August 19, 2024 • 19 mins
In this episode, David Moore, Brand and Content Director/Operations Manager for KSLX/KDKB/KAZG, Hubbard Radio Phoenix, shares insights from over three decades in radio.
He discusses the essential skills needed to thrive in today’s rapidly evolving industry, the importance of staying "plugged in," and the evolving role of radio program managers.
David also highlights the power of talent in creating engaging content and offers strategies for overcoming challenges and fostering collaboration with sales teams. A great episode for valuable advice and strategies from one of the industry’s most experienced professionals.
Visit: David Moore - LinkedIn KSLX - Facebook KSLX - X (Twitter)
One Minute Martinizing by David Martin
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
David Moore (00:00):
A lot of my talent will tell you, what are they doing
on the other side of the speakers?
I talk a lot about you're speaking tosomebody who may be driving for DoorDash.
Remember that.
These are people who are working jobs thatluckily we're not working, and it's tough.
It's still pretty glamorous on this side.
VO (00:15):
BRANDwidth on Demand.
Rebooting radio with a differenttake on all radio can be.
David Moore (00:21):
Every one of the digital companies, Apple and Amazon, they're
all going to create radio, right?
Every time the same thing happens.
They create radio and then theygo, Oh, wow, this is really hard.
Nobody's paying attention.
And gosh, it's not just likethrowing a bunch of songs on a feed.
I can't quite figure out why theydon't want to listen to our classic
(00:42):
rock feed that's so well done becauseit's all available everywhere.
You gotta do things that touch people'shearts, that they give a crap about.
VO (00:50):
Now your guides through the mediamorphosis, David Martin, and
author of the book, BRANDwidth,media branding coach, Kipper McGee.
Dave Martin (01:00):
Well this time we're joined by a veteran of the
broadcast wars with over threedecades of broadcast experience.
And by the way, almostall of it, a big success.
Yeah.
As the program director forHubbard's Classic Rock 100.
7 KSLX in Phoenix, he has beeninstrumental in driving the
(01:20):
station's success, includingthe successful transition of the
Mark and the Leander Paul morningshow to Dave and Mahoney show.
Previously, he served as operationsmanager at Intercom in Madison,
overseeing multiple stations, allsuccessful, held key roles as program
director of WFYV in Jacksonville.
(01:41):
And W O C T in Baltimore, among othersis innovative approach and commitment to
excellence have earned him numerous awardsand nominations, including accolades from
the New York festivals, radio awards,Canadian radio awards, so many more.
We won't even have time to mention them.
We want to welcome David Moore.
Hey, David.
Kipper.
Glad to be here.
Kipper McGee (02:01):
We are glad to have you.
So with all the changes and constantsthat we're going through right now in the
industry, what key skills do you thinkare essential for success, whether on
air or in management in today's industry?
David Moore (02:19):
You know, things change quickly, more rapidly
than ever before in the business.
And I think being plugged in, knowingwhat's going on asking questions.
I read a lot.
I listen a lot.
I want to know what's going on.
I think that the industry has never beenmore challenged at the same time, it's in
many ways, never been more interesting.
(02:40):
I look back to when I programmed Arrowin Nashville back in the mid nineties
and the Arrow format was very rigid,very it was very modal if you will.
And I can remember I didthree hours on the air.
Scheduled some music, wrotea few promos and whatnot.
I was kind of done for the day.
You know, it was kind of dull.
(03:00):
I don't have days like that.
I haven't had days likethat the last two decades.
Those days are gone.
I think that if you're doing itnow, if you've been able to succeed
now, you're probably pretty good.
You've had to keep up.
And I work for Hubbard where we havetools and things that, that help.
I mean, you know, we're,we're pretty plugged in.
Are you studying the tech survey?
(03:22):
Are you studying share of ear?
Because man, there's a lot of data there.
Are you really digging intoyour programmer's package?
All those kinds of things.
You know what I look for in that stuff.
I'm looking for threading.
I'm looking for, okay, what does it mean?
16 percent of the KSLX audiencein the tech survey is engaged with
(03:43):
Spotify for an hour or more a week.
I don't know what thatmeans, but I do know that.
I find sometimes when I talk toprogrammers that maybe they're
not doing as much of that asthey should, what that's worth.
Dave Martin (03:53):
Well, Dave, titles have changed from program director to brand
manager to content czar and probablysome new ones we haven't even heard of.
In reality, how has the roleof radio program manager
evolved over the past decade?
You said there has been some bigchanges in the last two decades.
What changes do youanticipate in the future?
David Moore (04:12):
Well, you've got to be super plugged into revenue.
