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Advertising In Fayetteville: Why Radio Is Still The Best Option

Jun 25, 2023 1:18:33 PM / by Larry Julius

Local businesses have been marketing their goods and services on Fayetteville, North Carolina radio since 1939. That's when WFNC, was granted a license from the Federal Radio Commission.

The owner of WFNC was Wall Christian Ewing who, at the time, also owned a wholesale fertilizer business in the city. He had also been the Chairman of the Cumberland County Democratic Party and had spent time serving in the North Carolina legislature. 

Who could have guessed that 84 years later, advertising on Fayetteville radio would still be the best advertising option for all types of retailers and business owners.

Every week, according to Nielsen, Fayetteville radio reaches 282,794 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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Topics reach, Streaming Audio, small business, Radio Listener Profile, small business owner, fayetteville small business owners, best way to advertise, media options, reach & frequency, small business marketing, advertising reach, small business advertising, radio listening, share of ear, streaming media, advertising options

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

Aug 30, 2022 3:31:46 PM / by Larry Julius

Fayetteville, North Carolina 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 Fayetteville, however, is local radio.

Every week, according to Neilsen, 301,668 adults tune-in to their favorite Fayetteville radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Fayetteville radio over-the-air, an incremental 7120 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 22.9% of all Fayetteville radio listeners listen both online and offline.

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Topics roi, return on investment, small business, small business owner, fayetteville small business owners, best way to advertise, radio advertising, small business marketing, small business advertising, advertising return on invesment, advertising return on investment, advertising roi

Advertising On Fayetteville Radio in 2022: Five Things to Know

Jul 20, 2022 3:45:14 PM / by Larry Julius

North Carolina business owners have depended on Fayetteville radio to market their goods and services since WFNC, the city's first radio station, went on air in 1939. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 8,690 small business owners to create and maintain customers.

Here are five facts every business owner should know about advertising on Fayetteville radio in 2022.

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Topics small business, Radio Listener Profile, small business owner, fayetteville radio stations, fayetteville small business owners, best way to advertise, fayetteville radio, radio advertising, small business marketing, advertising on radio, small business advertising, radio history, radio formats, who listens to radio, car radio, radio recruitment advertising, online radio advertising, am/fm radio

Advertising In Fayetteville: Where Have The TV Viewers Gone?

Jun 14, 2022 10:58:28 AM / by Larry Julius

During the past seven days. according to Nielsen, only 65.7% of local consumers tuned in to Fayetteville, North Carolina area television stations like WRAL, WECT, WTVD, and, WUNC.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Fayetteville 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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Topics television, TV, small business, small business owner, fayetteville television, fayetteville TV, fayetteville small business owners, best way to advertise, television advertising, small business marketing, pay-TV, cable television, dishTV, direcTV, AT&T TV, small business advertising, cable-tv, satellite television, ott, ctv, svod, avod, streaming TV, local television

Father's Day 2022: Fayetteville Consumers Will Spend $27.5 Million

May 31, 2022 4:49:23 PM / by Larry Julius

Father's Day this year is on Sunday, June 19. Based on projections from the National Retail Federation (NRF), Fayetteville, North Carolina shoppers are expected to spend $27.5 million on the dads in their life. This is on par with the record-breaking $27.7 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 Fayetteville, 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 Fayetteville is expected to be distributed in all retail categories.

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Topics small business, small business owner, fayetteville consumers, fayetteville small business owners, best way to advertise, holiday shopping, consumer spending, small business marketing, small business advertising, holiday advertising, consumer confidence, advertising options, father, Father's Day

Fayetteville Radio Listeners Lead The Return To 'Normal'

Apr 28, 2022 3:34:47 PM / by Larry Julius

Each week according to Nielsen, 323,000 consumers tune in to a Fayetteville, North Carolina 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 Fayetteville radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 1.8 different stations each week.

Second, and of particular importance to Fayetteville 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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Topics Retailer, retail, small business, small business owner, fayetteville small business owners, best way to advertise, consumer spending, radio advertising, educated consumers, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, small business advertising, consumer confidence, retail spending

Advertise In Fayetteville: How To Book Guests For A Podcast

Apr 26, 2022 4:49:05 PM / by Jason Muth

According to Nielsen, 93.5% of Fayetteville, North Carolina adults have access to the internet. An online connection is all that is needed to listen to a podcast. In all 17.5% 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 61,530 podcast listeners in the Fayetteville 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 Fayetteville 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 a Fayetteville 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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Topics small business, small business owner, fayetteville small business owners, small business marketing, small business advertising, podcasts, podcasting

Advertise In Fayetteville: Retail Spending To Top $6.7 Billion in 2022

Mar 23, 2022 12:24:15 PM / by Larry Julius

There are 8,690 small business owners in the Fayetteville, North Carolina area, according to the US Census Bureau. Each of these companies will need larger advertising budgets to successfully compete for a fair share of the expected explosion in consumer spending this year.

