Media Forum

Local TV is small and it is big. There are over 200 “markets” with each divided into smaller segments, e.g. zip codes, head-ends. And yet “Local TV” is also comprised of almost everyone in the US!

Therefore we are excited to announce, and invite you to our next ARF Media Forum program, “Local TV Audience Measurement: A Multibillion Dollar Story” on October 20th.

Featured Speakers:

• Nick Garramone – Senior Vice President, eBusiness Operations & Research, NCC Media
• Bruce Goerlich - Chief Research Officer, Rentrak Corporation

Agenda

2:30–2:45PM
Welcome and Agenda Overview
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF

2:45–3:25PM (including Q&A)
The Use of Databases in Local TV Measurement
Bruce Goerlich – Chief Research Officer, Rentrak Corporation

3:25–4:05PM (including Q&A)
Our Perspective on Local Cable Measurement
Nick Garramone – SVP, eBusiness Operations & Research, NCC Media

4:15–4:30PM
What We Have Learned, Next Steps and Adjournment
David Marans – EVP, Media, The ARF

4:30–5:30PM
Wine & Cheese Reception Presented by Gugelplex TV

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The media platforms for content and ad messaging have grown dramatically over the past 5 years. As a dynamic and distinguished media corporation, Hearst Magazines has evolved its business to accommodate consumer demand, while at the same time meeting advertiser needs for creativity, engagement and accountability. Several Hearst management executives will present case studies that exemplify how their brands have successfully adapted to a multi-platform world and how consumer affinity has created cross-media synergies that further strengthen their brand’s disposition in a complex world.

Featuring
Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines
Bill Congdon - Publisher & Chief Revenue Officer, Popular Mechanics
Diane DePaul – Associate Publisher Advertising, Marie Claire
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill - SVP, Advertising Sales & Marketing, Hearst Integrated Media
Jayne Jamison - VP, Publisher & Chief Revenue Officer, Seventeen

Agenda

2:00–2:10PM
Introduction and Welcoming Remarks
David Marans – EVP, Media, The ARF
Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines

2:10–2:35PM
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill – SVP, Advertising Sales & Marketing, Hearst Integrated Media

2:35–3:35PM
Case Study Review
Diane DePaul – Associate Publisher Advertising, Marie Claire
Bill Congdon – Publisher & Chief Revenue Officer, Popular Mechanics
Jayne Jamison – VP, Publisher & Chief Revenue Officer, Seventeen

3:35–3:40PM
Open Discussion and Q&A

3:40–3:45PM
Closing Remarks
David Marans – EVP, Media, The ARF

Giving non-members and members alike the opportunity to experience our Forum program, we invite attendees to join us at Audience Measurement 6.0 for this "One-on-One Conversation" session. We will address basic, but essential measurement questions such as – What should we be measuring? Which measurement technique should we employ? How would this be funded? Join us as we debut our new ARF Forum and hear from a quartet of senior executives who share their thoughtful perspectives.

Panelists:

• Moderator: David Marans – EVP of Media, The ARF
• Mike Donahue – EVP, Member Services, American Association of Advertising
• Jeffrey Graham – Worldwide Director, Performance, Initiative
• Scott Grenz – Director of Media Buying North America, GlazoSmithKline
• Colleen Fahey Rush – Chief Research Officer, MTV Networks

The ARF is delighted to have a trio of industry leaders in charge of the Forum. Happily our initial Forum meeting will feature these three as speakers, providing us with three very different and compelling perspectives on the topic.

So please join us as we introduce our Forum with:

• Helen Katz, SVP and Director of Research of the media agency, Starcom MediaVest Group
• Gerard Broussard, VP of Insights and Analytics of the interactive technology firm, Canoe Ventures
• Joshua Herman, Product Leader - Global Segmentation and Product Innovations of the interactive marketing services company, Acxiom