Top Radio News

Pillar Media Names Tim Hager as Chief Operating Officer

RADIO ONLINE | Wednesday, July 9, 2025 | 10:31am CT

Tim Hager

Pillar Media appoints veteran media executive Tim Hager as its new Chief Operating Officer. In his new role, Hager will oversee operations for Pillar Media's group of stations, including WAWZ (Star 99.1) in New Jersey, WAKW (Star 93.3) in Cincinnati and KSRC (Star 101.5), KFCO (The New Flo 107.1) & KPOF (AM910) in Denver.

"I am truly thrilled and honored to become part of the incredible team at Pillar Media," said Hager. "I deeply respect the talented individuals behind this remarkable brand and am beyond excited to see how the Lord will use my life experiences to contribute to this role and impact people with the Gospel. This opportunity is only possible through God's grace, and I am profoundly grateful for it."

Hager most recently served as CEO of American Financing and previously held the role of President of the Rocky Mountain Region for iHeartMedia. His radio career began in St. Louis, where he worked for Sinclair and CBS Radio, including as General Sales Manager for KMOX-AM and the Cardinals Baseball Radio Network. He later moved to Denver with Clear Channel/iHeartMedia, holding roles such as Sports Sales Director, General Sales Manager, and Senior Vice President of Sales.

"We are excited to welcome Tim Hager as Chief Operating Officer of Pillar Media," said Art Garza, Executive Director of Pillar Media. "His proven leadership in media, executive experience, and heart for ministry make him an ideal fit to help advance our mission."

Hager succeeds Dick Whitworth, who is retiring after 50 years in Christian radio. Whitworth's career included roles at New Life Media and Northwestern Media, and he spent the last five years at Pillar Media.

Hager will officially begin his new role on July 16 and will be based in Pillar Media's Aurora, Colorado office.

Quaid Lends Voice to Texas Hill Country Flood Relief

RADIO ONLINE | Wednesday, July 9, 2025 | 5:57pm CT

How You Can Help

Actor and musician Dennis Quaid has joined the Texas Radio Hall of Fame (TRHOF) in supporting flood relief efforts across the Texas Hill Country by recording public service announcements (PSAs) aimed at driving awareness and aid.

A native Texan, Quaid responded to an invitation from TRHOF Executive Director Doug Harris to participate in the campaign. His recorded messages were produced into 15- and 30-second PSAs by Ray Schilens of the Radio Lounge, and are now available for download and broadcast.

The announcements are part of a larger outreach effort hosted on the TRHOF website, where additional PSAs featuring other voice actors are also available. The initiative encourages listeners to support flood victims and aid recovery in the affected communities.

To hear the PSAs or learn how to help, visit here.

Americans Turning to Internet-Connected TVs for Audio

RADIO ONLINE | Wednesday, July 9, 2025 | 11:13am CT

Edison Research

While television may no longer dominate media consumption the way it once did, new data shows that Americans are still engaging with their TVs -- just in different ways. According to Edison Research's Share of Ear study for Q2 2025, Americans age 13 and older now spend 6% of their daily audio listening time through internet-connected television devices.

Though this share remains far below that of mobile devices and traditional AM/FM radios, it reflects a shift in how TV sets are being used in the digital age. Internet-connected TVs, much like smartphones, offer a broad range of audio streaming options that go beyond video content.

The largest share of audio listening on connected TVs is spent watching music videos on YouTube, accounting for 53% of that time. Streaming music services such as Spotify, Pandora, and Apple Music make up the second-largest category at 21%, followed by podcasts at 13%.

One notable finding is the relative strength of podcast consumption on connected TVs. The data shows that people are more likely to listen to podcasts on their smart TVs than on smart speakers -- 13% of TV audio time versus just 3% of smart speaker time -- highlighting the appeal of content that blends audio with visual elements.

As internet-connected TVs become more prevalent in U.S. households, their role in audio consumption is expected to grow, continuing to reshape how Americans interact with media in their living rooms.