You need to be able to work with AEsand sales managers and promotions
teams and digital teams to createopportunities that, you know, I
look for stuff that the audienceis into that we can make money on.
For example, on KSLX, there's somesort of special weekend every weekend.
That is, you know, it could be somethinglike a block party weekend or whatever,
(04:35):
but it might be we do these things calledinflation busting winning weekends.
And those are where you went up concertpackage to three or four concerts at once.
So on something like that, for example,one that requires knowing about,
Hey, is inflation still a thing?
Yeah.
It's still a thing.
Is that sort of taking something like,Hey, we've got some concert tickets.
You know, we give away concert ticketsall the time, obviously, so we turn
(04:56):
that into something that is a littlemore than just your standard giveaway.
I think going forward, we competeagainst our other radio brands, but we're
obviously competing against all of theother audio sources that are available.
One of the things that is interestingto me today is that every one of the
pure plays or every one of the digitalcompanies, Apple and Amazon, they're
(05:19):
all going to create radio, right?
And every time the same thing happens,they create radio and then they
go, Oh, wow, this is really hard.
Nobody's paying attention.
And gosh, it's not just likethrowing a bunch of songs on a feed.
I can't quite figure out why theydon't want to listen to our classic
rock feed that's so well done becauseit's all available everywhere.
(05:43):
You know, you got to do thingsthat touch people's hearts
that they give a crap about.
And back in the day, 30 years ago,You can get away with having your
music right and doing some promotionsand you'll probably be successful.
Kipper McGee (05:55):
Right.
So speaking of success, whatother strategies are you finding
successful to engage and retain youraudience, especially given the high
competition between radio and other?
David Moore (06:09):
The first and foremost thing is talent.
Um, Bye.
You've got to have, it's very challenging.
I mean, look in every market,there's probably room for, I mean,
here we have the mountain thatreally doesn't have talent on it.
It has guys named MountainMan Jay, and it does well.
And there's generally room.
For a non-talent jukeboxy radio station.
That's not what we're doing.
Or do I think that that's viablefor basically more than one
(06:31):
or two stations at a market.
So here it's the right talent.
That's the secret sauce.
You mentioned going from Mark andNeanderthal to Dave and Mahoney.
That was when Mark retired you know,Mark and Neanderthal were successful.
It felt like the show was in areally good place at that point.
We'd worked really hard on it, butyou know, Mark was done and we had
(06:51):
an opportunity to hire Dave andMahoney, so we brought in a show
that is obviously very different,but also a high level show.
Additionally.
Not only is it a good show, butI don't like hiring assholes.
And they're not, andthey're really good people.
They have a great attitude.
To give you an example of what kindof people these guys are, they had
(07:14):
their one year anniversary recently.
And so.
They brought in an omelet bar for theAEs because they've made so much money on
the AEs selling them into endorsements.
Now, I don't know a lot of morningshows that would do something like that.
I'll tell you this, those guys can'tget out of the way of endorsements.
And the AEs love them.
(07:35):
That is how you get successful.
Kipper McGee (07:37):
Right.
David Moore (07:38):
There's not a bunch of crap going on.
That is partially donebecause, we have Trip Reeb.
Trip's a great leader.
It's that kind of an operation.
Dave Martin (07:45):
Well, David, you've had more than your share of significant
challenges during your career.
How have you overcome them?
Boiling it all down.
What advice can you give folkswhen they're running into
significant challenges and problems?
David Moore (07:59):
I'll tell you what I do, and I don't know that this is for everyone.
When I get challenged.
When I get into a zone of where I feellike I have an insurmountable issue,
a problem I'm not coming up with ananswer to, I do a couple of things.
One is, I mean, I read a lot.
I try to read something that saysthis is how you fix this problem.
I've had talents in the past whereI just, I couldn't quite figure
out how to get through to them.
(08:21):
I didn't feel like I was coaching themor leading them correctly and maybe
they just weren't buying into it.
I just wasn't getting through.
So they seem to have sortof an issue with authority.
You know what I mean?
By the way, not unusual in someone who'schosen to sit in a little room and play
songs and talk themselves in between.
And we all, we aredoing this for a reason.
(08:43):
This, there are other ways to make aliving that might be a little more stable.
But in that case, I might go, okay, ifthis person, maybe they've had a lot
of childhood trauma, maybe they don'ttrust, maybe they've had a lot of crappy
programmers and things like that, theyhave to know that I care about them and
that I trust them and stuff like that.
(09:03):
The biggest challenges, for example,that I've personally encountered,
almost all of them are the same.
