10 Questions with ... Steve Sinicropi

NAME:Steve Sinicropi TITLE:VP/GM Cox Radio/Greenville STATION:WJMZ 107-3 JAMZ, WHZT HOT 98-1 MARKET:Greenville/Spartanburg COMPANY:Cox Radio BORN:Olean, NY ...a long time ago

Please outline your career path.

Please outline your career so far:

College: University of Iowa. The Hawkeyes were the pride of the Big 10 this year, ironically by beating The University of South Carolina in the Outback Bowl. I was working at a jewelry store in Iowa City whole going to college. The GSM of the local radio station came in and I sold him more than he wanted. He recruited me to my first job in radio as a seller in 1982 for Tom Ingstad Broadcasting at KXIC-AM/KKRQ-FM in Iowa City. I became GSM then GM there.

While I was there I signed on some stations with partners under docket 80-90 in DeKalb, IL and Idaho Falls, ID. I later sold my interests in those stations. I went to WLUM /WAWA-A owned by All Pro Broadcasting (Willie Davis) as VP/GM in 1987. Milwaukee was a great experience. I worked with some programmers including Jimmy Smith, Steve Hegwood, Greg Cassidy and Rick Thomas. We flipped WLUM from Urban to Churban and HOT 102 went from a 2 share to a 9 and change, making it the top FM for a nice run. We had some great ratings and revenue success in Milwaukee. It's a great town and Willie Davis is a class guy. An additional benefit of working for a Packer legend is great seats at Lambeau Field. I'm a lifelong Packer fan so great Packer tickets and meeting NFL legends was a great bonus.

Later WLUM became NEW Rock 102-1 and had success as one of the early alternative stations. I left WLUM after 10 years to take the position of President of Cybertoons software and web Development Company in Milwaukee. I learned a lot there about software and web development. We actually created some of the first secure shopping carts and social networking software with a targeted advertising dashboard. We were on the bleeding edge in development and the market was not yet ready for many of the products.

After a year at Cybertoons, I was recruited in 1998 by CBS as VP/GM of WKRK. I missed radio and was glad to be back in game. In Detroit, KRRK evolved from K-Rock to Extreme Radio then became 97-1 FM Talk. We had some significant success in Detroit, the biggest was bringing in Deminksi & Doyle, who took afternoons from nowhere with a syndicated personality to #1 with Men 25-54.

In 1993, I was recruited by my boss, Kim Guthrie to join Cox Radio in Greenville. That was the best thing to have happened to me in my career. I've been here since then. Working for Cox in Greenville has been the best experience in my career. I'm grateful to be here and to work for what I think is the finest company in radio. Here I've worked with great people like Steve Crumbley, Jay Dixon, Jeremy Rice, Bill Tanner and Steve Smith. These guys are so good, they can even make me look competent.

1) What was your first job in radio? Early influences?

I was a seller for KKRQ/KXIC-A in Iowa City. My first GSM was Rolf Pepple. Rolf is a student of radio sales and got me interested in learning all I could about sales.

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

I planned to be a lawyer. I was recruited to my first radio sales job. I didn't even know how stations made money, I asked, "What do you sell?" I was told radio advertising. I said who would buy that? Boy, did I learn. After my first sale I was hooked. I loved it. One of my first sales was to a comic book store. We did the first co-op for Marvel Comics and had to cut new creative weekly for each issue, for each super hero.

3) If you were just starting out your career in radio management, knowing now what you didn't then, would you still do it?

Yes. I love what I do and I can't imagine doing anything else.

4) Even though it won't affect you immediately, how do you think Arbitron's electronic measurement (PPM) will eventually affect radio's perceived value to advertisers?

PPM is a work in progress. As the roll out continues in top-50 markets, there is an opportunity to make PPM a better tool for stations and advertisers than it is now. I think sample quality and sample sizes will continue to be key areas of concern for stations and advertisers.

5) How you explain the continuing ratings success you have had with WJMZ and WHZT in a market with very strong competitors?

We have great people, products and systems. I've been fortunate to have some really great people on our programming and promotions team. Steve Crumbley is OM and oversees HOT and JAMZ. We also have a talented group of programming, promotions and research people internally and externally who helps us stay consistent and focused. I know enough to stay away from programming, to hire great people, give them the tools they need and use our systems. That process has worked well for us.

6) How do you feel about syndication?

Great programming is great programming. We have Tom Joyner and Michael Baisden on JAMZ. Tom is consistently #1 in every demo that matters and Michael hit that level in his second book. We have some great local programming that delivers similar results, because we are relentlessly focused on being consistently great and serving our local community. I am very proud of our local community service. Our local staff is the glue that keeps us connected to the community.

7) In these difficult economic times, what are you saying to your staff and sellers? And what do you say to advertisers who want to transfer money out of radio and into digital platforms?

We know we have great products. Luckily for us, our stations deliver for our regular advertisers. Renewal and referrals from our satisfied customers is how we measure our success. We're working harder to show how we can bring value by helping our advertisers accomplish their goals. That usually means great plans that are well executed. We are fortunate to work for a great company with a strong balance sheet. This allows us to be strategic about decisions we make.

People have had reasons not to advertise on radio since it was invented. Right now is a great time for businesses with aggressive plans to increase what they are doing to take sales and market share from businesses that pull back. I don't think we're losing much to pure-play digital platforms. We have great digital platforms for both stations, so we are able to develop campaigns that include on-air, online and on-site marketing.

8) Of all the skills you have gained through the years, is there an area you'd like to improve?

Programming. I've spent most of my life with sales, marketing and administration. I know enough about programming to know I don't know much. Fortunately, I work for a company that does know a lot about programming. It's a great opportunity for me to learn.

9) How is the weak economy affecting your clients stations? Or is it? Do you feel there are going to be new challengers from other formats?

They sell whatever doesn't kill you makes you stronger. I think we'll all be stronger after this year. Many clients, especially automotive, have been affected. However, like any other time, with every challenge for one business there is an opportunity for another. We have products that work for so many businesses, this is a time for us to focus on those that can benefit from working with us the most.

In Greenville/Spartanburg, the radio stations and formats are pretty well defined. I don't see a lot of change in the near term in the radio landscape here. Of course, I'm no programming expert so ... I'll stick to letting our team continue to make our stations the best we can be. We can't control what anyone else chooses to do, so we focus on our stations.

10) As you look back over your career ... any regrets? Missed opportunities?

No regrets. Everything I've done in the past had a reason and helped me learn about the great business we have. I really don't miss my snow blower.

What would people who think they know Steve Sinicropi be surprised to know about you?

I like to spend my weekends in my garden with a cigar. I've been known to give away a lot of vegetables.

Describe your favorite meal?

Italian. I love Italian food, Italian restaurants and cooking Italian food at home.

What is your favorite pastime or hobby?

I enjoy wine, cigars, traveling and spending time with my family.

How important is consistent marketing to a station's overall success?

Marketing is a key component. Radio is not a visible medium unless we make it visible to listeners and advertisers. We need to market our products all the time at all levels. The most successful stations have great products that are well marketed.

How important is marketing to ratings success?

I think marketing for radio stations is like gasoline for cars. You need it or you're not going to get any place in a hurry. You can always walk, but it takes a lot longer.