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Boston Radio: Which Stations Do Local Consumers Prefer?

Jan 25, 2021 12:08:02 PM / by Larry Julius

There are 33 radio stations in Boston. Each provides a unique format of news, sports, music, entertainment, and inspiration. Some stations broadcast in English. Others serve Spanish speakers. Some stations cater to millennials. Others appeal to Baby Boomers.  No doubt, there is a local radio station that fulfills the preferences of every listener.

Each week, according to Nielsen, 3.3 million adults tune-in to their favorite Boston radio stations. This is more people than watch local TV, cable, or streaming channels. This is more than use Facebook and Instagram. This is more than read newspapers or connect to Pandora and Spotify. 

Despite the abundance of Boston radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.5 each week.  So, which stations do local consumers choose?

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Topics radio advertising, millennials, streaming audio, smart speakers, radio commercials, radio listening, listening location, radio formats

Advertising In Boston: Drivers Turn Up The Radio

Jan 20, 2021 9:23:52 AM / by Larry Julius

Radio came to Boston in September of 1921 when WBZ signed-on. The station was owned by Westinghouse Electric. The debut broadcast was from the Eastern States Exposition in Springfield, perhaps the first-ever radio-remote.

From that day, many predicted radio's success would succumb to advances from new technologies. In 1927, the challenge came from talking movies. In the 1940s, the predators were 13-inch TV sets. In the 1970s, it was 8-track and cassette tapes. In the past 20 years, there was a multi-flank attack from iPods, Zunes, YouTube, Sirius, XM, Pandora, Spotify,

So far, all of these challengers have failed. Not even a pandemic has been able to remove radio as a vital force in the life of Boston consumers.

Every week, according to Nielsen, more adults tune-in to Boston radio than watch TV or cable. Use social media platforms like Facebook or Instagram. Read newspapers. Or, stream music from Pandora or Spotify.

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Topics best way to advertise, small business owner, small business marketing, small business, advertise on radio, small business advertising, vehicle traffic, in-car audio, radio listening, advertise on boston radio, point of purchase, mobility

Is Twitter Advertising Right For Boston Small Business Owners?

Jan 11, 2021 12:09:58 PM / by Larry Julius

How important is Twitter to Boston area consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Boston Globe yesterday.  Almost every local TV newscast included references to the site as well.

Twitter's outsized presence in the news, however, is enormously disproportional to the importance of the micro-blogging app in the life of Boston's consumers.

According to Nielsen, only about 17% of adults in Boston use Twitter during the course of a month. This is minuscule compared to other social media platforms like Instagram and Facebook.

Twitter offers 20 different options that Boston small business owners can utilize to market their goods and services to local consumers.  The platform's minimal reach, however, can hamper the success of any advertising campaign.

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Topics best way to advertise, radio advertising, small business owner, small business marketing, social media advertising, small business, facebook advertising, instagram advertising, small business advertising, facebook, twitter

Small Business Advice: 5 Facts About Advertising On Boston Radio

Dec 17, 2020 7:20:00 AM / by Larry Julius

Local radio came to Boston on September 19, 1921, when WBZ signed-on. The station was owned by Westinghouse Electric. The debut broadcast was from the Eastern States Exposition in Springfield, perhaps the first-ever radio-remote.

For almost 100 years, small business owners have depended on local radio stations to successfully market their goods and services through depressions, recessions, wars, and natural disasters. Even now, during a pandemic, advertising on Boston radio remains a dependable way to make cash registers ring.

Here are five facts every Boston Small business owner needs to know about local radio in 2020.

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Topics best way to advertise, radio advertising, small business owner, small business marketing, small business, advertise on radio, small business advertising, time spent listening, advertise on boston radio, online shopping, education

Online Advertising In Boston: How Much Do Local Businesses Spend?

Dec 14, 2020 2:46:29 PM / by Larry Julius

Over 95% of Boston adults have access to the internet, according to Nielsen. Almost 70% of these consumers spend more than five hours a week connected.

Nielsen reports that Boston consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Boston internet users go online each month

  • Social Media: 77%
  • Weather: 60%
  • Online Banking: 59%
  • Maps/Directions: 50%
  • Product Reviews: 48%
  • Sports Scores/News: 43%
  • Current Events: 42%
  • Restaurant Reviews: 37%
  • Real Estate: 19%
  • Job Search: 17%

And, of course, there is shopping.  Over the past three months, according to Nielsen, 77.5% of Boston consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Boston businesses will spend $1.7 billion for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics radio advertising, small business owner, small business marketing, online advertising, social media advertising, small business, business-to-business, small business advertising, e-commerce, ott, ctv, email marketing, email advertising, online shopping

Advertising In Boston: Top 5 Articles From 2020

Dec 8, 2020 12:10:38 PM / by Larry Julius

As the pandemic rages on, advertising is no longer a luxury for the 205,000 small businesses in the Boston-Cambridge-Newton, MA-NH Metro area.  Advertising has become a tool for survival.
 
As cash becomes precious, though, Boston area small business owners and retailers need to ensure that every dollar spent  on advertising has a significant effect on sales.
 
To make the best advertising choices, thousands of local business owners have sought advice and direction from www.AdvertiseInBoston.Com.  Here is a recap of the top 5 articles read on the site during 2020.
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Topics retail, best way to advertise, newspaper advertising, boston newspaper, radio advertising, small business owner, small business marketing, television advertising, small business, small business advertising, advice, television, retail sales, retailer, retail store, PAY-TV, Cable TV, ott, ctv, SVOD, AVOD, 2020

Who's Spending Now? Boston Small Business Owners Ask.

