According to Nielsen, AM/FM radio reaches 87% of adults in the US every week, and Americans still spend nearly four hours a day with audio. In the car, AM/FM accounts for 55% of listening time. 

But radio is more than numbers. It’s about connection. It’s the familiar voice joining you in the morning. The song that plays at just the right moment. The stories of hope that fill your tank. 

Technology will continue to change. Radio will change with it. But there will always be something powerful about one person behind a microphone connecting with one person on the other side. 

That’s what makes radio special.

In honor of National Radio Day, here are a few thoughts from our own CMB Insiders and a few other names you’ll recognize…

“Anytime in radio that you can reach somebody on an emotional level, you’re really connecting.” – Casey Kasem

“I am reframing the ‘have to’s’ of this job, like support drive into the  ‘get to’s.’  I get to hear people’s stories and I get to see God move in their lives. That subtle shift actually helps me enjoy support drives so much more.” – Wally 

“You can get a song in 74 places. Apple’s got it, Spotify’s got it, but radio is your friend.” – Bobby Bones

“Radio is the only medium that never asks you to stop living to enjoy it.” – Troy West

“I love laughing with our listeners, hearing their stories, and being part of their daily lives.” – Ryan Seacrest

“Radio is super special because it’s powerful and personal at the same time. Reaching a crowd, while remaining an intimate conversation with one.”  – Cari Kates

“We are in the friendship business.” – Elvis Duran

“There’s nothing better than talking to one of my radio friends and hearing a story about a song I’m working, and the power of that song on a listener’s life. That’s powerful.” – Grant Hubbard

The post The Power of Radio first appeared on CMB.

The post The Power of Radio appeared first on CMB.

At the time, Amazon Prime execs sang the praises of “verticality,” especially among young people. In fact, the fascinating conclusion of the post was that many Gen Zs would rather watch shortform promo videos than the actual full-length content.

Now, just one quarter later and we’re seeing the vertical boom showing up virtually everywhere. HBO Max now has new video feeds in beta for select iPhone owners in the U.S. The appropriately named “HBO Max Shorts” takes an interesting approach. Rather than using any old Game Of Thrones scenes to promote the lengthy multi-year television series, the streamer utilizes AI to find the catchiest clips from a show. Viewers can start watching the series. Thus, this tool specializes in content discovery, something HBO Max programmers are excited about.

And a key component is the use of the vertical video format. As a story in Yahoo! Tech points out, “Vertical video has gone from a social media oddity to the dominant format for mobile viewing. Apps like TikTok, Instagram Reels and YouTube Shorts trained users to expect full-screen videos that fill a smartphone display without requiring them to rotate the device.”

A new story in The Verge, “The vertical video takeover is here” has an interesting subhead: “How TikTok, Instagram, and YouTube copied their way to victory.”

Editor-at-large David Pierce credits this trend to Snapchat, the first platform to successfully embrace the vertical format, based almost entirely on how we use our smartphones. Parent company, Snap, launched this viewing consumption trend way back in 2013, and now virtually every social platform—not to mention companies like Amazon and HBO Max have flipped their content vertically.

It turns out Mark Zuckerberg may have been the first copycat, cloning Snap’s format for Instagram “Stories.” It wasn’t long before the vertical format started making appearances on platforms that include Tinder, LinkedIn, Medium, Facebook, and YouTube.

Pierce, however, credits TikTok with being the catalyst that has made vertical video nearly ubiquitous. Time spent scrolling on video platforms like “Reels” (Meta), “Shorts” (YouTube), and of course, TikTok are consuming a minimum of 50% of time spent on these platforms.

Obviously, cloning is an art form on the web. Pierce notes Disney built their version on ESPN and another for Disney Plus, both branded “Verts.” And Netflix, Amazon Prime Video, and Paramount Plus all call their versions “Clips.”

Pierce also notes the advertising world has figured out the popularity of vertical videos, converting most ads to this format that can be converted to any length of time desirable. Combined with AI to zero in on target consumers, verticality is everywhere and showing no signs of running out of steam.

