10 Questions with ... John Long

NAME:John Long TITLE:PD STATION:WUHT (Hot 107.7) MARKET:Birmingham COMPANY:Citadel BORN:12/12 Houston Texas RAISED:Houston Texas

Please outline your radio career so far.

KYOK-AM, 1991-1992
KMJQ, 1992
WFXE, 1993-1996
WENN, 1996-1998
KBXX, 1999
WTLZ, 1999-2000 (MD/PD)
WZBN-WQVE, 2000-2001 (PD)
KMJJ, 2001-2004 (PD)
KSOC, 2004-2006 (PD)
WUHT, Current (PD)

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

KYOK-AM in Houston. I started as a board-op running The Touch format and when they flipped to am hip-hop as "1590 Raps" I got my first fulltime airshift weekdays 2-6p. Coming up in Houston I had a lot of great influences, in no particular order -- Ron Atkins, Bill Travis, Larry Jones, Kyle Gipson, Doc Kilgore, Steve Hegwood, Hurricane Dave, Jerry Smokin B, Jammin Jay Michaels, Val Wilson, Jammin Jimmy Olson, Chris Reynolds, Tony Richards, and Carl Conner, just to name a few.

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

It was a natural progression from being the neighborhood DJ to DJ'ing corporate parties and clubs as well as being an active radio listener that would always call in to be a guest DJ on the countdown and participate in station contests. I knew at age 14 that I was going to do radio, and I realized that "this is it" when Bill Travis let me voice that first spot and I heard my voice all over the station.

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

I think so. These days station goals are a little different than they were when I started. In the '90s I had so much fun and I got paid for it too! I am trying to learn how to enjoy radio in this environment of increasing ratings and shareholder value at the same time. It's a tough task.

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

I see myself back in a major-market programming. But this time I'll make sure it's the right situation and not just jump at the chance because it's a major market and more money.

I am really excited about the PPM. It's got pros and cons, but it's coming and I'm embracing it. I visit the Arbitron Urban PD clinic yearly and visit the Arbitron website daily searching for updated PPM information. I constantly think about how it will impact ratings and how I will program in the PPM era.

5) How you feel about being made to wait on a record you hear until the research validates it? Because of that, are urban programmers going to be slower in adding and playing new music?

Picking music here is mostly gut feeling with grass-roots research and feedback from my staff. It's challenging and exciting at the same time. I believe in radio with rules, so I'm still particular with what songs I add to my playlist.

6) What is going to happen to the training of tomorrow's talent and programmers if the current trend continues? How do you feel about syndication and voicetracking?

I often wonder if there will be local talent in the future of this business with most stations already syndicated, voicetracked, and/or automated in most dayparts. And some stations are winning with it. My advice to local talent is to learn other areas of the station. If you want to stay in the radio environment, get involved in production or website upkeep. Stations will always need spots produced, and the website is a huge new source of revenue for most companies. Also look at opportunities at companies that aid us in this business like AURN, RCS, Arbitron, etc. I just learned that the Panel Recruiters at Arbitron make really good money.

7) There have been a lot of changes in the Birmingham market recently. Because of those changes, what adjustments have you had to make in your new position?

I try to keep my station focused and familiar on/with the target demo. I also work hard on keeping the station uncluttered. I don't react immediately to format or talent changes.

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

Coaching skills. It's a fine line between helping a talent improve and molding them to fit your station's format. It's challenging.

9) How do you feel the current FCC payola rules are going to affect both industries? Are you going to attempt to find local artists and independent projects you can play?

I'm against the exchange of cash for airplay, but I think the lines are blurry with the FCC on payola. Plus I feel we're being picked on. I would like to see these ad agencies investigated. You can't get a buy these days without offering the agencies something free. They call it "added value". Some stations even take their clients on all-expense-paid trips called "Client Trips." It's all very interesting to me. I also find it hard to see the difference in my sales reps taking a client out to lunch to discuss advertising on our product (radio station), but a record rep can't take a program director out to lunch to discuss his or her product (record) without it being considered inappropriate influence. Most industries hire salespeople to help promote and generate revenue for their products. Isn't a record rep a salesperson? How will they do their job in this new environment?

Yes, I will gladly search for local artists, but I do have a few concerns. First, there are a lot of indie projects getting love at radio without any regulation. Take a look at the UAC charts and you'll see Orpheous, Image records, Stone City, Groove, Black Rain, Right Now and Head Start Records, just to name a few. Is that not independent airplay? Second, I worry about finding quality music and ratings. What adjustments will be allowed if your station is under performing?

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

No regrets, I only wish I would have gotten in to programming sooner in my career. I've never programmed a station with a full staff (morning team, middays, afternoons, nights, late-nights, and even overnights). I'm a product of this current environment of syndication, voicetracking and automation.

What is your biggest challenge working at this station?

Trying to meet the ratings goals with the pressure of helping sales reach their budget goals is challenging. Our new title should be Program Director/Assistant Sales.

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

The best: You're not Greg Street, maybe you should get in Programming. The worst: I got the same advice Al Payne got -- "Don't worry about the signal, it's market #5."

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

I am trying to build wealth through real estate, so I like to read the Rich Dad series of books. I'm currently reading "Real Estate Advantages: Tax and Legal Secrets of Successful Real Estate Investors."

What "reality show" could you see yourself appearing on, and why?

I would love to be on "The Apprentice." I think the challenges we face in radio have prepared most of us for the challenges they face on the show. I also wouldn't mind being a judge on "American Idol." I think a Program Director could give the contestants a good end-results perspective because radio is the end result of the record-building process.