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10 Questions with ... Michael W. Lowe
June 20, 2006
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NAME:Michael W. LoweTITLE:PD/Morning Co-HostSTATIONS:WLRQ-FM Lite Rock 99.3MARKET:Melbourne/Titusville/Cocoa, FLCOMPANY:Clear ChannelBORN:February 26, 1952RAISED:Merritt Island, Fl. (Been in Brevard County, Fl. Since 1959)
Please outline your radio career so far:
WLRQ-FM Melbourne, Fl. (AC) Sept. 2003-PRESENT
WGNX-FM-Vero Beach, Fl. (80s) Sept. 2002-Sept. 2003
WAOA-FM-Melbourne, Fl. (CHR) March 1990-July 2002
Brevard County (Fl.) School Teacher (Sept. 1989-March 1990)
WORZ-FM-Orlando (Classic Rock) May 1986-April 1988
WCKS-AM & FM Cocoa Beach, Fl. (CHR) November 1981-November 1985
WAMT-AM Titusville, Fl. (AC) September 1978-August 1981
WCWR-AM-Cocoa, Fl. (Country) October 1977-September 1978
WRKT-AM-Cocoa Beach, Fl. (CHR) November 1975-October 1977
WCKS-FM-Cocoa Beach, Fl. (AC) March 1974-November 1975
WKKO-AM-Cocoa, Fl. (CHR) February 1973-March 19741) What was your first job in radio? Early influences?
WKKO-A in Cocoa, Fl. at a little 1,000-watt Top 40 station back in 1973. I was a senior at the University Of Central Florida at the time. My earliest influence had to be Bill Tanner and the amazing Y-100 in Miami. They blew everyone away when they hit the air that year.
2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
As a kid, I was your typical "contest pig." Then, my father arranged for me to "sit in" with a jock named Tom Hutchinson at WEZY-AM one night. He let me run the board for a while and I was hooked. I was a sportswriter before I got into radio, so I was hoping to be the next play-by-play announcer for the Atlanta Braves. But, when the teams started hiring former players as announcers, I knew that sports broadcasting would be a tough nut to crack, so I tried music radio. And, here I am.
3) What makes your station or market unique? How does this compare to other markets or stations you have worked at?
Because of the space program, our market attracts people from all over the world. But, since the space program only employs about 20% of the total workforce, we're slowly becoming a true Florida radio market with very standard tastes. Our proximity to Orlando and Disney World, makes us a vacation destination. But it really doesn't affect the way we program a radio station here.
4) How do you position the station musically and why did you choose this direction?
Very safe, predictable and "family-friendly. Janet Jackson's "wardrobe malfunction" really helped us with our "safe for families" marketing stance. We've enjoyed three years of the best ratings the station has ever seen. Thanks, Janet!.
5) How do you feel terrestrial radio competes with the satellite radio and Internet these days?
I have no problem with satellite radio. I have one in my car. And by listening to it, I understand the popularity and appeal. There are things they do which we never will be able to do. Conversely, there are things on a local level only we can do. I look at it as more buttons to push. There are times both satellite and terrestrial are used. It's up to us to maximize our opportunities when they occur.
6) What's your take on current music? Is it as good as six months ago, better, or about the same? Elaborate.
Personally, I think the music is getting better. Mainstream stations are starting to rebuild a good roster of stars. "American Idol" is doing the mainstream radio stations a huge favor. How many labels can brag about delivering that many "money-making artists" in the past three or four years."
7) What do you view as the most important issue facing radio today?
Eliminating clutter and still making budgets.
8) Describe the relationship you have with your fellow co-workers? How do you motivate your staff to do better? How do they motivate you?
We've got a great team here. I missed 13 weeks in the fall of '05 undergoing heart surgery and the subsequent re-hab. We've got a staff that "gets it." We know the mission and what it takes to accomplish it. Everyone's on the same page. And besides, everyone loves those ratings bonuses we get each book.
9) Most of us have known or even worked for a "colorful" owner/GM/air talent. Care to share a story? (The names can be changed to protect the innocent).
Back in 1977, I worked for a guy named Bob Taylor (real name, not made up). After his group purchased WRKT-AM/FM that year. He came in, locked half of the back offices in the building, cut off the newspaper and wire service at the station. Told us we had to take the trash to our home or some other dumpster because he cancelled the trash pickup. Fired everyone except for three of us. I did the Morning Show 6a-noon, plus two other 6-hour shifts for the other two guys--Chris Jackson and Sandy Michaels. He told us to sign off at midnight. I left a month after he took over. The fact that he'd comb his hair over his bald head and fastened it with bobby pins was the clincher.
10) What is the best advice you would give to young programmers/promotion people?
One word. DIVERSITY. Know and do everything you can within the confines of the company you work for and with. It makes it so much easier for them to relocate you if something unforeseen happens (format change, ownership change or any other natural disaster)
Bonus Questions
What is the one truth that has held constant throughout your career?
This is "show business." You get out of it what you put into it.
What singer/performer/artist really inspires you and why?
I've always been inspired by Kenny Loggins. He's written some remarkable songs through the years. "Celebrate Me Home" was always a favorite of my father, who passed away in 2002. I think of him every time I hear it.
What do you like best about working in this format?
I'm the right age for this format. I really feel comfortable communicating with people near my age, while using my CHR background to communicate with younger demos, as well.
Besides your own, what format would you like to program and why?
Sports Talk...I'm a sports junkie.
What do you do with a song you don't like?
Don't play it...
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