Advertise In Boston Advertise In Boston

Boston Radio: Who's Listening During The Coronavirus Crisis

Mar 27, 2020 3:11:55 PM / by Larry Julius

In a typical week, 3.5 million adult consumers tune-in to Boston radio stations.  But, since the onset of the Coronavirus, the weeks have not been typical.

Before social-distancing and work-from-home orders, 2.4 million Boston-area consumers would drive to-and-from work each day. More than 92% of these commuters could be reached by radio.  

New England small business owners who depend on radio advertising to market their goods and services, therefore, might be concerned that the disruption in commuting patterns could depress the amount of time consumers spend with local radio.

According to market research, however, radio listening remains an important part of the daily life of consumers. Even amid the current chaos.

Read More

0 Comments Click here to read/write comments

Topics retail, best way to advertise, radio advertising, small business owner, small business, corona, covid 19, coronavirus, crisis marketing

Coronavirus: Advertising In Boston For Small Business Survival

Mar 24, 2020 3:08:26 PM / by Larry Julius

New England small business owners are fighting the coronavirus battles on multiple fronts.  Their first objective is to keep their families and employees safe. Then, of course, there are the concerns of keeping their businesses healthy enough to survive current disruptions.

The business literature has an abundance of case studies showing how survival is often connected to a thoughtful communications and marketing strategy during challenging times.  

Business owners need to let Boston area consumers know if they are still open. If their hours have changed. Or if they are providing alternative shopping methods (e.g., delivery, curbside pick-up).

Most importantly, it is imperative consumers know that a business will still be there for them when the crisis is over.

For those owners who are depending on communication to preserve their business, the best option may be to advertise on Boston radio.

Read More

0 Comments Click here to read/write comments

Topics retail, best way to advertise, newspaper advertising, radio advertising, roi, small business owner, online advertising, social media advertising, television advertising, small business, facebook advertising, return on investment, retail sales, retail store, corona, covid 19, restaurants, coronavirus

Keeping Your Boston Small Business Healthy During The Corona Crisis

Mar 16, 2020 3:12:02 PM / by Larry Julius & Bob McCurdy

The top concern of every New England small business owner is the health and safety of their families and employees.  Local information and breaking news regarding the Coronavirus is available by clicking here.

Of course, a secondary concern is tending to the health of their business amid an overabundance of social and financial disruptions. 

There is one prescription that helped many Boston area businesses survive the Great Depression of 1929, the economic crash of 2009, and every recession in between.  The Rx for keeping a business healthy during chaotic times is to continue advertising.

The best example of how advertising can fend off tough times was shared by The New Yorker magazine financial columnist James Surowiecki.

Read More

0 Comments Click here to read/write comments

Topics retail, best way to advertise, radio advertising, small business owner, small business, restaurant advertising, retail sales, retail store, corona, covid 19, restaurants, coronavirus, recession

How Well Does Social Media Work For Boston Retailers?

Mar 13, 2020 12:29:04 PM / by Larry Julius

New England retailers spend a considerable amount of time and money marketing their small businesses on social media.  Is this effort paying off?

Each month, according to Nielsen, 2.8 million Boston area adults use Facebook, Instagram, or Twitter. This equates to 71.2% of consumers.  This reach is rather anemic compared to Boston radio and TV, which attracts considerably more users in a single week than these social media platforms do over 30 days.

Among local millennials, the monthly reach of Facebook, Instagram, and Twitter is eclipsed by the weekly reach of Boston radio.

The number of consumers reached by an advertising campaign, according to Nielsen, is the media consideration that has the most significant effect on increasing sales. 

Read More

0 Comments Click here to read/write comments

Topics retail, best way to advertise, reach, small business owner, social media advertising, small business, facebook advertising, instagram advertising, retailer, retail store, facebook, twitter, engagement

Why Boston Area Mortgage Lenders And Brokers Need To Advertise Now

Mar 7, 2020 8:33:55 AM / by Larry Julius

There are 2.3 million consumers in the Boston area who own their own homes. 

According to Zillow, more than 60% of homeowners carry a mortgage. A record number of owners are considering refinancing  now, which means millions of dollars in fees for local lenders and brokers are up for grabs.

Why the sudden urgency for New England homeowners to refinance their mortgages?

According to The Federal Home Loan Mortgage Corporation (aka, Freddie Mac), "The average 30-year fixed-rate mortgage hit a record 3.29% this week, the lowest level in its nearly 50-year history."

"Meanwhile, mortgage applications increased 10 percent last week from one year ago and show no signs of slowing down. Given these strong indicators in rates and sales, as well as recent increases in new construction, it’s clear the housing market continues to be a positive force for the broader economy."

