The 2014 Advertising Outlook in YOUR Market
As marketers adjust media spending, local advertising is gaining in popularity. In 2014, for the first time, local advertising will surpass $100 billion, or 37 percent of all U.S. advertising expenditures.
What's happening in your market?
During the opening general session program at the Key Executives Mega-Conference, Gordon Borrell, CEO of Borrell Associates, will offer insights on the biggest national trends.
He also will give attendees who registered by Jan. 10 a free forecast for their specific markets, showing how much local businesses will spend on newspapers, radio, online, TV, direct mail, yellow pages, cinema, local cable and outdoor advertising.
"Standing on stage blabbing about trends in local advertising is like handing out rice cakes. They're somewhat filling, but not very nutritious," says Borrell. "Every local market is different, which is why we'll be handing out reports tailored to each attendee's market, forecasting ad spending across 12 media channels (newspapers, radio, TV, outdoor, online, etc.).
"That makes any discussion about trends in local advertising three-dimensional and certainly a lot more actionable. The reports and presentation will also deliver a vital bit of information for anyone trying to play the digital advertising game: How much could you be making in your market?"
Topics on Monday included developing new print circulation, digital development, best approaches to competition, personnel (finding, recruiting, training and managing) and managing your staff (dealing with strife, reviews, reprimands and terminations). On Tuesday, the agenda will focus on content, niches and how the world sees us (and what to do about it).
Future eBulletins will examine some of the ideas that came out of this meeting, beginning with a look at how one company evaluates editorial excellence produced by its newsrooms.
Special thanks to Dolph Tillotson, president of Southern Newspapers, Inc., for moderating the Forum.