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10 Questions with ... Mark Keefe
October 11, 2021
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BRIEF CAREER SYNOPSIS:
Started in radio at Xavier University’s WVXU. My first commercial gig was at WIMJ/Cincinnati (soft adult contemporary, but I sat in the studio and listened to indie rock discs between breaks). Then came some noncomm stations including WNKU/Cincinnati, WNCW/Spindale (first as OM then PD), created WUIN (The Penguin)/Wilmington, NC. I then moved on to KTHX/Reno (PD of The X, OM of the cluster) and then WYMS/Milwaukee (PD) Now, I am at noncommercial WNRN/Charlottesville (GM/PD) since 2014.
1. How did you originally become interested in radio?
Watching WKRP in Cincinnati in the late 70s and early 80s. Seriously. Now over 30 years into my career, I feel like I’ve lived almost every episode. In the last year, I even voiced an underwriting mention for a funeral home and couldn’t stop thinking about the “Ferryman funeral home” episode.
2. You have been at both commercial and noncommercial stations – which side are you more comfortable with?
Noncommercial. Both have their pros and cons, but there is still room for good ideas and creativity in Public radio. Plus, being responsible to your listeners in noncomm I believe to be better than being responsible to someone outside of your market which is often what happens in commercial radio – at least it was that way for me.
3. As GM, in addition to programming, what new skills have you needed to nurture?
Balancing programming and fund raising with community outreach and community service. Just as was the case at WNCW, the footprint is large, but much needs to be done to better serve the communities we broadcast into. Engineering projects, tower demolition and construction, and plenty of contract evaluation.
4. What are some of the biggest challenges for noncomm radio?
It varies at each station, but depending on the longevity of the station in the market, it really comes down to the balance between being an alternative community resource primarily run by volunteers and one that’s primarily professionally run. I’m referring to the progressive music stations – the news/talk and classical, jazz or block program stations have their own unique challenges. Once a progressive music station like ours evolves to a point, the trick is to stay connected to the community and manage the growth responsibly.
5. WNRN has a far reach, tell us about that.
More than just a geographical challenge, it’s about being tuned in to places that you don’t visit as often as you should. It’s a work in progress to be a good community servant within all the points in our listening area, but it’s difficult when you consider it can be a three-hour drive from our westernmost translator (Lexington, VA) to our easternmost (Richmond, VA). But it affords us the opportunity to turn listeners from a broad area onto people, places and activities they might not have known about had they not been listening.
6. What is your biggest challenge specifically for WNRN because of that reach?
Being aware of relevant activities and community issues in all the towns we reach and working to give them exposure on our airwaves that communicates their needs effectively. The other challenge we’ve faced and made great progress on is strengthening the infrastructure we use in several of our broadcast areas. Seven years in here and we’re just about to finish the Richmond and Lynchburg projects.
7. WNRN is celebrating 25 years on the air! What are doing to celebrate that milestone?
First, we’re bending time a little thanks to the pandemic. I had wanted to start the celebration this past January, but we pivoted and started last month, closer to the original sign-on 25 years ago. Special premiums for our fund drives, beer and cider collaborations with some of our brewing partners (I’m off to toast the IMPA – Independent Music Pale Ale – at Stable Craft Brewing in Waynesboro tonight), Dead Air 3 in Richmond in January, a member trip … it’s a six-page list of things that we’re still working on.
8. WNRN has just joined the VuHaus Group. Tell us about that.
We have been producing videos of our in-studio sessions for years and posting them to our YouTube channel, but now we have an office in Richmond that happens to be located in a first-class recording and video studio (In Your Ear Studios). We’re able to produce sessions with as many as six cameras, so it was really time for us to join up. Plus, I have a great deal of respect for Vuhaus’ commitment to quality and their mission aligns with ours, making it an obvious next step for us.
9. What is the one truth that has held constant throughout your career?
The best listeners listen as much as they can to your station, but the best stations always listen to their listeners.
10. What is the best advice you would give to young programmers/promotion people?
Rarely do things turn out the way you plan, but if you listen more than you talk, you’ll end up learning a lot and develop skills that come in handy wherever you find yourself next. Oh yeah, and our industry has more good people than bad ones, so don’t get discouraged if you run into a few of the bad ones.
Bonus Questions
First concert:
The Rolling Stones, Freedom Hall, Louisville (Tattoo You tour, The Wild Tchoupitoulas opened – my mind was blown before the Stones even took the stage)
Are you involved in any charity or philanthropic organizations?
Me? Mostly food-insecurity based non-profits (the pandemic steered me in that direction). As for WNRN, we stay committed to our Hear Together initiative where we showcase over 200 different non-profits in our listening areas each year through produced, 60- and 90-second pieces we run each hour to raise awareness of our communities’ needs and encourage listener involvement with as many as possible. We’re wrapping some in-person elements and activities into our 25th anniversary celebration as well.
What do you enjoy doing in your spare time away from work?
I’ve developed a fascination with historical markers and driving around/walking around to get a closer look at them (I’ve always liked history, so I moved to the right place).
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