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Larry Julius


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Advertise In Augusta: Top 5 Articles From 2021

Nov 30, 2021 8:48:57 AM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Central Savannah River Area (CSRA) consumers are on track to spend $8.1-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, Augusta area business owners are expected to spend $169.9 million 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 CSRA 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 AdvertiseInAugusta.com.  

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

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What Are Augusta Consumers Watching On TV?

Nov 18, 2021 3:24:28 PM / by Larry Julius

Every week, according to Nielsen, 444,000 adult consumers in the Central Savannah River Area (CSRA) watch something on television. But, of course, the definition of what it means to watch TV has changed since the time when the number of available viewing options could be counted on the fingers of a single hand.

Today, Augusta, Georgia area consumers have a gargantuan number of viewing choices. This includes programs from stations like WJBF, WRDW, WCES, WAGT, and WFXG. Or maybe cable and satellite systems like Xfinity, DISH, DirecTV, and WOW!. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Augusta consumers tied to the 21-inch Zenith in their living rooms. Instead, TV can be watched on giant LCDs, smartphones, and tablets from any room in the house, in the backseat of their cars, or practically anywhere else.

The best way to think about TV watching in the CSRA is in terms of three buckets:

  1. Over-the-air...including all broadcast channels
  2. Cable...including all premium and non-premium programming
  3. Internet...including all streaming services. This is also known as OTT or CTV

Here's how many Augusta area adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

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

Nov 11, 2021 4:55:49 PM / by Larry Julius

In 2020, there were 23,012 new cars and trucks registered in the Augusta 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 490 new-car dealerships in Georgia. Despite the pandemic, these dealers, including those in the Augusta area, sold $29.7 billion worth of new vehicles.

Through June of this year, these same dealers have already rung up $19 billion in new car sales.

When it comes to buying new vehicles, Central Savannah River Area (CSRA) 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 CSRA car buyers can agree on. They want an AM/FM radio smack-dab, in the middle of their dash.

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Does The Facebook Name Change Affect CSRA Advertisers?

Oct 29, 2021 4:52:12 PM / by Larry Julius

Every month, 340,000 adults in the Central Savannah River Area (CSRA) 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 the CSRA than watch local TV stations. Only Augusta 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, Augusta area businesses are expected to spend $31.7 million on social media advertising, a 26.2% 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 Augusta businesses that advertise on Facebook?

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Best Way To Reach Augusta Area Holiday Shoppers In 2021

Oct 26, 2021 4:16:49 PM / by Larry Julius

Attention Central Savannah River Area (CSRA) small business owners and retailers: nearly half of holiday shoppers are already spending money. According to the National Retail Federation, 49% of consumers will start their Christmas season shopping before Hallowe'en. 

Consumers plan to spend $997.73 on gifts, holiday items, and other non-gift purchases for themselves and their families this year, according to the annual survey released today by the NRF and Prosper Insights & Analytics.

In all, based on forecasts from Deloitte, the world's largest accounting firm, Augusta, Georgia area consumers are expected to spend between $2.2 and $2.3 billion during the holiday shopping period. This would be a 7-9% increase over 2020.

"We anticipate strong consumer spending for the upcoming holiday season. As vaccination rates rise and consumers are more comfortable being outside of the home, we are likely to see increased spending on services, including restaurants and travel, while spending on goods will continue to hold steady. A steady decline in the savings rate to pre-pandemic levels will support consumer spending and keep retail sales elevated this season," said Daniel Bachman, Deloitte's U.S. economic forecaster. "Further, e-commerce sales will continue to grow as consumers demonstrate an ongoing and steady movement toward buying online across all categories."

CSRA retailers are noticing that the opening bell for holiday shopping has rung earlier than ever for local shoppers.

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Advertise In CSRA: In-Store Shopping Exceeds Pre-COVID Level

Oct 20, 2021 2:59:40 PM / by Larry Julius

Central Savannah River Area (CSRA) consumers are on track to spend more than $7.7 billion at retail this year, based on projections by the National Retail Federation (NRF). Spending is expected to be 13.5% higher than last year.  

