"Even with economic uncertainty, there is an opportunity to step up as leaders in our respective industries to guide our advertising partners with critical information to maximize spend and help them win at a critical time." Jay Loeffler, Chief Sales Officer, Valpak

In this timely podcast, Jay Loeffler, CSO at Valpak, discusses the challenges local businesses face due to tariffs, inflation, and rising costs with BIA's Managing Director, Rick Ducey.

During their conversation, Jay provides insights from Valpak's 2025 Local Business Economic Outlook Survey, which measures the impact of macroeconomic uncertainties on businesses and how they are adapting.

One of the key takeaways is that businesses are not merely raising prices in response to inflation; they are reimagining their value propositions, exploring new channels, and utilizing data in innovative ways. This shift creates significant opportunities for media.

Jay explains that small businesses are increasingly leveraging data insights not just for marketing, but also for broader operational strategies, such as choosing new locations and optimizing inventory. This trend is supported by findings indicating that 61% of small business owners expect revenue growth, and 78% plan to increase their marketing efforts.

Jay emphasized that direct mail can achieve a 93% open rate when paired with digital touchpoints. Valpak has built a comprehensive stack containing billions of household attributes. Using this data, Valpak is tailoring multi-touch engagements through TV, radio, mail, and streaming to allow businesses to connect with consumers when and where they prefer to be reached. Valpak is currently partnering with companies like Paramount, Disney, and iHeart to improve reach.

This podcast offers enlightening insights around navigating today's local media landscape. Plus, for the full Economic Survey, visit Valpak.com/bia.