The Local Marketing Trends Podcast

The Local Marketing Trends Podcast

Hear two of the nation's brightest and sought-after advertising analysts -- Corey Elliott and Gordon Borrell -- identify the latest trends and make their predictions. This fast-paced podcast runs about 20 minutes and focuses on trends in local media, advertising, and marketing. The show typically touches on three or four topics, occasionally features a guest, and is always seasoned with critical analysis and wit.

Episodes

Beasley Takes a Bold New Path, With Digital Front and Center

August 11, 2025 • 24 mins
Beasley Media's CEO foresees a fast-approaching future for radio companies and believes bold steps and tough decisions will be necessary for those who want to survive it. In an interview, CEO Caroline Beasley becomes the industry's second radio executive to embrace a "digital first" strategy and outlines what that will mean for a 64-year-old company that owns 57 radio stations. Stay in the loop with all things Borrell when you joi...
Mark as Played

Sinclair's Rob Weisbord, on the Future of Local TV Stations

July 28, 2025 • 24 mins
Rob Weisbord, Sinclair's President & COO of Local Media, weighs in on how the nation's second-largest operator of TV stations is investing in the future. The episode kicks off a series of interviews with media executives asking how they intent to compete with the likes of Google, Spotify, Hulu, Facebook, Amazon, and others who annually invest billions in R&D. Stay in the loop with all things Borrell when you join our Research Ale...
Mark as Played

Matt Britton Discusses How 'Generation AI' Will Change the Media

July 14, 2025 • 26 mins
Thinking about AI brings back the old drinking-from-a-firehose analogy. But podcast guest Matt Britton, who's just published "Generation AI," has a simple suggestion. Corey & Gordon seize on a single word from the interview that sums what needs to STOP if we want to unlock the potential of AI. Britton's book can be accessed at https://generationai.bot/ Stay in the loop with all things Borrell when you join our Research Alert List...
Mark as Played

Outdoor Continues to Flourish, Thanks to Digital Signage and 'News' Messaging

June 30, 2025 • 23 mins
The outdoor advertising industry is the only legacy media that's been emboldened by internet, continuing to grow while competing media shrink. Hosts Gordon & Corey explore the possibility that the outdoor advertising industry might leverage its digital signage to compete with the local news industry. They bring on outdoor industry consultant Kevin Gephart to pick his brains what's next for outdoor. Stay in the loop with all thin...
Mark as Played

Local Advertising is Sold, Not Bought . . . But Not for Long

June 16, 2025 • 24 mins
SMBs are becoming more savvy about advertising. That leads Gordon & Corey to predict the rise of DIY platforms and the fliping of the longtime notion that local advertising is sold, not bought. While the prospect seems scary for publishers, business-transformation expert Kiran Paranjpe from Lineup systems offers a unique perspective on how they might actually benefit. In an interview with Gordon, he suggests local media companies s...
Mark as Played

2 Big Rocks Headed for the Local Advertising Pond

May 23, 2025 • 20 mins
Two big things are about to ripple the $150 billion local advertising pond. But Corey & Gordon acknowledge completely ignoring them in their newly released annual missive on the state of local advertising. Was it an oversight, or is there something else behind the omission? The podcast features an interview with Allison Schiff, managing editor of AdExchanger, who offers her thoughts on the speed of one of the approaching comets. S...
Mark as Played

Jeff Warshaw's 'Alpha' Vision For Radio: Stop Cutting, Start Hiring

May 12, 2025 • 22 mins
Jeff Warshaw doesn't plan to participate in radio's "race to the bottom." The CEO of Connoisseur Media just bought Alpha Media, expanding Connoisseur from 11 stations to 218. It's a move that bucks the industry trend to lay off people and cut budgets -- particularly because of what Warshaw says about his plans to hire and invest even more. In an interview, Jeff responds to Gordon's question, "Did you miss the news that radio is ...
Mark as Played

TV's Been Promising ATSC 3.0, But Where Is It?

