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10 Questions with ... Ron Roberts
February 18, 2020
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BRIEF CAREER SYNOPSIS:
- 1991-92 - WMTZ-FM/Martinez-Augusta:weekend/swing
- 1994-95 - WGMG-FM/Athens, GA: weekend/swing, then PMD
- 1995 - WFBC-FM/Greenville, SC: weekend/swing
- 1995-2000 - WZNY-FM/Augusta, Ga: overnights, PMD, AMD
- 2000-2001 - WABB-FM/Mobile, Al: AMD & promotions director
- 2001-2006 - KQID-FM/Alexandria, La: PD & AMD
- 2007 - WEZB & KBIU: weekend/swing & PMD (KBIU)
- 2007-2018 - WWXM-FM/Myrtle Beach, SC: PD & PMD; SVP/Programming (iHeartMedia)
- 2018-2019 - WSTR-FM/Atlanta: PD & nights
1. What do you do to maintain a positive mental attitude and to stay motivated?
I quickly accepted that my last situation not working out wasn't for a lack of effort or know-how on my part. We radio folks are wired to think we can excel in any environment, while subsequently avoiding situations we don't want to work in because they're "unwinnable" scenarios, too. I ignored signs and was warned what I was going into before taking the job, and darned if the signs and warnings weren't more worthy of my scrutiny than I gave them. You can't win everywhere and you can't fix everything. The best radio minds have failed to effect the change necessary to succeed, and it didn't mean they weren't still among "the best radio minds." They just took a shot at a situation even they couldn't turn around. I'm not saying I was ever among "the best radio minds," but I have succeeded wherever I went to that point.
2. How are you occupying your time, besides looking for a job?
My husband, Ethan, and I jumped on a plane two days after I left my last post and we spent a week in the Virgin Islands. From there, we've spent a lot of off-days exploring the many and varied hiking spots in north Georgia. I'm ashamed to admit there were wondrous spots in my home state I didn't know enough about until going to them. Cloudland Canyon State Park FTW. I also finally had the time and mental space to obtain my real estate license, so I've taken the down time to grab it and dive into the bustling Atlanta market.
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.
There will always be viable formats that excel on terrestrial radio, but that number is shrinking. It takes some time away to realize how little a person *needs* to turn on a radio station and that should concern the industry. That's not sour grapes; heck, I'm a child of the '80s and grew up listening to one of the greatest non-major market CHRs in the country. I WANT to be a fan of a station like that again; I just haven't fallen in love with any one station enough to "set it an forget it." I've found myself drawn to 680 The Fan and 106.3 The Sports X the most, to be honest - which brings me back to my original point: there will always BE viable formats that excel from transmitter sites. Sports Talk, Political Talk, Religious Talk & Music, and Country and Urban/Hip Hop will linger a little longer than Pop and Hot AC and AC will, in my opinion. There's been such a dilution of talent in those last few formats, and with such homogeneity in their playlists, it's difficult for radio stations/brands to stand out. In Atlanta, alone, we have two CHRs along with two hot-to-medium ACs and the music differentiation between each is razor thin. So who wins consistently? The morning show with the dynamic and engaging personalities - The Bert Show.
4. Do you plan on sticking with radio?
I ask myself that every day; depends on who comes calling and what the situation is, but for now, my goal is growing my real estate brand. The potential to earn is great there. In radio, I never minded putting in 14-18 hour days, but I was working hard as an "artist" to create and maintain a "brand" others could get rich off of. Now, I can work 14-18 hour days creating a brand and helping people buy their new home (not as "cool" as taking a young fan backstage to meet Shawn Mendes, but so impactful on their lives, nonetheless) or sell their property they've invested time, energy, sweat and memories into. Long answer made short? Only if the situation appeals to me and the environment is right. I know these situations & environments still exist.
5. What's the longest stretch you've had on the beach?
I suppose this is it, but I don't consider myself necessarily "on the beach" much since I've been busy doing what I do now since August.
6. What's the best way to get your foot in the door?
It used to be to "stand out while being outstanding." The longer you're at it, it matters as much "who you know" and how highly they think of you and your work. All those poster quotes about "wanting it more" and "keep at it" aren't ever going to make a person talented enough and prepared for a job, but being well-qualified for it, and knowing enough folks who believe in you enough to speak on your behalf helps. It's no different than in real estate, I'm learning. It's about relationships and networking.
7. What has been your best resource for finding out about job openings?
All Access. Indeed. LinkedIn. Glass Door.
8. What's the craziest thing you've ever done to get a job?
Well I took the job at WABB the weekend before I was supposed to start at a job in Tallahassee the following Monday. Felt like a college recruit changing his mind the night before national signing day.
9. What is the next job you'd like to obtain?
Let me say this - an old co-worker and I have had discussions about launching into consulting small and medium market brands that don't have the corporate resources but want to continue delivering quality entertainment with their live and local staffs, still. If anyone wants to kick the tires on that, feel free to reach out.
10. Are you finding salaries/benefits lower than you ever thought, about the same, or have you seen some pleasant surprises?
Glad you asked; reading radio job postings has gotten to be downright depressing and uninviting, honestly. Listen, I BECAME what you'd think most employers would want in a modern-day radio employee; competent on-air delivery, time manager, programmer, music scheduler, able to write and produce attention-grabbing imaging and promos, blog frequently, maintain consistent and engaging social media, have proficiency in graphic design, and be engaging with your audience in person, too.
These postings read that you need to be good at all or most of that, and for "competitive" pay. The implication being "one salary at what you'd expect to make ... for taking on many jobs."
People who adapted and learned to take on additional roles should be rewarded for that; "competitive pay" isn't reward enough, in my opinion. I used to be worried that such frankness would lessen my chances of being approached about a job; now I know those aren't jobs I'd want at this point in my life, anyway. Valuing ones self matters greatly. If you don't value yourself highly, don't be surprised when your next employer doesn't, either.
Quick anecdote; the day I was let go from my last job, a competing programmer and I were on the phone, catching up, and he told me what stood out to him about my tenure at WSTR. The Jonas Brothers were doing a "pop up" show at the Tabernacle and so we KNEW the two pop stations would be there (and they were, with talent and promo teams) and our audience - who'd won just as many tickets to that show as any other station - was going to be there. Because our urban station had their big winter arena show that same date, the cluster's promo team was completely spoken for. Not One. Extra. Person. was available. Asked and got no volunteers from the air staff, either, outside of "are there any tickets left? (Note: this was before staffing changes were made.) So I grabbed our transit van keys and what merch we had, our Instagram frame and drove down and secured our spot, myself. Worked the crowd. Did the socials. Went to the show (first time I needed earplugs, btw; frighteningly loud crowd!) and met the Brothers with my programming compatriots from the market.
That's how I'm wired; how I worked that job and the jobs before it. Going forward, if I'm in that field again, I'm not going to ignore the warning signs of complacency and laziness or that a brand management wants to succeed is also viewed as "second class" by them and their staff. Success requires investment; investment in resources, energy, passion and sweat. It's "all hands on deck" or the ship's going to sink. A program director's going to be held accountable, so it only makes sense that a prospective programmer knows, going forward, they're coming into an environment where their passion will be fully supported.
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