10 Questions with ... Rob Lucas

BRIEF CAREER SYNOPSIS:

High school and college years:

• WLEA, WHHO AM & FM (Hornell College)/Geneseo State, NY and Alfred State, NY
• WETT and WKHI, Ocean City, MD (1983-1986)
• WBEN, WMJQ, WTSS/Buffalo, (1987-Present) Weekends to overnights, to Morning show Producer, to PD/morning show host, afternoons and MD. I've been doing Mornings/MD Since 2002.

1) What Got You Interested In Radio?

It was a combination of Sports and Music. One of the first broadcasts I ever did was for a baseball game.

2) Who do you consider your radio mentors?

I've learned from everyone I've ever worked closely with. You can learn what to do, and what NOT to do just from observing others. There are so many people I really respect, especially my local managers. You don't work 20+ years for bad people. I've been fortunate.

3) How do you position Star 102.5 musically?

It's very tough to be a Hot AC and not be a niche format. But we've done a nice job of being a market leader, and we have been one of the highest rated Hot AC's nationally for a long period of time. Our music is as variable as Top 40, some years it's been Female Pop heavy, and other times it's been Garage/Rock band leaning. It might be the toughest format to define. What's Hot AC in one market may be Mainstream or Soft AC in another.

4) What is it about Star 102.5 that you feel really makes it cut through?

Good stations are compelling in presentation, and human in thought. We sound like real people, not radio people hyping things up. But that does not mean boring.

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

The lack of up & coming air talent. Radio has done this to itself. Somewhere along the line, small market stations decided they had to sound like big market stations. Technology has allowed them to take feeds of every national show 24/7, and now there is no place for people to enter the business on the ground level, make mistakes, get better, and move on to a bigger market.

I love driving places on vacation, through small towns, and hearing young air talent doing a weekend shift, making mistakes, having dead air, fumbling announcements, but actually BEING ON THE AIR. Talk to anyone over the age of 35, and chances are they developed that way. But 90% of those entry-level jobs have gone away. I bet if a local station would give someone the chance to work overnights for free two days a week, they would have many takers in the 17-22 year old range. It would be amazing to watch these people get better and move on. But I'm thinking there are some insurance reasons that would prevent that.

The next biggest issue is talent development within a station. Most PD's would love to teach and coach their talent more. They just don't have the time. They are programming multiple stations and internet sites.

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

Having 10,000 songs available in something the size of your palm is incredible. It sure beats lugging around all those albums in milk crates! But the downside is that technology has eliminated much of the "OH WOW THEY'RE PLAYING MY FAVORITE SONG AND IF I DON'T LISTEN I DON'T KNOW WHEN I'LL HEAR IT AGAIN" factor.

File-sharing has also created an entire generation that has no idea what a good song sounds like technically. Between compressed production, crappy dinky earbuds and the quest to make music more portable, there are fewer and fewer who actually care about the quality instead of the quantity of music.

7) If you are currently a Music Director, or on-air talent, do you have an interest in one day becoming a Program Director?

I Programmed AND did the morning show for seven years from 1993-2000. I gave up being PD of my own volition. After being good at two things, I realized I needed to be GREAT at one thing to succeed. I can still see Frank Bell asking me three times if I really wanted to give up control. I bet many thought I was nuts. But the guy who replaced me was fired in less than a year due to a station sale and contraction, so as far as timing, I made the right choice.

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

Record people are going through the same thing radio people are going through: Learning how to juggle more duties with less time. The 15 and 20 minute phone conversations about one song are a thing of the past. Record people are wasting less time on songs that they know aren't right for you. I think they good honest record reps always have been and always will be successful. I also think that due to downsizing, record reps can identify with radio people more on a personal basis. We all realize that the 2 hour lunches of 10 years ago are over. No one has time. And that too is a good thing. I hate any meetings that take more than 20 minutes!

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

I must have done over 250 appearances over the past four-five years. I have been asked about satellite radio from listeners about three times. I know of more than a few people who got it free in their new car. None of them have purchased it after the trial was up. Satellite is a non player. Howard Stern's deal and cashing in his stock was the smartest business move ever made. He is genius. Too bad no one hears him anymore. If it wasn't for the Sports networks, the satellite subscription base would drop significantly. The most disappointing thing is the sound quality. I had satellite radio in a rental car. It had an awful, awful sound...with that "high pitch digital sounds like it's coming though my PC speakers whine" on it. That's the best they can do? Ridiculous!

10) How do you prep yourself for your radio shift?

Wake up early, and show up on time, and know what's going on. You'd be surprised how many in our business have a problem doing that. Actually, you probably wouldn't!

1) What are your hobbies?

My wife and I just got a Westie. Puppies are a lot of work. But there isn't a week that goes by that she doesn't give me a happy cry!

2) What career path would you be following had it not been for this industry?

Second baseman for the Mets. (In my dreams).

3) Favorite artist you have met?

I've been fortunate enough to meet biggies from Elton John to Buffalo's own Goo Goo Dolls. But I think I get the biggest kick comes from interviewing the artists who are just starting out, or the artists who have yet to make it super big. There is something about them being so excited, so innocent. You don't see the cynicism, the jaded outlook that can set in after a go-round in the music business. It's invigorating, and life affirming to meet these incredible young talents.

4) What can we be doing with our station web sites to better our stations as a whole?

Make sure your stations sounds as great as your web site looks. Remember, you are a radio station, with a website attached to promote it. Not vice-versa.

5) Who is the most amazing talent you've worked with?

Sandy Beach. I produced for him for three years on WMJQ/Buffalo. He's the funniest man in radio. Period. He could make you laugh while you were stranded in the middle of the desert. He's a legend not because of longevity, but because of his talent.

He could do any format, at anytime. He's the most compelling host EVER. He now does Talk on WBEN...his office is right across from mine. He's watching me type this right now!