Behind the Scenes with Shalom South Florida

Let's Go Behind the Scenes With Jewish Radio Show, Shalom South Florida

By SFCV Staff

Doing anything for 36 years defies many odds and demonstrates uncanny staying power. Little did Jewish radio show host, Roni, think he would be making South Florida history when he started in the radio industry over three and-a-half decades ago.

Growing up in Jerusalem, Roni would pretend he was broadcasting on the radio with an “On the Air” sign on his bedroom door and doing mock playby-play basketball calls with the TV volume turned down during Maccabi Tel Aviv basketball games. He would be the go-to guy in Bar Ilan University, where he received his bachelor’s degree, for music and deejaying. While studying at Bar Ilan, he got his big break in radio when a friend in Florida said he was starting a Jewish radio show and offered Roni a job.

Roni returned to South Florida and entered the radio industry by selling radio ads, writing them and then getting behind the mic to voice the ads and host the radio show with his friend. When he branched out to start a Jewish radio show of his own, he borrowed $150 from his mother to print fl yers and business cards and hit the pavement convincing local businesses to support his show.

Now, 36 years later, Roni hosts popular Jewish radio show, Shalom South Florida every Sunday morning on WWNN. What is the secret for the longevity of Shalom South Florida? Roni breaks it down to three reasons:

His listeners – Obviously, he wouldn’t be on the air if no one was listening. The show boasts a listening audience estimated at around 40,000. Listeners are so loyal to the show and its sponsors that they usually tune in for the entirety of the program, including the ads. “I try to make the show extremely timely, relevant and fresh. And I never take my audience for granted,” says Roni. He stays on top of the latest in Jewish music from Israel, the U.S. and around the world, and makes sure to sprinkle his radio playlist with classics that allow his listeners to reminisce and say “Wow, I haven’t heard that song in so long!” Many ex-Floridians tune in to the show across North America, Israel and the world, and some check in periodically to let Roni know they are still listening.

The show’s sponsors – Roni attributes much of Shalom South Florida’s longevity to businesses that believe in the power of radio and have seen direct results from their ad campaigns on his program. His show is supported by Israeli companies like Tnuva and Nefesh B’Nefesh, national advertisers like Kedem/Herzog wines and Meal Mart, and local advertisers like Publix Supermarkets and NMB candy store Wall to Wall Nuts. Shalom South Florida promotes shows and concerts for virtually every theater and venue in the tri-county area, and Jewish concerts for many schools and JCCs. Most of the show’s sponsors have been with the show between 10 and 30 years!

Passion – Roni loves music. Over the years, he has amassed a huge music collection and enjoys sharing it with anyone who will listen. Jewish music in particular is fun for him because there are so many genres: Israeli, Chassidic, Yiddish, nigguns and Klezmer, and within each category a multitude of subcategories. “To do this every Sunday for over 36 years, you really gotta love what you’re doing. I try to pick the best possible mix of songs each Sunday, and before holidays or on special occasions, I do my best to get the listeners in the mood through music and song.”

His favorite moments on the air? Hearing from younger listeners that they are enjoying listening to Jewish music, and calls and emails from older listeners who are moved to tears by some of the songs featured on the show.

The hardest parts of the doing the show? Keeping the quality to our listeners’ standards week after week, sorting through all of his Jewish music to distill it down to 90 minutes, and ensuring enough sponsors to keep the show going during the summer.

Message to non-yet listeners? Try out the show. Tune in a few Sundays. “I know you’ll enjoy the show and hopefully become a regular listener. You might even win a valuable prize in one of our on-air contests.”

Shalom South Florida can be heard every Sunday morning, 9:30a-11:00a on WWNN.

1470AM; 95.3FH & 96.9FM; on most radio apps; online live and as a podcast on www.ShalomSouthFlorida.com.

To reach Roni, email Roni@ShalomSouthFlorida.comor call 561-750-0888. Follow the radio on Twitter (@ShalomSouthFL) and Facebook.