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10 Questions with ... Barbara Bridges
February 8, 2021
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BRIEF CAREER SYNOPSIS:
I’ve had the great fortune of working most of my career within two family owned companies, Midwest Communications for the last 6+ years and South Central Media for 21 years before that in both Knoxville and Nashville. Nashville is a hard city to leave so I have a long track record with WJXA! Prior to those two companies and their radio properties, I worked at Dick Broadcasting and before that P & G Properties.
1. Mix has consistently dominated the top of the Nashville ratings for many years at this point. What has your winning formula been?
We are relentless in our pursuit of excellence. We’re not perfect but we really try to cover every detail, every day including music, marketing, imaging, air talent, socials, website, listener relations etc. We’re continually striving to balance consistency with innovation and we’re always working on ways to grow our brand. Most importantly, we put our target audience at the center of everything we do. If it doesn’t matter to her or make her life better in some way- it doesn’t pass the test.
2. The music scene in Nashville has become mythical. Are you able to tap into any of that mojo and use it to your advantage as far as the station is concerned?
In a normal year, there are certainly more options to get involved in the music scene. It has been surreal to live here during COVID. While the city is usually humming with live music and concerts and we are involved in everything from Bridgestone arena shows to Tin Pan South… the last 10 months have been tough for our city.
3. How does The Mix Morning Show set the table for the rest of your broadcast day?
The morning show is really the face of the brand and a big connection point for the station with the community. They are front and center in representing us with most of our initiatives. They’re out raising money and awareness for everything from the American Cancer Society and March of Dimes to Second Harvest Food Bank and the Salvation Army. They set the table with information and fun in the morning and get the day started for our audience. It has been an unusual year with COVID as our target female audience has undergone an upheaval in her normal routine. Schools are on and off here and work schedules and commutes have been disrupted. That presents some challenges but we’re always up for the task!
4. With everything else that you have going on, you still do middays every day. What’s it mean to you to be able to get into the studio on a daily basis to do your thing?
It’s a mixed blessing! I hear every nuance good and bad for a few hours each day. Every segue, every song and every piece of imaging are unfolding in my ears so I take it apart and put together over and over. In addition, time is always in short supply as I’m juggling some live segments and client needs with everything. On the other side of the coin, sharing joy and personally trying to uplift people never gets old! I hope I am able to do that each day as they are listening at their office or workplace.
5. How has navigating the pandemic made you a better programmer and what have you learned that will stay with you moving forward?
Managing a staff through a pandemic has made all of us stretch our skills. Our staff has widely varying comfort levels with the pandemic. We have had to navigate that and bridge differences to keep people productive and engaged. I’ve tried to be as flexible and understanding as possible with all our team members. There is enough stress in everyone’s life. In addition, all the things that made up a normal radio day pre-pandemic were gone! We were accustomed to doing concert ticket giveaways, hosting large events and charity fundraisers, having group meetings in person and enjoying lunches with our listeners. All of that changed. We learned we can still be effective by re-thinking our approach and still accomplish our goals by finding new workarounds. We just have to be more strategic in our approach.
6. “Local local local” has always been radio’s mantra. How do you keep your station(s) visible and involved in the community when we really can’t go out and interact?
We have actually stayed busier than most by shifting our focus from big events to grass roots efforts. The great irony in the pandemic is the need in the community is probably more pronounced than ever before. Whether it’s food, financial help or just comfort and recognition…we’ve tried to be a lifeline where we can. We’ve done everything from Christmas trees for families in need, to bringing bouquets of flowers to local heroes, to food drives and cash giveaways. We started out with tornadoes in March of 2020, went straight into the pandemic and then had a bombing at Christmas. We are still interacting with the community- just in smaller more socially distant way!
7. What are the most effective social media platforms for your air staffs these days?
Facebook and Instagram are still the kings for our target audience.
8. What was your favorite station to listen to when you were a kid? Jock(s)?
As a little kid, WKBW. As a big kid- it’s great to stream everything coast to coast.
9. Who were your mentors? Who would you say has influenced your career the most?
I was fortunate early in my career to have some exceptionally talented people around me. Chris Conley, Craig Jacobus, Steve Edwards, Jack Taddeo, Bob Dunphy and the list goes on. There’s a TON of people I could add here. All throughout my time in radio I have had the pleasure of learning from people who are way smarter than I am. I’m happy to be a sponge and soak up any knowledge I can.
10. What is the one truth that has held constant throughout your career?
Do the best you can every day and integrity matters.
Bonus Questions
With an unlimited budget and the Bridgestone Arena at your disposal, what 3 acts would you bring together to celebrate a “No More COVID” Mix listener event?
This is so much fun!! Let’s go BIG and put Adele, Bruno Mars and Taylor Swift together… for multiple shows. After all, if we’re saying goodbye to COVID- that’s a huge deal!
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