10 Questions with ... Bill Schulz

NAME:Bill Schulz TITLE:Dir. of Programming/Operations STATION:Alice 96.5 MARKET:Reno/Lake Tahoe COMPANY:American Broadcasting BORN:Milwaukee, WI RAISED:Milwaukee, WI

1) What was your first job in radio? Early influences?

I was working for the Journal Broadcast Group in 1988. I answered phones for the night show on WKTI, and did telephone research. For some strange reason they then put me on the air to be the king of overnights...where I was fortunate to grow some sort of skill for radio...at least I think I did.

2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?

I always wanted to do it as a kid...and I just bugged everybody 'til they gave me something to do.

3) If you were just starting out in radio, knowing now, what you didn't then, would you still do it?

I'm not sure...it's so different now. Part of the fun of radio was learning...and a lot of those elements/opportunities do not exist anymore. It's getting harder to find/grow new talent every day.

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

Reno is a very competitive market for its size (#125)...I'm fortunate as the Programming/Operations guy to have so many talented people working with me to put out the best possible product, and to have an owner that believes in his employees/abilities.

5) If you are wearing more hats this year than last, what area is suffering and how are you handling that?

...Every day you put on another hat and you plow through the day. I wish I had more time to meet one on one with the staff, and be able to teach more than I do. That is what made me a player in the biz today. I had programmers that took the time to work with me/beat me up/and bring me back up again. That is why I surround myself with great PDs to work on those important skills with their staff, and bring them to the next level.

6) How have music file sharing services, affected the way you program to your audience?

No. If it's a hit you play it.

7) How do you feel terrestrial radio competes with the satellite radio and Internet these days?

It doesn't...with XM, Sirius you can have anything you want. Terrestrial radio needs to be local, and be part of the community. Only those two elements will save what so many of us love.

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

I see things getting a lot harder, and the need to be more creative than we are right now.

I advise anyone in this business regardless of market size...be as active as you can with your station/station(s)...and your community. Get out and meet people, and let them know you're in it for the long haul. The days of skipping through markets every 6-months only gets you serving up Big Gulps at the 7-Eleven in the end. Market size means nothing anymore in the pay arena...it's all what your worth to the company/station you work for.

9) How is the relationship between programmer and record label changing? For better or worse?

Worse...but it's not by anyone's fault. Things are changing, and times are tough in the industry.

10) Just about every market has a station flipping to "Jack," "Bob," "Max," etc. What are your thoughts on this new format? Will it go the distance? Or is it just a fad?

If you put on a cookie cutter format modeled after another market...yes the excitement will fade. If you make the format like "your market"...listen to your listeners, and create it for the lifestyle of the area...odds are you will outlast the rest.

How have the recent FCC regulations impacted the way you program your music and the station's dialogue on the air?

What are your feelings about these recent changes? Not really...there are just certain things you don't do on the radio. We are more cautious and sensitive in our morning shows and talk programming.

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

It's hard to find good people that want to work, and to have passion for this business.

What is the most rewarding promotion or activity your station has ever been involved with to benefit the community or a charity?

I think the most special has to be our recent hurricane relief effort. In 21 hours, we raised over $300 thousand for the Salvation Army. To meet listeners that were affected, and to see that type of generosity blew me away.