(WIZARD) Shine Your Spotlight Of Words?

7-19-2013

A radio commercial begins, ?I?m Ronald Watersdown, and I?m here to tell you about a very important opportunity that I?m sure you won?t want to miss. It?s an incredible chance for you to....?

What did those 29 words make you see in your mind?

Not much, right? But what about these?

?Owl was neither wise nor old. She was a teenage assassin whose large, dark eyes said she was sleepy or depressed or bored. I was never really sure which.?

Twenty-nine words. You saw 1) a momentary owl that became 2) a young female assassin with half-shut eyes, then 3) you considered the emotions she might feel, and 4) you wondered about the relationship between her and the narrator. All in just 29 words.

Perhaps you?re thinking, ?Well, radio ads can?t be as interesting as the opening lines of novels.?

But why is that, do you suppose? Why couldn?t a radio ad begin with 29 words about a teenage assassin?

?Owl was neither wise nor old. She was a teenage assassin whose large, dark eyes said she was sleepy or depressed or bored. I was never really sure which. But her sister Procrastination was even harder to read. Procrastination ... the passive assassin of Opportunity. Silently killing, one day at a time ... Don?t let Procrastination take what you love. Give yourself a new [name of product] today and feel on top of the world. Feel like you can fly. Feel like liquid springtime. Don?t put it off. Procrastination will say ?wait.? But what do you say??

The absence of a real product in this ad disallowed the inclusion of specifics, so we can?t be sure it would bring in customers. But it would definitely hold the attention of listeners with a much tighter grip than the limp, wet hand of Ronald Watersdown.

?A great big bright red...?

English is a language built backwards. We speakers of English string together a list of modifiers before naming the thing we modify. In so doing, we expect our listeners to commit to memory that string of modifiers so they can later be applied to the thing we finally name. I?m told the Romance languages have solved this problem with a much more friendly sentence structure: ?A rose, bright red and big.?

A good ad is a series of vivid mental images projected onto the movie screen of imagination. Here are a few tips for writing opening lines that will flash and crackle in the mind with the smell of burnt electricity:

1. Name something easily seen.

2. Modify it only after you have named it.

3. Choose verbs that carry context. I said ?flash ... crackle ... burnt electricity,? and you saw lightning even though I never used the word. You were engaged by the language, a willing participant in our co-creation of a vivid mental image.

4. Clarity first, creativity last. A few paragraphs ago I wrote, ?English is a language built backwards. We speakers of English....? My original line was, ?We speakers of this inverted tongue....? but I decided that was a little too clever. ?Inverted tongue? is visual, yes, but it?s also potentially confusing.

Creativity that blurs clarity is pretentious.

Creativity that sharpens clarity is genius.

Words carry energy. What will you light with them?

Isaac Newton discovered that impact is mass times acceleration. How big is the idea in your mind? How quickly can you transfer it?

5. Shorter hits harder. Always hit hard.

Now that you know how to write an opening line that captures the listener?s attention, there?s one other thing you always need to do:

Convince the advertiser to give you a message worth delivering.

Bill Bernbach said it best: ?Advertising doesn?t create a product advantage. It can only convey it.? David Ogilvy learned this lesson the hard way: ?Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.?

An unsuccessful ad campaign is usually the result of an unsuccessful offer. Change the offer and you?ll change the result. I?ve proven this more times than I can count.

Now go.

Find a message worth delivering.

Seduce the attention of your listeners.

Show them what you?re offering.

Be sure they see it clearly.

Accept with grace the praise from your client for a job well done.

Roy H. Williams is president of Wizard of Ads Inc. E-mail: roy@wizardofads.com.

(7/19/2013 3:58:02 AM)
"But, Roy", the advertiser said facetiously. "Where are the three products and the demands to 'get on down here and make your best deal'. And the location. Damn, we can't leave out the location! And the phone number!?"

Indeed, the same thing is being said by the stations' GSM's, reps and probably the GM's.

No arguments, though, from the Creative Department. You know, the girl weeping uncontrollably and cowering in the back corner. Yes, the one with the skin disorder, sallow eyes and nervous twitches.

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(Superstar Spotlight) Emmis' Donyshia Benjamin

3-25-2013

From sea to shining sea the radio industry is made up of superstars destined for broadcasting greatness and preparing to lead the industry. Our mission is to find those people and brag about them, bring you their stories, and seek their advice for others breaking into the business. Donyshia Benjamin is the marketing director and "keeper of the Brand" for Emmis' WQHT (Hot 97) in New York City.

Marketing Director/Keeper of the Brand
WQHT (Hot 97)/New York
Emmis
Years in Radio: 16

MY GOAL: To continue to expand the Hot 97 brand, building upon the new innovations and mobile technologies available to our industry. My personal success comes from my focus, hard work, dedication, and the competitor within. However, I would not have achieved my success if it wasn?t for my relationships with my team at Emmis. Creating healthy work relationships with driven people is the key to success in any industry. A company is like a machine: You need all the parts to work well together to succeed, and, thankfully, my counterparts are just as focused and dedicated as I am.

Radio has been a part of my life and my ?Where were you when?? moments for decades. Working for amazing radio brands has built upon my passion for the radio and entertainment industry. We are able to turn nothing into something, by providing listeners with multi-media that make me proud and honored to work in this ever-changing industry. I?m part of a team that is able to touch the lives of millions of people with just one song. Our audience doesn?t have to wait for a print issue to hit the stands or a show to come on TV; with radio, we?re breaking news, announcing events, and capturing the listeners? imagination with once-in-a-lifetime experiences.

My advice to someone trying to break into radio is simple: Listen, learn, and have fun! There are so many components that go into running a successful radio station, and it?s important for a newcomer to be open to learning the various jobs, and to be tenacious. Radio is a lot of grind, hustle, and long hours. Radio is a passion, and not for the weak. In the end, you really have to enjoy the radio experience in order to succeed in this industry. It can be chaotic and confusing and always changing, but it?s worth the ride because you?ll achieve a sense of accomplishment and pride you won?t get anywhere else.