You've got a radiostation that is messed up.
And you've got to fix it.
Sometimes you take over a radio stationand you're just the latest poor sucker
that got stuck with that thing, right?
There are brands like that and yougot to manage your expectations,
(09:24):
but you also have to, you haveto live in the real world.
What can you do with it?
I would say this, I think I'm pretty goodat finding ways of solving these things.
I think I'm pretty good at identifying.
Okay.
If we know this and we knowthis, and we know this.
That probably this is true.
And we can proceed in terms of what skillsyou need to do this job going forward.
(09:49):
Look, you need to beplugged into the music.
And when I say the music,let me back that up.
You need to be plugged into the tribe.
You need to understand your people.
Here I have three radio stations.
I have KSLX, my mainstation, Classic Rock.
That's pretty much what I've done.
I mean, I've scheduled the Joker bySteve Miller on a radio station since
1989 every single day, so, so, so Ithank Steve Miller and John Lennon
(10:15):
and people like that for my career.
So, you've got to be pluggedinto your audience and here, you
know, we have a classic rock,but we also have Alt AC, which.
When I took over all day Z,it wasn't in great shape.
And I will tell you, I made a coupleof really big errors on it that
kept it in bad shape for a while.
I think we just figured thatout 18 months to two years ago.
(10:35):
And that was a challenge.
And the part of the challenge thereis, to not give up, to not overreact.
And to always remember inside thinkersare worrying about minutiae and
things that don't really matter.
In programming, you gotta put yourselfon the other side of the speakers
in, in, in that environment, andfrom that moment forward, a lot of
my talent will tell you, I talk aboutthat all the time, what are they doing
(10:59):
on the other side of the speakers?
You're speaking to somebody whomay be driving from DoorDash.
Remember that these are peoplewho are working jobs that
luckily we're not working.
And it's tough, but stillpretty glamorous on this side.
Kipper McGee (11:10):
Well, we know that what we do is considered show biz, like you said.
It's got to be a balancebetween the show and the biz.
Can you shed some lighton how you go about that?
Is that like a quarterly planning thing?
Is it something you do inthe hallways on the fly?
How does it work?
David Moore (11:28):
I think it's baked into the DNA.
Yeah.
First of all, you have tohave a relationship with your
sales manager that's good.
It's easy.
Bob Weaver is the sales manager for KSLX.
He's a great guy.
Susan Karas is our director of sales.
We have a great relationship.
You know, we're all rowingin the same direction.
Part of it is a credibility thing, right?
I think that they know that I'm notgoing to stand in the way of us making
(11:49):
revenue provided I can figure out a wayto at least have it do no harm, right?
You know, I operate on thehippocratic oath first.
Okay, we can do that.
We can make money on it.
It's not going to harm the radio station.
I don't know if it's going to work,but you guys think it'll work.
And I've once or twicebeen wrong about something.
So maybe this is another time that Ithink it won't work and it will, um,
(12:12):
maybe once or twice or three times.
And so.
That's hard if you have a dogmaticsales manager, who's maybe not
on the same page, but also, thesesales managers, they've been burned
by people in this job before too.
And there's a lot of us who dothis, who maybe are jerks sometimes.
And I try not to be, maybe theywould say differently, but I
(12:33):
try not to be a jerk about it.
And I want us to make money.
You know what I mean?
There's nothing sadder than beingat a commercial radio station
And not having many commercials.
It's great.
If you're in Nielsen for a period oftime, ultimately, nobody's going to make
any money and nobody's going to be happy.
And again, I'm lucky here.
(12:53):
I have great AEs, but I havea great sales management team.
That's just not the case everywhere.
Look, I've been in places whereI had a different GM every 18
months, and that's challenging.
Dave Martin (13:03):
One sharp guy, David Moore from Hubbard in Phoenix.
Hey, you know, someone we shouldinterview or a topic we should cover?
Well, let us know.
We welcome your suggestionsshow@brandwithondemand.com is the
email show@brandwithondemand.Comor reach out on social.
BRANDwidthplus on Instagram,Facebook and X that's BRAMDwidthPlus
(13:28):
P L U S BRANDwidth plus.
Kipper McGee (13:31):
And if you're new to the podcast, we are so glad you're here.
Welcome...
and be sure to hit the follow buttonwherever you get those podcasts.
And please be sure to tell afriend BRANDwidth on Demand
wherever they get podcasts.
Cause our goal is to assist youin mastering your audio craft.
Dave Martin (13:52):
Coming up, David Moore shares some advice,
Spot 1 (13:56):
Stevie Ray Vaughn, one of a kind.
Special.
