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10 Questions with ... Jim McGuinn
May 3, 2005
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NAME:Jim McGuinnPOSITION:Prime MinisterSTATION:Y100rocks.comMARKET:the world (wide web)COMPANY:Sun Shine Jones, LLCBORN:Chicago-areaRAISED:Chicago-area
LAST NON-INDUSTRY JOB:
Dishwasher, George's of Galilee
BRIEF CAREER SYNOPSIS:
After a college career spent doing radio, working for labels, starting indie labels, booking bands, producing bands, playing in bands, working in record stores, etc., I moved to Rhode Island and got into radio at WWRX/Providence. Then in 1991, I became PD at WEQX/Manchester/Albany, PD at KPNT/St. Louis in 1994, WDRE/Philadelphia in 1995, and became PD at WPLY (Y100) in 1997 till February 2005.
FIRST RECORD EVER PURCHASED:
Meet the Beatles. I was 5; it was on Apple at the time.
FIRST CONCERT:
The Clash in 1982. I was lucky.
FAVORITE BANDS OF ALL-TIME:
R.E.M.
1. Why did Radio One flip Y100 from Alternative?
You would have to ask Radio One that question. Y100 was far outpacing the other Radio One/Philadelphia properties in terms of billing and cashflow.
2. Tell us about Y100Rocks.com and what you have been doing to bring Alternative music back to the FM dial?
Well, the thought was that if it was illustrated that this audience was out there and hungry for a station and that you could make an economic argument for the format, that someone might see the light. So some ex-staffers and friends got together and put together a website and online station.
3. What has the interest level been?
Despite exceeding expectations in terms of petition signatures/email database (more than 65,000), online listening (more than 250,000 streams and 175,000 hours) and even revenue at www.y100rocks.com, no one that owns radio stations has seen the light yet. But of all the years I've been doing this, I've never seen a public or press respond to a story more. To borrow from Alt Rock stalwarts the Bufffalo Springfield, "there's something happening here, and what it is ain't exactly clear."
4. How did you get the station streaming on-line?
Someone found Live365.com and their setup seemed the easiest to start using.
5. What music direction are you taking on-line and how are you staying on top of all the new music?
We are definitely programming for the 'hipper' element of the Modern Rock audience - if someone is going to take the time to find your station online, that's the kind of person that is probably not too into hearing 3 Doors Down ... As to staying in touch, many record reps have switched over to send us CDs to our houses and have kept in touch with trades - not that you'd find Ted Leo or the Dears at the top of those lists. I would say we probably look and sound a little like KBZT/San Diego or KNDD/Seattle, without having heard either of those stations much, just from comparing playlists and current ratios, etc.
6. What are you most proud of from your campaign to bring Alternative back to the Philly airwaves?
The listeners and former staff of Y100 who refuse to give up. That's the inspiration to me... I know I should probably be out looking for a job, but as a citizen of this fine city I just can not accept Philadelphia becoming this lame as to ignore such a huge population of active music fans - plus, it's really fun to do radio without rules again.
7. How were you able to keep the station's benchmark summer concert "The FEZtival" alive?
I booked some bands with the help of the local promoters Electric Factory Concerts, and we'll see if listeners/web surfers/whatever show up. Big ups to Garbage, Interpol, the Bravery, and Starting Line for committing to do a radio show for a website. The interesting thing about our relationship with someone like EFC - they are just still treating us like a full on radio station, buying advertising, doing promotions, etc. They still need to find this audience, and we are still the best way to get to this audience.
8. If you could do it all over again, is there something you would have done differently with Y100?
I probably would have fought more with corporations and consultants for what I believed in. At a certain point I think we all just did what we did to keep our jobs, and while that provided a living for us all, many of the Y100 team were sometimes frustrated with the ideas and management outside the building. I am extremely proud to have had a hand in establishing brands like the Sonic Sessions, FEZtival, Camp Out for Hunger, and of course, to work with and help develop the talent we had over the years, like the Preston and Steve show, staff members like Dan Fein, Pat Schmidt, Josh Landow, Zack, Electra, Bret Hamilton, Ben Harvey, etc.
9. How long can you continue volunteering your time and what are you doing to make ends meet?
At this point, I have no income. But I've never felt more intensely connected to anything in my life. And the reaction has been so strong that I just believe that doing all this will lead to something. What that is, I have no idea, but in the past two months I have learned more and gained more insight than in the past eight years. I am more passionate, more inspired, and ultimately, what I'm learning out on this edge will make me more valuable to an endeavor than I would have been two months ago. Instead of working in radio and desperately trying to defensively hang on to some glorious past, I'm out here working somewhere in the future, hoping that the rest of the world will catch up.
10. What do you feel is the most important issue facing Alternative radio?
The thing that I've learned most clearly is that no matter what you are doing now, you could do more to connect with your listeners. Not do callout to find out which 8-second clips of songs that someone on the phone tells you they prefer, but REALLY connect, in the one-on-one ways that we all got into radio. So much of that has been missing and it's time we bring it back and if we have to start over, so be it. But if we do that and it takes off again, don't sell it out chasing a demo that doesn't fit psychographically. In a time when the American consumer is given so much choice and specificity, radio has turned into this bland mush of watered down over researched blandness. Time to shake it up again and not be afraid to take a stand, be passionate, and let the listeners know that you are human and real.
Bonus Questions
What would you like to say about your former staff? Anyone find a new gig?
Preston and Steve show (mornings) has pretty much been transplanted over to WMMR. Matt Cord (afternoons) has joined WMMR too. Liz Romaine (Promo Coordinator) took a marketing gig at 5 Below, Dan Fein (MD and Marketing Dir.) and Lucy St. James (Production) are still working for Radio One in the Philly cluster. Josh Landow (Promo Director/DJ), Electra (Nights), Bret Hamilton (middays), Zack (Creative Services), some of the weekenders, and myself are currently unemployed. And all the above are extremely talented and good people who would help any organization they join.
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