https://simplecast.com The Local Marketing Trends Podcast Hear two of the nation's brightest and sought-after advertising analysts -- Corey Elliott and Gordon Borrell -- identify the latest trends and make their predictions. This fast-paced podcast runs about 20 minutes and focuses on trends in local media, advertising, and marketing. The show typically touches on three or four topics, occasionally features a guest, and is always seasoned with critical analysis and wit. 2023 Borrell Associates, Inc Local Marketing Trends Podcast en Mon, 30 Mar 2026 04:00:00 +0000 Mon, 30 Mar 2026 18:24:09 +0000 https://borrellassociates.com/podcast The Local Marketing Trends Podcast https://image.simplecastcdn.com/images/3a00c958-38ea-45be-a7ab-c4338f139ce7/e5d96fc2-96ec-422e-8f74-b3edc9dfe1a0/3000x3000/lmt-logo.jpg?aid=rss_feed https://borrellassociates.com/podcast episodic Hear two of the nation's brightest and sought-after advertising analysts -- Corey Elliott and Gordon Borrell -- identify the latest trends and make their predictions. This fast-paced podcast runs about 20 minutes and focuses on trends in local media, advertising, and marketing. The show typically touches on three or four topics, occasionally features a guest, and is always seasoned with critical analysis and wit. Gordon Borrell false https://feeds.simplecast.com/FQhGnFVT business, business marketing, advertising, digital advertising, local advertisers, local business, marketing, marketing trends, media, online advertising, video, local media, local advertising, local marketing, borrell Borrell Associates podcast@borrellassociates.com dc7bee1a-f13f-4771-bf1e-b70506d517db The 'Antichrist' Returns With a Message about Google's Grip on SMBs Mon, 30 Mar 2026 04:00:00 +0000 podcast@borrellassociates.com (Jessica Reyna, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast The 'Antichrist' Returns With a Message about Google's Grip on SMBs Jessica Reyna, Gordon Borrell, Corey Elliott 00:31:36 Agency owner Jessica Reyna returns to the show for a third time with a no-holds-barred look at what actually drives results in local advertising. From dismantling the “last-click” obsession to exposing how businesses get trapped by platforms like Google, she challenges conventional wisdom with sharp, practical insights. Expect a surprise at the end, when Gordon grills her on which traditional forms of media she still buys. Agency owner Jessica Reyna returns to the show for a third time with a no-holds-barred look at what actually drives results in local advertising. From dismantling the “last-click” obsession to exposing how businesses get trapped by platforms like Google, she challenges conventional wisdom with sharp, practical insights. Expect a surprise at the end, when Gordon grills her on which traditional forms of media she still buys. local advertising, radio, usmc, google, killyourcompetition, smb marketing, sem, keywords false full 166 895e04fe-5853-41f8-9ee5-52e49e18a5fd With a Little Training, AI Marketing 'Interns' Could Supplant Agencies & Media Advisors Mon, 16 Mar 2026 16:13:40 +0000 podcast@borrellassociates.com (Shannon Kinney, Corey Elliott) https://borrellassociates.com/podcast With a Little Training, AI Marketing 'Interns' Could Supplant Agencies & Media Advisors Shannon Kinney, Corey Elliott 00:23:54 AI is quickly becoming a marketing advisor for small businesses -- perhaps even replacing ad agencies and trusted media advisors. But there are pitfalls. SMB marketing maven Shannon Kinney signs in as guest co-host for this episode and explains why businesses need to think of AI as a happy intern, a powerful assistant that needs training and direction to deliver real results. The conversation also explores how AI can empower small businesses to handle more marketing themselves while increasing the need for strategic advisors who add real insight. AI is quickly becoming a marketing advisor for small businesses -- perhaps even replacing ad agencies and trusted media advisors. But there are pitfalls. SMB marketing maven Shannon Kinney signs in as guest co-host for this episode and explains why businesses need to think of AI as a happy intern, a powerful assistant that needs training and direction to deliver real results. The conversation also explores how AI can empower small businesses to handle more marketing themselves while increasing the need for strategic advisors who add real insight. local advertising, smbs, local media, small business marketing, ai marketing, media companies, ad agencies false full 165 000bb352-f39e-47a2-b408-4b84fdce979e Defying Gravity, Out of Home is Set for Even Bigger Growth Mon, 2 Mar 2026 13:00:00 +0000 podcast@borrellassociates.com (Gordon Borrell, Dave Rivera, Corey Elliott) https://borrellassociates.com/podcast Defying Gravity, Out of Home is Set for Even Bigger Growth Gordon Borrell, Dave Rivera, Corey Elliott 00:29:49 Despite the narrative that traditional media is shrinking, one channel continues to grow. In this episode, Gordon & Corey explore why out-of-home advertising is defying gravity and how new technology is opening the door for more SMBs to buy. The show features an interview with out-of-home expert Dave Rivera from Vistar Media, which is making Digital OOH widely available through its programmatic platform. Despite the narrative that traditional media is shrinking, one channel continues to grow. In this episode, Gordon & Corey explore why out-of-home advertising is defying gravity and how new technology is opening the door for more SMBs to buy. The show features an interview with out-of-home expert Dave Rivera from Vistar Media, which is making Digital OOH widely available through its programmatic platform. local advertisers, advertising cpm, programmatic advertising, local media, borrell associates, digital out of home, gordon borrell, dooh, corey elliott, outdoor advertising, vistar media false full 164 95e88b81-c1af-44bc-90de-73851ec2551f CEO Kelli Turner's 1st Podcast Interview: Audacy's Content-First Reorg Tue, 24 Feb 2026 05:00:00 +0000 podcast@borrellassociates.com (Shannon Kinney, Gordon Borrell, Kelli Turner, Corey Elliott) https://borrellassociates.com/podcast CEO Kelli Turner's 1st Podcast Interview: Audacy's Content-First Reorg Shannon Kinney, Gordon Borrell, Kelli Turner, Corey Elliott 00:32:09 In her first-ever podcast interview ever, Audacy CEO Kelli Turner discusses the company's content-first strategy and how it will help a radio company remain relevant to digitally-obsessed local advertisers. She also describes how different Audacy might look like a decade from now. With Corey on vacation, Gordon is joined by guest co-host Shannon Kinney, an SMB marketing expert weighs in on how advertisers might view Audacy's gameplan. In her first-ever podcast interview ever, Audacy CEO Kelli Turner discusses the company's content-first strategy and how it will help a radio company remain relevant to digitally-obsessed local advertisers. She also describes how different Audacy might look like a decade from now. With Corey on vacation, Gordon is joined by guest co-host Shannon Kinney, an SMB marketing expert weighs in on how advertisers might view Audacy's gameplan. local advertising, local content, podcasting, dream local digital, borrell associates, smb marketing, radio advertising, ai marketing, audacy false full 163 f4bebcb9-fc8d-48ff-8f8d-38f4c6689242 Are Local Advertisers Fed Up With Media, Or Is It Fake News? In this episode, Gordon Borrell and Corey Elliott put their own assumptions about local advertisers to the test by bringing in Shannon Kinney, founder of Dream Local Digital, who has worked with more than 90,000 businesses. Together, they unpack what SMBs really think about marketing today: deep skepticism toward inflated audience claims, an obsession with proving ROI, and a pragmatic—if still uneven—embrace of AI as a “happy intern” rather than an all-knowing oracle. The conversation challenges the idea that email and traditional media are dead, showing instead that targeted newsletters and branded content can still perform, while underscoring that scattered, low-budget tactics are often the real culprit behind disappointing results. The episode ultimately lands on a nuanced truth: local advertisers aren’t anti-media or blindly pro-digital—they’re searching for trust, clarity, and partners who can help them connect the dots between marketing effort and real business outcomes.

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> Mon, 9 Feb 2026 13:43:05 +0000 podcast@borrellassociates.com (Shannon Kinney, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast In this episode, Gordon Borrell and Corey Elliott put their own assumptions about local advertisers to the test by bringing in Shannon Kinney, founder of Dream Local Digital, who has worked with more than 90,000 businesses. Together, they unpack what SMBs really think about marketing today: deep skepticism toward inflated audience claims, an obsession with proving ROI, and a pragmatic—if still uneven—embrace of AI as a “happy intern” rather than an all-knowing oracle. The conversation challenges the idea that email and traditional media are dead, showing instead that targeted newsletters and branded content can still perform, while underscoring that scattered, low-budget tactics are often the real culprit behind disappointing results. The episode ultimately lands on a nuanced truth: local advertisers aren’t anti-media or blindly pro-digital—they’re searching for trust, clarity, and partners who can help them connect the dots between marketing effort and real business outcomes.

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> Are Local Advertisers Fed Up With Media, Or Is It Fake News? Shannon Kinney, Gordon Borrell, Corey Elliott 00:30:10 Local businesses distrust media because of inflated audience claims. They're obsessed with ROI and have turned to digital media because it offers proof. Is it all just fake news? Gordon & Corey get the truth from a front-line marketing expert, Shannon Kinney, who’s worked with more than 90,000 businesses. Local businesses distrust media because of inflated audience claims. They're obsessed with ROI and have turned to digital media because it offers proof. Is it all just fake news? Gordon & Corey get the truth from a front-line marketing expert, Shannon Kinney, who’s worked with more than 90,000 businesses. local advertising, radio, newspapers, dream local digital, borrell associates, smb marketing, advertising roi, ai marketing, email marketing, tv advertising false full daca42a2-b10a-41e8-ac3f-f95b7374de7e TikTok Rolls Out What SMBs Have Been Demanding Mon, 26 Jan 2026 13:20:09 +0000 podcast@borrellassociates.com (Core Elliott, Gordon Borrell) https://borrellassociates.com/podcast TikTok Rolls Out What SMBs Have Been Demanding Core Elliott, Gordon Borrell 00:19:25 Local advertisers have shifted from seeking reach to demanding proof. Reminiscent of a dozen years ago when Facebook revenue exploded, TikTok seems at the same inflection point with a new measurement tool, TikTok Pixel. In this episode, Corey & Gordon Borrell dig into fresh research about businesses obsessed with measurements and reach a counterintuitive insight:The future of local advertising may not belong to just pixels and clicks, but to a smarter, full-funnel mix that includes a dose of good instinct as well. Local advertisers have shifted from seeking reach to demanding proof. Reminiscent of a dozen years ago when Facebook revenue exploded, TikTok seems at the same inflection point with a new measurement tool, TikTok Pixel. In this episode, Corey & Gordon Borrell dig into fresh research about businesses obsessed with measurements and reach a counterintuitive insight:The future of local advertising may not belong to just pixels and clicks, but to a smarter, full-funnel mix that includes a dose of good instinct as well. local advertising, smbs, local marketing, tikok pixel, facebook, local media, borrell associates, tiktok, gordon borrell, corey elliott false full 161 b7eb28ba-dd0c-4310-b77d-18f4cea00a78 Done Waiting, SMBs Turn to DIY, AI, and Clearer ROI Mon, 12 Jan 2026 17:38:49 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Done Waiting, SMBs Turn to DIY, AI, and Clearer ROI Corey Elliott, Gordon Borrell 00:17:11 Gordon and Corey kick off a new season by announcing a new direction for their podcast -- talking directly to local businesses that are screaming for more help with marketing. The hosts cite evidence that many of these businesses no longer trust intermediaries and are turning to technology and self-education. It's both a wake-up call for media and agencies and a renewed commitment by Borrell to directly support the entrepreneurs who drive local economies. Gordon and Corey kick off a new season by announcing a new direction for their podcast -- talking directly to local businesses that are screaming for more help with marketing. The hosts cite evidence that many of these businesses no longer trust intermediaries and are turning to technology and self-education. It's both a wake-up call for media and agencies and a renewed commitment by Borrell to directly support the entrepreneurs who drive local economies. local advertising, smbs, local marketing, local media, ad agencies false full 160 fd199f13-3728-4dce-96dc-9970dde61243 Local Media's AI Apocalypse Tue, 30 Dec 2025 00:44:49 +0000 podcast@borrellassociates.com (Alan Jacobsen, ChatGPT, Gemini, Perplexity, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Local Media's AI Apocalypse Alan Jacobsen, ChatGPT, Gemini, Perplexity, Corey Elliott, Gordon Borrell 00:23:56 Did you know AI has an official "hallucination rate?" Do you know why most AI engines have female voices? Are you aware AI isn't really your friend? Join Corey & Gordon for an entertaining episode that not only puts AI in perspective, but also has AI spitting out some practical advice for media companies. Funny and intriguing, as always. Did you know AI has an official "hallucination rate?" Do you know why most AI engines have female voices? Are you aware AI isn't really your friend? Join Corey & Gordon for an entertaining episode that not only puts AI in perspective, but also has AI spitting out some practical advice for media companies. Funny and intriguing, as always. smbs, ai, local media, hallucination rate, perplexity, gemini, chatgpt false full 159 26422483-08d2-4196-b179-8bb798601d4f Why Bob Pittman Won't Let AI Touch the Mic Mon, 15 Dec 2025 15:24:37 +0000 podcast@borrellassociates.com (Gordon Borrell, Bob Pittman, Corey Elliott) https://borrellassociates.com/podcast Why Bob Pittman Won't Let AI Touch the Mic Gordon Borrell, Bob Pittman, Corey Elliott 00:27:12 From lessons learned at MTV and AOL to what genuinely keeps him up at night as CEO of iHeart, this interview with Bob Pittman offers a rare, straight-talk look at the future of radio, audio, and media leadership from one of the industry’s most influential figures. Corey & Gordon weigh in on the notion that, in a world focused on AI, this CEO sees more value focusing on humans. From lessons learned at MTV and AOL to what genuinely keeps him up at night as CEO of iHeart, this interview with Bob Pittman offers a rare, straight-talk look at the future of radio, audio, and media leadership from one of the industry’s most influential figures. Corey & Gordon weigh in on the notion that, in a world focused on AI, this CEO sees more value focusing on humans. local advertising, podcasting, radio, iheart media, audio advertising, ai false full 158 b4a40cdd-eb0e-45e7-924b-3b683a6537c7 The Death of the Wanamaker Adage? GroundTruth’s CEO Makes Her Case Mon, 1 Dec 2025 10:11:16 +0000 podcast@borrellassociates.com (Rosie O'Meara, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast The Death of the Wanamaker Adage? GroundTruth’s CEO Makes Her Case Rosie O'Meara, Corey Elliott, Gordon Borrell 00:25:06 Despite decades of digital innovation, advertisers still struggle to measure whether their marketing truly works. Corey & Gordon discuss new survey findings showing that vanity metrics like clicks and "likes" fail to provide real ROI clarity. They interview GroundTruth CEO Rosie O’Meara, who describes a solution: linking precise mobile-based location data and transaction integrations. Despite decades of digital innovation, advertisers still struggle to measure whether their marketing truly works. Corey & Gordon discuss new survey findings showing that vanity metrics like clicks and "likes" fail to provide real ROI clarity. They interview GroundTruth CEO Rosie O’Meara, who describes a solution: linking precise mobile-based location data and transaction integrations. local advertising, groundtruth, borrell associates, advertising measurement false full 157 1b3610a4-95b3-430b-9be1-7300df350af1 Paypal's Bold Move: Turning Millions of SMB Websites into a Massive Retail Media Network Mon, 17 Nov 2025 15:57:31 +0000 podcast@borrellassociates.com (Dr.Mark Grether, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Paypal's Bold Move: Turning Millions of SMB Websites into a Massive Retail Media Network Dr.Mark Grether, Corey Elliott, Gordon Borrell 00:27:00 While Target, Kroger, and Walmart and other bit stores create their own retail media networks, Paypal plans to one-up them all by democratizing things. Corey & Gordon offer their thoughts on Paypal's plan to facilitate ad placement on millions of SMB websites, sending ad revenue to those small businesses. The episode features an interview with the executive heading it up -- Dr. Mark Grether, SVP and General Manager of Paypal Ads. The hosts conclusion: Hmmm, this might actually work. While Target, Kroger, and Walmart and other bit stores create their own retail media networks, Paypal plans to one-up them all by democratizing things. Corey & Gordon offer their thoughts on Paypal's plan to facilitate ad placement on millions of SMB websites, sending ad revenue to those small businesses. The episode features an interview with the executive heading it up -- Dr. Mark Grether, SVP and General Manager of Paypal Ads. The hosts conclusion: Hmmm, this might actually work. local advertising, smbs, retail media networks, borrell associates, paypal ads false full 156 ce33361e-d07f-4d81-b225-d703a56a7b11 Amazon Tunes In To Partnerships With Local Radio Mon, 3 Nov 2025 14:35:00 +0000 podcast@borrellassociates.com (Meredith Goldman, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Amazon Tunes In To Partnerships With Local Radio Meredith Goldman, Gordon Borrell, Corey Elliott 00:24:24 In this episode of Local Marketing Trends, Gordon & Corey dive into Amazon’s move into the audio landscape. As Amazon forges partnerships with Spotify, SiriusXM, and traditional AM/FM radio groups, the e-commerce giant is redefining how SMBs can buy geotargeted audio commercials. Gordon sits down with Amazon DSP director Meredith Goldman to explore whether traditional radio should see Amazon as a competitor or a collaborator. The conversation reveals how technology, targeting, and a renewed focus on SMBs are reshaping the ad game. In this episode of Local Marketing Trends, Gordon & Corey dive into Amazon’s move into the audio landscape. As Amazon forges partnerships with Spotify, SiriusXM, and traditional AM/FM radio groups, the e-commerce giant is redefining how SMBs can buy geotargeted audio commercials. Gordon sits down with Amazon DSP director Meredith Goldman to explore whether traditional radio should see Amazon as a competitor or a collaborator. The conversation reveals how technology, targeting, and a renewed focus on SMBs are reshaping the ad game. local advertising, smbs, radio, audio advertising, borrell associates, amazon advertising, amazon dsp, am/fm radio false full 155 18bfffe0-1359-4122-93c6-62014cb16910 Amazon's Latest Delivery: Local Advertising Mon, 20 Oct 2025 12:07:03 +0000 podcast@borrellassociates.com (Jennifer Donohue, Corey Elliottt, Gordon Borrell) https://borrellassociates.com/podcast Amazon's Latest Delivery: Local Advertising Jennifer Donohue, Corey Elliottt, Gordon Borrell 00:26:41 What's Amazon doing in the local advertising space? Beyond offering geotargeted video and display ads on its own massive network, will Amazon make purchasing a radio, TV, or newspaper ad as simple as its "BUY NOW" button? In this episode, Gordon & Corey take their questions to Jennifer Mock Donohue, a former local radio and TV executive now heading up Amazon Local Advertising. What's Amazon doing in the local advertising space? Beyond offering geotargeted video and display ads on its own massive network, will Amazon make purchasing a radio, TV, or newspaper ad as simple as its "BUY NOW" button? In this episode, Gordon & Corey take their questions to Jennifer Mock Donohue, a former local radio and TV executive now heading up Amazon Local Advertising. tv, radio, newspapers, digital advertising, ott, ctv, amazon advertising, freevee, amazon local advertising, outdoor advertising, amazon prime video false full 154 c538f0a6-5c28-412c-bbc5-f577ff6bf2e5 Saga's High-Stakes Reinvention of Radio Hinges on Stealing A LOT of Digital Cheese Mon, 13 Oct 2025 03:44:06 +0000 podcast@borrellassociates.com (Corey Elliott, Chris Forgy, Gordon Borrell) https://borrellassociates.com/podcast Saga's High-Stakes Reinvention of Radio Hinges on Stealing A LOT of Digital Cheese Corey Elliott, Chris Forgy, Gordon Borrell 00:30:35 Could a radio company that snubbed digital advertising for two decades wind up with the industry's winning strategy? This episode features an interview with Saga Communications CEO Chris Forgy, who forsees a steep decline in radio advertising and an aggressive digital sales effort aimed at reviving it. Could a radio company that snubbed digital advertising for two decades wind up with the industry's winning strategy? This episode features an interview with Saga Communications CEO Chris Forgy, who forsees a steep decline in radio advertising and an aggressive digital sales effort aimed at reviving it. local advertising, smbs, radio industry, digital advertising, digital strategy, iheart radio, local media, saga communications, salem communications, cumulus media false full 153 50cae0c2-2c4e-4f78-a754-579fe081a82c The Rush to Convert SEO to AIO Mon, 29 Sep 2025 16:09:20 +0000 podcast@borrellassociates.com (Patrick Briggs, Gordon Borrell, Jim Brown) https://borrellassociates.com/podcast The Rush to Convert SEO to AIO Patrick Briggs, Gordon Borrell, Jim Brown 00:30:11 As search engines traffic falls due to the fast-growing popularity of AI search, what will become of SEO? In this episode the hosts address the urgency and timing of what’s happening, and how SEO providers are rushing to deliver an AI-optimization product. The podcast features an interview with Patrick Briggs, CEO of Semify, who describes what he thinks agencies and media companies should be doing to address the issue right now. As search engines traffic falls due to the fast-growing popularity of AI search, what will become of SEO? In this episode the hosts address the urgency and timing of what’s happening, and how SEO providers are rushing to deliver an AI-optimization product. The podcast features an interview with Patrick Briggs, CEO of Semify, who describes what he thinks agencies and media companies should be doing to address the issue right now. smbs, local advertisers, seo, perplexity, sem, gemini, chatgpt, semify false full 152 de52f38f-5845-4309-be72-5afc1f29af67 From Print Decline to AI Partnerships: Gannett CEO Sees a Different Future Mon, 8 Sep 2025 13:44:33 +0000 podcast@borrellassociates.com (Gordon Borrell, Mike Reed) https://borrellassociates.com/podcast From Print Decline to AI Partnerships: Gannett CEO Sees a Different Future Gordon Borrell, Mike Reed 00:28:01 The episode features a candid conversation with the key executive of Gannett, owner of the nation’s biggest newspaper chain and operator of the one of the largest news audiences on the Internet. In an interview, Chairman and CEO Mike Reed shares insights on why Gannett is moving away from dependency on search engine traffic, how partnerships with AI platforms might yield a large source of new revenue, and why he continues to see local journalism as the company's biggest competitive advantage. The episode features a candid conversation with the key executive of Gannett, owner of the nation’s biggest newspaper chain and operator of the one of the largest news audiences on the Internet. In an interview, Chairman and CEO Mike Reed shares insights on why Gannett is moving away from dependency on search engine traffic, how partnerships with AI platforms might yield a large source of new revenue, and why he continues to see local journalism as the company's biggest competitive advantage. local advertising, mike reed, artificial intelligence, r&d investments, newspapers, digital advertising, local media, borrell associates, gannett corp., gordon borrell false full 152 87aa7cdc-556e-4527-b808-1cab8781d461 Salem's CEO on Reinventing Radio: From Faith-Driven Broadcasting to a Digital Future Tue, 2 Sep 2025 10:46:39 +0000 podcast@borrellassociates.com (Dave Santrella, Gordon Borrell) https://borrellassociates.com/podcast Salem's CEO on Reinventing Radio: From Faith-Driven Broadcasting to a Digital Future Dave Santrella, Gordon Borrell 00:24:01 Where is one of the nation's largest Christian and conservative broadcasters placing its bets on the future? Salem Media CEO Dave Santrella discusses a new financial discipline for the company's radio stations, skyrocketing growth in podcasting, and record revenue for political. He also talks about strong digital performance and whether he considers the Salem a "digital first" company. Where is one of the nation's largest Christian and conservative broadcasters placing its bets on the future? Salem Media CEO Dave Santrella discusses a new financial discipline for the company's radio stations, skyrocketing growth in podcasting, and record revenue for political. He also talks about strong digital performance and whether he considers the Salem a "digital first" company. podcasting, radio, digital-first companies, richard a. von gnechten, salem media, gordon borrell, political advertising, dave santrella, edward atsinger false full 151 d79a46ca-2dd5-4e06-94e0-0324f630f1a6 Beasley Takes a Bold New Path, With Digital Front and Center Mon, 11 Aug 2025 19:21:02 +0000 podcast@borrellassociates.com (Caroline Beasley, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Beasley Takes a Bold New Path, With Digital Front and Center Caroline Beasley, Gordon Borrell, Corey Elliott 00:24:45 Beasley Media's CEO foresees a fast-approaching future for radio companies and believes bold steps and tough decisions will be necessary for those who want to survive it. In an interview, CEO Caroline Beasley becomes the industry's second radio executive to embrace a "digital first" strategy and outlines what that will mean for a 64-year-old company that owns 57 radio stations. Beasley Media's CEO foresees a fast-approaching future for radio companies and believes bold steps and tough decisions will be necessary for those who want to survive it. In an interview, CEO Caroline Beasley becomes the industry's second radio executive to embrace a "digital first" strategy and outlines what that will mean for a 64-year-old company that owns 57 radio stations. local advertising, radio, digital first strategy, digital advertising, local media, beasley media group, townsquare media false full 150 89be1f75-f013-4edb-b805-8378ebd5efc9 Sinclair's Rob Weisbord, on the Future of Local TV Stations Mon, 28 Jul 2025 14:30:00 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott, Rob Weisbord) https://borrellassociates.com/podcast Sinclair's Rob Weisbord, on the Future of Local TV Stations Gordon Borrell, Corey Elliott, Rob Weisbord 00:24:26 Rob Weisbord, Sinclair's President & COO of Local Media, weighs in on how the nation's second-largest operator of TV stations is investing in the future. The episode kicks off a series of interviews with media executives asking how they intent to compete with the likes of Google, Spotify, Hulu, Facebook, Amazon, and others who annually invest billions in R&D. Rob Weisbord, Sinclair's President & COO of Local Media, weighs in on how the nation's second-largest operator of TV stations is investing in the future. The episode kicks off a series of interviews with media executives asking how they intent to compete with the likes of Google, Spotify, Hulu, Facebook, Amazon, and others who annually invest billions in R&D. local advertising, sinclair media, borrell associates, local broadcast tv stations, sinclair broadcasting, r&d, gordon borrell, corey elliott, tv advertising false full 149 e6fdd106-d602-459b-b1f5-ce5d38b3cc62 Matt Britton Discusses How 'Generation AI' Will Change the Media Mon, 14 Jul 2025 12:00:00 +0000 podcast@borrellassociates.com (Matt Britton, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Matt Britton Discusses How 'Generation AI' Will Change the Media Matt Britton, Gordon Borrell, Corey Elliott 00:26:12 Thinking about AI brings back the old drinking-from-a-firehose analogy. But podcast guest Matt Britton, who's just published "Generation AI," has a simple suggestion. Corey & Gordon seize on a single word from the interview that sums what needs to STOP if we want to unlock the potential of AI. Britton's book can be accessed at https://generationai.bot/ Thinking about AI brings back the old drinking-from-a-firehose analogy. But podcast guest Matt Britton, who's just published "Generation AI," has a simple suggestion. Corey & Gordon seize on a single word from the interview that sums what needs to STOP if we want to unlock the potential of AI. Britton's book can be accessed at https://generationai.bot/ local advertising, artificial intelligence, generation ai, ai in marketing and advertising, matt britton, gordon borrell, corey elliott false full 147 42e4dcec-48e2-405a-9a17-1cdc3a1e29b2 Outdoor Continues to Flourish, Thanks to Digital Signage and 'News' Messaging Mon, 30 Jun 2025 23:15:54 +0000 podcast@borrellassociates.com (Kevin Gephart, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Outdoor Continues to Flourish, Thanks to Digital Signage and 'News' Messaging Kevin Gephart, Corey Elliott, Gordon Borrell 00:23:04 The outdoor advertising industry is the only legacy media that's been emboldened by internet, continuing to grow while competing media shrink. Hosts Gordon & Corey explore the possibility that the outdoor advertising industry might leverage its digital signage to compete with the local news industry. They bring on outdoor industry consultant Kevin Gephart to pick his brains what's next for outdoor. The outdoor advertising industry is the only legacy media that's been emboldened by internet, continuing to grow while competing media shrink. Hosts Gordon & Corey explore the possibility that the outdoor advertising industry might leverage its digital signage to compete with the local news industry. They bring on outdoor industry consultant Kevin Gephart to pick his brains what's next for outdoor. false full 146 bf640d77-b708-4df4-a763-523012c1c2d5 Local Advertising is Sold, Not Bought . . . But Not for Long Mon, 16 Jun 2025 14:00:00 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell, Kiran Paranjpe) https://borrellassociates.com/podcast Local Advertising is Sold, Not Bought . . . But Not for Long Corey Elliott, Gordon Borrell, Kiran Paranjpe 00:24:08 SMBs are becoming more savvy about advertising. That leads Gordon & Corey to predict the rise of DIY platforms and the fliping of the longtime notion that local advertising is sold, not bought. While the prospect seems scary for publishers, business-transformation expert Kiran Paranjpe from Lineup systems offers a unique perspective on how they might actually benefit. In an interview with Gordon, he suggests local media companies should be the ones offering DIY. SMBs are becoming more savvy about advertising. That leads Gordon & Corey to predict the rise of DIY platforms and the fliping of the longtime notion that local advertising is sold, not bought. While the prospect seems scary for publishers, business-transformation expert Kiran Paranjpe from Lineup systems offers a unique perspective on how they might actually benefit. In an interview with Gordon, he suggests local media companies should be the ones offering DIY. local advertising, diymarketing, digital advertising, lineup systems, marketing, google, borrell associates, smb marketing, gordon borrell, chartbeat false full 145 d1d9561d-c40b-4e05-90e8-f03e3bbf8685 2 Big Rocks Headed for the Local Advertising Pond Fri, 23 May 2025 16:20:00 +0000 podcast@borrellassociates.com (Allison Schiff, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast 2 Big Rocks Headed for the Local Advertising Pond Allison Schiff, Gordon Borrell, Corey Elliott 00:20:31 Two big things are about to ripple the $150 billion local advertising pond. But Corey & Gordon acknowledge completely ignoring them in their newly released annual missive on the state of local advertising. Was it an oversight, or is there something else behind the omission? The podcast features an interview with Allison Schiff, managing editor of AdExchanger, who offers her thoughts on the speed of one of the approaching comets. Two big things are about to ripple the $150 billion local advertising pond. But Corey & Gordon acknowledge completely ignoring them in their newly released annual missive on the state of local advertising. Was it an oversight, or is there something else behind the omission? The podcast features an interview with Allison Schiff, managing editor of AdExchanger, who offers her thoughts on the speed of one of the approaching comets. search advertising, antitrust rulings, cookie deprecation, artificial intelligence, ai, chrome browser, google, local media, alphabet, adexchanger, local publishers false full 144 fe598794-18a2-4443-86b5-36f7c93a1fca Jeff Warshaw's 'Alpha' Vision For Radio: Stop Cutting, Start Hiring Mon, 12 May 2025 18:42:33 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell, Jeff Warshaw) https://borrellassociates.com/podcast Jeff Warshaw's 'Alpha' Vision For Radio: Stop Cutting, Start Hiring Corey Elliott, Gordon Borrell, Jeff Warshaw 00:22:07 Jeff Warshaw doesn't plan to participate in radio's "race to the bottom." The CEO of Connoisseur Media just bought Alpha Media, expanding Connoisseur from 11 stations to 218. It's a move that bucks the industry trend to lay off people and cut budgets -- particularly because of what Warshaw says about his plans to hire and invest even more. In an interview, Jeff responds to Gordon's question, "Did you miss the news that radio is dying?" Jeff Warshaw doesn't plan to participate in radio's "race to the bottom." The CEO of Connoisseur Media just bought Alpha Media, expanding Connoisseur from 11 stations to 218. It's a move that bucks the industry trend to lay off people and cut budgets -- particularly because of what Warshaw says about his plans to hire and invest even more. In an interview, Jeff responds to Gordon's question, "Did you miss the news that radio is dying?" alpha media, connoisseur media, local media, local radio, radio advertising false full 143 d5243cb2-0d76-4a75-b228-8045cf9066e5 TV's Been Promising ATSC 3.0, But Where Is It? Mon, 28 Apr 2025 12:00:00 +0000 podcast@borrellassociates.com (Madeleine Nolan, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast TV's Been Promising ATSC 3.0, But Where Is It? Madeleine Nolan, Corey Elliott, Gordon Borrell 00:25:54 Local broadcasters are pinning hopes on NextGenTV reviving their industry. But more than a decade after the first tests of ATSC 3.0 standards, consumer adoption remains stalled below 10%. Co-hosts Corey and Gordon see a maze of hurdles and take their skepticism to Madeleine Nolan, president of the ATSC: The Broadcast Standards Organization, seeking answers. Local broadcasters are pinning hopes on NextGenTV reviving their industry. But more than a decade after the first tests of ATSC 3.0 standards, consumer adoption remains stalled below 10%. Co-hosts Corey and Gordon see a maze of hurdles and take their skepticism to Madeleine Nolan, president of the ATSC: The Broadcast Standards Organization, seeking answers. broadcast tv, nextgentv, hd television, atsc 3.0 false full 142 2b1b3beb-6c47-418d-8efd-cc85e19523fd Patch Latches onto AI to Supercharge its Local Expansion Tue, 25 Mar 2025 04:00:00 +0000 podcast@borrellassociates.com (Warren St. John, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Patch Latches onto AI to Supercharge its Local Expansion Warren St. John, Gordon Borrell, Corey Elliott 00:26:03 Eleven years old and profitable, Patch is reversing the trend of so-called news deserts. And it's using AI to supercharge its expansion efforts to tends of thousands of communities. This episode features an interview with Patch CEO Warren St. John, who describes how Patch has gone from delivering information for 1,900 sites to now offering information to 30,000 more. Eleven years old and profitable, Patch is reversing the trend of so-called news deserts. And it's using AI to supercharge its expansion efforts to tends of thousands of communities. This episode features an interview with Patch CEO Warren St. John, who describes how Patch has gone from delivering information for 1,900 sites to now offering information to 30,000 more. newspapers, borrell, news deserts, journalism, hyperlocal, patch false full 141 68e9669f-aba8-4561-8007-642c1e79a2e1 Fatigued by Ads and Opinions, More Consumers Pony Up for Online Subscription 'Experience' Have hypercharged opinions and rampant banner ads opened up an opportunity for online subscriptions? Recent reports by newspaper companies Gannett, Lee Enterprises, and The New York Times show increasing revenue from online consumers of news and information, and one New Zealand publisher is seeing remarkable success by scaling back ads, vastly improving the user experience and banning opinion columns. Corey & Gordon examine the issue and talk to Todd Scott, owner of New Zealand's National Business Review and developer of an innovative subscription platform called New Media Solution.

