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10 Questions with ... Willie Mae McIver
January 10, 2006
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NAME:Willie Mae McIverTITLE:PDSTATIONS:Rejoice! Musical Soul Food, ABC Radio Networks 24-hour, 7-days a week, nationally syndicated format, which airs in 45+ marketsMARKET:SyndicatedCOMPANY:ABC Radio NetworkBORN:8-11-59 in Las VegasRAISED:Las Vegas, NV
1) What was your first job in radio?
KCEP Radio, In Las Vegas, NV, July 1980. Early influences? Marvin Logan, my first GM. He taught me radio structure, etiquette, how to be conversational, utilize show prep, music rotations, etc. I was attending college at UNLV and majoring in Communications with an emphasis in Broadcasting, but there are things you can't learn from books and professors. Some things you have to learn first hand in the studio and he was instrumental in that area. Our Sales Team taught me the ABC's of sales, promotions, marketing and barter. I also learned a lot about the other side of the business (the record side) from the Regional record reps that I had. People like Jesus Garber, Joe Morrow, Michael Johnson, Maurice Warfield, Wendall Bates, Paulette De Suzia, and Louis Silas Jr. I started out part-time on-air/receptionist, then Public Service Director, Public Relations Director, Music Director, Program Director and finally Asst. GM. I attended all the conferences and soaked up everything like a sponge. I decided if I was going to be in this business, I was going to learn everything I could and be one of the best in the business.
By the time I left KCEP, I knew radio, the games people play in radio, the games not to play in radio, the people not to play with in radio, and who the major players were.
2) What led you to a career in radio?
I am a people person and knew that I wanted to have a career in an area where I could talk to people and influence lives, either by music, information or my thoughts. The options I chose were either Radio or Television. Television made me nervous. Something about millions of people looking at you bothered me. Therefore, I opted for Radio.
Was there a defining moment, which made you realize "this is it"? My GM made me go on the air. I didn't want to but he said he was short a part-timer and that I had a good voice and I didn't have a choice, so I did it. After my first day, I was hooked. I decided that this was it for me. A way I could communicate with people without them staring back at me.
3) If you were just starting out in radio, knowing now, what you didn't then, would you still do it? If so, would you do it differently?
Yes. The only thing I think I would do differently would be to learn more about sales, budgets and management earlier on in my career.
4) Where do you see the gospel industry and ABC five years from now?
The sky is the limit. I see the gospel industry growing by leaps and bounds. It is a nitch format that is really taking off around the country and I am excited about the role that ABC is playing in it.
To what do you attribute the growth of Gospel and the continuing success of "Rejoice?"
I attribute the growth of Gospel to the issues of the world. From terrorist attacks, to hurricanes, earthquakes, floods, etc., we are in desperate times right now, and people need to be re assured that everything will be all right. That re-assurance comes from Gospel music, which, for the most part, is played on Gospel radio, hence the success of Rejoice! Musical Soul Food. I stated "for the most part" because Gospel music is now "out of the box." Gospel music is not just heard on Gospel radio stations anymore. It is heard on mainstream stations, as well. This has also helped bring awareness of gospel music to secular audiences, and I feel has increased the P2 listenership for gospel radio stations in their individual markets. Rejoice! Musical Soul Food is also successful because we offer our listeners the same type of promotions as mainstream radio stations, i.e., cash, trips, cruises, home entertainment centers, etc., and we broadcasts from major events, like the Stellar Awards, Bishop T.D. Jakes conferences, Gospel Music Workshops and so much more. All of these activities give us an edge over many of the local stations in the markets where our broadcast is heard.
5) What's your take on radio currently?
I think terrestrial radio is as good as it was 6 months ago if not better. HD radio is starting to make an impact and it is just the boost that terrestrial radio needed with the onset of satellite and internet radio making some major moves in their businesses. One advantage that terrestrial radio will always have over satellite and internet radio is that it is FREE. For the most part, satellite, internet, syndication and network radio will provide similar, if not the same, content. I know as a whole, we as people are becoming more technical and internet savvy and we like our little toys, but there are enough "old school" and non-tech people as well as young people who can't afford satellite or the internet, or just don't want to purchase those items, to keep terrestrial radio around for a long time with limited backlash from satellite and internet radio providers.
6) What is the one truth that has held constant throughout your career?
Integrity wins in the end.
7) What was has been the toughest transition you have had to make coming from a single station to your new position?
I don't know about toughest transition, but the most challenging transition coming from a single station to network radio and syndication is relating to a broader range of listeners. Instead of having the mindset that you are speaking to one person in a market, you have to visualize speaking to one person in a nation of people, and having each individual listening feel like you are communicating to them in their market.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
Time-management and the art of delegating. I have soooo much to do and never enough time to do it all. So, there has to be a better way to conquer these two areas and I just haven't discovered it yet. Any suggestions?
9) How well do you think today's urban broadcasters really understand gospel?
I think urban broadcasters understand gospel today more than they did 10 years ago, and even 5 years ago. Gospel music has been an eye-opening experience for many urban broadcasters, but they have to want to be educated on Gospel. Some of them don't. Some of them may fear it could replace their jobs one day. Some of them fear the unknown instead of embracing it to understand it. However, the ones who get it, get it. Some companies get it. Radio One gets it. Clear Channel gets it and I thank God for them "getting it" and having the faith and confidence to put it on many of their FM stations in small, medium and major markets. This has taken gospel radio to the next level. So for all the Urban broadcasters and companies who "get it", we at Rejoice! Musical Soul Food thank you from the bottom of our hearts. It's another tool ABC can use when seeking additional affiliations for us.
10) As you look back over your career ... any regrets?
Looking back over my career, I don't have any regrets. Everything happened for a reason and a season and because of those experiences, I have evolved into the person I am today personally and professional, and I like how I have turned out. If I have missed some opportunities, they weren't mine to have. So I didn't miss them. God supplies all of my needs and then some. I am who I am because of God, and I can never miss the opportunity to let people know that. So let me go on record and say that Willie Mae McIver is just a captain of a ship employed by God to steer his vessel called "Rejoice! Musical Soul Food" and I am truly honored to be His chosen one for such a task.
Bonus Questions
How did you get your present job?
Steve Harris hired me to launch Rejoice! Musical Soul Food. I had been producing and hosting, "Gospel Inspirations", the Sunday morning show on the ABC 24-hourk 7 days a week Urban AC format called "The Touch" for 10 years. I actually launched that show and it was the first live nationally syndicated gospel show in the country.
What is your biggest challenge working at this station?
Money.
What do you do with a song you don't like?
Test it and if it tests well, play it.
Describe your favorite meal?
Thanksgiving dinner with all the fixings. Not so much the food, but what it represents. Family and friends coming together to give thanks
What's your favorite fast food?
Chicken Sandwich from Chick-fil-a and sweet tea.
Do you read ... everything? Books, Magazines, etc. Nothing? What's your favorite reading material?
My favorite reading material is the Bible. It is my guide for life. All of the decisions I make are based on prayer and the Bible. This hasn't failed me yet, and it won't. I also like to read trade/industry publications and lifestyle magazines.
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