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What Is The Best Way To Reach Philadelphia's 4.2 Million Consumers?

Aug 17, 2020 11:36:33 AM / by Larry Julius

Despite all of the media options available for small business owners to market their goods and services, advertising on Philadelphia radio is still the best way to reach local consumers.

Adult consumers are spending 741 minutes per day consuming electronic media, according to a new study by Nielsen.  This is 7.8% more time than they spent last year and 11.2% more than in 2018.

The typical daily media diet consists of radio, live TV, time-shifted TV, DVD/Blue-ray devices, game consoles, internet-connected devices, as well as internet via computers, smartphone apps, and tablet apps.

According to Nielsen, despite all of these media options, local radio reaches the most consumers every week.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Effective Advertising., roi, return on investment, retail, small business owner, radio advertising, small business, reach, reach and frequency, Retail Sales, retailer, retail stores, advertise on radio, small business marketing

What Philadelphia Consumers Need To Know Now About Your Small Business

Aug 12, 2020 8:05:50 AM / by Larry Julius

There is good news for Delaware Valley retailers and restaurants.

As a result of the pandemic, one-third of consumers indicate they will pay a premium for local brands and products, according to a recent study by Ernst & Young

However, before consumers will buy from a local business in King of Prussia, Cherry Hill, Jenkintown, or any town in-between, they must know they can do so without risking their health.

Advertising is the only practical way to let Philadelphia area shoppers and diners know about the precautions and practices your small business has taken to reduce potential health threats.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Effective Radio Commercials, retail, best time to advertise, small business owner, small business, Retail Sales, retailer, covid 19, coronavirus, corona, retail stores, recovery, small business marketing

Advertise In Philadelphia: Radio Listening Little Change vs. Last Year

Aug 10, 2020 7:01:00 AM / by Larry Julius

During July, 3.4 million adult listeners spent 2 hours per day listening to their favorite Philadelphia radio stations, according to Nielsen. Despite an avalanche of pandemic induced disruptions, the daily time spent with radio is down by only by one-quarter-hour from 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 dramatically decrease. That, however, was not the case.

In July of 2019, according to Nielsen, 30.7% of radio listening in the Delaware Valley occurred at home. During July of this year, in-home listening jumped to 41.5%. Despite the reduction in out-of-home activities, though, consumers still spent nearly the same amount of time listening to Philadelphia radio.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Pandora, Spotify, best time to advertise, small business owner, small business, covid 19, coronavirus, corona, small business marketing, sirius/xm, pandemic

Advertising On Philadelphia Radio Reaches Cable-TV's Cord Cutters

Jul 30, 2020 3:35:45 PM / by Larry Julius

More than one-third of Delaware Valeey 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, Philadelphia 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 1.4 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.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, television advertising, small business owner, radio advertising, small business, philadelphia television, pay-TV, cable television, television, advertise on radio, small business marketing, cord-cutter, satellite television, cord-never

Philadelphia Retailers Prepare For $564 Million Back-To-School Season

Jul 23, 2020 7:33:44 AM / by Larry Julius

Based on projections from the National Retail Federation, Delaware Valley parents are expected to spend $564 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 Philadelphia radio.

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Topics Philadelphia Small Business Owner, Small Business Advertising, Millennials, retail, small business owner, radio advertising, small business, Retail Sales, retailer, retail stores, advertise on radio, small business marketing, back-to-school, millennial parents

Drivers Hit The Road Taking Philadelphia Radio Along For The Ride

Jul 21, 2020 10:32:54 AM / by Larry Julius

Car radios came to Philadelphia 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 3.5 million car radios fill ears of Delaware Valley 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 Philadelphia radio station. This is significantly more than were reached by local TV, cable, social media, newspaper, or streaming media sites Pandora and Spotify.

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Topics Small Business Advertising, Best Way To Advertise, best time to advertise, small business owner, small business, in-car audio, vehicle traffic, small business marketing

Advertising On Philadelphia Radio: What Consumers Want To Hear

Jul 16, 2020 2:42:34 PM / by Larry Julius

If you were one of the 3.8 million adults who tuned-in to a Philadelphia 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 Delaware Valley 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 Philadelphia area small business chooses for its advertising will have the most significant effect on sales. That's why eliminating cliches is critical.

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Topics Delaware Valley Small Business Owner, Small Business Advertising, Effective Radio Commercials, commercial length, small business owner, radio advertising, small business, advertise on radio, small business marketing, creative, scripts

Advertising In Philadelphia: Consumers Pay More For Sustainable

Jul 14, 2020 6:58:42 AM / by Larry Julius

This year, according to Nielsen, 3.1 million Delaware Valley consumers will spend $3.2 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 Philadelphia area 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.

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Topics Small Business Advertising, Best Way To Advertise, Millennials, small business owner, radio advertising, small business, advertise on radio, small business marketing, sustainable, eco-friendly, green products

Philadelphia Furniture Retailers Expect A Post-Pandemic Rebound

Jul 9, 2020 4:34:06 PM / by Larry Julius

Before the onset of COVID-19, more than 747,000 Delaware Valley households were planning to spend $1.3 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 Philadelphia radio.

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Topics Small Business Advertising, Best Way To Advertise, retail, small business owner, radio advertising, small business, mattresses, furniture, Retail Sales, retailer, retail stores, advertise on radio, small business marketing

Political Advertising On Philadelphia Radio Sways Voters

Jul 7, 2020 3:40:21 PM / by Larry Julius

There are more than 3.5 million registered voters in the Delaware Valley. Here is the number by county:

  • Burlington, NJ: 329,605
  • Camden, NJ: 376,904
  • Gloucester, NJ 220,046
  • Bucks, PA: 461,327
  • Chester, PA: 360,387
  • Delaware, PA: 188,322
  • Montgomery, PA: 574,446
  • Philadelphia, PA: 1,080,764

According to Nielsen, Philadelphia radio reaches significantly more of these registered voters than all other media, including local television pay-TV, newspaper, social media platforms, and streaming audio sites like Pandora or Spotify.

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Topics Best Way To Advertise, political advertising, issue advertising, radio advertising, voters, advertise on radio, election advertising, registered voters, likely voters, political rate card, political

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