You can grow your overall audience and income, even if your broadcast audience is in decline.
 
The trap people fall into is that growing their audience will grow their income. But that's a false belief. It's about shifting the monetization strategy that takes the focus away from wholly on the transmitter to focusing on your online audience, even when they are not listening to the radio.
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Over the last decade, the percentage of adults listening to terrestrial radio in the US has dropped around 10% (Source: CNBC)
 
From 2017 to 2022, America’s successful station NPR lost 21.9% of their listening audience (Source: NPR)
 
Nobody in the history of the world has been able to cut their way to growth.
 
Nobody wants their job to be cut.
 
The good news is that there are formats that are seeing a growing audience. These include Christian, and Urban Adult Contemporary (Source: Edison Research)
 
The first thing that needs to change is to quit thinking about transmitters and start thinking about meeting the listeners where they are listening.
 
It's about acknowledging that the customer is in control and making sure they exercise their autonomy in a way where they pay attention to you and not your competitors who are serving them how they like to be served.
 
The world's largest Christian Broadcaster, K-LOVE, grew from 13th in North America to 5th in the world in 18 months (at September 2024), but that alone didn't create new income.
 
That's where the next step is critical.
 
You need to build a strategy around reaching your audience, even when they are not listening.
 
That’s where we help..