During the 90's, since the CD-ROM shattered constraints on delivering dense content and on-line capability created real interactivity, LAwNMoweR has been focused on facilitating the exploration of new media technologies and creative formats. Understanding these developments has been a do-or-die imperative for a range of individuals and organizations in a whole host of converging industries. LAwNMoweR is dedicated to identifying, defining and exploiting the myriad of opportunities open to the fast-changing community of new media professionals and companies.
LAwNMoweR is active in the cities and economies where new media businesses are thriving, particularly in Los Angeles, New York and the Bay Area. LAwNMoweR LIVE events bring together practitioners involved in the development and production of interactive programming, managers determining the design of distribution infrastructure, technical innovators developing enabling technologies, as well as the interactive advertising and professional service organizations supporting the industry.
Speaker panels and LAwNMoweR's informal atmosphere provide a forum for the exchange of ideas and insight and a vehicle for exploration of opportunities in this vibrant, emerging industry. LAwNMoweR also offers a gateway to those organizations whose tools, technologies, products and services support the activities of the LAwNMoweR community.
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LAwNMoweR was founded by Jim Jonassen of the Larkin Group. In 1992, Jonassen focused the Larkin Group on the rapidly emerging interactive media industry ignited by the advent of game, edutainment, reference and educational titles being published on CD-ROM platform. The absence of a core community of experienced professionals, coupled with the unprecedented migration of talented professionals from related industries into multimedia were the catalysts for Jonassen to organize a monthly roundtable discussion for practitioners and interested parties looking for the on-ramp to the information superhighway.
Casual gatherings soon turned into more formal dinners at which investors, industry analysts and pundits predicted trends in the soon-to-be multi-billion dollar industry, while corporate executives and entrepreneurs introduced exciting new technologies and developers and publishers premiered titles. LAwNMoweR, with its unusual combination of substance and good vibe, was known for fostering a sense of community within the Los Angeles new media industry and for anchoring interaction across company, industry and functional boundaries.
In 1995, LAwNMoweR began producing quarterly events for larger numbers of attendees and participants. LAwNMoweR looked to corporate sponsors to support events in exchange for access to the LA new media community and a forum to promote products and services. Events typically focus on a topic with speakers or panelists engaged in an interactive dialog with the audience. These sessions are always followed by the LAwNMoweR Showcase, in which attendees enjoy live music, refreshments and conversation with their colleagues while visiting demos, presentations and displays offered by companies showcasing their products and services.
LAwNMoweR is unlike larger, more traditional exhibitions, trade show, conferences or "market" gatherings which parade presenters in front of investors and analysts in machine gun succession. At LAwNMoweR events, showcasing companies and attendees are free to investigate and discuss business in a relaxed atmosphere. Endorsements of the LAwNMoweR Showcase underscore the value of business development, marketing and promotional activities as well as the opportunity to meet with prospective employees, investors and strategic partners. Venues range from night clubs, to prestigious universities, to funky sound stages across the Los Angeles basin. Attendance at LAwNMoweR gatherings averages between 400 and 1,000 people, with invitations extended via fax, e-mail and post card to over 4,000 in the community.
In addition to its live events, LAwNMoweR publishes a newsletter - LAwNMoweR Clippings. Clippings features background information on sponsors, presenters and showcasing companies as well as news, stories and opinion from members of the community. In 1996, the LAwNMoweR Online web site was launched at http:/www.lawnmoweronline.com. The site is primarily dedicated to promoting upcoming events and to providing links to sponsors and participants. The site also automates LAwNMoweR's membership and invitation databases. Look for new features and many surprises from LAwNMoweR Online in '97.
Media coverage at LAwNMoweR events includes The Los Angeles Times, Web Week Magazine, Daily Variety, The Hollywood Reporter, New Media Magazine, GameSpot, Hollywood On-line, Multimedia World, and Wired.
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Supported by research and market information provided by its parent, the Larkin Group, LAwNMoweR is uniquely positioned to provide leading edge insight into the significant trends and developments within the new media industry.
In 1996, LAwNMoweR produced four events which solidified its leadership position in the community. The first two events were visionary panel discussions exploring the roles of the "New Networks" (mega-web sites, ISP's, commercial on-line services, cable TV and telephone companies) and the opportunities for "Programming" (interactive content created by web site developers, interactive studios, writers, producers and technologists).
