There are many ways for Tampa Bay small business owners to advertise. Options include local newspapers, local magazines, local  television, and online. But to achieve the “3-Rs” of advertising success, Reach, Recall, and Return, no other medium delivers results as effectively and efficiently as advertising on Tampa radio.

"I didn't think radio advertising would work. I was not a believer," says David Perritt, Regional Operations Manager of Lakewood National Golf Club in Lakewood Ranch, Florida.

Mr. Perritt's opinion changed after he experimented with advertising on Tampa radio stations when the club first opened in January 2017.

"I have been extremely pleased with the results," he says. "The data shows just how successful radio has been working for us. Choosing the right Tampa radio stations was crucial."

Just about every adult in Tampa Bay spent, on average, 15 hours last week listening to the radio.  As a matter of fact, more people tuned-in to their favorite Tampa radio station than watched TV; read a newspaper, or logged-on to Pandora and Spotify.

"Sure," a St. Petersburg small business owner says. "People are still tuning-in to local radio stations, but do they switch stations when my commercial comes on?"

Not to worry. Unlike TV, which makes avoiding commercials a breeze, there is no ad-skipping technology for radio.  As a result, a study by Nielsen reveals that 93% of radio listeners stick around for the ads.

This raises the question: Consumers are not button-pushing during radio commercials, but are they paying attention to the content of the advertising? Research says YES.

If you don't have time to read this entire article, then I will tell you right now. The best way for any Tampa Bay small business owner to advertise is on Tampa radio.

A key function of advertising is to build mental availability, which nudges a consumer toward the purchase of a product or service. It also serves to provide public notice that a product or service exists and is available for purchase.

Consumers in the Tampa Bay area are expected to spend at least $54 billion at retail this year. To claim a greater share of this giant pool of cash requires local business owners of every size to advertise their goods and services. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money."

The bottom line: It is difficult for anyone in Tampa Bay to purchase a product or service from a local business owner if they aren’t aware of it.

There are many ways for local area small business owners to advertise. Options include local newspapers, local magazines, local television, and online. But to achieve the “3-Rs” of advertising success, Reach, Recall, and Return, no other medium delivers results as effectively and efficiently as advertising on Tampa Radio.

In 1922, WDAE in signed on as the first radio station in Tampa Bay. Since then, local business owners have depended on radio advertising to successfully market their goods and services.

Using any advertising metric, despite the inundation of new media options, radio remains the most potent way to fulfill the marketing objectives of Tampa Bay business owners of every size.

In the age of all things digital, is advertising on Tampa radio still effective? Meet 5 local small business owners who say, YES!