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10 Questions with ... Jerold “Action” Jackson
August 17, 2021
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BRIEF CAREER SYNOPSIS:
I started my radio career at the age of 14, working at a public radio station, then I was a board operator at WBBM AM news talk in Chicago (Newstalk 780). I did a few adult contemporary stations, and my first urban station was WDZZ FM (DZ-93) in Flint and WHYT in Detroit (Power 96). I learned a lot about urban radio working at WWDM (The Big DM) in Columbia, SC. I worked at WACR AM Gospel 1050/FM Power Source 103.9 in Columbus, MS, for eight years before going to Cumulus Media. I've programmed stations for 21 years at Cumulus Media in markets like Augusta GA WKSP(Kiss 96), Myrtle Beach SC WDAI (98.5 Kiss FM), Flint MI WDZZ (Z92.7), WWCK (Newstalk 1570) WWCK-FM (CK -105), Kansas City KMJK (Magic 107.3) and now in Lafayette LA.
1) How Are Things?
Radio is still fun and pivoting to the digital stage. 90% of what I do is done from home. I find that I get more work done from home, and I work long hours, but I'm still enjoying what I do.
2) Would you share with me your influences and mentors?
I've learned a lot from Walt Baby Love. He taught me to be a regular person and not a boss jock. He would often call me on the hotline and hear one of my breaks while working in Los Angeles. He would often critique my show and talk to other program directors about delivery and the audience. I learned a lot from the late Sam Williams about never giving up and always reaching for your dreams. I learned from Rick Gillette and Pat Galloway to go big or go home. I learned from Andre Carson the actual science of programming music. I also learned a great deal from Jim Kennedy about programming music and implementing a plan of action. I am still learning tricks of the trade from Kenny Smoov. I learned from Ken Johnson that numbers do not lie, you must find the truth. From Dan O'Day, I learned to be real and genuine with the audience. They can spot fakeness a mile away. I learned from Mike Payne and Scott Chiasson that winning is not the end of the line, it is the beginning. I learned from Maurice Devoe that radio is a theater of a mind (Do Epic Shit), and radio is very personal for the listener. Senator Bennie Turner and his wife Edna Turner taught me humility when you win and strength when you lose.
3) How do you describe your programming style?
I am a research guru with a positive mental attitude. I am interested in what the audience is interested in. The ultimate answer is the listener: no other opinion matters but the listeners. I take pride in knowing that we are here and exists for three things Ratings, Revenue, and the right things to do. Make sure its “Epic.”
4) Is there a part of your job that you find difficult?
Finding ways to say yes, we all work together like an intricate network, and there is no way for me to please everyone, but there is a way for everyone to win-win with a different type of synergy.
5) What triggered your urge to want to go into radio?
I started as an intern and was willing to do any shift at any time. I would practice at home and even built my own AM radio station in my house's basement. The signal went two blocks.
6) Is there anything radio has taught you about people?
Radio taught me that people want to feel important, they want someone to listen to them, and the listener does not want to feel stupid in any way.
7) When you do have “me” time, what do you do with it?
I like writing books and participating with my favorite charities, including breast cancer awareness and I am a prostate cancer survivor, The American Cancer Society. I enjoy sharing my story with those in need.
8) Is there any other profession that has ever piqued your interest?
I've always had an interest in Media marketing and being the creative part of an advertising agency.
9) Have you always liked being an air personality?
Being on the air makes me feel like I have purpose and I am helping, entertaining and mood changing in peoples lives.
10) What’s the best advice you’ve ever been given?
No matter what you do, meet people as many people as possible, and have a positive mental attitude. Everything is possible.
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