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

Local Media's Near-Term Fate: Hobby Shop or Rising Phoenix

July 15, 2024 • 32 mins
Gordon & Corey double-down on their prediction that local media companies are in their "final phase," with many destined to become the equivalent of small hobby shops. But they also see some rising like a phoenix. What's the secret? Here's a hint: The podcast features an interview with the dean of one of the nation's most prominent schools of mass communication.Stay in the loop with all things Borrell when you join our Research Ale...
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The Forgotten Goldmine in Email

June 24, 2024 • 25 mins

What's the preferred medium when it comes to business communications?  What's the top choice of advertisers when purchasing ads?  What do people readily give up as "currency" for accessing content, getting a discount coupoun, or entering a contest?   Email!  This episode focuses on why email is so pervasive and powerful, yet so overlooked by many in the business of marketing and advertising.  Kurtis Barton, the executive in charge ...

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Radio's New Leader Brings An Attitude To the Job

June 10, 2024 • 32 mins
Gordon & Corey ruminate why radio people are so scrappy and seek answers from Mike Hulvey, the newly appointed CEO of the Radio Advertising Bureau. During the interview, Mike reveals a genetic secret that suggests he might be radio's natural-born superhero.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 t...
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Beasley Skips the Committee Approach on GenAI, Brings in a Big Gun

May 28, 2024 • 29 mins
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 Alert Lists. As always, th...
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TEGNA Finds a Set of AI Geniuses

May 13, 2024 • 26 mins
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 Alert L...
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How Young Adults Search Online for 'Local' Information Might Surprise You

April 29, 2024 • 22 mins
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 Alert Lists. As always, tha...
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It's the Email, Stupid

April 16, 2024 • 28 mins
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-f...
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First Step Chronicles, Part 1: How One Radio Group is Tackling GenAI

April 1, 2024 • 25 mins
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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Cox is Scripting the Future of Local Television With Ambitious 'Neighborhood TV'

March 18, 2024 • 29 mins
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 rollo...
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Pearls of Wisdom from a Remarkable Woman Who Might Be the World's Oldest Living Sales Rep

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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Deloitte Exec: Generative AI Will Have 'Enormous' (Good) Impact on Local Media

February 12, 2024 • 21 mins
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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Where Ad Industry Is With Generative AI, and How Frequence Is Cracking the Code

February 5, 2024 • 22 mins
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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Could Radio Be Overthrowing Newspapers & TV as the King of 'Local'?

January 22, 2024 • 29 mins
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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Picking on Prognosticators: 2024 Predictions Worth Dissin'

January 8, 2024 • 22 mins
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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We Come Bearing Gifts: Another Windfall for Local Media on the Horizon

December 26, 2023 • 18 mins
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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News Industry Executive: Google Payments to U.S. Local Media 'Will be Transformative'

December 11, 2023 • 25 mins

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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What 2,000 Local Businesses Told Us About Their 2024 Ad Budgets

November 27, 2023 • 21 mins

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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As Ad Buyers Warm up to SaaS Marketing Tools, Will They Ditch the Sales Rep?

November 13, 2023 • 27 mins
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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Wondering About the Profitability of Digital Sales

October 30, 2023 • 17 mins
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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Still Reeling from Meta's Punch, News Sites Brace for 'Devastating' Wallop from Google

October 23, 2023 • 37 mins

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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