It’s a reminder that standards can change very quickly on the web (although Pierce quotes a New York Times story way back in 2015 that made the case that “The future of video, it turns out, just may be vertical.”

In the light of today, it is essential for content creators to adopt what has become the vertical standard. Not only is it everywhere, but it is the format that millions (billions?) have become comfortable watching.

And if you’re going to repurpose those clever morning show videos you shoot on social media (and of course, that makes sense), you’ve got to use the format that now defines how we stream video content on the web.

All that said, going horizontal has its advantages, especially for YouTube and also capturing a widescreen look for a vast space like an air studio. So, how do you shoot both horizontal and vertical, without using two cameras. I ran into this handy video from Jay Wilson Media that offers some helpful advice.

One final note on the power of video for virtually any digital content brand. Reddit—a decidedly non-video platform—told TechCrunch last week they’re experimenting with a new concept aptly named “video Reddit” that will let users watch video. But here’s a twist—Reddit fans will also be able to listen to the posts in the background while doing other things.

Even LinkedIn has a beta of a TikTok-esque short-form video feed. A new “Video” tab takes you to a feed of short videos users can swipe through.

TechCrunch refers to the phenomenon as “the TikTok-ification of the web at scale.”

For radio—the original audio medium—it begs the question of how video can be used the most sensibly, to both enhance the experience and to also create another source of revenue. Both would be welcome additions.

Link to Original Source

The post The Holy Grail Of Verticality first appeared on CMB.

The post The Holy Grail Of Verticality appeared first on CMB.

Peter Burton – Where Would I Be

I’ll never forget the moment I got the call from my team that my debut radio single was officially added to the radio. I was a brand new artist, with not much to my name other than a song I believed in. It turns out someone else did too, sooner than I expected.

Tony Weir out in OKC took a chance on a brand new artist and a song he believed in. I can still go back to that day as I sat in my truck listening to the radio. As the song played, I had no idea if this would be the only time I would ever hear the song on air or if others would maybe see his belief and follow along. Either way, I was forever grateful for Tony and the moment I got to experience.

Little did we know that the same song would become a 9-week No. 1 debut radio single and that it would change my life. Early belief is a gift that comes with the blessing of knowing someone else was willing to take a chance on you and give you a shot in an industry that’s more difficult than ever to step into.

Thank you, Tony, for taking that chance. And thank you to everyone who took this song to the top of the charts. But most importantly, thank You, Jesus, for doing what only You can do!

Ryan Stevenson – Eye of the Storm

When I wrote Eye of the Storm, I was writing about life experiences that were happening in real time. Every word of that song was either something I was personally living through or something someone close to me was experiencing. There’s a line in the song that says, “when addiction steals my baby girl, and there’s nothing I can do.” That line was inspired by a close friend whose young daughter was suffering from a severe heroin addiction. During a conversation over lunch, he told me that his baby girl—who was 21 years old—was in and out of rehab, living on and off the streets, and simply couldn’t overcome her addiction. He was weeping as he talked, coming to terms with the heartbreaking reality that his daughter was going to die. Although he would have done anything to save her, he was realizing there was nothing he could do.

From the record label’s perspective, we already believed we had our Christian radio singles on the album, so I felt no pressure to make Eye of the Storm into something that fit the format. Having grown up singing hymns in church, I wanted to write my own modern-day hymn—gritty, stomp-and-clap, with lyrics that were raw, honest, and true to real life. After years of serving as a paramedic and witnessing people in the middle of real tragedy, I felt a freedom—and even a responsibility—to speak about what people were actually going through. I felt many songs were intentionally vague (“what happens to vagueness stays in vagueness”), and there was a significant absence of songs addressing the real issues families across America face every day.

With lyrics about betrayal, addiction, shattered dreams, and financial collapse, Eye of the Storm was anything but vague. That honesty ultimately led to an alternate “radio edit.” My team believed we needed to soften some of the language because, as they put it, “we don’t want to give anyone a reason not to play it.” Ironically, the biggest criticism I’ve received over the years has been from my own audience, asking why I changed the lyrics. Countless people have shared stories with me about children they lost to addiction and expressed disappointment that those lyrics were altered. Hearing those testimonies from exhausted, grieving parents has always been difficult, and it continually reminds me of the importance of never compromising the message.

