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

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This week, Joe and Robert dig into what happens when marketing, publishing, and customer data all collide with AI.

First, the guys break down McKinsey's vision for the future of marketing, where brands must move from campaigns to continuous growth systems and become trusted by both people and machines.

Then, they look at a provocative publishing essay arguing that AI-created, ad-supported content may overwhelm much of the media business. If content becomes cheap and endless, what is still worth...

This week on This Old Marketing, Joe and Robert dig into a very strange new reality for marketers: the next audience may not be human.

First, Anthropic's Fable and Mythos models get caught in the middle of U.S. export controls, raising a huge question for any company building on AI platforms. Then OpenAI reportedly floats the idea of giving the U.S. government a five percent stake in the company. Is AI becoming national infrastructure? And if so, what does that mean for marketers building on someone else's platform?

Next, the boys look at...

In this episode, the boys cut in with two breaking stories.

First, Walmart buys Vibe.co, a connected TV advertising platform, in a move that could make Walmart's already-growing ad business even more interesting. Robert believes the strategy is right, especially with Walmart's retail media business and Vizio already in the fold, but thinks the price tag may have been a bit too rich.

Then Joe and Robert revisit the FIFA stadium branding story. FIFA's clean-stadium policy has forced brands like Levi's, Heinz and others to cover up their logos during World Cup matches. But...

This week, Joe and Robert lead with Anthropic's safety warning and what it means for marketers building AI-driven systems. Joe sees a real challenge ahead: how can marketers confidently build AI platforms and processes when models, access, regulations, and rules keep changing? Robert is not so sure and thinks some of this may be more theater and marketing than actual danger. Who's right? Maybe nobody knows yet.

The boys also discuss Fox buying Roku and why the deal is less about content and more about distribution, data, advertising, and owning the screen before the viewer decides what...

We lead with the possible IPOs from OpenAI, Anthropic and SpaceX, and the much bigger question behind them: where is all that money supposed to come from?

The capital markets seem to believe the answer is labor. If AI valuations are going to make any sense, then the bet is not simply that AI companies will sell more software. The bet is that AI will absorb, replace or reorganize a massive piece of the payroll line. Joe believes marketers need to prepare for a labor reckoning sooner rather than later. Robert is more skeptical. As usual, the...

This week, Joe and Robert dig into the media reckoning hitting some of the biggest names in digital publishing. Vice, BuzzFeed, Vox, and others once represented the future of media, with massive valuations, venture money, and platform-driven scale. Now, many of those same companies have been sold, split apart, or pushed into bankruptcy. The boys ask the uncomfortable question: how did companies worth billions become cautionary tales?

On the flip side, 1440 just received a $101 million valuation with only 27 employees and a focused newsletter-first model. The company generates about $1 million per employee and has built a direct relationship...

This week, the boys open with Meta's new subscription plans for Facebook, Instagram, WhatsApp and Meta AI. The features are mostly small upgrades, but the bigger story is clear: Meta is building a toll road around access, visibility and creation. The rent on rented land keeps going up.

From there, Joe and Robert talk about LinkedIn's campaign against "AI slop." LinkedIn says it wants to reduce low-value AI content, generic posts and engagement bait. But is it really getting rid of anything, or just marketing the idea of a cleaner feed? The platform rewarded slop long before...

This week, Joe and Robert start with Google's massive AI search shift and the uncomfortable reality for marketers, publishers and creators: the click may no longer be the point.

Google has turned search into something closer to an answer engine, and Joe has officially come around to Robert's long-held view. Google may have created an even better business model than the one it already had, and the old one was pretty darn good. Instead of sending people out to websites, Google can now keep users inside its own experience, answer more complex questions, and eventually handle more...

This week on This Old Marketing, Joe and Robert break down OpenAI's latest move: launching a full-blown AI consultancy for enterprise companies.

The big question: is this a smart response to large companies moving too slowly on AI integration, or is it a sign that OpenAI is feeling pressure to generate revenue wherever it can?

The boys also follow up on OpenAI's move into shopping and advertising. As ChatGPT gets closer to product discovery, recommendations, and transactions, Joe and Robert ask whether ChatGPT is becoming the next great transaction engine, or whether this is another...

In this episode of This Old Marketing, Joe and Robert dig into OpenAI's very rough week. From missed targets and questions about future contract payments to legal proceedings involving Elon Musk, the company suddenly looks a lot less inevitable than it did just a few months ago.

Then OpenAI launches a self-service advertising platform, which leads Joe to ask the big question: Is ChatGPT turning into Yahoo? Robert sees it a little differently, arguing that the better comparison may be Netscape. Either way, the boys agree that OpenAI may be trying to do too many things at...

