Station Spotlight


Madison, WI (Market #100)



Christian AC


Staff Size:
8 Full-Time

Tell us about your station:

Life 102.5 is a Northwestern Media station, and has been on the air for 57 years. Our mission is to lead people to Christ and nurture believers in their spiritual growth. God has blessed us with a 50,000 watt signal that covers Madison and a large portion of southern Wisconsin. We try to be real on-air and active in the community. The lineup:
Mornings: Dave and Candice
Middays: Bruce Barrows
Afternoons: Theresa Ross
Evenings: Summer Shepherd
Weekends and Fill-in: Rick Hall

Your station’s most successful promotion:

Life 102.5 is privileged to be actively involved in helping make a difference in our community. One of the most successful ventures we’ve been a part of is Shoebox Gifts For Kids. Before Christmas, listeners fill shoeboxes with small toys, school supplies and necessities for families in need. A local church ministry then delivers the shoeboxes. Last year was the largest ever collection in this annual partnership, resulting in nearly 1200 kids and single moms receiving Christmas gifts.

Resources your station uses:

Life 102.5 employs Mark Ramsey for perceptual research and Troy Research for our music testing. There are also a lot of smart people within Northwestern Media bouncing ideas off each other!

One bit of wisdom to share with others:

Hire for culture, as well as need. The most talented person in the world won’t last long if they don’t fit the culture of the station. I can’t say enough about a passionate group of people all pulling in the same direction.

Share an impactful listener story:

“I’ll never forget sitting in my car when ‘You Love Me Anyway’ by Sidewalk Prophets started playing on Life 102.5. I had recently started going back to church after having turned my back on Jesus years earlier. It’s hard to describe, but that song at that moment moved me unlike anything I’ve experienced before. It was an overwhelming awareness of God’s love and grace, my Heavenly Father was welcoming me back into His family with open arms.”

Tell us why you’re a member of CMB:

Momentum and the regional summits have been excellent opportunities for the Life 102.5 staff to grow and network. The various online forums (PD, Promotions, Manager and Underwriting) have also been helpful.

  • Life 102.5 – Shoebox Gifts 2015
  • Toby and Life 102.5 Staff

2021 Membership Exclusives

January – Your 2021 Radio Goals – Virtual Event
March – Radio Station Field Trip
April – A Webinar for YOUR Board
May – Virtual Mentoring Event
June – SURPRISE BENEFIT at Momentum
July – Salary Survey Webinar
August – Fundraising Webinar
September – Creative Images
October – Techsurvey Webinar
November – Radio Station Field Trip
December – Virtual Christmas Party

*subject to change


Wise, Weird & Welcome: Learning and Leading with the Lepers and the Locust Eaters

We’ve all read the same books about teamwork, leadership, communication, and culture that everybody reads. We’ve mastered Maxwell, studied Sanborn, Sinek, and Sun Tzu, and liberally cribbed Collins in aborted attempts to go from good to great, but…

How’s that working out for you? 

What if you left St. Louis with an entirely new lens through which to view and act upon improvements in:

Let’s examine how this all connects together, but approach it from an entirely different angle. Don’t just think outside the box. Kick the box to the curb and start at zero.