For decades, AM radio was the heartbeat of America. From the early 20th century, we got virtually all our news and entertainment via AM radio. The “Day of Infamy” speech was delivered on countless AM radios by FDR on December 8, 1941. Neil Armstrong’s famous first words on the moon were heard by tens of millions over AM radio in July 1969. Many of us grew up on legendary Top 40 AM stations like WABC, WLS, and CKLW.
We all receive breaking news, political talk, and live sports in the days when AM radio was dominant in American homes. It became a fixture on our vehicle dashboards, and often controlled the national conversation. I certainly don’t need to tell you where AM sits on the spectrum today. However, I do think the perceptual differences between how broadcasters and consumers view AM radio are where any potential solutions may lie.
To most broadcasters, the AM band has always represented something intrinsically and deeply valuable. I have always been a diehard fan. I became VP of Programming for Saga and made a cross-country trek from San Diego to Detroit. Along the way, I listened to WNAX.
This powerhouse AM station in Yankton, South Dakota. It serves the largest mass of land in the U.S. across five Midwestern states and generates a sizable amount of revenue for the company.
AM Can Be Unique
When I got to Kansas, I was blown away by the incredible amount of truly compelling local content. What surprised me most was an afternoon show called the Five State Trader. A swap, buy, and sell program that covers all five states and features listeners giving out their personal phone numbers to sell items.
Who needs Facebook Marketplace, right?
The station also features multiple farm reports throughout the day that serve the region’s massive farming community. I must credit WNAX PD and morning show co-host Steve Crawford as the tremendous force and talent behind that AM station’s success.
I also recall RKO Radio’s incredibly bold and risky decision to turn Top 40 station 610 KFRC into a game-show format. The once-legendary station did something never done before. The games were block-formatted throughout the day and used local listeners as contestants. It never seemed to catch on. But it may have been a format created ahead of its time.
My point is that there are still ways for AM radio to create value for listeners.
There are obviously many station owners and programmers who see AM as essential community infrastructure. Broadcasters know that AM signals reach farther than FM signals. In particular at night, making them important for rural coverage and emergency communication.
During hurricanes, tornado outbreaks, floods, and other disasters, AM stations often remain among the few—if not the only—reliable sources of information. Especially when internet and cellular systems fail or become unavailable. AM stations continue to air local talk shows, high school sports, church programming, ethnic programming, and regional news that larger digital platforms ignore.
With the loss of CBS News Radio, there are even fewer options available to audiences.
However, there’s a clear divide between how listeners and broadcasters judge the industry. Younger audiences have grown up in a world dominated by streaming audio, podcasts, Bluetooth, satellite radio, and on-demand content. Data suggests that many listeners under 40 feel AM radio is outdated.
The Car Matters
The automobile has become the center of the debate.
Earlier in May, even President Trump stepped in and said that the desire to remove AM radio from vehicles is “ridiculous.” He vowed to stop automakers from dropping the technology. We all see the car dashboard as the last stronghold for AM radio listening.
But listeners increasingly view the dashboard as a digital entertainment center connected to smartphones and streaming apps.
Consumers, meanwhile, have barely noticed the disappearance of AM radio. Many have already shifted their listening habits elsewhere or never listened to begin with. I recall conducting one-on-one research sessions with young listeners and broaching the topic of AM radio. Some of them had the “deer-in-the-headlights” look and no idea what AM radio even was.
My own daughter didn’t know what it was after she started driving at 19 years old. That was 10 years ago.
Opportunity To Be Had
The major challenge is, once again, perception. Broadcasters often see AM as trusted, familiar, and community-oriented. Many listeners associate it with political polarization, aging audiences, and stale programming. Although AM radio still serves millions of loyal listeners, the industry has struggled to modernize its image and sound.
The good news is that AM radio does have many successful, proven options. The future may depend less on preserving AM radio’s past. Instead, it depends more on reinventing formats for modern audiences through hyper-local programming. Also, the narrative that highlights the enormous value of the AM band.
We must create content that becomes indispensable to a local market.
Another opportunity is personality-driven talk and storytelling. How about having local residents participate in creating and performing old-time radio-style shows. Similar to local community theater productions? Podcasts have proven that audiences still love spoken-word content. AM stations could embrace long-form interviews and local true-crime stories. Also regional history, business spotlights, and interactive call-in programs. All designed for digital distribution alongside traditional broadcasting.
Sports betting and niche sports programming have begun to provide growth opportunities.
Then there’s dedicated local sports analysis, fantasy sports, and sports wagering content. These may attract younger male audiences and create strong advertiser interest. In fact, Audacy CEO Kelli Turner recently said that sports content is one of the most resilient and relevant formats.
That said, when was the last time the industry saw a campaign to market the “brand power” of AM or FM radio?
Moreover, when was the last digital ad you saw for a radio station outside of its own social media channels or website?
I am a firm believer that when you sell a service, you should use it to tout the strength of your own products. The AM band being one of those strengths.
AM radio may never return to its former dominance. But its survival will depend on becoming more local, more authentic, and more creatively connected to the digital habits of modern consumers while reminding audiences of the platform’s strengths.
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 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”.