Some Augusta, Georgia area small business owners, though, are wondering if the spread of the Delta Variant may slow spending if consumers sense pressure on their own financial security. Shoppers, however, don't see it that way.

New research from Nielsen indicates that 82% of consumers believe their household finances will either remain the same or improve during the upcoming months.

The Nielsen study has another finding that CSRA business owners will find promising. Consumers are more likely to shop locally than they did before the onset of the pandemic, although in different ways.

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Topics best way to advertise, best way to advertise in augusta, return on investment, roi, best way to advertise in csra, consumer spending, advertising return on investment, shopping

Who Listens To Podcasts in Augusta?

Oct 11, 2021 7:40:00 AM / by Larry Julius

According to Nielsen, 21.8% of CSRA consumers listened to or downloaded a podcast during the past 30 days.

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.

Augusta, Georiga area 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 Augusta area 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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Advertising On Augusta Radio: How Smart Speakers Add Value

Sep 28, 2021 3:34:01 PM / by Larry Julius

Since 1930 when WRDW-AM signed on, CSRA small business owners have been advertising on Augusta radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 109,000 consumers in Augusta have a smart speaker in their homes, according to Nielsen. This is 28% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

CSRA consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Augusta radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

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Best Way To Reach CSRA Halloween Shoppers

Sep 23, 2021 3:42:19 PM / by Larry Julius

Augusta, Georgia business owners who sell goods and services related to Halloween can expect far more treat than trick this year.

Based on estimates from The National Retail Federation (NRF), CSRA consumers are expected to spend a record $17,881,060 on Halloween. This would be 19.3% more than was handed out in 2020.

The NRF estimates that 65% of consumers intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019 before the COVID-19 pandemic.

The top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%), and hosting or attending a party (25%).

CSRA small business owners looking to scare up a share of this Halloween cash will need to advertise to drive local consumers to their stores and websites. But, to make a difference, advertising needs to begin right away.

"This year consumers are shopping for Halloween items earlier than ever," says the NRF, "with 45% planning to shop in September or earlier and another 39% during the first two weeks of October."

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Streaming Video Terms For Augusta Small Business Owners

Sep 21, 2021 10:02:55 AM / by Larry Julius

Augusta, Georgia area business owners are expected to spend $27,969,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 26.9% higher than in 2020.

Streaming video advertising expenditures are accelerating as CSRA consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Augusta, according to Nielsen, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics august television, online advertising, television advertising, digital advertising, streaming audio, television, cable television, OTT, Streaming Video, ctv, cable tv, streaming media, internet Advertising, streaming TV

How To Fill Open Jobs In The CSRA

Sep 10, 2021 4:21:25 PM / by Larry Julius

According to the US Census Bureau, there are 212,351 businesses in the Augusta, Georgia area. Some of these companies are small. Some are large. Some sell machine parts. Some sell software. Some provide legal services. Some provide eyecare.

Regardless of the size of the business or what it sells, all of these local companies have one thing in common: they are struggling to fill open jobs with qualified candidates. This is true in Augusta as well as Aiken, Evans, Martinez, and every point in between.

Right now, across the country, according to the Bureau of Labor Statistics, there are 10.9 million open jobs. This is an all-time record.

To put this mammoth number of open jobs in perspective, the Federal Reserve says there are now five job openings per every four unemployed people.

Attempting to recruit CSRA workers from the ranks of the unemployed has proven fruitless for local companies. This is because many people who lost their jobs during the pandemic have no intention of returning to the workforce anytime soon.

There are several reasons so many CSRA workers are not coming back.

First, older workers have opted to retire earlier than expected. Second, childcare issues are making it necessary for some parents to stay home. Third, other workers cite health safety issues for the reason why they chose not to work. Finally, some of the unemployed are choosing to live off the savings they amassed during the pandemic.

So rather than focusing recruitment efforts among former employees and the ranks of the unemployed, local business owners need to target the 210,000 passive job seekers in the CSRA.

