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A message from LMA Chairman of the Board Gordon Borrell Dear Industry Friends, Broadcasters hold a tremendous advantage in the digital arena, and when it comes to seizing that opportunity in a big way, I’m proud to say that they’ve begun turning to the Local Media Association. I’d like you to consider doing so, too. Please take a minute to review this brochure. What you’ll find is that the LMA is all about the business model, and about generating revenue from digital ventures. Over the last two and half years, we have invested in a world-class media transformation training center. We have developed a highly acclaimed Innovation Mission program, Digital BootCamps, events training and a broad offering of webinars and conferences throughout the year. There is no other organization like the LMA. We’ve created an environment where we can all learn from the best of the best – across all types of local media companies. LMA members, I am convinced, will be the successors. I am extremely proud to be part of such a forward-thinking organization, and I invite you to become a part as well.

Gordon Borrell

CEO Borrell Associates & Chairman of the Board Local Media Association

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training catalog What Broadcast Execs Are Saying

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Meet the Team 5 Sales Certification Courses

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Google Certification Training

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Facebook Training 8 Sales & Digital Training Programs

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SMB Digital Revenue Acceleration Workshop 10 Local Media Innovation Missions

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Strategic Constulting 12 Local Media Conferences 14 Webinars & Membership 15

welcome Dear Broadcast Executives, Did you know that the Local Media Association provided digital training to more than 200 broadcast sales and marketing executives in the last year? Companies such as WRAL, E.W. Scripps, Morgan Murphy, Graham Broadcasting, Quincy Media, Emmis Communications, Time Warner Cable, NPG and more have participated in our events, training workshops (both in person and virtual) and digital sales certification programs. We also partnered with the NAB to provide training and programming on a number of different digital topics at three of their events in the last eight months. We value our relationship with NAB and look forward to working even closer together in the future. We are excited to announce our new Chief Innovation Officer Jed Williams who will lead our hottest initiatives: regional 3-day Innovation Missions, a Chief Digital Club and strategic consulting. Jed has extensive local media, consulting, and startup experience. As the VP of Strategic Consulting at BIA/ Kelsey, he led projects for AT&T, GateHouse Media, Google, Time-Warner Cable and Yahoo!. He has also spearheaded business development and strategy for two growthstage technology companies. The NY Times, the WSJ, USA Today, the BBC, and more, have cited his insights on media disruption and transformation. His work has also been published by the Columbia Journalism School and the Yale School of Management. We would love to discuss how LMA training opportunities can help you grow your digital revenue in 2016 and beyond. This catalog outlines many of our current offerings but we are also happy to customize training to meet your needs.

Nancy Cawley Lane President Local Media Association

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what all the talk is about What Local Media Executives Are Saying About LMA Training, Conferences, Webinars & Certifications

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Joining the LMA has proven invaluable for our company. Our entire team now gets access to timely and informative webinars, keeping them up to speed on the latest media trends, and their annual Innovation Conference introduced us to several new revenue streams. I would recommend the LMA to any media company looking to stay current and connected.

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Chris Weatherly, Director, Digital Sales and Products, CBC New Media Group/WRAL

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Local Media Association has been a valuable partner, lending its support in the development of special digital sessions both for the NAB Show and the Small Market Television Exchange Digital Think Tank. Amie Stein has also helped NAB organize and produce an introductory training course to help station digital managers become Google certified. The feedback from broadcasters has been very positive. Carolyn Wilkins, Former VP, National Association of Broadcasters

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Amie Stein’s Google AdWords training was intense, engaging and gratifying. She really prepped us well for what we needed to know about Google AdWords. Val Maki, Senior VP, Radio Division/Emmis Communications

The Google AdWords Certification was a critical element to launching our digital agency. It’s extremely important for the employees who are responsible for executing digital PPC, video or display campaigns within the Google Network to completely understand the who, what, when, where and why of the process. It will place your team as experts in the community and grow trust and credibility amongst your clients. This certification is one major piece of the digital pie to creating an effective agency. Jennifer Casey, VP of Sales, Heritage Broadcasting

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This training was awesome. It was intense and the material was more demanding than I expected. Don’t get me wrong, I knew it would be hard, but when I thought about how I live and breathe this all day, everyday - I figured it wouldn’t be as mind numbingly difficult as it was at times. But, I one hundred percent believe it will make me better at my job and I loved every minute of it!

