The Local Marketing Trends Podcast
Episodes
Episode 65: Graham's Incoming CEO Weighs in on Becoming a 'Digital First' TV Group
24 Jan 2022
Contributed by Lukas
TikTok, Facebook Reels, YouTube, Hulu.... They're all the rage. But how do these video opportunities translate down to local markets? In this episode...
Episode 64: 2022 May Be a Do-Or-Die Year for Old-Style Agencies & Media Cos.
10 Jan 2022
Contributed by Lukas
A famed advertising guru called 2021's advertising growth a "false storm" and suggested that traditional media companies and ad agencies have 12 month...
Episode 63: Servant Selling Breeds Success
27 Dec 2021
Contributed by Lukas
Gordon's longtime friend and sales guru, Jim Doyle, discuss his new book, Selling with a Servant Heart. After interviewing top sales performers across...
Episode 62: 'Tis the Season to Make Predictions
14 Dec 2021
Contributed by Lukas
Gordon and Corey keep, oddly, finding themselves in agreement as the two discuss their take on popular 2022 marketing predictions, and the implication...
Episode 61: Underdog DuJuan McCoy May Be Building the TV Station of the Future
30 Nov 2021
Contributed by Lukas
Fresh back from a broadcasting conference in New York, Gordon interviews one of the featured speakers, station owner DuJuan McCoy. Operating two virt...
Episode 60: Beware! Here Come Those 20-Something Marketers
16 Nov 2021
Contributed by Lukas
Demand has mushroomed for marketing graduates as local businesses clamor for someone to take over all their "owned" media pages. Who are these youngst...
Episode 59: Auto Advertising Gets Wonky
01 Nov 2021
Contributed by Lukas
Car dealers are big wheels in the local advertising world, but things sure have gotten wonky. New and used cars are flying off the lots, leaving deale...
Episode 58: Why It's Suddenly So Hard to Recruit Sales Reps
18 Oct 2021
Contributed by Lukas
The pandemic certainly threw things in a tizzy, but that's only part of the reason the advertising industry can't seem to recruit enough replacements ...
Episode 57: With Half of Local Ad Buyers Now Using DIY, Will Sales Reps Become Obsolete?
04 Oct 2021
Contributed by Lukas
Google and Facebook have cracked the do-it-yourself code for local advertisers. Does that mean the days of the local ad-sales rep are numbered? Corey ...
Episode 56: Patch Maintains Growth and Profitability, & May Be Poised for Expansion
20 Sep 2021
Contributed by Lukas
Over two decades, well-funded attempts to create hyperlocal news sites have collapsed. But not Patch. In its 14th year, Patch boasts 25 million user...
Episode 55: The Most Profitable Digital Services (And How to Price Them)
06 Sep 2021
Contributed by Lukas
Mushrooming demand for marketing services has been met with squashing skepticism about profitability. In fact, many see things like reselling SEM or ...
Episode 54: Newspapers Step Up Their Transformation Game
23 Aug 2021
Contributed by Lukas
COVID-19 drove an influx of digital-only newspaper subscriptions -- many from young adults -- and breathed new life into the struggling newspaper indu...
Episode 53: Radio's Digital Mojo
09 Aug 2021
Contributed by Lukas
Radio groups have been reporting stellar results for digital sales in the first half of 2021. Could the industry have finally gotten its digital mojo?...
Episode 52: Ad Buyers Have Spoken: It's the Email, Stupid!
26 Jul 2021
Contributed by Lukas
When it comes to dealing with sales reps, email is the preferred method -- even when consummating the "buy." So you'd think sellers would be email ac...
Episode 51: Are Digital Agencies Doomed to be Boutiques, or Can They Be Scaled for Growth?
12 Jul 2021
Contributed by Lukas
Almost half of the 5,500 digital agencies in the U.S. are run by media companies, but they're struggling to grow beyond being boutique shops. In this ...
Episode 50: Digital Agencies, Part III: Are Agencies the End Game for Media Companies?
21 Jun 2021
Contributed by Lukas
In this final episode of the series, Corey & Gordon review the lessons learned from failed agencies and ones that are thriving, then turn their attent...