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Topics best way to advertise, best way to advertise in augusta, blue collar workers, recruitment advertising, white collar workers, best way to advertise in csra, employment advertising, indeed, zip recruiter

B2B Advertising: Why Job Sites Depend On Augusta Radio

Sep 3, 2021 11:29:35 AM / by Larry Julius

If you were one of the 362,800 adults who tuned in to an Augusta, Georgia radio last week, then chances are excellent that you heard advertising for ZipRecruiter.  That's because the company purchased more than 120,00 advertisements to air on local stations across the country 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, more than 2.8 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 Augusta 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 Augusta 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 Augusta 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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Who Listens To Augusta Radio Stations Online?

Aug 27, 2021 3:41:50 PM / by Larry Julius

Before Augusta, Georgia radio station WRDW signed on in 1930, local listeners were dependent on broadcasts from distant cities such as Atlanta. These early stations required tall antennas and miles of buried copper cable to transmit their signals.  Most radio receivers at the time were mostly handmade and involved a piece of crystalline mineral and a wire coil.

Over many decades in the CSRA, 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 CSRA 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, Augusta radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 34.8% of all consumers who listen to an Augusta 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 best way to advertise, best way to advertise in augusta, best way to advertise in csra, online advertising, radio advertising, streaming audio, smart speakers, internet, streaming media, advertising options

Advertising On Augusta Radio: The 3 Frequency Myth

Aug 19, 2021 9:25:42 AM / by Larry Julius

Every week, according to Nielsen, Augusta, Georgia radio reaches 362,800 adult consumers in the CSRA. This is significantly more people than are reached by local TV, cable, social media, streaming video, streaming audio, or newspapers.

Because of its humongous reach, CSRA small business owners advertise on Augusta radio to successfully market the products and services they sell.

Many first-time advertisers on Augusta radio will ask how many times a consumer needs to hear a commercial before they become a customer.  Often the business owner is told that to be effective, a consumer needs to be exposed to a message three times before they will buy.  Unfortunately, this prescription for a three-time frequency is more myth than substance.

A study by Nielsen provides some data-based insights about effective frequency, But first, here's the origin of the mythological rule of three.

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Best Way To Advertise In Augusta With A Limited Budget

Aug 10, 2021 12:44:36 PM / by Larry Julius

To maximize success, every Central Savannah River Area (CSRA) 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.”

According to the US Census Bureau, there are 15,499 small businesses in the CSRA This geography includes Augusta, North Augusta, Aiken, Martinez, Evans, and every point in between.  Most of these diminutive companies have limited dollars to invest in advertising.  

Advertising successfully in Augusta is achievable, though, with a small budget if the available funds are invested wisely.  Oftentimes, this means selecting one medium rather than spreading money over several.

So which medium makes the most sense for small business owners with limited budgets? By most key advertising metrics, advertising on Augusta radio is the best option.

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Back To School Shopping: CSRA Businesses Expect Record Sales

Jul 29, 2021 6:00:31 PM / by Larry Julius

There are 91,600 school-aged children in the Central Savannah River Area (CSRA).  Based on forecasts from the National Retail Federation (NRF), local parents are expected to spend a record $65.4 million to prepare these kids to return to the classroom this fall. 

Overall, the NRF expects back-to-school shoppers to spend almost 10% more in 2021 than they did last year.

“The pandemic forced parents and their school-aged children to quickly adapt to virtual learning, and they did it with an incredible amount of resolve and flexibility,” NRF President and CEO Matthew Shay said. “We enter the new school year with plans to return to the classroom and retailers are prepared to help Americans find and purchase whatever they need to make this transition as seamless as possible.”

According to the NRF, more than 51% of parents have already started buying for their K-12 students.  But, for Augusta area business owners there is still time to benefit.

The NRF reports that nearly 76% of K-12 shoppers are still waiting on lists of school supplies needed. On average, consumers have only completed 18% of the shopping.

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Advertising In Augusta: Five Amazing Facts About Local Radio

Jul 24, 2021 11:28:22 AM / by Larry Julius

Advertising is crucial to the success of Central Savannah River Area 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, Augusta area business owners are expected to spend $210 million to advertise the goods and services they sell. This represents an 8% increase versus last year.

