For 35 years, John Morgan has relied on radio to help build the largest personal injury law firm in the United States. Now the Morgan & Morgan founder is helping the Florida Association of Broadcasters tell radio’s success story.
Morgan filmed a series of short videos making the case for radio advertising directly to buyers and brands. The Florida Association of Broadcasters is distributing the clips one per week and has given stations and sellers across America permission to use them in sales presentations and across social media.
In the first video, Morgan puts it bluntly: “I don’t piss money away for no reason. And I don’t buy radio for no reason. I buy radio because it works. I can tell my story. I can touch a lot of bases. And I can grow my business. Because nothing’s about today, and everything’s about tomorrow. And my philosophy in business is grow or die. And if you’re not growing, you’re dying. And you can’t grow without radio.”
FAB President Pat Roberts, who approached Morgan about the project, told Radio Ink that his goal, developed alongside FAB Executive Vice President Heather Lomagistro, was to put a nationally recognized advertiser behind radio’s sales pitch, and that came down to a name synonymous with smart, ubiquitous advertising: John Morgan.
Morgan & Morgan began advertising on radio and television in 1989. The firm’s estimated advertising spend, which reaches all 50 states, was reportedly $350 million in 2025 and Morgan has signaled plans to push that to half a billion dollars this year.
In Morgan’s latest video, which dropped yesterday, he grounds the argument for radio in his own bottom line. “The people who do not want you to buy radio are the people who are buying radio like me and have been buying it for 35 years like me,” he says. “They do not want you to buy radio because they want it all to themselves. And the greatest thing you can do for your competitors is to stay away from radio.”
Agreed Gary Sarner! Plus, all should know, you are another great advocate for Radio! Thank you, and your ROI 360 agency, promoting the success you had from radio marketing campaigns. Awesome job!
Empirically show how radio works please.
This is exactly what more brands need to hear.
John Morgan isn’t speaking in theory—he’s speaking from decades of real results. When someone who’s built a national powerhouse like Morgan & Morgan says radio drives growth, that should get every marketer’s attention.
Radio isn’t just another line item—it’s connection, frequency, and trust at scale. It’s the one medium that can tell your story, build your brand, and move customers to action every single day.
Bottom line: if you’re serious about growing your business, radio isn’t optional—it’s essential.
Exactly. Why isn’t the industry screaming this in every market. Every rep. Every manager. Radio Works.
Absolutely spot on! Bravo