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Advertising In Augusta: Why Radio Is Still The Best Option

Jun 25, 2023 1:35:58 PM / by Larry Julius

Local businesses have been marketing their goods and services on Augusta, Georgia radio since June 25, 1930. That's when Warren Davenport and Clark Jack put Augusta's first radio station, WRDW, on the air.

Mr. Davenport and Mr. Clark were owners of Musicove, a store at 309 Eighth Street that sold radios, records, and sheet music.

The inaugural broadcast of WRDW began at 1:05 am and lasted nearly three hours. The first program included a performance by local musician J. Bernard Carpenter.

A few days later on July 3, WRDW broadcast a speech by J. Roy Cooper, a candidate for Mayor in Augusta. This was the city's first-ever political broadcast.

WRDW had several owners over the years including soul music legend James Brown.  Mr. Brown's family had moved to Augusta when the singer was four years old. 

Who could have guessed that 93 years later, advertising on Augusta radio would still be the best advertising option for all types of retailers and business owners.

Every week, according to Nielsen, Augusta radio reaches 343,125 adult consumers. This reach is significantly higher than all other advertising options including local TV, cable, social media, streaming video, online audio, and newspapers.

Reach, according to Nielsen, is the audience metric most responsible for driving the success of an advertising campaign. Only the message itself carries more sway.

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CSRA Small Business Owners Expect Record Easter Spending

Mar 29, 2023 10:04:02 AM / by Larry Julius

More than 370,575 Augusta, Georgia, area consumers are expected to celebrate Easter in 2023, according to per capita forecasts from The National Retail Federation. In all, the NRF predicts $53.2 million will be spent this year.

Not only will spending on Easter in Augusta top last year's take by 16%, but it will also blow past the spending record of $48.1 billion set in 2021.

“Easter endures as an important holiday for many Americans, signifying new beginnings and a time of celebration with friends and family,” NRF President and CEO Matthew Shay said. “As consumers plan to mark the occasion through a variety of traditions, retailers are dedicated to making this year a memorable holiday.”

According to the NRF forecasts, here's how Augusta consumers are expected to spend their Easter Holiday cash:

  • Food: $16.1 million
  • Clothing: $8.8 million
  • Candy: $8.4 million
  • Gifts: $7.3 million
  • Flowers: $3.9 million
  • Decorations: $3.8 million
  • Greeting Cards: $2.2 million
  • Other: $1.9 million

There is one obstacle, however, between small business owners and this gargantuan pool of Easter cash.

According to the NRF, the vast majority of Easter shopping will be spent at discount stores, box stores, and online. Only 22% of spending will occur at local small businesses.

 

To Keep more of this cash in the Augusta area, retailers will need to advertise to convince consumers of the values and benefits of buying from local small business owners.  According to most marketing metrics, the best way to advertise in Augusta is on local radio.

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Best Way To Advertise In CSRA: AM/FM Radio Still Rules

Aug 30, 2022 3:45:52 PM / by Larry Julius

Augusta, Georgia area small business owners have an abundance of options for advertising their goods and services. Choices include local TV, local cable, social media, streaming video, streaming audio, podcasts, and newspapers.

The best way to advertise in the CSRA, however, is on Augusta radio.

Every week, according to Neilsen, 391,000 adults tune-in to their favorite Augusta radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Augusta radio over-the-air, an incremental 17,000 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 26.3% of all Augusta radio listeners listen both online and offline.

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Advertising On Augusta TV: Where Have The Viewers Gone?

Jun 14, 2022 10:59:13 AM / by Larry Julius

During the past seven days. according to Nielsen, only 67.1% of local consumers tuned in to Augusta, Georgia television stations like WJBF, WRDW, WCES, WAGT, and WFXG.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Augusta radio. Furthermore, streaming video services such as Netflix, Hulu, Prime, and Disney+ are quickly reaching parity with over-the-air options.

The erosion of local TV station audiences is stunning when comparing prime-time ratings from the past.  In 1980, the highest-ranked TV show was Cheers with a 21.3 rating. The 30th-ranked show was The Wonder Years with a 14.2 rating.

Twenty years later, Survivor was the number one show with a 17.4 rating and Family Law was the 30th ranked show with an 8.8 rating.

