10 Questions with ... Ron Pritchard

BRIEF CAREER SYNOPSIS:

Intern – WDEY/Lapeer, MI – 1988
Overnights/Nights – WMKC/St. Ignace, MI 1990-1991
Overnights/Nights – WLTO/Harbor Springs, MI 1991-1993
Program Director/Mornings – WIRO-WMLV/Ironton, OH 1993-1994
Sales/News – WJML-A/Petoskey, MI 1994
Overnights/Nights/Middays/Afternoon Drive/Program Director – WKHQ/Petoskey, MI 1994-2004
Producer/Middays – Michigan Talk Radio Network – Charlevoix, MI 2004
Nights – WCCW FM/Traverse City, MI 2004-2006
Morning Show/Program Director – WJZQ/Traverse City, MI 2006-Present

1. How would you describe your first radio gig?

My first paid radio gig was very small market, very bare bones, very basic, very low pay, and tons of fun! It was overnights, then nights at a Country station in St. Ignace, MI, in the Upper Peninsula. The station is still on the air, but has since been sold and moved to the Lower Peninsula. But man! That time there, with the people I worked with sure taught me a lot!

2. What led you to a career in radio?

I was a junior in High School working at a donut shop in my hometown of Davison, MI, when a regular customer that I knew of as a police officer, told me I had a “radio voice,” and asked if I had ever considered a career in radio. I told him yes, but I didn’t know how to go about it, and he said he was a part time DJ at a radio station in Lapeer, MI, and asked me if I wanted to sit in with him on the weekends, and he would show me the basics of radio. I did that for almost a year, then enrolled in Spec Howard School of Broadcast Arts in Southfield, MI (Now Media Arts). And I have never looked back!

3. You’re on a great run at a company (Midwestern Broadcasting) with unparalleled heritage and deep roots in Northern Michigan. What is it about the company that you love the most?

They care about their people and their community. If one of us gets in trouble financially, medically, etc, the owners, managers, and employees rally around that person to bring them back up again. We are all truly friends, and we know we’ve got each other’s backs. It’s the same with the community. I’ve seen the company, and the owners personally step up and give out of their own funds in times of crisis. It’s truly amazing, especially compared to other family owned and run companies I have worked for and compete against now.

4. You’re in the studio every day doing mornings? Do you feel that being on the air helps make you a better programmer?

Yes. It helps me to know what’s going on with the radio station all the time. What bits work or don’t work with the audience. What songs work or don’t work. We may play something NOBODY else is playing yet because it works. OR we may not play something because it doesn’t work here. It also helps me to be “in the trenches” with the rest of the airstaff, so I know what they go through day-to-day.

5. What does you co-host, Courtney Rehmer, bring to the morning show?

She’s the heart and soul of the show. She’s the female conscience. If I go a little off the rails with the dad jokes, or the man splaining, or just being an immature dude, she reels me back in! She’s also right in the heart of our target demo. As a wife and a mother of three young children, she brings a perspective I could never bring and she knows what they are thinking. And her laugh--that’s the third star of the show!

6. What about the rest of your staff?  Tell us about the folks who make it happen the rest of the day?

We’ve got the best group of on air people here. Our midday talent, Michelle Perez, is HUGELY local, and a big arts and theatre booster in Traverse City and beyond, and really has her finger on the pulse of Traverse City. We’ve got a new afternoon guy, AJ, who’s a real on air animal and super fun to listen to! He’s one of the hardest working, most prepared guys I’ve ever seen in my entire career. That’s a HUGE departure from what we’ve had, and he’s really making waves and getting attention in the market. I’m very proud of all of them. We’re fortunate we are to have them on our team and not competing against them!

7. How did navigating the pandemic make you a better programmer?

We’re still doing it. I’ll let you know when it’s over. It definitely has made us all more aware of everyone’s frailties and that we need to be more kind to each other. “Local local local” has always been radio’s mantra. How’s in been connecting with your listeners?

8. Have you been getting back out there yet?

We’ve always been and will always be the local Traverse City company/station. We’ll never stop giving our listeners access to talk/vent/request songs, tell us what their company is doing to help in the covid struggle. We could just be rip and read, read the cards, and play the hits. But anybody can do that. It’s making that connection locally that we’re all about.

9. What were your favorite stations growing up as a kid? Jock(s)?

Johnny Burke on WTAC/Flint. Buffalo Dick’s Radio Ranch (Jeff Lamb) on WWCK/Flint. Dave Barber on WTAC. Karen Savelly and Carrie Carlson on WCSX Detroit. Jeff Holbrook on WWCK/Flint. The Captain on WKHQ/Charlevoix, and of course Arthur Penhallow on WRIF/Detroit… BABY!

10. Who were your mentors? Who would you say has influenced your career the most?

Bill Vogel (The Captain), Dick Kernan, Tim Moore, Mike Roarty. There are certainly too many to name and I don’t want to leave anyone out. Just know that I’m grateful to you all.

With an unlimited budget, which 3-5 artists would you pull together for Z93 station bash? Justin Bieber, Taylor Swift, Kanye West, Eminem, Ed Sheeran, The Weeknd Who would be a “dream guest” to come visit in the studio and plug in across from you guys?

Any Beatle! Heck, I’d even take Pete Best, just to say I’ve met and talked to a Beatle. Then I could die!