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THE TRUTH ABOUT RADIO

A Myth-Busting Guide for Today’s Media Buyers and Sellers

The Book:

The Truth About Radio: A Myth-Busting Guide for Today’s Media Buyers and Sellers

A new Book from Dave Sturgeon.

Think nobody listens to the radio anymore? Think again.

In The Truth About Radio, veteran broadcaster and agency founder Dave Sturgeon pulls back the curtain on the most misunderstood medium in modern advertising. With wit, wisdom, and real-world data, he dismantles tired myths and replaces them with sharp, practical insights every marketer needs to hear.

Whether you’re a media buyer who’s been told digital is king, or a seller struggling to articulate radio’s value in a skeptical world, this myth-busting guide will give you the facts, language, and confidence to make smarter decisions — and better sales.

Discover why:

  • Radio isn’t dying — it’s evolving.
  • Influence isn’t about platforms — it’s about trust.
  • You can’t skip, scroll, or block audio engagement.

Packed with compelling examples, strategic advice, and punchy one-liners you’ll quickly realize, The Truth About Radio is the must-read playbook for anyone who buys, sells, or doubts the power of the original audio platform.

The Pod:

The Truth About Radio Weekly Audio Series

Every week, Dave takes on one of the biggest misconceptions about radio – and dismantles it with the facts, the stories, and the kind of hard-earned experience that only comes from decades in this business. These aren’t dusty lectures; they’re quick, sharp audio hits designed to cut through the noise and give you a fresh perspective on radio’s power today.

Think of it as myth-busting for media buyers, sellers, and anyone who’s ever wondered whether radio is still relevant (spoiler: it is – massively). Each episode is a mix of wit, wisdom, and a little bit of attitude – because if you’re still believing the old myths about radio, it’s time we set the record straight.

Listen here or on your favorite podcast platform. Sign up to be notified when a new Truth drops each week.

About Dave:

Dave Sturgeon has spent over four decades behind the mic, in the control room, and across the boardroom table – living and breathing radio in ways most people only dream (or have nightmares) about. From morning show host to market manager, from ad agency founder to industry myth-buster, Dave’s career spans the golden era of FM to the digital frontier of today.

He’s the author of The Truth About Radio: A Myth-Busting Guide for Today’s Media Buyers and Sellers – a book for anyone who’s ever been told “radio is dead” and had the good sense to raise an eyebrow.

When he’s not coaching media pros or debunking bad marketing advice, Dave can be found sipping coffee with his wife and muse, Coco, golfing, or zooming with clients and colleagues from their seaside home on Bonavista Bay, Newfoundland.

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