Here are a selection of the presentations from our conference held in September, 2009 in Las Vegas. This is a good example of the quality of our conferences. You’ll also find a copy of the program. To download to your computer, simply click on the presentation.
Conference Program
Monday Sessions
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“Inspiring the Uninspired” Panel
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Each presenter will provide a “how to” kit to attendees so that these ideas and examples can be immediately transferred to real world situations. In today’s climate our managers & employees are asked to do more with less. This session promises tools to take back.
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Mike Rutigliano, CanWest Digital Media, Moderator
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Mike Rutigliano has been involved in the Classified business since 1993. Mike worked at the Vancouver Sun and Province until 2006, before moving to a corporate role in the digital media space as the Vice President Classified, for Canwest Publishing. He is responsible for all print and online revenues and products in the classified space of Auto’s, Recruitment, Real Estate, General and Announcements for Canwest. Mike has been involved in the WCAA for the last 10 years and on the board the last 4 years. He is passionate about the classified business and believes we have a bright but very different future.
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Shannon Kinney, AIM Group
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Shannon Kinney is a senior consultant for the AIM Group and Classified Intelligence. She is a former senior director of product development and classifieds at Knight Ridder New Media/KR Digital, and real estate director of Boston.com. She also was on the team that built Cars.com for Classified Ventures and worked on it for nearly two years from its inception to a successful proliferation to papers all over the country. In addition, she has 13 years of online experience overall in classifieds, and 10 years experience in print and the realm of classifieds in sales and management.
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Bev Crandon, Metroland Media Group
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Beverly Crandon began her career in managing contact centres internationally, supporting both offshore and on-shore campaigns for Fortune 500 clients. Her extensive contact centre experience then led her to be recruited by Trader Corporation, to head up their suite of Ontario based classified contact centres. Soon after, Beverly assumed the responsibility of Regional Manager, covering classified activity for the automotive, employment, health, real estate and the generalist verticals at Trader. After Trader Corporation, Beverly went on to act as a consultant to media companies worldwide, applying techniques to traditional business processes that align with our aggressive and ever changing digital dependencies. Most recently, Crandon has been recruited by Metroland Media Group to work in their Digital Division, as the Director of Digital Classifieds, developing products and sales strategies for the Torstar footprint.
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Carol Richer Gammell, Sales Training Plus
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Carol Richer Gammell is currently in charge of her own training firm, Sales Training Plus, after serving as associate publisher for MacDonald Classified Services, a specialized advertising agency, for 16 years. She has been a speaker at more than 300 newspaper advertising conventions and has conducted training workshops for Newspaper Sales and Call Center Professionals at more than 750 newspapers including The Pittsburgh Post-Gazette, The TorontoStar, The Mobile Press-Register, The Montreal Gazette, The Riverside Press-Enterprise among many others. In 2000, Richer was awarded the McGovern Award by the Newspaper Association of America for her service to the classified industry. Prior to joining MacDonald in 1986, Richer taught English composition and literature at Purdue University where she received a M.A. and Ph.D. in English.
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“Top 10 New Revenue Ideas”
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Janet De George, Classified Executive Training
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Janet De George first started her newspaper career at the San Jose Mercury News over twenty years ago. She graduated from San Jose State with a degree in Advertising and has completed all course work towards a Masters of Science in Mass Communication. She spent 13 years at the Mercury News, much of it as a manager of their inside sales team, then relocated to Southern California as Recruitment Advertising Manager before moving to Arizona where she was the Classified Advertising Director of the Scottsdale & Mesa Tribune for seven years. She is a former Vice President of the Western Classified Advertising Association, a key speaker at both local, regional and national advertising conferences, and has had numerous articles published for NAA and INMA publications as well as a monthly column in MacDonald Classifieds. De George has been the President of Classified Executive Training & Consulting since 2001. She specializes in Classified Sales Training, the training of new classified managers, outbound sales training, and redesigns of print products and rates to uncover new revenue sources.
