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Directional Media Strategies 2008 • The Multiplatform Opportunity
Sept. 15 - 17, 2008  •  Hyatt Regency Atlanta  •  Atlanta Georgia

Monday, Sept. 15, 2008

1:00 pm – 2:00 pm
Special Session Exclusively for Clients of TKG Advisory Services
The Kelsey Group’s team of analysts will offer a research-based view of how the global Yellow Pages industry is positioned with users and advertisers. This presentation and question and answer session will draw on multiple waves of research focused on both consumers and small-business advertisers.
Neal Polachek, CEO, The Kelsey Group
Charles Laughlin, Senior VP and Program Director, The Kelsey Group
Matt Booth, Senior VP and Program Director, The Kelsey Group

Conference Begins

2:00 pm – 2:45 pm
The Future of Yellow Pages
The past year has been one of the most challenging in Yellow Pages’ history. Yet many in the industry insist the underlying business model for directories has been underestimated, despite clear online migration of users and advertisers. The Kelsey Group will present its candid view of the state of print and online Yellow Pages, establishing an agenda for Directional Media Strategies 2008.
Neal Polachek, CEO, The Kelsey Group
Charles Laughlin, Senior VP and Program Director, The Kelsey Group
Moderator: John Kelsey, Cofounder and Chairman, The Kelsey Group

2:45 pm – 3:30 pm
Keynote Speaker: Marilyn Neal, Chairwoman, Local Insight Media
Marilyn Neal’s views on the strength and viability of Yellow Pages have been honed from her wide-ranging experience in directory operations. Neal has held positions with Verizon Information Services (now Idearc), Dex and now Local Insight. She will offer a candid view of how the industry can put itself back on a path to growth.
Moderator: John Kelsey, Cofounder and Chairman, The Kelsey Group

3:30 – 4:00 pm
Refreshment Break

4:00 pm – 4:45 pm
From Perception to Performance: The Sales Channel Revolution
Directional media sales organizations, once concerned with acquiring, retaining and growing print advertisers, now must sell a far more complex multi-product offering in an increasingly competitive environment. This transition has been under way for some time, but has reached a critical juncture. Adopting a new way of selling requires substantial changes and investments throughout the enterprise, all in an environment of cost restraint. This panel brings together sales experts to explore the implications of this sales channel transformation for the future of directional media.
Eitan Ackerman, Global Executive Director of Marketing, Advertising & Media Division, Amdocs
Robert Hawthorne, President, Hawthorne Executive Search
Neil Salvage, EVP, Sales & Merchant Services, Citysearch
Moderators: Neal Polachek, CEO, The Kelsey Group and Michael Taylor, Senior Analyst, The Kelsey Group

4:45 pm – 5:30 pm
Keynote Speaker: Frank Jules, President and CEO, AT&T Advertising & Publishing
As the leader of the world’s largest directional media company, Frank Jules has unique insight into the industry’s transformation, and an acute sense of what needs to be done to sustain the business over the long term. Jules will share his perspective on the future of Yellow Pages and directional media.
Moderator: Charles Laughlin, Senior VP and Program Director, The Kelsey Group

5:30 pm - 8:00 pm
Opening Reception

Additional Speakers To Be Announced

Day 1 | Day 2 | Day 3

To register by phone, call (609) 921-7200 x10.

The Kelsey Group, Inc., 600 Executive Drive, Princeton, NJ 08540-1528
Tel: (609) 921-7200 Fax: (609) 921-2112 E-Mail: tkg@kelseygroup.com
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