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10 Questions with ... Tom Peace
March 17, 2009
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NAME:Tom PeaceTITLE:Program DirectorSTATION:NewsRadio 1510 WLACMARKET:NashvilleCOMPANY:Clear ChannelBORN:High Point, NCRAISED:Birmingham, AL
BRIEF CAREER SYNOPSIS:
1977-1978 WERC/WKXX-Birmingham, AL. 1978-1979 WTBC '15th Street School of Broadcasting'-Tuscaloosa, AL. 1979-1984 WSGN-Birmingham, AL. 1984-1985-WKXX-Birmingham, AL. 1985-1986-WYHY 'Y107'-Nashville, TN. 1986-1987-WWKX-Kicks 104-Gallatin/Nashville TN. 1987-1989-WGFX-Gallatin/Nashville, TN. 1989-2002-WYHY/WRVW-Nashville, TN. 2002-present-WLAC-Nashville, TN.
1. How did you get your start in radio? Why radio?
I got my start in radio in 1977 by participating in a high school course called the 'Executive Internship Program.' I spent my last semester of my senior year interning at WERC and WKXX in Birmingham, AL. The stations were kind enough to bring me on part time following graduation. I got really passionate about radio just before my freshman year of high school. I broke my leg that summer. I spend virtually every waking moment listening to WSGN at the time. I believe Rick Dees, Amaysa 'Cookin' Kincaid, Jon 'Rock 'n Roll' Anthony and others were there at the time. It was great radio! I can still remember Amaysa Kincaid screaming over the intro of "Top of the World" by The Carpenters at the top of the hour. Who'd think you'd scream over the intro of a Carpenters song? Kudos to him for making it work and making it memorable. Geez, I think that happened in 1973!
2. About what are you most passionate these days?
My home life. When it's all said and done, it's about spending quality time with the ones you love. I'm still very passionate about radio too. It's in the blood. I love listening to stations online and when travelling. I want to know what others are doing. Thanks to all who have contributed in ways they don't know.
3. You were in music radio for years and were moved to WLAC a few years back -- what was the transition like? What differences are there in strategy in programming talk as opposed to music radio?
The transition from music to talk was maybe not as difficult as it could have been. Bruce Collins brought me on board and gave me an opportunity at WLAC as his APD. Bruce always took the time to coach and counsel me. Bruce is a great friend to this day and we still talk almost weekly. I'm not so sure the programming strategies are different. Music radio, you look for the hot songs. Talk radio, you search for the hot topics.
4. Rick and Bubba isn't a typical morning show for a news-talk station; what made the show attractive for WLAC, and how, if at all, does the station localize the show for Nashville?
Rick and Bubba have a huge fan base that is very loyal to their show. They had been part of the lineup at two stations in Nashville prior to WLAC. Nashville has well-established morning shows like Gerry House, Woody & Jim, and John Boy & Billy, to name a few. We wanted to capitalize on their built-in audience as opposed to trying to grow a new show in a highly competitive market for morning shows.Rick and Bubba have been in town a couple of times for book signings in the last two years. They had been back on-the-air on WLAC for about a week before their first book signing. Around 180 people show up to see the guys. Over 500 listeners came out see them last year at their second book signing. That's after being back on-the-air here for a little over a year.
We do not localize their show as much as we try to capitalize on opportunities that come our way. Rick and Bubba have been kind enough to stay in Nashville following their book signings to originate their show from here. They have a live studio audience everyday in Birmingham. We played off that during their last visit and did our own 'Golden Tickets' to see their show live at the WLAC studios. We've also piggybacked some local contesting off of contesting they've done around the holidays. Rick and Bubba have been very receptive to ideas we've presented. We will continue to incorporate them into programming with recyclers, contesting, appearances when possible and any other way we can utilize them.
5. You have an FM competitor, plus multiple sports stations in the market (two on FM), yet WLAC, on AM, holds its own. What are the keys to being a strong player in an intensely competitive market -- how does WLAC succeed in that race?
We are fortunate to have the three most popular talk show hosts in the country... Rush, Sean Hannity and Glenn Beck. Steve Gill is also part of our weekday lineup. I can't think of anyone more plugged in to the local political scene than Steve. Steve does political analysis for one of the local television stations and appears weekly on one of their weekend shows.We just added a new nightly show in early March. Dr. Asa Andrew, America's Health Coach, has come on board. He was doing a weekend show on an FM competitor with great success. We're looking for some of that listenership to migrate to WLAC.
We've also earned some goodwill from listeners through the years from our extensive coverage of severe weather events. We work in a more challenging environment these days but if we can continue to deliver good and relevant content, listeners will hopefully continue to find us on the AM band. We hope to make some inroads on the FM band too. We currently simulcast on WNRQ's HD-3 channel. We have not seen as much benefit from that as I would like to see. We do have plenty of upside if we can get more saturation of HD radios in the market.
6. Who are your influences, mentors, and inspirations in the business?
Among those I've been blessed to work with, for, or from whom I sought advice: Frank Lewis (Guardina), Walt Brown, John Shomby, Steve Davis, Michael St. John, Randy Michaels, Gabe Hobbs, Marc Chase, Louis Kaplan, Jack Evans, Bob Chrysler, John Ivey, Charlie Quinn, Buddy Scott, Jimmy Steele, Rich Davis, Bruce Collins, Steve Versnick, Randall Bloomquist, Peter Bolger, Darryl Parks, Mud, and the countless air talent I've had the pleasure to listen to over the years. My apologies to anyone I neglected to mention.
7. Of what are you most proud?
Professionally, plucking the theme song from a little known TV show, looping it and helping turn it into a international hit single. I think The Rembrandts may still hold a grudge against me but the television show, "Friends," seems to have worked out fairly well for Jennifer Aniston.Personally, my 19 year marriage to my wife. All the craziness of this business and I still haven't chased her away. I'm a lucky man.
8. What do you do for fun?
I'm pretty much a homebody, but the most fun I have these days is when my wife and I travel. We've really made a point a getting out of town the last few years for vacations. Does wonders for clearing the mind.
9. Fill in the blank: I can't make it through the day without _________.
...coffee...lots and lots of coffee. Also, some daily hugs and kisses from the Mrs.
10. What's the best advice you've ever gotten? The worst?
Best advice? Focus on what you can control.The worst? Trust me, it's virtually impossible to lose money in the stock market. My new mantra is dollar-cost averaging. Keeps me sane.
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