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.
Joel Raab is a Country radio consultant who advises stations for Audacy, Bonneville, Beasley, Max Media, and a roster of other media companies. Before consulting, he programmed and worked as an on-air personality in New York, Cleveland, and Pittsburgh. A Northwestern University graduate, Raab was inducted into the Country Radio Hall of Fame in 2015 and has served on the Board of Directors for Country Radio Broadcasters since 2009. Country Aircheck named him one of the format’s most influential people for 13 consecutive years.
*Editor’s Note: Answers have been edited for clarity and length.*
David Hill: Why is it important to attend events and continue learning?
Joel Raab: If you don’t keep learning, you go backwards. Networking is more vital than ever as the industry shrinks. If you’re young in the business, seek out mentors. Those of us who have been doing it for a while are happy to help up-and-comers. And for your event specifically — there’s better food in New York City than anywhere else in the world.
David Hill: What is the value in connecting with peers and competitors?
Joel Raab: The value is what you make of it. Sometimes it’s intimidating to talk to people you don’t know, but when you get up the courage, it’s extremely rewarding. If you go, target in advance who you want to speak with. Try to set up a coffee. You’d be surprised how many will say “sure” simply because you had the nerve to ask. Be a “pleasant pest.”
Regarding competitors — it pays to stay on friendly terms. You can learn a lot from them, especially if they’ve had a few. When it comes to gossiping, it’s always better to receive than give. Radio is competing less with itself and more with other media, so at times we can help each other. Kindness will come back to reward you. Just don’t be too kind by sharing too much.
David Hill: What is the biggest challenge facing your format?
Joel Raab: Country’s challenges are similar to those of other formats. Our listeners form a community, and we need to maintain that feeling with far fewer people than before. The priority has to remain: what’s in it for the listeners when we do — or don’t — make a move.
Fifty-five number ones in 52 weeks is a problem. Keep the strong songs longer. The other challenge is sales. As programmers, we must think about our decisions in terms of what can bring in and sustain revenue while maintaining the integrity of the format. Many stations are doing shows and making money — from larger concert festivals to smaller acoustic performances. It makes sense to leverage your radio brand for events.
David Hill: What is your favorite moment from past shows?
Joel Raab: Star performances from the NAB and CRS — Garth Brooks, Graham Nash, Elton John, Dr. John — are all memorable. For me personally, being on a panel with Kenny Rogers was a career highlight.
David Hill: Which speaker do you most want to hear at the Summit?
Joel Raab: I’ve always been a fan of Boomer Esiason. He’s reinvented himself numerous times — from quarterback to TV commentator to radio host and personality. In radio, we constantly have to reinvent ourselves. Podcasting is the perfect example of where you can explore ranges of your personality that traditional radio doesn’t allow.
David Hill: What is your view of the industry — present and future?
Joel Raab: The industry is clearly struggling. Not so much from a creative standpoint, but financially. Soul-crushing debt has caused large companies to cut past the bone. That said, we have to keep our heads down and do the best work we can. There is only so much you can do to make yourself fireproof.
My best advice: have money attached to your position, especially if you’re an air talent. Take on multiple roles to make yourself indispensable — and don’t expect a lot of sleep. Some talent have side hustles like real estate. One PD I worked with moved to that full-time when his station was on the block.
I laugh when I hear about how great radio used to be. Have you listened to some of those old airchecks? It’s mostly time and temp with a pukey DJ. Today, air talent are expected to dazzle listeners every time they crack the mic. And they should — given the audio competition.
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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.