Finally, in 2019, Sunday Night Football was the number one ranked show with a 10.9 rating. Survivor tied with Dancing With The Stars in 30th place with a 5.5 rating.

It is stunning to think that the number one TV show in 2019 had a 24% lower rating than the 30th-ranked show in 1980.

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Advertising On Augusta Radio Still #1 Way to Reach Consumers

Jun 8, 2022 3:05:01 PM / by Larry Julius

Every week, according to new Nielsen data, 454,900 adults tune in to an Augusta, Georgia radio station. This is more consumers than use social media, access local cable, watch broadcast TV, stream video channels, listen to streaming audio, read a newspaper, or download a podcast.

Based on per capita estimates from the National Retail Federation (NRF), Central Savannah River Area (CSRA) consumers are expected to spend between $8.7 and $8.9 billion at retail in 2022, a six to eight percent growth over the previous year. Utilizing radio's enormous advertising reach, local business owners can compel shoppers to spend this large pool of cash in their stores and on their websites.

The number of consumers reached is critical to the success of an advertising campaign.

According to a Nielsen study, after the actual content of the commercial message itself, reach is the most potent advertising element that can drive sales. Reach is more important than brand, recency, or even context. Augusta radio provides local business owners with the most significant reach among consumers.

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Father's Day 2022: CSRA Consumers Will Spend $35.3 Million

Jun 1, 2022 1:51:02 PM / by Larry Julius

Father's Day this year is on Sunday, June 19. Based on projections from the National Retail Federation (NRF), Augusta, Georgia area shoppers are expected to spend $35.3 million on the dads in their life. This is on par with the record-breaking $35.4 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 CSRA, 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 the Central Savannah River Area (CSRA) is expected to be distributed in all retail categories.

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CSRA Radio Listeners Lead The Return To 'Normal'

Apr 28, 2022 1:48:57 PM / by Larry Julius

Each week according to Nielsen, 363,800 consumers tune in to an Augusta, Georiga radio station. This is significantly more adults than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

There are two traits Central Savannah River Area (CSRA) radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 2.0 different stations each week.

Second, and of particular importance to Augusta small business owners, radio listeners are returning to 'normal' at a faster rate than the general population after more than two years of pandemic.

Since the onset of the COVID-19 crisis, Nielsen has been measuring consumer sentiment in regard to normal behaviors. In a survey conducted in March of this year, 83% of adults say they are "ready to go and feel life is becoming more normal". This is up dramatically from the same time last year.

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Advertise In Augusta: How To Book Guests For A Podcast

Apr 26, 2022 4:02:36 PM / by Jason Muth

According to Nielsen, 97.1% of Central Savannah River Area (CSRA) adults have access to the internet. An online connection is all that is needed to listen to a podcast. In all 24.7% of consumers, in fact, do listen to podcasts every month. They listen while at home, commuting, at the gym, at work, at the local coffee shop, pretty much anywhere there is WIFI or good cell service.

Most likely, at one time or another, each of the 106,769 podcast listeners in the Augusta, Georgia area has thought to themselves, “I could do that. I could launch my own podcast.” This is theoretically true.

A quick Google search by aspiring CSRA content producers will reveal which recording equipment to buy, how to edit shows, and how to post episodes for the world to hear on platforms like Apple Podcasts, Spotify Google, Stitcher, and Tune-In. The magic of being a successful podcaster, however, involves persistence, longevity, and consistently engaging content.

One element of podcasting that often adds dimension and perspective to new episodes is the use of podcast guests. Not only do guest experts supply engaging content, but usually they will participate in return for exposure without the need to shell out any cash.

But how does an Augusta business small owner get started? It’s a very chicken-and-egg situation.

A podcaster first needs to publish episodes to demonstrate to potential guests that the podcast is worthy of their participation, especially because there are so many choices. Currently, there are over 2.4 million valid podcasts in Apple’s Podcast directory alone, according to podcast industry insights expert Daniel J. Lewis.

So, what separates podcasters who stick it out for the long haul from those who give up after just a few episodes?  One of the primary factors is the subject matter and the ability to book guests.

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Social Media Advertising In Augusta: Should A Business Pay?

Apr 12, 2022 4:11:06 PM / by Ali Ahmed

According to Nielsen*, 359,403 adult consumers in the Augusta, Georgia area use social media every month, an audience that continues to expand. As a result of this growth, social media has become a crucial part of local advertising campaigns.

