The Local Marketing Trends Podcast

Media's 'Survival of the Fittest' Scenario Comes True -- And Why TV Is Immune Even before the pandemic, local media companies were going dark at a rate of 6 per week. Gordon & Corey discuss how things have accelerated as scores of print and broadcast companies have gone belly-up in the past two months. The only one in a comfortable position is broadcast TV. The podcast features an interview with T...

(Cue the maudlin piano music) In these unprecedented times, Gordon & Corey are here for you. That's why they've teamed up with Fruity Pebbles.... Episode 21 takes a look at how marketers are struggling to remain in sync with consumers who seem to be suffering media overload. The podcast also identifies marketing decisions that equate to warning signs that a business might not make it through the c...

Fresh off a late-April survey of local businesses, Gordon & Corey debate what's in store as they plan to hit re-start on advertising budgets. With a 10-point shift in the percentage of local businesses planning to resume or increase ad spending since late March, is a Grand Reopening imminent? Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, thank you for...

Gordon & Corey take a look at a recent survey of local marketing activity amid the COVID-19 crisis and find that small group of businesses have gotten very busy indeed. Master marketers and a few media companies have skipped the hand-wringing altogether. This episode looks at how skilled local marketers are viewing the crisis, and how one broadcaster has sprung into action and created a dynamic li...

Amid our pandemic paralysis, local marketers are self-isolating into one of two categories: Those who see an opportunity to shine, and those who don't. Marketing ideas are in high demand for both. If you want to open their doors, you'd better come with three ideas in your back pocket (and maybe a gift-wrapped can of Lysol.) Gordon & Corey are joined by Borrell Associates President Jim Brown in thi...

Youth marketing, hulu's local sales effort, mushrooming OTT, branded content, an explosion in podcasting -- the biggest takeaways from Borrell's big event in 20 minutes. Gordon & Corey offer their observations about some of the presentations by the CEOs of Comscore and Thryv, from youth marketing expert Matt Britton, and from several other executives who took the stage over the two-day event in ea...

Gordon & Corey discuss programmatic buying at the local level, identifying the hottest growth areas: OTT, targeted TV spots, geofencing, and Simpli.fi's big push into "addressable" programmatic, which can deliver ads down to the household level. The podcast features an interview with Frost Prioleau, CEO of Simpli.fi, which managed campaigns for 40,000 advertisers last year and saw high growth and...

Is Amazon the next boogeyman? Gordon & Corey lay out the hard evidence -- including a recent survey showing how local businesses may actually be excited about the opportunity to get their message in front of Amazon buyers. This episode features an interview with ecommerce expert and former Amazon manager Will Margaritis, who offers his take on how Amazon is preparing to attack the local space. Sta...

In this episode, Gordon and Corey bat around a few fun facts about video viewing before an intriguing interview with Comscore's new CEO, Bill Livek. With a 50% increase in those who say they're watching on 5 (yes, FIVE) different screens, we're seeing a renaissance in what was once known as "TV" viewing. Stay in the loop with all things Borrell when you join our Research Alert Lists. As always, th...

This episode features hosts Gordon & Corey taking on the issue of media transformation and how most companies seem to be suffering an identity crisis. It features an interview with Joe Walsh, whose task five years ago was to transform a multibillion-dollar yellow pages company into, well, something else. The interview features a few surprises -- like the fact that Thryv is no longer in the "digita...

Gordon & Corey suddenly realize that the "younger generation" have become an economic force and are influencing new forms of marketing. In fact millennials are now approaching 40 and have hung up the baggy pants and sideways-turned ballcaps, spending their money on homes, cars, and vacations to Cancun. This show features an interview with youth marketing guru Matt Britton, founder of Suzy, a consu...

In the final episode of 2020, Gordon & Corey interview GroupM's Brian Wieser, president of business intelligence at GroupM. Known as "the most quoted man in advertising," Wieser recently issued his annual forecast, and it's .... interesting, to say the least. You may be shocked at how he now sees the role of media in the whole marketing equation. The wide-ranging interview, and Gordon & Corey's an...

Gordon & Corey tackle "stupid things that make life entertaining." Like crazy uncles at the Thanksgiving table, they blurt opinions on the notion that P&G is "coming back" to traditional media, broadcast TV's plan to pursue SMBs, and NBC's idea to put QR codes on TV screens. There's no guest interview in this episode -- just pure, unadulterated Gordon and Corey. Stay in the loop with all things Bo...

With shopping season upon us, Gordon and Corey discuss the media industry's obsession with protecting its news franchise while letting another franchise -- advertising information -- slip away. Is Facebook's friendly approach to local news actually bad for the industry? Is Amazon the boogeyman poised to steal everything away? The show also features an interview with cannabis marketing expert Greg...

TV budgets have become "the elephant to target," which has spurred the broadcast TV industry to take the gloves off. Hosts Corey & Gordon discuss why TV is so pressured, then talk to Steve Lanzano, president of the Television Bureau of Advertising. (Sponsor note: the phone number mentioned in this week's commercial spot is 561-685-8991.) Stay in the loop with all things Borrell when you join our R...

It's been 5 years since Clark Gilbert was CEO of Deseret Media's print, broadcast & digital operations, and he has new perspective on what the future holds for local media companies. Hosts Gordon & Corey discuss how challenging digital transition can be, and pose a key question for Clark Gilbert: If you were suddenly the CEO of a big radio company, what would you do? Stay in the loop with all thin...

This episode includes stand-in guest host Jim Brown, president of Borrell Associates, and Gordon's interview with Nexstar CEO Perry Sook, conducted days after the FCC approval of the Tribune acquisition. Our Episode 6 zooms in on broadcast TV, which commands the biggest ad budgets but a relatively small market penetration of ad buyers. The featured 10-minute interview explores Sook's view on wheth...

Before tackling the main topic, Gordon and Corey kick off this episode by distilling the results of their annual survey of 2,000+ local ad buyers down to three not-so-little things. Then they hone in on the only traditional advertising medium that continues to grow despite (or perhaps because of) the proliferation of digital media. The show features an interview with Kym Frank, an innovator in cro...

Gordon & Corey rate 10 things in the news on whether they'll affect advertisers or whether they're just hyped-up headlines. This episode also features an interview with a local ad-buyer who really knows her marketing stuff. She offers her assessment of which media she'd buy today, and which she'd avoid like the plague. (Caution: very few make the "buy" list.) Stay in the loop with all things Borre...

Episode 3: Radio's "On Fire" Digital Sales, Why "Addressable Digital Advertising" is Declining, and an Interview with Jesse McCambridge, Cox Media Group's Senior Director of Digital Sales. In this episode, the hosts offer their theories on why radio has suddenly awakened to the Internet. They also discuss a sudden downward adjustment on how much digital advertising local media companies are sellin...

Episode 2: Where 80% of Social Media 'Likes' Come From, Newspaper Megamerger, & Why Email is So Powerful In this episode, the hosts discuss a rumored newspaper megamerger, emergence of social media as the most-popular advertising medium of all, and why the vast majority of advertisers handle their own email -- and fumble doing so. The podcast features an interview with Site Impact's Brandon Rosen,...

In Episode 1, Gordon & Corey get frank about the fate of newspapers, point out some vagaries in how advertising is tracked, and take a critical look at whether podcasting is just another hyped digital toy. The podcast discussion features an interview with longtime radio-executive-turned-podcast-guru Steve Goldstein of Amplifi Media. Stay in the loop with all things Borrell when you join our Resear...