There are 4,800 new, single-family homes built in the greater Boston area each year, according to the National Association of Home Builders. Since 1934, National Lumber has been supplying local builders with the materials necessary to sustain that level of construction.

"We are now the largest independent lumber business in New England," says Steven Kaitz, who is the company's Co-CEO along with his sister Margie Kaitz Seligman.

"Advertising has been part of our continued growth over the past 25 plus years," says Mr. Kaitz. "Advertising on Boston radio is, by far, the largest part of what we do. It allows us to reach both builders and homeowners."

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.