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Radical Change in Local Advertising & How Media is Morphing to Survive

September 19   •   3:00 p.m.  -   4:15 p.m.
Fira Montjuïc, Hall 8, Theatre 1 Gatlin B

There’s a lot of chatter about “tectonic shifts” in the media world – and most of it is overblown, according to advertising guru Gordon Borrell. But one fundamental thing has indeed changed – the way local businesses spend their marketing dollars. Total spending on advertising is 6 percent below what it was 10 years ago, while spending on promotions has ballooned 88 percent. Borrell explains the phenomenon in a fascinating look at 100 years of advertising, tied into a never-before-released 2013 survey of thousands of SMBs that explains why some media companies are morphing to adapt to this new marketing environment. It all leads to what he sees as a “tremendous” opportunity for radio operators who know the promotions business well.

 • Gordon Borrell, CEO, Borrell Associates