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> Mon, 3 Mar 2025 13:52:10 +0000 podcast@borrellassociates.com (Todd Scott, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Have hypercharged opinions and rampant banner ads opened up an opportunity for online subscriptions? Recent reports by newspaper companies Gannett, Lee Enterprises, and The New York Times show increasing revenue from online consumers of news and information, and one New Zealand publisher is seeing remarkable success by scaling back ads, vastly improving the user experience and banning opinion columns. Corey & Gordon examine the issue and talk to Todd Scott, owner of New Zealand's National Business Review and developer of an innovative subscription platform called New Media Solution.

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> Fatigued by Ads and Opinions, More Consumers Pony Up for Online Subscription 'Experience' Todd Scott, Corey Elliott, Gordon Borrell 00:25:36 local advertising, new media solution, online subscrptions, lee enterprises, borrell associates, gannett, new zealand national business review, gordon borrell, media trends, corey elliott, local news and information false full 140 533c71f7-261c-4fd7-8589-15dce8dc7d38 Mythbusters Tackle Media's 'Heavy' Investments, Digital Unprofitability, and Reliance on 'Local' Audiences Mon, 17 Feb 2025 05:00:00 +0000 podcast@borrellassociates.com (Borrell Associates) https://borrellassociates.com/podcast Mythbusters Tackle Media's 'Heavy' Investments, Digital Unprofitability, and Reliance on 'Local' Audiences Borrell Associates 00:22:15 In this mythbusters-styled episode, the hosts focus on three oft-stated facts: Many legacy media companies are investing heavily in digital; the unprofitability of digital products is curtailing their sales; and their core strength is tied to large audiences of local consumers. Gordon & Corey are joined by longtime sales expert Jim Brown, who helps dredge up the facts. In this mythbusters-styled episode, the hosts focus on three oft-stated facts: Many legacy media companies are investing heavily in digital; the unprofitability of digital products is curtailing their sales; and their core strength is tied to large audiences of local consumers. Gordon & Corey are joined by longtime sales expert Jim Brown, who helps dredge up the facts. false full 139 02f0dd8d-cb91-4dbc-9649-bca59d362ea8 How KSL.com Became a Local Media 'Phoenix' Mon, 3 Feb 2025 05:00:00 +0000 podcast@borrellassociates.com (Nathan Hatch, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast How KSL.com Became a Local Media 'Phoenix' Nathan Hatch, Gordon Borrell, Corey Elliott 00:24:01 Gordon & Corey see signs of Phoenix-style rebirth for a handful of media companies. These survivors have begun generating enough digital growth to completely offset declines in their legacy media businesses. The hosts identify three of them and focus on one -- KSL.com in Salt Lake City, operated by Deseret Digital Media. An interview with its key executive, Nate Hatch, reveals why the operation has been so successful. Gordon & Corey see signs of Phoenix-style rebirth for a handful of media companies. These survivors have begun generating enough digital growth to completely offset declines in their legacy media businesses. The hosts identify three of them and focus on one -- KSL.com in Salt Lake City, operated by Deseret Digital Media. An interview with its key executive, Nate Hatch, reveals why the operation has been so successful. ksl-fm, ksl.com, local media, borrell associates, ksl-tv, gordon borrell, corey elliott, salt lake city, deseret digital media false full 138 010657b5-8b65-43fc-aab9-82e102835072 Whither Local TV? Checking in With Gray Media's Pat LaPlatney Mon, 20 Jan 2025 17:57:23 +0000 podcast@borrellassociates.com (Pat LaPlatney, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Whither Local TV? Checking in With Gray Media's Pat LaPlatney Pat LaPlatney, Gordon Borrell, Corey Elliott 00:29:48 With the ebbing of political ad dollars and cable retransmission fees, 2025 will likely be a lean year for TV broadcasters. In this episode, Gordon & Corey review the industry's woes, debate the survival strategies, and seek insights from the co-CEO of one of the nation's biggest local broadcasters, Gray Media. With the ebbing of political ad dollars and cable retransmission fees, 2025 will likely be a lean year for TV broadcasters. In this episode, Gordon & Corey review the industry's woes, debate the survival strategies, and seek insights from the co-CEO of one of the nation's biggest local broadcasters, Gray Media. local advertising, nextgen tv, gray media, local media, borrell associates, pat laplatney, local tv stations, retrans fees, gordon borrell, corey elliott, atsc 3.0 false full 137 b86ce2d7-e94e-4410-b729-5bbce879a10b The Dirty Little Secret to Exponential Growth in Sales Mon, 6 Jan 2025 20:33:53 +0000 podcast@borrellassociates.com (Core Elliott, Rich Hargrave, Gordon Borrell) https://borrellassociates.com/podcast The Dirty Little Secret to Exponential Growth in Sales Core Elliott, Rich Hargrave, Gordon Borrell 00:15:50 The hosts profess to know the secret to driving exponential growth in ad sales, but they've also witnessed an ugly problem associated with it: churn. The episode features an expert on the issue, who shares some scary numbers on that percentage of digital ad buyers that sign up, then disappear in short order. The hosts profess to know the secret to driving exponential growth in ad sales, but they've also witnessed an ugly problem associated with it: churn. The episode features an expert on the issue, who shares some scary numbers on that percentage of digital ad buyers that sign up, then disappear in short order. local advertising, smb churn, digital advertising, vcita false full 136 67ea9c16-1899-496e-bb51-ed1c13128a4f What 1,000 Local Advertisers Just Told Us (Good, Bad, AND Ugly) Mon, 9 Dec 2024 14:40:00 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast What 1,000 Local Advertisers Just Told Us (Good, Bad, AND Ugly) Gordon Borrell, Corey Elliott 00:23:25 Corey & Gordon uncover surprises from a Q4 survey of local advertisers. They discuss what's hot for 2025, and ponder why one form of print media continues to defy gravity. They look at the good, bad, and just plain ugly -- including how advertisers rate their local ad-sales reps on overall marketing expertise and digital savvy. Spoiler alert: That's the "ugly" part of their discussion. Corey & Gordon uncover surprises from a Q4 survey of local advertisers. They discuss what's hot for 2025, and ponder why one form of print media continues to defy gravity. They look at the good, bad, and just plain ugly -- including how advertisers rate their local ad-sales reps on overall marketing expertise and digital savvy. Spoiler alert: That's the "ugly" part of their discussion. local advertising, smbs, newspapers, digital advertising, local media, radio advertising, tv advertising false full 135 7905a162-1b03-4ae6-bab1-c83d4c871454 Mastering Today's Media: Stop Gabbing, Cut the Fluff, Add 'Proof' Mon, 25 Nov 2024 18:30:00 +0000 podcast@borrellassociates.com (Jim Cutler, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Mastering Today's Media: Stop Gabbing, Cut the Fluff, Add 'Proof' Jim Cutler, Gordon Borrell, Corey Elliott 00:25:11 The failure point for incumbent businesses faced with a disruptive technology comes when they interpret it as being supportive of their existing business. Yet that's exactly how most media companies view the Internet. In this episode, Corey & Gordon turn to an expert, Jim Cutler, who describes how today's swipe-happy world has made traditional media's content look like gabby fluff. The failure point for incumbent businesses faced with a disruptive technology comes when they interpret it as being supportive of their existing business. Yet that's exactly how most media companies view the Internet. In this episode, Corey & Gordon turn to an expert, Jim Cutler, who describes how today's swipe-happy world has made traditional media's content look like gabby fluff. tiktok brain, radio, advertising, local media, donald trump, tiktok, social media, social proof, traditional media false full 134 940bdf65-8891-4157-b40a-ba04e803b4ee Madhive's Jim Wilson Talks About Small Fish in the CTV Stream, and His New Role with Audacy Mon, 11 Nov 2024 17:09:32 +0000 podcast@borrellassociates.com (Jim Wilson, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Madhive's Jim Wilson Talks About Small Fish in the CTV Stream, and His New Role with Audacy Jim Wilson, Corey Elliott, Gordon Borrell 00:22:20 True to form, CTV and OTT advertising is a disruptive innovation that appeals more to a NEW set of would-be TV buyers -- smaller businesses. In this episode, media transformation expert Jim Wilson, who founded OTT platform Premion and is now president of Madhive, discusses what it takes to reach and serve businesses whose typical CTV buy is pretty small -- about $4,000. He also talks about his appointment to the board of Audacy, the radio company that has just emerged from bankruptcy. True to form, CTV and OTT advertising is a disruptive innovation that appeals more to a NEW set of would-be TV buyers -- smaller businesses. In this episode, media transformation expert Jim Wilson, who founded OTT platform Premion and is now president of Madhive, discusses what it takes to reach and serve businesses whose typical CTV buy is pretty small -- about $4,000. He also talks about his appointment to the board of Audacy, the radio company that has just emerged from bankruptcy. local advertising, ott, borrell associates, ctv advertising, tegna, madhive, frequence, premion, audacy false full 133 9861903f-ea91-49ed-84d1-4487d11a26be Why Dozens of Buyers Have Been Snapping Up Newspapers Mon, 28 Oct 2024 14:00:00 +0000 podcast@borrellassociates.com (Sara April, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Why Dozens of Buyers Have Been Snapping Up Newspapers Sara April, Corey Elliott, Gordon Borrell 00:29:39 Newspapers are still vanishing at a rate of one every three days, but this year more papers have actually been snapped up by willing buyers. In this episode, Gordon & Corey explore what's attracted 28 different buyers to acquire more than 300 titles so far this year. The show features an interview with Sara April, president of media brokerage firm Dirks, Van Essen, and April. Newspapers are still vanishing at a rate of one every three days, but this year more papers have actually been snapped up by willing buyers. In this episode, Gordon & Corey explore what's attracted 28 different buyers to acquire more than 300 titles so far this year. The show features an interview with Sara April, president of media brokerage firm Dirks, Van Essen, and April. dirks van essen april, magazines, newspapers, boone newspapers, sara april, advertising, borrell associates, hearst, gordon borrell, corey elliott false full 132 5452936f-a6e4-40a1-8abf-212c0fd2fb46 Local Content Goldmine Starts to Deliver (Even for Radio!) Mon, 14 Oct 2024 14:26:06 +0000 podcast@borrellassociates.com (Janette Kadow, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Local Content Goldmine Starts to Deliver (Even for Radio!) Janette Kadow, Gordon Borrell, Corey Elliott 00:24:20 Gordon & Corey explore how AI is unlocking the hidden gold for local broadcasters, newspaper publishers, and online publishers not only in archived content, but also in live news content. The show features an interview with an executive from AI software provider Veritone, who says she's getting about a dozen requests daily from researchers, political campaigns, people producing documentaries, and others looking for local news content. Gordon & Corey explore how AI is unlocking the hidden gold for local broadcasters, newspaper publishers, and online publishers not only in archived content, but also in live news content. The show features an interview with an executive from AI software provider Veritone, who says she's getting about a dozen requests daily from researchers, political campaigns, people producing documentaries, and others looking for local news content. radio, newspapers, ai, news archives, tv stations, local media, borrell associates, veritone, local news false full 131 c531e5a3-9a3a-4529-a73c-f66b191c9f87 Hyperlocal Site's 100-Year Plan: Help Local Businesses Mon, 30 Sep 2024 04:00:00 +0000 podcast@borrellassociates.com (Kenny Katzgrau, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Hyperlocal Site's 100-Year Plan: Help Local Businesses Kenny Katzgrau, Corey Elliott, Gordon Borrell 00:28:51 Gordon & Corey talk with a 37-year-old software entrepreneur who's taken over a hyperlocal new site in Red Bank, NJ., with a goal of surving 100 years, just like the newspaper that preceeded it. His formula is an intriguing one that doesn't so much focus on local news as it does on helping local businesses, the core source of site revenue. Gordon & Corey talk with a 37-year-old software entrepreneur who's taken over a hyperlocal new site in Red Bank, NJ., with a goal of surving 100 years, just like the newspaper that preceeded it. His formula is an intriguing one that doesn't so much focus on local news as it does on helping local businesses, the core source of site revenue. local advertising, broadstreetads, hyperlocal sites, local news, red bank green, hyperlocal news false full 130 8850df12-2ba3-4b46-bfcb-8c1fcb394b93 Riegsecker Sees Local Media at an Inflection Point Mon, 9 Sep 2024 13:12:43 +0000 podcast@borrellassociates.com (Gordon Borrell, Shawn Riegsecker, Corey Elliott) https://borrellassociates.com/podcast Riegsecker Sees Local Media at an Inflection Point Gordon Borrell, Shawn Riegsecker, Corey Elliott 00:21:34 Are we really in a final phase in which only a few local media companies will successfully make the digital transition? Gordon & Corey turn to advertising executive Shawn Riegsecker, who foresees the swift demise of two large and popular types of media but also sees a great deal of opportunities arising from it. "This is the moment," he says, "that this industry has been waiting for." Are we really in a final phase in which only a few local media companies will successfully make the digital transition? Gordon & Corey turn to advertising executive Shawn Riegsecker, who foresees the swift demise of two large and popular types of media but also sees a great deal of opportunities arising from it. "This is the moment," he says, "that this industry has been waiting for." local advertising, search advertising, broadcast tv, radio, newspapers, centro, television, local media, borrell associates, local tv, basis false full 129 f78c0d9f-d3e4-4ffb-af6c-7e069ad247ca Finally, Local Podcasting Might Be Catching On Mon, 26 Aug 2024 13:00:56 +0000 podcast@borrellassociates.com (Steve Goldstein, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Finally, Local Podcasting Might Be Catching On Steve Goldstein, Corey Elliott, Gordon Borrell 00:28:27 While national podcasts are on fire, Hosts Corey & Gordon have been wondering when local podcasting might become "a thing." They turn to podcast guru Steve Goldstein of Amplifi Media. Fresh back from the Podcast Movement in D.C., Steve details new business models at the local level and opines about one that might actually yield significant revenue. While national podcasts are on fire, Hosts Corey & Gordon have been wondering when local podcasting might become "a thing." They turn to podcast guru Steve Goldstein of Amplifi Media. Fresh back from the Podcast Movement in D.C., Steve details new business models at the local level and opines about one that might actually yield significant revenue. podcasting, advertising, local media, st. louis magazine, graham media, hubbard radio false full 128 9c804b34-57f1-414e-aa9d-095ebfcfabd2 Are Digital Marketing Services Worth Selling? Mon, 12 Aug 2024 13:39:56 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Are Digital Marketing Services Worth Selling? Corey Elliott, Gordon Borrell 00:21:17 If digital marketing services are used by more than two-thirds of advertisers, why are so many media companies -- especially TV stations -- shunning them? Are they low-margin? Too messy to implement? The hosts dive into the stats and develop what they call the "chiclet theory." If digital marketing services are used by more than two-thirds of advertisers, why are so many media companies -- especially TV stations -- shunning them? Are they low-margin? Too messy to implement? The hosts dive into the stats and develop what they call the "chiclet theory." local advertising, podcast, digital advertising, marketing, advertising, digital marketing services, borrell associates, local media companies, ad agencies false full 127 a660cca2-0b2b-470f-8243-3c078e5e87b7 This Iconoclast Doesn't Mince Words on Today's Mass Media Mon, 29 Jul 2024 14:10:00 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast This Iconoclast Doesn't Mince Words on Today's Mass Media Corey Elliott, Gordon Borrell 00:24:05 With the summer of our discontent brewing, Corey & Gordon discuss the value of nonstop headlines to news media. Could local media rise like a phoenix? They ask a fan club member, retired media analyst and self-proclaimed iconoclast Terry Heaton, to weigh in. Brace yourself for Heaton's unvarnished take. With the summer of our discontent brewing, Corey & Gordon discuss the value of nonstop headlines to news media. Could local media rise like a phoenix? They ask a fan club member, retired media analyst and self-proclaimed iconoclast Terry Heaton, to weigh in. Brace yourself for Heaton's unvarnished take. lee enterprises, digital advertising, media, local advertisers, thryv, borrell, tegna, adams outdoor false full 126 624461be-01e8-47dc-9615-71aec669b0ad Local Media's Near-Term Fate: Hobby Shop or Rising Phoenix Mon, 15 Jul 2024 14:20:00 +0000 podcast@borrellassociates.com (Borrell Associates) https://borrellassociates.com/podcast Local Media's Near-Term Fate: Hobby Shop or Rising Phoenix Borrell Associates 00:32:03 Gordon & Corey double-down on their prediction that local media companies are in their "final phase," with many destined to become the equivalent of small hobby shops. But they also see some rising like a phoenix. What's the secret? Here's a hint: The podcast features an interview with the dean of one of the nation's most prominent schools of mass communication. Gordon & Corey double-down on their prediction that local media companies are in their "final phase," with many destined to become the equivalent of small hobby shops. But they also see some rising like a phoenix. What's the secret? Here's a hint: The podcast features an interview with the dean of one of the nation's most prominent schools of mass communication. podcast, walter cronkite school for journalism and mass communiations, mass communications, digital advertising, advertising, arizona state university, local media, content, journalism, battinto batts, gordon borrell, corey elliott false full 125 9a9c4b7e-a064-44c2-ab68-b4b3cae79b42 The Forgotten Goldmine in Email What's the preferred medium when it comes to business communications?  What's the top choice of advertisers when purchasing ads?  What do people readily give up as "currency" for accessing content, getting a discount coupoun, or entering a contest?   Email!  This episode focuses on why email is so pervasive and powerful, yet so overlooked by many in the business of marketing and advertising.  Kurtis Barton, the executive in charge of strategy at Voice Media Group, agrees that an email address is valuable, but offers insights on how applying a little extra effort can make email addresses exponentially more valuable.

