Chris Brunt: Radio's Digital Evolution Continues...
- Matt Cundill
- 3 days ago
- 2 min read
If you've worked in radio for any length of time, you've probably heard some version of "radio needs to go digital." The funny thing is, we've been saying that for nearly 30 years.
Chris Brunt from Jacobs Media, someone who's been there from the earliest days of station websites, streaming audio, social media, and now the short-form video era. What I appreciated most about our conversation is that Chris doesn't look at digital as a collection of shiny objects. He sees it as an evolution—and one radio has been navigating since the first station launched a website in the late '90s.
Sometimes I forget how much audience behaviour has changed. We used to think about driving listeners to our website. Today, especially for younger audiences, everything starts with the feed. They aren't searching for radio stations. They're discovering personalities and content on TikTok, Instagram, YouTube Shorts, and whatever platform comes next. (The Sound Off Podcast included)
That doesn't mean radio has lost. It means the distribution strategy has changed.
Chris also reinforced something I've been saying for years: Be everywhere. Whether you're a podcast or a radio station, your audience expects your content to be available wherever they happen to be listening—or watching. Apps matter. YouTube matters. Social platforms matter. They're no longer optional marketing channels; they're part of the audience experience.
For radio operators, we also explored what monetization looks like today.
Programmatic audio has matured, YouTube can become a meaningful revenue stream over time, and local businesses are increasingly looking for trusted personalities to connect with local audiences. That creates opportunities for stations willing to think beyond traditional spot sales.
One area where Chris really challenged conventional thinking was local content. Success isn't always measured by millions of views. A short video reaching 5,000 people in your community may be far more valuable than one reaching 500,000 people scattered around the world. Local personalities, local stories, local businesses, and local trust remain radio's greatest competitive advantage—if stations choose to lean into them.
And finally I had to ask about podcasting, and I think his advice will resonate with broadcasters considering the space. Simply uploading yesterday's morning show isn't always enough. The strongest podcasts extend the station's personality with original content that has a longer shelf life and serves a specific audience.
It Doesn't Have to Be Perfect: Chris reminded us that today's audiences don't expect television-quality production for every video. Authenticity often beats polish. That's good news for stations that have been waiting until they have the perfect cameras, studio, or workflow before getting started.
Radio's future isn't about choosing between broadcast and digital. It's about understanding that your audience no longer makes that distinction. They simply expect great content to find them wherever they are.
That's a challenge—but it's also one of radio's biggest opportunities.
Paul Jacobs and Chris Brunt did a really good one hour session called 10 Things We Learned Helping Radio Stations Generating Digital Revenue.
Hearing Chris Brunt's insights offers a valuable perspective on building a robust foundation in any field, much like the reliable infrastructure NorKab provides for essential systems.