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Sara Droke, Director of Emerging Media, WPSD

Our Mission

“We are intensely focused on helping local media companies discover new and sustainable business models.” 4

MEET THE team

Nancy Lane, President

Nancy is a sought after speaker at leading media events in North America and Europe. She develops and leads the organization’s annual Innovation Mission. Her “Disruption in Local Media” blog has nearly 40,000 views since it launched 2 years ago. In the last year, she led sessions and workshops at Borrell’s LOAC Conference, WAN-IFRA’s World NewsMedia Congress, NAB’s CCW event and Digital Futures Summit & more. Prior to LMA, Lane worked as a senior-level executive for JRC for nearly 9 years (now Digital First Media) and ran media companies as large as $50 million in revenue. Lane is available for strategic planning, presentations on industry trends, creating innovative cultures and more. Contact Nancy: [email protected] or 312.631.3270

Jed Williams, Chief Innovation Officer Jed is the Chief Innovation Officer at the Local Media Association, where he leads industrywide digital revenue and business transformation initiatives for newspapers, radio and TV broadcasters, digital publishers, and R&D partners. These programs include Innovation Missions, Chief Digital Club executive networking groups, digital boot camps, and LMA’s consulting practice focused on disruptive innovation. Previously Jed led business development and strategy at two growth-stage technology companies. He was also the Vice President of Strategic Consulting and a Senior Analyst at BIA/Kelsey. His insights have been cited by The New York Times, Wall Street Journal, Bloomberg, The BBC and others. Jed is available to lead executive consulting sessions on topics such as business transformation, digital revenue growth, industry trends and forecasting, go-to-market strategy, and cultural innovation. Other subject areas of expertise include: digital sales optimization, shifting needs of SMBs, and mobile/social/video strategies. Contact Jed: [email protected] or 888.486.2466 ext 703

Peter Conti, Sales & Marketing Director Pete has launched websites such as Richmond.com, taught Global Internet Marketing at Virginia Commonwealth University’s School of Business, and was the director of interactive media, publishing division, Media General. Prior to LMA, he spent 11 years as a partner and EVP at Borrell Associates. He received the IAB’s 2009 Service Excellence Award. Areas of expertise include: digital revenue trends and forecasts; shifting needs of SMBs; marketing and sales for local media companies; basic and advanced digital sales certification. Contact Pete: [email protected] or 804.360.9434

Jack Zavoral, Director of Broadcaster Services Jack is a digital sales and marketing professional who has worked in dozens of markets with hundreds of merchants on their digital marketing strategy. He led the digital sales teams at the local broadcast and newspaper properties owned by Quincy Broadcasting, and also led the digital sales team at MyWeather, LLC. He is a regular speaker at digital marketing seminars focused on integrating digital with traditional media. His earlier experience in brand management with packaged goods companies Birds Eye foods and Rayovac batteries put him on both sides of the advertising transaction table. He is a graduate of the University of Wisconsin-Madison with Bachelors and Masters degrees in Marketing. He has been certified by the Internet Advertising Bureau (IAB) in Advanced Digital Media Sales and the LMA’s Advanced Digital Sales course. Jack is available for Local Merchant seminars, digital sales training, and to join your team on sales calls in your market. Contact Jack: [email protected] or 608.347.7565

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SALES CERTIFICATION PROGRAM The options with the LMA training certification programs had everything we needed for training on digital expertise, digital sales skills and most of all the online video library for individual training. The pleasant surprise we encountered was how much our sellers enjoyed the LMA programs and how positive they felt about the time spent on the program and the return on that time. The LMA was great to work with on pricing and questions that we needed answered to make our final decision. Deseret Digital Media/KSL.com is proud to be a partner with the LMA and their Digital Sales Certification Programs.