LAwNMoweR's third event focused on "Interactive Advertising and Marketing". Practitioners from advertiser supported networks and content sites, interactive ad agencies and "click-through" advertising networks discussed the reality of emerging ad revenue business models, advertising technologies and the imminent demise of banner ads.
The grand finale was LAwNMoweR's 4th Annual Interactive Titles Fest featuring an industry showcase of over thirty creators of on-line and CD-ROM based title, games, shows, and promotions. In all, nearly 3,500 industry insiders attended LAwNMoweR events in venues all over Los Angeles.
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Just as in years past, LAwNMoweR will lead provide the most relevant topics, in the hottest venues and the leading new media centers around the United States. Here is the lineup* for 1997.
An Evening with Vint Cerf
February 20, 1997
The Century Club-Los Angeles, CA
An interactive dialog with the father of the internet-Vint will be joined by venture capitalist Ann Winblad and Leo Laporte of MSNBC's "The Site"
When Push Comes to Shove
March 26, 1997
The Peterson Automotive Museum-Los Angeles, CA
An interactive Talk Show covering Push Media and Broadcast-Guests include Ifusioncom, Intermind and many others
Push II-When Push Comes to Shove
May 29, 1997
The Roxy-New York City, NY
Featuring a broad spectrum of Silicon Alley's hottest developers, interactive ad agencies and new media publishers
Chit Chat ;-) Virtual Worlds :-( Talk Media
August 6, 1997
TBA-Los Angeles, CA
A LAwNMoweR Summer Cook-off to determine the Undisputed Champion of Chat! Wednesday, August 6th from 6:00 p.m.-10:00 p.m. Richard Riordan, Mayor of Los Angeles will be making an important announcement to kick-off the evening.
Big Bandwidth & DVD
September 25, 1997
TBA-Los Angeles, CA
Wider pipes and bigger platters bring production value and new and exciting interactive capabilities
www.Madison Avenue LIVE
October 30, 1997
TBA-New York City, NY
Interactive advertising, marketing and promotion lead the new media into 1998.
5th Annual Interactive Titles Fest
December 4, 1997
TBA Los Angeles, CA
The biggest show of the year returns to celebrate the holidays and bring out the best of '96
* Dates, topics and venues are subject to change without prior notice. Please refer to LAwNMoweR Online (www.lawnmoweronline.com) for up to the minute information.
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- Breakout of Attendees by Industry sub-classifications:
- Programming/Content Devel. Web Sites, CD-ROMs, Interactive Studios 30%
- Entertainment Industry Studios, Film, Television Production 25%
- Publishers Book, Magazine, CD-ROM 10%
- The New Networks Mega Web Sites, Tel. Co., Cable, ISP, Push 5%
- Graphics/Design Post Production, Graphic Design, Pre-Press 5%
- Enabling Technologies Browsers, Authoring, JAVA, audio/video 5%
- Interactive Advertising Agencies, Media Buy/Sell, Creative Shops 5%
- Professional Services Attorneys, CPA's, Consultants, P.R., 5%
- Financiers Venture Capital, Investment Bankers, Angel Investors, 5%
- Pure Creative Writers, Directors, Artists moving from traditional media 5%
Breakout of Attendees by Title:
- Presidents, Owners, Partners, Vice Presidents 27%
- Business Development, Sales, Marketing 18%
- Producers, Directors and Associates 16%
- Engineers, Programmers, Testers 12%
- Writers, Artists & Editors 17%
- Consultant, CPA, Publicist, Agent, etc. 10%
Of Note:
- Average age is 23-44
- 55% are male and 45% female
- Virtually all (>97%) use or have access to Multimedia PC or Macintosh.
- Over 94% of attendees use or have access to the World Wide Web.
- Over 90% of attendees access the World Wide Web at least weekly.
