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Detroit Radio Is The #1 Advertising-Supported Medium

Jul 6, 2022 3:47:11 PM / by Larry Julius

Local business owners have been advertising on Detroit radio since WWJ first signed-on in 1920.  But, back then, there were only two options for reaching a mass audience: newspapers and radio.

Today, though, advertisers have an over-abundance of marketing options both over-the-air and online. But every week, according to Nielsen, 2.8 million adults listen to a Detroit radio station, giving the 101-year-old medium, by far, the biggest reach amongst local consumers.

A new report released last week by Nielsen underscores AM/FM radio's durable reach among all media.

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Topics radio advertising, reach, pandora, spotify, reach and frequency, advertising options, streaming audio, advertise on radio, advertising reach, sirius/xm, advertise on detroit radio, apple, who listens to Detroit Radio, streaming media, amazon

Father's Day 2022: Detroit Consumers Will Spend $276 Million

May 31, 2022 1:53:12 PM / by Larry Julius

Father's Day this year is on Sunday, June 19. Based on projections from the National Retail Federation (NRF), Southeast Michigan shoppers are expected to spend $276.5 million on the dads in their life. This is on par with the record-breaking $277.7 million spent in 2021.

“Despite growing concerns about inflation, consumers plan to spend approximately the same amount as last year in celebration of Father’s Day,” NRF President and CEO Matthew Shay said. “Spending patterns also reflect the sentimental nature of the holiday as consumers are prioritizing unique and meaningful gifts.”

The NRF projects that nearly 60%, of all Father's Day purchases in Detroit, will be for special outings, clothing, gift cards, and electronics. Although most category spending will be down slightly from last year, the amount of money spent on special outings such as dinner is expected to increase by over 8%.

Here is how this large pool of Father's Day cash in Detroit is expected to be distributed in all retail categories.

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Topics small business, small business owner, best way to advertise, consumer spending, advertising options, small business marketing, small business advertising, holiday advertising, holiday shopping, consumer confidence, father, father's day

Advertising In Detroit During A Time Of Inflation

Jan 27, 2022 9:23:22 AM / by Larry Julius

The current high rate of inflation is tempering how much Southeast Michigan business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 158,000 small businesses in the Detroit area. There is one thing each of the owners of these companies has in common, whether they own a hardware store in Southfield, a furniture store in Birmingham, or a restaurant in Royal Oak. They are all experiencing the negative consequences of inflation.

In a monthly survey conducted by the National Federation of Independent Business Owners (NFIB), inflation now ranks second as the single most important problem companies face. A year ago, inflation was barely an issue.

Inflation has not hampered the enthusiasm to spend among Detroit area consumers keeping retail sales hovering above pre-Covid levels. But, inflation is taking a dramatic toll on the amount of revenue business owners can keep.

According to the U.S. Chamber of Commerce, small business owners see inflation-fueled price increases in almost every cost of operation, including inventory, utilities, rent, and wages.

Because of these rising operational costs, Detroit business owners are looking to cut expenses where they can, including advertising expenditures. But, because there is still robust consumer demand for goods and services, these companies need to make sure that the amount they do invest in advertising has the best return possible.

By almost any marketing metric, advertising on Detroit radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.

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Topics small business, small business owner, radio advertising, best way to advertise, advertising options, small business marketing, small business advertising, advertising on radio, advertising on a budget, inflation

Online Advertising In Detroit: How Much Will Be Spent in 2022?

Jan 20, 2022 2:18:58 PM / by Larry Julius

Southeast Michigan business owners are expected to spend $1.3 billion advertising online in 2022. This, according to Borrell Associates, a company that tracks advertising expenditures across the country.

Borrell's forecast indicates that almost 50% of Detroit's online expenditures will be in the form of paid search. The most recognizable type of this advertising is the paid ads that appear adjacent to the results of almost every search query on Google, Yahoo, and Bing.

