Written by Jessica Bennett

AM radio remains in the spotlight, and rightly so. Despite the rise of digital platforms, streaming services, and podcasts, AM continues to play a crucial role in local communities. Lawmakers and automakers have been engaged in discussions regarding its future, yet AM radio still connects with millions of listeners weekly, especially in rural regions and among those who rely on it for news, weather updates, sports, and emergency alerts.  

For media sellers, this presents a significant opportunity. AM is not merely a “legacy platform”; it is a trusted source that resonates profoundly with its audience. Advertisers gain from this credibility, particularly when their messages are conveyed through local personalities that communities recognize and depend upon. Given the current focus on AM radio’s function in emergency broadcasting, now is the opportune moment to remind clients that this platform provides reach, trust, and reliability that other media cannot match.  

When engaging with prospects about AM, redirect the dialogue from “outdated technology” to “community significance.” Pose questions such as, “How crucial is it for your business to be linked with a platform that people rely on during critical times?” Positioning AM as a pillar of reliability and community trust reshapes its relevance in today’s digital-first environment. 

The essential message: do not undervalue AM. Although digital platforms may capture the headlines, AM radio continues to offer substantial reach, high trust, and dedicated audiences. By framing AM as both a traditional medium and a contemporary necessity, you can assist advertisers in understanding why it should be included in their media strategy.  

For additional resources on promoting the effectiveness of traditional media alongside digital solutions, visit the Ten-Minute Trainer video library for practical tips you can implement today. 

Good luck & Happy Selling!