Connoisseur’s Jeff Warshaw Says Radio’s Growth Starts With Local.

Connoisseur Media CEO Jeff Warshaw has never been one to walk away from a challenge, and the pending acquisition of Alpha Media is proof of that persistence. Years in the making, the deal expands Connoisseur’s footprint from 11 stations to more than 200, vaulting the company into the top ranks of U.S. radio operators. For Warshaw, this isn’t just a business transaction. It’s a declaration of belief in the enduring power of local media.

“I just couldn’t take no for an answer,” Warshaw said in a recent “Chachi Loves Everybody” podcast interview. “If nothing else, it’s a persistence award,” he joked.

Warshaw said his interest in Alpha dates back to the broadcaster’s emergence from Chapter 11 bankruptcy in 2021. While others moved on, he stayed in the mix. “Finally, the stars aligned—it was the right timing for the company, and the right timing for me on Connoisseur.”

A veteran operator, Warshaw says he isn’t just collecting stations. He is betting big on a radio philosophy rooted in community service, strong local presence, and responsible stewardship.

Cultures Already Aligned

Warshaw downplays the cultural challenges of integrating Alpha’s stations into the Connoisseur family. “People in the markets all want to have big local presences,” he said. “They want local talent; they want to be involved in their communities. They want to feel like they are the number one local media company in their markets.”

He believes Alpha already shares much of that DNA. “In many cases, the Alpha stations have been playing the same game as we have,” Warshaw explained. “They have strong market positions, successful employees, and highly rated stations that are involved in their communities.”

The plan is to continue doing what’s already working—supporting and strengthening local stations rather than dictating a top-down approach. “Sitting here in Connecticut, I’m never going to be the best person to run the local market,” he said. “It’s going to be up to the local management.”

Balancing Local And Syndication

While Warshaw’s commitment to local is clear, he’s also pragmatic seeing a necessary “balance” between live-and-local and the economic efficiencies of syndicated programming that allow stations to be successful.

“You want to have certain dayparts that are local, that are talking about what’s going on in the community,” he said. “You want to make sure that you have street teams and vehicles and being part of the events that are important in your community, and when the community needs to come together and needs help, you want to make sure that you have enough personnel and enough resources to service that community. That is not only good business, but it's our responsibility.”

Citing the success of shows like Connoisseur’s syndicated “Anna & Raven Show,” Warshaw says it proves syndication and localism aren’t mutually exclusive. “Great programming is usually great programming in other markets, too,” he noted.

Why It Matters

With the Alpha deal, Warshaw is doubling down on a vision that sees radio as a cornerstone of local media. “In five years, if we play our cards right, we will be the one-stop shop for radio, digital, outdoor, cable, events, and creative,” he said. “We should have the largest sales forces and be the place to go for media that’s sold.”

Despite industry headwinds, Warshaw isn’t backing down. “There’s a high degree of skepticism,” he admitted. “But hopefully, if we’re successful, people will start thinking that maybe doubling down on local is the best way to grow.”

With financial backing from Brigade Capital—whom he describes as a lender rather than an equity partner—Warshaw isn’t looking to replicate past partnerships with the likes of the Perot family’s Petrus Holding Company or Farallon Capital, which were equity partners in the more traditional sense.

Despite market challenges, Warshaw is also leaving the door open for future growth. “If we’re successful and creative, we could probably figure out some more acquisitions to do,” he said.

Advice To The Industry

For young people entering the field, Warshaw says the upside is still strong. “Radio sellers can sell everything. There’s tremendous opportunity. And for programmers, if you love connecting and communicating, radio is still a great opportunity.”

As for what keeps him going after decades in the business? “I love the action,” he said. “I love seeing people make money. I love our clients and our communities benefiting from what we do.”

And his warning to the industry is simple.

“You can’t cut your way to greatness,” Warshaw said. “You have to invest, serve, and grow.”