Podcasts about borrell associates

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 issue and talk to Todd Scott, owner of New Zealand's National Business Review and developer of an innovative subscription platform called New Media Solution. 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.

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 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.

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 you like the episode, leave us a review!  Want to join the conversation? Share your comments at borrellassociates.com/podcast.

In his seventh appearance on E&P Reports, Gordon Borrell, CEO of Borrell Associates, joined Mike Blinder to preview insights from his firm's latest advertiser survey and its implications for the media industry. Borrell Associates, widely regarded as a leading authority on local advertising trends, has released its fall 2024 survey, gathering data from over 1,100 advertisers and 122 agencies. The findings shed light on evolving advertiser preferences, challenges in media sales and strategies for 2025. Access more at this episode's landing page, at: https://www.editorandpublisher.com/stories/gordon-borrell-discusses-key-insights-from-the-fall-2024-advertiser-study,253280  

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 -- about $4,000. He also talks about his appointment to the board of Audacy, the radio company that has just emerged from bankruptcy. 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.

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 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.

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 content.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.

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 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.

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 a review!  Want to join the conversation? Share your comments at borrellassociates.com/podcast.

During this exclusive E&P interview, Gordon Borrell, CEO of Borrell Associates, provided critical insights into the evolving landscape of local media. Highlighting a seismic shift in the industry, Borrell emphasized content as a key differentiator in what he terms the “final phase” for local media. To underscore this, he announced the relocation of Borrell Associates' 2025 annual conference from Miami to the Walter Cronkite School of Journalism at ASU. Access more at http://www.EditorandPublisher.com/Vodcasts    

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, 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.

Borrell Associates has been tracking U.S. advertising since 2001, providing data that encompasses every facet of local marketing expenditures, including promotions, marketing services, research, public relations, loyalty marketing and digital services. Recently, Borrell released its 2024 forecasts revealing that U.S. local advertising will grow a healthy 4.4% in 2024 to $157.1 billion. On top of that, Borrell's recent “Business Barometer” showed a strong uptick in local advertiser optimism about the 2023 holiday shopping season and the general economy. There was also good news for legacy media providers, such as newspapers, radio and TV, forecasting a moderation in previous years' declines. Along with the forecast for 2024, Borrell just released the data from their survey conducted in the second quarter 0f 2023, which included advertising insights collected from over 2,000 respondents. One of the major takeaways from this August 2023 report is a major decrease in respondents who consider themselves "novices" at understanding media concepts, thus offering local media companies more knowledgeable buyers within their markets. Some respondents stated that local media companies should “take more time to listen to what the client is asking for” and “come with more creative ideas about their business.” In this episode of "E&P Reports," we break down the data recently released by Borrell Associates in their latest survey, conducted April through June in 2023, entitled: "New Insights About Today's Local Ad Buyers." Appearing in this vodcast is Borrell Associates' President Jim Brown, who will discuss the latest trends they have uncovered in local advertiser spending, which media types are showing the most demand and how legacy media such as newspapers, radio and TV can capture the predicted 4% increase of overall marketing dollars being invested by local businesses.    

Each year, Borrell Associates, an advertising and marketing research firm with customers across the U.S. and Canada, surveys local advertisers and ad agencies. Participants are invited through the active advertiser lists of various media companies nationwide. Although companies would need to purchase the local results for their individual markets, Borrell does release to the industry several insights and predictions garnered from the aggregate results. This week Borrell released the findings of the spring 2023 survey that included 1,938 respondents from more than 100 different business categories. These participating local advertisers from communities across the U.S. responded to over 35 questions concerning the types of media they purchase, plan to purchase, plan to discontinue and how they decide on and perceive the effectiveness of the many advertising solutions available in today's multimedia landscape. Most are "optimistic" and plan to increase their advertising spend.In this episode of “E&P Reports,” we asked Corey Elliott, Borrell's Executive Vice President of Local Market Insights, to unpack the most important data points that impact the news publishing industry uncovered from the survey. During the 20-minute interview with E&P Publisher Mike Blinder, Elliott offered the following significant findings, that included that even though recent political polls show a major concern from most as to the future of the American economy, most of the respondents said they are "optimistic" about their business's economic future, with 62% stating they plan to spend more on advertising in 2023. Social media, events and radio advertising leadLeading the list of the top advertising solutions purchased is "social media," with 60% of the respondents claiming they invest their dollars in these various platforms. 49% said they participate in events and sponsorships to generate new customers. Radio led the list of legacy media options coming in third, with 47% saying they buy broadcast commercials on a local station. However, when Elliot was asked why such a vulnerable media is so dominant when it is being impacted by competitive mobile audio streaming options for local listeners, his response implied that radio was the last to have its audience impacted by digital competition, giving the industry more time to prepare for the disruption to come. He also revealed that radio advertising retention showed ominous signs within the data, with only 6% of survey respondents stating they would be increasing their spending. And 12% said they were dropping radio from their 2023 marketing plans. Newspaper advertising spend is holding its ownElliott broke down the results concerning printed newspaper advertising revealing that print came in with a respectable 6th position on the ad spend category list, with 39% of the respondents stating they purchase space in local newspapers. The good news for these publishers is that the retention numbers for this media are almost the reverse of radio, with 24% of newspaper advertisers stating they will stay or increase their investment and only 12% claiming they will drop the media.   Advertisers need helpElliott was adamant during the interview that one of the most critical insights revealed by the data Borrell collected and analyzed is that local advertisers are lost when it comes to a strong understanding of how to invest their marketing dollars. But instead of seeking advice and building a relationship with the local media ad representative (or advertising agency), 39% claimed they are resigned to learning how to do it themselves, with over one-third stating they would seek a friend, network contact, employee, or co-worker for assistance. But when the same question was asked of those respondents who purchase advertising from a local newspaper company, the data revealed even less sense that local media ad reps have the knowledge and ability to supply them with multimedia marketing guidance, with 45% learning on their own and close to 40% from friends and co-workers. When Elliott unpacked these findings for E&P during the interview, he stated: "I swear to God, it's less about the media and more about the marketing. If you can provide me with a transparent, complete marketing plan, I'll follow you off a cliff!” In this episode of "E&P Reports," we unpack the latest data from the Borrell Associates 2023 Local Advertising Survey with Borrell EVP Corey Elliott. We get a first look and analysis at the reported types of media being purchased and how local advertisers decide on and perceive the effectiveness of the many advertising solutions available in today's multimedia landscape.  