The majority of these dollars are being spent by Augusta business owners to capture a significant share of the $7.7 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 Augusta radio. Here are the top five reasons why...

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How Often Are CSRA Consumers Online?

Jul 16, 2021 7:20:00 AM / by Larry Julius

Nealy 96% of Augusta area adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow Central Savannah River Area (CSRA) consumers to go online whenever they choose, which, for some adults, is always.

The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In total, 85% of consumers say they connect at least one time every day.

So, how are CSRA consumers spending all this time connected to the internet?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Augusta area consumers each month.

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Advertise On Augusta Radio: Still Best Option For Small Business

Jul 9, 2021 12:47:55 PM / by Larry Julius

Retail spending in the Central Savannah River Area (CSRA) is expected to reach $7.7 billion this year, a 13.5% increase versus 2020. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Since 1930, when WRDW-AM signed on as the first station in Augusta, local business owners have depended on radio advertising to help market their goods and services to CSRA consumers.  But has the Coronavirus pandemic altered the medium's ability to deliver customers to ring up sales for local retailers?

Two critical marketing metrics indicate that advertising on Augusta radio remains the best way for a small business to advertise.

The first measurement is reach. This is the number of different consumers who are exposed to an advertising campaign.

The second measure is return-on-investment (ROI). This is the amount of sales a business can expect for every one dollar invested in advertising.

Based on these metrics, here is how advertising on Augusta radio measures up to other options available to local small business owners.

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Television Advertising In Augusta: Where Are The Viewers?

Jul 2, 2021 9:09:01 AM / by Larry Julius

Broadcast television came to Augusta, Georgia in 1953 when WJBF signed on for the first time. In those days, very few local households actually owned a set, a number that would grow to 50% by 1960.

At first, Central Savannah River Area (CSRA) consumers needed rabbit-ears or outdoor antennas to receive signals from a small handful of local stations, including  WRDW and WCES. The quality of reception varied day-to-day.

By the early 1960s, however, local cable systems began to bring higher-quality, reliable reception to households throughout the Augusta area. The number of programming options, though, remained limited to affiliates of ABC, NBC, and CBS.

In 1972, viewing options began to expand as local cable began offering Augusta area consumers the opportunity to purchase premium services, including HBO, Showtime, and Cinemax.  Five years later came an explosion of non-premium cable channels such as TBS and CNN.

In the early 1990s, Augusta viewers could not only receive their television programming over-the-air or by cable, but options expanded to include satellite delivery by DishTV and DirectTV.

The next TV innovation came in 2007 as CSRA consumers started turning to the internet to watch streaming channels like Netflix and Hulu.  These new services allowed viewers to watch TV on their phones, computers, and tablets as well as their living room LCD and Plasma screens.

Today, all of this video technology offers viewers the ultimate flexibility to choose how, when, and where to watch TV.  So, what are they watching?

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Topics august television, television advertising, television ratings, television reach, television, cable television, OTT, Streaming Video, AVOD, ctv, SVOD, cable tv

CSRA Retail Sales Expected To Blow Past Forecasts

Jun 25, 2021 10:43:07 AM / by Larry Julius

Earlier this year, based on projections from The National Retail Federation, Augusta area consumers were expected to spend more than $7.7 billion at retail this year, a 6.5% increase versus 2020. New data, however, indicates spending will be remarkably higher.

The NRF revised its data this month, and now expects annual growth of 10.5% to 13.5%. Based on these revisions, the Augusta area retail economy could now top $8.1 billion. Excellent news for Central Savannah River Area (CSRA) small business owners.

“The economy and consumer spending have proven to be much more resilient than initially forecasted,” NRF President and CEO Matthew Shay said. “The combination of vaccine distribution, fiscal stimulus, and private-sector ingenuity have put millions of Americans back to work. While there are downside risks related to worker shortages, an overheating economy, tax increases and over-regulation, overall households are healthier, and consumers are demonstrating their ability and willingness to spend. The pandemic was a reminder how essential small, mid-size and large retailers are to the everyday lives of Americans in communities nationwide.”

