10 Questions with ... Don "Rivers" Dupre

BRIEF CAREER SYNOPSIS:

I have worked in Georgia, Alabama, Mississippi, Louisiana, Texas and Indiana. I have programmed winning Top 40's, AC's, Hot AC's, Rock and now Gen X. I have done every airshift including mornings.

1) What Got You Interested In Radio?

I was living in Norfolk Virginia at age twelve and really I started getting into music listening to WGH. I loved the jocks and made my pretend control board and started playing DJ while listening to my small radio. If the jock did not talk over an intro, I did.

2) Who do you consider your radio mentors?

Kris Van Dyke got me started and taught me a whole lot! I learned from Ugly Jerry Leausteau, Bill Richards, Jack O'Brian, Marc Sherman, Gary Berkowitz, Don Hallet and my favorite all time General Managers include George Swift, Vesta Brandt and Gregg Capogna.

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

Tom Hoefer! He was really funny and did great characters. I miss working with him.

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

The New 103.3 is very unique. We play the big Top 40 hits from the late 80's, 90's and a few from the New Millennium. We are basically a 90's station. The station has exploded. Scott Shannon and Louie Diaz did their homework and really customized the format for this market. I can't say enough about their ability to put together a winning radio station. It has been a long time since I have seen a radio station take off like this one has.

5) Is Arbitron's Personal People Meter (PPM) currently available in your market, or in a neighboring market? What are your thoughts on this new ratings technology?

I like the technology...No, I love the technology. This eliminates error! We do not have it here yet.

6) How do you position the station musically?

We position the station as "Music for Generation X" so that anybody can feel like it is their station. This works well because in the end everybody feels like they are a part of Generation X.

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

We are not bringing new people into the industry. There are no overnight or weekend shifts in the small markets anymore. We are really hurting for young talent to make up tomorrow's air staffs.

8) How often does your airstaff front and back-sell songs?

I think it is much more important to sell the whole station than a few songs. Front selling is very dangerous because you may front sell songs that the listener may not stick around for ... I feel you are much better served front selling the station image and a 30 minute music sweep. Your audience is there because they like your music. Just tell them a lot more is coming. If you are playing the right music, you should never have to back sell anything but newer songs. Back selling is for jocks who like to hear themselves talk and is old tired radio. The station is best served when jocks are selling the station image and music in quick breaks!

9) Do you have any music scheduling tricks you've learned that you wish to share?

There is a big difference between programmers who came up before computers and those who came up after computers. Those who came up after the advent of computer generated logs really never learned how to balance a playlist. I can't tell you how many stations I have seen that do not balance gender, tempo or types of music. You can tell by listening when you hear blocks of music. You may hear three females in a row and then no females for 8 songs ....or the same with urban music, slow songs and so on. This balance is critical and missing on a lot of today's radio because music directors have not been taught correct scheduling. You can be playing the right songs but not scheduling them correctly and kill a radio station.

10) What should radio be doing now to secure a role in the future of the ever-changing media landscape?

That is the multi million dollar question! Radio has to make sure they are playing the correct music. I think the future of radio is in playing non-stop music with product placement advertisement being done over song intros. This is going to require someone taking the first and very bold step of not selling commercials but hours of product placement. It is also going to require real personalities who can pull it off. I feel this is the best way for radio to compete with the i-Pod.

1) What do you do in your spare time?

I like watching Braves baseball. I also like to go fishing.

2) Besides your own, what is your favorite radio format?

I am a Classic Rock listener but many of the stations have too tight of a playlist for me. I also like HAC and AC. I even like some Top 40.

3) Favorite artist you have met?

Wow...that is a tough one. I guess Ozzy Osbourne was the most cordial.

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

We spend a lot of air time sending the audience to our web sites (as we should). I don't think we spend much time sending the audience from our web sites to our radio stations. This has to be a two way street for both to prosper.

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

I am very proud of my work with St. Judes!