P ower o f maga z i ne s
What % of Us adults say they read magazine media in the last 6 months?
When more than 1,400 Us advertisers were asked which medium offers the highest roI, which was on top?
90%
Magazines With a $3.94 return for every $1 spent, A full 50% higher than the $2.63 average roI from digital display and more than double the $1.52 from digital video.
the hi ghest of a l l t ime. This even includes 93% of those under 35 and 95% of those under 25.
searCh PoP uPs
25%
(Digital First Content Marketing: the return of Print - CMo by Adobe, 2016)
Brand Purchase Intent
(Marketing sherpa, 2017)
Brand favorability
Print Ad Awareness
Brand Awareness
(The Association of Magazine Media, citing a study by Millwood brown Digital, 2007-2015)
Print is memorable.
Print creates an emotional connection. Print builds relationships. Physical material is more “real� to the brain, involves more emotional precessing, is better connected to memory, with greater internalization of ads-all important for brand associations. (Forbes)
12.2
outdoor
m i n u t e s
Entrepreneurial Organization 7.3
radio
20-25
17.6
Catalogues
time sPent reading a magazine
8.3
tV
82% 80% 76% 71% 69% 61%
Focus
n 1-2 exposures n 5+ exposures
16.9
What is the average
Unleashing the power of entrepreneurship, finding the ideal 401(k) plan, navigating the legal world of service animals and changing lives with hearing aids. A little focus is what it takes to seize these opportunities.
Print lift with increased exposure
9.5
Print.
The average time spent on a website is 2 minutes
18.4
t rust the most ?
increased exPosure to Print ads
10
of all media, which do Us internet users say they
Special Advertising Section
The Power of Entrepreneurship in Columbus Everhart Advisors
401(k) Plans that Meet Your Your Needs Hearing Health Solutions
Changing Lives with Innovative Hearing Aids Taft Stettinius & Hollister LLP
Animals in the Workplace For advertising information call Columbus Ceo at 614-540-8900 or email skendall@columbusceo.com. For your complimentary subscription to Columbus Ceo visit columbusceo.com. August 2018 l ColumbusCEO
87
Special Advertising Section
Focus Entrepreneurs’ Organization
The Power of Entrepreneurship in Columbus Small businesses are powering central Ohio’s economic strength.
W
e’ve heard many times about the importance of entrepreneurs and their impact on the economy. But do we really understand what this means and how it translates to where we live and work ourselves? Business analysts and government agencies recognize that entrepreneurs are the backbone of the modern economy. In fact, it is a widely held belief that one of the reasons the United States is such a dynamic, innovative, and prosperous nation is because of the numerous business entrepreneurs upon which the economy is built. The fact is that entrepreneurs create jobs and innovate and grow the economy. Often, it’s the huge corporations that many of us think of when we consider the power of entrepreneurship and its impact on our economy. However, most analysts dispute this belief, noting that the small business is the most important cog in the United States economy after consumer spending. The Importance of Small Business A small business is defined as an independent business having fewer than 500 employees. In 2011 [the
88 ColumbusCEO l August 2018
most current data available by the Small Business Administration], there were 28.2 million small businesses in the U.S., compared to 17,700 firms with 500 employees or more. These small businesses make up: • 99.7% of United States employer firms • 63% of net new privatesector jobs • 49% of private-sector employment • 42% of private-sector payroll • 46% of private-sector output
Small businesses are critical to economic growth since they contribute 65 percent of all new jobs. Without small businesses, the economy won’t grow. And without entrepreneurs, small businesses (and large) will not exist. Columbus and the Entrepreneur The relationship of entrepreneur to business to impact on the economy is not simply a concept that exists at a macro level. Ohio has nearly 1 million small businesses (99.6 percent
of all businesses) and 2.1 million employees of small businesses (46 percent of all employees). As Ohio’s largest city, and the 14th-largest in the U.S., Columbus ranks third in growth of entrepreneurship, according to The Kauffman Institute. Additionally, Inc. com ranked Columbus third on their list of the best cities to start a business, and Business.org named it one of the top five best cities for entrepreneurs and startups. How do we ensure that we continue our focus on entrepreneurship so that we continue to grow Columbus? 1. Educate ourselves about the power of entrepreneurship and small business economic impact. Read as much as you can. 2. Support the initiatives that Columbus’ business leaders, government agencies and local networks are building. 3. Participate in entrepreneurial peer groups such as Entrepreneurs’ Organization (EO). The Entrepreneurs’ Organization (EO) helps leading entrepreneurs learn and grow through peer-to-peer learning, once-in-a-lifetime experiences and connections to experts. EO is the only global network exclusively for entrepreneurs with 12,000-plus leading entrepreneurs in 173 chapters and 54 countries, and a top 5 chapter in Columbus. With each entrepreneur, business leader, and community member committed to understanding the power of entrepreneurship, Columbus will continue its ascent as a growth city, providing more opportunities to all of us who live and work here.