Unique.
But what made Stevie so special?
It's the fact that he had a sound inhis head that he needed to get out,
and he couldn't do it by himself.
He needed a tool that would connect hiscreativity so that he could make the sound
in his head come out of the speakers.
The only tool to make that happenwas a 1963 Fender Stratocaster played
(14:21):
through a Fender Super Reverb amp.
Unbelievable.
As a program director, musicdirector, or consultant, you
have a sound in your head too.
That can be equally as unique and special.
And music master is the tool you needto get that sound from your head through
the speakers, plug in, crank up yourcreativity and blow away the competition.
(14:47):
Go to Musicmaster.
com today.
For more information, Musicmaster.
Spot 2 (14:52):
Imagine having your own prep team working nonstop.
A producer picking the best content,a copywriter making every story
hit home, and a marketer findingnew ways to grow your audience.
All while a digital team keeps your feedsfresh with posts, updates, and videos.
(15:12):
What if these pros were available24 7, market exclusive, and
affordable for your radio station?
Power up your content before thecompetition does with Radio Content Pro.
See the demo in action.
Just scroll down the show notes orvisit radio content pro.com/bandwidth.
VO (15:36):
Listen today, lead tomorrow BRANDwidth On Demand.
Dave Martin (15:41):
We are with Dave Moore today, one of the best
and brightest in our business.
Dave, what's the one single bestpiece of advice you've ever gotten?
David Moore (15:50):
When I interviewed as an intern at WRIF.
When I was in college in Detroit, um,there was a guy named Mark Pasman, who
was the assistant program director.
And he went on to be aprogrammer for a while.
I told him when I walked in, I said,well, I'm working on the college
station and I've got a job as a boardop at an AM station in the city in
Detroit like Sunday nights, where I runthe religious programming and stuff.
(16:13):
And now I want to do this internship.
And he said, that's really smart.
Cause you should do everything,learn everything you can.
About doing this andyou'll be employed forever.
If you can do that, if you couldlearn all of the parts of the
businesses, you can and continuejust say yes, say yes to everything.
And so from that internship, I starteda career and it worked and he was right.
(16:38):
He was absolutely right.
The more that you do.
The better it was.
So that almost literally onday one of my career almost.
So I never forgot it.
Dave Martin (16:47):
It's really great advice.
Now, what's the best adviceyou've ever given David?
David Moore (16:53):
That's a really tough question.
I think the best advice I've givenis to fake it until you make it.
, you don't necessarily have thisfigured out yet in terms of air talent.
So you're pretty rough here.
Um, here's what I need you to do.
I need you to sound likethis person to begin with.
Do you hear this?
You hear how Karen D'Alessandro sounds bythe way, Kipper, Karen D'Alessandro and
(17:15):
I worked together in Detroit and I wastold by the assistant program director,
you should really sound more like Karen.
You know, she sounds happy.
Kipper McGee (17:24):
Good advice.
David Moore (17:26):
Yeah.
So to try to find the parts of yourpersonality that are appealing.
So if you're, quick wittedlet's work with that.
Okay.
If you are a real music head and youreally are into music knowledge or
whatever, then let's work with that.
So in the case of KarenD'Alessandro, Karen's very energetic.
Karen's very positive, very up.
(17:46):
We focus on that, youknow, work with that.
You can't make a cynicalperson, not cynical.
You can't make.
An unfunny person.
Funny.
I can't coach to woo or charisma butI can coach to taking those things
and going, okay let's run with that.
Dave Martin (18:02):
Bring out the best in others.
Right?
David Moore (18:04):
Yeah, I guess that's, yeah, I guess that's it.
I think I'm pretty goodat helping people do that.
But in terms of advice like that, likethe advice that Mark Paman gave me.
I'm not coming up with anything that Ihave that I think has been that profound.
It may be because I never stoppedtalking and I just can't remember
because I just talk constantly.
So I probably give a lot of advice.
Dave Martin (18:27):
Wow.
We can all learn somethingfrom David Moore Kipper.
Links to KSLX and moreall in the show notes.
Just scroll down on your phoneor find it at brandwithondemand.
com.
Kipper McGee (18:37):
Our thanks to executive producer, Producer Cindy Huber for
getting everything together hereand to associate producer Hannah
B for booking And coming up next,
Steven Goldstein (18:48):
I think radio has waited too long to deal with on demand
strategies in a significant way.
If you don't build out the nextgeneration, then you are sorry,
AM radio or your telephone boards.
You're just not as important,
Dave Martin (19:05):
We can all learn something from Steve Goldstein,
the Amplify Media founder and CEO.
