10 Questions with ... Logan
April 25, 2011
BRIEF CAREER SYNOPSIS:
WHTZ (Z100)/New York City 1993-96, WKSS/Hartford 1996-99, WUBT/Chicago 1999-2000, WIOQ (Q102)/Philly 2000-2004, KDMX/Dallas 2004-2006, WISX-Philly 2006-present.
1) Is Arbitron's Personal People Meter (PPM) currently available in your market, or in a neighboring market? What are your thoughts on this new ratings technology?
Yes. We were one of the first markets to battle the sometimes perceived randomness of this technology. PPM is still about ENTERTAINING your core listener, keeping the music flowing, and maximizing listener occasions via efficient imaging, and talent. . Tactics and strategies should all be directed toward understanding that PPM is reality, not the recall of the listener.
2) How are you using social media to market your radio station?
In PPM, Branding is still key, so any non-traditional outlet to market and interact with a potential pool of current and future PPM holders is vital. Both ON-AIR and ONLINE should conjunctively support the Image of the station.
Digitally, it's all about "uniques," Facebook, Twitter, and off-siting to fan sites serves as the primary pipeline to increasing the number of unique visitors to station sites.
3) How can radio capitalize on digital ad revenues while competing with services like Groupon, and other social media?
Recently released studies suggest that traditional media spots are more effective in building online business than ads scattered across these social platforms. (All Access 3.31.11)
4) What can we be doing with our station web sites to better our stations as a whole?
Content must reflect the lifestyle, attitude, and image of station. I've seen too many sites that do not mirror their targeted demo, sending out inconsistent messages to an already confused, over-hyped, and overly targeted and fatigued consumer. Simplify the look, the message, and the layout please!
5) Do new technologies like on demand music, videos, TV, streaming, and mobile smart phone apps enhance consumer's interest in traditional media such as radio, the CD, or even the MP3 player? Or are these new technologies replacing traditional media?
No spin zone here. I'm a realist. They compete, and fragment the audience, making the task ever more difficult.
6) Who do you consider your radio mentors?
Steve Kingston. He's tough, effective and non traditional. He once said to me. "You talk in sound-bytes... that's good." He was ahead of his time in terms of understanding the need for short bursts of entertainment, the art of de-clutter, and laser targeting the brand and message to the listener. He was PPM friendly before PPM!
7) What is the one truth that has held constant in your career?
Become a chameleon, adapt and acquire new skill sets. Also, be entertaining and play the hits!
8) If you are currently a Music Director, or on-air talent, do you have an interest in one day becoming a Program Director?
Yes, I've obtained a vast new knowledge of Programming under OM/PD Brian Check. Being one of the first PPM markets, we learned fast, immersed ourselves in new data, research software, and we understand the need to integrate digital promotions into programming.
9) Besides your own, what format would you like to program and why?
As an on-ar talent, I've done Top 40, Hot AC, Rhythmic AC, Jamming Oldies, and New Rock. I'd excel in the Country or Oldies/Classic Hits formats because of the lifestyle, demo, and these listeners are truly passionate fans of the music, and the station. Given my nature, it would be enjoyable to program to "passion".
10) What do you consider the key to your success?
Jay Beau Jones, PD at WBMX/Boston said it best, "He's the king of reinvention, knows how to acquire new skills, and adapt to the changing times."