Radio Ink December 13, 2021 Issue

RADIO’S PREMIER MANAGEMENT & MARKETING MAGAZINE SM

VOL. XXXVI, NO. 12 12•13•2021 WWW.RADIOINK.COM

RADIO’S 2021 CLASS OF 30 & UNDER SUPERSTARS

Salem Media President Broadcast Media DAVID SANTRELLA

SHOULD R A DIO PAY A R T IS T S T O A IR T HEIR MUSIC ? · HOW T O FIND YOUR NE X T GRE AT SA LES M A N AGER RI_p01_cover_12-13-21.indd 1

12/1/21 1:00 PM

Miami

Save the Date June 22-23, 2022 Intercontinental at Doral • Miami

Platinum Sponsor:

Corporate Sponsor:

Participating Sponsors: Medallas de Cortez Awards:

Media Sponsors:

For more information, go to hispanicradioconference.com

IN THE ISSUE D EC E M B E R 1 3 , 2 021 | VO LU M E X X X V I , N O. 1 2

PRESIDENT/PUBLISHER Deborah Parenti dparenti@streamlinepublishing.com EDITOR-IN-CHIEF Ed Ryan

edryantheeditor@gmail.com

MANAGING EDITOR Brida Connolly bconnolly@streamlinepublishing.com ASSOCIATE EDITOR Rob Dumke rdumke@streamlinepublishing.com DESIGN DIRECTOR Alfonso Jones alfonso.streamline@gmail.com CREATIVE DIRECTOR Kenneth Whitney kenneth.whitney@gmail.com PRODUCTION DIRECTOR Nicolynn Kuper nkuper@streamlinepublishing.com DIRECTOR OF OPERATIONS April McLynn amclynn@streamlinepublishing.com ADVERTISING/MARKETING CONSULTANTS Jennifer Jacques 937.522.5971 jjacques@streamlinepublishing.com Gail Lawing glawing@streamlinepublishing.com

404.307.3194

Carl Marcucci cmarcucci@streamlinepublishing.com

703.670.2860

George Wymer gwymer@streamlinepublishing.com

937.609.6778

CHAIRMAN/CEO B. Eric Rhoads erhoads@streamlinepublishing.com Twitter: @ericrhoads Facebook: ericrhoads D AV I D S A N T R E L L A

04 PUBLISHER’S BEAT

By EVP/Publisher Deborah Parenti Fair Play — Fair Pay

12

16

Paul Windisch

06 SALES MANAGEMENT

14

07

IMAGES FROM FORECAST 2022

15

10

WIZARD OF ADS

By Alec Drake 5 Ways To Spot Your Next Great Sales Manager

By Roy Williams Creative Handcuffs & Isaac Asimov

A CONVERSATION WITH A SUCCESSFUL SALES MANAGER PODCASTING

By Traci Long DeForge Create A Local Podcast Network For Ratings & Revenue

COVER STORY

By Editor-In-Chief Ed Ryan Motivator, Innovator, Warrior David Santrella

26

RADIO’S 30 AND UNDER SUPERSTARS

39

BLAST FROM THE PAST

ADVERTISING SUCCESS STORY

RADIO INK (ISSN 1064-587X) is published monthly January, February, March, April, May, June, July, August, September, October, November, and December. Twelve issues each year for $199 per year, Canadian and European subscribers $249 per year, by Streamline Publishing, Inc., 331 SE Mizner Blvd., Boca Raton,

FL 33432. Periodicals postage paid at Boca Raton, FL, and additional mailing offices.

POSTMASTER: Send address changes to Radio Ink, 331 SE Mizner Blvd., Boca Raton, FL 33432. All subscriptions, renewals, and changes of address should include address label from most recent issue and be sent to the Circulation

telmo@streamlinepublishing.com

DIRECTOR OF FINANCE Laura Iserman laura@streamlinepublishing.com CONTROLLER Jaime Osetek

jaime@streamlinepublishing.com

STAFF ACCOUNTANT Nicole Anderson nanderson@streamlinepublishing.com CIRCULATION COORDINATOR Sue Henry shenry@streamlinepublishing.com EXECUTIVE EDITOR EMERITUS Dwight Case (1929-2019) OUR MISSION Radio Ink’s role is passionately to empower radio management to be more successful by providing fresh, actionable, reality-based ideas, inspiration, and education in a quick, easy-to-read, positive, pro-radio environment.

By Associate Editor Rob Dumke Radio: The Window To Success Window Nation

FEEDBACK: Send e-mail to edryantheeditor@gmail.com. Submission of a letter constitutes permission to publish that letter in any form or medium. Letters may be edited for space or other reasons. You can also leave comments on all of our online stories at www. radioink.com. Become a Radio Ink fan on Facebook at facebook.com/radioink; follow us on Twitter @radio_ink.

Copyright © 2021 by Streamline Publishing, Inc. and Radio Ink. All rights reserved. ® Radio Ink is a registered trademark of Streamline Publishing, Inc. Radio Central,™ RadioCentral.com, and QuickRead are registered trademarks of Streamline Publishing, Inc. All rights reserved.

EXEC. VP/COO Tom Elmo

Department, Radio Ink, 331 SE Mizner Blvd., Boca Raton, FL 33432. Copying done for other than personal or internal reference without the express permission of Radio Ink is prohibited. Address requests for special permission to the Managing Editor. Reprints and back issues available upon request. Printed in the United States.

EDITORIAL OFFICES 331 SE Mizner Blvd.

Boca Raton, FL 33432 Phone 561-655-8778 • Fax 561-655-6164 E-Mail: comments@radioink.com SUBSCRIPTION INFORMATION Phone 800-610-5771 Fax 561-655-6164

STREAMLINE PUBLISHING ONE OF AMERICA’S FASTEST-GROWING PRIVATE COMPANIES

DECEMBER 13, 2021 RADIOINK.COM RADIOINK•COM 3 2RI_ TOC 12-13-21.indd 3

12/1/21 11:06 AM

PUBLISHER’S BEAT

Fair Play — Fair Pay DPARENTI@STREAMLINEPUBLISHING.COM

PRESIDENT/PUBLISHER

STREAMLINE PUBLISHING

DEBORAH PARENTI

I wish I had a quarter for every time I walked through a station lobby and saw an artist sitting patiently with a label rep, waiting to see the program director. Many were eager-eyed, talented hopefuls riding on the chance that the station PD would hear in his or her latest release a charttopping prospect. Some had a few hits already under their belts but were aware that consistent airplay was key to continued success and remaining “top of mind” and a “must add.” And there were the occasional well-established multi-platinum sellers who had been around long enough to understand that competition is always nipping at your heels.

It’s been a relationship that has developed over the years, one grounded in mutual admiration. An acoustic concert in the conference room with pizza, soda, and enthusiastic staffers — what’s not to love?

I have tremendous respect and admiration for music and musicians. They are a special and talented breed, and I have been fortunate to know and be close to a few of them. My late brother was a gifted guitar and piano player. I have numerous friends who play in bands, some professionally.

In a perfect world, there would be no “struggling artists.” They would be able to make a living solely from the art they create in whatever form that art takes.

Of course, unknown musicians, hungry

painters, and struggling sculptors first must have exposure. For musicians, that includes radio stations. For painters and sculptors, it involves knocking on the doors of galleries and other art venues.

But those galleries don’t pay artists for the space. Instead, they usually seek a commission on the canvases they sell because, like everyone, they have to make a living too. Sound familiar?

So while “corporate radio” certainly could do more to help new talent, paying artists on top of PRO fees and other station overhead that keeps those on-air lights flashing is probably not going to get new talent more airplay. In fact, it might work in reverse, perhaps even diminishing that opportunity as stations become more inclined to play it safe by sticking with sure hits. Or stations may drop music formats entirely in favor of lesser fees or free talk.

In part that is because of the approximately 15,000 radio stations out there, less than 2,000 are in the hands of “corporate radio.” And while the big players are certainly influential in markets across the country, that leaves an awful lot of stations that are not as likely to be on what many assume to be “autopilot.” Whatever the ownership, there are thousands of stations out there that are real partners in their communities, and we all know what that means when there is a local disaster — or a long-term pandemic. That’s also a

commitment all those streaming services can’t touch in the same way radio does.

But it costs money to maintain that level, any level, of service. It takes revenue to pay staff, licensing and FCC fees, rent, maintenance and repair, promotion — and the list goes on.

Ever hear the saying about “robbing Peter to pay Paul”? It’s apropos here when considering all the players involved in music, musicians, airplay, and licensing.

Major labels have been enormously influential in greatly limiting what’s considered “popular music.” It is estimated that over the past decade, major label artists released more than 90% of all top 10 songs. That kind of power implies an enormous influence over what kind of music is played and subsequently makes the charts. It’s what music industry insiders refer to as the “blockbuster strategy,” where the primary investment rests in a handful of extremely profitable artists and albums.

As we continue to peel back the layers of this onion, we uncover yet another dynamic: streaming services.

Two years ago, Spotify introduced Marquee. Marquee is a program that allows labels to purchase “in your face” pop-up ads that heavily promote a new record or artist. In a Rolling Stone article, George Howard, a professor of music business at Berklee College of Music,

4 RADIOINK.COM DECEMBER 13, 2021 2RI_PubBeat 12-13-21.indd 4

11/30/21 8:51 PM

compared it to major labels paying for the best displays in record stores. “All this does is continue what payola always has done: the major labels, which have the most money and the most frequent releases, get the most play, consolidating the amount of art that is put out there,” he said.

A year ago, Spotify announced yet another program, this one based on labels and rights holders taking up to a onehalf cut in royalty rate for songs “that Spotify would then place into the ‘radio’ algorithms it recommends to listeners,” according to a March 2021 article in Wired.

“The platform’s ‘Discovery Mode’ isn’t technically payola. But it’s payola by any other name: the exchange of money, in this case reduced royalties, for promotion in a product listeners believe is influencefree.”

While the top seven artists on Spotify each earn around half a million dollars per year from streaming on the service, according to the article, Spotify royalties

pay the bottom 99 percent of artists an average of $25 annually. Trichordist, a blog dedicated to protecting the rights and interests of musicians, artists, and other copyright holders, estimates that an average midsize independent label can expect to make around a third of a penny per Spotify stream.

Of course, radio and streaming services are not based on the same business model. One of them is highly regulated — and it’s not streaming.

That record labels have always taken the largest share of the pie is understood and a given. Their outlay is critical to the endgame. But with streaming grabbing a piece of the pie — something radio doesn’t do — there’s even less money left for musicians.

Therein lies a major problem, and maybe it should be the starting point for addressing musician compensation before adding one more financial burden on radio stations already facing more competition than ever before from digital platforms —

not only for audience but for advertising dollars. While some of radio’s pain may indeed be self-inflicted, especially in terms of audience competition, even the bestsounding stations face Google, Facebook, and a host of competitors whose metrics have proven to be more and more suspect, and that, unfettered by regulation, have taken a bite out of broadcast revenues.

“Fair play” can’t be fair if the playing field isn’t level. But that won’t happen if anyone sits out the game. Before radio finds itself in an 11th inning with the bases loaded, every group and station needs to pitch in and make their voices heard. The Local Radio Freedom Act, a resolution the NAB is lobbying for in Washington, opposes any new performance fee, tax, royalty, or other charge on radio. As we go to press for this issue, the resolution has 201 co-sponsors in the House and 24 in the Senate. If your representatives in Congress are not on board, it’s time to let them know not only that radio needs their support, but why. Let’s do this!

DECEMBER 13, 2021 RADIOINK.COM 2RI_PubBeat 12-13-21.indd 5

5

11/30/21 8:51 PM

SALES MANAGEMENT

ALEC DRAKE

ALECDRAKE.COM

5 Ways To Spot Your Next Great Sales Manager

Where to begin?

It all started with one question: “What does it take to become a local sales manager?” I was standing in the doorway of my general sales manager’s office with two years of successful selling under my belt. The reply to my question was succinct and full of direction: “Act like one.”

From that response, I understood that the title was not the key to being a manager; it was an unordained kind of leadership that would earn me a different role from my peers. They should gravitate to me for help, encouragement, and direction. “Be one before you are one,” was my new mantra from that day forward.

We all agree it is critical in this unique environment to take the time and understand what you need in a sales manager.

