Shows
The Local Marketing Trends PodcastMythbusters Tackle Media's 'Heavy' Investments, Digital Unprofitability, and Reliance on 'Local' AudiencesIn 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. Stay in the loop with all things Borrell when you join our Research
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2025-02-1722 min
The Local Marketing Trends PodcastMastering Today's Media: Stop Gabbing, Cut the Fluff, Add 'Proof'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. Stay in the loop with all things Borrell when you join our Research
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2024-11-2525 min
The Local Marketing Trends PodcastMadhive's Jim Wilson Talks About Small Fish in the CTV Stream, and His New Role with AudacyTrue 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. Stay in the loop with all things Borrell when you join our Research
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2024-11-1122 min
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
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As always, thank you for listening. If you like the episode, leave us a
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2021-12-2723 min
The Local Marketing Trends PodcastEpisode 34: Jim Doyle Looks Back: Getting Thrown Out of His First Sales Call, Losing $1 million, and Lessons from KodakAfter 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. Stay in the loop with all things Borrell when you join our Research
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2020-11-0923 min
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
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As always, thank you for listening. If you like the episode, leave us a
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2020-06-2321 minThe 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 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 min