May 30, 2024 • 21 mins
Gain valuable insights from Molly Cruz, Brand Manager for B96, WBBM-FM in Chicago. Discover strategies for navigating market differences, effective programming, and team leadership. Learn how to build brand awareness, engage with the community, and maintain a positive mindset.
Whether you're an aspiring radio professional or a seasoned Brand Manager, this episode offers actionable advice to elevate your success in the competitive media industry. Tune in for Molly's expert guidance and practical strategies.
One-Minute Martinizing (tap here)
Please help us thank these underwriting supporters
Return to Brandwidth on Demand episodes
YES! Send me the free SHOW NOTES preview email
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Molly (00:00):
Today is someone's first day listening to B 96.
Every day is someone'sfirst day listening to B 96.
And what impression, what emotion do wewant them to feel when they turn us on?
VO (00:16):
Welcome to BRANDwidth on Demand, your guide to rebooting radio.
Molly (00:21):
Obviously we live and die on ratings.
But it's difficult because it takesa while to see that reaction, right?
And I think What we do isanalyze everything as a whole.
What's the interaction that we're gettingfrom our listeners when they call in?
Are we getting interactionon social media?
I think also just going outinto the community and getting
(00:41):
a feel for a pulse as well.
When I'm hopping into Ubersand taxis, do they have B96 on?
VO (00:48):
Brandwidth On Demand.
Rebooting radio with a differenttake on all radio can be.
Now your guides through the MediaMorphicist, David Martin and author
of the book, BRANDwidth, MediaBranding Coach, Kipper McGee.
Dave (01:04):
When it comes to starting a career in media, today's
guest has it all figured out.
Well, at least she makes it look that way.
In fact, she makes it look easy.
After graduating from the IllinoisCenter for Broadcasting in Lombard,
Illinois, This Chicago native got herstart at suburban station STAR 105.
5 WZSR in Crystal Lake.
(01:26):
While there, she spent her weekendscommuting to Milwaukee, where she
did air shifts at 1037 KISS FM.
Soon, the Milwaukee cluster neededan assistant program director and
music director for WMYX and KISS FM.
And she got that job,held it for seven years.
When she was transferred backhome to the company's Chicago CHR.
(01:48):
The historic B96 FM.
BRANDwidth on Demand is proud towelcome the brand manager for B96
FM, WBBM FM in Chicago, Molly Cruz.
Kipper (02:02):
Hey, Molly.
Molly (02:04):
Thank you so much for having me.
Kipper (02:06):
Oh, yeah.
Well, we are just so glad to have you.
And big question is moving from Milwaukeeto Chicago now, obviously there's going to
be some differences and some similaritiesbetween the two markets, but what do you
find are like the biggest differences inyour audience focus, who you're targeting?
(02:28):
Because I know Chicago is a lotmore complex than Milwaukee.
And then also, how does it impactyour programming strategies between,
being in that top three market andcoming from a medium to large station.
Molly (02:39):
I love this question.
That's a really great one.
, Milwaukee and Chicago, for thosewho don't know, are only 90 minutes
down the road from each other.
So relatively close, buttwo very different cities.
And first of all, my programmingstrategy, I think whether you're in a
market number three or market number41, a lot of the same tactics and
(03:00):
strategies and ideas are still the same.
It's just a different market.
And I think what I look at as abrand manager in a new city is
what's the ethnic comp of the market.
What is the competition like?
It was very different in Milwaukee.
Brian Kelly did a A really greatjob of batting off all of his
competition for both WMYX and WXSS.
(03:22):
So really didn't have a lot of competitiontowards the end of my time there.
As far as HotAC at top 40 went, theyboth owned their lane in Milwaukee.
And we're in a very differentlandscape here at B96, but a lot of
those brilliant at the basic kind oftactics and mentalities that I learned
working alongside Brian Kelly, andobviously still do work with him today.
(03:44):
They still apply, samerules, different market.
Obviously you look at it at adifferent lens and a lot larger
audience, but the same rules apply.
It's radio, regardless of market size.
Dave (03:55):
Good point, Molly.
What are the biggest challenges youhave managing a team and a station
in a top three market, Molly?
Molly (04:02):
I think my challenges of managing a team in Chicago it's
the same as Milwaukee, truthfully,it's, it's knowing your team and
knowing how to best manage them.
I think each person individuallyneeds something different.
They react differentlyto different things.
Some people really need it'sunderstanding their love language, right?
(04:24):
Or do they need words of affirmation?
Are they visual learners?
