10 Questions with ... Jeff Harrison

BRIEF CAREER SYNOPSIS:

Successful radio career spanning over three decades from the Midwest to the West Coast to the South and beyond, primarily in the top-10 markets of the country.

1) Would you share your goals?

Maintaining a relevant presence in a fast-changing, ever-evolving social media-driven, new age technology world.

2) What people had an impact on your career?

Ernest James, Jay Stevens, the late Jerry Boulding, and the late Sonny Taylor.

3) Has there ever been a station event you were most proud of?

For a great part of my career, here in Houston, I did promotions that were very appealing to the audience. In particular, in one promotion, I would take 100 to 150 listeners to different islands (the Bahamas, Cancun, Jamaica, etc.). Being able to relate to the listeners on a personal level not only was a lot of fun, but rewarding in terms of how much it meant to them. It makes you really know that radio makes a difference in people's lives. They become your family.

4) What are the keys to programming?

You've got to create an atmosphere for winning, first by assembling a great team of people committed and aligned with your goals. You've got to always have your best product on the air. This means the best music, the best promotions, the best marketing and highly localized, to a point where your listeners become loyal to you because you're a part of their community. You're at the schools and neighborhood events. And you have to obviously work very hard and continuously strive to hit higher numbers.

5) How should the program department deal with music?

My theory is that you have to be aware of what's going on around you. You have to be able to know what people are looking for. You must watch the charts. You guys here at "All Access" do a great job of keeping up with and reflecting what stations are doing around the country. You should use research as a tool, but only as a tool and not be restricted to the research. You need to be plugged into social media and the clubs.

The way the approach differs depending on the format, is that you are doing your research based on your target audience (i.e. Oldies format versus Classic-focused).

6) If you were given three wishes, what would they be?

1. That radio would be the unifying force around the world because music makes the world a better place.
2. That radio would continue into infinity because it is always relevant and socially viable and connects people in a way that no other medium does.
3. That I would continue to enjoy good health and quality time with my family and friends.

7) Were your parents supportive of your career choice?

My parents were always very supportive of everything I've done and for this, I am forever grateful. I could never have been successful without them.

8) Is the future for Urban formats a bright one?

I think there is a bright future for Urban and Urban AC; however that can only come about if we continue to make our number-one goal to entertain and serve our local community. Equally important, continue to invest in and develop new and existing talent.

9) How important is music research?

Music research is a great tool; it can give you great information. However, I feel that it is very important to have the programmers, MDs and audience's input. You must mirror what your audience is indeed looking for and that comes through getting out in your local community with promotions and events and actually talking to the people who listen to your station.

10) What jobs have you had outside of radio?

I've lived and breathed radio since a pre-teen. However, to get there, I've worked in grocery stores, I was an apprentice carpenter and held various odd jobs leading to my radio career. I think that I took something from each of those jobs that helped me in some way to be better at my profession.