- Nearly 50% of attendees affect software, hardware, services purchase decisions in their firms
- Three out of four attendees return to another LAwNMoweR event
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CD-ROM PUBLISHERS ENTERTAINMENT
& ENABLING TECHNOLOGIES
| Activision |
Disney Interactive |
Pulse Interactive |
| Creative Wonders |
Time Warner |
HotJava |
| Pulse Entertainment |
Sony Imagesoft |
Netscape |
| Grolier Interactive |
MGM Interactive |
Silicon Studio |
| GTE Entertainment |
Dreamworks Interactive |
Hotz Tracks |
| Interplay Productions |
William Morris |
Creative Labs |
| IBM Multimedia Lab |
ICM |
Sybase |
| McGraw-Hill Publishing |
The Writers Guild |
MacroMedia |
| Virgin Interactive |
Xing Technologies |
CyberIsland Studios |
FINANCIAL, NEW NETWORKS, ORIGINAL CONTENT
| EC2 - Annenberg Incubator |
America Online |
BoxTop |
| Gabelli and Co. |
Disney On-line |
Digital Planet |
| LA Regional Tech. Alliance |
Earthlink |
Fujitsu/Worlds Away |
| Volpe Welty Associates |
NETCOM |
AND Interactive/TCI |
| AOL Greenhouse |
Pac Bell |
Knowledge Adventure |
| Pac Tel Interactive |
CyberIsland Studios |
Media Circus |
| |
|
|
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"LAwNMoweR is THE networking engine of LA's new media community - combining high-quality content with an attendee list that can't be beat!"
Jon Epstein, President and Publisher - GameSpot
"LAwnMoweR offers new media professionals the rare opportunity to present, experience and discuss new technologies and trends long before they become the realities that hit the pages of Fortune, WSJ or Forbes."
Carter Lipscomb, Director of Marketing - Spectrum HoloByte
"LAwnMoweR is THE place in Soothern California to see, hear and meet the key people in interactive content....I always suggest LAwnMoweR as the place to learn about interactive media"
Dave Goldberg, President/CEO - 2 Way Media/Launch Magazine
"As a developer in a community that is dying for support, the essence of LAwnMoweR is to unite, educate and evangelize people to take advantage of the new media industry. Without a community of developers, distributors and sponsors the new media industry will never survive. LAwnMoweR gives us the ability to share experiences and ideas with others enabling us as companies and as individuals to take advantage of the ever changing marketplace."
James Yaffe, President/CEO - Troon
"If you care about keeping up with the bullet train that is the Internet, and you are in Southern California, then you must attend LAwNMoweR. It's one of the few places where the train stops for new passengers."
Dan Finnigan, Vice President - Pacific Bell-At Hand
"I attend several investor conferences a year, in which a roll-call of companies pitch their business plans, but at LAwNMoweR, I get to see first hand the companies and people that are making this industry happen - in real time."
Bill Woodward, Chairman & CEO - Pulse Entertainment
"LAwNMoweR is an incredible netfest."
Ron Frankel, Executive Vice President - MGM Interactive
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Primary Sponsor
- Full Year Corporate membership and 40 complimentary VIP passes to all events.
- One Showcase table and displaying signage at all events in the coming year.
- Primary listing and large logo on all official communications, invitations, ads, etc.
- Prime location for showcasing tables and displaying signage.
- Signage and banners displayed at the event.
- LAwNMoweR Directory and list of all attendees (business cards etc.).
- Corporate profile and feature story in LAwNMoweR Clippings newsletter.
- Distribution of promotional material to all attendees.
- Mention in press release and contact in press kits.
- Listing on LAwNMoweR Online's event web site with a link to your home page.
Co-Sponsor
- Full Year Corporate membership and 20 complimentary VIP passes to all events.
- Title listing and medium logo on all official communications, invitations, ads, etc.
- Prime location for showcasing product and displaying signage.
- Signage and banners displayed at the event.
- LAwNMoweR Directory and list of all attendees (business cards etc.).
- Distribution of promotional material to all attendees.
- Mention in press release and contact information in press kits.
- Listing on LAwNMoweR Online's event web site with a link to your home page.
LAwNMoweR Showcase
- 10 complimentary VIP Invitations to this event.
- Title listing and small logo on all official communications, invitations, ads, etc.
- Location for showcasing products and displaying signage.
- Article in the official LAwNMoweR newsletter.
- Distribution of promotional material to all attendees.
- Mention in press release and contact information in press kits.
- Listing on LAwNMoweR Online's event web site with a link to your home page.
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Call (310)535-3388
or E-mail Molly Lavic at MollyL@Larkin.com for more information.
