10 Questions with ... Ron Atkins

NAME:Ron Atkins TITLE:PD STATION:WRMP 101 The Blaze MARKET:Pittsburgh COMPANY:Radio Magic Pittsburgh.com BORN:Buffalo RAISED:Buffalo

Please outline your career path.

McKinley HS BFLO
Hobart College

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

WBLK/Buffalo, my home town! (Please NO Buffalo Bills jokes! Okay, if we must! At least let me make fun of them. I got one: What does "BILLS" stand for? Boy I Love Losing Super Bowls!)

Influences: My mother Hazel Atkinson, (for always believing!), Jim Snowden, Jerry Boulding, Monte Lange, Mike Stadford, Tony Gray, Chuck Atkins, Mike Love, Steve Crumbley (for giving me a second chance when no one else would. I will never forget Steve for that!), Doc Reemer, Manny Bella, Joey Bonner, AD Washington, Walt Baby Love, Doc Jones, Guy Black.

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

I was an All-American at Hobart College. I wanted to go to the Olympics and play in the NFL. But when I realized there were not a lot of NFL players making lots of money back ... it was then that I decided to try my hand at something a little more lucrative ... like radio. Back in the 1980, the NFL minimum was $35,000. To me that wasn't enough money to justify routine concussions from week to week. I started to do a radio show at Hobart and then I sent tapes out. After college I received an internship at WUFO-A under PD Byron Pitts, then I got the job at WBLK, the FM in town.

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

Yes! Absolutely! Radio was super-FUN ... until about five years ago. Now it's not much fun any longer ... it's horrible! But I still love radio. You can still have fun if you are working for the right owner, an owner that understands the nuances of programming, promotions and sales -- and how to lead a broadcast team to victory! You can't just have talented people you have to have talented leaders to lead the talent. I believe I am one of those leaders who understands that. There are four managers who instilled those values in when I worked for them: Monte Lang, Barry Mayo, Jerry Boulding and Alan Lincoln. As a result we had winning stations!

4) Where do you see yourself and the industry five years from now?

Working with some cyber-broadcasting company (hopefully my own ... lol), making lots of money and having fun! Because the future is NO LONGER the old business model of terrestrial radio any longer. Look around you, it's the INTERNET! But today's radio executive cannot embrace this new model or new way of doing things because of a thing called comfort and complacency. If you are getting a pay check of, say, $200,000 or more per year and you've got a fat 401K to go along with it ... would you be eager to change? Nope ... me either!

Complacency has always hindered and discouraged growth inside the industry. While sometimes it's the ones who are out of work, due to layoffs and cutbacks, that lead the way toward positive change. In the process, some people in the industry reinvent themselves ... often stumbling onto greatness! That's what creates necessary changes inside the industry along with the advent of new technology. But change must go hand in hand with the wants and desires of the consumer! The consumer dictates the rules of the game, not management. Management becomes the necessary bridge or conduit.

5) How you feel about programmers being asked to wait on a record research validates it?

Who's doing the asking? To win, you have to routinely play the hits! It doesn't mater (within reason) how log you wait, a hit is a hit is a hit! You may have to wait until your station has the necessary room to accommodate newer music. There is a natural tolerance threshold with the average P1 listener. Great, effective programmers are very aware of these limitations and learn to employ and utilize them for the betterment of the station! Too much new music not positioned properly or effectively will murder a good station any day of the week.

6) Tell us about your new station.

It's very important for the record labels to keep all of their options open when it comes to getting exposure for their artists! I don't care how much the industry changes; one thing will never change -- labels are paid to sell records!

Radio station PDs are paid to get ratings, and radio station GMs are paid to make their stations profitable every year. Yes, it's very important for the labels to make sure their songs are getting service and exposure in the Pittsburgh region, as well as the rest of the country -- "hook or crook," as my dear mother has said to me time and time again.

By the time this interview hits the street, WAMO will most likely be off the air in Pittsburgh as a result of a change of format. My stations will surely be a viable option to the various record labels as a place to get exposure for their artists! Actually, it may be better because it's a proven fact that TSL levels are much greater with streaming stations because there are less tune-outs such as excessive commercial saturation and DK chatter!

Below are just some of the early comments that some have written about our station. As you can tell, it's from their hearts!

"Hi, Ron! That's your station? I've already listened to it! OMG! I love it! Great music! Thank you for the station. I've been telling people about this website."

