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Larry Julius


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Grab A Larger Share Of Detroit's Accelerating Retail Spending

Mar 4, 2021 12:53:20 PM / by Larry Julius

Southeast Michigan consumers are expected to spend upward of $58.8-billion at retail in 2021. This would be, at minimum, a 6.5% jump over 2020. The forecast is based on newly released estimates by the National Retail Federation.

“Despite the continuing health and economic challenges COVID-19 presents, we are very optimistic that healthy consumer fundamentals, pent-up demand and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending,” NRF President and CEO Matthew Shay said.

“From the outset of the pandemic, retailers have gone above and beyond even the most conservative safety guidelines to protect and serve their associates and consumers alike."

To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach consumers is by advertising on Detroit radio.

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Topics small business, small business owner, radio advertising, consumer spending, retail, return on investment, retailer, retail sales, retail store, web traffic, website visitor, small business marketing, small business advertising, online shopping, retail spending

Advertise in Detroit: How Local Consumers Use The Internet?

Feb 25, 2021 12:55:12 PM / by Larry Julius

Southeast Michigan business owners are expected to invest $964-million during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 92.9% of adult consumers in the Detroit area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-six percent of Detroit adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business, small business owner, social media advertising, facebook advertising, digital advertising, online advertising, facebook, instagram, social media, direcTV, small business marketing, small business advertising, OTT, CTV, SVOD, AVOD, online shopping, advertise in Detroit, internet

5 Key Advertising Stats Detroit Small Business Owners Should Know

Feb 22, 2021 12:21:38 PM / by Larry Julius

Since 1920, advertising on Detroit radio has helped small business owners survive and thrive during times of peril. This includes world wars, natural disasters, depressions, and recessions.

Even during a pandemic, by almost every key marketing metric, radio advertising remains the best way for a Detroit business to market its goods and services.

To prove the point, here are five statistics that vividly demonstrate the value of advertising on Detroit radio.

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Topics reach, retail, return on investment, ROI, retailer, retail sales, retail store, web traffic, website visitor, in-car audio, radio commercials, listening location, advertise on detroit radio, online shopping

Advertising In Detroit: Reaching Female Consumers

Feb 10, 2021 9:25:12 AM / by Larry Julius

There are 1,818,900 adult women in Southeast Michigan. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $57.9 billion and $66.2 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For Metro Detroit small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics small business, small business owner, best way to advertise, working mothers, advertise on radio, small business marketing, small business advertising, advertise on detroit radio, advertise to women, market to women

How Smart Speakers Affect Advertising On Detroit Radio

Feb 4, 2021 1:42:15 PM / by Larry Julius

Detroit's first radio station, WWJ-AM, began broadcasting on September 15, 1920.  The process of getting the station's programming from the studio into the home of local listeners required tall-transmitting towers with miles of underground copper wire in the middle of massive fields.

For the next 73 years, this massive investment in real estate, steel, and cooper was the only method of delivering a radio advertiser's message into the ears of Southeast Michigan consumers.

In 1993, however, new technology permitted Metro Detroit radio stations to augment the reach of their tall towers by simultaneously streaming its over-the-air programming via the internet. This provided local consumers with the choice of listening to their favorite stations on their car radios, clock radios, and boom boxes or on an internet connected devices like computers, smartphones, or tablets.

Today, based on estimates from Edison Research, 11% of listening to local radio stations occurs on a streaming media device.  The ability for AM/FM to migrate from their tall towers to internet streaming allows Detroit radio to reach more local consumers every week than all other media.

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Topics small business, small business owner, best way to advertise, streaming audio, small business marketing, small business advertising, advertise on detroit radio, smart speakers, amazon echo, google home, siri, alexa, google

Detroit Radio: Which Stations Do Local Consumers Prefer?

Jan 25, 2021 1:31:54 PM / by Larry Julius

There are 33 radio stations in Southeast Michigan. Each provides a unique format of news, sports, music, entertainment, and inspiration. Some stations broadcast in English. Others serve Spanish speakers. Some stations cater to millennials. Others appeal to Baby Boomers.  No doubt, there is a local radio station that fulfills the preferences of every listener.

Each week, according to Nielsen, 3.1 million adults tune-in to their favorite Detroit radio stations. This is more people than watch local TV, cable, or streaming channels. This is more than use Facebook and Instagram. This is more than read newspapers or connect to Pandora and Spotify. 

Despite the abundance of Detroit radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to three each week.  So, which stations do local consumers choose?

