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.

During those long days at home, the instructors were broadcasting from their homes too. We were all going through the pandemic together. Their encouragement, honesty, and positivity lifted my spirit in a time when we all needed it.

The instructors began to feel familiar, like personalities you look forward to hearing. They reminded me of what we’ve always known in radio: people connect with people.

When I made it into a live ride class at the Peloton Studios New York, it was everything I hoped it would be. In fact, it was so great that one ride turned into three. I found myself going back again and again, each time reminded of how powerful that in-person connection can be. Meeting the instructors I had ridden with for years and seeing that they were just as real, just as encouraging off camera, mattered.

A couple of years ago, it looked like Peloton might be struggling financially. But they made a strategic reset. They shifted their focus beyond just fitness and leaned into what was already working, the personalities and the experience.

It’s what we’ve always said in radio.

Connection matters.

And Peloton doubled down on that idea in a way that clearly worked.

I can tell you exactly why I connect with certain instructors.

Take Matt Wilpers. He’s from Atlanta, always smiling while I’m riding with him. He talks about loving his mom. He runs races all over the country. He shows up for his friends, and they show up for him, especially in class. You feel that.

Or Jess Sims, a former kindergarten teacher and WNBA player. She shares stories about going to Payless Shoes with her mom, brings a fun, spicy energy, and even taught me how to make “sweat angels” on my mat.

It’s those personal details. Those real-life moments. That authenticity.

That’s what builds connection.

Because whether it’s a Peloton instructor, a morning show host, or someone on social media, the impact is the same. When people feel like they know you, when they feel encouraged by you, they come back.

That’s the opportunity we have every day, every break.

Personalities matter because they’re more than voices, they’re people who share themselves, spark connection, and reflect God’s light in ways that help listeners feel truly seen. When we support, guide, and develop them, the connections they create aren’t just heard, they’re felt, lasting in hearts long after the broadcast ends.

And that’s the work we get to do every day, helping people feel known, helping them shine, helping them carry that light forward.

Beth Bacall is a media personality and talent coach. Catch her on Peloton at @BethBacall.

The post From Bike to Mic: What Peloton Can Teach Us About Radio first appeared on CMB.

The post From Bike to Mic: What Peloton Can Teach Us About Radio appeared first on CMB.

This year’s conference carried a theme that should feel familiar to anyone who works in faith-based media: in a world increasingly shaped by artificial intelligence, human connection is more valuable than ever.

The AI Conversation Has Grown Up

Last year’s SXSW panels were still debating whether to adopt AI tools. This year, the question shifted: Are we building the right organizations to use them?

Industry analyst Ian Beacraft made a pointed argument that most companies are failing at AI. Not because the tools aren’t ready, but because the organizational structures around them are already obsolete. The winners, he argued, won’t be the fastest adopters. They’ll be the ones who rethink how work is organized entirely.

For Christian radio stations serving multiple markets on constrained resources, this framing is clarifying. The question isn’t whether to use AI for tasks like content scheduling, social copy, or audience targeting. The question is whether your team is structured to use it strategically, or just reactively.

Storytelling Is Your Competitive Advantage

Serena Williams took the stage at Axios House and told entrepreneurs that the most underestimated skill in business is the ability to tell a compelling story. Actor and producer Jamie Lee Curtis echoed the sentiment later in the week, making the case that people need to tell stories and others need to hear them. No technology changes that fundamental truth.

Nobody at SXSW asked why human creativity is irreplaceable. They just kept affirming that it is. But for those of us in Christian media, the answer isn’t a mystery. It’s foundational. Humans are uniquely creative because we are made in the image of a creative God. The imago Dei isn’t just a theological concept; it’s the reason a song can move someone to tears, why a story told with honesty and vulnerability can change a person’s day, and why no algorithm, however sophisticated, can replicate what happens when one human being speaks directly into the life of another. SXSW was circling the truth without naming it. We get to name it.

This is ground Christian radio has always occupied. Our stations don’t just play music. We share listener impact stories, walk through grief and celebration on-air, and create moments of genuine human connection across the dial. At a conference full of conversations about AI-generated content, that irreplaceable human voice, rooted in faith, community, and shared experience, is not a weakness. It’s a differentiator.

Audio Is Resilient, But the Landscape Is Shifting

The audio industry had a significant presence at SXSW this year, with Podcast Movement Evolutions co-locating at the festival for the first time, hosting three days of sessions on the future of audio. Some of the discussions are directly relevant to Christian radio.