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Dale Darling, VP Sales, Deseret Digital Media/KSL.com

Two cERTIFICATION courses

1. Basic Sales- This online course consists of eight self-paced video modules and

assessments. The basic media sales course covers the fundamentals of selling using techniques such as the buying cycle, prospecting, etc. Both experienced sales professionals and new hires can benefit from this course on the fundamentals of sales. Click here for more information. Pricing: LMA Members: $295/participant | Association Partners: $345/participant | Non-Members: $395/participant (There is a 5% volume discount for 5 to 9 participants, a 10% discount for 10 to 20 and a 15% discount for 21 or more participants.)

2. Advanced Digital Sales- The online course consists of self-paced

video modules and assessments and offers tactical approaches to selling digital products and using digital media to increase and capture qualified leads. The course was developed by LMA and Stephen Warley (right) of LocalBroadcastSales. Stephen’s experience in training more than 10,000 sales professionals in the broadcast industry brings a fresh perspective to providing sales training across all media. Stephen founded the New York State Broadcasters Association’s “Digital Leadership Academy” and is considered one of the best in the training field. Click here for more information. Pricing: LMA Members: $395/participant | Association Partners: $445/participant | Non-Members: $495/participant (There is a 5% volume discount for 5 to 9 participants, a 10% discount for 10 to 20 and a 15% discount for 21 or more participants.) Convenient Video Format All programming is delivered via a high quality, online learning management system offering training courses made up of video modules. There is a library of instructional materials, which includes a downloadable PDF of each training module as a study tool. Certification Testing At each step of the way, after each video module, there is an assessment test to confirm retention of the materials covered. The passing grade for these tests is 90 percent. Those that score under 90 percent will be required to retake the test before advancing to the next module in a course. When successfully completed the learner receives a certificate to certify compliance with the LMA standards.

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Contact Peter Conti at [email protected] or 804.360.9434

GOOGLE certification training Google AdWords

If You Are Selling Search (or Thinking About It), Certification is a Must-Have Hundreds of local media executives have been trained by LMA to take the very challenging Google AdWords Certification test. Certification is a clear competitive advantage that will dramatically increase your search revenue and profit margins. Selling search is complicated, but this training makes it easy.

Online on-demand Training Google AdWords: For the first time, the program is now available on-demand via our e-learning platform. No need to wait for the live courses to be announced. Simply sign up and start whenever you are ready. The course has been developed by Amie Stein, who has successfully trained hundreds of sales professionals in Google AdWords and Analytics. This training offers the flexibility to participate at your own pace and includes 13 online modules, complete with mock exams and study guides. Pricing: LMA Members: $395/participant | Association Partners: $445/participant | Non-Members: $495/participant

There is a 5% volume discount for 5 to 9 participants, a 10% discount for 10 to 20 and a 15% discount for 21 or more participants. Need more information or have questions? Contact Peter Conti, Sales and Marketing Director, at 804-360-9434 or [email protected]

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The program was direct and efficient (Google AdWords). With this training, our sales reps enter the marketplace with confidence and a deep understanding of search...the program have been terrific for us.

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Matthew Ipsan, Executive VP, CNHI

I found the Local Media Association, Google AdWords Certification-Training, to be very thorough and easy to comprehend. Amie Stein did an excellent job with the balance of visual and tactical learning components to ensure a higher level of retention. I would recommend this program to all sales executives that are involved in selling digital.

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Vanessa Koper, Director of Sales Training and Development, Sandusky Newspaper and Radio Group

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FACEBOOK TRAINING LMA has partnered with Facebook to create a specialized training course that will help local account executives sell Facebook at scale to SMBs in their markets. This is the hottest opportunity in digital marketing services right now. Companies such as Propel Marketing/GateHouse and Scripps sold over $7 million in Facebook advertising over the past 12 months. This training will go a long way in getting you started or improving your existing strategy.

ABOUT THE CUSTOM DEVELOPED TRAINING

This interactive online course is for media executives and sales and fulfillment teams who want to learn how to best sell and execute Facebook advertising that will drive ROI for ad clients and revenue growth in this very hot category. Created in collaboration with Dream Local Digital Founder & Client Success Officer Shannon Kinney, the training includes interactive webinars, quizzes and homework assignments of self-study. Shannon worked directly with Facebook to develop the course materials.

