Vertical video is rapidly becoming one of the most powerful tools available to local media companies — both for audience engagement and new revenue opportunities.

In this episode of Keep It Local, Ryan Welton speaks with David Arkin of David Arkin Consulting about the findings from his recent LMII report on the opportunity for media companies using Reels and vertical video.

They discuss how platforms like Instagram Reels, Facebook Reels, YouTube Shorts, and TikTok are changing how audiences consume news — and why local publishers should embrace vertical video as a key part of their digital strategy.

Arkin explains how these formats can help media companies build stronger brand recognition, deepen audience loyalty, generate story tips, and unlock new advertising opportunities.

The conversation also dives into practical strategies for newsrooms trying to build sustainable vertical video workflows and the importance of experimentation and consistency.

• Why vertical video is reshaping how audiences consume news

• Differences between Facebook, Instagram, and YouTube video ecosystems

• How vertical video strengthens brand recognition for local media

• Why these platforms are more about loyalty than traffic

• New monetization opportunities through branded video content

• The role of vertical video in AEO and search visibility

• Practical newsroom strategies for producing effective Reels

• Why consistency and experimentation are essential

David Arkin Consulting

https://www.davidarkinconsulting.com

Local Media Association

https://localmedia.org

For decades, “Best Of” programs have been associated with newspapers. But broadcast stations are increasingly discovering they may be even better positioned to win in this space.

Julie Foley of Second Street joins Ryan Welton to explain how TV and radio stations are:

1. Generating six-figure annual revenue
2. Growing newsletter lists by thousands
3. Capturing first- and zero-party data
4. Building stronger advertiser relationships
5. Using self-serve e-commerce tools to unlock new revenue
6. Adding text-to-vote for incremental upsell

We discuss real-world examples, including stations in Myrtle Beach, Biloxi, and Kentucky that are seeing measurable results.

Julie also breaks down:

• How to structure a nomination, voting and winners phase

• What categories work best for broadcast

• Why mindset — not market size — is often the biggest barrier

• How to shift sales conversations from impressions to ROI

If you lead revenue, audience development or digital strategy at a local station, this episode offers a practical roadmap.

🔗 Learn more: lab.secondstreet.com

📧 Contact Julie Foley: jfoley@uplandsoftware.com

Third-party data is fading. Privacy regulations are tightening. Platform referrals are shrinking.

So what’s the plan?

On this episode of Keep It Local, Ryan Welton is joined by Todd Handy, CEO of Disruptive Impact, to discuss his latest LMII report: Winning with Zero and First-Party Data.

Todd explains:

1. What zero-party is (and how it differs from first-party data)
2. Why anonymous impressions are losing value
3. How consent-based audience signals improve advertiser performance
4. The connection between data strategy and audience trust
5. Practical steps local publishers can implement immediately

If you don’t have a clear audience data strategy heading into 2026, you’re behind the eight ball.

📘 The LMII report is available through the Local Media Association. LMII subscribers receive access. Others can purchase at localmedia.org.

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