Social media allows Central Savannah River Area (CSRA) business owners to continually be in front of their target customers and to stay top-of-mind. It allows businesses to communicate daily and be the first company on call when needed. Social media has become essential for marketing local goods and services.

The best part is that social media is free to use for both CSRA consumers and business owners.

There is no subscription service for social media platforms like Facebook and Instagram which, according to Nielsen, are used by 76.7% of Augusta area consumers each month. There are no monthly payments or premium memberships required to unlock more services.

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How To Create A Podcast For An Augusta Small Business

Mar 11, 2022 4:24:13 PM / by Jason Muth

If you're anything like the 362,800 Central Savannah River Area (CSRA) consumers who, according to Nielsen, listen to or download a podcast every month, you probably already see the value in podcasting as a relatively new audio medium that entertains, enlightens, motivates, or informs listeners.

But if you're part of the 75% of local adults who are not regular podcast listeners, you're probably wondering why on earth would anyone want to listen to a podcast, let alone create one for their Augusta business.

Launching a podcast might seem like a daunting test for small business owners without much technical background or an understanding of how to structure a compelling conversation that will engage prospective customers.

In reality, local small business owners can easily reach new customers with podcasts and complement their traditional advertising in Augusta with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

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Advertising In CSRA During A Time Of Inflation

Jan 27, 2022 3:20:19 PM / by Larry Julius

The current high rate of inflation is tempering how much Central Savannah River Area (CSRA) business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 16,000 small businesses in the Augusta area. There is one thing each of these owners of the companies has in common, whether they own a hardware store in Aiken, a furniture store in Evans, or a restaurant in Martinez. 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 Augusta 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, Augusta 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 Augusta radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.

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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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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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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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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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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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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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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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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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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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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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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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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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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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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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Is Advertising On Twitter Right For CSRA Small Business Owners?

Jan 12, 2021 4:29:42 PM / by Larry Julius

How important is Twitter to Central Savannah River Area consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Augusta Chronicle 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 Augusta's consumers.

According to Nielsen, only about 15% of adults in the CSRA 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 Georgia and South Carolina 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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Small Business Advice: 5 Facts About Advertising On Augusta Radio

Dec 18, 2020 9:10:19 AM / by Larry Julius

Until 1930, there were no radio stations the Central Savannah River Area. Local listeners would need to tune to distant signals including WSB, a station owned by The Atlanta Journal.  WSB was Georgia's first radio station and had been on the air since March 15, 1922.

On June 25, 1930, however, Warren Davenport and Clark Jack put Augusta's first radio station, WRDW, on the air. Mr. Davenport and Mr. Clark were owners of Musicove, a store at 309 Eighth Street that sold radios, records, and sheet music.

The inaugural broadcast of WRDW began at 1:05am and lasted nearly three hours. The first program included a performance by local musician J. Bernard Carpenter.

A few days later on July 3, WRDW broadcast a speech by J. Roy Cooper, a candidate for Mayor in Augusta. This was the city's first ever political broadcast.

For 90 years, 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 Augusta radio remains a dependable way to make cash registers ring.

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

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

Dec 15, 2020 8:48:45 AM / by Larry Julius

Over 95% of Central Savannah River Areas adults have access to the internet, according to Nielsen. Almost 70% of these consumers spend more than five hours a week connected.

Nielsen reports that Augusta area 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 CSRA internet users go online each month

  • Social Media: 77%
  • Weather: 60%
  • Online Banking: 59%
  • Maps/Directions: 50%
  • Product Reviews: 48%
  • Sports Scores/News: 43%
  • Current Events: 42%
  • Restaurant Reviews: 37%
  • Real Estate: 19%
  • Job Search: 17%

And, of course, there is shopping.  Over the past three months, according to Nielsen, 76.7% of Augusta 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, Augusta businesses will spend $95 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Advertising In Augusta: Top 5 Articles From 2020

Dec 9, 2020 10:56:03 AM / by Larry Julius

As the pandemic rages on, advertising is no longer a luxury for the 5,000 small businesses in the Augusta-Richmond County, GA-SC Metro Area .  Advertising has become a tool for survival.
 