Gannett Co., Inc. filed a federal lawsuit in the U.S. District Court for the Southern District of New York against Google for “monopolization of advertising technology markets and deceptive commercial practices.” According to Gannett's press release, “The lawsuit seeks to restore competition in the digital advertising marketplace and end Google's monopoly, which will encourage investment in newsrooms and news content throughout the country.” Others have filed similar lawsuits. A bipartisan group of 17 State Attorneys Generals filed a similar lawsuit against Google for ad-tech monopolization in December 2020. Then, the U.S. Department of Justice, joined by a bipartisan group of 17 additional states, filed an ad-tech lawsuit against Google earlier this year. Both lawsuits are ongoing. Last week, the European Union's competition authority filed an ad-tech lawsuit against Google, citing similar circumstances. Both the DOJ and EU suits are seeking monetary damages and fines, as well as the breakup of Google's ad-tech business. Gannett, as the largest publisher in the U.S. — with USA TODAY and more than 200 local news publications — has now thrown its hat in the ring with today's filing. Mike Reed, Gannett's chairman and chief executive officer, spoke with E&P this morning in an exclusive interview about the lawsuit and his thoughts about the future possibilities of news media and journalism. When asked why Gannett filed a standalone suit, Reed said, “The actions that Google has operated under have been monopolistic business practices. They have impacted us for a long period of time, and you could argue that maybe the lawsuit should have been filed sooner. There does seem to be some good momentum right now behind this action, given the DOJ's federal lawsuit against Google for the same infractions around their digital ad technology… This action that we've taken at Gannett is really driven by Google's business practices and their impact on our company and on journalism at the end of the day.” Reed defended Gannett's timing and the standalone filing: “You know, as far as us going by ourselves, we just felt like we had the right size, we had the right legal counsel, and we felt like we didn't want to wait. We're ready to go.” Although the lawsuit does not name an amount for damages sought, Reed is hopeful that the outcome helps all news publications. He stated, “You know, consumers want content. They want local news, national news and content producers like ourselves, which have produced that news for a couple hundred years and have built a business model around advertising. In the digital arena, now that 90% of consumers read their news on the digital platform, you would think digital advertising, which has exploded to a $200 billion industry, would have benefited publishers who produce the content, given consumers are coming to them to digest and engage with the content. Google has inserted themselves in the middle, and they control every aspect of the digital advertising marketplace, from ad placement to the ad exchanges to pricing.             “It's odd for the middleman in this equation to make all the money,” Reed continued. “Our hope is that we get the right outcome for the entire industry and that journalism can survive for the next a hundred years because we get a level playing field around the digital advertising marketplace.” Google's VP of Google Ads, Dan Taylor, responded to the lawsuit, “These claims are simply wrong. Publishers have many options to choose from when it comes to using advertising technology to monetize – in fact, Gannett uses dozens of competing ad services, including Google Ad Manager. And when publishers choose to use Google tools, they keep the vast majority of revenue. We'll show the court how our advertising products benefit publishers and help them fund their content online.” Many in the industry are applauding Gannett's action. Danielle Coffey, president and CEO, News/Media Alliance said, “Gannett's filing in the ad tech case against Google makes a statement that news publishers have a voice and recourse thanks to the DOJ's solid investigation, and the resulting federal and AG lawsuits. We will continue to actively support this case.  Google is not above the law.” Dean Ridings, CEO of America's Newspapers, remarked, “Gannett's legal pursuit of addressing the imbalance in the digital marketplace is a good move. The monopolistic actions in the digital marketplace have stifled the news industry for years, and it is past time to address this issue that has decimated local ad revenue.” Gordon Borrell, CEO, Borrell Associates said, “Glad to see Gannett adding its weight to the effort to break up the monopoly. One company controls 93% of the ad-exchange market, let alone have a tremendous amount of control and influence over content. Since 2000, the market share for the content-rich newspaper industry has completely flipped to tech companies who make scant investments in content and merely aggregate everyone else's. With the pile-on of other lawsuits and government intervention abroad, we could see some relief that leads to a more equitable environment for local media.” Not everyone is bullish on Gannett's approach. Jeff Jarvis, director of the Tow-Knight Center for Entrepreneurial Journalism at the City University of New York Graduate School of Journalism, had this to say, “It is tragic that once-great Gannett is resorting to protectionism and retribution against its competitors rather than have a strategy for innovation and growth in a changed marketplace. There are legitimate questions to be addressed regarding Google's power in both sides of the advertising market and authorities in both Europe and the US are investigating them. But for Gannett to blame Google's alleged monopoly for its present troubles is just sad. It is also ironic, for in New Jersey, where I live, Gannett is a would-be monopoly, buying up nine newspaper brands and promptly cutting back newsrooms, reducing the coverage and quality of journalism serving this state.”   Mike Reed still believes that the news business and journalism have a bright future. “I see a robust future for journalism, for local news, regional news, national news. Consumers still engage with news every single day. We have 150 million ‘uniques' to our news platform here in the U.S. every month. So, there's engagement. Consumers want news. We spend all the money creating the news, and Google makes all the money on the advertising side on the back of our news. That's what needs to change. … Others make money off our news on their platform and don't pay us fair use for it. We do need to get these things corrected through fair playing fields and fair compensation, and I think we will. And when we do, I think local, regional and national news will thrive, and you'll see the number of journalists in this country going up versus going down.”            

