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As the CEO of Borrell Associates Inc., I have built and led a multimillion-dollar market…
Articles by Gordon
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Gordon Borrell shared thisLooks like the pandemic may have taught local businesses a lesson. Great stuff from Corey Elliott in his latest video.Advertisers are Worried, But Look What They're Doing With Ad Budgets... (EP 89)Advertisers are Worried, But Look What They're Doing With Ad Budgets... (EP 89)
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Gordon Borrell shared thisThe broadcast industry is led by so many smart, passionate people. Among the best are the energetic and dedicated board members of the Minnesota Broadcasters Association. I was honored to spend the day with them this week at Hubbard Broadcasting, Inc. HQ. With Lucas Carpenter, Tim Hyde, Jeremiah Jacobsen, RJ Linder, Stephanie Hedrick, Shannon Knoepke, Chris Fee, Chad Cummings, Joe Johnston (selfie-taker), and the dynamic positive force behind the MBA, Wendy Paulson.
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Gordon Borrell shared thisThe "crisis marketing" message SMBs learned during the pandemic seems to have stuck: When times seem tough, advertise. Good insights here from Corey Elliott. https://lnkd.in/eV3xq3QuBorrell: Most Small Businesses Plan To Maintain Or Increase Ad Spending.Borrell: Most Small Businesses Plan To Maintain Or Increase Ad Spending.
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Gordon Borrell shared thisLooking forward to being in Austin with the inimitable Texas Association of Broadcasters. What a great group of broadcasters, large and small. Join us by registering at www.tabshow.org.
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Gordon Borrell shared thisAI is quickly becoming consumers' preferred method of searching -- and, perhaps soon, product-buying. Check out this article in Search Engine Land. OpenAI's recent launch of product feed ads in Ads Manager Beta is a new opportunity for local businesses to promote products and services, in competition with Google and Amazon. https://lnkd.in/euQQsJMHOpenAI launches product feed ads in Ads Manager betaOpenAI launches product feed ads in Ads Manager beta
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Gordon Borrell shared thisWho says Gen Z doesn't listen to #FM radio? I found this on the screen of my 26-year-old son's Mazda Miata when I exchanged cars with him this morning. (Footnote: I could take about 2 minutes, then switched to a golden oldies station more melodius to my generation.) Val Borrell
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Gordon Borrell shared thisOf the 171 podcasts we've produced, this one featuring Jelly Belly creator DAVID KLEIN was the funnest (and funniest). It kicks off a summer series exploring old-school marketing tricks that still work. Listen here: https://lnkd.in/eCbsN74F
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Gordon Borrell shared thisWhat a remarkable story about Shari Donnermeyer, whom i had the privilege of working with for many years at Borrell Associates Inc. Such a strong, wise, positive and grateful woman. https://lnkd.in/eExTQhNmNew Hampshire woman thanks blood donors for life-saving transfusionsNew Hampshire woman thanks blood donors for life-saving transfusions
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Gordon Borrell shared thisEnjoyed this interview with my friend David Oxenford. Tried to coax some trash talk about about the FCC, but, well... his answer reflected how much of a good lawyer he is for the broadcast industry. https://lnkd.in/dwGcTzE4Gordon Borrell shared thisOur latest podast tackles the issue of whether media consolidation is a good thing, especially for the businesses that financially support TV and radio -- local advertisers. Listen at https://lnkd.in/dZSa9fYr Wilkinson Barker Knauer, LLP David Oxenford National Association of Broadcasters Corey Elliott Gordon Borrell
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3w
Very proud of you, my poet/author/wife, and how brave you are to bare your soul through poetry.