EPISODE 49: Digital Agencies, Part II: How Three Successful Agencies Made It Work
07 Jun 2021
Contributed by Lukas
In this second episode of a three-part series, Gordon & Corey ruminate on a few spectacular agency failures from the past but shift focus quickly to s...
Episode 48: Digital Agencies, Part I: Were Media-Borne Agencies a Bad Idea?
24 May 2021
Contributed by Lukas
Digital agencies are all the rage, but not all survive. In this episode, Gordon & Corey embark on the first of a three-part series exploring the pheno...
Episode 47: Dealing in Distractions: Strangling Time Bandits, Staying Focused, & Finding Value in Clarity
10 May 2021
Contributed by Lukas
You'll want to silence your phone for this episode (unless, of course, you're listening on your smartphone). Corey and Gordon explore the phenomenon o...
Episode 46: Hitting REORG on Digital: A Big Shift for the Nation's Largest Local TV Company
26 Apr 2021
Contributed by Lukas
Nexstar Media Group owns one of the nation's largest local digital operations, with 122 local websites, 316 mobile apps and more than $200 million in ...
EPISODE 45: Are Digital Services Worth the Trouble?
12 Apr 2021
Contributed by Lukas
Sure, everybody is buying SEM and SEO and needs help managing their Facebook pages. But local businesses are pretty much handling that on their own. S...
Episode 44: Yoga in Alabama, MLB on YouTube, Squishmallows, and, oh yeah, Record Retail Sales
29 Mar 2021
Contributed by Lukas
While a lot of people were hand-wringing their way through 2020, the world changed in big and little ways. Corey and Gordon talk about one of the most...
Episode 43: Brace Yourself: 2021's Latest Local Ad Forecast Has Some Twists
15 Mar 2021
Contributed by Lukas
With the dust settled, a clearer picture of 2021 is emerging. Corey lays out his forecast for local advertising and notes a major shift in businesses...
Episode 42: Why Streaming Video Is So Hot for Local Businesses
01 Mar 2021
Contributed by Lukas
Fire up your favorite note-taking software before you listen to this episode. Corey & Gordon throw out a lot of statistics as they take the pulse of t...
EPISODE 41: Can 'Radio' Survive the Future? We Worry, But RAB's Erica Farber Sees Metamorphosis
15 Feb 2021
Contributed by Lukas
Radio officially turned 100 last year, but can it survive the next 10? Corey & Gordon explore radio's challenges but discover something remarkable: It...
EPISODE 40: Prepping for the 2021 Advertising Springboard, and the Future of Events, According to Peter Newton
01 Feb 2021
Contributed by Lukas
Corey and Gordon explore a fascinating survey revealing exactly when local marketers expect a return to normalcy. It's an important inflection point ...
Episode 39: Local Media's Big Pivot
18 Jan 2021
Contributed by Lukas
Faced with an advertising crisis, many local media companies pivoted in a new direction that may foretell their future. In this episode, Corey & Gordo...
Episode 38: Whither Local TV?
04 Jan 2021
Contributed by Lukas
As more viewers turn to on-demand programming and advertisers shift dollars to targeted media, how much trouble are local broadcasters really in? Core...
Episode 37: Good Riddance 2020! Reflections on Our Bizarre Year
21 Dec 2020
Contributed by Lukas
In this last episode of the season, Corey & Gordon assemble a few colleagues around the hearth for a healthy look back at 2020. They recall how the ye...
Episode 36: What Would Bezos Do? Don Graham Reflects on Lessons from Selling The Washington Post
07 Dec 2020
Contributed by Lukas
What's the fate of local newspapers? Do local TV stations face the same issues headed into the new year? Our penultimate podcast of 2020 features an...
Episode 35: Stunning News, Staggering Facts, and Bombshells from a New Poll of Local Ad Buyers
23 Nov 2020
Contributed by Lukas
The nation's largest survey of local advertisers is in, and hosts Gordon & Corey are all agog over the key findings. Episode 35 also features what th...
