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10 Questions with ... Jeanna White
August 30, 2005
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NAME:Jeanna WhitePOSITION:General Sales ManagerSTATION:KBLRMARKET:Omaha, NECOMPANY:NRG Media (a division of Waitt Media)BORN:Omaha, NE; August 12, 1970RAISED:Harlingen, Texas
Please outline your career so far:
Account Manager: KSRZ, KQCH and KOMJ (Journal Broadcast Group Omaha)
General Sales Manager: KBLR: (NRG Media Omaha)1) What was your first job in radio? Early influences?
My first job in radio was selling a Hot AC. They thought I would be a good fit for selling to businesses that target the "Soccer Mom" population. My earliest 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
2) What led you to a career in radio?
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 I made such a good impression on the support staff that when I got out of the recruitment industry, the receptionist at the radio group recommended me to the sales manger and I got hired a week later
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
This is a trick question ... Radio is so addictive that, to be truthful, had I known that my whole life would change and that I would become a "radio junkie," I would have to say that I may of re-thought the initial decision. However, true to any addiction, the "highs" are so high that they make any "lows" that you encounter worth it. So, I would not trade this career for anything in the world!
4) Where do you see the industry and KBLR five years from now from a sales standpoint?
It's so hard to determine where the industry will be in five years as there are so many other challengers to the delivery of music to the public now. With Satellite Radio, Pod Casting, MP3's, and who knows what else on the horizon, I think free local radio is an industry that has to be proactive in order to both survive and grow. I visited my brother in L.A. recently however, 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 an a population that utilizes "free" T.V. I think this is a good sign for free local radio! As for KBLR's five-year plan, I believe that the challenges of maintaining a true Urban format in a city like Omaha, Nebraska are bigger than hard work, revenue success or ratings can overcome. In order for this format to survive here, KBLR needs the support of a larger signal as we have a 25,000 watt originator and a 7,000 watt translator that create a challenge to our listeners in even hearing us. The upswing is that the product has so much loyalty and passion from our P-1's and a growing crossover audience, that there is a cult-like following for this station that I think will eventually command a larger signal and that will determine both our growth and our future. Plus, Urban Radio - Hip-Hop and R& B are so mainstream right now that even in the "Heartland", you can hear Mike Jones loud and clear from the cars at the stoplights..
5) What's your take on radio currently? Is it as good as six months ago, better, or about the same? Elaborate.
Radio is better everyday that we get the privilege of being in the business! In the past six months, I think as an industry we have had the learning experience that "less" is not necessarily "more" to our clients... but that is just one woman's opinion. If nothing else, radio is still as good as it was six months ago. We can always do better though. I think with the explosion of Jack formats and the changes in unit avails by one of the larger radio groups, the industry has shown that it is still a chameleon - willing to change and adapt. The key is to change back, when the landscape requires it!
6) What is the one truth that has held constant throughout your career?
My one truth is that I don't have to answer every phone call - that's what voicemail is for! Seriously though, the one constant I have kept through out my career is a quote that I borrow from Albert Schweitzer. His philosophy on world poverty and hunger, war and disease was this: (I paraphrase a bit.) "You will never be able to change the whole world, but you are required by conscious to change the part you come in contact with." I apply this to my management philosophies, my interactions with clients and especially my interaction with our community. As an Urban station here, we have a loyalty from the African-American community that often times pushes us to use this great vehicle beyond the boundaries of simply playing good music and advertising for clients. So, whenever I can, I use my position to change some part of the world. Even in Radio advertising, when it is done correctly with the right client with a good product, the right radio commercial campaign can change the lives of that client. That's an awesome feeling!
7) What was the transition you had to make in your new position?
It was not a difficult transition from selling to management. The toughest transition was from selling a "nice" Hot AC in the Heartland, to selling a Hot Hip Hop and R&B station in the Heartland. I spent and continue to spend an exhausting amount of time educating people about what Urban Radio is and more importantly how viable and valuable it is to clients. No offense, but selling a "Soccer Mom" station to clients, is gravy compared to some of the objections I have had to overcome since launching KBLR Hot 107.7!
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
believe that I could be more traveled. In radio, growth seems to be tied to re-location and I have been in Omaha Radio for the entirety of my career. Radio can be like the Military. I have met so many Radio People that have lived all over the country. These are also the people that seem to have the most success in the industry. Having a family, relocation is a challenge to me. I know that only being in one market is a potential hindrance to my growth in radio.
9) How well do you think today's urban broadcasters, particularly account executives, really understand Arbitron?
NOT! At least, not well enough. I myself get confused by the system. It's a labyrinth when you think of: who gets the diaries and how they are weighted and in my case, how in Omaha, Nebraska with our growing Black and Latino populations, Arbitron can justify NOT accounting for those listeners specifically? Honestly, I believe that Account Managers and Sales Managers alike need to be or to employ "watchdogs" for their own benefit. Arbitron is a big animal and bringing in a "handler" to help yourself understand it is imperative!
10) As you look back over your career ... any regrets? Missed opportunities?
I eluded to it before, but I regret that I have not yet had the opportunity to experience other markets. I do think that Omaha is a market on the rise, but Radio as an industry has so much to offer that I feel a need to touch more of it in the future. Look out for me - I'm easy to spot as I'm the one Black Manager from Nebraska. Seriously, though I plan to grow outside of Omaha...at some point - I don't want to panic anyone on my staff just yet. It's just that I know growth is as growth does and I plan to grow!
Bonus Questions
What's been your biggest disappointment in urban radio today?
My biggest disappointment in Urban Radio today is that both internal and external stereotypes still exist. I am amazed by how many people hear the word Urban and instantly conjure up "Gangsters and Drug Dealers". There is no connection, but perception can be reality and the perception of Urban is tied to violence, loose women and drug dealing men. I am surprised sometimes by how much our industry does to further those ideas. It's hugely disappointing. Urban Radio is SO MUCH MORE!!!
How did you get your present job?
I was recruited away from a competitor radio group to start this Urban Radio station. My PD recommended me. I am very close to him and most days I thank him for the recommendation. Then there are days when I want to beat him over the head with my budget and forecasting sheets.....
Describe your favorite meal?
My favorite meal starts with crab-stuffed portabella mushrooms and evolves into an entréeacute;e that includes a very rare steak (no steak sauce allowed ... Omaha Steaks are the best, but Texas beef is a good second choice) and ends with anything with both chocolate and raspberries in the ingredients.
Do you read ... everything?
Books, Magazines, etc. Nothing? What's your favorite reading material? My Mother has literally read THOUSANDS of books. She is a passionate reader and I inherited that from her. I am not nearly at the numbers that she is, but knowledge is power and there is so much knowledge in books. I don't know how anyone goes through life NOT reading. I am currently reading "Race" by Studds Turkle. I read it in college, but I have found a recent need to re-educate and re-arm myself with some of the information in this incredible book.
What "reality show" could you see yourself appearing on and why?
Honestly, I would love to have a reality show that is based on the rise of Hot 107.7. It would be a real life WKRP in Cincinnati, only with a flavor twist. We have had so many unbelievable experiences while building this Urban Station in Omaha, Nebraska, that only a reality show would be believable. If we tried to make a movie about our experiences, people would leave the theater saying. "It was funny, but nothing like that could ever really happen." So, the reality show would have to be about my experience helping to build this station! I guarantee we would be more entertaining than the "Real World" or "Being Bobby Brown"!
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