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10 Questions with ... Dawson McAllister
May 9, 2006
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NAME:Dawson McAllisterTITLE:Syndicated Program HostCOMPANY:Dawson McAllister Live
Please outline your radio career so far:
Just over a year ago, Dawson McAllister Live started on one Top 40 station, KJYO/ Oklahoma City. Since that time, the show has exploded, in the number of affiliates (currently 23 Mainstream and Rhythm stations) as well as in the ratings.
1 What was your radio background prior to starting this show?
I have been working with teenagers and young adults for many years. In that time, I've had the privilege of authoring 18 books, most of them dealing with issues that scream for answers. Over the years, I have spoken face-to-face with over 2 million young adults at high school assemblies, rallies and conferences.
About 15 years ago, it dawned on me that radio could be a powerful tool for reaching the masses and touching the lives of those in need of encouragement and guidance. I teamed with several influential Christian radio stations to pioneer my show, Dawson McAllister Live. Since that time, I've talked with more than 12,000 teenagers and young adults on-air about the issues they face.
2 Why did you choose radio as opposed to another medium?
I have found radio to be an extremely personal medium, where you can impact lives one-on-one, while at the same time reaching the masses. What amazes me most about radio is how my callers share their deepest, most intimate secrets as if it were just the two of us speaking in private. They completely ignore the fact that thousands of people are listening to them, too.
Even if any other medium was offered to me to communicate to my audience, I would still choose radio.
3 Your show was very successful on Christian radio. Why take it Mainstream?
Someone once said, "If you want to go fishing, go where the fish are." Making a move to Top 40 allows me to reach people in much larger numbers. I'm extremely grateful for Christian radio. It has been a tremendous training ground. But let's face it, those needing encouragement the most are not tuning in to Christian radio.
4 Who has been instrumental in helping you get to this point?
Once I made the decision to take Dawson McAllister Live to Top 40, amazing people who know mainstream radio began coming into my life. I am eternally grateful for those who have cared enough to share their expertise.
Veteran programmer, Joel Folger, helped me improve my show, and more importantly taught me to believe in myself. He was the first to tell me my show had the potential for big things.
Joel led me to KJYO PD, Mike McCoy and also June Colbert, who was formerly National Director of Promotion for Arista and Epic. Mike is highly respected as a programmer, and was the first person to take a chance on my show. Sometimes I wonder if the show would have ever gotten off the ground without a courageous programmer like Mike.
With June Colbert's years of experience, expertise and amazing networking skills, she was the perfect person to syndicate Dawson McAllister Live. She's done an awesome job, refusing to give up even on the most difficult days.
June led me to Rob Wagman, the PD of WIBT (96-1 The Beat)/Charlotte, who has unique skills beyond programming which led me to hire him to consultant with me on many aspects of the show. He has been able to help me tweak the show and point out a lot of little things that are often overlooked, but when implemented make a show the best it can be.
Rich Davis, the PD of WRVW (107.5 The River)/Nashville has gone the extra mile in suggesting my show to others. Word of mouth has been a strong part of the early marketing of Dawson McAllister Live, and Rich continues to be an active supporter.
5 Your ratings have exploded in many of the markets. To what do you attribute this?
I don't think one element alone makes it such a ratings' winner, but rather several elements coming together causing optimum impact. For example, my show is 'reality radio,' it's raw, unfiltered, real life. Many people are turning away from the 'glitzy' approach to life and are looking for answers that work. I have found the more real the show becomes, the more successful it is.
Everybody loves stories, especially when they're genuine, and each caller brings his or her own story to the show. We have huge Time Spent Listening. The topics discussed on this show are so engaging most listeners do not want to tune out for fear of missing something.
Although this may sound corny, my audience believes I really care for them. The reason they believe is because I do. There is no way you can fool your audience doing a show like mine. You'd better tell the truth and show you really care.
6 Does your show offer any follow up help to your listeners?
Yes, definitely. There is far more to my show than simply the hours it airs Sunday night. I wouldn't be fulfilled if the show stopped at just a discussion on-air. That's why we offer an off-air 'let's talk line' called the HopeLine, which is open 7 nights a week. The HopeLine provides an opportunity for those in need to receive encouragement and hope by connecting them with trained staff through telephone or one-on-one private chat.
We also offer local Hope Coaches, who are trained adults willing to invest hours in the lives of teens and young adults who are hurt.
7 Other than helping teens and young adults, what other reasons would you give PDs for airing your program?
I am, by no means, an expert when it comes to radio programming. But in talking with those who know, I've learned some of the reasons why they carry the show. (WRVW PD) Rich Davis told me to look at it this way - it gives stations an opportunity to funnel cume into what is normally a lower cuming part of the week (Sunday nights). Once there, the emotional pull of the stories keep that cume listening, and that helps build the ratings and some incredible TSL. He calls it a win-win, since the show helps local listeners, and builds ratings at the same time.
8 Does the show fulfill FCC requirements for public affairs programming?
Yes it does, and I'm glad you brought it up. I remember Wes McCain (PD WDKF/Dayton) saying one of the biggest complaints about many public affairs programs is they're bland, cookie-cutter, and tend not to connect with the audience. I believe our show creates a connection with the audience, in addition to offering local programming that fulfills FCC requirements.
On top of that, we send our affiliates monthly reports detailing topics discussed, for their public files.
9 What kind of feedback have you received from your Top 40 affiliates?
The response has been very encouraging. Most, if not all PDs really do care about their audience. When they carry a show like mine that is making a difference to their listeners, it gives them a sense of fulfillment. It is always exciting to say to your audience, "We are a station that cares about you."
Rob Morris (PD KDWB/Minneapolis) put it best when he said to me our show brings good ratings but also let's them do "good in the hood."
10 What motivates you to do this show week after week, year after year?
I, too, believe my show is doing "good in the hood." I want to continue teaming up with radio stations that care about their audience. If we can save one teenager from suicide or any other bad choices, it's worth it all. Together, we can make a difference.
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