Best Borrell Associates Podcasts (2024)

1
Madhive's Jim Wilson Talks About Small Fish in the CTV Stream, and His New Role with Audacy 22:20

3d ago22:20

22:20

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, 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 …

1
Why Dozens of Buyers Have Been Snapping Up Newspapers 29:39

17d ago29:39

29:39

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 …

1
Local Content Goldmine Starts to Deliver (Even for Radio!) 24:20

1M ago24:20

24:20

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, politic…

1
Hyperlocal Site's 100-Year Plan: Help Local Businesses 28:51

2M ago28:51

28:51

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 t…

1
Riegsecker Sees Local Media at an Inflection Point 21:34

2M ago21:34

21:34

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…

1
Finally, Local Podcasting Might Be Catching On 28:27

3M ago28:27

28:27

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.…

1
Are Digital Marketing Services Worth Selling? 21:17

3M ago21:17

21:17

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 ResearchAler…

1
This Iconoclast Doesn't Mince Words on Today's Mass Media 24:05

4M ago24:05

24:05

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 …

1
Local Media's Near-Term Fate: Hobby Shop or Rising Phoenix 32:03

4M ago32:03

32:03

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 …

1
The Forgotten Goldmine in Email 25:35

5M ago25:35

25:35

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…

1
Radio's New Leader Brings An Attitude To the Job 32:31

5M ago32:31

32:31

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 ResearchAlert Lists.As always, tha…

1
Beasley Skips the Committee Approach on GenAI, Brings in a Big Gun 29:37

6M ago29:37

29:37

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 …

1
TEGNA Finds a Set of AI Geniuses 26:59

6M ago26:59

26:59

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…

1
How Young Adults Search Online for 'Local' Information Might Surprise You 22:52

7M ago22:52

22:52

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 l…

1
It's the Email, Stupid 28:44

7M ago28:44

28:44

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 d…

1
First Step Chronicles, Part 1: How One Radio Group is Tackling GenAI 25:58

8M ago25:58

25:58

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…

1
Cox is Scripting the Future of Local Television With Ambitious 'Neighborhood TV' 29:24

8M ago29:24

29:24

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 h…

1
Pearls of Wisdom from a Remarkable Woman Who Might Be the World's Oldest Living Sales Rep 23:22

9M ago23:22

23:22

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 wo…

1
Deloitte Exec: Generative AI Will Have 'Enormous' (Good) Impact on Local Media 21:01

9M ago21:01

21:01

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 Rese…

1
Where Ad Industry Is With Generative AI, and How Frequence Is Cracking the Code 22:55

10M ago22:55

22:55

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 ResearchAlert Lists.As always, thank you for listening. If you like the episode, leave us areview! …

1
Could Radio Be Overthrowing Newspapers & TV as the King of 'Local'? 29:38

10M ago29:38

29:38

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 A…

1
Picking on Prognosticators: 2024 Predictions Worth Dissin' 22:58

11M ago22:58

22:58

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…

1
We Come Bearing Gifts: Another Windfall for Local Media on the Horizon 18:25

11M ago18:25

18:25

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 goldm…

1
News Industry Executive: Google Payments to U.S. Local Media 'Will be Transformative' 25:41

12M ago25:41

25:41

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 borrellasso…

1
What 2,000 Local Businesses Told Us About Their 2024 Ad Budgets 21:45

12M ago21:45

21:45

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 …

1
As Ad Buyers Warm up to SaaS Marketing Tools, Will They Ditch the Sales Rep? 27:16

1y ago27:16

27:16

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 yel…

1
Wondering About the Profitability of Digital Sales 17:56

1y ago17:56

17:56

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 …

1
Still Reeling from Meta's Punch, News Sites Brace for 'Devastating' Wallop from Google 37:45

1y ago37:45

37:45

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.By Borrell Associates

1
Why 2024 is Likely to Be a Windfall Year for OTT Sales 26:18

1y ago26:18

26:18

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 ResearchAlert Lists.As a…

1
Is Traditional Media Really Poised for a 'Comeback' in 2024? 26:26

1y ago26:26

26:26

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 fro…

1
Uh-Oh. The Deer Have the Guns 21:10

1y ago21:10

21:10

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 …

1
Final Analysis on A.I.: A Little Hype, a Lot to Learn, a Chance to Lead 25:11

1+ y ago25:11

25:11

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 t…

1
Could A.I. Be 'More Profound Than Fire'? A.I.'s Master of Marketing Weighs In 25:51

1+ y ago25:51

25:51

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. …

1
Looking Back on 99 Episodes, Looking Forward to Clones Taking Over 21:00

1+ y ago21:00

21:00

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 disc…

1
Scripps CEO Squelches Distractions, Looks for Ad Rebound, Focuses on a 'North Star' 22:56

1+ y ago22:56

22:56

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…

1
Robots at Fast-Food Restaurants, at Airport Gates . . . And Now Writing Ad Copy 23:00

1+ y ago23:00

23:00

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 ResearchAlert Lists.As al…

1
Episode 97: Getting Smart Fast: What A.I. Means for Media & Advertising 28:59

1+ y ago28:59

28:59

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 Busine…

1
Episode 96: Why 'All the Right Moves' Didn't Guarantee Knight Ridder's Digital Success 23:08

1+ y ago23:08

23:08

Twenty years ago, Knight Ridder had $3 billion in annual revenue, a 19% operating margin, and a relentless determination to conquer the digital world. It was the second-largest newspaper company in the U.S. and perhaps the most focused on building a digital empire, even moving its headquarters to Silicon Valley. Within a few years, everything fell …

