Tag Archives: Tommy Kramer

February 15, 2026 · 3:00 am

What is Radio in 2026?

Two years ago, I asked the question, “Has Radio Lost Its Why?” I asked, because 100 years ago radio’s WHY was to be a technology that could provide nationwide communications that would be a unifier for cultural and social systems.

Since the start of the new year, as I’ve sat in on webinars, one technological development has dominated all of them; Artificial Intelligence aka AI.

Radio’s Revenue Source

Radio is an advertising supported medium and in 2026, the radio companies that are growing the most, attribute that growth to their digital initiatives.

Those initiatives include standalone web news sites, that don’t even mention radio, let alone radio stations owned by the same company. These products work best in communities that have been left with a  “news desert” created by say the death of their local newspaper.

Just about every business has found its original business model challenged by a population connected to the internet; an internet now enhanced by artificial intelligence.

What Does A.I. Say Radio is Today?

I put that very question to artificial intelligence and it responded with:

AI Overview

In 2026, radio is a hybrid, digital-first medium, blending traditional intimate human-hosted broadcasting with AI-driven efficiencies and multi-platform distribution. It acts as a trusted, community-focused and increasingly interactive audio experience, merging terrestrial, streaming and podcasting formats while leveraging AI to enhance, not replace, the human connection. 

Key Aspects of Radio in 2026:

  • Digital Integration & AI: The industry is focusing heavily on integrating digital sales and AI-based recommendations to boost advertiser ROI, notes Radio Ink. AI is used to optimize content creation and understand listener habits.
  • Human Connection in the Age of AI: Despite the rise of AI-driven tools the human voice remains the most valuable asset for connecting with local audiences.
  • Format Trends: “Yacht Rock” has, emerged as a popular format in early 2026, alongside more traditional local programming. RadioInsight.
  • Technological Shift: The, growth of, DAB+ is enhancing sound quality and variety offering better reach for local and online stations, say RadioKing.
  • Key Future Focus: According to the National Federation of Community Broadcasters 2026 is about adapting to new models where community stations prioritize direct engagement over federal funding.
  • Role and Relevance: Radio is seen as one of the last free accessible sources of news and information, as shown on PBS.    

According to Radio Content Pro 2026 signals a pivot towards a more diversified revenue stream.

Where is The Best Place For a Small Business to Advertise?

I asked A.I. to advise me about where a small business should advertise, and it said:

Recommended “Small Business Mix” (2026)

If you have a limited budget, experts recommend a 70/20/10 split: 

  1. 70% in proven intent-based channels (e.g., Google Search).
  2. 20% in optimization/retargeting (e.g., Meta Ads to stay top-of-mind).
  3. 10% in experimental high-growth channels (e.g., TikTok Shop or in-game advertising).

Color me skeptical, but asking an internet based computer brain, where the best place to advertise, is like asking a barber where the best place is to get a haircut.

But as Fred Jacobs pointed out in a blog article he wrote this week, in 2026 “it is a challenge to find radios for sale at mass merchandise stores like Walmart, Costco, Target, or Best Buy.”

Radio’s Big Problem

The real issue for radio broadcasters is that the internet is a better innovation for addressing those original foundational tenets of radio’s purpose than radio itself; to “operate in the public interest, convenience and/or necessity.” “You can often feel a competitor coming long before you lose your dominance in your format category,” says Jacobs.

So, in 2026, What is Radio’s WHY?

Simon Sinek published a great book in 2009 called “Start With Why.” Sinek argued that the most influential leaders and organizations communicate from the inside out, starting with their purpose (the “Why”) before the “How” and “What”.

Sadly, all I’m hearing from radio industry leaders are a lot of “How’s” and “What’s” without the foundational question of “Why.”

People don’t buy what you do, they buy why you do it.

-Simon Sinek

Radio consultant Tommy Kramer frames the answer to your radio station’s WHY question this way:

  • What does your radio station do that I can’t get everywhere else?
  • What does your radio station do that I can get ANYWHERE else?

My wife Sue and I got really engaged in the Venerable Monks “Walk For Peace” from Fort Worth, Texas to Washington, DC; a 2,300 mile walk. Venerable Monk Bhikkhu Pannakara was riveting each time he spoke. He said something that I think applies to this question of knowing Radio’s WHY in 2026 when it comes to sales and marketing your radio station.

He said that in order to give something to another person, you must first own it yourself. For example, you can’t give a bottle of water to another person if you don’t first have a bottle of water to give. Likewise, you can’t give love to another person if at first you don’t love yourself.

Radio can’t tell an advertiser WHY radio is a good place to spend their ad dollars, if they don’t first know their radio station’s WHY to begin with.

Why do you do, what you do?

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January 14, 2024 · 3:00 am

Has Radio Lost Its WHY?

When commercial radio was born in the 1920s, radio’s WHY was thought to be a technology that could provide nationwide communications that would be a unifier for cultural and social systems. Radio’s regulatory guiding principle was to “operate in the public interest, convenience and/or necessity.”

