What are local advertisers buying? How is that changing, thanks to the rise of local digital media solutions? Do broadcast media and print media hold the same value with local businesses as they did a year ago, or a decade ago?
Answers to these questions will come on Tuesday (3/20) in a Distance Learning Webinar offered by MFM, the Media Financial Management Association, and its BCCA subsidiary, which serves as the media industry’s credit association.
Providing those answers is noted local ad dollar soothsayer Gordon Borrell, CEO of Borrell Associates. He’ll discuss findings from his firm‘s recent survey of local advertisers and what they portend for ad-supported media businesses from 1pm-2pm Eastern in the online session “The Ebb and Flow of Media’s Lifeblood: Local Ad Dollars.”
Borrell will explore what local advertisers are buying, how that’s changing, and how they view the strengths of traditional print and broadcast media compared with digital products they have been purchasing.
Borrell’s presentation will also address media buying trends expected over the next three years, including a “surprising” change in the outlook for certain digital media purchases, MFM promises.
“Local businesses have been adjusting their marketing budgets in favor of digital media in recent years, but that may be coming to an end,” said Mary M. Collins, President/CEO of MFM and BCCA.