This Old Marketing - Content Marketing News with Joe Pulizzi and Robert Rose

Huge research uncovers the obvious. Television and "traditional media" is going obsolete, as social media revenues and watch/listen time dominates. It is indeed the end of the living room. The boys review reports from WPP and NiemenLab. In marketing winners, Terry Moran launches a substack after being fired. But shouldn't he have had one already? Contractual reasons aside, the boys detail a marketing/creator survival plan that's not just a nice to have. Rants and raves include Answer Engine Optimization Hype and the GENIUS act. ----- This week's links: Creators Overtake Traditional Media [https://www.theguardian.com/media/2025/jun/10/social-media-creators-to-overtake-traditional-media-in-ad-revenue-this-year] The Brand/Studio Line Blurs [https://digiday.com/marketing/cannes-briefing-as-the-line-between-brand-and-studio-blurs-creators-hold-the-pen/] Social Media Overtakes TV [https://www.niemanlab.org/2025/06/for-the-first-time-social-media-overtakes-tv-as-americans-top-news-source/] Ads on Whatsapp [https://www.washingtonpost.com/politics/2025/06/17/meta-whatsapp-ads-privacy-antitrust/?utm_source=chatgpt.com] Terry Moran Launches Substack [https://www.axios.com/2025/06/12/terry-moran-trump-substack-abc-news-trump-miller] Journalist Survival Plan [https://simonowens.substack.com/p/journalists-should-start-building?r=4tizs&utm_campaign=post&utm_medium=email&triedRedirect=true] Genius Act Progress [https://www.mitrade.com/insights/news/live-news/article-3-888516-20250613] ----- This week's sponsor: INBOUND 2025 features an incredible lineup including Amy Poehler, Dario Amodei, Dwarkesh Patel, Sean Evans (Hot Ones), Marques Brownlee, Glennon Doyle, and more. Get actionable insights you can implement immediately to grow your business...San Francisco September 3rd-5th, 2025. Go to inbound.com/register [https://www.inbound.com/register] to secure your spot at INBOUND 2025. ------- Liked this show? SUBSCRIBE to this podcast on Spotify [https://open.spotify.com/show/2ZCcAoMJEULFZfZu61QRVd], Apple [https://podcasts.apple.com/us/podcast/id760760485?mt=2&ls=1], Google [https://podcasts.google.com/feed/aHR0cHM6Ly9wbnJtYXJrZXRpbmcubGlic3luLmNvbS9yc3M=] and more. Catch past episodes and show notes at ThisOldMarketing.com [https://www.thisoldmarketing.com/]. Catch and subscribe to our NEW show on YouTube [https://www.youtube.com/@thisoldmarketing]. NOTE: You can get captions there. Subscribe to Joe Pulizzi's Orangeletter [https://www.joepulizzi.com/] and get two free downloads direct from Joe. Subscribe to Robert Rose's newsletter [https://seventhbear.com/] at Seventh Bear.

Joe and Robert break down Mary Meeker's "Future of AI" report and discuss the biggest opportunities and threats for marketers and creators in the future. Disney sues Midjourney in yet another lawsuit against AI companies. When will it stop and why should we care? And Meta invests $15 billion more in AI, trying to catch up in the AI race. In winners and losers, Joe discusses how to get found in AI searches and Robert talks about the failed mainstream media with the LA coverage. Rants and raves include a new creator economy lobbying group from MatPat and a boost to musical theater. ----- This week's links: Disney Sues Midjourney [https://adage.com/news/aa-disney-comact-midjourney-lawsuit/] The Future of AI Report [https://www.bondcap.com/reports/tai] Meta Makes $15 Billion Bet on AGI [https://www.theverge.com/news/684322/meta-scale-ai-15-billion-investment-zuckerberg] How to Get Found in AI Search [Chart] [https://www.tryprofound.com/blog/ai-platform-citation-patterns?utm_source=substack&utm_medium=email] MatPat Starts Creator Caucus [https://x.com/MatPatGT/status/1932458863619404194] Live Theater Gets a Boost [https://www.marketingbrew.com/stories/2025/06/11/broadway-social-marketing-tonys-oh-mary] ----- This week's sponsor: INBOUND 2025 features an incredible lineup including Amy Poehler, Dario Amodei, Dwarkesh Patel, Sean Evans (Hot Ones), Marques Brownlee, Glennon Doyle, and more. Get actionable insights you can implement immediately to grow your business...San Francisco September 3rd-5th, 2025. Go to inbound.com/register [https://www.inbound.com/register] to secure your spot at INBOUND 2025. ------- Liked this show? SUBSCRIBE to this podcast on Spotify [https://open.spotify.com/show/2ZCcAoMJEULFZfZu61QRVd], Apple [https://podcasts.apple.com/us/podcast/id760760485?mt=2&ls=1], Google [https://podcasts.google.com/feed/aHR0cHM6Ly9wbnJtYXJrZXRpbmcubGlic3luLmNvbS9yc3M=] and more. Catch past episodes and show notes at ThisOldMarketing.com [https://www.thisoldmarketing.com/]. Catch and subscribe to our NEW show on YouTube [https://www.youtube.com/@thisoldmarketing]. NOTE: You can get captions there. Subscribe to Joe Pulizzi's Orangeletter [https://www.joepulizzi.com/] and get two free downloads direct from Joe. Subscribe to Robert Rose's newsletter [https://seventhbear.com/] at Seventh Bear.