Reach out to Donyshia and congratulate her on her dedication to radio and HOT 97 at dbenjamin@emmisny.com

Do you have a superstar working for you? Call Radio Ink Editor Ed Ryan with all the details. 561-655-8778.

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(MIW SPOTLIGHT) CBS Las Vegas PD Charese Fruge

6-24-2012

Charese Fruge has been in the radio business for over 20 years. She's currently the Program Director of Mix 94.1 and X107.5 in Las Vegas and one of Radio Ink's Most Influential Women of 2012. Fruge's stellar career has been Charese has been the female station voice for KMXB in Las Vegas, Alice in San Francisco and Denver, Star in Los Angeles and Mix in Houston. She says, "I love making a connection between the music and the audience." Her advice to anyone looking to become a success in this business, "be a survivor." Here's more from one of radio's great programmers and one of Radio Ink's Most Influential Women.

RI: How did you wind up at the Mix in Vegas?
FRUGE: I started in promotions and did over nights in Southwest Louisiana at KSMB in Lafayette. My career path is very much like a roller coaster ride. It took me to Beaumont, Texas to do Mornings with Mark Landis at KIOI, then to Baton Rouge to do my own Morning Show at WFMF, where I was then recruited to go to B97 in New Orleans. I did every shift possible on that station until I took a job to work with some guy nameg John Jay Van Es J at KKBQ in Houston. We were HORRIBLE, by the way J. So I moved back to New Orleans to work for Entercom?s WLTS/WEZB/WLMG  and to get in to the Programming/Music side of Radio. From there, I moved to the  ?other City of Sin? Las Vegas to do Midday?s and be the Music Director for Mix 94.1. About a year and a half later I was the Program Director of the station.

RI: Sounds like you were thrown into the fire
FRUGE:  I didn?t know what I was doing, but I was having a BLAST programming simply with passion for the music. We had one of the Top Performing Hot AC?s in the country and we did some amazing events because Vegas was the Entertainment Capitol of the World! After about 5 years in Vegas, Jerry McKenna (My current boss at CBS Las Vegas) recruited me to Program Alice (KALC) in Denver for Entercom. Exactly 1 Year Later I was Programming Star (KYSR) in Los Angeles. Fast forward to now and I will tell you that in the last 4 years, I have moved 4 times and Programmed KSCF in San Diego, KLLC in San Francisco, KMBX, and KXTE in Las Vegas and KZZO in Sacramento (sometimes 3 stations, in 3 different markets at one time, all for CBS Radio). I just recently moved back to Las Vegas to focus on my 2 stations here, take a breath and get a life. I am very lucky and CBS has been very supportive of my decision to settle into one market. I have amazing teams who make my job worth going  to every day.    

RI: Why have you succeeded?
FRUGE: I think it?s because I am driven. I try to focus and pin point what I want, then I go after it. I don?t pretend to have all the answers and I am not afraid to ask questions. I have three older brothers and a football coach for a father. My mother spent the better part of my childhood teaching me not to be afraid and that it was okay to want and achieve a career. I strive to be passionate, open minded and solution based and I understand what it means to play on a team. I surround myself with great people and have a strong desire to help make them successful. If they look good, I look good. I have amazing teams on both KMXB and KXTE and they have contributed immensely to my success. As have the teams I have worked with over the years. No matter what position you play, you can?t win alone and I am very fortunate that I have the teams and the tools in place to be successful.

RI: What do you love about radio the most?
FRUGE: Selfishly speaking, I love breaking new artists and developing and nurturing relationships with the artists. I love making a connection between the music and the audience. I love sitting in my car with the volume all the way up listening to my favorite song play on one of my stations. There is no feeling like it in the world. I also love when Mark and Mercedes and JC (KMXB) make me laugh, or when Dave and Mahoney and DK (KXTE) get me fired up because they are talking smack about my Saints. They are all seasoned pros and I love feeling them connect with the audience and watching them grow and succeed. I started in Morning radio and as much as I prefer being behind the scenes, I live vicariously through them and listening to both shows starts me off with a smile every day.

Any advice for the Radio Ink readers?
FRUGE: Put together a plan and believe you can achieve it. Understand that it won?t happen overnight, but if you take the right steps, build and nurture relationships and look at everything and everyone (good or bad) as a learning experience, you will eventually get there. Also, it?s important to understand that sometimes those goals will change. The one thing you will need to be is a ?Survivor.? This business changes so often, and so fast. The most important lesson you can learn is that most of it is not personal, it?s just business. So when you run into a road block, find another route. You will eventually get to your destination.

What mistakes can you help them avoid?
FRUGE: The three biggest mistakes to avoid in the business: Working in Denial, Letting your EGO get involved and Beating Yourself Up. You MUST learn to choose your battles wisely. We spend so much time fighting things we can?t control because we are in Denial. Take a step back and look at the situation. Is it a communication break down? Is there another option? Or a another way to make it work? Or is it something you just can?t control. If it?s a circumstance, move on and find another option. If it?s a person, agree to disagree and move on. Don?t let egos get involved. Most of the time exercising Ego will only blow up in your face or come back to haunt you. I am a big believer  in Karma and no one wants to work with an egomaniac. And the most Important mistake you should avoid, is beating yourself up. You have to give yourself a break and know when to say when. The people in this industry are a certain type. We beat ourselves up more than anyone else does. Own up to it if you screw up or if you are challenged, but give yourself a break when you need it and celebrate the wins when they come. If you don?t, you?ll wake up one day and ask yourself where your passion and your life went.

Congratulate Fruge for a job well done and representing radio so well HERE

(6/25/2012 5:57:28 PM)
Congtarulations, my daughter, I always knew you would suceed. As always,I am so proud and impressed with you. Hope to see you soon. Love Mom

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(MIW SPOTLIGHT) Clear Channel's Debbie Wagner

6-11-2012

Debbie Wagner never forgets about the people that helped her along the way. Today, she's a very successful Market Manager for Clear Channel in San Diego, the 17th largest radio market in America. Wagner is also one of Radio Ink's Most Influential Women for 2012. "It?s been a privilege to live and work in some special markets and I believe it?s our obligation to always give back and support the community that has given so much to us. What you give out always comes back." Here is more advice and insight from Wagner. The entire Most Influential Women in Radio list will be released June 18th. 

