10 Questions with ... Eric Faison

NAME:Eric Faison TITLE:VP/Affiliate Relations STATION:Superadio MARKET:New York, NY COMPANY:Access .1 Communications/Superadio BORN:Newark, NJ RAISED:Montclair, NJ

Please outline your career path.

Talent - KWWL/WATERLOO, IA;
Talent - WKLR/TOLEDO, OH;
APD/MD - WZAK/CLEVELAND;
Network talent - SHERIDAN BROADCASTING/PITTSBURGH, PA;
PD - WTUG/TUSCALOOSA, AL;
PD - WAMO/PITTSBURGH;
OM - WBLK/BUFFALO;
Affiliate Manager - SJS ENTERTAINMENT/NEW YORK;
Dir./Urban Programming - SFX ENTERTAINMENT NETWORK/NEW YORK;
VP/Affiliate Relations - ACCESS.1/SUPERADIO NEW YORK

1) What was your first job in radio? Early influences?

Right out of college, OM at community-run station KBBG/Waterloo IA. Frankie Crocker, Hank Spann, Enoch Gregory, Gary Byrd, Gerry Bledsoe, Vaughn Harper, Bobby Jay, Jeff Troy, Jake Jordan at WNJR/Newark, Walt Love, Ted Richards, John Landecker, Eric Chase and every jock at KFRC/San Francisco 73-79 ... need I go on?

2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?

A little boy listening to WWRL/New York programmed by some guy named Jerry Boulding (smile) and later WBLS. The idea that one person behind a microphone could touch so many people at once and, at the same time, speak directly to me was magic. Radio created the soundtrack of our lives. I wanted to be a part of that.

3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?

Absolutely, I might have taken a different career path, but that would have been my choice, not necessarily the way it was meant to be.

4) Where do you see yourself and the industry five years from now? How do you feel about the PPM eventually replacing the diary?

There's so much I don't know that I want to get my arms around; in five years I hope to have a better understanding. I believe that the business will be much the same five years from now as it was 5, 10, 15, 40 years ago with respect to the product. Technically we've created new platforms to distribute the product that previously didn't exist; there are new business models, new marketing strategies to reach listeners and new metrics to measure them. But it's really all about delivering fun, entertaining and informative audio and gathering an audience for it ... that has never changed.

The diary system has given advertisers a pretty valid reason not to use radio; basing listenership primarily on recall is suspect. Advertisers want verification that their money is being spent efficiently and reaching the audiences that they have been told they are reaching. That has always been the issue with radio. Ever since television, radio has been a poor stepchild trying to keep up, so if TV audiences are measured electronically then radio must have it or continue to be marginalized. Naturally, there are adjustments to be made when processes are changed. Arbitron just has to ensure that the playing field is level so the game can be played fairly. Programmers should understand that use of the PPM as a way to measure listenership is ultimately about advertisers and the return on their investments in the medium, but they can exploit the data that is a byproduct of that measurement to build a better radio station.

5) How you feel account for the fact that your company has continued to have success with the shows that have been around for a while, as well as some of the newest offerings such as "The Old Skool Show With MC Serch?"

Open House Party, the show Superadio was built on, continues to have tremendous success, as well as the mix show lineup that we're known for. The Old Skool Show w/MC Serch is one of the new shows that we think will change the way people think about long-form syndication. The level of customization for this show is unique; there's localization of everything from the playlist to content in the show that's specific to each station. It's really a testament to the work that Serch and the producer DJ Envius put into the show.

6) What are some of the new programs and features currently being offered by your company? What are some shows or features that are currently in development?

Two new services that we've recently launched are imaging packages -- A*Town Sound for Rhythm/Urban and Ready2 Go Country for that format. There's one for Mainstream Top 40 in development as well. We've also moved into the Talk space, picking up the affiliation and sales of the Al Sharpton Show and the Warren Ballentine Show through a partnership with Radio One. This is an historic period politically, and the storm is perfect to move into Talk. We want to be at the front of the migration of Talk programming from AM to FM.

7) What adjustments has Superadio had to make in the last few years in order to keep up with radio's changing demands and needs?

We've had to become even more sensitive to the affiliates and prospective stations with respect to just exactly what their needs are. What is it that can we provide that they have neither the resources nor more importantly, the time to do themselves? It's very crowded out there and it's becoming more and more difficult for third-party syndicators to separate themselves with talent. You have to do it on the customer service end. We've also come a long way in the distribution of the shows.

8) Of all the skills you have gained through the years, is there an area you'd like to improve?

Public speaking.

9) What do you feel radio stations can do to make syndicated shows sound less syndicated and more local?

They have to buy into the idea that these shows are value-added propositions for the station and don't just throw them on and forget about them. We give you the meat and potatoes, but you've got to want to create an outstanding presentation. Promote them, create imaging around them, drive listeners to them and use them to point listeners to your other programming.

10) As you look back over your career ... any regrets? Missed opportunities? Few regrets, missed opportunities?

That would be for someone else to answer.

How do you feel your programming background has helped you in your current position?

I think it gives me a little more credibility, although I may empathize with programmers a little too much.

What's been your biggest disappointment in radio today?

The lack of talent development.

What's the best liner you've ever heard?

"The music you want...when you want it"

Do you read ... everything? Books, magazines, etc. Nothing? What's your favorite reading material?

Everything; the Bible

How do you feel about the current political situation?

I love to see people engaged in the process. It's a wonderful time to observe what going on, everybody is a political scientist.

You just won the lotto and you have your boss on the line. What's the first thing that you would say?

"Let's go get something to eat and I'll see you in the morning..."