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> Mon, 24 Jun 2024 17:09:32 +0000 podcast@borrellassociates.com (Village Media Group, Borrell Associates, Corey Elliott, Gordon Borrell, Kurtis Barton) https://borrellassociates.com/podcast What's the preferred medium when it comes to business communications?  What's the top choice of advertisers when purchasing ads?  What do people readily give up as "currency" for accessing content, getting a discount coupoun, or entering a contest?   Email!  This episode focuses on why email is so pervasive and powerful, yet so overlooked by many in the business of marketing and advertising.  Kurtis Barton, the executive in charge of strategy at Voice Media Group, agrees that an email address is valuable, but offers insights on how applying a little extra effort can make email addresses exponentially more valuable.

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> The Forgotten Goldmine in Email Village Media Group, Borrell Associates, Corey Elliott, Gordon Borrell, Kurtis Barton 00:25:35 Keying off a record-breaking podcdast entitled, "It's the Email, Stupid," our hosts dive deeper into why email is so powerful yet so overlooked. The episode includes an interview with email expert Kurtis Barton, SVP of Voice Media Group. Keying off a record-breaking podcdast entitled, "It's the Email, Stupid," our hosts dive deeper into why email is so powerful yet so overlooked. The episode includes an interview with email expert Kurtis Barton, SVP of Voice Media Group. local advertising, database marketing, email, marketing, email marketing false full 124 8a68e24b-c33e-4614-8354-d89ffbbe10b0 Radio's New Leader Brings An Attitude To the Job Mon, 10 Jun 2024 13:14:29 +0000 podcast@borrellassociates.com (Mike Hulvey, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Radio's New Leader Brings An Attitude To the Job Mike Hulvey, Gordon Borrell, Corey Elliott 00:32:31 Gordon & Corey ruminate why radio people are so scrappy and seek answers from Mike Hulvey, the newly appointed CEO of the Radio Advertising Bureau. During the interview, Mike reveals a genetic secret that suggests he might be radio's natural-born superhero. Gordon & Corey ruminate why radio people are so scrappy and seek answers from Mike Hulvey, the newly appointed CEO of the Radio Advertising Bureau. During the interview, Mike reveals a genetic secret that suggests he might be radio's natural-born superhero. radio, digital advertising, media, local advertisers, advertising, borrell, hulvey false full 123 1b0e6a7a-2553-4792-96b7-d71e1513f847 Beasley Skips the Committee Approach on GenAI, Brings in a Big Gun Tue, 28 May 2024 18:16:27 +0000 podcast@borrellassociates.com (Nick Locascio, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Beasley Skips the Committee Approach on GenAI, Brings in a Big Gun Nick Locascio, Gordon Borrell, Corey Elliott 00:29:37 Most media companies seem to be using internal committees to explore Generative AI. Beasley Media Group, however, is thinking differently, engaging an outside expert with a degree in AI from MIT. This episode features an interview with that expert, as well as the Gordon's and Corey's musings on which approach might yield better results. Most media companies seem to be using internal committees to explore Generative AI. Beasley Media Group, however, is thinking differently, engaging an outside expert with a degree in AI from MIT. This episode features an interview with that expert, as well as the Gordon's and Corey's musings on which approach might yield better results. local advertising, podcast, radio, local marketing, artificial intelligence, media industry, borrell associates, gordon borrell, genai, beasley media group, nick locascio, corey elliott false full 122 ad1b9447-bfff-4883-be87-da8e81581bc2 TEGNA Finds a Set of AI Geniuses Mon, 13 May 2024 17:52:43 +0000 podcast@borrellassociates.com (Ed Busby, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast TEGNA Finds a Set of AI Geniuses Ed Busby, Corey Elliott, Gordon Borrell 00:26:59 The mad rush to embrace Artificial Intelligence feels a lot like the mad rush to embrace the Internet two decades ago, with one exception: Nobody seems to be tackling AI by "hiring a guy." In this episode, Gordon & Corey talk to Ed Busby, head of strategy for one of the nation's largest TV companies, TEGNA, which has discovered AI genius within its ranks. The mad rush to embrace Artificial Intelligence feels a lot like the mad rush to embrace the Internet two decades ago, with one exception: Nobody seems to be tackling AI by "hiring a guy." In this episode, Gordon & Corey talk to Ed Busby, head of strategy for one of the nation's largest TV companies, TEGNA, which has discovered AI genius within its ranks. generative ai, signals, media, ai, television, marketing, gen ai, content, graphics, innovation, policy, ai committee, marketing trends, strategy, initiative false full 121 40fc4336-0737-4280-b425-e3ea9576a8ab How Young Adults Search Online for 'Local' Information Might Surprise You Mon, 29 Apr 2024 19:41:38 +0000 podcast@borrellassociates.com (Damian Rollison, Loukia Borrell, Gordon Borrell) https://borrellassociates.com/podcast How Young Adults Search Online for 'Local' Information Might Surprise You Damian Rollison, Loukia Borrell, Gordon Borrell 00:22:52 Google may be the dominant search engine, but not within the ranks of GenZ. What are these 20-somethings using to look up products, telephone numbers, store hours, and event information? With Corey absent, Gordon turns the episode into a family affair by consulting his kids, a social media expert, and the ultimate authority – his wife. Google may be the dominant search engine, but not within the ranks of GenZ. What are these 20-somethings using to look up products, telephone numbers, store hours, and event information? With Corey absent, Gordon turns the episode into a family affair by consulting his kids, a social media expert, and the ultimate authority – his wife. yelp, meta, information, google, tiktok, search, social media, instagram, yellow pages, digital media false full 120 74d3c80b-c648-471d-adc5-c81fa9f76d5a It's the Email, Stupid Tue, 16 Apr 2024 14:01:20 +0000 podcast@borrellassociates.com (Creighton Green, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/its-the-email-stupid/ It's the Email, Stupid Creighton Green, Corey Elliott, Gordon Borrell 00:28:44 What will impresses advertisers these days? It's not your giant on-air or online audience. It's the size of your email list. In this episode, Corey & Gordon take a look at phenomenal progress some media companies have made in building up email relationships, and they suggest a lofty goal for those trying to prepare for the transition to 1st-party data sets. The show features an interview with email expert Creighton Green, co-founder of Audience.io. What will impresses advertisers these days? It's not your giant on-air or online audience. It's the size of your email list. In this episode, Corey & Gordon take a look at phenomenal progress some media companies have made in building up email relationships, and they suggest a lofty goal for those trying to prepare for the transition to 1st-party data sets. The show features an interview with email expert Creighton Green, co-founder of Audience.io. borrowed audiences, email, local marketing, demographic profile, arpu, media, measurement, trends, marketing, advertising, owned audience, local media, email addresses, audience.io, email list, revenue, audience, email marketing, first party data, roi, targeting false full 119 e472fe7f-af23-415d-b90d-f15e9deedb76 First Step Chronicles, Part 1: How One Radio Group is Tackling GenAI Mon, 1 Apr 2024 17:02:30 +0000 podcast@borrellassociates.com (Dave Doetsch, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast First Step Chronicles, Part 1: How One Radio Group is Tackling GenAI Dave Doetsch, Corey Elliott, Gordon Borrell 00:25:58 In the spirit of not wanting to drink from a firehose, Gordon & Corey kick off a series of podcasts looking at the first steps being taken to incorporate Generative AI into company operations. They talk with the president of a small group of radio stations in the Midwest who was surprised at his staff's reaction when he gathered them to discuss his thoughts on AI. In the spirit of not wanting to drink from a firehose, Gordon & Corey kick off a series of podcasts looking at the first steps being taken to incorporate Generative AI into company operations. They talk with the president of a small group of radio stations in the Midwest who was surprised at his staff's reaction when he gathered them to discuss his thoughts on AI. ai in the workplace, radio, ad sales, media, ai, ai in media, marketing, advertising, midwest family communications, local, ai in marketing, marketing trends false full 118 1d479725-e49f-4538-b501-7e98de50f75e Cox is Scripting the Future of Local Television With Ambitious 'Neighborhood TV' Mon, 18 Mar 2024 17:57:53 +0000 podcast@borrellassociates.com (Eric Kozik, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Cox is Scripting the Future of Local Television With Ambitious 'Neighborhood TV' Eric Kozik, Gordon Borrell, Corey Elliott 00:29:24 Could hyperlocal TV programming be the future of local television? Cox Media is headed in that direction, enjoying early success with its plan to expand television news coverage to dozens of neighborhoods surrounding North Atlanta and Charlotte, N.C. In this episode, Gordon & Corey discuss how 2024 is shaping up to be a breakout year for OTT, and how Cox's well-timed strategy to surround urban markets might be headed for a rollout in other markets. The show features an interview with Eric Kozik, Head of Development for Cox Media Group. Could hyperlocal TV programming be the future of local television? Cox Media is headed in that direction, enjoying early success with its plan to expand television news coverage to dozens of neighborhoods surrounding North Atlanta and Charlotte, N.C. In this episode, Gordon & Corey discuss how 2024 is shaping up to be a breakout year for OTT, and how Cox's well-timed strategy to surround urban markets might be headed for a rollout in other markets. The show features an interview with Eric Kozik, Head of Development for Cox Media Group. content collection, community influencer, ott, media, cox media, video, ctv, television, marketing, streaming video, local media, virtual newsroom, content, content creation, news, content producer, neighborhood tv, advertisers, micro local, hyper local, news content false full 117 8fc5852a-5ff5-4eb0-ac90-7b43f5bfdb5c Pearls of Wisdom from a Remarkable Woman Who Might Be the World's Oldest Living Sales Rep Tue, 20 Feb 2024 17:50:14 +0000 podcast@borrellassociates.com (Mary Campbell, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/pearls-of-wisdom-from-a-remarkable-woman-who-might-be-the-worlds-oldest-living-sales-rep/ Pearls of Wisdom from a Remarkable Woman Who Might Be the World's Oldest Living Sales Rep Mary Campbell, Gordon Borrell, Corey Elliott 00:23:22 It's tough being in ad-sales these days. Even tougher remaining positive. With advertisers migrating to DIY platforms, "no" has been replaced by the sound of crickets. In this episode, Corey & Gordon turn to a woman they think might be "the world's oldest living sales rep." Mary Campbell gets up every day, hops in her Cadillac SUV, and drives to work with a refreshing attitude and some well-weathered words of advice for her fellow reps. It's tough being in ad-sales these days. Even tougher remaining positive. With advertisers migrating to DIY platforms, "no" has been replaced by the sound of crickets. In this episode, Corey & Gordon turn to a woman they think might be "the world's oldest living sales rep." Mary Campbell gets up every day, hops in her Cadillac SUV, and drives to work with a refreshing attitude and some well-weathered words of advice for her fellow reps. calling, radio, diymarketing, philadelphia, smb, ad sales, media, sales reps, local advertiser, advertising, advice, small businesses, motivation, data, diy, layoffs, marketing trends false full 116 29fd30b6-e9c4-4cc2-83bd-7a9ca73ef947 Deloitte Exec: Generative AI Will Have 'Enormous' (Good) Impact on Local Media Mon, 12 Feb 2024 19:01:20 +0000 podcast@borrellassociates.com (Todd Brownrout, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/deloitte-exec-generative-ai-will-have-enormous-good-impact-on-local-media/ Deloitte Exec: Generative AI Will Have 'Enormous' (Good) Impact on Local Media Todd Brownrout, Gordon Borrell, Corey Elliott 00:21:01 Gordon & Corey claim they've talked to "a lot of really smart people" about Generative AI, and now concur that the local media universe is on the precipice of big change. For verification, they turn to a bigwig, Deloitte Digital Managing Director Todd Brownrout, who offers his own take. Gordon & Corey claim they've talked to "a lot of really smart people" about Generative AI, and now concur that the local media universe is on the precipice of big change. For verification, they turn to a bigwig, Deloitte Digital Managing Director Todd Brownrout, who offers his own take. generative ai, newspaper, deloitte, artificial intelligence, ai, netflix, marketing, sales reps, google, local media, content, content creation, advertising metrics, chatgpt, genai, marketing trends, media companies, miami false full 115 db5c9741-9f20-4f13-850e-668db29d543a Where Ad Industry Is With Generative AI, and How Frequence Is Cracking the Code Mon, 5 Feb 2024 18:01:50 +0000 podcast@borrellassociates.com (Steve Han, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/where-ad-industry-is-with-generative-ai-and-how-frequence-is-cracking-the-code/ Where Ad Industry Is With Generative AI, and How Frequence Is Cracking the Code Steve Han, Gordon Borrell, Corey Elliott 00:22:55 Gordon & Corey offer a pulse check on how Generative AI has revved up the advertising and marketing industries and talk with entrepreneur Steve Han, founder and VP of Operations for Frequence. Gordon & Corey offer a pulse check on how Generative AI has revved up the advertising and marketing industries and talk with entrepreneur Steve Han, founder and VP of Operations for Frequence. generative ai, media plans, artificial intelligence, ad sales, media, ai, local advertisers, sales proposal, content, chat gpt, target audiences, copy writing, advertiser survey, omnichannel marketing, targeting false full 114 48f9a556-dbb0-4a52-8951-be8f65e1badf Could Radio Be Overthrowing Newspapers & TV as the King of 'Local'? Mon, 22 Jan 2024 18:23:55 +0000 podcast@borrellassociates.com (Erica Farber, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/could-radio-be-overthrowing-newspapers-tv-as-the-king-of-local/ Could Radio Be Overthrowing Newspapers & TV as the King of 'Local'? Erica Farber, Corey Elliott, Gordon Borrell 00:29:38 Radio reversed a decade-long trend since the pandemic and has started growing total revenue again, mostly because of fast-growing digital sales. Some stations started up hyperlocal news sites, filling the gaps where newspapers pulled back. In this episode, Corey & Gordon explore a few key reasons for radio's resilience, and turn to outgoing Radio Advertising Bureau CEO Erica Farber for some answers. Radio reversed a decade-long trend since the pandemic and has started growing total revenue again, mostly because of fast-growing digital sales. Some stations started up hyperlocal news sites, filling the gaps where newspapers pulled back. In this episode, Corey & Gordon explore a few key reasons for radio's resilience, and turn to outgoing Radio Advertising Bureau CEO Erica Farber for some answers. rab, radio, media revenue, newspapers, digital advertising, ad sales, marketing, news sites, advertising, local media, cancer, content, legacy media, streaming, local, audio, programming, news desert, radio revenue false full 113 363bd532-994f-4af0-9b20-bcfb9c73e357 Picking on Prognosticators: 2024 Predictions Worth Dissin' Mon, 8 Jan 2024 21:20:06 +0000 podcast@borrellassociates.com (Mike Blinder, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Picking on Prognosticators: 2024 Predictions Worth Dissin' Mike Blinder, Gordon Borrell, Corey Elliott 00:22:58 Corey and Gordon pour over predictions for 2024 and pick, well, hardly any that seem worthwhile. They do, however, find a few brilliant gems for the new year. The podcast features an interview with the inimitable Mike Blinder, who talks about how media companies are trying to hire outside their individual industries, and how he's developed a way to help. Corey and Gordon pour over predictions for 2024 and pick, well, hardly any that seem worthwhile. They do, however, find a few brilliant gems for the new year. The podcast features an interview with the inimitable Mike Blinder, who talks about how media companies are trying to hire outside their individual industries, and how he's developed a way to help. newspaper, media predictions, artificial intelligence, ott, ai, marketing, sales reps, job board, print, talent search, google, prospect pool, local media, 2024, broadcast, chatgpt, publishing, marketing trends, predictions, political advertising, marketing consultant false full 112 c2ff7baa-df42-4356-9f48-3bc11360fc7d We Come Bearing Gifts: Another Windfall for Local Media on the Horizon Tue, 26 Dec 2023 14:33:20 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/we-come-bearing-gifts-another-windfall-for-local-media-on-the-horizon/ We Come Bearing Gifts: Another Windfall for Local Media on the Horizon Corey Elliott, Gordon Borrell 00:18:25 Episode 110 hinted about a potential windfall for news organizations next year. That podcast broke a record for downloads. Gordon & Corey theorize that the reason is the message represented hope for a beleaguered industry. In this episode, Corey channels Debbie Downer while Gordon uncovers yet another ray of hope from a Deloitte consultant: a goldmine that Generative AI engines will likely pay to access news archives. Episode 110 hinted about a potential windfall for news organizations next year. That podcast broke a record for downloads. Gordon & Corey theorize that the reason is the message represented hope for a beleaguered industry. In this episode, Corey channels Debbie Downer while Gordon uncovers yet another ray of hope from a Deloitte consultant: a goldmine that Generative AI engines will likely pay to access news archives. generative ai, generative a.i., media, local marketing trends, ai, paid access, news archives, marketing, ai engine, local media, news, news industry, local, generative, marketing trends, a.i., windfall, news organizations false full 111 0e570fe3-4fea-4c78-b6f6-4f130cd1c642 News Industry Executive: Google Payments to U.S. Local Media 'Will be Transformative' Register for our December 12 webinar HERE. 

Thank you to this episode's sponsors:
Rate Optics by Revenue Analutics and SEPBO

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> Mon, 11 Dec 2023 21:25:51 +0000 podcast@borrellassociates.com (Danielle Coffey, Gordon Borrell) https://borrellassociates.com/podcasts/news-industry-executive-google-payments-to-u-s-local-media-will-be-transformative Register for our December 12 webinar HERE. 

Thank you to this episode's sponsors:
Rate Optics by Revenue Analutics and SEPBO

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> News Industry Executive: Google Payments to U.S. Local Media 'Will be Transformative' Danielle Coffey, Gordon Borrell 00:25:41 Will Google "save" local news media? A key industry executive thinks so, and believes Google's reimbursements to U.S. news organizations will amount to billions of dollars. And it won't be long before the funds arrive. Fresh from testimony in California on similar legislation, Gordon's interview with News Media Alliance CEO & President Danielle Coffey delivers a remarkably positive outlook for a "transformative" amount of new revenue for local news media. Will Google "save" local news media? A key industry executive thinks so, and believes Google's reimbursements to U.S. news organizations will amount to billions of dollars. And it won't be long before the funds arrive. Fresh from testimony in California on similar legislation, Gordon's interview with News Media Alliance CEO & President Danielle Coffey delivers a remarkably positive outlook for a "transformative" amount of new revenue for local news media. newspaper, meta, laws, media, congress, ai, facebook, retransmission, google, local media, content, content creators, broadcast, fair market value, news, news media allies, journalism, news media, local news, retrans fees, media trends, marketing trends, news content, distributer, reimbursement false full 110 362427c4-be0b-422f-b488-2f5e7311c48e What 2,000 Local Businesses Told Us About Their 2024 Ad Budgets Register for the webinar here: https://register.gotowebinar.com/register/2040197036826794329

Catch past episodes from Corey's Local Marketing Minute here: https://youtube.com/playlist?list=PLotYB2MglBOZXScqlPwxvHrmHI4x2r402&si=0YLBoWIPR0zSPraA

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> Mon, 27 Nov 2023 20:44:41 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/what-2000-local-businesses-told-us-about-their-2024-ad-budgets/ Register for the webinar here: https://register.gotowebinar.com/register/2040197036826794329

Catch past episodes from Corey's Local Marketing Minute here: https://youtube.com/playlist?list=PLotYB2MglBOZXScqlPwxvHrmHI4x2r402&si=0YLBoWIPR0zSPraA

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> What 2,000 Local Businesses Told Us About Their 2024 Ad Budgets Corey Elliott, Gordon Borrell 00:21:45 Forget the forecasts from media analysts and numbers-crunchers. Gordon & Corey head to the front lines to ask the people who matter: thousands of advertisers who just decided what they'd spend and where they'd spend it in 2024. In this episode, the hosts offer highlights from a new survey of more than 2,000 local advertisers and ad agencies. Topics cover usage of generative A.I., the most effective forms of media, what's likely to increase next year, and what prompts advertisers to actually buy something new. Forget the forecasts from media analysts and numbers-crunchers. Gordon & Corey head to the front lines to ask the people who matter: thousands of advertisers who just decided what they'd spend and where they'd spend it in 2024. In this episode, the hosts offer highlights from a new survey of more than 2,000 local advertisers and ad agencies. Topics cover usage of generative A.I., the most effective forms of media, what's likely to increase next year, and what prompts advertisers to actually buy something new. local advertising, generative ai, tv, artificial intelligence, smb, forecast, ai, marketing, local media, content creation, 2024, broadcast, social media, spending, small business, sales rep, ad spend, local business, media companies, survey, targeting false full 109 c7c84a69-f910-4b9b-8a8a-c59801af91a6 As Ad Buyers Warm up to SaaS Marketing Tools, Will They Ditch the Sales Rep? Mon, 13 Nov 2023 17:55:32 +0000 podcast@borrellassociates.com (Gordon Henry, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast As Ad Buyers Warm up to SaaS Marketing Tools, Will They Ditch the Sales Rep? Gordon Henry, Corey Elliott, Gordon Borrell 00:27:16 More media companies are selling SaaS marketing tools, which begs the question, are machines replacing sales reps? For answers, our hosts turn to longtime SMB marketing expert Gordon Henry, the Chief Strategy Officer for thryv. Henry discusses recent growth in thryv's SaaS client base, and, oh yeah, the company's other business -- publish 1,000 yellow pages books. More media companies are selling SaaS marketing tools, which begs the question, are machines replacing sales reps? For answers, our hosts turn to longtime SMB marketing expert Gordon Henry, the Chief Strategy Officer for thryv. Henry discusses recent growth in thryv's SaaS client base, and, oh yeah, the company's other business -- publish 1,000 yellow pages books. advertising, sales false full 108 7bf6bed5-5ef1-47f0-9426-21a49d2f4714 Wondering About the Profitability of Digital Sales Mon, 30 Oct 2023 13:30:20 +0000 podcast@borrellassociates.com (Todd Handy) https://borrellassociates.com/podcasts/wondering-about-the-profitability-of-digital-sales/ Wondering About the Profitability of Digital Sales Todd Handy 00:17:56 Traditional media companies that also sell digital advertising have seen gross profit margins slip over the past decade. Could digital sales be a drag? Gordon & Corey offer preview of the intriguing questions being asked of CFOs in an attempt to gauge just how profitable digital sales might be. They also turn to an expert on digital expenses, Todd Handy, the CRO of SEBPO, who identifies areas where margins can be improved. Traditional media companies that also sell digital advertising have seen gross profit margins slip over the past decade. Could digital sales be a drag? Gordon & Corey offer preview of the intriguing questions being asked of CFOs in an attempt to gauge just how profitable digital sales might be. They also turn to an expert on digital expenses, Todd Handy, the CRO of SEBPO, who identifies areas where margins can be improved. digital, expenses, local marketing, media, sebpo, marketing, cfo, profitability, deseret, spending, revenue, local business, marketing trends, survey, digital media, local businesses false full 107 7dc56a01-c1c8-4246-a9e7-1a67c10cdf36 Still Reeling from Meta's Punch, News Sites Brace for 'Devastating' Wallop from Google

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> Mon, 23 Oct 2023 17:09:26 +0000 podcast@borrellassociates.com (Borrell Associates) https://borrellassociates.com/podcasts/still-reeling-from-metas-punch-news-sites-brace-for-devastating-wallop-from-google/?utm_source=simplecast&utm_medium=podcast+app&utm_campaign=LMT+&utm_content=EP106

Stay in the loop with all things Borrell when you join our Research Alert Lists.

As always, thank you for listening. If you like the episode, leave us a review! 


Want to join the conversation? Share your comments at borrellassociates.com/podcast.

