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

February 20, 2024 23 mins
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 With advertisers migrating to DIY platforms, "no" has been replaced by the sound of crickets.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...
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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 Alert Lists. As always, thank you for listening. If you like the episode, leave...
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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 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/pod...
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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 ...
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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 Alert Lis...
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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...
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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.

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Register for the webinar here: https://register.gotowebinar.com/register/2040197036826794329

Catch 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 conver...

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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 Researc...
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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...
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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.

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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 Alert Lists. As always, thank you for listening. If you like the episode, leave us a review!  Wan...
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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 whe...
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September 4, 2023 21 mins
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 s...
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With 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. ...
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Is 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 unfilt...
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A 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...
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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...
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In 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...
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If 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 man...
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