Here are the questions that I was asked to prepare for and my answers below.



1. Who is the 2027 listener? What are the biggest changes you’re seeing in how people consume audio and media?

They have more choices than ever before. They’re moving between streaming services, podcasts, YouTube, social media, and traditional radio to what’s capturing their attention. Radio’s competing with everything that occupies someone’s time and attention. Radio’s competing for a place in someone’s life.


2. What isn’t changing? Even as technology and listening habits evolve, what fundamental needs are listeners still looking for Christian radio to meet?

People still want to feel loved. They want to feel understood. They want encouragement. They want hope. And they want to know they’re not alone. One of the things I remind people I coach is that we’re not talking to a group of people. We’re talking to an individual who has real life happening. Someone’s dealing with a difficult marriage. Someone’s worried about their kids. Someone’s struggling financially. And someone may just be having a great day. Radio’s opportunity is to meet people in those moments. The technology delivering the message will change, but the human heart receiving it won’t.


3. How is music discovery changing? Where are listeners finding new music, and what role can Christian radio uniquely play?

Music discovery isn’t owned by radio anymore like it used to be. And I think we need to be comfortable acknowledging that. But there’s a difference between discovering a song and developing a relationship with it. Christian radio has an opportunity to help listeners connect with the meaning behind the music. You can introduce the story behind a song. You can share how a particular lyric impacted someone’s life. You can create emotional connections that go beyond simply playing the next song. That’s where on-air personalities can make a big difference too. An algorithm can introduce you to a song. A great radio personality can help you fall in love with it.


4. Why choose Christian radio when every song is available on demand?

I think this is one of the most important questions we should be asking. Listeners can build their own playlists. They can skip songs. They can listen without commercials. And they can hear exactly what they want whenever they want. So, what do you offer that a playlist doesn’t? Radio offers companionship. You offer a sense of community. You offer shared experiences. And you offer personalities who can become familiar, trusted voices in someone’s life. The music gives people a reason to tune in, but the relationship they develop with the station can become a powerful reason to come back. Humanity, authenticity, personality and connection ARE SO IMPORTANT in an increasingly algorithmic world.


5. How is the role of the on-air personality changing? In a world of algorithms, AI, and unlimited content, does human connection become even more important?

I think the on-air personality is becoming more important, not less. But the expectations are changing. For years, we’ve coached personalities on being concise, being relevant, and making sure everything they say has a purpose. Those things still matter. But I think authenticity is becoming more important, especially to Millennials and Gen Z. They want vulnerability when it’s appropriate. They want honesty. They want someone who understands what they’re experiencing. Not being so polished is okay. If you’re not already, start becoming someone listeners genuinely want to spend time with. AI can help DJs prepare content, research ideas, and become more efficient. But it shouldn’t replace the personality’s perspective, lived experiences, or ability to connect emotionally.


6. Are we thinking too narrowly about what it means to be a listener? How should we value someone who connects through social media, YouTube, podcasts, apps, or events?

I think we absolutely need to expand our definition of a listener. Radio has defined success by how many people listen to your radio station and how long they stay. But what about someone who follows your morning show on Instagram, watches videos every week, attends your events, and shares your content with friends? And I think this is especially important for on-air personalities. The relationship with you doesn’t have to end when someone gets out of the car.


7. What three things would you start doing now to prepare for 2027?

1. Invest in developing your personalities. I would spend more time coaching your personalities to create content that is authentic, relatable, and emotionally engaging. Deepen relationships with listeners.
   
2. Rethink how you connect beyond the radio show. I would look at every opportunity to extend the relationship beyond the radio. Whether that’s video, social media, podcasts, or community events, create opportunities for people to connect with your personalities and your mission throughout their day. You can’t chase every platform. I’d focus on the places where you can build genuine relationships.
   
3. Become obsessed with understanding the listener. What are they worried about? What brings them joy? What challenges are they facing? What are they talking about with their friends and family? The better you understand their lives, the better equipped you’ll be to create content that matters.


HERE’S THE TAKAWAY

Invest in your people. Extend your relationships. Understand your audience.

The post Preparing for the 2027 Listener first appeared on CMB.

The post Preparing for the 2027 Listener appeared first on CMB.