The first person in my inner circle that I shared the song with was Toby, who immediately said, “This is a single.” He was the very first person to truly believe in it and champion it after hearing nothing more than a simple work tape that I texted him.

When we released the song to Christian radio, almost no one played it. There was, however, one program director who believed in it from the beginning and immediately added it to his station. His name was Rick Stevens at KYTT in Coos Bay. His support gave the song a chance to find real people.

Rick reminded me that one person willing to take a chance can completely change the trajectory of someone’s life—not just the direction of a career. His immediate support demonstrated what leadership and courage look like: a willingness to champion a song and a voice he believed in, even when no one else did. He wasn’t waiting for research or testing. He wasn’t looking for validation from something that had already proven itself. Rick simply led.

That one radio add slowly became more. Over time, it turned into a closed-out panel, a 19-week No. 1 song, and ultimately a Platinum record. It all started because one person had the courage to believe.

Chris Cleveland of Stars Go Dim – Holy

I’m so grateful for my friend, Sarah Taylor at KCMS in Seattle, for being the first programmer to add my song, “Holy!”  It’s never lost on me how important our partnerships are on every song, and I’m so grateful for every single time any of you all partner with us and play any of our songs. Because of her early support, so many more of you have had the confidence to take a chance on this song, and it’s been so wonderful to get the positive feedback from across the country about how “Holy” is impacting your listeners. 

So, thank you to all of you for over a decade of partnership, and thank you to Sarah for her willingness to lead on this song. I’m looking forward to many more years of partnership in ministry together!  Until then, I’m so grateful to sing Holy, Holy, Holy with all of you now just as we will one day in Heaven. God bless y’all!

The post The Power of a Yes first appeared on CMB.

The post The Power of a Yes appeared first on CMB.

What We Learned

Although each station approaches fundraising differently, several themes emerged:

• Authenticity matters more than urgency.
• Listeners want to invest in ministry, not operations.
• Prayer and stories remain powerful connection points.
• First-time and recurring donors are becoming increasingly important measures of success.
• Challenges work best when they inspire participation rather than create pressure.

RADIO: During a fundraiser, how do you maintain a great listener experience while asking for financial support?

Major Market – We try to remember that the listener experience doesn’t stop because it’s a fundraising week. We never want to lose our station “voice”. Fundraising should sound like an extension of the station – not something completely different. The same things that make people love this station every other week of the year should still be true during a fundraiser. That means staying encouraging, keeping the music flowing, telling authentic stories, and making sure every break has value for the listener. We don’t want fundraising to feel like something we’re doing to our audience. It’s something we’re inviting them into. The listener tuned in today for encouragement. They most likely didn’t even realize it was a fundraising day. Let’s serve the listener while giving them the opportunity to respond to joining the mission. We also work hard to keep the messaging fresh. Rather than repeating the same ask over and over, we tell different stories, celebrate what listeners are making possible – both on the air and in other areas of the ministry – reminding people that this ministry exists because listeners choose to invest in it.

Medium Market – We recognize that attention spans are relatively short. So, we do a few things to try and make the experience as good as we possibly can during a fundraiser. We believe that listeners want music. For those that have told us they don’t listen, it’s because they believe the music is always getting interrupted. To cut down on that, we work to keep most talk segments between two and six minutes (depending on the day of the fundraiser, dayparts, and situations). One of the best things that we can do is be mindful of the words we are using. It is pretty obvious when others on the air aren’t paying attention to what is being said, or they don’t know what to say. You end up with one of two things happening – the next speaker goes away from the thought that has been built or repeats what was just said. To the listener, that has to be annoying. Words are valuable. Make them meaningful. And, we like three-person teams, because they allow us to use a strategy where one person sets the scene, the next gives the meat of the break (could be a story or reason for support), and the third wraps it up with the call to action. This gives everyone on the air a purpose, and allows us to maintain the energy and focus needed for a good experience.

