Agenda

BORRELL’S 2022 LOCAL ADVERTISING CONFERENCE

“THE PATH TO 2032″

#BorrellMiami2022

March 6-8, 2022 – Miami Hilton Downtown

SUNDAY, MARCH 6

5:00 PM

Badge Pick-Up & Cocktail Party

MONDAY, MARCH 7

8:30 AM

Keynote Speakers

We’re kicking off Day 1 with four dynamic presentations to get your juices flowing. The first session offers a vision of what 2032 is likely to look like, and the second taps a world-renown transformation expert to discuss the path to get there. How is that transformation playing out today? For the follow-up sessions, we’ll hear from CEO Bill Wilson of Townsquare, who’s driven measurable transformation within his organization, and an on-the-ground vision from DuJuan McCoy, an innovative and energetic owner-operator of a single-market TV station who’s redefining “opportunity.”

2032

Over the past two decades, the Internet has recrafted the media landscape in two distinct waves triggered by two economic cycles. We’ve just entered a third wave, triggered by the pandemic. Gordon Borrell will describe what the landscape is likely to look like in 2032, and how forces such as demographics, altered work habits, buying habits, and technology are pushing us toward the final stages of the democratization of media channels.

SPEAKER:  Gordon Borrell, Founder, Borrell Associates

Getting There: A Path To The Future

Keying off our first presentation, we’ve asked Scott Anthony to offer his view on how companies can navigate the coming decade. Scott is a founding partner of Innosight, where he’s spent the past 20 years helping leaders design new growth strategies, build innovation capabilities, navigate disruptive innovation, and manage strategic transformation. He’s written eight books, including “Eat, Sleep, Innovate” (2020), and “Dual Transformation” (2017), which describe how forward-thinking organizations can navigate disruptive change and own the future. He will address how even the smallest of companies can navigate tricky transformation to become world-class businesses.

SPEAKER:  Scott Anthony, Founding Partner, Innosight

Morning Break

Dual transformation within media companies is certainly a great story. But does it work? We’ve selected three examples — one from the radio industry, one from a local TV broadcaster, and one involving a newspaper company — where it’s been put to the test.

Townsquare’s Transformation

Formed from a bankrupt radio group in 2010, Townsquare has emerged as a shining example of transformation. Its Trojan Horse strategy to buy small-market radio stations to drive its digital initiatives has paid big dividends. CEO Bill Wilson describes how the company has navigated dual transformation with its 322 radio stations in 67 cities, and its fast-growing separate division called Townsquare Interactive.

SPEAKER: Bill Wilson, CEO, Townsquare Media

The Underdog’s Play: One Market, One Clear Vision

At the individual market level, it’s hard to beat a great vision and a great strategy, especially when an energetic and charismatic operator is at the helm. That’s the case in Indianapolis, where a longtime TV station owner, DuJuan McCoy, has taken the underdog position with two virtual TV channels and a lot of verve. DuJuan talks about his exploits in Indianapolis and what the future looks like to him.

SPEAKER: DuJuan McCoy, Owner, President & CEO, Circle City Broadcasting

With a Different Vision, Newspapers Become a Growth Opportunity

It’s hard to imagine that someone would launch a newspaper just as the industry began its precipitous decline — and harder still to comprehend that it could grow over 17 years from one publication to 36, serving 2.5 million readers. This session features the energetic, entrepreneurial founder of Community Impact Newspaper who continues to defy gravity by building a hyperlocal news operation serving print and digital readers in Texas, Arizona, and Tennessee.

SPEAKER: John Garrett, CEO & Founder, Community Impact Newspaper

Rapid-Fire Case Studies

Up to 18 five-minute case studies of dynamic, profitable programs will be presented in rapid-fire succession over two sessions – one on Monday and another Tuesday. This is one of the most popular features of Borrell’s event.

SPEAKER:  TBA

12:30 PM

LUNCH & DESSERT WITH SPONSORS

2:00PM

BREAKOUT SESSIONS

The afternoon features a dozen drill-down sessions from which to choose.  The breakouts are arranged in three themed sessions in adjacent presentation rooms.  Each session features three to four panel presentations in a more interactive setting with ample opportunity to ask questions.

Streaming Video, OTT, CTV, Storytelling Videos

Local advertisers will spend $21 billion this year on streamed-video advertising, twice as much as they spend on local broadcast TV spots. Where’s it coming from, and how can you tap it? Three 45-minute panel discussions will draw on the expertise and success of those on the front lines.

• Best Practices in Selling & Managing OTT/CTV. This panel discusses best practices, how should you sell, and what you should sell. It examines how companies are tapping into the growing stream of OTT as well as cookie-less advertising and how the audience targeting changes once cookies are gone. MODERATOR: TBA | Speakers: TBA
• Cross-Media Attribution. This panel will address the emerging challenge in attribution of video audiences across different platforms. Topics include targeting, CPMs, and multi-touch attribution looking at the entire funnel beyond TV and digital. MODERATOR: Ray Arroyo, Director of Agency Sales, Sinclair Broadcasting | Speakers: TBA
• SMB Revenue for Video. SMB revenue is a large and generally untapped OTT revenue stream. This panel examines pricing, churn, and the emergence of self-serve platforms to capture more of the SMB revenue. Panelists will also address where the opportunities are and how a lot of the spending is going to social video and other video products. MODERATOR: TBA | Speakers: TBA

Running Successful Digital Agency

Three to four 45-minute panel discussions will address:

• Media-borne agencies.  Organizational structure, profitability, products sold, typical client, relationship with “legacy” staff, key issues and how to prevent them.
• Stand-alone agencies.  Competition, strategic advantages, profitability, products sold, future growth potential.
• Digital services.  What to sell, what to avoid, loss leaders, most profitable products, future of SEO, tackling social media management, website design best practices .
• Outsourcing services.  What to outsource, what to keep in-house, pricing, profitability.

New Sources of Revenue

Three to four 45-minute panel discussions will address:

• Reader/Site Visitor Revenue. How much revenue is needed from readers to support your newsroom operation? Moderator: Andrew Ramsammy, Local Media Association
• Simple Tricks in “Purchase Flow” Redesign. News organizations can lose tens of thousands of dollars from poorly designed subscribe or donate pages.  Moderator: Penny Riordan, Local Media Association
• Sticky Strategy: Storytelling & Sponsorship. If you don’t have a storytelling sales strategy, it’s time to build one! Local media companies and ad agencies are finding six-figure sales success by focusing on combining the power of storytelling and sponsorship while engaging unique audiences. Discover actionable revenue growth steps and hear success stories combining sponsorship, custom storytelling and distribution, which they playfully call The Peanut Butter and Jelly Plan. Moderator:  Julia Campbell, The Meta Branded Content Project | Panelists: Peter Lamb, Lamb Consulting; Lenora Howze, The AFRO; Other panelists coming soon!
• The Missing Revenue Pillar:  Contributions.  Hear how 16 publishers raised $5M in 9 months to fund news operations in LMA’s Lab for Journalism Funding, and how you can incorporate philanthropy into your overall revenue strategy. Moderator:  Frank Mungeam, Local Media Association