MILWAUKEE — Prior to the COVID-19 pandemic, which for many seems like a lifetime ago, the voices of our favorite radio personalities during our morning, afternoon, or evening commutes became a part of our daily lives.

Yet, amid the pandemic, you may start to notice many of your favorite local on-air radio talent, who've become more like family, are disappearing from the airwaves.

According to Dan Shelley, Executive Director of the Radio Television Digital News Association, layoffs at radio stations across the country is a direct result of the pandemic.

"Unfortunately, that has interfered with the careers of a lot of veteran long-time, well-respected, well-entrenched, and reliable broadcasters and that's one of the sad parts for the radio industry of this whole experience," says Shelley. 

After eight years, Doug Russell of WTMJ and ESPN Radio in Milwaukee owned by Good Karma Brands, is among many of the on-air talents in Wisconsin laid off in recent months as a consequence of the pandemic.

"When radio was taken away, a part of me died and I think radio broadcasters across the country are feeling that way too,” says Russell. “Especially anyone who has done it as long as I have, it becomes part of them.”

Despite listenership going up at the beginning of the pandemic, Shelley says advertising dollars didn't follow. 

"Advertising that's how radio stations employ people like me and so many of my colleagues around the country," says Russell.

With more people working from home and kids going to school virtually, Shelley says the industry's seen a significant change in listening habits. 

"In many cases away from traditional brand cast radio to digital podcasts and things of that nature," says Shelley. ​

However, despite the current rough patch, Shelley is confident radio will bounce back.

"Every time, people have declared radio dead it has managed to reinvent itself, and thrive and survive in new and creative ways," he said.

So while the pandemic may have caused Russell to sign off at Good Karma in Milwaukee, it's not keeping him away from his favorite spot: behind the mic, sharing his Wisconsin sports knowledge on his new Doug Russell podcast.