HAB Convention

convention20182018 HAB Convention
Friday, April 20 at the Royal Hawaiian Hotel

Register Now!

Registration and Continental Breakfast


Session 1

Unlocking the Power of Broadcast & Digital for Honolulu Media

NielsenChange is accelerating like never before, driven by new technologies, digital & artificial intelligence. And how consumers shop, receive healthcare, do their banking are all changing… even self-driving cars are on the horizon! This is especially true in terms of media consumption. On-Demand consumption of premium video & audio content is changing how audiences interact with content. And with these changes comes opportunity. Nielsen is investing in Honolulu TV & Radio to fuel growth for Advertisers, Agencies & Broadcasters.

In 2018, the Honolulu TV market will become a fully-electronic metered market with complete measurement, monthly reporting & activation of Nielsen’s Digital measurement solutions. Innovations in Radio measurement will bring continuous sampling and monthly reporting. Join us on Friday April 20th from 8a-9am to learn the latest Nielsen intelligence about Honolulu consumers & the dynamic local media landscape

Denise Safko, VP/Product Leadership, Nielsen Audio

DSafkoDenise Safko establishes and executes the strategic vision and priorities for the Audio business at Nielsen ensuing that client needs are met through the successful implementation of specific product enhancements and new product introductions. Denise’s previous roles include the launch of PPM measurement, National product launches, webcast metrics and numerous other key enhancements to our suite of Audio solutions. Denise received a Bachelor of Science degree in Computer Science from West Virginia University and a Master’s degree in Computer Science from Johns Hopkins University.

Barbara McFarland, SVP/Product Leadership, Nielsen Local TVBMcFarland

Barbara McFarland has been with Nielsen Media Research since 1997, and currently is responsible for the vision and leading the execution of strategies and product plans for the Local Television market that support client need to grow their businesses. Previous assignments at Nielsen, Barbara lead the rollout of the Local People Meter markets, the conversion of 14 diary markets to fully-electronic Code Reader technology, the Anywhere/Anytime measurement and served as VP/ Manager of Nielsen Media’s Los Angeles, overseeing all sales operations in the Southwest US. Prior to joining Nielsen, Barbara held leadership positions at both Scarborough and at Arbitron. Barbara has a BA degree from Emory and Henry College with majors in English Literature and Business and Economics.


Session 2

Selling Against Local Cable and Digital Platforms
Rob Russo, RNR Media Consultants

As the marketing, media and the advertising world changes almost everyday we as broaccasters are needing to find new revenue sources. That revenue is right in front of us and it is not new! Local cable steals as much as 25% of local advertising dollars and does it with shrinking subscriber numbers and viewers. This thief continues now into the digital world as well. We will talk about what is happening and how to stop and reverse this trend.

Rob Russo, RNR Media Consultants

Rob Russo is one of the foremost experts in media, marketing and sales, in the ever changing traditional and emerging new media space. His expertise covers national, regional, local and international media/marketing. He is the founder and president of RNR Media Consulting, LLC. Rob started his career in the early eighties as a research analyst for the TV and Radio rep firm Katz. It is here where he discovered his love for advertising and the importance of measurement in media and how it affects clients and their ROI. From here he became an account executive and manager in TV.RRusso

In 1989 Rob moved to the world of cable TV where he was a director of sales for Cablevision and Group W Cable Sales. Here he honed his craft by learning about the local, regional and national sales of cable, as well as the development of local, regional and national cable networks. In 1996 Rob returned to broadcast, back to Katz, now a Clear Channel Company where he co-created and was a principle in the new business development team as well as head of the Millennium Research Department . Here he was one of the pioneers that integrated radio, TV, and the new world of digital. Robert remained at Katz till 2011 where he went on to start up ION Media’s Political Advertising Unit. Built from scratch, this unit covered the US in cable, local/national spot and network marketing and sales. In Early 2013 Rob opened RNR Media Consulting LLC. Having always consulted for business colleagues on the agency side as a buyer, planner and account executive, this was a natural next step.

Rob is also a professor of advertising at Saint John’s University in NYC, not only teaching young minds about the world of marketing and advertising but learning about its rapid changes from his students.


Session 3

The Fine Art of Building Relationships: One Conversation at a Time
Debra Fine, The Fine Art of Small Talk

Join bestselling author and internationally recognized keynote speaker Debra Fine for her fast-paced, interactive and entertaining presentation The Fine Art of Building Business Relationships: One Conversation at a Time. Together we’ll laugh, learn and leave with insightful and informative tips and tools for cultivating and connecting with clients and potential clients as well as fellow conference attendees. Learn how to turn every networking event into an opportunity for success.