WGN Radio Hosts Bob Sirott and John Landecker Reunite

RADIO ONLINE | Wednesday, July 9, 2025 | 10:54am CT

Bob Sirott and John Landecker

WGN-AM/Chicago icons Bob Sirott and John Records Landecker are teaming up for a one-hour throwback to the 1970s, bringing decades of radio history and personal memories to the airwaves. The special segment, titled "For Radio Geeks Only," will air Thursday, July 10 from 8-9pm during the John Landecker Show on WGN Radio. The hour-long conversation will center around Sirott and Landecker's shared experiences as music DJs from 1973 to 1980.

"We played the hits and had more fun than humans should be allowed to have," said Sirott. "Besides the music, there were encounters with stars, personal appearances with fans and endless stories to go with it all."

Listeners are invited to join the nostalgia live by calling or texting 312-981-7200 during the broadcast. The show will also be available afterward as a podcast at wgnradio.com.

The segment promises behind-the-scenes stories, legendary moments from Chicago's radio heyday, and a celebration of the era that shaped both hosts' careers and influenced generations of broadcasters.

Auddia Names Jeff Thramann as New CEO Succeeding Lawless

RADIO ONLINE | Wednesday, July 9, 2025 | 10:47am CT

Auddia Inc.

Auddia Inc. announced a major leadership transition and a strategic shift that could see the company restructured as a subsidiary of an AI-native holding company. Jeff Thramann, the company's Executive Chairman and founder, has taken over as CEO, succeeding Michael Lawless, who is retiring after 13 years of leadership.

The company also appointed three new independent board members -- Nick Balletta, Emmanuel de Boucaud, and Josh Sroge -- who bring expertise in AI infrastructure and early-stage technology ventures. They replace outgoing directors Steve Deitsch, Tim Hanlon, and Tom Birch.

The reconstituted board has established a special committee to evaluate the merits of a business combination that could result in Auddia becoming part of a larger AI-centric holding company. If pursued, the new entity would aim to centralize AI development and leadership to deliver advanced AI capabilities across its portfolio companies, including a proprietary AI data center intended to reduce the cost of model training and inference.

Thramann, who will lead the evaluation and potential transition, would become CEO of the holding company if the restructuring is approved. A new CEO would be appointed to lead Auddia at that time.

The company said the proposed changes are the result of a nine-month review of strategic alternatives involving management, the board, and outside consultants. The process has already yielded an updated plan for Auddia's flagship app, faidr, which enables ad-free AM/FM listening and podcast features via subscription.

"There can be no assurances" that the special committee will move forward with the restructuring or any other strategic transaction, the company noted in a statement.

Thramann acknowledged Lawless's contributions to the company and its predecessor, Clip Interactive, stating, "We all wish Michael well in his retirement."

iHeartPodcasts Launches New Scripted Series ''BUZZ''

RADIO ONLINE | Wednesday, July 9, 2025 | 6:01pm CT

iHeartPodcasts and Thoroughbred Studios have premiered a new scripted audio drama, BUZZ, a limited series that tells the dramatic, behind-the-scenes story of Apollo 11 astronaut Buzz Aldrin. The series stars acclaimed actor John Lithgow as the narrator and the voice of the older Aldrin, and Geoffrey Arend as the younger Apollo-era Aldrin.

The first four episodes are available now on the iHeartRadio app and other podcast platforms, with new episodes releasing each Wednesday.

Written by 24 screenwriter Stephen Kronish and directed by John Scott Dryden, BUZZ explores Aldrin's life before, during, and after the iconic 1969 Moon landing. The series pulls back the curtain on the space race and reveals the psychological and emotional toll the mission took on one of its central figures.

Rather than focusing solely on the historic moonwalk, BUZZ delves into Aldrin's personal struggles -- including addiction, strained relationships, and inherited trauma -- as he fights to survive in the spotlight of one of the 20th century's most celebrated achievements.

Described as a "gripping audio thriller," the series paints a complex portrait of Aldrin as both a national hero and a man battling his own inner turmoil during a time of intense Cold War pressure.

