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

This week, Joe and Robert cover three major AI stories shaping the creative and marketing landscape.

First, the guys break down the debut of Xania Monet, the first AI-powered artist to land on a Billboard chart. Is this the start of a new music era...or the beginning of the end for human creativity?

Next, they unwrap Coca-Cola's second annual holiday AI ad. But this year, it's not just Coke. Expect a wave of AI-generated holiday campaigns across brands. Joe and Robert debate what this means for creative differentiation and audience connection.

Finally, they analyze Bloomberry's massive study of 180 million jobs, revealing how AI is reshaping the global workplace faster than anyone imagined. Who's safe, who's not, and what can marketers learn from the data?

Winners and Losers:

• Robert's Winner: Gannett's bold rebrand to USA Today—a move that simplifies identity and aligns with its strongest brand equity.

• Joe's Winner: Print media. Joe points out the surprising long-term resilience of print and why physical media might be the next big comeback.

Rants and Raves:

• A new journalism collective forms to sell sponsorships - Robert shares his take on why collaboration is an important way forward for small creators.

• More college students are choosing double majors - Joe digs into what that says about the next generation of marketers.

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.

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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/

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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

It's another wild week in the world of marketing, media, and tech.

First up: Amazon announced yet another round of layoffs, and Joe and Robert dive into the growing trend among the Magnificent 10 companies. Are these just normal business cycles? The result of AI-driven productivity? Or signs of something deeper happening in the global economy?

Then: OpenAI is restructuring to look more like a traditional for-profit company. With Microsoft now owning 27%, the boys debate what this means for control, innovation, and the company's future. Could OpenAI become the world's first trillion-dollar IPO?

Next: Morning Brew acquires a YouTube show about the news — and Joe explains why this is another major example of individual creators getting their work acquired and then integrating themselves into larger organizations.

In Marketing Winners & Losers, Robert dives into K-Pop Demon Hunters, while Joe highlights Elon Musk's Grokipedia.

And in Rants & Raves, Joe shares how email newsletters can literally get you hired, while Robert takes aim at the new WPP–Google AI partnership.

Listen to the full episode for all the analysis, tangents, and laughs you expect from Joe and Robert on This Old 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.

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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/

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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week's episode of This Old Marketing dives deep into the evolving world of AI, automation, and creator opportunities.

1. OpenAI's ChatGPT Atlas: A Google Killer? OpenAI's latest product, ChatGPT Atlas, has some wondering if this is a direct strike at Google's dominance in search. We break down what Atlas is, how it changes the discovery landscape, and what it means for marketers and creators.

2. AI and Robots Taking Jobs A New York Times article reports that Amazon plans to replace over half a million jobs with robots. But the twist? The AI industry itself is facing layoffs. Meta has cut significant staff from its AI operations, according to Axios. We explore what this says about the current state — and future — of the AI economy.

3. ChatGPT to Allow Adult Erotica (for Verified Users) OpenAI will soon allow adult-themed content for verified adults. Is this a necessary step toward realism and maturity online, or is it a PR nightmare waiting to happen? We debate whether the Internet needs true age-gating — or if this will end up being a "nothing burger," as Robert might say.

4. Creators Take Flight — Literally Marketing Brew reports that YouTube creators are getting their content featured on Delta Airlines flights. It's a great marketing move — but does it signal that YouTube is becoming television? We discuss what this means for creators' reach and brand positioning.

• Ann Handley's new website: A masterclass in simplicity and conversion, with a sharp focus on driving newsletter subscriptions.

• Kim Kardashian's Skims.com launch: A weirdly nostalgic move that has everyone talking.

• Joe's Rave: The CRIT Framework from Geoff Woods — a practical model for using AI strategically through Context, Role, Interview, and Task. And get a month of Wispr Flow (dictation platform) for free here.

• Robert's Rave: Spotify's new personalized playlists that take algorithmic curation to the next level.

