10 Questions with ... Travis Dylan

NAME:Travis Dylan TITLE:OM STATION:WOWI, WKUS, WJCD & WCDG MARKET:Norfolk-Virginia Beach-Newport News BORN:Denver, sometime in the '70s RAISED:Richmond, VA

Please outline your career path.

WRVQ Richmond, WXLK Roanoke, WOWI/WKUS/WJCD/WCDG Norfolk-Virginia Beach.

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

I spent my first day on the job spinning listeners on the "human wheel of prizes" for WRVQ as a promotions intern, cleaning station vehicles and running errands for jocks. I really idolized the original Q Morning Zoo growing up; when they showed up somewhere it was always a HUGE event.

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

My aunt, Mary Ball, was one-half of the morning team for WMZQ, working with Jim London in the '80s. When she took me on a tour of the station, that's when I knew I had to be in radio!

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

Absolutely. We're still playing music and creating content; the web has really enhanced the way radio interacts with listeners.

4) Where do you see yourself and the industry five years from now?

That's a tough one. Change has accelerated in the industry so much it's hard to predict what the outlook will be next year, next month or next week. Whatever it is, I see myself in a creative role and radio being more relevant than ever. The PPM will help us identify and serve listeners with more acuity than ever.

5) How you feel about being asked to wait on a record you hear until the research validates it?

If nothing else, waiting can be good, since listeners will always favor familiarity over something new. I have been an advocate of asking our PDs to err on the conservative side. There are exceptions to every rule; I wouldn't wait on songs that are more of an event by blockbusters artists -- the Beyonces, Jay-Zs and Ushers of the world.

6) How do you feel about syndication? Does it affect significantly on the number of hours that you have control over the music that you play?

It's hard to say goodbye to control of music during syndication, but at the end of the day it's about growing ratings.

7) How do you feel callout research is going to affect future decisions for today's Urban and Urban AC programmers? Are they going to be slower in adding and playing new music? And what is the maximum number of spins a record in power rotation could be expected to receive in a given week on your stations?

I think the scrutiny will be more intense than ever, especially with PPM and the ability to watch listeners migrate between competitors on a song-by-song basis. I believe the pipeline for new music will slow significantly. WOWI: 70 spins, WKUS: 40 spins.

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

I've been on the programming/creative side my whole career and could use more exposure to the sales culture, especially how to move the revenue needle in a tough economy when it's harder to find and keep great sellers.

9) How do you account for and what effect do you feel the continuing ratings dominance your stations have had in the Tidewater market? Do you feel there are going to be new challengers from other formats?

We are lucky to have a dedicated team of really hard workers who don't get caught up in their own hype. It's always a possibility; you just have to plan for contingencies, while focusing on constantly delivering the best content you can to your listeners.

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

I always wondered what it would be like to program a station on a tropical island somewhere.

What would people who think they know Travis Dylan be surprised to know about you?

I served in the Navy aboard a fast attack submarine as a nuclear propulsion trained electrician.

How do you feel about Arbitron's PPM eventually replacing the diary?

I think electronic measurement will put us on even footing with TV in having the ability to know what listeners like/dislike without having to wait for months at a time. Going by exposure instead of recall is more accurate but will end up homogenizing a lot of specialty formats.

Do you feel that Urban stations should support new artists?

Yes, but not at the expense of our listeners. New artists need to hustle and generate their own hype now more than ever; it's much easier to help break artists who are making things happen for themselves instead of someone showing up with a demo CD expecting to get thrown right on.

How important are contests to ratings success?

They're critical. Especially in an economic climate where people are willing to sit in line for hours to get free gas, I remember sitting in meetings where other people scoffed at the idea of giving away $100 at a time. You just have to max out whatever contest budget you get -- big or small.

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

"Even though I just won a cajillion-bajillion dollars, I'm going to continue working ... (pause, pause) not."