Podcast advertising continues to outperform expectations, with Nielsen data showing strong lifts in brand awareness, purchase intent, and consumer engagement across nearly 2,000 case studies. Host-read ads are especially effective, with listeners rating podcast hosts as likeable, credible, and relatable—making brand endorsements feel authentic and trustworthy. The medium commands 19% of daily ad-supported audio time among U.S. adults, with even higher engagement among younger and Hispanic audiences. Local media companies, sales reps, and ad agencies can capitalize on this trend by launching community-focused podcasts and offering host-read ad packages to regional advertisers. As podcasting grows, it offers local professionals a powerful new channel for storytelling, brand building, and audience connection.

After years of chasing rented reach on big platforms, marketers are swinging back toward owned channels, (email lists, newsletters, website, blogs, traditional medium, podcasts, loyalty programs, social pages) with 65% planning to reinvest in email while using AI as core infrastructure to drive personalization, speed, and efficiency. It shows that no single owned channel dominates—email, SMS, loyalty programs, apps, and physical locations all contribute—while paid channels like search, retail media, CTV, and social continue to grow as feeders into those owned relationships rather than replacements. The story highlights a major gap in podcast adoption versus perceived opportunity, rising investment in account-based marketing, and a broader shift from demographic targeting to community- and values-based brand building, with data privacy and trust as central themes. For local market media reps and agencies, there’s a playbook to sell “total local ecosystems” (email + CTV + audio + community), to make AI’s benefits concrete in local campaigns, and to position themselves as the strategists who help brands build durable, owned relationships—not just buy impressions.

Meta’s reported decline of 20 million daily active users across its family of apps suggests that even the largest digital platforms can lose audience momentum when feeds become cluttered, repetitive or low-value. For local media sellers and agencies, the lesson is clear: advertisers do not simply need impressions; they need attention in environments people still trust, use and value. Radio, TV, cable, print, outdoor and local digital can use this moment to argue that quality content, community relevance and audience loyalty are increasingly valuable alternatives to algorithm-driven clutter.

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

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.

Artificial intelligence and programmatic advertising platforms are dismantling traditional competitive advantages of large agencies by democratizing access to sophisticated tools once exclusive to major players. Boutique agencies are leveraging this technological leveling to outperform larger competitors through specialized expertise and faster decision-making, with some achieving better performance metrics than multinational networks. Specialization allows smaller firms to command premium pricing while delivering personalized service and direct access to senior strategists. Speed has become critical, as boutique agencies pivot strategies within hours compared to weeks of approval processes at larger firms. The trend strongly favors agile specialists who combine technological fluency with deep domain expertise and exceptional client relationships.

Convenience stores did their best to remain convenient to customers during the pandemic; however, the abrupt change to many people’s work schedules and their reluctance to shop inside stores disrupted the entire convenience store model. With fewer people working and remaining at home, the demand for motor fuel declined significantly. Similar to many other local businesses, convenience stores have continued to face labor challenges and supply-chain issues.

Weekly Newsletter January 12, 2026

One thing many get wrong is that they don’t do the work to master B2B sales. Instead of prioritizing the improvement of our craft, most go about their business without improving over time. At the time of this writing, win rates are abysmal, and it is the same for quota attainment. There are a number of reasons why sales organizations fail to improve their sales results.

Fuel your week with these can’t-miss co-op deals!

• Land Pride Gold Rush Rebate! — Upgrade your equipment and save! Take advantage of Land Pride’s Gold Rush Rebate and get more value while keeping your land in top shape.
• Honda Marine’s Buyer’s Choice Sales Event! — Make a splash! Explore Honda Marine’s special offers and find the perfect boat for your next adventure.
• The Stearns Foster Presidents Day Event! — Sleep like royalty! Don’t miss exclusive savings on Stearns Foster mattresses to upgrade your rest.
• Suzuki Chill Thrill Sales Event! — Feel the thrill! Grab Suzuki’s winter sales deals and get ready for an adventurous ride on the water.
• Save With Kuhn’s Cash in the Mix Program! — Power up your farm equipment! Enjoy Kuhn’s Cash in the Mix savings and maximize your productivity for less.
• Amana Presidents’ Day Sale! — Refresh your home for less! Take advantage of Amana’s Presidents’ Day deals on appliances that make everyday life easier.
• Skeeter Boats Buy, Save, Fish Event! — Reel in the savings! Check out Skeeter Boats’ deals and hit the water fully equipped for fishing season.

Success isn’t always about the big moves—it’s about what you do next.
At Marketing Insights, we know that follow-up isn’t just a task—it’s a mindset.

In marketing and sales, progress often comes down to consistency, presence, and the willingness to stay engaged even when results aren’t instant. Follow-up builds relationships, nurtures trust, and shows you’re in it for the long haul—not just the quick win.

This collection of quotes highlights:
✨ The power of staying visible and persistent
✨ How follow-through builds lasting credibility
✨ Why momentum is created through meaningful, consistent touchpoints

Industry Press Highlights, Media, Retail, Advertising and the Economy

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

• Bring Outdoor Spaces to Life With Miracle-Gro! — Help customers grow vibrant gardens and lush landscapes with trusted Miracle-Gro products.
• Subaru Spring Service Event! — Keep vehicles running smoothly with seasonal service specials designed for the road ahead.
• Serta Perfect Sleeper Closeout Sale! — Upgrade sleep with unbeatable savings on Serta’s popular Perfect Sleeper mattresses.
• Vermeer’s Biggest Cash Back Deals of the Season! — Power through tough jobs with major cash-back offers on reliable Vermeer equipment.
• Volkswagen Driver Days! — Celebrate the joy of driving with limited-time offers on Volkswagen vehicles.
• Whirlpool Spring Savings! — Refresh the home with great deals on dependable Whirlpool appliances.
• Can-Am Yellow Tag Event! — Get ready for adventure with bold savings on Can-Am off-road vehicles.

In the competitive world of media sales, the ability to negotiate effectively is one of the most critical skills for success. Media sales professionals often face high-stakes scenarios where they need to balance meeting client needs, achieving revenue goals, and maintaining long-term relationships. Negotiation, in this context, is both an art and a science—one that can make the difference between closing a transformative deal and losing out to a competitor.

Looking for a fun and effective way to boost your sales team’s communication skills? Try the Elevator Pitch Challenge! This engaging game will help your team members refine their ability to deliver concise and compelling pitches, a critical skill for any successful salesperson.