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10 Questions with ... Tanita Myers
September 16, 2008
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NAME:Tanita MyersTITLE:Dir./Radio OperationsSTATION:Tom Joyner's 120 affiliate Program Directors and ProducersCOMPANY:REACH Media, Inc.BORN:Phoenix, July 1st, 1973RAISED:Phoenix
Please outline your career path.
92 - Urban AC - Mobley Broadcasting - Majic 107 - Phoenix, AZ - Middays/Promotions Director
94 - Urban/Alternative/Jazz - Phoenix Radio Stations - Kiss 1230/ KYOT/KZON - Phoenix, AZ - Board Operator/ Entertainment & Community Service Reporter
95 - CHR - The Broadcast Group - Power 92- KKFR - Phoenix, AZ - Sales Assistant
96 - CHR - The Broadcast Group - Power 92 - KKFR - Phoenix, AZ - Bruce Kelly in the Morning Co-host
98 - Top 40 & AC - Flint Radio Center/ Connoisseur Communications - CK 105 & Soft Rock 103.9 - Flint, MI - Promotions Director
2000 - Urban AC - Connoisseur Communications - WTLZ - Saginaw, Michigan - Afternoons/ Promotions Director
01 - Country - McDonald Broadcasting - WKCQ - Saginaw, MI - Morning Show Co-host
01 - Event Solutions International - - Detroit, MI - Communications Specialist
02 - Top 40/CHR - Premiere Radio Networks - Kidd Kraddick in the Morning - Dallas, TX - Assistant to Kidd Kraddick
03 - Urban AC - Service Broadcasting - KRNB - Dallas, TX - Weekend/Swing Air Personality
04 - Urban AC - REACH Media, Inc - Tom Joyner University - Dallas, TX - Liner Coordinator
04 - Urban - Radio One, Inc. - Rickey Smiley Morning Show - Dallas, TX - Executive Producer
06 - Urban AC - REACH Media, Inc. - Tom Joyner University - Dallas, TX - Director of Radio Operations1) What was your first job in radio? Early influences?
My first job in radio was at Mobley Broadcasting. This was extra special because this was what I believe to be the first "black-owned" station in Phoenix. For some time, Phoenix had been without an Urban station; you have to remember, Arizona was one of the last states to get an MLK holiday (it took a blind man -- Stevie Wonder -- to come to town to make this happen). The only Urban music I heard was from my Mom's record player. You should have seen how excited we were to finally get BET on the cable system -- boy, did my whole world change. I went from listening to "Lover Boy" to New Edition ... LOL
I still believe I'm in the infancy of my career and everyone I've come in contact with has been an influence. Dena Yasner from Majic 107 (the baddest white girl in the business), Don Parker and Bruce Kelly from Power 92 (sorry, Bruce, for being hardheaded every morning), Chris Reynolds, Captain Kole Porter & First Lady Khis Raye from the Saginaw/Flint days, Kidd Kraddick (he's a genius!), Rudy V (spiritual) and Sam Weaver (the teacher).
Honestly, the biggest influence so far has been the Joyner Men -- Tom Sr., Thomas Jr. and Oscar. Whenever someone asks me where I work, I always reply "I'm currently enrolled at Tom Joyner University." The lessons I've learned have been invaluable. Guest professors have included Mitch Faulkner, Zemira Jones, Lee Michaels, Barry Mayo, Gary Bernstein, Steve Harris, Vern Catron and, of course, my resident Dean of Programming Hector Hannibal. I've had the pleasure of working with each of these gentlemen on REACH/SYN1 products and projects; each has taken time to share with me the wisdom of the business that you just don't find in a book.
Additionally, I get to work with Tom Joyner daily -- a Hall of Famer and a man who has put his personal blueprint on the industry. Nothing is better than to sit in a meeting and see the twinkle in Tom's eye when he says, "Say, man, I got an idea." Tom has taught me more than how to implement good radio; he's taught me how to give back. Thomas Jr. and Oscar have both been a tremendous resource in learning the "business" of radio and the support they offer me daily is what keeps me going. I'm grateful to the Joyner men for allowing me to flourish.
2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?
I got into radio by complete accident; it was one of those "right place at the right time"-type of things. I had originally planned to be a newspaper editor. I knew I was hooked on the "crack" when I would take any job -- just as long as I was in the building!
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it? What would you do differently?
Hmm.... There are days when I repeat the question my mother has asked so often --"When are you going to get a real job?" But I love the medium; I can't see myself doing anything else. When I started out, I was fresh out of high school and thought I knew it all. I wished I would have listened a little more; I'm sure I missed out on a lot of golden nuggets of advice.
4) Where do you see yourself and the industry five years from now?
The industry is anybody's guess; the forces that control it is guided a "bottom line" that is not interested in serving the needs of their audience.
Me ... I hope in five years I'm a little wiser than I am today.
