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10 Questions with ... Greg Williams
October 2, 2007
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NAME:Greg WilliamsPOSITION:Program DirectorCOMPANY:EntercomBORN:Chickasha, OklahomaRAISED:Wichita, Kansas
BRIEF CAREER SYNOPSIS:
I began my career at KLEO-A/Wichita (Top 40), KEYN-FM-Wichita (Top 40), KCBQ/San Diego (Country), KKRD/Wichita (Top 40), KDGS/Wichita, KFBZ-FM (Wichita). I was a public service director at two different radio stations. I was also a music director at KKRD for 12 years, and I have been PD at KDGS and KFBZ in Wichita. I have programmed KDGS since June of 2000, and I programmed KFBZ from October 2000 to January 2001. I also worked briefly in television as a weekend sports anchor/reporter on the local FOX/NBC affiliate. Additionally, I have been very active in my community serving on several boards of directors for homeless shelters, anti-drugs for kids, S.A.D.D., and Urban Professionals of Wichita.
1. You've had tremendous success as the PD at KDGS...can you pinpoint one key to that success?
First and foremost I strongly believe it is about the music. If the product is not right, it does not matter what you do, who is on the mic., or what you give away, they will not listen. That has always been my first premise...play the hits! Having said that, the success of my station or any station is about having good people who buy into your vision and mission for what your station can do and what it can be. That is why I prioritize hiring people who are passionate about radio. I want people that are committed and dedicated to winning and who understand that success has no 8 hour schedule. I have been blessed to have managed some incredibly talented people. My success has only been as good as the team I have surrounding me. My formula for winning has been that simple. Play great music and put together an outstanding, passionate, dedicated team. I have a sign that sits on my desk that says Carpe Diem! Seize The Day! Take every day and make it count, take every opportunity to create a brand that people will be excited about and enjoy listening to.
2. Has any part of the success of KDGS been a surprise to you?
I can honestly say not really. When I first took this job I had people telling me that I was crazy, that there was no way we could win, that we would never beat the heritage mainstream CHR in this market. There were lots of reasons for this pessimism. Primarily, KDGS is on a limited stick, however, that stick sits right in the middle of the city. We are the only station in the market that can say that. As a result our 25,000 watts hits and hits hard in the metropolitan area. I have often referred to us as the little engine that could! Throw in previous poor ratings, no marketing budget, and it is easy to see why everyone else thought I was nuts to take this job. Well I knew differently, and within 6 months we beat the mainstream heritage CHR! Four years later we forced them to turn the damn thing off! That is a great feeling. I had no doubt from the beginning that this station and this format would be a winner in Wichita. Since we have become the big station in the market there have been many challenges. However we have continued to maintain our market dominance by a wide margin. In the latest spring Arbitron we were #1 Persons 18-34, #1 Women 18-34, #3 Persons 18-49, and Top 5 Persons 25-54! I think that's pretty impressive for a rhythmic station in the heartland.
3. What pains you about radio today?
As programmers, the stack gets higher and higher for what is expected. Time management is always a challenge. Prioritizing things and the inability to communicate with people like you used to is very frustrating. I prioritize meeting with staff with weekly one on ones. Every minute of my day moves a mile a minute. I really believe that today's PD has so much work that, being on the air greatly limits their ability to maximize productivity in their position. Musically, today's radio has become very regionalized. However the proximity of my market allows me to be a great mixture of music that is working in all areas of the country. There is a pipeline of great music, however, the product is coming so fast that it is virtually an impossibility to play it all. As a result a lot of good product never gets a chance to shine due to the avalanche of music. It is taking music longer to resonate with the audience. As programmers we have to work harder at finding ways to re-invent our brand not only as an on air product but as a digital product via the internet.
4. What excites you about radio today in your market and in general?
The internet is a limitless pool of great marketing opportunity. As programmers we have to be innovative in how we market our brands and the internet provides an exciting landscape in which to creatively do this. The Wichita market is extremely competitive. There are many brands fighting in the 18-34 pool. I have a mainstream and an urban station against us. The result means we have to work harder than ever before to maintain our position. One can never get too relaxed in this industry because there is always someone who believes they can take you down.
5. What's the last song that you listened to that, on first listen, you wanted to run into the studio and put it on the air?
Down a.k.a. Kilo "Lean Like A Cholo". An instant reaction record! By the way, that's exactly what I did, I went from my office to on the air with this record! In fact it has been a long, long time since I have heard a record that got immediate reaction both from myself and our audience.
6. You've been in Wichita for a long time. What keeps you there?
Wichita is a great city. The cost of living is about 10% less here than anywhere else in the nation. The city is clean and the quality of life is outstanding. The truth of the matter is that I work for a great company. Entercom has been extremely supportive, and ultimately that's the bottom line. I am in a great situation with a very supportive General Manager, Jackie Wise, and corporate support from Bill Pasha has been immeasurable. I have never said never, I guess I just have not gotten that call that has made me say "go ahead, I'm listening".
7. If you were teaching a Radio 101 class at a local college what would lesson #1 be on?
That's a tough one. I guess if I were constructing a syllabus I would say identify the target market, then formulate a plan in which to achieve that goal. I would then teach staff about putting people first and working with dynamic talented people who are all creative and as passionate as you are. Finally I would teach that it is all about the music. Listening to music, being aware musically, and coaching tools and methods in which to be aware of what is happening musically and having patience.
8. Ever use sports analogies when addressing your staff?
I am a former football player, so I do use sports analogies a lot! I believe in things like team, commitment, dedication, and passion. I believe in doing whatever it takes to win. I have a quote that I use on all e-mails that I send out personally and professionally. It's a famous Vince Lombardi quote that I believe contributes to the attitude of winning...and it goes like this...."Winning is not a sometime thing: it's an all the time thing. You don't win once in a while; you don't do the right thing once in a while; you do them right all the time. Winning is a habit. Unfortunately, so is losing." Vince Lombardi.
9. What do you do to unwind away from the station?
That's a good one! I love to spend time with my wife. She has been so supportive of me and my career and she understands my passion for what I do. She is my release and always reminds me to leave it all for just a moment. I love to spend time at home, listen to jazz, the blues, play golf, and a good movie and fun times with family are priceless. A little levity is always good.
10. Station Web sites are playing an increasing role in the Radio experience. Are you ready for a fulltime Web person?
Absolutely!
Bonus Questions
Beer or wine with your average dinner?
Definitely wine! Followed with a great cigar...now that's what I call heaven.
You are a radio vet. Ever get nervous before opening the Mic.?
Yes, I still do. I believe in show prep and show planning and knowing where you are going to go with a break. Being on the air is still fun and I love the music!
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