10 Questions with ... Brian Mack

BRIEF CAREER SYNOPSIS:

• WVBR/Ithaca, NY, overnights
• WMRV/Binghamton, NY, weekends
• WLIR (Party 105)/Long Island, production
• WAKS/Cleveland, production/imaging

1) What led you to a career in radio?

I was interested in communicating and connecting with the masses ... and I love music. Between that and some family members in radio/TV branding, the transition was almost seamless.

2) How would you describe the radio landscape in your market?

In one word, tight! There is not an awful lot of territory for a brand to settle in for the long-term here. Most flips in the market (all companies included) run into the same issue ... initial success, but long-term failure. To me, it's branding law basic singularity. Without a unique product position, any brand can't maintain its initial success.

3) What makes your station unique? How would you compare it to other stations you've worked at?

It's not the content, the talents, the contests or music that makes the station. It's the organic and strategic compilation that creates a memorable product in radio. We bake our bread with a very careful mix of ingredients so it's just right, and we package it very appropriately.

4) Could you give us a little insight into your on-air staff?

I'm biased, but I think we have the best lineup in radio! Even though Elvis is syndicated, we see quite a bit of him in the building and he's passionate about helping the Y100 brand. Secrest also customizes, and Michael Yo has built quite a brand name for himself without ever mis-prioritizing Y100. Mack At Nite is far more than an air talent ... he creates content for the entire radio station. He's involved in music discussions, promotion, and he's also the digital PD for Y100's online and social media platforms. The station couldn't survive without him.

5) Who is your favorite air personality not on your staff and why do you like them?

Cubby ... he just has a way of cracking me up without even trying. But that's personal. I'm couldn't be happier with our talents.

6) What was your favorite station to listen to when you were a kid?

Z100 ... if the Cubby comment didn't give that away...

7) Do you have a favorite hobby outside of radio?

My favorite charity in the world ... musicians on call ... and I've created an iPhone app called "nearbeer." It's free, so grab it and start sharing deals and reviews with the rest of the country!

8) What is it about our industry that keeps you wanting to do it for a living?

We are all responsible to keep this industry -- that so many people depend on as part of their day for entertainment or information -- alive and strong. I will continue to do my part no matter what.

9) What is the one truth that has held constant throughout your career?

Be real. I mean that in more ways than one.

10) What advice you would give people new to the business?

Educate yourself on the big picture ... what's the objective of the radio station ... of the business as a whole? Don't emulate what we've already done ... make it better.

Name the artist/act (living or dead) you'd love to meet and why?

John Lennon ... I want to know what he really feels for Paul.