10 Questions with ... August Wallace
June 14, 2011
BRIEF CAREER SYNOPSIS:
Promoted to Program Director of WDZZ on May 24th 2011.
1) Where and what was your first job in radio? Early influences?
My first start in radio was at WRCL as an intern. It was love at first site. My early influences were Tom Joyner and Gerald McBride.
2) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
Of course! I have the opportunity to reach out and touch the community and change people lives one day at a time.
3) How do you feel about eventually being measured by PPM? Does anything surprise you along the lines of new media platforms in terms of effectiveness with the audience?
PPM makes every personality responsible on making their breaks count, so the audience benefits which could increase your sales. PPM gives programmers a quicker turn-around to notice if their promotion or direction of the station is working.
4) How do you want your stations to be promoted on new records? And how do you feel about them playing local artists' records or would you still prefer to wait until the research validates it?
I have mixed feelings on this question. Being a Northwood University graduate research validates a lot. If you can prove it to me, I would agree without questions or argument. On the other hand, when it comes to music we all have a certain gut feeling about a hit record. That goes for playing a local or major artist.
5) How important are morning shows in 2011. Does it really matter if the morning show is live or syndicated as long as it is connecting with the audience?
Morning shows are still very important in 2011. Your morning show is your anchor for the other day parts rather live or syndicated. Yes I love live radio, but having a syndicated show shouldn't be an excuse for not making great radio. Programmers have to think outside the box to localize any syndicated program.
6) Because of callout research, are today's Urban AC programmers going to be slower in adding and playing new music?
Not necessarily slower. It forces artists to release quality music.
And what is the maximum number of spins a record in power rotation could be expected to receive in a given week?
On an average, 30 a week but it does vary based on syndicated programs and specialty shows.
7) What is the current state of Urban radio in America?
I love the direction that Urban radio is gearing towards. It forces programmers to interact with the community. Have a local sound, no matter the size of the market. Listeners want to feel wanted. It's human nature.
8) What's your read on the format, music-wise, nowadays?
Urban AC is in the stage of transition. What was once considered new school is old school. Old school is now the '80s and '90s era. The little girl who was once seven is now a 32-year-old adult. She would prefer to hear a little R. Kelly or Toni Braxton mixed in with classics from Maze, The Isley Brothers and Anita Baker. Catering to our target market needs starts with the music and Urban AC is going in the right direction.
9) As you assess the financial shape of the industry today, are traditional budgetary expectations still taking precedent too often over the investment on the product and human resources channeled into it?
We aren't the only industry that has been affected by the economy. If we have five people and one slice of bread, we have to break it into pieces until we weather the storm. The same thing goes for the radio industry. At the end of the day it's still a business.
10) As you look back over your career ... any regrets? Missed opportunities?
No regrets or missed opportunities.
What are your career highlights?
Being promoted to Program Director of Z92.7
What the best piece of advice that someone has ever given you that you still use on a daily basis?
When taking advice, swallow the meat and spit out the bones.
Most annoying thing people ask you:
"Hey, since your name is August, can I be July?" Yes I have heard this more than once.
Any advice for broadcasters?
Have goals, not dreams ... stay focused, be disciplined and lead by example.
What is your favorite book?
"Addicted" by Zane