WHAT WILL BE COVERED

The training helps participants comprehend and capture the opportunity in selling Facebook advertising, a rapidly growing segment. Everything from how-to-sell, to targeting for the highest ROI, best practices, case studies, and more, will be expertly covered.

SOME OF THE SEGMENTS WILL INCLUDE:

Best practices and tactics to deliver a high ROI for clients How to purchase and manage Facebook ads and their units Targeting objectives and lead generation Reporting Instagram advertising Sales & fulfillment approaches Much more… This affordable training consists of six 1-hour live webinar modules combined with some customized online training that was created by Facebook (and not available to the general public at this time).

NEXT AVAILABLE TRAINING:

January: Monday, January 30 | Noon-2 p.m. ET; Tuesday – Friday, January 3 | Noon-1 p.m. ET

COST: LMA Members $395/Media Association Partners $445/Non-members $495 There is a 5% volume discount for 5 to 9 participants, a 10% discount for 10 to 20 and a 15% discount for 21 or more participants. Need more information or have questions? Contact Peter Conti at [email protected] or 804-360-9434.

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SALES/digital TRAINING PROGRAMS Customize your very own training experience. We currently offer the following topics that may be combined and delivered in half- or full-day sessions. Select the areas that are important to your team and we’ll be there to deliver it!

Digital Sales Process: As you well know, the process for selling digital solutions is not the same as

selling traditional media. This training will guide sales reps and managers through the important steps of selling in the highly competitive digital marketplace.

Launching a Digital Agency: In-depth review of all the key decisions and considerations required

to launch a digital agency in conjunction with a local media company. This training will include a review and recommendation on; branding, staffing, compensation plans, products, fulfillment, pricing, training, logistics and related subject matter.

Native Advertising 101 and Native Toolkit: This session will cover the basics of native advertising as well as provide case studies and best practices. The toolkit will help your management team put together a business plan for this hot and emerging opportunity area.

Social Platforms — Paid Advertising: This session features a thorough review of Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest and YouTube and the opportunities of each. It prepares your sales reps to have intelligent, consultative conversations with their clients about social platforms.

Social Platforms — Understanding the Basics: Whether you are selling social products or not, your sales reps need to be armed with basic knowledge about the main social platforms. This session features a thorough review of Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest, and YouTube and the opportunities of each and also prepares your sales reps to have intelligent, consultative conversations with their clients.

Social Selling: Goodbye cold calls, hello social selling. This training course will introduce the concept of

‘social selling’ or using social and online tools to augment the sales process from lead generation to client retention for the purpose of improving overall sales performance.

Understanding the Customer Journey: We all know the story of the consumer’s path to making

a purchase is changing at warp speed. Being able to share this story with a client to demonstrate the importance of an appropriate digital mix is critical to any digital seller. This training will demonstrate what that path looks like and what it means to creating an effective digital marketing solution.

COST: Full-day of on-site training: 90-minute webinar for your entire team on any of the above topics: *travel costs for trainer are additional

$2,500* $495

Contact Jack Zavoral at [email protected] or 608.347.7565

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SMB digital revenue acceleration workshop Designed to generate thousands of digital dollars Flat rate and no revenue share Experienced trainer with impressive credentials

The Local Media Assocation now offers a turnkey solution to conducting digital marketing workshops to SMBs in your local markets with the SMB Revenue Acceleration Workshop. Our trainer will come to your market and train business owners and advertising decision-makers for the purpose of understanding the importance of audience-based multimedia solutions. We will work with you to build customized, audience advertising bundles, appropriate for your market and products. We will provide the training and marketing materials - you determine the venue and attendees. We will conduct two sessions on day one and hit the streets with your sales team and close some business on day two!

COST & CONTACT Cost: $3,495

This includes two SMB workshops on day one; a full day of sales calls on day two; sales training on the products being presented at the workshop; several prep/planning calls in advance of the visit and assistance with marketing materials. LMA does not take a percentage of sales for the sales-blitz portion of the program. The cost is $3,495 plus travel expenses.

