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Charese Fruge’ (@MCMediaonline) Talks To Charlie Maxx
May 2, 2023
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Like many in the radio industry, Charlie Maxx blames Scott Shannon for making her want to get into the business. Maxx is the new Program Director and midday personality for Forever Media’s Country 103.7 WXCY in Wilmington, DE. “I grew up in New York City - so I was surrounded by good radio growing up,” says Maxx. “The summer that Z100 came on the air I was going into high school, and I remember thinking ‘I don’t know what this is, but I KNOW I need to be part of it.’ I’ve always been obsessed with music, and I LOVE talking - the fact that there was a job that allowed me to experience both?! Sign me up!”
“I started my career along the Jersey Shore with stops at WAYV/Atlantic City and WJRZ/Manahawkin before moving to Corpus Christi, TX where I got my first PD gig at KZFM” explains Maxx. “I’ve been fortunate enough to have a long work history in radio. It’s really the only industry I’ve worked in as an adult. I spent a few years at FMQB as AC Editor and had on-air gigs in major markets including Washington, DC, and Philadelphia. Radio has been good to me! I can’t imagine doing anything else.”
“One of the best parts of being a PD is finding the station’s personality and bringing it to life. Country is such a fun format, and the lifestyle of our listeners gives us great ways to be part of the community and have fun in the process,” says Maxx. “I also am proud of my work as TopicPulse and Prep+ Operations Specialist at Futuri Media. I am a content junkie and being part of a group that brings radio, television and content creators solid content and engagement numbers is a thrill.”
“I’m exceptionally proud to be a PD even though the number of female program directors remains low. It’s one of my biggest accomplishments. When I was first promoted to PD, there were only 4 female PDs in the Rhythmic CHR format and I was one,” says Maxx. “I am also proud of the Crystal Award my station earned while I was PD at WJBR in Wilmington, DE. A big part of that was creating ‘Charlie’s Crew,’ a running club for people who may have never run before to join and support local charities. I ran a different 5 K every month. I’ve also been PD of and part of stations that have been Marconi nominated as well as ACM and CMA nominated. I recently won my first Gracie Award for a special we produced while I was at WXTU. There are so many amazing things I’ve experienced because of radio; it would take days to list them all!”
It hasn’t always been easy for Maxx. She has faced her share of challenges working her way to the top. Her biggest: “Being female! I’m being a little sarcastic, but there’s some truth to it,” she says. “Being a woman has, at times, limited the opportunities available to me. It’s better today than it was early in my career. Heck at least these days I’m not required to clean the bathroom too. True story. However, I will say that if you’re good at what you do, regardless of your gender, you will find your way. I worked the bad shifts, I did the not-so-fun jobs and eventually learned how to grow my skill set that made me more valuable to my employer.”
“Be who you are! Do not soften yourself for the room,” says Maxx. “We tend to do that. If you know you have something to add, speak up! If you have an idea, share it, if you are worried your opinions don’t matter, it does! The most important thing about leadership is being able to lead by example. Be a leader who inspires others to take action. You do that by leading with empathy, not fear.”
As for as her advice on capturing the engagement and loyalty of Gen Z, Maxx says, “What a fickle bunch - they are loyal but can turn on a dime. How do brands, including radio, get that demo? Be consistent! If you change often, rebrand constantly, or even change the expectation for the user over and over they won’t hang. Short attention spans won’t stand for that. And they have short attention spans! They want what they want. Be CONSISTENT!”
As far as moving the needle on progress when it comes to diversity, equity and inclusion in the radio business, Maxx says, “I think we have! Sure. Ask some of the radio folks who lived through the 70s and 80s - we’ve come leaps and bounds! However, I think Country radio, as a format, is begrudgingly catching up to the inclusion train. It’s been a slow roll, but movement is better than standing still,” she says. “Equality is still a bit lopsided industry wide, but I’m excited about all the female leads in morning radio - that's a tremendous change. Should we open the Pandora’s box of equal pay? If you got defensive reading that sentence, that’s part of the problem. I have no issue with men getting paid the same as women for doing the same job. Why would you if it’s the other way around?”
I asked Maxx what she would be doing right now if she weren’t doing radio. “Honesty, I’d wish I was doing what I’m doing now. I know that sounds hokey, but radio is my dream. You know how people think about the job they’d have if they could quit what they were doing? I’m actually doing it and I can’t imagine being anywhere else!”
What keeps Maxx up at night? “Panicking that I forgot to put the station in auto!” Says Maxx. “Seriously, does that radio stress dream ever go away?”
Despite the obvious (the answer being no), Maxx has managed to find some balance over the years. “I love a good concert! I am a big music fan,” she says. “I also have a love/hate relationship with running. I fix all the world's problems while I run. I hardly ever remember the solutions, when I’m done, but running gives my mind free range to roam down a rabbit hole. It’s nice to check out and just be. I never turn my nose up at a day at the beach either!”
As far the immediate future, “You should anticipate the growth and success of WXCY!” Says Maxx. “This station has tremendous potential and I look forward to helping chart the course that takes us there! It’s my new obsession!”
Follow Charlie Maxx on Instagram, Tik Tok and Twitter @Chazmaxx. And of course, on Facebook Follow the station @1037WXCY.
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