Advertising is crucial to the success of Southeast Michigan business owners. According to Investopedia, "lack of adequate marketing and publicity are among the issues that drag down small business".

According to Borrell Associates, a company that tracks advertising trends across the country, Detroit business owners are expected to spend $2 billion to advertise the goods and services they sell. This represents an 8.0% increase versus last year.

The majority of these dollars are being spent by Detroit business owners to capture a significant share of the $63 billion dollars local consumers will be spending this year. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Of course, there is an over-abundance of ways a local business owner can advertise. Perhaps the best way to generate sales from local consumers is with Detroit radio. Here are the top five reasons why...

Since March 2020, when the first case of COVID-19 was reported in the Detroit area, more than 427,849 local people have been infected, according to data collected by USA Facts. The measures imposed to contain the outbreak have transformed the way consumers work, shop, commute, and conduct the business of everyday life.

One aspect of daily life in Detroit that remains little changed due to the pandemic is radio listening. Despite the Coronavirus crisis, radio has held its long-held position as the most used of all local media. This is good news for area business owners who depend on radio for marketing their goods and service.

Each week, according to Nielsen, 2.8 million adult consumers tune-in to a Detroit radio station.  This is significantly more people than are reached by all other local advertising options, including TV, cable, streaming video, streaming audio, social media, and newspapers.

In 1920, when WWJ became the first radio station in Southeast Michigan, many considered the medium a fad.  Even in 1937, a hit song by George Gershwin, Our Love Is Here To Stay, considered radio to be a "passing fancy and in time may go".

Detroit radio, however, has survived the advent of talking-movies, television, eight tracks, and cassettes in stereo.  More recently, radio has withstood a tsunami of digital options including, YouTube, SiriusXM, Pandora, and Spotify.

As the Coronavirus pandemic rolls over into a second year, Detroit radio has hung tough and not ceded its ground despite listener's shifting lifestyles.  This is crucial news for local small business owners who depend on local stations to market their goods and services.

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.

Before COVID-19, most listening to Detroit radio happened outside the home. Southeast Michigan consumers were tuning-in to their favorite stations from the car on the way to their job. Then, they tuned-in when they arrived at work. They listened again during the commute back home.

Nielsen recently surveyed consumers who worked from home before and during the novel coronavirus outbreak. The results show, as of June, 66% of respondents now work from home full-time as a consequence of the pandemic.

As consumers are compelled to work from their houses and curtail their commutes, the share of at-home listening to Detroit radio has grown by 31%, according to Nielsen.