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“Innovation With Technology”
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Learn about the latest with Innovation and Technology along with how to package and sell your ideas to your publishers. Panels will include how to build out a local solution for search with no resources, emerging trends from industry experts, and how to package and change the paradigm at your newspaper.
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Dawn Paduganan, Local.com
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Dawn Paduganan represents Local.com, the nation’s largest local search network, helping local media companies with highly search-engine optimized private label solutions that enable them to be found on search engines and compete against traditional yellow page companies for revenue. Previously, Paduganan led Purpose Activators, a firm dedicated to activating sales potential and results for firms with purpose, providing consulting for firms interested in capturing new markets with new products and services. Paduganan also served as Vice President of Interactive Sales for Freedom Communications and led Freedom Interactive’s national and local sales teams to achieve winning results. Paduganan holds a degree in communication with an emphasis in business from the University of Michigan, and completed the University of California, Irvine master of business administration Marketing Management Program.
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Tom Caywood, Media General
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Tom Caywood is responsible for driving sales performance of key classified driven initiatives, evaluating current products and pricing models, prioritizing the next generation of classified strategies and tactics, and setting standards for achieving change and integration. Tom recently joined Media General from Belo Interactive Media, where he was general manager – Yahoo! Initiatives since 2007, and executive director, online classifieds from 2006-2007. Previously, Tom was vice president, classified advertising for the Dallas Morning News and he served in a number of senior management positions in newspaper and classified sales for KnightRidder Digital. He is a graduate of the University of Kentucky.
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Pili Linares, NAA
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Pilar "Pili" Linares is a Director of Marketing and Advertising at the Newspaper Association of America. With more than 13 years of newspaper experience, Linares joined the Newspaper Association of America (NAA) as a Director of Marketing and Advertising in 2004. Pili is responsible for overseeing the NAA's recruitment advertising, merchandise advertising, real estate advertising, database/direct marketing and preprint advertising categories. Prior to joining the NAA, she most recently served as The Houston Chronicle's Database and E-Mail Marketing Manager. Additionally, she also worked in both the classified and display divisions of The Houston Chronicle as a Recruitment Advertising Sales Manager and Retail Account Executive. In 2001 Linares was also recognized as a Presstime "20 under 40" recipient. Before beginning her newspaper career she worked at the recruitment advertising agency, Bernard Hodes Advertising. Pili Linares earned a B.S. in Advertising from the University of Texas at Austin and also attended The University of Salamanca, Spain.
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Tuesday, September 15
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“Alliances – The Good, The Bad & The Ugly” -
Bill Momary, Ventura County Star, Moderator
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Bill Momary is the Vice President of Multimedia Advertising at the Ventura County Star. The Multimedia Division of VCS is responsible for the Digital and Classified operations with a focus on multi-platform advertising and marketing. In 2008, Bill launched Star Interactive, an online advertising agency and subsidiary of VCS in the Los Angeles DMA. Prior to joining VCS, Bill worked as a Regional Advertising Manager at the Los Angeles Times where he managed a $50m portfolio and increased market share by 25%. Bill's previous experience includes Cars.com, Latimes.com, Tribune Interactive & Internet Tradeline.
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Part A: Recruitment Partnerships
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Pili Linares, NAA - Moderator
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Pilar "Pili" Linares is a Director of Marketing and Advertising at the Newspaper Association of America. With more than 13 years of newspaper experience, Linares joined the Newspaper Association of America (NAA) as a Director of Marketing and Advertising in 2004. Pili is responsible for overseeing the NAA's recruitment advertising, merchandise advertising, real estate advertising, database/direct marketing and preprint advertising categories. Prior to joining the NAA, she most recently served as The Houston Chronicle's Database and E-Mail Marketing Manager. Additionally, she also worked in both the classified and display divisions of The Houston Chronicle as a Recruitment Advertising Sales Manager and Retail Account Executive. In 2001 Linares was also recognized as a Presstime "20 under 40" recipient. Before beginning her newspaper career she worked at the recruitment advertising agency, Bernard Hodes Advertising. Pili Linares earned a B.S. in Advertising from the University of Texas at Austin and also attended The University of Salamanca, Spain.
