Webinar Puts The Focus On The Local Ad Outlook

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Factors that will affect the outlook for local advertising will be discussed during an upcoming Distance Learning webinar offered by MFM and its BCCA subsidiary.


The discussion will delve into the forces driving local media purchases in the coming year and features insight and observations from two leaders at BIA/Kelsey.

The webinar, “Outlook for Local Advertising,” is scheduled for Wednesday, Oct. 25, from 1pm-2pm Eastern. The session will be presented by BIA/Kelsey CEO Tom Buono and Dr. Mark Fratrik, the firm’s SVP and Chief Economist.

Agenda topics will include the 2018 national elections, a rise in local spending on mobile advertising, and pressure from digital competitors who are vying for more of the local ad spending pie.

Longer term trends, such as advanced advertising opportunities enabled by the new ATSC 3.0 broadcast standard, will also be explored.

Mary M. Collins, president and CEO of MFM and BCCA, said, “While the overall 2018 ad revenue market will be favorably affected by the political advertising that accompanies a national election, there are a host of factors that will influence how much of the ad revenue pie will be apportioned to local TV, radio, newspaper, cable, and digital media businesses. Buono and Dr. Fratrik are uniquely equipped to not only delve into the factors that will have the greatest impact on when and where local ad dollars will be spent next year, but also how individual media enterprises can compete effectively for the largest possible share of that market.”

Eligible registered participants in the Distance Learning Seminar will also receive up to one CPE credit toward their certified public accounting (CPA) license.

MFM is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors.


The registration fee for the event is $50 for individual members of MFM or BCCA and $75 for non-members. There is no charge for Corporate Member group employees.  The deadline to register at these rates is 6pm Eastern on Monday, Oct. 23. Registrations received after that time will be charged an additional $20 late fee.


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