RI: What advice can you offer readers on how to succeed, to get to the top and reach their goals?
Wagner: Determine what position you would ultimately like to have and seek out a mentorship relationship with someone who has that position.  You can then build your plan on what experience and steps you need to take to get to your goal. Work hard, be professional, positive, honest, inquisitive and always go above and beyond.  Your work and presence should make a difference to your team. Actively seek out and take on new opportunities to learn and get known within your stations, company and market. 

Develop strong relationships and super serve your clients and listeners. They are key members of your team and business.   Appreciate and treat co-workers , especially your support team, with respect as they will always be an important part of your success. Be open to change so you can quickly adapt to our constantly evolving business and market.  Once in a leadership position, you need to effectively communicate your vision, set high expectations, hold the team accountable to goals and celebrate successes. You also can?t be afraid of making tough decisions regarding people, shows, formats or expenses in order to improve your business and results.

What mistakes can you help them avoid?
Take care of your reputation as it always precedes you. Avoid burning bridges- you never know who you will be working for or with in the future. Communicate your career goals to your managers and seek out their feedback on how you are progressing and areas to improve.  Actively pursue upcoming job openings which pertain to your goals and make sure to apply for the openings. Many people think that they will be recognized with advancement for their good work but you need to ask and actively pursue the opportunities you want. 

Why have you succeeded?
Over the years, I have had the honor to put together and work with some really talented mentors, managers, personalities and teams as well as great owners like Clear Channel.  Recruiting, hiring, maintaining and growing the best talent and matching their skills to the right position has been key to my being able to create successful, high performing teams and achieve and deliver results.  We all spend more time at work than at home so I have always strived to create a focused but positive and fun culture where people want to come.  Success is always earned as a team.

I never forget the quote by Althea Gibson:  ?No matter what accomplishments you make, somebody helped you.? Participating and giving back to the community by leading and serving on charitable and industry boards has also been a top focus. It?s been a privilege to live and work in some special markets and I believe it?s our obligation to always give back and support the community that has given so much to us. What you give out always comes back. 

Send a note of congratulations to Debbie directly: debbiewagner@clearchannel.com

Read our previous MIW spotlights:
Weezie Kramer of Entercom. "Being Average Doesn't Cut it."
Nancy Odney of Radio Fargo Moorehead. "Accountable Goals and a Detailed Plan."
Alene Grevy of Clear Channel Charleston. "You Can't Get to the Top Without Goals."
Alex Cameron of Emmis in New York. "Attitude is Everything."

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(MIW Spotlight) "Being Average Doesn't Cut it."

6-7-2012

"First, understand who you are, what you enjoy doing, and what you do best.  Be honest about it. Go deep on truly understanding your innate talents as well as limitations. Use Strengthfinders testing or available tools to help you better understand your core talent themes. Develop questions to ask potential employers in interviews that will help you understand if your talents are indeed a match for the position. This is a step that most people miss.  They are so focused on ?nailing? an interview that they forget to probe on what talents are really needed for the job. So many people ask lame questions or have none at all when it?s their turn to respond to ?do you have any questions for me??  Strong probing, intelligent or relevant questions about the role often tell me more about candidate than their answers."

"Secondly, the key to success is matching up your talents to roles that allow you to do what you do best every day.  The better the match the more effortless the job will be. People who find jobs that fit them are fully engaged and produce the best results.  As simple as it sounds, it?s the secret to success and growth. No one gets promoted if they have a negative attitude or don?t want to put in the extra effort necessary to stand out. Average does not cut it. It?s impossible to be average when you are passionate and enthusiastic about what you do.  Find the talent/role match up and you will be half way home."

"The second half of the advice is to keep learning every day.  Graduation does not mean stop reading or learning.  Spend at least thirty minutes a day reading something related to your field.  Our world keeps changing at ever faster speeds and I am amazed at how many people resist change vs. embracing it and learning all they can about where the business is headed. Network like crazy and knowledge share with as many people as you can.  Seek out mentors to help you navigate your career.  Many people who have ?made it? did so with help from others and are happy to return the favor."

"Finally, establish goals.  Random is not a plan.  Set your sights on near term goals that are next steps towards a bigger plan.  Early in your career it could be an economic goal, increased responsibility, or to master a new competency.  It helps if one is flexible and willing to leap at opportunities when they appear.  Meaning work late, move to a new city, or take on extra work for no immediate compensation.  Rewards will come for those who take the initiative when opportunity presents itself."

I am a big fan of mistakes.  I am just not a big fan of making the same mistake twice.  Mistakes are how we learn and grow.  No one is perfect.  If we don?t make mistakes it means we are not stretching ourselves or trying new things.  Someone once told me that problems and mistakes will always happen.  The measure of you is not that they do, but how you handle them when they happen.  To me, that?s admitting that a mistake was made.  Understanding why it happened and how it could be corrected.  And not making the same mistake twice.

"If success means loving your career and having energy and enthusiasm for it every day, then I have succeeded.  I have never been bored one day and I get to work with creative, smart, energetic people every day in a business that connects with over 93% of the population through local talent, compelling over the air, digital, social, and mobile content and delivers results for local advertisers and makes a difference in our communities.  What?s better than that?"

Congratulate Weezie Kramer directly at wkramer@entercom.com

(6/22/2012 6:26:21 PM)
Being average looking, honey, doesn't cut it either!
(6/9/2012 6:12:45 PM)
Entercom?...move on, might as well take advice from the postman...
(6/8/2012 2:24:27 PM)
Great advice from someone who practices it every day. Thanks for sharing, Weezie!
(6/8/2012 12:16:40 PM)
Spot on Weezie, great advice for anyone at anytime in their development. I had the good fortune to work with you at Westinghouse 20+ years ago, I knew you were a super star then and continue to be...
God Bless you and good luck going forward you are one of the few common sense people left in the broadcast business. I hope many people are listening to you.

