Pretty exciting first day here in San Jose for the Kelsey Group's Drilling Down on Local.  Particularly telling was the emphasis Greg Sterling put on call tracking during his introductory speech, "Mass Media to MyMedia."  With increased fragmentation and a growing importance on local (80% of all purchases are local, according to Greg) the need for local media to offer better tracking and ROI is paramount.

Stay tuned for more news.  John Kelsey alluded to an announcement scheduled for this afternoon that may signal a big shift in the industry.