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Topics millennials, radio advertising, streaming audio, radio commercials, millennial parents, radio listening, listening location, smart speakers, radio formats

Advertising In Detroit: Drivers Turn Up The Radio

Jan 20, 2021 1:58:18 PM / by Larry Julius

Radio came to Detroit on August 20 of 1920 when The Detroit News, owner of radio station 8MK (later WWJ), began broadcasting. The broadcast originated from the second floor of the newspaper's headquarters on Lafayette Boulevard.

From that day, many predicted radio's success would succumb to advances from new technologies. In 1927, the challenge came from talking movies. In the 1940s, the predators were 13-inch TV sets. In the 1970s, it was 8-track and cassette tapes. In the past 20 years, there was a multi-flank attack from iPods, Zunes, YouTube, Sirius, XM, Pandora, Spotify,

So far, all of these challengers have failed. Not even a pandemic has been able to remove radio as a vital force in the life of Southeast Michigan consumers.

Every week, according to Nielsen, more adults tune-in to Detroit radio than watch TV or cable. Use social media platforms like Facebook or Instagram. Read newspapers. Or, stream music from Pandora or Spotify.

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Topics small business, small business owner, best way to advertise, advertise on radio, in-car audio, vehicle traffic, small business marketing, small business advertising, radio listening, advertise on detroit radio, advertising on radio, point of purchase, mobility

Is Advertising On Twitter Right For Detroit Small Business Owners?

Jan 12, 2021 8:22:37 AM / by Larry Julius

How important is Twitter to Southeast Michigan consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Detroit News yesterday.  Almost every local TV newscast included references to the site as well.

Twitter's outsized presence in the news, however, is enormously disproportional to the importance of the micro-blogging app in the life of Detroit's consumers.

According to Nielsen, only about 16.5% of adults in Detroit use Twitter during the course of a month. This is minuscule compared to other social media platforms like Instagram and Facebook.

Twitter offers 20 different options that Metro Detroit small business owners can utilize to market their goods and services to local consumers.  The platform's minimal reach, however, can hamper the success of any advertising campaign.

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Topics small business, small business owner, radio advertising, best way to advertise, social media advertising, facebook advertising, facebook, instagram, twitter, social media, small business marketing, small business advertising

Small Business Advice: 5 Facts About Advertising On Detroit Radio

Dec 17, 2020 9:04:04 AM / by Larry Julius

On August 20, 1920 at 8:15pm, the Detroit News, owner of radio station 8MK, began broadcasting. The broadcast originated from the second floor of the newspaper's headquarters on Lafayette Boulevard.

The historic programming that night began with station operator Frank Edwards declaring, "this is 8MK calling." This was followed by the playing of 78 rpm records on a borrowed phonograph. The first selections played were two of the most popular songs of the World War One era,  "Roses of Picardy" and "Annie Laurie".

The historic broadcast concluded with a salesman from the newspaper's advertising department playing "Taps".

For 100 years, Southeast Michigan small business owners have depended on local radio stations to successfully market their goods and services through depressions, recessions, wars, and natural disasters. Even now, during a pandemic, advertising on Detroit radio remains a dependable way to make cash registers ring.

Here are five facts every Detroit Small business owner needs to know about local radio in 2020.

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Topics small business, small business owner, radio advertising, best way to advertise, online advertising, advertise on radio, small business marketing, small business advertising, time spent listening, advertise on detroit radio, online shopping

Online Advertising In Detroit: How Much Do Local Businesses Spend?

Dec 14, 2020 4:17:22 PM / by Larry Julius

Almost 93% of Southeast Michigan adults have access to the internet, according to Nielsen. Over 63% of these consumers spend more than five hours a week connected.

Nielsen reports that Metro Detroit consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Detroit internet users go online each month

  • Social Media: 75%
  • Online Banking: 50%
  • Weather: 47%
  • Maps/Directions: 45%
  • Product Reviews: 37%
  • Current Events: 33%
  • Sports Scores/News: 27%
  • Restaurant Reviews:30%
  • Job Search: 16%
  • Real Estate: 14%

And, of course, there is shopping.  Over the past six months, according to Nielsen, 78% of Detroit area consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Southeast Michigan businesses will spend $992,000 for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics small business, small business owner, radio advertising, social media advertising, online advertising, online job sites, borrell associates, e-commerce, social media, small business marketing, small business advertising, OTT, CTV, email marketing, email advertising, online shopping

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