Small Market – Above all, we want to honor God in expressing our ministry needs and showing our gratitude to our listeners and donors for their support of this ministry. We share the operational need amount. We share stories of how God has used the station to impact our listeners and communities by sharing stories from our listeners. We laugh together and sometimes even cry together when someone’s story evokes that emotion. We maintain that this ministry belongs to our donors and we’re grateful for their responsiveness to its needs and that ultimately it is God’s ministry. We try to always have an attitude of trust in the Lord and JOY that God gives us the opportunity to participate in what He is doing here on Delmarva and South Jersey through the station.

LISTENERS: During a fundraiser, what makes you want to support your station? Do you listen throughout the fundraiser?

Major Market – I do listen throughout the fundraiser. The main reason I support the station is because I believe that the station makes a difference in the lives of the people. I think most people are like me – with everyday struggles and stresses – and the station provides uplifting stories, testimonies, and music that makes me feel closer to God and closer to my fellow man. I love the stories about God answering prayers and providing answers in a way only He can. I love the testimonies about how God reaches someone through a song – and then they give to the station to help the station do the same thing for someone else.

Medium Market – I support this station because I feel that there’s nothing more important than bringing people to Jesus. Music is one way of doing that, plus you have the prayer ministry. I think this station helps to do that. I’m not one who is very good at word of mouth getting across to people, or the people that I’m talking to are incredibly hard-headed. But this works for me, as I believe there is more than one way of spreading the word. I do some, but don’t have the radio in the mornings any longer.

Small Market – Because I need you to always be there when I turn on the radio! Yes, I listen throughout.

RADIO: Beyond the dollars raised, what does a successful fundraiser look like to you? Do you use challenges? Incentives?

Major Market – Obviously we have financial goals, but dollars aren’t the only measure of success. One of the numbers I pay the most attention to is first-time givers. Every new donor represents someone who has decided this ministry matters enough to become part of it. That’s exciting because it’s growing the family, not just meeting a budget. We also look at monthly giving, because recurring support creates long-term stability and allows us to serve listeners well beyond this year’s campaign. We absolutely use challenge gifts because they create momentum and allow generous listeners to inspire others. But we try to avoid making fundraising feel transactional. The focus is always on the impact those gifts will have in people’s lives, not on prizes or premiums.

Medium Market – Taking money out of the equation, success comes from the listener testimonies or the lengths they go to so they can give. Every fundraiser brings incredible stories of how God has used our ministry to lead people to Him; to heal a broken soul; or to provide comfort. These are humbling and become the best part of fundraisers. We get to see the direct impact God has through us. Yes, we do challenges. Probably too many if I’m honest. Challenges build excitement, which builds momentum, and that gets listeners on board. Sometimes, though, we may use them so much that they become background noise. We also do an incentive. We have a first-day giveaway as part of the month-long promotion leading up to the fundraiser. At the end of the first day, anyone who has entered could win the incentive prize. You don’t have to give, but every gift is an entry into the drawing. The incentive has been cited as the driver to give us a “head start” on the fundraiser.

Small Market – Going into the fundraiser, we try to have 20% of the operating need already raised as advance challenge funds. We made the decision from the beginning that we would not offer incentives for giving. We felt we would be training our listeners in the ‘give to get’ mentality. We do have segments of using challenge money that was given by donors ahead of this event to inspire others to give, so when you give right now, your gift is being doubled. There are many who wait for challenge opportunities before they give their gift.

LISTENERS: Beyond making a donation, what does a successful fundraiser look like from your perspective? Do you like challenges? Incentives?

Major Market – The challenges are incentives can be fun, but if I were to win an incentive, I would justdonate it back to try to raise more funds. For me – donations are mainly guided by my gut…and if I make a larger donation, that is always guided by prayer.

Medium Market – Meeting the goal. Challenges are great. Not sure about incentives.

Small Market – New community support. Increasing existing community support. Love the matches.

RADIO: What do you wish donors better understood about fundraising?