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(MIW SPOTLIGHT) Alex Cameron of Emmis

Last night in New York City, the signature event for HOT 97, Summer Jam, was held in New Jersey at MetLife Stadium. A perfect opportunity for us to spotlight, Alex Cameron who runs the show for Emmis in the Big Apple. Emmis CEO Jeff Smulyan says of his New York market manager, "Alex is one of the most talented people I have met in the radio business. Whether its managing the constant change we have had in New York, overseeing our remarkable Summer Jam Concert', or being one of radio's most vibrant ambassadors to the advertising community, Alex has done a terrific job."

Cameron has been with Emmis for 10 years now. She started out in radio nearly 20 years ago, on the air.

RI: Why have you succeeded?
Cameron: Success is a relative term but I suppose my attitude and outlook have helped. Attitude is something I notice often hinders or helps people regardless of talent. Don?t expect it, earn it? and consider that a privilege. There are no shortcuts in life. If you want something worth having, it will require work. In my opinion, ?balance? is bull! It sounds good and a lot of people talk about it, coach it, and recommend balance, but I don?t know of any top performing athletes, entrepreneurs, entertainers, or really competitive professionals that actually have real balance in their lives.

I believe in striving to one day attain it because balance is something I believe to be a reward. Balance is earned at a certain point in life. To deliver a concentrated effort, great commitment, or perseverance at anything, generally requires sacrificing some balance. Any success I have had has partially come from determination and sacrifice. I?ve spent time and effort to learn something better, work smarter, work harder, work later, squeeze more out of a day, more out of a project, push others harder and myself hardest. My ?balance? happens in waves. I?m not a work-a-holic, I?m a work-a-luv-it, so I go go go until I can?t anymore. I live in a world of organized chaos which is where I thrive. When I need a break, I take a fabulous vacation or do something to get re-energized and re-inspired. I travel to a new country or try to conquer a new sport, or do something that intimidates me until it doesn?t anymore. Life is too short for balance right now. The world is very different today than when I started my career and I?m just as eager. But how I measure success has changed. I think knowing myself and how I?m wired, how I thrive, but understanding that?s individual and not universal is key. I try to learn and respect what works for you and works for me and to leverage the differences appropriately. Ultimately, I seek purpose and richness in my life which is heavily entrenched in loving what I do and the people I do it with.

What advice do you have for others trying to make it to the top like you have?
Cameron: Don?t try to do everything by yourself. Delegating the right assignment to the right talent is an art and good for both parties. I used to hoard work and projects because I only trusted myself to do them ?properly? -- my way LOL -- which was arrogant and a fast way to chronic burn out! We?re all really good at something and we all know someone who?s really good at something else.

Do the thing(s) you?re really good at and spread it, teach it, share it. Engage colleagues or staff in tasks they are really talented in. Whatever you are trying to achieve, the result of a big project or goal will likely be exponentially greater by involving others in the vision, execution, and celebration. Chances are it will also get done a lot faster, more efficiently, and people will appreciate the fact that you trusted them with being counted on and valued with the expertise to contribute.

You will harness the potential of others and your value will extend by being able to do so. Out of that old rule ?do, defer or delegate,? I?m a big proponent of doing myself and delegating the right projects. If it can be deferred, and it?s not worth delegating, it?s probably not worth doing at all! Don?t be a hoarder, or worry too much about buffering, real talent wants to be engaged, accomplish, and contribute. Learn to share the work, to share the love. Be brave. Be willing to take risks when you truly believe they are the right risks. Be prepared to be singularly accountable when they are not, be prepared to share the credit when they are."

Congratulate Alex Cameron directly for a job very well done. ACameron@emmisny.com

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(MIW SPOTLIGHT) CBS Las Vegas PD Charese Fruge

6-24-2012

Charese Fruge has been in the radio business for over 20 years. She's currently the Program Director of Mix 94.1 and X107.5 in Las Vegas and one of Radio Ink's Most Influential Women of 2012. Fruge's stellar career has been Charese has been the female station voice for KMXB in Las Vegas, Alice in San Francisco and Denver, Star in Los Angeles and Mix in Houston. She says, "I love making a connection between the music and the audience." Her advice to anyone looking to become a success in this business, "be a survivor." Here's more from one of radio's great programmers and one of Radio Ink's Most Influential Women.

RI: How did you wind up at the Mix in Vegas?
FRUGE: I started in promotions and did over nights in Southwest Louisiana at KSMB in Lafayette. My career path is very much like a roller coaster ride. It took me to Beaumont, Texas to do Mornings with Mark Landis at KIOI, then to Baton Rouge to do my own Morning Show at WFMF, where I was then recruited to go to B97 in New Orleans. I did every shift possible on that station until I took a job to work with some guy nameg John Jay Van Es J at KKBQ in Houston. We were HORRIBLE, by the way J. So I moved back to New Orleans to work for Entercom?s WLTS/WEZB/WLMG  and to get in to the Programming/Music side of Radio. From there, I moved to the  ?other City of Sin? Las Vegas to do Midday?s and be the Music Director for Mix 94.1. About a year and a half later I was the Program Director of the station.

RI: Sounds like you were thrown into the fire
FRUGE:  I didn?t know what I was doing, but I was having a BLAST programming simply with passion for the music. We had one of the Top Performing Hot AC?s in the country and we did some amazing events because Vegas was the Entertainment Capitol of the World! After about 5 years in Vegas, Jerry McKenna (My current boss at CBS Las Vegas) recruited me to Program Alice (KALC) in Denver for Entercom. Exactly 1 Year Later I was Programming Star (KYSR) in Los Angeles. Fast forward to now and I will tell you that in the last 4 years, I have moved 4 times and Programmed KSCF in San Diego, KLLC in San Francisco, KMBX, and KXTE in Las Vegas and KZZO in Sacramento (sometimes 3 stations, in 3 different markets at one time, all for CBS Radio). I just recently moved back to Las Vegas to focus on my 2 stations here, take a breath and get a life. I am very lucky and CBS has been very supportive of my decision to settle into one market. I have amazing teams who make my job worth going  to every day.    