Episode 34: Jim Doyle Looks Back: Getting Thrown Out of His First Sales Call, Losing $1 million, and Lessons from Kodak
09 Nov 2020
Contributed by Lukas
After five decades in the media business and three as one of the industry's most popular sales trainers, Jim Doyle is easing into retirement. Consider...
Episode 33: Feeding the Monster: How Content Marketing Fuels Growing 'Owned' Media Demand
26 Oct 2020
Contributed by Lukas
Gordon & Corey discuss new research pegging the burgeoning Content Marketing industry at a whopping $63 billion. As more businesses develop their own ...
Episode 32: Ad Agencies' COVID Remix: Big Love for OTT & Social Media
12 Oct 2020
Contributed by Lukas
Corey dives into a recent survey of 225 local ad agencies and finds that their deepening love affair with OTT is being financed by their tried and tru...
Episode 31: She's Baaaack... 'Smartypants' Weighs In On Media's Outrageous Claims
28 Sep 2020
Contributed by Lukas
Corey & Gordon bring back their most popular guest, a local ad buyer who isn't afraid to be blunt about what works and what doesn't. This no-holes-bar...
Episode 30: The Rise of Content Marketing, & Breathing New Life Into Obituaries
14 Sep 2020
Contributed by Lukas
Fresh off a project to size the U.S. Content Marketing business, Corey talks about how COVID-19 has buoyed the need for many businesses to tell their ...
Episode 29: Taylor Swift, Eminem, & SMBs: Vevo's Plan to Partner With Local Media
31 Aug 2020
Contributed by Lukas
Vevo has slipped into the role once occupied by MTV, serving up 26 billion music-video views per month. Gordon & Corey discuss Vevo's plan to tap medi...
Episode 28: How Out-of-Home Is Morphing Into a Powerful 'Broadcast' Medium
17 Aug 2020
Contributed by Lukas
Gordon & Corey turn a critical eye toward out-of-home advertising, the only "traditional" form of media that's been wholly unaffected by Google, Faceb...
Episode 27: Why SMBs Ain't Buyin' Big-Brands' Facebook Boycott, and a Promising 'Local' Ecommerce Strategy in Pittsburgh
10 Aug 2020
Contributed by Lukas
Are SMBs' buying into the big-brand brouhaha over Facebook? Has COVID-19 altered their love affair with social media? Gordon & Corey pore over new r...
Episode 26: With Circulars at a Tipping Point, How Will Newspapers Support Local Journalism?
21 Jul 2020
Contributed by Lukas
Episode 26 features an interview with Dean Ridings, the president and CEO of the newspaper industry’s largest trade association, America’s Newspap...
Episode 25: As Ad Market Recovers, OTT and Political Hold the Most Hope for 2020
06 Jul 2020
Contributed by Lukas
Kicking off Season 3, Gordon & Corey place OTT and political advertising and OTT front and center. Borrell's latest Business Barometer is looking goo...
Episode 24: 51 Webinars, 12,000 Ad Buyers, 2 Big Ahas
23 Jun 2020
Contributed by Lukas
While Corey has gone dark to generate new forecasts for 2020, Jim Brown steps in as guest co-host. Gordon & Jim discuss what they learned from interac...
EPISODE 23: Corey's Crystal Ball on 2020 Advertising, & Why SMBs Are Rushing to 'Shopify' Themselves
08 Jun 2020
Contributed by Lukas
Corey takes a break from numbers crunching to talk about where he thinks local advertising will wind up in 2020. (Spoiler alert!) Newspapers and radi...
Episode 22: Media's 'Survival of the Fittest' Scenario Comes True -- And Why TV Is Immune
26 May 2020
Contributed by Lukas
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 ra...
Sappy Messaging and Warning Signs: COVID-19's Effect on Marketing
11 May 2020
Contributed by Lukas
(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.... Ep...
Episode 20: A Grand Reopening or Bland Reopening for Local Businesses?
27 Apr 2020
Contributed by Lukas
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 1...
EPISODE 19: There's No Hand-Wringing Among the Masters of Local Marketing
13 Apr 2020
Contributed by Lukas
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...
EPISODE 18: CRISIS MARKETING: WHY 'IDEAS' ARE THE NEW CURRENCY
30 Mar 2020
Contributed by Lukas
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...