Major Market – I wish donors knew that fundraising isn’t simply about paying bills. It’s about inviting people to participate in ministry. Every campaign is an opportunity for listeners to move from simply consuming the ministry to helping make it possible for someone else. That’s a meaningful spiritual step for many people. I’d also want them to know that while fundraising can seem repetitive if you’re listening all day, most listeners aren’t. They’re tuning in at different times, so repetition is necessary to make sure everyone has an opportunity to hear the invitation. Finally, I hope donors understand how much encouragement the staff receives during fundraising. Hearing story after story of lives being changed, and watching listeners respond with generosity. It’s a powerful reminder that God is still using Christian radio to make a difference.

Medium Market – We know that giving to operations isn’t glamorous. No one really gets excited that their $30 a month is paying for an electric bill. What we have started to emphasize is that their gift is the supply line that we need for the spiritual battle that surrounds us all. We have started to use an illustration that Rick Dunham put in his “If God Will Provide…” book. Fighting forces can only go as far as the supply line allows. If the supply line is cut off, the fighting force eventually loses the battle. Their gift allows us to press forward as we lead people toward Jesus. I also wish donors could see all of the testimonies we receive. They could know that what they are giving toward really does make a difference. It really does play a part in saving lives and leading people toward salvation. Lastly, I wish donors understood that there are more ways to give than just calling a pledge drive. They can give from their retirement distributions; from the profits of their businesses; from their stocks and cryptocurrency; from their estates and so much more. Donors have the power to set our media ministry up to always have the supply to reach the four corners of the Earth.

Small Market – I wish they knew that although they like to wait until the end to give when they can help to put us over the total need, our phones get jammed and it is harder to get through. Call early! We do not receive grant money, we are not government subsidized, and we do not sell commercials to support the station. We are 100% community supported. All of us together financially and prayerfully supporting this ministry, with God’s help, brings it all together to fulfill God’s plan.

LISTENERS: What do you wish radio stations better understood about why people give?

Major Market – I think the station has a pretty good handle on why people give… to spread hope, inspiration, and the love of Christ. I’m not great at discipleship… I struggle to find the right words (and sometimes even the courage) to speak to people about Jesus. But this station is excellent at the places of discipleship where I fall short. So, I use the blessings God has bestowed upon me to help the world hear about Christ through another voice and a larger platform

Medium Market – Not sure on this answer, but I do wish that this station followed more of how it was originally intended….No advertisements. You can say there aren’t, but I beg to differ….It seems as though there are a BUNCH now. 

Small Market – Such a HUGE impact this station has. Tooooo many stories you will never know this side of Heaven. Please don’t ever forget how much you serve the people you never see!!!

The post What Donors Wish Programmers Knew first appeared on CMB.

The post What Donors Wish Programmers Knew appeared first on CMB.

The top reason? It helps listeners feel closer to God. That’s a pretty incredible playlist perk. 

Next, listeners say CCM Radio offers hope and encouragement, giving them a lift when life gets heavy. 

Third, it’s all about positive, uplifting lyrics—because who couldn’t use more of those? 

Coming in fourth, listeners appreciate that CCM Radio is family-friendly, making it easy to enjoy together without reaching for the skip button. 

And rounding out the top five, people simply love the music—the artists, the melodies, and the sound itself.

The takeaway? CCM is doing far more than filling speakers. It’s strengthening faith, brightening days, bringing families together, and delivering songs people genuinely enjoy. That’s a greatest hits list worth celebrating!

The post The Secret Sauce of CCM Radio: 5 Big Reasons They Listen first appeared on CMB.

The post The Secret Sauce of CCM Radio: 5 Big Reasons They Listen appeared first on CMB.

I’ve turned down that easy yes before. Not because the song was bad. It was just safe in a way that didn’t do anything for the station. I’ve also sat through the follow up calls asking why. That part isn’t fun. But it’s the job.

Barrett Media wrote something a while back that named exactly what I couldn’t quite put into words during those calls. Rigid music testing and focus groups sanitize stations. They strip out the texture that actually builds listener loyalty.