5) What are the toughest and easiest parts of your current position as director of radio operations for Reach Media? Elaborate
There are many tough parts to my position. One of my biggest challenges is making sure all 120 Tom Joyner affiliates get whatever they need to successfully execute The Tom Joyner Morning Show in their markets. One of the many secrets to a successful syndicated show is to arm your affiliates with as many tools as possible to promote and localize in their market. In a world where most PDs wear 500 hats, it's our (the syndicator) responsibility to make sure we keep them in the loop and anticipate their needs, using as many forms of communication as possible. I e-mail, fax (yes, I said fax), call and write (I love snail mail). Since each market is different, we must be diligent in finding creative opportunities for our affiliates to synergize with any of the TJMS on-air, market visits, programming and Tom Joyner Foundation initiatives.
The easiest part is working with such a creative team of people. The entire staff at REACH is a dedicated, talented group who can see the "big picture." Since REACH has so many lines of business (TJMS, BlackAmericaWeb.com, Events & Marketing, Travel Services -- Fantastic Voyage & Family Reunion, and the Tom Joyner Foundation), one of my other main responsibilities is to make sure we are synergized internally and it funnels down to the base of the operation, our affiliates and partners. Having great co-workers makes it easy to get it all done.
6) What type or kind of national promotions do you feel work well for syndicated Urban radio and why?
Any promotion that addresses the core needs of your audience works well in syndication. Today everyone needs money, gas or groceries, and no matter what market you are in, the affiliate can capitalize on it, make it its own and then piggyback with a prize that is local in orientation.
7) Do you feel that syndicated Urban morning shows should be structured to appeal to a specific target demo, or should it have a wider scope to attract many demos?
This is a hard question. I think Urban morning shows should definitely appeal to a targeted demo. You need to keep your P1s; the challenge is attracting the P2s using alternated methods to convert them to P1s (features/benchmarks/Internet/contesting/promotions). I think the broader your scope, you end up splitting your ratings and will never become particularly strong in any of your dayparts. Plus you run the risk of turning all your P1s to P2s -- or, heaven forbid, P3s
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
Knowing when to talk ... and when to listen.
9) Is it possible for a syndicated program to simultaneously present the right image to the listeners, the advertisers and the industry?
Easy question ... I see it done daily with the Tom Joyner Morning Show. Tom has found a way to serve his core, pull top-notch advertisers to the fold in a sales environment where the "Urban dollar" is not respected and give back to the community. He gave the industry a blueprint on how a successful morning show is syndicated with savvy, class and style (well maybe not style -- he's been known to wear some really out there outfits ... LOL)
10) As you look back over your career ... any regrets? Missed opportunities?
Yes, there are times where I wish I had grown up or started out in the Midwest or East Coast. I feel as if I missed out on the legacy that is Urban Radio growing up in Phoenix. One of the things I loved about Professor Faulkner (besides his country sayings), he would tell me stories from his early days -- some of the heavyweight names he worked with over the years made me wish I was part of this secret radio fraternity/sorority.
Bonus Questions
What would people who think they know Tanita Myers be surprised to know about you?
I'm addicted to Bath & Body Works "Moonlight Path" body spray ... and I'm the voice of the pre-promotes that Tom plays during the TJMS.
What's been your biggest disappointment in radio today?
Consolidation ... I could talk about this forever, but everybody probably already feels the same way I do. Also, the lack of interest in HD Radio; my biggest fear is the radio industry will ignore this opportunity the same way the record labels didn't realize the potential in the Internet. Again, I could talk about this forever, too. I feel there is something to HD Radio if marketed right (piggyback off of HD TV). Create "sexy" units, educate the retail market and consumer ... HD could be the "everyday Joes" version of XM or Sirius the minute the auto makers made HD a standard in vehicles rolling out ....
How do you feel about Arbitron's PPM eventually replacing the diary?
I love the idea/concept/intention with PPM; they just need to get the technology worked out. Additionally, they have got to make the units "sexy." In the superficial world we live in nobody wants to carry around anything that makes them look like they come from the '80s. We also need to understand no ratings system is going to be perfect if we're relying on human input. I do think Arbitron should have consulted the broadcasters a little more before they forced it down everyone's throat. Change is hard for people; they must be eased into it.
Do you feel that urban stations should be more careful not to blindly copy formats but tailor them specifically to the age and racial make-up of their own markets?
Again - this goes back to one dirty little word - consolidation. It has taken away the freedom Program Directors once enjoyed. There used to be a time where you could program your station specifically to the market/city. My wish for every Program Director in the world is to be able to tailor their station to fit the vibe of their city.
How important is consistent marketing of a syndicated show to a station's overall success?
Huge. You have to be able to weave your syndicated personality into the fabric of your station's programming by utilizing other dayparts to promote your syndicated show. This works the other way; your syndicated personality should be available to cut liners/promos to recycle their audience back to those outside dayparts.
What is the key to making a new syndicated show work?
The Affiliate Producer -- without question! Tom always says the two most important people at an affiliate are the receptionist and the TJMS producer. The TJMS producer becomes key. If he/she doesn't execute, lacks resources or support from the PD or syndicator, then the show's presentation suffers in the market. It doesn't matter what we do from an output standpoint, a poorly-run show kills the listener and the result is tune-out.
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