Did someone say McDonald's is bringing back snack wraps? In other news, who knew that artificial intelligence would force brands and publishers toward an indie-creator model? If Google AI is undermining journalism, perhaps the way out is through the individual human creator. In another AI scandal, Builder.ai collapses, even with a large sum of money invested by Microsoft. And Netflix adds advertising to its IP. Good decision? Winners and losers include Ohio Bike Week and ELF/Hailey Bieber. Rants and raves include WaPo's new mission statement and the new NYTimes lawsuit against ChatGPT. ----- This week's links: Google AI Mode Undermining Journalism [https://pressgazette.co.uk/platforms/how-google-ai-mode-is-undermining-original-journalism/] Builder.ai Collapses [https://www.techspot.com/news/108173-builderai-collapses-after-revelation-ai-hundreds-engineers.html] Netflix Adds Ad Tech [https://www.thestreet.com/technology/netflix-to-implement-new-ai-feature-streamers-will-hate] Chain Restaurants Go Nostalgia [https://www.morningbrew.com/stories/2025/06/03/chain-restaurants-cultural-revival?mbcid=40120967.975956&mid=f8eba9ee5da4bad2190c441240f5c0cf&utm_campaign=mb&utm_medium=newsletter&utm_source=morning_brew] ELF Buys Rhode [https://investor.elfbeauty.com/stock-and-financial/press-releases/landing-news/2025/05-28-2025-210536607] WaPo's New Mission Statement [https://www.axios.com/newsletters/axios-media-trends-31fbbf00-3fc3-11f0-a1b0-0165f5d706f4.html?chunk=2&utm_term=twsocialshare#story2] ----- This week's sponsor: INBOUND 2025 features an incredible lineup including Amy Poehler, Dario Amodei, Dwarkesh Patel, Sean Evans (Hot Ones), Marques Brownlee, Glennon Doyle, and more. Get actionable insights you can implement immediately to grow your business...San Francisco September 3rd-5th, 2025. Go to inbound.com/register [https://www.inbound.com/register] to secure your spot at INBOUND 2025. ------- Liked this show? SUBSCRIBE to this podcast on Spotify [https://open.spotify.com/show/2ZCcAoMJEULFZfZu61QRVd], Apple [https://podcasts.apple.com/us/podcast/id760760485?mt=2&ls=1], Google [https://podcasts.google.com/feed/aHR0cHM6Ly9wbnJtYXJrZXRpbmcubGlic3luLmNvbS9yc3M=] and more. Catch past episodes and show notes at ThisOldMarketing.com [https://www.thisoldmarketing.com/]. Catch and subscribe to our NEW show on YouTube [https://www.youtube.com/@thisoldmarketing]. NOTE: You can get captions there. Subscribe to Joe Pulizzi's Orangeletter [https://www.joepulizzi.com/] and get two free downloads direct from Joe. Subscribe to Robert Rose's newsletter [https://seventhbear.com/] at Seventh Bear.