After 35 years of management experience, here are five attributes to consider in spotting your next great sales manager. (Based on internal versus external candidates, you may have different evaluation goals for your own list.)

1. Work ethic. A great sales manager should be a compass who can direct a team by setting an example and define qualities that will drive success. Nothing in sales comes without hard work and dedicated effort, and a manager who is a good role model for both will earn respect from their team.

It takes work for the new hire to learn the product, understand the building blocks of success, and develop revenues.

The work can be harder for the seasoned seller who needs to adapt to keep a leading role in performance. A great manager is not afraid to jump in and do anything they ask their team to do. Find out where your candidate’s work ethic originated; this will give insight beyond the traditional questions.

2. Firm but fair. As a manager, you are not running for office. It is not a popularity contest, and you must be ready to make tough decisions. Not everyone will agree, as there are always multiple agendas. You can take a stand on any issue if the team feels you are fair in your judgment.

Not every decision will be your best, as the information to be considered is not always complete. You should evaluate to the best of your ability and move forward. If a decision is wrong or flawed, then admit any mistakes; this shows that you consider the importance of any decision and its outcome.

3. Empathy versus sympathy. As a manager, you must listen to all sides to be effective. When you hear feedback or input from your team, you must filter that information to avoid enabling negative behavior that is not beneficial and encourage what deserves your support and action. Good managers relate and communicate understanding without endorsing a direction that subtracts from the team’s performance.

4. Left versus right. All areas of responsibility need to be addressed for any manager candidate: corporate reports, daily administration duties,

interdepartmental communication, and a schedule that can get quite hectic.

These skill sets are essential for any successful manager and must be included in your evaluations.

We also know there is a balance between doing what you love and doing what must be done in management.

Some managers lean more left-brain, and some more right-brain, so make sure there is an appreciation for both sets of attributes. Data and creativity should go hand-in-hand to develop an optimal result for any team.

5. Serve the team and the company.

You must indeed be strong, confident, and knowledgeable to lead a team, and not every request can be granted. The team members must also see you as serving them and know you have their back, have their interests in mind, and will give them an added voice when department-wide decisions get made. A great manager looks in both directions and serves the team’s needs and the company’s. Even if the agendas are not always aligned, great managers can be the glue that keeps the shared vision and values in place.

Alec Drake has served in key management roles with media companies large and small, including his work with hundreds of stations around the world as a yield management consultant. He has coached hundreds of sales professionals and led teams to record-breaking results. Find him at www.alecdrake.com.

6 RADIOINK.COM DECEMBER 13, 2021 2RI_Alec Drake 12-13-21.indd 6

12/1/21 12:34 PM

FORECAST 2022

Radio Ink and RBR+TVBR presented Forecast 2022 on November 16, 2021. After a busy day of talks and panel discussions, plaques were presented at the event’s Leadership Reception to both Radio Ink’s “Top 40” 40 Most Powerful People in Radio and, for the first time, to RBR+TVBR’s Best Broadcast Television Leaders.

The Forecast crowd

American Urban Radio Networks’ Chesley Maddox-Dorsey, General Motors’ Deborah Wahl, and dentsu’s Doug Ray discuss advertising following the events of 2020.

The Radio & Television Leadership Session was moderated by Borrell Associates’ Gordon Borrell (l). He and Radio Ink and RBR+TVBR’s Deborah Parenti (3rd from r) are seen here with panelists (l-r) Debra OConnell, Disney Media & Entertainment Distribution; Caroline Beasley, Beasley Media Group; Brian Lawlor, The E.W. Scripps Co.; and Bill Wilson, Townsquare Media.

Forecast MC Juliet Huddy, WABC, interviews cyber security expert and commentator Scott Schober of Berkeley Varitronics Systems.

Frank Montero of Fletcher, Heald & Hildreth leads a panel on legal and regulatory issues with Mark Fratrik, BIA Advisory Services; Justin Nielson, Kagan; Bob Mc Allan, Press Communication and PMCM TV, LLC; and Justin Sasso, Colorado Broadcasters Association.

Drew Marcus of Guggenheim Securities leads the Forecast investment panel with Dick Foreman, Foreman Associates; Steven Cahall, Wells Fargo Securities; and Christopher Ensley, Noble Capital Markets.

The Forecast luncheon

FCC Commissioner and Forecast luncheon keynote Nathan Simington with Radio Ink/ RBR+TVBR Publisher Deborah Parenti.

The Mid-Size and Small Group Heads panel featured Bud Walters, The Cromwell Group; Brian Lilly, Lilly Broadcasting and SJL Broadcasting; DuJuan McCoy, Circle City Broadcasting; and John Caracciolo, JVC Broadcasting.

DECEMBER 13, 2021 RADIOINK.COM 2RI_Forecast 2022 PICS 12-13-21.indd 7

7

11/30/21 1:17 PM

After a day of hosting Forecast, WABC’s Juliet Huddy is still all smiles at the leadership reception.

Cox Media’s Rob Babin, a first-time Top 40 recipient, with Radio Ink & RBR+TVBR’s Deborah Parenti.

Plaque Sponsor vCreative’s Susie Hedrick joins Deborah Parenti in presenting Julie Talbott of Premiere Networks (c) with her Top 40 plaque.

Hail, hail, the gang’s all here!

Beasley’s Heidi Raphael and NAB’s Ann Marie Cumming share cocktails and conversation.

After a busy day, Forecast attendees wound down with cocktails and a sumptuous spread.

If photos could talk: What was Bonneville’s Scott Sutherland saying that had Heather Cohen of the Weiss Agency and CSS’s Matt Sunshine cracking up?

Quu’s (Forecast sponsor) Steve Newberry chats with Cox’s Keith Lawless and Audacy’s Susan Larkin.

Circle City Broadcasting’s DuJuan McCoy shares some thoughts with Bronze Sponsor Beasley Media Group’s Caroline Beasley.

Platinum Sponsor Spanish Broadcasting System’s Albert Rodriguez makes a point.

Townsquare Top 40 recipients Erik Hellum and Bill Wilson join Deborah Parenti for a photo op.

8 RADIOINK.COM DECEMBER 13, 2021 2RI_Forecast 2022 PICS 12-13-21.indd 8

11/30/21 1:18 PM

vCreative’s Susie Hedrick and Radio Ink and RBR+TVBR’s Deborah Parenti with Top 40 honoree Brad Kelly of Nielsen, a Forecast Gold Sponsor.

Top 40 recipient Mark Gray of Forecast sponsor Katz Media Group.

Gary Krantz, Krantz Media Group, has NuVoodoo’s Carolyn Gilbert all smiles. NuVoodoo sponsored the Forecast charging station — which was put to good use all day.

Otto Padron, Meruelo Media, receives his third Top 40 plaque.

Brian Lawler of the E.W. Scripps Company picks up his Best Broadcast Television Leaders plaque after participating in the closing executive session at Forecast.

The crew from Platinum Sponsor ABC Audio is all smiles. Pictured (l-r) are Scott Goldberg, Liz Alesse, Heidi Oringer, Stacia Deshishku, and Chris Venice.

Gray Television’s Pat LaPlatney accepts his Best Broadcast Television Leaders plaque from Deborah Parenti.

Cumulus Media/Westwood One’s Suzanne Grimes offers some thoughts to Tom Castro of El Dorado Capital, whose smile indicates agreement.

DECEMBER 13, 2021 RADIOINK.COM 2RI_Forecast 2022 PICS 12-13-21.indd 9

9

11/30/21 1:18 PM

THE WIZARD OF ADS

ROY H. WILLIAMS

PRESIDENT WIZARD OF ADS INC. ROY@WIZARDOFADS. COM

Creative Handcuffs & Isaac Asimov

Creativity is counterintuitive. You hate it when you are handcuffed and expected to do your best work, but the secret of doing your best work is to be handcuffed.

When Sean Jones sold controlling interest in Spence Diamonds a number of years ago, I left that company when he did, just as I left when Dewey Jenkins sold his company two weeks ago.

My relationship is always with the business owner, never with the company. Here’s why: a brand without trust is just a product, and a product can be replaced. To become truly trusted, you have to forge a bond with the customer.

People don’t bond with corporations.

People bond with people.

I am a better-than-average ad writer 1. because I cheat, and 2. because I don’t fight the handcuffs.

This is how I cheat: 1. I never work with a person unless I really enjoy talking with them. My relationship with that person is the source of my inspiration. How can I make the world love and trust someone if I don’t love and trust them myself?

2. My new friend must have unconditional authority to say “absolutely yes” without having to check with someone

else. Anything with two heads is a monster.

3. Their company must be operationally excellent. Great ads won’t grow a broken business.

4. The product or service they sell must have a solid profit margin and a long purchase cycle. A short profit margin is the father, and a short purchase cycle is the mother, of every twitchy little bastard that has ever been born.

I hit home runs because I never swing at a pitch that is not in my sweet spot. Ad writing isn’t like baseball. A baseball batter gets to look at only six pitches — two strikes and four balls — before they have to leave the batter’s box. But the independent ad writer doesn’t face a pitch count.

You can wait for that perfect opportunity that is in the center of your happy little sweet spot.

The crack of the bat shatters the crystal silence as the adrenaline pumps the crowd screaming to their feet while the ball arcs through space toward a little boy in the seventh row who has been waiting patiently all day with his baseball glove.

Your sweet spot may be different from mine. This just means you have a different superpower. The secret of success is to know your superpower.

I promise you have one. It doesn’t matter that you’re not an ad writer, you have a superpower! If you don’t know what it is, ask the people who know you best.

So now you know how I cheat.

I mentioned a second thing that makes me a better-than-average ad writer: I don’t fight the handcuffs. Yes, I scream at the handcuffs, I mourn the day they were born and I suggest to the handcuffs that they do things that are not anatomically feasible, but then I calm down and pretend they are cufflinks and that I am the kind of guy who wears cufflinks.

A few months ago Sean Jones asked me to meet the new CEO of Spence Diamonds.

His name is Callum Beveridge. Callum flew to Austin and we spent a couple of days together, and I really like him. He asked me if I could bring back the magic of the old Spence Diamonds radio campaign. I told him that would be impossible because Sean Jones would not be available as a voice actor.

Callum reminds me of Dewey Jenkins.

Both of them, when I said, “It’s impossible,” asked me the same innocent question: “Well, if it could be done and you were going to do it, how would you go about it?”

“Well, Callum, the only way would be to use Sean Jones as a character that never

10 RADIOINK.COM DECEMBER 13, 2021 2RI_Williams wizard of ads 12-13-21.indd 10

11/29/21 3:08 PM

appears onstage. Conversations with him will always take place offstage. The first time I saw this done was when I read the Foundation trilogy by Isaac Asimov. He brings you time and again to the edge of a climactic moment, then you turn the page and that event is now in the past. The action took place offstage while you were turning the page and now you are in the future looking back at it.

“We saw a similar thing in that TV series with Tom Selleck, Magnum P.I. Magnum was the head of security at an estate owned by Robin Masters, whom we never once saw or heard speak, so Magnum gets his instructions through Higgins, Robin Masters’ representative, who is very formal and pompous. Hey, Callum! We should do that! Sean Jones will be the never seen, never heard Robin Masters, you’ll be Magnum, and Higgins will be my partner Michael Torbay! And we’ll bring back the old Spence scream of joy, but with a twist!

This is going to be awesome!”

Callum said, “Okay, let’s do that.”

It worked like magic when Isaac Asimov did it in his books.

It worked like magic when Magnum P.I. did it on TV. And it’s working like magic on the radio in Canada.

MICHAEL: Do you remember Sean Jones?

[SFX — scream of joy] I am his executive assistant. My name is Michael.

CALLUM: And I’m Callum BevMICHAEL: [Cutting him off] Not yet, Callum. I’ll tell you when.

CALLUM: [Big, audible sigh] MICHAEL: If you have been wondering what Sean Jones has been doing — and you probably haven’t — he has been searching the entire world for the perfect person to run Spence Diamonds.

MICHAEL: Okay, Callum. What is your first question?

CALLUM: I have noticed that our diamonds at Spence shine brighter and have more sparkle than other diamonds. Why is that? I need to understand.

MICHAEL: Callum, that is an excellent question and I will get back to you with a detailed answer from Mr. Jones. In the meantime, I need you to practice something.

CALLUM: Okay, what is it?

