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Podcast@borrellassociates.com (Gordon Borrell)

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The Local Marketing Trends Podcast
The Local Marketing Trends PodcastMatt Britton Discusses How 'Generation AI' Will Change the MediaThinking 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/ 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.
2025-07-1426 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastLocal Advertising is Sold, Not Bought . . . But Not for LongSMBs 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. 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...
2025-06-1624 minThe Local Marketing Trends Podcast
The Local Marketing Trends Podcast2 Big Rocks Headed for the Local Advertising PondTwo 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. 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 j...
2025-05-2320 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastFinally, Local Podcasting Might Be Catching OnWhile 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. 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.
2024-08-2628 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastLocal Media's Near-Term Fate: Hobby Shop or Rising PhoenixGordon & 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. 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.c...
2024-07-1532 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastCould Radio Be Overthrowing Newspapers & TV as the King of 'Local'?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. 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 b...
2024-01-2229 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastPicking on Prognosticators: 2024 Predictions Worth Dissin'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. 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/p...
2024-01-0822 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastWe Come Bearing Gifts: Another Windfall for Local Media on the HorizonEpisode 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. 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? S...
2023-12-2618 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastAs Ad Buyers Warm up to SaaS Marketing Tools, Will They Ditch the Sales Rep?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. 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.
2023-11-1327 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastWondering About the Profitability of Digital SalesTraditional 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. 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 ...
2023-10-3017 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastWhy 2024 is Likely to Be a Windfall Year for OTT SalesCorey & 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. 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.
2023-10-0226 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastIs Traditional Media Really Poised for a 'Comeback' in 2024?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. 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 c...
2023-09-1826 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastUh-Oh. The Deer Have the GunsLocal 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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always...
2023-09-0421 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastFinal Analysis on A.I.: A Little Hype, a Lot to Learn, a Chance to LeadWith 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.) Stay in the loop with all things Borrell when you join our Research Alert Lists. As always...
2023-08-2125 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastCould A.I. Be 'More Profound Than Fire'? A.I.'s Master of Marketing Weighs InIs 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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening...
2023-08-0725 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastLooking Back on 99 Episodes, Looking Forward to Clones Taking OverA 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.) 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 a...
2023-07-2421 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastScripps CEO Squelches Distractions, Looks for Ad Rebound, Focuses on a 'North Star'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. 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!  W...
2023-07-1022 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastRobots at Fast-Food Restaurants, at Airport Gates . . . And Now Writing Ad CopyIn 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. 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.
2023-06-1923 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 97: Getting Smart Fast: What A.I. Means for Media & AdvertisingIf 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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening...
2023-06-0528 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 96: Why 'All the Right Moves' Didn't Guarantee Knight Ridder's Digital SuccessTwenty 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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you...
2023-05-0823 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 95: The Biggest Content Opportunity of AllWhile 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. 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 c...
2023-04-2424 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 94: 'Antenna Man' Plays David to Goliaths of BroadcastingAn 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. 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 ...
2023-04-1027 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 93: Saga Suddenly Gets Serious About DigitalDigital 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. 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 c...
2023-03-2724 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 91: Time to Rethink Re-Selling Commoditized SEM, Banners, & OTT?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. 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.
2023-02-2725 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 90: Publishers Could Find a Fortune in Losing CookiesLocal 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. 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.
2023-02-1319 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 88: We Didn't Attend CES-a-palooza, But We Found Two Smart Guys Who DidCorey 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? 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!  W...
2023-01-1727 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 85: The Gears That Will Drive Local Advertisers to Buy in 2023The 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. 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 a...
2022-11-2224 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 84: How Local Advertising Will Change in 2023, and a New Opportunity in OTTThis 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. Stay in the loop with all things Borrell when you join our Research ...
2022-11-0727 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 83: Local Media Made 'Every Mistake' Over 2 Decades, But Here's a Chance to Gain it All BackCould 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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like...
2022-10-2427 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 82: Defying Gravity, Local Business Publishers Enjoy One Rich NicheLocal 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. 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 y...
2022-10-1026 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 79: iHeart Bob Pittman Offers His Vision for Radio in 2032In 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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always...
2022-08-2923 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 77: Hearst's Jordan Wertlieb Weighs In On What 2032 Holds for TVThe 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. 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.
2022-08-0125 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 76: Now Here's a Challenge: What Does a Newspaper Company Look Like in 2032?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. 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 ...
