10 Questions with ... Mike Morgan

BRIEF CAREER SYNOPSIS:

• Albany Broadcasting - WFLY (FLY 92) MD/PD/VP Programming - (1981-2004)
• Adirondack Broadcasting Account Executive - (2004-2011)
• Townsquare Media - WQSH (105.7 CRUSH FM)/Albany, NY- PD - (2011)

1) What are some of the challenges you face as a programmer in today's radio environment?

You mean besides too many over the air stations, Internet stations, satellite stations, i-Pods, cell phone audio choices, etc.?

The challenge today is to stay relevant to your target audience and extract as much listening from them as you possibly can. Then help your sales staff and clients see a return on their investment for advertising on your station.

2) How do you position the station musically? What is it about your station that you feel really makes it cut through?

"The All New 105.7 Crush FM, The 90's And More!" The Crush has unique song titles, and a fun presentation of them. Also, our aggressive social networking program is key!

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

Working in a hyphenated market (Albany-Schenectady-Troy) always creates special challenges!

4) 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?

PPM's are not being used in this market. But as long as the data is consistent, it is a useful tool.

5) How are you using social media to market your radio station?

We are very active with Facebook and our station web site. Social Networking is an outstanding way to interact with our P1's.

6) What was the biggest gaffe you've made on air? (dead air ... forget a mic was still on ... etc.)

I dropped a cart on a turntable, while it was playing American Top 40, as my GM was walking in the studio. How dated does that sound?

7) Your thoughts on Syndication and Voice-Tracking?

Voice tracking is a great tool when done correctly, but it can be a train wreck when executed poorly. Great voice-tracking takes some thought, preparation, and time. It's easy to hear when air talents rush through it.

8) How do you feel about the new royalty rate increases for Internet radio and proposed royalties for terrestrial radio?

Radio provides millions of dollars in free exposure for artists and labels. For them to now demand a percentage of our business is wrong. Labels did little to protect their product during the growth of the internet and now they want radio to pay for their mistakes.

9) How do you interact with your sales staff?

These are some of the most important people in the building. Their hard work is essential to put a great product on the air.

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

Staying relevant to your local audience. With so many "jukebox" options available to people, successful stations must be serving their local audience.