BIA/Kelsey Home Conferences

Drilling Down '08

April 30 - May 2, 2008
The Westin Seattle
Seattle, Washington


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Guide to Drilling Down on Local 08 in Seattle

Marketplaces News & Blogs

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Sleep less in Seattle

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Pre-Conference for TKG Clients | Day 1 | Day 2 | Day3

Wednesday, April 30, 2008

8:00 am
Conference Registration Desk Opens

9:00 am – 10:30 am
Pre-Conference Kelsey Group Client Briefing
The Kelsey Group will present our latest research, an overview of our new Marketplaces coverage, and details on the latest enhancements to online client access to TKG research and reports. This pre-conference briefing is reserved for clients of TKG Advisory Services.

1:00 pm - 1:30 pm
'The Marketplace Says' Industry Overview
The local marketplace continues to evolve in ways that affect every company trying to reach SMBs  and consumers who purchase products locally. What is the next wave of local marketing, and how will the transformation of classifieds, verticals and networking affect these companies?  Kelsey Group analysts will provide meaningful analysis of research that has been conducted in major vertical segments. This session will provide you with new insights and help you position your business for the future.
Neal Polachek, CEO, The Kelsey Group
Matt Booth, Senior VP and Program Director, Interactive Local Media, The Kelsey Group
Peter Krasilovsky, Program Director, Marketplaces, The Kelsey Group

1:30 pm - 2:15 pm
Remaking the Los Angeles Times (Online)
The Los Angeles Times has very publicly suffered during the digital era. But it remains the No. 1 franchise for news in Southern California, and its online transformation is cutting edge in every respect. Site leader Rob Barrett, a multimedia pioneer with stints at, The Feedroom and Channel 1, will discuss the critical steps it has taken to stay on top, leverage its community, and build up its marketplaces.
Rob Barrett, Senior VP of Interactive Media, GM,
Moderators: Peter Krasilovsky, Program Director, Marketplaces, The Kelsey Group and John Kelsey, Cofounder and Chairman, The Kelsey Group

2:15 pm - 2:45 pm
Executive Interview
YellowBook has always stuck to the basics. But with arguably the nation’s largest Yellow Pages footprint, it has redoubled its efforts to make its Internet site an industry leader. Patrick Marshall, an early leader for Idearc’s, is running the effort — evaluating what works, what doesn’t, and how to best work with the “ frienemies” in the space (Google, Yahoo! et al).
Patrick Marshall
, Chief New Media Officer, Yellow Book
Moderators: John Kelsey, Cofounder and Chairman, The Kelsey Group and Charles Laughlin, Senior VP and Program Director, The Kelsey Report, and Managing Editor, The Kelsey Group

2:45 pm - 3:15 pm
Refreshment Break
Sponsored by Moon Valley

3:15 pm - 4:00 pm  
The Online City: Close Up on Seattle
Seattle is the real thing as a tech capital. It is also our muse for new ways to present local news, information and services. Who better to discuss “the online city” than Patricia Lee Smith, The Seattle Times’ online leader (and a creator of The Times’ great NW Source). Joining Smith is Marchex’s Matthew Berk, the Seattle-based creator of OpenList and a creative leader in providing new ways to access local information.
Matthew Berk, Lead Search Architect, Marchex
Patricia Lee Smith, Vice President, Interactive Media, Seattle Times Co.
Moderator: Michael Boland, Senior Analyst, Interactive Local Media, The Kelsey Group

4:00 pm - 5:00 pm 
Vertical Leaders
Vertical publishers can extract many times the revenue that the category has traditionally received by passionately focusing on the needs of its users and advertisers. They can also do a better job of zeroing in on Web 2.0 and search tools. Among the best examples of vertical players are Avvo (legal), Lawn and Garden Search, (bridal) and SpaBoom. The sites’ leaders discuss their approaches, opportunities and challenges.
Mark Britton, CEO, Avvo
Steve Cissel, CEO, 10-20 Media (Head, Lawn and Garden Search)
Seth Gardenswartz, VP, SpaBoom
Robert W. Johnsen, Director of Sales and Marketing,
Moderators: Peter Krasilovsky, Program Director, Marketplaces, The Kelsey Group

5:00 pm - 5:30 pm  
The Marketplaces Demos
Jaron Waldman, President and CEO, Placebase
The local landscape has been forever changed by the creative use of maps for location, directories, service and other applications. Placebase is a leading designer of local maps for a  host of key vertical players, and will show off some of its most dazzling applications.
Anupam Gupta, President and CEO, Mixpo
Small business video is the next online growth area (in fact, it already is). But what makes video "actionable," leading to sales? Mixpo is making a science of it, and will show off its cutting edge ideas.
Moderator: Michael Boland, Senior Analyst, Interactive Local Media

5:30 pm - 7:30 pm
Networking Reception
Sponsored by Acxiom

Pre-Conference for TKG Clients | Day 1 | Day 2 | Day3


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



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