Produced by Thoroughbred Studios, Goldhawk Productions, and iHeartPodcasts, the series is created by Kronish and features a production team that includes executive producers Jeremy Fox and Howard Stringer (Thoroughbred Studios), John Scott Dryden (Goldhawk Productions), and Jason English (iHeartPodcasts). Casting was handled by Emma Hearn.

Listeners can stream the show now at iHeart.com or wherever podcasts are available.

Hamilton's ''War of the Roses'' Gets Animated Makeover

RADIO ONLINE | Tuesday, July 8, 2025 | 10:21am CT

''War of the Roses''

WKTU (103.5 KTU) "The Beat of New York" is bringing its infamous relationship drama to screens with the premiere of War of the Roses, a new animated series based on Sean "Hollywood" Hamilton's long-running radio segment. The series debuts July 24 and is now streaming the official trailer at iHeart.com.

Created and hosted by Hamilton alongside co-host Marie, the series takes real episodes of the hit radio feature -- known for catching cheaters on-air -- and reimagines them in stylized, short-form animation. The result is a mix of dark comedy, raw emotion and twisted suspense, turning real-life relationship drama into something viewers can now see as well as hear.

"I've been developing this for a long time, and it's finally here," said Hamilton. "This show lets you feel the drama all around you -- inspired by true stories, brought to life in a whole new way."

The show also breaks new ground in audio design. War of the Roses is the first animated series to feature a spatial audio mix powered by Eclipsa Audio, Google's open-source spatial platform. Created in partnership with Vaudeville Sound, the immersive 360-degree soundscape is optimized for headphones and smart devices, offering viewers a more intense and dimensional experience.

Music plays a central role in setting the tone for each episode. The soundtrack includes contributions from indie and major-label artists such as Sophie Powers, Peter DiStefano (Porno for Pyros), Dave Krusen (Pearl Jam), Artikal Sound System, Cas Haley, Derwood Andrews (Generation X), Lisa Dunn, The Tiger Lillies, Flynn, and Kemo the Blaxican (Delinquent Habits).

Produced by ABoot Studios in North Bay, Ontario, the series also serves as a development platform for up-and-coming creators, partnering with Canadore College to involve students and recent graduates in the production process. War of the Roses is produced in collaboration with Woody Productions and ABoot Studios. Fans can catch every scandalous episode beginning July 24.

KMOX Extends Partnership with St. Louis Cardinals

RADIO ONLINE | Tuesday, July 8, 2025 | 10:11am CT

KMOX-FM & St. Louis Cardinals

Audacy has announced a multi-year extension of its broadcast partnership with the St. Louis Cardinals, keeping KMOX (104.1 FM and 1120 AM) as the flagship home for Cardinals baseball. Under the renewed deal, KMOX will continue to air play-by-play coverage of all regular season, postseason, and select Spring Training games. The station will also maintain its familiar broadcast team of veteran announcers John Rooney, Ricky Horton, and Mike Claiborne.

With the station's recent addition of an FM simulcast at 104.1, Audacy has introduced new Cardinals-focused programming to its lineup, including Gas House Gang airing weekdays at noon and Red Bird Rush Hour at 5pm on weeknights.

"This collaboration is a testament to our commitment to delivering the content our community loves," said Becky Domyan, Senior Vice President and Market Manager for Audacy St. Louis and Wichita. "With KMOX now on FM, we're even more fired up to bring every single game, plus exciting new programming, to more fans than ever before."

"St. Louis Cardinals baseball has been synonymous with KMOX radio since they began broadcasting Cardinals games nearly 100 years ago," added Anuk Karunaratne, Senior Vice President of Business Operations for the Cardinals. "We are excited to continue this longstanding partnership and carry on the great tradition of broadcasting Cardinals baseball on the Voice of St. Louis."

Hannah Brummer Named 2025 MIW Programming Mentee

RADIO ONLINE | Tuesday, July 8, 2025 | 11:59pm CT

Hannah Brummer

Mentoring and Inspiring Women in Radio (MIW) has selected Hannah Brummer, also known as Hannah B, as the recipient of its 2025 Elevating Women in Programming Mentorship -- a year-long initiative aimed at advancing women in radio programming roles.

