"When we recruit for study participants on Philadelphia radio, we always hit our goals," says Michelle Golding, Managing Director of Clinical Research at KGL Skin Study Center in Broomfield, PA. "Some of our studies require us to find up to 350 participants."

KGL provides independent clinical testing services to major pharmaceutical and cosmetic companies. These studies help determine the safety and effectiveness of a range of dermatology products including, topical drugs, cleansers, moisturizers, sunscreens, and acne treatments.

"Our company was founded in 1964 by Dr. Albert Kligman in 1964," says Ms. Golding. "He is considered the grandfather of dermatology. He set the standard for the testing we still use today."

"The first time we advertised on Philadelphia radio was two years ago.  We needed to recruit participants for an acne study that we were asked to conduct. It required us to find teens and young adults who have moderate to severe acne. This can be a very difficult group to reach. Our radio commercials brought in more than enough participants to fill the study."

When a Delaware Valley small business owner buys a 60-second commercial on a Philadelphia radio station, she is limited to about 160 words to persuade listeners to become customers.  To be successful, then, each word needs to be carefully selected to fulfill the advertiser's marketing objective. 

A telephone number comprises seven words. Ten when the area code is included.  If the number is repeated three times during the commercial, then it will consume 21-30 words or up to 18% of the total allotment.

So, should a Philadelphia area business owner sacrifice a significant portion of a radio commercial to insert a phone number? Except for certain circumstances, described below, the answer is no. 

Here are the facts.

For many generations of marketers, advertising on Philadelphia television was considered the "gold standard". For a Delaware Valley small business owner who craved massive reach, TV used to be the medium that could deliver.

Over the past few years, however, viewers have been abandoning local TV stations in vast numbers. This has propelled Philadelphia radio into being the most potent reach medium among local consumers.

Every week, 3,830,493 adult consumers tune-in to their favorite Philadelphia radio stations. This is significantly more than the 3,585,160 reached by local television.

For the past 39 years, Philadelphia radio has reached more than 90% of all consumers. But, look what has happened to TV's audience.

Over the next 12 months, Delaware Valley  consumers are expected to spend $103.4 billion at retail.  To capture a larger share of this cash,  local small business owners should consider advertising.

The US Small Business Administration recommends that every SWFL small business advertise consistently.  “Think you have a great product?” asks the SBA. “Unfortunately, no one’s going to know about it unless you advertise.”  The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business."

Local business owners have depended on Philadelphia radio advertising to market their goods and services since 1922. That's the year three local retailers each put a Philadelphia radio station on the air.  These included John Wanamaker's WOO, Strawbridge & Clothier's WFI, and Gimbel Brothers' WIP.

Today, Philadelphia radio, by any key advertising metric, is still the best way for business owners to reach local consumers.