Tony Katz has never chased the idea that success in talk radio requires leaving town. As the morning host on 93 WIBC, Katz has instead built something rooted firmly in Indianapolis — and now the industry has taken notice.
Voters in Barrett Media’s Top 20 of 2025 have ranked Tony Katz as the top mid-market morning show in the nation for the second consecutive year, a recognition that Katz couldn’t help but celebrate.
“It’s groovy. How could it not be?” Katz said when asked about the recognition. “For the team, for the station, for Urban One, it’s a pleasure that this comes from people in the business. It’s nice. I’m not going to lie — who doesn’t think it’s nice to get the accolade and hear, ‘Hey man, you’re recognized. We see that.’”
Katz emphasized that the honor extends beyond himself.
“It’s good, and I’m glad it was good for the team, for WIBC, and for Urban One. I appreciate that, a dozen years later — almost a dozen years now — still being there. I was glad to see WIBC represented so well in mornings and afternoons.”
That mindset — appreciative but forward-looking — mirrors how Katz has approached building the show over time. Longevity, he believes, matters not just for awards, but for trust.
“I think if you’re good to your audience, which is to say you trust your audience, they will accept even the unexpected,” Katz said. “You’ve trusted them with what you’re thinking, what you’re feeling, where you’re at, how you entertain, and even when you’re trying something different, there’s a belief they’ll honestly tell you where they’re at.”
Familiarity plays a role in that equation.
“Time helps with that,” Katz said. “Longevity also means there’s something working here, something clicking, and that’s what people recognize. I’ve become synonymous with Indianapolis, and I’ve been very clear that I’m not looking to leave. I’m looking to build my world out of Indy.”
That local-first philosophy runs counter to the traditional talk radio narrative, where major markets were long viewed as eventual stepping stones. However, with a nationally syndicated midday show — Tony Katz Today — the 93 WIBC is hoping to build a media empire from the Indiana capital.
“When I got here, after about six months of people understanding the kind of show I was doing, it was, ‘Hey man, great show — when are you leaving?’” Katz said. “I got asked that every day, every week. It was assumed Indianapolis was a stepping stone, and I never understood it.
“Was I going to have a better quality of life somewhere? Were there really going to be more riches? What was going to happen?” he continued. “I think people realize now there’s so much you can do in a place where you can really plant your flag. A lot has changed, especially with digital being part of it. Digital isn’t everything. It hasn’t replaced the morning show by any stretch, and I’ll debate that anywhere.”
Still, Katz acknowledged that technology has expanded the reach of local shows.
“Being able to build a larger-scale audience outside your initial DMA has made things easier and created more opportunities,” he said. “It’s more beneficial to sponsors and to your station. The technology helped answer the question of why you have to leave.”
For Tony Katz, the answer remains simple.
“When you live in a place as cool as Indy, there has to be a really great reason to go,” he said. “I haven’t found that reason.”
While success has followed, Katz rejects the idea that comfort should come with it.
“There’s the idea that familiarity breeds contempt, so if I say I got more comfortable, I think that’s dangerous,” he said. “Nobody should ever be perfectly comfortable. You have to constantly work at doing this well.”
Experience has changed how he handles pressure, but not how seriously he takes the craft.
“It’s radio, and anyone can be fired at any second, often for reasons that have nothing to do with talent,” Katz said. “I don’t worry about it every second of every hour of every day anymore. I work hard, I let the results speak for themselves, and I leave it there.”
That shift has brought perspective.
“There’s a little less pressure on myself every day — less fear that one wrong thing means it’s over,” Katz said. “More focus on staying locked in, working at a high level, trusting that even if today isn’t great, you come back tomorrow and make it great again.”
Despite being ranked number one nationally, Katz says the work is ongoing, particularly as he looks beyond Indianapolis.
“If you can have good results in mornings, you can have good results for stations everywhere,” Katz said. “I want to provide that.”
At the core of the show is balance — and knowing when not to be the focal point.
“At all times, it’s the mix — politics, culture, entertainment, comedy, humor, and knowing when to use each,” Katz said. “Sometimes the audience isn’t in a joking mood because of a story. You have to remember it’s not always about what interests you; it’s about what’s necessary to provide,” Katz continued. “That includes local pieces, traffic, and making sure people get what they need.
“You may get to put your name on the marquee, but there are times you’re not the story,” Tony Katz concluded. “The story is something else, and you’d better be tuned into that, giving the audience what they need at the time they need it. Sometimes that means not being the center of attention.”
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