Listen to the full episode for all the analysis, tangents, and laughs you expect from Joe and Robert on This Old 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/

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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

In this episode, Joe and Robert break down the latest moves in the ongoing battle between lawmakers and social media giants. California is leading the charge with new AI and social media legislation — plus, Instagram is testing a "rating system" for content. Is this meaningful progress or just more political theater?

The guys also cover how OpenAI and Anthropic are stepping into the marketing world. OpenAI's first ad sparks debate (is it a miss?), while Anthropic's experiential push might have us all saying "Oh Claude."

Winners and Losers:

• Winner: Buc-ee's - proving that a gas station can be a brand powerhouse.

• Loser: Deloitte Australia - struggling to recover from credibility issues.

Rants and Raves:

• Rant: The rise of rage bait - how outrage is driving engagement for all the wrong reasons.

• Rave: Personal videos on LinkedIn - authentic storytelling that actually connects.

Tune in for another week of marketing madness, strategic insights, and questionable football takes.

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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/

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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

After celebrating 500 weeks of podcasting, Joe and Robert are back to regular programming. And this week… things get weird.

OpenAI and Meta both dropped major updates to their AI apps—releases that could either spark the next great social network or bring about the end of the internet as we know it. The guys break down what these announcements mean for creators, advertisers, and the future of "artificial content."

In other news, Anthropic settles a $1.5 billion lawsuit that could mean payouts for authors everywhere (and a big precedent for copyright in AI).

Plus, Call Her Daddy's Alex Cooper launches a new marketing agency that might just be the new business model for content entrepreneurs.

And YouTube rolls out auto dubbing for creators and marketers. Joe and Robert debate whether that's a blessing or a curse.

This week's winner: CMI's new B2B Research Report. This week's loser: China's growing propaganda machine.

Rants and Raves: A look at ABBA Voyage and MrBeast, two very different but equally fascinating examples of what happens when creativity, technology, and obsession collide.

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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/

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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

It's here...the 500th episode of This Old Marketing! In this very special show, Joe Pulizzi and Robert Rose take a walk down memory lane, sharing stories, clips, and predictions from across the past twelve years of the podcast. Along the way, they're joined by some surprise guests and special videos from friends of the show.

• The Beginning (Episode 1 – November 20, 2013): Joe and Robert recall the car ride that sparked the idea and how they launched the first episode in less than two weeks. Hear the original introduction, plus proof that football talk has always been part of the show's DNA.

• Episode 100 (October 12, 2015): Reflections on content marketing trends a decade ago, from the rise of content brands to the great terminology debate. Joe predicts the rise of the walled gardens, Robert envisions marketing's shift toward experiences, and both make some bold (and hilarious) calls about Apple, Disney, and Twitter.

• Episode 200 (September 11, 2017): A nostalgic milestone filled with clips, insights on audience building, and predictions around Facebook's billion-dollar content push. Highlights include Robert's reflections on the value of audience and the duo's "can't believe we made it this far" moment.

• Episode 211 (December 11, 2017): The original "finale" - Joe and Robert answer listener questions, quiz each other, and close out what they thought was the end of the journey.

• Episode 212 (July 15, 2019): The "Genesis Planet" comeback episode after 577 days away. Joe and Robert return in full stride, proving the magic never left.

• Episode 300 (December 3, 2021): The first video podcast, featuring a special musical intro from Gary Busey. Predictions fly about Web 3.0, tokenization, the metaverse, and the future of "rented land." Plus, cocktails, personal reflections, and football banter.

• Episode 400 (November 3, 2023): "AI & the Melting of Truth" marks another milestone with big conversations around AI, search, and Disney's media moves. A clip on Google's AI results shows just how much the world has shifted.

• A video greeting from filmmaker Kevin Smith

• A montage of messages from listeners and friends of the show. Thank you to A. Lee Judge, Bert Van Loon, Brian Piper, Cathy & Bridget McPhillips, Fernando Labastida, JK Kalinowski, Katie Brinkley, Maliha Khan, Paul Roetzer and Ruth Carter.

• A heartfelt video from author and speaker Andrew Davis

Yes, even in this celebratory episode, Joe and Robert can't resist a few choice rants and raves. (You'll just have to listen in!)