This week, Joe and Robert break down a Wall Street Journal article about big brands putting more money into individual creators.

While micro-influencers continue to be an important trend, the boys believe there may be an even bigger opportunity sitting inside most companies: employees. If brands want trusted voices, they should not only rent them from the outside. They should invest in their own internal talent and help employees become trusted experts, creators, and community builders.

In other news, Taylor Swift has filed new trademark applications, including sound marks, to help protect her voice and...

In this special episode of This Old Marketing, Joe and Robert step away from marketing and talk about something more personal: the health changes they've made, why they made them, and what they've learned along the way. Both share the specific moments that pushed them to take their health more seriously, along with the physical, mental, and long-term brain health concerns that made those decisions impossible to ignore.

Joe walks through the habits and strategies that have shaped his approach, including intermittent fasting, creatine, resistance training, and reducing negative social media exposure. Robert then shares his experience...

Joe and Robert dig into Anthropic's launch of Mythos and Project Glasswing and ask the bigger question: is this the moment marketers need to wake up to the fact that AI is not just a tool shift, but a business model shift? Joe argues this may be AI's Napster moment, the point where the future is suddenly visible and the old rules no longer apply.

They also discuss the attack on Sam Altman's house and what it says about the growing anti-AI backlash. As fear, frustration, and economic anxiety build, what does the AI industry need to...

What would Joe Pulizzi and Robert Rose do if they had to build a media company from scratch in 2026?

In this special episode of This Old Marketing, Joe and Robert tackle that exact question. Starting with zero audience, limited resources, and a media landscape flooded with AI-generated content, shifting algorithms, and declining trust, they break down what kind of media company they would actually build today.

Would they start with a newsletter, a podcast, YouTube, or LinkedIn? What niche would they choose? How would they make money in the first 12 months? And in a world...

Anthropic may or may not have "accidentally" leaked its code, but Joe and Robert think the bigger story is what the company's newest release says about the future of white-collar work and marketing itself. They also tackle the slowing labor market, whether marketing jobs are in danger, and if a recession is actually coming. Rounding out the episode: Cameo's TikTok partnership, Oracle's ugly layoffs, Search Engine Journal's ad-free decision, and two documentary picks worth your time.

Full Episode Notes

This Old Marketing: Anthropic Leaks, Job Market Freezes, and Cameo's Last Cameo?

Joe and...

This week, Joe opens the show with a quick take on the banning of "AI Fruit Love Island" and can't believe Robert isn't already a loyal subscriber.

Joe and Robert then dig into a landmark legal verdict against social media platforms, focusing on Meta's Instagram and Google's YouTube. The big shift? Instead of the usual failed arguments around Section 230, these new cases are targeting platform design itself, claiming the products were intentionally built to be addictive. Joe and Robert discuss whether this could become a true "big tobacco" moment for social media, with larger legal and financial...

A new piece from the Wall Street Journal introduces the idea of being "alternatively influential"…people who drive real impact without massive follower counts.

Joe and Robert break it down:

Is this just a rebrand of "niche creator" or "thought leader"?

Or is it actually the future of influence in an AI-saturated world?

And most importantly…does audience size matter less than trust, proximity, and credibility?

The bigger question: Are we entering an era where being known by the right people beats being known by everyone?

This week, Joe Pulizzi and Robert Rose dig into fascinating new research from Anthropic that reveals how large language models are already capable of executing many traditional marketing tasks. The conversation quickly turns into a deeper question. Is the real disruption AI itself, or the fact that many leaders in mid-size and enterprise organizations never truly valued marketing in the first place? If machines can now execute the tactics, what happens to marketing teams that were already fighting for credibility inside their organizations?

The discussion explores what the research means for the future of marketing roles, how...

It was a wild week in artificial intelligence. Joe and Robert break down a surprising stumble from OpenAI and the aggressive counter-moves coming from Anthropic. The hosts unpack what these developments signal for the broader AI landscape and why the growing concentration of power among a small number of platforms should concern marketers and creators alike. If a handful of companies ultimately control how AI works and how it distributes information, that likely tells us exactly where marketing is headed as well.

Along the way, Joe and Robert offer a few friendly suggestions to Sam Altman on...

This week, Joe Pulizzi and Robert Rose tackle one of the boldest statements in recent marketing memory. The CEO of Unilever says big brand advertising is dead. Is he right? Or is this a Trojan horse for something much bigger?

When the head of one of the largest consumer goods companies in the world questions traditional brand advertising, it's not a throwaway comment. Joe and Robert unpack what's really happening:

Are we witnessing the collapse of mass brand-building?

Or is this a pivot toward creator-led, performance-driven, and...