April 28, 2025 • 25 mins
Local broadcasters are pinning hopes on NextGenTV reviving their industry. But more than a decade after the first tests of ATSC 3.0 standards, consumer adoption remains stalled below 10%. Co-hosts Corey and Gordon see a maze of hurdles and take their skepticism to Madeleine Nolan, president of the ATSC: The Broadcast Standards Organization, seeking answers. Stay in the loop with all things Borrell when you join our Research Alert ...
Mark as Played

Patch Latches onto AI to Supercharge its Local Expansion

March 25, 2025 • 26 mins
Eleven years old and profitable, Patch is reversing the trend of so-called news deserts. And it's using AI to supercharge its expansion efforts to tends of thousands of communities. This episode features an interview with Patch CEO Warren St. John, who describes how Patch has gone from delivering information for 1,900 sites to now offering information to 30,000 more. Stay in the loop with all things Borrell when you join our Resear...
Mark as Played

Fatigued by Ads and Opinions, More Consumers Pony Up for Online Subscription 'Experience'

March 3, 2025 • 25 mins

Have hypercharged opinions and rampant banner ads opened up an opportunity for online subscriptions? Recent reports by newspaper companies Gannett, Lee Enterprises, and The New York Times show increasing revenue from online consumers of news and information, and one New Zealand publisher is seeing remarkable success by scaling back ads, vastly improving the user experience and banning opinion columns. Corey & Gordon examine the iss...

Mark as Played

Mythbusters Tackle Media's 'Heavy' Investments, Digital Unprofitability, and Reliance on 'Local' Audiences

February 17, 2025 • 22 mins
In this mythbusters-styled episode, the hosts focus on three oft-stated facts: Many legacy media companies are investing heavily in digital; the unprofitability of digital products is curtailing their sales; and their core strength is tied to large audiences of local consumers. Gordon & Corey are joined by longtime sales expert Jim Brown, who helps dredge up the facts. Stay in the loop with all things Borrell when you join our Res...
Mark as Played

How KSL.com Became a Local Media 'Phoenix'

February 3, 2025 • 24 mins
Gordon & Corey see signs of Phoenix-style rebirth for a handful of media companies. These survivors have begun generating enough digital growth to completely offset declines in their legacy media businesses. The hosts identify three of them and focus on one -- KSL.com in Salt Lake City, operated by Deseret Digital Media. An interview with its key executive, Nate Hatch, reveals why the operation has been so successful. Stay in the...
Mark as Played

Whither Local TV? Checking in With Gray Media's Pat LaPlatney

January 20, 2025 • 29 mins
With the ebbing of political ad dollars and cable retransmission fees, 2025 will likely be a lean year for TV broadcasters. In this episode, Gordon & Corey review the industry's woes, debate the survival strategies, and seek insights from the co-CEO of one of the nation's biggest local broadcasters, Gray Media. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If y...
Mark as Played

The Dirty Little Secret to Exponential Growth in Sales

January 6, 2025 • 15 mins
The hosts profess to know the secret to driving exponential growth in ad sales, but they've also witnessed an ugly problem associated with it: churn. The episode features an expert on the issue, who shares some scary numbers on that percentage of digital ad buyers that sign up, then disappear in short order. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for listening. If you ...
Mark as Played

What 1,000 Local Advertisers Just Told Us (Good, Bad, AND Ugly)

December 9, 2024 • 23 mins
Corey & Gordon uncover surprises from a Q4 survey of local advertisers. They discuss what's hot for 2025, and ponder why one form of print media continues to defy gravity. They look at the good, bad, and just plain ugly -- including how advertisers rate their local ad-sales reps on overall marketing expertise and digital savvy. Spoiler alert: That's the "ugly" part of their discussion. Stay in the loop with all things Borrell ...
Mark as Played

Mastering Today's Media: Stop Gabbing, Cut the Fluff, Add 'Proof'