Thank you for being part of 500 weeks of This Old Marketing. We couldn't have done it without you. Here's to the next chapter!

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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 the final show before the big 500 extravaganza, Joe and Robert discuss why individual creators are slowly taking over Hollywood — and whether there are opportunities for brands in this shift.

• The creator takeover: Ad Age: Why creators, not studios, will lead production by 2030

• Sports meets streaming: New Heights integration with Amazon Prime — Travis and Jason Kelce's New Heights podcast will now stream on Amazon Prime.

• Buying media properties: Why a marketing consultant bought the largest real estate trade magazine in Canada (link).

Winners and Losers:

• Winner: Kit launches location-based creators.

• Loser: Unilever gives up on Ben & Jerry's after its co-founder claims the company silenced activism.

Rants and Raves:

• Joe rants about job hugging.

• Robert rants about AI workslop.

And don't miss our special #500 episode next week.

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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

No, TikTok does not stop. Maybe the fourth time is the charm, as Robert and Joe run through the latest with the TikTok "staying or going" drama. Get all the latest on the changes, although it might be a big nothing burger. Link to more: U.S.-China Deal to Avert TikTok Ban May be Close, Trump Official Says - The New York Times

YouTube makes a strong case that they are integral to the US economy. With $100 billion going to creators, new and improved creation features, and an all-in-one create and distribute scenario, it seems like everything we want. Or is it? Links to more: YouTube AI likeness detection and creator tools - The Wrap Made on YouTube 2025 - Official Blog

Albania has become the first country in the world to appoint an AI minister. Joe contends this is just the beginning. Link to more: Albania appoints world's first AI-made minister – POLITICO

Special thanks to Jared Luttjeboer for his question on video vs. audio podcasting. Learn more about Jared's work here: The Church History Project Podcast

Marketing winners and losers include:

• Local TV has lost more than half of its share of media spending since 2017 – TV Technology

• The Friend Show – Truman Show-Inspired Campaign by Creator's Friend

Rants and raves include:

• Alden's bid for DallasNews – Axios

• GenAI college marketing: positioning as academic friends, not foes

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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

This week, Joe and Robert dig into the Reddit phenomenon. Leading in AI findability (AEO) and trusted by geeks everywhere, the platform is having its coming-out moment. Is it time to ride the marketing train to Reddit town? Here's why Reddit marketing could be your next big business move

OpenAI wants to make a full-length animated movie that isn't AI slop. Can they pull it off, or is this just a content marketing play? (Hint: the latter.) OpenAI wants to make an AI movie that isn't slop

Meanwhile, the team at Robinhood is rolling out a new social media app. But is now the right time for another platform? Reddit, X get new rival with Robinhood Social's launch

Marketing winners and losers this week include Liquid Death (Yahoo Can Coolers – Liquid Death) and Ben & Jerry's (Ben & Jerry's founders want to scoop out their brand).

Rants and raves feature the AI-driven destruction of the career ladder (AI isn't just ending entry-level jobs. It's ending the career ladder) and LinkedIn's latest analytics upgrade (Post | LinkedIn).

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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 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 marketing news of the week:

A federal judge has ordered a shakeup of Google's search engine. Some call it a slap on the wrist, but it's clear even the courts see Google's dominance slipping. With AI search and new competitors on the rise, will Google's empire burn down? -- Judge orders search shakeup in Google monopoly case | PBS News

Meanwhile, the so-called "marketing AI boom" is running headfirst into a crisis of customer trust. But do people really care about privacy, or is it just talk? Joe and Robert debate whether it matters at all. -- Marketing AI boom faces crisis of consumer trust

Winners and Losers: Creators landing SNL deals (Creators Take Over SNL 🌜), and the curious case of why one agency made an indie short film.

Rants and Raves: A content strategist for ChatGPT raises eyebrows, and the surprising death of VOA.

And to wrap things up: our annual NFL predictions. Who's taking home the Lombardi Trophy this year?

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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 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