Special Advertising Section
Focus Everhart Advisors
401(k) Plans that Meet Your Your Needs Building well-designed plans to ensure longterm financial health for your employees
E
verhart Advisors has helped employers offer their employees elite retirement plans since 1995. “Our goal is simple: Help workers understand, prepare for and achieve successful retirement outcomes,” says Brian Hanna, senior retirement plan consultant for the Dublinbased retirement plan advisory firm. Enrollment in a well-designed retirement package “helps attract and retain the best people and allows them to be more productive.” In recognition of its “commitment to their par-
ticipants’ financial health and retirement success,” Everhart was recently named PLANSPONSOR magazine’s 2018 Plan Adviser of the Year in the Mega Team category. This category includes the nation’s largest advisory firms. Everhart has more than $2 billion in assets under advisement and serves nearly 300 companies. Central Ohio clients include: Donatos Pizza, Quantum Health, Ohio State Bar Association, MedVet, Rogue Fitness, and Kegler Brown Hill + Ritter. So, with some help from
Hanna, let’s take a look at the Everhart game plan to help employers offer elite 401(k) retirement plans. Overcoming inertia: Most 401(k) retirement plans require employees to opt-in. “The mere fact that you have to take action stops people from entering the plan and reduces the number of employees who participate in your plan,” Hanna says. “The solution is automatic enrollment that eliminates the inertia of decision-making.” Everhart experience has shown that automatic enrollment using a contribution of 6 percent of a worker’s salary leads to the vast majority of employees staying in the plan. Automatic escalation: While 6 percent is a good start, it’s not enough over the long haul, which means it’s important for employees to gradually increase the amount they invest in their retirement. Once again, inertia comes into play. The solution is automatic escalation. “On an annual basis, January 1 or the anniver-
Appropriate investments: The Pension Protection Act of 2006 expanded the fiduciary protections for employers implementing automatic enrollment in 401(k) plans to include qualified default investment alternatives (QDIA). A QDIA is an investment that may be used for retirement plan contributions in the absence of direction from the employee. This benefits plan participants “through improved asset allocation and diversification, which are key to helping employees achieve the retirement they envision” Hanna says. One-on-one counseling: Surveys show that employees want the type of expert advice Certified Financial Planners can offer. “Access to information and tools is not the issue; most employees are not financial experts and they’re looking for help from an objective third party,” Hanna says. Everhart offers this service, and their Certified Financial Planners are adept at explaining the complexities of financial planning in simple English. How much is enough: There is no single answer. Everyone’s financial and lifestyle needs are different. “We tell people,” Hanna says, “that if you invest 10 percent to 15 percent of your compensation every year over your working lifetime, invest it wisely, and stay the course through all the ups and downs in the market, you should be well prepared for a successful retirement.”
90 ColumbusCEO l August 2018
PLANSPONSOR
sary of their hire date, the contribution is automatically escalated by 1 percent or perhaps 2 percent,” Hanna says, adding most clients put a cap on the automatic escalation.
RETIREMENT PLAN ADVISER MEGA TEAM THE YEAR
2018 Is your 401(k) advisor a focused expert?
PREPARING PARTICIPANTS. PROTECTING FIDUCIARIES. 535 Metro Place South Suite 100 Dublin, OH 43017
614.717.9705 everhartadvisors.com info@everhartadvisors.com
For more information visit: http://everhartadvisors.com/retirementplanadviseroftheyear/ Securities are offered through Mid Atlantic Capital Corporation (MACC), a registered Broker Dealer, Member FINRA/SIPC. Financial Advice is offered through Everhart Advisors a Registered Investment Adviser. Everhart Advisors is not a subsidiary or control affiliate of MACC.
Special Advertising Section
Focus Hearing Health Solutions
Changing Lives with Innovative Hearing Aids The largest privately owned hearing-aid practice in central Ohio is the preferred local provider of Lyric, the most technologically advanced invisible hearing aid on the market.
T
he audiologists at Hearing Health Solutions have seen time and time again how a hearing aid can change someone’s life for the better. “It gives you such a warm feeling when someone comes in and tells you how happy they are with their hearing aid,” says Carolyn Gigliotti, Au.D., a doctor
92 ColumbusCEO l August 2018
of audiology and director of marketing and business development. “They’ll tell us they can hear their children and grandchildren, understand conversations so much better, and how they’re more engaged at family gatherings.” Hearing Health Solutions is Central Ohio’s largest privately owned hearingaid practice, with six offices
and 17 audiologists. The practice is affiliated with the Ohio ENT and Allergy Physicians medical group, which has an office next to each of the six Hearing Health Solutions offices. “We approach working with patients more from a medical perspective rather than a retail situation,” Gigliotti says. Hearing Health Solutions offers a wide range of analog and digital hearing aids, and is the preferred local provider of Lyric, the most technologically advanced invisible hearing aid on the market. Approximately 38 million Americans aged 18 and older report some type of hearing issue, according to the National Institutes of Health. The number who utilize hearing aids is a lot less. “In most cases, it’s agerelated hearing loss and is so gradual that people slowly learn to compensate and make adjustments in their daily lives,” Gigliotti
says, adding the stigma of wearing a visible hearing aid is another factor. Audiologists from Hearing Health Solutions give scores of educational seminars on the basics of hearing aids, and also work with local primary-care physicians, filling them in on the latest advances. “For so many people, the first step down this path is information from their primary-care physicians,” Gigliotti says. Hearing Health Solutions has been offering Lyric to a growing number of patients for about five years. “It’s an extendedwear device, think of it as a contact lens for your ears,” Gigliotti says. During a patient’s initial visit with a Hearing Health Solutions audiologist, they are fitted for their Lyric. It fits securely in the ear canal and is 100-percent invisible. “Once it’s in, that’s it, you don’t have to do anything,” Gigliotti says. “You wear it 24/7, in the shower, when you go swimming, when you exercise, when you sleep, for eight to 10 weeks, until the battery wears out. Then you come to our office and get the battery replaced. The entire visit takes only about 15 minutes.” One of Gigliotti’s patients finally convinced her husband he needed a hearing aid, and he was fitted with a Lyric. “She came in for a visit and told me they’d been to a family wedding just a few days ago,” Gigliotti says. “Before he had his Lyric, he’d sit in a corner and maybe have a couple of one-on-one conversations. But now, at the wedding, he was all over the place, talking to everyone and catching up, and she said how amazing it was to see this.”