Here’s the dilemma. Most artists rely on radio songs to sustain a touring career where much of their money is made. I’ve seen articles and videos about this very topic recently, and they all support the concept of successful touring tied to radio. Reach out to a booking agency and they’ll confirm this.
Yes, there are exceptions including Forrest Frank.

It seems like many of the decisions shaping an artist’s career are being made through a digital lens only, which overlooks the role radio can have in building an artist and connecting them with listeners. 

RADIO PDs ARE GATEKEEPERS

Yes, radio program directors ARE gatekeepers. PDs have curated the best songs to serve their listeners for decades. There’s a reason a format is called TOP 40 and not Mediocre 40. In my opinion, on the CCM Top 20 chart there may be six to eight great songs at any given time. The rest are just good.



Oh, and PDs, including myself, aren’t immune from constructive criticism. They can be fickle, set in their ways, and unwilling to change. PDs have more tools than ever to make song add decisions with greater confidence.



HERE’S THE TAKEAWAY



Data reveals that radio still matters to the listener. Radio matters to an artist’s longevity. So, let’s make sure that the very best songs are being released and also played on the radio.

In 2021, Todd Stach launched Beyond 615, a coaching and consulting service, where he strives to help others build confidence and discover their full potential. He has led over 1,900 coaching sessions with radio shows. At the time of this article, he serves 34 shows at 12 radio stations. Todd has also written 200+ free articles to encourage on-air personalities and program directors. He and his family live in the (615) area code, aka the heart of the CCM industry.

The post Streaming is Growing. Does Radio Still Matter? first appeared on CMB.

The post Streaming is Growing. Does Radio Still Matter? appeared first on CMB.

Here are two areas to be mindful of if you’re wanting to connect deeper with your listener.

1. Especially in the beginning of your radio break, try to use the widest welcome mat possible that attracts the widest audience listening.

 That means that you can’t assume that anyone listening is anything: married, a parent, a Christian, goes to church, or is a fan of your radio station. 

Here’s an example:

 “It’s summertime and your kids are headed off to VBS.” 



That assumes that everyone listening is a parent, has kids, and knows what a VBS is. Recent research showed that 70% of Christian radio listeners don’t have an eighteen-year-old or younger living with them.



How to adjust: “It’s summertime and a kid in your life may be headed to a camp.”



Using a phrase like, “a kid in your life” is relevant to parents, grandparents, babysitters, older siblings, aunts, uncles, teachers, next door neighbors, etc. Also, summer camp is a broader term that includes VBS. 



Being inclusive without sounding exclusive welcomes more people to feel like they’re seen. Every listener wants to feel like I BELONG HERE when listening to your radio show.



2. Listen to almost any Christian Radio station and you’ll hear the DJ handing out spiritual advice. 

Here’ an example:

 “So, the next time you find yourself in that same situation I was in, remember to trust Jesus and worry less.” 



This is so cliche’ (and bad) Christian radio. Stop handing out (maybe unwanted) advice, and start being a good example.



How to adjust: “So, the next time I find myself in that same situation, I’m going to trust Jesus instead of worrying so much.”



In faith breaks, be self-evaluating and self-examining so that you can model honesty and vulnerability. Every listener wants to feel like I’M NOT ALONE when listening to your radio show. They come to you for encouragement, not admonishment.



HERE’S THE TAKEAWAY


The 2 big ideas for Christian Radio shows (I BELONG HERE & I’M NOT ALONE) are powerful ways to attract people to your radio show and connect with them at a deeper level. That builds trust and forms habits, and that’s something streaming music can’t do.

The post 2 Big Ideas for Christian Radio Shows first appeared on CMB.

The post 2 Big Ideas for Christian Radio Shows appeared first on CMB.

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.

The post The Next Bold Move for Contemporary Christian Radio and Why first appeared on CMB.

The post The Next Bold Move for Contemporary Christian Radio and Why appeared first on CMB.


The goal of your radio show should be to deepen relationships with listeners over time.

1. It starts with the right show prep and topics.
2. It continues with amazing storytelling.

3. It ends with you not wasting their time.



HERE’S THE PROCESS

Continuously connect with new listeners. Have interesting conversations with casual listeners so that they become regular listeners. Deepen the relationship with regular listeners so that your radio show becomes a habit in their life.