To put in historical context for CSRA small business owners, Mr. Klenhenz noted that he anticipates the fastest growth the U.S. has experienced since 1984. The reopening of the economy has accelerated much faster than most had believed possible a year ago.

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 area consumers is by advertising on Augusta radio.

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How Much Time Do CSRA Consumers Spend Online?

Jun 4, 2021 3:44:41 PM / by Larry Julius

According to projections based on Nielsen data, 437,000 adults in the Central Savannah River Area (CSRA) have access to the internet, equivalent to 95.7% of the population. On average, local consumers are spending 9.86 hours per week online.

CSRA millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, CSRA's 25-39-year-old consumers are clocking 12.7 hours connected to the internet.

So, how are CSRA consumers spending their time online?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for CSRA consumers each month.

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Topics best way to advertise in augusta, best way to advertise in csra, social media advertising, online advertising, digital advertising, streaming audio, social media, OTT, Streaming Video, ctv, online shopping, internet

Why CSRA Kitchen & Bath Remodelers Need To Advertise Now

May 20, 2021 2:55:11 PM / by Larry Julius

In 2021, according to Nielsen, 30,023 Augusta, Georgia area homeowners are expected to spend $269 million on kitchen and bathroom remodeling. This would be an increase of 16.8% increase over last year. Sales estimates are based on data from The National Kitchen & Bath Association (NKBA).

Because of the ongoing pandemic, 278,000 Central Savannah River Area are in the process of reassessing their living spaces.

According to the NKBA, homeowners cite the kitchen and bath areas as two times more important than other spaces within the home, and the kitchen particularly gained status throughout the COVID-19 pandemic, with 70% of homeowners considering it extremely important compared to 64% before the crisis.

“After such a strong year for home remodeling in 2020, some wondered if we were approaching a home improvement spending ‘cliff.’ We’re pleased to say that’s not what the kitchen and bath market is expecting in 2021,” said Bill Darcy, NKBA CEO.

“Last year, homeowners started the work of improving their living spaces with DIY projects. And this year, with early distribution of the vaccine and other measures to reduce the public health impact of the virus, we expect to see continued renovations and more projects requiring our members.”

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Topics best way to advertise, best way to advertise in augusta, best way to advertise in csra, consumer spending, radio advertising, home improvement, remodeling, home value, home owner, kitchen remodel, bathroom remodel, construction

Advertising In Augusta: What's The Best Way To Reach Pet Owners?

May 13, 2021 9:31:40 AM / by Larry Julius

A surge in pet adoptions and sales during the pandemic has increased the number of pet owners in the Augusta, Georgia area to 242,242, according to Nielsen.

As a result, the amount of money that will be spent in the Central Savannah River Area (CSRA) during 2021 on domestic dogs, cats, birds, ferrets, and other cuddly creatures will achieve a record-high $193.2 million. These figures are based on recent forecasts from The American Pet Products Association (APPA),

“We have reached a critical milestone in 2020, generating $103.6 billion in sales [in the U.S.],” said Steve King, President, and CEO of APPA. “We are bullish for the coming year, projecting growth of 5.8% - well above the historical average of 3 to 4%."

Augusta pet owners will be spending in four ways:

  1. Food & Treats which includes everything from canned and bagged food to biscuits and chewies.
  2. Veterinary Care and Product Sales which includes routine veterinary care, surgical procedures, and sales of pharmaceuticals and other products through veterinary clinics
  3. Supplies, Live Animals, and Over-The-Counter Medications which, in addition to dogs and cats. includes fish, birds, small animals, and reptiles. This also includes cages, food and water bowls, as well as leashes and collars.  OTC includes medications for allergy relief, gastric distress, and oral hygiene.
  4. Other includes services such as boarding, grooming, and pet sitting.

To capture a significant share of the CSRA pet economy, local business owners who provide these four types of goods and services will need to advertise.  By almost any marketing metric, the best way to reach pet owners is by advertising on Augusta radio.

