Monday Memo: Radio’s 2027 Talent Strategy: Destination by Design
By Holland Cooke
Consultant
If your station is outside the top 50 markets, you already know the pressure points. A mature workforce stretched thin. Fewer applicants for on air and production roles – specifically the younger creators who don’t see radio as their first creative outlet. And a competitive landscape where streaming, satellite, and podcasts divert attention with the gravitational pull of a black hole.
But radio can absolutely attract these next-gen creators. We just can’t do it with yesterday’s playbook. In “Future Work World,” Barry Winkless argues that organizations must intentionally design themselves to “excite, entice, and engage” the next generation of talent. He’s talking about the future of work broadly – but his framework fits independent local radio like a blueprint. Especially in medium and small markets, where stations are fighting a two-front war: defending local relevance while competing with global audio giants. Accordingly…
- Redesign roles for the “Work Salad” generation.
One of the book’s core ideas is the rise of “work salads” – workers who blend skills, platforms, and creative identities rather than fitting neatly into a single job description. That’s today’s creator economy in a nutshell. For radio, this means offering roles like host+podcaster+social storyteller; or news voice+explainer video creator+local events personality. Younger creators don’t want an airshift. They want a mix – a portfolio of creative outputs. Stations that offer that mix will win talent that would otherwise bypass radio entirely.
- Make your station a Designed Destination.
Winkless’ “Destination Designer” mindset recommends environments where people want to be, because the place itself inspires them. For radio, this means a workplace that feels flexible, fluid, and creatively alive. You don’t need a big market budget to create a big market feel. You need intentionality and a willingness to break from “how we’ve always done it.” Turn a legacy operation into a future ready talent magnet.
- Use AI the way creators already do.
In one of the book’s fictional “jumps,” Winkless introduces the “cowerka,” an AI assistant that handles tasks, anticipates needs, and frees humans to focus on what only humans can do. AI can help prep shows, suggesting ways to localize trends and topics. Nextgen creators already use AI as a collaborator. Stations that embrace this reality will feel familiar – and attractive – to them.
- Sell the one thing no competitor can match: Local Reach
Streaming platforms offer scale. Podcasts offer intimacy. Satellite offers variety. Only radio offers local presence at scale.
Creators want audiences – podcasters hunger for what radio has: cume. Broadcast radio can give them something TikTok can’t: instant legitimacy in a real community. As I have explained here previously, we position client stations as reach engines: Instead of asking creators to serve radio, radio serves creators.
- Tell a Better Story About Who You’re Becoming
Winkless’ “Next Level Storytelling” chapter cautions that your recruitment story can’t be: “We need someone to do afternoons.” Instead: “We’re building the next chapter of local media, and we want creators who want to shape it.”
Creators don’t join job descriptions. They join stories.
The Bottom Line
Local radio doesn’t need to out tech the tech giants. It needs to out human them. By redesigning roles, modernizing culture, embracing AI, and positioning radio as a creator platform – not just a broadcast outlet – stations can attract the next generation of talent that will keep them relevant, resilient, and indispensable.
Your RIGHT NOW opportunity: As fill-in voices cover for vacationing full-timers, you can preview 2027 talent options. To help them smooth-out any rough edges – and assess how well they take direction – here are 12 Tips for the guest-hosts who are not career broadcasters and don’t share our second-nature performance routines.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
Radio, local talk and coverage of University of Nebraska sports. Walnut Media president Patrick Combs says, “This is an incredibly exciting moment for our company and for sports fans across the region. We are proud to add this historic signal to our group and are excited to offer not only top-notch sports content but also give Husker fans a powerful regional signal.” The station will become the Omaha market’s radio source for Huskers athletics including football, men’s and women’s basketball, volleyball, baseball and “Sports Nightly.” Walnut Media vice chair Nick Seline adds, “We are pleased to add one of the largest and most historic stations in the Midwest to our growing media family. This investment will give us added ability to serve both our listeners and our advertisers.”
anniversary by celebrating 250 remarkable Philadelphians whose lives and legacies have shaped the city, the nation, and our history. The event features a live panel discussion moderated by station personality Solomon Jones that includes: Michael Coard, host of Radio Courtroom, attorney, and founder of the Avenging the Ancestors Coalition; Karen Warrington, award-winning news director and arts advocate; Dr. Anthony Monteiro, scholar and founder of The Saturday Free School for Philosophy and Black Liberation; and Rev. Carolyn Cavaness, pastor of Mother Bethel A.M.E. Church.
administration and the Supreme Court’s ruling. She wrote: “This decision puts at risk how Congress intended independent agencies to function in American democracy. When Congress established the Federal Communications Commission, it made a deliberate choice to create a multi-member, multi-party, independent body insulated from political pressure precisely because the decisions this agency makes about who can speak over the public airwaves, how spectrum is allocated, and how communications markets are regulated, are too consequential to be made on the basis of political loyalty. We are already seeing what political control of this agency looks like in practice, through investigations targeting broadcasters and government critics for coverage this administration finds unfavorable.