]]> Still Reeling from Meta's Punch, News Sites Brace for 'Devastating' Wallop from Google Borrell Associates 00:37:45 A battle is raging in Canada between the government and two goliaths -- Google and Facebook.  At the center are Canadian news sites, which have seen site visits plummet as much as 50% since Meta blocked news links last summer.  Will there be a ripple effect in The States?  In this episode, Gordon & Corey offer their take on what's happening, and turn to Jeff Elgie, the founder of 21 hyperlocal sites who foresees a devastating effect if Google blocks Canadian news links by a Dec. 19 deadline. A battle is raging in Canada between the government and two goliaths -- Google and Facebook.  At the center are Canadian news sites, which have seen site visits plummet as much as 50% since Meta blocked news links last summer.  Will there be a ripple effect in The States?  In this episode, Gordon & Corey offer their take on what's happening, and turn to Jeff Elgie, the founder of 21 hyperlocal sites who foresees a devastating effect if Google blocks Canadian news links by a Dec. 19 deadline. canada, media, trends, facebook, marketing, removed links, news sites, google, news, local, social platforms, online traffic, canadian media false full 106 877d3578-900d-4247-8487-963c12e743db Why 2024 is Likely to Be a Windfall Year for OTT Sales Mon, 2 Oct 2023 19:18:49 +0000 podcast@borrellassociates.com (Pooja Midha, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Why 2024 is Likely to Be a Windfall Year for OTT Sales Pooja Midha, Gordon Borrell, Corey Elliott 00:26:18 Corey & Gordon hear a rumbling in the pipeline for OTT sales and turn to the "Superwoman of OTT," Pooja Midha, for her perspective. Midha, the EVP and GM at Comcast's advertising division, Effectv, unveils new research that leads her to be "extremely bullish" on OTT. Corey & Gordon hear a rumbling in the pipeline for OTT sales and turn to the "Superwoman of OTT," Pooja Midha, for her perspective. Midha, the EVP and GM at Comcast's advertising division, Effectv, unveils new research that leads her to be "extremely bullish" on OTT. local advertising, multi screen tv, audiences, radio, ott, forecast, comcast, media, trends, research, television, marketing, advertising, streaming video, news, social media, cable, transformation, targeting false full 105 c0fddfb0-ad58-4f09-bc2a-76b14059ed68 Is Traditional Media Really Poised for a 'Comeback' in 2024? Mon, 18 Sep 2023 20:35:50 +0000 podcast@borrellassociates.com (Rob Mudd, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/is-traditional-media-really-poised-for-a-comeback-in-2024/?utm_source=simplecast&utm_medium=podcast+app&utm_campaign=LMT+&utm_content=EP104 Is Traditional Media Really Poised for a 'Comeback' in 2024? Rob Mudd, Gordon Borrell, Corey Elliott 00:26:26 Corey returns from a monthlong hiatus for the big reveal: his local advertising outlook. All signs look good headed into the holidays. As for 2024, there's a surprise (the good kind) for traditional media. Corey discusses his forecasts, and Gordon gets a gut check from an executive of one of the largest local ad agencies in the nation, Rob Mudd from Mudd Advertising in Cedar Falls, Iowa. Corey returns from a monthlong hiatus for the big reveal: his local advertising outlook. All signs look good headed into the holidays. As for 2024, there's a surprise (the good kind) for traditional media. Corey discusses his forecasts, and Gordon gets a gut check from an executive of one of the largest local ad agencies in the nation, Rob Mudd from Mudd Advertising in Cedar Falls, Iowa. direct mail, radio, economy, automotive, forecast, trends, television, marketing, reach, print, advertising, content, data, broadcast, pandemic, auto sales, ooh, display, local news, local, traditional media, budget, digital media, roi, retail false full 104 30bcfde4-5815-4d17-874e-9cc09c597c6f Uh-Oh. The Deer Have the Guns Mon, 4 Sep 2023 11:00:00 +0000 podcast@borrellassociates.com (Taryn Tatarinowicz, Gordon Borrell) https://borrellassociates.com/podcasts/uh-oh-the-deer-have-the-guns/ Uh-Oh. The Deer Have the Guns Taryn Tatarinowicz, Gordon Borrell 00:21:10 Local businesses have grown smarter about marketing over the past five years -- a lot smarter. Instead of relying on ad-sales reps to guide them, many have hired their own marketing managers and have become familiar with industry mechanics. In short, the deer have the guns. In this episode, Gordon is joined by guest co-host Taryn Tatarinowicz, who delivers evidence of how frustrated advertisers have become with less-than-savvy sales reps. The remedy? The duo offers a few creative ways to attack the issue. Local businesses have grown smarter about marketing over the past five years -- a lot smarter. Instead of relying on ad-sales reps to guide them, many have hired their own marketing managers and have become familiar with industry mechanics. In short, the deer have the guns. In this episode, Gordon is joined by guest co-host Taryn Tatarinowicz, who delivers evidence of how frustrated advertisers have become with less-than-savvy sales reps. The remedy? The duo offers a few creative ways to attack the issue. local marketing, retail media, forecast, media, video, advertising, ad buying, content, content marketing, seo, elevator pitch, event marketing, media company, programmatic, small business, sales rep, production, marketing masters, survey, webiste management false full 103 2c0e6303-c42d-4f51-9d31-e68ae3b0bda9 Final Analysis on A.I.: A Little Hype, a Lot to Learn, a Chance to Lead Mon, 21 Aug 2023 17:26:48 +0000 podcast@borrellassociates.com (Steph Garfrerick, Gordon Borrell) https://borrellassociates.com/podcast Final Analysis on A.I.: A Little Hype, a Lot to Learn, a Chance to Lead Steph Garfrerick, Gordon Borrell 00:25:11 With Corey "gone dark" to compile ad-spending updates, Stephanie Garfrerick from Revenue Analytics joins the show as guest co-host. A longtime listener, Steph offers her assessment of the last five episodes on Artificial Intelligence and comes to her own conclusions. This final episode in our summerlong series offers practical suggestions on what those in the media, advertising, and marketing industries should be doing right now. (Spoiler alert: Gordon admits to cloning himself and lists a few sites where listeners can try it out.) With Corey "gone dark" to compile ad-spending updates, Stephanie Garfrerick from Revenue Analytics joins the show as guest co-host. A longtime listener, Steph offers her assessment of the last five episodes on Artificial Intelligence and comes to her own conclusions. This final episode in our summerlong series offers practical suggestions on what those in the media, advertising, and marketing industries should be doing right now. (Spoiler alert: Gordon admits to cloning himself and lists a few sites where listeners can try it out.) local advertising, generative ai, artificial intelligence, media, ai, marketing, revenue analytics, market conditions, broadcast, machine learning, saas, digital marketing, marketing trends, price elasticity, predictive algorithm false full 102 5a888471-94b0-45d6-8ee6-b53d24f22b66 Could A.I. Be 'More Profound Than Fire'? A.I.'s Master of Marketing Weighs In Mon, 7 Aug 2023 17:59:56 +0000 podcast@borrellassociates.com (Paul Roetzer, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/could-a-i-be-more-profound-than-fire-a-i-s-master-of-marketing-weighs-in/ Could A.I. Be 'More Profound Than Fire'? A.I.'s Master of Marketing Weighs In Paul Roetzer, Gordon Borrell, Corey Elliott 00:25:51 Is the buzz about A.I. signaling one of those "tectonic shifts" we often hear about but never see? Why are some really smart people saying that A.I. will affect society more profoundly than electricity, the Internet, or even fire? Gordon & Corey turn to one of the brightest minds in the industry, Paul Roetzer, founder and CEO of the Marketing A.I. Institute, to get his take. And, as is their wont, our co-hosts render their unfiltered opinions. Is the buzz about A.I. signaling one of those "tectonic shifts" we often hear about but never see? Why are some really smart people saying that A.I. will affect society more profoundly than electricity, the Internet, or even fire? Gordon & Corey turn to one of the brightest minds in the industry, Paul Roetzer, founder and CEO of the Marketing A.I. Institute, to get his take. And, as is their wont, our co-hosts render their unfiltered opinions. local advertising, generative ai, fundamentals of ai, action agents, local marketing, watson, ai, personal assistant, research, advertising, ai in advertising, chatgpt, technology, marketing trends, predictions, policies, ad agencies false full 101 b024684a-6754-4d0c-ba54-7aad1013ad70 Looking Back on 99 Episodes, Looking Forward to Clones Taking Over Mon, 24 Jul 2023 16:31:00 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/looking-back-on-99-episodes-looking-forward-to-clones-taking-over/ Looking Back on 99 Episodes, Looking Forward to Clones Taking Over Corey Elliott, Gordon Borrell 00:21:00 A milestone achieved, Gordon & Corey review highlights and low points from the last 99 episodes. Gordon's clone reads a knock-knock joke, and the co-hosts speculate that they'll be replaced by clones before the 200th episode airs. The podcast features a snippet from a mystery guest on the upcoming 101st episode, who likens A.I.'s impact to the discovery of fire. (Yeah, fire.) A milestone achieved, Gordon & Corey review highlights and low points from the last 99 episodes. Gordon's clone reads a knock-knock joke, and the co-hosts speculate that they'll be replaced by clones before the 200th episode airs. The podcast features a snippet from a mystery guest on the upcoming 101st episode, who likens A.I.'s impact to the discovery of fire. (Yeah, fire.) newspaper, 100, tv, radio, artificial intelligence, digital advertising, ott, 100th episode, ai, trends, sebpo, marketing, advertising, content, rate optics, agency, highlights, broadcast, worst moments, best moments, milestone, best guests, milestones, clones false full 100 5b13e09a-1e60-47b2-a766-fca1761ff6fe Scripps CEO Squelches Distractions, Looks for Ad Rebound, Focuses on a 'North Star' Mon, 10 Jul 2023 21:22:20 +0000 podcast@borrellassociates.com (Adam Symson, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/scripps-ceo-squelches-distractions-looks-for-ad-rebound-focuses-on-a-north-star/ Scripps CEO Squelches Distractions, Looks for Ad Rebound, Focuses on a 'North Star' Adam Symson, Corey Elliott, Gordon Borrell 00:22:56 The E.W. Scripps Co. has survived 150 years by making all the right moves. Recently, those "right moves" included shedding its iconic newspaper and radio brands. So, what next? In this episode, CEO Adam Symson talks about whether he foresees an advertising rebound in the 2nd half of 2023, how it's important to stay focused amid all the distractions, and what's on the horizon for Scripps. Corey & Gordon offer their critique. The E.W. Scripps Co. has survived 150 years by making all the right moves. Recently, those "right moves" included shedding its iconic newspaper and radio brands. So, what next? In this episode, CEO Adam Symson talks about whether he foresees an advertising rebound in the 2nd half of 2023, how it's important to stay focused amid all the distractions, and what's on the horizon for Scripps. Corey & Gordon offer their critique. broadcast television, newspaper, tv, radio, artificial intelligence, digital advertising, ott, ad sales, digital audio, ai, trends, sebpo, marketing, advertising, block chain, content, rate optics, agency, streaming television, fast channels false full 99 5c326344-85e7-4844-8841-88024545a3cb Robots at Fast-Food Restaurants, at Airport Gates . . . And Now Writing Ad Copy Mon, 19 Jun 2023 19:25:38 +0000 podcast@borrellassociates.com (Alex Persky-Stern, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/robots-at-fast-food-restaurants-at-airport-gates-and-now-writing-ad-copy/ Robots at Fast-Food Restaurants, at Airport Gates . . . And Now Writing Ad Copy Alex Persky-Stern, Gordon Borrell, Corey Elliott 00:23:00 In the second episode of a six-part series designed to get you smart on A.I., Gordon & Corey assess some practical uses for email copy and video commercials. With the help of the Waymark CEO Alex Persky-Stern, they learn that flaws in AI can be what leads to a sale. In the second episode of a six-part series designed to get you smart on A.I., Gordon & Corey assess some practical uses for email copy and video commercials. With the help of the Waymark CEO Alex Persky-Stern, they learn that flaws in AI can be what leads to a sale. generative ai, on air, artificial intelligence, ott, video, ai, quality video, marketing, ai projections, spec spot, advertising, ai commercial, spec, robots, marketing trends, streaming tv false full 98 ced18378-4114-44c9-ba46-bb1369886a4c Episode 97: Getting Smart Fast: What A.I. Means for Media & Advertising Mon, 5 Jun 2023 19:34:37 +0000 podcast@borrellassociates.com (Kate Scott-Dawkins, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/episode-97-getting-smart-fast-what-a-i-means-for-media-advertising/ Episode 97: Getting Smart Fast: What A.I. Means for Media & Advertising Kate Scott-Dawkins, Corey Elliott, Gordon Borrell 00:28:59 If you feel overwhelmed by the latest phantasmagoria -- Artificial Intelligence -- Corey & Gordon have the remedy. Give them your ear over the summer, and they'll get you smart fast by interviewing the best, the brightest, and the most influential in the field of A.I. The first of six podcasts features Kate Scott-Dawkins, Global President of Business Intelligence for Group M. In this episode, she describes how, unbeknownst to many, A.I. already drives half of all advertising. If you feel overwhelmed by the latest phantasmagoria -- Artificial Intelligence -- Corey & Gordon have the remedy. Give them your ear over the summer, and they'll get you smart fast by interviewing the best, the brightest, and the most influential in the field of A.I. The first of six podcasts features Kate Scott-Dawkins, Global President of Business Intelligence for Group M. In this episode, she describes how, unbeknownst to many, A.I. already drives half of all advertising. local advertising, generative ai, series premier, amazon, meta, radio, artificial intelligence, algorithms, ai, synthetic audiences, marketing, google, local media, automated advertising, ai enabled advertising, internet, chat gpt, machine learning, augmentation, technology, small business, programming false full 97 a12a0e11-13dc-4e88-b17f-bbea4674067b Episode 96: Why 'All the Right Moves' Didn't Guarantee Knight Ridder's Digital Success Mon, 8 May 2023 19:22:14 +0000 podcast@borrellassociates.com (Tony Ridder, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/episode-96-why-all-the-right-moves-didnt-guarantee-knight-ridders-digital-success/ Episode 96: Why 'All the Right Moves' Didn't Guarantee Knight Ridder's Digital Success Tony Ridder, Gordon Borrell, Corey Elliott 00:23:08 Twenty years ago, Knight Ridder had $3 billion in annual revenue, a 19% operating margin, and a relentless determination to conquer the digital world. It was the second-largest newspaper company in the U.S. and perhaps the most focused on building a digital empire, even moving its headquarters to Silicon Valley. Within a few years, everything fell apart. In this episode, Gordon & Corey ask the man at the helm, Tony Ridder, why all the right moves never paid off. Twenty years ago, Knight Ridder had $3 billion in annual revenue, a 19% operating margin, and a relentless determination to conquer the digital world. It was the second-largest newspaper company in the U.S. and perhaps the most focused on building a digital empire, even moving its headquarters to Silicon Valley. Within a few years, everything fell apart. In this episode, Gordon & Corey ask the man at the helm, Tony Ridder, why all the right moves never paid off. social networking, newspaper, amazon, knight ridder, artificial intelligence, ai, facebook, google, disruptive innovation, silicon valley, chatgpt, innovation, local news, digital media, print media, lifestyle news false full 96 1d40d333-1fc0-4b06-b5d8-afaff5837aed Episode 95: The Biggest Content Opportunity of All Mon, 24 Apr 2023 20:03:42 +0000 podcast@borrellassociates.com (Justin Tuggle, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/episode-95-the-biggest-content-opportunity-of-all/ Episode 95: The Biggest Content Opportunity of All Justin Tuggle, Gordon Borrell, Corey Elliott 00:24:09 While everyone races toward niche local content, many seem to have forgotten the most-demanded content of all. From GenZ to Boomers, this topic is at the top of everybody's daily list. Gordon & Corey explore why everybody talks about the weather, but nobody seems to do anything about it. The podcast features an interview with weather advertising expert Justin Tuggle from The Weather Co. While everyone races toward niche local content, many seem to have forgotten the most-demanded content of all. From GenZ to Boomers, this topic is at the top of everybody's daily list. Gordon & Corey explore why everybody talks about the weather, but nobody seems to do anything about it. The podcast features an interview with weather advertising expert Justin Tuggle from The Weather Co. weather sponsorship, local weather, the weather company, local marketing, weather, ott, video, dsp, local media, segment, digital news, television company, weather channel, local news, marketing trends, sponsored content, targeting false full 95 dbcf736e-3c87-4ede-82e4-99a8e3cb73a0 Episode 94: 'Antenna Man' Plays David to Goliaths of Broadcasting Mon, 10 Apr 2023 18:13:13 +0000 podcast@borrellassociates.com (Antenna Man, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/episode-94-antenna-man-plays-david-to-goliaths-of-broadcasting/ Episode 94: 'Antenna Man' Plays David to Goliaths of Broadcasting Antenna Man, Corey Elliott, Gordon Borrell 00:27:51 An influencer who calls himself Antenna Man is calling out companies such as Nexstar, Sinclair, TEGNA, and iHeart, amassing a quarter-million YouTube followers. This episode features an interview with the notorious Antenna Man. Despite the fact that he's urging investors, "please do not fund these multibillion-dollar" companies and claims that radio conglomerates are "almost bleeding the industry dry," Gordon & Corey discover that he's actually a nice guy with a valid point. An influencer who calls himself Antenna Man is calling out companies such as Nexstar, Sinclair, TEGNA, and iHeart, amassing a quarter-million YouTube followers. This episode features an interview with the notorious Antenna Man. Despite the fact that he's urging investors, "please do not fund these multibillion-dollar" companies and claims that radio conglomerates are "almost bleeding the industry dry," Gordon & Corey discover that he's actually a nice guy with a valid point. local advertising, broadcast tv, tyler the antenna man, music discovery, generational appeal, radio, local marketing, ott, cord cutting, retransmission, on demand, television advertising, antenna tv, free tv, retrans fees, simulcast, live and local, next gen tv, atsc 3.0, over the air tv, fcc regulations, streaming tv false full 94 2ae7689b-7566-4b96-9853-8bf1ab1a90b7 Episode 93: Saga Suddenly Gets Serious About Digital Mon, 27 Mar 2023 19:39:55 +0000 podcast@borrellassociates.com (Chris Forgy, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/episode-93-saga-suddenly-gets-serious-about-digital/ Episode 93: Saga Suddenly Gets Serious About Digital Chris Forgy, Corey Elliott, Gordon Borrell 00:24:16 Digital focus hasn't been a hallmark of Saga Communications. Among publicly held radio broadcasters, Saga has been at the bottom of the heap in digital revenue. But something has changed, and the company's stunningly successful digital experiment in Tennessee is being rolled out to other markets. In this episode, Gordon & Corey interview the new CEO, Chris Forgy, to learn how Saga will change under his leadership. Digital focus hasn't been a hallmark of Saga Communications. Among publicly held radio broadcasters, Saga has been at the bottom of the heap in digital revenue. But something has changed, and the company's stunningly successful digital experiment in Tennessee is being rolled out to other markets. In this episode, Gordon & Corey interview the new CEO, Chris Forgy, to learn how Saga will change under his leadership. radio, local marketing, local advertisers, digital revenue, local advertiser survey, marketing agency, advertising, experential, local media, saga communications, broadcast, radio advertising, news deserts, digital marketing, marketing trends, agencies false full 93 8f7e2cdf-5d72-4084-ae3d-3cfc45a9ac8a Episode 92: GenZ News Consumers Have Some Advice: Cut to the Chase Mon, 13 Mar 2023 17:24:00 +0000 podcast@borrellassociates.com (Mia Porter, Jared Harwin, Ayden Roche, Corey Elliott) https://borrellassociates.com/podcasts/episode-92-genz-news-consumers-have-some-advice-cut-to-the-chase/ Episode 92: GenZ News Consumers Have Some Advice: Cut to the Chase Mia Porter, Jared Harwin, Ayden Roche, Corey Elliott 00:21:52 Corey interviews three media-savvy students from the University of Miami who say they and their GenZ friends do, indeed, check local news regularly. And you might be surprised to learn which media outlet has snared their attention by pushing stories out on social channels like Instagram. In this episode, the 20-somethings offer frank advice to media companies trying to reach them. Corey interviews three media-savvy students from the University of Miami who say they and their GenZ friends do, indeed, check local news regularly. And you might be surprised to learn which media outlet has snared their attention by pushing stories out on social channels like Instagram. In this episode, the 20-somethings offer frank advice to media companies trying to reach them. local advertising, next generation, influencer marketing, orange umbrella, integrated media, gen z, news consumption, first hand account, reaching genz, subscription platforms, engagement, influencers, traditional media, marketing trends, digital media false full 92 9fb78ced-5ac2-4c02-8d74-89ad0a9ddaa4 Episode 91: Time to Rethink Re-Selling Commoditized SEM, Banners, & OTT? Mon, 27 Feb 2023 17:12:10 +0000 podcast@borrellassociates.com (Oliver Jacob, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 91: Time to Rethink Re-Selling Commoditized SEM, Banners, & OTT? Oliver Jacob, Corey Elliott, Gordon Borrell 00:25:21 Seems like everybody is selling the same digital marketing products. And that makes them low-margin commodities. Gordon & Corey wonder if it's time for media companies to go back to doing what they do best -- selling higher-margin O&O inventory. They get some insight from omnichannel marketing expert Oliver Jacob, president of Frequence. Seems like everybody is selling the same digital marketing products. And that makes them low-margin commodities. Gordon & Corey wonder if it's time for media companies to go back to doing what they do best -- selling higher-margin O&O inventory. They get some insight from omnichannel marketing expert Oliver Jacob, president of Frequence. local marketing, media revenue, digital advertising, advertising sales, local media, digital marketing, marketing trends, media companies, omnichannel marketing false full 91 f83baeba-3bde-42f2-9d57-970b98b0dcbe Episode 90: Publishers Could Find a Fortune in Losing Cookies Mon, 13 Feb 2023 21:34:30 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell, Fran Wills, Toby Bennett) https://borrellassociates.com/podcasts/episode-90-publishers-could-find-a-fortune-in-losing-cookies/ Episode 90: Publishers Could Find a Fortune in Losing Cookies Corey Elliott, Gordon Borrell, Fran Wills, Toby Bennett 00:19:15 Local publishers stand to lose more than $4 billion in annual revenue if third-party cookies disappear, but Corey and Gordon aren't buying the sky-is-falling mentality. The podcast features an interview with two executives from a media consortium that has launched a project that could solve the cookie issue altogether. Local publishers stand to lose more than $4 billion in annual revenue if third-party cookies disappear, but Corey and Gordon aren't buying the sky-is-falling mentality. The podcast features an interview with two executives from a media consortium that has launched a project that could solve the cookie issue altogether. broadcast tv, media revenue, newspapers, ctv, publishers, google, local media, third party cookies, local news, first party data false full 90 51a051ef-047f-43d5-b7b1-54c805ecc722 Episode 89: Wither TV Ad Budgets? Dave Morgan Utters Fearful F-Word Tue, 31 Jan 2023 00:50:36 +0000 podcast@borrellassociates.com (Dave Morgan, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/episode-89-wither-tv-ad-budgets-dave-morgan-utters-fearful-f-word/ Episode 89: Wither TV Ad Budgets? Dave Morgan Utters Fearful F-Word Dave Morgan, Gordon Borrell, Corey Elliott 00:21:11 With more than 1 million TV programs available, our hosts wonder about the opportunity -- and about the effect on good ol' broadcast TV. This episode features an interview with Simulmedia founder and CEO Dave Morgan, who utteres a fearful word when asked about TV ad budgets. He also talks about how the phase-out of third-party cookies are likely to affect advertising-dependent online publishers. With more than 1 million TV programs available, our hosts wonder about the opportunity -- and about the effect on good ol' broadcast TV. This episode features an interview with Simulmedia founder and CEO Dave Morgan, who utteres a fearful word when asked about TV ad budgets. He also talks about how the phase-out of third-party cookies are likely to affect advertising-dependent online publishers. tv, local marketing, advertising, ad revenue, local tv, broadcast, third party cookies, braodcast budget, marketing trends, broadcast advertising, tv advertising false full 89 e0644e1a-5d69-4818-b98e-c5b0d46322fa Episode 88: We Didn't Attend CES-a-palooza, But We Found Two Smart Guys Who Did Tue, 17 Jan 2023 14:43:48 +0000 podcast@borrellassociates.com (Todd Handy, Corey Elliott, Fred Jacobs, Gordon Borrell) https://borrellassociates.com/podcasts/episode-88-we-didnt-attend-ces-a-palooza-but-we-found-two-smart-guys-who-did/?utm_source=simplecast&utm_medium=podcast+app&utm_campaign=LMT+Ep+88&utm_content=January+17 Episode 88: We Didn't Attend CES-a-palooza, But We Found Two Smart Guys Who Did Todd Handy, Corey Elliott, Fred Jacobs, Gordon Borrell 00:27:10 Corey and Gordon maintain their record of having neither attended nor gushed about the annual gadget-fest in Las Vegas, but they did decide to do something other than poke fun at it this time. In this episode, they ring up two other smarties -- Fred Jacobs of Jacobs Media, and media disruption expert Todd Handy -- to get their impressions. What did this year's CES foretell for media and advertising? Corey and Gordon maintain their record of having neither attended nor gushed about the annual gadget-fest in Las Vegas, but they did decide to do something other than poke fun at it this time. In this episode, they ring up two other smarties -- Fred Jacobs of Jacobs Media, and media disruption expert Todd Handy -- to get their impressions. What did this year's CES foretell for media and advertising? connected cars, local marketing, augmented reality, virtual reality, ar, ces, local media, data, subscription services, vr, qr codes, marketing trends, ces takeaways false full 88 574dbb93-69d5-4f07-8720-ce8719d96770 Episode 87: Who's Gonna Help SMBs Feed the Content Monsters They Created? Tue, 3 Jan 2023 13:55:42 +0000 podcast@borrellassociates.com (Richard Marques, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/episode-87-whos-gonna-help-smbs-feed-the-content-monsters-they-created/?utm_source=simplecast&utm_medium=podcast+app&utm_campaign=LMT+Ep+87 Episode 87: Who's Gonna Help SMBs Feed the Content Monsters They Created? Richard Marques, Corey Elliott, Gordon Borrell 00:23:21 As local businesses expand their "owned media" platforms, our hosts wonder how they'll feed the feed the voracious content monsters they created. This episode explores the mysteries of content marketing, and features an interview with the CEO of one of the companies at the forefront, RevContent. As local businesses expand their "owned media" platforms, our hosts wonder how they'll feed the feed the voracious content monsters they created. This episode explores the mysteries of content marketing, and