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Topics best way to advertise, best way to advertise in augusta, millennials, return on investment, roi, best way to advertise in csra, retail, radio advertising, radio reach, reach, retail sales, retailer, retail stores, reach and frequency, retail spending, pet owners, dog owners, cat owners

Help Wanted: The Best Way To Recruit Qualified Workers In CSRA

May 7, 2021 9:51:52 AM / by Larry Julius

The number of job openings in the Augusta, Georgia area has exceeded pre-pandemic levels, according to the Bureau of Labor Statistics.  Businesses of all sizes are adding employees in a big way, according to the ADP Research Institute, but still, large numbers of positions remain unfilled.

With the Central Savannah River Area (CSRA) unemployment rate still at 4.8%, Augusta area business owners wonder why they are having difficulty attracting applicants for open positions.

According to a recent article posted in The Economist, there are two major reasons why many sidelined workers aren't anxious to come to work. The first is fear.

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Topics blue collar workers, recruitment advertising, white collar workers, social media advertising, radio advertising, employment advertising, online job boards, social media, indeed, monster.com, linkedin, passive job seekers, active job seekers, zip recruiter

Wow!! Augusta Millennials Turn 40 This Year

Apr 30, 2021 8:42:57 AM / by Larry Julius

There are 145,100 millennials in the Augusta, Georgia area.  The oldest of them turn 40 this year. According to The Pew Research Center, millennials comprise the generation of Americans born between 1981 and 1996.

As a consumer group, millennials account for an outsized percentage of retail spending. This generation represents 32% of the Augusta area population but almost one-third of metro-area sales. 

All in, Augusta millennials are expected to ring up more than $3.1 billion in purchases during 2021.  You name it, millennials are planning to buy it.

According to Nielsen, over the next 12 months, Central Savannah River Area (CSRA) millennials will show up in huge numbers at auto dealerships, furniture stores, mattress stores, appliance stores, home improvement stores, and scores of other retailers and service providers.

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Who Listens To Augusta Radio?

Apr 23, 2021 11:48:03 AM / by Larry Julius

Every week, according to Nielsen, 88% of adult consumers tune in to an Augusta, Georgia radio station. This is significantly more people than watch broadcast TV, local cable, or video streaming services. It's more than use social media sites like Facebook or Instagram.  And, it's more than read local newspapers.

Augusta radio is also the medium with the greatest reach among millennials, a generation that not only has embraced an abundance of online media options but also accounts for nearly a third of all local consumer spending.

This reach advantage is a crucial reason why Central Savannah River Area (CSRA) small business owners depend on Augusta radio to market their goods and services.

A study released this week by Edison Research and NPR discovered that their six distinct types of radio listeners. The study also examines how each group of listeners engages with both programming and advertising.  These distinctions are important for Augusta small business owners to understand.

The six listener categories as described in the study are:

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How Much Do Augusta Business Owners Spend on Advertising?

Apr 16, 2021 2:15:05 PM / by Larry Julius

Now is a crucial time for Augusta, GA area small business owners to advertise.  

According to the Conference Board, consumer confidence has surged to 110, the highest it has been since the onset of the pandemic last March.  The index has bounced back from a low of 89.6 in February. 

Moving forward, Central Savannah River Area business owners can expect buyer optimism to remind high.

“The recovery in consumer confidence is set to continue in the coming months, buoyed by the combination of improving health conditions and wider vaccine distribution,” said Lydia Boussour, lead U.S. economist at Oxford Economics. “This should support hearty consumer spending and pave the way for a mini-boom in economic activity this spring and summer.”

As CSRA consumers gain confidence, they are expected to unleash the record $2.3-billion in personal savings amassed during the pandemic. This number is based on figures reported by Barron's in November. 

This combination of consumer confidence and the cache of cash-on-hand has led the National Retail Federation (NRF) to forecast a 7% increase in retail spending in 2021 versus last year.

To claim a significant share of the expected spending tsunami, Augusta area business owners plan to boost advertising investments this year.