Borrell's forecast also indicates that approximately 27% of online expenditures will be in the form of display advertising. This consists of traditional banner ads that appear across millions of websites and apps, including social media platforms like Facebook and Instagram. According to SmallBizGenius.net, the average Detroit area consumer is served more than 1700 of these ads per month.

Video advertising in Detroit is forecast to account for 23% of all online ad dollars in 2022. Like search and display, millions of websites can support this type of advertising. This includes sites, apps, and platforms like YouTube, Roku Channel, Hulu, Paramount+, and most social media sites.

The remainder of online advertising dollars is expected to be spent on audio advertising, including streaming sites like Pandora and Spotify; or email marketing campaigns.

So many Detroit business owners are investing a large portion of their marketing budgets into online advertising because that's where their customers are.
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Topics millennials, social media advertising, digital advertising, online advertising, advertising options, streaming audio, social media, streaming video, internet, ad spending, internet advertising, streaming media, streaming TV, search engine marketing, display advertising

Detroit Radio Still Reaches More Local Consumers Than All Other Media

Dec 10, 2021 2:35:44 PM / by Larry Julius

When WWJ-AM became Detroit's first radio station in 1921, there was no Facebook, no Xfinity, no Sirius/XM, no Netflix, and no podcasts. It would be 26 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 100 years, Detroit 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 Detroit radio has helped Southeast Michigan 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, Detroit radio is still the most used advertising medium.

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Topics radio advertising, reach, pandora, spotify, advertising options, streaming audio, advertise on radio, advertising reach, podcasts, sirius/xm, detroit radio, advertise on detroit radio, streaming media

Advertise In Detroit: Top 5 Articles From 2021

Nov 29, 2021 11:39:22 AM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Southeast Michigan consumers are on track to spend $63-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Detroit area business owners are expected to spend $1.6 billion to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many Detroit business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInDetroit.com.  

Here are the top five most-read articles on the site in 2021:

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Topics television advertising, radio advertising, best way to advertise, social media advertising, facebook advertising, newspaper advertising, online advertising, restaurant advertising, advertising options, advertise on radio, advertising reach, small business advertising, effective advertising, advertise on detroit radio, b2b advertising, advertising on radio, advertise in Detroit, employment advertising, internet advertising, how to advertise, advertising return on investment, advertising roi

B2B Advertising: Why Job Sites Depend On Detroit Radio

Sep 2, 2021 11:53:33 AM / by Larry Julius

If you were one of the 2.8 million adults who tuned in to Detroit radio last week, then chances are excellent that you heard advertising for ZipRecruiter.  That's because the company purchased 1,032 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, nearly than 3 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 Detroit 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 Detroit 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 Detroit 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 small business, small business owner, radio advertising, best way to advertise, advertising options, Recruitment, small business marketing, small business advertising, business to business advertising, b2b advertising, indeed, zip recruiter

Who Listens To Detroit Radio Stations Online?

Aug 27, 2021 12:31:38 PM / by Larry Julius

When Detroit's first radio station, 8MK (now, WWJ), began broadcasting on August 20, 1920, 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 Detroit, 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 Detroit 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, Detroit radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 30.2% of all consumers who listen to a Detroit 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 radio advertising, best way to advertise, online advertising, advertising options, streaming audio, smart speakers, internet

Advertise In Detroit: Options For Small Business Owners

Feb 25, 2020 6:00:56 PM / by Larry Julius

Advertising is critical to the success of every Southeast Michigan small business owner.  One of the most powerful elements of any advertising campaign is how many people it reaches.

Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.

There are many ways a local business owner can advertise. This includes traditional media like Detroit radio, local TV, and newspaper. It also includes online advertising options, such as Facebook, Instagram, and Pandora.

The type of customer an individual business needs to reach depends on the goods and services a company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.

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Topics television advertising, radio advertising, consumer spending, social media advertising, facebook advertising, pandora, spotify, digital advertising, newspaper advertising, online advertising, retail, advertising options

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