We work with more than 700 media properties, Internet "pure-play" companies, investment analysts, and industry vendors. Our work focuses on helping companies understand and capitalize on the evolving media landscape, and to grow revenues exponentially rather than incrementally. Our employees and analysts have worked in pure-play Internet companies, run retail businesses, managed new media divisions for large companies, and sold local advertising. They have hands-on experience that provides an understanding of the business that other consultants rarely offer.
Gordon Borrell is a sought-after speaker for conferences and company meetings and is 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 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 started his career as a reporter and editor for The Virginian-Pilot in Norfolk, Virginia. In 1989 he began pioneering interactive ventures and helped establish the first TV, newspaper, cable and network TV websites. Mr. Borrell conceptualized and helped create InfiNet, an Internet access and hosting company later split up and sold to Earthlink and to Gannett Co. He is chairman of the Local Media Association and past president of the Newspaper Association of America’s New Media Federation. He is married, has five children, and lives in Portsmouth, Virginia, where he has been active on boards and organizations supporting public education and community sports.
Kip Cassino has worked as a market researcher for more than three decades, in industries as diverse as computers, the auto aftermarket, and financial services, as well as media. His seminal work on the Delphi technique has been published in economics textbooks. He is the recipient of the Research Award of Merit from the Newspaper Association of America and the Pioneer’s Award from the Direct Marketing Association. His articles have been printed in National Demographics, Adweek, Entrepreneur, and Presstime, as well as many other publications. A graduate of Villanova University, Kip’s media research accomplishments include the development of a model that accurately estimates ad spending by media choice in any US market, which has been used by thousands of customers since its introduction in 1994.
Corey Elliott heads up all of Borrell’s various research projects and products, including Compass. He joined Borrell Associates in 2014 as director of research. Prior to Borrell, he was director of market intelligence at Gannett Co. Inc., where he managed the dissemination of market data and strategy to more than 80 local media properties. At The Dallas Morning News, Corey led a B2B research team that helped create campaigns based on household-level consumer habits and clients' own databases. His application of research as well as generation-based training programs have garnered awards from secondary research companies and were considered a Best Practice by Gannett Community Publishing.