CALLUM: Do I talk now, Michael?

MICHAEL: [Michael does a good imitation of the “Spence Scream of Joy.”] Now you do it.

MICHAEL: [Aside] Not yet, Callum. I’ll tell you when. [Speaking again to the audience] And we finally found the perfect person … in Scotland.

CALLUM: [Callum does his best to imitate what Michael has done.]

CALLUM: Now? MICHAEL: Yes. And be sure to sound Scottish.

CALLUM: I have some questions for Mr. Jones.

MICHAEL: You keep practicing that, and I’ll get back to you.

LOCATION TAG – DEVIN: Spence [Devin does his best Scream of Joy, then adds the location.]

Like I said, I cheat.

DECEMBER 13, 2021 RADIOINK.COM 11 2RI_Williams wizard of ads 12-13-21.indd 11

11/29/21 3:08 PM

A CONVERSATION WITH A SUCCESSFUL SALES MANAGER Paul Windisch recently rejoined radio, signing on with Summit Media as general sales manager in Springfield, Missouri. From 2011 to 2018, Windisch was general manager of Koplar Communications and helped launch Fox 5 KRBK in Springfield. Before his work in television, Windisch served as a market manager for Clear Channel.

Then he launched Freedom Consulting, where he helped companies grow through marketing consulting, sales training, recruitment, and operational strategy. Now that he’s back in radio, he has a very interesting perspective on the business and what he witnessed from the other side. Here’s our conversation with Summit Media’s Paul Windisch.

Radio Ink: Why did you decide to come back to radio?

Windisch: I actually wasn’t planning on this, nor looking. My consulting business was going well and I was focused on growing that. But when Janelle Moffett [President/GM of Summit Springfield] called me, I knew pretty quickly that this was what I was supposed to do.

Radio Ink: What was it like on the other side of the desk?

Windisch: After 25 years in the media

industry, doing consulting work for businesses was certainly a change. I was able to see things from the business owner’s perspective that I may not have been able to see otherwise. It helped me realize, even more, the ever-changing needs of business owners.

Radio Ink: When radio reps called on you, what was your perception of how they did?

Windisch: I had some projects where radio account executives did call on me.

I was probably easier on the media reps because I know how hard it can be to get opportunities to present businesses with advertising plans. Overall, I’d say most reps did well. But I believe there is a lot of room for growth in the training and development of advertising sales reps in general.

Radio Ink: How does working for radio compare to working for TV? Windisch: There are obvious differences between the radio and television industries. But to me, it was never about the medium. From an advertising standpoint, as long as we are helping clients get the right message to the right people, there will be success with their campaigns, no matter if they are using radio, television, or digital.

I’ve always tried to make my focus about the people. If we encourage and develop our people the right way, and they are doing the right things for the advertising clients, good things happen.

Radio Ink: What’s your philosophy on how to make radio sellers successful?

Windisch: It starts with taking the time to find the right people. Too many companies hire as many people as fast as they can, in hopes they can get a couple of reps that “stick.” This is not effective at all. It wastes valuable time and money and it hurts our industry.

Once you have the right team, I believe you have to lead people based on their personalities and their strengths. Each person is different, so you have to guide each one differently. I also believe that consistent, ongoing training is necessary. Without consistently training on the entire sales process, even the basics, we all tend to take shortcuts and develop bad habits.

It’s like any professional athlete. They are constantly working to perfect their skills. Otherwise, they too develop bad habits. It should be no different in any industry.

Radio Ink: Should sellers be motivated by money or success?

12 RADIOINK.COM DECEMBER 13, 2021 2RI Windisch 12-13-21 (2 pages).indd 12

12/1/21 7:50 AM

Paul Windisch

Some members of the Summit sales team: back row, l-r: Melissa Companik, Jeremy Wommack, Paul Windisch. In front, l-r: Beth Johnston, Rachel Miller

Windisch: I’ve seen many reps who were successful being motivated by money, and many who were motivated by success. But I believe that the ones who are deeply motivated to see their clients grow, and truly want to be a trusted adviser to every business they work with, are the ones who will see the most success, which will also translate into great compensation for themselves.

Do the right things and solve the problems these business owners face trying to reach new customers, and the amount of revenue that the sales rep brings in will continue to grow.

We can’t control what the other companies do, but we can control what we do for the clients. If we are truly seeking to understand their business, and we offer the right plans that include radio and full-scale digital campaigns, we are going to help grow that business and become the trusted advisers that I mentioned previously.

Radio Ink: A lot has been said about the big tech companies taking money away from local radio. How big is the battle to sell against digital, and how do you get sellers to win that battle?

Windisch: There have been so many digital agencies popping up for the last several years. Some of them are great.

Some of them hurt the industry by not conducting good business. It’s certainly made it more difficult, because these business owners now have so many more options.

Radio Ink: What advice do you have for someone who wants to become a radio sales manager?

Windisch: It’s so easy to get bogged down in the day-to-day minutiae and tasks in a sales manager position. My advice is to always make spending time with your people the absolute highest priority. Our people are the most important assets we have. If we put them on the back burner so we can knock out our to-do lists and reports, we’re going to miss out on opportunities to make an impact, and eventually we will lose good people.

Radio Ink: What three mistakes should radio salespeople avoid?

Windisch: Forgetting that being face-to-

face in front of prospects and clients is the most important way to build great relationships.

Thinking that they’ve got it all figured out and that they don’t need to learn anything else.

Fearing that if they ask tough questions that challenge their prospects and clients, they are going to upset them and possibly lose business. (These business owners need us asking tough questions to get to the real problems they face in marketing, so we can help solve them.)

Radio Ink: What is your proudest career moment, and why?

Windisch: There are so many over the last 25 years, I’m not sure I can pinpoint one. I have been blessed so many times, with each company I’ve worked for. My biggest joy in all of it is the fact that I have been able to work with some of the most amazing people.

When it’s all said and done for me, I’ll look back and it will be the people, and the impact they have had on me, that I’ll cherish the most.

DECEMBER 13, 2021 RADIOINK.COM 13 2RI Windisch 12-13-21 (2 pages).indd 13

12/1/21 7:50 AM

TRACI DEFORGE

CEO, PRODUCE YOUR PODCAST TRACI@ PRODUCEYOURPODCAST.COM

PODCASTING

Create A Local Podcast Network For Ratings & Revenue

The argument for launching a local podcast network in your market just got stronger.

Let’s start with Edison’s Spoken Word Audio Report, released in November 2021.

Spoken word’s share of audio listening has increased by 40% over the last seven years, 8% this year. The general data around podcasting is not surprising, but notable.

Podcast listening hit an all-time high in 2021, with 57% of the U.S. population having listened to a podcast, and podcast’s share of time with spoken word audio has increased by 176% over the last seven years, 16% in the last year.

Here’s where it starts to get interesting.

According to the Nielsen research, consumers no longer differentiate between AM/FM radio and on-demand platforms like Spotify and Pandora. Yet, at the same time, the study found consumers have maintained a high level of trust in local radio, with it remaining the most trusted and primary source of pandemic-related news for the majority (65%) of HHI $100k+ Americans.

And...

Thirty-seven percent of people discovered new spoken word audio to consume via recommendations from ads on AM/FM radio.

Radio’s position as a trusted medium and now a hub for curious listeners to discover on-demand content, combined with a highly engaged podcast audience, creates a synergistic opportunity to embrace podcasting from a new perspective.

The data on this shift in consumption of on-demand and podcast audio illuminates a whole new reason to take action by implementing a long-term strategy focused on increasing ratings and growing revenues by embracing the growth of

spoken word audio.

A local podcast network is your roadmap to success in achieving both on multiple levels.

Get a stronger ROI on locally created content by combining on-demand station programming and locally produced podcasts onto a branded podcast network that can easily be launched on your station website or on its own standalone URL. You can monetize the network in many ways.

Begin by creating a sales package with these elements: Production of the original local podcast. Record the host in a studio with a live engineer at the station. Ask them to mention in their intro that the podcast studios are being powered by the specified call letters and station moniker.

Record a quick Q&A with the client while they’re in the studio and repurpose it as a promo to market the network. Give the podcaster an MP3 of the interview to share on their social media.

Include an ROS and digital ad buy for the client to market the launch and ongoing promotion of their podcast. These ads can be co-branded with the name of the network. The co-branding can also be integrated into the podcaster’s cover art for more visibility.

Include podcast management services provided by a dedicated podcast manager on staff. This will give an incentive to the podcaster to keep producing the podcast and stay on the network to maintain the recurring revenue over a longer period.

Network ad sales. Sell local, regional, and national ads into all the individual podcasts as well as on the network as a whole.

Include ads for different station events and programming to drive listenership back to the AM/FM stations.

This can be managed fairly simply by using a hosting platform like Blubrry, which offers dynamic ad-insertion capabilities with special monetization features for podcast networks.

Event marketing dollars. Generate monies by organizing the podcasts into targeted categories such as Automotive, Business, Health and Wellness, Parenting, and Sports.

Identify an expo niche that is missing in the market and build out an event where the local podcasters can exhibit, network, and benefit from the visibility of having a show on the network. Bring in a brick-andmortar store to sponsor and host the event, and by all means have the station broadcast live from the event.

It’s time to take back local presence. It’s time to embrace the shift in how consumers are consuming spoken word audio. It’s time to provide local businesses the opportunity to engage with your stations in a mutually beneficial co-branded way that is unprecedented.

It’s time to launch a local podcast network.

Traci DeForge is CEO of Produce Your Podcast and runs the online community PODHIVE.com. She hosts the podcasts Journey to There and Talking Finance and cohosts Ask Brien on KHTS-AM/Los Angeles.

She’s executive producer of the Personal Finance Podcast Network and can be reached at traci@produceyourpodcast.com.

14 RADIOINK.COM DECEMBER 13, 2021 2RI_Traci DeForge Podcasting 12-13-21.indd 14

11/30/21 11:04 AM

Radio: The Window To Success

By Rob Dumke

Brothers Harley and Aaron Magden grew up in home improvement: Their grandfather founded Regency Windows in Cleveland, and their father ran the company until he sold it in 2005. That’s when the brothers decided to take their talents to Baltimore, where Window Nation was born in 2006.

“My brother and I started the business 15 years ago,” Harley says, “but we grew up in the business. We opened our business with a little different model from my father. We started with one location in 2006, and now we have 16 locations.”

Harley tells Radio Ink that once they got the systems and procedures in place in Baltimore, they felt the best way to grow was to expand to new markets. “One hundred percent of our growth has been organic, and it’s through opening new markets,” he says. “It’s kind of unique in our industry because most companies in our business are located in one town or they are franchise-based. We are the largest seller of replacement windows, residentially speaking, that isn’t tied to a franchise.”

Radio has played a major role in the expansion. Harley says, “We use radio in every market, and in some we use it exclusively, like Philadelphia, Pittsburgh, and Cleveland. In those markets that’s our number one media spend. In our other markets we use radio to help complement and enhance our other media usage — newspaper, TV, etc.”

Radio helped lead to success in their hometown of Cleveland, and that eventually led to Window Nation’s purchasing the assets of Regency Windows when Regency went out of business in 2012.

Harley Magden says, “We liked radio, and more specifically Talk formats — News/Talk, Sports Talk, or a station with a morning Talk format, because people

Beasley Media Group Philadelphia.

“Window Nation is the ultimate ‘radio’ client,” Blake says, “integrating endorsements, custom ideas, targeted digital, and event advertising to maximize their campaigns. They have a sophisticated measurement system to ensure accountability and effectiveness. It’s gratifying to partner with a company that truly invests in knowing that our campaigns get results.”

Harley Magden, while working in the family business, studied at John Carroll Harley and Aaron Magden University with a double major in finance and marketing. The lessons learned then make it clear to him now that the ROI in are engaged. What we saw was that radio, for Window Nation, is well worth it. people were going toward satellite radio “We probably spend close to $5 million and streaming services to listen to their a year on radio. It’s grown over the years. music, but they want to hear local about We have used radio for 15 years because news, weather, sports. Listeners are very it is as effective today as it was years engaged and very loyal to those stations ago, despite the shift in where people get that provide those services. entertainment and information.”

