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2008 Hispanic Conference Agenda
May 6th, 2009
8am-12:30pm Exhibit set-up
1:30-2:30pm Registration (Exhibit Area)
2:30-2:40pm Opening Remarks: Eric Rhoads
2:40-3:20 pm Keynote
3:20-4:00pm Hispanic's "Three R's": Radio, Revenue, And Recession
How does Hispanic radio position itself amid the added challenges facing the ad economy today? What's the key to keeping Hispanic radio on the buys, and what are the top five reasons Hispanic radio's sellers need to give clients and agencies to get their share of the pie in 2009? We'll hear from all sides -- client, agency, and a station that is getting it right. Moderator: Mary Hawley, President, Lotus Entravision Reps
4:00-4:40pm How To Find And Sell Accounts That Will Advertise NOW!
There are some account categories that know the importance of advertising in a down economy. Our panel of local clients will tell you what it takes to sell their car dealer, mortgage, real estate, health care, employment agency, and other businesses -- some which actually thrive in recessionary times! Moderator: Andrew Mars, CEO, Mars Media Family
Luis Cuellar, President, The Luca Group
Marko Radlovic, SVP/GM, Spanish Broadcasting System/Los Angeles  
4:40-5:10pm Inside The Minds Of Hispanic Radio's Top Programmers
From interactive to morning show challenges, the hot issues facing Hispanic radio's programmers are explored by some of the best minds in the business. Spanish or English? How far should morning shows be allowed to go? What creative initiatives are smart PDs developing to overcome lack of staff and promotional budgets? And how are the PPM, new ratings resources, and sales pressures impacting decision-making on the product side today? Moderator: Bill Tanner, President, Bill Tanner & Associates
Juan Carlos Hidalgo, Program Director, KLAX/Los Angeles
Maria Elena Nava, Program Director, KSSE/Los Angeles
Pio Ferro, Vampiro Consulting
  
5:10-5:20pm Elevator Presentation
5:20-6:00pm: Multi-Tasking En Espanol: Survival Of The Fittest
Operating in survival mode can be crucial to being in business tomorrow -- but executed unwisely, it can also shut the door to future viability. Smart operators know that lean times call for tough choices and carefully weighed decisions. This panel of front-line experts share their experiences, their results, and their resolve for operating in today's economy and with an eye to tomorrow. Moderator: Angelica Balderas, VP/National Sales, Bustos Media
6:00-7:00pm Cocktail Reception
May 7th, 2009
7:15-8:00am Continental Breakfast
8:00-8:40am Sales, Sales, Sales
Never has generating revenue been more difficult. And Hispanic radio is additionally challenged with the ongoing battle of pricing Hispanic radio off of general market criteria. Where the dollars are -- and how to get them -- is crucial. We're calling on the best and brightest, sales gurus who will share with you how to identify, train, and motivate sellers who can bring home the bacon. And clients who will tell you how that training does, or doesn't, pay off when it's time to place those buys. Moderator: Mary Beth Garber, President, Southern California Broadcasters Association
Cindy Melgar, Sr. Account Executive, Liberman Media/Los Angeles
8:40-8:50am Elevator Presentation
8:50-9:30am Mobile, Interactive, And Internet Platforms For Hispanic Radio
Traditional radio dollars are dwindling. How can Hispanic radio take prime advantage of technology and the Internet and garner dollars from these revenue streams? Which Hispanic radio stations are most successful in embracing new media? Are there differences in how Hispanic consumers use new media platforms? We'll spotlight the top players -- top interactive buyers and initiatives -- and smart radio players that are taking the money off the table.
Moderator: Scott Wallace, Chief Technology Officer, BMP Radio
Rafael Urbina-Quintero, Chairman/CEO, Batanga Inc.
Howard Goldberg, Sr. VP/Radio, Sports, Marketing, and Advertiser/Agency Services, Scarborough Research
Robin Flynn, Senior Analyst, SNL Kagan
   
9:30-9:50am Transforming Radio: How Jeff Hinson Intends To Transform His Company And Why Radio Should Follow
BMP Radio President/CEO Jeff Hinson offers his vision on the opportunity radio has today to create a locally driven, video-centric online offering that can be fully integrated into stations. Jeff shares how BMP has created that vehicle and is beginning to work on transforming each and every department and person at its radio stations. He will discuss how BMP thinks about the issues and opportunities, and explain the model they envision that will re-ignite revenue and audience growth.
9:50-10:30am Measuring Hispanic Listening: Why Methodology Matters/How to Improve It
Hispanic broadcasters continue to express concerns over the PPM and its impact on Hispanic radio. What have we learned from it so far? What about the new alternatives that have emerged with the re-introduction of Nielsen? Has that changed the dynamics? What about Eastlan? At the end of the day, what counts is how these services identify and quantify Hispanic audiences -- and how that can be translated to advertisers. Clara P. Carneiro, VP/Multicultural Marketing, Arbitron
10:30-10:45am Break
10:45-11:20am Motivating Employees: How to Ask -- and Get -- More When You've Got Less To Give
Today's workplace reality includes staff layoffs and salary reductions -- a dismal backdrop when you are asking people to do more for less. How can you create an environment that keeps employees motivated, loyal, and ready to go to the wall for you and your station? This session offers sound advice on how to better manage and work with your most important asset -- your employees -- during times of upheaval, stress, and economic uncertainty. ______________________________________________________________________________________ 11:20am-Noon Legal Issues That Impact Your Bottom Line
If you manage any facet of Hispanic radio, you need to know how developments in Washington will affect your programming efforts, your sales, and, ultimately, your bottom line over the coming years. Our distinguished panel will explore rule changes under the new administration, the economy, the advertising market, digital, streaming, and copyright issues, as well as important points on handling debt in today's tight financing arena. Francisco Montero, Co-Managing Partner, Fletcher, Heald & Hildreth, PLC
Christopher Wood, VP/Senior Legal Counsel, Univision Communications
Brian Pryor, Managing Director, Media Venture Partners
 
Noon-1:15pm Lunch
1:15-2:20pm The Impact Of The 2010 Census, Immigration, And Other Issues On Media
How will the 2010 census impact U.S. culture, particularly in areas of media consumption, programming focus, and, ultimately, advertising? Will a new administration bring new ideas to immigration issues? If so, how might that impact areas from employment practices to revenue generation? Radio does not operate in a bubble. Government and political issues impact business. This is a must-attend session.
2:20-2:30pm Elevator Session
2:30-3:15pm Medallas De Cortez Awards Presentation
Presentation of the third annual awards, the only awards dedicated solely to Hispanic radio. Who will be this year's winners? Who will receive the Lifetime Achievement Award? Don't miss this always-moving ceremony.
3:15-4:00pm Third Annual Super Session Group Head Roundtable
Hispanic radio's leadership sound off with their vision and outlook for the future of the industry. What they say is always a revelation -- and a window into what to expect tomorrow.
Jeff Hinson, President/CEO, BMP Radio
Jeff Liberman, President/Radio Division, Entravision
4:00-4:10pm Closing Remarks
(All sessions and times subject to change)
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