RI: Why have you succeeded?
FRUGE: I think it?s because I am driven. I try to focus and pin point what I want, then I go after it. I don?t pretend to have all the answers and I am not afraid to ask questions. I have three older brothers and a football coach for a father. My mother spent the better part of my childhood teaching me not to be afraid and that it was okay to want and achieve a career. I strive to be passionate, open minded and solution based and I understand what it means to play on a team. I surround myself with great people and have a strong desire to help make them successful. If they look good, I look good. I have amazing teams on both KMXB and KXTE and they have contributed immensely to my success. As have the teams I have worked with over the years. No matter what position you play, you can?t win alone and I am very fortunate that I have the teams and the tools in place to be successful.

RI: What do you love about radio the most?
FRUGE: Selfishly speaking, I love breaking new artists and developing and nurturing relationships with the artists. I love making a connection between the music and the audience. I love sitting in my car with the volume all the way up listening to my favorite song play on one of my stations. There is no feeling like it in the world. I also love when Mark and Mercedes and JC (KMXB) make me laugh, or when Dave and Mahoney and DK (KXTE) get me fired up because they are talking smack about my Saints. They are all seasoned pros and I love feeling them connect with the audience and watching them grow and succeed. I started in Morning radio and as much as I prefer being behind the scenes, I live vicariously through them and listening to both shows starts me off with a smile every day.

Any advice for the Radio Ink readers?
FRUGE: Put together a plan and believe you can achieve it. Understand that it won?t happen overnight, but if you take the right steps, build and nurture relationships and look at everything and everyone (good or bad) as a learning experience, you will eventually get there. Also, it?s important to understand that sometimes those goals will change. The one thing you will need to be is a ?Survivor.? This business changes so often, and so fast. The most important lesson you can learn is that most of it is not personal, it?s just business. So when you run into a road block, find another route. You will eventually get to your destination.

What mistakes can you help them avoid?
FRUGE: The three biggest mistakes to avoid in the business: Working in Denial, Letting your EGO get involved and Beating Yourself Up. You MUST learn to choose your battles wisely. We spend so much time fighting things we can?t control because we are in Denial. Take a step back and look at the situation. Is it a communication break down? Is there another option? Or a another way to make it work? Or is it something you just can?t control. If it?s a circumstance, move on and find another option. If it?s a person, agree to disagree and move on. Don?t let egos get involved. Most of the time exercising Ego will only blow up in your face or come back to haunt you. I am a big believer  in Karma and no one wants to work with an egomaniac. And the most Important mistake you should avoid, is beating yourself up. You have to give yourself a break and know when to say when. The people in this industry are a certain type. We beat ourselves up more than anyone else does. Own up to it if you screw up or if you are challenged, but give yourself a break when you need it and celebrate the wins when they come. If you don?t, you?ll wake up one day and ask yourself where your passion and your life went.

Congratulate Fruge for a job well done and representing radio so well HERE

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(MIW SPOTLIGHT) Clear Channel's Debbie Wagner

6-11-2012

Debbie Wagner never forgets about the people that helped her along the way. Today, she's a very successful Market Manager for Clear Channel in San Diego, the 17th largest radio market in America. Wagner is also one of Radio Ink's Most Influential Women for 2012. "It?s been a privilege to live and work in some special markets and I believe it?s our obligation to always give back and support the community that has given so much to us. What you give out always comes back." Here is more advice and insight from Wagner. The entire Most Influential Women in Radio list will be released June 18th. 

RI: What advice can you offer readers on how to succeed, to get to the top and reach their goals?
Wagner: Determine what position you would ultimately like to have and seek out a mentorship relationship with someone who has that position.  You can then build your plan on what experience and steps you need to take to get to your goal. Work hard, be professional, positive, honest, inquisitive and always go above and beyond.  Your work and presence should make a difference to your team. Actively seek out and take on new opportunities to learn and get known within your stations, company and market. 

Develop strong relationships and super serve your clients and listeners. They are key members of your team and business.   Appreciate and treat co-workers , especially your support team, with respect as they will always be an important part of your success. Be open to change so you can quickly adapt to our constantly evolving business and market.  Once in a leadership position, you need to effectively communicate your vision, set high expectations, hold the team accountable to goals and celebrate successes. You also can?t be afraid of making tough decisions regarding people, shows, formats or expenses in order to improve your business and results.

What mistakes can you help them avoid?
Take care of your reputation as it always precedes you. Avoid burning bridges- you never know who you will be working for or with in the future. Communicate your career goals to your managers and seek out their feedback on how you are progressing and areas to improve.  Actively pursue upcoming job openings which pertain to your goals and make sure to apply for the openings. Many people think that they will be recognized with advancement for their good work but you need to ask and actively pursue the opportunities you want. 

Why have you succeeded?
Over the years, I have had the honor to put together and work with some really talented mentors, managers, personalities and teams as well as great owners like Clear Channel.  Recruiting, hiring, maintaining and growing the best talent and matching their skills to the right position has been key to my being able to create successful, high performing teams and achieve and deliver results.  We all spend more time at work than at home so I have always strived to create a focused but positive and fun culture where people want to come.  Success is always earned as a team.

I never forget the quote by Althea Gibson:  ?No matter what accomplishments you make, somebody helped you.? Participating and giving back to the community by leading and serving on charitable and industry boards has also been a top focus. It?s been a privilege to live and work in some special markets and I believe it?s our obligation to always give back and support the community that has given so much to us. What you give out always comes back. 

Send a note of congratulations to Debbie directly: debbiewagner@clearchannel.com

Read our previous MIW spotlights:
Weezie Kramer of Entercom. "Being Average Doesn't Cut it."
Nancy Odney of Radio Fargo Moorehead. "Accountable Goals and a Detailed Plan."
Alene Grevy of Clear Channel Charleston. "You Can't Get to the Top Without Goals."
Alex Cameron of Emmis in New York. "Attitude is Everything."