If a consumer Googles 'refinance my mortgage in Boston', more than 6.5 million results come back, So, to set themselves apart, lenders and brokers will need to advertise.  By any key metric, advertising on local radio is the best way to reach area homeowners.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, radio advertising, consumer spending, small business owner, small business, financial professionals, small business advertising, real estate, mortgage, mortgage rates, refinance, financial services, home owners, home values

Small Business Advertising In Boston: Target The Spenders

Mar 4, 2020 8:14:00 AM / by Larry Julius

Boston area consumers spent more than $100.9 billion with retailers last year. The National Retail Federation forecasts 4.1% more will be spent this year.

Who are the shoppers that will be spending all this money?

According to Nielsen, 51.7% of retail dollars are spent by Boston area consumers over the age of 50. This may surprise many small business owners because older consumers comprise only 41% of the area's adult population.

These older consumers account for the majority of spending in almost every retail category. This includes furniture, cars, pet supplies, fast food, and electronics.

To earn a share of these massive dollars spent by these older consumers requires Boston small business owners to advertise.

Read More

0 Comments Click here to read/write comments

Topics store traffic, retail, best way to advertise, newspaper advertising, radio advertising, consumer spending, small business owner, social media advertising, television advertising, small business advertising, retail sales, retailer, retail store, baby boomers

Retail Boom: How Your Boston Small Business Can Benefit

Feb 28, 2020 9:02:09 AM / by Larry Julius

Retailers in the Boston area rang-up $100,992,095,000 in retail sales last year, according to Nielsen. But wait. It's about to get better.

The National Retail Federation forecasts that in 2020, sales will increase by as much as 4.1%. This will create another $4.2 billion for local small business owners.  

“The economy is growing at a more modest pace, but the underlying economic fundamentals remain in place and are positive,” stated NRF chief economist Jack Kleinhenz. “Consumers remain upbeat and have the confidence to spend, and the steady wage growth that has come with the strong job market is fueling their spending. The state of the consumer is very healthy.

To claim a fair share of this enlarged pool of spending will require New England small business owners to advertise.

“Think you have a great product?” asks the U.S. Small Business Administration. “Unfortunately, no one’s going to know about it unless you advertise.”  

Read More

0 Comments Click here to read/write comments

Topics store traffic, retail, best way to advertise, newspaper advertising, reach, radio advertising, consumer spending, small business owner, millennials, television advertising, small business, facebook advertising, pandora, spotify, retail sales, retailer

Advertising On Boston Television vs. Local Radio

Feb 25, 2020 8:54:24 AM / by Larry Julius

There is alarming news for New England small business owners who advertise on Boston television stations: broadcast TV viewers are disappearing at a rapid pace.

Nielsen reports that halfway through the first quarter of this year, the number of people using television has dropped 7.5%. This compares to -6.3% in the fourth quarter of 2019, and -7.0% a year ago,

"If the trend holds, it would represent the largest quarterly decline for TV viewership in our data set," explains UBS analyst John C. Hodulikadding. "Trends have worsened across most age demos with persons 25-34 now falling -17% vs. low double-digit declines throughout 2019. The persons 55+ demo continues to trend down -2%, similar to 2019 (the first year of declining ratings for the demo)."

Radio listenership, on the other hand, has remained quite stable, according to Nielsen. Since 1970, the medium has reached more than 9-in-10 consumers every week.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, reach, radio advertising, millennials, branding, frequency, reach & frequency, television, generation y, generation x, media usage

Advertise In Boston: Reaching Millennial Parents

Feb 18, 2020 7:41:00 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen, 50% of all Boston area parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 910,018 children under the age of 18 living in the Boston area. That makes the local millennial-parenting economy worth upwards of $212 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For New England small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Boston radio is the best way to reach this audience.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, newspaper advertising, radio advertising, small business owner, online advertising, millennials, social media advertising, television advertising, small business, facebook advertising, working mothers, mothers, pandora, spotify, digital advertising, parents, children

Why Used Car Dealers In Boston Should Advertise Now

Feb 13, 2020 5:02:03 PM / by Larry Julius

March is the biggest single month for used car sales in the Boston area. During these 31 days alone, local pre-owned vehicle dealers are expected to bring in $189 million in sales. This will represent 10% of their annual revenue.

By the end of May, these dealers owners will sell more than $525 million worth of pre-owned cars and trucks. This, undoubtedly, makes March-May 'used car season' in New England

Although most Boston area used car dealers are small business owners, they do really big business. In all, over the next 12 months, more than 650,000 pre-owned vehicles will be driven off their lots.

To capture a larger share of the area's $1.9 billion used car market requires pre-owned vehicle dealers to advertise. By any measure, the best way for these business owners to advertise is on Boston radio.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, newspaper advertising, radio advertising, consumer spending, small business owner, online advertising, social media advertising, television advertising, small business, facebook advertising, pandora, spotify, digital advertising, used cars, automotive, used trucks, used vehicles

Receive Great Advertising Advice Direct To Your Inbox...

Advertise In Boston Now

Recent Posts