1
Episode 95: The Biggest Content Opportunity of All 24:09

1+ y ago24:09

24:09

While everyone races toward niche local content, many seem to have forgotten the most-demanded content of all. From GenZ to Boomers, this topic is at the top of everybody's daily list. Gordon & Corey explore why everybody talks about the weather, but nobody seems to do anything about it. The podcast features an interview with weather advertising ex…

1
Episode 94: 'Antenna Man' Plays David to Goliaths of Broadcasting 27:51

1+ y ago27:51

27:51

An influencer who calls himself Antenna Man is calling out companies such as Nexstar, Sinclair, TEGNA, and iHeart, amassing a quarter-million YouTube followers. This episode features an interview with the notorious Antenna Man. Despite the fact that he's urging investors, "please do not fund these multibillion-dollar" companies and claims that radi…

1
Episode 93: Saga Suddenly Gets Serious About Digital 24:16

1+ y ago24:16

24:16

Digital focus hasn't been a hallmark of Saga Communications. Among publicly held radio broadcasters, Saga has been at the bottom of the heap in digital revenue. But something has changed, and the company's stunningly successful digital experiment in Tennessee is being rolled out to other markets. In this episode, Gordon & Corey interview the new CE…

1
Episode 92: GenZ News Consumers Have Some Advice: Cut to the Chase 21:52

1+ y ago21:52

21:52

Corey interviews three media-savvy students from the University of Miami who say they and their GenZ friends do, indeed, check local news regularly. And you might be surprised to learn which media outlet has snared their attention by pushing stories out on social channels like Instagram. In this episode, the 20-somethings offer frank advice to medi…

1
Episode 91: Time to Rethink Re-Selling Commoditized SEM, Banners, & OTT? 25:21

1+ y ago25:21

25:21

Seems like everybody is selling the same digital marketing products. And that makes them low-margin commodities. Gordon & Corey wonder if it's time for media companies to go back to doing what they do best -- selling higher-margin O&O inventory. They get some insight from omnichannel marketing expert Oliver Jacob, president of Frequence.Stay in the…

1
Episode 90: Publishers Could Find a Fortune in Losing Cookies 19:15

2y ago19:15

19:15

Local publishers stand to lose more than $4 billion in annual revenue if third-party cookies disappear, but Corey and Gordon aren't buying the sky-is-falling mentality. The podcast features an interview with two executives from a media consortium that has launched a project that could solve the cookie issue altogether. Stay in the loop with all thi…

1
Episode 89: Wither TV Ad Budgets? Dave Morgan Utters Fearful F-Word 21:11

2y ago21:11

21:11

With more than 1 million TV programs available, our hosts wonder about the opportunity -- and about the effect on good ol' broadcast TV. This episode features an interview with Simulmedia founder and CEO Dave Morgan, who utteres a fearful word when asked about TV ad budgets. He also talks about how the phase-out of third-party cookies are likely to…

1
Episode 88: We Didn't Attend CES-a-palooza, But We Found Two Smart Guys Who Did 27:10

2y ago27:10

27:10

Corey and Gordon maintain their record of having neither attended nor gushed about the annual gadget-fest in Las Vegas, but they did decide to do something other than poke fun at it this time. In this episode, they ring up two other smarties -- Fred Jacobs of Jacobs Media, and media disruption expert Todd Handy -- to get their impressions. What did…

1
Episode 87: Who's Gonna Help SMBs Feed the Content Monsters They Created? 23:21

2y ago23:21

23:21

As local businesses expand their "owned media" platforms, our hosts wonder how they'll feed the feed the voracious content monsters they created. This episode explores the mysteries of content marketing, and features an interview with the CEO of one of the companies at the forefront, RevContent.Stay in the loop with all things Borrell when you join…

1
Episode 86: Jeff Warshaw Weighs In On Audacy, iHeart, & Another Run at Cumulus 27:47

2y ago27:47

27:47

By now, the radio industry was expecting a full pandemic recovery -- back to 2019 operating levels. But that hasn't happened. Revenue continues to run below 2019 levels, radio stocks are trading at or near all-time lows, and Audacy is in danger of being delisted. Our hosts look for insights from Jeff Warshaw, the radio CEO who attempted a $1.2 bill…

1
Episode 85: The Gears That Will Drive Local Advertisers to Buy in 2023 24:01

2y ago24:01

24:01

The state of next year's economy is a big questionmark for some -- but not for our intrepid hosts. Corey & Gordon have got it all figured out, including how wide local ad-buyers will be opening their wallets next year. The podcast features forecasts for local advertising in 2023, plus an interview with Shari Bower, an executive with the Federal Res…

1
Episode 84: How Local Advertising Will Change in 2023, and a New Opportunity in OTT 27:11

2y ago27:11

27:11

This year is ending with a lot of uncertainty, but Gordon & Corey aren't fuzzy at all on what 2023 will look like. Wrapping up a survey of thousands of local ad buyers and on the eve of issuing their local advertising forecast, the hosts offer a peek at the ups and downs they expect for the new year. The podcast also features an interview with Spec…

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