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Gordon Borrell liked thisGordon Borrell liked thisNational video advertisers are starting to think market by market instead of one size fits all, and our CEO Michael Collins thinks this is just the beginning. His prediction: over 25% of national ad dollars could eventually incorporate the benefits of local activation. On the latest episode of The Local Marketing Trends Podcast, Michael joined Gordon Borrell and Corey Elliott at Borrell Associates Inc. to unpack why that shift is happening now, and what it means for broadcasters, streamers, and local media companies positioned to capture it. Listen to the latest episode of The Local Marketing Trends Podcast 🎧 https://lnkd.in/g9wYYjgR
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Gordon Borrell liked thisGordon Borrell liked thisA big congratulations to the entire CMG Orlando K92.3 team on the 31st Annual All Star Jam! What an incredible night and another powerful reminder: never underestimate the connection and strength of radio and its fans. 31 years of bringing artists, listeners, customers and our community together. That kind of loyalty and connection is something special. Proud of this team and what they continue to create. Great job, K92.3! #wearecmg #cmgorlando #radio
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Gordon Borrell liked thisGordon Borrell liked thisWTOP News, Federal News Network and 2060 Digital Washington D.C. welcome new President/Market Manager, Declan Moore! https://lnkd.in/etkSs4hzDeclan Moore Appointed President/Market Manager For Hubbard | Media That Connects in Washington, DCDeclan Moore Appointed President/Market Manager For Hubbard | Media That Connects in Washington, DC
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Gordon Borrell liked thisGordon Borrell liked thisLocal advertisers can spot an AI-written sales pitch before they finish reading it — and once they do, the deal is already in trouble. That’s the core finding from Gordon Borrell (Borrell Associates), who’s tracked SMB attitudes toward AI for years. His latest research shows a widening gap: most media companies assume their clients are as comfortable with AI as they are. The data says otherwise. “AI is a happy intern. It just glibly goes out and finds stuff for you and throws slop on the table.” Borrell’s advice to sellers as told to Garrett Searight isn’t to avoid AI — it’s to stop treating its output as finished work. Use it to research, then verify, absorb, and make it your own before it ever reaches a client. Reps who skip that step get caught fast: advertisers now flag AI-generated pitches by the telltale signs — excessive wordiness, over-formatting, a tone that doesn’t sound like a person. There’s a second thread in the piece worth noting too: local ad spend used to drop when the economy got scary. Since COVID, that’s reversed — rising anxiety now correlates with rising budgets, because owners learned advertising through uncertainty is what keeps customers walking in. https://lnkd.in/gJE2Xx9u Where’s the line for your sales department between using AI as a tool and leaning on it as a crutch in client-facing work? #AdvertisingSales #MediaIndustry #AI
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Gordon Borrell liked thisGordon Borrell liked thisJamie Cohen has been running digital transformation at Salem Media for eight years. I remember his face in California when he first took the job. Fear and excitement sitting in the same chair. He still has that look. "Evolution is a constant state… I'm never comfortable where I am." "You run from it or you run to it." "I've not found the easy path still. It doesn't exist." Transformation is the loneliest job in the building. Nobody throws you a parade for moving their cheese. If you're the one asking people to change, you should hear this. Listen on Evolved Pros. Subscribe. Come back every week. https://lnkd.in/ghv8tsj6 I'll see you when I see you.
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Gordon Borrell liked thisGordon Borrell liked thisI know a bunch of people lost their jobs yesterday at Comscore, Inc.. From what I've heard via the alumni grapevine, this includes some outstanding, really talented people. If you're one of those affected, reach out. I have consulting clients and companies I advise who are always interested in talent. And if you're looking to hire in the measurement and advertising analytics space, let me know. Maybe we can make a match or two. __________________ Edit: There's a Facebook group for Comscore alumni, started by Steven Millman. I'll put the link in the comments. If you're now a Comscore alum and you're on Facebook, check it out.
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Gordon Borrell liked thisGordon Borrell liked thisToday marks my last day with KXAN and Nexstar, and I leave with so much gratitude for the opportunities, experiences, and relationships I’ve gained along the way. I moved to Austin in 2008 for an opportunity at KXAN, not yet knowing just how much of my life would unfold here or that it would become a career spanning 18 years. So many of my biggest personal and professional milestones have happened during this chapter. I got engaged, got married, brought home three children, and built a career beyond what I ever could have imagined. Through it all, KXAN has been such a meaningful part of my life, energizing me, challenging me, and bringing me so much joy. It’s been a true privilege to be part of KXAN. I leave incredibly grateful for this chapter, for all that we’ve accomplished, and for the memories we’ve made. Signing off but will forever be cheering you all on!
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