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Larry Julius


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Recruitment Advertising In Boston: Best Way To Reach Job Candidates

Jan 7, 2022 10:11:12 AM / by Larry Julius

There are 205,625 small businesses in the Boston-Cambridge-Newton, MA-NH Metro Area, according to the US Census Bureau. Based on projections from the National Federation of Independent Business Owners (NFIB), nearly half of these companies have job openings they cannot fill.

As a result of the acute labor shortage, says the NFIB, 29% of small business owners rank the quality of labor as the most important problem they face. A year ago, only 21% said finding workers was their biggest issue.

The labor crunch in the Boston area is being driven, in big part, by a record-high number of employees voluntarily quitting their jobs. Just last month, according to the US Bureau of Labor Statistics, 4.5 million employees across the country left their current place of employment.

According to the Wall Street Journal, those who are not currently working say they are in no hurry to return to the workforce. The lack of urgency stems from five primary reasons:

  • 29% say they don't need to work right now because their spouse is employed
  • 28% say they cannot return to work because of care responsibilities at home
  • 25% say they don't need to return to work because they have a financial cushion
  • 20% say they are fearful of returning to work because of COVID-19
  • 5% say they do not need to return because of current unemployment benefits

There seems to be little chance that these resigned workers can be lured back into the labor force. Therefore, to fill open jobs, local business owners will need to focus their efforts towards recruiting among Boston's "passive" job candidates.

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Topics radio advertising, social media advertising, job boards, recruitment advertising, employment advertising, help wanted, passive job seekers, active job seekers, Zip Recruiter, Indeed, Monster.com, radio recruitment

Advertise On Boston Radio? 5 Things Business Owners Get Wrong

Dec 30, 2021 1:20:31 PM / by Larry Julius

To ensure success, every Boston business owner needs to advertise.

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

The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business.”

There are dozens of ways for local small business owners to advertise. By most metrics, the best way to advertise is on Boston radio. These measures of effectiveness, however, are often obscured by the glimmer and glitz of newer technologies. 

To help reduce the glare that often blinds business owners to the potency of advertising on Boston radio, here are the top five things many local business owners get wrong.

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Topics boston radio, radio advertising, advertise on radio, radio commercials, radio listening, radio history, advertising on radio, advertise on boston radio, radio formats, car radio, who listens to radio

Advertise In Boston: Who's Watching The Local TV Stations?

Dec 21, 2021 4:25:14 PM / by Larry Julius

It wasn't too long ago when advertising on Boston television stations was considered the gold standard for marketing by local business owners. But over the past few years, the number of viewers reached by WCVB, WHDH, WBZ, WCVB, WGBH, and WFXT has plummeted. In all only 72% of adult consumers now tune-in to at least one of these channels during the week, according to Nielsen.

 

The consumption of video content isn't diminishing among Boston consumers. What has changed, though, is how they are watching it.

In November, according to Nielsen, the share of time watching broadcast television has fallen behind other video options including cable programing and internet-delivered choices such as Netflix, Hulu, Disney+, and hundreds of other streaming networks.

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

Boston Small Business Owners Guide To OTT & CTV Advertising

Dec 14, 2021 1:15:29 PM / by Larry Julius

It used to be so simple. When a small business owner wanted to advertise on Boston television, there were only a few options including, WCVB, WHDH, WBZ, WGBH, and WFXT. But slowly, the number of options expanded to include cable channels provided by Xfinity, DISH, DirecTV, and RCN.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to New England consumers. Collectively, this type of content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). For the purpose of this discussion, OTT & CTV will be referred to singularly as streaming video.

Streaming video can be viewed on any device that can connect to the internet. This includes computers, laptops, tablets, and smartphones. Programing can also be accessed using a smart-TV, Roku Stick, Amazon Fire Stick, or a game console. In all, according to Nielsen, 95.6% of Boston households own a device capable of receiving streaming video.

In all, says Nielsen, 2.8 million consumers watch streaming video content every week. Combined, these internet channels now reach more adults every week than local newspapers, podcasts, and digital audio services like Pandora, Spotify, Sirius/XM. Amazon Music, and iHeart Radio.

Surprisingly, streaming video now reaches almost as many adults as local TV and local cable.

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Topics online advertising, television advertising, digital advertising, television, PAY-TV, Cable TV, ott, ctv, streaming video, local television, internet advertising, Streaming TV, streaming media

Boston Radio Still Reaches More Local Consumers Than All Other Media

Dec 10, 2021 2:22:36 PM / by Larry Julius

When WBZ-AM became Boston's first radio station in 1922, there was no Facebook, no Xfinity, no Sirius/XM, no Netflix, and no podcasts. It would be 26 years before there was even a local TV station.  Consequently, it was pretty easy for radio to become the number one reach medium among local consumers.

Over the past 99 years, Boston business owners have come to depend on the mammoth reach of radio among local shoppers to successfully market the goods and services they sell. Advertising on Boston radio has helped New England companies to survive and thrive during world wars, natural disasters, recessions, depressions, and even a pandemic.

Heading into 2022, local consumers have more media choices than ever before. But, despite the overabundance of social media, video streaming, audio streaming, cable, and other technological marvels, Boston radio is still the most used advertising medium.

