Dave Sturgeon: The Truth About Radio
- Matt Cundill
- Aug 12
- 2 min read
Updated: 4 days ago
When I spoke with Dave Sturgeon for this episode, I knew I was in for a a full radio autopsy. Dave’s career spans over four decades, and his journey is nothing short of remarkable. From his early days on-air in small-town Ontario to managing stations across North America, Dave has held a lot of the power positions in radio. What struck me most was his willingness to embrace change, whether it was moving from rock radio to talk, stepping into sales, or taking on management roles in both Canada and the U.S.
Dave has now written a book called "The Truth About Radio". Today he is an ad-buyer at his company called Radio TV Agents LLC. From a birds eye perspective, one would say that he doesn't need to write the book. Afterall, why would an ad-buyer care? There's plenty of digital product for him to sell. But the truth is that his clients' don't get business unless radio is included in the campaign. And that's a story that needs to be told, and makes this mandatory reading for any broadcast general manager or sales manager.
Dave’s story is a testament to the power of discovering what's next. He shared candidly about the personal and professional challenges he faced, including stepping away from radio for his family and then finding his way back, stronger and more passionate than ever. His transition into agency work and eventually launching his own company, Radio TV Agents, highlighted his entrepreneurial spirit and deep understanding of what makes radio effective.
If you are in radio, you will love how we talked about the enduring power of radio. Despite the rise of digital media, Dave made a compelling case for why radio remains a foundational tool for advertisers. He debunked common myths about radio’s relevance and measurability, drawing on real-world results from his clients.
His new book, "The Truth About Radio," is a must-read for anyone in media or advertising.
This episode is a reminder that while technology evolves, the core of radio—connection, storytelling, and trust—remains as vital as ever. I left the conversation inspired by Dave’s optimism and his unwavering belief in the medium. If you’re passionate about audio, or just love a good story of resilience and innovation, this episode is for you.