I said it in 2020. Here’s where we are in 2026
Has a lot changed in just six years? Absolutely. Technology has seen massive upward swings. Back in 2020, "AI" wasn't even a whisper in most programming offices, and apps were often seen as something for the "geeks" to worry about. Back then, radio was largely just "doing its thing"—the same thing we’d done for decades.
Unfortunately, "doing our thing" will no longer work.
Every January, I feel the pull to write a "predictions" column. Not this time. Instead, I want to look back at my 2020 column and see which calls aged well, which ones the industry ignored, and which ones turned out to be bigger deals than even I anticipated.
1. AC Music: "One Word Says It All — Pathetic"
THEN (2020): The state of current music for AC is pathetic. Proceed with extreme caution.
NOW (2026): The problem got more complicated. Based on Nielsen’s format share trends and Edison Research’s latest tracking, the AC format has seen its overall audience share dip by roughly 16% since Q1 2024 (excluding seasonal spikes).
VERDICT: Still a major challenge. Get ready: the 80s "tired" factor is setting in. Will the 90s come to the rescue? Monitor this via music testing; what worked for a decade won't necessarily be your savior today.
2. At-Work Listening: From "The Gatekeeper" to "One-on-One Warfare"
THEN (2020): If you don't win at work, you don't win.
NOW (2026): The "at-work gatekeeper" is gone. Everyone has their own device—phone, computer, or tablet. We aren't fighting for a room anymore; we are in one-on-one warfare for a single pair of earbuds against Spotify and personal playlists. To win at work, you have to be a conscious, personal choice.
VERDICT: 100% correct. It’s now a personal fight.
3. The Talent Crisis: "50% Is Talent. 50% Is Selling Yourself."
THEN (2020): 50% is about talent. 50% is about getting your name out there.
NOW (2026): The "selling" half has evolved. PDs now look at social media before airchecks. Hiring someone with 40,000 engaged followers is an acquisition of an audience. TikTok and Reels are the new audition tape.
VERDICT: Talent must now build their own audience to remain an asset.
4. Getting Back Into the Home: "The Covid Effect," The Screen, and the Phone
THEN (2020): Alexa is radio's best (only) chance to get back into homes.
NOW (2026): "The Covid Effect" made remote work permanent, which means more choice for the listener.
THE TOP OF MIND CHALLENGE: In the Diary days, branding was a "must-do." In the PPM era, many got lazy. Guess what? With infinite platforms, if they don't think of you FIRST, you've lost.
THE SCREEN & THE PHONE: Everyone has a phone. If your dashboard or app metadata is wrong while Spotify looks perfect, you look "broken." As Fred Jacobs says: "Our competition is not the station up the dial; it's everything else."
VERDICT: You must be the first choice on every device.
5. Live and Local vs. Good: "It's the Latter"
THEN (2020): Live and Local sounds good, but if the product isn't great, it won't matter.
NOW (2026): The industry used this to eliminate local presence. But mediocre local was the problem, not local itself. Stripping costs without replacing them with quality has hurt the listener experience.
VERDICT: The industry drew the wrong conclusion.
6. Pop Culture Content: Perspective Over Headlines
THEN (2020): AC listeners have a low appetite for entertainment news.
NOW (2026): Competing on "headlines" is a losing battle. Listeners want the personality's perspective. Hearing "your spin" is the only proprietary asset you have left.
VERDICT: Focus on the "who," not the "what."
7. The 500lb Elephant: Revenue
THEN (2020): Not a primary focus in the original column.
NOW (2026): "Follow the Money." Until we figure out radio's revenue issue, the best programming in the world won't matter. Without a sustainable model, the industry remains in a defensive crouch.
VERDICT: This dictates every other conversation we have.
The Final Word: A New Beginning
When WABC changed format from Top-40 to Talk, the legendary Rick Sklar said, "Everything has a beginning, and everything has an end."
Six years after my 2020 reality check, it’s clear that the "old way" of just doing our thing has reached its end. But that doesn’t mean the story is over. It means we have to be part of radio's "new beginning"—one that embraces the screen, wins the one-on-one warfare for earbuds, and prioritizes a brand that stays Top of Mind.
Let's bid a fond farewell to yesterday and get to work on what’s next.
The 2026 reality check is simple: "Doing our thing" is no longer a survival strategy.
The industry has moved from winning rooms to winning earbuds, and from the "Diary" to a digital dashboard that demands your station look as good as it sounds. If your station’s strategy hasn’t evolved since 2020, you aren't just standing still—you’re falling behind.
Whether we’re talking about fixing the "tired" factor in your music library or rebuilding your brand to be Top of Mind in a world of infinite choice, I can help you navigate this "new beginning."
The Berkowitz Difference remains the same:
When you hire Gary, you get Gary. No junior associates. No second-stringers.
Senior-Level Attention: I intentionally limit my client list to ensure you get my 50+ years of experience focused squarely on your goals.
Documented Results: My stations win, and I’m happy to share the success stories that prove it.
The "old way" is ending, but your station's best chapter can start today. One honest conversation can change your trajectory. If you’re ready to win, let’s talk. Call me.
(248) 737-3727 or email gary@garyberk.com.
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