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July 17, 2013

2013 Radio Show Super Session Addresses Changing Advertising Trends

WASHINGTON, D.C. / NEW YORK -- The National Association of Broadcasters (NAB) and Radio Advertising Bureau (RAB) will present a Super Session entitled "Radical Change in Local Advertising & How Media is Morphing to Survive." The session will take place on Thursday, September 19 at the 2013 Radio Show in Orlando.

"Radical Change in Local Advertising & How Media is Morphing to Survive" will address the media industry's shift towards promotions, such as Radio's use of talent endorsements, live remotes and contests. Although total spending on advertising is 6 percent lower than it was 10 years ago, spending on promotions has ballooned 88 percent, according to Borrell Associates. This presents a tremendous opportunity for Radio, where promotions are widely used.

Advertising analyst Gordon Borrell, CEO and founder of Borrell Associates, will discuss the fundamental changes in how local businesses are spending marketing dollars and provide an overview on the history of advertising trends. He will also present a never-before-released survey conducted by Borrell Associates, in which thousands of small and medium-sized businesses were queried on their media and marketing choices and advertising strategies.

Borrell, who is quoted frequently in The Wall Street Journal, The New York Times, Ad Age and Forbes, often appears on TV and radio programs discussing trends and forecasts for local media. Prior to starting Borrell Associates, Borrell was vice president of new media at Landmark Communications. In 1989, he began pioneering interactive ventures and helped establish the first TV, newspaper, cable and network TV websites.

View more information on Radio Show sessions or register as press.

About the Radio Show
The 2013 Radio Show, produced by the Radio Advertising Bureau (RAB) and the National Association of Broadcasters (NAB), will be held September 18-20 in Orlando. This year's show brings radio broadcasters and industry colleagues together to share knowledge, discover the latest innovations, network with industry leaders and explore creative business strategies for the digital age. To learn more about the 2013 Radio Show, visit

About NAB
The National Association of Broadcasters is the premier advocacy association for America's broadcasters. NAB advances radio and television interests in legislative, regulatory and public affairs. Through advocacy, education and innovation, NAB enables broadcasters to best serve their communities, strengthen their businesses and seize new opportunities in the digital age. Learn more at

About RAB
The Radio Advertising Bureau serves more than 6,000 member Radio stations in the U.S. and over 1,000 member networks, representative firms, broadcast vendors, and international organizations. RAB leads and participates in educational, research, sales, and advocacy programs that promote and advance Radio as a primary advertising medium. Learn more at

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