This is the time of year when we try to answer that all-important question: “What happened?” So often, we are caught up in the day-to-day activities and events of our work and personal lives that it’s rare we take the time to step back and assess what is happening around us in context, understand what it means, and decide what can we do about it anyway?
I’m usually the guy who looks for those big, tectonic trends. I love being able to grab the comet’s tail and enjoy the ride. But, as I reflect on this past year through the lens of radio and television, it’s hard to identify one new event or trend that impacted 2025 so significantly that it stands apart and will continue to impact broadcasters for years to come.
Put another way, 2025 was a bit of a slog. But that’s not necessarily a bad thing, and frankly, taking the time to catch up or retrench with change is a full-time job and after the past several tumultuous years, is a luxurious break. This lull in 2025 also provided broadcasters with the time to develop strategies based not on reaction, but on a solid understanding of where the business is going.
So, the three ways I would answer the question won’t surprise any of you. For some, you’ve “bought into” these trends and have already reacted. But for many others, all I can tell you is these forces aren’t going away, and while it’s not too late, taking them seriously in 2026 is significantly important.
“Local” Matters More Than Ever. While we constantly hear about the splintering of media as more content options come onto the market, broadcasters continue to have the “secret sauce” that sets them apart from everyone else in their back pocket: local. No competitor can match broadcast in its ability to quickly and accurately provide information, a local vibe, or bring a community together like radio and television stations.
We live in a time where if I want to find out about Congress, Putin, or what happened at Brown University, I have an unlimited number of sources. And most of them pretty much say the same things.
But if I want to find out the mood about the local sports teams, the impact of a factory opening (or closing), or the opinions of the community on a hot topic, only local media can provide that quickly, accurately and in context that matters to your listeners and viewers.
I cannot stress enough the importance—and the value on so many levels—of retaining a significant local image and content that matters, and not only is that imperative not going away any time soon, I believe it’s more important than ever.
Talent Is the Secret Sauce. Without compelling air personalities, radio becomes Spotify and without credible news anchors and reporters, local TV news becomes a random news feed.
I don’t know what else to say other than what has propelled local broadcasters to decades of success isn’t content—it’s relatable, authentic, and trusted local hosts. There’s no other way around that.
I realize the financial pressures some broadcasters are under, but this is the time to lean in against those headwinds and retain what makes local broadcasting so relevant and essential. Talent is the “secret sauce” that will always separate you from everyone else.
The Broadcast Business Model Has Changed . . . Don’t Stay The Same Or You’ll Get Passed By. Since the financial crash of 2008, broadcast revenue has been on a slow, steady decline. Sort of like a leaky balloon. Not enough to panic about each year, but a real trend. But at the same time, digital revenue has exploded—everything from display, OTT, streaming, social media, and more have grown at a significantly faster pace than broadcast has declined.
Fifteen months ago we began working with a variety of stations across the country and market sizes to help them develop and implement their digital revenue strategy. Results have been positive, but mixed because transitioning an operating philosophy that’s been in place for decades is hard to change. It requires vision, leadership, and commitment. We knew that going in. Change is hard.
But to us, the biggest surprise is the number of broadcasters unwilling to make the pivot, even in small steps.
I come out of media sales, and I love going to where the dollars are, and as I often say to people, I attended a state university so I’m no brain surgeon, and even I can see where the revenue puck is going. Get there. Quickly.
Fortifying your local position, investing and retaining great talent, and leaning into digital revenue are the “big” findings from 2025. Not as exciting as new technology like AI, but fundamental to the industry’s growth in 2026 and ahead. Focus on these three things and you’ll be just fine.
Wishing you all a happy, healthy 2026.
Paul Jacobs
Jacobs Media
