The Truth About Radio podcast with Dave Sturgeon
Based on the book "The Truth About Radio: A Myth-Busting Guide for Today's Media Buyers and Sellers," the Truth About Radio podcast features short, weekly audio clips that set the record straight regarding radio myths circulating in an increasingly fragmented audio media universe.
The Truth About Radio podcast with Dave Sturgeon
Myth #2: The Biggest Challenge Facing Radio Managers and Sellers Today is Hitting Budget
MYTH: The Biggest Challenge Facing Radio Managers and Sellers Today is Hitting Budget.
TRUTH: The #1 Challenge Facing Radio Managers and Sellers Today is Redefining the Value of Radio in a Fragmented Media Landscape!
As Radio managers, we aren’t just leading clusters - we’re leading transformation.
Advertisers today aren’t just choosing between stations … they're choosing between platforms, dashboards, algorithms, and influencers.
So, the question becomes: How do we prove that radio still delivers what no other platform can?
- Mass reach with local intimacy
- Trust built through human connection
- Local Talent who can move people and product
- A physical presence in the community, not just a digital presence online
The job now isn’t to protect radio’s past.
It’s to build its future - with teams that sell smarter, strategize like marketers, and think like media agencies, with words that correct faulty thinking.
If you're a Market VP, DOS, AE right now, what’s helping you meet the challenge? Let’s help debunk another myth for your sellers.