Kipper McGee (19:11):
And Steve joins us next.
Dave Martin (19:14):
That's a wrap, Kipper.
Connecting with the audience inthe moment, that's the topic of
this week's One Minute Martinizing.
I'm Dave Martin.
Kipper McGee (19:23):
And I'm Kipper McGee.
May all your BRANDwidth be wide.
A lot of my talent will tell you, what are they doing
on the other side of the speakers?
I talk a lot about you're speaking tosomebody who may be driving for DoorDash.
Remember that.
These are people who are working jobs thatluckily we're not working, and it's tough.
It's still pretty glamorous on this side.
VO (00:15):
BRANDwidth on Demand.
Rebooting radio with a differenttake on all radio can be.
David Moore (00:21):
Every one of the digital companies, Apple and Amazon, they're
all going to create radio, right?
Every time the same thing happens.
They create radio and then theygo, Oh, wow, this is really hard.
Nobody's paying attention.
And gosh, it's not just likethrowing a bunch of songs on a feed.
I can't quite figure out why theydon't want to listen to our classic
(00:42):
rock feed that's so well done becauseit's all available everywhere.
You gotta do things that touch people'shearts, that they give a crap about.
VO (00:50):
Now your guides through the mediamorphosis, David Martin, and
author of the book, BRANDwidth,media branding coach, Kipper McGee.
Dave Martin (01:00):
Well this time we're joined by a veteran of the
broadcast wars with over threedecades of broadcast experience.
And by the way, almostall of it, a big success.
Yeah.
As the program director forHubbard's Classic Rock 100.
7 KSLX in Phoenix, he has beeninstrumental in driving the
(01:20):
station's success, includingthe successful transition of the
Mark and the Leander Paul morningshow to Dave and Mahoney show.
Previously, he served as operationsmanager at Intercom in Madison,
overseeing multiple stations, allsuccessful, held key roles as program
director of WFYV in Jacksonville.
(01:41):
And W O C T in Baltimore, among othersis innovative approach and commitment to
excellence have earned him numerous awardsand nominations, including accolades from
the New York festivals, radio awards,Canadian radio awards, so many more.
We won't even have time to mention them.
We want to welcome David Moore.
Hey, David.
Kipper.
Glad to be here.
Kipper McGee (02:01):
We are glad to have you.
So with all the changes and constantsthat we're going through right now in the
industry, what key skills do you thinkare essential for success, whether on
air or in management in today's industry?
David Moore (02:19):
You know, things change quickly, more rapidly
than ever before in the business.
And I think being plugged in, knowingwhat's going on asking questions.
I read a lot.
I listen a lot.
I want to know what's going on.
I think that the industry has never beenmore challenged at the same time, it's in
many ways, never been more interesting.
(02:40):
I look back to when I programmed Arrowin Nashville back in the mid nineties
and the Arrow format was very rigid,very it was very modal if you will.
And I can remember I didthree hours on the air.
Scheduled some music, wrotea few promos and whatnot.
I was kind of done for the day.
You know, it was kind of dull.
(03:00):
I don't have days like that.
I haven't had days likethat the last two decades.
Those days are gone.
I think that if you're doing itnow, if you've been able to succeed
now, you're probably pretty good.
You've had to keep up.
And I work for Hubbard where we havetools and things that, that help.
I mean, you know, we're,we're pretty plugged in.
Are you studying the tech survey?
(03:22):
Are you studying share of ear?
Because man, there's a lot of data there.
Are you really digging intoyour programmer's package?
All those kinds of things.
You know what I look for in that stuff.
I'm looking for threading.
I'm looking for, okay, what does it mean?
16 percent of the KSLX audiencein the tech survey is engaged with
(03:43):
Spotify for an hour or more a week.
I don't know what thatmeans, but I do know that.
I find sometimes when I talk toprogrammers that maybe they're
not doing as much of that asthey should, what that's worth.
Dave Martin (03:53):
Well, Dave, titles have changed from program director to brand
manager to content czar and probablysome new ones we haven't even heard of.
In reality, how has the roleof radio program manager
evolved over the past decade?
You said there has been some bigchanges in the last two decades.
What changes do youanticipate in the future?
David Moore (04:12):
Well, you've got to be super plugged into revenue.
You need to be able to work with AEsand sales managers and promotions
teams and digital teams to createopportunities that, you know, I
look for stuff that the audienceis into that we can make money on.
For example, on KSLX, there's somesort of special weekend every weekend.
That is, you know, it could be somethinglike a block party weekend or whatever,
(04:35):
but it might be we do these things calledinflation busting winning weekends.
