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10 Questions with ... E. J. "Jay" Williams, Jr.
August 2, 2005
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NAME:E. J. "Jay" Williams, Jr.POSITION:PresidentCOMPANY:American Urban Radio NetworksMARKET:National with an audience of 25 Million WeeklyBORN:Queens, NYRAISED:Miami, FL
Please outline your career so far:
Right out of college and prior to the broadcasting business I spent 11 years [1970-1981] with Armstrong World Industries in Corporate Finance, Human Resources, and then Sales and Marketing Management. During that time I promoted and moved five times (South, North, West, and East).
Then in July 1981- 24 years ago I joined Westinghouse Broadcasting (Group W, now Infinity ), first in Philly at KYW as Director of Co-op Advertising and Marketing Services (after which I became Sales Manager in 18 months). That next year we won top honors as the #1 Sales Team in Group W. Then I went on to Group W Radio Sales (the in-house rep firm for Group W) in New York and became the Top Revenue producer in the country. Then in December 1984 I went on to become Sales Manager at 1010 WINS Newsradio in New York.
In September 1986 I joined Sheridan Broadcasting Network as Director of Sales and Marketing and in 1988 became President. In 1991 we did a partnership with then National Black Network to merge our resources and I served as Co-President of the new entity which I named American Urban Radio Networks. After a couple of years I thought that I wanted to move on have some new challenges. So, I left! I started a new venture doing Marketing and Management consulting for all types of companies with a strong emphasis on Media. I got to work in Japan, England, France, the Bahamas and throughout the US. Everything from selling Feature Films internationally and creating TV Shows in Japan and Korea to rebuilding a national broadcast system -- TV and radio -- in the Bahamas, plus some creating new consumer brands and companies. It was a great six years, and I wouldn't trade a day (either the good or bad).
After a long courtship by our Co-Chairman, I rejoined AURN in June 1999. Our business has grown exponentially and outpaced industry growth by a long shot. It's been a real challenge with all of the new competition in the Urban arena, but it's also been fun.
1) What was your first job in radio? Early influences?
My first job in radio was at KYW NewsRadio in Philadelphia where I was a client and then it was running Regional Sales & Marketing for Armstrong. They were looking for someone with a knowledge with Co-op Advertising, which Armstrong invented! Co-op was big back then (it was the precursor to NTR). My real early influence was my first General Manager, Warren Maurer, a real "Gentleman" who really took me under his wing and groomed me in Radio. He was a great salesman and people person. Later while at the Rep I worked for Tommy "Your Rep for Life" Turner, a Super Salesman and Super Sales Manager. I treasure having worked for both of them. They taught me a lot and they both are still friends of mine 20+ years later!
2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
While reviewing my Armstrong regional ad plans -- which included a huge amount of co-op dollars -- with the KYW National Sales Manager, he mentioned they were looking for someone to replace the Co-op person they had on staff. This led to some discussions and I was asked to put together how I might approach doing the Co-op function for them. I went to the library and got out all of the few books they had on Radio Advertising and wrote a 25 page proposal of what I would do to develop more business for them thru Co-op Advertising. After several more interviews and presentations, I was hired. My defining moment came about three months into the job when I got a brand new account -- that had NEVER advertised on anything -- to start a 52 week campaign that I created. I wrote the scripts, picked the soundbeds, everything, and it was at top of the rate card! I closed the deal over dinner with the client in his home! At that point, I knew I could sell radio!
3) If you were just starting out in radio, knowing now, what you didn't then, would you still do it?
Yes!!!! But I think the industry need more people with marketing skills before they get to market Radio. Radio is lagging in that arena against other mediums. When you see Internet advertising growing at leaps and bounds and cable surpassing radio, we've just gotta get our collective act together! Not just sales but programming, promotions, etc.! A recent report showed radio ranked last among advertisers and agencies in our ability to service their needs!
4) Where do you see the industry and AURN five years from now?
In five years, with all of the current efforts of a lot of station groups and local owners, I believe there will be improvements in marketing Radio's value to advertisers and the agencies. For AURN, I see our Promotion (non-media) revenues growing at a faster pace than ever! We'll expand our network offerings with new programs and will still be the Urban Radio Leader nationally in five years! By then I'll be happily retired and read about it in the trades!
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5) What's your take on radio currently? Is it as good as six months ago, better, or about the same? Elaborate.
Radio today is in a state of flux, and that's good. It's growing in new ways and trying new approaches and formats. What we have to remember is that staying the same is death to any medium. Look at what the newspapers went through when the expansion of the internet and information portals changed the reading habits of their readers. It took them a while to recover and build new models to keep from sinking faster. They are still down, but new models are appearing with them embracing the internet. Radio has a perception problem in the minds of advertisers! We're the last medium chosen after TV, Cable, Internet, Out of Home, Print, etc.
6) What is the one truth that has held constant throughout your career?
Good Marketing ALWAYS WINS!!!
7) How do you feel Arbitron's new RADAR system will work, particularly for black radio and agencies that serve it?
I think they "will try" to make it good, but the overriding factor is compliance! They just don't get enough people to participate and long term I think it will hurt audience shares of black listeners. We've seen evidence of that already. There are huge losses across the board in black listening among all radio networks.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
I'm not PC enough. I tend to speak it straight with no chaser!
9) How well do you think today's urban broadcasters really understand syndication?
I think syndication is looked upon as an entity that just wants to gobble up radio spots! But we are truly trying to help improve the variety of programming stations can use to WIN in their markets!!!
10) s you look back over your career ... any regrets? Missed opportunities?
Regrets, yeah, I've had a few (to quote Frank Sinatra), but overall, on balance, I'm grateful for the good and bad times! It's all been to help make me be a better leader, manager, and person!
Bonus Questions
What's been your biggest disappointment in radio today?
The way our medium is marketed to advertisers! Our industry organizations have to do a better job, which they are trying to do!
Describe your favorite meal?
A big 2-3 pound Lobster with all the fixings and a great Martini along the shore in Cannes, France.
What's your favorite fast food?
A New York Sabrett Hot Dog right off the street cart.
You just won the lotto and you have your boss on the line. What's the first thing that you would say?
Err ... Hi ! Seems retirement has come! I'm cleaning out my desk and will email you from wherever real soon! Gotta go, gotta go. It's been a real pleasure ... Ciao !!
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