Contact:

Jack Zavoral, Director of Broadcaster Services [email protected] or 608.347.7565

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Jack Zavoral has the ultimate combination of skills for success in the local marketplace through his ability to build great relationships and his extensive product knowledge. He understands that solving problems and growing business for the customer is always the goal and believes that the successful local sales executive will be passionately focused on that objective.

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Mary Oakley Winters, Vice President, Quincy Media

Jack Zavoral made several trips to our market to assist us in launching our new digital agency. Jack’s knowledge of digital products and rapport with clients helped us to be very successful very early on in our launch process. When we began to add new team members, Jack was who I thought of first to come in and work with them as they began to learn both the products and digital sales process. Even though I’ve been in the industry for nearly 10 years myself, I still reach out to Jack to ask questions and bounce product and client ideas. Sara Droke, Director of Emerging Media, WPSD Local 6

local media innovation missions Three regional Innovation Missions Announced for 2017

The 8th annual Local Media Innovation Mission will take place May 21-May 25 in Washington, D.C. and Silicon Valley. This study-tour is designed for senior-level executives that want to witness innovation and disruption in action at the world’s leading media and technology companies. In 2016, twenty-eight of our industry’s most progressive local media executives participated in our Innovation Mission and visited with 15 disruptive technology and media companies including Facebook, YouTube, Apple News and Instagram. It was a game changing week. In addition, three regional IMs will take place in 2017 to bring the IM experience to more local media executives. The first one will happen February 6-8 in Austin and Dallas. Some of the most innovative work in the media industry is being done in Texas. This trip features a fantastic mix of traditional media companies that are truly transforming their business models along with disruptors and startups that are shaking things up. Additional locations and dates will be announced soon. Information on the Innovation Missions is available at: localmedia.org/innovation-mission and localmedia.org/regional-im

Contact Nancy Lane at [email protected] or Jed Williams at [email protected]

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Strategic consulting LMA’s consulting practice empowers local media executives with their business transformation strategies and action plans. Led by Chief Innovation Officer Jed Williams, who has extensive consulting and advisory experience, LMA offers expertise in many subject areas and will deliver tangible value to your organization in a variety of ways.

Strategic Planning

Let LMA facilitate your company’s strategic planning meeting. We will do all the prep and research required to develop and implement a successful program that is dynamic, informative and actionable.

Strategic Analysis: Industry Trends & Emerging Opportunities

What are the big bets that local media companies should be making to drive growth? What are the new revenue ideas that your organization needs to be aware of? What are the “shiny new objects” to stay away from today? We draw from a deep knowledge of the entire local media industry to share actionable research, case studies and benchmarking data to help you formulate your company’s roadmap.

We can also provide in-depth analysis, forecasting, vendor and competitor benchmarking, case studies, and suggested go-to-market strategies in specific areas of expertise, including: - Advertising and marketing macro trends - Digital agency optimization and best practices - Platform strategies: Facebook, Google, Snapchat - Native advertising & sponsored content - Video: content production and monetization - Digital sales: best practices for prospecting, lead generation, customer needs analysis

Cultural Innovation

Are you looking to create a culture of innovation at your company? LMA has led seven Innovation Missions in which we have met with many of the most disruptive global media and technology companies, including Facebook, Google, YouTube, Twitter, LinkedIn, Pinterest, and many more. Over that time, LMA has compiled extensive learnings and best practices for cultural transformation. Jed has also led business development and strategy at two growth-stage companies. He brings first-person experience and insights from inside the walls of startups that can be studied and implemented at your company.

