10 Questions with ... Chris Laney

BRIEF CAREER SYNOPSIS:

Marketing Director for Chick-Fil-A, Marketing Director for Verizon Wireless, CEO/Laney Media Group, Underwriter/Personality/Webmaster for Lightforce Radio, Digital Strategist for RTN's The Joy FM, VP/Digital Strategies for Shamrock Media

1. What was your first job in the industry?

Webmaster and underwriter for Lightforce Radio, the syndicated Rock show on WJIS (The Joy FM)/Sarasota, FL and WVFJ (J933)/Atlanta.

2. If you were just starting in the radio/music business today, and you knew what you know now, would you continue forward? Why? Anything you would change?

I believe I would continue down the same road. The great thing about radio right now is that it's always changing which allows me the freedom of working with stations that are still learning how to tackle their ever-changing environment. A lot of professionals in our industry are worried about the future of radio where I embrace change.

3. What does a "digital strategist" do exactly?

A digital strategist develops plans to help radio stations, artists and organizations launch into the digital world. There are many aspects of going digital that allow me to develop a strategic plan such as social media, websites, Internet marketing and mobile development. The process begins by sitting down with the station manager and/or individuals that are involved digitally at the station and discussing how they are using their digital mediums. I ask them where they see themselves in the future of the digital radio world. Then I develop an action plan that includes a cost analysis and timeframe to how we are going to launch them into the digital world.

4. What is your favorite part of your job?

The best part of my job is seeing the stories from listeners of the stations on how important it is to them to have a mobile application from their favorite radio station or that they posted that story on Facebook. I have seen stories where individuals where falling away from God and because that station decided to work on a clean, crisp mobile application that is actually functional, they could be connected to God throughout the day. These are stories that I live for.

5. And your least favorite part?

The hardest thing about my job and definitely the least favorite part is working with Christian radio stations' budgets. Any station manager can tell you how hard it is to come up with an already hurting budget to spend on "new" forms of radio. Many stations just can't do it because they are already trying to get by with their paid staff, technical issues that involved towers and boards, and miscellaneous items. For me to come to them and say, "Here is your digital campaign and here's how much it costs upfront," does not exactly put a smile on anyone's face. However, it's my job to teach the station how they can generate revenue from their new digital mediums.

6. What does Christian radio need to do to break through to a mass audience on a more consistent basis?

Come up with new ways of reaching the mass audience. There are only a handful of Christian radio stations coming up with new ways to connect to their community. Reaching out to the community on a regular basis, and not just during fundraising, but through connections with other organizations.

I remember living in Florida during the Nashville floods and the station where I was working heard about all the homeless people that lost their tents and sleeping bags. So the station as a whole reached out to its community in Florida and collected tents, tarps and sleeping bags. They used their own community to reach out to a community a thousand miles away. This is how we show the mass audience that we are more than a station talking about God and playing hymns but that we are really people trying to connect on a personal level. I believe that is how we break through the mass audience.

7. Who are some of the artists/projects you're working with right now?

I continue to work with the Radio Training Network (RTN) as we grow the mobile strategies. I had organized the development of over 30 mobile applications. We launched these applications in phases so I am continuing to work on these phases for their stations. I am working with Fuse FM on their new mobile strategies. I just completed a consulting period with Lipscomb University in Nashville where I developed a digital radio station from scratch and built my recommendation for them to move forward. I continue my work with syndicated shows such as Lightforce Radio and HYPE Radio. Recently, I became the new digital columnist for Christian Music Weekly (CMW), which I am very excited about.

8. If you could have any other job outside radio or the music industry, what would it be?

Marketing Director at Chick-fil-A headquarters. It was always a dream of mine to be the guy at the headquarters that said, "Let's get a cow to be our spokesperson and have him tell everyone to 'Eat Mor Chikin' and spell it all wrong." I'm a horrible speller so it would have been perfect for me.

9. Who inspires you personally, professionally and/or spiritually?

Spiritually, my youth pastor Joel Davis was always by my side, especially through some difficult teenage years. Professionally, Nathan Hoeksema, owner/operator of a Chick-fil-A in Bradenton, FL, was the one with me since I was 15, working at Chick-fil-A. He always had me work hard as I matured in my professional career. On the radio side, Michelle Tellone from The Joy FM/WAFJ/Lightforce taught me the basics of radio while encouraging me to continue to fight for what I wanted out of life. She has served as a spiritual and professional leader. Jeff Macfarlane, GM of The Joy FM, gave me the shot and stood by my side as I was learning the radio process. He believed in what I could do and in me. Last, by certainly not least, are my personal inspirations. I have the best friends and family that serve as the best support system a man can have. My wife is always right there by my side as I work on my career development. She inspires me; she is hard working and determined (she's 21 and working on her master's degree).

10. You walk into a Chick-fil-A. What do you order?

Number 1, the Chick-fil-A sandwich meal with lettuce, bacon, pickles and cheese. Drink is always 3/4 sweet tea and 1/4 lemonade. A little "Laney sauce," which is Honey-BBQ Dijon, Ranch and Buffalo sauce mixed together; it looks gross but it's really good.

1. Do you read everything or nothing? Do you have any favorite magazines, books, or newspapers?

I have my Google Reader filled with articles from radio and technology. I also read MLB.com everyday (HUGE Rays fan). Favorite book of all time will show my sensitive side: "A Walk to Remember."

2. Cat or dog person?

Dog!

3. Describe your favorite meal.

Chicken and yellow rice

4. If you were stranded on a desert island, what three things would you want to have with you and why?

If I were deserted on an island, that would give me a good reason to leave all technology behind and take a vacation. I would want an ax for cutting and building things, a bottle of Pepto because I might eat something that doesn't agree with me, and a first aid kit because I'll have an ax with me and will probably hurt myself.