Based on new forecasts from The National Retail Federation (NRF), Fayetteville area consumers are expected to spend between $6.7 and $6.8 billion at retail in 2022, a six to eight percent growth over the previous year.

The NRF's forecasts exclude restaurants, gas stations, and automotive dealers. Included in the numbers, though, are non-store and online sales, which, in Fayetteville, could reach as high as $1.6 billion this year. This level of spending would be 13% more than in 2021.

Even though the rate of growth rate for 2022 is lower than the 14% jump in 2021, the NRF points out that this year's spending will be well ahead of the 10-year,  pre-pandemic growth rate of 3.7%

To participate in the expected surge in retail spending will require Fayetteville business owners to advertise. Especially if retailers want to hold their own against the continued growth of non-store and online competition.

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Topics Retailer, reach, roi, return on investment, retail, small business, small business owner, fayetteville small business owners, best way to advertise, radio advertising, reach & frequency, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, advertising reach, small business advertising, retail spending, advertising return on invesment, advertising return on investment

How To Create A Podcast For A Fayetteville Small Business

Mar 11, 2022 4:36:48 PM / by Jason Muth

If you're anything like the 323,033 Fayetteville, North Carolina 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 82% 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 Fayetteville 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 Fayetteville with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

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Topics small business, small business owner, fayetteville small business owners, best way to advertise, internet advetising, digital advertising, online advertising, small business marketing, small business advertising, podcasts, podcasting

Advertising In Fayetteville During A Time Of Inflation

Jan 27, 2022 3:08:33 PM / by Larry Julius

The current high rate of inflation is tempering how much Fayetteville, North Carolina business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 8,700 small businesses in the Fayetteville area. There is one thing each of the owners of these companies has in common, whether they own a hardware store in Dunn, a furniture store in Lumberton, or a restaurant in Hope Mills. 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 Fayetteville 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, Fayetteville 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 Fayetteville radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.

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Topics roi, return on investment, small business, small business owner, fayetteville small business owners, best way to advertise, media options, radio advertising, advertising on a budget, small business marketing, small business advertising, advertising return on investment, advertising options, inflation

Best Way To Reach Fayetteville Holiday Shoppers In 2021

Oct 26, 2021 4:39:06 PM / by Larry Julius

Attention Fayetteville, North Carolina 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, Fayetteville consumers are expected to spend between $1.7 and $1.8 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."

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

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Topics Retailer, roi, return on investment, retail, small business, small business owner, fayetteville small business owners, holiday shopping, christmas shopping, children, millennial parents, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, small business advertising, holiday advertising, parents, retail spending, advertising return on invesment, advertising return on investment, shopping

Advertising On Fayettville Radio: How Smart Speakers Add Value

Sep 28, 2021 5:17:29 PM / by Larry Julius

Since 1939 when WFNC-AM signed on, local small business owners have been advertising on Fayetteville, North Carolina 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 60,000 consumers in Fayetteville have a smart speaker in their homes, according to Nielsen. This is 17.2% 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.

Fayetteville 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 Fayetteville 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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Topics Streaming Audio, small business, small business owner, fayetteville small business owners, online advertising, how to advertise, radio advertising, effective advertising, siri, alexa, smart speakers, amazon echo, google home, small business marketing, small business advertising, radio listening, apple

B2B Advertising: Why Job Sites Depend On Fayetteville Radio

Sep 3, 2021 11:43:19 AM / by Larry Julius

If you were one of the 266,600 adults who tuned in to Fayetteville, North Carolina 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 Fayetteville 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 Fayetteville 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 Fayetteville 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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Topics recruitment advertising, b2b, business to business, small business, small business owner, fayetteville small business owners, best way to advertise, business owners, effective radio advertising, radio advertising, small business marketing, small business advertising, indeed, advertising options, ziprecruiter

Advertising On Fayetteville Radio: The 3 Frequency Myth

Aug 18, 2021 5:04:19 PM / by Larry Julius

Every week, according to Nielsen, Fayetteville, North Carolina radio reaches 266,600 adult consumers. 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, area small business owners advertise on Fayetteville radio to successfully market the products and services they sell.

Many first-time advertisers on Fayetteville 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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Topics frequency, reach, small business, small business owner, fayetteville small business owners, effective radio commercial, effective radio advertising, effective advertising, reach & frequency, small business marketing, advertising reach, small business advertising, effective frequency

Best Way To Advertise In Fayetteville With A Limited Budget

Aug 10, 2021 12:22:59 PM / by Larry Julius

To maximize success, every Fayetteville, North Carolina area 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 14.444 small businesses in the Fayetteville area. This geography includes Fayetteville, Dunn, Lumberton, and every point in between.  Most of these diminutive companies have limited dollars to invest in advertising.  

Advertising successfully in Fayetteville 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 Fayetteville radio is the best option.

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Topics Retailer, reach, roi, return on investment, retail, small business, small business owner, fayetteville small business owners, best way to advertise, effective radio commercial, radio commercials, reach & frequency, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, advertising reach, small business advertising, retail spending, advertising return on invesment, advertising return on investment, duplication

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