The Truth About Radio podcast with Dave Sturgeon

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If you’re advertising on broadcast radio, first off, good call. The phone’s ringing, business is growing… but you’re still wondering: How do I measure attribution more effectively?

Here’s the truth: There are plenty of tools that help track inbound leads. But your most powerful dashboard? It’s your customers.

And accessing that dashboard doesn’t require complex tech or expensive software. It takes thoughtful conversations, right at the moment your customer reaches out.

Now, maybe you’re thinking:
 “I don’t have time to create new scripts and retrain my team…”

But ask yourself this instead:
 “Don’t I want my frontline people to connect more meaningfully with customers — and give us a competitive edge?”

Especially if you’re in the service industry, targeting high-value homeowners, this is where radio truly shines.

Why? Because your customer likely called more than one business. But only your business is endorsed by a trusted local radio personality.

Here’s a simple but powerful line your team can use the moment that phone rings:

“Thanks for calling [Business Name]—you must’ve heard us on the radio?”
(Said with a smile, of course.)

This isn’t “How did you hear about us?” (which every business asks). It’s confident. Proactive. Differentiating.

If they say yes, great. Take notes. This is the attribution part you’ve been looking for.
If they say no, also great. Now you’ve opened the door to talk about your offer and introduce the fact that your business is exclusively recommended by a radio personality they likely know and trust.

Radio attribution doesn’t have to be hard. You just need to have the right conversations with your customers!

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TRUTH: That’s adorable. You mean YOU don’t know how to measure radio?

Just because you can’t click a dashboard doesn’t mean nothing happened.

Big brands know the secret:

Radio isn’t invisible — it’s just not needy. It doesn’t beg for clicks — it sparks real-world action. And smart marketers know how to track it.

Here’s how advertisers measure what you think can’t be measured:

- Web lift — Watch the website traffic spike after a well-placed ad. (Especially first-in-break.)

- Call tracking — Unique numbers tell you who called because they heard you.

- Promo codes — Why do you think every podcast ad sounds like a morning show now?

- A/B testing — Run in Market A, don’t run in Market B. Count the difference.

- Attribution tools — Platforms like LeadsRx, Veritone, and AnalyticOwl show the lift in real-time.

- Customer surveys — phone, web, text, and real-time attribution questions (see my LinkedIn post “Teach Your Team to Market the Marketing”)

If you’re still saying radio can’t be measured, you’re not exposing a weakness in the medium — you’re exposing a weakness in your toolkit.

So next time someone shrugs and says, “I mean, how do you even know if radio worked?”

Just smile and say:

“We checked. The traffic surged. The phone rang. The ad budget got renewed. Any other questions?"

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MYTH: “Digital music discovery is better because I control everything.”

TRUTH: When it comes to music discovery, total control is overrated.

There’s a special joy in not knowing what’s coming next … and loving it anyway.

That’s what radio delivers:

A curated moment. A surprise song. A story that hits home.

And the sense that you’re not the only one hearing it.

Radio isn’t just music — it’s companionship.

It’s a shared soundtrack across a community — a neighborhood, a city, the world — all tuned into something special, together.

Digital is self-serve and, over time, can become a rather lonely experience.

Radio is crowd-delivered, a reminder that we’re part of something bigger, even when we’re alone.

In a world full of custom playlists and infinite skip buttons, radio is that friend who dares to say: “Trust me. You’re going to love this.”

— -

No Bluetooth. No Wi-Fi. No Data Plan.

Just music, news, sports, weather… and maybe a guy ranting about potholes.

All delivered invisibly through the air.

That’s AM/FM radio.

Still the only mass medium that works in your car, your cabin, your basement, or during a total blackout.

No cables. No buffering. No “Terms & Conditions.”

You can grab a $15 transistor radio, pop in a couple of AAs (or crank the handle), turn a dial—and boom: real-time content, delivered by nothing more than magic and physics.

It’s easy to take for granted—until everything else stops working.

􂇗 When Hurricane Katrina hit, cell towers collapsed, and power was out for weeks. But local radio stayed on the air, powered by generators. Stations became lifelines, broadcasting shelter locations, rescue info, and messages from missing loved ones.

􂇗 In the early hours of Russia’s invasion of Ukraine, radio stations became the go-to source for updates as internet access buckled. Many Ukrainians kept small radios by their side, relying on them when phone service disappeared.

􂇗 After the 2003 Northeast blackout, which knocked out power to over 50 million people, people didn’t turn to the internet.