And those are where you went up concertpackage to three or four concerts at once.
So on something like that, for example,one that requires knowing about,
Hey, is inflation still a thing?
Yeah.
It's still a thing.
Is that sort of taking something like,Hey, we've got some concert tickets.
You know, we give away concert ticketsall the time, obviously, so we turn
(04:56):
that into something that is a littlemore than just your standard giveaway.
I think going forward, we competeagainst our other radio brands, but we're
obviously competing against all of theother audio sources that are available.
One of the things that is interestingto me today is that every one of the
pure plays or every one of the digitalcompanies, Apple and Amazon, they're
(05:19):
all going to create radio, right?
And every time the same thing happens,they create radio and then they
go, Oh, wow, this is really hard.
Nobody's paying attention.
And gosh, it's not just likethrowing a bunch of songs on a feed.
I can't quite figure out why theydon't want to listen to our classic
rock feed that's so well done becauseit's all available everywhere.
(05:43):
You know, you got to do thingsthat touch people's hearts
that they give a crap about.
And back in the day, 30 years ago,You can get away with having your
music right and doing some promotionsand you'll probably be successful.
Kipper McGee (05:55):
Right.
So speaking of success, whatother strategies are you finding
successful to engage and retain youraudience, especially given the high
competition between radio and other?
David Moore (06:09):
The first and foremost thing is talent.
Um, Bye.
You've got to have, it's very challenging.
I mean, look in every market,there's probably room for, I mean,
here we have the mountain thatreally doesn't have talent on it.
It has guys named MountainMan Jay, and it does well.
And there's generally room.
For a non-talent jukeboxy radio station.
That's not what we're doing.
Or do I think that that's viablefor basically more than one
(06:31):
or two stations at a market.
So here it's the right talent.
That's the secret sauce.
You mentioned going from Mark andNeanderthal to Dave and Mahoney.
That was when Mark retired you know,Mark and Neanderthal were successful.
It felt like the show was in areally good place at that point.
We'd worked really hard on it, butyou know, Mark was done and we had
(06:51):
an opportunity to hire Dave andMahoney, so we brought in a show
that is obviously very different,but also a high level show.
Additionally.
Not only is it a good show, butI don't like hiring assholes.
And they're not, andthey're really good people.
They have a great attitude.
To give you an example of what kindof people these guys are, they had
(07:14):
their one year anniversary recently.
And so.
They brought in an omelet bar for theAEs because they've made so much money on
the AEs selling them into endorsements.
Now, I don't know a lot of morningshows that would do something like that.
I'll tell you this, those guys can'tget out of the way of endorsements.
And the AEs love them.
(07:35):
That is how you get successful.
Kipper McGee (07:37):
Right.
David Moore (07:38):
There's not a bunch of crap going on.
That is partially donebecause, we have Trip Reeb.
Trip's a great leader.
It's that kind of an operation.
Dave Martin (07:45):
Well, David, you've had more than your share of significant
challenges during your career.
How have you overcome them?
Boiling it all down.
What advice can you give folkswhen they're running into
significant challenges and problems?
David Moore (07:59):
I'll tell you what I do, and I don't know that this is for everyone.
When I get challenged.
When I get into a zone of where I feellike I have an insurmountable issue,
a problem I'm not coming up with ananswer to, I do a couple of things.
One is, I mean, I read a lot.
I try to read something that saysthis is how you fix this problem.
I've had talents in the past whereI just, I couldn't quite figure
out how to get through to them.
(08:21):
I didn't feel like I was coaching themor leading them correctly and maybe
they just weren't buying into it.
I just wasn't getting through.
So they seem to have sortof an issue with authority.
You know what I mean?
By the way, not unusual in someone who'schosen to sit in a little room and play
songs and talk themselves in between.
And we all, we aredoing this for a reason.
(08:43):
This, there are other ways to make aliving that might be a little more stable.
But in that case, I might go, okay, ifthis person, maybe they've had a lot
of childhood trauma, maybe they don'ttrust, maybe they've had a lot of crappy
programmers and things like that, theyhave to know that I care about them and
that I trust them and stuff like that.
(09:03):
The biggest challenges, for example,that I've personally encountered,
almost all of them are the same.
You've got a radiostation that is messed up.
And you've got to fix it.
Sometimes you take over a radio stationand you're just the latest poor sucker
that got stuck with that thing, right?
There are brands like that and yougot to manage your expectations,
(09:24):
but you also have to, you haveto live in the real world.
What can you do with it?
I would say this, I think I'm pretty goodat finding ways of solving these things.
