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.
Episodes
If you’re advertising on broadcast radio, first off, good call. The phone’s ringing, business is growing… but you’re still wondering: How do I measure attribution more effectively?
Here’s the truth: There are plenty of tools that help track inbound leads. But your most powerful dashboard? It’s your customers.
And accessing that dashboard doesn’t require complex tech or expensive software. It takes thoughtful conversatio...
TRUTH: That’s adorable. You mean YOU don’t know how to measure radio?
Just because you can’t click a dashboard doesn’t mean nothing happened.
Big brands know the secret:
Radio isn’t invisible — it’s just not needy. It doesn’t beg for clicks — it sparks real-world action. And smart marketers know how to track it.
Here’s how advertisers measure what you think can’t be measured:
- Web lift — Watch the website traffic spike af...
MYTH: “Digital music discovery is better because I control everything.”
TRUTH: When it comes to music discovery, total control is overrated.
There’s a special joy in not knowing what’s coming next … and loving it anyway.
That’s what radio delivers:
A curated moment. A surprise song. A story that hits home.
And the sense that you’re not the only one hearing it.
Radio isn’t just music — it’s companionship.
It’s a shared soundt...
TRUTH: The Wheel Is Still Pretty Viable!
10 Technologies That Went Extinct While Radio Didn’t.
Over the last 25 years, we’ve watched essential innovations
collapse under the weight of progress, one after the other.
1. Fax Machines
- Replaced by email, PDFs, and digital signatures.
- While fax lost its purpose, radio expanded its purpose —
reaching us on apps, smart speakers, car dashboards,...
MYTH: You Get What You Pay For
TRUTH: Free Never Sounded So Good!
Isn’t it funny how this gets overlooked?
On average, this month you pay:
- $14.99/month to stream music without ads
- $10.99/month for ad-free podcasts
- $65/month for cable
- $85/month for high-speed internet so you can stream and
scroll
Not to mention whatever it costs in sanity to find your password.
All that… just to be entertained and informed.
But radio?
- It...
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, d...
MYTH: Nobody Listens to the Radio Anymore
TRUTH: Radio Isn’t Old. It’s OG.
The eight dreaded words for a radio salesperson: “Does anybody even listen to the radio anymore?”
No. Just your dentist. Your contractor. Your boss. Also, your Uber driver, your barista, your barber, your bartender, your neighbor, your mom, and 88% of North Americans.
But hey—other than them, nobody.
In the meant...
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