Janice McCallum, Shore Communications Inc.
- SE ads and contextual ads are in early stages, content varies in uniqueness and value
- Not all content is the same, may not be right for specialized directories and publishers
- Relevant ads turn users on, don't like ads that annoy me, if it's relevant and useful is key

Jeff Leibowitz CEO, The Laredo Group

- Train buyers on how to by OL ads, sellers on how to sell OL ads, work with publishers to monetize sites
- OMG Google is selling ads is equivalent of Neiman Marcus saying OMG WalMart is selling clothes
- Markets exist due to imperfect knowledge, Web makes knowledge perfect, who has best deal, OMG, need to treat customers]
[COMMENT: Key theme of conference: death of marketing as a predatory activity]
- Not a gimme that google doing print ads will replace rep firms
- requested or a sold solution: still a need for a sold solution
- Google is ultimate department store, but sometimes you want a boutique, role of pubs, ads associated with 'noble content', you're just and ad to Google
- Pubs talking as if their product is a commodity because Google said it is
- Ads in MS Word? Ads in eBay? IT used to control computers, not now, still a huge role for publishers

Joe Douress VP Business Development and Marketing, LexisNexis Martindale-Hubbell

- MH 1968, Web 1996, Martindale.com.
- Best referral is from another lawyer, web provided oppy to repurpose database of attorneys (lawyers.com)
- 1998 lawyers.com, several overhauls, now about 10mil visitors annually, #1 lawyer directory
- In competitive landscape need to prove quality over quantity
- 440,000 lawyers, 40,000 firms, 15 million searches, 15 mil plus profile views, VALUABLE CLICKS, they have immediate need
- Start with the user - don't bite hand that feeds you, do focus groups, poll them
- Lawyers trained to negotiate, say they don't get much biz from sites, but users say yes
- polled 7100 visitors, about a third claimed to have hired an atty, about $3k per hire, millions
- Cost of acquisition is key
- Advertisers [moan] about cost of clicks, but they get many other outlets plus lawyers.com, still, gee, more expensive
- Sales needs to explain difference between contextual clicks and search clicks
- We coexist, but primarily marketing relationship
- Largest legal advertiser on Google, prob same for Yahoo, still with AOL
- Don't rep for Google, no AdSense, all in-house with own salesforce
- Lawyers want preferential placement, paid inclusion, looking at other models' potential
- Lawyer says will convert 41 percent of calls, other gets 75 calls a month - will pay per call work for small businesses?
- Pay for performance creates variable expenses, tricky for client to manage sometimes
- Buys 50,000 legal keywords [COMMENT: Basically creating a search taxonomy via paid keywords]
- Better click-through each year to lawyer sites
- "Holy Keywords" lawyers, etc. they find them
- Who knows where this is going, but it's been a good relationship with search engines


Sean Brooks Vice President, Business Development, TechTarget

- Careful with placement of ads on pages, affects performance, but if someone comes to site, clicks can mean lost users
- Can't choose sites for AdSense, google doesn't fully understand quality issues for B2B sites
- IndustryBrains sells what sites you will appear on, backs quality of site to build CPC
- Google now sells banners, your URL is in with a million others
- Can't build CPC model across 55 sites, as a media company have different products, Google gens a small percent of our revenues, sales need to be focused on products that will generate most revenue, they have 7K advertisers, depends on market
- Click-throughs under 2 percent
- Each situation requires different action, good to partner in some situations, small sales force and advertisers understand value proposition may want to try it yourself

? Noticed on search engines, esp AOL, in search box selling domain names when address is search terms, is that going to be standard?
TT: can't do a lot, Google protects against using company name in ads, as long as not your company name OK in their mind, kind of a slap in the face, have to buy your own name
MH: very aggressive on protecting IP and copyright, lots still in the courts, don't run in to it a great deal, peer review ratings may have limits to use, consult with an attorney
LG: Will be cost of doing business
? WHo your market is ?
TT: IT professionals