I think I'm pretty good at identifying.
Okay.
If we know this and we knowthis, and we know this.
That probably this is true.
And we can proceed in terms of what skillsyou need to do this job going forward.
(09:49):
Look, you need to beplugged into the music.
And when I say the music,let me back that up.
You need to be plugged into the tribe.
You need to understand your people.
Here I have three radio stations.
I have KSLX, my mainstation, Classic Rock.
That's pretty much what I've done.
I mean, I've scheduled the Joker bySteve Miller on a radio station since
1989 every single day, so, so, so Ithank Steve Miller and John Lennon
(10:15):
and people like that for my career.
So, you've got to be pluggedinto your audience and here, you
know, we have a classic rock,but we also have Alt AC, which.
When I took over all day Z,it wasn't in great shape.
And I will tell you, I made a coupleof really big errors on it that
kept it in bad shape for a while.
I think we just figured thatout 18 months to two years ago.
(10:35):
And that was a challenge.
And the part of the challenge thereis, to not give up, to not overreact.
And to always remember inside thinkersare worrying about minutiae and
things that don't really matter.
In programming, you gotta put yourselfon the other side of the speakers
in, in, in that environment, andfrom that moment forward, a lot of
my talent will tell you, I talk aboutthat all the time, what are they doing
(10:59):
on the other side of the speakers?
You're speaking to somebody whomay be driving from DoorDash.
Remember that these are peoplewho are working jobs that
luckily we're not working.
And it's tough, but stillpretty glamorous on this side.
Kipper McGee (11:10):
Well, we know that what we do is considered show biz, like you said.
It's got to be a balancebetween the show and the biz.
Can you shed some lighton how you go about that?
Is that like a quarterly planning thing?
Is it something you do inthe hallways on the fly?
How does it work?
David Moore (11:28):
I think it's baked into the DNA.
Yeah.
First of all, you have tohave a relationship with your
sales manager that's good.
It's easy.
Bob Weaver is the sales manager for KSLX.
He's a great guy.
Susan Karas is our director of sales.
We have a great relationship.
You know, we're all rowingin the same direction.
Part of it is a credibility thing, right?
I think that they know that I'm notgoing to stand in the way of us making
(11:49):
revenue provided I can figure out a wayto at least have it do no harm, right?
You know, I operate on thehippocratic oath first.
Okay, we can do that.
We can make money on it.
It's not going to harm the radio station.
I don't know if it's going to work,but you guys think it'll work.
And I've once or twicebeen wrong about something.
So maybe this is another time that Ithink it won't work and it will, um,
(12:12):
maybe once or twice or three times.
And so.
That's hard if you have a dogmaticsales manager, who's maybe not
on the same page, but also, thesesales managers, they've been burned
by people in this job before too.
And there's a lot of us who dothis, who maybe are jerks sometimes.
And I try not to be, maybe theywould say differently, but I
(12:33):
try not to be a jerk about it.
And I want us to make money.
You know what I mean?
There's nothing sadder than beingat a commercial radio station
And not having many commercials.
It's great.
If you're in Nielsen for a period oftime, ultimately, nobody's going to make
any money and nobody's going to be happy.
And again, I'm lucky here.
(12:53):
I have great AEs, but I havea great sales management team.
That's just not the case everywhere.
Look, I've been in places whereI had a different GM every 18
months, and that's challenging.
Dave Martin (13:03):
One sharp guy, David Moore from Hubbard in Phoenix.
Hey, you know, someone we shouldinterview or a topic we should cover?
Well, let us know.
We welcome your suggestionsshow@brandwithondemand.com is the
email show@brandwithondemand.Comor reach out on social.
BRANDwidthplus on Instagram,Facebook and X that's BRAMDwidthPlus
(13:28):
P L U S BRANDwidth plus.
Kipper McGee (13:31):
And if you're new to the podcast, we are so glad you're here.
Welcome...
and be sure to hit the follow buttonwherever you get those podcasts.
And please be sure to tell afriend BRANDwidth on Demand
wherever they get podcasts.
Cause our goal is to assist youin mastering your audio craft.
Dave Martin (13:52):
Coming up, David Moore shares some advice,
Spot 1 (13:56):
Stevie Ray Vaughn, one of a kind.
Special.
Unique.
But what made Stevie so special?
It's the fact that he had a sound inhis head that he needed to get out,
and he couldn't do it by himself.
He needed a tool that would connect hiscreativity so that he could make the sound
in his head come out of the speakers.
The only tool to make that happenwas a 1963 Fender Stratocaster played
(14:21):
through a Fender Super Reverb amp.