HERE’S THE TAKEAWAY

Focus on the person your radio listener cares about most… it’s not you; it’s them. Radio listeners don’t become raving fans because they understand you. They become raving fans because you understand them.
 That’s an adapted quote from the 1993 book, “Raving Fans” by Ken Blanchard and Sheldon Bowles. Here’s a free archived copy.

In 2021, Todd Stach launched Beyond 615, a coaching and consulting service, where he strives to help others build confidence and discover their full potential. He has led over 1,700 coaching sessions with radio shows. At the time of this article, he serves 34 shows at 13 radio stations. Todd has also written 200+ free articles to encourage on-air personalities and program directors. He and his family live in the (615) area code, aka the heart of the CCM industry.

The post Who Radio Listeners Care About Most first appeared on CMB.

The post Who Radio Listeners Care About Most appeared first on CMB.

In 2021, I made a listener growth pyramid for radio stations and radio shows.

Connections lead to conversations. Conversations lead to habits. Habits lead to fans. Fans lead to support. 

In real-world terms, connections are just acquaintances. People in your phone contacts or who you’ve connected with on social media who would never pick up the phone and call you in a time of need.

In radio, connections equal CUME. So, engaging conversations on your radio show will increase tune-in occasions (forming habits) and time spent listening (building fans who are willing to support you).

HERE’S THE TAKEAWAY

Marketing and product improvement (perceptual studies and ongoing music research) are factors in exposing your radio station or radio show to more people (building CUME). Those may be out of your control.

Here’s what you can control. Great content, relevant to today, is the vehicle that drives deeper relationships over time. Your authenticity, wit, heart, self-deprecation, and self-evaluation will turn casual listeners into fans over time.

Finding new connections is necessary. Converting them into fans is vital. 


In 2021, Todd Stach launched Beyond 615, a coaching and consulting service, where he strives to help others build confidence and discover their full potential. He has led over 1,700 coaching sessions with radio shows. At the time of this article, he serves 33 shows at 13 radio stations. Todd has also written 200+ free articles to encourage on-air personalities and program directors. He and his family live in the (615) area code, aka the heart of the CCM industry.

The post Content Is Not King first appeared on CMB.

The post Content Is Not King appeared first on CMB.

Your attempts at encouragement might bounce off this defensive wall and come right back at you.
You must help each listener remove one brick at a time. That happens when you’re self-evaluating and self-deprecating. Stories from your real life are where connections happen and listeners start to trust you.

That’s how relationships are deepened – that’s how fans are cultivated… one brick removal at a time through your own authenticity and real-life relatable (fun) stories.

 Over time, as a well-rounded radio show, a listener’s defensive wall can start to come down so that encouragement can penetrate to their heart and soul.

HERE’S THE TAKEAWAY

Be intentional to plot your radio show with different emotions at different times and days. Make a grid. Be purposeful. Unless you have a reoccurring benchmark, the emotion of your show should feel different at the same time tomorrow.

The post How to Remove a Radio Listener’s Defensive Wall first appeared on CMB.

The post How to Remove a Radio Listener’s Defensive Wall appeared first on CMB.

Everyone talking at once in person with friends might be common. But on a radio show it can sound confusing, off putting, and even rude to a listener.

LEAVE SPACE FOR THE REACTOR TO REACT 

There’s typically a Generator and a Reactor personality on a radio team show or at least playing that role on a particular radio talk break. Could be a solo show host with a guest or a listener too. 



The Generator’s role is to drive the story forward so that the Reactor can react. That includes giving the Reactor space and time to react without talking on top of them.



INSERT SPORTS ANALOGY HERE

Whether it’s football, baseball, or any other sport, the announcers have defined roles. The play-by-play is the Generator and color commentator is the Reactor.

I coach several team shows where each cohost can be either. Because of that they must clearly define their roles for that radio break before the mics turn on.

HERE’S THE TAKEAWAY

Defining and understanding roles during a radio talk break can prevent everyone from talking at the same time, which helps eliminate a tune out factor.

At the time of this article, I’ve held over 1,600 coaching sessions where I’ve discovered universal truths that can be tailored to individual shows. There are more helpful videos on my Instagram and YouTube pages, and you can find every article at beyond615.com.

