September 16, 2009
I will be in Orlando next week for the Kelsey Group DMS ’09 conference. I haven’t missed many of those great events over the years and I’m looking forward seeing my industry colleagues in person.
Here are the presentations/panels I don’t want to miss:
Tuesday Sept. 22, 2009
- “Moving Multiproduct Selling Beyond Bundles”. The interesting challenge directory publishers face today is to transform their sales organization into one that’s able to sell online advertising-only, not just print/online bundles. There’s also the new real-time Web which will create opportunities to launch time-sensitive offers and coupons, requiring multiple touch points during the year. That’s something directory publishers need to improve. See this conversation between Michael Taylor and myself on Linkedin (you need to be a member of the Kelsey Group Linkedin group to see it)
- Kelsey’s User View and Local Commerce Monitor. Always interesting data points on users and advertisers.
Wednesday Sept 23, 2009:
- The keynote from David Swanson, Chairman and CEO, R.H. Donnelley. As RHD prepares to exit bankruptcy protection, it’s going to be interesting to see how RHD is expecting to reinvent itself.
- “The Global Yellow Pages Leadership Forum: Answers to the Tough Questions”. This should be the highlight of the three-day conference. Six global industry leaders will discuss the opportunities and challenges of the local industry. I wonder who will replace John Kannapell from AOL who was just let go.
- “Mobile Search & Yellow Pages: The Business Model”. Four senior mobile managers from directory publishers talk about the importance of mobile, their strategy, and the business model. Curious to ask them about their “big ideas” around mobile.
- The second keynote of the day, David Krantz, President & CEO, AT&T Interactive.
Thursday Sept 24, 2009
- The keynote from Donat Rétif, CEO, Truvo. I saw him speak at the EADP conference back in May but given that Truvo wants to be innovative in the directory space, it’s going to be interesting to get an update from them.
- “Print Yellow Pages 2013: Critical Changes to the Core Product”. Very curious to see if we will finally hear about real print innovation.
The conference is held at the [praized subtype="small" pid="79b0fad769b11f4b8998b682a0374edd7f" type="badge" dynamic="true"]. If you’d like connect in Orlando, send me an e-mail sprovencher AT praizedmedia.com
In less than 6 weeks, many decision makers from the Yellow Pages industry and other directional media companies will be attending the next Kelsey Group conference called Directional Media Strategies ’09. Two of [praized subtype="small" pid="66afa9c1b5e4cd2f613f200ec61d955d" type="badge" dynamic="true"] analysts (Charles Laughlin and Matt Booth) organized a preview web conference yesterday to explain the “meta-themes” of the conference. They are:
- Embracing accountability (for example, with print pay-for-perfomance ads)
- Transforming the sales channel (becoming multi-product, digital and explicitly performance-based, sales training needs with those changes)
- Reinventing the business model ( every aspects of the Yellow Pages business model is under scrutiny, 12-month cycles, etc.)
The session became very interactive when Charles asked the attendees (more than 100) to vote on three different statements.
The first one, “In 5 years, what percentage of total directory revenue will be generated by performance-based advertising programs?”, produced some interesting results. 35% think that between 25% and 50% of total directory revenues (print and online) will be performance-based. That’s what I think as well. It will be a combo of preserving current advertisers with some advertiser gain as well.
The second question, “in 5 years, what percentage of directory advertisers will be handled entirely by an automated/self-service sales channel?”, also produced some interesting results. 37% think that it will be “between 10% and 25%”. I’m not a big believer in self-service in the short/medium term. I think it will be “less than 10%”.
The third question, “In 5 years, what percentage of large metro print directories will be produced in a size similar to that of a mini or companion?”, did not produce a clear winner. For my readers not in the industry, mini or companion directories (also called neighborhood directories in Canada) are smaller, more geo-focused print directories. Based on my personal experience, I always feel my neighborhood directory is always more relevant than the big Montreal-East book and when I use a print directory, I usually use the neighborhood edition. I think publishers will have no choice but to embrace this new format/model. I voted for “between 50% and 75%”.
The conference is being held at the [praized subtype="small" pid="79b0fad769b11f4b8998b682a0374edd7f" type="badge" dynamic="true"] in Orlando. You can register here.
I will be attending the conference. If you want to meet, make sure we connect by e-mail (sprovencher AT praizedmedia.com) beforehand to schedule some quality time.
March 6, 2009
I thought it was a good opportunity today to list the next three events I will be attending.
1) The first one is [praized subtype="small" pid="66afa9c1b5e4cd2f613f200ec61d955d" type="badge" dynamic="true"] ‘s MarketPlaces 2009 conference in Los Angeles. Definitely looking forward hearing Jeff Berman (President, Sales and Marketing at MySpace) talk about verticals and local, Jay Herratti (CEO, Citysearch) discuss the latest Citysearch initiatives (maybe some fresh Facebook Connect data?) and Chris LaSala (Director of Local Markets, Google) talk about any Google Local initiatives. The conference is on March 16, 17 and 18 (yes, in 10 days!) at the [praized subtype="small" pid="d919d1d277951c5164c26320a00b783fe1" type="badge" dynamic="true"].
2) I will also be attending this year’s [praized subtype="small" pid="85bbe9714ba1f95167e8691d35364b0a8c" type="badge" dynamic="true"] conference. Believe it or not, it will be my first time after almost 10 years in the industry. They invited me to speak on a blogger panel with my friends Mike Boland and Greg Sterling. Can’t wait to hear Carol Johnson (COO, Sensis Yellow and White Pages) talk about “Sustaining Yellow and White Pages Growth” and Malcolm Gladwell talk about “Outliers”. The conference is April 26, 27 and 28 at the [praized subtype="small" pid="2824998ee1a44bb195b97335593818ba2c" type="badge" dynamic="true"].
3) Finally, a month later, I will be in sunny Barcelona at the EADP conference. I will be talking about “blended search”. Their line-up of speakers is amazing with many CEOs and Head of New Media divisions speaking at the event. The conference is May 28 and 29 at [praized subtype="small" pid="fe88067181f3c2b456ee063861fe1985" type="badge" dynamic="true"] (probably the most beautiful hotel I’ve ever stayed in!).
If you want to sit down and chat at any of these events, send me an e-mail seb AT praizedmedia.com !