Are they hands on learners?
Do they need examples of things?
So I think in coaching talent it'sfirst and foremost, understanding
that individual person.
I don't think one size fits allfor any market or any person, just
in managing people and I alwaystry to keep a positive attitude.
Even if I have to deliver difficultnews or I'm displeased with something,
(04:49):
I always try to come at it from anangle of how would I want to receive
this information and how am I goingto deliver this information so
that I get the outcome that I need.
So I'm very hands on with myon air team, meet with them
multiple times during the weekend.
I think that comes from me beingan on air talent, even in the past
(05:09):
couple of years and knowing how hungrya lot of talent is for feedback.
And even just for a pat onthe back, I think that really
goes a long way with talent.
It's just saying, Hey,you're doing a great job.
Hey, that was a really great break.
Hey, I loved that socialmedia post that you did.
That was really creative.
A lot of that stuff goes a long way.
And again, that just leadsto the positivity and just
(05:30):
always having an open door.
I'm always available to myteam and I really feel that.
And they see that.
And I also lead by example too.
So out at a parade or we have a bigevent or there's a concert going on.
And I'm asking them to bepresent 99 percent of the time.
I will also be there as well.
Just to know that a, I support the brandand B it's important for all of us, all
boots on the ground, it doesn't matterif I have the largest title on the team,
(05:53):
I will be in the trenches with them.
And yeah, I think that just shows whatI do for the brand and what I expect
my team to also commit to the brand.
Kipper (06:03):
So Molly, besides ratings, how do you measure success in a top three market?
What KPIs, the key performanceindicators are most important to you?
Molly (06:15):
I think that's a really good question because obviously we live and die
on ratings, but it's difficult because ittakes a while to see that reaction, right?
And you're dealing with so fewmeters, especially in the younger
part of 18 to 49 and women.
And it just keeps getting fewer and fewer.
So it's difficult to baseeverything off of that.
(06:35):
And I think what we do isanalyze everything as a whole.
What's the interaction that we're gettingfrom our listeners when they call in?
Are they saying they love the showand they listen every single day?
Are we getting that often?
Are the phones lighting up?
I think that's an importantthing to note as well.
Are we getting interactionon social media?
Although sometimes that doesn'tequate to ratings, I think that
(06:58):
it does equate to brand awareness.
And I think that's an important part.
Of a brand as a whole Odyssey severalyears ago, changed our titles from
program director to brand manager becausewe're more than just a radio station.
It's treating it as a brand as a whole.
And I think when you do that, youhave to zoom out and look at all
(07:18):
of the things that make up a brand.
I think also just going out intothe community and getting a feel for
a pulse of the community as well.
When I'm hopping into Ubersand taxis, do they have B96 on?
Can I turn B96 on in that car andget there, get an instant reaction.
Oh, I didn't realize, wow.
(07:38):
I thought you guys just playednew music, so things like that.
I think everything adds up together.
And I think a lot of little wins andlittle things can increase everyone's
morale and thoughts on what success is.
But ratings are justa small piece of that.
Dave (07:56):
Well, Molly, in a competitive town like Chicago, how do
you stay ahead of the curve?
And what trends are you seeingfor branded station content?
Molly (08:04):
Oh gosh it's a, that's a constant that's a constant thing to be working
on is, staying ahead of the curve and.
I think it's just beingaware of your surroundings.
Not only, what's my competition doingaround me, but also again, zooming
out and what's happening in the world.
I think an advantage that I have isthat I have a really young staff.
(08:25):
So I have a staff of alot of 20 somethings.
30 somethings who are really in,in the core of the demo and they're
on the pulse of what's going on.
So they're on TikTok, I'm on TikTok,we're all watching what's happening.
I think we're also very Chicago centric.
So we really are on the pulseof what's happening in the city.
(08:45):
I think just again, just having awarenessof what are other successful radio
stations, whether they're CHR stationsor other formats, what are they doing?
How do I look at my peers andapplaud them for a really good idea?
And.
Maybe take that and try to make my ownversion, my own B96 version of that.
(09:06):
So I think it's just awareness.
It's seeing what other people are doing.
It's collaborating and it's justunderstanding what's going on and
always having a drive to be better andtaking feedback and I think, What trends
am I seeing for the future of radio?
I think that I'm seeing peoplestart to be more interactive again,
(09:30):
start to be more active again.
I think the Taylor Swift tour was thefirst time where radio had a presence at
concerts again, which was really exciting.
And it started to see that morestations were doing creative things.
