10 Questions with ... Jeff Wyatt

BRIEF CAREER SYNOPSIS:

Started working in college radio at Miami University (WMUB) in Oxford, Ohio, and the University of Notre Dame non-commercial station during summers. Then, post-graduation, went to the commercial progressive rock station (AOR WOXR) in Oxford, starting in PM Drive, becoming production director and then PD. Left to pursue a musician’s life as singer/songwriter in Boston’s Beacon Hill district. Got an opportunity to distribute promotional materials for a station Arnie “Woo Woo” Ginsberg was managing (WWEL) that eventually became KISS 108 as a Heftel Broadcasting station. I was the first overnight personality there, doing copywriting and production as well. Became utility jock, night jock and Asst. PD over time.

After KISS created such excitement around the CHR format, I was hired as the first PD at WUSL, Philadelphia (Power 99FM), owned by LIN Broadcasting. From there I became the first PD of Power 106 in Los Angeles for Emmis, picking up VP/Programming responsibilities, then to Gannett’s KIIS-FM as PM Drive personality for a year and then PD.

Wyatt Consulting opened after that… working projects like Fair Air and Groove Radio while developing broader initiatives, and came back to radio with Chancellor Media at Mega 100 in LA doing morning drive and consulting their initial growth. Then seized an opportunity to come back east as PD at AMFM’s Jammin’ 99-5 Washington, which we changed to HOT 99-5 under Clear Channel. As consolidation continued, I became VP for the DC/Baltimore Trading Area as well as PD for HOT and Country WMZQ. Then Bennett Zier and I left to establish the Washington Redskins Radio Network with a triopoly of stations doing Sports Talk Radio across the DC area.

I joined a marketing consulting firm, Umansky/Wyatt/Zier after that; did news anchoring for CBS’ News station in DC; and, four years later, came back to Clear Channel/iHeart Media as Regional VP of Programming for the Carolinas and, ultimately, Virginia, too, while programming WKKT. After four years based in Charlotte, I returned to the DC area and oversaw the Baltimore market as VP/PD of WPOC and WQSR (Jack FM).

Currently, I’ve re-opened The Jeff Wyatt Group, doing voiceover work through Benztown, consulting, and spending time on my favorite project, Fisher House Foundation’s News/Talk Radio Special “Home Away from Home – The Fisher House Story.” (EDITOR'S NOTE: Find out more about the special at (301) 518-3640 or JWyatt@fisherhouse.org.)

1. While you're known for your work in music radio both on and off the air, you've more recently been involved with spoken word radio, including a stop at Red Zebra, another doing news anchoring at CBS' short-lived all-News station in D.C., and, now, producing the Fisher House special. First, let's talk about the difference in approaches between music and talk programming, if any: What are the main things that are the same for talent doing, say, a music morning show and a talk show? And what are the main differences?

The hosts are generally older and more political in Talk programming. Plus they’re more “vulnerable” and self-aware, as they share so much of themselves, if they are really working to turn acquaintances into friends and friends into fans, as the best personalities do. Morning show hosts on music radio are very much the same, except their topics are rooted in pop culture and feed more off of social media where the younger end lives.

I miss watching hard working talent work and play to put it all together. It’s a joy to observe and be part of hiring, planning and executing a morning show and talk radio show. Cumulus’ Bill Hess is great at that. and he loves it too! Win-Win. Good for him and his company.

2. About the Fisher House specials, how did you become involved and what will the specials be like this year?

I’m really pleased to be working on this project. After so many years in the 24/7 lifestyle of programming creation and oversight, it’s excellent to be putting my efforts toward such a noble effort to support our armed forces, veterans and their families. It just so happened that Fisher House was looking for a new, fresh voice to host and prepare their radio special this year. My name was recommended by someone I’ve worked with in the past. So I do the VO work, the interviews, write the show, and Mary Walter from WMAL hosts, Jennifer Quiroz develops marketing and social materials, and iHeart’s Stan Fisher produces and shapes the audio.

I predict this special will be more stimulating than ever, and have a huge impact for Fisher House Foundation. You’ll hear stories from families and their service members or veterans who are wounded, sick or injured, along with details on what exactly a Fisher House is. In fact, we set out to answer the question I’ve heard too often in researching this project: “What IS a Fisher House?” Our objective is to motivate folks to investigate at fisherhouse.org. This is NOT a radiothon or a pitch for donations… it’s an information special about the impact Fisher House has on our military families and their loved ones with an invitation to learn more. It’s a very timely pursuit for a highly rated organization our company (The Jeff Wyatt Group) is proud to be associated with. (EDITOR'S NOTE: Again, you can find out more about the special at (301) 518-3640 or JWyatt@fisherhouse.org.)

2. A lot of talk in the industry has been expended about radio getting involved in podcasting. From your perspective, do you see podcasting as "the next radio," or an extension of radio's traditional business, both, or neither? How do you see podcasting developing as a business in the future?

I’m very excited to see podcasting be a development for our business. But I believe, much like digital, we shouldn’t be distracted from our business mission of delivering a broad audience to inform about goods and services in communities. Both digital and now podcasts can be placed under the "long tail” phenomenon and, so far, that seems to be a deteriorating force for revenue in our business. Here’s a recent quote from the President of a small and mid-size broadcasting operation:

“I don't want my sales people focusing most of their effort on things which will never produce much revenue. This is an advertising business, after all. The basics are what are sadly missing in the radio business. It seems the race is on to try and find some gimmick which matches us closer to new media. Why? None of them have the credibility or mass appeal of a well-programmed, community active, and locally-focused radio station. None can be monetized to anything but mere pennies compared to over-air radio revenue. Yet all we hear now is podcasting and how it's the hottest thing in radio. If that's really true, how sad to realize how empty the radio leadership bench has become.”