Hi, Ron! I did not get the opportunity to tell you when I saw you yesterday that I LOVE YOUR STATION! I can't wait till you're on the radio, so I can enjoy your music in my car. I know you will do well in our area. I also forwarded you a link to an event we have coming up for the Steelers training camp weekend. If you go that weekend, you should stop and check us out. Well keep the good music coming.

Kevin made a comment about your link: "Station sounds really great, Ron. I'm really impressed with the professionalism and quality of the station. It's like listening to a true FM station, without the interruptions. Your drops and positioning liners are phenomenal.

Ron, the station sounds fantastic! Great mixture of music. Got it locked into my favorites. Luv it!

Hey Ron, great sounding station ... add your link to the Radio & TV media group(networking). Congrats on your accomplishment."

Working with me at the company is Alan Lincoln, my former GM from WAMO! Along with being my friend, Alan's my business manager/consultant for the company. His company is MAA and Associates out of New Ken, a suburb of Pittsburgh. My wife, Maria Becoates Bey, who is an actress, is currently looking at a part in the new Denzil Washington movie they are shooting here in Pittsburgh next month. My wife is a great inspiration to me. I don't think I could have gotten this of the ground without her support and understanding!

Another person assisting in this business venture is Chuck Sanders, a former star running back at SLIPPERY ROCK and for the Steelers in the early ,90's -- a major contributor to the company. Chuck came on as an early believer and investor.

We have an opportunity here in Pittsburgh, like NONE OTHER BEFORE! Like I said on the phone, we have a very unique situation. Two million people in a market that houses just under 8% Black! Without a Black or Urban radio station here in Pittsburgh, your home town, we have a direct line to over 160,000 Black folk! This will not happen again in some time. You've got to strike while the iron is yet HOT!

You wanna know how much I believe in this business plan? I was offered a VP job that pays $150-200 K per year. I said NO, then I preceded to tell why. I explained my plan and the man who made the offer responded, "Ron, that is a very good concept you are embarking on. I clearly understand why you want to stay in Pittsburgh to pursue your business plan. I think you have the potential to become a very wealthy man! Good luck," he said sincerely! That gave me goosebumps all over!

I believe some big company will come into Pittsburgh to undoubtedly service the Urban audience full-time, and through their research they will discover us -- radiomagicpittsburgh.com.

101theblaze and two other stations that are on the way -- a Gospel station and Smooth Jazz station ... and maybe an Urban kids station -- much like Radio Disney, but Urban. I'm convinced with all of the choices people have today, if a company wants to compete it needs to offer the listener a "buffet" or "menu" of various formats that will keep them coming back over and over again.

Variety with a high level of consistency and competitive "out-of-the-box" programming. Since I've been off the last three months, I've had a chance to chill and recharge my battery. I'm somewhat relaxed enough now that I can see the light. I have my hand on the pulse.

7) Because of callout research are today's Urban and Urban 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 your Internet station?

I plan on running the same rotations that companies anticipate with terrestrial stations. I have more freedom, of course, but integrity is very important. A power record will most likely get 3-5 spins per day. I'll have 7-10 powers on my stations.

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

Spending more time with my kids and devoting more time to doing more in the Pittsburgh community ... God said that " to him that much is given ...much is expected!" I'd like to improve my patience; sometimes I don't like to wait.

9) How do you account for and what effect do you feel the departure of WAMO is going to have on the Pittsburgh market? Do you feel there are going to be new challengers from other formats?

Yes, I truly believe that a new station is on the horizon. You can't have a major-market with 2 million people and 160,000 blacks and be ignored ... too much money to be made. But the economy is off now, so I don't see this happening tomorrow, but, never say never. WAMO kind of lost the passion it had with the listener over the years; I don't know if this is fault of management or a result of just too many entertainment choices. The signal swap of a few years back didn't help matters.

But WAMO will always be an important and iconic figure in the minds of its listeners in the Black community! Like it or leave it.

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

I just wish I could have started my career in radio 10 years earlier!

What would people who think they know Ron Atkins be surprised to know about you?

I love kids and I am a big kid myself I love the magic of Christmas especially!

What do you read.....everything? What book have you read most recently?

The Bible! The Shack!

How important are contests to ratings success?

Contests are hugely overrated, My latest research showed people in Pittsburgh don't listen for contests; they don't believe in them, either!