features an interview with the CEO of one of the companies at the forefront, RevContent. local marketing, local advertisers, revcontent, advertising, local media, advertising conference, borrell miami, content marketing, tiktok, content development, branded content project, advertising trends, data driven, marketing trends false full 87 81ad1af7-3eca-4ded-9d0d-a4b2e1ec7033 Episode 86: Jeff Warshaw Weighs In On Audacy, iHeart, & Another Run at Cumulus Mon, 5 Dec 2022 20:14:55 +0000 podcast@borrellassociates.com (Jeff Warshaw, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 86: Jeff Warshaw Weighs In On Audacy, iHeart, & Another Run at Cumulus Jeff Warshaw, Gordon Borrell, Corey Elliott 00:27:47 By now, the radio industry was expecting a full pandemic recovery -- back to 2019 operating levels. But that hasn't happened. Revenue continues to run below 2019 levels, radio stocks are trading at or near all-time lows, and Audacy is in danger of being delisted. Our hosts look for insights from Jeff Warshaw, the radio CEO who attempted a $1.2 billion takeover of Cumulus last summer. Warshaw, the incoming chairman of the Radio Advertising Bureau, weighs in on where he thinks the industry is headed, what might happen to Audacy, and whether he might try another run at Cumulus. By now, the radio industry was expecting a full pandemic recovery -- back to 2019 operating levels. But that hasn't happened. Revenue continues to run below 2019 levels, radio stocks are trading at or near all-time lows, and Audacy is in danger of being delisted. Our hosts look for insights from Jeff Warshaw, the radio CEO who attempted a $1.2 billion takeover of Cumulus last summer. Warshaw, the incoming chairman of the Radio Advertising Bureau, weighs in on where he thinks the industry is headed, what might happen to Audacy, and whether he might try another run at Cumulus. local content, streaming radio, radio, radio stocks, radio sales, digital audio, stock, local media, digital marketing, broadcast radio, radio revenue false full 86 86d1592a-8ba4-4aca-882d-1447758ec20d Episode 85: The Gears That Will Drive Local Advertisers to Buy in 2023 Tue, 22 Nov 2022 14:46:12 +0000 podcast@borrellassociates.com (Shari Bower, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podhttps://borrellassociates.com/podcasts/episode-84-how-local-advertising-will-change-in-2023-and-a-new-opportunity-in-ott/casts/episode-83-local-media-made-every-mistake-over-2-decades-but-heres-a-chance-to-gain-it-all-back/?utm_source=simplecast&utm_medium=podcast+app&utm_campaign=LMT+Ep+85 Episode 85: The Gears That Will Drive Local Advertisers to Buy in 2023 Shari Bower, Gordon Borrell, Corey Elliott 00:24:01 The state of next year's economy is a big questionmark for some -- but not for our intrepid hosts. Corey & Gordon have got it all figured out, including how wide local ad-buyers will be opening their wallets next year. The podcast features forecasts for local advertising in 2023, plus an interview with Shari Bower, an executive with the Federal Reserve Bank of Atlanta. The state of next year's economy is a big questionmark for some -- but not for our intrepid hosts. Corey & Gordon have got it all figured out, including how wide local ad-buyers will be opening their wallets next year. The podcast features forecasts for local advertising in 2023, plus an interview with Shari Bower, an executive with the Federal Reserve Bank of Atlanta. trends, marketing, local media, marketing predictions, ecenomy, 2023 forecast, advertising planning false full 85 dd8c214d-b4f6-45f9-bc67-d945ef832d30 Episode 84: How Local Advertising Will Change in 2023, and a New Opportunity in OTT Mon, 7 Nov 2022 21:02:58 +0000 podcast@borrellassociates.com (Jimmy Hunt, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podhttps://borrellassociates.com/podcasts/episode-84-how-local-advertising-will-change-in-2023-and-a-new-opportunity-in-ott/casts/episode-83-local-media-made-every-mistake-over-2-decades-but-heres-a-chance-to-gain-it-all-back/?utm_source=simplecast&utm_medium=podcast+app&utm_campaign=Local+Marketing+Trends+Podcast&utm_content=Episode+84 Episode 84: How Local Advertising Will Change in 2023, and a New Opportunity in OTT Jimmy Hunt, Gordon Borrell, Corey Elliott 00:27:11 This year is ending with a lot of uncertainty, but Gordon & Corey aren't fuzzy at all on what 2023 will look like. Wrapping up a survey of thousands of local ad buyers and on the eve of issuing their local advertising forecast, the hosts offer a peek at the ups and downs they expect for the new year. The podcast also features an interview with Spectrio's Jimmy Hunt, who's tapping into a new and innovative form of OTT that could be insulated from any downturn in ad spending. This year is ending with a lot of uncertainty, but Gordon & Corey aren't fuzzy at all on what 2023 will look like. Wrapping up a survey of thousands of local ad buyers and on the eve of issuing their local advertising forecast, the hosts offer a peek at the ups and downs they expect for the new year. The podcast also features an interview with Spectrio's Jimmy Hunt, who's tapping into a new and innovative form of OTT that could be insulated from any downturn in ad spending. local advertising, video strategy, digital signage, ott, digital audio, content marketing, advertising trends, 2023 advertising forecast, marketing trends, 2023 forecast false full 84 6d0c375f-1dff-4539-acdd-7779e7a17015 Episode 83: Local Media Made 'Every Mistake' Over 2 Decades, But Here's a Chance to Gain it All Back Mon, 24 Oct 2022 19:02:44 +0000 podcast@borrellassociates.com (Shawn Riegsecker, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/episode-83-local-media-made-every-mistake-over-2-decades-but-heres-a-chance-to-gain-it-all-back/?utm_source=simplecast&utm_medium=podcast+app&utm_campaign=Local+Marketing+Trends+Podcast&utm_content=Episode+83 Episode 83: Local Media Made 'Every Mistake' Over 2 Decades, But Here's a Chance to Gain it All Back Shawn Riegsecker, Corey Elliott, Gordon Borrell 00:27:09 Could the phase-out of 3rd party cookies turn into a comeback for local print and broadcast media? Longtime media and advertising executive Shawn Riegsecker thinks so. Not one to pull punches, the founder and CEO of Basis (formerly Centro) says media made every mistake in the book dealing with the Internet for the past 20 years. But they now have the opportunity to turn tables on the tech giants. Corey & Gordon offer their insights on Riegsecker's vision. Could the phase-out of 3rd party cookies turn into a comeback for local print and broadcast media? Longtime media and advertising executive Shawn Riegsecker thinks so. Not one to pull punches, the founder and CEO of Basis (formerly Centro) says media made every mistake in the book dealing with the Internet for the past 20 years. But they now have the opportunity to turn tables on the tech giants. Corey & Gordon offer their insights on Riegsecker's vision. cookies, broadcast tv, newspassid, ad revenue, journalism, third party data, local news, email database, first party data, nab pilot, broadcast radio false full 83 bdbbd678-d5ff-46c3-a8ab-54edf29fe2d2 Episode 82: Defying Gravity, Local Business Publishers Enjoy One Rich Niche Mon, 10 Oct 2022 20:47:10 +0000 podcast@borrellassociates.com (Mitch Bettis, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcasts/episode-82-defying-gravity-local-business-publishers-enjoy-one-rich-niche/ Episode 82: Defying Gravity, Local Business Publishers Enjoy One Rich Niche Mitch Bettis, Corey Elliott, Gordon Borrell 00:26:06 Local B2B publishing remains a print-centric business without all the pain and suffering. In fact, it's experiencing just the opposite -- growth in print circulation and ad revenue. In this episode, Gordon and Corey explore why. The podcast features an interview with the president of Arkansas' biggest business publisher and board member of the industry's trade association, the Alliance of Area Business Publishers. Local B2B publishing remains a print-centric business without all the pain and suffering. In fact, it's experiencing just the opposite -- growth in print circulation and ad revenue. In this episode, Gordon and Corey explore why. The podcast features an interview with the president of Arkansas' biggest business publisher and board member of the industry's trade association, the Alliance of Area Business Publishers. print marketing, local marketing, newspapers, newsletter revenue, 2032, gen z, business journals, digital marketing, marketing expert, marketing trends false full 82 9d2da68d-8140-4e43-8e15-ba5a63819ea2 Episode 81: Washington Post Exec: Rise of Remote Workers Benefits Local Media Mon, 26 Sep 2022 19:45:01 +0000 podcast@borrellassociates.com (Ethan Selzer, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcasts/episode-81-washington-post-exec-rise-of-remote-workers-benefits-local-media/?utm_source=simplecast&utm_medium=podcast+app&utm_campaign=Local+Marketing+Trends+Podcast&utm_content=Episode+81 Episode 81: Washington Post Exec: Rise of Remote Workers Benefits Local Media Ethan Selzer, Gordon Borrell, Corey Elliott 00:27:11 The Great Geographic Dispersion under way. Small cities are getting bigger, and big ones smaller. And that should greatly benefit local media, according to The Washington Post's Ethan Selzer, our guest for this episode. Selzer offers a long-term view of the media industry -- newspapers in particular -- as the pandemic subsides. The Great Geographic Dispersion under way. Small cities are getting bigger, and big ones smaller. And that should greatly benefit local media, according to The Washington Post's Ethan Selzer, our guest for this episode. Selzer offers a long-term view of the media industry -- newspapers in particular -- as the pandemic subsides. newspaper, local marketing, remote work, wfh, forecasting, advertising, digital newspaper, future of advertising, marketing trends, work from home false full 81 ed921b07-52dc-4b3e-b7ad-7660389c1cfb Episode 80: CEO Has a Vision of How Gannett Will Emerge as a Survivor in 10 Years Mon, 12 Sep 2022 18:57:33 +0000 podcast@borrellassociates.com (Mike Reed, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 80: CEO Has a Vision of How Gannett Will Emerge as a Survivor in 10 Years Mike Reed, Gordon Borrell, Corey Elliott 00:24:17 Stories about Gannett selling or shuttering newspapers and laying off hundreds of staffers have dominated the headlines. So how can the nation's largest newspaper company survive the next decade? This episode poses that question to CEO Mike Reed, who offers his vision for what Gannett will look like in 2032. Stories about Gannett selling or shuttering newspapers and laying off hundreds of staffers have dominated the headlines. So how can the nation's largest newspaper company survive the next decade? This episode poses that question to CEO Mike Reed, who offers his vision for what Gannett will look like in 2032. newspaper, 10 year challenge, digital newspapers, subscription, transaction revenue, advertising, content, gannett, technology, social media transformation, experiential business, first party data, print media false full 80 6795493e-97fc-44fb-b828-cabaedd157f6 Episode 79: iHeart Bob Pittman Offers His Vision for Radio in 2032 Mon, 29 Aug 2022 16:00:00 +0000 podcast@borrellassociates.com (Bob Pittman, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 79: iHeart Bob Pittman Offers His Vision for Radio in 2032 Bob Pittman, Corey Elliott, Gordon Borrell 00:23:15 In this episode, Gordon & Corey turn to one of the most influential executives in the media industry and ask, "How will radio survive the next decade?" iHeart CEO Bob Pittman offers his perspective on how radio will remain unique over the next 10 years, whether its dependence on advertising revenue might need to change, and whether we should be calling it "radio" at all. This is the seventh in a summer-long series of podcasts asking CEOs for their long-term vision of the media industry. In this episode, Gordon & Corey turn to one of the most influential executives in the media industry and ask, "How will radio survive the next decade?" iHeart CEO Bob Pittman offers his perspective on how radio will remain unique over the next 10 years, whether its dependence on advertising revenue might need to change, and whether we should be calling it "radio" at all. This is the seventh in a summer-long series of podcasts asking CEOs for their long-term vision of the media industry. podcasting, radio, iheart, marketing, advertising, local media, ad revenue, broadcast, streaming, audio, fm false full 79 d6e130d6-2acf-43a1-9cc3-3805c537818f Episode 78: Envisioning the Future, Clear Channel CEO Sees Brilliant Lights Mon, 15 Aug 2022 18:55:35 +0000 podcast@borrellassociates.com (Scott Wells, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 78: Envisioning the Future, Clear Channel CEO Sees Brilliant Lights Scott Wells, Corey Elliott, Gordon Borrell 00:21:33 How will out-of-home advertising fare in the coming metaverse? Clear Channel CEO Scott Wells offers his vision. He talks about the role of 3D, AR, and VR, and addresses the question, "Because Outdoor can now deliver real-time messages, is the industry getting into the news business?" This is the sixth in a series of interviews asking industry CEOs the question, "What's your vision for 2032?" How will out-of-home advertising fare in the coming metaverse? Clear Channel CEO Scott Wells offers his vision. He talks about the role of 3D, AR, and VR, and addresses the question, "Because Outdoor can now deliver real-time messages, is the industry getting into the news business?" This is the sixth in a series of interviews asking industry CEOs the question, "What's your vision for 2032?" local content, augmented reality, virtual reality, ar, 10-year challenge, real time, local media, metaverse, news, out of home advertising, vr, local news, real time messaging, 3d false full 78 c90b2278-36d2-4848-bd94-0c28e3488d11 Episode 77: Hearst's Jordan Wertlieb Weighs In On What 2032 Holds for TV Mon, 1 Aug 2022 19:53:21 +0000 podcast@borrellassociates.com (Jordan Wertlieb, Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 77: Hearst's Jordan Wertlieb Weighs In On What 2032 Holds for TV Jordan Wertlieb, Corey Elliott, Gordon Borrell 00:25:18 The 10-year-challenge series continues with the top executive at Hearst Television offering his vision on what 2032 looks like for the industry. Keying off Hearst's 135 years in the business, Jordan Wertlieb sees TV stations' success depending on one key thing -- and it's not technology or distribution. Gordon & Corey offer their usual pithy assessment. The 10-year-challenge series continues with the top executive at Hearst Television offering his vision on what 2032 looks like for the industry. Keying off Hearst's 135 years in the business, Jordan Wertlieb sees TV stations' success depending on one key thing -- and it's not technology or distribution. Gordon & Corey offer their usual pithy assessment. local content, 10-year challenge, local media, local television, third party cookies, ad forecasting, broadcast technology, first party data, tv advertising, linear tv, hyper local, lifestyle content false full 77 041c6287-a789-4cc4-9fb0-23630b0512db Episode 76: Now Here's a Challenge: What Does a Newspaper Company Look Like in 2032? Mon, 18 Jul 2022 20:50:47 +0000 podcast@borrellassociates.com (David Chavern, Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 76: Now Here's a Challenge: What Does a Newspaper Company Look Like in 2032? David Chavern, Gordon Borrell, Corey Elliott 00:26:24 Gordon & Corey issue the 10-year challenge to David Chavern, CEO of the newspaper industry's trade association, News Media Alliance. Chavern posits that while the printed version of today's newspapers may be smaller, their audiences are larger than ever. By 2032, newsroom staffs will be larger and their largest revenue stream won't be advertising. This is the fourth in a summerlong series asking CEOs what their industry looks like a decade from now. Gordon & Corey issue the 10-year challenge to David Chavern, CEO of the newspaper industry's trade association, News Media Alliance. Chavern posits that while the printed version of today's newspapers may be smaller, their audiences are larger than ever. By 2032, newsroom staffs will be larger and their largest revenue stream won't be advertising. This is the fourth in a summerlong series asking CEOs what their industry looks like a decade from now. 10 year challenge, social media algorithms, newspapers, media, marketing, 2032 election, advertising, newsroom, local media, future of newspaper, big tech, news content businesses, marketing trends false full 76 e90ebaae-04e6-410f-9762-872e92628337 Episode 75: NAB's LeGeyt Takes the 10-year Challenge: How Will AM/FM Stations & Local TV Make it to 2032? Mon, 4 Jul 2022 13:19:03 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 75: NAB's LeGeyt Takes the 10-year Challenge: How Will AM/FM Stations & Local TV Make it to 2032? Corey Elliott, Gordon Borrell 00:25:16 With OTT already siphoning money from radio & TV budgets, is local broadcast media about to suffer its most troublesome decade? In this episode, Gordon & Corey take their summerlong "10-year challenge" question -- what does 2032 look like to you? -- to Curtis LeGeyt, the dynamic, new CEO of the National Association of Broadcasters. With OTT already siphoning money from radio & TV budgets, is local broadcast media about to suffer its most troublesome decade? In this episode, Gordon & Corey take their summerlong "10-year challenge" question -- what does 2032 look like to you? -- to Curtis LeGeyt, the dynamic, new CEO of the National Association of Broadcasters. radio, digital advertising, ott, media spending trends, locel advertising, trust based information, streaming audio, streaming video, local media, local tv, radio projections, broadcast, nab, video production, big tech, listener experience, local news, video marketing, live and local, marketing trends, advertising spend false full 75 a92d8928-4c6b-42c6-a08f-d8c952d2f99d Episode 74: 10-Year Challenge, Part II: Another CEO Weighs in With His Vision for 2032 Mon, 20 Jun 2022 17:47:51 +0000 podcast@borrellassociates.com (Gordon Borrell) https://borrellassociates.com/podcast Episode 74: 10-Year Challenge, Part II: Another CEO Weighs in With His Vision for 2032 Gordon Borrell 00:18:44 After interviewing Nexstar's visionary CEO in our last episode, Gordon takes the "10-year challenge" to Salem Media's CEO, Dave Santrella. Where does he see Salem -- and the radio industry -- in 2032? This is the second in a summerlong series where Gordon & Corey are handing the mic to media industry CEOs and asking, "What's in your future?" After interviewing Nexstar's visionary CEO in our last episode, Gordon takes the "10-year challenge" to Salem Media's CEO, Dave Santrella. Where does he see Salem -- and the radio industry -- in 2032? This is the second in a summerlong series where Gordon & Corey are handing the mic to media industry CEOs and asking, "What's in your future?" local advertising, radio, digital audio, #ai, #metaverse, media transformation, future of media, digital media false full 74 058e7c07-1fdb-4868-82b0-55d555787f50 Episode 73: CEO Perry Sook Weighs in on Nexstar's Path to 2032 Mon, 6 Jun 2022 21:21:32 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 73: CEO Perry Sook Weighs in on Nexstar's Path to 2032 Gordon Borrell, Corey Elliott 00:20:22 Gordon & Corey hatch the bright idea of seeing if any CEOs might be willing to take the "10-year challenge." What's their long-term vision, and what will their companies look like in 2032. Kicking off a summerlong series of CEO interviews is Nexstar Media Group's Perry Sook, a guy with a long reputation of not only having a long-term vision, but also making it happen. Gordon & Corey hatch the bright idea of seeing if any CEOs might be willing to take the "10-year challenge." What's their long-term vision, and what will their companies look like in 2032. Kicking off a summerlong series of CEO interviews is Nexstar Media Group's Perry Sook, a guy with a long reputation of not only having a long-term vision, but also making it happen. 10 year challenge, local marketing, advertising forecasting, 2032, perry sook, local media, long-term planning, broadcast media, broadcast, marketing trends, media companies, location based advertising, retransmitting, atsc 3.0 false full 73 e699b7de-c12f-41ec-8842-ddd7394a226a Episode 72: The Secret to Radio's Immortality Mon, 16 May 2022 17:23:52 +0000 podcast@borrellassociates.com (Gordon Borrell, Fred Jacobs) https://borrellassociates.com/podcast Episode 72: The Secret to Radio's Immortality Gordon Borrell, Fred Jacobs 00:27:50 Why has AM/FM radio survived Walkmans, iPods, Pandora, smart speakers and now podcasts? Fresh from a new survey of 30,000 station listeners, longtime radio analyst Fred Jacobs sits in as co-host for Corey and joins Gordon on the debate over why radio lives on. The podcast features an interview with Bill Rose discussing audience measurement and Nielsen's hip new Personal People Meter. Why has AM/FM radio survived Walkmans, iPods, Pandora, smart speakers and now podcasts? Fresh from a new survey of 30,000 station listeners, longtime radio analyst Fred Jacobs sits in as co-host for Corey and joins Gordon on the debate over why radio lives on. The podcast features an interview with Bill Rose discussing audience measurement and Nielsen's hip new Personal People Meter. audio measurement, radio, local marketing trends, radio insights, streaming audio, bluetooth audio, radio evolution, audio, portable people meter, nielsen false full 72 d7d26cf9-8e07-4c34-8aef-cca7edaf4f6c Episode 71: Newspapers' Digital Stumble ... Could Podcasting Be A Cure? Mon, 2 May 2022 20:21:35 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 71: Newspapers' Digital Stumble ... Could Podcasting Be A Cure? Gordon Borrell, Corey Elliott 00:21:35 The pandemic didn't put much wind in newspapers' digital wings. In fact, many saw digital sales go backwards. In this episode, Gordon & Corey talk about how newspaper companies once led the way with digital revenue, and why things have gotten so tough. The podcast features an interview with Darien Southerland, who's trying to get local newspapers into the fast-growing podcast business. The pandemic didn't put much wind in newspapers' digital wings. In fact, many saw digital sales go backwards. In this episode, Gordon & Corey talk about how newspaper companies once led the way with digital revenue, and why things have gotten so tough. The podcast features an interview with Darien Southerland, who's trying to get local newspapers into the fast-growing podcast business. podcasting, local marketing, advertising, local media, marketing trends, digital trends false full 71 1061ffa8-26e0-4a8c-a7b2-5e9bc248c681 Episode 70: What's In YOUR Market? (It Could Be A Lot More Than You're Thinking) Mon, 18 Apr 2022 15:06:32 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 70: What's In YOUR Market? (It Could Be A Lot More Than You're Thinking) Gordon Borrell, Corey Elliott 00:21:29 Sure, most of the money local businesses spend on digital advertising goes directly to Google and Facebook. But do you know how much stays in-market? For most, it adds up to tens of millions of dollars up for grabs by local sellers. Corey & Gordon preview the major findings of a new annual report, and bring a guest co-host on board to get his thoughts. The podcast features Todd Handy, Chief Digital Officer for Beasley Media Group and offers a sneak peek at a 66-page report that's about to be published. Sure, most of the money local businesses spend on digital advertising goes directly to Google and Facebook. But do you know how much stays in-market? For most, it adds up to tens of millions of dollars up for grabs by local sellers. Corey & Gordon preview the major findings of a new annual report, and bring a guest co-host on board to get his thoughts. The podcast features Todd Handy, Chief Digital Officer for Beasley Media Group and offers a sneak peek at a 66-page report that's about to be published. local advertising, video, local media, media spending, digital marketing, traditional media, digital first, ad spending false full 70 618c2235-0896-424d-ac94-cb28f9af8826 Episode 69: How Smart Are You About Advertising? Mon, 4 Apr 2022 21:37:16 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 69: How Smart Are You About Advertising? Gordon Borrell, Corey Elliott 00:23:44 Advertising has become more complex than ever. And that's spawned one of the biggest opportunities of all for marketers to become trusted advisors to their own customers. But just how smart are you about all things digital? Corey & Gordon quiz each other on a few basic questions, then turn to longtime advertising expert Tim Burke, CEO of Conduit Digital, for his take. Burke talks about helping sellers become experts beyond the products they're selling, and about outsourcing digital product fulfillment in a way that helps sellers do what they do best. Advertising has become more complex than ever. And that's spawned one of the biggest opportunities of all for marketers to become trusted advisors to their own customers. But just how smart are you about all things digital? Corey & Gordon quiz each other on a few basic questions, then turn to longtime advertising expert Tim Burke, CEO of Conduit Digital, for his take. Burke talks about helping sellers become experts beyond the products they're selling, and about outsourcing digital product fulfillment in a way that helps sellers do what they do best. marketing strategies, influencer marketing, conduit digital, local marketing, digital advertising, outsourcing digital, customer loyalty, ad budget, marketing education, marketing budget, digital marketing, marketing trends, email marketing, local businesses false full 69 dddba9d9-6cca-46fa-b162-8c96f0f782f3 Episode 68: Unlikely TikTokkers: How A Christian Radio Group is Mastering Influence Marketing Mon, 21 Mar 2022 20:45:46 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 68: Unlikely TikTokkers: How A Christian Radio Group is Mastering Influence Marketing Gordon Borrell, Corey Elliott 00:23:04 Social Media -- especially TikTok -- can be a hotbed of, well.... questionable behavior. So, Corey & Gordon were surprised to find a faith-based local radio broadcaster cultivating a crop of popular young influencers on Instagram, YouTube, and TikTok. Episode 68 features an interview with Mike Reed, the Salem Media executive who heads up that growing network and whose daughter, Michelle, has a YouTube channel boasting 37 million views. Social Media -- especially TikTok -- can be a hotbed of, well.... questionable behavior. So, Corey & Gordon were surprised to find a faith-based local radio broadcaster cultivating a crop of popular young influencers on Instagram, YouTube, and TikTok. Episode 68 features an interview with Mike Reed, the Salem Media executive who heads up that growing network and whose daughter, Michelle, has a YouTube channel boasting 37 million views. social media marketing, christian marketing, christian media, influencer marketing, local marketing, genz, media, marketing, advertising, content creation, content marketing, tiktok, influencer marketing local media, brand safe, marketing trends false full 68 54cfd165-c0a6-4855-80b2-b50e483d0c9f Episode 67: Influencers In Every Market (Some With Bigger Audiences Than Your Local TV Station) Mon, 7 Mar 2022 09:00:00 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 67: Influencers In Every Market (Some With Bigger Audiences Than Your Local TV Station) Gordon Borrell, Corey Elliott 00:21:03 Gordon & Corey have finally figured out what those crazy Gen Z kids have been doing all this time with their smart phones. They've been learning things. Marketing things. Media things -- like how to build an audience of hundreds of thousands of followers. This episode features an interview with a young math teacher from Arkansas whose audiences on TikTok and YouTube beat most of the long-established newspapers and TV stations in Little Rock. Gordon & Corey have finally figured out what those crazy Gen Z kids have been doing all this time with their smart phones. They've been learning things. Marketing things. Media things -- like how to build an audience of hundreds of thousands of followers. This episode features an interview with a young math teacher from Arkansas whose audiences on TikTok and YouTube beat most of the long-established newspapers and TV stations in Little Rock. local