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10 Questions with ... Big Ric DeRubeis
March 7, 2017
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1) What was your first job in radio and early influences?
My first job in radio came after a summer internship at WDVE and WXDX in Pittsburgh. Those were the stations I grew up listening to and I was not leaving that internship without some kind of opportunity to stay. I did what I could do to stand out and came up with a few ideas that went over well and brought in some dollars. I did not realize at the time, but that would be one of the most important lessons I could have learned. The DVE morning show was huge with great personalities such as Jim Krenn, Randy Bauman and Scott Paulsen. Those guys were great to me and occasionally let me be in a morning show bit ... I was hooked after that. I also have to give some love to John Nene, Renee Ravey, Eric Taylor, Alan Cox and Russ Rose for making me a better jock. Kevin Battle and Anthony Alfonsi who taught me marketing and promotions, you guys are the only reason I was ever employable to anyone.
2) Was there a defining moment that led you to a career in radio?
A concussion, boredom and a fear of all the reading in law school ... I enjoyed sports in college and played hockey and rugby. After a concussion playing rugby in my first, yes first junior year, I was forced to quit playing contact sports. I was so bored and had no idea what to do with my newly found free time, I had a friend recommend the campus radio station. I laughed at first but then agreed to check it out. It was an eight-channel mixer, two CD players, two cart machines in a closet and speakers in the cafeteria. I got out my pen and started writing until I go enough funding to make that college radio station a fully functional radio station that paid for itself and brought in advertisers and shows. I am very proud that the radio station at Pitt-Johnstown. I was lucky to graduate, but did end up with a strong finish to college and had considered law school, but that damn part-time job at WDVE made me fall in love with the business and I've never looked back.
3) I understand you worked with the Pittsburgh Steelers Radio Network at one time. How did that come about and what did you do for them?
Right place, right time ... After my internship was over and WDVE gave me a part-time job, I did whatever I could to stay useful, even if I wasn't sure what I was doing. One of the producers had just left and they needed someone quick. Since there was nobody better, I got my shot. I went to the training facility on Fridays and recorded the Bill Cowher show, and Myron Cope was the host. I was fortunate enough to eat lunch and chat with the legendary broadcaster and players every week. I helped on home game broadcasts at the stadium and in studio during away games. I ended up also being a small part on a weekly talk show called Steelers Huddle with Hines Ward and Josh Miller. It was an amazing experience filled with some of the best stories I have.
4) You started working at WHBR (103.1 The Bear) in Parkersburg, WV over 10 years ago doing middays and promotions. How did you get from there to your eventual position as OM/PD?
Just when I thought I was out ... they pulled me back in! It seemed like every two-and-a-half years I was ready to leave and advance my career, but something new opened up for me at Results Radio and it made sense to stay. I still am a promotions person at heart. When the previous OM left, I guess I was again in the right place at the right time.
5) You left The Bear to work with Tina Smash at WXQR. Tell us about that venture and Big Smash radio. How long were you there and why did you leave?
After nearly 12 years at The Bear, I knew I had done just about everything I could do there. I had tested the waters for the right opportunity but nothing really seemed to fit. Tina and I had come up with our Big Smash project with the help of our friend and engineer Jeremiah McKenzie. We would get together at Carolina Rebellion, Louder Than Life and ROTR to do interviews. We found it was a lot of fun for us and the bands we interviewed. From there it turned into a career move I tried to pursue, and in late December of 2015 I left my beloved West Virginia and moved to North Carolina the day after Christmas. Sadly, and not due to either one of us, the universe just didn't want it to work out. We were used in a couple of different ways in my 10 months there, but never ended up in mornings together as we intended. Tina was aware of my desire to do morning radio and understood that I wanted to pursue even if it meant me moving on. Just like any good friend would, she hi-fived me and supported my decision to test the waters ... I never even had a chance to look on my own because "Almost Heaven, West Virginia" called me first. WCLG was looking to make some changes including building a live, local morning show, and the station is 50 miles from where I grew up in Pittsburgh. Honestly, I could not get here fast enough.
6) Tell us about your new gig and station (WCLG/Morgantown, WV). When did you start working there and what are your responsibilities?
