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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: 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

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 TV 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.

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Topics small business owner, small business marketing, small business, time of day, effective advertising, small business advertising, radio listening, advertise on boston radio, night, prime-time

5 Key Advertising Stats Boston Small Business Owners Should Know

Feb 22, 2021 8:48:30 AM / by Larry Julius

Since 1921, advertising on Boston radio has helped small business owners survive and thrive during times of peril. This includes world wars, natural disasters, depressions, and recessions.

Even during a pandemic, by almost every key marketing metric, radio advertising remains the best way for a Boston business to market its goods and services.

To prove the point, here are five statistics that vividly demonstrate the value of advertising on Boston radio.

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Topics retail, best way to advertise, reach, roi, small business owner, small business marketing, small business, small business advertising, return on investment, retailer, retail store, web traffic, website vistiors, in-car audio, radio commercials, listening location, advertise on boston radio, online shopping

Advertising In Boston: Reaching Female Consumers

Feb 9, 2021 12:17:09 PM / by Larry Julius

There are 2,087,000 adult women in the Boston area. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $72 billion and $82.3 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For Boston small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics best way to advertise, small business owner, small business marketing, market to women, advertise to women, small business, advertise on radio, small business advertising, advertise to mothers, advertise on boston radio, radio formats

How Smart Speakers Affect Advertising On Boston Radio

Feb 4, 2021 12:41:33 PM / by Larry Julius

Boston's first radio station, WBZ-AM, began broadcasting on September 15, 1921.  The process of getting the station's programming from the studio into the home of local listeners required tall-transmitting towers with miles of underground copper wire in the middle of massive fields.

For the next 72 years, this massive investment in real estate, steel, and cooper was the only method of delivering a radio advertiser's message into the ears of Boston consumers.

In 1993, however, new technology permitted Boston radio stations to augment the reach of their tall towers by simultaneously streaming its over-the-air programming via the internet. This provided local consumers with the choice of listening to their favorite stations on their car radios, clock radios, and boom boxes or on an internet connected devices like computers, smartphones, or tablets.

Today, based on estimates from Edison Research, 11% of listening to local radio stations occurs on a streaming media device.  The ability for AM/FM to migrate from their tall towers to internet streaming allows Boston radio to reach more local consumers every week than all other media.

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Topics best way to advertise, small business owner, small business marketing, small business, small business advertising, streaming audio, amazon echo, siri, smart speakers, google home, advertise on boston radio, alexa

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

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

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

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

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