“We almost always find endorsers or He goes on, “Radio has other resources influencers in the market. We meet with we can use, things like streaming and them, we share our story, our experipodcasting; for us, that is very beneficial. ences. We get them involved and actively We find for us that radio doesn’t require a engaged. They spread our good word. lot of up-front costs for creative; you can “For instance, in Philadelphia, which is change things on a daily basis because probably our most successful radio market, there is a lot of flexibility. For these reasons we use Beasley for the cornerstone of our it has become a great vehicle for us.” campaigns. They have a lot of good staHarley says, “If you utilize radio correctly, tions with strong local personalities that it has a tremendous value. Radio has a lot have significant tenure in the market. of benefits other products don’t have. If you “We like working with Beasley because want to target specific groups of individuthey are not your large, national corporate als, that’s what radio does. The good thing radio owners. They are more personal; about radio is that you can buy for the marthey really want to be a partner with you ket you are looking to hit.” and make sure you are successful. The Thanks to Harley Magden, Window thing we like about them is that they are Nation: 443.577.3160, hmagden@ always willing and open to ideas; they help windownation.com us out when times are tough. They take Thanks to Paul Blake, Beasley Media more of a vested interest in us.”

Group Philadelphia, 610.664.2000, The good feelings are mutual, according paul.blake@bbgi.com to Paul Blake, VP and director of sales for

DECEMBER 13, 2021 RADIOINK.COM 15 2RI_Ad Success 12-13-21.indd 15

12/1/21 12:37 PM

M O T I VAT O R I N N O VAT O R WARRIOR 2Cover story 12-13-21 (10 pages).indd 16

11/30/21 9:45 AM

By Editor in Chief Ed Ryan

Salem Media President Broadcast Media DAVID SANTRELLA

That’s how those who work with Salem Broadcast Media President David Santrella describe their boss.

They say Santrella has a creative idea just about every other hour and the “mantra” to his troops is to challenge everyone to act and think like a warrior.

2Cover story 12-13-21 (10 pages).indd 17

In addition to his important role with Salem, Santrella is also chairman of the NAB Board of Directors Executive Committee, which makes him a leading voice for the entire radio industry. Let’s find out from the Chairman where he thinks the industry is headed.

11/30/21 9:46 AM

Radio Ink: How and why did you get into radio?

Santrella: I was blessed that my high school in Illinois has a radio station, 88.5 FM at the time. There was Main East, West, South, and North; it was a network of radio stations, all at 88.5 FM. I joined the club in high school and the minute I walked in the door of that little radio station, it got in my blood. At 14, I knew this is what I wanted to do for the rest of my life.

Like high school sports, radio or media clubs at school can replace a lot of bad choices you might otherwise make. You end up spending that time at the station with other people who have common interests. I think radio at the high school and college level is a fantastic opportunity.

Sadly, you’re seeing college stations disappear for two reasons. One, there’s a basic misunderstanding of the value of radio as a medium, and two, there’s this love and fascination with everything that’s digital. The reality is, radio is the original social media. It’s where the original influencers were born and are today!

We hear about all these influencers on digital platforms, but every time your air

personality cracks the mic, they’re influencers, and they have been for decades.

Radio remains the original social media, with great value.

Radio is still the easiest thing to consume. I don’t have to pray my WiFi is OK or go to a web address or hope I have a good hotspot. I hit a button and it’s there, whether that’s in your home or car. Radio is all the things that TikTok, YouTube, and Instagram are. Radio has always been those things.

Radio Ink: What happened after high school?

Santrella: Columbia College had a radio station, WCRX. Originally it was only a closed-circuit radio station broadcasting to the student lounge. While I was there it became a noncommercial college station with an over-the-air signal. Late in my junior year in college, I got a job at WMAQ in Chicago. My first job was as the White Sox Fan Van driver. My job was to go pick up White Sox sponsors and take them to the ball game.

NBC was wonderful and paid me $8.65 an hour. They gave me a golden box ticket to the game. I just had to get the clients there safely and make sure the clients

were comfortable, and was told not to accept any tips. I noticed that these clients lived in nice houses. I met the sales reps because they were always with them. They seemed to be enjoying their jobs, and I figured I should pursue that.

The next summer I became what was called a VR, or vacation relief, engineer at WMAQ. I did that for a summer, but the whole time I kept haunting the sales manager, Jimmy Kezios, with the idea to let me be a salesperson. My VR engineer job ended in September, and the Wednesday before Thanksgiving, Jimmy asked me to meet him at the M&M Club at the Merchandise Mart for lunch. I met him, and he created a sales job for me. I was an account executive while still going to college. He gave me $500 a month in salary and a $100-a-month expense account.

I joked all the time that I was the only college kid who had an expense account.

Columbia College gave me seven credit hours for life experience.

I took a few classes a week and worked full-time selling, and that’s what launched my career. I was there a total of 12 years.

My old boss, Jeff Chardell, who was the GSM at WMAQ for many years, went to WBBM. He was there for a year and a half

18 RADIOINK.COM DECEMBER 13, 2021 2Cover story 12-13-21 (10 pages).indd 18

11/30/21 9:46 AM

before reaching out to me about joining WBBM. I left WMAQ, which had changed over the time I was there, and moved to WBBM Newsradio 78. I started as a senior account executive, then to LSM, then GSM. I was there a total of eight years and then joined Salem as general manager of their Chicago stations.

Radio Ink: Why did you leave CBS and join Salem?

Santrella: I could see where CBS was going with the GM roles. It seemed like CBS was contracting those roles.

Instead of having a GM for each station, stations were being scooped up by market managers. The role I wanted was becoming less attainable.

I started praying about that. Prayer has always been a big part of my life, and I got this call from Salem to join them. They had just launched their Fish station, which was their CCM format, in Chicago. Oddly enough, I’d been a listener to their Teach and Talk radio station for many years. A lot of pastors I’d learned from were on WYLL. I was familiar with Salem.

Right around that time, you put out an article on Salem, with CEO Ed Atsinger on the cover of Radio Ink. I was in the middle

2Cover story 12-13-21 (10 pages).indd 19

of interviewing with them at the time. I ended up resigning from CBS, much to their amazement as to why I would leave a place with such a massive budget to go be the GM of these two radio stations Salem owned in Chicago. For me, it was a real opportunity to use the skills God gave me and combine that with the passion I have for Jesus Christ and the Gospel. I saw it as a great opportunity.

Radio Ink: How different is it working for a company that’s involved in the type of programming Salem has?

Santrella: It works to the favor of our audience and shareholders. The way we look at it is that money isn’t the mission, it’s the fuel that accomplishes the mission.

When you have a mission that’s greater than money, but money is required to make it happen, you go after the money that much harder. If you had a sick child and needed $100,000 for that child’s health care, you would do anything you could to get it. Because your mission is to save that child.

When you look at it that way, then the drive and determination to get the money required to keep it going is that much more intense. The mission of Salem is to

Dave and I worked together pre-consolidation on an all-star sales team that he was the star of. No one was better at concept selling and servicing accounts than Dave. His customers loved and trusted him. When competitors were pushing numbers and efficiencies, Dave added value by delivering solutions and underpromising and overdelivering. Hard-working, values-based, and systematic were the support beams of his creativity and solutionsbased selling approach. It is no surprise to see that he has succeeded both personally and professionally.

Weezie Kramer Former Audacy COO

Dave is a dynamic, energetic, and entrepreneurial leader who delivers results by bringing out the best of those around him with his passion, creativity, and integrity.

David Evans President, Digital Media & Book Publishing Salem Media Group

11/30/21 9:46 AM

Dave Santrella and his wife, Barbara, in Santorini, Greece, during a Salem Listener Trip

promote the Gospel and provide a familysafe vehicle for entertainment. It is to endorse political ideals that complement a Biblical world view. That makes going after the revenue success that much more important.

Radio Ink: Does that mission come in conflict with conservative talk?

Santrella: On both sides you can go to an extreme. The difference with Salem is that we aren’t extreme. We aren’t tinfoil-hat conspiracy-theorist Talk radio. We form opinions that are educated, based on facts and research. It’s never radical.

Bill Bennett, who was a talk show host for us, said Salem has the best faculty in the industry, and we do. Our hosts are all highly educated, well-informed, rightthinking people who are balanced in their opinion. I’m proud of the talk we do. The extremes lose credibility. I think Salem provides hosts that understand the facts and form an opinion based on those facts.

They treat the listener, no matter what side of the aisle they’re on, with dignity.

Radio Ink: What’s your philosophy for managing people? Is there a companywide philosophy all the managers follow? Why do people want to work for you?

Santrella: For all of us, people need to know you care about them. There’s the old adage “People don’t care how much you know unless they know how much you care.” It’s a cliché, but it’s true.

You’re not just “Employee Number Blah, Blah, Blah.” You’re a person. I recognize that when an employee goes home at night, they are going home to the most important thing in their life. As much as this job is important, it’s not the most important thing in their life.

I know that probably sounds strange, but I think a basic understanding of that actually helps you lead more effectively, because you have a clear understanding of the role you play in that employee’s life and can better lead them with that perspective.

After that, it comes down to trusting your people and empowering them. I

As Salem has grown over the years, I have witnessed Dave growing too, and am amazed at his ability to process all of the details it takes to run the company simultaneously.

He remembers things I have long since forgotten, and it goes beyond work-related items. He gets the personal side of the business, and his deep compassion for the front-line workers makes him uniquely qualified to manage this company and keep us focused on constant growth opportunities. We are blessed and fortunate to have him in this chair.

Phil Boyce

Senior VP/Spoken Word Format Salem Podcast Network Salem Media Group and Salem Radio Network Operations VP, New York Region

Dave is always the consummate professional, who leads with a good measure of both grace and wit. We have worked together at Salem now for over 20 years and I could not be prouder of this well-deserved recognition.

Christopher Henderson EVP/General Counsel Salem Media Group

20 RADIOINK.COM DECEMBER 13, 2021 2Cover story 12-13-21 (10 pages).indd 20

11/30/21 9:47 AM

Renaissance Communications President/CEO Joe Battaglia, Salem CCM VP/Programming Mike Blakemore, Salem SVP Allen Power, Dave Santrella, Salem Nashville and Today’s Christian Music Network GM Kevin Anderson, consultant John Frost, and Keep the Faith Network President/CEO David Sams enjoy a friendly game of billiards at the Santrella home.

don’t have to be an expert in everything.

I have to have people who are experts at those things. To me it’s a sign of weakness if you have a leader that needs to control every part of the organization. It’s a bit of an insecurity, from my perspective.

I have to know what’s going on, but I have to trust the people I’ve put in place to let them make the right decisions and control the outcomes. And then I need to hold them accountable to achieve that.

A great example in our company is Jamie Cohen, who is the senior VP of broadcast digital. He’s built the digital sales machines for a number of other organizations. He joined Salem, and I gave him this little digital machine we’d started to build and asked him to turn it into something much bigger. I let him run. I ask a lot of questions and then support the decisions he makes.

When you let your people make the decision, then they own the success. They don’t have to look back and say the great thing they did was because of a decision made by someone else. Good or bad, they own the outcome.

Radio Ink: What is your day like?

Santrella: I’m responsible for everything that happens on the broadcast side. This includes about 100 radio stations, a News/ Talk network, a music network, a news network, and a satellite distribution entity, as well as all of the things we’re doing digitally on the broadcast side of our business.

This includes Salem Surround, which is the local digital advertising agency we have in every market; the Salem Podcast Network, which is a new initiative we launched at the beginning of this year; SalemNOW, which is our transactional video-ondemand platform launched in April of 2020; and more recently, the Salem News Channel.

I work in conjunction with David Evans, the other president inside our company, on this initiative because we both bring different skills to the table that are helping to build it.

Radio Ink: A lot of what we’re hearing from public companies this quarter is how huge digital is. What’s your take on the role digital is playing now?

Santrella: Digital is super important, and no doubt it’s the growth engine for all of our companies. I hear a lot of

“Digital First” or “Audio First” positioning statements, and I respect that greatly.

However, I believe Salem is a “Customer First” company.

Our first concern is, what does the customer need? From there, we have a full array of marketing assets to provide for that. If the customer is a listener, we have a full array of distribution vehicles and content choices for them to choose from. If the customer is a ministry, we have a massive assortment of distribution vehicles to offer their content. To me, it’s customer first.