Now in its seventh year, the mentorship connects rising female talent with top industry leaders for one-on-one coaching, networking, and development opportunities. As part of the program, Brummer will also attend the 2026 NAB Show in Las Vegas, the leading event for audio and broadcast professionals.

Brummer currently serves as the midday host on Chicagoland's Free Country (98.3 & 102.3) with Alpha Media and hosts nighttime shifts on Star 105.5 and WZSR (Star 96.7). She also contributes behind the scenes as Assistant Content Director for both Star stations, assisting with programming and daily content management.

"I'm absolutely thrilled and deeply honored to be selected as this year's recipient of the MIW Elevating Women in Programming Mentorship," said Brummer. "This truly feels like a dream come true. I've been eager to grow both as a programmer and a leader, and this mentorship is the perfect opportunity. I'm so grateful to learn from such an incredible group of women in our industry."

MIW Board Member and former mentee Leslie Scott emphasized the importance of developing female leadership in radio. "With women only representing 12% of Program Directors, MIW knows the importance of raising the next generation of women leaders in the programming space. I am impressed by Hannah's commitment to leadership and I cannot wait for the world to share in her energy."

Previous mentees in the program include WHUR-FM's Traci LaTrelle, former Audacy VP Leslie Scott, and the late Grisel Barajas, among others.

Outside of her radio work, Brummer is active in CrossFit, community service, and enjoys time with her family and friends -- always with a fondness for the color pink.

NABLF Celebrates 25 Years of Broadcast Leadership Training

RADIO ONLINE | Tuesday, July 8, 2025 | 11:28am CT

NAB Leadership Foundation (NABLF)

The NAB Leadership Foundation (NABLF) has announced the graduation of the 2025 class of its Broadcast Leadership Training (BLT) program, marking the program's 25th anniversary and bringing the total number of alumni to 432.

Designed as an executive MBA-style initiative, the BLT program equips senior-level radio and television professionals with the strategic knowledge and leadership skills necessary to manage broadcast stations and lead diverse teams. Over the past quarter century, the program has played a pivotal role in developing the next generation of broadcast executives.

To commemorate its silver anniversary, NABLF hosted a series of events in Washington, DC, and Las Vegas, including a leadership symposium and alumni receptions. The foundation also introduced the Shooting Star Award, named in honor of program founder and dean Diane Sutter. The inaugural award was presented to S. Jenell Trigg, a BLT alumna and former broadcast executive whose career includes 16 years in sales and marketing, as well as legal work in privacy and data protection.

Sutter reflected on the program's milestone, "Over the past 25 years, we've created long-term value for the industry by adhering to a core philosophy - helping people reach their full potential prepares them to lead broadcasting into the next generation," she said. "I'm excited about what we're going to see in the next quarter century and how we'll continue to innovate, inform and inspire the communities we serve."

Sutter was also recognized at the Celebration of Service to America Awards ceremony, where she received an eagle statue in appreciation of her lifelong contributions to the broadcast industry.

The 2025 BLT class includes:

• Dana Bojcic, SVP, Talent Development & HR, Futuri Media

• Blake Bridges, GM, WYFF, Hearst Television

• JC Campese, VP/Market Manager, Cox Media Group, Orlando Radio

• Rebecca Cantu, President/GM, KIII, TEGNA

• Sean Franklin, VP/GM, WLEX, E.W. Scripps

• Nikki Gahan, Regional Digital Sales Manager, FOX Television Stations

• Sean Garcia, Director, Creative Services, WSB-TV, Cox Media Group

• Cherish Geter, General Sales Manager, WJXT, Graham Media Group

• Maurice Gibson, VP, Human Resources, Gray Media

• LeAnne Markins, Station Manager, WKBW, E.W. Scripps

• Brian McGhee, Director, Sales, Urban One D.C.

• Chris Palmer, VP/GM, WKBT, Morgan Murphy Media

• Ivy Savoy-Smith, SVP/Market Manager, Audacy

• Kristine Strain, VP, News Director and Station Manager, KCNC, CBS Paramount

• Jason Strongin, SVP, Audio Sales and Client Solutions, TelevisaUnivision

• Jennifer Williams, Director, Digital Media and Strategic Initiatives, Bonneville International

The foundation expressed gratitude to this year's program sponsors, which include major broadcast and media organizations such as Beasley Media Group, Cox Media Group, Fox TV Stations, Gray Television, Hearst Television, TEGNA, and TelevisaUnivision.

