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What Philadelphia Business Can Learn From World's Biggest Advertiser

May 12, 2023 1:52:24 PM / by Larry Julius

There are 230,328 small businesses in the Philadelphia-Camden-Wilmington, PA-NJ-DE-MD Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $108 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Philadelphia small business owners will need to consider advertising.

"Think you have a great product?" asks the U.S. Small Business Administration. "Unfortunately, no one's going to know about it unless you advertise. Advertising, if done correctly, can do wonders for your sales., and you know what that means: more revenue and more success for your company."

One of the best ways to advertise in Philadelphia may be on local radio, a fact not lost on the world's largest advertiser, Proctor & Gamble. Last year, P&G upped spending on the radio by 43% to $235 million, according to Vivvix (formerly Kantar Media), led by a big jump in local radio.

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Topics Best Way To Advertise, Advertise On Philadelphia Radio Stations, Radio Advertising Works, advertising on Philadelphia radio, radio advertising, philadelphia radio, reach, reach and frequency, radio commercials, best way to advertise in philadelphia, advertising reach, am/fm radio

Advertising On Philadelphia Radio in 2022: Five Things to Know

Jul 20, 2022 11:13:49 AM / by Larry Julius

Delaware Valley business owners have depended on Philadelphia radio to market their goods and services since WGL, the city's first radio station, went on air in 1922. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 230,328 small business owners to create and maintain customers.

Here are five facts every business owner should know about advertising on Philadelphia radio in 2022.

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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, Radio Listening, advertising on Philadelphia radio, small business owner, radio advertising, small business, philadelphia radio, in-car audio, small business marketing, radio history, advertise on Philadelphia Radio, best way to advertise in philadelphia, radio formats, who listens to radio, radio recruitment, am/fm radio, online radio advertising, online radio

Advertise On Philadelphia Radio? 5 Things Business Owners Get Wrong

Dec 30, 2021 2:10:05 PM / by Larry Julius

To ensure success, every Delaware Valley business owner needs to advertise.

"Think you have a great product?" asks the US Small Business Administration. "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.”

There are dozens of ways for local small business owners to advertise. By most metrics, the best way to advertise is on Philadelphia radio. These measures of effectiveness, however, are often obscured by the glimmer and glitz of newer technologies. 

To help reduce the glare that often blinds business owners to the potency of advertising on Philadelphia radio, here are the top five things many local business owners get wrong.

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Topics Advertise On Philadelphia Radio Stations, Radio Advertising Works, Radio Listening, Effective Radio Commercials, advertising on Philadelphia radio, radio promotion, radio advertising, philadelphia radio, advertise on radio, radio commercials, radio history, advertise on Philadelphia Radio, radio formats, car radio, who listens to radio

Philadelphia Radio Still Reaches More Consumers Than All Other Media

Dec 10, 2021 2:49:03 PM / by Larry Julius

When WGL-AM became Philadelphia's first radio station in 1922, there was no Facebook, no Xfinity, no Sirius/XM, no Netflix, and no podcasts. It would be 19 years before there was even a local TV station.  Consequently, it was pretty easy for radio to become the number one reach medium among local consumers.

Over the past 99 years, Philadelphia business owners have come to depend on the mammoth reach of radio among local shoppers to successfully market the goods and services they sell. Advertising on Philadelphia radio has helped Delaware Valley companies to survive and thrive during world wars, natural disasters, recessions, depressions, and even a pandemic.

Heading into 2022, local consumers have more media choices than ever before. But, despite the overabundance of social media, video streaming, audio streaming, cable, and other technological marvels, Philadelphia radio is still the most used advertising medium.

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Topics Pandora, Streaming Audio, philadelphia radio, reach, Spotifty, advertise on radio, sirius/xm, advertise on Philadelphia Radio, best way to advertise in philadelphia, advertising options, podcast, advertising reach, streaming media, podcasting

Philadelphia New Car Buyers Agree: Put AM/FM Radio In My Dashboard

Nov 11, 2021 10:32:32 AM / by Larry Julius

In 2020, there were 232,088 new cars and trucks registered in the Philadelphia metro area. This number is based on projections from the National Auto Dealers Associaton (NADA) and the U.S. Census bureau.

In all, says NADA, there are 863 new-car dealerships in Pennsylvania. Despite the pandemic, these dealers, including those in the Philadelphia area, sold $38 billion worth of new vehicles.

Through June of this year, these same dealers have already rung up $23.9 billion in new car sales.

When it comes to buying new vehicles, Philadelphia consumers have a broad range of preferences. Some buyers want Fords while others want Chevrolets, Toyotas, or Teslas.  Some buyers want pick-up trucks, while others want sub-compacts, SUVs, or sports cars. Of course, some want blue vehicles, while others want pearl white, orchard green, or redolent red.

There is one purchase criterion, however, that most Philadelphia car buyers can agree on. They want an AM/FM radio smack-dab, in the middle of their dash.

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Topics advertising on Philadelphia radio, philadelphia radio, automotive, used trucks, used cars, in-car audio, vehicle traffic, used vehicles, advertise on Philadelphia Radio, best way to advertise in philadelphia, car radio, who listens to radio

Does The Facebook Name Change Affect Philadelphia Advertisers?