100% invisible • Clear, natural sound • No daily hassles • No batteries to change •
The contact lens for your ear.
Lyric is the world´s only 100% invisible, extended-wear hearing device you can wear 24/7 for months at a time.*
Learn About Lyric RISK-FREE 30-Day Trial** Complimentary Lyric Consultation Call to make an appointment today!
877-740-3879
Columbus: 974 Bethel Road | 6499 E Broad Street Delaware: 801 Ohio Health Boulevard Westerville: 477 Cooper Road Dublin: 6670 Perimeter Drive www.HearingHealthSolutions.com *Individual replacement needs may vary. Duration of device battery life varies by patient and is subject to individual ear conditions. **Professional fees may apply. Annual subscription begins the first day of trial. Lyric is not appropriate for all patients. See a Lyric provider to determine if Lyric is right for you. Lyric, Distributed by Phonak, LLC ©2017. All rights reserved. 937CLNEW MS056624
Special Advertising Section
Focus Taft Stettinius & Hollister LLP
Animals in the Workplace Business owners and employers need to understand their legal obligations as the use of service animals continues to increase in Columbus and Ohio. By Janica Pierce Tucker and Devin Spencer
A
s the use of service animals becomes increasingly common in Ohio, so do the questions from employers and business owners regarding their legal obligations. The patchwork of federal and state law can create uncertainty for employers when an employee asks to bring an animal to work. By understanding
how to accommodate an employee’s request for a service animal, employers will be better suited to make important decisions about their business without the risk of running afoul of federal or state law. Are Employers Required to Permit Employees to Use Service Animals at Work? No, but employers must evaluate requests for service animals just like other reasonable accommodation requests. Title III of the
Americans with Disabilities Act (ADA), which applies to places of public access, defines a “service animal” as a dog trained to perform a task for the benefit of an individual with a disability. Title I, which applies to employers, does not specifically address service animals, but requires employers to make reasonable accommodations for employees with disabilities. Employers must therefore grant the request if the animal’s function is disabilityrelated, absent an undue hardship. Can Employers Require Medical Proof of the Employee’s Need for the Service Animal? Yes. Employers may ask for reasonable documentation showing the disability-related need for the animal (if not apparent), and that the animal is trained to address such disability and will not be disruptive. Reasonable documentation is not limited to a doctor’s note but may be from any healthcare provider or from the individual who trained the animal. Employers may not ask, however, whether an applicant requires any accommodations, including service animals, on an application. Are Employers Required to Pay for the Animal’s Food or Care While at Work? No. Employees are solely responsible for the service animal’s feeding and care. The employee is also responsible for the cost of any damage the service animal causes. Can Employers Exclude the Animal if Other Employees Complain? No. Although fears of animals or allergies are a popular concern when
94 ColumbusCEO l August 2018
evaluating a request for a service animal at work, employers must reasonably accommodate a qualified employee with a disability absent an undue hardship. Alternative accommodations for the employee with the service animal may alleviate problems with other employees, including providing breaks for the employee to care for the animal’s daily needs, or an enclosed or private workspace to minimize distractions caused by the animal. The U.S. Department of Labor also suggests allowing the employees to work in different areas, establishing different paths of travel, portable air purifiers, flexible scheduling, and having work areas regularly cleaned. Employers should also consider disability awareness training, to instruct other employees about the use of service animals and how to interact with service animals. If other employees are especially resistant to the animal, employers may consider a trial period with written conditions to help ease concerns about the animal’s presence. Employers are not required to automatically approve a request for a service animal, but must engage in the interactive process and perform a careful evaluation in the same manner as other requests for a reasonable accommodation. Employers must carefully consider employees’ requests for service animals and should consult with counsel when issues arise. Taft’s Employment practice is experienced in all aspects of employment law, including service animals and disability accommodations in the workplace.
Healthy Workplaces.
Taft’s Employment Attorneys: Navigating Complex Relationships.
www.taftlaw.com