One of the most debated questions: is video killing the podcast? The data says no. Research from Cumulus Media and Signal Hill Insights found that 92% of podcast consumers listen to at least some of their content in audio-only form, with just 8% exclusively watching video. The argument that emerged from sessions is that video is a distribution multiplier, not a replacement for audio.

For Christian radio, this is an important reframe. Adding video components to interviews, artist sessions, and listener stories is the kind of content already being developed for YouTube and social platforms. It isn’t abandoning radio. It’s extending its reach.

Also worth tracking: the growing conversation around podcast content ownership. Apple Podcasts’ HLS update, discussed at length at Evolutions, allows creators to host video podcast content through their own hosting provider rather than ceding that control to platforms like Spotify or YouTube. For stations building digital audiences, maintaining ownership of your content and audience data will matter increasingly as the platform landscape continues to shift.

The Hunger for Human Connection Is Real, and It’s Our Mission

Perhaps the clearest through-line at SXSW 2026 was something that should feel deeply familiar: people are hungry for genuine connection. One analyst described it as “the single red thread running through the entire program.” In a world of automated content, algorithmic feeds, and AI-generated voices, the hunger for something real has never been more acute.

Christian radio exists precisely for this moment. We don’t manufacture connection; we facilitate it. Between a listener navigating a hard season and a song that meets them there. Between a morning host and a commuter who feels less alone because of a two-minute conversation about faith. Between a community of donors and a station that reflects their values back to them.

Consumer behavior research presented at SXSW also noted a broader cultural shift toward what analysts called “intentional consumption.” Audiences are pulling back from excess, seeking content that is simpler, more transparent, and more emotionally resonant. That’s not a trend we need to manufacture. It’s what we’ve always offered.

What to Watch and What to Do

A few practical takeaways for Christian radio teams coming out of SXSW 2026:

Audit your AI readiness, not just your AI use. The tools are available. The more important question is whether your team has clarity on where AI can accelerate your mission and where human judgment is irreplaceable.

Lead with transparency. Audiences, especially faith-based audiences, respond to honesty about how content is made. If AI helps you produce more content, say so. Your listeners will respect it far more than discovering it on their own.

Treat storytelling as strategy. Impact stories, listener testimonials, and on-air moments of genuine human connection aren’t just feel-good content. They’re your most powerful tools for building the kind of listener loyalty that leads to advocacy and support.

Don’t abandon audio for video; expand from it. Video content is valuable for discovery and social reach. But your core audience still chooses audio, and that’s where the deepest connection happens.

Position your distinctiveness. In an era when every brand is trying to manufacture authenticity, Christian radio has the real thing. Lead from it.

SXSW doesn’t always speak directly to faith-based media. But this year, it kept circling back to the same truth we’ve built our stations on: technology can do a lot of things, but it cannot replace what happens when a person feels genuinely known, heard, and not alone.

That’s still our job. And if the conversations in Austin are any indication, there’s never been a more important time to do it well.

The post The Conference That Predicts the Future Confirms What We Already Know first appeared on CMB.

The post The Conference That Predicts the Future Confirms What We Already Know appeared first on CMB.

It’s evolving.

Radio’s future will belong to stations that combine what they’ve always done well—local connection, trusted personalities, and immediacy—with the digital tools audiences now expect.

This bears repeating.

Here’s a practical 7-point plan for radio leaders who want to win the next decade.

1. Own the Car Experience

Radio’s biggest competitive advantage remains the dashboard. As automakers redesign infotainment systems, radio must ensure it stays easy to access, visible, and integrated with digital features. Stations should also create “drive-friendly” content: quick information, personality interaction, and local relevance that fits how people listen while commuting.

2. Invest in Air Talent

Algorithms can deliver songs, but they can’t deliver personality. Great air talent creates habit and emotional connection. Stations that prioritize coaching, development, and creative freedom for their personalities will stand out in a world of automated playlists.

3. Double Down on Local

Local information is radio’s most defensible advantage. Weather, traffic, community events, local culture, and neighborhood conversations cannot be replicated by national streaming platforms. Stations should become the daily soundtrack of their city—not just a jukebox.

4. Expand Aggressively Into Podcasting

Podcasting shouldn’t be viewed as competition. It’s an extension of radio’s storytelling and personality strengths. Smart stations are using podcasts to deepen engagement with listeners and extend their brand beyond the broadcast clock.

5. Build Strong Digital Distribution

Listeners increasingly expect access everywhere: smart speakers, mobile apps, connected cars, and social platforms. Stations must ensure their streams are easy to find and frictionless to use wherever audiences choose to listen.

