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Valentine's Spending In Boston Expected To Grow 8.4% in 2023

Jan 25, 2023 3:32:02 PM / by Larry Julius

Boston business owners should brace for a sweet Valentine's Day in 2023.

Based on per capita spending forecasts from the National Retail Federation (NRF), Boston area consumers are expected to spend $407.6 million on their Valentines this year, 8.4% more than they did in 2022.

Overall, says the NRF, 52% of consumers plan to celebrate Valentine's day this year. On average, each celebrant will spend $192.80 on holiday gifts and outings. This is $17 more than last year.  Here is the most interesting part, though.

"While spending on significant others and family members is in line with last year, many consumers are looking to show appreciation for the other meaningful relationships in their lives," says the NRF. "Of the $17 increase in per-person spending, $14 comes from gifts for pets, friends, and co-workers, along with classmates or teachers."

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Topics retail, reach, radio advertising, advertising reach, roi, valentine's day, return on investment, reach & frequency, retail sales, retailer, retail store, retail spending, advertising roi

Top Priority For Boston Small Business Owners: Fill Open Jobs

Jan 16, 2023 12:03:02 PM / by Larry Julius

230,328 Boston area companies fit the description of being a small business, according to the US Census Bureau.  A recent survey by the National Federation of Independent Business Owners found that after inflation, the most critical problem facing these businesses is the inability to recruit and retain quality employees.

Right now, says the Federal Reserve,  unfilled jobs remain near an all-time with 1.7 openings per unemployed person.  As a result, only one person is being hired per every four job openings.  To put this dismal hire-to-opening ratio in perspective, ten years ago, there was one hire per every job opening.

Compounding the recruitment woes of Boston's small business owners is the very stubborn quit rate.  According to the Federal Reserve, for every ten hires made, seven current employees quit. 

Although the labor crunch affects Boston business owners of every size, nearly half of all job vacancies are at companies with fewer than 50 employees.

So what is the best way for local small business owners to attract qualified candidates to fill open jobs?  Most metrics indicate that advertising on Boston radio may be the optimal choice.

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Topics c-level workers, job boards, recruitment advertising, white collar, passive job seekers, active job seekers, Zip Recruiter, blue collar, Indeed, Monster.com, radio recruitment, construction workers

TV Advertising In Boston: Local Stations and Cable Losing Ground

Dec 16, 2022 2:47:25 PM / by Larry Julius

The combined weekly reach of Boston's broadcast television stations has slipped to 69.1% of all adults, according to Nielsen. These stations include WCVB, WHDH, WBZ, WCVB, WGBH, and WFXT.  

The combined Boston TV audience now falls behind cable programming at 69.3% and just ahead of streaming platforms at 67.3%. To put this virtual dead heat into perspective, none of the three video media is a match for Boston radio which reaches more than 80% of local adults every week.

But although the reach of broadcast TV, cable, and streaming are neck-and-neck, the share of time consumers spend with each of these media is dramatically different.

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Topics television advertising, television, Cable TV, ott, ctv, streaming video, SVOD, AVOD, local television, Streaming TV

Advertise In Boston: Top 5 Articles Of 2022

Dec 9, 2022 4:03:12 PM / by Larry Julius

For Boston area consumers, the past twelve months have been, to say the least, frenzied.  The year has been plagued with inflation, recession fears, coronavirus, mid-term elections, and geo-political drama. It seems, however, that these coinciding crises have not tempered consumer spending as local shoppers are on track to spend a record $78 billion at retail. 
 
What has changed during 2022, however, is how adults in the Boston area consume media and how local business owners are marketing their goods and services to these shoppers.
 
To research the changing consumer and media landscape in Boston, many local business owners have found the articles posted at www.AdvertiseInBoston.com helpful.  Below are the five most-read articles from that site during 2022:
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Topics radio advertising, online advertising, advertise in boston, how to advertise, advertising options, advertising in boston, 2022

Surprise? Boston Radio Is Still #1 Way To Reach Local Consumers

Nov 29, 2022 4:38:22 PM / by Larry Julius

Boston area business owners have an abundance of options for marketing their goods and services to local consumers.    New research from Nielsen, however, indicates that advertising on Boston radio is still the best way to reach local shoppers.

Every week, according to Nielsen, Boston radio reaches 3.3 million adult consumers.    This is significantly more than are reached by social media, local TV stations and cable systems, newspapers, streaming video and audio, and podcasts.

In addition to listening to their favorite Boston radio stations over the air, Nielsen reports that 931,966 adults also listen to local stations online every month.

As a matter of fact, according to a study conducted by Edison Research during the third quarter of 2022, among Adults 25-54, 17% of all time spent listening to local AM/FM stations occurs online.    This share of online listening has nearly doubled since 2016.