The reality is, customers don’t only need audio or only need digital. They need a variety of all of that. When we hear that ad on the radio over and over, it has great impact. Eventually you need that service or product, and your brain remembers the clients in that category that have been drilled into your brain on the radio. Then the listener moves to the next part of the consumer buying journey, which is investigating, and that’s when digital takes over. Then it shows up in your Facebook feed and so on. It starts with radio/audio, then moves to digital, then to a sale. Radio/audio will always be

DECEMBER 13, 2021 RADIOINK.COM 21 2Cover story 12-13-21 (10 pages).indd 21

11/30/21 9:47 AM

I’ve been fortunate to have several mentors in my life.

Dave is one of those mentors.

Dave epitomizes servant leadership. His door is open to every Salem team member and client. His obsession is helping each Salem team member meet our clients’ objectives while also helping our team members grow professionally and personally.

He truly cares about everyone.

I’ve seen him time and time again demonstrate “seek first to understand, then be understood.” While I learn from his words, I learn much more from his actions.

Mike Reed Senior Vice President Salem Media Group

Dave is one of the finest leaders I’ve had the privilege to work for. He challenges us, celebrates the wins with us, supports us, and gives us the resources we need to get the job done. He expects excellence from himself as well as the team, and his style of leadership makes you want to deliver.

Linnae Young Senior Vice President Salem Media Group

2Cover story 12-13-21 (10 pages).indd 22

important. It’s not that one is first or second, it’s the customer first, and then build the right strategy.

Radio Ink: Does radio stick our chest out enough to say how good we are? It appears we’re chasing the digital dollars.

Santrella: Sadly, radio has unfairly become second fiddle to digital. I think that’s not a good thing. It all still starts with radio. I sell digital, so I’m not being disparaging. There are a lot of products that get advertised to me digitally, and the first thing that goes through my mind is, “Can I trust this?” But when I hear Dennis Prager say, “I use this, and you should think about using it too,” when I hear someone I trust talk about something, now it has credibility.

These influencers you see on TikTok and the like are wonderful, but I don’t know them from a bucket of chicken. My influencers, people like Mike Gallagher, Dennis Prager, Hugh Hewitt, Larry Elder, Sebastian Gorka, and Charlie Kirk, Eric Metaxas, plus all of our local hosts, carry a credibility that can’t be matched by someone I have never heard of that shows up in a social media feed.

Radio Ink: What’s your take on how the advertisers feel about radio?

Santrella: I still go out on client appointments, so I’m talking to them often. Most of our clients are using a combination of radio and digital. They understand the two go hand-in-hand. Radio creates awareness; digital will be where they take action.

Advertisers see great value in what we’re doing for them on the radio.

Through AnalyticOwl we have the ability to show, when they run a radio ad, what happens to their website traffic. It goes up because we’ve made somebody aware of their product or service. We now have tangible evidence of the impact radio has. And that’s just the immediate impact radio has, it doesn’t point to the aftershock.

The fact is, there are a number of people who will hear that ad over time and not take action right away, but six months down the line they will investigate that client. They are now a familiar name to them. We don’t get as much credit as we should for that.

Radio Ink: When you look back over the last year and half, with COVID, what are your thoughts?

Santrella: Boy, was I stupid. Mid-March of 2020, when it started, I thought by midAugust, we will be back to normal. I had no idea that in February of 2021 I’d still be wearing a mask to go into Starbucks — or for that matter, in November of 2021. The lingering impact is astounding. I would say it’s a new normal.

There’s part of the population that still has apprehension about doing certain things. People are more selective when choosing to be involved in something with a lot of people. However, I do see great signs in our economy of recovery. I see restaurants full again, and people are anxious to be living life. The greatest indicator is traffic, and traffic is back. No more getting to LAX in 30 minutes.

Radio Ink: What’s the company’s stance on the vaccine?

Santrella: Salem is not a big proponent of a vaccine mandate. Salem will follow the law but reasonably resist the mandate where we can.

Radio Ink: You’ve been involved in the NAB. Can you tell us why?

Santrella: NAB is a phenomenal organization that is fighting every day for both the radio and TV industries to make sure our stations have the ability to grow and thrive while serving our communities and audiences. NAB is incredibly effective in preventing burdensome regulation and legislation that would hamper our ability to be successful.

When I moved from being a GM to the president’s role, I became more involved in the company’s financials. You start to look at how much we are paying for licensing across the company. You get involved in FCC issues and how those regulations impact the company overall. If the FCC makes one change that requires additional resources at our stations, take that times the number of stations we own, and all of a sudden the company is diverting from our core mission just for compliance purposes.

While some of that is necessary and fair, we want to make sure there’s not government overreach.

NAB does a fantastic job of watching out for us and advocating for broadcast-

11/30/21 9:47 AM

Dave is a leader who hasn’t forgotten what it’s like to be in the trenches, and that motivates those he leads. Good leaders hold people accountable for results, but the great ones hold people accountable in a way that makes them want to run through walls for that leader. Dave’s balance of heart and head, empathy and accountability, creativity and pragmatism has served him well as both a visionary and a problemsolver.

Allen Power Senior Vice President Salem Media Group

Santrella with retiring NAB chief Gordon Smith (l) and incoming NAB President/ CEO Curtis LeGeyt

ers, while also keeping their eye on policy opportunities that are coming around the corner. That motivated me to get involved.

Radio Ink: Does the performance tax issue worry you?

Santrella: Yes, it does worry me and should concern every radio broadcaster, no matter the size. This is another area where NAB has been incredibly effective for radio. The Local Radio Freedom Act — a resolution opposing a performance tax — continues to be an important tool in preventing Congress from imposing a performance fee. It consistently has received support from more than 200 House members and senators.

It’s a fight we have to keep fighting.

As the music licensing space becomes increasingly complicated, our support on that issue strengthens our hand to advocate in Congress and in the administration for other necessary reforms.

Radio Ink: Take us inside the decision to cancel the 2021 NAB Show, after first pushing it back toward the end of the year.

Santrella: It was obviously incredibly disappointing to have to cancel the show for 2021, but it was the right call. This is a global event with a large number of important exhibitors that everyone wants to see, and they are coming from other countries. Their ability to get into the

U.S. at the time was extremely tenuous, and the delta variant was peaking. It just became increasingly difficult for those exhibitors, and NAB wisely decided that we could no longer host a show that delivered anything less than the excellence it is known for.

With that decision made, the team immediately began to focus on delivering an incredible event for radio and TV and our broader media ecosystem in April 2022. I can’t wait to be there.

Radio Ink: Do you know if there will be a vaccine mandate for the April show?

Santrella: NAB had a vaccine mandate in place for the show that was canceled in October and was following all federal and state health and safety guidelines.

We will do whatever is necessary for the 2022 show to move forward successfully in April.

Radio Ink: Who were some influential people for you in the broadcast industry?

Santrella: It starts with Jimmy Kezios, who was my first boss at WMAQ in Chicago. He gave me my first sales job. He took a chance on me, and I’m grateful to him. Ed Atsinger has been incredibly influential. I’ve been blessed to work next to Ed for 12 years now in the role I’m in. To see how he thinks and what motivates him has taught me a ton. Ed is a guy who’s always motivated by what’s the right thing to do,

DECEMBER 13, 2021 RADIOINK.COM 23 2Cover story 12-13-21 (10 pages).indd 23

11/30/21 9:47 AM

Dave is a purposeful leader.

He leads by example and with his heart. Unlike many leaders, Dave can also walk the walk. I know when he asks something of me, it is something he would be prepared to do himself. Salem is very fortunate to have someone with Dave’s character at the helm.

Jamie Cohen SVP/Broadcast Digital Salem Media Group Salem talk host Hugh Hewitt, Dave Santrella, and Salem East SVP Allen Power at a Salem Network all-day broadcast from the White House lawn.

regardless of the money. That’s the first motivation for Ed, always.

Weezie Kramer was the GSM when WMAQ was purchased by Westinghouse.

She’s smart as a whip. She really forced you to be a smart person. The whole idea of “Customer First” is something she helped me to understand. She was big on “understand what your clients need, and the presentation will come easy.”

Steve Carver was the GM at WBBM who convinced me to take the pay cut and move from sales to management. He said, “Trust me. The money will follow.” He was right, and I enjoy leading people and watching them grow. There are so many others. I know I am forgetting a bunch, so please forgive me.

encers for your products and services. I would love to see radio make sure that the advertising community understands we all offer a full array of marketing vehicles for them. We aren’t one-dimensional. We are the three- or four-dimensional marketing company that digital is not.

Radio Ink: What do you want to see the radio industry do better moving forward?

Santrella: I would like it to be proud of who and what we are. We have a distinct advantage over so many other media vehicles. Radio is selling digital, offering a variety of digital alternatives and assets to buy in addition to radio. Digital doesn’t have that.

Facebook doesn’t have a network of radio stations. They don’t have a stable of network and local hosts that are influ-

Radio Ink: What is your advice to the managers out there who see companies cutting back? What’s your advice to them to succeed, or one day own or run a radio station themselves?

Santrella: Do good work, and good things will follow. The most successful companies in the world are the ones who are fantastic at what they offer the consumer. Pretty good is pretty bad, so never settle for “pretty good.” Be excellent at it, whatever “it” may be.

Radio Ink: What do you want to accomplish moving forward in your career?

Santrella: I’m honored to be with Salem.

I think God has called me here. Right now my goal is to be where I am. That first job at WMAQ radio as a sales rep — that was the last time I actively looked for a job.

The other positions I’ve had pursued me. I believe I’ll be where God wants me to be.

Dave Santrella is a man of many talents. A disciplined hard charger with great creativity, high integrity, and loyalty to a fault. The impact of his 20-year leadership at Salem is as consequential for our success as any other factor that I could identify or quantify.

Ed Atsinger Founder/CEO Salem Media Group

24 RADIOINK.COM DECEMBER 13, 2021 2Cover story 12-13-21 (10 pages).indd 24

11/30/21 9:48 AM

SIDELINES

fans how they could win the very vehicle I Who are the three most interesting people you was driving. Each afternoon I would go to What are your hobbies? I really like to cook. know (outside your family), and why? It really the Merchandise Mart in downtown Chicago, So much of what we do each day comes with delayed gratification, so doing something that sounds like I am trying to shine an apple here, where WMAQ was located on the 20th floor, gives me a payoff quickly is a good thing. Most but first on the list is our CEO, Ed Atsinger. Ed grab the keys to the van, and head to the is just resolved to always do the right thing at ballpark. of the time, cooking does that. Besides that, any cost, and it’s a testimony to his success.

I had a bad habit of throwing the keys up when I am not working, I really enjoy being with my wife and family and our close friends. After that would probably be Randal Wallace. and down while in the elevator. I got on with Randal wrote the screenplay for Braveheart. keys in hand, threw them up in the air, and He wrote and directed We Were Soldiers, to my horror watched them drop into the Who is/was your role model, and why? I am Pearl Harbor, Heaven Is for Real, and a host of crack between the elevator door and the not sure I would tell you any one earthly perother movies we’ve all seen. Randal spoke at 20th floor. son is a role model for me, but rather that my youngest son’s high school graduation, and I pleaded with the union elevator guys there are great qualities in many individuals I contacted him afterward just to thank him in the lobby to take me to the sub-sub-sub from which you can glean good leadership for his commencement address.

He e-mailed basement of the building and let me go into traits. I’ve learned so much from Ed Atsinger back to say he was a huge fan of our company the shaft to see if the keys were there. I about running a broadcast business, and and wanted to get lunch. Since that time, we remember this very tenured elevator guy what it means to do “the right thing even broke bread on more than one occasion, and saying, “Kid, you’re crazy. These things are when it costs you something.”

I had him speak at our managers’ meeting a going 40 miles an hour and there’s so much From one of my former bosses, Weezie wind. There’s no way those keys are at the Kramer, I learned how to be a client-focused few years ago.

Third on that list would be Dennis Prager. bottom of the shaft. They could be anyseller. In my earlier days back at WMAQ and where.”

WBBM, guys like Jeff Chardell taught me how Dennis is the deepest thinker I know. I am blessed that I actually get to see and talk to I asked him to humor me, which he did. to think creatively. There are so many others I have not mentioned, but the reality is there him often since he’s here in L.A. and a part of To our mutual surprise, the keys were right the Salem family. there when he opened the shaft door, some are always some great qualities to glean 75 feet below the lobby of the Merchandise from those around you.

