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10 Questions with ... Jerry McKenna
May 31, 2022
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BRIEF CAREER SYNOPSIS:
Six months after graduating from Boston University I landed a gig at Kiss 108 (WXKS) in Boston as Director of Music Research/Assistant Music Director. (I was a mutual fund accountant for 5 months). I quickly became Music Director and held that position for close to six years, then becoming Assistant Program Director at crosstown rival WZOU.
I then decided I wanted to explore the label side of the industry. I moved to NYC and held positons as Director of Rhythm Crossover promotion for Columbia and then RCA records. In between the two promo gigs, I was the Director of the Hot 100 for Billboard and Chart Editor at Top 40 airplay Monitor.
During most of my label days I was itching to get back to radio. That happened in 1998 when I became Program Director at Hot 106 in Providence. I then went back to Boston to become Program Director at WSTR (Star93.7) and later WBMX (now WWBX, Mix 104.1). I then held Operation Manger/ Program Director positions for clusters in Worcester and Cape Cod MA before moving to Atlanta in 2019 to become Program Director of WSTR, Star 94.
1. How would you describe your first radio gig?
My first real radio gig was a dream come true. I was hired as Director of Music Research, Assistant Music Director at Kiss 108 (WXKS) – a station I had listened to religiously since they signed on in January 1979. I was now working alongside all of my favorite DJ’s: Sunny Joe White, Vinnie Peruzzi, Ed McMahon and Lady D. It was a magical time that lasted close to 6 years!
2. What led you to a career in radio?
I knew what I wanted to do since I was a child. I was that kid in the early 70s listening to American Top 40, keeping notebooks with all the chart numbers. My goals were recorded in my school yearbooks. In the 8th grade my goal was to work in radio. As a senior in high school my objective was to become a record company executive. I am very fortunate to have turned a passion into a 35+ year career.
3. Basically a year after you arrived at Star, the format shifted from Mainstream Top 40 to Rhythmic AC. You’re now closing in on 2 years with the present direction and the ratings have been consistently solid and the cume is way up. Has the station exceeded expectations so far, or has it been where you thought it would be at this time?
When I got to Atlanta, I soon realized I had inherited a heritage station with a brand new morning show. There was a lot of love for the old Star 94 in the market but, the station was now basically playing the same music as three other outlets in Atlanta. In time, I approached the market manager, Rick Caffey, with the idea of our current format. Working with my APD Kannon, we put together a demo. With Rick’s blessing the national team researched the formats potential and here we are 2 years later with a Rhythmic AC with a solid cume and consistent ratings growth.
I wouldn’t say the station has exceeded expectations because I always recognized the potential for this format in Atlanta. I will say, Star’s best days are yet come. Listeners are still finding us. There is still huge growth potential for Star 94!
In the meantime we are consistently Top 5 with P&W 18-34 and hovering close to top 5 with W25-54. That is a big improvement from 12th-15th, where we were ranked with the old format.
4. You programmed Star 93.7 in Boston back in the day, which was very similar to the rhythmic/adult approach to what you’re doing now. Were you able to use some of the things that you learned there as a blueprint for what’s happening now?
Oh definitely. I sometimes see Star 94 as the evolution of Star 937, The stations are similar in that they both played rhythmic pop hits with a wide era depth. But it’s 15 years later, and a great deal has changed. With the growth of social media, digital platforms, mobile devices and home listening devices, how people use terrestrial radio has evolved. All those factors plus an updated music mix really make Star 937 and Star 94 very different from one another.
The new Star 94 was designed specifically for Atlanta. It’s a coalition station, celebrating and appealing to Atlanta’s diversity.
5. Your resume includes stops at labels and a trade publication. What did you take with you from those work experiences that you’re able to apply to your programming career?
I think my experience on the label and trade publication side has afforded me the ability to look at the big picture. I am solution oriented, and look for win/win opportunities with every challenge I face. I always feel there is a way to get things done that will please most of the stakeholders. Had I not had all the varied experiences, I might have a more myopic approach to team building and problem solving.
6. You’ve got Jenn Hobby in mornings and Kannon in afternoons, what are their missions both in the studio and out among your listeners?
I am very happy to have Jenn and Kannon on board. Both individuals have tremendous equity in the market and true passion for the brand. Having said that, the real star (no pun intended) of the station is the music and how it makes people feel. Jenn and Kannon understand the emotional attachment listeners have to the music and as a result are the perfect brand ambassadors. Both on and off air, their mission is to bring more listeners on board and keep them listening longer, solidifying the audience’s emotional attachment to the station. This is done through storytelling, and sharing experiences all within the throwback/feel good vibe of Star 94.
7. What does it take for a “current” to make its way onto the station?
It varies. Usually, a song has to be top 3 at Top 40 and top 5 at Hot AC, but a lot depends on the artist and the sound of the track. The song we stepped out earliest on was Elton & Dua’s “Cold Heart.” The hook was instantly familiar and the artists appeal was a no brainer.
Three of Star’s most popular artists are Michael Jackson, Prince and Madonna. We like to say that if our listeners like the sound of Michael Jackson or Prince, more than likely they will like the sound of Bruno Mars or the Weeknd. If they liked Madonna, they probably like Lady Gaga. Often when it comes to new music, it’s about the artist.
8. What is the one truth that has held constant throughout your career?
To treat people with respect. This business, and probably most businesses, are about relationships and team building. Treat people the way you want to be treated! Practice humanity, stay focused and you’ll be successful!
9. What was your favorite station(s) to listen to when you were a kid? Jock(s)?
Prior to Kiss 108 signing on in January of 1979, my go to station in Boston was WBZ-FM. It was an automated Top 40 that played the hits but also spun some cool tunes that were not big national hits like “Sorrow” by David Bowie and “I’m Mandy, Fly Me” by 10CC. Once Kiss 108 signed on, there was no looking back. If I was not listening to Kiss 108, I thought I was missing something!
When I was a kid, my favorite jocks were Vinnie Peruzzi, Sunny Joe White, Lady D, Ed McMahon, Karen Blake and of course Casey Kasem!
10. Who were your mentors? Who would you say has influenced your career the most?
I’ve had the opportunity to work with some great programming minds like Steve Smith, Steve Rivers, Guy Zapoleon and Pat Paxton. Without a doubt the person who has had the biggest influence on my career was Sunny Joe White. He opened a whole new world to me by hiring me at Kiss 108. Sunny taught me that great programmers have the innate ability to combine art and science. He also taught me that you could turn a passion into a career and have a blast while doing it!
Bonus Questions
With the State Farm Arena at your disposal and an unlimited budget, which 3-5 acts would you pull together for a station show?
Madonna
Bruno Mars
Rihanna
The Weeknd
Janet Jackson
Justin Timberlake/N’Sync -
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