More than 1,000 local cable executives will converge on
Chicago this week (June 5 through 8) for the Cabletelevision Advertising Bureau's
sixth annual Local Cable Sales Management Conference, hoping to return home with ways to
keep the generally booming cable ad-sales momentum going into 2000 and beyond.
Nido Quebein, chairman of consulting firm Creative Services
Inc., will be the keynote speaker June 6, offering tips for achieving peak performance and
Decker Anstrom, due to become The Weather Channel's
president and CEO Aug. 1, will be the keynoter June 7. Still wearing his National Cable
Television Association president's hat, Anstrom will offer insights on how major
legislative and regulatory developments could affect local cable ad sales.
The first Sunday panel sessions will suggest ways that
cable can bolster both national spot and local cable sales.
"National Spot Cable -- How High Is Up?" will be
addressed by Tom Olson, CEO of National Cable Communications; Jerry Machovina, executive
vice president at AT&T Broadband & Internet Services (formerly Tele-Communications
Inc.); and Deborah Cuffaro, senior vice president at Cable Networks Inc. MediaOne Group
Inc. vice president of ad sales Ed Dunbar will act as moderator.
Several network executives will offer ways that they and
affiliates can work together. ESPN senior vice president of ad sales Jeff Mahl; Turner
Broadcasting Sales Inc. president of entertainment sales and marketing Joe Uva; and Black
Entertainment Television executive vice president of national sales Louis Carr will be on
Later that day, NCC's Midwest regional vice president,
Pat Byrne, will moderate a session offering "the agency perspective" on what it
takes to get national spot cable on ad agencies' buying agenda.
There will also be Sunday sessions on how cable operators
are making money selling ads on the Internet; targeting ethnic audiences; video publishing
(photo-advertising); and the importance of traffic and billing.
Monday sessions will include three advertiser panels
focusing on the automotive, restaurant and retail categories, and discussions on the role
that research plays on both the advertiser and operator ends.
The conference will lighten up in the final session, during
which 30 cable sales executives will get one minute apiece to present "30 great ideas
in 60 minutes." The CAB said that session will resemble The Gong Show.According
to the CAB advance program, "If they go over their allotted time, gongs and stage
hooks will follow."
Beyond all of the talk, the CAB conference will showcase
the wares of more than 60 exhibitors at the Local Cable AdExpo and honor "excellence
in local cable sales" via the Cable Advertising Awards.