GORDON BORRELL - SPEAKER

TIPPING POINT:  How the Pandemic Triggered a Big Change in Media & Advertising, and How Broadcasters Can Capitalize On It

Industry analyst Gordon Borrell shows how the pandemic was one of three triggers that occurred over the past 20 years, reshaping the media and advertising landscape.  The COVID-19 pandemic propelled more audiences toward video viewing.  But it also reshaped the composition of local businesses by creating a new class of advertisers that many media sellers are actually unable to see.  Gordon will show how these businesses represent an exciting new opportunity, and how this third wave of change is propelling media into the 2020s.

CEO, Borrell Associates

Gordon is considered the local media industry’s leading analyst. He is ranked in the top 2% among Gerson Lehrman Group’s 150,000 consultants worldwide and is quoted frequently in advertising and media trade publications, as well as The Wall Street Journal, The New York Times, Ad Age, Forbes and other publications. He has appeared on CNN and other TV and radio programs discussing trends and forecasts for local media. Prior to starting Borrell Associates, Gordon was vice president for new media for Landmark Communications, where he worked for 22 years. He is past chairman of the Local Media Association and current chair of the Local Media Foundation. Gordon has five children, has been active in youth sports and local schools, and lives with his wife in the Hampton Roads area of Virginia.