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About Jed Williams

Jed is the Chief Innovation Officer at the Local Media Association, where he leads industrywide digital revenue and business transformation initiatives for newspapers, radio and TV broadcasters, digital publishers, and R&D partners. These programs include Innovation Missions, Chief Digital Club executive networking groups, digital media boot camps, and LMA’s consulting practice focused on disruptive innovation. Previously, Jed was Vice President of Strategic Consulting at BIA/Kelsey, where he managed the company’s $1.5 million consulting division. He has led strategic consulting projects for AT&T, Constant Contact, Google, Time-Warner Cable, and Yahoo!. He also advised local media companies such as GateHouse Media, Advance Digital, CNHI, Raycom, and Valpak. Jed has also held leadership roles at two growth-stage technology companies, most recently as Vice President of Business Development and Strategy at Vendasta, where he managed partnerships with leading media companies and drove the company’s go-to-market strategy. His insights have been cited by The New York Times, The Wall Street Journal, USA Today, Bloomberg, FOX Business, and the BBC, among others. He is a frequent speaker at industry conferences and corporate meetings. He has written extensively on creative destruction and disruptive media. His work has been published and taught by the Columbia Journalism School and the Yale School of Management. Contact Jed Williams at [email protected] or (888) 486-2466 ext. 703

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Upcoming Local Media Conferences Digital Revenue Summit May 9-10, 2017 Holiday Inn O’Hare, Chicago The faculty consists of six to eight of the brightest digital minds in the media industry representing TV, radio, newspapers and more (think Sinclair, Entercom, Hearst, Gannett, Swift and more!). This agenda focuses on how to significantly grow digital revenue in the next 12 to 18 months. We’ll tackle video, native, e-commerce, mobile, audience extension, and more, backed by case studies and best practices.

Local Media Innovation Conference & Tech Expo August 15-17, 2017 Hyatt McCormick Place, Chicago The only conference dedicated to local media innovation across all media, this is LMA’s signature event. The program is laser-focused on helping local media companies develop innovative cultures/strategies and discovering new and sustainable business models. The Tech Expo features nearly 100 progressive R&D partners that can help media companies with products and services on the digital side of the business.

Mark McMaster, Global Team Lead, YouTube, delivering keynote address at the LMA/ Borrell/LSA Video Summit last year

Tom Sly, VP, Digital Revenue, The E. W. Scripps Company, presented video strategies at the 2015 Local Media Innovation Conference

Making A Business Of Digital Services Produced by Borrell Associates & Local Media Association October 3-5, 2017 Gleacher Center, Chicago It’s become obvious that digital services are an accelerant to driving new growth in media sales. They’re at the core of any SMBs needs. When done well, they add to both profits and coreproduct sales. Done wrong, they detract from both. Learn from our experts on what works and how-to-implement your products and services in a successful way.

Jason Washing (l), Director of Sales and Strategic Partnerships,Google talking about the importance of mobile load time at this year's Local Media Innovation Conference

Local Media Events Summit November 2017 - dates to be announced soon Chicago Did you know that media companies that have invested in events divisions are seeing profit margins of 30% to 50% and revenue in the seven-figures? This summit showcases best practices and ends with a half-day exercise to develop a 3-year business plan to launch or expand an events division. 14

Sarah Harris, VP & Founder, Incite/Emmis Communications, shared Incite’s highly successful cause marketing and events strategy at the 2015 Events Summit.

Membership in LMA Includes 40+ Free Webinars The easiest (and most inexpensive) way to provide ongoing training and ideas for your digital leadership team is to join the Local Media Association and participate in the 40+ webinars that we offer each year.

The webinars (included with LMA membership) focus on a wide variety of topics that can help local media executives truly transform their business and grow their digital revenue. A 3-day virtual advertising conference in the summer provides a half-day of digital sales training, a halfday of digital sales management training and a half-day on emerging trends such as native and e-commerce. This is also included with the membership and features some of North America’s leading digital sales trainers.

Recent webinars:

• Overcoming Common Client Objections to Digital Advertising • Online Video Advertising: Following the Money into 2016 • Transforming a Local Media Company • 2016 and Beyond in Local Advertising, Promotions and Digital Services • Make New Social Media Platforms Work for Your Clients • Mobile Matters. A Lot it Turns Out Contact Peter Conti to receive an archived version of any of these ([email protected]).

What does membership cost? Just $895 for those that operate in a single DMA and only $4,295 for national or regional companies that operate in five or more DMA’s. Information/application available at: localmedia.org/join

Our Mission “We are intensely focused on helping local media companies discover new and sustainable business models.”

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