November 25, 2024 • 25 mins
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 ...
Mark as Played

Madhive's Jim Wilson Talks About Small Fish in the CTV Stream, and His New Role with Audacy

November 11, 2024 • 22 mins
True to form, CTV and OTT advertising is a disruptive innovation that appeals more to a NEW set of would-be TV buyers -- smaller businesses. In this episode, media transformation expert Jim Wilson, who founded OTT platform Premion and is now president of Madhive, discusses what it takes to reach and serve businesses whose typical CTV buy is pretty small -- about $4,000. He also talks about his appointment to the board of Audacy, ...
Mark as Played

Why Dozens of Buyers Have Been Snapping Up Newspapers

October 28, 2024 • 29 mins
Newspapers are still vanishing at a rate of one every three days, but this year more papers have actually been snapped up by willing buyers. In this episode, Gordon & Corey explore what's attracted 28 different buyers to acquire more than 300 titles so far this year. The show features an interview with Sara April, president of media brokerage firm Dirks, Van Essen, and April. Stay in the loop with all things Borrell when you join ...
Mark as Played

Local Content Goldmine Starts to Deliver (Even for Radio!)

October 14, 2024 • 24 mins
Gordon & Corey explore how AI is unlocking the hidden gold for local broadcasters, newspaper publishers, and online publishers not only in archived content, but also in live news content. The show features an interview with an executive from AI software provider Veritone, who says she's getting about a dozen requests daily from researchers, political campaigns, people producing documentaries, and others looking for local news conte...
Mark as Played

Hyperlocal Site's 100-Year Plan: Help Local Businesses

September 30, 2024 • 28 mins
Gordon & Corey talk with a 37-year-old software entrepreneur who's taken over a hyperlocal new site in Red Bank, NJ., with a goal of surving 100 years, just like the newspaper that preceeded it. His formula is an intriguing one that doesn't so much focus on local news as it does on helping local businesses, the core source of site revenue. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always,...
Mark as Played

Popular Podcasts

    Stuff You Should Know

    Stuff You Should Know

    If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.

    New Heights with Jason & Travis Kelce

    New Heights with Jason & Travis Kelce

    Football’s funniest family duo — Jason Kelce of the Philadelphia Eagles and Travis Kelce of the Kansas City Chiefs — team up to provide next-level access to life in the league as it unfolds. The two brothers and Super Bowl champions drop weekly insights about the weekly slate of games and share their INSIDE perspectives on trending NFL news and sports headlines. They also endlessly rag on each other as brothers do, chat the latest in pop culture and welcome some very popular and well-known friends to chat with them. Check out new episodes every Wednesday. Follow New Heights on the Wondery App, YouTube or wherever you get your podcasts. You can listen to new episodes early and ad-free, and get exclusive content on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. And join our new membership for a unique fan experience by going to the New Heights YouTube channel now!

    24/7 News: The Latest

    24/7 News: The Latest

    The latest news in 4 minutes updated every hour, every day.

    Dateline NBC

    Dateline NBC

    Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com

    NFL Daily with Gregg Rosenthal

    NFL Daily with Gregg Rosenthal

    Gregg Rosenthal and a rotating crew of elite NFL Media co-hosts, including Patrick Claybon, Colleen Wolfe, Steve Wyche, Nick Shook and Jourdan Rodrigue of The Athletic get you caught up daily on all the NFL news and analysis you need to be smarter and funnier than your friends.

Advertise With Us
Music, radio and podcasts, all free. Listen online or download the iHeart App.

Connect

Explore

iHeart

Live Radio

Podcasts

Artist Radio

Exclusives

News

Features

Events

Contests

Photos

Information

About

Advertise

Blog

Brand Guidelines

Contest Guidelines

Subscription Offers

Jobs

Get the App

Automotive

Home

Mobile

Wearables

© 2025 iHeartMedia, Inc.