By Jon Holiday – Owner/Consultant
Radio has a visibility problem. For most people, we exist only in their car. When the dashboard turns off, so do we. That’s not marketing. That’s dependency on habit.
In a fragmented media world, if your brand isn’t part of someone’s daily routine outside the vehicle, you’re not top-of-mind. And if you’re not top-of-mind, you’re replaceable.
This is Part 1 in a series about how radio stations can become more visible, hence more memorable.
We’ll start with newsletters. While the industry chases algorithms and social media reach, newsletters are quietly surging.
Jacobs Media recently argued that newsletters may be radio’s smartest digital play. The numbers support it.
Substack has surpassed 5 million paid subscriptions and are up 67% year over year. That’s paid, not free.
Tyler Denk, CEO of Beehiiv, summed it up: “There is a stronger push on owning your audience and distribution.” Ownership is the point.
Stop Building on Rented Land
For a decade, stations have chased Facebook, Instagram, X, and TikTok. Algorithms change. Reach shrinks. You pay to reach your own followers.
A newsletter changes that.
- You own the email list.
- You control distribution.
- You build direct relationships.
No algorithm. No middleman.
Do It Well Or Don’t Do It
Greg Hahn of Mischief @ No Fixed Address said it best: “There has never been a worse time to be mediocre.” A generic weekly roundup won’t work. Local insight, personality, and relevance will. Radio already understands its community. That’s your advantage.
Why This Is Now Feasible
AI handles research, aggregation, and first drafts. Your team adds voice and local context. What once required a content department is now manageable. Platforms like Constant Contact and Mailchimp make entry cost minimal. The investment is consistency.
Bottom Line
If you’re not showing up in the inbox, you’re increasingly invisible in your audience’s daily routine. And invisibility is expensive. Part 2 will focus on another practical step stations can take to extend their brand beyond the dashboard.
About Radio Consulting Services
Radio Consulting Services is the multi-format consulting and programming services company advising stations on how to grow their audience. Every day, our winning Programming and Consulting team keeps radio stations on top. For more information on how Radio Consulting Services can help your company gain more listeners, achieve higher ratings and grow revenue, contact info@radioconsultingservices.com