Dec 4, 2020 3:18:49 PM / by Larry Julius

There are 1.8 million adults in the Boston area who have earned a four-year college or postgraduate degree, according to research from Nielsen. A study from the Federal Reserve indicates that these educated consumers have been least affected by the economic consequences of the pandemic and they have money to spend now.

"While the labor market disruptions have affected workers in a wide set of industries and occupations, those without a college degree have experienced the most severe impact," say Mary C. Daly, Shelby R. Buckman, and Lily M. Seitelman authors of The Unequal Impact of COVID-19 in the Economic Letter published by the Federal Reserve of San Francisco.

Although the unemployment rate increased among consumers of every education level in late March when the Governor of Massachusetts lockdown the state to slow the spread of the Coronavirus, the smallest increase was among those with bachelor or postgraduate degrees, according to the Bureau of Labor Statistics.

Seven months later, job recovery among those with college degrees is closer to pre-pandemic levels than consumers with lower levels of educational attainment.

Many small business owners have seen the correlation between advertising and survival during the economic crisis inflicted by the pandemic.  With precious few dollars to invest, it is crucial that every advertisement reaches consumers who have disposable income to buy. Right now, the most likely spenders are customers with college degrees.

By key advertising metrics, the best way to reach consumers with higher education is on Boston radio.

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Topics boston radio, best way to advertise, radio advertising, small business owner, small business marketing, small business, college graduate, advertise on radio, small business advertising, radio commercials, radio listening, advertising on radio, advertise on boston radio, education

Advertising In Boston: Still Time To Ring Up Holiday Sales

Dec 1, 2020 1:00:00 PM / by Larry Julius

There is cheerful news for small business owners from Quincy to Newburyport and every city and town in between.

Based on the latest projections from the National Retail Federation, holiday sales are expected to grow 3.6%-5.2% over 2019.  This means despite the economic ravages of the pandemic, Boston area shoppers will be spending between $11.9 and $12.2 billion on gifts and other trappings of the season.

The NRF forecast is based on an economic model that takes into consideration a variety of indicators including employment, wages, consumer confidence, disposable income, consumer credit, previous retail sales and weather. NRF defines the holiday season as November 1 through December 31. Numbers forecast by NRF may differ from other organizations that define the holiday season as a longer period or include retail sectors not included by NRF, such as automobile dealers, gasoline stations and restaurants.

"Consumers have shown they are excited about the holidays and are willing to spend on gifts that lift the spirits of family and friends after such a challenging year," says NRF President and CEO Matthew Shay. "We expect a strong finish to the holiday season." 

“Given the pandemic, there is uncertainty about consumers’ willingness to spend, but with the economy improving most have the ability to spend,” NRF Chief Economist Jack Kleinhenz said. “Consumers have experienced a difficult year but will likely spend more than anyone would have expected just a few months ago."

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Topics retail, radio advertising, roi, consumer spending, small business owner, small business marketing, holiday shopping, television advertising, small business, small business advertising, return on investment, retail sales, retailer, retail store, holiday advertising, christmas, consumer confidence

What Is The Best Way To Reach Online Shoppers In Boston?

Nov 17, 2020 7:59:22 AM / by Larry Julius

Boston shoppers are expected to spend a record $12.5 billion online in 2020, based on the most recent projections from eMarketer. This would represent year-over-year growth of 32.4%.

During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%.  Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.

The Coronavirus pandemic is credited with this seismic shift in shopping behavior as consumers continue to avoid stores and opt for online shopping.

“We’ve seen e-commerce accelerate in ways that didn’t seem possible last spring, given the extent of the economic crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “While much of the shift has been led by essential categories like grocery, there has been surprising strength in discretionary categories like consumer electronics and home furnishings that benefited from pandemic-driven lifestyle needs.”

Even before the onset of the pandemic, 82.1% of Boston consumers had bought goods online over the prior six months, according to Nielsen research. Purchases included clothing, health & beauty products, travel reservations, books, furniture, and groceries.

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Topics retail, best way to advertise, radio advertising, online advertising, digital advertising, advertise on radio, retail sales, retailer, retail store, web traffic, website vistiors, e-commerce, advertise on boston radio, online shopping, attribution

Small Business Advertising In Boston: Consumers Ready To Spend

Nov 13, 2020 6:34:09 AM / by Larry Julius

There is positive news for the 205,000 small businesses in the Boston-Cambridge-Newton, MA-NH Metro area.  A majority of consumers say they are ready to start shopping again.

A lifestyle survey just released from Nielsen indicates 53% of Americans believe that despite the continuing pandemic, life is beginning to normalize, and they are likely to resume typical activities.  Nielsen refers to this majority as "Ready-To-Go".

According to the survey, Ready-To-Go consumers now perceive less risk, feel safer, and believe their cities are emerging from crisis.

The key takeaway for Boston small business owners is that Ready-To-Go consumers are significantly more likely to start shopping within 30 days than the total population.  These buyers, according to Nielsen, are looking to spend on home improvement, professional services, auto parts/repair, shopping, food & dining, and travel.

To capture a meaningful share of the money Ready-To-Go consumers will be spending requires local small business owners to advertise.  By almost every metric, advertising on Boston radio is the best advertising option.

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Topics retail, radio advertising, roi, consumer spending, small business owner, small business marketing, small business, advertise on radio, small business advertising, return on investment, retail sales, retailer, retail store, consumer confidence

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