The shift to AI-driven search is inevitable and shows rapid consumer adoption, but its immediate dominance is hindered by severe economic and infrastructural constraints, meaning the revolution will likely manifest closer to 2028-2030, not the projected 2026. The core friction is the astronomical operational cost, as a single AI query consumes ten times the electricity of a traditional search, preventing mass rollout and necessitating selective feature integration by major platforms. Although AI-driven referrals currently account for less than 1% of total web traffic, these users convert 23 times higher than traditional organic search traffic, signaling a profound shift in consumer intent that is projected to drive $750 billion in spending by 2028. For advertisers, the immediate strategic imperative is adapting to the "zero-click" economy by prioritizing authoritative content for AI citation and dedicating greater resources to paid search, as its premium placement above AI Overviews has become critically important for visibility.

This year's Black Friday performance highlighted a critical lesson for local media advertisers: simple, benefit-driven value messaging is far more effective at driving traffic and sales than purpose-driven brand positioning. While Walmart achieved record sales by focusing maniacally on its "Save Money. Live Better" promise, Target struggled, suggesting its focus on socio-cultural initiatives came at the expense of core retail value. For local retailers, the takeaway is clear: marketing budgets should prioritize consistent, clear communication of price, product, service, and availability to motivate the middle-class consumer. Media sales professionals should advise clients to shift the conversation from corporate virtue to tangible customer benefits to maximize transactional performance.|

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Physical retail maintains strong pull despite e-commerce growth, offering local media and agencies key targeting opportunities.

Despite e-commerce growth, 76% of consumers consider in-store shopping a holiday ritual, with three-quarters saying it's essential to feeling festive and connected. Physical stores drive higher-value purchases, as 70% of shoppers feel more comfortable buying premium items in-store versus 30% online, while 72% trust in-store quality more than online options. The research challenges Black Friday's effectiveness, with 84% of consumers preferring deals spread throughout November and December rather than concentrated one-day events. For local media sales reps and agencies, the data suggests opportunities in sustained promotional campaigns, experiential retail messaging, and targeting Gen Z shoppers who show the strongest affinity for in-store discovery.

Fuel your week with these can’t-miss co-op deals!
• Browning Black Friday Rebates! — Gear up for adventure with Browning’s legendary firearms and outdoor gear — now at unbeatable rebate prices.
• Yamaha Outboards’ Fall Into Savings Sales Event! — Hit the water this season with Yamaha’s high-performance outboards and enjoy incredible fall savings.
• BFGoodrich Black Friday Rebates! — Take on any road or trail with confidence and save big on durable, performance-driven BFGoodrich tires.
• Pandora Black Friday Sale! — Celebrate the season with sparkling deals on Pandora’s iconic jewelry — perfect for gifting or treating yourself.
• Upgrade Your Equipment Save Big With Manitou! — Elevate your worksite with Manitou’s trusted equipment and enjoy massive savings this season.
• Kawasaki Good Times Start With Great Deals! — Power your adventures on land or water with Kawasaki’s legendary motorcycles, ATVs, and more at fall sale prices.
• WESTERN’s No, No, No Financing Promo! — Get the equipment you need with zero hassles, zero interest, and zero down — only during WESTERN’s limited-time promo.

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• Mercury Marine Ready. Set. Rebate! — Get on the water in style and save big with Mercury Marine’s powerful, reliable engines.
• Maytag Black Friday Deals! — Keep your home running smoothly with unbeatable savings on Maytag appliances built to last.
• Amazing Autumn Deals From KIOTI! — Tackle any project this fall with KIOTI tractors and equipment — quality, performance, and savings all in one.
• Ariens Heroes and Holidays Sales Event! — Celebrate the season and save on Ariens’ trusted outdoor equipment — perfect for every yard hero.
• Simmons Beautyrest Black Friday Deals! — Sleep better and wake refreshed with incredible deals on Simmons’ most comfortable mattresses.
• Skeeter Boats Fall Into Savings Sales Event! — Make waves this season with Skeeter’s top-notch boats and enjoy amazing fall savings.
• Culligan Savings for Your Holiday Wish List! — Treat yourself or your family to clean, refreshing water and big savings on Culligan products this holiday season.

Welcome to the lighter side of local media and marketing! Our cartoon collection is designed to give media managers, account executives, and ad agency pros a fresh, humorous way to connect with clients and colleagues. Whether you're breaking the ice, following up on a proposal, a clever way to say “I get it", or need a way to collect, these cartoons offer a memorable twist on the everyday challenges of selling, planning, creating or collecting. Think of them as conversation starters with a wink—and a nudge toward smarter, more relatable selling, collecting.

Consumers plan to spend an average of $890.49 this holiday season—the second-highest level in 23 years—despite concerns about tariffs and rising prices. About $628 will go toward gifts, showing budgets remain strong even as shoppers grow more value-conscious. While 42% begin browsing before November, 63% plan to buy mainly over Thanksgiving weekend, with 60% finishing in December. Online leads all channels (55%), followed by grocery, department, and discount stores, underscoring the need for integrated digital and local strategies. For local media and agencies, success will hinge on value-driven, well-timed, and locally relevant campaigns that blend digital precision with community connection.