I love it! WCLG is a legend in WV and I couldn't be prouder to have these call letters on my resume. After I was hired, I was in Morgantown less than two weeks later on November 1st, but I couldn't really tell anyone. I just sort of said goodbye to North Carolina and disappeared. Due to contracts and notifications that needed to be made, I was asked to lay low. The part that really made me feel like I had done something right in life was having so many people contact me about possible openings they had or offering assistance to help me find a gig. I was also overwhelmed by the number of old listeners that reached out, praying that I was returning to my old stomping grounds of Parkersburg and 103.1 The Bear. Finally, after a month of keeping my mouth shut, we came on the air November 28th and launched "It's Better Than Your Morning Show Show." Since my arrival, my role here has changed a lot in a short amount of time. After the New Year, the company made a change in personnel and structure that lead to this fancy new title, "Director of Corporate Programming." It generally means do a little bit of everything while making sure others are doing their jobs, too. I will never consider myself a "title" person. HR has to call me something, but I'm a "radio" guy and I will do what is required to make the best radio products I can. You don't need a title to have passion for what you love. I've also done a few things I've never done before since this new role started, like build an ‘80s and ‘90s-based Country station, and I've started on a new station as well. I would also like to thank Jeff Miller, who was the PD at the time I was hired, for being an absolute pro and gentleman during my time in transition to this new job.
7) Tell us about your morning show on WCLG. How did the "It's Better Than Your Morning Show" come about and who are the players?
Here is the deal behind the name. It was never meant to be a shot at another show in this or any other market. The name was my idea because we were replacing a syndicated show that was on for 13 years and you know the kind of hate that comes with change of any kind. This was my way of taking the high road, but still having that typical smart-ass humor that has aided my career. So, every time a hater would call or write that we sucked, my response would be "It's better than your morning show, because you don't have a show."
I know it's infantile but there is a reason I'm not a lawyer. I'm an overgrown child and I'm cool with it. I'm joined on the show by Alex O'Neal, Alex is a hometown presence and has been on different stations in the market for years. She brings a ton of localism and contacts to the show that are setting us up for some big things in the future. Dave McClung does our morning news and sports. Dave is the real deal, a true pro at his craft. He is also third chair for Alex and I with quick one-liners and a wealth of experience. It doesn't really stop there; we use everyone we can. We have a stunt guy named Eli and he has already been on the street wearing a bikini in February. The whole team here pitches in and it's been great to have so much support for the morning show by all the employees.
8) Let's switch subjects to the music. How would you describe the music and format of WCLG?
It's active but we don't discriminate ... if it rocks, play it! The day I'm over Motley Crue or Led Zeppelin, I'll get out of this business. The standard when I got here was "tight is right" and I don't subscribe to that. I'm not saying I'm right and it's wrong; it's just not me. I can tell you I love listening to my radio station and I find that to be important. In my car, it's WCLG because if I was a garbage man or a police officer, I'd still love this station. I guess that as long as I'm running WCLG, it will be a station that takes a chance on new bands. I love to get new music and I love to share it with listeners.
9) What's your take on current Rock music and the Rock format overall?
It's a great time to be alive if you love rock music. There is so much great stuff out there and it's not limited to one type of rock. The big question at the Radio Contraband Convention was, what do we call Twenty-One Pilots and what does the success of Highly Suspect mean to our format? It means good for us that we have options. Stations can lean Alternative or Active and not play something if it doesn't work for their listeners. Sometimes, we as programmers tend to overthink on these matters. I wish we all had more research available, but we do all have social media and websites, so we can gain some listener feedback. It's funny that we are trying to put labels on, and categorize rock. Rock was meant to be disruptive to the norm and break down walls of conformity, so let's just soak up the fact that bands are expressing themselves in so many different "rock"-related ways.
10) Finally, a couple years back I did a 10 Questions interview with you where in your 10 years in Parkersburg you raised over $75,000 for local humane societies. Are you still involved in this worthy cause in Morgantown?
Ironically, I'm still involved with the old charity I helped establish in Parkersburg called Remix Pro Wrestling. A large sum of that money comes from two yearly events that we put together. I'm on a great creative team that puts on a top-notch wrestling show that draws crowds of nearly 1,000 and new fans every time. Now that I am back in the state, we have talked about expanding those shows into doing two in my old market and two in Morgantown. West Virginia loves their wrestling and a lot of money can be made to help animals in need if we can expand. I would take every dog to my house if I could, but since I can't I will try to give them a chance to find loving homes the best I can.
In the last few years I have become really involved with Make-A-Wish as well. My first event in Morgantown was a Make-A-Wish Radiothon. My new crew was on board from the jump and we were able to grant wishes on the air for local kids ... not a dry in the house and it was truly amazing. I wish every radio person could find one great passion project and run with it, radio personalities can truly make a difference.
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