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10 Questions with ... Vanessa Benedetty Jerome
November 18, 2008
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NAME:Vanessa Benedetty JeromeTITLE:MD/Promotions Dir./MiddaysSTATION:WMIB-FM 103.5 The BeatMARKET:Miami/Ft. LauderdaleCOMPANY:Clear ChannelBORN:Trinidad and Tobago, 1979RAISED:Ft. Lauderdale, FL
1) What was your first job in radio? Early influences?
MD/WBWT in Tallahassee. While attending Florida State University, I plunged into radio after working for college station WFSU. Loved it and applied on a whim to the local Clear Channel cluster. Early influences must be attributed to John Hunt, who gave me my first radio job; Dale Flint, who forced me to do a weekend shift on The Beat; and Doc Wynter, who consistently gave me positive reinforcement about my talent and drive.
2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?
The "This is it" moment definitely came when I was asked by the then-PD Dale Flint to fill in for the weekend jock on holiday. I loved it way too much and immediately conversed with him about wanting to take things to the next level. It was a "whoa" moment for me being that comfortable on the mic after one weekend. I never looked back after that.
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
I would have been more aggressive about my salary. Way too often, women in the industry don't demand and command equal pay as there male counterparts, which often leaves us short a zero or two on the annual in the process.
4) Where do you see yourself and the industry five years from now?
Market Manager. Seriously, I'd love to continue the on-air aspect of my job and incorporate PD into the title as well again. I definitely don't want to limit myself, so professional growth in the next five years would probably be a venture into TV land, and maybe also having a bigger stake in local radio ownership as well. Why not go for the gusto?
5) How you feel about being asked to wait on a record you hear until the research validates it?
As an MD under Doc Wynter and Nate Bell, you are trained to know when a hit is a hit and what to listen for. Plus, if you live the lifestyle of your station, then you know what you're audience is feeling in the streets. So there is definitely frustration awaiting callout. Working for Clear Channel, I've noticed that we use callout to shape the sound of the station, while other radio groups tend to take more chances and often break new music earlier. Sometimes that an advantage for us, because not everything tests.
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?
Honestly, more power to you if you have the skills and savvy to become a nationally syndicated product. That doesn't mean that everybody can do it; let's face it, name recognition isn't everything. There has to be substance once you crack that mic. In my opinion, there is more advantage to live and local jocks who are able to touch and embrace the community. We have Harvey in the morning and Sweat at night, and we're happy with that. Therefore I'm only scheduling 17 hours of the day of music. It definitely limits the ability to play new music more often because we gotta get those powers in there.
7) Because of callout research, are today's Urban and Urban AC programmers going to be slower in adding and playing new music? What is the maximum number of spins a record in power rotation might get in a given week on WMIB?
YES. It definitely takes us longer to embrace newer records. With Urban AC especially, the music moves so much slower and the scores are so powerful that it's sometimes hard to justify moving out an Alicia Keys record with a POP of 110 for a new untested record. Just not gonna happen.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
There's always room for versatility and positive growth for me. One skill that can always be improved upon is Selector. The system allows you to schedule most effectively, but most MDs and PDs don't really dive in and learn all of the features that it offers. Being that it's the backbone of what we use to be musically efficient, learning all of the new upgrades and tools that are offered are definitely a must.
9) How do you account for and what effect do you feel the continuing ratings pattern WMIB is going to have in South Florida? Do you feel there are going to be new challengers from other formats?
WMIB is definitely in a heated battle with the two other Urban brands in the market. Let's keep it real; we're in a battle everyday to provide the most compelling product for the market, and we aim at that goal everyday -- no exceptions. Let's just say Nate Bell and I are definitely fired up about 2009 and PPM.
10) As you look back over your career ... any regrets? Missed opportunities?
Regrets: Not asking for a million dollars up front. Hello, I'm totally worth it! Missed opportunities: Deco Drive audition for freelance reporter on the music scene in Miami. I never really embraced the idea and let it pass me by.
Bonus Questions
What would people who think they know Vanessa be surprised to know about you?
People would be surprised to know that I am a huge sports lover and originally went to school to pursue a career in sportscasting like Susie Kolber of ESPN ... that's my girl (didn't work out though, but its all good).
What's been your biggest disappointment in radio today?
The lack of female Urban PD's -- hello, we are the target demo, can the sisters be in the captain's seat? It's long overdue and there are too many overqualified females in the industry that just need to be given the chance.
How do you feel about Arbitron's PPM eventually replacing the diary?
The diary system is simply outdated. PPM, although it has some kinks that need to be worked out as we've seen with the morning-drive timeslot, is a more efficient way of getting a true assessment of the audiences listening habits.
Urban radio continues to enjoy one of its best musical trends. What's your read on the format and where it's headed?
It will continue to be positive. The Urban audience is extremely passionate about the format, especially R&B. They simply live the lifestyle of the music more than other groups. It's not just background music for them, but more of a fabric of their life.
How important is consistent marketing to a station's overall success?
Marketing is imperative to a station's success. If you are in a competitive battle, exposure is key. I've seen many stations with amazing products but poor ratings ... and that is a direct correlation of the lack of marketing dollars to promote the brand. If no one knows you are there, it doesn't matter how great you sound.
Do you feel that Urban radio has an obligation to continue to introduce new artists to their audience?
Absolutely. Too often the Teedra Moses, Goapeles and Ryan Leslies of the world are overshadowed, but have amazing talent and work. There's an artist who you may know of by the name of T-Pain. If wasn't for local programming in Tallahassee that allowed him to grab that buzz, we wouldn't have this amazing talent now working with legends in the game, such as Kanye West, R. Kelly and Timberland.
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