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Advertising On Detroit Radio Reaches Pay-TV's Cord Cutters

Jul 30, 2020 2:26:28 PM / by Larry Julius

More than one-third of Metro Detroit households are 'cord-cutters' or 'cord-nevers'. This means, they have fired their cable or satellite television providers or never subscribed at all. Instead, these consumers are choosing to find their video entertainment elsewhere.

The number of local homes that subscribe to pay-TV services began plummeting in 2013. New technologies has allowed viewers to bypass cable and satellite for more compelling content at lower prices. These cord-cutters now depend on services like Netflix, Hulu, Disney+, and Amazon Prime to fill their multiple screens.

For many years, Southeast Michigan small business owners have been investing a significant portion of their advertising budgets into cable-TV.  The medium had proven to be a low-cost, high-reach alternative to buying commercial on over-the-air television stations. 

Now, because of cord-cutting, there are 1.1 million adult consumers with unconnected TVs. This profoundly diminishes the value proposition of advertising with local cable systems.

There is a powerful and affordable solution, however, for small business owners to reach both the diminishing cable audience and the expanding number of cord-cutters.

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Topics television, small business, small business owner, television advertising, radio advertising, best way to advertise, pay-TV, cable TV, advertise on radio, small business advertising, radio commercials, satellite tv, cord-cutter

Why Metro Detroit Real Estate Agents Need To Advertise Now

May 22, 2020 2:46:22 PM / by Larry Julius

Type "DETROIT REAL ESTATE AGENTS" into Google. In slightly over a half-second, the search will deliver 13,000,000 results. Similar searches for Troy, Bloomfield Township, Ann Arbor, Grosse Pointe Park, or Birmingham produce a proportional number of returns.

Despite the economic hardships imposed by the Coronavirus crisis on Southeast Michigan consumers, the demand for real estate is booming. 

The Wall Street Journal published a trend yesterday indicating that mortgage applications for purchase a home have achieved levels equal to last year.

According to redfin.com, home buying demand is 16.5% higher now than it was pre-COVID-19 on a seasonally adjusted basis.

Redfin attributes this explosive growth in real estate shoppers to two factors, including record-low mortgage rates. The other primary driver is a migration trend from expensive metropolitan areas as buyers hunt for more space at lower prices.

To capture a larger share of the robust market, local real estate agents need to stand apart from the millions of Google results.  Advertising on Detroit radio will help accomplish this.  Here's why.

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Topics small business, small business owner, television advertising, best way to advertise, social media advertising, newspaper advertising, online advertising, streaming audio, home owners, pay-TV, home sellers, home buyers, real estate, advertise on radio

Does Cable TV Advertising Make Sense For Detroit Small Business Owners?

May 12, 2020 12:52:26 PM / by Larry Julius

Pay-TV is struggling to survive COVID-19.

Before the onset of the pandemic, Nielsen reported that 69% of Southeast Michigan area households received their television programs from cable systems, telephone companies, or satellite operators.  That number, however, is plummeting.

Pay-TV providers in the Detroit area include Xfinity, Dish, AT&T TV, Spectrum, and DirecTV.

"Cord-cutting, people dropping their cable and satellite TV subscriptions, pre-dates the onset of Covid-19. But the pandemic is exaggerating the trend, creating deeper issuers for programming that relies on those services for distribution," Eric Savitz wrote last week in Barron's.  This includes non-premium services like ESPN, TBS, TNT, USA, CNN, and Discovery.

"LightShed Partners analyst Richard Greenfield counts a loss of 1.96 million subscribers to cable, satellite TV, and virtual cable services combined in the first quarter," Savitz continued. "This is the worst combined quarterly drop ever, down 6% from a year ago."

Greenfield said in an interview with Barron’s that what is especially sobering is that most of the first quarter activity pre-dated the virus. The numbers are likely to get considerably worse in the second quarter.

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Topics television, small business, millennials, small business owner, television advertising, radio advertising, best way to advertise, pay-TV, cable TV, dish network, xfinity, direcTV, spectrum

Who Listens To Commercials On Detroit Radio?

Apr 22, 2020 10:45:53 AM / by Larry Julius

Every week, 2,985,400 adult consumers tune-in to a Detroit radio station. That is way more than are reached by other media, including local television, newspaper, social media, or streaming audio sites like Pandora and Spotify.

A more significant number for thousands of Southeast Michigan small business owners who advertise on Detroit radio is how many of these listeners stick around when their commercials come on.

A 2011 Nielsen study discovered that, on average, 93% of listeners stayed with the radio station they are tuned-to when the commercials come on. That number amazed many advertisers at the time who believed that audiences were far more likely to defect when the music stopped.

A lot has changed since 2011. Metro Detroit consumers have many more media options and can instantly connect to each  with a button-push, mouse-click, screen-tap, or voice command. With all of these choices, do radio audiences still stay tuned during commercial breaks?

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Topics television advertising, best way to advertise, social media advertising, facebook advertising, pandora, spotify, newspaper advertising, online advertising, radio advetising, streaming audio, facebook, instagram, button pushing

Advertising On Detroit Radio Remains Best Option During Corona Crisis

Apr 15, 2020 5:48:59 PM / by Larry Julius

The chaos created in Southeast Michigan by the onset of Coronavirus has been a disruptive force among consumers. 

Work routines, buying habits, family life, and media consumption have all been palpably affected. These are all factors that need to be considered by small business owners who continue to advertise their goods and services during the crisis.

