The lives of men are changing dramatically – their relationships (especially with women), home life, parenthood and careers. More of them support gender, economic and lifestyle equality and aren’t afraid to appear vulnerable. Their evolving attitudes have resulted in more focus on their health and appearance and how they shop and what they buy. Brands and retailers can’t rely on the old stereotypes to reach and engage with men.

Even after a modern history of 70+ years (and many more years in development), the TV set is still a magical device. Never has it been more of the doorway into an endless entertainment adventure than today. It is also a companion, a teacher, a breaker of barriers between people and nations and a special source of warmth and solace after a long day – like a member of the family.

During the past 70 years, Cable TV has evolved from its original purpose – providing isolated rural areas and those with poor TV reception access to the closest broadcast channels – to expanded viewing options for urban and suburban audiences. The number of channels quickly increased to hundreds, and with more content than even a couch potato could watch. The cost of subscriptions has increased and new streaming services attract more viewers.

The thousands of store closings and radical re-purposing of shopping centers/malls that have defined the so-called “retail apocalypse” are the outer manifestations of a much deeper challenge to brands and retailers: bridging the “consumer chasm.” It is the gap between brands and retailers’ perceptions of 21st century consumers’ wants and needs and, of equal importance, consumers’ preferences of how brands and retailers should communicate with them.

With the increasing fragmentation of all media, and specifically TV, your role as a local TV media rep must also evolve. You must also be an educator and advisor to guide local advertisers through the media maze. Your efforts start with no apologies for how TV is changing. Change is not only inevitable, but also welcomed, as it is often the catalyst for something new – and something better for your local prospects and advertisers.

As major brands and retailers (and shopping malls) struggle with the so-called “retail apocalypse,” local businesses and retailers, although not entirely invulnerable to the chaos, are benefiting, and discovering new paths to growth and profitability. In some places, Main Street USA is still rebounding from the recession, but local businesses may be entering a new era in which they can leverage localized products and personalized services against big brands and retailers.

Radio was the first broadcast medium. Despite the growing popularity of TV during the 1950s, radio was able to thrive. Thanks to the invention of the transistor and small portable radios, teenagers made the medium essential to their lifestyles. Today, digital technologies challenge radio and TV. Just as the TV audience has fragmented, music streaming services, podcasts and a variety of audio devices have done the same to radio.

More than one recent Media Group Online report has suggested our lives during the first 8+ weeks of the pandemic (from early March into May) would have been entirely different – and more chaotic and possibly dangerous – without e-commerce. The surge in shopping was unprecedented and caused many problems for online retailers. Nonetheless, both the biggest online retailers and even some small, local stores seemed to respond and recover relatively quickly.

Undoubtedly, many Boomers would agree the “OK Boomer” meme is a minor skirmish compared to the classic “Generation Gap” they experienced during the 1960s. Despite, these age-old generational disagreements, Baby Boomers are generally in a very good place. Thousands are retiring daily, but they and those who are still working are more active, healthier and more involved in social issues than previous generations.

Many rabid sports fans revel in the opportunity to support their favorite teams by wearing their gear to games, fueling their enthusiasm with tailgate parties and cheering wildly from the stands. Attending many sporting events is either prohibited or limited, however. Sports fans are relegated to the safety of their homes and their big-screen TVs – and a much more comfortable seat than any in a stadium or arena.

Few retail sectors have suffered as much from the pandemic as restaurants. It doesn’t just affect the cash register till, but also employment (often teens and younger adults), payroll and sales taxes and tourism. Although some major chains may experience significant revenues losses, and even bankruptcy, it’s the independents and mom-and-pop establishments which are experiencing the brunt of state-mandated closures.

Most media have recovered as well as could be expected since the start of the pandemic, despite significant losses of ad spending and shifts in people’s media use. TV was able to benefit from its ubiquitous position, as viewers, including young adults, planted themselves in front of their TVs for news and entertainment to fill their additional time at home. Eventually, digital media benefited significantly (and still is), as well as many retailers from

It may be a metaphorical stretch, but convenience stores are like the general store and travel waystation of the 19th century: they are essential to their communities, but as with so many retail sectors during the pandemic, the transformation already begun must accelerate so convenience stores remain vital. Some convenience stores have been critical during the pandemic, such as the Arivaca Mercantile in Arivaca, AZ, as the nearest gas station and grocery store are more than 35 miles distance.

Understanding today’s consumers is crucial for brands, retailers – and media sales AEs. New niches of consumers are being added to the American “melting pot,” bringing their cultural influences, spending behaviors and media choices into the marketplace. New technologies are helping, such as NextGen TV, which will make it easier for local retailers, but especially minority businesses, to engage with neighborhood audiences who are more likely to buy their products and services.

The fundamental purpose and goal of sales and sales management haven’t changed, but the sales process must adjust, and often significantly, to the unique experience of the pandemic and what the post-pandemic period will become. For media sales, specifically, the challenge is regaining an understanding of today’s local economy. Many local businesses/advertisers have closed their doors permanently or have had to change their business model, often radically.