Bonneville believes radio still has room to grow. Scott Sutherland says the industry’s biggest challenge is turning audience growth into revenue.
What We Know: Bonneville International Executive Vice President of Regional Media Scott Sutherland believes broadcasters should focus on adapting instead of dwelling on industry disruption. He argued that audience growth remains a positive sign, even as companies balance traditional broadcasting with digital distribution. Sutherland also said radio companies have untapped revenue opportunities because many existing products still aren’t fully monetized. Rather than trying to sell every new offering, he suggested broadcasters should build a more focused strategy around the products that deliver results. Those comments came during an appearance on the Radio on Main Street podcast from the RAB and its CEO, Mike Hulvey.
What They Said: “For us, it’s what are we willing to do differently, and how do we get growth. I think that’s the holy grail. With all the turbulence that we’re having, there is a great path for us. It’s complicated. It’s difficult right now. But I still go back to, if our audiences weren’t growing, there is a problem right now. But they are. So how do we figure that out with all the distribution channels that are coming at the same time?
“On the sales side, it’s complicated because we have to monetize these new revenue streams. But we have a ton of products, and we’re not selling 100% of our products. So to me, that’s where there’s enormous opportunity on the revenue side. A challenge to figure it out. You can’t be where we want to sell everything. I think we all got kind of bit in the rear for a while, where all these new products are coming out and we want to sell everything. That’s a problem. But I think when we figure this out, there is a growth plan, and I’m excited about it. Doesn’t mean it’s not difficult, but that excites me.” – Scott Sutherland
What Remains Unclear: Sutherland didn’t identify which products Bonneville believes offer the strongest growth potential. He also didn’t outline a timeline for implementing any broader revenue strategy across the company’s markets.
What It Means: Sutherland’s comments reflect a growing belief that radio’s future depends less on building larger audiences and more on monetizing them across multiple platforms. His remarks also suggest broadcasters should prioritize execution over chasing every emerging product, even as the industry’s distribution options continue to expand.
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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.