In 1921, radio came to Florida. Listeners in the Fort Myers-Naples area could tune-in signals from either WQAM in Miami or WDAE in Tampa.
In 1939, however, The Fort Myers Broadcasting Company was granted a license to build and operate WFTM. The station went on the air in 1940 serving listeners in Southwest Florida.
WFTM switched its call sign in 1942 to WAAC and became an affiliate of the CBS radio network. Two years later, the call letters changed once again. This time to WINK.
Here are five facts every Southwest Florida small business owner needs to know about local radio in 2020.
1. Fort Myers Radio Reaches More Adult Consumers Every Week Than All Other Media
Each week, according to Nielsen, more SWFL consumers tune-in to local radio than watch Fort Myers television, connect to cable-TV, read the newspaper, browse social media, or listen to streaming audio sites like Facebook and Instagram.
2. Local Radio Reaches More Fort Myers Millennials Every Week Than All Other Advertising Options
The millennial generation now accounts for over 30% of every retail dollar spent in Fort Myers. This generation was the first to inject online and digital options into their daily media usage. Local radio still reaches more members of this age group than all other advertising options available to SWFL small business owners.
3. The Time Consumers Spend Listening To Fort Myers Radio Is Little Changed From One Year Ago
The onset of the Coronavirus pandemic has created significant changes in the media, work, mobility, commuting, shopping, and lifestyle habits of local consumers. Something that has not changed, though, is the length of time SWFL adults spend listening to Fort Myers radio every day.
4. Fort Myers Radio Has The Greatest Reach Among College-Educated Consumers
There are 271,800 adults in the Fort Myers 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, and they have money to spend now.
5. Advertising On Fort Myers Radio Is The Best Way To Reach Online Shoppers
SWFL shoppers are expected to spend a record $2.9 billion online in 2020, based on the most recent projections from eMarketer. This would represent year-over-year growth of 32.4%.
During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%. Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.
By any measure, the best way to reach local online consumers is by advertising on Fort Myers radio.
Last week, for instance, local radio reached significantly more online shoppers than all other local media including, Fort Myers TV, cable, newspaper, or social media.
More Advertising Advice For Fort Myers Small Business Owners
- Online Advertising In SWFL: How Much Do Local Businesses Spend?
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- Who's Spending Now? SWFL Small Business Owners Ask.
- Advertising In Fort Myers: Still Time To Ring Up Holiday Sales
- What Is The Best Way To Reach Online Shoppers In Southwest Florida?
- Small Business Advertising In SWFL: Consumers Ready To Spend
- Advertising ROI In Fort Myers: Television vs. Radio
- AVOD: Four Letters Every Fort Myers Small Business