Borrell Associates, Inc

About Us

We are experts in local advertising. We help clients gauge ad spending in local markets - especially online advertising - and increase their revenue share by providing detailed ad-spending data, fact-based consultation and sales training.
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Gordon Borrell, CEO

Gordon Borrell is a sought-after speaker for conferences and company meetings and one of the media industry’s leading analysts. 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 a member of the executive board of the Local Media Association and is 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.


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Colby Atwood, President

Colby has been helping traditional media companies adopt new media technologies since the early 1980s. He was Vice President of Sales for an ASCII videotex system vendor in 1983, introducing the technology to banks. He then spent nine years with Brite Voice Systems, selling audiotex systems and voice information services to television stations, directory companies and newspapers. Colby founded two companies that provided interactive audiotex services through local media partners, and then became Director of Business Development for Pantheon Inc., which developed online content automation systems for media companies. He helped negotiate Pantheon’s acquisition by Zip2, which used an ASP model to provide Internet yellow pages and local information portal services to media company Web sites. As Director of Channel and Strategic Marketing there, Colby was involved in a variety of sales, marketing, product development and account management projects. Colby received a Bachelors degree in Communications from Stanford University, and a Masters in Business Administration from UCLA. He is based on Vashon Island, near Seattle.


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Peter Conti Jr., Executive Vice President

Peter received the Interactive Advertising Bureau's (IAB) 2010 Service Excellence Award for his dedication and leadership in helping educate local marketers and ad agencies in 2009. He has been engaged in traditional and online business start-ups for more than 20 years. After selling a retail business in late 1996, he began work in Richmond, Va., on one of the first e-commerce marketplaces for a 1,000+ member local merchants association. Peter joined Landmark Communications Inc. in 1998 to develop and manage the highly successful Richmond.com Web site. He has also served as director of interactive media for Media General's Publishing division with shared responsibility for the online convergence effort of publishing and broadcast sites.

Peter has been an adjunct professor at Virginia Commonwealth University's School of Business teaching Global Internet Marketing. He attended the International Studies program at the University of Lund, Sweden, and holds a bachelor's degree in Radio, TV & Film from the University of Maryland.


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Kip Cassino, Executive Vice President

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.


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Martin Nyberg, Associate Vice President of Client Development

Martin has 16 years of executive experience in interactive online sales and marketing. Prior to working at starting with Borrell Associates seven years ago, he was VP of Online Sales and Marketing at Systemic Solutions, Inc., an IT consulting and software development firm. Martin developed, negotiated and opened dozens of Internet-based distribution agreements and joint ventures with U.S. and foreign firms. As Director of Sales and Marketing with Seattle 2000, he brought his firm into the top ten Northwest Internet companies (for new business). He graduated from the University of Washington's Jackson School of International Studies in International Trade and Investment/Japanese Language. He ho1lds a Master Certificate in Internet Marketing from the University of San Francisco.


Phone Number253.678.1975 E-mail address This e-mail address is being protected from spambots. You need JavaScript enabled to view it Download High-Res Image

Larry Shaw Jr., Vice President of Research

Larry has spent the bulk of his career at The Seattle Times Company. Most recently, he served as the Market Research manager heading up online research and market share. In that role, Larry has done everything from conducting surveys to moderating focus groups. Larry’s efforts helped inform The Seattle Times strategic direction and led to the development of effective research-based online sales presentations. Prior to that, Larry worked in nearly every department of the newspaper doing everything from managing a circulation district to managing daily pressroom operations. Larry is a graduate of The Maynard Institute for Journalistic Education Management Training Program and graduate of ANA’s Future Leaders Program. He holds a Bachelor of Arts in Broadcast Journalism from the University of Washington.


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Abby Sineni, Customer Relations/Research Manager

Abby has worked as a writer, editor, designer and researcher for newspapers, magazines, television stations, radio stations and online operations. She was a copy editor at the Times-Press in Streator, Illinois, for three years. Abby has a Bachelor of Arts in communications, with an emphasis in journalism, from Truman State University in Kirksville, Missouri. She graduated Suma Cum Laude from Baker College where she received her Masters in business administration with an emphasis in marketing.


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Randy Caviness, Executive Assistant

Randy joined Borrell Associates in February 2006, after working 27 years as a State and Federal Probation Officer. He holds a Bachelor of Arts Degree in History from Elon University in Burlington, North Carolina and a Masters in Education from Old Dominion University in Norfolk, Virginia.


