Ingram's November 2022

MEDIA TRENDS AND MARKETING IN AN UNCERTAIN FUTURE

A Message to Media Buyers: Think Ink, Too

by Dennis Boone

By the Numbers | Gordon Borrell of Borrell Associates offered a data dive that reinforced the role that advertising plays in small business success.

As mass-audience print and broadcast platforms collapse, advertisers find they can leverage their digital presence with hyper-local niche publications.

T he complex challenges facing today’s advertisers and ad buyers were front and center at a recent forum for Kansas City and bi-state regional ad buyers and adver- tisers, where nationally known media experts offered key insights into an ever-more-fractured world of market ing channels. GordonBorrell, of Borrell Associates

in Williamsburg, Va., and Mitch Bettis, CEO of Arkansas Business Publishing Group addressed advertrising buyers and marketers gathered at PlexPod in the Nov. 7 luncheon and program produced by Ingram’s Media. After ward, attendees gathered for a round table to address issues and trends. The event began with Bettis diving into various metrics that might have

surprised anyone who believes print platforms are losing relevance for effective marketing. He especially addressed the value of hyper-niche platforms. “When you think about what has changed over the last 20 years, I’m not sure a profession has changed as much as media buying,” said Bettis. “It used to be really simple … we had a newspaper or two, a radio station or

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I n g r a m ’ s

November 2022

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