Before the current chaos, advertising on Detroit radio, by any metric, was the best way a local small business could advertise.

For instance, pre-Coronavirus, 2.9 million adult consumers tuned-in to a Metro Detroit radio station every week. This is significantly more than watched local TV, read a newspaper, accessed social media, or streamed audio from sites like Pandora and Spotify.

New research released from Nielsen indicates that amidst the current crisis, listening to local radio remains little changed. This is great news for those Michigan small business owners who are depending on advertising for their long-term survival.

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Topics small business, small business owner, television advertising, radio advertising, best way to advertise, social media advertising, facebook advertising, newspaper advertising, online advertising, detroit news, corona, coronavirus, covid 19, crisis marketing

Advertise In Detroit: Reaching Millennial Parents

Mar 31, 2020 7:28:30 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen, 61% of all Detroit area 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 993,688 children under the age of 18 living in Metro Detroit. That makes the local millennial-parenting economy worth upwards of $231 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For Southeast Michigan 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 Detroit radio is the best way to reach this audience.

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Topics small business, millennials, small business owner, television advertising, radio advertising, best way to advertise, social media advertising, facebook advertising, pandora, spotify, online advertising, streaming audio, parents, working mothers, children

Coronavirus: Advertising In Detroit For Small Business Survival

Mar 24, 2020 3:48:38 PM / by Larry Julius

Metro Detroit small business owners are fighting the coronavirus battles on multiple fronts.  Their first objective is to keep their families and employees safe. Then, of course, there are the concerns of keeping their businesses healthy enough to survive current disruptions.

The business literature has an abundance of case studies showing how survival is often connected to a thoughtful communications and marketing strategy during challenging times.  

Business owners need to let Southeast Michigan consumers know if they are still open. If their hours have changed. Or if they are providing alternative shopping methods (e.g., delivery, curbside pick-up).

Most importantly, it is imperative consumers know that a business will still be there for them when the crisis is over.

For those owners who are depending on communication to preserve their business, the best option may be to advertise on Detroit radio.

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Topics small business, small business owner, television advertising, radio advertising, best way to advertise, facebook advertising, newspaper advertising, retail, return on investment, ROI, retailer, retail sales, retail store, corona, coronavirus, covid 19, restaurants

Advertising On Detroit Radio Builds Brand For Local Attorney

Mar 19, 2020 7:21:00 AM / by Larry Julius

If you were one of the 2,985,400 adult consumers who listened to  the radio in Southeast Michigan last week, then odds are you heard a commercial for the Law Office of D. Todd Williams. The firm specializes in criminal defense cases involving traffic violations, probation matters, expungements, and serious felonies.

Mr. Williams has been advertising on Detroit radio every single month for the past 23 years.

"Radio advertising has been critical to building my practice," he says. "I can tell the days when my commercials run because those are the days my phones ring."

Shortly after passing the bar exam in 1995, Mr. Williams opened his firm operating from the basement of his Rochester Hills townhouse.

Mr. Williams's first cases came from friends and their referrals.

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Topics small business, small business owner, television advertising, best way to advertise, social media advertising, digital advertising, online advertising, radio advetising, streaming audio, lawyers, attorneys, legal services

Auto Repair Business Drives Traffic With Advertising On Detroit Radio

Mar 11, 2020 7:49:00 AM / by Larry Julius

"Our franchisees love advertising on Detroit radio," says Katherine Villeneuve, Director of Marketing & Franchise Support for Auto-Lab. "They understand that radio reaches the masses, and can achieve the messaging frequency to be effective."

Auto-Lab started in 1989 as a single-independent store in Sturgis, Michigan. The company has expanded to include 21 franchises across the country. Nine of the stores are located in Metro Detroit, each operated by a local, small business owner.

Auto-Lab offers consumers the same diagnostic, maintenance, repairs, and parts as a car dealership's service department but, for what Ms. Villeneuve describes as a 'fair price'.

To drive traffic into one of Auto-Lab stores in Southeast Michigan, each franchisee contributes 3% of their gross sales to a cooperative marketing fund. Ms. Villeneuve then works with the owners to create persuasive, annual advertising campaigns.

Advertise In Detroit: Success Guide"Each of the owners has input into how the money is spent," she says. "Afterall, because they are in the stores every day, they have the best sense who their customers are."

For the last four years, the Metro Detroit Auto-Lab owners have chosen advertising on Detroit radio as the primary way to reach new customers.

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Topics small business, small business owner, television advertising, social media advertising, facebook advertising, newspaper advertising, radio advetising, retailer, retail sales, auto-lab, vehicle repair, automotive, auto repair, streaming audio

ROI: Metro Detroit Small Business Owners Turn Dimes Into Dollars

Mar 9, 2020 8:02:00 AM / by Larry Julius

Suppose a Metro Detroit small business owner woke up one morning and found a 100-year-old machine in the basement of her store. She soon discovered that every time a dime was put into the machine, one dollar came out.  Imagine, now, how profitable that business would become.

Good news: such a contraption exists,  and every business owner probably has one in their car, in their store, in their home, even on their phone. It's called Detroit radio.

Over the past few years, Nielsen has conducted more than 20 studies to determine what type of return-on-investment (ROI) a business owner  can expect from radio advertising.  Although the results varied by industry, the average company generated $100 in sales for every $10 invested. Turning dimes into dollars.

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Topics small business, small business owner, television advertising, radio advertising, best way to advertise, social media advertising, digital advertising, newspaper advertising, online advertising, return on investment, ROI

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