In the article I read, Barrett Media called them chocolate chips. That’s the phrase that stuck with me. The surprise song. The song nobody expected in that slot. The one moment in the hour that breaks the pattern before the listener even realizes they were bored.

You cannot lean on this every week, because I’ve watched programmers take this idea and run it into the ground. If every add is a stretch, your station isn’t distinct anymore, it’s just unpredictable, and unpredictable doesn’t build habit any better than boring does. This works precisely because it’s rare. Listeners can tell the difference between a station that occasionally takes a real swing and one that’s just guessing week to week.

When it lands though, there is nothing safe that touches it. It’s the song somebody texts a friend about. The song that makes a listener say did you hear what they just played, instead of reaching for the next preset on their way to something else.

Play it safe often enough and you get a station that sounds like every other station in the format. Take the right swing at the right moment and you get something people actually notice.

The post The Safe Add Is Safe for the Label. Not for Your Station. first appeared on CMB.

The post The Safe Add Is Safe for the Label. Not for Your Station. appeared first on CMB.

For more than a decade, RAB’s Annual Digital Benchmarking Report, produced by Borrell Associates Inc., has helped radio leaders understand how local advertising is changing and what it takes to stay competitive.

This year’s findings confirm what many broadcasters are already seeing.

In 2025, radio’s digital advertising reached $2.3 billion, accounting for nearly one quarter of total industry revenue. Digital growth offset continued declines in core radio, stabilizing overall revenue for the industry.

Selling digital is no longer an experiment or an add-on. It is an expectation.

As Marketron CEO Jimshade Chaudhari explains, “Broadcasters, advertisers and sales teams now assume digital is part of the conversation. The challenge is no longer demand. It is execution.”

As radio looks ahead to 2026, success will be defined by how well organizations deliver integrated radio and digital campaigns consistently and at scale.

1. Treat Digital as the Core Growth Business, Not an Add-On

The 2026 report makes one thing clear: digital has moved from supplemental to essential.

Since 2022, radio digital revenue has grown at an 8.3% compound annual rate, while core radio has declined at –2.2%. In 2026, Borrell forecasts that 9.5% digital growth will once again offset a 3% decline in core radio, resulting in continued revenue stability for the industry.

That stability, however, is not evenly distributed.

Companies that have made digital a core part of their strategy with clear expectations and disciplined execution are pulling ahead. Among publicly traded radio groups, digital now represents more than 36% of total revenue on average, and significantly more for the strongest performers.

The takeaway is straightforward: growth is no longer tied to market size or ownership scale. It’s driven by execution.

2. Shift Sales Conversations from Products to Measurable Outcomes

Local advertisers are more sophisticated than ever. Nearly half of radio advertisers now employ at least one full-time marketing professional, and the number of “master-level” marketers continues to grow.

These buyers still value branding, but they increasingly expect accountability.

The report shows advertisers allocating more budget to video, streaming and digital channels that offer measurable performance. While radio continues to rank highly for ROI, it’s also perceived as harder to measure, creating both risk and opportunity.

Stations that pair radio with measurable digital extensions such as streaming audio, streaming video and targeted digital campaigns are better positioned to deliver the results advertisers expect.

“Radio and digital perform best together,” Chaudhari notes. “When sellers lead with outcomes, confidence follows.”

3. Make Training a Continuous Discipline, Not a One-Time Initiative

Execution depends on people.

For years, station managers have consistently identified training as the most effective driver of digital revenue growth and 2026 is no exception. Confidence in digital strategy rebounded significantly in 2025, supported by:

• More frequent training
• Clearer expectations to include digital in every pitch
• Improved confidence in sales teams’ digital capabilities

Half of stations now conduct digital sales training at least weekly, and those that do report stronger performance across the board.

Digital success isn’t accidental. It’s built through consistent enablement, reinforcement and leadership alignment that protects seller confidence as digital volume and complexity increase.

4. Improve Conversion Before Chasing New Customers

One of the most persistent gaps in the data remains conversion.

On average, only one in four radio advertisers buy digital products from their station, and digital-only customers represent just 10% of total client bases. That means the largest growth opportunity still sits within existing advertiser relationships.