They turned to the radio - tuned into car stereos and battery powered sets - to figure out what just happened.

Radio doesn’t require a monthly bill. It doesn’t ask you to accept cookies. It doesn’t freeze when the cloud service glitches.

It just works—every day, especially when it matters most.

In a world where tech keeps getting more fragile and complicated…

Radio remains simple. Reliable. And oddly magical.

Sometimes the most powerful tool is the one that’s quietly worked all along.

􂁵 It’s not just retro. It’s resilient. Future-proof. Indispensable.

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TRUTH: The Wheel Is Still Pretty Viable!
10 Technologies That Went Extinct While Radio Didn’t.
Over the last 25 years, we’ve watched essential innovations
collapse under the weight of progress, one after the other.
1. Fax Machines
- Replaced by email, PDFs, and digital signatures.
- While fax lost its purpose, radio expanded its purpose —
reaching us on apps, smart speakers, car dashboards, and still
in our ears every day.
2. Video Rental Stores
- Killed by Netflix and on-demand culture.
- Unlike Blockbuster, radio embraced digital: podcasting,
streaming, and content on-demand without losing its live, local
identity.
3. The iPod
- Its single-purpose utility got absorbed into smartphones.
- Radio isn’t just music. It’s news, personality, real-time
relevance — a multi-purpose platform that tech can’t just
“absorb.”
4. Pagers
- Then cell phones arrived. Game over.
- Mobile didn’t kill radio - it gave it wings. Your favorite
station is now in your pocket 24/7.
5. Encyclopedia Britannica in Print
- The internet made it obsolete overnight.
- While Britannica became a static relic, radio thrives on
immediacy - updating by the minute, not the edition.
6. CDs
From million-sellers to bargain-bin leftovers.
- Streaming changed the way we consume music forever.
- People still crave curation, personality, surprise — radio
delivers what algorithms can’t: live, local humanness.
7. Camcorders
Used to be in every family’s travel bag.
- Smartphones made them redundant.
- Radio isn’t a one-function gadget. It’s live, emotional,
connective, and not something you can replace with an app.
8. Landlines
- Mobile phones made them irrelevant.
- Radio didn’t cling to hardware — it evolved with the hardware.
In cars, phones, homes, and wearables - available
everywhere you go.
9. PalmPilot / PDA
- A brilliant idea that didn’t scale.
- Radio scaled beautifully. It went from local towers to global
reach, while staying rooted in communities.
10. MySpace
- Outpaced by better UX, smarter networks, and Facebook’s
dominance.
- Radio keeps reinventing — new formats, new talent, new
ways to listen - without ever losing its core: real-time human
connection.
All these technologies were big, beloved. But none of them could
do what radio did:
- Adapt
- Evolve
- Stay relevant
- Stay human
Radio isn’t dying. It is doubling down on live connection, local
trust, and multi-platform access.
Time to celebrate radio’s incredible wheel-like ability to outlive
all comers!

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MYTH: You Get What You Pay For

TRUTH: Free Never Sounded So Good!

Isn’t it funny how this gets overlooked?

On average, this month you pay:

- $14.99/month to stream music without ads

- $10.99/month for ad-free podcasts

- $65/month for cable

- $85/month for high-speed internet so you can stream and

scroll

Not to mention whatever it costs in sanity to find your password.

All that… just to be entertained and informed.

But radio?

- It’s live

- It’s local

- It’s human

- It’s original

- It’s on in your car, in your kitchen, on your job site, in your

earbuds

- And it’s 100% free

No fees.

No subscriptions.

No buffering.

No “We use cookies to track your every move” pop-ups.

No wonder radio reaches a larger global listening audience than

any other audio platform, every day!

And what does it take to make that “free” magic happen?

- A team of paid professionals waking up at 3:30 am to prepare

your favorite morning show

- Local newsrooms gathering real-time information, verify-

ing facts, and staying on-call during emergencies

- Engineers and techs who ensure a flawless signal from the

studio to the transmitter to every speaker in town

- Music directors and programmers curating formats that

match your mood, your moment, and your lifestyle

- And sales and support teams behind the scenes, keeping the

lights on so the content you love can STAY free

Radio may be free for the user, but it’s powered by a paid staff

of passionate, professional, hard-working humans who still

believe that serving your community is worth showing up for.

Radio isn’t outdated.

It’s under-celebrated.

Let’s face it. With Radio, free never sounded so good!

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