hour-long morning program with Josh Albrecht. The Milwaukee Journal-Sentinel reports the program will also air across Audacy’s Wisconsin Sports Radio Network in markets including Greeb Bay-Appleton, Wausau, Madison, and Duluth-Superior. Czaban previously hosted a morning program on iHeartMedia’s then-sports WRNW-FM “97.3 The Game” that iHeartMedia flipped to AC last fall. 
relationships and innovative solutions. He will also focus on enhancing CMG Radio’s high-performing, client-first sales organization, advancing sales enablement, and ensuring consistent execution across markets.” Bortnick comments, “I’m honored to join the CMG family under [CMG Radio president] Rob Babin’s leadership, and I’m excited to help accelerate local revenue growth across the organization. Local media plays an essential role in every marketer’s strategy, and CMG Radio’s brands deliver measurable impact for our clients. I look forward to partnering with our talented teams across the country to continue building lasting client relationships, driving innovation, and delivering exceptional results.”
to KSDK-TV, St. Louis, Hoffman Media Group recently took majority ownership of Lee Enterprises, which owns the St. Louis Post-Dispatch. David Hoffman said in a statement to 
largest print and digital news organizations in the United States. With our planned acquisitions, combined with our existing portfolio of 154 newspapers and our expansion into radio, we expect to become the second-largest media company in the United States by year-end.” Audacy president and CEO Kelli Turner reportedly issued a memo to staff revealing the deal (in which the terms were not disclosed) and stated that Audacy will continue to own and operate the stations until the deal closes and that listeners, advertisers, partners and employees should expect “business as usual” during the approval process. 
101.5” from the company’s hot AC WJLK-FM, Asbury Park “94.3 The Point.” That move chops an hour off the “Deminski & Moore” afternoon show which now airs from 3:00 pm to 6:00 pm. As we reported last week, Eric Johnson moves from his on-air role with Judi Franco to operations manager. Townsquare New Jersey VP for content Sam Elliot Gagliardi says, “These changes are about investing in local talent, local content, and local conversations. No one understands New Jersey better than the people who live here. This lineup brings together some of the strongest personalities in the state and reinforces New Jersey 101.5’s role as the place where New Jersey comes together every day.”
Award for Outstanding Newscast, and more.” Red Apple SVP, news & programming Lee Harris says, “Stacy Lyn is exactly the kind of broadcast news anchor we set out to recruit when we launched the Worldwide News Network. She is a proven broadcaster with tremendous credibility and a long track record of delivering breaking news and major stories with accuracy, clarity, and professionalism. Stacy’s experience covering the highest levels of government and the biggest stories in America will be an enormous asset to our affiliates and listeners.” Other former CBS Radio broadcasters now serving with Worldwide News Network include Michael Wallace, Cooper Lawrence, Bill Rehkopf, and Matt Pieper.
July 3 from 12:00 midnight to 6:16 pm to celebrate America’s 250th birthday. Elci says the broadcast will culminate with the 12 most impactful patriotic moments in American history. He adds, “America is turning 250, this is our chance to stand tall, salute the red, white, and blue, and remember exactly what makes this country the home of the brave. Tune in, call in, and let’s make some patriotic noise together!”
to the New York Post. Golic Sr’s stint with ESPN ended in 2020 when the “Golic & Wingo” show was cancelled. He had worked alongside Mike Greenberg for 25 years before that hosting “Mike & Mike.” ESPN EVP and executive editor Mike Foss says, “Reuniting with the Mikes Golic was a tremendous opportunity for our audience. They’ve been building chemistry together since 1989, and it’s a joy to bring their peerless partnership back to ESPN.” 
producer and air personality Kenny Kott died from medical complications on Saturday (6/26). Kott was a member of “The Valenti Show with Rico.” Mike Valenti addressed Kott’s passing on Monday’s program, saying that Kott had a medical event in early June that left him hospitalized for the last few weeks and it took a turn for the worse. Valenti says, “Genuinely, I struggle to find the words for this. He’s a part of our dysfunctional family. That’s what this is.”
November to co-host “The Morning Drive with Dan & Cole” alongside Dan Mathews, who continues to host mornings solo. 
been interning with Compass Media Networks since June 2024. In his new position he’ll assist with growth of the company’s featured play-by-play sports including NFL Football, NCAA Football & Basketball and heritage news/talk programming including “This Morning with Gordon Deal” and Erick Erickson. Alvord says, “Growing up listening to ‘Anna & Raven’ sparked my passion for radio. It is an honor to join Compass Media Networks, and I am thrilled to work shoulder to shoulder with Rob Blum and the rest of the affiliate sales team to super serve our affiliates and content partners.”
No two summers have been alike since the pandemic upended listeners’ lives and retailers’ businesses. So, we’ve seen this movie before. To sound relevant and relatable and helpful, connect the dots: