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10 Questions with ... Al Payne
March 18, 2008
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NAME:Al PayneTITLE:Operations ManagerSTATION:Radio One.Detroit: Urban WHTD (Hot102.7), Urban AC WDMK (105.9KISS), WCHB (News/Talk1200), WCDX Power 92.1 Jamz, WKJS/WKJM 99.3 and 105.7 KISS FM, WPZZ Praise 104.7, and our newest "baby," News/Talk 1240 WROU (website under construction)MARKET:Richmond, VACOMPANY:Radio OneBORN:Let's just say the '70s in North CarolinaRAISED:Same
Please outline your career path.
Got to start in high school and stayed in the game throughout college at UNC. Was keeping pace with Stu Scott as one of the most successful broadcasting alumni out of the RTVMP department until that little ESPN thing kicked in for him ... oh, well.
After college, I turned pro starting with WLBJ-AM Laurens, SC, WLWZ Greenville, SC, WFXC Raleigh (believe it or not, I was hired by Earl Boston and he left the morning I pulled up in a U-haul! Yeah, Earl, that was ya boy at the stoplight man ... I thought you were just going to lunch!) WQMG Greensboro, NC (First PD gig -- woo hoo!) KRNB Dallas, Cumulus/Beaumont (including KTCX), Cumulus/Wilmington (including WMNX and WKXS) and now Radio One.
1) What was your first job in radio? Early influences?
First job in radio was weekends at my hometown Top 40 -- 10,000-watt "flamethrower" WTYN 1160 AM. Now THAT was radio. Remember the days of "cue burn," people? This SERATO generation missed out.
Influences include just about everybody I've worked with. The beauty of this biz is that everyone has a story. The last time I did this I named specific individuals, then later regretted leaving folks off that list. To make sure that won't happen again, I'll just say that if I've had a professional relationship with you, you've influenced me in a positive or negative way.
2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?
"Brother" Bill Prather on the radio. The man was a Top 40 legend. He could post any song and ran the tightest board I've ever heard. It was so cool that I'd get goose bumps! I was determined to be just like him. I had a Mr. Microphone and used to do my own "show" every night after homework and dinner. Eventually my parents got tired of buying new stereos (I'd kill their turntables trying to cue up the hits...) and wanted peace in their house, so they threw my little behind in the station wagon, dropped me off at WTYN and refused to come pick me up.
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
Yes, yes, yes! This industry does not dictate you; you must dictate it. People still want to turn on the radio and be entertained. Regardless of your station, market or show, entertainment value is what people are coming to you for. I'll stop before I get into my "...what's between the songs is just as important..." speech.
4) Just before you came to Detroit, you had a ratings surge in ratings for KISS in Richmond. Tell us about that?
All of our stations posted wonderful gains in this new book. Kiss in particular benefits from a MONSTER lineup that includes the Joyner/Baisden combo mixed with AWESOME local personalities who have enough charisma to be syndicated themselves. I am truly blessed to have such a great team. On top of this, I'm thinking that our community involvement did get recognized this time. Tropical Storm Ernesto flooded out an entire community here. It was painfully reminiscent of Katrina and New Orleans. Imagine going to work one day and getting a call from the police telling you that you've lost everything. In September, we presented the "12 Hours of Relief" Radiothon in which we raised almost $100,000 for the victims of this storm. Of course, we did not do it for ratings, but when you take care of business and do what a station is supposed to do (serve the public interest), you'll reap the rewards.
5) How you feel about being made to wait on a record you hear until the research validates it?
You must respect research. Sure, it's a balancing act between your gut feeling and what's on that pdf, but these are your listeners telling you what they like. Music is the blood of your franchise, and you can not afford to make too many mistakes. This week, a top-5 record by a MAJOR artist is testing HORRIBLY for us -- 100% familiar with a very low score in dead last place. Will it turn around? Hopefully ... however, gut had us race to get this song on the air before anyone else and take ownership of it. Now a few weeks later, are we stuck playing a "dud" 80 to 90 times over seven days? This is a rare instance, but it does happen.
6) What is going to happen to the training of tomorrow's talent and programmers if the current trend continues?
I've changed my thinking here. Sure you have great morning and afternoon talent that have been displaced by syndication, but now is the time to groom talent in other dayparts for ascension to the next level when the paradigm shifts again. Treat your night guys like morning men. Meet, critique, brainstorm with them. Have fun! .
7) What would most people be surprised to know about Al Payne?
Messy office, neat freak at home.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
Wished that I'd taken psychology as a minor. As a manager and coach, your people skills make all of the difference. Understanding the fact that not everyone sees things the way you do is important. Also I'm driving myself to catch up with technology. By next summer, I'm gonna be able to "chop it up" at lunch with our chief engineer without ever getting that "George Bush at a UN meeting" look.
9) How important do you feel research is in determining when records are added and how they are rotated? Are Urban programmers going to be slower in adding and playing new music while they re waiting for research to confirm the record's potential?
See my answer to #5. I'm almost caught up enough to give you the name of the song and artist, but I won't in the interest of not getting shot. We do need to be more careful and use research for the tool that it is. Also, in years to come, we need to be aware that technology is diminishing our role of being the source for new music. How are we going to proactively keep our edge?
10) As you look back over your career ... any regrets? Missed opportunities?
From Big Boi and Dre: "God don't make no mistakes..." However, I spent a good chunk of my 20s at one station. At that point, I could've been more aggressive by packing up my car and moving to L.A., but regardless, I still do have quite a story to tell.
Bonus Questions
What do you do with a song you don't like?
It's not about me at all. Does the listener like it? If so, put it on, and grin and bear it!! However my wife thinks she's the UAC guru. I gotta give her props; she does pick a lot of hits.
What's the best piece of advice anyone's ever given you? The worst?
Best: Appeal the masses -- live with the classes. Appeal to the classes -- live with the masses.
Worst: Forget about the signal ... it's a top-5 market!
How did the events of 9/11 change you personally?
I've tried to live a more spiritual life. I'm thankful for what I have as opposed to always wishing for more.
You just won the lotto and you have your boss on the line. What's the first thing that you would say?
It would be business as usual. I'd continue to work 'cause I'm having fun. The next call would be to transfer everything in my mama's name so that no hater could sue me!
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