If you had 30 minutes and a recorder, who Mart and more than 20 stories from where would you interview, and why? they had fallen through the crack. I grabbed What are you reading right now?

To avoid the obvious answers (as a Christian), the keys, gave the guy a firm handshake I read through the entire Bible in a year, every I will stick with a non-religious individual. (with his head still nodding in disbelief), year for the past five years. I like the idea of That would have to be Winston Churchill. and ran to the garage. Wasn’t even late for rereading an old book and reading a new book, my warning track run, but I had thoroughly so I try to switch off between those. Most Name three radio stations you listened to as sweated through my khakis and polo. recently reread The Five Temptations of a CEO a kid. WLS, WCFL (Super CFL), and WGN [all

by Pat Lencioni. Now reading The Ruthless in Chicago].

What one goal has eluded you? Being even Elimination of Hurry by John Mark Comer. remotely good at golf. I love the game, but What three apps do you have on your phone the game doesn’t love me back.

What is your favorite movie? We Were Soldiers — it’s a great movie on leadership. I that would surprise people? All Recipes, Vivino, Duolingo (trying to learn Italian, but I Most proud career achievement so far? I am was a huge fan of the movie Big Chill. Great need to be way more committed). blessed to be in the role I am in at Salem, soundtrack and a fairly deep movie. although it honestly was never my goal to be Three favorite podcasts. Charlie Kirk, Dinesh in this position. My most proud achievement What is your favorite TV Show? Succession.

D’Souza, The Man Show. is reading the stories of lives impacted by the content we provide. Listeners have literally iPhone or Android? iPhone. I would lose a Your most embarrassing career moment? been moments away from ending their own limb before my iPhone.

I was 20 years old and driving the White Sox lives when something they heard on a Salem WMAQ Fan Van. My job was to drive the van station gave them cause to hit the pause Twitter handle? around the warning track before the start button and then to start new, to be reborn. It Incredibly creative: davidsantrella of the game while the announcer told the really doesn’t get any better than that.

DECEMBER 13, 2021 RADIOINK.COM 25 2Cover story 12-13-21 (10 pages).indd 25

11/30/21 9:48 AM

We launched our 30 and Under Superstars list, now in its third year, not only to highlight the next generation of radio stars, but to prove that young and talented men and women are joining the radio industry. They are catching the radio bug at an early age, and they are loving every minute of the career path they are now on.

Like most people on a career path at an early age, some on our 2021 list chose radio, while others say radio chose them. No matter how they got here, they are here to stay because of how radio fulfills their career aspirations, and because of how they see radio’s role in their local communities.

It really isn’t difficult to find men and women 30 years of age and under working in radio. They come to us this year from all over the country, from many different companies and doing every job at a radio station. We gathered a lot of great content from each and every one of them, and you’ll be reading even more of that content in future issues of Radio Ink magazine.

In this issue, we asked them why they chose radio as a career, how radio can continue to recruit young people, and for any ideas they have to help the industry improve.

Here is our 2021 class of Radio’s 30 and Under Superstars.

ANDREW BERGER Age: 30 Imaging Director KPWR (Power 106)/Los Angeles Meruelo Media 5 years with Power 106 “I caught the radio bug at 14,” says Andrew Berger. “I was infatuated by what the mixers were doing. I would be glued to the radio all the time, and I loved how Eric Edwards sounded on Hot 97 and knew I wanted to make DJ drops. I was obsessed with knowing what really happened behind the scenes in radio. I found my way around the building to see everything. It was love at first sight.

Funny story, when I first got up to Hot 97, I touched the walls to make sure I was really there!”

Battling the “radio is dead” argument, Berger tells Radio Ink his generation still enjoys the radio — it’s the generation after his who think radio is for older people.

“It’s for sure a tough sell!” he says. “I explain to people radio is all about companionship, and that seems to change their thinking.”

Berger would like to see the radio industry work on instilling confidence in employees. “Make them feel valued, and for creatives, make them feel safe to think out of the box.”

26 RADIOINK.COM DECEMBER 13, 2021 2RI_30 superstar 12-13-21 (pages 26-37).indd 26

12/1/21 11:57 AM

JOSEPH CARBALLO Age: 26 Host, The Joe Show, Mornings, WFLZ-FM/ Tampa PM Drive Host, WKQI (Channel 95)/ Detroit iHeartMedia Tampa 7 years in radio Joe Carballo didn’t have to search far for a mentor: it was his dad, WKQI/Detroit morning personality Mojo, a.k.a. Thomas Carballo. “I’ve been blessed to call many mentors, starting with my father,” Joe says. “He has hosted mornings in Detroit on WKQI for 20-plus years and has been coaching me since I told him I wanted to pursue a radio career. From teaching me techniques to the importance of prep and being a leader, I wouldn’t be the man I am without him, let alone a radio host.”

He goes on, “Tony Travatto gave me my first shot on air and has been my biggest support since. I wouldn’t be where I am without Tony. He gave me the best gift of allowing me to fail, embracing failure, learning from it, and growing daily. Lastly, Tommy Chuck, my current PD, is a huge mentor, giving my team our first shot at mornings.”

His number one challenge is the Tampa show, Carballo says. “Launching a brandnew morning show with no experience and no advertising dollars in a city that has some incredible morning shows has definitely been a challenge, but a fun one.

I love my team more than anything. We lean on each other daily and know when we lean on each other and stick to being 100% authentic, we can, will, and do succeed.”

To bring the younger generation into the industry, Carballo has a simple approach: “Embrace new and unique content. Let them talk, let them fail, let them learn.”

ETHAN COLE Age: 28 Syndicated On Air Personality iHeartMedia Atlanta 6 years in radio In 1973 The Eagles penned the lyrics, “And it’s a certain kind of fool that likes to hear the sound of his own name.” That could be why Ethan Cole chose radio.

“I’ll be honest with this one: it was straight vanity,” he says. “I was in college and my friend had his own radio show. He asked me to come on one night just to have a laugh or whatever, and it was so much fun. The real hook was after, when people on campus were like, ‘Yo, was that you on last night?’ And it was right then and there I had a light bulb moment — Imagine getting paid to do that!”

In Cole’s world, radio isn’t dying. “It’s the complete opposite. Radio is thriving, and it’s evolving. While it’s still offered as a dial in your car — which drivers told us they still want — you now have the iHeart app on the aux and you can rock out with me there, too. And the best part is if you put me on, you’ve got a friend to vibe with. Radio is now available everywhere, on every device, thanks to digital.”

When they find out he works in radio, people his age often respond, “People still listen to radio?” Cole says, “But then they get a look into my life and they realize I literally get to create these awesome relationships with people all over the country that are just trying to vibe.

It’s crazy, like I’ll get DMs from people I’ve never met in person saying how much they love the energy I bring and after a long day at work, that’s exactly what they need. So once they see that, their thought on radio changes. It also doesn’t hurt that I’m the plug when it comes to concert tickets.”

SHAUN DOLAN Age: 28 Partner Inrush Broadcast Services iHeartMedia Chicago 10 years in radio So what is Inrush Broadcast Services?

“It is a broadcast technology integration firm,” says Shaun Dolan. “We provide consulting, installation, and maintenance services to media creators across the U.S. With our roots in broadcast radio, we deliver the benefits of virtualized architectures while incorporating triedand-true broadcast technology, providing best-in-class solutions to enterprises and independent operators alike.”

Like many in the business, the radio bug bit Dolan when he was a kid.

“Growing up, I felt that radio was just a cool, transcendental, bigger-than-life force. For example, my favorite toy was a Wild Planet Real Radio DJ Studio, a tiny plastic console with a tape deck and a Part 15 AM transmitter inside, and I won tickets to my first ‘concert’ from Radio Disney. Once I got involved at my college radio station and learned there was a space for me in between the art and science of radio, I was hooked.”

He believes mentorship is a key to getting more younger folks into the business. “Successful organizations do not see mentorship as optional; rather, it is baked into the culture of the group.

I can draw a direct line between each of my successes and multiple people who either provided the opportunity or helped me achieve it. In our small industry, the mentorship shouldn’t sour when the situation changes; no matter how long the mentee stays in your organization, you’ll always find a grateful friend in them nearby.”

DECEMBER 13, 2021 RADIOINK.COM 27 2RI_30 superstar 12-13-21 (pages 26-37).indd 27

12/1/21 11:57 AM

Zach Fenner (l) with WTKW (TK99)/Syracuse afternoon drive radio personality Rick Deyulio, in their annual Slushie chug contest at the New York State Fair

ZACHARY FENNER Age: 27 Events Coordinator/Promotions Manager Galaxy Media Partners Syracuse, New York 9 years in radio Zach Fenner tells Radio Ink it was production that initially got him interested in radio. “Recording and editing fascinated me,” he says. “However, as I got older I realized I’m a very outgoing person who loves being out at events and talking to strangers. Through discovery and putting myself out there, promoting the radio stations and our events has become my passion. I love being the signage and on-site coordinator of events.”

To bring more young people into radio, Fenner says the industry needs to be more fluid, flexible, and validating, and each employee

2RI_30 superstar 12-13-21 (pages 26-37).indd 28

needs to be managed differently. “I know, it’s difficult. I have managed 30-plus part-timers over the past seven years, and the number one thing I’ve learned is that you’re not going to get everything right. Just try your best and listen to what these young and talented people are saying, and be open to their ideas. Just listen.

Nothing makes a company better than fresh ideas and new perspectives.”

Overall, he’d like to see the industry be more accepting of new ideas. “If it wasn’t for new ideas and the willingness to expand, Galaxy wouldn’t be the company it is today. Ed [Levine] and the rest of us at Galaxy aren’t afraid to take chances. Each year in the events department we plan new and exciting events such as Baconfest, Halloween at the Park, and the Lights on the Lake 5k.

Whether it’s a new event like these or taking on more avenues of advertisement like digital and video production, new ideas and taking chances are what keeps Galaxy on the map.”

12/1/21 9:39 AM

NIKKI HOLLIS Age: 25 Chief of Staff ESPN Cleveland Good Karma Brands Cleveland 3.5 years in radio Fresh out of The Ohio State University, Nikki Hollis wanted to put her marketing knowledge to work. “When I signed on with Good Karma Brands, I knew I’d be getting the full breadth of marketing experience, from radio to event planning and more.

I’ve loved being able to see the cross-channel execution of different campaigns and learning about various mediums and tactics. As someone starting out, I felt it important to get as wide a range of experience as possible.”

And she got that experience with the help of her mentor.

“I have had the privilege of working alongside Sam Pines, VP at Good Karma Brands, since I started in the workforce,” she says. “He is always pushing me toward new opportunities and consistently challenges me. Sam likes to think big-picture, so everything we do has a goal or strategy in mind. It’s that way of thinking that has really shaped my career path.”

Hollis says her contemporaries aren’t as educated on all that radio has to offer. “They tend to live in the podcast and music streaming world. I think that there is a lot that my demographic could learn and benefit from the power of radio.”

Education and engagement are part of the challenge Hollis has been facing. “The most important part of radio is connecting with and engaging our audience. The past two years have made this more challenging than ever, so delivering new, successful ways to motivate team members, deliver for partners, and stay connected to our audience is a daily goal for us.”

Her suggestion for bringing more young talent into the business? Develop the right type of workplace culture.

“Continuously strive toward improving your company culture,” Hollis advises. “I believe that is the forefront of what attracts and maintains young talent in any field, including radio. If you have a strong culture, you will have an even stronger and more successful group of high performers committed to their growth within your company.”

HANNAH CHERRY HOLMES Age: 25 Director of Integrated Marketing and Events Kentucky/Indiana Region iHeartRadio 6 years in radio Hannah Cherry Holmes tells Radio Ink she chose radio as a career because every day is different, with new and exciting challenges.

“It’s one of the only careers that allows you to work with a vast number of industries and the experts within them daily.”

Holmes says that to recruit more young people to the business, communication is key. “Young professionals want to know you have the tools for them to succeed, opportunities for them to grow, and values to be proud of. The chance to work in a fun and exciting industry doesn’t hurt either.”

What would she like to see the industry do better? “As an industry, we do a fantastic job of leasing our relationships with our listeners to our clients. I think there is still great opportunity to grow and monetize our listener relationships through events, experiences, partnerships, and retail.”

