Is Media Still a Good Career Choice for the Next Generation?

When I was young, there were only a couple of options for me to pursue. Go to medical school and become a doctor like my dad wanted, or be on the radio. I’m sure I disappointed him, although he never said it aloud.

I’m convinced it’s harder to be young today. Technology has certainly added “choice” for young people trying to decide whether to continue their education and where to invest their time, talent, and money. A career in media still offers something increasingly rare in today’s job market. Potential that is truly a mashup of creativity, influence, technology, and personality.

Today, media still includes those cameras and microphones. At its core, there is a plethora of opportunities. From streaming and podcasts to social platforms, digital content creation, branding, and storytelling. There’s also exciting emerging technologies, including AI-driven production. All of those options make media a wonderfully attractive and potentially lucrative career path for the next generation.

One of the biggest draws is the incredible amount of creative potential. This new generation has a proverbial boatload of it. If younger people want careers that offer creative freedom and the ability to produce ideas rather than simply execute tasks, media is holding that door wide open.

Media rewards originality. Not only from employers but also from those consuming the content. To make it even simpler, platforms like YouTube and TikTok have a low barrier to entry. Anyone with a smart device can build an audience almost instantly.

That accessibility makes media feel merit-based and independent compared to traditional industries.

Then, of course, there’s the cultural impact. Regardless of platform, media creates and shapes conversations, influences opinions, and can even drive new trends. In talking to college- and graduate school–age individuals, it became evident that many want to feel their work “matters” beyond just the paycheck.

Producing news, entertainment, sports, or branded content allows a career in media to contribute to cultural relevance. That sense of connection can feel energizing and motivating.

The industry also offers real flexibility. You might start in social media and then move into video production or transition into marketing. It used to be that moving from radio to TV or print presented challenges. Today, skills are far more transferable.

Experience in podcasting can lead directly to opportunities at streaming companies like Spotify. Storytelling experience in local media can also open doors at global brands like Netflix, Max, or Paramount+. Lifestyle mobility has become especially attractive to a new generation that values reinvention throughout life.

Now comes the tough part for those of us who have spent our careers in more traditional media. One sector that tends to suffer from a negative narrative—especially among younger audiences—is radio.

We’re all too aware of critics who frame radio as outdated or declining. However, that perception ignores the reality that radio remains the most consumed form of audio, still reaching tens of millions daily.

I firmly believe radio is one of the best entry points for young people. It needs fresh ideas and offers immediate, hands-on experience. Conversely, digital companies often have highly specialized roles. Walk into a radio station, and you’ll find employees developing multiple skill sets. This includes content creation, production, marketing, management, audience analytics, sales strategy, and live on-air performance.

When I was GM at RAB’s National Radio Talent Institute, we worked to fight the negative narrative by reframing what radio really is. I believe that effort has begun to pay off.

Modern broadcast facilities aren’t just studios, transmitters, and towers—they’ve evolved into true content creation hubs. Many major broadcast companies now produce podcasts, video series, social media content, live events, and local experiences.

Today’s talent isn’t just “on air.” They’ve morphed into multiplatform creators who have learned to expand their reach by building personal brands that connect with audiences far beyond AM/FM radio. Young people searching for a future can use radio to gain a wide range of experience in a relatively short period.

Experience that might otherwise take years to accumulate elsewhere.

Let’s not forget the human element, which serves as a powerful point of differentiation in a landscape driven by algorithms. Local radio personalities continue to connect with communities in ways global streaming companies often fail to replicate. That heartfelt connection builds loyalty, trust, and genuine relationships.

Those skills are incredibly valuable in any form of media. As brand strategist Scott Talgo said, “A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.”

Ultimately, media offers something deeply and intrinsically human. It allows us to tell stories.

Storytelling has been at the heart of humanity for tens of thousands of years. We are wired for stories. From the time we can speak, we ask our parents to “tell me a story.” Data bores people. Stories engage and touch our souls visually, emotionally, and intellectually.

Working in local media means creating compelling stories, and that is uniquely valuable.

For young people seeking careers that offer passion, influence, technology, and opportunity, media—in any form, including radio—isn’t just an option to consider. It’s one of the few industries where original creativity and a lucrative future can grow together.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Bob Lawrence

Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.

Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years.  Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.