AGENDA
Pre-Conference | Day 1 | Day 2
All session topics and times are subject to change
Tuesday, September 19
8:45 am – 9:00 am
Industry Overview
John F. Kelsey, III, President and CEO, The Kelsey Group
9:00 am – 9:30 am
TKG’s View: Adapting to the On-Demand Future
Charles Laughlin, SVP and Program Director, The Kelsey Report®, The Kelsey Group
9:30 am – 10:15 am
Keynote Address
Dennis Payne, President & CEO, AT&T Directory Operations (USA)
10:15 am – 10:45 am
Refreshment Break
10:45 am – 11:15 am
The Future of SME Advertising
The Kelsey Group and ConStat will present the latest wave of Local Commerce Monitorsm, the tracking study that asks local businesses how they invest in technology to promote and manage their businesses, how they are evolving their media spend and what their expectations are for behavior going forward. This study has become a key industry barometer of local advertiser behavior.
Neal Polachek,
SVP, Research and Consulting, The Kelsey Group
Bill Deaton, Managing Director, ConStat (USA)
11:15 am – 11:45 am
In Their Own Words: What Advertisers
Say About the Future of Yellow Pages
This multimedia session will offer a glimpse into the current thinking
of advertisers from the Los Angeles area in several key Yellow Pages categories.
Which media are they using, and how effective are they? This session will
also explore the quality of sales interaction — from the advertisers’
perspective – and hear how they plan to alter their media mix in
the future.
11:45 am – 12:30 pm
Keynote Address
Stuart McKelvey,
President, TMP Directional Marketing (USA)
Pre-conference Interview - Keynoter
Podcast
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12:30 pm – 2:00 pm
Lunch
2:00 pm – 3:00 pm
Breakout Sessions
Session A: The Future of Voice and Mobile Directories Is the business case for mobile directory services stronger today than it was a decade ago? Will users be willing to pay for the convenience of accessing Yellow Pages content through a voice or a mobile interface? And what advertiser pay models make the most sense? This session will tackle these and other questions.
Rod Diefendorf, VP, Corporate Development, InfoSpace (USA)
Moshe Kamar, President – Advertising and Media Division, Amdocs (Israel)
Ralph Kunz, VP, Multimedia Experiences, Nokia (Finland)
Mark Plakias, R&D Strategy & Design, France Telecom (USA)
Session B: Heard it Through the Grapevine: Are Consumer Reviews the New Yellow Pages?
Sites have cropped up around the country offering the modern day equivalent of word-of-mouth advertising -- consumer-generated recommendations for service providers to use, and avoid, in local communities. What these sites offer is potentially powerful, since no form of advertising can match the credibility of a neighbor's recommendation. Do these sites represent an alternative or a complement to online Yellow Pages directories?
Tom Bates, VP & General Manager, Cox Enterprises / Kudzu (USA)
Matthew Berk, Lead Search Architect, Marchex (USA)
Stu MacFarlane, CEO, Insider Pages (USA)
Dave Naffziger , Vice President, Judy's Book (USA)
3:00 pm – 3:15 pm
Transition Break
3:15 pm – 4:00 pm
Breakout Sessions
Session A: Directories and Classifieds — Will These Mashups Work?
Since 2004, Yellow Pages publishers have been pursuing acquisitions in the classified space as one way to diversify the business and compete more effectively with search. In addition, many in the online classified space have expanded their offerings to include directory-like functionality. How well are these mashups working?
Craig Donato, CEO, Oodle.com (USA)
Peter Krasilovsky, President, Krasilovsky Consulting (USA)
Geneviève LeBrun, VP, Marketing, Yellow Pages Group/Trader Corp. (Canada)
Leif Welch, VP, Business Development, AdMission Corp. (USA)
Session B: Sorting Out the Listings Mess, Part II
At DDC2005, a session titled “Sorting Out the Listings Mess” generated some of the conference’s most avid audience participation. The issue remains ripe for discussion. An increasingly fragmented local exchange, growing levels of migration to wireless-only telephony, and the ascent of VoIP among residential and business customers have created a complex and unstable situation. How does this affect the completeness of the directory database, what impact will it have on distribution and customer acquisition, and most critically, how will these issues be addressed?
Roy Beatty, VP, Yellow Pages Marketing Group, ServiceMaster Corp. (USA)
Dave Galvan, SVP of Business Development, InfoUSA (USA)
Amy Healy, Director of Public Policy, Yellow Pages Association (USA)
Donna Towles, AVP Publishing, RH Donnelley (USA)
4:00 pm – 4:15 pm
Transition Break
4:15 pm – 5:15 pm
Breakout Sessions
Session A: Growing the Customer Base — What Works?
Acquiring new customers is enough of a challenge for directory publishers — whether in print or online. The bigger challenge is acquiring customers that publishers can retain and grow year after year. What customer acquisition techniques are effective in today’s highly competitive local advertising market?
Todd Minniear, Director of Marketing and Internet, Berry Co. (USA)
Richard Rosen, VP, Business Development, Jambo Inc. (USA)
Neil Salvage, EVP, Sales, Citysearch (USA)
Henry Whitfield, Founder, TelID (USA)
Session B: What Is the Pricing Model of the Future?
Over the past few years, value-based pricing has been a big topic of conversation in Yellow Pages. Now it’s performance-based advertising. Other than good old-fashioned flat rate, what models make sense for Yellow Pages, and what’s going on in the marketplace to try them on for size?
Marc Barach, Chief Marketing Officer, Ingenio (USA)
John Federman, CEO, eStara (USA)
Ari Jacoby, President, VoiceStar (USA)
Kirsten Mangers, Founder & CEO, WebVisible (USA)
Todd Walrath, Chairman & CEO, Leads.com (USA)
Additional speakers to be announced
5:30 pm – 7:30 pm
Reception
Pre-Conference | Day 1 | Day 2
Register Online
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register by phone, call (609) 921-7200 x10.
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