10 Questions with ... Erik Cudd

I started doing part-time in Augusta GA in the late '80s/early '90s. Since then I have worked mostly mornings at several stations, the majority Country. Formats worked are Country, Classic Rock, Top 40, A/C, Oldies and News/Talk. I also held the PD position for three different properties, two were Country and one was an A/C. Additionally as a Wizard of Ads grad from the copywriting classes and training I have been fortunate to work as Production Dir. and Imaging for multiple clusters in my career as well. In 2011 I was laid off with the Production Dir. elimination at the local level in the market where I was working. I married two months later to an Army officer who serves Active Duty and stayed home to support my wife while going back to school online. I am approaching graduation from the University of Maryland's online BA in Communications and looking to get back to work.

1. What do you do to maintain a positive mental attitude and to stay motivated?

I entered radio for no pay while still in high school and had no concept or understanding of how lucky my situation was. Arrogant, rude, and crude better described my personality for many years, and there are co-workers, managers who can testify. I suffered a failed marriage, the death of some very dear family members and friends, wasted fantastic opportunities afforded to me along the way and took so much for granted thinking I had all the answers instead of opinions. My career has taught me valuable lessons of maturity, a change of outlook, and a desire to improve myself and my relationships. The major shift began in 2005.

Today I feel broken, accumulative of many scars from mistakes, poor judgment, which has all served to temper, refine, and help me grow; I wear each one as a badge of honor and reminder.

I stay positive by thinking deeper, considering all sides, finding time to be alone and think about how fortunate I am in the little things, I look beyond the immediate consequences when I can, and I apply a thankful heart regardless of circumstance. Approaching age 50, I am not the same young man who ventured into the studio years ago. I read more, possess a heightened love for others, engage with people to do what I can to help them achieve whatever they are trying to accomplish, and approach work not to be defined by what I do but to do my work in a way that is characterized by who I am. When I have a difference of opinion, it is without being disagreeable.

I go out of my way to ask questions to hear opposing points of view, whether it changes my mind or not. I study to communicate more effectively in relationships and casual interactions. Documentaries have replaced many entertainment hours. People watching has become a relaxing way to spend time, make new acquaintances, and learn more about myself through starting conversations with strangers. I treasure my family more and try to think how best to serve, protect, honor, and be a help to my wife because divorce is not something I ever want to experience again. The long and short is that I can't always stay positive, but I am motivated. Things happen, circumstances change, and challenges come up both good and bad. I am more involved in how I approach life and strive to deal with situations and others in a more productive and mutually beneficial way.

2. How are you occupying your time, besides looking for a job?

As I stated, I am reading more and watching documentaries more, meeting new people, spending more time in reflection, and I also have started listening to specific podcasts. Two of my favorites are "Revisionist History" with Malcolm Gladwell and "Clear and Vivid" with Alan Alda. I also like "Freakonomics" as well as occasional episodes of "This American Life."

3. Some people get discouraged or enlightened with the business when they actually step out of it for a while. Tell us your observations from the outside.

I don't estimate my opinions offer much value to anyone in the industry. I give my thoughts alone. I am not right or wrong, but this is my view. Feel free to disagree. I'm the one who is unemployed.

I still love the industry, but it does seem to have become a bit insular at places. Not every station seems to do this, but as a casual listener now for eight years after being on the inside, my approach with social media were I to go back would be very different. For instance, if I can communicate effectively over the air, then using the station's social media will be fairly routine. I do not have any social media accounts, and that is my choice. In my perspective, staff posting to their accounts draws people away from the station, which is why I would have all my staff posting to the station's social media. I don't want the audience following our morning guy or gal; I need all those followers for the brand, the station, where I can bring more eyes and ears to advertisers. Lori Lewis might disagree, but I would rather see the station's social media platforms busy with posts from the entire staff, rather than on their respective accounts. Just as personality adds to the quality of the product on-air, so too the station's social media. Again, my view from the outside.

