For the first time since 2009, total media usage across the U.S. and Canada is expected to decline, with a projected 0.3% dip in 2025 according to PQ Media. The slowdown highlights how digital media growth can no longer offset traditional media declines — but it also reinforces that traditional media still commands strong, high-quality audiences. For local media sellers, it’s a prime opportunity to position broadcast, print, and trusted digital outlets as powerful, stable options for advertisers aiming to maximize reach in a fragmented landscape.

As a kid one summer, I captured grasshoppers in a glass jar. I was transfixed watching the mechanics of them jump. I remember the ping as they flung themselves against the tin lid I’d punched holes in so they could breathe. Before going to bed, not wanting to wake up to a jarful of dead grasshoppers, I removed the lid, fully expecting them to hop to freedom. But the oddest thing happened. They could pop right out, but they only jumped as high as the lid had been before I removed it. I finally had to dump them from the jar to save their lives.

Salespeople have a sales process that guides their approach to creating and winning deals. Sales managers have a cadence to lead their sales force so they can reach their goals. Sales leaders have sales performance management to build, maintain, and improve the sales function. Sales performance management is a holistic view of sales.

Let me say first that I know what you’re going through, and I feel for you. The challenges these past two years have been great, and the messages ringing ceaselessly in your ear are deafening, even discouraging. Though there are many refrains, there’s that one that says, in a crisis, that you are the one who is supposed to have all the answers. I know how daunting that feels.

Consumers are tightening their wallets this holiday season, with overall spending projected to decline 5% from 2024—the first drop since 2020. Gen Z is pulling back the most, slashing budgets by 23% after last year’s surge, signaling how quickly sentiment can shift. A compressed holiday calendar means nearly 80% of budgets will be spent by Cyber Monday, putting urgency on front-loaded campaigns. Value is the dominant theme, with shoppers gravitating toward discounts, gift cards, and practical purchases, while tariffs and economic uncertainty further dampen confidence. For local media reps and agencies, the opportunity lies in helping clients pivot messaging toward affordability, convenience, and community trust to capture cautious but still motivated holiday shoppers.

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.

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.

Kick off the week strong with these must-run co-op campaigns your customers will be excited to promote!

• Ford Truck Month Sales Event! — Drive into spring with incredible deals on rugged and reliable Ford trucks.
• Polaris Snowmobiles Spring Sales Event! — Hit the trails with adventure-ready savings on Polaris snowmobiles.
• LS Tractor Spring Savings Roundup! — Equip your farm for success with deals on dependable LS tractors.
• Jeep Declaration of Deals Sales Event! — Conquer every road and trail with spring savings on Jeep vehicles.
• Spartan Mowers Gear Up Sales Event! — Tackle your lawn like a pro with performance mowers built to last.
• Browning 2nd Amendment Rebate! — Get rewarded with rebates on Browning firearms this season.
• The Nissan Now Sales Event! — Hit the road in style with spring-ready deals on Nissan vehicles.

The new world of work that we face in 2022 requires new leadership competencies. For example, many employees are struggling with mental health issues. As leaders, you must develop the competency of emotional intelligence so that you can create authentic and deep connections with your employees and support their mental well-being. In this new video, learn more about this and the other leadership competencies you need to lead in 2022.

William Randolph Hearst revolutionized American media by transforming newspapers into powerful tools of influence, starting with the San Francisco Examiner and expanding into a national empire. His bold, sensationalist style—often controversial—captivated readers and reshaped journalism, while his leadership blended visionary ambition with hands-on editorial control. Hearst overcame fierce competition, financial crises, and public scrutiny by diversifying into magazines, radio, and film, demonstrating adaptability and strategic foresight. His marketing genius lay in emotional storytelling, audience-first content, and cross-platform branding—lessons that remain vital for today’s media sales professionals. Hearst’s legacy is a testament to the power of bold ideas, relentless innovation, and the enduring impact of compelling narratives.

Businesses and media in all their forms are preparing for what comes next. Some will stumble into that future, others will accelerate and others will remain steadfast – always familiar, comforting and welcoming. TV is the best example of the latter. TV is not immune to the popularity of streaming video services and content accessible from many devices, but it remains too healthy to succumb. TV is still the most trusted or one of the most trusted advertising media.

Kick off the week strong with these must-run co-op campaigns your customers will be excited to promote!
• CFMOTO Rev Ride Sales Event! — Fuel the thrill of adventure with high-performance powersports vehicles and limited-time savings that get riders moving.
• Cub Cadet Ultimate Sales Event! — Help customers tackle spring yardwork with confidence using durable equipment and unbeatable seasonal offers.
• Strut N’ Save With Remington! — Step into savings with trusted outdoor gear and hunting essentials built for performance and reliability.
• Carrier’s Spring Cool Cash Rebates! — Keep homes cool and comfortable while unlocking major savings with energy-efficient HVAC solutions.
• Buick S(YOU)V Sales Event! — Elevate the drive with stylish, versatile SUVs designed to fit every lifestyle—plus exclusive event incentives.
• Daiwa’s Free Shirt With Purchase Promo! — Reel in excitement with premium fishing gear and a bonus offer customers won’t want to miss.

You negotiate for far more than the final deal or agreement as a sales rep. You negotiate to get access to speak to a prospect, for their time, for the information you need to advance the sale and to talk to those on the buying team. The whole process is a negotiation to create a win-win situation for your organization and your prospect.

When you are building a sales force or a sales team, you will hire people that have been trained by other sales organizations. The range of different sales training will go from no training to a one-day sales training to a professional level of training that included a development plan and coaching. One of the challenges of achieving your sales goals is the variation of competencies and skills across your sales force.

Big Tech companies like Apple, Amazon, Google, and Meta are increasingly investing in traditional media—such as newspapers, radio, and TV—to build trust, reach broader audiences, and manage their reputations. Apple uses full-page print ads to promote privacy, Amazon advertises on local radio to support hiring, and Google sponsors public radio to enhance brand credibility. Despite their dominance in digital advertising, these companies recognize the unique value of traditional media’s trust, attention, and community connection. Local media outlets can leverage this trend by emphasizing their credibility, loyal audiences, and hyper-local reach. If Big Tech sees value in traditional media, local advertisers should too.