-
10 Questions with ... Aaron Schachter
September 15, 2009
Have an opinion? Add your comment below. -
NAME:Aaron SchachterTITLE:PDSTATION:WXXJMARKET:JacksonvilleCOMPANY:Cox RadioBORN:November 22, 1979RAISED:Brooklyn, NY
BRIEF CAREER SYNOPSIS:
Joined Cox in early 2003 as an overnight news producer for WOKV. In late 2003 I was promoted to Morning Show Producer/Imaging Director. In mid-2005 added overnight duties on sister classic rocker WFYV. Moved to nights on WFYV in 2007. Promoted to Executive Producer of Jaguars Radio Network (NFL) in early 2008. Promoted to APD of WFYV in December of 2008. Promoted to PD of WXXJ in May 2009.
LAST NON-INDUSTRY JOB:
Valet parking attendant
FIRST RECORD EVER PURCHASED:
Motley Crue - Dr. Feelgood
FIRST CONCERT:
Motley Crue, 12/11/89 - Feelgood Tour
FAVORITE BAND OF ALL-TIME:
Weezer (if Rivers knew how big a fan I was he may call the cops)
1. How did you become interested in radio?
As a kid my mother would only listen to talk radio in the mornings as we got ready for the day. Sometimes she would have WABC on if there was a political hot topic being debated, but most times Howard Stern could be heard on the little radio that sat in the kitchen. The very first time I heard Howard ask a woman to take her top off, and she agreed, I thought radio would be the best career path for me.
2. What was your favorite station to listen to when you were a kid?
As a young child I was a huge fan of The Fan. WFAN was one of the first 24-hour sports talkers in the country and I loved being a part of the audience. I would call Joe Benigno when he was doing overnights to try and get on the air. Most of my calls were about the Mets, and were completely lame (as you would expect from a 10 year old), but that never stopped me from trying.
3. What's one thing that would surprise many people to learn about you?
When I am alone in the car, I happen to sing like an angel.
4. What part of your job do you like best? Least?
The part of my job I have loved is the ability to reach out and touch listeners...in a totally platonic way. In all seriousness, it feels great when people who love or hate, what you do on-air, express their appreciation for being able to have a voice in the process.
The part I hate most is having to decide between multiple good songs to add to my station's playlist. A good analogy would be to picture Marlon Brando (not "On The Waterfront" Brando, but "Island Of Dr. Moreau" Brando) going out to dinner at Golden Corral.
5. What has led to X102.9 rapid ratings growth?
The rapid ratings growth for the station can be attributed to two factors. First and foremost is the audience who was being under-served by the competition. The fans of the format in Jacksonville are a passionate group who love to get involved. Unfortunately for them, up until we launched a few months back they were not being asked to participate. The other factor has to be our team of creative thinkers that help put this product together. People like Marketing and Promotions Director Shelly Jarvis, Imaging Director Rob Barr, New Music Guru Jake Mitchell, and others who refuse to look at this project as a traditional radio station, but more like a "lifestyle widget." The people have responded and are doing so positively.
6. What makes the station unique?
At X102.9 we realize that we are not in the radio business, we are in the entertainment business. We deliver content to listeners through our airwaves, but also through our websites, social networking pages, mobile media, and other new media tools. We can all learn lessons from the missed opportunities of our peers in the industry.
7. What would an outsider find most surprising about the Jacksonville radio market?
For a medium sized market, the audience is extremely active. This is not just the case for X102.9 but for our sister stations in the market as well. People in this town are always down for a good time, and we aim to give it to them every time we hit the street.
8. What may surprise people the most about the station?
The thing that would surprise most people about this station is that 4 out of 5 choosey Moms, choose X102.9. The fifth one is deaf.
9. What stands out the most about your first few days in radio?
My first few days in radio were definitely shocking to me. I NEVER realized how much of the business was based on perception, and how much was based on performance. Smoke and mirrors is definitely a skill most budget-challenged PDs need to master. At some point though, you need to deliver on what is promised. Without executing on what you promise, your public relations battle will be over before it even starts.
10. What career path would you be following had it not been for this industry?
I always felt that Law would have been a fun career path, I'm sure the world needs another lawyer. If I could choose a different dream job than the one I have, I would probably want to be a team doctor for the New York Mets. Now there's a business that is just destroying the trend of losing money in a down economy.
Bonus Questions
When you are not following the Mets, what do you enjoy doing when you are not working?
I guess the easy cop-out answer here would be spending time with my four-month old daughter who is just the most beautiful little jerk in the world. Outside of hanging with her, and watching my limping Mets, and working, I like playing poker. Based on the latest numbers from the Research Institute for Ego Stroking, I am currently the second best Hold'em player in Jacksonville. Who holds the top spot? My alter-ego William "Seven-Two-Offsuit" Fingerdoo. He's pretty wicked with the cards.
-
-