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10 Questions with ... Bernie Lucas
August 14, 2006
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NAME:Bernie LucasTITLE:Creative Services DirectorLABEL:WMZQMARKET:Washington DCCOMPANY:Clear ChannelBORN:New OrleansRAISED:New Orleans
Please outline your radio career so far:
I've been various combinations of Jock, MD, APD, Promo Dir. and Creative Services Dir. at: WRNO/New Orleans, WLPX/Milwaukee, WLUP/Chicago, KTXQ/Dallas, WIYY/Baltimore, WDJY/Washington DC, WYST/Baltimore and the VOA Europe Network. WMZQ/Washington DC has been my main radio home since 1991.
1. What was your first job in radio?
Part time jock at WRNO/New Orleans.
Early influences? I grew up listening to some bigger-than-life AM stations of the 60s and 70s (WNOE, WTIX, WLS, KAAY). Lee Abrams was (and is) a visionary; my first station was one of his first in the Superstars format. Jim McBean (Milwaukee in the late 70s) and John Bogart (Chicago early 80s) were two production geniuses I worked with and learned from.
2. What career path would you be following had it not been for this industry?
I'd be an under-employed photographer, freezing my butt off shooting the perfect winter sunrise at a National Park in the Southwest.
3. What makes your station or market unique? How does this compare to other markets or stations you have worked at?
WMZQ is a heritage country music station that has been format-exclusive in DC for most of our 29 years. We're mainstream with twang, we've remained contemporary through lots of changes, and our songs and DJs are as diverse in age and background as our listeners. Ratings come and go, but our listeners always do what we ask them to do. They show up at remotes, they contribute to our charities, they sell out concerts and they shop with our advertisers. Some of our listeners are famous: the first President Bush publicly named us his favorite local station.
4. If you are wearing more hats this year than last, what area is suffering and how are you handling that?
In addition imaging and commercial production for WMZQ, I now also handle all the Sunday morning public affairs programs for the cluster. Sometimes attention to detail suffers and in a perfect world, I'd spend more time focused on just one thing. However, thanks to some great resources within Clear Channel and some networking on my part, I've learned how to work a whole lot faster and more efficiently. I love every one of my hats!
5. How has Clear Channel's Less Is More initiative affected your production/imaging?
CC's Less Is More initiative has evolved into the Better Radio initiative, which is really what LIM was all about anyway. Playing in the 15- to 30-second short-attention-span world we live in forces us to get to the point, in both imaging and spots. Listeners will stay with us if our messages are entertaining and mean something to them.
6. If you were just starting out in radio, knowing now, what you didn't then, would you still do it?
Yes, yes, yes! The business has changed a lot, in both good and bad ways, but I can still say or create something that will impact someone's life. And it's fun! And they pay me!
7. Where do you see the industry and yourself five years from now?
Terrestrial radio will still be here and will continue to improve and dominate. HD Radio, additional HD channels and internet streaming will grow as part of what we do. Satellite will grow too, but it will not eliminate terrestrial radio. We will all exist as content providers for our listeners. Five years from now I plan to be here doing what I do, only doing it better, and wearing a t-shirt that reads "I Told You So."
8. What do you view as the most important issue facing radio today?
Balancing research with emotion. We must trust and use our research, but we should do some things just because we KNOW they will connect with our listeners.
9. What's your take on current music? Is it as good as six months ago, better, or about the same? Elaborate.
Current country music is as good or better than it was six months ago. Established artists like Alan Jackson, Brooks & Dunn and George Strait continue to make great music, and a diverse crop of newer artists like Josh Gracin, Carrie Underwood, Little Big Town and Keith Anderson are putting out contemporary songs that have the fun feel and story-telling ability that makes a good country song.
10. What is the best advice you would give to young imagers and commercial producers?
We're in the spotlight now, so let's make the most of it. Learn how to write compelling short stories. Very short, like 15 - 30 seconds. And don't get caught up in the sound effects and the technology. A well-written, well-acted promo or spot called in from a payphone can be as effective as one made with 10 KillerHertz effects, a Neumann mic and Pro Tools.
Bonus Questions
1. You're stuck on a deserted island and you only have 5 CDs with you. What are they?
The Garth Brooks Box Set, Montgomery-Gentry's "Greatest Hits," BB King "Ultimate Collection," U2 "The Best Of 1990-2000," and the Rolling Stones "Greatest Hits."
2. What's the best piece of advice anyone's ever given you?
Don't bring me problems, bring me solutions.
The worst? Radio is a bad business - if I ever see you working at a radio station, I'll shoot you.
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