The crew at Jacobs Media and jacapps are gearing up for a new series of free webinars designed to help broadcasters set their 2026 digital revenue strategies. You can sign for them here.

These sessions will offer practical, real-world tips to help both AEs and managers tackle what should be an annual rite of passage at stations everywhere: defining how digital and broadcast can best work together to grow revenue.

Setting and sticking to a digital strategy is imperative for all stations from commercial to Christian to public. The marketing landscape has changed dramatically in every market, large and small, and many veteran sellers and managers are wrestling with these same fundamental truths.

1. All of your clients are buying digital
There are virtually no businesses left that do not use digital in some form. Whether it is passive engagement through social media or active participation through self-service SEM, every growing business is distributing its message digitally.

2. Most (all) of your clients are spending more on digital than on broadcast
Across nearly every research source and on main streets everywhere, the story is consistent. Traditional advertising now makes up only a fraction of most businesses’ marketing budgets. Digital is no longer a supplement; it is the foundation.

3. New advertisers with the biggest budgets may not fit the traditional broadcast profile
Since 2020, a wave of new businesses has emerged, and most of them started marketing digitally from day one. You will not see ads for bridal shops, ball-bearing suppliers, or ballet schools on the 6 o’clock news or during “The Hot 8 at 8.” They are targeting their messages to specific, high-probability customers and only to them.

4. Your owned and operated (O&O) digital is not enough
Even your best-performing station website or app cannot reach every niche audience your advertisers need. That is why the biggest media companies rely on programmatic advertising to extend campaign reach and precision. A smooth jazz station might have devoted fans, but not enough subcontrabass saxophone players to make a woodwind sale campaign work. Those impressions must come from third-party ad networks that aggregate relevant audiences across the web.

5. Your clients expect more data
Every digital campaign recap comes loaded with analytics. It is how clients justify their spending, and it has become the norm across the marketing world. For broadcasters, this means that recaps must include clear, data-driven storytelling that quantifies ROI or ROAS for both digital AND broadcast components of the campaign. The stronger the data narrative, the more credible and indispensable you become to the client.

For some, everything above is old news. For others, it is a wake-up call that the clock is ticking on digital transformation. Wherever you stand, these free sessions will show you what’s working right now and how to turn digital opportunity into revenue growth. Hope to see you Tuesday!

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Chris Brunt

Chris has thirty-plus years' experience in radio programming, digital content creation, and digital sales, most recently at Beasley Media Detroit. During his time at Beasley, and Greater Media Brunt made his mark in the development of websites, audio and video streaming, podcasts, and social media channels. As Digital Sales Manager, he drove increases in revenue by leveraging both owned/operated and programmatic media.

Along with his duties at Jacobs Media, Chris develops revenue opportunities for jācapps’ mobile apps clients.

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