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10 Questions with ... Gary Edsall
October 12, 2009
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BRIEF CAREER SYNOPSIS:
- WCEI/Easton, MD - 1984-1986 (and various times afterwards)
- WKHI/Ocean City, MD - 1986-1987
- WZBH/Georgetown, DE - 1989-1993
- WXZL/Annapolis, MD/1993-1994
- WCEM/Cambridge, MD/1999-Present
1) What Got You Interested In Radio?
I grew up listening to everything from the flame-throwers like B-104 out of Baltimore, to DC-101 back in the Stern era, to WHFS' start-up days.
I was really into two things back then: Girls and Music. And girls loved radio DJ's. So I started working part-time at my local station when I was a junior in high school. It didn't matter that all I did to start was run American Top 40 on Sunday mornings. I was in radio...and girls thought I was cool. It still applies today, just not as much because I've gained a few since those days and my hair had color.
2) Who do you consider your radio mentors?
JJ "Hitman" McKay taught me to lead, follow, or get the hell out of the way. Bob Jackson, whom I affectionately call "O.B. Juan" really gave me insights into the true workings of screwed up radio operations, taught me when to "pull back the reigns" to keep my job, and how pulling off that perfect segue can sometimes feel better than sex.
3) What makes your station or market unique? How does this compare to other markets or stations you have worked at?
We are geographically set between two markets, and we do not penetrate either one effectively enough to get "rock star" numbers. However, the dead space between the two we own, with a huge AQH share so we must be doing something right!
4) What is the biggest misconception about your station?
That a small town can't sound "big city" yet remain "local."
5) What do you like best about working in this format?
Hot AC basically translates into "No Hard Rap, No Hard Rock" which, conceivably, leaves it wide open for translation in my book.
6) How would you describe the music and imaging on your station?
Imaging is everything. We throw as much humor (movie/cartoon drops, etc) into our programming as possible. Yet we still keep that local aspect with town mentions, etc.
7) How is the relationship between programmer and record label changing? For better or worse?
Worse. Labels are losing people who actually had a passion for music and, in some cases, treated small market stations just as important as the majors. Nowadays, unless you report in a Top 100 market, you're jack!
8) How do you prep yourself for your radio shift?
I turn on TV when I get up at 3:15ish to see if anyone major league passed away, in at 4:30am, get the weather, check my "secret source" for audio bits, then off to fark.com for the crazy stuff. It's nice to have high-speed Internet in the studio.
9) Any tips on dealing with the local booking agents or venues?
Trades of tickets for banners on the station web site has worked nicely!
10) What should radio be doing now to secure a role in the future of the ever-changing media landscape?
My station manager has a great theory: "If radio wants to make the sales they did 10-15 years ago, then they need to sell like they did 10-15 minutes ago."
The same applies to programming. "Old school" philosophies proved themselves successful. Little things like coming out of the top of the hour ID with a really crankin' tune no matter what....especially in drive times. Even something as mundane as a two day weather forecast thrown in makes the station sound like they care about their listeners. Unless it's a news-talk station, you'll NEVER hear even a one day forecast on a major market station. Radio needs to "de-corporatize" and quit overcomplicating the basics. I'd rather listen to a privately owned station with no expectations than the sanitized corporate BS that I can get anytime, anywhere.
Bonus Questions
1) What career path would you be following had it not been for this industry?
I've always worked in restaurants, even part-time during some of my full-time gigs. I eventually quit radio to go to culinary school. Then I figured out I liked radio better and I quit the culinary arts trade to get back into radio...go figure!
2) What was the biggest gaffe you've made on air?
My very first time on the air I opened the mic and gave the wrong time...while staring at a digital clock! Then there was the time that I was recording a weather update on cart for our AM station with the mic in both audition and program...which wouldn't have been so bad if it weren't for the throat clearings and the multiple times I said, "Jesus." I wondered why four lines started to light up on the phone.
3) How have music file sharing services, affected the way you program to your audience?
They're great for doing "all request lunch blocks", etc.
4) What's the best concert you've been to so far this year and why?
"Virgin Mobile FreeFest." Where else are you going to see a range of acts from Blink 182, to Public Enemy, to Jet with a totally jamming D.J. area stuck in the middle? And you can't beat the price!
5) What is the one truth that has held constant throughout your career?
Most salespeople are weasels.
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