iHeartMedia rsquo;s latest earnings report offers an encouraging look at how legacy media companies can successfully adapt to the evolving advertising landscape. While digital remains the fastest-growing division mdash;led by podcasting mdash;there are signs of stabilization and renewed momentum in broadcast radio, particularly in national network sales. The company rsquo;s focus on ad tech, programmatic inventory, AI-driven efficiencies, and integrated media sales serves as a useful playbook for local sellers across all media. For newspapers, magazines, TV, digital platforms, and billboards, the big takeaway is clear: advertisers want multiplatform solutions, measurable performance, and efficient reach mdash;and media companies who deliver those will win.

Despite radio rsquo;s strong audience reach and cost-efficiency, major misperceptions among advertisers are causing significant underinvestment in the medium. These challenges mdash;and how the Radio Advertising Bureau (RAB) is addressing them mdash;offer critical insights for all local media sellers, including newspapers, billboards, TV, magazines, and digital. Like radio, these platforms often face outdated assumptions that affect their share of ad budgets. This article outlines key data, strategies, and messaging that local sellers can adopt to better position their value in today rsquo;s competitive media mix.

A new report from Borrell Associates reveals that recently established local businesses are breathing new life into traditional media mdash;including radio, TV, print, billboards, and direct mail mdash;with a notable increase in ad spending. Radio leads the way with an average advertiser spend of $48,060, topping even television. The growth in small business formation post-pandemic has created an influx of new advertisers who often favor traditional media channels for their perceived effectiveness and hands-on support. This shift signals a vital opportunity for local media sales reps to reconnect with Main Street and capture growing budgets from newer, often underserved advertisers.

Too often, local media salespeople mdash;across newspapers, magazines, billboards, TV, and digital mdash;only enter the conversation once an advertiser has already finalized their product, audience, media mix, and message. At that point, there #39;s little room for real influence. To stay relevant and valuable in today rsquo;s complex marketing landscape, local sellers need to shift from selling media products to helping clients achieve business growth. By focusing on client outcomes instead of ad inventory, media sellers can reclaim their seat at the table and build deeper, longer-lasting partnerships.

Legacy media mix models, built for a bygone media landscape, fail local media salespeople by relying on outdated surveys and reach curves that can rsquo;t account for modern channels like digital, OTT, or social media. These rigid tools overlook cross-channel interactions, diminishing returns, and external market shifts, leading to inefficient ad spend and missed opportunities. Modern planning tools that offer flexibility, real-time insights, and channel synergy analysis empower local media sales teams to optimize budgets, adapt to market changes, and drive better ROI for advertisers.

In 2025, local media salespeople in newspapers, magazines, billboards, and TV face growing competition from digital platforms like Google and Meta, necessitating innovative sales strategies. By leveraging industry trends, co-op advertising opportunities (available from MarketingInsights.Info) and tailored presentations, sales teams can emphasize their media rsquo;s unique strengths to drive revenue. This article explores actionable strategies to help local media sales professionals adapt and succeed in an evolving advertising landscape.

The International News Media Association (INMA) has launched a new initiative designed to help media organizations mdash;including local newspapers, magazines, radio, TV, billboards, and digital publishers mdash;navigate the increasingly complex digital advertising world. Spearheaded by industry veteran Gabriel Dorosz, the initiative offers practical guidance on data use, ad innovation, cross-platform strategies, and leveraging AI for better monetization. Through webinars, reports, and live sessions, INMA aims to equip local media sales teams with the knowledge and tools they need to stay competitive and profitable. As digital now commands 75% of global ad spend, this effort is timely and vital for salespeople aiming to evolve their strategies and grow their revenue.

Clipping mdash; the practice of sharing short video segments from longer content across social platforms mdash; is emerging as a stealthy but effective advertising strategy. Initially driven by influencers, this tactic is now attracting major brand dollars, offering new revenue opportunities for local media outlets. While still flying under the radar of regulatory oversight, clipping offers a model of snackable, high-engagement content that local newspapers, magazines, TV stations, and digital sellers can learn from or even leverage. Local media sellers must consider how to integrate or compete with this trend as advertisers look for fast, viral exposure over traditional placements.

As media inflation cools across the U.S., local media sellers mdash;across newspapers, magazines, billboards, TV, and digital mdash;are entering 2025 with a more stable pricing environment. The latest ECI Media Inflation Report projects just a 2.5% increase in media costs, with radio ad rates rising only 1% and digital video (CTV) seeing continued price declines. For local media sellers, this presents a key opportunity: while national and global uncertainties persist, local advertisers may find more room to buy and plan confidently. Stability in pricing can help unlock conversations with cautious advertisers, especially in sectors pressured by tariffs and consumer belt-tightening.

When brands cut advertising, the immediate savings can look good — but the long-term damage can be devastating. Two major brands that slashed their ad budgets across channels like TV, print, digital, and search saw short-term efficiency gains quickly followed by steep declines in revenue, profits, and customer acquisition. Even when they returned to spending, rebuilding was slow and expensive, with much higher costs per acquisition than before. For local media sales professionals, this case study reinforces the value of maintaining consistent ad presence — and the critical role media reps play in helping advertisers understand the long-term consequences of pulling back.

The programmatic advertising landscape is evolving in ways that benefit premium, trusted media sellers. A Q1 2025 ANA study reports that effective impressions are rising and low-quality ad placements are sharply declining. However, inefficiencies like optimization gaps and data compliance concerns remain. For local media—TV, print, digital, out-of-home—this presents both a challenge and a powerful opportunity to highlight the unique value of trusted, local ad environments.

A new survey from the Local Media Consortium finds that 83% of local media professionals expect digital revenue to grow or remain steady in 2025, with gains driven by video, subscriptions, and newsletters. While some challenges persist—particularly around digital ad revenue and staffing—AI adoption, cross-platform content strategies, and audience engagement are gaining ground. These trends provide a strong foundation for media sellers to deliver smarter, more tailored solutions to local advertisers. The data underscores the continued relevance and revenue potential of trusted local media in a fragmented digital landscape.

A new survey from the Local Media Consortium finds that 83% of local media professionals expect digital revenue to grow or remain steady in 2025, with gains driven by video, subscriptions, and newsletters. While some challenges persist—particularly around digital ad revenue and staffing—AI adoption, cross-platform content strategies, and audience engagement are gaining ground. These trends provide a strong foundation for media sellers to deliver smarter, more tailored solutions to local advertisers. The data underscores the continued relevance and revenue potential of trusted local media in a fragmented digital landscape.

David Ogilvy, often called the “Father of Advertising,” revolutionized the industry with his belief that advertising should be both creative and rooted in research. He began his career as a door-to-door stove salesman and later worked in British intelligence before founding Ogilvy Mather at age 38. Ogilvy’s campaigns for brands like Rolls-Royce, Dove, and Hathaway Shirts became iconic for their storytelling and respect for the consumer. He was a pioneer in using data to inform creative decisions, famously stating, “If it doesn’t sell, it isn’t creative.” His legacy lives on as a model of how intellect, empathy, and discipline can build enduring brands.

David Ogilvy, often called the “Father of Advertising,” revolutionized the industry with his belief that advertising should be both creative and rooted in research. He began his career as a door-to-door stove salesman and later worked in British intelligence before founding Ogilvy Mather at age 38. Ogilvy’s campaigns for brands like Rolls-Royce, Dove, and Hathaway Shirts became iconic for their storytelling and respect for the consumer. He was a pioneer in using data to inform creative decisions, famously stating, “If it doesn’t sell, it isn’t creative.” His legacy lives on as a model of how intellect, empathy, and discipline can build enduring brands.