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

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 Researc...
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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...

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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 Rese...
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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 ...
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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 yo...
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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 l...
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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 w...
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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 j...
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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, ...
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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 o...
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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...
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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, ...
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Riegsecker Sees Local Media at an Inflection Point

September 9, 2024 • 21 mins
Are we really in a final phase in which only a few local media companies will successfully make the digital transition? Gordon & Corey turn to advertising executive Shawn Riegsecker, who foresees the swift demise of two large and popular types of media but also sees a great deal of opportunities arising from it. "This is the moment," he says, "that this industry has been waiting for." Stay in the loop with all things Borrell when...
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Finally, Local Podcasting Might Be Catching On

August 26, 2024 • 28 mins
While national podcasts are on fire, Hosts Corey & Gordon have been wondering when local podcasting might become "a thing." They turn to podcast guru Steve Goldstein of Amplifi Media. Fresh back from the Podcast Movement in D.C., Steve details new business models at the local level and opines about one that might actually yield significant revenue.Stay in the loop with all things Borrell when you join our Research Alert Lists. A...
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Are Digital Marketing Services Worth Selling?

August 12, 2024 • 21 mins
If digital marketing services are used by more than two-thirds of advertisers, why are so many media companies -- especially TV stations -- shunning them? Are they low-margin? Too messy to implement? The hosts dive into the stats and develop what they call the "chiclet theory." 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...
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This Iconoclast Doesn't Mince Words on Today's Mass Media

July 29, 2024 • 24 mins
With the summer of our discontent brewing, Corey & Gordon discuss the value of nonstop headlines to news media. Could local media rise like a phoenix? They ask a fan club member, retired media analyst and self-proclaimed iconoclast Terry Heaton, to weigh in. Brace yourself for Heaton's unvarnished 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 t...
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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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