10 Questions with ... Skip Dillard

BRIEF CAREER SYNOPSIS:

On-air and Programming including WOWI Norfolk, WYLD-FM New Orleans, WMXD Detroit, Radio One Detroit, WPGC 95.5 Washington DC, WBLK Buffalo. Been with WBLS since 2008.

1. When and why did you decide to go into radio?

I was a music junkie who’s love of radio as a child drove me to try out for my college radio station at Hampton. I failed the first audition, but someone said, “let’s give him one more try”. After graduation, it seemed like every door opening for me was coming from the radio industry regardless of whatever else I tried (law enforcement, Air traffic controller, Ad agency rep, video producer, etc.).

2. What are you up to these days?

In January of this year, I transitioned to the sales/marketing side. My job is to drive sales leads and campaigns through my contact network around NYC and beyond. I stay on top of trends, work to build on my relationships and make sure both brands are on top of everything we can do to serve our communities better.

3. Who did you grow up listening to?

My aunt and uncle lived in Northern VA. I loved checking out Donnie Simpson, Frank Ski on V103 Baltimore, and every New York radio cassette I could borrow or get my hands on. From Frankie Crocker to Red Alert to Mr. Magic and Marley Marl; I couldn’t get enough.

4. If you interviewed yourself, what question would you ask you?

I would ask about what keeps me in this business. My answer would be that radio still has SUCH an influence on local audiences when it’s at its best. We still matter and we must strive to improve our product more than ever. This is an industry where perfection will never be reached but always must be pursued.

5. You’ve got a lot of funny radio stories, could you share one or two of them?

When I got my first full-time radio gig in New Orleans, I had not yet used a cell phone. WYLD’s promotions team had two (big bricks)! The morning jock held up the phone and said, “hey our new night jock just arrived and I’m going to let him introduce himself (this was a live call-in mind you).” I didn’t even know how to handle the phone. I grabbed it and said, “hello, hello, hello”. Needless to say, I was the butt of jokes at the club all evening.

6. What are you most proud of?

For me, helping grow full-time air talent and a couple programmers who worked for me. That means everything to me. And, I would have to say, really connecting with communities in every market I’ve worked in. Being Blessed to help people beyond entertaining them is something that sets our industry apart. That’s when radio is at it’s very best!

7. Who have been some of your influencers and mentors?

My Dad, You, Tony Gray, Jim Snowden, Verna Green, Carol Lawrence Dobrusin, Brian Wallace, Ron Atkins, Steve Crumbley, Charles Warfield, Rick Cummings, Deon Levingston, Hal Jackson, Brian Douglas, Jerry Boulding, Cynthia Smith. I hate doing these things because I ALWAYS leave someone out. I’ve been blessed with many teachers. Each one had different approaches to communication, management and problem-solving. I developed my insight and management style from each of them.

8. What frustrates you the most about the radio and the music industry?

Lack of vision at times from the top and lack of investment in people. We’re also sometimes too slow to innovate.

9. How do you see the future of terrestrial radio and all audio platforms?

It’s bright if we harness the power of technology. We thrive providing premium content for phones, streaming, video and serve consumers and advertisers at a cost value no one can match. We just must believe in ourselves and tell our stories.

10. What’s the best advice you’ve ever been given?

Believe in yourself. Don’t let anyone else dictate your worth.

How do you see your future evolving?

At some point before I’m done, senior management (GM/COO, Senior Content Exec perhaps).

What are the pluses and minuses of PPM as a measurement tool?

It’s an “estimate” and may or may not be actionable at any given time. You must use research as a tool, it’s not your god. You get out and learn your audience and draw correlations to your research from there. Dive deep into the data but be one on one with the people you’re trying to reach.