This Old Marketing - News Podcast Weekly with Joe Pulizzi and Robert Rose

Joe and Robert open the episode with major breaking news: Disney is reportedly finalizing a $1 billion investment in OpenAI along with a licensing deal that would allow creators to use select Disney IP inside OpenAI tools. The boys unpack what this actually means— Why Disney is making this move now How this could transform creator workflows What Disney gets strategically vs. what OpenAI gains Whether this is the first domino in a wave of entertainment–AI partnerships The $100 Billion Battle for Warner Bros. Discovery Next, Joe and Robert dig into the increasingly chaotic race for Warner Bros., as Paramount, Skydance, and Netflix position themselves for what could be a $100B mega-deal. They discuss: Who really has the leverage Which bidder makes the most strategic sense Potential antitrust concerns Who stands to win (and who almost certainly loses) if this deal happens Australia Moves to Ban Social Media for Kids Under 16 The conversation shifts to Australia's new legislation banning social media access for children under 16. Joe and Robert debate: Will it work? How would it even be enforced? Are governments finally becoming serious—or is this political theater? What responsibility platforms have in the mental-health crisis Special Segment: Robert's AI Music Persona, Lyla Rae Hightower A highlight of the episode, Robert takes listeners behind the scenes of creating his AI-powered music persona. He details: The creative spark behind the character Tools and workflows he used to bring the music to life Unexpected challenges in the process How he's distributing and promoting the project Why this experiment signals a new frontier for creators Spotify https://open.spotify.com/artist/09m7OjGKcL1aOKKqyhZjui Apple Music https://music.apple.com/us/artist/lyla-rae-hightower/1857062007 YouTube https://www.youtube.com/channel/UCDwdVLXGCWaO-SMOLuhSE8Q Website https://lylahightower.com/ Winners & Losers Marketing Loser of the Week: Salesforce — Joe walks through the company's confusing decision to consider a name change and what it signals about the brand's broader struggles. Rants & Raves: Joe ends with commentary on Kara Swisher's reporting around Apple possibly buying Disney—and whether such a deal is even remotely plausible. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

The boys kick things off with a Black Friday breakdown and what it tells us about the K-shaped economy we now live in. Joe and Robert dig into spending trends, why some consumers are thriving while others are cutting back, and what this split means for marketers heading into 2026. They look at whether this year's patterns are temporary or structural, and what smart brands should prepare for next. From there, they turn to YouTube. Advertisers continue to shift budgets to the platform, and the data shows that YouTube is both the present and the future of television. Joe and Robert talk about how ultra-niche creators might be the biggest hidden opportunity for small and mid-sized brands looking to win in the influencer economy. The final story covers X and the platform's new "About Your Account" settings. Is it meaningful, helpful, or even newsworthy? The boys debate whether this is a real improvement or just another attempt to show activity without fixing the core issues. Winners and Losers Winner: Time Joe highlights Time as an example of a legacy brand doing things right, with a renewed focus on email subscribers and a strong commitment to in-person events. A modern media model built on direct relationships, not algorithms. Loser: Omnicom and the PR industry Robert takes the gloves off with a critique of Omnicom and the state of PR. He questions whether the industry is adapting fast enough to the shifts in trust, media fragmentation, and brand storytelling. Rants and Raves Robert's Rant Robert digs into a recent IPG study and why he believes it misses the mark. He breaks down the assumptions behind the research and what marketers should actually pay attention to. Joe's Rave Joe shares new research on gratitude and why it matters far more than most marketers realize. A positive scientific reminder that appreciation is a performance advantage, not just a personal virtue. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Google's release of Gemini 3 may be the biggest shift in search and content discovery since Google launched. In this episode, Joe Pulizzi and Robert Rose break down what Gemini means for marketers, creators, and anyone relying on organic reach. Will Gemini end organic discovery as we know it? Will synthetic creators become the majority of all content online? And is there still a path forward for human creators? Joe and Robert go deep into: Google's move from traditional search to a full AI-model Why this shift could make Google even more dominant What happens to creators when platforms auto-generate the content The new ad model emerging behind AI search The long-term implications for independent writers, podcasters, and entrepreneurs Winners & Losers: Joe spotlights Allegiant Stadium as a branding masterclass Robert unveils a conspiracy theory surrounding Jeffrey Katzenberg's new AI marketing startup Rants & Raves: Joe reacts to a Washington Post survey about people reading ChatGPT-created posts — and why he's concerned it could impact birth rates Robert shares the creative friction behind building an AI-generated country music artist If you're a marketer, creator, or business owner trying to understand what's coming next, this is a must-listen episode. News we didn't get to: Meta 'buried' more evidence Creator Economy ad spend up again Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