6. Improve Advertising Attribution

Radio’s biggest revenue opportunity lies in proving its effectiveness. With better use of digital analytics, promo codes, and attribution tools, stations can demonstrate measurable results to advertisers and compete more effectively with digital platforms.

7. Think Like a Media Brand, Not Just a Radio Station

The most successful operators will stop thinking in terms of transmitters and start thinking in terms of audiences. A station’s brand should live across broadcast, social media, podcasts, events, and digital platforms. The more places listeners encounter your brand, the stronger your relationship with them becomes.

Radio’s story is one of transition.

The stations that succeed will be the ones that protect radio’s traditional strengths while embracing the tools of modern media.

The future of radio isn’t just on the dial anymore.

It’s everywhere the audience is.

Link to Original Source

The post The Problem With Radio Isn’t the Audience. It’s the Strategy. first appeared on CMB.

The post The Problem With Radio Isn’t the Audience. It’s the Strategy. appeared first on CMB.

Why It Matters

The weeks surrounding Easter consistently represent one of the most significant times of the year for Christian music engagement. Listeners are naturally drawn to songs that point them to hope, redemption, and the resurrection story.

Christian Music Month builds on that momentum by encouraging fans to listen, share, and rediscover the music that strengthens their faith. It’s also an opportunity for stations to spotlight the artists and songs that continue to shape the Christian music landscape.

How Stations Can Participate

Christian Music Month is a collaborative effort across the Christian music industry, bringing together artists, labels, streaming platforms, tours, and radio. Stations have a unique opportunity to help amplify this celebration within their community.

Stations can participate by:

• Highlighting Christian Music Month on-air and online
  
• Featuring artists and songs that have impacted listeners’ faith
  
• Sharing stories about the role Christian music plays in people’s lives
  
• Encouraging listeners to engage with and share the music they love
  

By leaning into this moment together, Christian radio can continue to lead the way in connecting audiences with music that points them to Jesus.

Resources for Stations

To help stations participate, Christian Music Month resources and artist liners are available for download: https://christianmusicmonth.com/resources 

The post Celebrate Christian Music Month with CMB first appeared on CMB.

The post Celebrate Christian Music Month with CMB appeared first on CMB.

And I don’t mean stepping out your front door. I mean outside your routine. Outside your office. Outside the predictable rhythm of meetings, copy deadlines, music logs, and studio lights.

For me, live shows are my way of going “outside.” They pull me away from the desk. Away from the comfort of the daily grind. Even when the grind is hard, it’s familiar. We know what to expect. We know how people respond. We know the flow.

But outside? Outside reminds you.

Recently, I went outside at Winter Jam. I’m glad I went. Seeing thousands in an arena to enjoy music that points to a Savior was incredible! I was reminded of one simple truth:

God is still on the move.

That word still matters.

Because if we’re not careful, ministry can start to feel mundane. We get so busy doing the work that we forget to look for the movement. We produce. We plan. We execute. But do we pause and ask: Where is God moving right now?

Here’s the beautiful part: in Christian radio, you sit in the middle of the observatory.

Every day, you hear the stories. The emails. The calls. The prayer requests. The testimonies. You are entrusted with front-row seats to the evidence that God has not stopped.

He has not stopped loving.
He has not stopped pursuing.
He has not stopped restoring.
He has not stopped placing reminders of His character in people’s paths.

And your microphone and station become part of that reminder.

When you open the mic this week…
When you write copy…
When you dream up a marketing idea…
When you plan the next event…

Remember: you are not just filling airtime.

You are amplifying evidence that God is still moving.

Christian radio plays a vital role in carrying those stories into cars, kitchens, hospital rooms, and headphones. You help people see that they are not alone. You help them recognize that the God who moved yesterday is moving today.

And maybe, in telling those stories, you’ll be reminded too.

God is still on the move.

And you are right in the middle of it.

The post God Is Still on the Move first appeared on CMB.

The post God Is Still on the Move appeared first on CMB.

Megan Fathauer – PD, Shine.FM (WONU)

We’ve worked hard since this past summer, and finally, in February, we launched our video podcast studio. My boss could tell you the research on the importance of younger generations having video, along with podcasts, and we’re excited to finally be making that happen and giving our listeners more connection from our ministry!

Scott Herrold – Chief of Content, Hope Media Group

I’m closely watching how the in‑car digital dashboard is evolving. Automakers are prioritizing software over radio hardware, and that shift will stretch our radio mindset. I’m focused on how the digital extensions of our radio brands can show up more powerfully in that environment and create a stronger presence for listeners on the road.