As cash becomes precious, though, Central Savannah Rivera Area small business owners and retailers need to ensure that every dollar spent  on advertising has a significant effect on sales.
 
To make the best advertising choices, thousands of CSRA business owners have sought advice and direction from www.AdvertiseInAugusta.Com.  Here is a recap of the top 5 articles read on the site during 2020.

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Who's Spending Now? CSRA Small Business Owners Ask.

Dec 4, 2020 3:42:30 PM / by Larry Julius

There are 107,300 adults in the Central Savannah River Area who have earned a four-year college or postgraduate degree, according to research from Nielsen. A study from the Federal Reserve indicates that these educated consumers have been least affected by the economic consequences of the pandemic.

"While the labor market disruptions have affected workers in a wide set of industries and occupations, those without a college degree have experienced the most severe impact," say Mary C. Daly, Shelby R. Buckman, and Lily M. Seitelman authors of The Unequal Impact of COVID-19 in the Economic Letter published by the Federal Reserve of San Francisco.

Although the unemployment rate increased among consumers of every education level in late March when the Governors of Georgia and South Carolina lockdown their states to slow the spread of the Coronavirus, the smallest increase was among those with bachelor or postgraduate degrees, according to the Bureau of Labor Statistics..

Seven months later, job recovery among those with college degrees is closer to pre-pandemic levels than consumers with lower levels of educational attainment.

Many small business owners have seen the correlation between advertising and survival during the economic crisis inflicted by the pandemic.  With precious few dollars to invest, it is crucial that every advertisement reaches consumers who have disposable income to buy. Right now, the most likely spenders are customers with college degrees.

By key advertising metrics, the best way to reach consumers with higher education is on Augusta radio.

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Advertising In Augusta: Still Time To Ring Up Holiday Sales

Dec 2, 2020 7:05:00 AM / by Larry Julius

There is cheerful news for small business owners from Aiken to Martinez and every city and town in between.

Based on the latest projections from the National Retail Federation, holiday sales are expected to grow 3.6%-5.2% over 2019.  This means despite the economic ravages of the pandemic, Central Savannah River Area shoppers will be spending between $1.3 and $1.4 billion on gifts and other trappings of the season.

The NRF forecast is based on an economic model that takes into consideration a variety of indicators including employment, wages, consumer confidence, disposable income, consumer credit, previous retail sales and weather. NRF defines the holiday season as November 1 through December 31. Numbers forecast by NRF may differ from other organizations that define the holiday season as a longer period or include retail sectors not included by NRF, such as automobile dealers, gasoline stations and restaurants.

"Consumers have shown they are excited about the holidays and are willing to spend on gifts that lift the spirits of family and friends after such a challenging year," says NRF President and CEO Matthew Shay. "We expect a strong finish to the holiday season." 

“Given the pandemic, there is uncertainty about consumers’ willingness to spend, but with the economy improving most have the ability to spend,” NRF Chief Economist Jack Kleinhenz said. “Consumers have experienced a difficult year but will likely spend more than anyone would have expected just a few months ago."

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Topics CSRA small business owner, augusta small business owner, return on investment, roi, retail, holiday shopping, christmas shopping, consumer spending, radio advertising, small business owner, television advertising, small business, retail sales, retailer, retail stores, small business marekting, small business advertising, holiday advertising, consumer confidence

Small Business Advertising In Augusta: Consumers Ready To Spend

Nov 13, 2020 8:25:38 AM / by Larry Julius

There is positive news for the 15,000 small businesses in the Augusta-Richmond County, GA-SC Metro Area,.  A majority of consumers say they are ready to start shopping again.

A lifestyle survey just released from Nielsen indicates 53% of Americans believe that despite the continuing pandemic, life is beginning to normalize, and they are likely to resume typical activities.  Nielsen refers to this majority as "Ready-To-Go".

According to the survey, Ready-To-Go consumers now perceive less risk, feel safer, and believe their cities are emerging from crisis.

The key takeaway for CSRA small business owners is that Ready-To-Go consumers are significantly more likely to start shopping within 30 days than the total population.  These buyers, according to Nielsen, are looking to spend on home improvement, professional services, auto parts/repair, shopping, food & dining, and travel.

To capture a meaningful share of the money Ready-To-Go consumers will be spending requires local small business owners to advertise.  By almost every metric, advertising on Augusta radio is the best advertising option.

