Southwest Florida consumers will spend $22.5 billion on goods and services over the next year. To claim a significant portion of those expenditures, small business owners need to be at the top of customers' minds when it comes time to buy.

Since 1940, when WFTM became the first radio station in Fort Myers, thousands of local business owners knew, intuitively, that advertising on the medium was a potent way to be remembered when a purchase was imminent. 

Now there is proof that radio advertising creates the brand awareness necessary to drive sales.

Southwest Florida small business owners have more advertising options than ever. Choices include television, cable, billboards, online, and newspapers. But according to Deloitte, the world's largest business consulting firm, radio "should be a big part of the mix for those buying advertising."

Some small business owners might dismiss Deloitte's advice. They might wonder, "Does anyone listen to the radio anymore?"

"But," says Deloitte, "radio has commonly been underestimated. Radio is the voice whispering in our ear, in the background of dinner, in an office, or while driving the car. It is not pushy or prominent … but it is there."