10 Questions with ... Julian Davis

NAME:Julian Davis TITLE:Director/Urban Media Services MARKET:Based in Atlanta COMPANY:The Arbitron Company BORN:Chicago RAISED:Chicago

Please outline your radio career so far.

I have worked a number of formats as an air personality over 12 years total -- MOR, Brokered Time, Country, AC, Rock, and, of course, Urban. Twelve years on the air, plus five years in sales & management, two of which I was co-owner of KYEA-FM/Monroe, LA. Other entertainment ventures: concert promoter; stage manager, local and national (Freddie Jackson, Gap Band and Cameo national tours in the '80s); artist manager; co-owner of independent record label; co-owner of independent talent and booking agency; actor and voiceover talent, commercials and narration. I was blessed to accomplish these and a few other things before I began to work at Arbitron.

1) What was your first job in radio? Early influences? What led you to a career in radio?

My first job was WEAW & WOJO/Evanston, IL -- brokered time FM and MOR AM. The MOR show taught me who Mitch Miller and Ray Coniff were; they weren't big stars in my community. On the FM I ran the board for all the different foreign-language shows. I got bored, and I bought an hour timeslot for my own show right after Stevio & E. Rodney Jones shows, sold a sponsor and did my own thing.

My early influences were just about the entire WVON staff -- I was a gofer there for a while: Herb Kent (used to carry his records to record hops, loved his creativity - Electric Crazy People); Bill "Butterball" Crane (multi-talented air personality, lots of fun, and he was an engineer as well); E. Rodney Jones (smooth delivery, great pipes and diction); Lucky Cordell (GM/business man, solid air personality); Ed Cook (fun personality); Roy Wood (news person, his independent thought was inspiring -- One Black Man's Opinion commentary. I used to get his coffee); Yvonne Daniels (smooth delivery and the ability to work multiple formats -- Urban, Smooth Jazz/All Girl format WSDM, Rock WLS).

I was led to a career in radio because I was always getting in trouble in school for talking too much and I was the best party DJ of the all people I ran with. I could read the room, understand the needed tempo and match the jams to that mood.

2) Was there a defining moment, which made you realize "this is it"?

Yes, I was working on the railroad, thinking about getting married and didn't see myself in the railroad business for 30 years getting a gold watch at the end of that journey. The railroad paid well, but after seven years it was just a dangerous job with no growth potential. The question I had to ask myself is what business would I pay someone to let me be in because I wanted to be in it that bad? My rationale was if I enjoyed it enough to pay someone to let me do that craft, then it would be 10 times better if they paid me. The entertainment business was my answer.

There was no outlet for my creative genius on the railroad, so I understood not enjoying your job. I refused to make myself miserable for 30 years just to get a pension. When times are good, people want to be entertained because they are having a great time; when times are bad, people want to be entertained to keep from losing it. I thought if people would pay me to talk and spin records, I'm there -- I'm good at both!

So I signed up at Midwestern Broadcasting School in Chicago to learn how the pros did it and got my third-class license. Since my parents taught me to always strive to be the best at whatever I do, I next went to Elkins and got my first-class license all while I was working on the railroad. Then I hit all the stations in Chicago with my first-class license in hand, and the rest is history.

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

I love this industry; it let me be me. I could grow and change while building on what I learned at the last stop. Now I might come in a different door but I would still be in media industry. You have to start somewhere within the craft you choose. Like most kids from the 'hood, I didn't know about salespeople, managers, research or anything else. Those air personalities were the radio station to me.

4) Where do you see the industry and Arbitron five years from now? At what point do you feel the PPM will replace the diary in the top markets?

In five years, I see the industry delivering audiences to the advertisers who are wise enough to become customers of the medium. They have to spend enough consistent money to deliver customers to their doors, and then they have to have the product, policies and salespeople that can convert that prospect to a customer.

As for Arbitron in five years, it will still be here supplying information to all its current customers and the new ones it will have garnered by then. This is a very focused and vibrant business, with very smart people working here, and their spirit will not let it die.

Regarding the PPM, that depends on the pace the U.S. broadcasters embrace the product. The system is up and running in other countries already. Since this unit is a multimedia unit, there are lots of applications. I don't have an exact timetable. However, some major advertisers seem to think the sooner the better.

5) What's your take on radio currently? Is it as good as six months ago, better, or about the same?

Radio is a constant exercise in keeping up with and at times leading the consumer. There is a lot of experimenting going on right now to see what the next big thing is, formats like "Dave," "Jack" and "Bob" are taking off. Will they last? Who knows. I'm looking forward to the next wave, like "McGillicutty," "Rumplestilskin" -- your turn, fill in the blank.

6) What is the one truth that has held constant throughout your career?

Say what you mean, and do what you say you will do!

7) What was the transition you had to make in your new position?

I had to turn off the sales hat and begin to learn the product management side of this business.

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

I always wanted to go to law school for entertainment law.

9) How well do you think today's urban broadcasters really understand Arbitron?

Some of them extremely well, some of them need to continue to be students of the craft.

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

I turned down the job as stand-in for Avery Brooks (he was Hawk on "Spenser" and has been the only black "Star Trek" captain) in a swamp, on a cold night in Jackson, MS. Who knows -- I could have been the second black "Star Trek" captain.

What's been your biggest disappointment in radio today?

Not enough collaboration between former black station owners after the telecom bill passed. However, round two is starting; maybe they will collaborate more.

What's the best piece of advice anyone's ever given you?

"Hit the road and get some on air experience" -- Sonny Taylor, Chicago 1975.

Describe your favorite meal?

Rib-eye, lobster and sautéed spinach.

What's your favorite fast food?

Burgers and spicy chicken.

How did the events of 9/11 change you personally?

I became refocused. Life is short and precious. Live -- do the things you want to do. Enjoy -- if there is something that makes you feel good and it doesn't hurt others, go for it (oh yeah -- keep it legal). Travel -- see as much of the world as your money will let you see. Love -- family, friends and your culture. Have fun -- laugh; it's a wonder gift from God. Be a good steward of your community -- give back and watch it prosper. Pick a place where you can help and keep at it. Do the right thing -- be fair, honest and proud of who you are. God made you unique for a reason.

Is there any question that we didn't cover here? Feel free to ask it and answer it here and we'll add it to the list:

The next wave of station purchases is beginning; additional consolidation, buying and selling is happening. A lot of these young entertainment millionaires have to come together and form groups and include media veterans who have the working knowledge to run the properties. You can't cash out and make the big bucks if you never bought in to begin with. You have to be in it to win it.