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Advertising ROI In CSRA: Television vs. Radio

Nov 9, 2020 4:05:32 PM / by Larry Julius

Every week, according to Nielsen, significantly more consumers are reached by local radio than by Augusta TV.

For Central Savannah River Area small business owners whose marketing budgets have been ravaged by the pandemic, though, the question is which of these media can provide the best return for their advertising investments. An ROI study conducted by Nielsen and commissioned by Cumulus Media | Westwood One provides a conclusive answer.

Between April 30 and May 27 of this year, Nielsen analyzed the sales results of a major retailer who conducted an advertising campaign on both radio and television during that period.  

Using  their Portable People Meter panel of 80,000 consumers, Nielsen measured the purchase behavior of consumers who were exposed to the advertiser's commercials on both radio and television. To learn more about the methodology, click here.

The result of the study indicates that the money invested in radio advertising had a much stronger return than the money spent on TV.

Here are the key findings of the ROI study:

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Topics CSRA small business owner, augusta small business owner, return on investment, roi, retail, august television, radio advertising, small business owner, television advertising, small business, television, retail sales, retailer, retail stores, small business marekting, small business advertising

AVOD: Four Letters Every Augusta Small Business Owners Should Know

Nov 3, 2020 8:42:27 AM / by Larry Julius

Before we explain AVOD, it is important to understand SVOD.

Central Savannah River Area small business owners may not be familiar with SVOD, but chances are they let it into their homes and onto their phones.

SVOD is the abbreviation for Subscription Video On Demand. That is the collective name for streaming networks like Netflix, Hulu, Disney+, and Amazon Prime.  For a monthly fee, these services provide commercial-free access to TV shows, original content, and movies.

These SVOD networks are delivered to viewers' phones, tablets, computers, and smart-TVs via the internet and not over-the-air or cable systems.

SVOD makes up a significant part of what advertisers refer to as OTT (Over-The-Top-Television) and CTV (Connected-Television). OTT/CTV is video-programming content that viewers can only watch on smartphones, tablets, computers, smart-TVs, Amazon Firesticks, and Roku Sticks.  Nielsen reports that 91% of CSRA adults own at least one of these devices.

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Advertising On Augusta Radio Is Back In The Driver's Seat

Oct 28, 2020 7:56:02 AM / by Larry Julius

There are more than 357,000 car radios in the Augusta area. In early April, though, many of these devices became quarantined along with their owners. That was the day when the Governors of Gerogia and South Carolina shut down their states to slow the spread of COVID-19.

According to the Apple Mobility Index, the Governors' public-safety orders caused traffic on CSRA roadways to plummet to 45% of pre-pandemic levels.

By the beginning of July, however,  the AMI indicates that traffic in Augusta began to exceed pre-Covid levels. The surge in mobility is due, in part, to work-from-home, furloughed, and laid-off employees returning to their workplaces.

According to Nielsen, during the week of April 30, only 39% of adults with jobs were working outside-the-home.  During the week of October 1, though, that number had expanded to 61%.

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Augusta Retail Sales Are Growing. Is It Time To Advertise?

Oct 20, 2020 10:46:25 AM / by Larry Julius

Now would be a good time for Central Savannah River Area small business owners to consider increasing their advertising expenditures.

There are just over 15,000 small businesses in the Augusta-Richmond County, GA-SC Metro Area, according to the U.S. Census Bureau.  Based on some promising retail sales data, the Overall  Sentiment Index among local small business owners has improved 31.3% between April 26 and October 12 of this year.

The best news for business owners came from the Commerce Department on Friday when it reported that retail sales rose by a seasonally adjusted 1.9% in September.  This is the fifth straight month of gains.

Local retail gains are being powered by improving consumer confidence and a large pool of cash sitting in people's savings accounts.

The Conference Board's Consumer Confidence Index jumped to 101.8 in September, up 17.9% from August. This means consumers are in the mood to spend. Fortunately, they have money in the bank to do so.

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Topics CSRA small business owner, augusta small business owner, millennials, return on investment, roi, retail, consumer spending, small business owner, small business, retail sales, retailer, retail stores, small business marekting, small business advertising, millennial parents, consumer confidence, purchase intent

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