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(MIW Spotlight) "Being Average Doesn't Cut it."

6-7-2012

"First, understand who you are, what you enjoy doing, and what you do best.  Be honest about it. Go deep on truly understanding your innate talents as well as limitations. Use Strengthfinders testing or available tools to help you better understand your core talent themes. Develop questions to ask potential employers in interviews that will help you understand if your talents are indeed a match for the position. This is a step that most people miss.  They are so focused on ?nailing? an interview that they forget to probe on what talents are really needed for the job. So many people ask lame questions or have none at all when it?s their turn to respond to ?do you have any questions for me??  Strong probing, intelligent or relevant questions about the role often tell me more about candidate than their answers."

"Secondly, the key to success is matching up your talents to roles that allow you to do what you do best every day.  The better the match the more effortless the job will be. People who find jobs that fit them are fully engaged and produce the best results.  As simple as it sounds, it?s the secret to success and growth. No one gets promoted if they have a negative attitude or don?t want to put in the extra effort necessary to stand out. Average does not cut it. It?s impossible to be average when you are passionate and enthusiastic about what you do.  Find the talent/role match up and you will be half way home."

"The second half of the advice is to keep learning every day.  Graduation does not mean stop reading or learning.  Spend at least thirty minutes a day reading something related to your field.  Our world keeps changing at ever faster speeds and I am amazed at how many people resist change vs. embracing it and learning all they can about where the business is headed. Network like crazy and knowledge share with as many people as you can.  Seek out mentors to help you navigate your career.  Many people who have ?made it? did so with help from others and are happy to return the favor."

"Finally, establish goals.  Random is not a plan.  Set your sights on near term goals that are next steps towards a bigger plan.  Early in your career it could be an economic goal, increased responsibility, or to master a new competency.  It helps if one is flexible and willing to leap at opportunities when they appear.  Meaning work late, move to a new city, or take on extra work for no immediate compensation.  Rewards will come for those who take the initiative when opportunity presents itself."

I am a big fan of mistakes.  I am just not a big fan of making the same mistake twice.  Mistakes are how we learn and grow.  No one is perfect.  If we don?t make mistakes it means we are not stretching ourselves or trying new things.  Someone once told me that problems and mistakes will always happen.  The measure of you is not that they do, but how you handle them when they happen.  To me, that?s admitting that a mistake was made.  Understanding why it happened and how it could be corrected.  And not making the same mistake twice.

"If success means loving your career and having energy and enthusiasm for it every day, then I have succeeded.  I have never been bored one day and I get to work with creative, smart, energetic people every day in a business that connects with over 93% of the population through local talent, compelling over the air, digital, social, and mobile content and delivers results for local advertisers and makes a difference in our communities.  What?s better than that?"

Congratulate Weezie Kramer directly at wkramer@entercom.com

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(MIW SPOTLIGHT) Alex Cameron of Emmis

Last night in New York City, the signature event for HOT 97, Summer Jam, was held in New Jersey at MetLife Stadium. A perfect opportunity for us to spotlight, Alex Cameron who runs the show for Emmis in the Big Apple. Emmis CEO Jeff Smulyan says of his New York market manager, "Alex is one of the most talented people I have met in the radio business. Whether its managing the constant change we have had in New York, overseeing our remarkable Summer Jam Concert', or being one of radio's most vibrant ambassadors to the advertising community, Alex has done a terrific job."

Cameron has been with Emmis for 10 years now. She started out in radio nearly 20 years ago, on the air.

RI: Why have you succeeded?
Cameron: Success is a relative term but I suppose my attitude and outlook have helped. Attitude is something I notice often hinders or helps people regardless of talent. Don?t expect it, earn it? and consider that a privilege. There are no shortcuts in life. If you want something worth having, it will require work. In my opinion, ?balance? is bull! It sounds good and a lot of people talk about it, coach it, and recommend balance, but I don?t know of any top performing athletes, entrepreneurs, entertainers, or really competitive professionals that actually have real balance in their lives.

I believe in striving to one day attain it because balance is something I believe to be a reward. Balance is earned at a certain point in life. To deliver a concentrated effort, great commitment, or perseverance at anything, generally requires sacrificing some balance. Any success I have had has partially come from determination and sacrifice. I?ve spent time and effort to learn something better, work smarter, work harder, work later, squeeze more out of a day, more out of a project, push others harder and myself hardest. My ?balance? happens in waves. I?m not a work-a-holic, I?m a work-a-luv-it, so I go go go until I can?t anymore. I live in a world of organized chaos which is where I thrive. When I need a break, I take a fabulous vacation or do something to get re-energized and re-inspired. I travel to a new country or try to conquer a new sport, or do something that intimidates me until it doesn?t anymore. Life is too short for balance right now. The world is very different today than when I started my career and I?m just as eager. But how I measure success has changed. I think knowing myself and how I?m wired, how I thrive, but understanding that?s individual and not universal is key. I try to learn and respect what works for you and works for me and to leverage the differences appropriately. Ultimately, I seek purpose and richness in my life which is heavily entrenched in loving what I do and the people I do it with.

What advice do you have for others trying to make it to the top like you have?
Cameron: Don?t try to do everything by yourself. Delegating the right assignment to the right talent is an art and good for both parties. I used to hoard work and projects because I only trusted myself to do them ?properly? -- my way LOL -- which was arrogant and a fast way to chronic burn out! We?re all really good at something and we all know someone who?s really good at something else.

Do the thing(s) you?re really good at and spread it, teach it, share it. Engage colleagues or staff in tasks they are really talented in. Whatever you are trying to achieve, the result of a big project or goal will likely be exponentially greater by involving others in the vision, execution, and celebration. Chances are it will also get done a lot faster, more efficiently, and people will appreciate the fact that you trusted them with being counted on and valued with the expertise to contribute.

