Based on projections from the National Retail Federation (NRF), Boston consumers are on track to spend $72-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.
To earn a significant share of these retail dollars, Boston area business owners are expected to spend $3.2 billion to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.
To ensure they are spending their advertising and marketing dollars wisely, many Boston business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInBoston.com.
Here are the top five most-read articles on the site in 2021:
Advertise On Boston Radio: Still Best Option For Small Business
Retail spending in the Boston area is expected to reach $72 billion this year, a 13.5% increase versus 2020. These estimates are based on a revised forecast from the National Retail Federation (NRF).
Since 1921, when WBZ-AM signed on as the first station in Boston, local business owners have depended on radio advertising to help market their goods and services to New England consumers. But has the Coronavirus pandemic altered the medium's ability to deliver customers to ring up sales for local retailers?
Two critical marketing metrics indicate that advertising on Boston radio remains the best way for a small business to advertise.
The first measurement is reach. This is the number of different consumers who are exposed to an advertising campaign.
The second measure is return-on-investment (ROI). This is the amount of sales a business can expect for every one dollar invested in advertising.
Based on these metrics, here is how advertising on Boston radio measures up to other options available to local small business owners.
How To Fill Open Jobs In Boston
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According to the U.S. Census Bureau, there are 212,351 businesses in the Boston area. Some of these companies are small. Some are large. Some sell machine parts. Some sell software. Some provide legal services. Some provide eyecare.
Regardless of the size of the business or what it sells, all of these local companies have one thing in common: they are struggling to fill open jobs with qualified candidates. This is true in Boston as well as Newburyport, Quincy, Worcester, Framingham, and every point in between.
Right now, across the country, according to the Bureau of Labor Statistics, there are 10.9 million open jobs. This is an all-time record.
To put this mammoth number of open jobs in perspective, the Federal Reserve says there are now five job openings per every four unemployed people.
Attempting to recruit Boston workers from the ranks of the unemployed has proven fruitless for local companies. This is because many people who lost their jobs during the pandemic have no intention of returning to the workforce anytime soon.
There are several reasons so many Boston workers are not coming back.
Advertising In Boston: What's The Best Way To Reach Pet Owners?
May 12, 2021 2:20:39 PM / by Larry Julius
A surge in pet adoptions and sales during the pandemic has increased the number of pet owners in the Boston area to 1,685,729, according to Nielsen.
As a result, the amount of money that will be spent in the Boston area during 2021 on domestic dogs, cats, birds, ferrets, and other cuddly creatures will achieve a record-high $1.7 billion. These figures are based on recent forecasts from The American Pet Products Association (APPA),
"We have reached a critical milestone in 2020, generating $103.6 billion in sales [in the U.S.]," said Steve King, President, and CEO of APPA. "We are bullish for the coming year, projecting growth of 5.8% - well above the historical average of 3 to 4%."
Boston pet owners will be spending in four ways:
- Food & Treats which includes everything from canned and bagged food to biscuits and chewies.
- Veterinary Care and Product Sales which includes routine veterinary care, surgical procedures, and sales of pharmaceuticals and other products through veterinary clinics
- Supplies, Live Animals, and Over-The-Counter Medications which, in addition to dogs and cats. includes fish, birds, small animals, and reptiles. This also includes cages, food and water bowls, as well as leashes and collars. OTC includes medications for allergy relief, gastric distress, and oral hygiene.
- Other includes services such as boarding, grooming, and pet sitting.
To capture a significant share of the local pet economy, local business owners who provide these four types of goods and services will need to advertise. By almost any marketing metric, the best way to reach pet owners is by advertising on Boston radio.
Wow!! Boston Millennials Turn 40 This Year
Apr 29, 2021 12:40:44 PM / by Larry Julius
There are 1,028,430 millennials in the Boston area. The oldest of them turn 40 this year. According to The Pew Research Center, millennials comprise the generation of Americans born between 1981 and 1996.
As a consumer group, millennials account for an outsized percentage of retail spending. This generation represents 25.6% of the Boston area population but almost one-third of metro area sales.
All in, Boston millennials are expected to ring up more than $33.9 billion in purchases during 2021. You name it, millennials are planning to buy it.
According to Nielsen, over the next 12 months, Boston millennials will be showing up in huge numbers at auto dealerships, furniture stores, mattress stores, appliance stores, home improvement stores, and scores of other area retailers and service providers.
Does Anyone Listen To Boston Radio At Night?
Mar 9, 2021 2:03:57 PM / by Larry Julius
Each week, according to Nielsen, more than 3.3 million adult consumers tune-in to a Boston radio station. This is significantly more than watch local T.V. or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.
But almost everyone knows (including many who advertise on Boston radio) that consumers only listen to local radio stations during the day. Right? Wrong!
According to Nielsen, 42% of local consumers listen to Boston radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.
For Boston small business owners, radio's immense nighttime audience offers a unique value proposition.
Television Advertising In Boston: Where Are The Viewers?
Broadcast television came to Boston in 1948 when WBZ-TV signed on for the first time. In those days, only about 0.5% of local households actually owned a set, a number that would grow 100-fold by the mid-1950s.
At first, Boston consumers needed rabbit-ears or outdoor antennas to receive signals from a small handful of local stations, including WCVB and WHDH. The quality of reception varied day-to-day.
By the early 1960s, however, local cable systems began to bring higher-quality, reliable reception to households throughout the Boston area. The number of programming options, though, remained limited to affiliates of ABC, NBC, and CBS.
In 1972, viewing options began to expand as local cable began offering Boston area consumers the opportunity to purchase premium services, including HBO, Showtime, and Cinemax. Five years later came an explosion of non-premium cable channels such as TBS and CNN.
In the early 1990s, Boston viewers could not only receive their television programming over-the-air or by cable, but options expanded to include satellite delivery by DishTV and DirectTV.
The next T.V. innovation came in 2007 as Boston consumers started turning to the internet to watch streaming channels like Netflix and Hulu. These new services allowed viewers to watch T.V. on their phones, computers, and tablets as well as their living room LCD and Plasma screens.
Today, all of this video technology offers viewers the ultimate flexibility to choose how, when, and where to watch T.V. So, what are they watching?
More Advertising Advice For Boston Small Business Owners
- What Are Boston Consumers Watching On TV?
- Boston New Car Buyers Agree: Put AM/FM Radio In My Dashboard
- Does The Facebook Name Change Affect Boston Advertisers?
- Best Way To Reach Boston's Holiday Shoppers In 2021
- Advertise In Boston: In-Store Shopping Exceeds Pre-COVID Level
