Washington, DC; New York - Jul 17, 2013 - The National Association of Broadcasters (NAB) and Radio Advertising Bureau (RAB) will present a Super Session titled "Radical Change in Local Advertising and How Media is Morphing to Survive." The session will take place on Sept. 19 at the 2013 Radio Show in Orlando.
"Radical Change in Local Advertising and How Media is Morphing to Survive" will address the media industry's shift towards promotions, such as radio's use of talent endorsements, live remotes and contests. Although total spending on advertising is 6 percent lower than it was 10 years ago, spending on promotions has ballooned 88 percent, according to Borrell Associates. This presents a tremendous opportunity for radio, where promotions are widely used.
Advertising analyst Gordon Borrell, CEO and founder of Borrell Associates, will discuss the fundamental changes in how local businesses are spending marketing dollars and provide an overview on the history of advertising trends. He will also present a never-before-released survey conducted by Borrell Associates, in which thousands of small and medium-sized businesses were queried on their media and marketing choices and advertising strategies.
Borrell, who is quoted frequently in The Wall Street Journal, The New York Times, Ad Age and Forbes, often appears on TV and radio programs discussing trends and forecasts for local media. Prior to starting Borrell Associates, he was vice president of new media at Landmark Communications. In 1989, he began pioneering interactive ventures and helped establish the first TV, newspaper, cable and network TV websites.