You will harness the potential of others and your value will extend by being able to do so. Out of that old rule ?do, defer or delegate,? I?m a big proponent of doing myself and delegating the right projects. If it can be deferred, and it?s not worth delegating, it?s probably not worth doing at all! Don?t be a hoarder, or worry too much about buffering, real talent wants to be engaged, accomplish, and contribute. Learn to share the work, to share the love. Be brave. Be willing to take risks when you truly believe they are the right risks. Be prepared to be singularly accountable when they are not, be prepared to share the credit when they are."

Congratulate Alex Cameron directly for a job very well done. ACameron@emmisny.com

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(MIW SPOTLIGHT) Nancy Odney

6-1-2012

Why have you been successful in Radio?
I love what I do and I love the industry. I consider myself an open- minded student who embraces change. I?m a student of marketing, advertising and business. I follow and study business trends and often find myself leading the media trends in our markets.

I focus on delivering results through integrated marketing solutions. This is not simply buzzword bingo; I embrace new revenue opportunities not only through our over-the-air platforms but also through our digital media applications that include platform specific mobile apps. I believe in and have a learning culture in place that makes it easy to disseminate information and knowledge across our entire team. My first sales seminar was with Dave Gifford and I still use his sales system today.

I have goals that are accountable and detailed in my annual plan. The simplified version of this plan is to grow our business above the growth in the market.  While I am a performance driven, results oriented leader, it is my commitment to service coupled with a strong work ethic that binds the business relationships that ultimately result in success.

I?ve always had one additional personal goal for myself and that is to truly make a difference for our clients. I believe that true success in our industry occurs only when our clients win. I love radio and loved the radio stations I?ve been associated with and believe my success is a result of the great people I?ve had the privilege of working with. 

What advice can you offer readers on how to reach their goals:
In my opinion success is a byproduct of effective leadership. Leadership as I define it is the art of successfully influencing others in a way that helps you accomplish your goals. By placing an emphasis on the team the path then becomes clear. You?ll need to attract the best & brightest for each and every department. Taking the time to understand what motivates each individual makes it easier to determine if they will fit within the company?s winning culture. Establishing a winning culture is a matter of having the right balance of business & creative systems that are motivating, fun and rewarding to the entire team.

This winning culture type of environment coupled with the willingness to roll-up your sleeves to get the job done tends to inspire and motivate team members, allowing them to step closer toward their own personal goals as well as empower their drive.

Do your due diligence. Get out there, find & attract the best programming, sales consultants and on-air talent. Implement systems that are fun & motivating.  Give your team the tools they need to succeed, remove obstacles and listen to their ideas.  Respect your team members, and provide the mission & the vision. Remember that values are expressed everyday in the way the company makes decisions.  Challenge the how and why of what you do and your business plan continuously.

It is important to understand that our strength is localism, so do local better than any other media in the market.  Identify your company?s position and differentiators. We are widely known and accepted as the media company that helps build brands in our markets.

You can solidify your business relationships while you build competitive barriers by delivering clear and effective reporting, entertaining your audience, delivering new customers to your clients and making a commitment to public service. Remember when you help others to get results; reaching your goals will be that much easier.  

Keep an emphasis on the fact that our stations and corresponding interactive platforms are brands. Have an action plan in place that allows you to extend these brands by making them ?Active Brands?. An active brand reaches out to customers across all available digital platforms. It is important to have the ability to deliver our content & customer message to our audience when and where they want it. 

Love what you do and love the industry. Taking the time to put these various components in place will transform your solid business plan into a game changer type of business plan.

What mistakes can you help your broadcasters avoid?
I believe that challenges create opportunity. The key is to have an open channel of communications. Clear and effective communications allows you to keep the team informed. This is a priority that should not be overlooked. Keeping the team informed helps sustain moral, it allows team members to have a sense of ownership over the projects & tasks while helping them understand that they in fact are valuable contributors toward the overall winning culture and success.

It is also important to teach all team members to close the loops by sharing success, project status and/or project completion information. Information sharing minimizes the need to track down information saving time and money while increasing productivity. I would also suggest that everyone from the front desk to the on-air personality should find a way to quickly adapt and embrace new technologies.

Reach out to Nancy to congratulate her for being one of Radio's Most Influential Women:
NancyOdney@radiofargomoorhead.com

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MIW Spotlight Sheila Kirby SR. VP R.A.B.

July 11, 2011

Sheila Kirby is Senior Vice President for Professional Development at the Radio Advertising Bureau and one of Radio's Most Influential Women. When you run into Kirby at an industry event she's the poster woman for happy and positive. Her enthusiasm for the radio industry is contagious and is really perfect when working for an organization always trying to motivate people to succeed. Kirby says it comes from her willingness to commit her time and energy to excel. "I always try to pay it forward by offering coaching and support to others starting out in our business.  My driving force continues to be the knowledge that anything is possible and with hard work, coupled with insatiable curiosity, comes opportunity!"

Kirby says she was able to find great role models and coaches early on in her career. "People who invested in my education and development.  Lisa Morrison, Weezie Kramer, Jake Karger, along with many others, showed me that anything is possible. Radio is an extraordinary business that changes from moment to moment.  The technological advancement and adoption of new channels of distribution offers endless connection points for consumers and clients.   I am motivated by the unknown, what?s next and the ability our industry has to make meaningful connections that resonate.

Kirby says her career path to radio always followed the sales promotion and marketing side of advertising. "I started working for an independent television company out of college. My job included signing Chicago-area hotels, restaurants and entertainment venues with weekly highlights and consumer specials (deals).  This led to an opportunity to start the first on-air deals program for Westinghouse Broadcasting.  We built and offered the ?Deal of the Day? to increase time spent listening and engaging with listeners and advertisers across Westinghouse Markets.  It?s interesting that the ?DEAL SPACE? is all the rage and conversation today and we began this program from Westinghouse in 1982."

