10 Questions with ... Rich DeSisto

BRIEF CAREER SYNOPSIS:

Rich is a 32-year radio veteran who spent most of his career in the NJ, PA and NY Tri-state area. Prior to his current PD post at WJBR/Wilmington DE, he served as the APD/afternoon-drive personality at Beasley Media Group Philadelphia's BEN-FM and is also currently a weekend personality on WMGK. Previous to that, DeSisto worked on the air at WYSP, Q104.3-FM, WPST, WZXL and WSJO. In addition, DeSisto served as the Dir./Programming of the WMGM/WJSE/WTKU cluster in Atlantic City, NJ, as well as was responsible for launching and programming X106.3 (WAMX) in Huntington, WV.

1) You're coming up on your first-year anniversary in the PD chair at WJBR. What's the biggest thing that you've learned that really surprised you?

Rome wasn't built in a day. Like anything worth doing, it's a process. We continue to learn, grow and evolve as a station. We've made great strides and continue to move forward on the programming front.

2) When you came on board the station was re-branded as Mix. How has that helped to define your position in the market?

The New Mix 99.5 WJBR honors WJBR's 60-year heritage in Wilmington, but at the same time the evolution of the positioning makes the investment needed to sustain another 60 years.

3) The format is playing songs/artists now that would have been out of the question as recently as a couple of years ago. What's your take on the state of the music at Mainstream AC right now?

The abundance of crossover pop music of recent years has allowed Mainstream AC and WJBR to re-define its library. And I would argue for the better. It's almost hard to fathom that the 2000s consists of 18 years. The amount of core, hip and recurrent titles to choose from along with the right Gold, provides us with a sustainable, healthy music pyramid.

4) Speaking of music ... 'tis the season for the format to ramp up the run to all holiday music programming. How do you know when it's the right time to press the button that says "GO?"

You have a date in your head but that could change from one year to the next. It's a lifestyle decision, from the standpoint of your audience and your clients. Your advertisers are also your listeners. Keep an eye on their movements but within reason. Is it a good idea to push the "GO" button because Home Depot is selling Christmas tress next to Halloween decorations? Probably not.

5) You've got market legend (and the station's former PD) Michael Waite doing mornings, along with Jessie. How do they set the table for the rest of the broadcast day?

Michael is the 'Mayor of Delaware.' We are so fortunate to have a guy with not only his following in the community, but his history that is baked in to the heritage of WJBR. Jessie Micchelli brings her own Delawarean notoriety. She comes from local morning show gigs at WILM and WDOV. The pair really encompasses the evolution direction of WJBR. Chemistry is such an important element to a morning show. Michael and Jessie would be the first to say they hit it off immediately. They both really complement each other and WJBR.

6) In addition to programming, you also hold down afternoons. Do you still look forward to escaping into the control room for four hours every day?

Being on the air was, is and will always be my first love of the business. There is nothing in the world quite like it. Connecting with the audience brings a certain satisfaction. For a PD, being on the air lends another important element to the execution. It gives you a real time connection to the presentation of the radio station and allows you a more focused lens through which to see and manage.

7) You're just across the river from a major market (Philadelphia). How would you describe the landscape in the Wilmington market?

If you were to just look at the Wilmington market, it's really a two or three-horse race. The Philly bleed-in creates a frustrating cume fraction that we all deal with. The home run right field porch at Yankee Stadium is a short 314 feet. But both teams are playing in the same ballpark. That being said, the WJBR signal is very strong not just in a majority of the Philly market, but a quad state area if you include counties in Maryland, New Jersey and Pennsylvania.

8) "Local local local" has always been radio's mantra. How do you keep your station visible and involved in the community?

WJBR has always been a staple in the community. It remains a top priority. Our WJBR Cares Campaign umbrella's a number of local invectives. We connect on and off the air with Hometown Happenings. Our Promotions Director, Chris Leonard, understands the importance of putting the radio station in the community. He has us connected with organizations from government, diocese and police departments to school superintendents. We support 5Ks, school supply drives, coat drives, the Girl Scouts.

We honor local teachers each month. Our biggest local commitment is to help the Ministry of Caring feed the hungry during the holidays with the annual WJBR Turkeython live broadcast. Because the Philly stations do bleed into the market, we must speak Delawarean to Delawareans, from weather forecasts and traffic conditions to the local workforce. Our podcasts are also locally focused; Focus on Delaware Valley, Peeling the Onion, Jessie's Girls.

9) If money and whatever were no object, and you could add one full-time position to your budget right now, what would it be?

Radio is changing rapidly. Digital is becoming more and more front and center. Long gone are the days where the PD only needed to concentrate on playing the hits. The extension of the brand is reaching audience through different means. A full-time Digital Director would be a welcomed addition to the flow chart. I would like someone who works together with Programming, Promotions and Sales lead that charge and fulfill those extensions.

10) Who were your mentors? Who would you say has influenced your career?

My on-air mentors come from a variety of geographical locations. Growing up in central New Jersey, I was exposed to New York City and Philadelphia radio. My earliest influence was Ron Lundy, George Michael and Dan Ingram from WABC. Falling asleep to night time Yankee game broadcasts, I would wake up to a whole new world coming from my transistor radio ... not a baseball game but RADIO.

Then there's Scott Muni and Carol Miller from WNEW. The Philly radio vets who influenced me include Steve Trevelise, Earle Bailey, Bubba John Stevens, John DeBella and Pierre Robert. I remember being late for class on countless mornings listening to DeBella and the Morning Zoo on WMMR. Then there was the story telling of Pierre that on its surface was fascinating, but his delivery of the content was infectious and still is. I am so humbled and honored to be a part of the company that owns the stations they both can be heard on. My programming influences also come from a variety of resources and the list of names has evolved as my career extends -- Tom Cunningham, Steve Raymond, Ron Valeri, Tim Sabean, Neal Mirski, Bill Weston, and Chuck Damico.

You still hold down a weekend shift at Beasley sister station Classic Rock WMGK/Philadelphia. How much fun do you have rocking out on the weekend?

When I'm out on any given Saturday night and someone overhears me saying I have to work tomorrow (Sunday 11a-4p on WMGK), they feel bad for me. But then I tell them what I do. My thing is, the drive to the radio station every Sunday morning is the job.

Talking to the Philly audience about the music I love, and get to play DJ with that music for five hours is almost the best part of my week. I was fortunate to begin my journey on WMGK when the late, great Bubba John Stevens retired in November 2013. John welcomed me to his weekend fans and to the WMGK family with open arms. I have the aircheck that I will always treasure!