Debra Fine, The Fine Art of Small Talk

DebraFineFine is the author of bestselling books The Fine Art of Small Talk: How to Start a Conversation, Keep It Going, Build Networking Skills—and Leave a Positive Impression (Hachette) and The Fine Art of the Big Talk (Hachette)along with her just released third in the Fine Art series: Beyond Texting: The Fine Art of Face to Face Communication for Teenagers (Canon) . A 20+ year member of the National Speakers Association, Fine presents keynotes and training programs to hundreds of audiences around the world that include Google, Delta Airlines, Hyatt Hotels, KPMG, General Electric, and NASA. Her books are translated and published in two dozen countries across the globe. A regular Huffington Post blogger Fine’s recent media appearances include The Today Show, the Early Show, NPR Morning Edition, Fox Business News and CNN. Learn more at www.DebraFine.com.

Lunch | Keynote Speaker

Local Broadcasters Serving Their Communities
Dennis Wharton, National Association of Broadcasters


Dennis Wharton, Executive Vice President of Communications

DWhartonAs Executive Vice President of Communications, Dennis Wharton oversees NAB’s Media Relations, Research and Information and Public Service Initiatives departments. He is the association’s chief spokesperson, responsible for outreach and public policy advocacy to the national news media and trade press and serving as strategic adviser on media relations issues to NAB leadership, the NAB Board of Directors and NAB member stations. Dennis joined NAB in 1996 after a 16-year journalism career that included reporting for The Times Leader in Martins Ferry, Ohio, and The Associated Press in Columbus. In 1983, Dennis became a Washington reporter for Variety and Daily Variety, covering legislative and regulatory issues related to broadcasting, cable and the Hollywood studios. In 1987, Dennis left Variety to become managing editor of Financial Product News, a magazine for investment advisers. He returned to Variety/Daily Variety in 1989 as Washington bureau chief, and remained there until joining NAB as vice president of Media Relations. Dennis was promoted to senior vice president in 1997, and executive vice president in 2006. A native of Hillsboro, Ohio, Dennis received his B.A. degree in journalism from Ohio State University. Dennis and his wife Lisa live in Ashburn, Va., with their children Isaac, Sierra and Henry.

Session 4

Selling Media in a Digital World – How to Develop the Right Mindset
Steve Bookbinder, DM Training

Today’s consumers follow a buying journey with online and offline “shopping activities” across multiple online platforms and devices, including plenty of comparison shopping and review reading. Today’s media sellers need to sell their advertising as a solution which guides buyers throughout their own journey. This session addresses the changes and challenges to media salespeople who are looking to establish their role as a trusted adviser to local advertisers. Participants will walk away with increased confidence in their digital media knowledge and their ability to lead an effective solution-set sales conversation.

Steve Bookbinder, DM Training

SBookbinderSteve Bookbinder is the CEO and sales expert at DM Training. He has delivered more than 5,000 workshops and speeches to clients all over the world. And has trained, coached, and managed more than 50,000 salespeople and managers. Steve continuously refreshes his training content to reflect the latest first-hand observations. Through Steve, participants learn the best practices of today’s most successful sellers and managers across industries. Steve understands that sales is a competitive game. To out-perform competitors and our own personal best results, we need to out-prospect, out-qualify, out-present and out-negotiate everyone else, not merely know how to sell. Through his specialty programs in Pipeline Management, Personal Marketing, Great First Meetings, Sales Negotiating, Presenting and Closing, as well as Sales Coaching, Steve trains sales teams to master the skills they need to overcome the challenges they face in today’s world… and keep improving results year over year.


Session 5

Get Motivated and End the Day Inspired!
Scott Shellstrom, Unleash Your Inner DaVinci

Come experience the sensational “Unleash Your Inner da Vinci”. It is an energetic, interactive program that will motivate you to uncover your hidden problem-solving abilities to achieve success in your business career and any area of your life. Scott Shellstrom inspires the unique innovative force within all of us with moving, rarely heard stories about Leonardo da Vinci, laugh-out-loud improvisational comedy and a masterpiece painting done in four minutes as a crescendo.

Scott Shellstrom, Unleash Your Inner DaVinci

SSchellstromScott has been a creative at the world’s top agencies; BBDO, DDB, Deutsch, Grey, JWT, FCB Draft, Y&R and now is founder of Integrated Advertising Agency. He started his comedy career at Second City in college. While working as a MAD MAN in NYC by day he performed on the stages of Caroline’s, The Cellar, The Comic Strip at night. His work on stage got him national TV gigs, including a travel host on the Travel Channel, major commercials and events. His art work has been featured at the LA County Museum, Armand Hammer and many established galleries across America.


Pau Hana Party
Join us for pupus and drinks to wrap up the day!