Oct 29, 2021 3:06:34 PM / by Larry Julius

Every month, 5.1 million adults in the Delaware Valley use social media, according to Nielsen. Seventy-five percent of these consumers use Facebook, far more than other sites like Instagram (also owned by Facebook), Twitter, Snapchat, Pinterest, and LinkedIn.

As a stand-alone medium, Facebook is used by more people in Philadelphia than watch local TV stations. Only Philadelphia radio and local cable reach more consumers.

The large audience commanded by social media has attracted a significant amount of advertising dollars from local advertisers. According to Borrell Associates, a company that measures advertising expenditures across the county, Philadelphia area businesses are expected to spend $471 million on social media advertising, a 27.4% increase over 2022. The overwhelming majority of these dollars are being spent with Facebook.

Yesterday, Facebook founder Mark Zuckerberg announced the company was changing its name to "Meta".  This change, though, only affects the name of the parent company. There will be no change to the company's brands like Facebook, Instagram, or WhatsApp.

How will this name change affect Philadelphia businesses that advertise on Facebook?

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Topics advertising on Philadelphia radio, social media advertising, facebook advertising, philadelphia radio, instagram, facebook, twitter, borrell associates, social media, advertise on Philadelphia Radio, LinkedIn, metaverse, meta

Who Listens To Podcasts in Philadelphia?

Oct 11, 2021 7:15:00 AM / by Larry Julius

According to Nielsen, 1,224,829 Delaware Valley consumers listened to or downloaded a podcast during the past 30 days. This is 28.9% of the adult population.

A podcast is a downloadable digital audio file available to listeners on an internet-connected device like a smartphone, tablet, or computer. These files are typically part of series focusing on a particular theme such as true crime, professional football, politics, or pop culture.

Philadelphia consumers can listen to their favorite podcasts whenever they choose using apps like Spotify, Pandora, Google, and Stitcher. The most used podcasting app, though, is Apple Podcasts.

Research from PodcastHosing.org indicates that Philadelphia consumers can access more than 2,000,000 podcast series comprising over 48,000,000 unique episodes. According to data compiled by Edison research, the top 10 podcasts during the second quarter of 2021 were:

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

Who's Spending Now? Philadelphia Small Business Owners Ask.

Dec 4, 2020 3:15:00 PM / by Larry Julius

There are 1.5 million adults in the Delaware Valley who have earned a four-year college or postgraduate degree, according to research from Nielsen. A study from the Federal Reserve indicates that these educated consumers have been least affected by the economic consequences of the pandemic.

"While the labor market disruptions have affected workers in a wide set of industries and occupations, those without a college degree have experienced the most severe impact," say Mary C. Daly, Shelby R. Buckman, and Lily M. Seitelman authors of The Unequal Impact of COVID-19 in the Economic Letter published by the Federal Reserve of San Francisco.

Although the unemployment rate increased among consumers of every education level in late March when the Governor of Pennsylvania lockdown the state to slow the spread of the Coronavirus, the smallest increase was among those with bachelor or postgraduate degrees, according to the Bureau of Labor Statistics.

Seven months later, job recovery among those with college degrees is closer to pre-pandemic levels than consumers with lower levels of educational attainment.

Many small business owners have seen the correlation between advertising and survival during the economic crisis inflicted by the pandemic.  With precious few dollars to invest, it is crucial that every advertisement reaches consumers who have disposable income to buy. Right now, the most likely spenders are customers with college degrees.

By key advertising metrics, the best way to reach consumers with higher education is on Philadelphia radio.

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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, Radio Listening, advertising on Philadelphia radio, small business owner, radio advertising, small business, philadelphia radio, college graduates, education, advertise on radio, small business marketing, radio commercials

B2B Advertising In Philadelphia: Reaching The Decision Makers

Aug 27, 2020 7:21:22 AM / by Larry Julius

New data from the US Census Bureau has optimistic news for Philadelphia area companies that sell business-to-business.

There are approximately 108,000 businesses in the Delaware Valley, according to the Census Bureau. Indeed, many of these businesses have suffered since the onset of the Coronavirus, especially in April.

Census information is now showing positive indicators that the fortunes of area companies are improving. This includes those with 500 or fewer employees. These small businesses account for 94% of all Philadelphia area firms.

During the week of April 26, 52% of Philadelphia area small businesses reported temporary closures.  By July 1, the number dropped to 21%

Also, during that same week, 73% of Philadelphia area small business owners were reporting decreases in revenue versus the prior week.  By August 22, that number fell by more than half.

In both June and July of this year, national data shows all retail and food services spending significantly outperformed the prior year by between two and three percent.

As the business climate improves in the Delaware Valley, the fortunes of B2B companies will accelerate as well. These include those businesses that sell office supplies, restaurant supplies, cleaning services, legal services, accounting services, transportation services, banking services, technology, and commercial real estate.

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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, roi, return on investment, small business owner, small business, business-to-business, b2b, philadelphia radio, small business marketing

Advertise In Philadelphia: Reaching Millennial Parents

Feb 18, 2020 8:28:01 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen, half of all Delaware Valley parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will  spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 1,162,996 children under the age of 18 living in the Philadelphia area. That makes the local parenting economy worth upwards of $270 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For Delaware Valley small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Philadelphia radio is the best way to reach this audience.

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Topics Best Way To Advertise, Millennials, Pandora, newspaper advertising, working mothers, mothers, social media advertising, television advertising, consumer spending, small business owner, facebook advertising, small business, philadelphia radio, parents, Spotifty

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