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10 Questions with ... Sal Palazzolo
September 3, 2019
Have an opinion? Add your comment below. I think after a bit of a soft spot recently, the format is coming back stronger than before. I really think artists like Billie Eilish bucked the trend...and now we have a great balance of well-known established artists complimenting brand new artists we're all discovering for the first time...and they're hits! As much as I love Imagine Dragons, I think the format was getting a bit overloaded with all their massive hits, all of which crossed over...so it afforded little opportunity for the lesser known groups to make the climb to the top
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BRIEF CAREER SYNOPSIS:
Started as a DJ at WESS (East Stroudsburg University) in 2003; Business Manager in 2004; Station Manager 2005-2008. 2006-2007 WVPO-A (Oldies 840 and 960); 2007-2008 WAEB (B104); 2008-2010 WWYY (107 The Bone). 2010-present WODE (99.9 The Hawk) & WWYY in various capacities including G&A, Traffic, Digital, and APD/MD. Most recently as Assistant Chief Engineer/Program Directior & Music Director for Spin Radio.
1. Earlier this year Connoisseur/Allentown was part of a radio station swap with Cumulus. How has the station changed under Cumulus?
For many of us this was a whirlwind of change going from a smaller radio company to one of the nation's power players in radio. Spin Radio has reaped all the benefits of this change. We have access to resources, talent and knowledge that we never had access to before, so we can make better informed decisions on music while keeping a watchful eye on the industry. Local and corporate management at Cumulus respects and values the Program Director's thoughts and goals and supports them, which in turn help the whole team get to the next level.
2. You wear many hats at Spin Radio and recently added PD stripes. Tell us about your station duties and what led to your recent promotion?
Anyone who knows me knows I love helping people...so that can sometimes lead to places you might not expect. For instance a dual Role as Chief Engineer and PD. with Connoisseur Media and Assistant Chief Engineer and PD with Cumulus! I was a programmer well before being part of the engineering team, however I firmly believe the two go hand in hand. As far as becoming PD for Spin Radio, it was made "official" just recently, but I had unofficially moved from APD. to PD. back in 2016. Michelle Stevens and Bill Sheridan were key in helping me do all the rope learning in the early years and then decided it was time to take the training wheels off.
3. How would you describe your approach as programmer?
The most important thing to me is letting talent breathe a little. I don't want to be in their face every day over every little thing...but being a good coach and giving recommendations during air check sessions works better. I've learned if you coach by painting the picture or roadmap for your talent, you're equipping them for success if they embrace it. You should always alert talent and demonstrate to them what could use improvement or be done differently, but you should also always be sure to show them the things they executed well.
4. Give us the 411 on music and imaging on Spin Radio.
We're definitely what some in the Alt world call the "pop leaning" lane...but really when I think about what an AWESOME pop station sounded like when I was growing up, it had some of the makings of a great alternative station today. Plenty of rock, some electronic pop and some pop leaning rock. You know you're going to play all the hits from the Red Hot Chili Peppers, Linkin Park and Nirvana, but that doesn't mean there isn't a place for Fun. and Lorde...they're rooted in the Alt world, but are associated more as "pop" as they had huge crossover hits. It's a balancing act, but if you keep the right titles in there they complement each other and the station should have the right ratio of rock to pop-rock balance.
As far as our imaging goes...we really were able to up our game when we brought Dan Stone on board a few years ago. Dan consistently knocks it out of the park, and even injects some added flavor and humor to some of our station personality liners. Attitude is important...but as long as we can deliver the message without it getting lost. We don't want to go overboard.
5. How has the station been growing since Spin Radio 107.1 began simulcasting on WODE-HD2-W234AX on 94.7 Allentown translator in 2016?
We've seen significant growth in the Allentown/Bethlehem area since 2016. Many who could never pick up Spin Radio in the downtown areas on Allentown and Bethlehem have found a solid and reliable source to listen on 94.7. Of course we have plenty of folks listening on WODE HD2 as well since that has an enormous footprint.
6. What is your favorite part of your job?
Every day is different! My co-workers are great! New collaborations with the programming, engineering and sales staff on a daily basis keeping things from getting dull and mundane. Plus adding a bunch of new co-workers and new ideas to our existing ones has really made us a truly forceful team in the Allentown market. In my day to day, I also always look forward to scheduling a music log. It's like a puzzle that needs to be solved each time balancing the different textures of alt out there to get the perfect flow.
