Advertise In Boston Advertise In Boston

Advertising In Boston: Radio Listening Unchanged From Year Ago

Aug 7, 2020 9:58:28 AM / by Larry Julius

During July, Boston's 3,142,800 adult radio-listeners spent two hours per day listening to their favorite stations, according to Nielsen. Although local consumers had spent fewer minutes listening at the onset of the pandemic, the current time tuned-in remains unchanged compared to a year ago.

Some advertising experts had predicted that as consumers spent more time at home because of COVID-19 concerns, the hours devoted to radio listening would decrease. That, however, was not the case.

In July of 2019, according to Nielsen, 34.3% of radio listening occurred at home. During July of this year, in-home listening jumped to 42.6%. Despite the reduction in out-of-home activities, though, consumers still spent the exact amount of time listening to Boston radio.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, radio advertising, small business owner, small business marketing, small business, pandora, spotify, advertise on radio, small business advertising, corona, covid 19, coronavirus, sirius/xm, pandemic, radio listening, podcasts

Advertising On Boston Radio Reaches Pay-TV's Cord Cutters

Jul 30, 2020 8:28:03 AM / by Larry Julius

More than one-third of Boston area households are 'cord-cutters' or 'cord-nevers'. This means, they have fired their cable or satellite television providers or never subscribed at all. Instead, these consumers are choosing to find their video entertainment elsewhere.

The number of local homes that subscribe to pay-TV services began plummeting in 2013. New technologies has allowed viewers to bypass cable and satellite for more compelling content at lower prices. These cord-cutters now depend on services like Netflix, Hulu, Disney+, and Amazon Prime to fill their multiple screens.

For many years, Boston small business owners have been investing a significant portion of their advertising budgets into cable-TV.  The medium had proven to be a low-cost, high-reach alternative to buying commercial on over-the-air television stations. 

Now, because of cord-cutting, there are 1.3 million adult consumers with unconnected TVs. This profoundly diminishes the value proposition of advertising with local cable systems.

There is a powerful and affordable solution, however, for small business owners to reach both the diminishing cable audience and the expanding number of cord-cutters.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, radio advertising, small business owner, small business marketing, television advertising, small business, advertise on radio, small business advertising, television, PAY-TV, Cable TV, cord-cutter, cord-never

Boston Retailers Prepare For $537 Million Back-To-School Season

Jul 23, 2020 6:51:00 AM / by Larry Julius

Based on projections from the National Retail Federation, Boston area parents are expected to spend $537 million to equip K-12 kids for the upcoming school year. If so, then this shopping spree will be 29% bigger than last year's and the biggest take since 2012.

“By any measure, this is an unprecedented year with great uncertainty, including how students will get their education this fall whether they are in kindergarten or college,” NRF President and CEO Matthew Shay says.

“Most parents don’t know whether their children will be sitting in a classroom or in front of a computer in the dining room, or a combination of the two. But they do know the value of an education and are navigating uncertainty and unknowns so that students are prepared."

Along with pencils, paper, pens, and knapsacks, the NRF survey says 63 percent of K-12 families expect to buy computers and other electronics this year, up from 54% last year, and they expect to spend more at an average $274.44, up from $203.44 last year. The $71 difference accounts for the largest share of the overall increase in average spending of almost $93.

Also, because many parents are unsure if learning will take place at school or at home, back-to-school spending this year is expected to include home furnishings such as desks, chairs, and lamps.

To claim a meaningful share of this year's booming back-to-school economy, local retailers will need to advertise to let parents know that their stores are open, it is safe to shop, and the needed supplies are in stock.

By any metric, the best way to reach these parents is on Boston radio.

Read More

0 Comments Click here to read/write comments

Topics store traffic, retail, radio advertising, small business owner, small business marketing, millennials, advertise on radio, small business advertising, retail sales, retailer, retail store, back-to-school, millennial parents

Drivers Hit The Road Taking Boston Radio Along For The Ride

Jul 21, 2020 9:01:42 AM / by Larry Julius

Car radios came to Boston in June of 1930. For just $120, about $1200 in present dollars, local drivers could install these early mobile devices into their Fords, Studebakers, Packards, and DeSotos, 

The first car radios were built by the Galvin Manufacturing Company of Chicago. They named their invention, and eventually their company, Motorola.

Today, more than 3,000,000 car radios fill ears of area drivers with music, news, sports, and information. As a result, local radio reaches more consumers than all other media.

In a typical pre-COVID-19 week, according to Nielsen, 90% of adult consumers would tune-in to a Boston radio station. This is significantly more than were reached by local TV, cable, social media, newspaper, or streaming media sites Pandora and Spotify.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, radio advertising, small business owner, small business marketing, advertise on radio, small business advertising, vehicle traffic, in-car audio

Advertising On Boston Radio: What Consumers Want To Hear

Jul 16, 2020 1:25:24 PM / by Larry Julius

If you were one of the 3.5 million adults who tuned-in to a Boston radio station last week, then no doubt you heard multiple commercials that included phrases like 'troubling times', 'uncertain times', 'unprecedented times', 'new normal', and 'we're in this together'. 

In March, as the pandemic began to disrupt consumers' lives, using these phrases was a powerful way for New England small business owners to acknowledge the severity of the crisis and to exhibit empathy. But 120 days later, these words have become cliche and have lost potency.

A cliche, says the Oxford Dictionary, is "a phrase or opinion that is overused and betrays a lack of original thought." 

