10 Questions with ... Stacy Cunningham Moreland
May 21, 2013
BRIEF CAREER SYNOPSIS:
After college, I interned at 92.3 The Beat in Los Angeles. In 2001, moved to San Francisco and worked at 106 KMEL. Started as Asst. Promotions Dir. to Promotions Dir. over KMEL and KIOI. In 2005, I was promoted to PD for KMEL and then dual Program Director for KMEL and KIOI.
1) Where and what was your first job in radio? Who are your menors?
First job was 92.3 The Beat Street Team intern. I worked with phenomenal marketing and programming teams. They showed me what radio was. I had a chance to work with some of the best in the business -- Eileen Woodbury, John London, Theo, Diana Steele, Dennis Cruz, Shirley Strawberry, PJ Butta, Lisa Cannon, Harold Austin and so many more. That team was a powerhouse of talent I learned so much from.
2) As you know, KBLX has a really strong signal in San Jose and consistently shows significant adult ratings there. Is there anything different you think can be done to take better advantage of this market?
I do think that the Urban Adult demo has been underserved in regards to the music. If you were an adult 30-54, you didn't have a place to listen to current R&B music without having to sit through a style of music you may have outgrown. This is where KBLX can excel and grow its cume.
3) Without giving away any secrets, and considering that KBLX does not have a direct format competitor, what do you plan to do differently that will give KBLX a ratings advantage in the San Francisco Bay Area?
I think the lane is wide open for KBLX to grow in ways they haven't in the past. Obviously, the music has and will continue to change and evolve. Looking into how we market in the digital space differently and to the Adult demo.
4) Given your extensive background in marketing and knowledge of the San Francisco Bay Area, what are some of the most challenging aspects of the job of programming the new KBLX?
This station has such deep roots within Bay Area radio history, we don't want to alienate those loyal listeners. With that being said, KBLX needed to evolve and bring in the next generation's "old school." It's a delicate balance between bridging the gap. Searching and testing the right records is key.
5) You recently switched from a local morning show to the syndicated Steve Harvey morning show. How important are morning shows in 2013? In PPM, does it really matter if the morning show is live or syndicated as long as it connects with the audience?
That's a tough question. I believe there needs to be a connection with mornings and the audience. As long as there is listener engagement, it doesn't matter if it's syndicated or live. It just has to be good. The real question is when do mornings end for the listener? Do we still need to have the traditional 5-10a shift? Most listeners are at work no later than 9a. Why do we continue to keep morning drive ending at 10a -- syndicated or live?
6) Because of callout research are today's Urban AC programmers going to be even slower in adding and playing new music? And what is the maximum number of spins a record in power rotation could be expected to receive in a given week on KBLX?
I prefer to use the word "patient" instead of slower. It's not about quantity but quality. As far as spins, looking at 30-35 per week.
7) Do you think today's radio/record label relationship is in a good place where both have a better understanding of each other's goals?
I think so. I know record labels are searching for the right mix of promotion for any given record/artist. Have they found the right magic formula for today's music industry? No. But I can tell you labels have changed their approach to radio from year's past, which I think is a good thing in understanding each other's objectives and building partnerships.
8) How can Urban AC radio best bridge the gap that exists with its younger/future listener base without compromising its adult audience going forward?
This is a delicate balance for Urban AC. As a programmer, you want to always make sure your product is fresh and meets the listener's expectations. With Urban AC, sometimes we may tend to lean a bit young when it comes to "refreshing" the station. I do believe in introducing elements to the upper end of our audience that they may or may not be familiar -- i.e., social media platforms. Social media is already a staple in the younger formats, so this would be one example of bridging the gap between the future and current demographics.
9) Is Urban radio moving swiftly enough in keeping pace with its outside media pure-play competitors attempting to invade its space, especially given the growing streaming options and other media choices?
No. Urban has failed when it comes to keeping up with the digital space. Urban has always been a bit slow when it comes to technology. This was an excuse a few years ago with the "Digital Divide," but we've come a long way and there is no reason why Urban should not be able to compete with our digital competitors. We have so many tools at our fingertips that can be used to grow our digital audience.
10) As you look back over your career ... any regrets, missed opportunities or anything you would like to have done differently?
No regrets. I've learned from my mistakes and keep it moving. I was always able to rest my head at night without a guilty conscience. I pride myself on my standards and the ability to be human in a business that sometimes doesn't necessarily care for those that put their blood, sweat and tears into their work every day. I can't help it! I'm a mom.
What would people who think they know Stacy Cunningham-Moreland be surprised to learn about you?
Geek girl alert- I'm a huge Buffy the Vampire Slayer fan. HUGE!
What are your current station presets?
102.9 (of course), 96.5 KOIT, 99.7, 97.3 ALICE, 95.7 The Game, 105.3 Live. I love music.
What the best piece of advice that someone has ever given you that you still use on a daily basis?
Pick and choose your battles. Will this matter in the big picture?
Name the one gadget you can't live without.
My iPhone and my cable remote control. Gotta watch all of my crap TV.
Do you feel that Urban stations should be more careful not to blindly copy formats but tailor them specifically to the age and racial make-up of their own markets?
Yes. The Bay Area is a great example of how Urban differs in each market. Urban in Bay is not exclusively Black. Bay Area is a melting pot that grew up on hip-hop and R&B that was not exclusive to African-Americans. Urban means white, black, Latino, Asian, Tonga, Indian -- a true melting pot that understands and appreciates good Urban music.