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10 Questions with ... Bob Taylor
March 14, 2006
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NAME:Bob TaylorTITLE:PDSTATIONS:WMXW-FM (Mix 103.3)STATIONS:WMRV-FM (Star 105.7)MARKET:Binghamton, NYCOMPANY:Clear ChannelBORN:Northern New Jersey during the Vietnam WarRAISED:Small Town in New Jersey
1) Please outline your radio career so far:
I started my radio career in some of New York's top radio stations. In the late 80s I worked at WHTZ (Z-100) as a remix producer and later moved to WQHT (Hot 97) in a similar role. I worked in various programming positions at stations in the New York suburbs and made my way back to New York City in the mid 90s working at WLTW (Lite FM) with Kurt Johnson and Tony Coles. Before my current position at Clear Channel in Binghamton, I was consulting radio stations in the areas of programming and operations. Prior to that, I was VP of Programming and Operations for the NBG Radio Network in Portland, Oregon.
2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
I always listened to the radio growing up and carried a radio with me everywhere I went. My father had a H.H. Scott tube FM tuner that picked up FM stations from outside our area. I recall receiving WMGQ (Magic 98.3) from New Brunswick, NJ, which was over 50 miles away from where I lived. Something prompted me to write a letter to the station. Within a few days I received a response from their Chief Engineer offering me a tour of the station if I was ever in the area. A few days later my Dad drove me to the station for a tour. It was the early 1980s and this was Greater Media's flagship station so they had all the best equipment and studios. After seeing the station, I knew at that point this was what I wanted to do.
3) What do you view as the most important issue facing radio today?
We need to stay competitive against new delivery mediums. We must look at new ways of approaching what we do. This can include new sub-formats, research on the spots we air, and testing songs that were big hits in the past but never seem to be tested. We have to stop listening to the radio as radio people, and more like the listeners who listen to our entire station.
4) How do you feel terrestrial radio competes with the satellite radio and Internet these days?
Terrestrial radio will always have the advantage of being local and will co-exist with satellite radio. Even with 100 plus television channels there still is the local TV newscast at 5, 6 and 11.
5) If you could add any one full-time position to your budget with no questions asked, what would it be?
Every May, I would hire one recent college graduate who has a burning desire to learn about radio programming. This position would be a full-time temporary position that would last one year, and would give this person the opportunity to see if this is the proper career path for them. After the year is over another person would replace them in a similar role. It would be my way of giving back to the industry.
6) How do you interact with your sales staff?
I obtained my Certified Radio Marketing Consultant (CRMC) certification from the RAB, which helps to give me a better understanding of the challenges our sales staff faces everyday. This has created a better synergy with the sales staff and management.
7) What led to your station's recent ratings increase?
We had an excellent book with women 25-54. Both stations tied each other for either #1 or #2 in all dayparts. I'm [my] own worse enemy. It's really simple, play the hits, and keep it all about the listener. I'm surprised on how many PDs miss the boat on this.
8) In your opinion, what is the greatest song ever that never made it as a hit?
"Better Late Than Never" by The Cover Girls from the Soundtrack of Coming to America starring Eddie Murphy.
9) What is the one truth that has held constant throughout your career?
Jobs come and go, but friends and family have always remained constant.
10) What is the best advice you would give to young programmers/promotion people?
If you do not have 100% passion for this business, find something else to do. Focus on the big picture, the goals of the station and what you can do to help achieve them. Do not get caught up in the trivial details and gossip that are time wasters and will end up hurting you in the long run. And remember, it's not about what you like but rather what that 25-45 year old female with a diary likes.
Bonus Questions
What was the biggest gaffe you've made on air? (dead air ... forget a mic was still on ... etc.)
One Thanksgiving, I was doing a fill in shift. Since it was cold outside I was wearing a sweater that created static electricity. I touched the air console and took the entire radio station off the air. I had to call a very upset Engineer and disturb him from his Thanksgiving dinner to come down to the station and figure out why we had dead air. I never really knew what he did to fix the problem, but I never wore a sweater again to work.
Who would be your dream guest on the show?
Donald Fagen of Steely Dan
Who is the most amazing talent you've worked with?
Al Bernstein at Lite FM in New York.
What's your favorite fast food?
In-N-Out Burger
Do you read...everything? Books, Magazines, etc. Nothing? What's your favorite reading material?
Wall Street Journal, Business Week, "Who Moved My Cheese," Zig Ziglar, Harvey Mackay, Stephen Covey, The "McVay Monthly Newsletter."
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