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10 Questions with ... Lisa Biello
May 30, 2006
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NAME:Lisa BielloTITLE:OM/PDSTATION:WHRL - Channel 103-1MARKET:Albany-Schenectady-Troy (#62)COMPANY:Clear ChannelBORN:Newburyport, MassachusettsRAISED:New England
LAST NON-INDUSTRY JOB:
Accounts Receivable Manager at a company that made surgical instrument trays and hip and knee replacements.
1. What led to the station's strong Winter '06 Book?
Well, there were several factors, but mostly it was the demise of our competition! Our competition in the market was an Active Rock station that carried Howard Stern, and when they lost him they flushed the format and went to Classic Rock. Since we shared the majority of the 18-34 rock audience, it only made sense that their disenfranchised listeners were now swearing allegiance to us. And I couldn't be happier! We also started streaming online and saw the percentages change in accordance -- it used to be most people listened in their car, but in this book we found that the majority of our listeners are hearing us at work or home. Our TSL on our webstream is through the roof, so we know that people who couldn't normally listen to us at work are now able to do it all day long!
2. What were the highlights of the book for WHRL?
I couldn't be more proud of the air talent here -- every day part ranked Top 3 or better in Persons 18-34. Jason Keller, Capone and Mike "The Enforcer" Spain are all strong air talents with great passion and the drive to always be better than they were yesterday. Without their hard work, I wouldn't be bragging about our great book.
3. What makes your station unique?
I think what makes us special is we love to give; we find any and every opportunity to give our listeners more. Every contest, every CD giveaway, every show we send them to literally, every event we are involved in we ask ourselves, "What more can we give our listener" or "How can we make this better?" And this year we've come up with some creative ways to even let listeners program the radio station. I could tell you more, but for now, let's just say that we like to let our listeners tell us what to do, not the other way around. And without any competition in the market, we are the source for all the good stuff our listeners want!
4. What would surprise people most about WHRL?
That it's programmed by a woman! I'm serious, most people are surprised to learn that a station that rocks as hard as we do is helmed by a woman.
5. Of all the things you've done at WHRL, what are you most proud of?
It would have to be our Easter stunt, where myself and our Promotions Director went out during the morning show dressed up as male and female bunnies and simulated "f&*ing like rabbits" on busy street corners. I swell with pride every time I think of it, and so does Joe, our Promotions Director.
6. Fill in the blank: I can't make it through the day without ______?
My amazing husband, Chris. He didn't blow my cover when the cops came to the door asking him if he knew anything about the "Easter bunnies"...
7. What is the one truth that has held constant throughout your career?
That sometimes, despite what you think, the crowd at a show doesn't want the T-shirts you are throwing them. They just want you to shut up and go away. They paid to see the band, not you.
8. Besides WHRL, what is your favorite radio station and why?
I can't pick one. I like them all for different reasons. Seriously, locally and nationally, I've got a station for every mood. Except for Country. For some reason, I never seem to get in a "country" mood, imagine that.
9. Biggest career highlight?
Sitting half-naked on stage at a packed bar in a kiddie pool full of Cheez-Whiz after losing a Super Bowl bet. The Associated Press picked up the photos and I got mail from all over the place. My parents were embarrassed, but I kinda liked it.
10. What career path would you be following had it not been for this industry?
I'm not sure. I was a hard partying 23 year old listener with no radio experience when I got my first gig co-hosting a morning show (big ups, Baxter!). I didn't have any goals for myself back then. But once I found radio, I never looked back. I don't spend a lot of time wondering about the "what ifs"...
Bonus Questions
What are your hobbies?
Spending time with my husband and our dogs, working on the house, gardening (when the weather allows it), painting (not by numbers!), Scrabble (to the point of an addiction), Karaoke (even though I'm no Mariah Carey), eating, drinking and sleeping. Oh, how I love to sleep!!
Editor's Note: Lisa Biello exited WHRL following this interview. She can be reached at cheebacat@nycap.rr.com.
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