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Topics boston radio, reach, radio advertising, advertising reach, pandora, spotify, advertise on radio, streaming audio, sirius/xm, podcasts, advertising on radio, advertising options, podcasting

Advertise In Boston: Top 5 Articles From 2021

Nov 29, 2021 9:55:37 AM / by Larry Julius

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:

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Topics radio advertising, advertising reach, advertise to women, online advertising, social media advertising, television advertising, how to advertise, advertise in new england, effective advertising, digital advertising, advertise on radio, small business advertising, recruitment advertising, advertising on a budget, advertising on radio, advertise on boston radio, advertising options, business-to-business advertising, internet advertising, advertising roi

What Are Boston Consumers Watching On TV?

Nov 18, 2021 12:25:06 PM / by Larry Julius

Every week, according to Nielsen, 5.8 million adult consumers in Boston watch something on television. But, of course, the definition of what it means to watch TV has changed since the time when the number of available viewing options could be counted on the fingers of a single hand.

Today, Boston consumers have a gargantuan number of viewing choices. This includes programs from stations like WCVB, WHDH, WBZ, WGBH, and WFXT. Or maybe cable and satellite systems like Xfinity, DISH, DirecTV, and RCN. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Boston consumers tied to the 21-inch Zenith in their living rooms. Instead, TV can be watched on giant LCDs, smartphones, and tablets from any room in the house, in the backseat of their cars, or practically anywhere else.

The best way to think about TV watching in Boston is in terms of three buckets:

  1. Over-the-air...including all broadcast channels
  2. Cable...including all premium and non-premium programming
  3. Internet...including all streaming services. This is also known as OTT or CTV

Here's how many Boston adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

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Topics best way to advertise, television advertising, television, PAY-TV, DirecTV, Cable TV, Dish Network, ott, ctv, streaming video, internet, local television, Streaming TV, streaming media

Boston New Car Buyers Agree: Put AM/FM Radio In My Dashboard

Nov 11, 2021 9:19:00 AM / by Larry Julius

In 2020, there were 217,348 new cars and trucks registered in the Boston metro area. This number is based on projections from the National Auto Dealers Associaton (NADA) and the U.S. Census bureau.

In all, says NADA, there are 381 new-car dealerships in Massachusetts. Despite the pandemic, these dealers, including those in the Boston area, sold $20.1 billion worth of new vehicles.

Through June of this year, these same dealers have already rung up $12.5 billion in new car sales.

When it comes to buying new vehicles, Boston consumers have a broad range of preferences. Some buyers want Fords while others want Chevrolets, Toyotas, or Teslas.  Some buyers want pick-up trucks, while others want sub-compacts, SUVs, or sports cars. Of course, some want blue vehicles, while others want pearl white, orchard green, or redolent red.

There is one purchase criterion, however, that most Boston car buyers can agree on. They want an AM/FM radio smack-dab, in the middle of their dash.

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Topics boston radio, best way to advertise, advertise in boston, used cars, automotive, vehicle traffic, in-car audio, car radio, who listens to radio, new cars

Does The Facebook Name Change Affect Boston Advertisers?

Oct 29, 2021 11:37:38 AM / by Larry Julius

Every month, 4.5 million adults in Boston use social media, according to Nielsen. Eighty percent of these consumers use Facebook, far more than other sites like Instagram (also owned by Facebook), Twitter, Snapchat, Pinterest, and LinkedIn.

As a stand-alone medium, Facebook is used by more people in Boston than watch local TV stations. Only Boston radio and local cable reach more consumers.

The large audience commanded by social media has attracted a significant amount of advertising dollars from local advertisers. According to Borrell Associates, a company that measures advertising expenditures across the county, Boston area businesses are expected to spend $622 million on social media advertising, a 24.5% increase over 2022. The overwhelming majority of these dollars are being spent with Facebook.

Yesterday, Facebook founder Mark Zuckerberg announced the company was changing its name to "Meta".  This change, though, only affects the name of the parent company. There will be no change to the company's brands like Facebook, Instagram, or WhatsApp.

How will this name change affect Boston businesses that advertise on Facebook?

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Topics boston radio, social media advertising, facebook advertising, instagram advertising, facebook, twitter, LinkedIn, meta, metaverse

Best Way To Reach Boston's Holiday Shoppers In 2021

Oct 26, 2021 1:18:55 PM / by Larry Julius

Attention Boston small business owners and retailers: nearly half of holiday shoppers are already spending money. According to the National Retail Federation, 49% of consumers will start their Christmas season shopping before Hallowe'en. 

Consumers plan to spend $997.73 on gifts, holiday items, and other non-gift purchases for themselves and their families this year, according to the annual survey released today by the NRF and Prosper Insights & Analytics.

In all, based on forecasts from Deloitte, the world's largest accounting firm, Boston consumers are expected to spend between $20.3 and $20.6 billion during the holiday shopping period. This would be a 7-9% increase over 2020.

"We anticipate strong consumer spending for the upcoming holiday season. As vaccination rates rise and consumers are more comfortable being outside of the home, we are likely to see increased spending on services, including restaurants and travel, while spending on goods will continue to hold steady. A steady decline in the savings rate to pre-pandemic levels will support consumer spending and keep retail sales elevated this season," said Daniel Bachman, Deloitte's U.S. economic forecaster. "Further, e-commerce sales will continue to grow as consumers demonstrate an ongoing and steady movement toward buying online across all categories."

Boston retailers are noticing that the opening bell for holiday shopping has rung earlier than ever for local shoppers.

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Topics retail, roi, consumer spending, small business owner, small business marketing, holiday shopping, small business, small business advertising, return on investment, market to parents, parents, children, retail sales, retailer, retail store, millennial parents, holiday advertising, christmas, retail spending, advertising roi, shopping

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