10 Questions with ... Larry Steele

BRIEF CAREER SYNOPSIS:

Here's a brief look at my on-air, programming and management career; WNOX/Knoxville TN, WHBQ/Memphis TN, WMJX Miami, KMJM/St. Louis, WDIA/Memphis, WVEE/Atlanta, WZHT/Montgomery AL, WTMP/Tampa FL, WHJX/Jacksonville FL. (The rest of where I've worked is locked up in safe somewhere for good.)

1. What's it like training a new generation of broadcasters?

They are very anxious group to learn all they can quickly; this new generation of broadcasters are hungry for success right now, every young gun has a vision of who they desire to be like (The Breakfast Club) comes up a lot. They are very talented and assume that once they get four or five months of being a board operator or on the air, they are ready to go get a job at Cox and iHeartRadio or CBS. I teach and mentor them, that Rome wasn't built in a day and neither will your radio career.

2. How do you view radio's future?

Radio has evolved, and is in an ever-changing state. No longer is terrestrial radio the #1 source for information and music. Instead, it has steadily evolved with more Internet radio stations; remember they laughed at FM stations back in the ‘70s! And we see what happened. Sirius XM radio carries every format available, also in every car; Pandora, Blog Talk Radio, iHeartRadio, Rhapsody, Music Choice, Spotify are major players. Everybody has a show on the Internet and millions of people are listening. It's sad that radio has lost its anchor of having a great local morning show, satellite shows are great but you're running their inventory. Hundreds of thousands of dollars! Worth. If terrestrial radio is to survive, stop and get creative! Stop worrying about the format of everybody else. Create your own and make money -- that's what it's all about -- and serve your community.

3. How important are historically Black colleges and universities?

HBCUs have always been the vehicles for liberty and equality. We have to put our students in the best position to accomplish greatness and stability. To some this is the only path to higher education, and when students come to an HBCU such as Bethune Cookman University, all the stops should be pulled out to see that these students succeed. Currently we are upgrading our radio studio (WELE) with the latest technology (Wide Orbit Automation). We are determined to be one of the top schools for Mass Communications students and radio broadcast. Our objective is to prepare them for the job market upon graduation.

4. If you could only allow five people into your lifeboat, who would they be?

My wife Deborah. She's a praying woman who knows the Lord and a ride-or-die chick; she could hurt a shark. Me'Chaun, Inza and Ashlee, my daughters, all computer whizzes, they would Facetime the Coast Guard and track the Coast Guard helicopter or cutter, until they are there to rescue us. Ashlee would tell them to hurry the H@# up. Last, but not least, The Dollar Man-Pastor Creflo Dollar! He can talk his way out of anything! He also provides great words of encouragement to me daily.

5. What are your biggest challenges with your current job?

Getting more diversity in our programming, having different programs of different cultures has been a slight challenge, but we have made great strides in this area. Also, looking to increase more revenue in the months to come.

6. Could you share one of the funnier moments from your career?

My radio archive story: Young & Crazy; 1981 Miami Beach Florida 96X (Top 40 Mainstream). It was Sunday afternoon; the staff was just hanging around the station and there was a music festival in town. Around 5p that afternoon, a van pulls up to the studio of 96X, I was upstairs in the production room when Bob Rose our production director screamed "it's Bob Marley!" I casually look out the door, and who is coming up the stairs, dreadlocks and all, but the great Bob Marley. He goes in the control room, is interviewed by Bruce Kelly, comes out 15 minutes later, and we have a Snoop Dogg moment in the production room, I'd never smelled anything like it in my life! The whole room was a cloud! (note: Before there was Snoop, there was Bob Marley!)

7. Who have been some of your mentors?

Eddie Roy, who gave me my first job; Mike Beach for making me get control of the English language; Scott McCloud, who told me I could be the best! A living legend John Long, who paved the way for my success. Superjock Dickie Do Edwards (my hero!), who taught me the art of sounding good on the radio, "It's an art" Thanks! Scottie Andrews, who preached morning-drive discipline. Mitch Faulkner, my friend and brother for sharing his production secrets. Linda Fructuoso, who stuck with me through the good and bad times. The Dr., Jerry Boulding, who made sure I learned Arbitron/Nielson. And this guy named Sam Weaver helped along the way, too.

8. Regardless of format, who are your top-three morning shows of all time?

John Mason in the morning, 105.9 Detroit ... this cat is incredible, naturally funny and his mechanics are great! Back in the day, KFRC/San Francisco Dr. Don Rose; the man was crazy, funny as hell, and the execution was always flawless. WHBQ-Rick Dees in the morning, the master of characters on the radio! I can't leave the Greaseman out. And I wasn't half-bad either. Sorry that's more than three....

9. What do you advise air personalities looking to move up in this business?

If you're a young air personality working in a small market, looking to move up to a major market, have your skill set intact. Mentally be prepared every day; don't be lazy. There are no days off ... prepare, prepare. Understand ratings systems; the diary and PPM (Portable People Meter) ... it's all about the cume and making people listen, and turning them over to quarter-hours. Know your audience, make sure they know you, get your social media game up! Be bold. If you get to one of these large markets, that will help you grow to get to a Top-10 market "Memphis TN." If you make it there, the sky is the limit. "Charlotte N.C." Great Competition, "New Orleans LA" a lot like Memphis, you have to be ready to perform. Tampa Florida, a lot of fun, very nasty competitive.

10. Any final words of wisdom?

It's more important to have a job, even if it's not the one you want. Don't let your ego stand in the way of your stomach. 2. Don't burn bridges.