10 Questions with ... Charlie Mack

NAME:Charlie Mack TITLE:PD / Morning Show Host STATIONS:WJUC MARKET:Toledo, OH COMPANY:Welch Communications Inc. BORN:1971 - Toledo, OH RAISED:Toledo, OH

1) Please outline your radio career so far.

My first job in radio was here at The Juice (WJUC). My father gave me a chance and a trial period to make things happen. My influence as a businessman and as a broadcaster has always been my father, W. Charles Welch. The biggest influence to my on-air style was Ludacris. While living in Atlanta I listened to "Chris Lova Lova" and decided that he had the kind of energy that I wanted to project on my own show.

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

I never wanted to do radio until it became a family-owned business. I was in college to become an accountant. I knew this was something special for me after I signed my first autograph.

3) If you were just starting out in radio, knowing what you know now, would you still do it?

I would do radio if I had the chance again. However, I would look toward the broadcasting future and broaden my career opportunities.

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

In five years I will still be in Toledo doing some sort of broadcasting. Hopefully the PPM will be perfected by then.

5) How much does Detroit influence you on music?

Detroit radio only influences my playlist when there is a song that is taking off in a crazy way. For the most part, I'm playing what they call "new" music for a month or so before they play it.

6) Where are tomorrow's talent going to have to go to develop?

Tomorrow's talent and programmers will learn just like everyone else did -- help! From someone in the industry or through good old-fashioned luck. Syndication is a great thing in its proper place. The same can be said for voice-tracking. Everything in moderation.

7) How do you feel about the competitive situation that exists now in Toledo?

We never had direct competition in our market until very recently. It's a business move that we all have to make. You capitalize on your strengths and attempt to eliminate your weaknesses. Good programming will always rise to the top. Besides, this is my home and my station ... I'm NEVER leaving!

8) What is the one are that you feel represents the greatest challenge for you?

My organizational skills are my biggest downfall.

9) How do you feel about being asked to wait on a new record or artist that you feel has the potential to be a hit until call-out research validates it?

Stations want to be sure that they play a good record. A gut feeling is becoming less reliable especially when you have a "suit" who doesn't have a feel for the music or the market because they're out of touch or just busy doing budgets/promotions/etc.

10) Do you have any regrets about the career choices you have made, or is there anything you wish you had done differently?

My only regret is that I haven't made a bigger philanthropic impact on my city. I'm working on it and getting much better since the death of my daughter three years ago.

What the best advice anyone has ever given you?

The best piece of advice ever given to me was said by Maya Angelou to Oprah Winfrey. "When someone shows you who they really are -- believe them!"

What books or magazines do you read?

I am a magazine and book junkie! However, the thing that I read most often is my BlackBerry.

What would people who think they know you be surprised to learn about Charlie Mack?

People would be surprised to know that my wife and I lost our 11-month-old daughter about three years ago to Leukemia. Since then we have started many successful programs in her memory at our favorite Children's hospital here in Toledo. Plus, I go to the hospital once a week and give books and toys to the children there. Staying behind to go back and read to a sick child whose parents can't be there because they have to work is an awesome feeling! The greatest joy in my life is knowing that I can make a difference to someone who needs it.