“The smaller buyers, the more local buyers … are going to need the help of that local linear broadcaster. That’s their hometown,” Gorman said. “In that sense, the local folks do have an advantage.”
Gorman added that it behooves local broadcasters to integrate automation in a way that allows them to leverage the benefits — giving national advertisers the ability to target viewers, for instance — while maintaining conventional methods that work.
“It’s both local people as well as technology,” Gorman said. “You can’t do this without people.”
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