2022-07-1826 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 75: NAB's LeGeyt Takes the 10-year Challenge: How Will AM/FM Stations & Local TV Make it to 2032?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. 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.
2022-07-0425 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 74: 10-Year Challenge, Part II: Another CEO Weighs in With His Vision for 2032After 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?" 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.
2022-06-2018 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 73: CEO Perry Sook Weighs in on Nexstar's Path to 2032Gordon & 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. 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 c...
2022-06-0620 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 72: The Secret to Radio's ImmortalityWhy 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. 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 a...
2022-05-1627 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 71: Newspapers' Digital Stumble ... Could Podcasting Be A Cure?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. 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 b...
2022-05-0221 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 70: What's In YOUR Market? (It Could Be A Lot More Than You're Thinking)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. Stay in the loop with all things Borrell when you...
2022-04-1821 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 69: How Smart Are You About Advertising?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. Stay in the loop with all things Borrell when...
2022-04-0423 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 68: Unlikely TikTokkers: How A Christian Radio Group is Mastering Influence MarketingSocial 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. 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 c...
2022-03-2123 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 67: Influencers In Every Market (Some With Bigger Audiences Than Your Local TV Station)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. 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...
2022-03-0721 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 66: The Other Side of 'The Great Resignation'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. 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 t...
2022-02-0724 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 65: Graham's Incoming CEO Weighs in on Becoming a 'Digital First' TV GroupTikTok, 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. 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.
2022-01-2423 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 64: 2022 May Be a Do-Or-Die Year for Old-Style Agencies & Media Cos.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. 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 j...
2022-01-1019 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 63: Servant Selling Breeds SuccessGordon'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. 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.
2021-12-2723 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 62: 'Tis the Season to Make PredictionsGordon 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. 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.
2021-12-1421 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 61: Underdog DuJuan McCoy May Be Building the TV Station of the FutureFresh 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. 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.
2021-11-3025 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 60: Beware! Here Come Those 20-Something MarketersDemand 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. 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? S...
2021-11-1628 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 59: Auto Advertising Gets WonkyCar 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. 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.
2021-11-0125 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 58: Why It's Suddenly So Hard to Recruit Sales RepsThe 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. 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/p...
2021-10-1825 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 57: With Half of Local Ad Buyers Now Using DIY, Will Sales Reps Become Obsolete?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. 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.
2021-10-0427 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 56: Patch Maintains Growth and Profitability, & May Be Poised for ExpansionOver 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. 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 ...
2021-09-2028 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 55: The Most Profitable Digital Services (And How to Price Them)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. 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 t...
2021-09-0626 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 54: Newspapers Step Up Their Transformation GameCOVID-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. 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 a...
2021-08-2325 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 53: Radio's Digital MojoRadio 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. 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.
2021-08-0923 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 52: Ad Buyers Have Spoken: It's the Email, Stupid!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. 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.
2021-07-2627 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 51: Are Digital Agencies Doomed to be Boutiques, or Can They Be Scaled for Growth?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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you like...
2021-07-1225 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 50: Digital Agencies, Part III: Are Agencies the End Game for Media Companies?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. 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.
2021-06-2124 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEPISODE 49: Digital Agencies, Part II: How Three Successful Agencies Made It WorkIn 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. 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...
2021-06-0729 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 48: Digital Agencies, Part I: Were Media-Borne Agencies a Bad Idea?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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you...
2021-05-2424 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 47: Dealing in Distractions: Strangling Time Bandits, Staying Focused, & Finding Value in ClarityYou'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" 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.
2021-05-1032 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 44: Yoga in Alabama, MLB on YouTube, Squishmallows, and, oh yeah, Record Retail SalesWhile 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. 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.
2021-03-2918 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 42: Why Streaming Video Is So Hot for Local BusinessesFire 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. 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/p...
2021-03-0121 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEPISODE 41: Can 'Radio' Survive the Future? We Worry, But RAB's Erica Farber Sees MetamorphosisRadio 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. 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 b...
2021-02-1526 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEPISODE 40: Prepping for the 2021 Advertising Springboard, and the Future of Events, According to Peter NewtonCorey 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. 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.
2021-02-0123 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 39: Local Media's Big PivotFaced 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. 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...
2021-01-1821 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 38: Whither Local TV?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. 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 b...
2021-01-0425 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 37: Good Riddance 2020! Reflections on Our Bizarre YearIn 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. 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 c...
2020-12-2124 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 35: Stunning News, Staggering Facts, and Bombshells from a New Poll of Local Ad BuyersThe 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! 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.