High-performing stations focus on:

• Mandatory inclusion of digital in proposals
• Clear packaging and pricing
• Reporting that reinforces value and performance

Before investing heavily in net-new acquisition, stations that deepen existing relationships are seeing faster, more sustainable growth without sacrificing margins.

5. Use AI as a Competitive Advantage: Not Just a Productivity Tool

AI adoption accelerated rapidly in 2025. Nearly all stations now use AI in some capacity, particularly for prospecting, communication and sales support.

At the same time, concern is growing. Nearly half of managers who are aware of advertisers using AI for media recommendations believe those recommendations don’t favor radio.

This creates urgency.

Stations that strengthen their digital credibility, measurement story and integrated narrative are better positioned to influence how radio is represented in AI-driven buying decisions. As AI increasingly shapes how advertisers plan, radio must show up as a measurable, scalable and integrated solution.

Turning Stability into Sustainable Growth

The 2026 RAB -Borrell Benchmark shows that radio has reached a turning point. Digital has stabilized the industry. The next challenge is turning that stability into sustainable and profitable growth.

The opportunity is real and increasingly achievable for stations of all sizes. Success will depend on leadership alignment, disciplined execution, continuous training and technology that supports scale without friction.

Radio’s future isn’t radio or digital. It’s radio and digital working together to deliver measurable results, efficiently and reliably, for local advertisers.

Link to Original Post

The post Industry Insight: 5 Next Steps for Radio first appeared on CMB.

The post Industry Insight: 5 Next Steps for Radio appeared first on CMB.

Nationwide listener research measures that by asking audiences to score songs. Artists with more songs earning strong scores rise to the top of the rankings.

Here are the 10 artists with the strongest overall listener scores:

1. Chris Tomlin
2. Casting Crowns
3. MercyMe
4. Lauren Daigle
5. Elevation Worship / Elevation Rhythm
6. Third Day
7. Jeremy Camp
8. Phil Wickham
9. Hillsong Worship
10. Matt Maher

These artists have built deep catalogs of songs that continue to connect with listeners — proving that powerful music and meaningful messages never go out of style.

Coming up in August: From the 2025 Finney Media Why Listen® Survey, new observations on The Top Five Reasons Your Listener Listens.

The post The 10 Artists Christian Radio Listeners Love Most first appeared on CMB.

The post The 10 Artists Christian Radio Listeners Love Most appeared first on CMB.

Here are a few takeaways you should be thinking about right now:

1. 1. Talent is still the ultimate differentiator. The talent you hire today looks completely different than it did even five years ago. 
   2. Being good on air isn’t enough anymore. Talent MUST think like content creators, not just DJs. This needs to be part of their job description.
   3. AI isn’t the threat. Complacency is. How are we responding to AI driven discovery and content consumption? 
   4. Radio is still a powerful tool for discovery, but it is no longer the center. Listeners are also finding music through social, streaming, and culture.
   5. Content is greater than platform. Hits are built across radio, streaming, social, culture and touring. We have to think in terms of content ecosystems, artist storytelling, and multi-platform amplification. 
   6. The opportunity is greater than what we’ve known. Younger audiences won’t come automatically. We have to intentionally create content that invites them in. 
   7. Great programmers now think in terms of stories, moments, and experiences.
   8. Artist partnerships are more important than ever. The strongest stations help tell the artist’s story, not just play their songs. 
   9. Discovery still matters, but it’s evolving. Radio breaks artists early, but social, streaming and fans now shape traction. 
   10. The opportunity is still massive for radio, but the window is now. Radio is at a crossroads, yet still holds unmatched reach, trust and influence. 

The stations that win will:

• Invest heavily in talent development
• Think beyond the mic 
• Be intentional about audience growth
• Move faster than the industry’s comfort zone
• Recognize that the future won’t be decided by technology, but by talent and content. 

The post 10 Things Every Programmer Should Be Thinking About Right Now first appeared on CMB.

The post 10 Things Every Programmer Should Be Thinking About Right Now 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.