After nearly a decade building River Radio’s sales team, Clark Lance is moving into the corner office. Max Media’s Illinois-based River Radio has promoted the General Sales Manager to General Manager, replacing Steve Falat as he retires after 43 years.
Lance’s career in broadcasting began right after high school, spanning roles in radio and television news, programming, sports broadcasting, and sales and management. His previous stops include Zimmer Radio Group and River Radio, along with WGGH-AM, WFRX-AM/FM, WQRL, WMIX AM/FM, and WSIL-TV, as well as Saga Communications in Springfield, IL.
He returned to River Radio in 2016 as General Sales Manager, leading the company’s marketing team in connecting with Southern Illinois businesses and growing the impact of its six stations through digital marketing initiatives, community events, and partnerships.
Max Media President John Trinder said, “Clark is the right leader for River Radio and for Southern Illinois. He knows these stations, understands this market, and has earned the respect of his team and the businesses we serve. Clark brings strong business instincts, broad broadcasting experience, and a sincere commitment to his community. We have tremendous confidence in him and are excited to see River Radio continue to grow under his leadership.”
Max Media EVP of Sales Sean Rhoads added, “Clark has a rare combination of deep broadcasting knowledge, strong business instincts, and a genuine concern for people. He understands what makes Southern Illinois businesses tick because he has spent his career serving them. As our industry continues to expand across radio, digital marketing, events, and community partnerships, Clark has the experience and vision to bring all of those pieces together. He has earned the trust of this team, and I am excited to see where he takes River Radio.”
Lance commented, “I am incredibly grateful for the opportunity to lead River Radio into its next chapter and appreciate the confidence of Max Media President John Trinder and EVP of Sales Sean Rhoads. These stations have a long history of serving Southern Illinois, and I understand the responsibility that comes with continuing that tradition. We have an outstanding team, strong relationships with our listeners and local businesses, and a genuine commitment to the communities we serve. My goal is to build on that foundation while finding new ways for River Radio to grow, innovate, and make a difference throughout the region.”
“Steve Falat has set an extraordinary example of what leadership in local broadcasting should look like. I have been fortunate to work alongside Steve for the past decade and learn from his experience, judgment, and commitment to Southern Illinois. It is an honor to follow him in this role, and I intend to carry forward the values and community-focused approach that have made River Radio such an important part of Southern Illinois.”