AI is again in the headlines this week with Anthropic announcing that its AI will do anything to survive...even bust you for cheating on your wife. AI layoffs are starting to hit home. It's almost to the point that people are being laid off "by" AI itself. Joe and Robert uncover the truth. Rand Fishkin discusses 10 ways to understand no-click search...and it's mostly stuff we can actually do. And long live print, as Microsoft launches a new print publication. Winners and losers include LinkedIn commenting and Duolingo. Rants and raves include the new Bitcoin treasury fad and AI Agent pitch decks. ----- This week's links: Anthropic AI Resorts to Blackmail [https://www.semafor.com/article/05/23/2025/anthropics-ai-resorts-to-blackmail-in-simulations] AI Layoffs Are Here [https://qz.com/ai-layoffs-jobs-microsoft-walmart-tech-workers-1851782194?utm_source=substack&utm_medium=email] The End of Website Traffic [https://www.linkedin.com/posts/randfishkin_journalist-asked-me-about-the-end-of-traffic-activity-7332819783261794305-NY6b/] Print is Dead. Long Live Print. [https://www.cjr.org/the_media_today/print_magazine_microsoft_signal.php] Duolingo CEO Retraces AI Announcement [https://fortune.com/2025/05/24/duolingo-ai-first-employees-ceo-luis-von-ahn/] Businesses Go On Bitcoin Buying Spree [https://www.morningbrew.com/stories/2025/05/29/businesses-on-bitcoin-buying-spree] The AI Agent Pitch Deck [https://adage.com/technology/ai/aa-ai-agent-aeo-brand-websites-pitch-deck/] ----- This week's sponsor: You don't become the world’s most valuable women's sports franchise by accident. Angel City Football Club did it with a little help from HubSpot. When they started, data was housed across multiple systems. HubSpot unified their website, email marketing, and fan experience in one platform. This allowed their small team of three to build an entire website in just three days. The results? Nearly 350 new sign-ups a week and 300% database growth in just two years. Visit https://www.hubspot.com/ [https://www.hubspot.com/] to hear how HubSpot can help you grow better. ------- Liked this show? SUBSCRIBE to this podcast on Spotify [https://open.spotify.com/show/2ZCcAoMJEULFZfZu61QRVd], Apple [https://podcasts.apple.com/us/podcast/id760760485?mt=2&ls=1], Google [https://podcasts.google.com/feed/aHR0cHM6Ly9wbnJtYXJrZXRpbmcubGlic3luLmNvbS9yc3M=] and more. Catch past episodes and show notes at ThisOldMarketing.com [https://www.thisoldmarketing.com/]. Catch and subscribe to our NEW show on YouTube [https://www.youtube.com/@thisoldmarketing]. NOTE: You can get captions there. Subscribe to Joe Pulizzi's Orangeletter [https://www.joepulizzi.com/] and get two free downloads direct from Joe. Subscribe to Robert Rose's newsletter [https://seventhbear.com/] at Seventh Bear.

Google's big marketing event was an explosion of AI - a new home screen, more agents, AI video and even smart bidding. Why? Google's main revenue stream (search ads) is in big trouble.  Is Google going the way of the yellow pages? The boys ponder. And Apple is in trouble too. OpenAI buys IO, run by the designer behind the iPhone. It seems that OpenAI is going into the hardware business, with their sights directly on Apple. In other news, a major newspaper releases the books of the year without real books and Netflix steps in to syndicate Sesame Street. Winners and losers include a furniture store and Peloton. Rants and raves include AI use by writers and the idea of growth marketing. ----- This week's links: Google Marketing Live [https://searchengineland.com/google-marketing-live-2025-recap-455802] Major Newspaper Creates Fake Books [https://www.honest-broker.com/p/a-major-newspaper-publishes-a-summer] Netflix to Syndicate Sesame Street [https://www.honest-broker.com/p/a-major-newspaper-publishes-a-summer] OpenAI Buys IO [https://www.nytimes.com/2025/05/21/technology/openai-jony-ive-deal.html] Peloton Dumps CMO [https://finance.yahoo.com/news/peloton-cmo-lauren-weinberg-exits-140000994.html] AI Writing and Author Tribes [https://mailchi.mp/janefriedman/acceptable-ai-use?mc_cid=217d37506f&mc_eid=142c52ca8f] ----- This week's sponsor: You don't become the world’s most valuable women's sports franchise by accident. Angel City Football Club did it with a little help from HubSpot. When they started, data was housed across multiple systems. HubSpot unified their website, email marketing, and fan experience in one platform. This allowed their small team of three to build an entire website in just three days. The results? Nearly 350 new sign-ups a week and 300% database growth in just two years. Visit https://www.hubspot.com/ [https://www.hubspot.com/] to hear how HubSpot can help you grow better. ------- Liked this show? SUBSCRIBE to this podcast on Spotify [https://open.spotify.com/show/2ZCcAoMJEULFZfZu61QRVd], Apple [https://podcasts.apple.com/us/podcast/id760760485?mt=2&ls=1], Google [https://podcasts.google.com/feed/aHR0cHM6Ly9wbnJtYXJrZXRpbmcubGlic3luLmNvbS9yc3M=] and more. Catch past episodes and show notes at ThisOldMarketing.com [https://www.thisoldmarketing.com/]. Catch and subscribe to our NEW show on YouTube [https://www.youtube.com/@thisoldmarketing]. NOTE: You can get captions there. Subscribe to Joe Pulizzi's Orangeletter [https://www.joepulizzi.com/] and get two free downloads direct from Joe. Subscribe to Robert Rose's newsletter [https://seventhbear.com/] at Seventh Bear.