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10 Questions with ... Tama Fulton
March 15, 2016
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BRIEF CAREER SYNOPSIS:
BA in Broadcast Journalism from Arizona State University, with nearly two decades of on-air experience, along with consulting, public affairs, news, digital content writing, blogging, and now co-hosting and producing a podcast!
1. First off, what is a "True North Story"? What does "True North" mean to you?
The North Star is a guiding light for adventurers and explorers, because it stays above the horizon in the sky in exactly the same place all year round. So “True North” for me is my life’s purpose. What I feel I’m supposed to do. But it took a little while for me to find it. I think it does for most folks. And that’s where the “Story” part comes in. The “True North Story” is the journey to find my purpose.
2. How did the idea for this show come about, and why did you, someone who's been a radio host for several years, decide to do it as a podcast?
The idea came in a conversation with my co-host, who is a friend from childhood! John and I were neighbors in Chicago. We met when I was 5 and he was 3! Many years later, we reconnected, and shared what had happened to us in those in-between years, before we had found our True North. The stories John and I shared with each other were filled with laughter and tears, challenges and triumphs. We thought, what if people who had discovered their True North could share their True North Stories with others? We could provide inspiration, motivation, encouragement and hope to those who feel they are still looking for their True North.
3. The show is relatively new; what have you learned so far about making podcasts? What has the response been, and what, if any, surprises have you encountered?
I realized I had to learn a whole lot! Podcasting is different from traditional radio in many ways. The audience is different. It’s not about sound bites or succinct talking points. It’s all about engagement and interactivity, with your co-host, guests, and your audience. We have deep and meaningful discussions, and laugh a lot, too! The support we have received has been overwhelming. From industry professionals, podcast coaches, and other podcasters, we’ve been warmly received into this podcast universe with lots of helpful advice and positive feedback. One surprise we have encountered is that the analytics behind podcasting is not yet an exact science. The PPM in traditional radio has been able to pinpoint exposures in a very precise way. Not so with podcasts. So monetizing a podcast and finding sponsorship is a bit of a challenge.
4. Spoken word radio has thrived on conflict and, to some extent, hostility; your show is in an inspirational, positive mode. Do you think something as positive and non-confrontational as what you're doing could have a place in traditional talk radio? Why do you think that broadcast talk radio has shied away from this kind of content?
Interesting question! As a journalist who worked in radio news, I understand how to put together a newscast. And by and large, it is tragic and unsettling news, followed at the end by a feature or “feel good” story. And with talk radio, it’s the controversial stories that titillate and sometimes provoke the listeners.
However, just this week, Facebook announced that it is looking to hire a reporter dedicated to writing positive, uplifting stories for its platform. (That tells me that people are looking for good news! Our True North Story podcast is about giving people hope and encouragement, but the stories are also filled with struggles that we all have – health and career and finances. In the end, however, it’s about discovering who you are. If you are willing to be vulnerable, and share your True North Story over the airwaves, I think you could have a relatable and engaging show for talk.
5. I'd like to get your perspective as someone who's doing podcasts, who's been on the air and behind the scenes at traditional radio, who's been a consultant and written for and about radio, on the state of the industry: What do you foresee as the future for broadcast radio? What do you think the industry needs to do to remain viable in the face of competition from digital -- and what do you think the business will look like in a decade?
Traditional radio is continually churning. Formats change, day parts, more music in an hour or less, where to place commercials and how many in an hour, all driven by data and ratings.
We had an interesting “True North Story” podcast recently with Bruce Pavitt, the founder of SubPop records, and Adam Farish, a music producer. They have come up with an interesting new technology called 8 Stem, which will allow people to interact with music in a whole new way. And they talked about living right now in the Age of Disruption. Things are being deconstructed and reinvented, from taxi service to marketing campaigns to music.
I think to remain relevant, radio needs to embrace both disruption and engagement. It’s going to be more about the audience’s experience with radio than their exposure to it. Perhaps it’s a virtual experience, where the audience can be a part of a radio sponsored live event or show. Perhaps it’s engaging in Skype calls with the morning show, that are streamed in real time on the station’s website. Maybe it’s an app where the audience can play on a simulated audio board, a virtual DJ at their favorite station. Interactivity will be key for radio to stay viable in the next decade.
6. Speaking of inspiration, who in the broadcast and podcast industries have been your inspirations, mentors, and/or influences?
I graduated from the Walter Cronkite School of Journalism at Arizona State, and I had the honor of sitting down with Mr. Cronkite at the school to talk with him. His candor, professionalism and love of broadcasting confirmed for me that it was a profession worth pursuing. Seattle radio legend Ichabod Caine took a personal interest in mentoring me, and for that I will always be grateful. Adam Carolla is a podcasting genius. His own podcast has turned into a network, with an enormous following. He’s inspiring to me.
7. Of what are you most proud?
My two children are my song and my reason. I tell people all the time I don’t deserve them. They have grown into incredible human beings and of them I could not be more proud.
8. If you could interview anyone -- living or dead -- about their "True North" story, who would it be and what would you want to ask him or her?
I would love to sit down with F. Scott Fitzgerald. He dropped out of college, struggled with alcoholism, and his biggest (and perhaps only) success was his literary work The Great Gatsby, which received the most attention after his death in 1940. I’d want to know what he thought his True North had been, and if he would have ever thought his greatest masterpiece would have been as well received as it was.
9. Fill in the blank: I can't make it through the day without ________ _______.
… coffee.
10. What's the best advice you ever got? The worst?
My father, who turns 80 this month, was an incredible salesman. As a little girl, I watched him put Earl Nightingale records on the stereo, and listened intently as he quoted me passages from Dale Carnegie’s “How to Win Friends and Influence People.” The best piece of advice I ever got came from my father. He told me people love to talk about themselves. And so you need to ask others questions about themselves. That has helped me tremendously with my interviewing skills, but it’s also helped me to become a curious person, who finds other people and their stories fascinating. And I’ve learned to talk less about myself. And focus more on others.
The worst advice I ever got was from my first grade teacher, who told me I needed to stop daydreaming. Daydreaming is what brought about "True North Story" in the first place. So glad I did not listen.
The True North Story Facebook page is at www.facebook.com/truenorthstory; Instagram: true_north_story; Twitter: @truenorthstory; Website www.truenorthstory.com.
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