Q&A: Dave Sturgeon On ‘The Truth About Radio.’

40-year radio industry veteran and ad agency founder Dave Sturgeon aims to set the record straight on radio’s reach, relevance, and ROI, with his new book “The Truth About Radio: A Myth-Busting Guide for Today’s Media Buyers and Sellers.” In so doing, he arms sellers with confidence and gives media buyers a reason to reconsider radio’s rightful place in the media mix. Inside Radio spoke with Sturgeon about the new book for an exclusive Q&A.

Inside Radio: How’s the book being accepted by the industry?

Sturgeon: “The book has been well received within the radio industry. It grew out of a series of LinkedIn posts that took off, and I kept hearing from people that these ‘myth versus truth’ arguments would be useful for sales managers and account executives. That led me to package it as a book through Amazon’s print-on-demand service.

It’s only been out since mid-July, and as of September 10 we’ve sold our 500th copy. That number includes purchases not just in the U.S. and Canada, but also in places like Denmark, Ireland, South Africa, and India. Day to day, I see eight to fifteen sales on Amazon, and there have also been bulk orders from station operators — some buying 10, 25 even 50 copies at a time. Beyond sales, it’s helped me re-inspire radio people and expand my consulting work, which was always part of the goal.”

Inside Radio: Who benefits more from reading the book, radio salespeople and sales managers, or maybe media buyers?

Sturgeon: The main audience I wrote the book for is radio sales managers and account executives, and they’re the ones benefiting most. Too often they walk into a meeting with clients or agencies and hear, ‘Does anybody even listen to radio anymore?’ That narrative is false, but it’s widespread. I know it’s false because, as an agency guy, I still see hundreds of clients today who rank radio as their number one lead source, their top-of-funnel generator, and the advertising medium with the strongest ROI.

Agencies often push digital or CTV products more aggressively because the margins are better, and many younger buyers don’t understand how radio really works. That combination leaves sellers at a disadvantage. My goal was to arm them with facts, research, and real-world examples to counter the myths and restore confidence.

That said, media buyers are also an important secondary audience. Some sales managers are ordering books in bulk to hand out to their clients and agencies. The title itself reflects that dual focus—today’s buyers and sellers. Ultimately, the book is meant to re-inspire radio professionals while reminding buyers that radio still delivers powerful results.

Inside Radio: You say in your book that radio isn’t dying — it’s evolving. Care to elaborate?

Sturgeon: Radio is one of the most advanced technologies we have. Radio waves already exist all around us, and broadcasters figured out how to use them to deliver free content. In times of crisis, that’s invaluable. During Hurricane Katrina, when cell towers and the internet were down, stations with a generator could still broadcast vital information. In Ukraine, when infrastructure was destroyed, it was radio that kept people connected day to day.

Radio is also the original social network. Broadcasts are delivered simultaneously to thousands, creating a shared experience in a way digital one-to-one algorithms can’t replicate. And today, radio has evolved by integrating with digital platforms. You can listen locally on a $15 battery-powered radio or stream a station from across the country on your phone. Unlike most subscription-based services, radio remains free, delivering local news, entertainment, and community connection without monthly fees. To me, that makes radio not just relevant, but timeless — technology that has adapted and expanded while staying rooted in its original strengths.”

Inside Radio: You started a companion podcast to go along with the book. Can you tell us about that?

Sturgeon: The podcast is really an extension of the book, and it’s also called The Truth About Radio. Each week, I take one of the myths and the corresponding truth, record it, and upload it so it’s available on my website, Apple Podcasts, Spotify, iHeart, or wherever you listen. They’re short blasts, anywhere from 90 seconds to about three and a half minutes, designed so sellers, managers, or even buyers can quickly commit the arguments to memory. If you’re about to walk into a client meeting, you can listen in the car or parking lot and have that myth-versus-truth fresh in your head. It’s the same content as the book, just delivered in audio form.”

Inside Radio: The book seems to be a ‘back to the basics’ reminder.

Sturgeon: At the end of the day, I don’t claim the book is full of brand-new ideas. What I’ve done is take what radio people already know and frame it in a simple myth-versus-truth format. That structure makes it easier for sellers and managers to find the right words when they need to counter myths and remind clients why radio works. The feedback I’ve been getting from sales managers has been overwhelming — they tell me it’s helped re-energize their teams and given them a real boost of confidence. For stations that order 10 or more copies, I also offer a 30-minute Zoom session. It’s a chance to brainstorm, talk through challenges, and share ideas, and those sessions have been going over really well.”

This interview has been edited for length and clarity.

Dave Sturgeon is a radio veteran with more than 40 years of experience in broadcasting, sales, management, and agency work across Canada and the U.S. He began his career on-air in small-town Ontario, later moving into sales and management, and now runs his own California-based ad agency. What started as a series of radio “myth busters” on LinkedIn eventually grew into his book.