Blubrry's newest acquisition; No minimum downloads or audience figures required to make money on your podcast!  Borrell Associates chart of the week looks at social media's local reach on the big three; Facebook, Google and Amazon . . . it's eye opening.  What is Impactful Play?  Apple announces two new charts.Host:  Gary SpurgeonWebsite:  www.podcastingbythenumbers.comYour daily source for facts and stats from the Podcasting Industry.  Each episode will provide you four key insights and indicators that will help maneuver you through the ever-changing Podcasting landscape. 

Gordon Borrell, CEO of Borrell Associates, joins Cross Screen Media CEO Michael Beach to share his thoughts on disruptors, planning with granularity, challenges facing local marketers today, and the new prime time.   Want the latest insights from around the video advertising industry? Subscribe to our weekly State of the Screens Newsletter here: https://content.crossscreen.media/sots-newsletter-signup

The latest Borrell Benchmarking report from Borrell Associates was just released, showing that local digital advertising will grow 9% to over $92 billion, which will amount to almost two-thirds of all available local advertising dollars, rising to nearly three-quarters by 2025. The major shift in purchase behaviors during the COVID-19 pandemic seems to center on how local businesses moved a good deal of their budgets from Google paid search to targeted banners served programmatically. The report also revealed that almost 20% of media companies stated that video streaming (OTT) has become their number one digital product purchased by local advertisers, with spending projected to surpass paid search within three years. Other data within the 66-page report showed that for the 1st time, TV stations have surpassed newspapers in terms of average digital dollars, with 50% stating that OTT is their No. 1 source of digital revenue, with no newspapers making that claim. In this 134th episode of "E&P Reports," Borrell Associates CEO Gordon Borrell breaks down the numbers in their latest Local Digital Advertising Benchmark Study. Also joining in the conversation to offer insight into how this information can benefit the news media industry are Angela Betasso, president and CEO, JDA Media andTom Sly, VP, revenue national media at The E.W. Scripps Company.   Related links: Borrell 2022 Annual Benchmarking Report Local Media Consortium 2022 Spring Conference JDA Media Boot Camp

Borrell Associates' latest study: 2022 Local Automotive Advertising Outlook, released on Monday, Jan 7, 2022, predicts significant changes in this highly lucrative media advertising category for the next few years. Within the 30-page report, 18 charts and graphs reveal that local dealers spent an estimated $8.7 billion on advertising in 2021, a 15% increase over 2020. In 2022, the forecast is for an 8.8% increase in ad spend. However, due to a "steep decline" in available inventory to sell, the dealers will be using these dollars to "rebrand themselves, educate consumers on what their stores have to offer and drive buyers to their websites to interact. The report states that “the new advertising environment is shifting from excitement around new cars on the lot and manufacturer's rebates – both of which are in short supply – to other things. That opened up new opportunities to advertise.” Some of these new reasons that dealers will be advertising will include: Buying back consumer vehicles, meeting online buyers in person, promoting electric cars and ancillary services they offer within their finance and service departments. The report also predicts a significant shift in what media local auto dealers will be purchasing as they move substantial dollars away from broadcast radio & TV ads into newspapers (an 11.9% increase) and OTT (Over the Top Advertising), where their video message is placed on streaming services that deliver content over the internet. In this 119th episode of E&P Reports, E&P Publisher Mike Blinder is joined by Jim Brown, President of Borrell Associates, who reviews the findings of their newly released Auto Advertising Outlook study. Joining the discussion is a long-time automotive industry veteran and JDA media's SVP of revenue initiatives Pat Norris along with E&P's "Ad Sales Life" contributor Richard E. Brown, head of digital subscriber churn for Gannett | USA Today. Slides used during broadcast are available on the Vodcast episode page

As live conferences return and industry moguls get a chance to mingle again, there is no question that Borrell Miami on March 6-8th at the Miami Hilton will once again be a "who's who" of C-suite executives from all sectors of media. This year's event is entitled "The Path to 2032," with a predicted audience of 300 or more, and promotes itself online as the “skip the hype/follow the money” conference with “crisp information that flows from the stage that's chocked full of new data.” E&P is proud to be the media publication sponsor and is offering readers a $200 discount code of “EP200” when they register at: https://borrellmiami.borrellassociates.com. In addition, all who attend will receive a complimentary full-year subscription to Editor & Publisher Magazine. In this 116th episode of E&P Reports, Publisher Mike Blinder welcomes Gordon Borrell, CEO of Borrell Associates, who offers a preview of what to expect at Borrell Miami 2022.          

