10 Questions with ... Jade Nicole

1. How did you get your start in radio?

My high school guidance counselor suggested that I seek a career in broadcast journalism. However, I was still undecided when I entered Stillman College. Based on placement test scores, it was suggested that I study computer science. After the first year, I knew it wasn't for me.

I'd been the photo editor of my high school newspaper. So, I got involved with Stillman's campus publication, The Tiger's Paw. Faculty advisor Stephen Jackson was informed of an opportunity to intern at the Tuscaloosa VA Medical Center in its Medical Media department. I applied and got the internship.

I did everything dealing with audiovisuals (i.e. took photos, edited photos, composed newsletters, recorded videos, edited videos, etc.). One day while working, I was listening to WTUG and heard Tony Terry's "In The Shower." I liked the song (DJM) and told a friend about it. They'd never heard it. So, I called the station. Charles Anthony (WTUG PD at the time) was on the air. He played the song. I called back to thank him and told him if he ever needed an intern to let me know. He replied, "We ALWAYS need interns."

I went to the station that night and I've been here ever since. I started as an intern in 2003, I was hired as a part-timer in 2004, and I came on full-time doing the Quiet Storm in 2005

2. Did you get any flak from your parents about going into this business?

I didn't get any flak from my parents; but in this area, the automotive industry is very significant. So, there have been moments where I haven't made as much money as some of my family and friends, and they urged me to go work at a plant. I couldn't do it, though. Not that there's anything wrong with working at a plant, but in the words of Jill Scott, "Everything ain't for everybody."

3. What are some of your philosophies related to radio?

My philosophies are pretty simple: Give the people what they want (familiar music, entertainment, news and local information) and have fun. To me, community service is essential. It is a part of the trust-building factor. When people feel like they matter, and they trust you, they'll be more apt to turn to you as a source. Of course, this can be overwhelming because you end up pulled into many different directions, but this is where you have to rely on your team. Teamwork makes the dream work.

4. Is there anything your station has done that you are most proud of?

There are many things I am most proud of, but one of the most memorable came in the aftermath of the April 27th, 2011 tornado that destroyed a great portion of Tuscaloosa. At that time, I'd had a baby. She was a preemie and stayed in the NICU for seven weeks. I returned to work two weeks after having her. I saved my maternity leave to be able to bond more when she came home.

When the tornado hit, I'd worked a partial day. I actually drove to work while a tornado came through the area before day. We'd spent several days ahead of the inclement weather warning our listeners of the predicted storms. So, that day, I came in and ran the morning show. I was also the News and Public Affairs Director for all five of our stations at that point. So, I spent a great portion of the day attempting to prepare our listeners. In the following days, a listener called, crying. She said that we'd saved her life as well as the life of her children. She was listening to WTUG and heard that she should take cover immediately. Many people around them were injured, but they were not.

It's always the service factor that makes me most proud.

5. Are they any annual station events you would like to tell us about?

Each year, WTUG and WTSK participate in a radiothon to benefit St. Jude Children's Research Hospital. Our first year, we did well, and our donations grew exponentially each year.

We also hold a number of drives to benefit our community. School supplies, winter items, canned goods and toys are collected each year. This year, we are adding a drive to collect purses containing toiletry items.

These events are always good, but I'm working on developing some events to generate NTR.

6. How do you balance being a parent with work?

Geez! This one is tough. I'm a single parent. I think it started with her conception. I mean, I couldn't do THAT by myself (LOL), but I went through the pregnancy, complications, etc. as a single parent. My family has been a constant source of strength and support. When I have to work odd hours, they pitch in and keep my daughter occupied. She never feels like she's "at a sitter's." She's always doing fun things with our family ... when it comes to odd hours. But I make it my business to drop her off at school every day, and whenever I can incorporate her in my work, I do. When I have to attend community events, I take her if they're child-friendly. It is very important to me that my daughter never feels like she takes a back seat to my job because my first responsibility is to her.