The stations I enjoy listening to are the ones that have abandoned the "old rules" of radio. The personalities that are focused not on the sound of their voice, but the reach of their words keep me tuned in. Crosstalk and the feeling of a tribe almost like a podcast between the music get my time. The older, more experienced personalities need to teach the younger ones to stop screaming into the microphone, how to use it properly, and how to make what is happening on the radio sound like a world unto itself. With voicetracks and automation, radio has lost some of the magic that was once characteristic across the board. There are very talented young people on the radio today who need slight refinement. Personalities need to be engaging as to cause the listener to look up from their phone and listen. I have far too many choices aside from the radio. Talk to me, not at me. Those days should die and die now!

Lastly, whatever happened to thanking the listener? The basics of how to do a show, draw someone in, cultivate a first-name relationship to one single person through that microphone is fading, and it is up to those of us who remember razor blades and china markers to encourage young PDs and GMs to try things, teach the younger ones, and be mentors. I get it, people are voicetracking numerous stations, but you still can do a show.

4. Do you plan on sticking with radio?

That's not up to me; it's up to the industry whether they will have me back. If not, I will try to find something else I enjoy and be grateful to work and contribute as best as I can. I'm sending demos often, so we'll see. If there is no real interest after a couple of months, I may move on. As the old Country song says, "Time's a' wastin," and I am ready to get back to work, whether that is radio or not, I still have a great deal to offer.

5. What's the longest stretch you've had on the beach?

I think this one; the layoff was somewhat of a shock in 2011. My wife's assignment at the time made radio jobs impossible, and we are just now eight years later getting to a place where I can get back into it.

6. What's the best way to get your foot in the door?

I don't think the answer to this has changed. Go to the local station, introduce yourself, network, and take whatever you can get. I wish I had seriously settled down the first five or six of my career and been a fly on the wall and a sponge instead of trying so hard and too soon to go full-time. Learn all that you can, try new things, make mistakes, and find someone who believes in you and buy them a coffee or soda and pick their brain. Be grateful, honest, and teachable.

7. What has been your best resource for finding out about job openings?

I know that companies have career websites, All Access, other websites, and state broadcaster agencies have jobs listed, too. I also know that advertised openings are often already filled or at least someone is in the planning stages of being hired. The Internet is a great source. I also try to ask around to people I know. I found a former Sales Manager online recently who is now a GM at a property I worked for part-time back in the day where I would love to go back and be full-time. They even had an opening advertised, so I reached out. I worked for that company before at another location that they have since sold off. For me, if I reply to an ad, I know ultimately that I hope my sound is good enough and resume interesting enough that I get my materials in front of someone for the future. That happened recently with a friendly OM/PD who called me to chat from North Carolina. He had someone in the building for the job they advertised trying them out and rather than be bitter about that I told him to please keep me in mind for the future, I even e-mailed him back and offered an alternative position I knew they were hiring for that I would also want.

8. What's the craziest thing you've ever done to get a job?

Crazy? I can't think of anything. Begged for a job? That I have done several times.

9. What is the next job you'd like to obtain?

The one where I am needed, with people who treat each other with respect, have fun, try new things, love what they do, and take care of each other. My hope is the job is where I can offer ideas, impact others, and help others achieve their goals and dreams.

10. Are you finding salaries/benefits lower than you ever thought, about the same, or have you seen some pleasant surprises?

I'm not qualified to answer that specifically because each person is different in their circumstance. I know stations are hiring fewer people on the programming side and pay lower than other jobs outside radio in many instances. However, some companies pay more than others for what their people contribute. The first full-time radio job that I had, the salary was less than 18 thousand a year, and two of my paychecks bounced, this was 1993. Personally, money is negotiable. I'm more interested in the market, ownership, the philosophy, the culture of the station, the format, what I bring to the table, future development at the station or company, and the goals. If I know how much an average apartment costs, I can usually determine a nice range that would keep me focused on just working for the station without a second job, but stations seem unwilling to tell you what they offer first and negotiate from there. Sad.

Care to contribute a recipe for our "On The Beach" cookbook

May I offer a book recommendation instead?

"The Janitor: How an Unexpected Friendship Transformed a CEO and His Company"
by Ray Hilbert and Todd Hopkins

God bless!