A new study (Q4 2021) from Borrel Associates shows small to medium-sized local businesses are aware of podcast advertising but need to be educated on how to purchase podcasts ads. Podcasters are in a prime position to do this, more so than radio account executives. I hope my insights from 35+ years in radio show you the opportunities you have right now. Nearly four in ten local advertisers (38%) say they advertised on local radio in the past 12 months, more than double the portion that bought streaming audio ads (15%) and thirteen times the number that purchased podcast advertising (3%). These new findings from Borrell Associates' latest survey of local advertisers illuminate a serious awareness issue digital audio advertising has among small and medium-sized businesses. The survey of 178 local businesses conducted from October-November 2021 is the basis for “How Local Marketers View Streaming Audio,” a new report from Borrell. It found respondents were much more familiar with how to buy ads that run on local radio stations compared with streaming audio and podcasts. More than half of the panelists surveyed had low levels of understanding of how to advertise in podcasts. The fact that only 15% have dabbled in streaming audio advertising isn't because they don't believe in its effectiveness. Four in ten (38%) of digital audio users say it has been very or extremely effective. That's in the ballpark with the 43% of those using local radio station spots who said the same about broadcast radio. One glaring reason why advertisers have lower awareness levels for how to buy digital audio is that a majority of panelists (62%) say they haven't been pitched on digital audio/podcast advertising. Of the 28% that got the pitch but passed, Borrell says 40% said it was too expensive. Not knowing enough about it was another prevalent reason why many panelists have not yet ventured into digital audio advertising. “They aren't buying it because they don't know about it. No one's talking to them so that probably feeds into why they think it's too expensive,” said Borrell Associates VP of Research Corey Elliott in a https://borrellassociates.com/coreys-local-marketing-minute/ (video summary) of the findings. “It's hard to get behind something when you don't know about it and hard to buy something when it hasn't been pitched.” Suggesting there is a significant untapped opportunity, more than half of small and medium-sized businesses surveyed by Borrell who have not tried digital audio or podcast advertising have at least slight interest in this type of advertising. And among those with any interest in streaming audio or podcast advertising, the main info businesses are seeking before buying include reach, targeting, geographic scope, and reporting metrics. Digital Seen As Better For Targeting and ControlThe survey shows local businesses see streaming audio/podcast ads as offering much better-targeting capabilities, more accurate reporting metrics, and better control over where ad content runs. They even view them as more affordable compared with traditional radio spots. But traditional radio spots have the advantage when it comes to ease of buying. As far as response rates to ads go, the panelists perceived them as not being much different on radio versus online. While there were wide discrepancies between digital and traditional audio when it comes to purchasing, the vast majority of respondents say they listen to audio media regularly. Just over six in ten (61%) listen nearly every day to traditional radio and 77% tune in every week. Half (50%) listen to internet/satellite audio daily and 69% weekly. For online/satellite listening, music is the overwhelming draw, with 87% listening for that reason; 39% consuming podcasts. In other findings, panelists are most aware of advertising when listening to local radio stations and less aware of ads on radio station websites or other digitally streamed audio content. The data shows more than

In 2018, news media analyst Ken Doctor penned a column that, in part, read: “Alden Global Capital is making so much money wrecking local journalism, it might not want to stop any time soon.” Now, fewer than five months since the ink dried on Alden Global Capital's acquisition of the Tribune titles, it's making a formal play for Lee Enterprises, a digital marketing services company and publisher of local newspapers across 26 U.S. states. The initial offer was for $24/share. The news sent Lee Enterprises stock upward. As E&P's Publisher Mike Blinder assembled a panel of news media experts on November 23rd to discuss the bid, LEE stock was at $24.10/share. On this 112th episode of E&P Reports, Host Mike Blinder speaks with Gordon Borrell, founder and principal of Borrell Associates; Rick Edmonds, media business analyst for Poynter Institute; Steven Waldman, president and co-founder of Report for America; and Gretchen A. Peck, contributing editor at E&P, about the hedge fund company's intentions. They talk about the offer, the timing, the oncoming culture clash if the deal goes through, the possibility of pleading an anti-trust case, and so much more.

On this morning's Business Beat, Jeff shares findings from a recent Borrell Associates study, indicating that small businesses are making bold moves to stay relevant and capture market share.One third of local advertisers said they plan to spend more on local advertising in 2021, and 70% will add more types of media that are new and different methods in their marketing mix.Tune in to the Business Beat to hear more results from the study on local advertising and the state of small businesses.

