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Newspaper Advertising In Philadelphia: Advice For Small Business

Oct 14, 2020 4:25:00 PM / by Larry Julius

Delaware Valley business owners are expected to spend $115 million on newspaper advertising in 2020. This will be 31% fewer dollars than were spent in 2019, according to a study by Borrell Associates, a company that analyzes local media expenditures across the country.

Of course, the pandemic is part of the reason advertising revenues have plummeted at Philadelphia area newspapers. But, the more significant factor is the sustained erosion of readership.

For example, between October 2017 and March 2019, the Monday-Saturday circulation of the Philadelphia Inquirer has decreased by 26%. The Sunday edition suffered a 29% decrease.

Among all advertising media available to small business owners, newspaper's ability to reach adult consumers now lags significantly behind Philadelphia radio, cable, broadcast TV, and social media.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, newspaper advertising, philadelphia inquirer, small business owner, small business, small business marketing

For Philly Pretzel Factory, Radio Advertising Is A No-Brainer

Aug 26, 2019 8:20:00 AM / by Larry Julius

"I wish I had known about radio advertising when we opened up our first store in 1998," says the Dan DiZio the co-founder and CEO of Philly Pretzel Factory. "It would have allowed us to grow even faster than we did."

With permission of his Mom, an 11-year old Mr. DiZio began selling pretzels on the treacherous intersection of Roosevelt Boulevard and Rhawn Street in Northeast Philadelphia. His inventory was remnants from his neighbor, who owned the Kensington Soft Pretzel bakery.

"On the first day I sold 1000 pretzels", recalls Mr. Dizio. "After splitting the profits with my neighbor, I had $100 left in my pocket. A lot of money for an 11-year-old."

Shortly after that, Mr. DiZio began recruiting 40-50 classmates a day to hawk even more pretzels on street corners all over the neighborhood.  This early taste of franchising kept his pockets very full through middle school, high school, and into college.

This was the origin of what, today, is a $50,000,000 a year business with 175 stores in 17 states. Eighty-five of those locations are within 40 miles of Center City Philadelphia. Mr. DiZio has gone from selling 1000 pretzels per day to 175,000,000 per year.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Advertise On Philadelphia Radio Stations, Endorsement Advertising, Advertise In Philadelphia, Advertising In Philadelphia, Effective Radio Commercials, return on investment, advertising on Philadelphia radio, newspaper advertising, philadelphia inquirer, radio promotion

How Newspaper Advertising In Philadelphia Compares To Local Radio

Aug 20, 2019 9:20:53 AM / by Larry Julius

Two things are remarkable about voting day in 1920.  It was the first time, ever, women could participate in the selection of the U.S. President. It was also the first time live election results were broadcast on the radio. Not to mention, it was also the first radio broadcast, ever.

The voters' choice that night was between Warren G. Harding  and James M. Cox.  Both men had derived their political power as successful newspaper publishers.  It is quite ironic, then, that one of these men would reach the highest office in the land on the same night that the nascent radio broadcasting business began its takedown of the newspaper industry.

Nowhere is this takedown more apparent than locally, where radio has become, by far, the advertising medium with the largest reach among Delaware Valley consumers.

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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, Advertise In Philadelphia, Advertising In Philadelphia, advertising on Philadelphia radio, newspaper advertising, philadelphia inquirer

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