The Power of Local Media: Insights from Nielsen's Paul LeFort, JO'91

Local media continues to evolve rapidly, reshaped by shifting audiences, new technologies, and the power of data. In this Everclass session, Paul LeFort, JO’91, Managing Director of Local Media Client Solutions at Nielsen, offers an insider’s view of how local TV, cable, and sports organizations are adapting. Drawing on years of guiding media clients through transformation, he shares how data-driven insights uncover growth opportunities and fuel success. Paul’s career began in Des Moines radio, sparking a passion for local storytelling and the business impact it creates. Listen as he reflects on how audience measurement is evolving, what innovation looks like in local media, and the lessons he’s learned across three decades in the industry.