It’s true that over the years we have seen the Borrell Associates’ Advertiser Research Studies show a downward trend in local advertiser spending for printed newspapers. But today, Borrell Associates CEO Gordon Borrell feels that those same newspaper companies are now in the right position to gain larger shares of local digital dollars as those advertisers look to shift their expenditures to those companies with the right solutions. According to Borrell’s latest newspaper study, most local ad directors feel they are poised for significant growth over the next year. It’s all part of a new study being performed by Borrell Associates and America’s Newspapers to help the industry find the best opportunities for growth in 2021. In this segment of E&P Reports, publisher Mike Blinder goes one-on-one with Borrell on initial findings and what opportunities are available now for garnering new ad dollars. Related links: More information about participating in the Borrell/America’s Newspapers Study: https://newspapers.org/stories/research-study,4157875? Borrell Associates Website: http://www.BorrellAssocaites.com

February 11 saw the release of the second in a series of Borrell Associates reports that examine 2021 spending plans for a dozen different types of local ad buyers.This 14-page analysis, drawn from a survey of 373 local businesses that buy TV ads, shifts focus to Broadcast TV Advertisers.To share additional insights into the findings, Gordon Borrell spoke exclusively with RBR+TVBR in this fresh InFOCUS Podcast presented by DOT.FM.

The Branded Content Project, an initiative by the Local Media Consortium, Local Media Association and Facebook Journalism Project, today released the results of a report on content marketing in collaboration with Borrell Associates Inc., which found that, despite the effect Covid-19 had on businesses, content marketing remained relatively steady and is projected to be more of a priority in 2021. "Sizing the Content Marketing Opportunity" measured how vast the content marketing space is, what types of media benefit most and what kind of businesses are most inclined to utilize it and at what rates. In this segment of E&P Reports, Mike Blinder speaks with Julia Campbell of the Branded Content Project and Corey Elliott of Borrell Associates about the report's findings and what local media can do to seize the opportunities of content marketing.

One of the most anticipated media studies is the yearly release of the Borrell Associates’ Local Advertiser Survey where thousands of local advertisers complete more than 40 questions, yielding unique insights about current and future marketing plans.  Although the study is being fielded now to be released in November, Borrell has been issuing “snaps” of the data they are accumulating via “chart of the week” releases.   In this segment of E&P Reports, E&P publisher Mike Blinder asks Gordon Borrell, CEO of Borrell Associates, if he would offer an exclusive preview of what they are seeing from the thousands of datasets being garnered for the survey.  Spoiler alert: Gordon is high on local media focusing on content marketing (which he calls “storytelling”) and OTT  (Over the Top TV advertising). Plus, he also says now is the time to be 5G ready to stay competitive in your local market. 

With the unpredictability of COVID-19’s impact on the local advertising ecosystem, Borrell Associates has revised its 2020 advertising and marketing forecasts. The bad news is that the previous 2019 forecast, which revealed local ad spending would increase, has been revised to show a decrease of 13 percent with print, broadcast and radio advertising dropping even more. However, there is some good news in what local advertisers say that they will do with their ad dollars on the backside of the pandemic. Mike Blinder, publisher of E&P, goes one on one with CEO of Borrell Associates Gordon Borrell to unpack these forecasts.

Borrell Associates is the nation’s leading provider of advertising trends and data for the media industry. Each month, hundreds of local businesses and advertising agencies are researched and compiled into ongoing reports. With this information at hand, Gordon Borrell, CEO of Borrell Associates, reveals what trends we can expect--and more importantly--what tactics and practices we can adopt to help stem the tide of revenue loss due to the coronavirus pandemic.

Kip Cassino, just retired Executive Vice President, Borrell Associates has been researching ad spending in the political space for many cycles. He shares his insights about 2020 ad budgets predicting that digital media spending will just about equal television ad budgets this year with each taking about one-third of the estimated $20 billion to be spent on all races.  Kip also cautions about the impact of the rising cost of running campaigns in state and local races and the trend towards starting political campaigns earlier and earlier. #2020Election

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 whether OTT subscription revenue might replace retrans fees (now more than half of Nexstar's revenue), what "sapling" segment of the company he sees developing into an oak tree, and what Nexstar looks like five years from now.

En NotiPod Hoy: El director técnico de Simplecast, Stephen Hallgren, ha hecho un análisis sobre cómo las principales aplicaciones de podcasts entregan el audio y asegura que el método de entrega influye en cómo el usuario consume el contenido.El artículo provocó la reacción de líderes de otras empresas de alojamiento que no están de acuerdo en llamar streaming a una descarga progresiva. En el pódcast de la Asociación Madrileña de Podcasting (Madpod) entrevistaron a Luis Castilla, Licensing Manager de Epidemic Sound, quien ha contado algunos aspectos sobre cómo usar la música en los podcasts que presentarán en el taller en Pódcast Days el 4 y 5 de octubre. Podcast 9, es una nueva app de pódcast para iOS que ofrece fragmentos de audio y transcripciones para que los usuarios aprendan más sobre cada pódcast que escuchan. Para 2021 se espera que la inversión en los “podcasts” llegue a los mil millones de dólares. De acuerdo a los informes, ser patrocinante de un programa como ‘The Daily’ cuesta $ 290,000 al mes. Según la encuesta anual de Borrell Associates sobre anunciantes locales, 6 de cada 10 planean gastar más en publicidad de audio digital en 2019. Stefan Zilch, gerente regional de Acast en Alemania aseguró que en esta parte del globo el podcasting no se está moviendo tan rápido, pero hay mucho potencial, sobre todo, para una empresa como Acast. Peter McCormack, del pódcast ‘What Bitcoin Did’ cuenta cómo ha sido su camino en el podcasting. Luminary ha anunciado seis nuevos podcasts originales y un nuevo pódcast de segunda temporada. Sarah Mcdermott, del portal CNET asegura que haber pasado un fin de semana rodeada de podcasters y fanáticos de pódcast en el London Podcast Festival le ha hecho abrir sus oídos y cambiar de opinión frente a algunas cosas. Las marcas están aumentando su gasto en publicidad más rápido de lo planeado. Pódcast recomendado: NotiTrovaHoy. Es un pódcast que muestra un resumen semanal del mundo de la trova y la canción de autor. Juan Armando Sandoval es el presentador, guionista y productor de este programa. Más detalles y otros episodios y contenidos sobre podcasting en ViaPodcast.FM  

