Cable ad-sales executives who attend this week's seventh annual Cabletelevision Advertising Bureau Local Cable Sales Management Conference in Denver will be looking for pointers on how to bolster their already-healthy sales results.
The local and spot-sales executives on hand for the three-day gathering will also bank on tips to help keep their sales momentum going into the near future in the newer interactive, addressable and Internet forms of advertising.
That's in keeping with the June 3 through 6 confab's theme, "A Cut Above: Staying Ahead of the Media Revolution."
The challenge to operators was set forth by conference co-chairs Charter Communications Inc. vice president of ad sales Wes Hart and Black Entertainment Television national director of local ad sales Tallulah Anderson in the CAB's agenda booklet, "Can you cut it in a changing media environment?"
The keynoter set for Sunday (June 4) was management expert Janet Lipp, offering advice on "coping opportunistically with change." Today's keynoter will be Liberty Digital Inc. CEO Lee Masters "in a conversation" with Effros Communications' Steve Effros about electronic commerce, plus interactive, addressable and broadband advertising.
A general session June 4 was due to feature Hart, Adelphia Communications Corp. vice president Jack Olson, AT & T Broadband senior vice president Judi Heady, Cable One Inc. vice president Ron Pancratz and Comcast Cable Communications Inc. senior vice president Filemon Lopez. The topic: how to mine opportunities in new media.
Another session today ("Cable and New Ad Media: Where's the Connection?") will delve into more specifics about how new media can be integrated into operators' current sales operations. ICTV Inc. CEO Robert Clasen and Cox Communications Inc. vice president Billy Farina will be among the panelists.
Smaller breakout panels will spotlight such topics as local cable ratings, political advertising and diversity in the workplace. The ratings session will feature Nielsen Media Research general manager Susan Whiting, The Arbitron Co. vice president Kevin Patrick Smith and ADcom Information Services Inc. CEO Bill Livek.
For the closing session, the CAB will once again present "30 Great Ideas in 60 Minutes" by cable-sales executives nationwide in a The Gong Show-like format-sponsored this time around by Game Show Network, appropriately enough.
Before last year's presentation, the CAB had tried out the concept at a Cable Advertising Association of New York conference.
In a series of half-hour "Rocky Mountain Idea Exchanges," firms like SeaChange International Inc., WorldGate Communications Inc., Ad Blocks, CCMS Inc., Netgateway Inc., Multi-Image Network and Birschbach Media Sales & Marketing will give cable operators hands-on looks at digital ad insertion; interactive advertising; electronic data interface; traffic and billing; e-commerce; video publishing; and recruitment.