Ben Holson – PD, KTIS

One thing we’re doing right now is investing in people and systems that can adapt. Platforms will change, technology will evolve, and media habits will shift—but trusted voices, strong relationships, and flexible infrastructure will carry us forward. We’re focusing on building a team and a culture that can learn quickly, experiment wisely, and stay rooted in our mission no matter how the landscape changes.

Josh Hooper – Chief Content Officer & PD, The River (WCVO)

We are currently building a comprehensive Digital Roadmap for our future. Our Digital Team and the growth of The River’s digital content are paramount to the future success of the ministry, so we’re setting the foundation now for growth, increased influence, and investment into the digital space.

Ty McFarland – Sr. Director of Content, CRISTA Media

Growing podcasting. Integrating beneficial AI. Sharing faith more boldly. Forcing myself to keep an open mind.

Matt Stockman – Brand Director, Pillar Media

​​We are prioritizing two things. First, launching Smart TV apps, because radio listening via connected TVs is growing rapidly and will only accelerate over the next five years. Second, we are doubling down on measuring and monetizing streaming and DTS AutoStage. Mark my words: traditional radio measurement is nearing its end, and in five years, the way stations prove audience and value will look very different from what Nielsen does today.

The post 2030 Starts Now first appeared on CMB.

The post 2030 Starts Now appeared first on CMB.

Lindsay Crane – Media Marketing, Awakening Events

In a world where requests are often at the touch of a button, radio is still building community where streaming platforms can fall short. I’ve worked enough radio promotion booths where listeners stop by asking for their favorite DJ, because what happens between the music is what keeps listeners tuning in. People are craving connection, and radio forms relationships beyond the song playlist.

Dave Gordon – Senior Director – Media Markets, Northwestern Media

Radio still matters because in this fragmented world, radio remains one of our generation’s last real companions.  It’s quick to comfort and encourage us with the perfect blend of songs, stories, and emotions – from trusted, relatable voices.  When a radio station is operated and programmed by mission-driven broadcasters, it cares for the people of its community like nothing else can. 

Matt Hahn – US Director of Radio/Media Marketing, Compassion International

Christian Radio has the greatest impact of allowing listeners to be local and global from their favorite station…just a couple of examples we’ve had recently through Compassion Radio Campaigns: 

“I have been listening to Star 99.1 and was moved with Compassion when I heard about the desperate situations children are experiencing. I’m a mom and grandmother, and I can’t imagine how severe the suffering these children are experiencing daily.  I’m honored to be a servant and is willing to care for this sponsored Child.” 

“God has been so gracious and blessed me. I want to do the same. 41 years ago, I lost my sister in a car accident. Her name was Susan, and I wanted to sponsor a child in her honor. My sponsored child’s name is Susana. Thank you, Christian Radio.” 

Paul Jacobs – President, Jacobs Media

When we talk to the CMB audience, we continually hear how, at a moment of need – a family challenge, health, or basic day-to-day life – Christian music radio comes up with the right song, the right Bible verse, or the right tone that immediately uplifts them and helps them deal with their issue. What other medium or platform can do that? Only radio…it still matters!

Kenny Jay – President, Albright & O’Malley & Brenner

In a world of news fatigue and mistrust in social media and AI, radio remains an authentic connection and an escape that makes listeners feel good.

Sarah Taylor – On-Air Talent & Music Director, Spirit 105.3

Recently, a young woman named Victoria supported SPIRIT 105.3 during a fundraiser. It was her first time giving, because she’d just found the station. She said she’d wanted to “get closer to God” and was tired of all the “noise” she heard on other stations, so she hit the seek button on her dial. She said the music made such a difference in her relationship with God that she wanted to become a partner in ministry for others who were seeking. I think about her every time I start my shift.

The post Why Radio Still Matters first appeared on CMB.

The post Why Radio Still Matters appeared first on CMB.

Christian Hit Radio Inc (CHRI), Canada

A remarkable win for CHRI, the only Christian radio station in Canada’s capital, was seeing God use the station to help save a life. When gospel artist Prosper Laguerre urgently needed a kidney donor, he shared his story on CHRI, and within days a loyal listener stepped forward as a matching donor – an outcome doctors called extraordinary! After a successful transplant and weeks of prayer, Prosper made a full recovery and just four months later returned to the stage to entertain 20,000 people at an Ottawa Senators game, illustrating the powerful impact of radio, a faithful community, and the God of miracles. A continuing challenge in Ottawa’s highly political environment, where people tend to be outspoken about various political views, is maintaining unity without becoming politicized. In response, CHRI focuses on promoting city-wide initiatives, won’t promote political messaging, and keeps Jesus at the center, creating a space where people of every background are welcomed and reminded that God’s people are everywhere.

