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10 Questions with ... Mac Watson
January 31, 2006
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NAME:Mac WatsonTITLE:Afternoon HostSTATION:WRVAMARKET:Richmond, VACOMPANY:Clear ChannelBORN:BaltimoreRAISED:As a Balti-moron
BRIEF CAREER SYNOPSIS:
Started my career in Westminster, MD running Orioles Games on WTTR, then worked at WWDC, WWMX, WWZZ, KHFI and then moved to talk radio right before 9/11/01 at KWTX-AM.
1. The last time we talked, you were in Texas - what was the process that got you to Richmond?
Two circumstances helped me move from market 198 (Waco) to market 56 (Richmond). One was positive and one tragic. The positive circumstance happened when I sent a CD to Kelly Carls at WHAS in Louisville and asked for some feedback. He liked what he heard so I auditioned for the 9-noon spot. I didn't get the job, but kept in touch with Kelly who is a great resource and really knows how to groom talent. He put me in touch with WOAI and WRVA and Tom Parker ultimately hired me. The tragic circumstance was the Patrick Dennehy/Baylor scandal that ultimately got basketball coach Dave Bliss fired and gave Baylor a huge black eye. I was the main point guy in Waco for radio and TV interviews during the scandal. Andrew Ashwood was the program director at WOAI at the time and really sang my praises to anyone who would listen, which is a lot of people! So I got a lot of exposure from that.
2. Now that you've been in Richmond for a while, what's your overall take on the way Virginia is moving politically? Is the state still at heart a conservative Southern state, or is the growth in the more Democratic-leaning northern counties near DC moving the state in a different direction?
Virginia is at a political crossroads. Our Commonwealth loves its long, rich history of having the first American settlement (Jamestown) and spawning more presidents than any other state. But since the last gubernatorial election, people think Republican but they vote Democrat. Look at our last governor, Mark Warner. He left office with one of the highest approval ratings I've ever seen with 75-80 percent. He is one of the rising stars in the Democratic Party for the presidency. Don't underestimate him! His successor was Lt. Governor Tim Kaine. There's no doubt that the Peoples Republic of NoVa (northern Virginia) has a profound political effect on the state's politics. You can't be this close to DC and not see some of their Liberal viewpoints starting to creep down I-95 and take hold. It's inevitable. But it's great for talk radio!
3. Your move from Waco to Richmond meant that you had to immerse yourself in a new market, fast- what did you do that worked the best in helping you assimilate?
My program director really helped me get back to my East Coast roots by telling me to get out among the people and listen. Listen to what they're talking about, their concerns, their worries and what makes them tick. I have learned more from listening to conversations in supermarket lines about what people are thinking than staying in my studio pouring over newspapers and Internet sites.
4. In the time you've been in Richmond, what's the one topic that stands out above all others- what issue has generated the most reaction?
There are a couple of issues that have stood out since I've come to Richmond. This city struggles for an identity. One of the great things about this city is that it's got so much history and pride but people are reticent to really take control and choose a direction. We should be a bigger, better city than Charlotte, but it hasn't happened yet. A major source of contention is how to rebuild downtown and control growth without creating sprawl in the suburbs. But since the election of Mayor L. Douglas Wilder, (who is one of the best politicians I have ever witnessed) there is a new sense of pride and vision this city has been lacking for a long time.
Another issue is how to make the city safer. We live in an extremely deadly city with one of the highest murder rates per capita.
5. Who have been your influences or mentors in the business?
One of my early influences was Russ Mottla at WIYY. He was just absolutely brilliant when it came to positioning and branding a radio station. In my talk career, Tom Parker has really allowed me to grow without getting out of control. Tom lets me take more chances in this post-wardrobe malfunction era of media. As he says, "I would rather pull your ass back rather than kick you forward." My producer and I have had some pretty interesting and compelling shows with that attitude. As far as people who I have an email relationship, Mark Davis at WBAP has been a great sounding board as well as Blair Trosper at WBT. Blair is uber-scary when it comes to his depth of knowledge and vision for the future of this business. And finally, not to get Brokeback, but my producer Dave Deweese has the best radio sensibility and is the true brain of the show.
6. You've been doing some fill-in for Glenn Beck on his syndicated show- what differences have you found, if any, in doing a national show as opposed to a local show?
First, let me say that I used to listen to Glenn when he was working at WBSB in Baltimore, so it's a distinct honor and a real pleasure filling in for a guy that I listened to as a kid. (Sorry, Glenn.) But the main goal of a national show versus a local show is still the same – entertain the audience. And whether it's Rush, Sean, Neal, Mark or a local guy, you've got to know your audience. So you slice a topic in a way that will get the listener's attention but not so out of left field that the host will never ask you to fill in for him or her again. You stick to your own shtick, but act like a polite houseguest. Don't jump on the couch and scare the dog. I can and will do that on my own show on WRVA.
7. From your present perspective, try and predict the future: what will you be doing in five years? Ten years?
I don't like predictions because I really suck at it. (I thought the Colts were a sure thing for the Super Bowl back in September.) But I do have some goals. I think each and every talk show host needs to focus on their own show and not race to be syndicated. Learn about your own community and your station before thinking about how you would sound on satellite or through syndication. Radio still has a basic principle: it's about the intimate connection with the listener and I hear too many hosts who seemingly don't adhere to this simple rule. So, with that in mind, in five years I want to be at WRVA, still doing a compelling afternoon show that everyone wants to hear in Richmond. I also welcome those listening online, but it's still about local, local, local. In ten years, the delivery systems will be different and whether it is terrestrial, satellite, POD casting or some other device, I still want to be doing a topical, compelling show.
8. Speaking of the future, one major local issue has been the need for a ballpark to replace the Diamond and keep the International League Richmond Braves in town, with Mayor Wilder opposing the Shockoe Bottom plan. What would Richmond lose if the R-Braves leave town? Should public funds be used to build a ballpark, or the infrastructure supporting a privately financed park?
This has been an ongoing topic for my show for a long time and it comes down to this simple question: does Richmond want to keep a minor league team and shell out the money to build a new ballpark that's much more than a field, but a "destination" or do we let the team go and have an also-ran attitude? We just lost out on the NASCAR Hall of Fame and that has people smarting, so losing the Braves would be another kick in the teeth. People in this town want the Braves but don't want to pay for a ballpark for the team. It would be nice if developers were to come in and build a ballpark with no tax money but that's not the world we live in. Blame who you wish – Art Modell, Bob Irsay, etc., but what frustrates me is that so many people want more but aren't willing to pay for it. A friend of mine once said, "everyone wants to get to heaven, no one wants to die." It's a morbid thought, but it's true.
9. What's an ideal weekend for you in Richmond - what do you like to do when you're not on the air?
Hanging out in Carytown during the day and going to Shockoe Bottom at night! The great thing about this town is it's right in the middle of the state. The mountains are two hours west and the ocean is two hours east. And you cannot beat a day at the Richmond Raceway for a NASCAR race. Everyone should experience a race in Richmond.
10. In your career so far... what have we learned?
That nothing lasts forever and if you want to stay in this business know a great mover and a get a shark lawyer!
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