On June 25, 2019, the Federalist Society's Telecommunications & Electronic Media Practice Group presented an event on "Ownership Limits in an Increasingly Competitive Marketplace" at the National Press Club in Washington, DC. The first part of the event featured a Q&A session with FCC Commissioner Brendan Carr.The Federal Communications Commission (FCC) sets limits on the number of broadcast radio stations an entity can own. As required by Congress, the FCC reviews its media ownership rules every four years to determine whether the rules are in the public interest and to repeal or modify any regulation it determines does not meet this criteria. There have been radical changes in the media marketplace since 1996 when the current local radio ownership limits were adopted. And in today’s changing marketplace – where some of the large companies in America, including Google, Amazon, and Facebook, are no longer on the audio marketplace sidelines – important questions have been raised as to whether existing limits need to be modified.As always, the Federalist Society takes no position on particular legal or public policy issues. All opinions expressed are those of the speakers.Agenda:12:15 p.m. - Q&A Session with Commissioner Brendan Carr, Federal Communications Commission12:45 p.m. - Panel Discussion with: Jeffrey Warshaw, Founder and CEO, Connoisseur MediaGordon Borrell, CEO, Borrell Associates, Inc.Francella Ochillo, Vice President, Policy & General Counsel, National Hispanic Media CoalitionModerator: Prof. Michelle Connolly, Professor of the Practice of Economics, Duke University

On June 25, 2019, the Federalist Society's Telecommunications & Electronic Media Practice Group presented an event on "Ownership Limits in an Increasingly Competitive Marketplace" at the National Press Club in Washington, DC. The second part of the event featured a panel discussion.The Federal Communications Commission (FCC) sets limits on the number of broadcast radio stations an entity can own. As required by Congress, the FCC reviews its media ownership rules every four years to determine whether the rules are in the public interest and to repeal or modify any regulation it determines does not meet this criteria. There have been radical changes in the media marketplace since 1996 when the current local radio ownership limits were adopted. And in today’s changing marketplace – where some of the large companies in America, including Google, Amazon, and Facebook, are no longer on the audio marketplace sidelines – important questions have been raised as to whether existing limits need to be modified.As always, the Federalist Society takes no position on particular legal or public policy issues. All opinions expressed are those of the speakers.Agenda:12:15 p.m. - Q&A Session with Commissioner Brendan Carr, Federal Communications Commission12:45 p.m. - Panel Discussion with:Jeffrey Warshaw, Founder and CEO, Connoisseur MediaGordon Borrell, CEO, Borrell Associates, Inc.Francella Ochillo, Vice President, Policy & General Counsel, National Hispanic Media CoalitionModerator: Prof. Michelle Connolly, Professor of the Practice of Economics, Duke University

On June 25, 2019, the Federalist Society's Telecommunications & Electronic Media Practice Group presented an event on "Ownership Limits in an Increasingly Competitive Marketplace" at the National Press Club in Washington, DC. The first part of the event featured a Q&A session with FCC Commissioner Brendan Carr.The Federal Communications Commission (FCC) sets limits on the number of broadcast radio stations an entity can own. As required by Congress, the FCC reviews its media ownership rules every four years to determine whether the rules are in the public interest and to repeal or modify any regulation it determines does not meet this criteria. There have been radical changes in the media marketplace since 1996 when the current local radio ownership limits were adopted. And in today’s changing marketplace – where some of the large companies in America, including Google, Amazon, and Facebook, are no longer on the audio marketplace sidelines – important questions have been raised as to whether existing limits need to be modified.As always, the Federalist Society takes no position on particular legal or public policy issues. All opinions expressed are those of the speakers.Agenda:12:15 p.m. - Q&A Session with Commissioner Brendan Carr, Federal Communications Commission12:45 p.m. - Panel Discussion with: Jeffrey Warshaw, Founder and CEO, Connoisseur MediaGordon Borrell, CEO, Borrell Associates, Inc.Francella Ochillo, Vice President, Policy & General Counsel, National Hispanic Media CoalitionModerator: Prof. Michelle Connolly, Professor of the Practice of Economics, Duke University