Generative Engine Optimization (GEO) is rapidly reshaping how consumers discover brands as personal AIs and chatbots increasingly replace traditional search. Instead of optimizing for keywords and rankings, marketers must now focus on what AI models “know” — ensuring their brands are cited within AI-generated answers. For local media reps and ad agencies, this shift opens opportunity: helping advertisers craft open, structured, and locally relevant content that AI systems can retrieve and recommend. In this new era, visibility isn’t just about showing up on page one — it’s about being the brand the AI chooses to mention first.

Fuel your week with these can’t-miss co-op deals!
• Wrangler Is a Cowgirl’s Best Friend! — Saddle up in style and comfort with timeless Wrangler favorites made for every adventure.
• Goodyear — Face Every Season With Confidence! — Stay safe on the road with Goodyear’s trusted tires built to handle whatever the weather brings.
• The Grasshopper Fall Reserve Sale! — Get your yard in shape and save big on Grasshopper’s powerful, reliable mowers.
• Sealy Black Friday Sale! — Rest easy and wake refreshed with unbeatable savings on Sealy’s most comfortable mattresses.
• Winchester Black Friday Rebates! — Gear up and save with exclusive Winchester rebates on quality firearms and ammunition.
• Merle Norman Holiday Gift With Purchase! — Treat yourself or someone special to beauty bonuses with every Merle Norman purchase this season.
• The Season of Savings Starts With Michelin! — Drive into the holidays with confidence and comfort, backed by Michelin’s unmatched performance and savings.

Fuel your week with these can’t-miss co-op deals!
• Altoz Think Green Sales Event! — Keep your lawn looking its best while saving big with Altoz’s eco-friendly mowers and equipment.
• Unbeatable Cruise Savings From Princess Cruises! — Set sail on your dream vacation with incredible deals on unforgettable Princess Cruises.
• Lincoln Changing Seasons Call for Changing Tires! — Get ready for the road ahead with seasonal tire deals that keep you safe and confident.
• BMW Motorrad Motober-Fest! — Ride into fall with style and performance—exclusive savings on BMW Motorrad bikes and gear.
• Save Big on Next Summer’s Adventures With Sea-Doo! — Plan ahead for fun on the water with discounts on Sea-Doo watercraft and accessories.
• Fall Comfort Starts With Big Savings From Lennox! — Keep your home cozy and efficient this season with Lennox heating and cooling deals.
• Fall-ing Into Savings With the Outdoor GreatRoom Company! — Upgrade your outdoor space and enjoy fall in comfort with exceptional savings on GreatRoom products.

BrightEdge’s 2025 industry report shows that AI-driven search is growing rapidly, but organic search remains the dominant driver of conversions and brand visibility. While AI referrals account for less than 1% of total traffic today, they are doubling month over month, signaling a major shift in how consumers discover products and services. For local media sales reps and ad agencies, this means combining traditional SEO with strategies that help clients appear in AI-generated results—through structured data, authoritative content, and local media mentions. The report emphasizes that local credibility and trusted content are becoming essential signals for AI models, giving local publishers and agencies a competitive edge. The key takeaway: success in 2025 requires selling not just impressions, but discoverability across both search and AI ecosystems.

The 2025 Marketing Brew Summit revealed that agility is now the defining skill in marketing, with 87% of marketers calling it essential as the industry rapidly evolves toward 2026. Marketers are shifting focus from AI upskilling to experimenting with new channels—especially social, influencer, and emerging platforms—while simultaneously prioritizing better attribution and outcome-based measurement. Despite this ambition, most teams remain under-resourced and structurally slow, forcing marketers to “do more with less” and improvise speed within rigid systems. For local media sales teams and agencies, the insights signal opportunity: agile local campaigns, modular testing packages, and measurable ROI can outperform national one-size-fits-all models. The future of local marketing success will depend on turning experimentation into strategy, measurement into proof, and community engagement into long-term brand value.

National advertising campaigns offer valuable lessons for local media, ad agencies, and advertisers—especially in the areas of consistency, emotional storytelling, and omnichannel strategy. By studying how major brands build Top-of-Mind Awareness (TOMA), use data to target audiences, and measure results, local marketers can apply similar principles at a smaller scale. Emotional resonance, community influencers, and purpose-driven messaging are just as powerful locally as they are nationally. Tools like co-op advertising, AI-driven creative, and cross-platform media planning can help local businesses compete more effectively. Ultimately, the key takeaway is this: think like a national brand, but act with local insight and agility.

Meta will begin using data from user interactions with its AI assistant, Meta AI, to fuel targeted ads across its platforms starting December 16, 2025, a change that will apply in most global markets outside the U.K., EU, and South Korea. The move shifts digital advertising from tracking clicks and likes to analyzing natural language conversations, giving Meta deeper insights into consumer intent. For local media reps and ad agencies, this raises the competitive bar, as Meta can now target homeowners, shoppers, and auto intenders with unprecedented precision. The opportunity lies in repositioning local media as a counterbalance—emphasizing trust, community relevance, and brand-building advantages that AI-driven ads can’t replicate. To stay competitive, local sellers must educate clients, update pitches, and highlight local media’s role as both a diversification strategy and a safeguard against overreliance on opaque algorithms.