In this “Future in Focus” series, we’re asking industry thought leaders, executives and engineers to comment on top trends of the past year and what they expect for radio in 2026.
Rhonda Lapham is a market president for iHeartMedia, overseeing stations in Providence, R.I., Cape Cod, Mass., and the New Hampshire markets of Manchester and Portsmouth.
Radio World: What do you think is the most important thing that happened in the world of radio last year — either at large or in your particular slice of it at iHeartMedia?
Rhonda Lapham: The proof is undeniable: Audio has become the most valuable tool in a marketer’s arsenal. In 2025, iHeartMedia hosted AudioCon 3.0, centered on the question: “Who is today’s human consumer in the era of AI and algorithms?”
Through extensive research, we uncovered a growing concern among consumers about the reliability of information they receive. What stood out most was the overwhelming desire for authentic human interaction.
In response, iHeartMedia made a pledge: “Guaranteed Human.” This commitment underscores our belief that while technology is powerful, the human voice remains the most trusted and influential medium.
RW: What overall trend do you think is going to have the greatest impact in radio in the coming months?
Lapham: I believe consumers will continue to rely on radio as a trusted resource — not just for information, but for companionship. Radio will remain the place where people discover new products, learn about local events and gain insights they can use in everyday conversations.
More than any other medium, radio fosters dialogue and connection, encouraging listeners to engage with the world around them.
RW: You oversee iHeart’s stations in Providence and Cape Cod. Providence is not a small market by any means, but it can be perceived to be “in the shadow” of the larger Boston market. What’s the biggest challenge for you bearing that in mind as a market manager?
Lapham: Providence is not overshadowed — it’s a powerhouse market in its own right. Marketers often turn to Rhode Island as a go-to test market because of its unique blend of cultures, age groups and income levels, all within a single designated market area.
Rhode Island’s diversity provides a true microcosm of consumer behavior, offering valuable insights into how products and campaigns will resonate across broader markets.
RW: Radio World’s readership includes many broadcast engineers. Is there an engineer you work with in Providence and Cape Cod that helps keep your stations running smoothly?
Lapham: I have the privilege of working with some of the finest engineers in the industry. They are known internally as the “Tiger Team,” but I like to call them the “A Team.”
In years past, each building had a dedicated engineer. Today, thanks to the proximity of our clusters across New England, we benefit from a collaborative team of engineers who support our entire area.
This structure allows iHeart to have multiple engineers “on call,” ensuring coverage while also giving our staff the ability to take time off without the burden of being on duty 24/7. Just as importantly, it provides us access to a diverse network of professionals with specialized skill sets and expertise.
RW: What strategies do your stations use for community engagement that you’d suggest for other medium- and small-market operators to embrace?
Lapham: Community engagement is at the heart of what we do. Each iHeart cluster has the ability to deliver messages tailored to diverse groups with varied interests. To maximize impact, we align ourselves with organizations that need our support most.
In every market, we’ve established advisory boards made up of business leaders, civil service representatives, nonprofit organizations, military groups and more. These boards meet regularly to identify community needs and collaborate on solutions. The old saying, “It takes a village,” rings true here.
By combining the efforts of our advisory boards, stations and staff, we’ve created meaningful opportunities to serve and strengthen our communities.
RW: What will be your main professional goal or project with iHeart in the coming 12 months?
Lapham: My primary focus will be continuing the work we’ve started with nonprofits. Across our markets, there are countless organizations doing extraordinary work with limited resources. By building bridges between these groups and facilitating partnerships, we can help fill critical gaps in the community.
Success, in my view, will be measured not just by ratings or revenue, but by the tangible impact we make in people’s lives.
RW: Why do you believe radio still matters so much as we head into the second half of the decade?
Lapham: Radio remains the most accessible and reliable companion. It’s the friend you can turn to anytime, anywhere — whether you’re seeking information, entertainment or comfort.
In an era of fragmented media and digital overload, radio continues to stand out as a trusted, human-centered medium that informs, entertains and connects communities.
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