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10 Questions with ... Ron Roberts
June 3, 2008
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NAME:Ron RobertsPOSITION:PD/Afternoon HostSTATION:WWXM Mix 97.7MARKET:Myrtle Beach, SCOWNER:Qantum Communications
Please outline your radio career so far:
Been in radio since the age of 17 in either a part- or full-time capacity. First full-time radio job was in Athens, GA, hosting afternoons for WGMG while skipping classes at the University of Georgia. After some time at WFBC in Greenville, SC, I moved back to my hometown of Augusta, GA, where I went from overnights, to afternoons, to morning drive in the span of six months. After 41/2 years as WZNY's morning show host and Promotions Director, I took the act to WABB for a year-and-a-half before landing my first PD gig at KQID in Alexandria, LA. Five years doing mornings and programming there gave me just about all the experiences of big and small-market radio all at the same time. I spent a year at WEZB in New Orleans before moving back closer to home as PD at WWXM in October of 2007.
1) What led you to a career in radio?
I grew up listening to a GREAT radio station (WBBQ in Augusta, GA). The personalities were STARS, their presentation was always top-shelf for a small market, and listening to that station made the job sound fun!
2) How would you describe the radio landscape in your market?
This is the biggest little market in the country; and it's a credit to Qantum Communications that our people here recognize that. We're "12-month, 4-book active," even though we're a 2-book market. If it's music you like, Mix, our Country sister station Gator 107.9 and our Adult Hits "104.9 Bob FM" own their niches. Our newest project, Q 107.1, is an Adult Urban station that's turning heads, too, so we look for big things in the near future with that endeavor, and Radio "La Que Buena" is active and involved in the community for us as well. Competitors have News/Talk and Adult Contemporary niches, and Urban Contemporary as well.
3) What makes your station unique? How would you compare it to other stations you've worked at?
Mix 97.7 is unique in that we're your typical 18-34 female-targeted radio station, but because we're in a party and tourism market. We know how to let our hair down (I know, I know... I don't have hair...enjoy the laugh) at clubs and weekends, too.
4) Are you wearing more "hats" than you have in the past?
Well, between being the PD, maintaining the website, updating the imaging, scheduling music, handling station promotions ... the hat rack's usually empty when I'm in. I got used to that in Alexandria, LA, too, though. Future PDs and current larger-market PDs take note: It's gonna be that way for you all eventually, I believe! :)
5) What's one thing that would surprise many people to learn about you?
I'd do just about anything to find, and to know that I've found, the right person to settle down with. Pathetic, eh? The career doesn't always lend itself to that reality, I'm afraid.
6) Could you give us a little insight into your on air staff?
We start our day with Kidd Kraddick in the Morning - bar none, the best Top 40 morning show in the country, and a terrific ensemble on top of that. After that, I call Kosmo the "Mayor of Myrtle Beach" because his numbers are ridiculous. I follow with a balance of hits and interviews, contests and such, and right now we're JUST about to announce who our new night jock will be. We're actually hosting a contest called "Hire Me Mix," where we've had five finalists all vying -- LIVE, on the air -- for the job. That person gets the job Saturday!
7) If you could add one full-time position to your budget right now, what would it be?
Promotions and imaging director.
8) Who is your favorite air personality not on your staff and why do you like them?
A.J. at WBHT in Scranton/Wilkes-Barre, PA. Got to know him recently, and we correspond a good bit about work and such. He's as much, if not more of, a workaholic than I am. We share an attention to detail that I think a lot of people in the business lack, frankly.
9) What is the current state of the radio "talent pool"?
Fairly shallow; I mean, I had an opening for nights and chose to find the talent from a pool of locals who thought they could do it. They're no worse off than most of the demos I'd be getting, frankly. No offense meant in that; it's just that corporatization and voicetrack-ization of the industry gives potential talents less opportunities to grow into the business.
10) What would you like to do to save radio from its "dying-industry" image?
Get us on the iPod and push for Internet radios standard in all cars.
Bonus Questions
What ringtone do you have on your cell?
The University of Georgia fight song.
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