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10 Questions with ... Maynard
May 17, 2022
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BRIEF CAREER SYNOPSIS:
I was a slow starter. 2 years as an intern, 4 years part-time promotions/board op at Top 40 KQKQ (Sweet 98)/Omaha until Tommy Austin came in and promoted me to full time overnights. Shortly after that, made the move to Eugene, Oregon to do imaging/nights and hang banners for 104.7 KDUK (Thank you Val Steele). Snagged a couple weekend shifts in Portland on KKRZ (Z100), which in 6 short months not only led to me exceeding 2 years of lease miles, but also earned a transfer to our Portland cluster for Nights/APD/MD. (Thanks to Michael Haze R.I.P). Next hopped over to Spokane to cut my teeth as a PD for 2 stations, Hot AC KZZU/Top 40/R KEZE. (Ken Hopkins for president) From there, moved to Seattle for the next 6 years, where I eventually went on to program 2 stations directly (Modern AC and Rhy AC) and oversee programming for the cluster. Eventually we flipped the RHY AC to what is today, Top 40 KQMV (Thank you Mark Kaye). Nearly 8 years ago, joined iHeartMedia based out of NYC as EVP Programming Strategy. I then transitioned into my current role as a divisional lead for over 20 markets, helping to create programming plans and strategies to grow both ratings and revenue.
1. How would you describe your first radio gig?
Constant and never-ending FOMO. Was an intern/part-timer for 4 years, but once I got a taste of it, it was all I could think about. I’ll never forget the feeling of pushing that first sweeper with the speakers blaring, when Jay Towers put me up on the elevating platform in the (at the time) industry famous downtown Omaha studios of KQKQ. Only issue was I had to finish college, and had to figure out how to make a living, ‘cause working for free concert tickets wasn’t putting food on the table.
2. What led you to a career in radio?
Had never thought about doing radio…then one day my mom told me to do something productive to fill my time, ‘that maybe I should apply for a job at a TV or radio station.’ Ironically, on the same day, some random guy in a truck pulled up next to my car and threw a flyer in my window that said, ‘new radio station launching - looking to hire part- timers.’ I applied that day.
3. You’re close to 2 years in to bringing Jubal back to the Seattle market for mornings. How has that been going and how does The Jubal Show lay the foundation for the rest of Kiss’ broadcast day?
The results speak for themselves; the show took a station that hadn’t been top 10 cume for years and literally took it top 3 18-49 overnight. For nearly 2 years, The Jubal Show has run a full show till 11am. It has not only helped to drive growth in am drive, but middays as well. Fortunately, there is a strong line up of talent throughout the day to compliment the morning show, with Frankie V, Zann, and EJ, all of which are extremely creative and gifted in the art of communication.
4. 7 years ago you were promoted to Executive VP/National Programming Strategy. What is it like for you to be one iHeart’s strategic leaders?
Humbled. Pinch me moments all the time. Unbelievably grateful. And learning faster than my brain can comprehend. The first time I was on an email with a group of (insert awesome name dropped programmers here), I literally printed it out and hung it on my wall. I also took a picture and sent it to every person that had helped me get to that point. EVPP Gene Romano, say’s, ‘Don’t forget, we work for the markets,’ not the other way around. When I approach the job with that attitude, things go well. When I don’t, well you can guess what happens there.
5. How have your national duties evolved since 2015?
I’m focused on more ways to create and distribute content to consumers regardless of platform. Also, the more that is on our plate, the more important it is to make sure that we are measuring output and verifying what we think is happening, is actually happening. From a macro view, revenue has continued to be a focus and where there used to be a clear line between Programming and Sales, today there isn’t even a blurred line. We work hand in hand.
6. How did navigating the pandemic make you a better programmer and manager?
Don’t know if I’m better, but it has made me a different programmer. Growing cume through viral marketing and constant ideation has been a focus. Understanding changing behavior and how to adapt to it. Also, an even greater appreciation for our talent, that even when people were not getting in their cars, listeners were asking for them on their smart speaker. From a managerial standpoint, increased focus on strategies to keep our teams connected, while helping to foster creativity that used to happen in the hallways, that was suddenly gone.
7. We hear/read a lot about reaching younger listeners—are you finding that there are young adults (coming out of college or broadcasting school or whatever) who see radio as a viable career choice? Are we on their radar?
Most of the great one’s didn’t get into radio for the money or because it was a “viable career choice.” It’s what it did to us, the lifestyle, how it makes us feel, being a trendsetter. Whether it’s the artists, the music, or the power of standing behind a control board and connecting with thousands, sometimes millions. Those people are still out there, and for me personally, it’s an area of focus. Sometimes we find them, sometimes they find us. But there are a few young programmers and content creators who have come into my life this past year that I couldn’t be more excited about.
8. What is the one truth that has held constant throughout your career?
The world is always changing and we can either adapt or be left behind.
9. What was your favorite station(s) to listen to when you were a kid? Jock(s)?
I grew up in LA. KIIS FM and KROQ were it for me, at times Power 106. Outside of the morning shows, don’t really remember many of the jocks, but do remember the impact that those stations had on me with on air promotions, concerts and live events.
10. Who were your mentors? Who would you say has influenced your career the most?
Wow, tough question. I’m in a company working with my radio heroes, too many to name at this point. And honestly, I have a different person I turn to depending on the challenge at hand. Early on, programmers Brian Bridgman, Tony Coles, Steve Smith, and MP Mark Kaye were everything as I was coming up. Working for iHM in NYC I’d say it was Tom Poleman, Thea Mitchem, Brad Hardin, Gene Romano, and Jon Zellner who have carried me to the next level. Can’t leave Mark Adams off this list either, sometimes music guru, sometimes therapist. Not a day has gone by that this group hasn’t tried to raise me up and I am grateful. The person, however, that has influenced my career most I’d say is, Marc Chase. Both personally and professionally, can’t thank this man enough for the amount of time he has invested in helping me grow as programmer and leader. Still a long way to go, and I know Marc will be with me every step of the way. And it’s not just me, he does this for many.
Bonus Questions
What was the first record that you ever bought?
Still have never bought a record. My first visit to Tower Records, think I got Beastie Boys, New Kids on the Block, Tone Loc, and Guns & Roses.
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