According to Borrell Associates, a company that tracks advertising trends across the country, Augusta business owners are expected to spend $210 million to advertise the goods and services they sell. This represents a 6.0% increase versus last year.

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Topics best way to advertise, best way to advertise in augusta, return on investment, roi, best way to advertise in csra, radio advertising, radio reach, small business, reach, reach and frequency, reach & frequency, advertising on radio, ad spending, budget

Why Audio Advertising In Augusta Drives CSRA Purchase Decisions

Apr 8, 2021 2:21:42 PM / by Larry Julius

Augusta consumers are expected to spend nearly 7% more at retail in 2021 than in 2020. This forecast is based on recently released data from the National Retail Federation.

To lay claim to a significant share of growing consumer spending, Central Savannah River Area retailers will need to advertise.

“Think you have a great product?” asks the US Small Administration. “Unfortunately, no one’s going to know about it unless you advertise.”   

“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."

Scientifically speaking, the fastest way a marketing message can reach the areas of a Augusta consumer's brain responsible for purchase decisions is through the ear.  That's why audio advertising can be far more potent than visual messaging.

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Topics best way to advertise, CSRA small business owner, augusta small business owner, best way to advertise in augusta, Pandora, Spotify, best way to advertise in csra, retail, small business owner, small business, streaming audio, retail sales, retailer, retail stores, small business marekting, small business advertising, sirius/xm, podcasts, retail spending

CSRA Consumers Stick With Augusta Radio Despite Pandemic

Mar 31, 2021 4:09:24 PM / by Larry Julius

In 1930, when WRDW-AM became the first radio station in the Central Savannah River Area, many considered the medium a fad.  Even a 1937 hit song written by George Gershwin, Our Love Is Here To Stay, considered radio to be a "passing fancy and in time may go".

Augusta 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, Augusta 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.

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Topics best way to advertise, best way to advertise in augusta, return on investment, roi, best way to advertise in csra, radio reach, reach, coronavirus, corona, covid 19, reach and frequency, in-car listening, in-car audio, pandemic, radio listening, time spent listening, listening location, work from home, commuting

OTT & CTV: Who Watches Streaming Video In Augusta?

Mar 19, 2021 2:45:37 PM / by Larry Julius

Each week, according to Nielsen, 68.4% of Central Savannah River Area consumers watch video programs that aren't delivered over-the-air by local TV stations.  They aren't coming from a local cable company or by satellite.  Instead, these programs are being streamed directly to viewers via an internet connection.

This type of streamed video content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes are often used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In the Augusta, Georgia area, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics advertise in augusta, best way to advertise, advertise in CSRA, best way to advertise in augusta, best way to advertise in csra, online advertising, digital advertising, OTT, Streaming Video, AVOD, ctv, SVOD, internet

CSRA Homeowners Plan To Spend Stimulus Cash On Improvements

Mar 15, 2021 4:24:08 PM / by Larry Julius

Central Savannah River Area residents will begin receiving economic stimulus checks  from the Internal Revenue Service as early as today.  In all, local consumers will receive more than $705 million in payments.

This infusion of cash into the Augusta area economy was authorized by Congress last week in the American Rescue Plan legislation. 

The stimulus relief legislation calls for a one-time payment of $1,400 to single adults. Married couples who filed jointly will receive $2,800 total ($1,400 apiece). Families will get an additional $1,400 for each eligible dependent regardless of age. A family of four could get $5,600 in total payments. Like the second round of stimulus payments, the third round specifically prohibits payments to anyone who died before January 1, 2020.

Many of the stimulus dollars will end up in the wallets of 141,000 Augusta, GA area homeowners. Based on research from Modernize, a leader in the home improvement and home services industry, 57% of these consumers are planning to spend all or part of their checks on home improvement projects.

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Topics best way to advertise, best way to advertise in augusta, return on investment, roi, radio advertising, home improvement, remodeling, home owner, kitchen remodel, bathroom remodel, homeowner, replacement windows, roofing, contractor, stimulus checks

Does Anyone Listen To Augusta Radio At Night?