2020-11-2316 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 33: Feeding the Monster: How Content Marketing Fuels Growing 'Owned' Media DemandGordon & 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. 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.
2020-10-2620 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 32: Ad Agencies' COVID Remix: Big Love for OTT & Social MediaCorey 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. 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.
2020-10-1221 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 31: She's Baaaack... 'Smartypants' Weighs In On Media's Outrageous ClaimsCorey & 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. 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 y...
2020-09-2825 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 29: Taylor Swift, Eminem, & SMBs: Vevo's Plan to Partner With Local MediaVevo 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. 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 b...
2020-08-3128 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 28: How Out-of-Home Is Morphing Into a Powerful 'Broadcast' MediumGordon & 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. 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 j...
2020-08-1723 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 27: Why SMBs Ain't Buyin' Big-Brands' Facebook Boycott, and a Promising 'Local' Ecommerce Strategy in PittsburghAre 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. 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 b...
2020-08-1023 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 26: With Circulars at a Tipping Point, How Will Newspapers Support Local Journalism?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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listen...
2020-07-2126 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 25: As Ad Market Recovers, OTT and Political Hold the Most Hope for 2020Kicking 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. 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 t...
2020-07-0623 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 24: 51 Webinars, 12,000 Ad Buyers, 2 Big AhasWhile 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. 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/p...
2020-06-2321 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 22: Media's 'Survival of the Fittest' Scenario Comes True -- And Why TV Is ImmuneMedia'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. Stay in the...
2020-05-2624 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastSappy Messaging and Warning Signs: COVID-19's Effect on Marketing(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. 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 c...
2020-05-1123 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 20: A Grand Reopening or Bland Reopening for Local Businesses?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? 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.
2020-04-2717 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEPISODE 19: There's No Hand-Wringing Among the Masters of Local MarketingGordon & 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...
2020-04-1322 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEPISODE 18: CRISIS MARKETING: WHY 'IDEAS' ARE THE NEW CURRENCYAmid 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. Stay in the loop with all things...
2020-03-3025 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 17: Biggest WOWs from #BorrellMiami2020 ConferenceYouth 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. 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 c...
2020-03-1618 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 16 - OTT & Targeted TV: A Massive 'Green Field' of OpportunityGordon & 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. 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 j...
2020-03-0221 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEPISODE 15 - Amazon's Inevitable Entry into Local MarketingIs 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. 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? S...
2020-02-1722 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 14: Brace Yourself -- 'The Golden Age of Video' Is Arriving, Says New Comscore CEOIn 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. 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.
2020-02-0320 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 13: Tough Lessons on Transformation from a Guy in the Hotseat - Thryv CEO Joe WalshThis 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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As...
2020-01-2022 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 12: Those Whippersnapper Millennials Are Making Content the New AdvertisingGordon & 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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for...
2020-01-0621 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEPISODE 11: 'The Most Quoted Man In Advertising' Tips His Hand on Media's FutureIn 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. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank...
2019-12-0921 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEPISODE 10: Giving Thanks for Goofy Things the Media Industry Does (Makes Great Podcast Fodder)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. 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 b...
2019-11-2518 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 9: Fat Thanksgiving Newspapers, the Amazon Boogeyman, and Why You Should Be Thinking About WeedWith 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.) Stay in the loop with all...
2019-11-1122 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 8: TV Takes On Digital: 'Our Impressions Are Better Than Yours'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.) 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.
2019-10-2819 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEPISODE 7: Disruption Expert Clark Gilbert Gets Frank About The Fate of Print & Broadcast MediaIt'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? 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 a...
2019-10-1419 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 6: Is the Future of Local Broadcast TV Troubling or Exciting? Plus, What CEO Perry Sook Says Nexstar Will Look Like in 2025This 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. Stay in the...
2019-09-3021 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 5: Why the Oldest Ad Medium On Earth Continues to GrowBefore 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. 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!  W...
2019-09-1620 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 4: A Smarty Pants Ad-Buyer Weighs In On What Doesn't Work AnymoreGordon & 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.) 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.
2019-09-0323 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 2: The State of Email MarketingEpisode 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. Stay in the loop with all things Borrell...
2019-08-0519 minThe Local Marketing Trends Podcast
The Local Marketing Trends PodcastEpisode 1: The Fate of Newspapers, the Future of Podcasting, & Other Marketing GristIn 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. 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.
2019-07-1621 min