10 Questions with ... Phillip David March

BRIEF CAREER SYNOPSIS:

First job out of college: on-air personality WJYL/Louisville, KY; then KATZ/St. Louis; became a PD for Davis Broadcasting WFXE/WOKS/WKZJ for nine years, then programmed WIZF/Cincy for Blue Chip Broadcasting. I had a run with Cumulus programming -- WMNX/WKXS in Wilmington, NC then launched WHRP/Huntsville, AL. Did a second tour of duty in Cincy at WIZF, except it was for Radio One. Most recently in Louisville as PD for WGZB B96.5/WMJM Magic 101.3.

1) Congratulations on the new job, would you share with some of your initial plans for the station?

I'm very happy to be back with Cumulus Media in my new position in Birmingham. My initial plans for Hot 107-7 is to target the four Es: Engage, Empower, Entertain, and Enlighten the audience. I have inherited a very talented staff, so we are having fun as we concentrate on the four Es.

2) What's your current take on the future of Urban radio?

I feel like the future of Urban radio is bright! We in Urban radio must master how to integrate video and social media as part of reaching the audience and when we do reach our audience, it has to be authentic ... real personality, not forced. We must adapt to the ever-changing listening habits to reach our community.

3) Why do you like working with students so much?

The students help me understand what social networks they use, how they use them, and how frequent they use them. At the same time, I try to make them see how important communications is in their life. I ask each student what the first thing is they do when they wake up in the morning; 90% of them say they check their social media. If we have a few minutes at the end of a session, then I use them as a focus group.

4) How do you approach programming in a new market?

My approach is to learn the market first. Each community has its unique nuances, so I go out and just observe. I ask questions when I'm in the mall or grocery store, just talking to the people and checking out the night life of our core audience. I become one of them, then I put on my programming hat!

5) What do you think radio could do a better job of?

Radio must do a better job of teaching the talent the basics and formatics. For example, we teach young talent how to do talk breaks and when to talk, but not why we talk when we do. They are not being taught quarter-hour maintenance (regardless of ratings methodology) and why we do a tease, or how to increase TSL. We really should break down the science of what we do, so the talent can become the programmers of the future.

6) What advice do you give those who want to get into the business?

1. I tell them figure out if this field is their passion! I encourage my students to find their passion and follow that! What you are passionate about makes for a more rewarding career.
2. You don't need to have a Communications Degree to get a job I tell them to major in something else and minor in Communications. That way they are bringing more to the table when they interview for a job. Today we all do more than just broadcast.
3. Set goals.

7) What people have influenced your radio career?

Ken Johnson, Tony Fields, Cy Young, Charles Richardson, Jay Stevens and Harry Lyles. I've been blessed to have been able to work with some of the best minds in radio.

8) Should stations continue to look for potential annual event situations?

If your budget allows it, signature events can do a lot for a stations stature. I suggest one for Spring and for the Fall.

9) How did your first job in radio shape your thinking?

My first job out of Emerson College was at WJYL Louisville. In five years, I worked for four PDs. I took what I thought were the best practices of each PD and made them mine. Each PD had a different strength, so I learned a great deal. The last staff at WJYL was the very talented Tony Fields, David Michaels, Keith Landecker, Mark Gunn, Tony Rankin and myself.

10) Have you regretted any missed opportunities?

I never second-guess or regret the career path I've taken. I just follow my blessings and every opportunity I get in this business, I am determined to make a difference in that station and in that community.