Many times the difference between winning an election and losing is a handful of ballots. This is true in races for almost every elected office, referendum, and issue on the national, statewide, and local level.

To win a modern election requires advertising. Successful advertising requires reach. In the Boston area, the most potent way to reach voters is on local radio.

The Boston area includes the counties of Essex MA; Middlesex, MA; Norfolk, MA; Plymouth, MA; Suffolk, MA; plus portions of Worcester, MA; and Hillsborough, NH.

Last week, for instance, 90.6% of all registered voters in these counties tuned-in to a Boston radio station.  This is significantly more than were reached by local TV, local newspaper, or the major social media sites like Facebook and Instagram.

You've done the research. You now know that by every measure, radio advertising is the most effective way for your New England small business to market its goods and services.

You have learned, for instance, 3,543,709 adult consumers regularly tune-in to their favorite Boston radio stations.  This is more than watch local TV, read a newspaper, sign-in to social media, or log-in to streaming audio services like Pandora and Spotify.

You've also learned that, on average, adults spend almost two hours per day listening to local radio.

If you dug deep enough, then you know radio advertising delivers, on average, a $10 lift in sales for every $1 invested. This is a remarkable return for any New England small business owner.

What you may not have figured out, however, is what is the best time of day to advertise on Boston radio?

It's time to set some misguided New England small business owners straight: When we say everybody listens to Boston radio stations, we mean everybody.  Generations X, Y, and Z. Also, Boomers, and, yes, the millennial generation.

You know...millennials. Those are the "kids" who came of age at the turn of the millennium (which is, debatably, either 2000 or 2001).  This means 18-34 year olds. 

In the greater Boston area, 1.2 million millennials make-up 30% of the adult population and will deliver $30.2 billion to local cash registers.

But here's the thing about millennials that many New England small business owners get wrong: millennials listen to the radio.  Almost all of them. 89.4% of them, to be exact.

"Advertising on Boston radio really helped to push our company into profitability for the first time. It was the tipping point for us," says Chad Langley, CEO of Teststripz. 

"If we hadn't started advertising on the radio when we did," adds Chad's brother Chris the company's CTO, "we would probably be out of business right now.

Teststripz was founded in 2011 by Chad. The company operates an online marketplace where people who suffer from diabetes can purchase low-cost supplies from others who have an oversupply. This includes test strips and meters.

"A lot of diabetics don't have enough health insurance to cover the cost of their supplies," says Chad. "A box of 100 test strips can retail for up to $250 in a pharmacy. Some people need to test up to 10 times per day. So the costs runs up fast."

The Langley's can offer the same box of strips for $55 by matching those in need with sellers who have more than they can use.

"Test strips are durable medical products, not drugs" explains, Chad. "It is perfectly legal for someone who has an oversupply to sell them to others as long as the boxes are unopened and weren't paid for by Medicare or Medicaid."

"We rely on advertising," says Chris, "to find these sellers. This is the only we can secure enough supply to fulfill the demand."

"Early on, we were posting flyers and putting magnetic signs on our cars. Even though they looked a little cheesy, it worked."

Every week, according to Nielsen, 954,564 single, adult women tuned-in to a Boston radio station.  This is 85.9% of every consumer who fits the description.

Why should a New England small business owners take note of this demographic? A study by investment bank Morgan Stanley finds 41% of working-age women are single. That number is expected to increase to 45% over the next ten years.

The study, called 'Growth of the SHEconomy', indicates that single women outspend the average household in many retail categories. Remarkably, says, Erica Sweeney of MarketingDive, "Women purchase more than half of products traditionally considered 'male' including autos, home improvement products, and consumer electronics."

New England shoppers are expected to spend $11 billion this holiday season.  This will be approximately 4% higher than last year. These estimates are based on forecasts by the National Retail Federation and Deloitte.

To claim a fair share of the Christmas cash, local small business owners will need to battle some giant competitors. Advertising on Boston radio stations may be the perfect weapon to ensure success.

According to information published in the retail trade magazine Chain Store Age, as of right now, here is where consumers are planning to shop...

If you don't have time to read this entire article, then I will tell you right now. The best way to advertise in New England is on Boston radio.

A vital function of advertising is to build mental availability, which nudges a consumer toward the purchase of a product or service. It also serves to provide public notice that a product or service exists and is available for purchase.

Consumers in the Boston area are expected to spend at least $100.9 billion at retail this year. To claim a greater share of this giant pool of cash requires local business owners of every size to advertise their goods and services. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money."

Two things are remarkable about voting day in 1920.  It was the first time, ever, women could participate in the selection of the U.S. President. It was also the first time live election results were broadcast on the radio. Not to mention, it was also the first radio broadcast, ever.

The voters' choice that night was between Warren G. Harding  and James M. Cox.  Both men had derived their political power as successful newspaper publishers.  It is quite ironic, then, that one of these men would reach the highest office in the land on the same night that the nascent radio broadcasting business began its takedown of the newspaper industry.

Nowhere is this takedown more apparent than locally, where radio has become, by far, the advertising medium with the largest reach among New England consumers.

It is not a gimmick. Many New England business owners qualify for free local advertising on Boston radio. They pay nothing. Zero. Zilch. Zip. Bupkis. Free.

Henry Ford understood that the continual investment in advertising was necessary for a business to be successful. “Stopping advertising to save money," he said, "is like stopping your watch to save time.”

Sometimes, though, when daily expenses challenge their cash flow,  small business owners must prioritize spending.

When that happens, unfortunately, Mr. Ford’s advice is ignored and buying commercials on Boston radio will move down the list behind making payroll, maintaining delivery vehicles, and replenishing stock.

Many times advertising doesn’t make a list at all.

Some New England business owners have discovered that their radio advertising doesn’t have to be sacrificed at all when belts need to be tightened. It turns out there’s a deep pool of “free money” that can be dipped into for the singular purpose of advertising. These funds are called cooperative funds, or co-op for short.