Episode 17: Biggest WOWs from #BorrellMiami2020 Conference
16 Mar 2020
Contributed by Lukas
Youth marketing, hulu's local sales effort, mushrooming OTT, branded content, an explosion in podcasting -- the biggest takeaways from Borrell's big ...
Episode 16 - OTT & Targeted TV: A Massive 'Green Field' of Opportunity
02 Mar 2020
Contributed by Lukas
Gordon & Corey discuss programmatic buying at the local level, identifying the hottest growth areas: OTT, targeted TV spots, geofencing, and Simpli.fi...
EPISODE 15 - Amazon's Inevitable Entry into Local Marketing
17 Feb 2020
Contributed by Lukas
Is Amazon the next boogeyman? Gordon & Corey lay out the hard evidence -- including a recent survey showing how local businesses may actually be excit...
Episode 14: Brace Yourself -- 'The Golden Age of Video' Is Arriving, Says New Comscore CEO
03 Feb 2020
Contributed by Lukas
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. ...
Episode 13: Tough Lessons on Transformation from a Guy in the Hotseat - Thryv CEO Joe Walsh
20 Jan 2020
Contributed by Lukas
This episode features hosts Gordon & Corey taking on the issue of media transformation and how most companies seem to be suffering an identity crisis....
Episode 12: Those Whippersnapper Millennials Are Making Content the New Advertising
06 Jan 2020
Contributed by Lukas
Gordon & Corey suddenly realize that the "younger generation" have become an economic force and are influencing new forms of marketing. In fact mille...
EPISODE 11: 'The Most Quoted Man In Advertising' Tips His Hand on Media's Future
09 Dec 2019
Contributed by Lukas
In the final episode of 2020, Gordon & Corey interview GroupM's Brian Wieser, president of business intelligence at GroupM. Known as "the most quoted...
EPISODE 10: Giving Thanks for Goofy Things the Media Industry Does (Makes Great Podcast Fodder)
25 Nov 2019
Contributed by Lukas
Gordon & Corey tackle "stupid things that make life entertaining." Like crazy uncles at the Thanksgiving table, they blurt opinions on the notion that...
Episode 9: Fat Thanksgiving Newspapers, the Amazon Boogeyman, and Why You Should Be Thinking About Weed
11 Nov 2019
Contributed by Lukas
With shopping season upon us, Gordon and Corey discuss the media industry's obsession with protecting its news franchise while letting another franch...
Episode 8: TV Takes On Digital: 'Our Impressions Are Better Than Yours'
28 Oct 2019
Contributed by Lukas
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...
EPISODE 7: Disruption Expert Clark Gilbert Gets Frank About The Fate of Print & Broadcast Media
14 Oct 2019
Contributed by Lukas
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 ...
Episode 6: Is the Future of Local Broadcast TV Troubling or Exciting? Plus, What CEO Perry Sook Says Nexstar Will Look Like in 2025
30 Sep 2019
Contributed by Lukas
This episode includes stand-in guest host Jim Brown, president of Borrell Associates, and Gordon's interview with Nexstar CEO Perry Sook, conducted da...
Episode 5: Why the Oldest Ad Medium On Earth Continues to Grow
16 Sep 2019
Contributed by Lukas
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...
Episode 4: A Smarty Pants Ad-Buyer Weighs In On What Doesn't Work Anymore
03 Sep 2019
Contributed by Lukas
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...
Episode 3: Radio's "On Fire" Digital Sales, Why "Addressable Digital Advertising" is Declining
19 Aug 2019
Contributed by Lukas
Episode 3: Radio's "On Fire" Digital Sales, Why "Addressable Digital Advertising" is Declining, and an Interview with Jesse McCambridge, Cox Media Gr...
Episode 2: The State of Email Marketing
05 Aug 2019
Contributed by Lukas
Episode 2: Where 80% of Social Media 'Likes' Come From, Newspaper Megamerger, & Why Email is So Powerful In this episode, the hosts discuss a rumor...
Episode 1: The Fate of Newspapers, the Future of Podcasting, & Other Marketing Grist
16 Jul 2019
Contributed by Lukas
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 a...