More information on the Broadcast Leadership Training program is available at nabfoundation.org.

iHeart Remains #1 in June Podtrac Rankings

RADIO ONLINE | Tuesday, July 8, 2025 | 10:35am CT

Podtrac

The June 2025 Podtrac rankings reveal a modest contraction in podcast consumption across the U.S., with all measured publishers reporting declines in unique monthly audience (UMA) from May.

iHeartMedia maintained its dominant lead as the top podcast publisher, with its iHeart Audience Network drawing 63.2 million unique U.S. listeners and more than 338 million streams and downloads. iHeartPodcasts followed in the #2 spot, generating 164.5 million downloads across 836 active shows.

NPR Sales Network ranked third in monthly audience, just ahead of Acast, which leads in active shows with a staggering 55,859 titles. Meanwhile, Libsyn posted the fifth-largest audience with over 19.6 million listeners and more than 90 million downloads.

While overall UMA declined across all participants in June, five publishers reported increases in total U.S. downloads, demonstrating resilience in listener engagement even as reach narrowed slightly.

Among individual podcasts, NPR News Now held the top spot for unique U.S. audience, followed by The Daily from The New York Times and Up First from NPR. No changes were recorded among the top seven shows. Notably, The Charlie Kirk Show experienced the most dramatic shift, dropping 12 places to #19.

iHeart's Stuff You Should Know and On Purpose with Jay Shetty rounded out the Top 10, with Today, Explained from Vox Media climbing one spot to #9. Other minor gains were made by 48 Hours, 20/20, and Wait Wait... Don't Tell Me!

Globally, all Podtrac-tracked networks saw declines in total downloads, streams, and views for June compared to May.

Marketron and vCreative Announce New Integration

RADIO ONLINE | Tuesday, July 8, 2025 | 11:59pm CT

Marketron and vCreative

Marketron and vCreative have announced the launch of a new integration between Marketron Traffic and vCreative's vPPO platform, aimed at boosting efficiency and reducing manual work for broadcasters. The integration connects two essential systems used in radio traffic and production workflows, allowing for seamless, bidirectional data sharing between vCreative and Marketron Traffic.

According to the companies, the automation can save broadcasters significant time. Spot entry alone is estimated to be reduced by 30 seconds per item, while cart assignments could be shortened by over a minute. For stations processing 5,000 spots or more per month, the time savings could total 124 hours - 41 hours regained from spot entry and 83 hours from cart assignment.

In addition to efficiency, the integration is expected to reduce errors typically caused by manual rekeying, potentially lowering the number of makegoods and credits issued due to traffic inconsistencies.

"Efficiency has become a top priority for radio broadcasters," said Jimshade Chaudhari, CEO of Marketron. "This integration with vCreative delivers a truly connected workflow, stripping out redundant tasks and streamlining daily operations."

Mary DelGrande, CEO of vCreative, added, "By automating critical workflows, we're not only saving time - we're also helping stations reduce costly errors and focus more energy on content and revenue generation."

The partnership brings together two major firms in broadcast technology, offering stations a solution designed to simplify operations and support revenue growth.

CMG Launches Relief Drive for Flood-Ravaged Hill Country

RADIO ONLINE | Monday, July 7, 2025 | 2:18pm CT

Cox Media Group

In response to the severe storms and flooding that swept through the Texas Hill Country last week, Cox Media Group San Antonio and Gunn Automotive Group have launched the "Help the Hill Country" relief drive to support affected families.

Starting today and running through Saturday, July 12, members of the public can drop off donations of personal care and hygiene items at any of six Gunn Automotive dealership locations in San Antonio and Seguin. The collected items will be delivered to Christian Assistance Ministries in Kerrville, TX, which is assisting those who lost homes and belongings in the floods.