In this special Thanksgiving edition of This Old Marketing, Joe and Robert dive into the future of AI and what it really means for marketers, creators, and anyone trying to build an audience in the next few years. The boys explore how long traditional marketing roles will remain intact and why we may be much closer to a tipping point than most people want to believe. The Window Is Closing Joe and Robert revisit a theme they've both been writing about lately: the shrinking window of time before AI reshapes content, distribution, and discoverability. They break down what creators and marketers can still do right now to secure their position before the landscape shifts for good. Their take: you have a few years. Maybe less. And waiting is not a strategy. The Real Job of the Future In a world where AI generates nearly everything instantly, Joe and Robert ask the big question: what will the actual marketing job look like five or ten years from now? The answer isn't another technical role. It isn't prompt engineering. It isn't "AI operations." The position of the future is rooted in skills AI can't replicate: Being known personally by real people Building in-person trust Hosting gatherings, leading communities, and showing up in the real world Connecting human beings to human beings If AI floods the world with infinite content, the new scarcity becomes physical presence. What Creators Must Do Next The boys outline the shift every marketer and content entrepreneur must make: from chasing reach to cultivating real connections. From relying on platforms to building owned audiences. From algorithmic exposure to human relationships that cannot be automated. This special episode is a wake-up call and a roadmap rolled into one. Why This Matters Right Now Thanksgiving is a time for reflection, and the episode closes with Joe and Robert reminding listeners that the next few years are arguably the most important years in the history of marketing. AI will change everything. But it won't replace the marketers who understand what actually makes people move, trust, and gather. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

The episode kicks off with a pointed look at Meta, which seems to be earning a fortune from fraudulent and scam ads. Joe and Robert trace the pattern back more than a decade…from election misinformation to repeated scandals. The question emerges: Is Meta the least ethical major player in the industry today? This conversation naturally leads into a look at the growing AI bubble and Michael Burry's bet against The Magnificent Ten. While his prediction may eventually play out, the boys debate why we're likely still two years away from any real correction. Top Stories Meta's Long History of Trouble Joe and Robert walk through Meta's pattern of behavior, including the current windfall from scam ads, reminders of past election interference issues, and the repeated failure to effectively police the platform. The bigger question: if this is systemic, where does it go from here? The AI Bubble and Michael Burry's Bet The legendary investor who foretold the mortgage crisis is now shorting the biggest tech companies. The boys give context on why he might be early, what signals they're watching, and what marketers should learn from speculative hype cycles. Disney Spends Up…But Not Where You Think Disney is increasing content spending, but the bulk is shifting toward live sports and in-person experiences. Joe and Robert discuss what this means for marketers and why "experiential" continues to be a long-term bet. Coke's AI Holiday Ad Maker Responds The studio responsible for Coca-Cola's AI holiday ad gives its defense. Is this just another evolution of creative tools, or are creators right to be irritated? The boys break down the nuance. Winners and Losers Joe's Winner: Netflix House Smart expansion into experiential entertainment. A real signal of where media companies are headed. Robert's Loser: The end of the Farmer's Almanac A long-running institution finally fades. Robert shares why this one stings and what it says about legacy content. Rants and Raves Robert's Rant: Microsoft's sales content Robert has feelings…big ones. And he shares them. Joe's Commentary: Chatbot JesusWhat could go wrong? Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts. All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/ Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork