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10 Questions with ... Jeanna White
August 1, 2006
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NAME:Jeanna WhiteTITLE:General Sales ManagerCOMPANY:NRG Media L.L.C.MARKET:Omaha, NebraskaBORN:OmahaRAISED:Harlingen, Texas
Please outline your radio career so far:
Began in radio with Journal Broadcast Group in early 2001 selling for the AC, CHR, and Classic Oldies stations. I was recruited to Waitt Radio to launch and build the first and only Urban format radio station in the market, KBLR Hot 107.7FM, which is now in its fourth successful year. I am also currently serving as GSM for La Bonita, 1180AM which is the newest Hispanic Radio Station in our market.
1) What was your first job?
My first radio gig was selling a Hot AC. I joined an established team where being the newbie meant having to learn to love NTR and thinking creatively so that my clients could get on the air with enough frequency to drive results.
Early influences?
My earliest sales influence was a guy that I knew who sold Kirby vacuums. He taught me everything I know about selling beyond the surface. Let's face it, if you can sell a (very expensive) vacuum door to door, you can sell almost anything! I continue to use his words of wisdom in my radio career: "Find out what the customer needs, show them the true value of your product, and then price is not an issue."
2) What led you to a career in radio sales?
I was a corporate recruiter, better known as a "head hunter," who called on one of the local radio groups in Omaha and tried to place an IT Administrator with their company. It turned out they did not need an IT Administrator at the time, but the "gate keeper" at the radio station "liked my style" and recommended me to the sales manger and I got hired a week later.
Was there a defining moment, which made you realize "this is it"?
My first Halloween as a Radio Seller, everyone in the building dressed in costume to come to work. My GM, OM, DOS, all the PD's, and all the GSM's dressed up as characters from Alice In Wonderland and went out to deliver Halloween Candy and treats to our Agencies and Larger Clients. The "this is it" came to me when I realized that business was going on as usual with bunny ears, witches hats, and Dracula teeth in place. The "fun" of the day was just a part of normal business. If this is radio, then this was the industry for me! It's still all bunny ears for me.
3) What was the first record/cd you purchased?
"Off the Wall", Michael Jackson.
4) Where do you see the industry and yourself five years from now?
It's so hard to determine where the industry will be in five years as there are so many other challengers now. With Satellite Radio, Pod Casting, MP3's, and much more on the horizon, I think free local radio is an industry that has to be proactive in order to both survive and grow. A good sign for free local radio: I visited my brother in L.A. recently and realized that he, along with a large number of his friends, do not have Cable Television. It struck me that with all the television alternatives, there is still a population that utilizes "free" T.V. A good sign for free local radio. Wherever the industry is in five years, I definitely see myself in the midst selling away!
5) What is your favorite type of radio station or format and why?
My true love is Urban Radio! I have also developed an appetite for Hispanic Language Radio. The "why" is that this is the truest format for call and response, community based, passion driven, FUN radio. The Urban P1's are AMAZING! I manage an Hispanic station and am finding the same passion and definitely the same community elements to this format.
6) What format does not exist that should? Would it work?
Urban Talk. All talk all the time focusing on News but including Entertainment, Social Issues, Faith Issues, and Education. Yes it would work as this would be a platform for issues important to the Urban Community; these issues would get full exposure as opposed to the few minutes between songs that these issues receive during the AM Drive Shows.
7) What's your take on the current state of radio in Omaha? Is it as good as six months ago, better, or about the same? Elaborate.
Radio is changing in Omaha for the better as we now have two Hispanic stations and have a new player in the market. Competition drives everyone to be better. Omaha is a city that is growing and the Radio Market here is reflective of that.
8) What's the most frustrating part of your current position and why?
Trying to be customer-focused can be very difficult when you manage as you have external customers in your clients; internal customers in your sales staff; and business partners in your PD and Corporate Executives. As a General Sales Manager, you are trying to service needs for all of them at the same time while trying to balance the revenue.
9) Tell us what music we would find on your car or home CD player.
Normally, you will find Stevie Wonder, Journey, and Pearl Jam. Today, however, you would hear anything that my Spanish language station, La Bonita might also play as I am brushing up on my Spanish so I am inundating myself with the music.
10) How do you feel about urban radio in Omaha and how do you account for the fact that even with a limited signal you have been able to make or exceed budget with KBLR?
Urban is a product that is dualistic in its viability. First of all, the African-American Audience is fiercely loyal to it. In Omaha we have dedicated ourselves to making KBLR the station that BELONGS to the Black Community. The Black Community has declared ownership of us. Secondary to that is the raw hunger in the Mid West by Caucasians to be associated with ANYTHING Urban, "Black" or Hip-Hop. We have found everyone from White teenagers to 40 year-old Farmers love KBLR Hot 107.7!
Bonus Questions
Please describe the best or worst promotion you've ever been part of.
The Annual Stone Soul Picnic is the BEST promotion I have ever been a part of.
Is there such a thing as a "disposable client?"
No. There are clients that need to be "fired" when you have figured out that their "grief to dollar" ration is too high. But, "disposable" in my mind implies that there is less worth to certain clients and I firmly believe every client has some value and a good Sales Person will maximize that.
How do you account for the fact that the crossover or CHR/Rhythmic radio has been so successful of late?
CHR/Rhythmic is successful because it is Urban dressed up with two or three Pop, and Pop-rock hits. This makes the format seems "safe". It is a great way to maximize the desire by a mass audience to hear 3-6 Mafia...just play them after Kelly Clarkson and before Christina. At least we don't have to hear them sandwiched between "Boy Bands" anymore.
Is there a clear line between urban and rhythmic? Does rhythmic lead to top forty in the crossover mode at radio?
Urban is rhythmic with a lot of other components. Rhythmic leaves out a lot of what you get in Urban. The line is more blurred as Hip Hop artists and MC's become more interested in dollars over art. Rhythmic certainly drives what is on next weeks Top 40!
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