marketing, incluencer marketing, marketing, tiktok, influencers false full 67 3d800ee2-914c-4958-9e5b-fec891abc4b3 Episode 66: The Other Side of 'The Great Resignation' Mon, 7 Feb 2022 20:30:17 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 66: The Other Side of 'The Great Resignation' Gordon Borrell, Corey Elliott 00:24:07 Sure, a lot of people are quitting their stale, boring advertising jobs. But on the other side of the equation, many companies have made themselves a magnet for new hires. In this episode, Gordon & Corey dissect the nuances of hiring at the local level, and get some tips from SHRM Field Services Director Monique Akanbi on how companies can fulfill diversity & inclusion initiatives by looking internally rather than externally. Sure, a lot of people are quitting their stale, boring advertising jobs. But on the other side of the equation, many companies have made themselves a magnet for new hires. In this episode, Gordon & Corey dissect the nuances of hiring at the local level, and get some tips from SHRM Field Services Director Monique Akanbi on how companies can fulfill diversity & inclusion initiatives by looking internally rather than externally. new hires, diversity and inclusion, local marketing trends, account executives, marketing, advertising, local media, hiring, the great resignation false full 66 bdecd7e5-34a7-4764-bd50-1a70cfef9580 Episode 65: Graham's Incoming CEO Weighs in on Becoming a 'Digital First' TV Group Mon, 24 Jan 2022 18:23:11 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 65: Graham's Incoming CEO Weighs in on Becoming a 'Digital First' TV Group Gordon Borrell, Corey Elliott 00:23:15 TikTok, Facebook Reels, YouTube, Hulu.... They're all the rage. But how do these video opportunities translate down to local markets? In this episode, Corey and Gordon debate the issue. They also interview Catherine Badalamente, who is about to take over as CEO at Graham Media's TV group after a dozen years heading up its digital initiatives. TikTok, Facebook Reels, YouTube, Hulu.... They're all the rage. But how do these video opportunities translate down to local markets? In this episode, Corey and Gordon debate the issue. They also interview Catherine Badalamente, who is about to take over as CEO at Graham Media's TV group after a dozen years heading up its digital initiatives. local marketing, advertising, streaming video, local tv, digital marketing, marketing trends, madia, transformation false full 65 4fc5af66-c720-481f-86cc-bc3b6e6a05e1 Episode 64: 2022 May Be a Do-Or-Die Year for Old-Style Agencies & Media Cos. Mon, 10 Jan 2022 20:47:30 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 64: 2022 May Be a Do-Or-Die Year for Old-Style Agencies & Media Cos. Gordon Borrell, Corey Elliott 00:19:40 A famed advertising guru called 2021's advertising growth a "false storm" and suggested that traditional media companies and ad agencies have 12 months to transform -- or die. Gordon & Corey consult with media transformation expert Scott Anthony from Innosight, who sees two paths ahead. The hosts also tackle major shifts in automotive advertising, which suffered a topsy-turvy two years and seems to be on a very different path in 2022. A famed advertising guru called 2021's advertising growth a "false storm" and suggested that traditional media companies and ad agencies have 12 months to transform -- or die. Gordon & Corey consult with media transformation expert Scott Anthony from Innosight, who sees two paths ahead. The hosts also tackle major shifts in automotive advertising, which suffered a topsy-turvy two years and seems to be on a very different path in 2022. local marketing, advertising, dual transformation, automotive advertising, local media, advertising trends, media transformation true full 64 1f739967-93e5-4127-8867-b750a0328886 Episode 63: Servant Selling Breeds Success Mon, 27 Dec 2021 19:30:00 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 63: Servant Selling Breeds Success Gordon Borrell, Corey Elliott 00:23:37 Gordon's longtime friend and sales guru, Jim Doyle, discuss his new book, Selling with a Servant Heart. After interviewing top sales performers across various industries, Jim channels the art of being client centric, and pushes deeper to generate success. Even Gordon sees the light through his Scrooge-like fog. Gordon's longtime friend and sales guru, Jim Doyle, discuss his new book, Selling with a Servant Heart. After interviewing top sales performers across various industries, Jim channels the art of being client centric, and pushes deeper to generate success. Even Gordon sees the light through his Scrooge-like fog. marketing, advertising, jim doyle, sales success, selling with a servant heart, sales tips false full 63 c1eecece-184f-4b94-a743-be0cfebda7c4 Episode 62: 'Tis the Season to Make Predictions Tue, 14 Dec 2021 09:00:00 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 62: 'Tis the Season to Make Predictions Gordon Borrell, Corey Elliott 00:21:25 Gordon and Corey keep, oddly, finding themselves in agreement as the two discuss their take on popular 2022 marketing predictions, and the implications on the local level. Maybe it's Gordon's martini and Corey's holiday jolliness, but this topic filled episode is sure to illuminate your curiosities for 2022. Gordon and Corey keep, oddly, finding themselves in agreement as the two discuss their take on popular 2022 marketing predictions, and the implications on the local level. Maybe it's Gordon's martini and Corey's holiday jolliness, but this topic filled episode is sure to illuminate your curiosities for 2022. local marketing, attribution, ai, marketing, advertising, content marketing, facebook marketing, social media advertising, video advertising, branding, video marketing, covid effects, 2022 predictions false full 62 31222e05-7e2c-4781-b8d9-fbf8227b9e73 Episode 61: Underdog DuJuan McCoy May Be Building the TV Station of the Future Tue, 30 Nov 2021 13:12:07 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 61: Underdog DuJuan McCoy May Be Building the TV Station of the Future Gordon Borrell, Corey Elliott 00:25:43 Fresh back from a broadcasting conference in New York, Gordon interviews one of the featured speakers, station owner DuJuan McCoy. Operating two virtual TV channels in Indianapolis, McCoy discusses how his stations produce twice as much local video content and have accumulated a far broader online audience than other stations. Even Corey is impressed. Fresh back from a broadcasting conference in New York, Gordon interviews one of the featured speakers, station owner DuJuan McCoy. Operating two virtual TV channels in Indianapolis, McCoy discusses how his stations produce twice as much local video content and have accumulated a far broader online audience than other stations. Even Corey is impressed. local marketing, media, video, advertising, local media, forecast2022, localtv false full 61 5044d5ab-f1bd-427e-ab54-01c884b6df37 Episode 60: Beware! Here Come Those 20-Something Marketers Tue, 16 Nov 2021 10:00:00 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 60: Beware! Here Come Those 20-Something Marketers Gordon Borrell, Corey Elliott 00:28:53 Demand has mushroomed for marketing graduates as local businesses clamor for someone to take over all their "owned" media pages. Who are these youngsters, and how will they influence advertising decisions? In this episode, Gordon & Corey talk to a marketing professor and two of his students -- 20-somethings who aren't all that familiar with radio or newspapers or the name of the local TV station. Demand has mushroomed for marketing graduates as local businesses clamor for someone to take over all their "owned" media pages. Who are these youngsters, and how will they influence advertising decisions? In this episode, Gordon & Corey talk to a marketing professor and two of his students -- 20-somethings who aren't all that familiar with radio or newspapers or the name of the local TV station. #advertising, local marketing, marketing students, owned media, #marketing, new age advertising, marketing trends false full 60 5d236158-40a3-41f9-9438-d98e6eb24e96 Episode 59: Auto Advertising Gets Wonky Mon, 1 Nov 2021 18:28:35 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 59: Auto Advertising Gets Wonky Gordon Borrell, Corey Elliott 00:25:29 Car dealers are big wheels in the local advertising world, but things sure have gotten wonky. New and used cars are flying off the lots, leaving dealers feeling as though they don't need to advertise at all. Corey and Gordon explore the phenomenon, interviewing leading car-marketing expert, John Fitzpatrick, from Force Marketing. Car dealers are big wheels in the local advertising world, but things sure have gotten wonky. New and used cars are flying off the lots, leaving dealers feeling as though they don't need to advertise at all. Corey and Gordon explore the phenomenon, interviewing leading car-marketing expert, John Fitzpatrick, from Force Marketing. auto marketing, auto marketing tactics, local marketing trends, dealership advertising, marketing, auto sales, used auto marketing false full 59 07c19677-5b9d-4cc1-bf6a-2d0fb5d67b98 Episode 58: Why It's Suddenly So Hard to Recruit Sales Reps Mon, 18 Oct 2021 17:13:24 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 58: Why It's Suddenly So Hard to Recruit Sales Reps Corey Elliott, Gordon Borrell 00:25:06 The pandemic certainly threw things in a tizzy, but that's only part of the reason the advertising industry can't seem to recruit enough replacements to fill it's 50,000-strong army of sales reps. Corey & Gordon dive into some new findings that may explain the problem, then talk with a master recruiter, Robert Hawthorne, about how companies are overcoming the issue. The pandemic certainly threw things in a tizzy, but that's only part of the reason the advertising industry can't seem to recruit enough replacements to fill it's 50,000-strong army of sales reps. Corey & Gordon dive into some new findings that may explain the problem, then talk with a master recruiter, Robert Hawthorne, about how companies are overcoming the issue. local advertising, newspaper, tv, smbs, radio, recruitment, digital advertising, media, sales reps, local media, marketing consultant false full 58 e663bc48-688b-4dc3-abe1-bff1f1bb2a2b Episode 57: With Half of Local Ad Buyers Now Using DIY, Will Sales Reps Become Obsolete? Mon, 4 Oct 2021 17:07:09 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 57: With Half of Local Ad Buyers Now Using DIY, Will Sales Reps Become Obsolete? Corey Elliott, Gordon Borrell 00:27:39 Google and Facebook have cracked the do-it-yourself code for local advertisers. Does that mean the days of the local ad-sales rep are numbered? Corey and Gordon dive into recent survey data, then turn to a DIY platform export, Rosie O'Meara from GroundTruth, for answers. Google and Facebook have cracked the do-it-yourself code for local advertisers. Does that mean the days of the local ad-sales rep are numbered? Corey and Gordon dive into recent survey data, then turn to a DIY platform export, Rosie O'Meara from GroundTruth, for answers. local advertising, tv, smbs, radio, newspapers, digital advertising, ad sales, media, facebook, marketing, advertising, online marketing, digital marketing false full 57 e10edaa6-4087-4592-967a-da46258f6176 Episode 56: Patch Maintains Growth and Profitability, & May Be Poised for Expansion Mon, 20 Sep 2021 14:33:24 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 56: Patch Maintains Growth and Profitability, & May Be Poised for Expansion Gordon Borrell, Corey Elliott 00:28:02 Over two decades, well-funded attempts to create hyperlocal news sites have collapsed. But not Patch. In its 14th year, Patch boasts 25 million users across 1,100 local sites, with six consecutive years of double-digit revenue growth and profitability. The company also has a new growth-minded CEO ... which has Corey & Gordon wondering what's next. The podcast features an interview with Warren St. John, the former New York Times reporter who is president of Patch. Over two decades, well-funded attempts to create hyperlocal news sites have collapsed. But not Patch. In its 14th year, Patch boasts 25 million users across 1,100 local sites, with six consecutive years of double-digit revenue growth and profitability. The company also has a new growth-minded CEO ... which has Corey & Gordon wondering what's next. The podcast features an interview with Warren St. John, the former New York Times reporter who is president of Patch. newspaper, smbs, radio, digital advertising, ott, media, marketing, advertising, online marketing, marketing trends, media companies false full 56 2fcb362e-baf1-4be6-8f4b-f302e79a07e1 Episode 55: The Most Profitable Digital Services (And How to Price Them) Mon, 6 Sep 2021 14:28:12 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 55: The Most Profitable Digital Services (And How to Price Them) Gordon Borrell, Corey Elliott 00:26:53 Mushrooming demand for marketing services has been met with squashing skepticism about profitability. In fact, many see things like reselling SEM or SEO as loss leaders. This episode goes to the front lines by bringing in Daryl Hively from digital services provider Guarantee Digital as a guest co-host. Could markups really be as high as 200%? Gordon drills Daryl on pricing strategies and where the biggest profits lie. Mushrooming demand for marketing services has been met with squashing skepticism about profitability. In fact, many see things like reselling SEM or SEO as loss leaders. This episode goes to the front lines by bringing in Daryl Hively from digital services provider Guarantee Digital as a guest co-host. Could markups really be as high as 200%? Gordon drills Daryl on pricing strategies and where the biggest profits lie. smbs, local marketing, online advertising, digital advertising, media, local marketing trends, marketing, advertising, social media false full 55 efcb26e9-efef-428b-ac73-e571b712c3dd Episode 54: Newspapers Step Up Their Transformation Game Mon, 23 Aug 2021 15:05:21 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 54: Newspapers Step Up Their Transformation Game Gordon Borrell, Corey Elliott 00:25:56 COVID-19 drove an influx of digital-only newspaper subscriptions -- many from young adults -- and breathed new life into the struggling newspaper industry. Second-quarter financial results showed many bright spots. Could the industry be turning a corner? In this episode Gordon & Corey check the industry's vital signs and talk with Mike Reed, chairman and CEO of the nation's largest newspaper company, Gannett. COVID-19 drove an influx of digital-only newspaper subscriptions -- many from young adults -- and breathed new life into the struggling newspaper industry. Second-quarter financial results showed many bright spots. Could the industry be turning a corner? In this episode Gordon & Corey check the industry's vital signs and talk with Mike Reed, chairman and CEO of the nation's largest newspaper company, Gannett. newspaper, tv, smbs, radio, local marketing, digital advertising, ott, media, marketing, advertising, local media, online marketing, digital media, pureplay, ad agencies false full 54 28a61ba6-06b6-4e22-a5f0-31cdedbabba3 Episode 53: Radio's Digital Mojo Mon, 9 Aug 2021 14:43:05 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 53: Radio's Digital Mojo Corey Elliott, Gordon Borrell 00:23:35 Radio groups have been reporting stellar results for digital sales in the first half of 2021. Could the industry have finally gotten its digital mojo? Hosts Gordon & Corey discuss the five-year turnaround, and how one company has become the radio industry's North Star. This podcast features an interview with Bill Wilson, CEO of Townsquare Media. Radio groups have been reporting stellar results for digital sales in the first half of 2021. Could the industry have finally gotten its digital mojo? Hosts Gordon & Corey discuss the five-year turnaround, and how one company has become the radio industry's North Star. This podcast features an interview with Bill Wilson, CEO of Townsquare Media. local advertising, local marketing, digital advertising, media, marketing, advertising, social media, small business, digital media, ad spending false full 53 bdc94f77-c41a-418d-b99d-38391a527118 Episode 52: Ad Buyers Have Spoken: It's the Email, Stupid! Mon, 26 Jul 2021 16:35:28 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 52: Ad Buyers Have Spoken: It's the Email, Stupid! Gordon Borrell, Corey Elliott 00:27:03 When it comes to dealing with sales reps, email is the preferred method -- even when consummating the "buy." So you'd think sellers would be email aces. Au contraire, say Corey & Gordon. And they have proof. This episode features Borrell's director of client development, Taryn Tatarinowicz, who reels off a handful of comments from frustrated ad buyers. When it comes to dealing with sales reps, email is the preferred method -- even when consummating the "buy." So you'd think sellers would be email aces. Au contraire, say Corey & Gordon. And they have proof. This episode features Borrell's director of client development, Taryn Tatarinowicz, who reels off a handful of comments from frustrated ad buyers. local advertising, local marketing, media industry, marketing, advertising, local ad spend, social media, digital marketing false full 52 607e3579-537a-4d98-8cb5-40ebedc2bada Episode 51: Are Digital Agencies Doomed to be Boutiques, or Can They Be Scaled for Growth? Mon, 12 Jul 2021 16:49:41 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 51: Are Digital Agencies Doomed to be Boutiques, or Can They Be Scaled for Growth? Gordon Borrell, Corey Elliott 00:25:47 Almost half of the 5,500 digital agencies in the U.S. are run by media companies, but they're struggling to grow beyond being boutique shops. In this episode, Gordon & Corey preview a new report examining how some agencies have been able to scale operations and embark on a path to become the dominant local agency. The podcast features an interview with Tom Cheli, CEO of Frequence, which contributed 27 months of sales data that led to the analysis. Almost half of the 5,500 digital agencies in the U.S. are run by media companies, but they're struggling to grow beyond being boutique shops. In this episode, Gordon & Corey preview a new report examining how some agencies have been able to scale operations and embark on a path to become the dominant local agency. The podcast features an interview with Tom Cheli, CEO of Frequence, which contributed 27 months of sales data that led to the analysis. local advertising, tv, local marketing, newspapers, media, marketing, advertising, online marketing, local ad spend, digital marketing, digital agencies, media companies, digital media false full 51 c880ca5d-ff36-4d29-b324-60bfc5098cdf Episode 50: Digital Agencies, Part III: Are Agencies the End Game for Media Companies? Mon, 21 Jun 2021 17:54:08 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 50: Digital Agencies, Part III: Are Agencies the End Game for Media Companies? Corey Elliott, Gordon Borrell 00:24:03 In this final episode of the series, Corey & Gordon review the lessons learned from failed agencies and ones that are thriving, then turn their attention to the future. Corey's got his own take on what things look like in the 2030s, but Gordon gets a little more radical on a "last man standing" theory. In this final episode of the series, Corey & Gordon review the lessons learned from failed agencies and ones that are thriving, then turn their attention to the future. Corey's got his own take on what things look like in the 2030s, but Gordon gets a little more radical on a "last man standing" theory. local advertising, smbs, local marketing, online advertising, media industry, marketing, advertising, local ad spend, social media, digital media false full 50 78812795-e12b-4119-b793-c798de9611bf EPISODE 49: Digital Agencies, Part II: How Three Successful Agencies Made It Work Mon, 7 Jun 2021 14:29:07 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast EPISODE 49: Digital Agencies, Part II: How Three Successful Agencies Made It Work Gordon Borrell, Corey Elliott 00:29:10 In this second episode of a three-part series, Gordon & Corey ruminate on a few spectacular agency failures from the past but shift focus quickly to success stories. Featured in this episode are interviews with Steven Goldstein from Hubbard Radio's 2060 Digital, Kyle Wirick from Adams Publishing Group's The High Road Agency, and Jason Holmes, who cultivated his own firm, Thrive Fuel, from the ashes of a burned-out agency once run by a newspaper. In this second episode of a three-part series, Gordon & Corey ruminate on a few spectacular agency failures from the past but shift focus quickly to success stories. Featured in this episode are interviews with Steven Goldstein from Hubbard Radio's 2060 Digital, Kyle Wirick from Adams Publishing Group's The High Road Agency, and Jason Holmes, who cultivated his own firm, Thrive Fuel, from the ashes of a burned-out agency once run by a newspaper. local advertising, smbs, local marketing, online advertising, media industry, marketing, advertising, local ad spend, digital marketing false full 49 f72d1f23-4ab0-45b2-a2f9-2faa73e3372c Episode 48: Digital Agencies, Part I: Were Media-Borne Agencies a Bad Idea? Mon, 24 May 2021 15:04:09 +0000 podcast@borrellassociates.com (Borrell Associates) https://borrellassociates.com/podcast Episode 48: Digital Agencies, Part I: Were Media-Borne Agencies a Bad Idea? Borrell Associates 00:24:38 Digital agencies are all the rage, but not all survive. In this episode, Gordon & Corey embark on the first of a three-part series exploring the phenomenon. Episode 48 interviews three executives from newspaper and TV companies whose agencies failed. They include Mark Poss from Big Fish Works in Red Wing, Minnesota; Chris Edwards from Fusion Farm in Cedar Rapids; and Dan Easton from Advocate Digital Media in Victoria, Texas. They all succeeded initially. But everything unraveled after each made a critical decision. Digital agencies are all the rage, but not all survive. In this episode, Gordon & Corey embark on the first of a three-part series exploring the phenomenon. Episode 48 interviews three executives from newspaper and TV companies whose agencies failed. They include Mark Poss from Big Fish Works in Red Wing, Minnesota; Chris Edwards from Fusion Farm in Cedar Rapids; and Dan Easton from Advocate Digital Media in Victoria, Texas. They all succeeded initially. But everything unraveled after each made a critical decision. local advertising, smbs, local marketing, online advertising, media industry, marketing, advertising, local ad spending, local ad spend, digital marketing, advertisers, digital media false full 48 1ee2eae8-b353-4746-9c0c-14dcd0c2f68a Episode 47: Dealing in Distractions: Strangling Time Bandits, Staying Focused, & Finding Value in Clarity Mon, 10 May 2021 15:54:38 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 47: Dealing in Distractions: Strangling Time Bandits, Staying Focused, & Finding Value in Clarity Corey Elliott, Gordon Borrell 00:32:29 You'll want to silence your phone for this episode (unless, of course, you're listening on your smartphone). Corey and Gordon explore the phenomenon of distractions and what opportunities they hold for the advertising and marketing world. The podcast features an interview with award-winning journalist Maggie Jackson, author of "Distracted: Reclaiming Our Focus in a World of Lost Attention" You'll want to silence your phone for this episode (unless, of course, you're listening on your smartphone). Corey and Gordon explore the phenomenon of distractions and what opportunities they hold for the advertising and marketing world. The podcast features an interview with award-winning journalist Maggie Jackson, author of "Distracted: Reclaiming Our Focus in a World of Lost Attention" local advertising, smbs, local marketing, online advertising, media industry, marketing, advertising, local ad spending, online marketing, social media, digital marketing, digital media false full 47 57c3a12e-eb44-4860-9d3e-053016efe6d4 Episode 46: Hitting REORG on Digital: A Big Shift for the Nation's Largest Local TV Company Mon, 26 Apr 2021 18:25:21 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 46: Hitting REORG on Digital: A Big Shift for the Nation's Largest Local TV Company Corey Elliott, Gordon Borrell 00:25:47 Nexstar Media Group owns one of the nation's largest local digital operations, with 122 local websites, 316 mobile apps and more than $200 million in digital revenue last year. But it underwent a major reorganization in late 2020, shutting down its separate digital venture and jettisoning unprofitable products. So, where's the company headed in 2021? This episode features an interview with Karen Brophy, a former Hearst newspaper executive who was tapped recently as president of Nexstar's digital division. Nexstar Media Group owns one of the nation's largest local digital operations, with 122 local websites, 316 mobile apps and more than $200 million in digital revenue last year. But it underwent a major reorganization in late 2020, shutting down its separate digital venture and jettisoning unprofitable products. So, where's the company headed in 2021? This episode features an interview with Karen Brophy, a former Hearst newspaper executive who was tapped recently as president of Nexstar's digital division. local advertising, smbs, local marketing, online advertising, marketing, advertising, online marketing, local ad spend, social media, digital marketing, media companies, digital media false full 46 2050f79b-ab72-4397-b5d3-d77bc95df1c3 EPISODE 45: Are Digital Services Worth the Trouble? Mon, 12 Apr 2021 15:20:35 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast EPISODE 45: Are Digital Services Worth the Trouble? Corey Elliott, Gordon Borrell 00:28:08 Sure, everybody is buying SEM and SEO and needs help managing their Facebook pages. But local businesses are pretty much handling that on their own. So why try to get all up in their stuff and take it over? This episode examines the profitability of handling digital services for SMBs, and checks in with sales expert Adam Burnham from AffinityX, who hasn't always been in sync with the opinion of at least one co-host. Sure, everybody is buying SEM and SEO and needs help managing their Facebook pages. But local businesses are pretty much handling that on their own. So why try to get all up in their stuff and take it over? This episode examines the profitability of handling digital services for SMBs, and checks in with sales expert Adam Burnham from AffinityX, who hasn't always been in sync with the opinion of at least one co-host. local advertising, smbs, local marketing, online advertising, marketing, advertising, local ad spending, local media, online marketing, digital marketing, ad spend false full 45 1f0cc63e-c33f-4977-8cdc-4c80dbfd265b Episode 44: Yoga in Alabama, MLB on YouTube, Squishmallows, and, oh yeah, Record Retail Sales Mon, 29 Mar 2021 16:24:35 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 44: Yoga in Alabama, MLB on YouTube, Squishmallows, and, oh yeah, Record Retail Sales Corey Elliott, Gordon Borrell 00:18:33 While a lot of people were hand-wringing their way through 2020, the world changed in big and little ways. Corey and Gordon talk about one of the most unnoticed shifts -- what happened to one of the biggest drivers of advertising, U.S. Retail Sales. While a lot of people were hand-wringing their way through 2020, the world changed in big and little ways. Corey and Gordon talk about one of the most unnoticed shifts -- what happened to one of the biggest drivers of advertising, U.S. Retail Sales. local advertising, local marketing, online advertising, smb, marketing, advertising, local ad spending, local media, online marketing, social media, advertisers, digital media false full 44 4d2b75ed-8470-4390-a9fb-f074aaa987c2 Episode 43: Brace Yourself: 2021's Latest Local Ad Forecast Has Some Twists Mon, 15 Mar 2021 13:35:48 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 43: Brace Yourself: 2021's Latest Local Ad Forecast Has Some Twists Corey Elliott, Gordon Borrell 00:22:59 With the dust settled, a clearer picture of 2021 is emerging. Corey lays out his forecast for local advertising and notes a major shift in businesses from "retention" mode to acquiring new customers this year. Will that strengthen mass media like TV and newspapers? With the