10 Questions with ... Chris Duggan

NAME:Chris Duggan TITLE:PD STATIONS:WDAQ MARKET:Danbury, CT COMPANY:Berkshire Broadcasting BORN:Lowell, MA RAISED:Lowell, MA

Please outline your radio career so far:

WERZ Portsmouth, NH 1996-2000; 2001-2003 (Air Talent / APD / MD)
WXKS Boston, MA 1994 - 2000; 2002 - 2004 (Air Talent)
WQSX Boston, MA 2000 - 2002 (Air Talent)
WLTO Lexington, KY 2004 - 2005 (PD)
WWBX Bangor, ME 2005 - 2006 (PD)
WDAQ Danbury, CT 2006 - Present (PD)

1) What makes your station or market unique? How does this compare to other markets or stations you have worked at?

Danbury is a somewhat conservative market...very unlike the other markets in Connecticut. There is no Mainstream AC/Top 40 specific to this market so we can lean a little hotter than most Hot AC's. We walk a "Hot AC/Top 40" line in the way we present ourselves. Our listeners want to be fun and hip, but there is clearly a line that we can't cross. Hot AC and Mainstream Pop titles work here, Hip Hop hardly ever.

2) What do you view as the most important issue facing radio today?

That radio as it is today isn't going to exist in a few years. The future is new media. Audio, video, blogging. Wi-Fi and mobile are the way it's going to go. We can be unique entertainment content providers for cars, i-Pods and smart phones to go with the MP3's you already have. The way we communicate will be more on-demand and less "live." I think talent and management in all of the traditional media have to re-think the way we are going to be used by the public. It isn't going to be the media giving the user the content we choose...we will provide the content the user chooses.

3) What effect has industry consolidation had on the way you program your station?

I work for an independent owner so it has worked in our favor. If we want to do something, we make a quick decision and do it. There are no regional or corporate people to answer to. We don't have a "one size fits all" policy when it comes to music and promotions. We make all our decisions based on what is right for the station.

4) What should radio be doing now to secure a role in the future of the ever-changing media landscape?

If you are in a format that has a core demo under the age of 30, you should be all about audio, video and text on demand. The content needs to change constantly and much of it should be exclusive to your site. Jocks should be creating content that goes way beyond their shows...blogs, podcasts, video and user interactive content is key. Long term all stations should be focusing on interactive mobile content delivery via Wi-Fi to personal communication devices and cars.

5) What can we be doing with our station web sites to better our stations as a whole?

Look at them like we look at radio now. The site is the ultimate destination you want your audience to go to even more than the station itself. There is nothing you can do on the air that can't be done online. You can't say the same for the net.

6) Why would someone listen to your station instead of listening to music on their iPod?

Local content, non-music entertainment, breaking news, and information that is important in their lives. Air talent has gotten a bad rap...it's not talking DJs that turn people off...it's bad DJs with no real content.

7) How do you feel about the new royalty rate increases for Internet radio and proposed royalties for terrestrial radio?

The labels are fighting a war they can't win. These fees are going to reduce the amount of their product that gets played. Music on terrestrial and Internet radio HELPS the record companies. It increases artist awareness and helps build loyal followings. These are the people who will buy concert tickets and purchase artist's merchandise. That's how the labels are going to make money. The amount of people paying to buy CDs is dropping by the day. The best they are going to do selling music is 99 cent tracks on I-Tunes...if they are lucky. If you really want, you can find any song online for free. You just have to look hard enough. If these fees go though I think you'll hear more Indie artists showing up on all radio. Look at the profiles on MySpace that have Indie artist music on them. It's already getting big. Once Madonna left for Live Nation, I bet more than a few artists wondered why they would even need a label?

8) What do you enjoy most about music scheduling?

I enjoy that our Music Director Zach Dillon does it! Ha! Ha! Actually, I like scheduling music...it's one of the most important things you can do for your station.

Zach will spend about two hours a day going over each day's log. I don't understand how anybody can hit F10 on Selector and be done in 15 minutes. We schedule every song one at a time. Music is your product...why would you not constantly work to improve the product?

9) How often do you aircheck and what is your approach?

I aircheck with the morning show everyday. The other members of the staff and I meet once a week or more if needed. PDs need to take the time to not only aircheck but get to know more about the members of their air staffs. It's much easier to develop game plans for talent if you know what their strengths, weaknesses, learning curves and personalities are. I believe you need to set goals for all air talent and do everything you can to help them get there.

10) Where do you see the industry and yourself five years from now?

Deep in the new media revolution...wondering whether we need that transmitter anymore?

1) Who do you consider your radio mentor(s)?

Dale Dorman. I was very fortunate to intern for him at WXKS, and he taught me so much. He would go over my demos with me and was brutally honest in his critiques. I was able to get rid of a lot of bad habits early and it helped me get on the air in a Top 10 market. I'll never forget that.

2) What advice would you give people new to the business?

Do this for the love and passion you have for media. You are not going to make much money when you start, but keep working hard and getting better. Great talent is hard to find...and those that make it there will be rewarded. Never give up.

3) What stations do you have on your car radio pre-set buttons?

98Q, my two Danbury competitors, WHTZ New York, WKSS Hartford, and WKCI New Haven.

4) Your radio or records dream gig?

Hasn't been invented yet. But it will. I'll be the one who creates it...details to come...