The Next Bold Move for Contemporary Christian Radio and Why

In case you haven’t noticed, contemporary Christian radio is at the precipice of a generational shift… again. To truly understand this, let’s revisit the early 2000s.

Twenty-five years ago, Christian radio was blessed with a majority of 55+ baby boomer listeners who loved artists like Mark Schultz, Point Of Grace, Avalon, 4 Him, Newsong, Phillips Craig And Dean, Steven Curtis Chapman, Michael W. Smith, and others.

But there was a slow natural shifting happening, and then a few radio stations turned it into an intentional shifting.

A ROADMAP TO CHANGE

These words were delivered at a board meeting by then President/CEO of The River in Ohio, Dan Baughman, and I’ll never forget them. He said, “For us to grow, we need to exchange walkers and wheelchairs for baby strollers and car seats.”

Those were marching orders to do things differently. Some songs and artists still tested well, but they no longer pointed toward the audience we were striving to serve next. So, we gradually phased them out and started championing MercyMe, Third Day, Casting Crowns, Chris Tomlin, Tobymac, Matthew West, and others.

BACK TO THE FUTURE

Fast-forward to 2026 and we’re at this shifting again. This time it’s 55+ GEN X radio listeners who must make room for the musical tastes of younger Millennials and older Gen Zers.

HERE’S THE TAKEAWAY

CCM radio needs courageous leaders to forge a path RIGHT NOW and into the next 25 years. There are songs to stop playing and songs to start playing. The good news is that this can be done gradually.

I have some specific ideas about how to honor artists while becoming more relevant. Feel free to reach out and we can chat about it.