7. What do you see for radio's future?

I see that the digital aspect is increasing in importance, but one thing that Townsquare Media has perfected is locality. So, while there are a number of other music services, they can't adequately serve their local communities. The companies that will prevail are those that keep their local listeners at the top of their lists of priorities.

8. When you started programming, what was your biggest surprise?

My biggest surprise was how often current songs turn over. Before programming, I was one of those who would listen to the music during my air shift, but once I got off, I wanted to hear anything other than what I'd heard the last five hours. To see that some songs have a turnover rate of every three hours or so was crazy to me, but I had to understand that not all listeners turn on the radio and keep it on all day. There are some who do, but the vast majority don't. So, it is imperative that when people turn to my station, they hear the songs they know and love.

9. How hard is it being a woman in a male-dominated industry?

It is a bit difficult in that most women are nurturers by nature. So, I'm often perceived as weak. I've had management speak to me condescendingly and at first, I was a bit put off. I came to realize most men are "black and white." They don't care about people, how they come across to others. At the end of the day, most men see themselves as the providers for their families. So, they do what they have to do to protect themselves (and their passions), even if that means being disrespectful to others. Once I looked at it from that point of view, it became easier to let things roll off and to focus on doing the best job possible. Not only does my job depend on the results I produce, but they ultimately affect everyone associated with the station.

10. Would you share with us your influences and mentors?

My first influence when it comes to radio has to be Charles Anthony! I studied his programming while under his leadership for 13 years. He, Ed Ramsey, and I carried WTUG as the top station in Tuscaloosa for over a decade.

It was he who led me to be as involved in the community as I am. He knew the work he wanted done, but also knew he couldn't do it all himself. I picked up a lot of it. Charles drove the importance of not only knowing the key people in the city, but also making sure they know me.

Indirectly, Harry Lyles has been significant in my journey. Harry pushed keeping things simple when sharing information and not only playing what's familiar, but also knowing your audience to know what is familiar to it.

Under Mickey Johnson, I learned the value of a successful promotion and how some promotions are better for some clients than others. I appreciate Mickey for encouraging creativity and doing the abnormal to produce extraordinary results.

And last but definitely not least, the great Tom Joyner. The funny thing is that we've never actually met. But I was the local producer for his show for a decade. So, I learned the value of entertainment, education, activism, philanthropy and so much more. I learned how to be endearing to my listeners, how to sell myself, and that almost everything can be sold. "Now, it's time for (segment), brought to you by (sponsor)."

Is there anything you like to do that might surprise people who thought they knew everything about you?

I love working with my hands! I enjoy painting. That includes pottery and home projects. Speaking of home projects, I recently learned to lay tile, put up dry wall, mud it, and sand it to a smooth finish. I enjoy trimming my hedges, cleaning my gutters, and sweeping my roof. I haven't gotten into sweeping my chimney yet, though.

Another thing that's a bit surprising is if I'm in a store and two men are in front of me: one wearing a suit and one in a reflective work vest, the one with the work vest is the one that catches my eye first. Not because of the neon color but because I like manly men. The man in the suit could do just as much manual labor when he gets home, and that's attractive to me as well. But the one I see with the appearance is the one I am drawn to first.

What are some of your goals?

I'd like to become one of those people where people name-drop you. You know what I mean? You're having a casual conversation with someone in Jackson, MS and say, "You know Jade Nicole over in Tuscaloosa? She has Tuscaloosa ROLLING!" And I do! (Modest, right? Toot-toot)

How many employees do you have, and what kind of leader would you say you are?

I have two full-time employees on WTUG, two part-time employees, and a contractor on WTSK. I would say I'm an understanding yet stern leader. I make it abundantly clear that we must be excellent without excuse. Yet, when something happens in a teammate's personal life, we are family and look out for each other. When one of us fails, we all fail. I refuse to be considered a failure or to let them be.