From the ad:tech Chicago session "Developing an Integrated Local Media Strategy" with panelists from Yahoo!, Sun Times Group, Centro and Ingenio.

Newspapers and Yellow Pages had long dominated local ad budgets until the portals, search engines and other online alternatives were created. With buying services making it simpler to integrate print campaigns online locally than ever before, where are the efficiencies for marketers now and what does the future hold for local, branded sites? Will the newer ways to target bring more money into branded local interactive media? Are networks the answer? Will portals continue to grow their share? What about Pay Per Call options? The panelists discuss how national brands are marketing to local audiences online and what the near and long term will hold for branded interactive local media.

The discussion is moderated by Rich Gordon, associate professor and chair, Newspapers and New Media, Medill School of Journalism, Northwestern Unversity

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Warren Kay, Director of Emerging Products, Yahoo! Inc.; Fred Lebolt, VP, New Media, Sun Times Group; Shawn Riegsecker, Founder and President, Centro; Marc Barach, Chief Marketing Officer, Ingenio, Inc.

Format: 1:02:40, 57.3 MB, MP3