Approaching The Summit is a series of special interviews created in partnership with Point to Point Marketing featuring speakers at the upcoming 2026 Barrett Media Audio Summit in New York City. Follow along with this series as prominent names surrounding the event June 30-July 2 share their insights and expectations for what’s to come in the Big Apple. The Summit takes place at the SVA Theatre on West 23rd Street. For tickets and hotel room reservations, click here or visit the Summit section at the top of the website.
Mark Adams serves as Program Director of iHeartMedia’s Z100 (WHTZ) in New York and Vice President of CHR Programming. He joined iHeartMedia in 2013, taking the VP/Programming role for the company’s Portland cluster. He then moved to San Francisco, where he programmed CHR Wild 94.9 (KYLD) and Hot AC Star 101.3 (KIOI). Adams took the reins at Z100 in May 2024, becoming just the sixth Program Director in the station’s 40-plus year history. His peers named him the #1 CHR programmer of 2024 in Barrett Media’s Top 20 series.
*Editor’s Note: Answers have been edited for clarity and length.
The Format’s Biggest Challenge
David Hill: What is the biggest challenge facing your format right now?
Mark Adams: While not limited to CHR, I would argue the greatest challenge for any contemporary format is contending with the fundamental breakdown of popular consensus dynamics. As available audiences grow more algorithmically fragmented and audio and entertainment options multiply, driving familiarity gets harder every day. Music and personalities no longer solely define great radio brands.There are ancillary components — podcasting, digital and social media, short-form video, and events — that are integral to success. Creating and adopting new tactics and strategies to evolve with the changing needs and expectations of our audiences is a constant process.
The State of the Industry
DH: What is your view of the industry right now — both where it stands today and where it’s headed?
MA: I remain optimistic. Radio continues to be a frequent part of consumers’ media habits. Nine out of ten Americans listen to broadcast radio each month. Our reach is unparalleled, and we remain one of the best options for effectively reaching the masses. Consumers increasingly distrust algorithms and artificial intelligence. That makes the human connection we deliver more valuable than ever.That emotional engagement extends to favorite personalities and brands, where we offer companionship, community, and curation. That human endorsement is more powerful and valuable today than ever before.
Advice for the Next Generation
DH: What would you tell someone younger in the business who is trying to figure out where they fit?
MA: The best advice I could offer today is not a great deal different than what I might have shared at any point during my career. Strive to network with professionals who can offer you mentorship, advice, and direction. And if you have the chance to join a company — no matter what the initial role may be — take full advantage of that opportunity. Get in the building. There are always opportunities for sharp and adaptive professionals with a strong work ethic and a passion for learning.
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David Hill serves as a Music Radio Editor, Columnist and Features writer for Barrett Media. A radio lifer with more than 30 years behind the mic, in the control room, and in the program director’s chair, David’s career spans influential stops at brands such as WIYY 98 Rock, WBAL-AM, and 99X. He has worked across multiple formats and ownership groups, including iHeartMedia and Cumulus Media, developing talent, breaking music, and navigating every major industry shift from diary to PPM and terrestrial dominance to streaming disruption. When he’s not writing or analyzing the industry, Dave runs The Tune Farm, a marketing firm built to help artists and brands grow audience the same way great radio always has—by creating connection, not just impressions. He can be reached at David@BarrettMedia.com.
