Small Business, Big impact!
As a small business owner, you are not alone! There are millions of small businesses across the United States traveling the same road as you each and every day. Although your business operates in its own unique fashion, the cumulative impact of the small business sector is enormous, and there are trends in media and advertising that effect US all.
Small business is BIG! according to the SBA:
- The 28 million small businesses in America account for 54% of all U.S. sales.
- Small businesses provide 55% of all jobs and 66% of all net new jobs since the 1970s.
- The 600,000 plus franchised small businesses in the U.S. account for 40% of all retail sales and provide jobs for some 8 million people.
- The small business sector in America occupies 30-50% of all commercial space, an estimated 20-34 billion square feet.
Local Family Owned Small Businesses are the Life’s Blood of our Economy
“The small business sector is growing rapidly. While corporate America has been “downsizing”, the rate of small business “start-ups” has grown, and the rate for small business failures has declined.
- The number of small businesses in the United States has increased 49% since 1982.
- Since 1990, as big business eliminated 4 million jobs, small businesses added 8 million new jobs.”
We don’t need middle men or lead generators or Oligarchs or banks, because we have each other, our own media; very soon our own currency.
Local Family-Owned Businesses – “Atlas” is about to “Shrug” and YOU are being asked to join us. Here are the trends that affect us all: according to The Wall Street Journal “Digital ad spending increased 16% in the the U.S. between October and June, as the medium continues to capture market share from television and other traditional media categories, according to new data from Standard Media Index. (SMI), which tracks 80% of national U.S. agency spending, estimates that digital ad spending from October through June was up $3 billion compared to the year-ago period, with about $1 billion in “organic” growth, meaning it wasn’t at the expense of any other media segment’s budget. SMI says that the rest of digital’s growth is being fueled by the flow of ad dollars away from traditional media, particularly TV. The research firm estimates $1.1 billion of national TV ad dollars, $400 million in local TV and syndication spending, $350 million of print ad dollars and $150 million of radio spending flowed to the digital bucket from October to June, compared with the year-earlier period. Despite digital media’s rapid growth, television still accounts for the bulk of marketers’ ad spending. SMI estimates advertisers spent $25.5 billion on national TV and $6.4 billion on local and syndicated TV from October through June, in comparison to $22 billion spent on digital over those nine months.”
Meanwhile, more and more of us are opting out of Cable and Satellite Television:
Due to demand, and digital alternatives, the Main Stream Media is compelled to make their content available online, or to lose their audience all together:
According to Digital Trends
“A revolution has begun. Fed up with constantly increasing prices, endless fees and taxes, and programming packages that include 40 channels you don’t want for every one that you do, cable and satellite customers across the US are kicking their service providers to the curb by cutting the cord and sourcing their TV programming elsewhere. ”
And it does not stop there: according to Pew Research
“Steep revenue and circulation declines across the newspaper industry have left many newspapers struggling. Over the past decade, weekday circulation has fallen 17% and ad revenue more than 50%. In 2014 alone, three different media companies decided to spin off more than 100 newspaper properties, in large part to protect their still-robust broadcast or digital divisions.”
So where does all this leave you, the small, independent, often family-owned small businessperson, when planning your advertising?
The good news is that it leaves US in the drivers seat!
By aggregating our ever-increasing buying power, and leveraging our advertising with a blend of digital media leveraged by, and fed from fading traditional media (which still has reach, especially with older consumers), we can literally take over, eliminating the megalomaniacs, lead generators, and behemoth middle men who buy our markets, then sell them back to us, per click, per lead, or per column inch until our money runs out, without contributing anything of value to US, or our customers!
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