The U.S. Latino economy now produces roughly $3.6 trillion in annual GDP, making it one of the world’s largest and fastest-growing markets. Within that growth, Latinas (Hispanic women) contribute about $1.3 trillion in economic output and drive most household purchasing decisions. Younger cohorts— Gen Z and Gen Alpha—are highly bilingual, racially mixed, and expect brands to demonstrate authenticity and cultural relevance. Hispanic households show wide diversity in country of origin, language use, and multigenerational structure, demanding more nuanced marketing than one-size-fits-all campaigns. For local media sales teams and ad agencies, tailoring content and ad packages to these demographic, cultural, and technological shifts is critical to capturing a rapidly expanding share of consumer spending.

Once upon a time, there was “health,” well understood by most Americans. “Wellness,” however, was a somewhat vague term not fully understood and seemed to be limited to health spas and retreats and various New Age philosophies and questionable treatments. The pandemic has changed that relationship, elevating wellness on par with health and creating an equal partnership in the minds of millions more Americans and people across the globe. Make no mistake, health wellness is a global trend, almost a phenomenon.

Executive Summary A study by Critical Mass Insights reveals that radio listeners are significantly more likely to engage with social media ads for products they’ve heard advertised on the radio. The survey, conducted among 1,000 U.S. consumers aged 18-64, found that 55% of listeners are more likely to click on social media ads after hearing a radio ad, with this likelihood rising to 64% among adults aged 25-44. Additionally, 72% of consumers are more likely to notice social media ads for products they’ve heard about on the radio, and 7 in 10 are more likely to read and try new products advertised on social media after hearing about them on the radio. This study highlights the powerful synergy between legacy media, specifically radio advertising and social media engagement, making it a valuable strategy for local media outlets.

Building trust virtually, finding qualified leads, getting in front of the decision-makers — these are all challenges that salespeople face. And as a sales manager, you’re finding innovative ways to address these issues. However, to become more effective in your role and provide a better overall direction for the entire team, it’s important to know the current challenges that sales managers face as well.

Today’s Media Map is as complex and dynamic as the map of the Earth – the winds of change erode the high points, the fastest-flowing channels can be reduced to a trickle or disappear entirely and unpredictable forces can suddenly and dramatically alter the landscape.

A new Proton report estimates that the average U.S. Google user represents about $1,605 a year in advertising value, with some high-value profiles worth far more based on age, device, search behavior, geography and advertiser demand. For local media sellers and agencies, the finding is less about Google alone and more about the market’s growing willingness to put a precise dollar value on consumer attention. Radio, TV, cable, print, outdoor and digital sellers can use this as a timely reminder: local audiences are not commodities; properly defined, they are valuable segments advertisers are already paying heavily to reach.

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AI is delivering speed for local media reps and agency teams—but it’s also quietly raising expectations, widening job scope, and bleeding work into breaks and after-hours. The risk isn’t just burnout; it’s weaker judgment, lower-quality output, and clients overwhelmed by too many “options” instead of clear recommendations. The winning edge in 2026 won’t be who prompts best—it’ll be who builds smart guardrails so AI accelerates the work without consuming the people doing it.

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We work for decades, yet for most of us, there are a handful of moments in time that define the course of our leadership career. Unfortunately, these moments — opportunities or crises — don’t come with a caption suggesting, “Hey, pay attention and embrace this mess because it’s going to turn out to be important to you.” For individuals who choose to lead, it pays to see the signposts. Here are three significant moments in the career of everyone who leads that merit your complete engagement.

There’s a whole lot more to recruiting the right person for your team than just matching resumes to job descriptions. It’s about cultivating experiences and creating an impression that goes beyond a mere transaction. In today’s candidate-led job market, your company’s reputation matters—a lot. Many of the people who have the power to influence your reputation are those you’re recruiting. It’s not just about the role you’re filling anymore; it’s also about building relationships.

Local media sales has become harder not because advertising demand has disappeared, but because the makeup of local advertisers has changed, with more service businesses, newer companies, and digitally fluent marketers reshaping how budgets are allocated. Many local advertisers now over-rely on lower-funnel tactics like search, social and targeted digital, creating an opening for radio, TV, outdoor, print and premium digital sellers to show how brand-building media improves total campaign performance. The media companies most likely to win going forward will be the ones that stop selling like it is 2014 and instead act as trusted advisors who understand changing market composition, bring proof, and connect multiple media channels to real business outcomes.

My brother, Jake, is a comedian. It’s the only career he’s pursued since high school. In third grade, he had to write about the kind of work he wanted to do when he grew up. At the top of the paper, he wrote, “Comedy Man.” I’ve always wanted to introduce him on stage, but instead, he told me to do a 10-minute set. My wife and kids bought tickets to the show. My youngest was worried about my first comedy performance, despite my frequent use of humor when I speak at events and Sales Kickoffs.

In 2026, consumers are “functional but fragile”—still spending, but doing it like risk managers, trading down in some categories while selectively splurging in others. For local advertisers, the winning message isn’t “buy now,” it’s “this makes sense now,” with creative built around certainty (clear pricing, time guarantees, risk reducers) and campaigns tailored to neighborhood-level “microeconomies” and fast-moving local “microevents.” For local media sellers and agencies, the smartest packages combine reach (broadcast/OOH), trust (print/premium local context), and friction removal (digital tools like scheduling, offers, retargeting) to move hesitant shoppers from permission → planning → action.

Local media sales teams are entering 2026 with more revenue pressure, but many are still using outdated routines that don’t match how advertisers buy today. A Local Media Association webinar highlighted three common mistakes that stall growth: weak self-promotion, overreliance on old advertiser lists instead of active prospecting, and inconsistent follow-up that fails to nurture leads long enough to win. The fix is a modern sales system—promote your expertise consistently, use AI to build smarter prospect lists and save time, and run a disciplined, value-driven nurture cadence instead of “just checking in.” Teams that modernize how they sell will build fuller pipelines and shorter sales cycles, while those that don’t will keep fighting the same churn with the same habits.