“At our last conference we heard convincing evidence that perhaps only 1 in 10 legacy media companies might survive and that local advertisers were disillusioned with what they could offer,” said Gordon Borrell, CEO of Borrell Associates. “At this conference we are intent on nailing down the answers: What do advertisers want, what will it take to survive, and what must local radio, TV, newspapers, directories, cable, magazines and Internet operations do to ensure they’re not in that unfortunate 90 percentile?

Since 2001, Borrell Associates has been a pioneer in scrutinizing local media and the impact of disruptive technology on its ad revenues. In 2003, its landmark report on the subject, done in conjunction with then Harvard Assistant Professor Clark Gilbert, a protégé of Clay Christensen, was released. The report was a major wake-up call to the country’s local media giants. A 2007, condensed reprint of “ href="http://www.borrellassociates.com/index.php?option=com_virtuemart&page=shop.product_details&flypage=garden_flypage.tpl&product_id=819">Disruptive
Technology and Local Media” is available for free download.

Borrell Associates
Inc. has tapped “disruptive innovation” architect and best-selling author href="http://www.claytonchristensen.com/">Clay Christensen to keynote its href="http://www.borrellassociates.com/loac11/">Local Online Advertising
Conference, March 2-4, in New York City. Christensen is part of an all-star lineup of more than 50 speakers who will explore the dramatic transformation of local media brought on by the Internet and mobile media. The speaker mix includes advertisers, agencies and media company executives. The conference will also be streamed live and available on-demand for 30-days by using the Attend@ Your Desk access.

“More than $97 billion in local advertising is at stake,” Borrell added. “Believe it or not, legacy media companies still control 92% of that – including half of all local online advertising. But I don’t think anyone believes those numbers can hold up, as evidences by a lot of bankruptcies and outright failures of local newspapers, directories, magazines and broadcast companies.”

To extract answers, Borrell has also tapped the CEOs of the three largest local online advertising companies – AT&T Interactive, Autotrader.com and CityGrid Media – as well as key executives from Facebook, The New York Times Co., CBS Local Media, Yellow Pages Group, McClatchy, Greater Media, Cox, Google, Yahoo and Local.com, to name a few.

The conference will take deep dives into who’s making the most money on the local online advertising front, as well as the newest disruptor on the local advertising landscape – mobile media. Greg Stuart, Global CEO of the Mobile Marketing Association, will help open the conference.

To explore the fast-growing disruptors on the hyperlocal news front, Borrell has tapped Patch Media President Warren Webster, Examiner.com CEO Rick Blair, and Outside.in CEO Mark Josephson.

Conference openers include Michael Golden, vice chairman and president of The New York Times Co., which now derives one-fourth of its ad revenues from online media, and Shelly Palmer, a digital media guru who is an author, columnist, TV show host and radio personality whose program can be heard on Sirius XM and on more than 250 radio stations across the U.S.

Borrell’s Local Online Advertising Conference kicks off March 2 with a pre-conference workshop entitled, “Make Money Now with Mobile Media.” The full conference runs March 3-4. All sessions are at the Grand Hyatt on E. 42nd Street in New York City.
Speakers:

Mickey Alam Khan
Editor-in-chief, Mobile Marketer

Terri Bennett
VP - Content and Production, Terri Bennett Enterprises, LLC

Rick Blair
CEO of Clarity Digital Group and CEO of Examiner.com

Clayton Christensen
Author, Researcher, Professor of Business Administration at the Harvard Business School

Heath Clarke
Chairman & Chief Executive Officer, Local.com

Christine DiStadio
Director of Digital Media KHOU-TV

Ken Doctor
Author of Newsonomics & Industry Analyst, Outsell

Arturo Duran
EVP & Chief Digital Officer, The Journal Register Co.

Nicolas Gaudreau
Vice President – Digital Media, Yellow Pages Group

Michael Golden
Vice Chairman and President, The New York Times Co.

Chris Hendricks
Vice President, Interactive Media, The McClatchy Company

Jay Herratti
CEO, CityGrid Media

Mark Josephson
CEO, Outside.in

Kyung Kim
Group Director, Starcom MediaVest

Brooke Knight Warner
General Manager, Interactive, WBOC Interactive

David Krantz
President & CEO, AT&T Interactive

Joy Liuzzo
Senior Director, InsightExpress

Lem Lloyd
Vice President North America Channel Sales and Small Business , Yahoo! Inc.

Shelly Palmer
Digital Media Guru & President, Shelly Palmer Media

Chip Perry
Chief Executive Officer, AutoTrader.com

Mike Petroff
VP Sales, Ad Products, Deseret Digital Media

Shawn Riegsecker
Founder & President, Centro

Michael Romaner
President, Morris Communications

Frank Saxe
Managing Editor, Inside Radio

Peter H. Smyth
Chairman and Chief Executive Officer, Greater Media, Inc

Greg Sterling
Senior analyst with Internet2Go program, Opus Research

Greg Stuart
Global CEO, Mobile Marketing Association

Jeffrey Ulrich
Director, Digital Sales Strategy and Training, Cox Media Group

Warren Webster
President, Patch Media

Emily White
Sr. Director of Local, Facebook

Matt Williams
Partner / Group Planning Director, The Martin Agency