Mar 10, 2021 8:37:33 AM / by Larry Julius

Each week, according to Nielsen, more than 394,000 adult consumers tune-in to an Augusta radio station. This is significantly more than watch local TV or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.

But almost everyone knows (including many who advertise on Augusta radio) that consumers only listen to local radio stations during the day. Right? Wrong!

According to Nielsen, 40% of local consumers listen to Augusta radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.

For CSRA small business owners, radio's immense nighttime audience offers a unique value proposition.

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Topics CSRA small business owner, augusta small business owner, small business owner, time of day, small business, small business marekting, advertise on radio, prime time, small business advertising, radio listening, effective advertising, night, prime

Grab A Larger Share Of The CSRA's Accelerating Retail Spending

Mar 4, 2021 4:38:37 PM / by Larry Julius

Augusta, Georgia area consumers are expected to spend upward of $7.7-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, Central Savannah River Area (CSRA) retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach consumers is by advertising on Augusta radio.

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Topics CSRA small business owner, augusta small business owner, retail, consumer spending, radio advertising, small business owner, small business, retail sales, retailer, retail stores, small business marekting, web traffic, website visitors, small business advertising, online shopping, retail spending

Advertise in Augusta: How Local Consumers Use The Internet?

Feb 26, 2021 8:25:02 AM / by Larry Julius

Central Savannah River Area business owners are expected to invest $96-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, 95.2% of adult consumers in the Augusta, GA area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

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

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Topics advertise in augusta, advertise in CSRA, CSRA small business owner, augusta small business owner, social media advertising, online advertising, facebook advertising, small business owner, small business, facebook, instagram, small business marekting, social media, small business advertising, OTT, AVOD, ctv, SVOD, online shopping, internet

5 Key Advertising Stats CSRA Small Business Owners Should Know

Feb 23, 2021 8:26:49 AM / by Larry Julius

Since 1930, advertising on Augusta 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 Central Savannah River Area business to market its goods and services.

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

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Advertising In Augusta: Reaching Female Consumers

Feb 10, 2021 2:24:59 PM / by Larry Julius

There are 234,400 adult women in the Central Savannah River Area. 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 $6.6 billion and $7.6 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 Augusta small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics best way to advertise, how to advertise on augusta radio, CSRA small business owner, augusta small business owner, best way to advertise in augusta, best way to advertise in csra, working mothers, mothers, women with children, marketing to women, advertising to women, small business owner, small business, small business marekting, advertise on radio, small business advertising

How Smart Speakers Affect Advertising On Augusta Radio

Feb 4, 2021 3:18:21 PM / by Larry Julius

Augusta's first radio station, WRDW-AM, began broadcasting on June 25, 1930.  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 63 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 Augusta consumers.

In 1993, however, new technology permitted Augusta 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 Augusta radio to reach more local consumers every week than all other media.

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Topics best way to advertise, CSRA small business owner, augusta small business owner, best way to advertise in augusta, best way to advertise in csra, small business owner, small business, streaming audio, smart speakers, small business marekting, advertise on radio, small business advertising, amazon echo, siri, alexa, google home

Augusta Radio: Which Stations Do CSRA Consumers Prefer?

Jan 26, 2021 1:25:27 PM / by Larry Julius

There are 26 radio stations that serve consumers in the Central Savannah River Area of Georgia and South Carolina. 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, 393,762 adults tune-in to their favorite Augusta 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 Augusta radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.2 each week.  So, which stations do local consumers choose?

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Topics radio commercials, effective radio advertising, millennials, radio advertising, streaming audio, smart speakers, in-car listening, in-car audio, radio listening, listening location, radio formats

Advertising In Augusta: Drivers Turn Up The Radio

Jan 21, 2021 8:32:42 AM / by Larry Julius

Radio came to Georgia on March 15, 1922 when WSB went on the air. The station was owned by The Atlanta Journal.

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 Central Savannah River Area consumers.

Every week, according to Nielsen, more adults tune-in to Augusta 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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