When people were still trying to wrap their minds around what exactly radio would be, there was one common reoccurring theme about what radio broadcasting could do, and that was to unify a nation and create an American identity.

It could accomplish this in several areas:

  • Physical Unity: the ability to unite America from coast-to-coast, border to border, with instantaneous wireless communication.
  • Cultural Unity: through entertainment, news and the spoken word (English); radio could create a kind of national homogeneity.
  • Institutional Unity: corporations and the federal government would come together on a mandate that this new powerful form of communications needed centralized control.
  • Economic Unity: through advertising, radio could now offer national, regional and local opportunities for businesses to expose their products and services and grow our nation’s economy.

Radio vs. The Internet & Artificial Intelligence

Just about every business has found its original business model challenged by a population connected to the internet. Think about the original radio WHY areas and you can easily see how each of them has been overtaken, embellished – and depending on your point of view – improved upon by the world wide web and artificial intelligence.

The internet, it turns out, is a better innovation for addressing those original foundational tenets of radio’s purpose than radio itself. So now what?

Radio needs to re-think its “WHY;” its reason for existing. Then it needs to communicate it, clearly and simply or suffer the consequences.  Bud Walters of The Cromwell Group loves to say, “If you don’t know where you’re going, any road will take you there.” Until the radio industry figures this out, getting new people to listen (or former listeners to return) will be a challenge.

People don’t buy what you do, they buy why you do it.

-Simon Sinek

Two Questions

To help you get started on defining radio’s WHY for the 21st Century, I’d like to share two questions that GOODRATINGS Strategic Services consultant Tommy Kramer asked his clients:

  1. What do you have that I can’t get everywhere else?
  2. What do you have that I can’t get ANYWHERE else?

Tommy says that coming up with the answers to these two questions will decide your future.

I would add that working through these two questions might just uncover your new WHY for your radio station(s) in the 21st Century.

Why do you do, what you do?

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September 19, 2021 · 3:00 am

What is Radio’s WHY Today?

One of my favorite authors is Simon Sinek. In his 2009 book “Start With Why” he wrote that “any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why” they do what they do.

Sinek found that all inspiring leaders and companies “think, act and communicate exactly alike.”

“They can be found in both the public and private sectors. They all have a disproportionate amount if influence in their industries. They have the most loyal customers and the most loyal employees. They tend to be more profitable than others in their industry. They are more innovative, and most importantly, they are able to sustain all these things over the long term. Many of them change industries. Some of them even change the world.”

And they think, act and communicate completely opposite of everyone else.

Has Radio Lost Its Why?

When commercial radio was born in the 1920s, radio’s why was thought to be a technology that could provide nationwide communications that would be a unifier for cultural and social systems. Radio’s regulatory guiding principle was to “operate in the public interest, convenience and/or necessity.”

When people were still trying to wrap their minds around what exactly radio would be, there was one common reoccurring theme about what radio broadcasting could do, and that was to unify a nation and create an American identity.

It could accomplish this in several areas:

  • Physical Unity: the ability to unite America from coast-to-coast, border to border, with instantaneous wireless communication.
  • Cultural Unity: through entertainment, news and the spoken word (English); radio could create a kind of national homogeneity.
  • Institutional Unity: corporations and the federal government would come together on a mandate that this new powerful form of communications needed centralized control.
  • Economic Unity: through advertising, radio could now offer national, regional and local opportunities for businesses to expose their products and services and grow our nation’s economy.

Radio vs. The Internet

Just about every business has found its original business model challenged by a population connected to the internet. Think about the original radio why areas and you can easily see how each of them has been overtaken, embellished – and depending on your point of view – improved upon by the world wide web.

The internet, it turns out, is a better innovation for addressing those original foundational tenets of radio’s purpose than radio itself. So now what?

Radio first needs to know its “WHY.” Then it needs to communicate it, clearly and simply or suffer the consequences.  Bud Walters of The Cromwell Group loves to say, “If you don’t know where you’re going, any road will take you there.” Until the radio industry figures this out, getting new people to listen (or former listeners to return) will be a challenge.

People don’t buy what you do, they buy why you do it.

-Simon Sinek

Tommy Kramer’s Two Questions

To help you get started on defining radio’s WHY for the 21st Century, I’d like to share two questions that GOODRATINGS Strategic Services consultant Tommy Kramer recently asked his readers:

  1. What do you have that I can’t get everywhere else?
  2. What do you have that I can’t get ANYWHERE else?

Tommy says that coming up with the answers to these two questions will decide your future.

I would add that working through these two questions might just uncover your new WHY for the radio industry in the 21st Century.

Simon Sinek says “When you compete against everyone else, no one wants to help you, but when you compete against yourself, everyone wants to help you.” When you develop your WHY you do what you do, it will give you the strength to keep going and a desire to keep improving with each passing day.

My Question for YOU

What do you think radio’s WHY should be in today’s world?

Please post your thoughts in the comments section on today’s blog. If we can get enough people to think about our industry’s WHY, the what and how of doing it will naturally fall into place.

If you think you can or you think you can’t, you’re right.

-Henry Ford

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