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© 2023 Borrell Associates, Inc Local Marketing Trends Podcast
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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.
122 Episodes
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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.Stay in the loop with all things Borrell when you join our Research
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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.Stay in the loop with all things Borrell when you join our Research
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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.Stay in the loop with all things Borrell when you join our Research
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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.Stay in the loop with all things Borrell when you join our Research
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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.Stay in the loop with all things Borrell when you join our Research
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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.Stay in the loop with all things Borrell when you join our Research
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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.Stay in the loop with all things Borrell when you join our Research
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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.Stay in the loop with all things Borrell when you join our Research
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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.Stay in the loop with all things Borrell when you join our Research
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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
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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
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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.Stay in the loop with all things Borrell when you join our Research
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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.
Register for the webinar here: https://register.gotowebinar.com/register/2040197036826794329Catch 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.
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
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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.Stay in the loop with all things Borrell when you join our Research
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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.
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.Stay in the loop with all things Borrell when you join our Research
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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
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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.Stay in the loop with all things Borrell when you join our Research
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