10 Questions with ... Marc Summers

BRIEF CAREER SYNOPSIS:

• WCMD '86
• WFIV-AM PM drive and intern WBJW '87-'89
• WHTK/Savanah, WPPR/Macon, WQPW/Valdosta (and a dozen more not worth
• mentioning)
• WXMK/Brunswick PD '91-'95
• WZYP PD '95-'97
• KZHT/SLC PD & Clear Channel Brand Manager '97-'99
• KZZP PD '99-'01
• Federally Mandated Programming Boot Camp '04-'10
• WVVE/WWLY PD '11-now
• WILN PD '12-now
• Magic Broadcasting Ops Mgr '16-now

1) How would you describe your first radio gig?

MOR (Remember that acronym?). I used to make sure all the reel-to-reels had a nice full reel of boring songs from when music was as exciting as Elmer's Paste. Then at the top of the hour, I had to stop those reels, read three news stories, and then the weather, then back to the music. After two months, I thought I was a radio pro ... how much did I still have to learn...

2) What led you to a career in radio?

The first time I noticed radio -- I mean really noticed what radio did and how it was put together -- was in 1984, listening to a sweeper on B106 in Washington, and it was one of those moments where the weekend sweeper, me driving with the windows down, and most perfect day came together to create this feeling the radio was part of my experience. It was such a strong feeling, my goal in radio ever since was to create stations that produced that feeling in others.

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

For whatever reason, this little market has been the home to some pretty amazing radio for its size, and continues to play well above its market size. Part of that is the history with Don McCoy bringing L.A. radio here in the '70s and '80s, then Steve Kingston putting Island 106 on, with New York-style radio in this little town. Even WPFM has the legendary status in the '80s for its sheer dominance, and the tales of just opening the windows of the control room to hear all the radios on the strip blasting the station. Those days, of course, ended with Island 106's arrival.

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

The history attached to Island (talking about just one of my stations) is always in the shadows, reminding me of the giant butts that filled this PD chair in the past. This has always been to my mind, one of those great stations -- no matter market size -- and has had a colorful history of talent and programmers who have since gone on to great things. That and the ownership that pushes us to always do as much as we can, be as good as possible, and gives us the tools to do what we need. The trust they've given me here, in both the stewardship of Island, to the design, creation and launching of our new Country station, Wild Willie 100.1, has been a reward and a source of constant stress. Knowing the buck stops with me ... and that do or die, I am ultimately the one responsible, is a great feeling, but a nightmare inducing amount of responsibilities.

5) Are you wearing more "hats" than you have in the past?

Hats, tool belts, and uniform ... I am staggered at the things I have to do daily, that would never have been in my bailiwick in the past. I now have to do graphic design, video editing, imaging, coaching, IT, promotions, marketing, and sometimes I have to fix a transmitter (with help from our awesome engineer Jeff Garrett).

6) What are you doing, social media-wise?

We've doubled-down on video, being the #1 growth area in social. I'm always looking for new products and creative ideas to push us forward. I've recently found a product that allows me to customize a video to the viewer, allowing their experience to be tailored to them. It makes it more personal, but takes more work. It's all about learning what's new, trying to master what you need and implementing things that help drive the products forward and let them cut through the noise.

7) "Local local local" has always been radio's mantra. How do you keep your station visible and involved in the community?

Finding ways to be everywhere, and doing it with less and less staff ... it's always a challenge. But finding things we can attach ourselves to organically, and especially finding local causes we can champion, is a big way we stay top-of-mind. When you help the local cheerleading squad raise money, it's more than the time invested to promote their event, it's the kids and moms talking about it to their friends and family. The teachers who are grateful for the help ... little things like that give exponential returns on the investment. Our DJs speak to local civic groups, help raise money for local events, hand out balloons and prizes at community festivals and concerts, cruise the beach and pools with prizes. Every person we meet and impact is something Sirius or Pandora can't do. And that helps keep us relevant.

8) If you could add one full-time position to your budget right now, what would it be?

Paige Nienaber ... I would lock him in a room and make him think of twisted things for us to do 24 hours a day.

9) What's one thing that would surprise many people to learn about you?

I spent six years in Federal Prison ... Club Fed, as they say ... and its nothing I'd recommend to anyone, but a great exercise in practicing patience and gratitude.

10) What's the coolest promotion you've been involved with recently?

I am a big fan of "realty radio" promotions ... things that take the contest experience and make it tangible for the audience ... turns a boring contest into a story that unfolds in the listeners' world, where they can see, experience, and participate in the game. It turns the whole promotion/contest idea on its head, and utilizes all the things that radio should be good at, and helps move the 5% participation level of a typical contest to levels much higher, for two reasons: One, it's a puzzle and its attainable. It no longer is a game of random chance of the phone or drawing, but becomes a test of skill and cunning. It's also inherently entertaining, so people get sucked into the story and then play the game for the thrill. We just finished The Troll, a game that started with a hacking into our website, the call from a lonely and slightly deranged listener, who tells the station they've found the perfect friend in the database of winners from our website. They then call and share stories, some quite creepy, about their attempts to follow and get to know this listener, all the while revealing clues that help the audience find them. We then create "curveballs," little events that appear to occur around the listener, like car chases, near misses at stores, clues left at various places in the world, and much more. It becomes a story that, by sheer weirdness, sucks you in and gets you following along. Listeners became, honestly, worried for this fictitious person being followed. And the amount of work put in by the audience would blow Columbo or Sherlock Holmes away for its skill and effort. We also recruited people to become Troll Trackers who then received reminder texts each morning of the previous clues, special exclusive intel, and with each text, you reinvigorate and maintain participation throughout the game.

What's the coolest promotion you've ever been involved with?

Pushing my morning girl from a plane to save a small girl needing heart surgery. The emotional impact of that promotion, and the final video with the image of her landing on the ground while that little girl watched holding two station balloons will forever be burned into my brain. Even today, the tears it elicits reminds even this old jaded soul that some things still matter and radio is still #1 at pulling the heartstrings.