10 Questions with ... Neal Sharpe

NAME:Neal Sharpe TITLE:Program Director STATION:WLNK (107.9 The Link)/Charlotte and the Link Radio Network MARKET:Charlotte and national syndication COMPANY: Lincoln Financial Media BORN:Buffalo, NY RAISED:Alden, NY

BRIEF CAREER SYNOPSIS:

1980-1983 WBNY Buffalo, NY (Buffalo State College) Mornings & Sportscaster
1983-1985 WESB Bradford, PA On-Air Personality/Newscaster/Sportscaster
1985 WLVL Lockport, NY/Afternoon Drive Air Personality/Sports Director
1985-1988 WKSE Buffalo, NY/On-Air Personality/News Director/Sports Director
1988-1989 WKYN St. Mary's, PA/On-Air Personality/Assistant PD/Music Director/Promotions Director
1989-1997 WJET Erie, PA/APD-MD-Promotions Director '89-'92/OM/PD '92-'97
1994-1997 WFGO Erie, PA/OM/PD
1997-2000 WNCI Columbus, OH APD/MD 1997-1999/PD 1999-2000
2000-Present WLNK Charlotte, NC Program Director

1. What How and why did you get into radio?

I got into radio because of the strong influence of the entertaining on-air personalities at WKBW radio in Buffalo, NY. Personalities like Danny Neaverth, Sandy Beach, Joey Reynolds, Jim Quinn and other bigger than life jocks. It seemed like they were having fun and it had to be a great way to make a living.

2. About what are you most passionate these days?

My family, friends & making our station and community the best it can be.

3. How does your music radio background play into your present predominantly-talk programming gig -- does having been a music PD/MD/APD/jock in places like Erie and Columbus give you a different outlook on what the station should sound like, or a particular understanding of the station's target audience?

I was lucky to work with high profile personalities at all of the "music" stations that I worked for in Buffalo, Erie and Columbus. All of those stations targeted women, and featured more than just "10 in a row" jocks. Many of these on-air personalities excelled in sharing their lives on-the-air which provided an incredible bond with our listeners. That and the entertainment factor that they consistently provided are some of the main traits of our Link on-air presentation here in Charlotte.

I was lucky to have a great morning show in place (Bob Lacey & Sheri Lynch) when I arrived, and they have provided the cornerstone of our talk buildout on the Link. A year after I arrived we added Matt Harris & Ramona Holloway in afternoons, and our midday hosts Candy & Potter and night host Cooper Lawrence joined our team about 18 months ago. In essence we have 4 morning shows that provide high profile entertainment from 6am to 10pm daily, and our listeners have developed a passionate bond with our personalities and the station.

4. The Link doesn't explicitly come out and announce that it's "talk for women." How do you communicate that without actually saying it? Is it in the imaging, the marketing, or does the programming naturally hit its target?

We try not to paint the station pink in our presentation, but we do target women. It starts with the topics which are fun, relatable, and targeted at women (but can be accepted by both genders). The music is Hot AC leaning and our imaging is more of a fun Adult CHR presentation. The final result is a strong qualitative 60-40 Female to Male audience.

5. The Link's success has not yet been copied in many cities. Why do you think there's still resistance to the concept?

Our evolution to what the station is today began about 6 years ago, so this has taken some time to put together. It's not a music format which can be easily duplicated, or easily consulted. It's a pricey proposition, and it's not easy to find the kind of talent we've been able to assemble at the Link. It also has not been a consistent ratings juggernaut, BUT it has been a consistent billing winner and that's how the ultimate success of a station should be measured. Last month the Link was the #2 biller in the market finishing behind perennial billing leader (sister station) WBT. We have a passionate sales team, passionate listeners, and we ring the cash register for our advertisers so it's only a matter of time before other operators look at what we're doing and try it themselves.

6. The station has held onto music on weekends and overnight with the syndicated John Tesh show. Do you foresee ever putting talk programming into those hours, or is music always going to be a part of the station's overall mix?

It's hard to say in regards to music. It's still a nice piece of our overall "entertainment" package, but we're always looking at adding talk shows that have potential of helping us extend our personality-talk image. Currently we're developing additional talk shows for our weekend programming. Comedian/TV Personality Pam Stone hosts a midday (10am-2pm) show on Saturdays, and on Sunday Mornings (9am-Noon) we now present a fun-faith based show titled "The Satisfied Life" hosted by Pam Stone, Ramona Holloway (of our syndicated Matt & Ramona Show), and local business leader Sharon Decker.

7. Of what are you most proud?

Professionally I'm proud of the incredible team we've assembled and the "fun radio" we do everyday at WLNK. Personally I'm proud of being a dad and for being married for 22 years. I'm blessed to have the best of both worlds.

8. If you hadn't gone into radio, what would you probably be doing today?

I'd probably be in sports marketing or mowing lawns.

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

...having fun and learning something.

10. What's the best advice you've ever gotten? The worst?

Best -- When choosing a career--Do something you enjoy...

Worst -- Female talk will never work the way you're doing it.