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Keith Douglas, Appvault
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Keith began his career in sales at the Xerox Corporation after graduating from Texas Christian University with a BS degree in Finance. Later, he joined TMP Worldwide/Monster.com where he played many major roles in sales and marketing. Keith lead sales for TMP’s Yellow Pages and Recruitment Divisions prior to taking on the sales responsibilities at Monster.com. In 2001, Keith left his successful 15 year career with TMP as Senior VP of Sales at Monster.com to pursue his entrepreneurial goals. Keith joined another long term Monster Executive, Tom Daly, to drive the sales efforts with AppVault. As Executive VP of Sales and Marketing, Keith oversees all marketing aspects at AppVault. “Providing revenue generating solutions which also provide true customer value is fun.”
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Shannon Kinney, AIM Group
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Shannon Kinney is a senior consultant for the AIM Group and Classified Intelligence. She is a former senior director of product development and classifieds at Knight Ridder New Media/KR Digital, and real estate director of Boston.com. She also was on the team that built Cars.com for Classified Ventures and worked on it for nearly two years from its inception to a successful proliferation to papers all over the country. In addition, she has 13 years of online experience overall in classifieds, and 10 years experience in print and the realm of classifieds in sales and management.
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Alliances Part B: Real Estate Partnerships
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Tony Lee, Adicio Moderator
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Tony Lee is Chief Alliance Officer and Executive Vice President of Adicio. Lee oversees Adicio’s Network Operations, which includes the Adicio National and Regional Networks and Cross-Posting Network, and Adicio’s alliance with Monster.com. He also manages Adicio’s Best Practices workshops. Lee is the founder and former publisher of The Wall Street Journal Online Vertical Network. Prior to moving online in 1997, Lee was Editor in Chief of the National Business Employment Weekly and of Managing Your Career, both published by Dow Jones & Co. Lee is a frequent conference speaker in the U.S. and internationally. Tony, his wife and two daughters live in Mercer County, N.J.
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Dave Parsons, Zillow
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Dave Parsons’ primary responsibility is to manage Zillow’s relationship with newspapers across the United States in addition to working with many of the nation’s largest brokerage firms. Dave joined Zillow after a long newspaper career. Dave last position in the newspaper world was as a Director of Interactive Media for Lee Enterprises. Prior to moving over to the interactive side of the business, Parsons was Lee’s Director of Classifieds – Automotive and Real Estate. Before joining Lee, he owned a successful sales and consulting business with clients in the newspaper industry. He began his newspaper career with his hometown newspaper, the Ames Daily Tribune, before moving to the Chicago market. In Chicago, he worked for the weekly Pioneer Press and the family-owned suburban Daily Herald. He joined the Gannett Co. in 1995, as a classified advertising manager at the Observer Dispatch in Utica, N.Y., and returned to Iowa in 1997, as advertising director at the Iowa City Press Citizen. In 2003, he joined Ogden Newspapers as advertising director of its group of weekly newspapers in Des Moines. He is a graduate of Iowa State University’s College of Business with a bachelor’s degree in marketing.
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Alliances Part C: Classified Partnerships
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Deb Dreyfuss-Tuchman, AdPay - Moderator
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Deborah Dreyfuss-Tuchman brings 27 years of media industry experience to her client partnerships at AdPay. She specializes in driving revenue success by adapting the innovative classified solutions provided by AdPay to the local market requirements. In her seven years with the company Deb has been instrumental in redefining classified opportunities based on the evolving industry imperatives, and to keeping AdPay at the forefront of responding to those changes. Prior to joining AdPay, Ms. Dreyfuss-Tuchman held the positions of Vice President Business Development and subsequently Media Sales at Travidia, a leading print to-Internet vendor. Her background also includes five years at Thomson media companies, including Vice President of Business Development for Thomson Interactive Media, where she helped forge business relationships adding value to their classified products. Dreyfuss- Tuchman’s twelve years at The Chicago Tribune and five at Tribune Media Services implanted a solid foundation of familiarity with media operations and syndicate sales. These experiences are all major assets in developing best practice strategies for our new generation of classifieds. Dreyfuss-Tuchman has a BA in Journalism from the University of Michigan.
