Sound Advantage Media is a radio programming consultancy run by Gary Begin, a 40+ year broadcast management veteran who has worked in markets of all sizes including Providence, Hagerstown, Saginaw, Tampa and Sarasota.
We asked him about current trends among programmers.
Radio World: Gary, what are you hearing from U.S. programmers about the state of their industry right now and the challenges they are facing?
Gary Begin: Where do you start? LOL! Today’s radio programmers are not willing to make adjustments concerning music and delivery. Personalities are your product. Nurture them. In local sales, what advantage do we offer over other media? Advertisers need listener cume. You won’t get that with a podcast.
RW: Nielsen recently reduced the time required to garner credit for an average quarter hour of listening, starting with the January survey period in 48 PPM markets. What early conclusions can programmers draw?
Begin: Too early to tell to make any adjustments. Nielsen needs to make better algorithms, while introducing their service to smartphones. Be patient for results.
RW: What radio formats are the strongest in 2025? Which ones are worth keeping an eye on?
Begin: Classic Hits and Country. Up and coming, look for Tropical Hispanic and Hot AC. Top 40 is DOA.
RW: We read about corporate cuts that have cost a lot of air talent their jobs. What can someone who has been laid off do to protect their career?
Begin: Can you offer yourself as a package to your next destination? Do you possess any other marketable talents? You need to be a multitasker today. “One-trick-ponies” won’t cut it today, unless you’re part of a successful morning show.
RW: One of your work’s themes is how to stand out in a fragmented marketplace. Can you summarize your philosophy?
Begin: The more you can do, the more you will offer your station. Becoming indispensable today is essential.
RW: What else should we know about the current state of radio programming?
Begin: Programmers must be flexible with their thinking. Knowing your audience is a good start.
Begin is also the author of “Radio Programming Branding — The Ultimate Podcasting and Radio Branding Guide.” His website is soundadvantagemedia.kit.com. Read his commentaries about radio management and programming here. Comment on this or any article. Email [email protected].