Powerful. So I think it’s a good add-on to marketing messages for our advertisers much as the use of digital is. But neither digital or podcasting is living up to the ultimate measurement of success: “Show me the money!” We need to stay focused and bring along the “long tail” elements with us; sales training and programming focus need to be carefully developed and monitored. As Bob Pittman said when Pandora was the “shiny new thing”, these are more features than a self-standing commodity that should be a part of a product.

However, podcasting’s best benefit for broadcast might just be as the “farm team development league” so badly missing since we’ve cut back on our talent rosters to build on economies of scale. Remember “Live 365”? Yeah, well, it still exists. Now everybody can have a podcast (oh, doesn’t that sound dreadful?). I guess much like music, streaming and downloading data of a podcast will point us to products truly in demand, and that’s when we’re able to see if offering them to a wider audience is an opportunity.

4. You've developed a lot of brand-name talent in radio. What are you looking for when you're considering talent for projects (and what DID you look for when you were directly programming stations)? What makes a great air talent?

Audio vision and self-initiative. Those who can hear it in their head and go after creating it with gloves off and all things considered (no pun intended). Surprise me with your messages and how you entertain with them. Surprise everybody! Everyday. It stimulates… and stimulation rules in life, and in media. “Tickle their broca,” as creative specialist Roy Williams preaches so well. From the late BJ in the Morning, to Mike Jackson (Tony Gray), to the late Joe Nasty, to Blair Garner, to Whitney Allen, to Mark Kaye, Kris Gamble and Teapot Tim, KT Harris and Julian on The Radio and many more, it’s been my pleasure to see them grow and flourish as entertainers.

5. Of all the things you've done in the business (there's obviously a lot), of what are you most proud?

The longevity gives me great pride, along with the people who’ve expanded their careers and the stations that are still around and winning. I was part of the launch, as a talent and producer, for KISS 108 in Boston in 1979 with Sunny Joe and Richie Balsbaugh… In 1982, working with Bruce Holberg, Tony Gray, Fred Buggs, and consultant Don Kelly, we debuted Power 99 in Phillly to great success. By 1986 I was working with Rick Cummings, Jeff Smulyan, Doyle Rose, Phil Newmark, Joel Salkowitz and a spectacular team at Power 106 in LA to bring a music revolution to that market at Power 106. And after a solid run debuting a Jammin’ Oldies station in Washington DC for fast cash flow, Bennett Zier, Tom Poleman, Albie Dee and our team turned on HOT 99-5 and took the CHR market by storm there Honestly, everything else has been gravy – overseeing the 4th largest revenue marketplace in the U.S. for iHeart with Dave Carwile and learning to program Country, Talk Radio, Sports Radio, AC, over and above all the versions of Top 40… just WOW!

6. Conversely, of all the things you've done in the business, what is the greatest regret? Is there anything you did that might have been ahead of its time, or just a misfire in some way?

Greatest regret is not turning my love for, and interest in, entertainment into more while I was in LA where the landscape is so fertile. It wasn’t for lack of trying… my initiatives just never blossomed.

One of the really big plays we made that was ahead of its time for sure was the “Fair Air Communications” effort with Oskar Kirby. In 1995, we saw an opportunity to capitalize on the use of computers in the music business world and help record labels communicate more effectively about their products with radio programmers. The goal was to help them get an early read on where to spend their promotion resources. At the same time, we devised a way to help radio realize revenue from the relationship. Wow, in retrospect, was THAT ahead of its time! Shout out to Oskar, John “Obe-Wahn” Brody, Cheryl Broz, and Sharona White on that one!

I also worked with Mel Delatte and SONY Television to secure rights to establish the Soap Opera Radio Network… we were never able to get that rock up the hill but there was so much excitement to help equip the AM with new, exciting programming.

7. Who were and are your inspirations and influences in radio?

On the positive side… being a part of the Kiss 108 start-up in Boston and watching Richie Balsbaugh, the late Sunny Joe White and Jimmy DeCastro turn that into a monster music and entertainment station. Got some great insight and guidance there for sure – showbiz! And, beyond that, gotta mention Fred Dean, who taught me a lot about how to interpret approaches from music reps and deal with the music business once I got into a major market PD chair. On the negative side… ok, I’m not goin’ there. Will save that drama for the book.

8. If you were advising a young aspiring broadcaster, what reasons would you give as to why he or she should work in radio? And what kind of young talent should pursue podcasting instead?

First and foremost, because they want to entertain… and they know how to use audio effectively to do that. See above… podcasting can certainly be the new vehicle for building audience that you can bring to the masses via radio.

9. Fill in the blank: I can't make it through the day without _______________.

...morning coffee and knowing what’s going on in the radio/music business. Still addicted.

10. What would you say is the most important lesson you've learned in the business?

Calm. Remain calm at all times… and let the people you hire use their smarts and perspective to drive their slice of the mission. Over managing is homogenizing and a detriment to the organization's ability to soar and your people’s ability to bring the unexpected… and isn’t “surprise” at the core of entertainment… and a great day?