 In 2021, Todd Stach launched Beyond 615, a coaching and consulting service, where he strives to help others build confidence and discover their full potential. He has led over 1,600 coaching sessions with radio shows. At the time of this article, he serves 30 shows at 11 radio stations. Todd has also written 190+ free articles to encourage on-air personalities and program directors. He and his family live in the (615) area code, aka the heart of the CCM industry.

The post Help for Radio Shows To Not Talk at the Same Time first appeared on CMB.

The post Help for Radio Shows To Not Talk at the Same Time appeared first on CMB.

Here’s a conversation between someone I coach and A.I. after I pointed out that A.I. seems to give “moral of the story endings” to every on-air break idea.

RADIO DJ INSTRUCTING A.I.

“So, I have a coach that helps me sound better on the radio, and he feels like the wrap-up sentences that you generally put at the end of every story are not necessary. Maybe we can work on just the ending be the emotion or the reveal of the story as opposed to a summary of what was just shared. Thoughts?”

A.I. RESPONSE

“That’s great feedback—and your coach is right on target for live radio. Those wrap-up lines can sometimes feel a bit “buttoned up” or scripted, especially when the story already speaks for itself emotionally. If the content has already delivered the heart, humor, or surprise, there’s no need to restate it—we just let the moment land and trust the listener to feel it. So instead of wrapping with a summary or takeaway, we can aim to end on…”

• A visual or moment that sticks.
• A quote or phrase from the person in the story.
• A beat of emotion—even just silence or a breath after something powerful.
• Or sometimes, just stop talking—let the story do its job and roll into the next song or element.

So going forward, all stories will follow this refined structure:

1. Engaging opening line (ideally from the listener’s perspective).
2. Quick setup or conflict.
3. Heartwarming twist, fun fact, or emotional payoff.
4. Let the last moment breathe—no summary or “moral of the story” needed.


HERE’S THE TAKEAWAY


It takes time and effort for A.I. to get to know you and what you’re trying to accomplish. Continue to coach A.I. to adjust to your specific show, personality, and how it can help you become the best storyteller.


At the time of this article I’ve held over 1,500 coaching sessions where I’ve discovered universal truths that can be tailored to individual shows. There are more helpful videos on my Instagram and YouTube pages, and you can find every article at beyond615.com.

#radioshow #radiopersonality #radiohost #radio #radiodj #radiocoaching 

In 2021, Todd Stach launched Beyond 615, a coaching and consulting service, where he strives to help others build confidence and discover their full potential. He has led over 1,500 coaching sessions with radio shows. At the time of this article, he serves 28 shows at 11 radio stations. Todd has also written 190+ free articles to encourage on-air personalities and program directors. He and his family live in the (615) area code, aka the heart of the CCM industry.

The post Adjust Your AI Relationship For Your Radio Show first appeared on CMB.

The post Adjust Your AI Relationship For Your Radio Show appeared first on CMB.

YOUR STORIES > OTHER PEOPLE’S STORIES

Recently, my wife and I said goodbye to our 16-year-old minivan. I can’t believe the emotional reaction I had! I wasn’t sad about losing the leather interior, the transmission, or the years of reliability. The nostalgia came when I began processing all the memories and life moments shared. The wonderful family road trips. The little kids’ soccer practices and games. All three of our children learned to drive in that van. I could go on and on. I felt like I was saying goodbye to an old friend.

That was a good example of how you make connection points with listeners by revealing emotion from your own life story. Relationships deepen when people get to know each other. That helps build trust over time and turns casual listeners into fans (and hopefully donors).

HERE’S THE TAKEAWAY

Be on the lookout for life around you. Every week try to lower the percentage of show prep service stories and increase your own relevance to today, real life stories.

Here’s an example of something that I encourage the radio shows I coach to keep on their cells to help them capture and reflect on moments that made them have an emotional reaction.

In 2021, Todd Stach launched Beyond 615, a coaching and consulting service, where he strives to help others build confidence and discover their full potential. He has led over 1,500 coaching sessions with radio shows. At the time of this article, he serves 25 shows at 10 radio stations. Todd has also written 190+ free articles to encourage on-air personalities and program directors. He and his family live in the (615) area code, aka the heart of the CCM industry.


The post Your Stories > Other People’s Stories first appeared on CMB.

The post Your Stories > Other People’s Stories appeared first on CMB.