dust settled, a clearer picture of 2021 is emerging. Corey lays out his forecast for local advertising and notes a major shift in businesses from "retention" mode to acquiring new customers this year. Will that strengthen mass media like TV and newspapers? local advertising, smbs, local marketing, media, marketing, local ad spend, social media, digital marketing, advertisers, ad spend false full 43 db3f6919-1c3b-49bd-abf3-3b53646306bd Episode 42: Why Streaming Video Is So Hot for Local Businesses Mon, 1 Mar 2021 15:35:26 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 42: Why Streaming Video Is So Hot for Local Businesses Corey Elliott, Gordon Borrell 00:21:06 Fire up your favorite note-taking software before you listen to this episode. Corey & Gordon throw out a lot of statistics as they take the pulse of the 45% of businesses that are buying streaming-video advertising. They discover a smoking gun in one set of stats that points directly to one type of ad-buyer that seems most attracted to video marketing. Fire up your favorite note-taking software before you listen to this episode. Corey & Gordon throw out a lot of statistics as they take the pulse of the 45% of businesses that are buying streaming-video advertising. They discover a smoking gun in one set of stats that points directly to one type of ad-buyer that seems most attracted to video marketing. local advertising, smbs, local marketing, digital advertising, marketing, advertising, local ad spend, social media, local business, media companies, digital media false full 42 c11ca126-9c63-414d-8ec4-4851f9e45d98 EPISODE 41: Can 'Radio' Survive the Future? We Worry, But RAB's Erica Farber Sees Metamorphosis Mon, 15 Feb 2021 16:09:57 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast EPISODE 41: Can 'Radio' Survive the Future? We Worry, But RAB's Erica Farber Sees Metamorphosis Gordon Borrell, Corey Elliott 00:26:24 Radio officially turned 100 last year, but can it survive the next 10? Corey & Gordon explore radio's challenges but discover something remarkable: It's morphing and beginning to distance itself ever so slightly from the word "radio." The episode features an interview with Radio Advertising Bureau CEO and President Erica Farber, who offers a broader view (think "audio") of an industry that's actually growing. Radio officially turned 100 last year, but can it survive the next 10? Corey & Gordon explore radio's challenges but discover something remarkable: It's morphing and beginning to distance itself ever so slightly from the word "radio." The episode features an interview with Radio Advertising Bureau CEO and President Erica Farber, who offers a broader view (think "audio") of an industry that's actually growing. local advertising, smbs, local marketing, media industry, marketing, local media, local ad spend, social media, digital marketing false full 41 f18abdc9-4757-4a9f-af83-83a1544ae168 EPISODE 40: Prepping for the 2021 Advertising Springboard, and the Future of Events, According to Peter Newton Mon, 1 Feb 2021 19:36:15 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast EPISODE 40: Prepping for the 2021 Advertising Springboard, and the Future of Events, According to Peter Newton Gordon Borrell, Corey Elliott 00:23:45 Corey and Gordon explore a fascinating survey revealing exactly when local marketers expect a return to normalcy. It's an important inflection point that's likely to unleash tightly coiled ad budgets, the hosts believe. This episode also features an interview with Evvnt Chairman Peter Newton, who discusses how the events business may be forever transformed by the pandemic. Corey and Gordon explore a fascinating survey revealing exactly when local marketers expect a return to normalcy. It's an important inflection point that's likely to unleash tightly coiled ad budgets, the hosts believe. This episode also features an interview with Evvnt Chairman Peter Newton, who discusses how the events business may be forever transformed by the pandemic. smbs, local marketing, marketing, advertising, local ad spend, social media, media companies, digital media, ad spending false full 40 218d31c6-c5c9-4914-a400-a8546f52d59a Episode 39: Local Media's Big Pivot Mon, 18 Jan 2021 16:01:33 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 39: Local Media's Big Pivot Gordon Borrell, Corey Elliott 00:21:00 Faced with an advertising crisis, many local media companies pivoted in a new direction that may foretell their future. In this episode, Corey & Gordon take a look at how one trade association blazed a very different path for broadcast and print media in 2020 that has them working together and finding support from communities they serve. It features an interview with Nancy Lane, a former publisher and now CEO of the Local Media Association. Faced with an advertising crisis, many local media companies pivoted in a new direction that may foretell their future. In this episode, Corey & Gordon take a look at how one trade association blazed a very different path for broadcast and print media in 2020 that has them working together and finding support from communities they serve. It features an interview with Nancy Lane, a former publisher and now CEO of the Local Media Association. local marketing, smb, digital advertising, media, marketing, advertising, local media, local ad spend, social media, ad spending false full 39 5616f76f-71f7-4fbf-9a59-5641c0a560a3 Episode 38: Whither Local TV? Mon, 4 Jan 2021 19:17:10 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 38: Whither Local TV? Corey Elliott, Gordon Borrell 00:25:59 As more viewers turn to on-demand programming and advertisers shift dollars to targeted media, how much trouble are local broadcasters really in? Corey & Gordon discuss the headwinds and advantages local TV faces. The podcast features an interview with Emily Barr, 2020's Broadcaster of the Year and Graham Media's CEO, who offers her thoughts on what TV needs to do to survive. As more viewers turn to on-demand programming and advertisers shift dollars to targeted media, how much trouble are local broadcasters really in? Corey & Gordon discuss the headwinds and advantages local TV faces. The podcast features an interview with Emily Barr, 2020's Broadcaster of the Year and Graham Media's CEO, who offers her thoughts on what TV needs to do to survive. local advertising, smbs, local marketing, digital advertising, ott, media industry, marketing, advertising, local ad spend, social media, local business, media companies false full 38 64298c18-6432-40ae-9e82-bd2abc84e355 Episode 37: Good Riddance 2020! Reflections on Our Bizarre Year Mon, 21 Dec 2020 18:59:32 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 37: Good Riddance 2020! Reflections on Our Bizarre Year Gordon Borrell, Corey Elliott 00:24:00 In this last episode of the season, Corey & Gordon assemble a few colleagues around the hearth for a healthy look back at 2020. They recall how the year started with a standing-room-only Local Advertising Conference in Miami, then morphed quickly into panic, lockdowns, and a lot of pivoting. The episode even includes a holiday song that's, well, as chaotic and off-tune as the year. In this last episode of the season, Corey & Gordon assemble a few colleagues around the hearth for a healthy look back at 2020. They recall how the year started with a standing-room-only Local Advertising Conference in Miami, then morphed quickly into panic, lockdowns, and a lot of pivoting. The episode even includes a holiday song that's, well, as chaotic and off-tune as the year. local advertising, local marketing, smb, media industry, marketing, advertising, online marketing, local ad spend, social media, digital marketing false full 37 20e892f3-ca2a-4f18-81ef-f9d5bb484d87 Episode 36: What Would Bezos Do? Don Graham Reflects on Lessons from Selling The Washington Post Mon, 7 Dec 2020 21:10:03 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 36: What Would Bezos Do? Don Graham Reflects on Lessons from Selling The Washington Post Gordon Borrell, Corey Elliott 00:28:50 What's the fate of local newspapers? Do local TV stations face the same issues headed into the new year? Our penultimate podcast of 2020 features an interview with Donald Graham, chairman of Graham Holdings and former publisher of The Washington Post. Graham reflects on what led to the decision to sell the paper in 2013 after eight decades of family ownership, and what lessons today's print and broadcast media might learn from Bezos' handling of The Post. What's the fate of local newspapers? Do local TV stations face the same issues headed into the new year? Our penultimate podcast of 2020 features an interview with Donald Graham, chairman of Graham Holdings and former publisher of The Washington Post. Graham reflects on what led to the decision to sell the paper in 2013 after eight decades of family ownership, and what lessons today's print and broadcast media might learn from Bezos' handling of The Post. local advertising, smbs, the washington post, local marketing, media, local advertisers, local ad spend, news, social media, digital marketing false full 36 9a5fec51-97c2-42a8-9eb2-0b3b60b290bb Episode 35: Stunning News, Staggering Facts, and Bombshells from a New Poll of Local Ad Buyers Mon, 23 Nov 2020 18:42:06 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 35: Stunning News, Staggering Facts, and Bombshells from a New Poll of Local Ad Buyers Corey Elliott, Gordon Borrell 00:16:29 The nation's largest survey of local advertisers is in, and hosts Gordon & Corey are all agog over the key findings. Episode 35 also features what the hosts claim will be the soundtrack for the first quarter of 2021. Listen closely! The nation's largest survey of local advertisers is in, and hosts Gordon & Corey are all agog over the key findings. Episode 35 also features what the hosts claim will be the soundtrack for the first quarter of 2021. Listen closely! local advertising, media spend, local marketing, smb, media industry, marketing, advertising, online marketing, social media false full 35 66f6f6fa-a230-483f-87f9-91bf2f12e1e9 Episode 34: Jim Doyle Looks Back: Getting Thrown Out of His First Sales Call, Losing $1 million, and Lessons from Kodak Mon, 9 Nov 2020 19:22:19 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 34: Jim Doyle Looks Back: Getting Thrown Out of His First Sales Call, Losing $1 million, and Lessons from Kodak Gordon Borrell, Corey Elliott 00:23:28 After five decades in the media business and three as one of the industry's most popular sales trainers, Jim Doyle is easing into retirement. Consider this podcast a sort of "exit interview" with the guy who knows advertising sales inside and out. He discusses what's changed about the business since his first days as a sales rep, what hasn't changed, and the "magic wand" he'd like to wave to fix the media-sales process. After five decades in the media business and three as one of the industry's most popular sales trainers, Jim Doyle is easing into retirement. Consider this podcast a sort of "exit interview" with the guy who knows advertising sales inside and out. He discusses what's changed about the business since his first days as a sales rep, what hasn't changed, and the "magic wand" he'd like to wave to fix the media-sales process. local marketing, online advertising, media, marketing, advertising, local ad spend, social media, digital marketing, ad spending false full 34 5136f003-896f-496a-a243-d8bb84fd4943 Episode 33: Feeding the Monster: How Content Marketing Fuels Growing 'Owned' Media Demand Mon, 26 Oct 2020 21:23:39 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 33: Feeding the Monster: How Content Marketing Fuels Growing 'Owned' Media Demand Corey Elliott, Gordon Borrell 00:20:03 Gordon & Corey discuss new research pegging the burgeoning Content Marketing industry at a whopping $63 billion. As more businesses develop their own channels, they're finding a growing need to feed the "news" monster. Julia Campbell, GM of The Branded Content Project, join the hosts for a lively discussion on where it's all headed. Gordon & Corey discuss new research pegging the burgeoning Content Marketing industry at a whopping $63 billion. As more businesses develop their own channels, they're finding a growing need to feed the "news" monster. Julia Campbell, GM of The Branded Content Project, join the hosts for a lively discussion on where it's all headed. media spend, local marketing, online advertising, advertising, digital marketing, ad spending false full 33 497cb7b8-7313-466d-b401-7930fb8d060b Episode 32: Ad Agencies' COVID Remix: Big Love for OTT & Social Media Mon, 12 Oct 2020 19:07:22 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 32: Ad Agencies' COVID Remix: Big Love for OTT & Social Media Gordon Borrell, Corey Elliott 00:21:20 Corey dives into a recent survey of 225 local ad agencies and finds that their deepening love affair with OTT is being financed by their tried and true longtime lover -- broadcast TV. The podcast has Gordon & Corey poring through key findings, including how agencies feel the pandemic has changed the effectiveness of certain types of media. Corey dives into a recent survey of 225 local ad agencies and finds that their deepening love affair with OTT is being financed by their tried and true longtime lover -- broadcast TV. The podcast has Gordon & Corey poring through key findings, including how agencies feel the pandemic has changed the effectiveness of certain types of media. media spend, smbs, local marketing, online advertising, advertising, online marketing, digital marketing false full 32 b9754339-3d7c-40e3-90ba-0bb61890156e Episode 31: She's Baaaack... 'Smartypants' Weighs In On Media's Outrageous Claims Mon, 28 Sep 2020 15:14:35 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 31: She's Baaaack... 'Smartypants' Weighs In On Media's Outrageous Claims Gordon Borrell, Corey Elliott 00:25:08 Corey & Gordon bring back their most popular guest, a local ad buyer who isn't afraid to be blunt about what works and what doesn't. This no-holes-barred episode has the hosts listing some of the ....uh... more interesting audience claims made by different types of media, and has their guest reacting. Brace yourself before you hit play. "Smartypants" hasn't mellowed a bit since her 2019 appearance. Corey & Gordon bring back their most popular guest, a local ad buyer who isn't afraid to be blunt about what works and what doesn't. This no-holes-barred episode has the hosts listing some of the ....uh... more interesting audience claims made by different types of media, and has their guest reacting. Brace yourself before you hit play. "Smartypants" hasn't mellowed a bit since her 2019 appearance. local advertising, local marketing, online advertising, smb, media, local advertisers, marketing, advertising, digital marketing false full 31 f702f5ca-03cb-41cc-b854-de1a4e355a59 Episode 30: The Rise of Content Marketing, & Breathing New Life Into Obituaries Mon, 14 Sep 2020 17:16:41 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 30: The Rise of Content Marketing, & Breathing New Life Into Obituaries Gordon Borrell, Corey Elliott 00:23:33 Fresh off a project to size the U.S. Content Marketing business, Corey talks about how COVID-19 has buoyed the need for many businesses to tell their stories via "sponsored content" methods. This podcast also features an interview with Brian Gorman, founder of iPublish, which was recently acquired by Legacy.com. Gorman says the company is now processing 600,000 obituaries a year and is discovering new ways develop a business around these content-rich capsules of information. Fresh off a project to size the U.S. Content Marketing business, Corey talks about how COVID-19 has buoyed the need for many businesses to tell their stories via "sponsored content" methods. This podcast also features an interview with Brian Gorman, founder of iPublish, which was recently acquired by Legacy.com. Gorman says the company is now processing 600,000 obituaries a year and is discovering new ways develop a business around these content-rich capsules of information. local advertising, local marketing, smb, digital advertising, media, marketing, local ad spend, social media, digital marketing, local business false full 30 8d50d007-c18e-4acd-9a1f-be7deddf5afc Episode 29: Taylor Swift, Eminem, & SMBs: Vevo's Plan to Partner With Local Media Mon, 31 Aug 2020 18:08:28 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 29: Taylor Swift, Eminem, & SMBs: Vevo's Plan to Partner With Local Media Gordon Borrell, Corey Elliott 00:28:34 Vevo has slipped into the role once occupied by MTV, serving up 26 billion music-video views per month. Gordon & Corey discuss Vevo's plan to tap media sales forces to sell commercial spots. Will Gittchee Goomee Tattoo in Duluth buy an ad in Post Malone's Latest Video? This episode features an interview with Nick Simonetti, who heads up Local Ad Sales at Vevo. Vevo has slipped into the role once occupied by MTV, serving up 26 billion music-video views per month. Gordon & Corey discuss Vevo's plan to tap media sales forces to sell commercial spots. Will Gittchee Goomee Tattoo in Duluth buy an ad in Post Malone's Latest Video? This episode features an interview with Nick Simonetti, who heads up Local Ad Sales at Vevo. local advertising, local marketing, media, local advertisers, marketing, advertising, local ad spend, social media, digital marketing, local business false full 29 fe174665-93ba-472e-8788-959a4e9587a2 Episode 28: How Out-of-Home Is Morphing Into a Powerful 'Broadcast' Medium Mon, 17 Aug 2020 21:00:37 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 28: How Out-of-Home Is Morphing Into a Powerful 'Broadcast' Medium Gordon Borrell, Corey Elliott 00:23:57 Gordon & Corey turn a critical eye toward out-of-home advertising, the only "traditional" form of media that's been wholly unaffected by Google, Facebook, and other digital media. This episode features an interview with Anna Bager, the new CEO of the Out-of-Home Advertising Association of America. She sees OOH as a viable competitor for video advertising that has a very bright future in taxis, airports, elevators, gas pumps, and lobbies. Gordon & Corey turn a critical eye toward out-of-home advertising, the only "traditional" form of media that's been wholly unaffected by Google, Facebook, and other digital media. This episode features an interview with Anna Bager, the new CEO of the Out-of-Home Advertising Association of America. She sees OOH as a viable competitor for video advertising that has a very bright future in taxis, airports, elevators, gas pumps, and lobbies. local advertising, media spend, local marketing, online advertising, digital advertising, media, media industry, marketing, advertising, local ad spend, out of home, ooh, digital marketing false full 28 52aa59a5-217e-4b68-a697-95c8e3742c46 Episode 27: Why SMBs Ain't Buyin' Big-Brands' Facebook Boycott, and a Promising 'Local' Ecommerce Strategy in Pittsburgh Mon, 10 Aug 2020 16:59:54 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 27: Why SMBs Ain't Buyin' Big-Brands' Facebook Boycott, and a Promising 'Local' Ecommerce Strategy in Pittsburgh Corey Elliott, Gordon Borrell 00:23:51 Are SMBs' buying into the big-brand brouhaha over Facebook? Has COVID-19 altered their love affair with social media? Gordon & Corey pore over new research that draws out some raw responses from local marketers on the whole situation. This episode also features an interview with Joe Lawrence, CEO of a Pittsburgh-based tech company called MeSearch that's taking an innovative approach to ecommerce. Are SMBs' buying into the big-brand brouhaha over Facebook? Has COVID-19 altered their love affair with social media? Gordon & Corey pore over new research that draws out some raw responses from local marketers on the whole situation. This episode also features an interview with Joe Lawrence, CEO of a Pittsburgh-based tech company called MeSearch that's taking an innovative approach to ecommerce. local advertising, media spend, local marketing, online advertising, digital advertising, media, video, local advertisers, marketing, online marketing, content marketing, social media, digital marketing, local business false full 27 aeb35026-ac27-484c-b9c7-cb5ff7e6ddcc Episode 26: With Circulars at a Tipping Point, How Will Newspapers Support Local Journalism? Tue, 21 Jul 2020 17:09:29 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 26: With Circulars at a Tipping Point, How Will Newspapers Support Local Journalism? Gordon Borrell, Corey Elliott 00:26:57 Episode 26 features an interview with Dean Ridings, the president and CEO of the newspaper industry’s largest trade association, America’s Newspapers. With classified ad revenue all but vanished and print circulars at a “tipping point,” Ridings talks about how the industry will generate enough funds to sustain it’s biggest competitive advantage: well-staff newsrooms. Gordon & Corey offer their insights and take a swipe at those who think advertisers will abandon social media and “come back” to tried-and-true print and broadcast media. Episode 26 features an interview with Dean Ridings, the president and CEO of the newspaper industry’s largest trade association, America’s Newspapers. With classified ad revenue all but vanished and print circulars at a “tipping point,” Ridings talks about how the industry will generate enough funds to sustain it’s biggest competitive advantage: well-staff newsrooms. Gordon & Corey offer their insights and take a swipe at those who think advertisers will abandon social media and “come back” to tried-and-true print and broadcast media. local advertising, local marketing, media, marketing, advertising, online marketing, local ad spend, social media, digital marketing, ad spend false full 26 0518a9cd-c3a8-41ac-a30b-81ee0b174596 Episode 25: As Ad Market Recovers, OTT and Political Hold the Most Hope for 2020 Mon, 6 Jul 2020 19:24:11 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 25: As Ad Market Recovers, OTT and Political Hold the Most Hope for 2020 Corey Elliott, Gordon Borrell 00:23:35 Kicking off Season 3, Gordon & Corey place OTT and political advertising and OTT front and center. Borrell's latest Business Barometer is looking good, but prospects look best for OTT or streaming video sales. This episode features an interview with Mark Lieberman, president & CEO of Viamedia, the nation's largest independent seller of local TV advertising solutions, who discusses a "perfect storm" that's coming in August as political advertising comes raging back. Kicking off Season 3, Gordon & Corey place OTT and political advertising and OTT front and center. Borrell's latest Business Barometer is looking good, but prospects look best for OTT or streaming video sales. This episode features an interview with Mark Lieberman, president & CEO of Viamedia, the nation's largest independent seller of local TV advertising solutions, who discusses a "perfect storm" that's coming in August as political advertising comes raging back. local advertising, local marketing, online advertising, digital advertising, media industry, local advertisers, advertising, local ad spend, digital marketing false full 25 6a3dd64a-6ac9-46a8-9904-174850a84dd5 Episode 24: 51 Webinars, 12,000 Ad Buyers, 2 Big Ahas Tue, 23 Jun 2020 16:18:12 +0000 podcast@borrellassociates.com (Jim Brown, Gordon Borrell) https://borrellassociates.com/podcast Episode 24: 51 Webinars, 12,000 Ad Buyers, 2 Big Ahas Jim Brown, Gordon Borrell 00:21:30 While Corey has gone dark to generate new forecasts for 2020, Jim Brown steps in as guest co-host. Gordon & Jim discuss what they learned from interacting with thousands of local businesses during 51 "crisis marketing" webinars they conducted since late March. Jim also offers insights on a few markets where ad sales will rebound much slower, and what's driving the difference. While Corey has gone dark to generate new forecasts for 2020, Jim Brown steps in as guest co-host. Gordon & Jim discuss what they learned from interacting with thousands of local businesses during 51 "crisis marketing" webinars they conducted since late March. Jim also offers insights on a few markets where ad sales will rebound much slower, and what's driving the difference. local advertising, local marketing, online advertising, media industry, local advertisers, marketing, advertising, online marketing, content marketing, local ad spend, digital marketing, local business false full 24 233a6b53-26f0-4698-8002-d7e65c005d67 EPISODE 23: Corey's Crystal Ball on 2020 Advertising, & Why SMBs Are Rushing to 'Shopify' Themselves Mon, 8 Jun 2020 18:56:06 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast EPISODE 23: Corey's Crystal Ball on 2020 Advertising, & Why SMBs Are Rushing to 'Shopify' Themselves Corey Elliott, Gordon Borrell 00:20:49 Corey takes a break from numbers crunching to talk about where he thinks local advertising will wind up in 2020. (Spoiler alert!) Newspapers and radio are in for the biggest shock, and some markets will fare far better than others. This episode features an interview with Shopify's Ian Black, who describes a big uptick in smaller, local businesses rushing to the company's ecommerce solution during the COVID-19 crisis. Corey takes a break from numbers crunching to talk about where he thinks local advertising will wind up in 2020. (Spoiler alert!) Newspapers and radio are in for the biggest shock, and some markets will fare far better than others. This episode features an interview with Shopify's Ian Black, who describes a big uptick in smaller, local businesses rushing to the company's ecommerce solution during the COVID-19 crisis. local advertising, local marketing, smb, marketing, advertising, online marketing, local ad spend, social media, digital marketing false full 23 0ff87c27-e165-4999-9d8e-a3f8e8522910 Episode 22: Media's 'Survival of the Fittest' Scenario Comes True -- And Why TV Is Immune Tue, 26 May 2020 16:00:58 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 22: Media's 'Survival of the Fittest' Scenario Comes True -- And Why TV Is Immune Gordon Borrell, Corey Elliott 00:24:11 Media's 'Survival of the Fittest' Scenario Comes True -- And Why TV Is Immune Even before the pandemic, local media companies were going dark at a rate of 6 per week. Gordon & Corey discuss how things have accelerated as scores of print and broadcast companies have gone belly-up in the past two months. The only one in a comfortable position is broadcast TV. The podcast features an interview with TEGNA President & CEO Dave Lougee, who describes how TV's transformation since the last big economic downturn a decade ago has put the industry in an insulated and enviable position. Media's 'Survival of the Fittest' Scenario Comes True -- And Why TV Is Immune Even before the pandemic, local media companies were going dark at a rate of 6 per week. Gordon & Corey discuss how things have accelerated as scores of print and broadcast companies have gone belly-up in the past two months. The only one in a comfortable position is broadcast TV. The podcast features an interview with TEGNA President & CEO Dave Lougee, who describes how TV's transformation since the last big economic downturn a decade ago has put the industry in an insulated and enviable position. local advertising, media spend, local marketing, online advertising, digital advertising, media industry, advertising, online marketing, content marketing, local ad spend, social media false full 22 cfb17a9f-06e1-4b46-ab00-6e30d54dfb41 Sappy Messaging and Warning Signs: COVID-19's Effect on Marketing Mon, 11 May 2020 18:33:56 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Sappy Messaging and Warning Signs: COVID-19's Effect on Marketing Corey Elliott, Gordon Borrell 00:23:22 (Cue the maudlin piano music) In these unprecedented times, Gordon & Corey are here for you. That's why they've teamed up with Fruity Pebbles.... Episode 21 takes a look at how marketers are struggling to remain in sync with consumers who seem to be suffering media overload. The podcast also identifies marketing decisions that equate to warning signs that a business might not make it through the crisis. (Cue the maudlin piano music) In these unprecedented times, Gordon & Corey are here for you. That's why they've teamed up with Fruity Pebbles.... Episode 21 takes a look at how marketers are struggling to remain in sync with consumers who seem to be suffering media overload. The podcast also identifies marketing decisions that equate to warning signs that a business might not