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10 Questions with ... Aaron Maxwell
October 6, 2009
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1) What was your first job in radio? Early influences?
WANT 990-A. Influences include Kirby Carmichael, Ben Miles, Jerry Carter, Jim Minor and Mitch Faulkner.
2) What led you to a career in radio?
My father was in radio.
Was there a defining moment that made you realize "this is it"?
No, I always knew I wanted to do radio.
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
Hard to say.
4) Where do you see yourself and the industry five years from now?
I'm not really sure.
5) What do you feel are the advantages of being owned by a large group such as Clear Channel, technologically?
Clear Channel is technologically far more advanced than other companies. It takes some mental stimulation to stay on top of the technology. That's a plus.
6) How do you feel about syndication? Does it affect significantly on the number of hours that you have control over the music that you play?
There are good syndicated shows, such as Steve Harve,y and there are some that are not so good. However, syndication is here to stay.
7) Because of callout research are today's Urban and Urban AC programmers going to be slower in adding and playing new music?
Yes, if they execute as they interpret. Listener response is typically much slower than chart movement.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
Yes, I could always learn more about Arbitron's methodology.
9) How do you account for and what effect do you feel the continuing ratings dominance WBTJ has is going to have on the Richmond market? Do you feel there are going to be new challengers from other formats?
The reasons for WBTJ's success are many. WBTJ has a great signal, multi-talented announcers, bright programming minds in the upper leve and great technology, among other things. And whenever you win for a long period of time your competition learns to be better.
10) As you look back over your career ... any regrets? Missed opportunities?
No personal regrets. As a company, we missed some competitive opportunities
Bonus Questions
What would people who think they know Aaron Maxwell be surprised to know about you?
You might have to ask my wife that one.
What's been your biggest disappointment in radio today?
Sometimes lyrical content in music is not what it could be.
How do you feel about Arbitron's PPM eventually replacing the diary?
I'm a little anxious about the move.
Do you feel that 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, however radio is result-driven, too.
How important are contests and promotions to ratings success?
When you have a direct competitor, it can be very important.
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