Requested donations include:

• Shampoo and conditioner

• Body wash, bar soap, and lotion

• Toothbrushes, toothpaste, and lip balm

• Deodorant and shaving supplies

• Feminine hygiene products

• Baby wipes and baby shampoo

• Hair accessories, combs, and brushes

• First aid items and sunscreen

Donations can be dropped off at the following locations:

• Gunn Acura, 11911 Interstate 10 W, San Antonio

• Gunn Buick GMC, 16440 I-35 Frontage Rd, North Selma

• Gunn Chevrolet, 16550 I-35, North Selma

• Gunn Chrysler Dodge Jeep Ram, 1550 W Kingsbury St, Seguin

• Gunn Honda, 14610 I-10, San Antonio

• Gunn Nissan, 750 NE Interstate 410 Loop, San Antonio

Organizers encourage the community to "be a neighbor these families in need can count on."

In addition to donating goods, individuals can also support broader disaster relief efforts by contributing to the American Red Cross. Donations can be made online at redcross.org, by phone at 1-800-RED CROSS, or via text by sending REDCROSS to 90999 to make a $10 donation. To support local recovery efforts, donors are encouraged to include "Hill Country Chapter" in the memo or designation field.

Every donation -- whether supplies or financial support -- will go toward helping families begin to rebuild.

NuVoodoo Study Reveals Radio Still Dominates In-Car

RADIO ONLINE | Monday, July 7, 2025 | 6:43pm CT

NuVoodoo Media Services

As fall ratings approach, NuVoodoo Media Services has released findings from its latest Ratings Prospects Study, revealing that while streaming platforms like Spotify continue to gain ground, traditional AM/FM radio still commands a leading position in the car.

The study, which surveyed 2,000 adults aged 18-64 nationwide just ahead of the July 4th holiday weekend, focused on in-car audio habits. Of the approximately 1,800 respondents who regularly travel by car, 32% said they most often use streaming apps like Spotify. However, when asked what they most recently listened to while on the road, Spotify's share dropped to 26%, while AM/FM radio rose to 43%.

"The data shows a perception gap," said NuVoodoo EVP Leigh Jacobs. "People believe they're shifting toward streaming, but when asked about their actual behavior, radio still wins the moment."

That gap is even more pronounced among the respondents identified as "RPS Yes" - those most likely to participate in radio ratings surveys. This group was seven percentage points more likely to say radio was their most recent in-car listening source, suggesting that those shaping the medium's report card still lean heavily on traditional broadcasts.

While AM/FM no longer dominates in-vehicle listening as it once did - especially among younger adults aged 18-34 - it remains part of the audio mix for 64% of all listeners. That's a 21-point advantage over streaming apps, according to NuVoodoo.

Still, listeners voiced consistent complaints about radio. In open-ended responses, the top three frustrations included:

• Too Many Commercials: Respondents overwhelmingly cited advertising overload as the biggest drawback, complaining about "constant commercials" that "interrupt the music" and "don't apply to me."

• Repetitive Playlists: Listeners reported fatigue with hearing the same songs repeatedly and expressed a desire for more variety.

• Excessive Talking: Many wished for "less talk and more music," pointing to long-winded hosts or segments that "don't stop talking" or miss the mark on humor.

The study underscores the challenges and opportunities facing radio as it competes with customizable, on-demand audio options. While the convenience of radio still resonates - particularly in the car - content control and interruption fatigue remain key friction points for listeners.

"Radio's still very much in the game," said Jacobs. "But programmers heading into the fall ratings will need to listen closely to what audiences want - less clutter, more choice, and above all, content that keeps them engaged."

Leadership Change at Times-Shamrock as Loftus Retires

RADIO ONLINE | Monday, July 7, 2025 | 5:11pm CT

Diane Sutter

Times-Shamrock Communications is entering a new era of leadership following the retirement of CEO Jim Loftus, who steps down after 18 months in the role and a career spanning decades in Pennsylvania radio. The company has appointed board member Diane Sutter as Acting CEO and expanded the responsibilities of Chief Financial Officer Scott Brickel, who will now also serve as Chief Operating Officer.