Companies like Meta and other social platforms are facing serious scrutiny over the effects of social media on mental health, teens, misinformation, and society at large. Lawmakers are circling. Hearings are happening. Headlines are dramatic.

But is this real regulatory momentum… or political theater?

Joe and Robert debate:

Whether meaningful regulation is actually possible

What history tells us about tech antitrust moments

And what marketers should prepare for if something does change

Are we watching the beginning of a structural shift, or just another PR cycle?

This week, Joe and Robert break down one of the boldest marketing decisions the NFL has made in years and why it continues to pay off.

The NFL's move to spotlight Bad Bunny wasn't just a halftime performance decision. It was a strategic signal about where the league is headed as it expands globally and looks to connect with younger, more diverse audiences.

Joe and Robert explore whether this marks a broader repositioning of the NFL brand and what marketers can learn from a legacy organization willing to evolve...

It's the episode you've been waiting for.

Joe Pulizzi and Robert Rose bring together their favorite rants and raves in one fast-moving supercut that tackles the biggest questions facing marketers and creators right now.

Is print really making a comeback, or are we just nostalgic for a slower, more thoughtful era of media? Why does everyone seem so certain in a world that's becoming more complex by the day? And is "thoughtful marketing" finally ready for its return after years of hacks, shortcuts, and algorithm chasing?

The guys also dig into a question...

In this special episode, Joe and Robert answer all the questions from the This Old Marketing audience. 

How do backlink strategies (SEO) and citations (AEO) work together, and what unified content strategy can help brands earn both?

In the age of GEO, how should membership organizations decide what content to keep free versus behind a paywall, especially when balancing search visibility with exclusive expert value?

As AI takes over more execution, will small businesses and solopreneurs still need and pay for human marketing strategy, and how can independent consultants differentiate and stay relevant i...

This week on This Old Marketing, Joe and Robert unpack a trio of headlines that perfectly capture the optimism and overconfidence of the AI era.

First, Apple and Google announce a multi-year partnership on AI. Two of the most powerful companies on the planet, joining forces to shape the future of intelligence. What could possibly go wrong?

Then OpenAI confirms that advertising is coming to ChatGPT later this year. The honeymoon phase of AI is officially over, and the business model phase has arrived. Joe and Robert explore what ads inside conversational interfaces really mean...

In this special episode of This Old Marketing, Joe and Robert tackle one of marketing's favorite habits: declaring things dead.

Every year, marketers rush to pronounce entire channels, strategies, and ideas obsolete. But many of the things we keep writing off are not only alive, they're quietly doing the hard work of building trust, relevance, and long-term value.

Joe and Robert break down what marketers think is dying (but isn't), why these fundamentals continue to matter, and what actually deserves to be put out of its misery.

This week, Joe and Robert break down the latest signals in the economy, media, and marketing, from stabilizing job data and corporate tax incentives to AI's growing influence on content, platforms, and creative work. They also dig into where responsibility lies in an AI-saturated world and which organizations are adapting well…or getting it wrong.

Joe and Robert open the show with a look at recent U.S. economic data. After months of uncertainty, layoffs appear to have slowed, and job numbers are showing signs of stabilization. While not a...

Joe Pulizzi and Robert Rose kick off this week's episode by unpacking the TikTok "sale" and what actually happened behind the headlines. Was it really a sale? Why was a true divestiture nearly impossible? And what does the outcome tell us about platform risk, regulation, and the future of rented audiences.

From there, Joe and Robert shift into what they believe will be the most important marketing, content, and AI stories of 2026. Not predictions, but the conversations marketers will be having once the year is underway.

They dig into whether the long-awaited AI bubble ever...

Joe and Robert kick off their annual predictions episode by grading last year's forecasts using ChatGPT. They revisit what hit, what missed, and why context often ruins otherwise solid predictions. Along the way, they discuss AI's uneven progress, platform power shifts, crypto hype, nostalgia marketing, podcast attrition, and the growing tension between tech optimism and cultural fatigue.

The episode closes with fresh predictions spanning marketing, media, sports, and culture.

2025 Predictions Reviewed (with AI grading)

BlueSky stalls while X stabilizes and improves monetization

TikTok avoids a ban and...

This week on This Old Marketing, Joe Pulizzi and Robert Rose unpack two seemingly separate Wall Street Journal stories that are actually deeply connected.

First, they dig into the WSJ article declaring that companies are now "desperately seeking storytellers." The irony is not lost on Joe and Robert. Storytelling in business is nothing new. Brands have been building audiences, publishing content, and creating narratives for decades. So is this really a new trend, or is the Wall Street Journal simply waking up to what marketers and creators have known all along?

They explore why the...

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

Next, Joe and Robert dig into...

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...

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...

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.

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...

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.

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...

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...

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...

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...

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...