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10 Questions with ... David (Dave) Donnell
May 19, 2009
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NAME:David (Dave) DonnellTITLE:Marketing Consultant/radio personalityMARKET:Birmingham, ALCOMPANY:Cox Radio IncBORN:November 2nd, 1949 in NashvilleRAISED:Nashville
Please outline your career path.
My radio career started in Nashville at WVOL-A. I worked in Little Rock, AR at then-KALO-A while in the military. Went back to Nashville as PD at WVOL (Oprah was in the news dept before moving to WLAC-TV). I worked in the St. Louis market for a year. Worked at the heritage WENN radio in Birmingham for 20 years for Dr. A.G. Gaston and BTW Broadcasting, I was PD there for 18 years. When the station was sold in 1996, I came to Cox radio as afternoon personality on WBHK for three years, then decided to move into sales and learn that side of the business, I remained on the air part-time. I am the play-by-play announcer for Miles College football and PA announcer for high school football. I am presently in sales and working the afternoon-drive shift on WAGG 610, the heritage Gospel station in the Birmingham market.
1) What was your first job in radio?
WVOL-A 1470. I enjoyed the sharp personalities on the air growing up -- Chuck Mitchell, Clarence Kilcrease, Fred Goree, Jay Butler, Ed Hall, Bill Perkins and many others.
2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?
I enjoyed the magic and artistry in radio. The personalities made you feel good and had a way of drawing you into the magical radio world. It was a special time. Personalities knew how to connect with their audiences.
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
Probably, there are so many other ways to reach out now. I would look at everything before deciding. I would give web radio a good look and find ways to market my product.
4) Where do you see yourself and the industry five years from now?
I will more than likely continue to mix on-air duties with my sales knowledge and stay close to the community in doing so.
5) How you feel the gospel music universe has changed in the last few years?
It is starting to get the recognition that it should have received all along. Gospel is very special especially in the African-American community; faith is something that most of us rely on and strongly believe in. It is certainly more global now as most formats are.
6) How do you feel about syndication?
Syndication has a place. I enjoy some of it, i.e.: Gospel Traxx with Walt Love. It should not take over the station; radio needs to stay local.
7) How difficult was it to make the switch from being on-air and programming to becoming a successful account manager for WAGG?
It has been a challenge. I have become accustomed to being on the air for so long. In sales having name recognition gets you in the door sometimes, but not necessarily the business. Businesses need solutions to their problems. The client needs to see results.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
Build and strengthen relationships with people, this is very important in sales and life.
9) How do you account for and what effect do you feel the continuing ratings success WAGG has is going to have on the Birmingham market? Do you feel there are going to be new challengers from other formats?
I feel that we have to continue to improve on what we are doing -- continue to play the music that this area likes, stay in the community and connect with the listeners, have an ear to listen and be compassionate. We had a FM competitor a short time ago, which was a test for us, and before that happens again I would like to see Cox flip one of the FM's they now own to Gospel.
10) As you look back over your career ... any regrets? Missed opportunities?
I am sure there were some opportunities that I missed but I have made decisions that I thought would be best for my situation at the time. I could have left Birmingham at the time that the station was sold in 1996. I just didn't feel that was the right move for me at the time.
Bonus Questions
What would people who think they know Dave Donnell be surprised to know about you?
I am more conservative than some may think and although radio has changed me some, I am basically still a quiet person.
What's been your biggest disappointment in radio today?
Radio has become too predictable with short playlists and short liners. Research is good but it should not be the only source for programming music in a market. There needs to be a more controlled on-air personality approach. Open the talent up more, stop breaking in the same places.
How do you feel about Arbitron's PPM eventually replacing the diary?
I believe it has some problems; it may not be as accurate as some think.
You just won the lotto and you have your boss on the line. What's the first thing that you would say?
"I need to take a couple of weeks off." (This would be to get my focus back) I would not quit at that time.
Do you feel that Gospel and Urban stations should be more careful not to blindly copy formats but tailor them specifically to the age and racial make-up of their own markets?
Yes, this is exactly what they should do.
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