What WIll It Take To Get Young People into Radio?
I was bitten by the radio bug early. Growing up in New York, I spent hours glued to WABC and WMCA. The music hooked me, but it was the DJs, the jingles, and everything between the songs that made it feel larger than life. That excitement drew me into radio, and it’s kept me here ever since.
But when I talk with young people today, I don’t see that same spark. Many of them don’t even consider radio as a career path, even though they’re already creating audio, telling stories, and building audiences online. The passion is there, we just haven’t done a great job showing them that radio can still be that exciting, creative outlet.
To understand what today’s students think, I went back to my hometown, Bloomfield Hills, Michigan, where the high school’s award-winning station, WBFH “The Biff,” is led by longtime advisor Ron Wittebols. I asked a few of his students how they see radio’s future, and what might hold them back from pursuing it.
Sophie Razzaque, a sophomore and the station’s music director, told me:
“Radio is fun in high school, maybe even as a part-time college job, but I don’t see it as stable. With AI and social media taking over, and with low pay, it just doesn’t feel like a solid career. If the industry offered better pay and stability, I’d do it in a heartbeat.”
Her point is one many young people share: they see radio as risky and underpaid. Unless we fix that perception, and the reality behind it, it’s hard to attract new talent.
Honor Hutchison, a junior at The Biff, has a different concern.
“What might hold me back,” she said, “is not being able to truly be myself on air. Personal expression helps me connect with listeners. I wouldn’t want to just sound like what a broadcaster is ‘supposed’ to sound like.”
Honor reminds us that authenticity matters. The next generation doesn’t want to mimic old radio styles, they want to be real and relevant.
Emmy Vanderpool, another student, added:
“I’m a logical person, and I worry about job stability. Plus, I wouldn’t have as much control over what I can play as I do now. I don’t want to play the same hundred songs everyone else does.”
That’s another message we need to hear: today’s students value creativity and individuality. To bring them in, we have to make room for fresh ideas and original thinking.
And then there’s Justin Walters, 22, from Texas. His love for radio started when he rode in the car with his mom, listening to the personalities between the songs.
“Two things might hold me back,” he told me. “First, transportation, I can’t drive right now because of medical issues, and radio often expects odd hours and short notice. The second is perception. It sometimes feels like no one wants to take a chance on me, even though I’m already doing radio online. I just want the opportunity to prove myself.”
Justin, who is autistic, reminds us that passion and talent come in all forms. His story underscores the importance of accessibility, flexibility, and openness to nontraditional paths. If someone has the skills and drive, radio should find a way to include them.
Veteran programmer Fred Flanzer, known to many as Smokey Rivers, summed it up perfectly when talking about two young women at his community station in Port Townsend, Washington:
“They’re talented, motivated, and full of ideas. But they’re leaving. They don’t want to work for pennies or 60 hours a week. They want fair pay and meaningful work. If we want what they bring, we need to reward it.”
He’s right.
For radio to stay strong, we have to pass that spark along. It starts with outreach, getting into schools, mentoring, and letting young people experience what we do firsthand. Once they feel the energy of a live studio, or hear how a great break connects with listeners, they get it. The magic is still there.
If we want the next generation to believe in radio, we have to show them the kind of passion that made us believe in it. The future of this business depends on it.