7. What makes Spin Radio unique?
I think the one thing that probably every one of our listeners would say makes us unique is my answer too: Spin Sessions. We've been able to bring in some awesome acts to do what is basically an acoustic session for us. We've had the Dirty Heads, Judah And The Lion and Bishop Briggs just to name a few. We invite a bunch of listeners and pack everyone into a movie theatre across town that has house sound. We've been able to brand and market these sessions so well; we have listeners trying to beg their way in sometimes! Plus they're in the middle of the day, so the fact we can bring so many listeners in during their lunch break or before they go into work.
8. What's your take on the state of Alternative Radio?
I think after a bit of a soft spot recently, the format is coming back stronger than before. I really think artists like Billie Eilish bucked the trend...and now we have a great balance of well-known established artists complimenting brand new artists we're all discovering for the first time...and they're hits! As much as I love Imagine Dragons, I think the format was getting a bit overloaded with all their massive hits, all of which crossed over...so it afforded little opportunity for the lesser known groups to make the climb to the top.
9. How do you use social media?
For Spin Radio, social media is an important tool. It's really our main touching point with the audience. We're in a day and age where anything you can use to positively engage your audience, it seems wise to capitalize on it. It's just another way of reminding them you're there for them along with being their daily radio companion. Anyone who undervalues the power of Social Media in 2019 is mistaken. I'd say exhibit 1 would be Absofacto's "Dissolve" which had been around awhile and really gained traction just this year thanks in part to TikTok. Now we all have this awesome yet eccentric sounding tune on our radar. I know I wish I knew about Absofacto 4 years ago!
10. How did you get the nickname Liam?
It was all decided on the phone one night not long after we put the station on the air. We just put our jocks on the air and one of them had an out of town emergency. I was on the phone with Bill Sheridan, our PD at the time and we were planning how to cover the shifts. My middle name is "William" and his first name is "William" and he said "How about you go on as Liam?" I thought it was a great idea! I was also on our other in-market stations at the time with my other radio alias "Sal Williams" - that just wasn't going to cut teeth on Spin Radio!
Bonus Questions
You love weather. Tell us about Meteorologist Sal Palazzolo.
It's been an obsession/hobby of mine since I was a kid. We had a few big blizzards that closed school for a week...so I wanted to be the next Jim Cantore. So much so, I went to college with the intention of being a meteorologist. That was until I sat in my first Pre Calc class. I stared at the board blankly for the whole 45 minutes, and then dropped the class. I realized I'd appreciate weather more as a hobby - so in my free time I spend it geeking out over extreme weather in the local area and around the country. I also help out one of my best friends "Monsoon Mike" with his social media weather pages. We met through radio with the common interest of weather...who knew!?
What are weekends like for you?
Not unlike many of our fellow radio peeps! Saturdays are usually spent at remotes or other station events as well as spending some quiet time in the studio getting caught up, we all know how jammed a production studio is on a Friday. Sunday is play day. I try to travel around the region as much as I can...moss won't grow under my feet! I'm usually found at the beach, or on hiking and biking trails...or in the wintertime I'm found at the bar or home watching football or binge watching!
You call yourself a binge watch addict. What shows have you most recently binge watched?
Some are almost too embarrassing to admit...but here's my short list: 13 Reasons Why, 24, Orange Is The New Black, Bosch, Bloodline, Sneaky Pete and Live PD if I miss it!
Favorite places to go eat?
Living in the Lehigh Valley, we have some of the greatest restaurants. I love going to The Bayou and "Diner 248" here in town. The one that sticks with me most as a few out of town places would be "Grace & Grit" in Mount Pleasant, SC and Sebago Brewing Company in Scarborough, ME.
Favorite food?
I love pizza. Hands down. Put some ground beef, Roma tomatoes on it and hot peppers...and I'll feast all day! Oh, they call that a "German Pizza" in these parts. Maybe it's just a Pennsylvania thing!
Favorite drink?
Blue Moon...if we're going mixed, Jack and Coke
Favorite sports teams in order of passion?
New York Giants, New York Yankees, Lehigh Valley Ironpigs.
Favorite new band over the past year?
Billie Eilish. I thought she had the strangest most absurd sound the first time I heard her...then we played her...then we played more of her. Now I can't get enough.
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