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John Connor Interview

John Connor
National Promotions Director
UCB Canada


Career Capsule: It’s understood that every experience compounds to make us who we are today, that said, I’m excited for what’s next as there’s never a dull moment with God.  Growing up caught between the lure of the big city and the family life of rural Canada the desire to make music and go BIG has always been there…and still is.  As my friends started jobs and university, I headed to YWAM Denver (look it up) to explore the world and worship Jesus in as many nations as I could. After living 18 years in Denver we’ve (spouse of 25 years and 3 daughters) moved to Canada to make Brighton Ontario our new home.

My career in Radio started 6 years ago with UCB Media, working in a small station near home as the Community Engagement person.  I was just getting my boots dirty and then boom Covid hit.  As many of us did, we pivoted. Now working out of my home and twice a week at our National Media Centre in Belleville Ontario I love the lifestyle!

For the last two years I’ve been able to use my background in music, travel, and am enjoying the hard work of the UCB Media staff as I get to help launch new UCB Radio Stations across Canada.  


John, tell us what’s new at UCB Canada & new with you etc… ?

It’s hard to know where to start, everything is always changing, and I love it!  There are currently 7 stations plus 5 repeaters and we’re adding 4 more with 3 repeaters in the next 1.5 five years. Yikes! We have a relatively small nimble team at UCB Canada. The key is passionate people smart enough to figure out what direction we are going and flexible enough to mostly fall forward when we trip.  I feel like I’ve crested the hill lately because when I trip, I’m at least rolling downhill 😉. 

This month was amazing!  Launching the station in Regina, Saskatchewan was an experience I won’t soon forget. The team at UCB experienced so many hurtles on the way to seeing this brand-new station become a reality, it’s truly a miracle that it happened.  Amidst 2 other launches in October 2023, UCB Canada is celebrating 20 years of broadcasting, and we plan to celebrate! 


What are the 3 main ingredients to make a promotion successful?

There are many ingredients to make a successful promotion, top of my mind is that you can do anything you want; you need a big idea, the staff to pull it off and usually OPM (other people’s money).


What is the best promotion advice you’ve been given? The worst?

Best promotion advice: Start big then double then double it, then double it again.

As I work somewhat intuitively the worst advice would be my own. I’m always looking for affirmation and so the worst advice comes from me and it’s that, it’s not going to be good enough or no one’s going to get it, or that I can’t do it.


What is the one thing YOU must have to do your job every day?

Electromagnetic shock and an anti-depressant.


In your opinion what makes the ideal station promotion?

Trial, trust, buzz, loyalty (in that order)


Regarding social networking and promotion, what have you had the most success with?

Having someone else do it?


How do you measure the success of a great promotion?

Did we lose anyone on the way? Are we broke? Do I have a job still?


Who are you radio heroes…  and why?

Rachel Mains at CornerCafeRadio.com (gave me the first shot in a radio studio).  

Jerry Woods at WGTS (way more than a killer Promotions Coach).

Alan Cross at The Ongoing History of New Music (because listening to Alan makes you appreciate the significance of Music and the people behind every song).

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