DECEMBER 13, 2021 RADIOINK.COM 29 2RI_30 superstar 12-13-21 (pages 26-37).indd 29

12/1/21 11:57 AM

CHARLIE KIRK Age: 28 Syndicated Host Salem Media Charlie Kirk is a young man on a mission. When he was 18, he started Turning Point USA in his parents’ garage in Elk Grove Village, Illinois. While he was doing that, he was listening to AM 560 The Answer in the same town. He listened to Rush Limbaugh. He absorbed all he could. His organization reaching the nation’s young people with true conservative values continued to grow.

2RI_30 superstar 12-13-21 (pages 26-37).indd 30

Today he counts over 2,000 chapters of Turning Point USA with over 2 million members on campuses all over America.

Today Kirk is filling Rush Limbaugh’s former time slot across the country at many stations, in addition to his podcast, which is one of the top 10 most listened to podcasts on the Apple platform.

Kirk attracts 5,000-10,000 young people to each of his rallies across the country and is making a difference in today’s contentious political landscape.

says. “I love to tell stories, make people laugh, find the odd in the ordinary, and be a student of the world. Also, playing music all day is pretty fun too.”

To get more young people into radio, Kurkjian says the industry needs to realize the importance of self-sustaining social media content creators.

“The truth with radio is on-air numbers are so important, JEFF KURKJIAN the ratings speak volumes to Age: 28 your station’s performance.

Host, Jeff & Aimee in the However, if you have a staMorning tion getting 500,000 views on KCYE (Coyote Country)/Las Vegas every video you post on the Beasley Media Group Facebook page because the 6 years in radio content is original, creative, and impactful, that speaks a Jeff Kurkjian tells Radio Ink he whole different story. wanted to be a news reporter “Take advantage of young — but that changed when he people who can both hit the found out what a depresspost and edit a compelling ing profession it was. “I have video. I always say the show many friends who have taken comes first, but that doesn’t this path and I absolutely sup- mean I’m not quickly editing port them, but I feel as if I’m a video during a commercial too sensitive and optimistic stopset that will go on our to pursue that career,” he station Instagram account.”

12/1/21 11:58 AM

a part of the strategy behind what our community listens to on the radio on a daily basis.”

Her advice to managers who hope to recruit more young people is to show them that “working in radio is strategic, vibrant, and gives you an opportunity to have a long-standing career, whether that be creative or on the business end.” She says, “Working in radio is exciting and fun, and that should be ALANA MARTINEZ translated to younger crowds.”

Age: 27 She’d love to see the industry Director of Sales Planning get better at integrating digital AIRE Radio Networks and terrestrial. “The industry Spanish Broadcasting System must reinvent itself as we are Miami Beach seeing a shift to digital; it’s 6 years in radio important to take notice of this and not let what happened Alana Martinez says she wanted to newspapers happen to our to work in an industry that industry. We shouldn’t see supports and empowers the digital as the enemy. Instead we Hispanic community. “I fell in should create exciting opportulove with the complexity behind nities that show how both medimedia planning and enjoy the ums work hand-in-hand through fact that there is always a new new, innovative, and fresh ideas challenge that makes me a to ensure radio is moving into stronger professional,” she says. the new era.”

“It’s extremely rewarding to be

2RI_30 superstar 12-13-21 (pages 26-37).indd 31

CELINA MARTINEZ Age: 26 Middays, KHUD (92.9 The Bull)/Tucson Afternoons, KRQQ/Tucson iHeartMedia 2 years in radio Celina Martinez started her radio career with iHeartMedia in Tucson on the promo team.

She was soon promoted to reception, and shortly after got her first airshift. She started doing overnights on iHeart’s AM Tejano station in February of 2020 and a month later was offered middays on

Top 40 93.7 KRQ. She has since transitioned to afternoon drive on 93.7 KRQ and middays on Country The Bull.

Martinez tells Radio Ink she chose radio because music has always been a big part of her life. “Music has the power to influence us in so many ways and holds so many memories.

She goes on, “As a kid I didn’t really have the means to listen to mainstream music, so I relied heavily on the radio. On-air personalities have the power to create special connections with their listeners, and I was very much connected to them. I relied on them not only to keep me updated on the latest and greatest of all things music, but for their companionship and endless entertainment. It was an easy choice once I got to college, but it was one that I never thought I could make a reality. I just knew it was something I wanted to do, and I was determined enough to make it happen.”

12/1/21 11:58 AM

ELLEN MCNALLY Age: 28 Executive Producer, Mojo in the Morning iHeartMedia Detroit 6 years in radio Ellen McNally tells Radio Ink, “The number one challenge I face on a daily basis is balancing my workload. It is not secret that the number of people working in the industry has greatly decreased, but the work hasn’t.

Every person I know in radio wears multiple hats.

“The best way I’ve found to overcome it is to really prioritize what is important to the success of the station and our morning show. If I’m tracking a shift on the station and a break isn’t perfect, I don’t need to redo the break seven times until it’s flawless. Listeners don’t want perfection, they want authenticity.”

The key to bringing the younger generation into radio, she says, is making sure they know about all the opportunities available.

“I think any young person entering the workforce or the radio industry is looking for opportunity. We have a lot of opportunity in radio that people don’t highlight. Someone can start their career as a sales assistant but ask a PD in their cluster if they can sit in on a music meeting and learn about programming. Or take a part-time job as a promotions assistant, learn the ins and outs of promotions and marketing, and become the marketing director for an entire cluster. Highlighting that room for growth and opportunity to learn is incredibly attractive to any young person looking to build a career. “ What does McNally think radio needs to do better? “I would like to see the radio industry become better at focusing on diversity. Radio is still a very heavily male-dominated field. I would love to see more women in positions of power within the industry, as well as more people of color.”

HUNTER MERITT Age: 26 Mornings with Hunter Assistant Operations Manager WIKK-FM/Newton-Olney, Illinois Forcht Broadcasting 3 years in radio “Music has always been a huge part of my life; it is an escape from everyday life and our daily struggles,” says Hunter Meritt. “That’s one great thing about radio — the music you play can really reflect who you are as a person” She goes on, “Radio is always adapting to today’s society, and that’s one great thing about it. So my advice to managers and executives is to do just that. Adapt to the needs and wants of these young and talented people. One great thing that really attracted me was being able to help with our social media posts and promotions, and with social media in their hands.

It’s a part of their everyday lives.”

Meritt adds, “I’ve been very fortunate to have a job at such a great company that supports its employees and listeners, and I can only hope the same for other local stations. If there was anything I would like to change in the radio industry, it would be to see cooperation among area stations instead of competition between them.”

DJ MIKEITH Age: 26 Radio Personality iHeartMedia Atlanta 5 years in radio DJ MiKeith tells Radio Ink he chose radio as a career because it was the only thing he had for entertainment growing up. “We couldn’t afford cable when I was younger, so everything from news to entertainment, I got it from the radio.”

He says, “I counter the argument that radio is dying by explaining and showing them radio is still entertaining and dope.

Plus you can win things every day, unlike other mediums that just play music.”

MiKeith says that for managers and executives in radio to be able to recruit more young and talented people, they need to be more understanding and flexible.

And he adds that he would like to see the industry as a whole keep up with what’s hip and trending.

32 RADIOINK.COM DECEMBER 13, 2021 2RI_30 superstar 12-13-21 (pages 26-37).indd 32

12/1/21 11:58 AM

PARKER Age: 28 Mornings/APD/Imaging Director WNDD (Wind FM)/Gainesville-Ocala North Central Florida Media Group 6 years in radio Parker tells Radio Ink he was inspired to get into radio by a show he was listening to. “I loved listening to Dave and Chuck the Freak on WRIF every morning on my commute, and it just sort of hit me one ride home: these are real people, they live in my city, this is their job, they love what they do every day — why can’t that be me?

“Eventually, I made a date to tour Specs Howard [School of Media Arts] and fell absolutely in love. I never wanted to leave.

Being in a studio felt so comfortable. Radio has become my

2RI_30 superstar 12-13-21 (pages 26-37).indd 33

expressive outlet. There was always a part of me growing up that didn’t like who I was. I wanted to ‘be someone different.’ I’m naturally a very shy and introverted person, and this medium has allowed me to break out of my shell.”

When people he knows tell him radio is a dying medium, here’s what Parker says to them. “It would be dead already. After TV, the Internet, now that streaming and podcasting have become more popular than ever, if radio were dying, it would most definitely be dead already. Yes, there is a ton more competition, but that just means a lot more work for those of us who want to succeed.

Several morning shows and personalities I personally follow have found their own way to stay relevant and impactful during this age. It can be done, it just takes a lot more effort and a lot of work utilizing different platforms to complement and enhance the on-air brand.”

What can the radio industry do better, according to someone under the age of 30? “We need to be better at being authentic and making a real impact on people’s lives. It’s one thing to make people smile or laugh during a break or to get a few solid calls on a particular segment, but there needs to be more of a commitment to make that connection outside of the airwaves. There’s a morning show I listen to out of South Florida, and when Hurricane Dorian hit the Bahamas, their morning crew raised $200,000 for the local community. Talk about making an impact.

“People pick up on authenticity. It’s easy to tell when someone is fake or insincere. It’s very important, now more than ever, to relate to people on a much deeper level. I feel like too many shows out there are ‘yuk yuk, something’s funny, let’s laugh,’ and that’s the bit. Not everything in life is funny or happy — as much as we all would like it to be, it’s not. Being my authentic self has helped me nourish a genuine connection with the listener.”

12/1/21 11:59 AM

CASSANDRA REIMOLD Age: 28 Regional Digital Campaign Specialist Salem Media Group Pittsburgh 5 years in radio

JOSE QUINTERO Age: 30 Producer/On-Air Talent KLLI (Cali 93.9FM)/Los Angeles Meruelo Media 5 years in radio Jose Quintero tells Radio Ink that from a young age, he knew he wanted to work in entertainment, but didn’t know in which industry. “It wasn’t until I had the opportunity to go on air for a small segment in a station in Mexico that I felt I was really able to connect to listeners,” he says.

“The mind is a beautiful tool, and as a radio host you try your best to paint a picture for whoever is listening. As a theater nerd, the idea of the theater of the mind fascinated me, so I stuck to it.”

When people tell him radio is old school, a thing of the past, here’s what he tells them. “I think for the most part everyone lives a specific routine. Radio brings spontaneity to people’s lives, it allows for you to be surprised, to laugh, to cry, to think, to debate — you really don’t know what’s next. That is why there is still a huge market for radio. People long for human interaction, and radio is the bridge that allows that energy between the host and the listener.”

Quintero would like to see more radio opportunities for the younger generation.

“From the promotions team to programming to talent — having a network of aspiring professionals where they can learn, grow, and execute. Making the pipeline to these roles easier and better equipped.”

Even though Cassandra Reimold works as a digital campaign specialist, the importance of radio is always on her mind.

“While my focus is more on the digital realm, I always try to teach businesses the importance of integrated campaigns,” she says. “I’m a firm believer in ‘Radio drives the search that feeds digital campaigns.’ This is a motto I take to every meeting I have with a media strategist or business owner. I believe in using the knowledge I’ve been taught and passing that along to my teams in hopes they will also find the value it’s brought to me and my clients.”

On finding younger people to work in radio, she says, “My advice to managers or executives would be to find someone who is teachable and eager to learn, and invest your time into them. Some of the most valuable lessons I’ve learned in this industry have come from leadership and hearing their stories. I wouldn’t be here today if it wasn’t for the managers who recognized my potential. I feel young and talented people are receptive to learning, and if you can find individuals with that same level of dedication, they’re worth the time.”

About what radio can do better, Reimold says, “I would like to see the radio industry get better at using their own resources to promote themselves, whether that be using social media or their digital assets. We’ve gotten away from the very thing we teach to businesses, and that’s using marketing to grow your brand, or in this case, audience.

I believe marketing ourselves in the same way we help our clients will be key as we look to the future of this industry.”

BRANDON RENICK Age: 25 Sales Operations Manager Audacy New York 3 years in radio Brandon Renick manages and maintain Salesforce for the Audacy New York sales team of nearly 50 account executives. He also oversees six sales assistants, one project manager, and one national sales assistant. His job is to ensure that local management and the sales team are set up for success.

