Local Online Ad Conference

Academic Clay Christensen, Greater Media’s Peter Smyth and Gray Television’s Robert Prather emphasized that every employee’s input is valuabe to traditional media companies wanting to make a smooth and successful transformation into digital media companies: “What you want to do is create the environment where people have the ability to think,” Smyth said.

Two keys to creating a robust online presence are giving your audiences and advertisers what they want and keeping things personal, according to three of the biggest names in the local online business — AT&T Interactive, Autotrader.com and CityGrid Media.