Link FM, South Africa

A significant win for Link FM, a Christian community radio station serving South Africa’s Buffalo City region, has been its continued role as a trusted connector in a community facing ongoing economic and social pressure. For nearly 30 years, Link FM has been deeply woven into the life of the city through strong relationships with churches, schools, NGOs, businesses, and civic leaders, consistently linking people to Jesus through both broadcast and presence. In recent months, the station has amplified local causes, mobilised practical community support, and taken prayer beyond the studio by visiting businesses to pray with owners and staff, reinforcing a faith that is lived publicly, not only spoken on air. A current challenge is the lack of an Outside Broadcast unit, limiting the station’s ability to fully serve the community at events/gatherings. In response, Link FM has made acquiring an OB unit a strategic priority for 2026, seeking to grow its reach and ministry beyond the studio walls through targeted fundraising and grant support.

Maasbach Radio, Netherlands

Over the past few months, a key win for Maasbach Radio has been the impact of the “You Are Loved” outreach tents set up in city centers across the Netherlands, creating welcoming spaces where volunteers connect with families, share the Gospel, pray with visitors, and lead many to life-changing encounters with Jesus. The greatest joy has been seeing people meet Christ in the middle of their real needs. The ongoing challenge, however, is the urgent need for more workers in a culture increasingly resistant to the Christian faith. The harvest is plenty but the laborers are few. In response, Maasbach Radio is investing in and empowering a rising generation – called the NEWGEN SOCIETY – by offering free digital teachings, encouragement, and global connection to equip believers to boldly and effectively share the Gospel, even in difficult times.

PositiveMedia, Australia

A significant win for PositiveMedia, home of 89.9 TheLight in Melbourne, has been the growing impact of in-person events that deepen connection with our community beyond the airwaves. Serving nearly 800,000 monthly listeners, half of whom do not yet identify as Christians, we hosted 11 events in 2025, ranging from concerts and parenting and mental health seminars to a Mother’s Day high tea and a special movie screening for children who need extra joy. These moments create powerful, personal opportunities for lives to be touched by the love of Jesus. A continuing challenge for community-licensed stations like ours is limited funding due to strict sponsorship restrictions imposed by legislation. In response, we have rebuilt and strengthened our volunteer program, now supported by nearly 50 passionate volunteers whose time, skills, and dedication allow us to extend our reach and deliver transformational content and events that would not be possible otherwise.

Radio Pulpit, South Africa

A significant win for Radio Pulpit has been expanding its impact as a trusted Christian voice across South Africa and beyond, reaching more than one million people monthly through radio, television, digital platforms, devotionals, and community outreach. A recent highlight was being recognized for its “Pitch Your Business!” competition, an initiative designed to equip aspiring entrepreneurs with practical skills, training, and mentorship to build sustainable businesses in their communities. Since 2023, participation has grown rapidly, with nearly 700 small and emerging businesses involved in 2025, supported through free university-led training and on-air marketing opportunities. A continuing challenge for Radio Pulpit is sustainable income in a difficult economic climate, as the ministry relies largely on donations and fundraising. In response, the station is seeking support to sustain this life-changing initiative, upgrade technology, and expand Christian content production and multilingual outreach across Africa.

Rhema Media, New Zealand

A significant win for Rhema Media, home of Rhema, Life FM, Star, and Shine TV, has been the growing reach and impact of sharing the hope of Jesus across Aotearoa New Zealand and beyond. Through nationwide radio networks, a 24/7 Christian TV channel, devotionals, and digital platforms, Rhema Media journeys daily with hundreds of thousands of people exploring or rediscovering faith. This impact extends beyond broadcasting into discipleship and connection through prayer, pastoral care, listener events, and partnerships that unite churches and ministries. In 2025, collaborations with organisations including The Leprosy Mission, Tearfund, and Christians Against Poverty helped raise over $500,000 to bring practical help and hope to communities across New Zealand and the Pacific. As a non-profit ministry, a continuing challenge is navigating a changing media landscape while relying on God’s provision and the generosity of supporters to ensure Christian content remains freely available nationwide.

The post One Message, Many Communities: The Global Impact of Christian Radio first appeared on CMB.

The post One Message, Many Communities: The Global Impact of Christian Radio 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.