Unbelievable.
As a program director, musicdirector, or consultant, you
have a sound in your head too.
That can be equally as unique and special.
And music master is the tool you needto get that sound from your head through
the speakers, plug in, crank up yourcreativity and blow away the competition.
(14:47):
Go to Musicmaster.
com today.
For more information, Musicmaster.
Spot 2 (14:52):
Imagine having your own prep team working nonstop.
A producer picking the best content,a copywriter making every story
hit home, and a marketer findingnew ways to grow your audience.
All while a digital team keeps your feedsfresh with posts, updates, and videos.
(15:12):
What if these pros were available24 7, market exclusive, and
affordable for your radio station?
Power up your content before thecompetition does with Radio Content Pro.
See the demo in action.
Just scroll down the show notes orvisit radio content pro.com/bandwidth.
VO (15:36):
Listen today, lead tomorrow BRANDwidth On Demand.
Dave Martin (15:41):
We are with Dave Moore today, one of the best
and brightest in our business.
Dave, what's the one single bestpiece of advice you've ever gotten?
David Moore (15:50):
When I interviewed as an intern at WRIF.
When I was in college in Detroit, um,there was a guy named Mark Pasman, who
was the assistant program director.
And he went on to be aprogrammer for a while.
I told him when I walked in, I said,well, I'm working on the college
station and I've got a job as a boardop at an AM station in the city in
Detroit like Sunday nights, where I runthe religious programming and stuff.
(16:13):
And now I want to do this internship.
And he said, that's really smart.
Cause you should do everything,learn everything you can.
About doing this andyou'll be employed forever.
If you can do that, if you couldlearn all of the parts of the
businesses, you can and continuejust say yes, say yes to everything.
And so from that internship, I starteda career and it worked and he was right.
(16:38):
He was absolutely right.
The more that you do.
The better it was.
So that almost literally onday one of my career almost.
So I never forgot it.
Dave Martin (16:47):
It's really great advice.
Now, what's the best adviceyou've ever given David?
David Moore (16:53):
That's a really tough question.
I think the best advice I've givenis to fake it until you make it.
, you don't necessarily have thisfigured out yet in terms of air talent.
So you're pretty rough here.
Um, here's what I need you to do.
I need you to sound likethis person to begin with.
Do you hear this?
You hear how Karen D'Alessandro sounds bythe way, Kipper, Karen D'Alessandro and
(17:15):
I worked together in Detroit and I wastold by the assistant program director,
you should really sound more like Karen.
You know, she sounds happy.
Kipper McGee (17:24):
Good advice.
David Moore (17:26):
Yeah.
So to try to find the parts of yourpersonality that are appealing.
So if you're, quick wittedlet's work with that.
Okay.
If you are a real music head and youreally are into music knowledge or
whatever, then let's work with that.
So in the case of KarenD'Alessandro, Karen's very energetic.
Karen's very positive, very up.
(17:46):
We focus on that, youknow, work with that.
You can't make a cynicalperson, not cynical.
You can't make.
An unfunny person.
Funny.
I can't coach to woo or charisma butI can coach to taking those things
and going, okay let's run with that.
Dave Martin (18:02):
Bring out the best in others.
Right?
David Moore (18:04):
Yeah, I guess that's, yeah, I guess that's it.
I think I'm pretty goodat helping people do that.
But in terms of advice like that, likethe advice that Mark Paman gave me.
I'm not coming up with anything that Ihave that I think has been that profound.
It may be because I never stoppedtalking and I just can't remember
because I just talk constantly.
So I probably give a lot of advice.
Dave Martin (18:27):
Wow.
We can all learn somethingfrom David Moore Kipper.
Links to KSLX and moreall in the show notes.
Just scroll down on your phoneor find it at brandwithondemand.
com.
Kipper McGee (18:37):
Our thanks to executive producer, Producer Cindy Huber for
getting everything together hereand to associate producer Hannah
B for booking And coming up next,
Steven Goldstein (18:48):
I think radio has waited too long to deal with on demand
strategies in a significant way.
If you don't build out the nextgeneration, then you are sorry,
AM radio or your telephone boards.
You're just not as important,
Dave Martin (19:05):
We can all learn something from Steve Goldstein,
the Amplify Media founder and CEO.
Kipper McGee (19:11):
And Steve joins us next.
Dave Martin (19:14):
That's a wrap, Kipper.
Connecting with the audience inthe moment, that's the topic of
this week's One Minute Martinizing.
I'm Dave Martin.
Kipper McGee (19:23):
And I'm Kipper McGee.
May all your BRANDwidth be wide.
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