make it through the crisis. local advertising, local marketing, online advertising, digital advertising, media, online marketing, local ad spend, social media, local business false full 21 745991a3-53c1-4bab-b76d-57f62b3151f4 Episode 20: A Grand Reopening or Bland Reopening for Local Businesses? Mon, 27 Apr 2020 14:31:01 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 20: A Grand Reopening or Bland Reopening for Local Businesses? Corey Elliott, Gordon Borrell 00:17:46 Fresh off a late-April survey of local businesses, Gordon & Corey debate what's in store as they plan to hit re-start on advertising budgets. With a 10-point shift in the percentage of local businesses planning to resume or increase ad spending since late March, is a Grand Reopening imminent? Fresh off a late-April survey of local businesses, Gordon & Corey debate what's in store as they plan to hit re-start on advertising budgets. With a 10-point shift in the percentage of local businesses planning to resume or increase ad spending since late March, is a Grand Reopening imminent? local advertising, local marketing, online advertising, digital advertising, media, social media, local business, ad spending, adverting false full 20 5fe50b9c-701a-4ac8-8e5b-ac1702750975 EPISODE 19: There's No Hand-Wringing Among the Masters of Local Marketing Mon, 13 Apr 2020 13:47:17 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast EPISODE 19: There's No Hand-Wringing Among the Masters of Local Marketing Corey Elliott, Gordon Borrell 00:22:39 Gordon & Corey take a look at a recent survey of local marketing activity amid the COVID-19 crisis and find that small group of businesses have gotten very busy indeed. Master marketers and a few media companies have skipped the hand-wringing altogether. This episode looks at how skilled local marketers are viewing the crisis, and how one broadcaster has sprung into action and created a dynamic library of more than 600 examples of crisis marketing messages for ad-sales reps. The show features an interview with the Vice President of Digital Media Sales for Nexstar Media Group, Bill Caudill, who talks about how the company's 1,000+ reps have pivoted. Gordon & Corey take a look at a recent survey of local marketing activity amid the COVID-19 crisis and find that small group of businesses have gotten very busy indeed. Master marketers and a few media companies have skipped the hand-wringing altogether. This episode looks at how skilled local marketers are viewing the crisis, and how one broadcaster has sprung into action and created a dynamic library of more than 600 examples of crisis marketing messages for ad-sales reps. The show features an interview with the Vice President of Digital Media Sales for Nexstar Media Group, Bill Caudill, who talks about how the company's 1,000+ reps have pivoted. local advertising, media spend, local marketing, online advertising, digital advertising, media industry, local advertisers, marketing, advertising, online marketing, social media, ad spend, local business false full 19 970cbdc4-ed03-4374-bf1b-171292a6d70c EPISODE 18: CRISIS MARKETING: WHY 'IDEAS' ARE THE NEW CURRENCY Mon, 30 Mar 2020 16:26:46 +0000 podcast@borrellassociates.com (Gordon Borrell, Jim Brown, Matt Coen, Corey Elliott) https://borrellassociates.com/podcast EPISODE 18: CRISIS MARKETING: WHY 'IDEAS' ARE THE NEW CURRENCY Gordon Borrell, Jim Brown, Matt Coen, Corey Elliott 00:25:33 Amid our pandemic paralysis, local marketers are self-isolating into one of two categories: Those who see an opportunity to shine, and those who don't. Marketing ideas are in high demand for both. If you want to open their doors, you'd better come with three ideas in your back pocket (and maybe a gift-wrapped can of Lysol.) Gordon & Corey are joined by Borrell Associates President Jim Brown in this fast-paced "give us your best ideas" episode. The show features a phone call with Matt Coen, co-founder of the quintessential cool-promotions company, Second Street Media. Amid our pandemic paralysis, local marketers are self-isolating into one of two categories: Those who see an opportunity to shine, and those who don't. Marketing ideas are in high demand for both. If you want to open their doors, you'd better come with three ideas in your back pocket (and maybe a gift-wrapped can of Lysol.) Gordon & Corey are joined by Borrell Associates President Jim Brown in this fast-paced "give us your best ideas" episode. The show features a phone call with Matt Coen, co-founder of the quintessential cool-promotions company, Second Street Media. media industry, ad spendng, digital marketing, local business false full 18 16055c0d-1547-4e86-a8d3-f22745ac0be0 Episode 17: Biggest WOWs from #BorrellMiami2020 Conference Mon, 16 Mar 2020 17:34:05 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 17: Biggest WOWs from #BorrellMiami2020 Conference Gordon Borrell, Corey Elliott 00:18:55 Youth marketing, hulu's local sales effort, mushrooming OTT, branded content, an explosion in podcasting -- the biggest takeaways from Borrell's big event in 20 minutes. Gordon & Corey offer their observations about some of the presentations by the CEOs of Comscore and Thryv, from youth marketing expert Matt Britton, and from several other executives who took the stage over the two-day event in early March. Youth marketing, hulu's local sales effort, mushrooming OTT, branded content, an explosion in podcasting -- the biggest takeaways from Borrell's big event in 20 minutes. Gordon & Corey offer their observations about some of the presentations by the CEOs of Comscore and Thryv, from youth marketing expert Matt Britton, and from several other executives who took the stage over the two-day event in early March. local advertising, local marketing, online advertising, media, marketing, online marketing, social media false full 17 22e04a13-eacb-40e4-9f30-2637ce150338 Episode 16 - OTT & Targeted TV: A Massive 'Green Field' of Opportunity Mon, 2 Mar 2020 14:35:03 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 16 - OTT & Targeted TV: A Massive 'Green Field' of Opportunity Corey Elliott, Gordon Borrell 00:21:40 Gordon & Corey discuss programmatic buying at the local level, identifying the hottest growth areas: OTT, targeted TV spots, geofencing, and Simpli.fi's big push into "addressable" programmatic, which can deliver ads down to the household level. The podcast features an interview with Frost Prioleau, CEO of Simpli.fi, which managed campaigns for 40,000 advertisers last year and saw high growth and dramatic results for its OTT and addressable programs. Gordon & Corey discuss programmatic buying at the local level, identifying the hottest growth areas: OTT, targeted TV spots, geofencing, and Simpli.fi's big push into "addressable" programmatic, which can deliver ads down to the household level. The podcast features an interview with Frost Prioleau, CEO of Simpli.fi, which managed campaigns for 40,000 advertisers last year and saw high growth and dramatic results for its OTT and addressable programs. local advertising, local marketing, online advertising, smb, digital advertising, ott, media industry, advertising, online marketing, content marketing, social media, digital marketing, local business false full 16 d809b291-e233-4764-b455-3fe5dcc6b1cb EPISODE 15 - Amazon's Inevitable Entry into Local Marketing Mon, 17 Feb 2020 15:26:47 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast EPISODE 15 - Amazon's Inevitable Entry into Local Marketing Corey Elliott, Gordon Borrell 00:22:18 Is Amazon the next boogeyman? Gordon & Corey lay out the hard evidence -- including a recent survey showing how local businesses may actually be excited about the opportunity to get their message in front of Amazon buyers. This episode features an interview with ecommerce expert and former Amazon manager Will Margaritis, who offers his take on how Amazon is preparing to attack the local space. Is Amazon the next boogeyman? Gordon & Corey lay out the hard evidence -- including a recent survey showing how local businesses may actually be excited about the opportunity to get their message in front of Amazon buyers. This episode features an interview with ecommerce expert and former Amazon manager Will Margaritis, who offers his take on how Amazon is preparing to attack the local space. local advertising, media spend, local marketing, digital advertising, media, media industry, advertising, social media, digital marketing, local business false full 15 005a5e11-7883-4226-9515-3140d68e18bc Episode 14: Brace Yourself -- 'The Golden Age of Video' Is Arriving, Says New Comscore CEO Mon, 3 Feb 2020 21:30:31 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 14: Brace Yourself -- 'The Golden Age of Video' Is Arriving, Says New Comscore CEO Corey Elliott, Gordon Borrell 00:20:53 In this episode, Gordon and Corey bat around a few fun facts about video viewing before an intriguing interview with Comscore's new CEO, Bill Livek. With a 50% increase in those who say they're watching on 5 (yes, FIVE) different screens, we're seeing a renaissance in what was once known as "TV" viewing. In this episode, Gordon and Corey bat around a few fun facts about video viewing before an intriguing interview with Comscore's new CEO, Bill Livek. With a 50% increase in those who say they're watching on 5 (yes, FIVE) different screens, we're seeing a renaissance in what was once known as "TV" viewing. local advertising, podcast, tv, radio, digital advertising, ott, media, media industry, marketing, advertising, online marketing, social media, digital marketing, local business, ad spending false full 14 35b0b012-b136-4ff3-85fb-12688b2d3157 Episode 13: Tough Lessons on Transformation from a Guy in the Hotseat - Thryv CEO Joe Walsh Mon, 20 Jan 2020 14:00:02 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 13: Tough Lessons on Transformation from a Guy in the Hotseat - Thryv CEO Joe Walsh Gordon Borrell, Corey Elliott 00:22:49 This episode features hosts Gordon & Corey taking on the issue of media transformation and how most companies seem to be suffering an identity crisis. It features an interview with Joe Walsh, whose task five years ago was to transform a multibillion-dollar yellow pages company into, well, something else. The interview features a few surprises -- like the fact that Thryv is no longer in the "digital services" business, and how a story by comedian Sam Kinison provided a wake-up call to Thryv's sales team. This episode features hosts Gordon & Corey taking on the issue of media transformation and how most companies seem to be suffering an identity crisis. It features an interview with Joe Walsh, whose task five years ago was to transform a multibillion-dollar yellow pages company into, well, something else. The interview features a few surprises -- like the fact that Thryv is no longer in the "digital services" business, and how a story by comedian Sam Kinison provided a wake-up call to Thryv's sales team. local advertising, media spend, local marketing, online advertising, digital advertising, media, marketing, advertising, social media, digital marketing, local business, advertising news false full 13 eddd9710-4216-46fc-92a2-2172aa7044d8 Episode 12: Those Whippersnapper Millennials Are Making Content the New Advertising Mon, 6 Jan 2020 19:25:56 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 12: Those Whippersnapper Millennials Are Making Content the New Advertising Gordon Borrell, Corey Elliott 00:21:58 Gordon & Corey suddenly realize that the "younger generation" have become an economic force and are influencing new forms of marketing. In fact millennials are now approaching 40 and have hung up the baggy pants and sideways-turned ballcaps, spending their money on homes, cars, and vacations to Cancun. This show features an interview with youth marketing guru Matt Britton, founder of Suzy, a consumer intelligence platform, who's advised dozens of major brands trying to reach these dynamic and sometimes demanding new consumers. Gordon & Corey suddenly realize that the "younger generation" have become an economic force and are influencing new forms of marketing. In fact millennials are now approaching 40 and have hung up the baggy pants and sideways-turned ballcaps, spending their money on homes, cars, and vacations to Cancun. This show features an interview with youth marketing guru Matt Britton, founder of Suzy, a consumer intelligence platform, who's advised dozens of major brands trying to reach these dynamic and sometimes demanding new consumers. local advertising, media spend, local marketing, online advertising, digital advertising, media, local advertisers, marketing, advertising, content marketing, ad spendng, digital marketing, local business, advertising news false full 12 78d10cfa-0afe-4ca9-b849-a6ba7e214540 EPISODE 11: 'The Most Quoted Man In Advertising' Tips His Hand on Media's Future Mon, 9 Dec 2019 17:32:01 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast EPISODE 11: 'The Most Quoted Man In Advertising' Tips His Hand on Media's Future Corey Elliott, Gordon Borrell 00:21:13 In the final episode of 2020, Gordon & Corey interview GroupM's Brian Wieser, president of business intelligence at GroupM. Known as "the most quoted man in advertising," Wieser recently issued his annual forecast, and it's .... interesting, to say the least. You may be shocked at how he now sees the role of media in the whole marketing equation. The wide-ranging interview, and Gordon & Corey's analysis, covers political advertising, outdoor's resilience, TV's troubles, radio's flatness, and the the eight companies that are driving digital spending. In the final episode of 2020, Gordon & Corey interview GroupM's Brian Wieser, president of business intelligence at GroupM. Known as "the most quoted man in advertising," Wieser recently issued his annual forecast, and it's .... interesting, to say the least. You may be shocked at how he now sees the role of media in the whole marketing equation. The wide-ranging interview, and Gordon & Corey's analysis, covers political advertising, outdoor's resilience, TV's troubles, radio's flatness, and the the eight companies that are driving digital spending. local advertising, media spend, local marketing, online advertising, digital advertising, media, media industry, marketing, advertising, online marketing, ad spendng, local business, marketing trends, advertising news false full 11 86f31926-d718-483e-93a3-d1b28c862b32 EPISODE 10: Giving Thanks for Goofy Things the Media Industry Does (Makes Great Podcast Fodder) Mon, 25 Nov 2019 17:54:04 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast EPISODE 10: Giving Thanks for Goofy Things the Media Industry Does (Makes Great Podcast Fodder) Corey Elliott, Gordon Borrell 00:18:23 Gordon & Corey tackle "stupid things that make life entertaining." Like crazy uncles at the Thanksgiving table, they blurt opinions on the notion that P&G is "coming back" to traditional media, broadcast TV's plan to pursue SMBs, and NBC's idea to put QR codes on TV screens. There's no guest interview in this episode -- just pure, unadulterated Gordon and Corey. Gordon & Corey tackle "stupid things that make life entertaining." Like crazy uncles at the Thanksgiving table, they blurt opinions on the notion that P&G is "coming back" to traditional media, broadcast TV's plan to pursue SMBs, and NBC's idea to put QR codes on TV screens. There's no guest interview in this episode -- just pure, unadulterated Gordon and Corey. local advertising, media spend, local marketing, online advertising, digital advertising, media, media industry, marketing, advertising, online marketing, marketing trends, advertising news, ad spending false full 10 bbe02528-8b87-463d-8735-c0ec8ab96959 Episode 9: Fat Thanksgiving Newspapers, the Amazon Boogeyman, and Why You Should Be Thinking About Weed Mon, 11 Nov 2019 16:05:01 +0000 podcast@borrellassociates.com (Gordon Borrell) https://borrellassociates.com/podcast Episode 9: Fat Thanksgiving Newspapers, the Amazon Boogeyman, and Why You Should Be Thinking About Weed Gordon Borrell 00:22:18 With shopping season upon us, Gordon and Corey discuss the media industry's obsession with protecting its news franchise while letting another franchise -- advertising information -- slip away. Is Facebook's friendly approach to local news actually bad for the industry? Is Amazon the boogeyman poised to steal everything away? The show also features an interview with cannabis marketing expert Greg Heiman from SiteImpact and a discussion of how marketing for CBD products and cannabis has mushroomed to a $2 billion segment. (Sponsor note: the phone number mentioned in this week's commercial spot is 561-685-8991.) With shopping season upon us, Gordon and Corey discuss the media industry's obsession with protecting its news franchise while letting another franchise -- advertising information -- slip away. Is Facebook's friendly approach to local news actually bad for the industry? Is Amazon the boogeyman poised to steal everything away? The show also features an interview with cannabis marketing expert Greg Heiman from SiteImpact and a discussion of how marketing for CBD products and cannabis has mushroomed to a $2 billion segment. (Sponsor note: the phone number mentioned in this week's commercial spot is 561-685-8991.) local advertising, weed, local marketing, online advertising, digital advertising, media, marketing, advertising, cannibis, cbd, local business, marketing trends false full 9 5b91a1d2-99e9-43ea-8226-45f759b8e5cb Episode 8: TV Takes On Digital: 'Our Impressions Are Better Than Yours' Mon, 28 Oct 2019 13:22:23 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast Episode 8: TV Takes On Digital: 'Our Impressions Are Better Than Yours' Gordon Borrell, Corey Elliott 00:19:24 TV budgets have become "the elephant to target," which has spurred the broadcast TV industry to take the gloves off. Hosts Corey & Gordon discuss why TV is so pressured, then talk to Steve Lanzano, president of the Television Bureau of Advertising. (Sponsor note: the phone number mentioned in this week's commercial spot is 561-685-8991.) TV budgets have become "the elephant to target," which has spurred the broadcast TV industry to take the gloves off. Hosts Corey & Gordon discuss why TV is so pressured, then talk to Steve Lanzano, president of the Television Bureau of Advertising. (Sponsor note: the phone number mentioned in this week's commercial spot is 561-685-8991.) local advertising, tv, local marketing, online advertising, digital advertising, media, local advertisers, marketing, advertising, local business, marketing trends false full 8 4c227cc4-3a56-44a5-8792-9b46376c2ac7 EPISODE 7: Disruption Expert Clark Gilbert Gets Frank About The Fate of Print & Broadcast Media Mon, 14 Oct 2019 15:53:58 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/podcast EPISODE 7: Disruption Expert Clark Gilbert Gets Frank About The Fate of Print & Broadcast Media Gordon Borrell, Corey Elliott 00:19:35 It's been 5 years since Clark Gilbert was CEO of Deseret Media's print, broadcast & digital operations, and he has new perspective on what the future holds for local media companies. Hosts Gordon & Corey discuss how challenging digital transition can be, and pose a key question for Clark Gilbert: If you were suddenly the CEO of a big radio company, what would you do? It's been 5 years since Clark Gilbert was CEO of Deseret Media's print, broadcast & digital operations, and he has new perspective on what the future holds for local media companies. Hosts Gordon & Corey discuss how challenging digital transition can be, and pose a key question for Clark Gilbert: If you were suddenly the CEO of a big radio company, what would you do? local marketing, online advertising, digital advertising, media, local advertisers, marketing, advertising, local business, ad spending false full 7 ea03bf7e-7b35-4157-bc2b-abbd55666662 Episode 6: Is the Future of Local Broadcast TV Troubling or Exciting? Plus, What CEO Perry Sook Says Nexstar Will Look Like in 2025 Mon, 30 Sep 2019 20:06:03 +0000 podcast@borrellassociates.com (Jim Brown, Gordon Borrell) https://borrellassociates.com/podcast Episode 6: Is the Future of Local Broadcast TV Troubling or Exciting? Plus, What CEO Perry Sook Says Nexstar Will Look Like in 2025 Jim Brown, Gordon Borrell 00:21:08 This episode includes stand-in guest host Jim Brown, president of Borrell Associates, and Gordon's interview with Nexstar CEO Perry Sook, conducted days after the FCC approval of the Tribune acquisition. Our Episode 6 zooms in on broadcast TV, which commands the biggest ad budgets but a relatively small market penetration of ad buyers. The featured 10-minute interview explores Sook's view on whether OTT subscription revenue might replace retrans fees (now more than half of Nexstar's revenue), what "sapling" segment of the company he sees developing into an oak tree, and what Nexstar looks like five years from now. This episode includes stand-in guest host Jim Brown, president of Borrell Associates, and Gordon's interview with Nexstar CEO Perry Sook, conducted days after the FCC approval of the Tribune acquisition. Our Episode 6 zooms in on broadcast TV, which commands the biggest ad budgets but a relatively small market penetration of ad buyers. The featured 10-minute interview explores Sook's view on whether OTT subscription revenue might replace retrans fees (now more than half of Nexstar's revenue), what "sapling" segment of the company he sees developing into an oak tree, and what Nexstar looks like five years from now. local advertising, local marketing, online advertising, digital advertising, media, marketing, local business false full 6 af2c343c-ab38-452c-92c2-3b34827a725e Episode 5: Why the Oldest Ad Medium On Earth Continues to Grow Mon, 16 Sep 2019 14:37:57 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 5: Why the Oldest Ad Medium On Earth Continues to Grow Corey Elliott, Gordon Borrell 00:20:40 Before tackling the main topic, Gordon and Corey kick off this episode by distilling the results of their annual survey of 2,000+ local ad buyers down to three not-so-little things. Then they hone in on the only traditional advertising medium that continues to grow despite (or perhaps because of) the proliferation of digital media. The show features an interview with Kym Frank, an innovator in cross-media measurement and president of Geopath. Before tackling the main topic, Gordon and Corey kick off this episode by distilling the results of their annual survey of 2,000+ local ad buyers down to three not-so-little things. Then they hone in on the only traditional advertising medium that continues to grow despite (or perhaps because of) the proliferation of digital media. The show features an interview with Kym Frank, an innovator in cross-media measurement and president of Geopath. local advertising, local marketing, online advertising, digital advertising, media, local advertisers, marketing, business, ad spending false full 5 e43d0e45-4cf3-4a19-814c-1dace4c758c1 Episode 4: A Smarty Pants Ad-Buyer Weighs In On What Doesn't Work Anymore Tue, 3 Sep 2019 13:50:43 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 4: A Smarty Pants Ad-Buyer Weighs In On What Doesn't Work Anymore Corey Elliott, Gordon Borrell 00:23:57 Gordon & Corey rate 10 things in the news on whether they'll affect advertisers or whether they're just hyped-up headlines. This episode also features an interview with a local ad-buyer who really knows her marketing stuff. She offers her assessment of which media she'd buy today, and which she'd avoid like the plague. (Caution: very few make the "buy" list.) Gordon & Corey rate 10 things in the news on whether they'll affect advertisers or whether they're just hyped-up headlines. This episode also features an interview with a local ad-buyer who really knows her marketing stuff. She offers her assessment of which media she'd buy today, and which she'd avoid like the plague. (Caution: very few make the "buy" list.) local advertising, local marketing, online advertising, digital advertising, marketing, advertising, business, local business, marketing trends false full 4 72aef665-506e-4bd1-95da-b8be452e9649 Episode 3: Radio's "On Fire" Digital Sales, Why "Addressable Digital Advertising" is Declining Mon, 19 Aug 2019 19:26:48 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/podcast Episode 3: Radio's "On Fire" Digital Sales, Why "Addressable Digital Advertising" is Declining Corey Elliott, Gordon Borrell 00:19:36 Episode 3: Radio's "On Fire" Digital Sales, Why "Addressable Digital Advertising" is Declining, and an Interview with Jesse McCambridge, Cox Media Group's Senior Director of Digital Sales. In this episode, the hosts offer their theories on why radio has suddenly awakened to the Internet. They also discuss a sudden downward adjustment on how much digital advertising local media companies are selling. The spotlight interview is with the head of digital sales for Cox Media Group, a company that consistently ranks as a top shareholder of digital revenue in its TV, radio, and newspaper markets. Episode 3: Radio's "On Fire" Digital Sales, Why "Addressable Digital Advertising" is Declining, and an Interview with Jesse McCambridge, Cox Media Group's Senior Director of Digital Sales. In this episode, the hosts offer their theories on why radio has suddenly awakened to the Internet. They also discuss a sudden downward adjustment on how much digital advertising local media companies are selling. The spotlight interview is with the head of digital sales for Cox Media Group, a company that consistently ranks as a top shareholder of digital revenue in its TV, radio, and newspaper markets. local advertising, local marketing, online advertising, digital advertising, media, advertising, business, local business false full 3 06add50b-9e48-4bb5-93fb-5cae3490f313 Episode 2: The State of Email Marketing Mon, 5 Aug 2019 15:56:53 +0000 podcast@borrellassociates.com (Corey Elliott, Gordon Borrell) https://borrellassociates.com/promo/new2018/podcast/ Episode 2: The State of Email Marketing Corey Elliott, Gordon Borrell 00:19:49 Episode 2: Where 80% of Social Media 'Likes' Come From, Newspaper Megamerger, & Why Email is So Powerful In this episode, the hosts discuss a rumored newspaper megamerger, emergence of social media as the most-popular advertising medium of all, and why the vast majority of advertisers handle their own email -- and fumble doing so. The podcast features an interview with Site Impact's Brandon Rosen, who offers his observations on why email is so powerful, yet so underutilized. As usual, it's chock full of great research tidbits and a lively give-and-take between Corey and Gordon. Episode 2: Where 80% of Social Media 'Likes' Come From, Newspaper Megamerger, & Why Email is So Powerful In this episode, the hosts discuss a rumored newspaper megamerger, emergence of social media as the most-popular advertising medium of all, and why the vast majority of advertisers handle their own email -- and fumble doing so. The podcast features an interview with Site Impact's Brandon Rosen, who offers his observations on why email is so powerful, yet so underutilized. As usual, it's chock full of great research tidbits and a lively give-and-take between Corey and Gordon. local advertising, email, online advertising, local advertisers, email marketing false full 2 5fb780a8-8e1b-4dd5-a015-7801aedace53 Episode 1: The Fate of Newspapers, the Future of Podcasting, & Other Marketing Grist Tue, 16 Jul 2019 15:58:00 +0000 podcast@borrellassociates.com (Gordon Borrell, Corey Elliott) https://borrellassociates.com/promo/new2018/podcast/ Episode 1: The Fate of Newspapers, the Future of Podcasting, & Other Marketing Grist Gordon Borrell, Corey Elliott 00:21:30 In Episode 1, Gordon & Corey get frank about the fate of newspapers, point out some vagaries in how advertising is tracked, and take a critical look at whether podcasting is just another hyped digital toy. The podcast discussion features an interview with longtime radio-executive-turned-podcast-guru Steve Goldstein of Amplifi Media. In Episode 1, Gordon & Corey get frank about the fate of newspapers, point out some vagaries in how advertising is tracked, and take a critical look at whether podcasting is just another hyped digital toy. The podcast discussion features an interview with longtime radio-executive-turned-podcast-guru Steve Goldstein of Amplifi Media. local marketing, online advertising, digital advertising, media, local advertisers, advertising, local business, marketing trends false full 1