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10 Questions with ... Chris 'CJ' Malone
August 25, 2009
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NAME:Chris 'CJ' MaloneTITLE:APD/afternoonsSTATION:WQOX 88.5 FMMARKET:MemphisCOMPANY:MCSBORN:MemphisRAISED:Memphis
Please outline your career path.
2000-2002 Urban KXHT (Hot 107.1) Intern - Memphis
2003- present Urban AC WQOX (88.5 FM) APD/afternoons, Memphis
2004-2007 WPTY/ WLMT TV News Production, Memphis
2007-2008 WSNA (Snap 94.1) Programming Assistant/on-air, Memphis1) What was your first job in radio? Early influences?
I was fortunate to be able to start in radio early, at the snotty age of 17. The station execs at Urban AC WQOX were in need of a "wiz" kid to help with automation changes, music scheduling and afternoon duties. I accepted the challenge straight out of high school while attending college. My influences early on (even to date) include: radio talent coach Sam Weaver, Memphis personalities Rick Wagner, Sherman Austin and Stan Bell, and programmers such as Nate Bell and Brad Carson.
2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
As a kid, I was able to hear some exciting radio from legendary stations such as WDIA and WHRK/Memphis. So, I'd improvise with tons of cassettes and a boom box by "playing radio" in my room. My freshman year of high school shaped everything, when KXHT on-air personality Jay Knight allowed me to go on-air with him as a guest DJ during his night show. I was an instant celebrity and the envy of everyone at school the next day! At that point, the radio bug bit me hard.
3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
Good question, I would more than likely still do radio in some capacity. Despite the current unpredictable landscape, I can't imagine doing anything else. It's fun, rewarding and challenging enough to keep me on my toes. Plus, it beats digging a ditch!
4) Where do you see yourself and the industry five years from now?
I believe the "smoke will clear" and you'll see an industry that will remain competitive because of local convenience. We're starting to see this now, but a number of corporate giants will no longer be in play (at least not at the same capacity), creating an opportunity for stations to be sold to local or more "small scale" buyers. Most importantly, down the road I desire to be involved with a company that will understand the importance of using the station's brand to create exclusive content accessible to multiple platforms (Internet, social media, iPod or other mobile devices) and the power of monetizing these platforms as well.
5) How you feel about being asked to wait on a record you hear until the research validates it?
I've fortunately never had to wait solely based on research results. I found AMT data highly useful for our gold-based library music, but when it comes to new singles I've always relied on old fashioned (and expense-free) intelligent gut. When you genuinely know your market/ listeners' taste, consider your station's overall "stationality," familiarity of the artist and current trend information (from MediaBase, album success, Internet buzz, etc.), you can assess the potential of a record without the hassle of waiting on a ton of research to make a decision.
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?
Syndication ... what's that? I believe the saying "everything's good in moderation" and the same goes for syndication. Some syndicated shows perform well in certain markets, but instead of those shows being used to enhance cume, they're being used to save money. We have to accept that and move on. An entire on-air lineup filled with mostly out-of-market programming definitely gives syndication the upper hand as far as music programming is concerned and the station is left filling in the gray areas.
7) Because of callout research, are today's Urban and Uurban AC programmers going to be slower in adding and playing new music? And what is the maximum number of spins a record in power rotation could be expected to receive in a given week on WQOX?
These days people are exposed to new music from a number of sources, at times ahead of radio airplay. At the end of the day, just play the hits and make sure you're station isn't too far behind. At WQOX, our hottest power Urban AC songs max out at around 40-45 spins per week.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
I constantly try to stay on top my on-air shift performance; it's so easy to get wrapped up in the day-to-day operations that you lose focus of what's truly important. I love to entertain and connect with the listener. I also take responsibility in setting an example for other on-air talent around me, so continuous on-air improvement for me is vital and ongoing. I aircheck myself daily, work with radio talent coach Sam Weaver, and occasionally peep airchecks from other personalities to stay sharp. One mentor told me, "Being on-air is like playing golf, five minutes to learn but a lifetime to master".
9) How do you account for and what effect do you feel the PPM is eventually going to have on WQOX and the Memphis market? Do you feel there are going to be new challengers from other formats?
After much premeditation, I don't think Memphis' Urban-formatted stations will have a problem with sample size/distribution given the demographical makeup of the city. This city has six Urban-oriented stations, which all typically perform in the top 10 (12+). PPM could shake up the rankings a bit, but it's nothing a little programming trickery couldn't solve.
10) As you look back over your career ... any regrets? Missed opportunities?
I don't really have any regrets. I've learned to cherish each situation (good or bad) because they've collectively molded me into the person I am today. I can say, I wish I would've attended more radio conventions, but it's never too late to do that!
Bonus Questions
What would people who think they know Chris Malone be surprised to know about you?
People are usually shocked because I don't fit into any stereotype. At age 24, I'm a news/political junkie, my favorite style of music is electronica (techno, house, trance), and I'm crazy about my two dogs (Duke and Daisy).
What's been your biggest disappointment in Radio today?
Staff reductions to nearly bare-bone levels. This is disastrous for future growth because it has created a lack of opportunities for upcoming on-air personalities and programmers. So often you hear "where will the next great minds of radio derive from?" Well, nowhere if advancement and professional development opportunities are scarce.
What do you read? What's your favorite book? Movie? Television show?
My favorite industry related book is "Process and Practices of Radio Programming" by Joanna Lynch and Greg Gillispie. Favorite non-industry book is "48 Laws of Power" by Robert Greene. I love me some Family Guy, Entourage, The Office, or Southland on the tube. "Friday" with Chris Tucker and Ice Cube is my favorite movie of all time.
Do you feel that Urban stations should support new artists?
Yes, it's good to occasionally step outside the box of your typical music strategy and offer something different. I feel if the artist has potential and their music has a "hit" factor then give it a try. Strategically play the artist, if they don't gain traction ... drop it.
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