Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
1
A Mile High PerspectiveA Mile High Perspective
George Burnett President & CEODex Media
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
2
steve martin
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
3
U.S. GDP: $11.7 TrillionU.S. GDP: $11.7 Trillion
Source: U.S. Department of Commerce: % change in real dollars.Source: U.S. Department of Commerce: % change in real dollars.
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
4
Small Business OptimismSmall Business Optimism
% Of Small Business Owners Saying Next 3 Months Is “Good Time To Expand”% Of Small Business Owners Saying Next 3 Months Is “Good Time To Expand”
Source: National Federation of Independent Business OwnersSource: National Federation of Independent Business Owners
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
5
Growth DriverGrowth Driver
Andrew Finley
911 Driving School
Seattle, Washington
Andrew Finley Still
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
6
Technology Trends:Broadband AccessTechnology Trends:Broadband Access
Broadband
28%
Broadband Access Continues To GrowBroadband Access Continues To Grow
Base: US householdsBase: US households
.
Source: Forrester.com, ResearchSource: Forrester.com, Research
Offline
33%
Dial-Up
39%
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
7
Top Local InternetSearch SitesTop Local InternetSearch Sites
Source: comScore Q2 2005 National ReportSource: comScore Q2 2005 National Report
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
8
Media Habits of 18-24 Year-oldsMedia Habits of 18-24 Year-olds
Source: CRM Associates, December 2004Source: CRM Associates, December 2004
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
9
DemographicsDemographics
Generation      Age Range       Est. Number     Life Events
Baby Boom        40-58                   79M           Retirement,                     Medical, Travel
Gen X                28-39                    49M           Moving, Kids
Echo Boom       10-27                    75M           College, First                       Home, Marriage
Source: U.S. Census Bureau, “American Generations”
Generation      Age Range       Est. Number     Life Events
Baby Boom        40-58                   79M           Retirement,                     Medical, Travel
Gen X                28-39                    49M           Moving, Kids
Echo Boom       10-27                    75M           College, First                       Home, Marriage
Source: U.S. Census Bureau, “American Generations”
middle_aged_couple
asian_couple
BCouple
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
10
The New AmericaThe New America
*
*
*
*
*
*
*
*
*
*
States with largest share of Hispanic buying power:
1.New Mexico31%
2.Texas 19%
3.California18%
4.Arizona14%
5.Nevada13%
6.Florida13%
7.Colorado10%
8.New York 9%
9.New Jersey  8%
10.Illinois 7%
Source: Selig Center for Economic Growth
States with largest share of Hispanic buying power:
1.New Mexico31%
2.Texas 19%
3.California18%
4.Arizona14%
5.Nevada13%
6.Florida13%
7.Colorado10%
8.New York 9%
9.New Jersey  8%
10.Illinois 7%
Source: Selig Center for Economic Growth
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
11
Yellow Pages:Low Threat of DisintermediationYellow Pages:Low Threat of Disintermediation
Medium
Consumer
Measure
Threat
TV
Interruptive
CPM
PVR/DVR
Radio
Interruptive
AQH
SatelliteRadio, iPod
Newspaper
Interruptive
Circulation
Internet
Yellow Pages
Permission-based
ROI
       ?
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
12
Advertisers: DemandingMeasurable ResultsAdvertisers: DemandingMeasurable Results
“Three new letters – ROI –have officially joinedthe lexicon of media planningand buying terms.”
- Joe Mandese, Mediapost
“Three new letters – ROI –have officially joinedthe lexicon of media planningand buying terms.”
- Joe Mandese, Mediapost
Kelsey Conference, September 27, 2005
File: Kelsey Conf Sept 27 2005 v20.ppt - Updated: 9/26/2005
13
A Mile High PerspectiveA Mile High Perspective