Gordon Borrell was in Dallas this morning for a meeting with local advertising agencies sponsored by Pegasus News. He told me that new information provided to him by Yahoo and the targeted ad technology being used by the Newspaper Consortium is causing him to re-examine the data about the efficacy of banner advertising.
We also talked about the task of bringing local advertising agencies into the realities that the Web offers local businesses. This is a big opportunity that agencies have been ceding to pureplay agencies, similar to the way local media companies have responded to the disruption of the web.
In addition to being one of my favorite people, Gordon Borrell is out there on the cutting edge of what’s happening in local media. It’s a good idea to listen when he talks.