Dave Sturgeon
Dave Sturgeon is one of North America’s most experienced and forward-thinking radio sales strategists, with nearly four decades of hands-on leadership across programming, sales, and executive management.
A former on-air personality turned market-level General Manager, Vice President, and ad agency owner, Dave has spent the last decade focused on one mission: helping radio stations modernize how they sell, price, package, and position themselves in an increasingly complex media landscape.
As Founder & President of Radio TV Agents LLC, Dave works directly with station owners, market managers, and sales teams across Canada and the U.S., designing revenue systems that integrate broadcast, digital, sponsorship, endorsements, and branded content into cohesive, client-centric solutions. His work emphasizes simplicity, accountability, and sustainable local growth - without abandoning radio’s core strengths.
Dave is the author of The Truth About Radio, a widely discussed industry book that challenges outdated assumptions about audio, local media, and sales culture. He is also a frequent keynote speaker and consultant to broadcasters seeking to reposition radio as a modern, high-impact marketing platform.
On the Radio Vendor Alliance board, Dave serves as the exclusive Radio/Digital Sales Advisor, bringing a practical, operator-level perspective to revenue strategy, sales enablement, and advertiser outcomes - bridging the gap between vendors, agencies, stations, and the realities of local markets.
Dave Sturgeon
Founder
DaveSturgeon.com