TVN Webinar: The Quest For Streamlining Local TV Ad Buying And Selling

Sales automation, software for optimizing rate setting, estimating impressions, selling across platforms, attributing results and managing data are all advancing their capabilities for local TV buyers and sellers. Leaders from Sinclair, Magna, Locality and ICON International will assess how far along they’ve come and the impediments that still hamper them in a TVNewsCheck Working Lunch Webinar, Revenue Strategies: The Quest for Streamlining Local TV Ad Buying and Selling, on July 27 at 1 p.m. ET.

Panelists will consider the primary innovations afoot in 2023, how are media buyers and sellers are using them and the results they are achieving.

“The broadcast industry has long been trying to get the clutter out of the transaction process, and it has been a bumpy road,” said TVNewsCheck Editor Michael Depp. “The webinar will delve into the progress — and lack thereof — it has been making, especially factoring in the complexities of multimedia sales and the silos that persist between digital and linear TV sales.”

Register here.

Speakers:

Joe Cerone

Joe Cerone, Executive Vice President, Local Investment, Magna — He brings 30 years of experience developing and managing media strategies for global brands, leading a renowned team of local-investment experts, negotiating on behalf of clients across the IPG Mediabrands network, spanning UM, Initiative and Mediahub.

A native New Yorker (the Bronx), Cerone decided it was time to take his experience and venture out of NYC, heading south, ending up in Atlanta, and never left. Earlier in his career, he spent seven years at Initiative in the greater Atlanta area, later joining Publicis Media’s Zenith, where he was was executive vice president, director of local investment. His career has included time as a broadcast VP at Carat USA, EVP and a start as a buyer at Ogilvy & Mather.

Ray Karczewski

Ray Karczewski, Executive Vice President Broadcast Sales, Locality — He oversees sales and operations, and has been with the company for 29 years. He works closely with many of the top broadcast groups in the industry.

After starting his career on the agency side at Horizon Media, Karczewski started his sales career at Harrington Righter and Parsons in 1994 as an account executive. He was recognized as a strong leader and was promoted to team manager, VP GSM, SVP sales and his current role of EVP.

Karczewski has held an industry position with TVB (executive board of directors) and works closely with the agency holding companies and station group heads to grow the business to better serve the advertisers in the local media space.

Karczewski graduated from New York Institute of Technology with a degree in communications.

Rob Weisbord

Rob Weisbord, Chief Operating Officer and President of Broadcast, Sinclair Inc. — He is responsible for operations across Sinclair Broadcast Group’s 185 owned/operated of television stations in 86 markets, overseeing local broadcast operations as well as revenue for all Sinclair divisions including multicast networks Comet, Charge! and TBD, as well as the nation’s largest streaming aggregator of local news content, NewsON.

Weisbord also oversees the revenue and operations for Tennis Channel, the only television-based multiplatform destination dedicated to both the professional sport and tennis lifestyle. In addition, he oversees Compulse, Sinclair’s marketing technology and managed services company. In his role as COO, he also focuses on advanced revenue solutions and analytics, as well as exploring strategic partnerships and potential related acquisitions.

Weisbord most recently was chief revenue officer for Sinclair, responsible for developing, executing, and leading sales and revenue growth strategies and initiatives for broadcasting, digital, advanced revenue and all networks sales.

His previous roles with Sinclair include chief operating officer of Sinclair Digital Group from January 2014, and vice president, new media from June 2010 to January 2014. From 2008 to June 2010, he served as director of digital interactive marketing for Sinclair. From 1997, he served in various management positions for the Company including regional group manager, general manager for the company’s Las Vegas duopoly of KVMY and KVCW and director of sales. Prior to that, he was national sales manager for WTVT Tampa, Fla.

Weisbord began his broadcasting career in the radio industry with Family Group Broadcasting in 1985.

Weisbord holds a Bachelor of Science in business management and a master’s in business administration from the University of Tampa.

Jane Meyerson

Jane Meyerson, SVP, Director of Local Media, ICON International — She leads the local broadcast team. Prior to ICON, she spent 25 years at Zenith followed by Luxe Collective Group with almost 30 years of agency experience working on corporate accounts with budgets over $500 million.

Meyerson is known as a strong negotiator and prides herself on the relationships she builds with her clients, vendors and agency partners. She is focused on ensuring efficiency and being up on the latest trends in the local marketplace to provide the best services and deals for our clients.

Paige Albiniak, Contributing Editor, TVNewsCheck, will moderate.