CMS Station Brokerage

05/30/2025

Let’s retire the idea that radio is only for car dealers and furniture stores.

If you’ve ever said,
“I don’t think radio works for my industry…”

You don’t have a media problem.
You have a messaging problem.

Radio works for, among countless others:
- Real estate agents
- Injury law firms
- HVAC companies
- Eye clinics
- Local restaurants
- Medical spas
- Credit unions
- Travel and tourism
- E-commerce brands
- Recruiting skilled workers — from trades to healthcare to retail and more

Radio recruiting works because it finds highly qualified job candidates who aren’t actively looking, but are ready to listen. When a trusted voice on a favorite local station says, “they’re hiring,” ears perk up. And a raft of fresh, exciting resumes shows up! (More on radio recruitment tomorrow)

- It’s not about category — it’s about creative.
- It’s not about budget — it’s about consistency.
- It’s not about who can’t use radio — it’s about who’s smart enough to.

So, the next time someone says,
"Radio only works for certain types of advertisers…"

Just smile and say:

“Right — the ones that love results.”

This post is original content. Feel free to repost or share with credit. © 2025 Dave Sturgeon.

04/16/2025

New research showing the strength of Radio.

In a highly attended webinar, Jacobs Media President Fred Jacobs revealed details of the 2025 Teachsurvey, which was conducted from Jan. 8 to Feb. 9 and involved database members and listeners of 500 radio stations in the U.S. and Canada. This year’s Techsurvey included 24,525 completed surveys.Th...

04/15/2025

Thanks to the NAB for submitting these suggestions for regulatory reform at the FCC.

The NAB has submitted an 80-page filing to the FCC, calling for the deletion of broadcast ownership caps, EEO mandates, and more.

03/27/2025

Some good research pieces to help your sellers. From the RAB.

This set of research reports and studies focus on radio in all is forms. Be sure to scroll down for research reports on radio and digital, podcasting and more. For older studies, be sure to search the Research Archive.

03/19/2025

Be known before you're needed.

A local advertiser recently asked for the “business case for AM/FM radio advertising.” Over the last ten years, a vast array of marketing science studies have documented how AM/FM radio advertising can build local businesses and national brands.

11/08/2024

After many, many, many years of being a national advertising sales representative I am retiring from Gen Media Partners at year-end. I will continue to be a media broker with my firm CMS Station Brokerage.
It’s been a privilege to have worked with so many broadcasters and media professionals.

02/29/2024

Excellent insights from Edison Research.

This post is from Edison’s Weekly Insights email. Please click here if you would like to subscribe. Does where one lives in the U.S. affect what one listens to? Edison Research’s Share of Ear® study finds that indeed, listeners from urban, suburban, and rural areas (as defined by the U.S. Cen...