"Advertising is totally unnecessary," says Jeff I. Richards. "Unless, you hope to make money." Professor Richards is the chair of the advertising department at Michigan State Univeristy.
If you are a Maine small business owner who wants to make the money the professor promises, then which ad medium works best...Portland radio? TV? Digital?
After considering reach data and return-on-investment analysis, media expert Doug Schoen wrote in Forbes magazine, "It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency."
"Nielsen data shows radio actually has the most reach among American media consumers," said Mr. Schoen. "Ninety three percent of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference."
Mr. Schoen was further impressed by a study by IPSOS which revealed that 52% of consumers who heard ads for Amazon's Prime Day on the radio made a purchase. "That compares with 48% of people who saw ads online and 39% who saw TV ads," he observed.
A primary reason radio advertising works so well for Maine small business owners is listener loyalty. In this era of over-abundant media options, the typical radio listener, according to a recent Nielsen study, spends 87% of their time listening to just 3 radio stations.