The economy over the last 18 months could best be described as quirky. The headlines from CNBC and D.C. often paint a picture of strength—stocks are up, unemployment is low. But when we talk with media companies in small and mid-sized markets like those in Wisconsin, the tone is more restrained. Advertising sales are flat to down. Media companies’ clients are anxious about next week (don’t even ask about next quarter). We’re deep in a kind of millennial malaise.
But beneath the headlines and high-level summaries, there are pockets of growth, particularly along the Main Streets of our communities. One standout growth area is coming from the wave of businesses formed in the wake of the pandemic five years ago.
According to U.S. Treasury data featured in Borrell Associates’ 2025 report, new business applications are now 50 percent higher than pre-pandemic levels, with roughly 430,000 applications filed each month. The Census Bureau estimates this will result in 336,000 actual employer businesses in 2025.
Wisconsin is part of that boom. The UW Extension’s Community Economic Development program reports that since 2020, about 500 new businesses are being created every month in Wisconsin. In 2023 alone, business openings outpaced closings in the state by 5,200.
As these young businesses mature, their need for professional marketing solutions expands. The small business owner who launched with a free Wix site and Facebook page doesn’t have the time—or skills—to manage serious marketing growth. The “One-Truck Chuck” who now oversees a whole crew isn’t tracking the latest SEM algorithm updates. He needs new strategies—and broadcast can help him stand out.
That’s where local media comes in. As a matter of fact, the Borrell Report, which was released a few weeks ago, noted that businesses founded post-2020 are actually MORE likely to want to increase spending in radio, television, and event marketing than older businesses.
The challenge, though, is finding these newer businesses. They’re not always easy to spot. If they’re marketing, they’re likely using digital—and digital ads are targeted. If you’re not actively looking for a plumber, you won’t see their ad.
It’s always a good time to prospect for new business—but when you or your team is doing that, don’t rely on the methods you used five years ago. Use AI tools. Explore by vertical. Search “near me.” Get creative. And discover these new businesses ready for your company’s marketing skills.
Because there are 500 new reasons every month to reboot your prospecting strategy in Wisconsin. Don’t wait for them to find you—go find them.
I’ve spent the last year working with broadcasters of all sizes across the country develop their digital revenue strategy. There’s lots of success stories out there, and if you haven’t started, or your program needs a jump-start, the time is now to get started.
The WBA Digital Hotline is a free service of the Wisconsin Association of Broadcasters. If you have any questions about your digital program, reach out to Chris Brunt at Chris@jacobsmedia.com