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Pete Sproul, Classified Concepts
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Peter Sproul is the National Sales Manager for Classified Concepts, a division of Maps.com, based in Santa Barbara, California. As one of the founders of Classified Concepts and a driving force behind the creation of its map and locator programs for newspapers, Peter has led the company’s sales efforts since its inception in early 2004. Prior to Classified Concepts, Peter oversaw Educational Publishing Sales for Maps.com. Originally from Oregon, Peter holds a degree in Psychology from the University of Oregon. Outside of work, Pete enjoys spending time with his family, surfing, biking and skiing.
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During the “Classified Challenge” session at the September 2009 WCAA Annual Classified Conference, an idea exchange session was help where a number of questions were asked. Below are the questions and different answers that were given by those who attended the session. We take a look at 20 Questions ... a defining White Paper!
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Wednesday, September 16
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“Advertiser Retention”
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Gary Tackett, Orange County Register (presented by Tony Marsella)
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Gary Tackett serves as the Director of Classified Advertising at Orange County Register Communications. In the past 6 months, he has assisted in introducing the following revenue producing ideas at OCRC: TEXT on virtually all print ads creating over $250k annually. Creation of Mobile Web Sites for customers generating over $350k annually. Changing Font Size in Classified Section to retain readership. Conversion to Ranger Data for Classified generating $1,000,000 annually.
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Peggy DelToro, Los Angeles News Group
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Peggy del Toro is currently the President and General Manager of the Inland Valley Daily Bulletin in Ontario, California. Peggy has over 28 years in the newspaper industry. The majority of her professional career was in advertising. During those years she held the positions of Retail Sales Manager, Classified Advertising Director and Vice President of Advertising as well as Marketing Director. In 2006 she was named President and General Manager of the Redlands Daily Facts, a small community newspaper with circulation of 7,500. In October of 2008 Peggy was promoted to the President and General Manager position of the Inland Valley Daily Bulletin. The Daily Bulletin is a daily newspaper with circulation of 70,000. Peggy has served on industry and community boards for many years. She is a past president of the California Classified Advertising Executives.
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“Using Audience Metrics to Grow Revenue”
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Charles Kolsky, Town News
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Charles Kolsky is an advertising and management professional with a successful 25-year career in newspapers and radio. He is highly skilled in advertising sales training, competitive media and the Internet. Charles is currently the Vice President of Business Development for TownNews, which hosts more than 1,500 newspaper Web sites. Charles was also the Vice President for Marketing, Research and E-media for Pulitzer Newspapers. He has been an advertising director and general manager. He was a senior research analyst with the St. Louis Post-Dispatch; advertising director for The Citizen newspaper in Auburn, N.Y.; and general manager for the Syracuse (N.Y.) New Times. He is a past board member for the Newspaper Association of America’s New Media and Research Federations. Charles is a graduate of Cornell University and has a Masters of Business from Syracuse University. He currently lives in St. Louis with his wife and daughter Newspapers and their websites have large audiences with very attractive demographics. This quick session will show you how to use your audience data to grow revenue. Don’t have data? Don’t worry; we will share free sources so you can build compelling stories for your products.
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Need More Information?
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Rebecca Bradner 702-383-0316 Linda Farmen 702-383-4668 Christine Holaday Schriock 970-384-8969
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From Our 2009 Conference in Las Vegas, Nevada.
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Portland 2008 Conference Presentations Click Here!