10 Questions with ... Scholar Brad

NAME:Scholar Brad LAST WITH:PD, WPFM/Panama City, FL PHONE:(850) 248-2723 EMAIL:brad@scholarbrad.com

Please begin by giving us a brief career history ...

I raised these women 18-34 ratings in one book:

Dominated Nights:
WFMF/Baton Rouge, LA -- 6.3-14.7
KJYO/Oklahoma City -- 7.9-24.2
WKZL/Greensboro -- 6.4-14.3

Elevated Mornings:
KTXY/Columbia, MO -- 11.6-20.9

First-Time Program Director:
WPFM/Panama City, FL -- from rank #12 to 6 12+ in one book, 3.8-5.3.

1) What is the next job you'd like to obtain?

Mornings in a top 100, maybe top 150 for the right city, or afternoons in a top 50 with MD or APD lumped in with the airshift. CHR, Rhythmic AC, Contemporary Christian and Country are my strongest/most passionate formats. I'm prepping daily to keep myself sharp.

2) In your opinion, what has been your biggest career accomplishment?

In less than one year at CHR KJ-103 in Oklahoma City, I more than doubled the ratings from a 7.9 to a 24.2 share, an 18.8 to a 45.6 share, and a 19.6 to a 50.4 share in three different demos.

3) With consolidation there are definitely fewer jobs. How do you separate yourself from the pack?

On-air I practice the increasingly rare art form of radio that centers on connecting with my listeners using continual theater of the mind. Using a hybridization of personality, brevity, phone calls and production elements, I create a 30-second spectacular. Plus, YOU CAN'T STUMP THE SCHOLAR! (www.scholarbrad.com/stump.mp3)

Off air, I block out part of my day for expanding my knowledge in the advanced tenets of radio. Monday, I focus on improving my music-scheduling skills. Tuesday, I concentrate on learning new promotions and marketing. Wednesday, I increase my expertise in production and imaging. Thursday, I study programming articles. And Friday, I invest time and energy into reading articles by major consultants.

4) If you were offered a similar position to what you were doing for considerably less money, would you seriously consider taking the job just to stay in the music/radio?

Yes, I would! The cost of living is different across the country. I'm more concerned about the radio station's potential, the place I would be living, and the creative freedom of the talent.

5) Do you plan on sticking with the radio industry?

Yes! I am an optimistic futurist. I am always researching the interactive technological innovations and studying the latest models of marketing that will continue to bring me closer to my listener than ever before.

6) What do you do to maintain a positive mental attitude and stay motivated?

If I learn one new concept a day about the workings of radio, it has been a great day! I relish knowing that my next employer will benefit that much more by me learning an aspect my competition may have not picked up.

7) What do you miss most about radio?

The creative outlet and being invited into the listener's world -- I'm still prepping but miss executing the bits with an actual audience. But once I get picked up, whoa, do I have some ready-to-go bits developed!

8) What is your best way to get your foot in the door?

Network, network, and then network some more!

9) So far what has been your best resource for finding out about job openings?

All Access, in conjunction with advance networking.

10) Where do you see yourself in five years? Ten years?

In five years, I will still be working for the next person who next employs my talent. I'm looking for a long-term commitment. In 10 years, it's possible I could still be very happy in that same job. I'd really like to buy a house where I go next and settle down in one place.

1) Any books you can recommend to people who need something inspirational to read?

I'm reading two books in tandem: "Selling The Invisible" by Harry Beckworth -- a great read for air talent who want to know how service markets (selling yourself) work and how prospects (the listener) think -- and "Positioning" by Ries and Trout, about how to market a product that appeals only to the buyer (the listener).