Consultant John Lund presents 2026 resolutions to help GMs play a role in radio’s growth and prosperity.
Show your clients the strengths and benefits of radio in today’s economy and digital world.
Remind them that radio is still America’s #1 mass-reach medium. Yes, number one. A whopping 93% of Americans tune in weekly—more than TV (87%), Facebook (73%), or YouTube (50%). Tell clients radio isn’t just alive, it’s doing laps around the competition.
Think about your customers’ needs.
Offer solutions, not slogans. Help them solve real marketing problems… and maybe save them from their cousin’s “graphic design hobby.”
Maximize every advertising asset you have.
On-air, digital, social, promotional events, community involvement—if it moves, glows, posts, streams, or hands out keychains, it’s a tool in your toolbox.
Know your competition and stay one strategic step ahead.
Conduct a full “Strategic Programming Evaluation” of your stations and market—including web, social media, and every digital force trying to steal your listeners’ attention. (Good news: Lund Media does this, minus the stress headache.)
Talk to your core listeners and clients—often.
Understand what they need, what they love, and what they wish you’d stop doing. Research is easier than ever with online surveys and targeted focus groups, and it beats guessing.
Treat your programming as your top asset and invest in it.
Listeners benefit. Advertisers benefit. Your revenue benefits. And best of all, your competitors wonder what you’re doing differently.
Hire people who truly love radio.
Bring in pros with passion, creativity, and a desire to win. Then motivate them, support them, and create a culture so strong they turn down recruiters to stay in the building. Remember: first-rate managers hire first-rate people.
Build and communicate a strong mission.
Your stations need a mission and a plan, not a wish and a hope. Share it clearly. Rally the troops. Bonus points if no one rolls their eyes.
Understand the mechanics of ratings.
Ratings influence how you brand, market, and grow. Know how the services work so you can use them to your advantage, rather than fearing them like a mysterious force of nature.
Practice strategic management.
Be your own toughest critic and constantly improve your product. Lund Media specializes in helping managers tackle challenges with fresh, innovative solutions; think of us as your strategy gym.
Keep the momentum going.
Take action quickly. Don’t let doubts linger or allow uncertainty to become the unofficial station mascot.
Review the sales department’s culture.
Examine how client needs are researched and how the sales machine runs day-to-day. If something squeaks, rattles, or wobbles… It’s time for a sales audit.
Improve the bottom line—without weakening your product.
Smart decisions, not shortcuts, win the year. A strong brand pays dividends long after resolutions fade.
Plan your station’s success path and write your strategic plan. The Lund Strategic Planner provides a comprehensive guide that details every element needed. It establishes goals, actions, and procedures, and helps determine future needs. This report benefits management by outlining your station’s strategic goals and tactical planning for execution. Bulletproof your stations and weaken competitors. Visit Lundradio.com.
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John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful? You can leave a comment below or email John at John@Lundradio.com.