On June 25, 2019, the Federalist Society's Telecommunications & Electronic Media Practice Group presented an event on "Ownership Limits in an Increasingly Competitive Marketplace" at the National Press Club in Washington, DC. The second part of the event featured a panel discussion.The Federal Communications Commission (FCC) sets limits on the number of broadcast radio stations an entity can own. As required by Congress, the FCC reviews its media ownership rules every four years to determine whether the rules are in the public interest and to repeal or modify any regulation it determines does not meet this criteria. There have been radical changes in the media marketplace since 1996 when the current local radio ownership limits were adopted. And in today’s changing marketplace – where some of the large companies in America, including Google, Amazon, and Facebook, are no longer on the audio marketplace sidelines – important questions have been raised as to whether existing limits need to be modified.As always, the Federalist Society takes no position on particular legal or public policy issues. All opinions expressed are those of the speakers.Agenda:12:15 p.m. - Q&A Session with Commissioner Brendan Carr, Federal Communications Commission12:45 p.m. - Panel Discussion with:Jeffrey Warshaw, Founder and CEO, Connoisseur MediaGordon Borrell, CEO, Borrell Associates, Inc.Francella Ochillo, Vice President, Policy & General Counsel, National Hispanic Media CoalitionModerator: Prof. Michelle Connolly, Professor of the Practice of Economics, Duke University

Gordon Borrell built an entire business around a survey, and he's still at it! It's 10 years running and there isn't a stop in sight. Gordon Borrell, CEO of Borrell Associates, has confirmed what we've been hypothesizing for awhile now. The customer journey needs to have a relationship built off trust, BUT he throws in a twist. Listen and find out what the secret sauce is. Gordon Borrell is ranked in the top 2% among Gerson Lehrman Group’s 150,000 consultants worldwide and is quoted frequently in The Wall Street Journal, The New York Times, Ad Age, Forbes and other publications. He has appeared on CNN and other TV and radio programs discussing trends and forecasts for local media. Prior to starting Borrell Associates, Gordon was vice president for new media for Landmark Communications, where he worked for 22 years. Subscribe to the podcast now, on iTunes goo.gl/8vPm1B and Google Play goo.gl/uyDsij

Hey, it’s Stiles from Brand Content Studios and here’s your Content Marketing Quickie for the week of March 25, 2019   -Don’t worry everyone, the stability of the world and the validity of news and information is safe in the hands of Generation Z. Naw, I’m just kidding with you. We are completely doomed. Now you’d think with all the garbage Facebook and Twitter have gone through, all the scandals, all the suspicion, all the shady stuff, all the content censoring and manipulation, all the dropping stocks…you’d think that social media would be about the last place you would go to get trustworthy information. Nope. Not Gen Z. Comscore says they lead the way at 55% in turning to social media for their primary source of news. That might be because social media has totally consumed their lives and they see it as the only way one would get information, or maybe they just like what they’re seeing on it and are loving the echo chamber. Colby Atwood at Borrell Associates said, “They believe if it’s important enough, the news will come to them.” And social is what makes that happen. So that’s terrifying. If they rely on the news “finding” them, they’re relegating themselves to being like undiscerning hogs that gobble up whatever slop someone pays to dump in front of their snouts. As you go up the line to Millennials, Gen X’ers and Boomers, the trust in social media seems to go away with age and maybe wisdom. But here’s where none of them seem to be going to get their news, portal sites like MSNBC and Yahoo! Gordon Borrell also talked a bit about what they call the overpopulation of media, saying there’s got to be a shakeout, a thinning of the herd coming soon. They point out there are still 2 newspapers or weeklies for every county in the US, over 10,000 radio stations, 4 class A TV stations for every TV market, over 1,000 cable channels, 660,000 actively produced podcasts – now I feel guilty for making this one, 495 new TV shows that debuted last year. But you think your prospects are going to spend their time with your kick ass white paper instead. Bless your heart. Our world today is an overwhelming glut of content of questionable value and quality getting feverishly pushed out in a growing and chaotic number of ways. Wow, what is a brand to do as audiences keep dispersing and diffusing like our ever-expanding universe? Borrell says they’re using fewer companies to buy more kinds of media, that’s what. 90% of advertisers are hedging their bets by bundling traditional and digital advertising. I’m going to assume you’re starting to see just how powerful the ability to build and hold an audience is, right? http://www.insideradio.com/free/borrell-consumer-news-habits-radically-evolve/article_2f6a74a6-4c73-11e9-96e0-ab49befea4fc.html   -Well if social media is our destiny for how future generations get their information, better buy some video ads on social media right? eMarketer says social video ad spending in the US, hey that’s where I live, should reach almost $14.9B in 2021, up 44% from 2019. That’ll mean social will account for almost one third of all video ad spending. And what a spending spree we have going on where video ads are concerned. That’s expected to go up 62.1% between now and 2023. Who stands to gain the most from that spending? Facebook and YouTube. Makes sense, because those are the platforms video viewers prefer according to AudienceProject. YouTube gets 90% of viewing, Facebook 60%. But eMarketer also found Twitter and Snapchat won’t do bad in that video space either. Twitter’s US video ad revenues will pass $1B two years from now. Why is all this happening? Because video works. Don’t tell anybody, that’ll just be our little secret. Brightcove says 76% of adults in the US, UK and Australia bought a product after seeing a video and 66% of Millennials engaged with a brand after watching a video on social. http://www.insideradio.com/free/forecast-social-video-ad-spending-to-shoot-up-by/article_e377f9ca-4a14-11e9-a477-774716b244b2.html   -Want to be a trustworthy B2B brand? Then how about listening to what B2B marketers say are the main things they do or don’t do with their content that helps them build trust? Vennli went around asking them that question and here’s what they learned. First of all, if you’re posting a lot of data from Gartner and Forrester and all those guys, you might think that’s helping you because these are all well known, well respected names. Turns out you’re right, they are well known and well respected, but the trust people have in them doesn’t necessarily translate into your readers having trust in you. For instance, I’m telling you about this survey by Vennli, but that doesn’t mean you trust me. Good move, because I’m a very suspicious character. Vennli’s CEO Marty Muse says B2B brands should worry less about 3rd party articles and make their own content that doesn’t deal in industry vagueries but speaks right to their prospects’ pains and needs. As for the best tool to do that, 57% said brand content is the best way to build trust. Then comes a strong social media presence at 44%; TV/print/digital advertising at 40%, and customer references or testimonials at 40%. What ranked closer to the bottom? Well we already mentioned analyst reports, but that was followed by word-of-mouth and press coverage. They went even further to find out what kind of brand content drives the most trust in a B2B brand. The winners were sales support documents, followed by case studies, customer support documents and videos. https://www.chiefmarketer.com/original-content-builds-b2b-brand-trust-report/   -Yeah, you might be making content. Might. But are you making content that’s worth anything or is it just adding more low value noise to the ocean of low value noise? Media Update’s Jenna Cook has 5 things you can think about and grade yourself on that I thought was…well kind of elementary, but it makes a lot of sense and an absurd number of companies don’t do any of this so off we go. 1. Is it original? If others have the same kind of thing you’re putting out there and there’s nothing entertaining or distinctive about your host or brand voice…congratulations, you’re not special! 2. Is it relevant. You hear that word a lot but it boils down to, do the people you’re sending this to really care? I mean, really care. Is it concise? I don’t call this the Content Marketing Quickie for nothin’. Is it consistent? Content comes at such a high pace and volume now that your one and done piece of content will be forgotten like, 5 minutes ago. You build an audience by getting them addicted to what you’re putting out. And finally is it actionable? Did you seriously not think to tell your audience what you wanted them to do with what you just gave them? https://www.mediaupdate.co.za/marketing/146325/five-ways-to-tell-if-your-brands-content-is-valuable   That’s the Content Marketing Quickie, you should know by now if you hate it or want to get it every week, so subscribe or give it some word of mouth…which we just learned doesn’t lead to a lot of trust. And we’ll find out what happens next week!

