It’s all about understanding the nuances of radio and TV deals. NAMB is more essential than ever for navigating the clutter.
Ed Henson, a seasoned broadcast licensee and media broker, champions the importance of the National Association of Media Brokers (NAMB) in today’s complex marketplace. With the organization celebrating its 40th anniversary in 2025, it boasts 43 brokers across 30 different firms, contrary to the notion that few brokers remain active in U.S. broadcast media.
Many NAMB members hold dual roles, functioning as station owners as well as brokers. Henson, who has led Henson Media for many years and is in his second term as NAMB President, knows this business inside out. He managed family-owned radio stations in Louisville, Kentucky, and has owned various stations over the decades. Since joining NAMB just before the Telecommunications Act of 1996, Henson has witnessed the ups and downs of the industry. He reports that brokers facilitated $221 million of the $253 million in deals last year, underscoring their vital role in the process.
Despite the critical importance of brokers, NAMB’s mission is not about advocacy but awareness. Henson emphasizes their goal is to promote the media brokerage business so that station buyers and sellers recognize the benefits of working with a broker. “It’s one skill to run a station and a whole different skill to buy and sell one,” he notes, highlighting the distinct expertise required for negotiating deals.
Reflecting on changes in the industry, Henson mentions the ongoing challenge of finding qualified salespeople. He raises concerns about the future of broadcast ownership, questioning where the next generation of broadcasters will emerge from. However, he points to the NAB Leadership Foundation’s Broadcast Leadership Training program, which has successfully helped many graduates transition into ownership roles since its inception in 2000.
Moreover, NAMB is keen on collaborating with state broadcasters to foster local programs aimed at attracting new owners. The organization has engaged in discussions about these initiatives during its annual meeting at the NAB Show in Las Vegas and via online channels.
Henson clarifies that brokers provide more than just transaction facilitation; they also evaluate stations for banks, ensuring financial assistance can be secured. Their expertise extends to providing consulting on station valuations, vital for nurturing future ownership opportunities.
While brokers may not be the go-to for operational issues, such as fixing a leaky sink, they bring indispensable knowledge to the table when it comes to buying and selling stations. Henson underscores the contrast between “Main Street Radio” and “Wall Street Radio,” reflecting the unique nature of local market transactions.
Ultimately, Henson believes successful deals require a balance that caters to the interests of both parties involved. If a transaction isn’t mutually beneficial, it’s unlikely to close—a principle that guides brokers in every deal they facilitate. As NAMB continues its mission, the organization remains dedicated to enhancing the understanding and importance of media brokers in the broadcast industry.
