Gen Z is reshaping how news is consumed, with 40% getting most of their information from TikTok or X. Influencers like Kelsey Russell, known as The Print Princess, are turning print stories into personality-driven videos that resonate with younger audiences. This trend reflects a deeper need for cohesive narratives in a fragmented media landscape and offers local media sales teams a unique opportunity: integrate TikTok strategies to connect advertisers with Gen Z. Practical steps include turning newsroom talent into creators, partnering with influencers for behind-the-scenes content, and bundling TikTok with traditional media to deliver authenticity and measurable ROI. The Media Audit provides the data to target fast-growing categories and position radio as a relevant solution in this evolving market.

Studies reveal a startling paradox: 82% of leaders believe they’re supporting their teams effectively, yet only 38% of employees feel genuinely supported. Moreover, this disconnect stems from what initially appears to be a positive leadership trait – what I call “the protection paradox” – the desire to protect teams from challenges. However, this well-intentioned shield ultimately becomes the very barrier that stifles growth and erodes trust. As an executive leadership coach working alongside pioneering organizations,

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.

Part 1 of this two-part Special Report focused on the current data and insights on consumers’ behaviors, perceptions and attitudes. Brands and retailers can’t develop, implement and manage strategies and tactics to “reach, attract, capture and retain” consumers until they understand how consumers think about the buying process and the path they choose for each unique purchase journey.

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

Closing is perhaps the easiest commitment to acquire. But for this to be true, you need to gain a number of commitments. In 2016, after publishing The Only Sales Guide You’ll Ever Need, I had already started writing The Lost Art of Closing: Winning the 10 Commitments That Drive Sales on my flight from a meeting with the publisher in New York.

Follow Sarah, a fictional seasoned local media sales rep, as she explores how AI can help her work smarter and sell more effectively. Through tools like Mailchimp, HubSpot, and Drift, she automates routine tasks, prioritizes high-value leads, and personalizes her outreach. AI also helps her optimize ad performance, manage social media, and generate compelling proposals—freeing up time for strategic selling. Sarah’s journey illustrates how any sales rep can start small with AI, build confidence, and gain a competitive edge in today’s fast-paced media landscape.

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Weekly Newsletter April 13, 2026

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I am never without a book, whether it’s a hardcover or an audiobook. If I’m doing anything that allows me to listen to a book, you’ll find me with an audiobook. I used to buy books for my clients, only to see them collect dust, unopened and unread. Right now, the One-Up Book Club is on its second round. The first five books include Nate Silver’s On the Edge, How Migration Works by Hein de Haas, Overruled by Neil Gorsuch and Janie Nitze, Minds Wide Shut by Garry Saul Morson and Morton Schapiro, and Nexus by Yuval Noah Harari.

Radio was the first broadcast medium. Despite the growing popularity of TV during the 1950s, radio was able to thrive. Thanks to the invention of the transistor and small portable radios, teenagers made the medium essential to their lifestyles. Today, digital technologies challenge radio and TV. Just as the TV audience has fragmented, music streaming services, podcasts and a variety of audio devices have done the same to radio.

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.

YouTube’s growing “AI slop” problem is a flashing warning light for the entire attention economy: when synthetic content becomes infinite, audiences experience it as noise—and start seeking protection, not more videos. That shift creates a premium lane for local media, whose human verification, community accountability, and task-based utility (weather, traffic, breaking news) become differentiators algorithms can’t reliably replicate. For local media sellers, the opportunity is to productize “clean” environments—owned-and-operated destinations, curated streams, and sponsorships tied to verified, high-signal formats. For agencies and advertisers, the slop era strengthens the case for adjacency control, fewer-but-better placements, and plans that optimize attention quality over raw impressions.

As local media evolves, hiring sales talent requires a shift from traditional experience to digital fluency, data literacy, and strategic thinking. The next generation of sellers must be curious, coachable, and capable of using AI and analytics to craft personalized, results-driven campaigns. Strong storytelling skills and a passion for local communities remain essential for building advertiser trust. Managers should prioritize mindset and adaptability over legacy media experience and use role-based assessments to evaluate real-world skills. By hiring for future-ready capabilities, local media companies can build sales teams that thrive in a hybrid, tech-enabled marketplace.