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Topics boston radio, reach, advertising reach, roi, advertise in boston, return on investment, reach & frequency, advertise on boston radio, advertising roi

Holiday Spending In Boston Will Top $14.9 Billion In 2022

Nov 10, 2022 1:29:06 PM / by Larry Julius

Economic concerns among Boston area consumers are not expected to subdue holiday shopping in in 2022.  Based on forecasts from The National Retail Federation, local shoppers are projected to spend at least $14.9 billion this year. This would be 6% more than was spent in 2021.

“While consumers are feeling the pressure of inflation and higher prices, and while there is continued stratification with consumer spending and behavior among households at different income levels, consumers remain resilient and continue to engage in commerce,” NRF President and CEO Matthew Shay said. “In the face of these challenges, many households will supplement spending with savings and credit to provide a cushion and result in a positive holiday season.”

The biggest challenge facing Boston business owners is keeping holiday spending local. NRF expects 10-12% of purchases to happen online from retailers like Amazon and Walmart.

To lay claim to this expanding pool of holiday spending,  and keep business local, small business owners will need advertising. By, most marketing metrics, the best way to advertise is on Boston radio.

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Topics radio advertising, advertising reach, consumer spending, holiday shopping, return on investment, advertise on boston radio, holiday advertising, christmas, advertising roi

Advertising In Boston: Is Online Marketing Enough?

Oct 19, 2022 2:32:38 PM / by Larry Julius

According to Nielsen, 4.1 million adults in the Boston area have access to the internet. Eighty-three percent of these consumers conduct online research before making a retail purchase, says a report from GE Capital Bank. 

To reach Boston area adults in the market to buy their goods and services, businesses spent $2.9 billion in 2021 on digital adverting, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

This mammoth pool of online advertising dollars targeted at Boston consumers is being spent on a variety of digital resources including search engine marketing (SEM), search engine optimization (SEO), display ads, video ads, audio ads, email, and social media. Each of these tools can precisely target consumers who are currently in the market to buy whatever it is a business is selling.

Most forms of online advertising are designed to compel Boston consumers to click on a digital ad that will transport them to the website of a company that sells whatever it is consumers are in the market to buy.  Is investing only in digital advertising enough to drive sales for a local business? 

Many marketing experts believe that online advertising needs to be part of a broader marketing strategy to be successful.

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Topics radio advertising, online advertising, digital advertising, internet, internet advertising

Digital Advertising In Boston: How To Get Found Online

Sep 30, 2022 10:15:21 AM / by Larry Julius

Last year, $2.9 billion in marketing was spent online to reach Boston area consumers, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

There is a correlation between the massive amount of money being spent to reach Boston consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 55.1% of Boston adults are spending 10-plus hours during an average week online. Furthermore, The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In all, 85% of consumers say they connect at least once daily.

To successfully market and advertise a Boston business on the internet requires a full-scale understanding of precisely what online marketing is.  Spoiler alert, having a website or having a social media site is not enough.

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Topics online advertising, social media advertising, digital advertising, web traffic, website vistiors, online shopping, internet, internet advertising, sem, social media, seo

Best Way To Advertise In Boston: AM/FM Radio Still Rules

Aug 29, 2022 5:14:22 PM / by Larry Julius

Boston small business owners have an abundance of options for advertising their goods and services. Choices include local TV, local cable, social media, streaming video, streaming audio, podcasts, and newspapers.

The best way to advertise in Boston, however, is local radio.

Every week, according to Neilsen, 3.4 million adults tune-in to their favorite radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Boston radio over-the-air, an incramental 110,000 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 26.3% of all Boston radio listeners listen both online and offline.

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Topics best way to advertise, reach, radio advertising, advertising reach, small business owner, small business marketing, small business, small business advertising, return on investment, reach & frequency, advertising roi

Political Advertising In Boston: Campaigns Go Over The Top

Aug 22, 2022 7:05:00 AM / by Larry Julius

According to Nielsen research, 3.3 million people in the Boston area will likely participate in the upcoming election on November 8th. To sway these voters, candidates and political action committees are expected to spend a record amount on advertising.

AdImpact, a company that measures advertising expenditures by political campaigns, says more than $3.6 billion have been spent to reach voters so far in 2022. This puts spending on a course to obliterate the record level of campaign dollars set during the 2020 presidential elections.

Despite crumbling ratings, through August 1st, 58% of all political spending has been dished out to local TV stations, according to AdImpact.

Nielsen reports that since 2017, the reach of broadcast TV stations like WCVB, WHDH, WBZ, WCVB, WGBH, and WFXT has decayed by 10%.

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Topics online advertising, television advertising, political advertising, digital advertising, television, political rates, ott, ctv, streaming video, SVOD, AVOD, local television, internet advertising

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