"The opportunity to build out the Non-Traditional Revenue Department for Westinghouse became available when Dick Harris hired Lisa Morrison (founder of Morrison and Abraham) to consult with Westinghouse stations across the U.S.  I eventually went to work for Lisa and purchased the company in 1994.  Our largest client at the time was Infinity Radio, owned and operated by Mel Karmizan. Mel asked Michael Weiss, President of his national rep firm, to meet with me and discuss the business model.  This then led to a wonderful meeting with Ralph Guild, Founder and Chairman of Interep.  Although I was not looking to sell Morrison and Abraham, Ralph was like-minded, believed in new business development and my partners and I agreed that back-end infrastructure would allow for accelerated growth.  I eventually became President of Strategic Sales for Interep and moved into the national space working on behalf of Interep clients and rep firms to create integrated solutions for advertisers and agencies."

"Through Interep, I joined the Board of Directors of the Radio Advertising Bureau and was able to work closely with Jeff Haley and the amazing RAB staff on projects and directives for the radio industry including chairing the RAB Radio Show.  I was then approached by Randy Michaels, CEO of  Tribune, to join the company and build-out out a national cross platform Strategic Sales Department for Tribune. Becoming SVP of Strategic Sales for  Tribune allowed for depth of product ? TV, Newspaper, Radio and Digital Sales. The path to the RAB was an easy decision as a Board member. I joined the RAB in February as SVP of Professional Development when given the opportunity to work with Jeff Haley and team to elevate training and partnerships with broadcasters."

Kirby is very upbeat about radio's chances to grow revenue share. "Heck Yeah!  Audio and interactive channels are robust. Audio interactive and integration are the one -two punch for advertisers and agencies to build engagement, loyalty and revenue. There is no better time than now for radio to capture a larger share of the marketing spend.  We are building out amazing online, in-person and on-demand training for radio sellers and managers and it is exciting to see the growth and launch of our products like CDMC2.0 ? the next generation of interactive training."

One of Kirby's goals is to help sales manager's in radio become more successful. "The hardest job in a radio station is that of the Sales Manager. Managers are time starved and have to be 1,000 steps ahead of their staffs, technology and client needs and solutions.  Our goal, and my personal mission for the RAB Professional Development Team, is to implement training and certification for all sellers and MANAGERS working in radio.  The RAB offers robust training and certification as do many great training companies?get trained by the RAB or others; get certified from the RAB and GET RESULTS.  We can and will be the only industry where all sellers and managers are certified to represent our mediums.  Powerful and exciting."

Reach out to Sheila Kirby at and congratulate her as one of Radio's most influential women of 2011. 

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MIW Spotlight - Dial-Global's Eileen Decker

June 23, 2011

The 2011 Radio Ink Most Influential Women in Radio issue is now out and its packed with stories and features from women who are having great success in all aspects of radio. Eileen Decker is one of those women. Decker is the President of Sales for Dial-Global. Dial-Global offers formats, prep, programming, jingles & imaging as well as national advertising sales representation in some form to over 6,000 stations. Decker's responsibilities run deep at Dial. She has 35 people reporting to her and is responsible for Dial's ad sales revenue goals, ad sales representation and revenue for 70 producer partners. She also evaluates potential new business opportunities to grow the Dial-Global footprint in the marketplace and evaluates new processes and technologies to improve business and maintain and grow both current and potential client relationships. Sounds like a very busy day. Today's MIW spotlight is on Eileen Decker.

What's the day like for Eileen Decker? 

Hectic , but in a very good way.  I have a 2 hour commute so I use that time to read all daily trades before getting into the office.  I'm involved in all the day to day aspects and details of sales so that's non-stop communicating with various departments, Sales, Research, Traffic and Marketing. Weekly, sometimes daily management strategy sessions take place to keep up with demands and opportunities that present themselves and make sense for the continued growth of our company.

How have you gotten to this point in your career, where you have the kind of impact to influence others. What were the driving forces to get you here? 
I?m very fortunate to have worked for and beside many women over the years who were leaders in their field and I incorporated the lessons I learned from them along with my own style and ideals to come up with what I believe is a winning combination. The driving forces are my desire to be the best I can be at everything I do and have fun along the way.

Did you ever think you were going to be doing what you are doing?  

No, not to the level I am currently at.  I started at JWT, moved into the spot department negotiating both local TV and Radio but found myself more passionate about radio and then discovered the world of Network Radio working at DMM with clients like General Motors and AB.  David Landau gave me my first sales job at USRN in the '80, we were eventually bought by WW1, David and I parted until the purchase of Global Media where I

was NY Sales Manager and the rest of my career advancements have been achieved with the support of the management of Dial Global.

Your company has been on quite a role. In your time there, describe what that has been like. 

There is an energy and common goal unlike any other place I've worked.  The management cares as much about the employees as they do about the business. Every person has a role in our successes and are acknowledged and rewarded for their contribution.

What accomplishments in the future would you like to achieve, both personally and professionally? 

Professionally - to make a difference in the lives of the people I work with, provide leadership and be a role model to those just beginning their career in radio. Personally - enjoy the love and respect of my Father, sisters, children, grandchildren and great-grandchildren and extended family for many, many years to come.

How do you balance work and personal?

I'm very fortunate to have a husband and family that are supportive and respectful of my professional responsibilities and work for people who are supportive and respective of my personal responsibilities. 

What do you do to constantly improve yourself? 

Mainly listen - there are many lessons to be learned from those around me - some lessons learned are what not to do and other lessons of betterment are learned.  I'm always open to new and different ideas and stay aware and investigate new and emerging aspects of everything around me. 

What book are you reading now?

SEAL Team Six

Congratulate Eileen Decker HERE for being one of Radio's Most Influential Women.

To read more from the 2011 Most Influential Women in Radio subscribe to Radio Ink Magazine by clicking here or calling 561-655-8778

(6/24/2011 8:54:17 AM)
Eileen is incredibly deserving of this award. She is uniquely talented and clearly one of the hardest working women in broadcasting. One of Eileens best traits that was overlooked is her ever present sense of humor. She is a very funny lady. Eileen congratulations, i am honored to have been your colleague and client. You are amazing. Cris

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