My amazing 26 year radio
journey started in Rockford Illinois at 101 WQFL. From there
went to WZOK and WROK, both in Rockford. I then became the
VP of programming for various companies across the country.
In 1991 I came to Grand Rapids, MI. to be the
operations manager for WCUZ AM & FM. After three years at
WCUZ I joined Audience Development Group, a programming
consulting firm. I have been here for 8 years.
1. How did you wind up at Audience Development?
Tim Moore & Alan Mason, the managing partners of ADG were
my consultant at various radio stations. So we developed a
good relationship, which led to me joining ADG.
2. What is the most fulfilling aspect to you
personally about Christian radio?
Watching the plans we put together lead directly and
quickly to audience growth. Watching people achieve what
they have always wanted but just weren't quite sure how to
3.How has God used you in your role at Audience
I believe I have been a tool that radio stations can use
to help them reach more and more people without compromising
their message. Teaching them how to reach people that are
hard to reach.
4. What is the criteria that determines if a song
receives airplay on your stations?
I do not tell my stations what to add or what not to add.
I do give them recommendations to look at. Our coaching
process leads to a great deal of understanding by each
PD/Music Director as to how to interpret their research.
This makes each PD the expert in this area. I am always on
hand to help them in this process.
5. What kind of promotions work best for your
Ones that are very simple to understand and are very
targeted to the station’s Listener Profile. Specifically,
the Listener Family Name Game is working very well. It gives
Mom & Dad the opportunity to talk about their kids. Event
marketing works very well also. These types of thing leave a
lasting impression in your listener’s mind.
6. How do you think Christian Record labels can
better serve Christian radio?
They can start by making sure they send a copy of
everything to the consultant! Haha. It all starts with their
A&R department. They have to make double sure that the
artist/group they are developing is the best. They have to
be very selective in this area. Then they have to help them
find ways to benefit the radio station and not just to get
“the add.” There are times a particular song is not working
at a particular radio station. When this happens, the label
rep needs to support that decision, if it is truly
warranted. This creates a very good relationship between PD
7. In your opinion what are the biggest obstacles
facing Christian radio today?
Christians listening to mainstream radio! We must get to
know these people, so we can communicate with them. This is
where Christian radio will see most of its growth come from.
Most people in Christian radio are so immersed in today’s
westernized, protestant culture that we many times don’t
relate to the average Christian. Christian radio can
sometimes sound like an exclusive club that is not as
inviting as we may think.
8. What do you believe is the primary role of the
Christian radio air personality today?
Big question…I’ll try to give a short answer. We have to
develop a full circumference relationship with our
listeners. Relating to them just like they would a friend
from work or an old classmate. This includes, fun, spiritual
aspects, trivial aspects of life, family conversations etc.
9. What Christian radio stations do you consider as
There are so many courageous radio stations that we work
with. I say “courageous” because they have the courage to
change. The have the courage to do things they may not have
thought of, or wanted to, in order for them to become what
they have always wanted to be. I would say that WMHK in
Columbia, SC. would be one of those stations. They have the
highest ratings in their history, are among the top 5
stations their target demo and number 1 in morning drive.
They also do a lot of research, which they actually apply to
their station. WCSG in Grand Rapids, MI. is another one of
these stations. The do their research, are well coached and
are constantly the top rated radio in the market, Christian
10. Where do you see Christian radio in 5 years?
If we do the right things, and learn how to communicate
with the average person, I see Christian as the mainstream
format in America.