According to the Writing Center at The University of North Carolina, the dependence on cliches could create a harmful perception of a business that uses them. For instance, these overused phrases can make an advertiser's message seem boring. They can be perceived as vague. They can be interpreted to be a sign of laziness. They can also result in a lack of credibility. 

The words a Boston small business chooses for its advertising will have the most significant effect on sales. That's why eliminating cliches is critical.

Read More

0 Comments Click here to read/write comments

Topics radio advertising, small business owner, small business marketing, small business, effective advertising, advertise on radio, small business advertising, commercial length, radio commercials, creative, scripts

Advertising In Boston: Consumers Pay More For Sustainable

Jul 13, 2020 4:06:35 PM / by Larry Julius

This year, according to Nielsen, 3.2 million Boston area consumers will spend $2.2 billion on eco-friendly goods and services. Sales for sustainable products have grown 20% since 2014, a trend expected to continue into 2021.

Tensie Whelan and Randi Kronthal-Sacco of the New York University Stern Center for Sustainable Business write in the Harvard Business Review, "Consumers are voting with their dollars against unsustainable brands. The legacy companies that will thrive are those that accept this shift and are willing to pivot.” 

For Boston small business owners who are skeptical that sustainability affects purchase decisions, retail analyst Stacey Widlitz provided this advice, recently, in Forbes.

"Retailers only need to look to IBM's recent study, in association with the National Retail Federation, to understand just how fast consumer priorities are changing," says Ms. Widlitz. "Findings from the study revealed nearly 60% of consumers surveyed are willing to change their shopping habits to reduce environmental impact. For the nearly 80% of respondents who said sustainability is important to them over 70% would pay a premium of 35% on average."

To compete for a share of consumers' spending on green goods and services requires local small business owners to advertise.

Read More

0 Comments Click here to read/write comments

Topics retail, radio advertising, small business owner, small business marketing, millennials, small business, advertise on radio, small business advertising, retail sales, retailer, retail store, sustainable, green products, eco-friendly

Boston Furniture Retailers Expect A Post-Pandemic Rebound

Jul 9, 2020 1:44:29 PM / by Larry Julius

Before the onset of COVID-19, more than 700,000 Boston area households were planning to spend $1.5 billion on furniture, according to Nielsen. Unfortunately, many of those plans were put on pause as consumers sheltered in place to help slow the spread of the virus.

A recent study by Elevate | SmithGeiger suggests that the fortunes of home furnishing retailers, however, are about to improve.

According to the study, 32% of consumers who had been planning to buy furniture will do so within three months of the pandemic easing. Fifty percent will do so within six months. The numbers for mattress shoppers are even stronger.

To capture a significant share of the post-pandemic sales of furniture and mattress will require retailers to advertise. The most effective way to reach the customers who are ready to buy is on Boston radio.

Read More

0 Comments Click here to read/write comments

Topics retail, best way to advertise, reach, radio advertising, small business owner, small business marketing, small business, advertise on radio, small business advertising, furniture, mattresses, retail sales, retailer, retail store

Advertising On Boston Radio Remains Best Option During Corona Crisis

Apr 15, 2020 4:55:37 PM / by Larry Julius

The chaos created in New England by the onset of Coronavirus has been a disruptive force among consumers. 

Work routines, buying habits, family life, and media consumption have all been palpably affected. These are all factors that need to be considered by small business owners who continue to advertise their goods and services during the crisis.

Before the current chaos, advertising on Boston radio, by any metric, was the best way a local small business could advertise.

For instance, pre-Coronavirus, 3.5 million adult consumers tuned-in to a Boston radio station every week. This is significantly more than watched local TV, read a newspaper, accessed social media, or streamed audio from sites like Pandora and Spotify.

New research released from Nielsen indicates that amidst the current crisis, listening to local radio remains little changed. This is great news for those Boston area small business owners who are depending on advertising for their long-term survival.

Read More

0 Comments Click here to read/write comments

Topics newspaper advertising, radio advertising, small business owner, small business marketing, online advertising, social media advertising, television advertising, small business, digital advertising, small business advertising, streaming audio, corona, covid 19, coronavirus, crisis marketing

How To Keep A Boston Small Business Top Of Mind

Jan 10, 2020 7:08:00 AM / by Larry Julius

It's a fact. Unless a consumer remembers your business when it comes time to buy, then it is likely they will purchase from someone else. Staying top of mind, therefore, is critical for every Boston area  small business owner who wants to grab a share of the area's $100.9-billion retail market.

Advertising on Boston radio provides New England business owners with the most affordable way to move to the top of customers' minds. But, before discussing how to get remembered, we must understand why consumers forget.

Every second, all of us are exposed to 11,000,000 pieces of data. A consumer's brain, however, is only capable of dealing with about 50 pieces of this data at a time. So, if my calculus is correct, a consumer forgets approximately 10,999,950 things every second.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, radio advertising, small business marketing, top of mind awareness, small business advertising, frequency, memory curve

Advertising Options For Boston Small Business Owners

Dec 30, 2019 9:07:00 AM / by Larry Julius

Advertising is critical to the success of every New England small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Boston radio, local TV, and newspaper. It also includes online advertising options such as Facebook, Instagram, and Pandora.

They type of customer an individual business needs to reach depends on the goods and services the company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.

Read More

0 Comments Click here to read/write comments

Topics best way to advertise, newspaper advertising, reach, radio advertising, advertising reach, consumer spending, small business owner, small business marketing, online advertising, social media advertising, television advertising, digital advertising, small business advertising

Receive Great Advertising Advice Direct To Your Inbox...

Advertise In Boston Now

Recent Posts