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Andrew Martin, Director of Corporate Development

Based in Toronto, Andrew has worked for more than 25 years in the media sector. He managed the B2C and B2B online operations for CanWest Global, the largest newspaper publisher in Canada. Before that he ran the Canadian Copyright Licensing Agency for seven years. His early career was with LexisNexis, where he was director of textbook publishing for the UK division, before moving to Canada in 1987 to head up their operations in Toronto. He was closely involved in developing CanWest’s web strategies and the expansion of their online aggregation businesses. He also contributed to drafting the newspaper industry positions on copyright law reform in Canada. Andrew's current consulting work divides between business and strategic planning, licensing and copyright. Clients include media businesses, government departments, trade associations and libraries in Canada, the US and UK. Andrew has a law degree from the University of Cambridge, and qualified as an UK attorney.


Phone Number416.463.0007 E-mail address This e-mail address is being protected from spambots. You need JavaScript enabled to view it Download High-Res Image

Chris Malpass, Director of Information Technology

Chris is the manager of the Borrell Associate’s Web site and is also responsible for the company’s technology needs and support. Before joining Borrell, Chris was a systems administrator, analyst and programmer at a local Williamsburg firm for over a year, previous to that he had worked as a Web and technology employee for the City of Norfolk and Old Dominion University. Chris has a B.S. in Business Administration with a major in Information Systems from Old Dominion University in Norfolk. He also attended Underwood International College at Yonsei University in Seoul, Korea.


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Shari Donnermeyer, Account Director

Shari Donnermeyer has more than 25 years experience in media sales, sales management and marketing. She's led sales teams in a variety of media companies. She was Director of Sales for a cluster of regional radio stations - now part of the Clear Channel franchise, and also Sales Manager for the ad sales division of Comcast, where she oversaw many years of significant revenue growth in her market. Shari left Comcast Spotlight to found her own company that became a premier vendor to Comcast. Donnermeyer's firm handled all political advertising sales for the 2007-2008 election cycle in six states, selling ads on 41 different television networks.


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Jim Brown, Account Executive

Jim Brown has more than 15 years of innovative and results-driven leadership in fast-paced sales and marketing roles. Prior to joining Borrell Associates he worked for The Virginian-Pilot Media Companies as Director of Business Development. He has worked in various sales and development capacities over the years, developing an expertise in sales development and sales management. At The Pilot, he served as one of the company’s first managers of interactive products and helped the company build a series of highly successful online news and advertising ventures in the Norfolk, Va., marketplace. He has a degree in business administration from Longwood University. Jim is married, has two children, and lives in Virginia Beach, Va.


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Tanya Bowmer, Office Manager

Tanya has over 15 years of accounting and business management experience. Previous to Borrell, Tanya was the accountant for Sterling Event Planners located in Williamsburg, Virginia for five years. Prior to that, she was the Network Administrator for Vipar Heavy Duty and spent 13 years in hotel accountancy and management. Tanya has an A.A.S. degree in Accounting and an A.A.S degree in Management and is also a Microsoft Certified Systems Engineer.


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Megan Lopes, Research Assistant

Megan has worked as a writer, editor and researcher for newspapers, magazines, theatre and film companies. She was a News Correspondent at New Jersey News Publishing in Hackettstown, NJ for seven years as well as an assistant editor for Darden Publishing in the Hampton Roads Area. Megan holds a Bachelor of Arts in both English and communications, with an emphasis in television, radio and journalism, from Centenary College in Hackettstown, NJ.


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Scott Minter, Junior Developer

Scott comes to Borrell after 10 years in banking and finance. He contributes to our ongoing efforts to develop and deliver new products online. Scott is currently attending Old Dominion University in Norfolk, VA for a degree in computer science.


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Greg Harmon, Senior Research Analyst

Greg Harmon joined Borrell Associates in January 2011 after nearly 10 years at Belden Associates and Belden Interactive. Prior to Belden, Greg was Sales and Research Director at Survey.com in San Jose, CA. In all Greg brings over 15 years of digital and media research experience to bear on his work at Borrell. Greg has been a leading innovator in designing research and programs for understanding digital audiences since his time at Survey.com, where Greg was involved in some of the very first online consumer research for technology and media companies. While at Belden Greg developed the widely regarded “Sales and Site Survey” program for local news and information media—including managing over 400,000 online interviews while working with hundreds of newspaper, TV and other media clients. While at Belden, Greg was also responsible for developing the “Visitor Estimate” program, that allows clients to understand digital audience in more complex and effective ways than "unique visitor" counts.

In addition to these consumer programs, Greg developed the "Small and Medium Advertiser Survey" program, which continues at Borrell. Greg has an A.M degree in Social Sciences from the University of Chicago and a B.A. in Sociology from the University of Chicago.


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Current Industry Paper

Online Co-Op Advertising

Past Industry Paper

2012 Automotive Advertising Outlook: A Rosy Future (for Some Media)

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