Last week, according to Nielsen, 1,053,393 single, adult women tuned-in to a Philadelphia radio station.  This is 91.1% of every consumer who fits this description.

Why should Delaware Valley 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."

During the past 12 months, according to Nielsen research, 292,000 Delaware Valley households sought the help of an attorney. These consumers needed professional advice on matters including personal injury, bankruptcy, social security, workers'  compensation, real estate, divorce, estate planning, criminal defense, and business matters.

All in, legal services in the Philadelphia region cost consumers more than $1.2 billion in fees.

According to the US Labor Department, there are 18,280 lawyers in the Delaware Valley competing for that immense pool of revenue. So, how can a local attorney hope to lay claim to a share of that immense pool of cash?

Is advertising on the radio just a day job for Delaware Valley small business owners?  

Thousands of local companies depend on radio advertising to market their goods and services. But, many of these business owners choose to buy commercials only between 6:00 am and 7:00 pm.  Is this a good idea? Maybe not.  Here are the facts.

Last week, for instance, 3,830,493 adult consumers tuned-in to their favorite Philadelphia radio stations. This is significantly higher than the number that tuned-in to a local TV station, read a local newspaper, logged-on to social media sites like Facebook, or streamed audio from Pandora and Spotify.

But radio listeners do not roll-up their ears just because the sunsets. According to Nielsen, 61% of Delaware Valley consumers who listen to the radio during daylight hours, also tune in at night.

There have been more recessions in America than presidents, 47 vs. 45.  Many economists believe number 48 is looming.  

The textbook definition of a recession is a period of declining economic performance across an entire economy, frequently measured as two consecutive quarters. In other words: it's a time when most Delaware Valley small business owners sell fewer of their goods and services.

There is one thing a recession is not.  It is not a time for Philadelphia area small business owners to stop advertising.

One of the greatest marketers of all time, Henry Ford, once said, "The man who stops advertising to save money is like the man who stops the clock to save time."

What you had for breakfast this morning may prove Mr. Ford's observation.

Based on information from the National Retail Foundation, Delaware Valley consumers will be spending $138 million on Halloween this year. 

Typically, 80% of all Halloween shopping, according to the NRF, will occur between now and October 16.  The remaining dollars will be spent in the last 14 days leading up to the holiday.

Nearly 53% of consumers in the Philadelphia area are expected to participate in Halloween this year, each spending, on average, about $86.  This money will go towards the purchase of candy, decorations, costumes, pumpkins, and greeting cards.

Almost every type of local small business enjoys a taste of this spending. This includes hardware stores, convenience stores, craft stores, fabric stores, thrift stores, florists, card stores, consignment shops, haunted houses, home decor store, bakeries, and, of course, candy stores.

To claim a significant share of this Halloween cash will require local small business owners to advertise.  The key to successful advertising is reaching as many Halloween shoppers as possible over the next four weeks.

Advertising is critical to the success of every Delaware Valley 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 Philadelphia 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.

Advertising on Philadelphia radio stations is the best way for small business owners to reach the lucrative, local mother market in the Delaware Valley. Here's why.

Local consumers will spend $93 billion over the next 12 months. Forbes magazine reports that it is moms who control 85% of all household purchases. Locally,  there are more than 583,416 mothers with children under the age of 17 at home.

Delaware Valley small business owners need to pay special attention to these mothers and their wallets. For example, compared to the general population, over the next 12 months, local moms live in households that are

• 32% more likely to get married
• 36% more likely to buy a major appliance
• 39% more likely to purchase carpet/flooring
• 45% more likely to buy a new mattress
• 52% more likely to buy a new vehicle
• 56% more likely to move
• 95% more likely to buy new furniture
• 97% more likely to buy a smartphone
• 101% more likely to refinance a mortgage

Every vote counts.  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 Delaware Valley, the most potent way to reach voters is on local radio.

Last week, for instance, 91.7% of all registered voters in the counties of Bucks, PA; Chester, PA; Delaware, PA; Montgomery, PA; Philadelphia, PA; Burlington, NJ; Camden, NJ;  and Gloucester, NJ. tuned-in to a Philadelphia radio station.  This is significantly more than were reached by local TV, local newspaper, or the major social media site like Facebook and Instagram.

Delaware Valley small business owners have  depended on radio advertising to market their goods and services since the first Philadelphia stations began broadcasting in 1922. 

As a matter of fact, the earliest area radio stations were owned by local retailers including Gimbel's, Wanamaker's, Lit Brothers, and Strawbridge & Clothier.

Today, thousands of small business owners still invest in radio advertising. Not only because it's the only local medium that can reach 3,830,493 consumers every week, but, most importantly, because it works.

Meet five of the of local business owners who advertise on Philadelphia radio to capture a significant share of the $93 billion Delaware Valley consumers will spend this year.

Next year, according to Nielsen, 154,702 people in the Delaware Valley will be getting married.  Assuming that those folks are hitching-up with each other, that means there will be 77,351 weddings. 

CostOfWedding.com reports that the average cost for these pending nuptials will be $30,684 including (but not limited to) rings, dresses, tuxedos, flowers, venues, photographers, invitations, limos, and rice (or birdseed for the ecologically inclined).

This means small business owners in the Philadelphia area who cater to the bridal market will be competing for a share of $2.4 billion.