Board Chair Bill Goodspeed said the transition is a natural next step: "Both Diane and Scott are very familiar with our stations and have been working with our teams for quite some time. We are very pleased we could look inside the organization to identify the talent to continue to lead and move the company forward."

Sutter brings a long track record of broadcast leadership to the role. She has served on the Times-Shamrock board since 2021 and is President and CEO of ShootingStar Broadcasting, a company she founded in the late 1990s. Her previous executive roles include President of Shamrock Television, EVP of Operations for Shamrock Broadcasting, and GM posts in Pittsburgh and Lexington.

Sutter has also served as trustee of CBS's KFWB Asset Trust and has held board seats with other broadcast groups and Futuri Media. She is the founder and dean of the NAB Leadership Foundation's Broadcast Leadership Training program and a recipient of the NAB National Radio Award.

Brickel has served as Times-Shamrock's CFO since 2019 and previously held senior financial roles with non-media companies in the Scranton/Wilkes-Barre area. As COO, he now assumes added operational responsibilities for the company's station portfolio.

Loftus rejoined Times-Shamrock as CEO in January 2024 after previously serving as its COO from 1997 to 2005. A fixture in Pennsylvania broadcasting, he began his career on-air before taking on leadership roles at WFIL and WUSL Philadelphia, Susquehanna Radio, CBS Radio Philadelphia, WBEB, and most recently Seven Mountains Media, where he was COO from 2018 to 2023.

Times-Shamrock owns seven radio stations in Northeastern Pennsylvania, including WEZX-FM, WQFM-FM, WEJL-AM, WLGD-FM, WPZX-FM, WBAX-FM, and WFUZ-FM; WZBA (100.7 The Bay) in Baltimore; and holds a 50% stake in the Milwaukee Radio Alliance, which operates four stations in partnership with All-Pro Broadcasting.

Study: Audio Ads Key to Reaching Passive Job Seekers

RADIO ONLINE | Monday, July 7, 2025 | 2:13pm CT

Cumulus Media and Westwood One

A new study from Cumulus Media | Westwood One's Audio Active Group reveals that ad-supported audio -- particularly AM/FM radio and streaming -- is a powerful tool for reaching both active and passive job seekers, with important implications for recruitment advertisers.

The national survey, conducted by MARU/Matchbox in December 2024, profiled 1,000 Americans and compared results to similar labor market studies from 2018, 2021, and 2022. This latest installment focuses on job seekers, with a follow-up report set to explore hiring decision-makers.

Key findings show that nine out of ten job seekers -- whether actively searching or open to new opportunities -- are reached by ad-supported audio, including traditional AM/FM radio, digital streaming, and podcasts. AM/FM radio alone reaches nearly 80% of job seekers, while 60% of active job seekers listen to podcasts and AM/FM radio streaming.

Streaming, in particular, has seen strong growth. Since 2021, usage of AM/FM streaming has surged among both passive and active job seekers. Sixty-two percent of active job seekers now listen to AM/FM content via streaming platforms.

Passive job seekers -- those not actively searching but open to opportunities -- are the largest source of potential hires, outnumbering active job seekers by over 50% (36% vs. 24%). Companies that rely solely on online job boards risk missing this key segment, the study warns.

While 90% of active job seekers use job sites like LinkedIn and Indeed, only 68% of passive job seekers do so. Word of mouth has also declined among passive candidates, down from 72% in 2021 to 59% in 2024.

Audio advertising appears to offer an effective alternative. Heavy digital audio listeners are far more likely to be job seekers, and advertising effectiveness data shows a strong link between media spend and ad recall. Brands with higher ad spend -- particularly in audio -- showed stronger brand recognition and higher market share.

Indeed remains the category leader, with the largest share of voice and market share among job seekers. LinkedIn and ZipRecruiter, which have increased their ad spend in recent years, also show signs of market growth. Notably, ZipRecruiter doubled its usage among active job seekers from 24% in 2018 to 47% in 2024.

In short, for recruitment marketers looking to expand their reach -- especially to hard-to-target passive candidates -- adding AM/FM radio, streaming, and podcast advertising to their media plans could make the difference.