To counter the argument that radio is a dying medium, Renick says, “There is an intimacy and an accessibility to radio that I don’t think you get from television or social media. Listeners form genuine long-lasting connections with personalities or with the music they hear on their favorite stations. Radio is still the number one reach medium in the United States. I think that statistic speaks for itself.”

Renick’s advice to the industry on how to recruit more young people? Emphasize that a career in radio isn’t just one thing.

“There are a lot of avenues for growth.

The industry is becoming increasingly digital-focused, and radio is now synonymous with streaming, podcasting, and digital marketing. Radio companies also put on some of the best live events in the country.”

34 RADIOINK.COM DECEMBER 13, 2021 2RI_30 superstar 12-13-21 (pages 26-37).indd 34

12/1/21 11:59 AM

COURTNEY REUKAUF Age: 25 Director of Marketing & Content ESPN West Palm (ESPN 106.3 FM, Deportes 760 AM) West Palm Beach 3.5 years in radio Courtney Rekauf says radio chose her.

“Throughout college, I took a few sports management and marketing classes and fell in love. I decided to apply for a job with the Green Bay Packers, who offered me a position that I ultimately turned down. The experience interviewing with the Packers made me realize how much I loved sports. I graduated from the University of Wisconsin La Crosse, jobless, before finally finding the partnership coordinator position at ESPN Madison (100.5 ESPN).”

Rekauf tells Radio Ink that her friends enjoy Sports Talk. “They all prefer Sports Talk radio because it has variety, and it’s the perfect thing to listen to before heading to the big game!” she says. “Most of the listening is done in short spurts in the car, which is why I think podcasting is so important to our local shows. Give the fans small, digestible pieces that they can listen to whenever and wherever they want. It doesn’t limit our radio audience but rather widens it.”

Rekauf says radio is not dead — audio keeps it alive. “I like to say that audio is an evolving, not dying, medium. Between livestreaming, podcasts, and social media, there are so many new ways that fans can consume our content! I also think our sales successes and testimonials prove that audio works and isn’t dead. We have fan testimonials where they recite commercials word-for-word, our partners see new leads and business generation from our endorsers, and partners continue to invest with us year after year.”

CARLY ROSS Age: 27 Brand Manager and Morning Show Co-Host Rochester, Minnesota Townsquare Media 4 years in radio Carly Ross says she always thought she was going to be a businessperson and that she would be just a fan of radio; it was something fun she got to participate in while in college. “I’m so glad JB Wilde reached out to me when he had an available position about four years ago,” she says. “I decided to apply because radio has always been so fun for me, so why not do it full-time? Never think that the hobby you love to do can’t be your career.”

What does Ross hear about radio from her peers? “Some people my age still listen to radio, but many tell me that they listen to podcasts or Spotify instead.

That’s why it’s so important for radio to stay relevant on all sorts of platforms (like social media and via podcasts), not just the car radio. It’s also important to have local personalities on the radio, not just DJs that fill time between songs.

People want that personal connection that only a local radio personality is able to give. It’s the reason listeners keep coming back to their favorite station.”

And here’s how she counters the “Radio is dead” argument. “Just looking at the numbers will tell you that’s not true. As long as radio continues to adapt to the changing times, we will continue to thrive.

We need to be engaging with our listeners on their phones via our station apps and the social media platforms our listeners use. As long as we’re able to adapt, radio won’t be going anywhere.”

And finally, Ross says radio can get better by hiring young, local, diverse talent and being open to new ideas.

KELSEY SAUERS Age: 25 APD/Afternoon Personality KEWB/Redding, California Brewer Broadcasting 2 years in radio Kelsey Sauers tells Radio Ink she was always told she should be paid to talk — and here she is. “I remember wanting some experience in college to put on my resume, and I stumbled upon a sheet wanting student news reporters for the campus radio station,” she says. “When I walked in, I saw a kid talking on a mic and found out he was doing his own show, and I immediately was enticed and asked how I could do that. I was able to do a studentrun hour segment for the station called Radio A La Carte. I was able to play my own music, just no Top 40 hits. I started to plan and prep for my show daily to create an engaging show for our listeners. I fell in love and knew it was something I wanted to continue.”

Sauers says there will always be those who say radio is a dying medium, and notes that there is some truth to the statement. “However, with younger and younger radio hosts joining the profession, I truly believe radio will continue to be a growing profession. Radio is less of a dying medium and more of an evolving medium. Radio is always changing with the changing world. In the days of having Spotify, Apple Music, and more at the touch of a hand, radio continues to evolve to keep listener engagement.

“Radio is the only medium that still offers that live engagement aspect that other streaming services simply do not offer. We can connect and chat with listeners in real time. We are in that moment with you and where you are. The relatability and realness of radio will never die.”

DECEMBER 13, 2021 RADIOINK.COM 35 2RI_30 superstar 12-13-21 (pages 26-37).indd 35

12/1/21 9:50 AM

LAUREN “LO” SESSIONS Age: 30 APD/MD/Afternoons KTFM (Energy 94.1)/San Antonio Alpha Media 9 years in radio Lauren Sessions tells Radio Ink college helped her choose radio as a career. “I chose radio because I was failing all of my science classes in college (LOL, kidding!). But honestly, that’s a true story.

While I was attending the University of South Florida, I was having the typical ‘what do I want to do with my life?’ crisis. I hated all of my classes. School wasn’t fun anymore. I saw a Facebook page promoting internships for a local radio show, Ratboy & Staypuff, and I thought, ‘Well, I love that radio station. I love music and I might have a chance to meet some local DJs. Why not?’ I absolutely loved it.”

That experience gave her some good mentors. “I got a lot of my mentorship from The Ratboy & Staypuff Show when I was interning and working in Florida. They taught me how to be a ‘talent’ and to always stay true to myself, because being authentic in this business is the most important thing.”

Sessions hears a lot of different things when she talks to people her age. “Honestly, it’s a mixed bag,” she says. “A majority of my friends listen to the radio and still love it. Some days I tell people I meet that I work in radio, and the first response is, ‘Oh, I don’t listen to the radio.’ Then there are days where people know everything and anything about every radio station in town. The one thing I can say that people my age know and agree about traditional radio is that it’s free.”

The “cost” of radio, in Sessions’ mind, goes the distance in dispelling the myth that radio is dying. “It’s simple, and I mentioned it above: the counterargument is that it’s free. Another counter: if radio is a dying medium, why are streaming services re-creating the concept on their platforms while using current and previous radio personalities to host the shows? I don’t feel the medium of radio is dying, I think the prehistoric idea of what radio is, is slowly but surely fading away.”

FAITH SPEAKS Age: 22 Graphic Designer and Social Media Manager Forcht Broadcasting Somerset, Kentucky 2 years in radio Faith Speaks tells Radio Ink the radio industry chose her, and she loves it. “I am a graphic designer, so I wasn’t necessarily seeking out the radio industry,” she says. “But now it’s hard to imagine it any other way. I’m so grateful to have such supportive and knowledgeable colleagues and to be a part of the radio industry.”

To recruit more young talent, Speaks says it’s important for radio to not focus only on sales, but to remember to be involved in the community. “The fun of radio comes from the interaction between the station and the listeners. A good show host, the appearances at events or local businesses, and the music are what bring listeners back.”

And she’d like to see the radio industry educate more on the digital side. “While digital is growing and ever-present today, it is still relatively new to the radio industry. It can be overwhelming to tackle, but digital is vital to maximizing the reach of radio to your intended audience and beyond.”

36 RADIOINK.COM DECEMBER 13, 2021 2RI_30 superstar 12-13-21 (pages 26-37).indd 36

12/1/21 11:59 AM

2RI_30 superstar 12-13-21 (pages 26-37).indd 37

12/1/21 12:00 PM

GARRETT STOLT Age: 29 Vice President, Sales iHeartMedia Multi-Platform Group Atlanta 5 years in radio Garrett Stolt says he likes the daily challenge of building relationships. “The community is the lifeline to local radio stations, and somewhere along the line, some in our industry have forgotten the importance of that. I try to build my relationship with the city of Atlanta and make change in the community each and every day. My job is to develop true partnerships with leaders of this community and provide our medium as a platform to better Atlanta.”

Those partnerships, in his mind, are something radio needs to pay more attention to. “True partnerships is something that we can all be better at. Are we a for-profit business? Of course, but sometimes it takes going the extra mile for your partner to create new opportunities!”

He goes on, “The biggest thing I hear from people my age is, ‘I don’t listen to the radio.’ That’s the biggest misconception with who I associate with. It’s not that they’re not listening to the radio, but how they’re consuming it. No longer are we using our parents’ boombox or that giant stereo system we got as a kid.

It’s all through our Airpods, smartphones, and our smart home speaker devices.”

Stolt says, despite the challenges and the misconception that radio is dead, he’s happy he chose radio as a career. “For me, it was the bright lights of showbiz. Whenever that On Air sign lights up and those mics turn on, we have the ears of millions of listeners. The way we’re able to connect with the community and provide that trusted source of information and entertainment is the real reason I love doing my job every single day.”

DAKOTA WOODS Age: 29 Chief Revenue Officer/Market President Townsquare Media Lawton, Oklahoma 4 years in radio The music is what brought Dakota Woods into the radio industry.

“Music is the main reason why I was always a fan of local radio,” he says. “I grew up in the Lawton, Oklahoma, area listening to the local stations where I work now. I remember as a kid during the summer months, going to work with my dad listening to Bob and Tom during the morning drive on KZCD [Rock Z94] all the time!”

At 29, he says the biggest moment in his career was landing his current job. “Becoming the chief revenue officer/market president at Townsquare Media/Lawton. This was a massive step for me in my career. You don’t see many young CROs in any media company.

One of the most rewarding things about my role in the company is the support I have from my management team. I’m truly grateful for their knowledge and leadership.”

He is also grateful for his mentor. “A great friend and one of the best mentors I’ve ever had is Jared Story. If you want to learn the true meaning of ‘Hard work beats talent when talent doesn’t work hard,’ spend a week working with this guy! Jared never gave up on me during my troubled youth and always told me I could do great things in my life if I worked hard and gave my best effort every day. He invested more than just eight hours a day with me, he invested part of his life with me, and I’m forever grateful for Jared and his family.”

For radio to thrive in the future, Woods says, “Be the Swiss army knife in your marketplace for listeners. I think we need to plan for the future and embrace how people consume radio. With news, sports, podcasting, streaming, and terrestrial radio being consumed constantly, we need to become more of a one-stop shop for all of these things so we can appeal to all listeners.”

38 RADIOINK.COM DECEMBER 13, 2021 2RI_30 superstar 12-13-21 (pages 26-37).indd 38

12/1/21 12:00 PM

BLAST FROM THE PAST

WABB GETS MOBILE

WABB-AM/Mobile in the early ’80s sometimes had staffers hit the road as storm chasers in the CocaCola Denimachine. The tricked-out Ford Econoline van was also used for more conventional duties, appearing at station remotes and events.

SALES MANAGER OF THE WEEK Radio Ink is recognizing the best sales managers in the industry with a new feature at RadioInk.com.

Every Friday the editors at Radio Ink will vote on a new Sales Manager of The Week. That sales manager will be featured in our daily headlines and be given a one-year digital subscription to Radio Ink magazine. Make your nomination at radioink.com/salesmanageroftheweek.

DECEMBER 13, 2021 RADIOINK.COM 39 2RI_Blast 12-13-21.indd 39

12/1/21 10:57 AM

THANK YOU TO OUR SPONSORS Platinum Sponsors

Gold Sponsors

Broadcast Leadership Plaques

Silver Sponsor

Bronze Sponsor

Participating Sponsors

Corporate Sponsors

WHAT ATTENDEES ARE SAYING ABOUT FORECAST 2022

normalcy to the “It was a slice of unity that we’ve broadcast comm March of 2020.” all missed since , Quu

Steve Newberry

e “Top to bottom th ific.” event was terr rge La Cathy Csuzkas, Ad

“Wow! Forecast was amazing. The content was spectacular!”

Pierre Bouvard, Cumulus Media/ Westwood One

“Forecast was th oughtfully structured to m ake each session valuable . Well done!”

Steve Jones, Skyv iew Netw

Find out what the buzz is all about.

Don’t miss Forecast 2023 November 15, 2022.

www.radiotvforecast.com

orks

“This is a confere nce not to be missed. ”

Justin Sasso, Co lorado Broadcasters As sociation