10 Questions with ... Terry Monday
April 10, 2012
1) What was your first job in radio?
I was a weekend jock at Country KOCA in Guthrie, OK and midday jock at Rock KKEN in Stillwater, OK.
2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?
I majored in Broadcast Journalism at Langston University. I realized "this was it" when I received my first paycheck. I was a young, just pledged Kappa and was getting paid to do something I loved.
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
4) Where do you see yourself and the industry five years from now? How do you feel about the PPM eventually replacing the diary?
I see myself as a "tech junkie" with every gadget known to man. I need to stay abreast of new technology in order to remain competitive. I see the industry like a voyage on the Starship Enterprise, expanding and going into uncharted territory. Every day is an adventure with the rapid growth of technology. Regarding PPM, I have some concerns as far as the under-representation of Urban listeners, but just like all-new technology that can't be stopped, embrace it, tweak it and build your strategy around the inevitable so you can win.
5) How do you feel about being made to wait on a record you hear until the research validates it?
My record pool, street team and club/mix show DJs and our local video shows are my research tools. I'm a music junkie who gets daily reports on what poppin' in the streets, clubs, nationally and locally every day. My biggest problem (if you want to call it a problem) is that I listen to everything. I always make time to do research and listen to music.
6) What's going to happen to the training of tomorrow's talent and programmers if the current trend continues? How do you feel about syndication and voicetracking?
I always empower my staff to master their skills and be good at what they do. The talent pool is an issue everywhere. You have to become creative to stay on top of replenishing your staff. I try to stay three steps ahead of every talent problem.
I hated syndication and voicetracking back in 1993 when I was Perry Broadcasting's first mix show DJ (we only had two Urban stations at the time), but it's something I learned to embrace with the growth of our company and diversified formats (Country, Sports, News Talk and Rock stations) and managing all 11 radio stations.
7) What adjustments have you had to make in your new position?
Because my time is so limited, I have to develop my staff in leadership qualities that give them the flexibility to make decisions that complement my management style.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
9) How do you feel the current payola investigation is going to affect both industries? Are Urban programmers going to be slower in adding and playing new music?
It's always good to correct things that may have gotten off-track. Programmers are going to do what works best for them and their market.
10) As you look back over your career, any regrets? Missed opportunities?
No regrets whatsoever.
How did you get your present job?
Darnell Swift hired me as the first mix show DJ in 1993.
What is your biggest challenge?
Dealing with the stress of air talent who don't get it.
What do you do with a song you don't like?
I play what the listeners want to hear.
What's the best piece of advice anyone's ever given you?
The owner and President of our company, Mr. Russell Perry, told me in 1993 to stay the course and I would do bigger things within the company. I did and we have.