En NotiPod Hoy - Marco Arment, creador de Overcast, advierte que todos los días escucha lo mucho que a los oyentes les molesta los anuncios dinámicos insertados con ubicación geográfica específica. Asegura que si siguen haciendo esto, los usuarios se cansarán de los podcasts y entonces perderán la audiencia. - Bose quiere lanzar nuevas gafas que integran auriculares y un sistema de realidad virtual bajo sus patillas. - Estudio de Borrell Associates, revela que el 72% del total de las emisoras de radio en Estados Unidos ha decidido incursionar en el mundo del podcasting, pero solo un tercio de ellas producen podcasts a diario. - Asociación Podcast ofrece la ponencia “Empieza a editar con Audacity” para sus socios el próximo miércoles 13 de febrero a las 22 horas. - El 5G podría cambiar radicalmente el mundo del marketing y la publicidad gracias a la alta velocidad de navegación. - Los altavoces inteligentes no solo ayudarán a la publicidad sino también al crecimiento de los podcasts. - Shari Redstone, ejecutiva de medios estadounidenses, asegura que el audio será un gran impulsor del consumo de medios en el futuro. También ha revelado que al llegar a su casa en lugar de ver televisión, prefiere ponerse al día a través de un podcast. - La aplicación Entale en su versión 3.0 ahora utiliza inteligencia artificial  para detectar contenido adicional para cualquier podcast. - Spotify se está convirtiendo en una gran amenaza de podcasting para Apple. - Allan Tépper, especialista de audio y video, defiende que ‘Toda producción y distribución de audio debería ascender a 48 kHz'. - Podcast recomendado: 'Elígete a ti mismo' es un podcast creado para emprendedores inconformistas. Su conductor, Ricardo Llamas, asegura que es para personas lo suficientemente valientes para construirse desde cero. Se plantean nuevas formas de vivir, pensar, actuar y trabajar. Más contenidos y enlaces en el Blog: https://viapodcast.fm/los-podcasts/notipod-hoy/

Kip Cassino, Executive Vice President, Borrell Associates has been forecasting and tracking political ad spending for many cycles and has just updated his forecast for 2018 to $8.8 billion up $321 million from earlier estimates.  While digital/online and direct mail are seeing some trimming of the budget, television and cable are seeing a shift from mass to targeted ads.  We talk about the impact of Cambridge Analytica on the political targeting market and efforts by traditional media to maintain their share of political ad budgets.  @BorrellAssoc Borrell Associates

As the new year begins, are you thinking about how to market your business? Developing a small business marketing strategy requires an introspective look into your current customers. How did you attract them? Does does that apply to new customer acquisition? According to a Borrell Associates survey of nearly 4 thousand local advertisers, the top six … Continue reading "What’s Your 2017 Small Business Marketing Strategy?" The post What’s Your 2017 Small Business Marketing Strategy? appeared first on What Works for Biz.

Cindy discusses Mobile Statistical Reports with Sandy MartinMarketing Analyst for Borrell Associates, Inc, where she develops content for sales and research presentations and leads their social networking efforts.