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B2B Advertising: Why Job Sites Depend On On Philadelphia Radio

Sep 2, 2021 12:31:58 PM / by Larry Julius

If you were one of the 3.2 million adults who tuned in to Philadelphia radio last week, then chances are excellent that you heard advertising for ZipRecruiter.  That's because the company purchased 1,540 advertisements to air on local stations during the month of August, according to Media Monitors.

ZipRecruiter is an online recruitment site that helps companies of every size advertise open jobs. Overall, more than 2.8 million companies have posted an opening on ZipRecruiter.com

It is no wonder that ZipRecruiter and its competitors like Indeed have been making significant advertising investments on Philadelphia radio. Finding qualified workers is one of the toughest challenges facing local business owners. According to the Bureau of Labor Statistics, the number of job openings in the U.S. has reached a record high 10.1-million jobs with just not enough candidates to fill them.

If you've heard these commercials on Philadelphia radio, then you know that ZipRecruiter is not advertising to attract job seekers to its website.  Rather, the company's goal is to convince local business owners to buy help wanted ads from them.

So, why has ZipRecruiter chosen Philadelphia radio as a business-to-business (B2B) advertising resource?  The first reason is revealed in the first line of their commercial.

"According to research," says the announcer, "82% of people remember radio ads."

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Recruitment Advertising, Small Business Advertising, Best Way To Advertise, small business owner, radio advertising, small business, business-to-business, b2b, small business marketing, best way to advertise in philadelphia, advertising options, indeed, zip recruiter

Who Listens To Philadelphia Radio Stations Online?

Aug 27, 2021 1:32:32 PM / by Larry Julius

When Philadelphia's first radio station, WGL, began broadcasting on February 8, 1922, the station needed a tall antenna and lots of buried copper cable to transmit its signal.  Radio receivers at the time were mostly homemade and involved a piece of crystalline mineral and a wire coil.

Over many decades in Philadelphia, both the broadcasting and receiving equipment improved. In the mid-1920s this meant store-bought radios. In the 1930s this meant car radios. In the 1960s this meant transistor radios. In the 1970s this meant boom boxes. And, in the 1980s this meant Walkmen. But, despite these improvements, the fundamental technology of big towers sending a signal through the air to a radio receiver remained the same.

In 1994, there was a new way for Philadelphia consumers to listen to the radio. That was the year local stations across the country began streaming their signals over the internet and listeners could use their computers (later their smartphones and smart speakers) as receiving devices. No big antennas, no wires, and no actual radio needed.

In 2021, according to Nielsen, Philadelphia radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 34.5% of all consumers who listen to a Philadelphia radio station over-the-air will, at some point during the month, also connect to a local station via the internet. 

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Topics Best Way To Advertise, Streaming Audio, Online Advertising, radio advertising, smart speakers, best way to advertise in philadelphia, advertising options, internet, streaming media

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