Radio remains one of the most trusted and emotionally connected media platforms, reaching nearly 60% of adults 18+ each day for over two hours, according to The Media Audit. In a down economy, radio’s presence in consumers’ daily routines—especially while driving to shop—makes it a powerful, real-time influence on purchase decisions. Stations that highlight their local impact, personal connections, and advertiser success stories will be best positioned to retain and grow revenue even as budgets tighten.

A new report shows that 55% of Americans say their online search habits have shifted significantly over the past five years—and they're increasingly discovering products through ads, editorial content, and apps rather than traditional search engines. This evolution marks a major opportunity for local media sellers: consumers trust ads across multiple platforms and make quick purchasing decisions when they discover products via native, embedded content. For local sales teams, the key takeaway is clear—you don’t have to be Google to win in the search-driven economy. You just need to help advertisers show up in the right context, across trusted platforms.

Executive Summary A study by Critical Mass Insights reveals that radio listeners are significantly more likely to engage with social media ads for products they’ve heard advertised on the radio. The survey, conducted among 1,000 U.S. consumers aged 18-64, found that 55% of listeners are more likely to click on social media ads after hearing a radio ad, with this likelihood rising to 64% among adults aged 25-44. Additionally, 72% of consumers are more likely to notice social media ads for products they’ve heard about on the radio, and 7 in 10 are more likely to read and try new products advertised on social media after hearing about them on the radio. This study highlights the powerful synergy between legacy media, specifically radio advertising and social media engagement, making it a valuable strategy for local media outlets.

The Interactive Advertising Bureau (IAB) forecasts a 14% growth in digital video ad spending in 2025, reaching $72 billion. This growth presents a significant opportunity for local media salespeople to tap into new revenue streams by selling video ads on their websites. The shift towards digital video is driven by its ability to deliver engaging, personalized, and shoppable experiences, despite economic uncertainties. As digital video is set to capture nearly 60% of total TV/video ad spend, local media salespeople can leverage this trend to enhance their sales strategies and offer more value to advertisers.

For the first time since 2009, total media usage across the U.S. and Canada is expected to decline, with a projected 0.3% dip in 2025 according to PQ Media. The slowdown highlights how digital media growth can no longer offset traditional media declines — but it also reinforces that traditional media still commands strong, high-quality audiences. For local media sellers, it’s a prime opportunity to position broadcast, print, and trusted digital outlets as powerful, stable options for advertisers aiming to maximize reach in a fragmented landscape.

New research from Edison shows that AM/FM radio listening at work has jumped 10 share points year-over-year, signaling a major shift as more Americans return to office routines. AM/FM continues to dominate ad-supported audio in the car and is now the leading choice on smart speakers. With 66% of U.S. adults tuning in daily, radio offers consistent, high-impact reach across devices and demographics. Combined with podcasting’s rapid growth, audio is once again proving to be a cornerstone of effective advertising.

With uncertainty in the economy it is time to prepare for a tougher sales season. When the economy slows down, advertisers often ask, “What can I cut?” But the smarter question is, “What can’t I afford to lose?” And the answer—especially for local and regional businesses—is radio. That’s because radio provides one of the strongest, most consistent, and most personal connections to the consumer. At a time when trust, familiarity, and influence matter more than ever, radio delivers them all in abundance.

Major broadcast and cable TV news outlets saw significant growth in social video engagement in March, with Fox News, CBS News, CNN, and MSNBC all reporting double-digit increases in both unique viewers and minutes watched on Facebook and YouTube. This surge highlights the growing demand for video news content on social platforms—even among older audiences. For local media, it’s a signal to double down on social video strategies, leveraging local storytelling to drive attention, engagement, and advertiser value. Local stations that repurpose strong content for social platforms and track watch time—not just views—can unlock new growth and revenue opportunities.

Television remains the most powerful and trusted medium, reaching over 90% of adults daily who watch for more than 4 hours on average, according to The Media Audit. In a down economy, TV’s ability to deliver high-impact advertising alongside trusted news, live sports, and shared cultural events makes it an essential platform for driving brand visibility and purchase intent. Stations that emphasize TV’s reach, emotional connection, and proven ROI—while offering smart packaging and local insights—will help advertisers stay strong through uncertainty and position themselves for faster recovery.

In a challenging economy, newspapers and their websites remain one of the most trusted and effective platforms for reaching engaged, optimistic, and influential consumers. According to The Media Audit, newspapers reach over 40% of adults daily, with readers spending more than an hour each day with content and showing 10% higher financial optimism than the general public. For advertisers, staying visible in this trusted, community-rooted medium is not just smart—it’s essential for maintaining relevance, credibility, and market share.

U.S. retail sales rose 1.4% in March 2025, driven by auto purchases and supported by tax refunds, lower gas prices, and modest income growth. While the National Retail Federation forecasts core retail sales to grow up to 3.7% this year, consumer confidence remains shaky amid ongoing tariff uncertainty and global trade disruptions. For local media, this presents short-term ad revenue opportunities in sectors like auto, home improvement, and financial services. However, advertisers are expected to be cautious and demand more ROI-driven, flexible advertising solutions.

Omnicom and Publicis report that advertising spending remains stable in early 2025, with clients continuing to invest to maintain brand strength despite economic uncertainty. Both agencies caution that volatility in inflation, tariffs, and geopolitics may impact future spending, but Q1 growth was solid—7% for Omnicom and 4.1% for Publicis in the U.S. Clients are taking a wait-and-see approach for the remainder of the year, holding off on major new investments until conditions clarify. Analysts warn that a potential decline in consumer spending could lead to modest reductions in ad budgets later in 2025.

Kroger is expanding its Our Brands portfolio with a fresh lineup of trendy, affordable products under its Kroger, Private Selection, and Simple Truth labels. The new offerings reflect the supermarket chain rsquo;s commitment to innovation, customer preferences, and budget-friendly quality.

Often, when I talk to managers, they tell me how much time they spend coaching. They tell me stories of meeting, weekly, with their people, doing reviews, pipeline discussions, activity discussions—-all sorts of “coaching meetings.” They say, “Dave, coaching is important and we are spending a lot of time coaching…..”

As a sales manager, it’s crucial to avoid common pitfalls that can negatively impact team performance. Here’s how to navigate ten key mistakes: Assuming Everyone Works Like You: Establish clear KPIs to guide different working styles. Hiring Based Solely on Experience: Prioritize performance over experience. Delaying Firings: Act quickly when someone isn’t performing. Failing to Identify Bad Reps: Remove toxic or unproductive reps promptly. Relying on Activity over Results: Focus on outcomes, not just activity. Allowing Low Win Rates: Coach reps, but don’t tolerate chronic underperformance.