Jarrod Gräetz: Ensuring radio thrives for generations to come

Jarrod Gräetz. Image: Facebook

Jarrod Gräetz doesn’t buy the argument that radio is dying. In fact, he says, radio is more alive than ever.

It continues to connect, inform and serve communities in a way other mediums can’t. What’s changed, he says, is the way people access radio.

You’ve heard of an audiologist? Gräetz is an AUDIENCEologist: His role is to help organisations to grow their audience and revenue – even when the radio is off.

An AFTRS graduate, Gräetz has an impressive radio pedigree, first cutting his teeth as a member of Melbourne’s 104.3 Gold FM street team, before going on to hold various content and on-air roles at SCA.

In more recent years, Gräetz was the CEO and Station Manager at Positive Media, home of Melbourne’s 89.9TheLight.

In 2023, he was hired by the programmer of two of the world’s biggest Christian music radio networks to help lead the expansion of K-LOVE and Air1’s audio streaming.

Gräetz relocated from Australia to Nashville for the job and still resides in the US, heading up Gräetz Media Group.

For him, radio isn’t about the airwaves. It’s about building an audience.

But there’s been a shift.

This week, after noticing the distinct lack of AM/FM radios for sale in his local department store, Gräetz posted to LinkedIn:

“Gone are the days when broadcasters fought to keep radios stocked on every shelf. Now, it’s about making radio easy to find wherever people are.”

“We need to keep radio prominent and easy to reach in a digital-first world.”

Gräetz says radio access is getting trickier, particularly in cars.

“Many new vehicles bury radio controls behind layers of menus. My wife’s Toyota Kluger takes six button presses just to get to FM radio (every time!)”

“Convenience we once took for granted is slipping away.”

Meanwhile, says Gräetz, streaming has exploded.

“Nearly every device – from phones and smart speakers to fridges and cars – can play our stations, but only if we make the experience seamless.”

Gräetz says online streaming infrastructure has never mattered more.

He says apps and websites should be reliable, and platforms like Alexa, TuneIn, Siri and iHeart need regular checks to ensure streams work smoothly.

“And as radios fade from stores and dashboards, we must make our stations easy to discover on every device that matters.”

“It’s ironic: our radio pioneers fought to get radios into stores – and now, we’re working just as hard to keep access easy on digital devices and in cars.”

“Streaming is our present and future, and while we should invest there, we also can’t forget the emergency role broadcast AM/FM still plays – that’s not a part of our industry we should give up to anyone else …. yet if portable receivers don’t exist, maybe we will give it up by default? I certainly hope not.”

“While we might not convince retailers to restock radios or car makers to return to simple dashboards— together, by investing in digital and championing accessibility, we can make sure radio thrives for generations to come.”

*Images: Facebook and LinkedIn