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10 Questions with ... Rob Cressman
April 7, 2020
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BRIEF CAREER SYNOPSIS:
- 1986–1990: Middays - WFVA/WBQB/Fredericksburg, VA
- 1990-1992: PD/OM – WJMA/WJMZ/Orange, VA
- 1992-1999: PD/OM – WAVF/Charleston, SC
- 1999-2008: PD/OM – WMFS/Memphis, TN
- 2008-2013: PD/OM – WAQY / WLZX/Springfield, MA
- 2013-2016: SVP Programming – WFBQ/WOLT/WNDE/WUBG – /Indianapolis, IN
- 2016-Present: PD – WDRV/Chicago, IL
1. What was your first job in radio and who were your early influences and mentors?
I was an intern in the News Department at full-service WFVA-AM/FM in my hometown of Fredericksburg, Virginia. That internship created a path to my first full-time position (hosting middays) with WFVA/WBQB. Vince Genson, Fred Jacobs, Woody Bartlett, Greg Mull and Dave Beasing are among those who, early in my career, offered solid direction and inspiration.
2. What are some of your best radio career highlights before you took over the programming at The Drive?
Many of my philosophies on creating dynamic teams and managing successful operations were forged during my tenure at WAVF in Charleston, SC. Leading an Alternative outlet in the mid 90’s as the format was burgeoning is among my proudest highlights. 96 WAVEFEST drew 70,000 rock fans to the banks of the Ashley River in October of 1994 for one of the largest free listener-appreciation concerts ever produced.
3. How many years have you been at WDRV and how is the station doing in the market. Can you give us the latest ratings report card?
I have worked for Hubbard’s WDRV-Chicago since January of 2016. At that time, no less than five Chicago radio stations were sharing Classic Rock / Classic Hits titles, competing for a slice of the same pie. The marketplace was severely compressed, which resulted in a “survival of the fittest” evolution. We are fortunate and honored to have emerged as a consistently dominant competitor in the Adult 25-54 arena. The Drive remains a market leader, ranking among the top three radio stations in Chicago for the past three years.
4. How long have Sherman & Tingle been doing mornings on The Drive and how did that show come together?
The Sherman & Tingle Show celebrated its third anniversary with The Drive on October 31, 2019. Brian (Sherman) and Steve (Tingle) worked together ten years ago with Emmis-Chicago. When Merlin purchased the Emmis properties, Sherman & Tingle separated. In the interim, Tingle worked with stations in Philadelphia, then Atlanta. Sherman hosted mornings at a suburban Chicago outlet. When the opportunity to reunite the pair presented itself, we were thrilled to pursue. Jill Egan joined Sherman & Tingle as Executive Producer in April2017. Across its debut year, the chemistry and allure of The Sherman & Tingle Show have exceeded expectations. Ingenuity and vision are baked into this show. We are delighted with what lies ahead.
5. Besides the morning show, can you give us your take on the health of WDRV? What are its strengths and challenges as you see it?
The rock radio market in Chicago remains highly congested. The Drive has endeavored to evolve through differentiation. Musically, the station maintains a unique sense of variety and originality. The larger transformation lies in The Drive’s fresh approach to embracing Classic Rock fans in Chicago. We challenge ourselves to earn the allegiance of our community -- one person at a time -- and we are always in search of new touchpoints that reflect and reinforce our brand.
6. Chicago is an extremely competitive Rock market. Who are your main competitors in the market and how would you assess their strengths and weaknesses?
We will always work hard to be the best rock station in Chicago. However, the reality is that The Drive transcends the rock format and, in many instances, the radio platform. We strive to remain among the most entertaining options available to consumers every day via traditional radio hardware, seamless and reliable streaming audio, mobile apps, smart speakers, podcasting and the digital dashboard. Unduplicatable, irresistible content drives success today. Hubbard’s commitment to talent development and associated original content rivals the best efforts of competitors across our industry.
7. One of the programming challenges of the Classic Rock format has always been keeping the station sounding fresh and relevant while it’s playing Rock music that’s sometimes 30 or 40 years old. Your thoughts?
I’m encouraged by the volumes of research that continually underscore the relevance of Classic Rock. This music sustains its appeal across a wide spectrum of demographics. Millennials are passionate about Zeppelin and The Stones. The authenticity and ubiquitous nature of this music fuels its staying power.
8. What is the future of the Classic Rock format in the next five to ten years?
Classic Rock’s future is bright. Complimented by talented curators and innovative content, Classic Rock is as fresh and exciting today as it has ever been.
9. During this current Coronavirus crisis WDRV has been very pro-active with its listeners and the Chicagoland area with a TV Marketing campaign from the air talent, and most recently a Sing-Along Friday Night. Can you give us the details?
Check out highlights of our Sing-Along Friday here.
Here is one of our TV spots with midday rocker Bob Stroud.
10. Finally, what else do you think radio can and should do to further its “live and local” presence during a crisis like this?
Radio’s ability to be “in the moment” and the medium’s inherent immediacy are attributes to be exploited during these unprecedented times. Our trusted voices are sought out for dependable information and the comforting companionship this crisis requires. Daily habits and routines are changing rapidly. Our industry’s aptitude for pivoting and adapting to the ever-changing landscape, including our capacity for responding to newly emerging tastes and trends, will be tantamount to radio’s success through this National Emergency.
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