Over the next 12 month, Southwest Florida consumers will spend $22 billion on retail products.

Small business owners who want to compete for a share of this cash will need to advertise. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money.”

Bottom line: SWFL consumers will only buy from retailers they know about.

There are many ways small business owners to advertise. This includes local television, newspapers, or streaming media platforms like Pandora and Spotify.

But regardless of what product a retailer sells, the best option is advertising on Fort Myers radio. Radio reaches significantly more consumers in every major retail category than all of the other media choices.