-
10 Questions with ... Susan Groves
January 20, 2009
Have an opinion? Add your comment below. -
NAME:Susan GrovesTITLE:OM/PDMARKET:Springfield, ILCOMPANY:Mid-West Family BroadcastingBORN:Maryland/VirginiaRAISED:Maryland/Virginia
BRIEF CAREER SYNOPSIS:
1995-2000 - OM/PD WARQ, WMFX/Columbia, SC
2000-2002 - OM WQBK, WHRL, WKKF/Albany, NY
2002-2005 - Program Director WRAX, WZRR/Birmingham, AL
2005-2007 - OM WFXH, WGZR, WWVV, WGZO, WLOW, WGCO, WFXH-A/Hilton Head, SC/Savannah, GA
2008-present - OM/PD WQLZ, WLCE, WNNS1) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?
I decided I was going to be a DJ when I was six. My parents still have tapes of me playing DJ. I would take two record players and my little GE tape recorder and record myself segueing music. I'd even make my own commercials. I never wanted to be a fireman or a ballerina, just a DJ, like my hero at the time, Sarah Fleischer at WIYY. I never wanted to be anything else.
2) What career path would you be following had it not been for this industry?
You know, I hope I never have to figure that one out. I don't know that I would have known this about me before radio, but I do now: I really enjoy teaching, and apparently I'm pretty good at it. I can easily see me becoming a teacher of some sort. Teaching radio!
3) What makes your station or market unique? How does this compare to other markets or stations you have worked at?
We aren't a rated market. They told Arbitron to take a flying leap a few years back and frankly the revenue has been just fine. It's the first time I've ever been in this situation, not getting a report card. But that means that we are judged on actual tangible results. Hmmm, what a thought! We tend to make most of our money through local direct anyway so when our stations perform for our clients, we make money, and that's how we know we're winning (and we are).
4) Where do you see the industry and yourself five years from now?
I hope that I'm still programming radio and I would love to still be doing it for Mid-West Family Broadcasting.
5) How is the relationship between programmer and record label changing ... for better or for worse?
Honestly, I have very little contact with them anymore. Labels don't seem too concerned with Springfield, IL. Frankly the only time I speak with them is when there is a record that I can't get on PlayMPE.
6) Tell us what music we would find on your car or home CD player (or turntable) right now and what is it you enjoy about that particular selection?
I actually just walked over to my CD player to see what was in there and ... no lie:
Bob Seger -- Greatest Hits
Prince -- Purple Rain
2 Skinnee J's -- Supermercado
Lenny Kravitz -- Let Love Rule
Monsters of Rock compilationWhat my favorite thing is now is in my car and that's Kings of Leon -- Only By The Night. I was obsessed with "Sex on Fire" from the first time I heard it, but it's not very often I like a whole album, this one I do.
7) What is the one truth that has held constant throughout your career?
The truths for work are the same as the truths for life. If you are good to people, it pays off. And you have to take chances on people sometimes to find the really talented ones. I've had people question my management before because I've hired people they find ... how shall I say this ... handfuls. But sometimes they just needed that break. I've been questioned by people before about being as open with my employees as I am. I WANT them to know what is going on and why. I always want there to be someone who can step in if I got hit by a bus. I'm not the least bit threatened by my employees who want my job. If they didn't, I'd be disappointed. Treat people well, and will be returned to you ... eventually.
8) What was the biggest gaffe you've made on-air?
This is funny now. It was when I was doing afternoons at WARQ (maybe '96?) and I was on the phone in the studio with an AE. We were having a colorful conversation about what a pain in the ass a certain client was. Then came the heart-stopping moment when I looked down and saw the phone pot in program. Oh, I thought I was going to die. I had to know how much of that was audible over the song because we had been saying some pretty bad stuff about a pretty big client. So after I started to breathe again, I just went on the air and said "Okay, so I was just on the phone and I think that you guys heard that but I'm not sure, so a free CD 6-pack to the first person who can call me and tell me what I was saying." I answered the phone for the next 20 minutes and people were guessing, "You were fighting with your boyfriend" and all kinds of things, but no one could quote a thing I actually said. So I guess I got away with it! It turned into a pretty funny bit -- and I can tell you, I have never accidentally aired a phone call since. That's one of those things you only do once.
9) What is the most rewarding promotion or activity your station has ever been involved with to benefit the community or a charity?
I'm pretty proud to say there have been a lot of them. But the one that comes to the top is from WRAX in Birmingham. I was fortunate to step into an existing promotion, the "Live in the X-Lounge" CDs, and in my years produced numbers 5, 6, and 7. Of course, getting bands such as Coldplay, Seether and John Mayer to actually come to our recording studio was a lot of work, but really cool. Those CDs raised over $1.4 million for United Cerebral Palsy of Greater Birmingham. That's pretty amazing.
10) How do you interact with your sales staff?
I really have a fantastic sales staff here. Yes, I did just say that. But they are! They, for the most part, get radio and what we are trying to do. They know what is good and not good for the station and that makes things so much easier. I go to at least one sales meeting a week sometimes two, but most of my interaction it is one on one. They come in and sit down to brainstorm about ideas they can sell to their client that will work for us. The door's always open and they all know that getting the idea right before it gets sold is a hell of a lot easier then trying to fix it afterwards! I go on sales calls, too, because no one can sell the station like the Program Director; I've always thought that.
Bonus Questions
As you look back over your career ... any regrets? Missed opportunities?
I never saw Nirvana. That pisses me off. Other than that, no. Of course, there have been things I could have done better, but there have been a lot of things I've kicked ass at. There were plenty of opportunities not taken, but I wouldn't say missed.
Favorite artist you have met?
You know you meet so many and most of the time they're going through the motions, but the one who stands out is Kid Rock. I've met him a few times and he's always totally real. He invited us back to his trailer at a festival one time for beers, and he just wants to have real conversation with real people. He wants to hang out with the security guys, you know? I dig him.
What gets you upset at work and how do you channel your anger?
Stupidity. See, I have no problem with ignorance. If I haven't told you that before, then maybe you didn't know it. But then when I do, and you still do it, then that's just stupid. When I get mad I do my best to remove myself and close the door. I have a temper, and I've gotten a lot better about counting to 10 before I throw CDs. (Sorry about that. Gene!).
What do you enjoy most about music scheduling?
This may make me a total geek, but I've always LOVED scheduling the music. It's like playing a good game of Tetris when you get everything to fit in the right places. If anyone shares an office with me, they usually get annoyed because I sing while I do it. I have to hear the songs in my head so I have to sing them. And I can't sing.
Who is the most amazing talent you've worked with?
I have a few that I have to mention. First of all, Dave Hennessy (now at DC101) is the greatest Promotion Director in history ... and anyone who has ever dealt with him in any way knows that. I took credit for his stuff for years.
Fook is such an astoundingly talented jock -- and I hired him twice. Same with Lisa Biello; hired her twice for good reason. She's an amazing jock and a great PD. And you know what? I think they both need gigs right now; that's a crime.
Dustin "Fletcher" Matthews (from WFXH, now at WFNX) is one of the funniest, most creative hard workers I've ever worked with. I told him I wouldn't be surprised to be working for him some day. Leslie Scott (from WFXH now at KBXR) has turned into the PD I always new she'd be.
-
-