Editor's Corner
The Upcoming Yellow Pages Association Conference
02/18/2010 - As we eagerly await the departure of winter, we are just a short time away from the start of the spring industry conference season. In this article we will look at the upcoming Yellow Pages Association conference , which will run April 17-20 at the Paris hotel in Las Vegas, NV. A crowd of over 500 attendees is expected.
We recently talked with Neg Norton, the President of the Yellow Pages Association to get a further insight as to what you can expect when you attend this conference.
YPT: Talk a little about the theme of "Transformers" for this year's conference
Norton: Many of our members are undergoing some real transformations in their businesses, evolving from single to multi product companies, we have brand new suppliers entering the industry with exciting products and services, and certainly the national community is grappling with the changes that their client base are going through in their advertising spending. A theme of an industry transforming is spot on right now.
YPT: We noticed that you have made several changes from the traditional conference schedule.
Norton: Yes. Consistent with the industry transforming, the conference itself is also transforming. We are doing several things differently this year.
First we are starting a little earlier with an opening reception on Saturday, April 17th. Then on Sunday April 18th in addition to normal Golf and Tennis Tournaments, we will have the first of our Strategic Exchange Sessions, and the announcement of some of the Industry Excellence Awards. Unlike past years we're going have fewer total categories of awards but give those that are acknowledged more of a showcase, recognizing the really important ones at several points in the conference.
Monday, April 19th will have a mix of General Session speakers and panels as well as additional Strategic Exchange Sessions. In the evening we will have the Women's Networking Reception, New Member and Associate Member Reception, and the Gala Dinner with some special entertainment this year.
On Tuesday April 20th, we will have our final General Sessionand a keynote speaker, followed by Alternate Tracks, and we should be wrapped up by noon.
One of the keynotes attendees will hear from is Jeffrey Hayzlet the Chief Marketing Officer at Eastman Kodak. Talk about a company that has had to go through significant transformation, moving being just a print film production line to digital. And Jeff was also a former YP advertiser when he ran a small business.
YPT: Given the current economic climate, why should someone come to this event?
Norton: People really come to conferences like these for three reasons:
- the content, to gain a better understanding about what is happening to industry. We have a good strong agenda on stage and in the workshops.
- to network with others in the industry, and this year we have a more formalize setup to foster that interaction. The industry is changing so fast. This is a great opportunity to cover a lot of ground in a short period of time.
- And, to have some fun. We still have the golf and tennis events, the Beach Boys for entertainment Monday night, and of course, we are back in Vegas.
In many ways it's different, but it many ways it's still similar. This also the first event following our merger with ADM, so a number of national channel related items are planned.
YPT: Tell us more about the Strategic Exchange Sessions.
Norton: We very excited about this new opportunity. Instead of our traditional Exhibition Hall, we are offering a new format - the Strategic Exchange Session (SES). These Sessions will allow companies a more formal opportunity to network directly with key partners at private tables, poolside villas or executive suites. All of our Board member companies have agreed to be available and participate in these sessions. And the SES participants will receive conference registrations and recognition with these packages. This is a great chance to be face to face with the decision makers - a win-win for all of the participants!
YPT: We assume environmental issues will be part of the content discussion?
Norton: Most certainly. That topic will be a large part of what will be in my presentation. Publishers are doing a lot of the right things in this area. As an industry, we just need to do a better job of being transparent, allowing those who don't want a print book to opt-out, and then to make sure we honor those requests on delivery. There are still too many mistakes at the point of delivery.
YPT: What other key points will you cover in your presentation?
Norton: In additional to an environmental activity update, I will also covering the many things that the staff at YPA has been working on over the last year, the results we have achieved, and what our direction looks like for 2010. We have a number of exciting products I want to update the attendees on.
YPT: What is your sense of the mood within the industry right now?
Norton: One the areas I want expand on in my talk is that I sense the industry is back on its heels a little bit and really doesn't need to be. We still put out print products that are valuable, especially relative to the other media we sell against. Both the print and online usage remains strong. I want to suggest that we be more aggressive on selling value and get out of the discounting that seems to be going on in the industry many feel is needed to get advertisers in our products.
YPT: We assume you are still accepting sponsorships too?
Norton: Yes. We still have some spots that haven't been taken yet. For both the sponsorships and the SES sessions, people should contact Cindi Aldrich (248) 244-0741 or thru e-mail at cindi.aldrich@ypassociation.org.