative, Jeff will outline the key
benefits to broadcasters and the critical next steps for success.
Keynote Speaker:
Jeff Smulyan, Emmis |
| 3:30 pm | Refreshment Break |
| 3:45 pm | Broadcasting "Out of the Box": Extending Broadcasters Reach and Vision
|
| Television broadcasters have made significant capital and operating investments in their transmission plant. Other than the traditional over-the-air model, how else can these assets be monetized, especially as it relates to mobile business models and the new integrated personal television business model? Learn the business cases, deployment schedules and how you can get involved.
Moderator:
Harry Jessell, Editor and co-Publisher, TVNEWSDAY
Speakers:
Jerald Frtiz, Vice President, Allbritton Communications
John Lawson, Executive Vice President, ION Media
Anne Schelle, Executive Director, Open Mobile Video Coalition |
| 4:45 pm | Day Two Wrap-up |
| 5:00 pm | Cocktail Reception |
| 8:30 pm | Perspectives on What We've
Learned |
| 8:40 am | Road Map for Reinventing Local News - Connecting Communities
With New Technologies |
| Local news needs innovation and experimentation both with technology and format. One promising approach across media is associated with "micro local news." Editors and reporters who identify and cover local issues in a way that personalize broad topics and promote understanding of different communities across broad coverage areas do best. We need to redefine both what is "local" and what is "local news" to keep relevant.
Keynote
Speaker:
Adam Clayton Powell III, Senior Fellow, Annenberg School of
Communications, University of Southern California |
| 9:00 am | Winning Back Wall Street (and Main Street) |
| Wachovia's Marci Ryvicker, recently recognized by Forbes as one the top brokerage analysts on Wall Street, will speak to the fundamentals she sees in the media industries as well as where they're seeing the overall economic opportunities. What will it take to increase deal flow and drive up company valuations?
Keynote
Speaker:
Marci Ryvicker, Vice President, Wachovia Securities |
| 9:30 am | Keeping the Money Flowing: Advice from the Experts |
| Experts offer assessments and options related to funding availability in a recessionary environment and surpassing debt and equity challenges.
Speakers:
Gregg Johnson, BIA Digital
Partners
Bishop Cheen, Director, Wachovia Capital Markets
Lee Westerfield, Managing Director, BMO Capital Markets |
| 10:15 am | Refreshment Break |
| 10:30 am | Innovative Business Approaches: Local Advertisers' Perspectives |
|
How are local advertisers dealing with the lagging economy and all the new and traditional media options available to them? How has their media spending been impacted by both? What do they think about the competence of local media sellers? What kind of programs are they interested in seeing from local media sellers? These and other questions will be answered in this session taking the pulse of local advertisers and agencies.
Speakers
David Nellis,
Principal, ROI Advertising
Valerie Passwaiter,
Asst. Marketing Manager, Northwest Federal Credit Union |
| 11:15 am | Recommendations / Strategies
and How to Implement New Plans to Grow Your Business
|
|
Speakers
BIA/Kelsey Speakers |
| 11:45 am | Conference wrap-up |
| 12:00 pm | Adjourn - see you 2010! |
|