Around shows coming to town andpeople were out at Lollapalooza and
it just feels like events are comingback again, which is really exciting.
(09:50):
And that was always just a placewhere radio really shined, right?
We were all about community.
We were all about creating experiencesthat couldn't be bought for our
listeners and all about human connection.
And I think we lost that face to face.
And I see more stationsgetting back to that.
And I'm really excited.
And I think that's just somethingthat we've always done very well.
Kipper (10:10):
Do you think that's part of the pandemic or is it just a cyclical thing?
Molly (10:14):
Uh, I think it's part of the pandemic.
We just stopped events and alot of large companies, Audacy
included, did restructuring.
And so you had less staff doing more.
And so a lot of people just hadfull plates and you got used to
not doing events and now we haveto reconnect with our communities.
That's It's what we're about.
It's what radio is about.
(10:35):
It's not only about music, but it'sabout a connection with our listeners
and not only one to one when you're inthe car listening that experience, but
it's also connecting at a Taylor Swiftconcert and giving them that bracelet.
It's that emotional connection.
And then that's justso important to radio.
And I'm really glad to seethat, that really coming back.
Kipper (10:54):
So Molly, you are connecting with your listeners.
You're connecting withyour fellow stations.
You're connecting with listeners.
You're connecting withpeople in the company.
You're connecting with other stations.
And I happen to know you've gotjust a family is starting as well.
So you've got a lot going on.
Molly (11:13):
Yes.
What
Kipper (11:14):
strategies do you have for dealing with All of the things that
are going on and keep it from becomingstress, staying resilient, bouncing
back and just doing that when you're insuch a demanding leadership position.
Molly (11:28):
Yeah, it's definitely not easy, but I think thank God for therapy
because that's always very helpful.
And restructuring my mindset asfar as what I let stress me out.
I think, you Number one, I thinkthe power of positive thinking is
something that I really carry withme because it's extremely helpful.
I can only stress about thethings that I can control.
(11:48):
And as much as I'd love to controlNielsen ratings, I can't, none of us can.
We can do all the best tactics andstrategies and, make smart decisions,
but There are a lot of things inanyone's job inside of radio or outside
of radio that you just can't control.
And so I really tried, I'd really tryto put myself through that filter of,
I can only stress about the thingsthat I can control and I can only make
(12:11):
smart decisions with the informationthat I have at the present moment.
I am very big, again, on the positivethinking on just always understanding
that it's a trend that went around onsocial media, but I take it seriously.
It's called the lucky girl syndrome.
And I truly believe that I thateverything works out for me, that I'm
the luckiest person that I know andthat I am surrounded by abundance.
(12:32):
And that's like just having thatpositive mindset of just everything
is going to work out the waythat it's supposed to work out.
And I'm going to work really hard andI'm going to do the best that I can do.
And I'm going to throw it all at the wall.
And I know that confidently, Iknow that I'll always do that.
And so if I do that, and if I believein the process fully wholeheartedly,
and I have a positive mindset, onlygood things are going to come through.
(12:55):
And when I go home at the end ofthe day, I have two kids who barely
understand what it is that I do.
And I have a huge title atwork, but at home, I'm a mom
and that is my favorite job.
It is the hardest job andit's the most rewarding job.
And so it's something thatkeeps me extremely humble.
(13:17):
And it is something that helps me, Ithink, detach from some of the hard,
stressful days here at the office and comeback with a renewed, Attitude and purpose
and understanding of what's important.
So the radio stuff is all fun and allserious during the day, but I really
roll my sleeves up after 5 PM whenI go home and change titles to mom.
(13:41):
So
Dave (13:43):
great attitude, Molly.
Molly (13:44):
Yeah.
Dave (13:45):
Joining us today, Molly Cruz, Brand Manager of B96 Chicago.
Somebody you'd love to hear from.
We'd love to hear your suggestions.
Just email show at brandwithundemand.
com or reach out on social.
BRANDwidthPlus on Graham, Facebookand X it's Twitter BRANDwidthplus
(14:05):
P L U S BRANDwidth plus.
Kipper (14:08):
And if you like hearing from the industry's top brand managers, the
hosts, the thought leaders of media,please tell a friend to follow the
podcast to its BRANDwidth on Demand.
And if you would give us a five starreview, wherever you're getting this.
Dave (14:23):
Coming up, Molly Cruz shares some of the best advice she's ever gotten.
Spot1 (14:28):
Gee boss.
I can't believe how badour ratings were again.
Me neither.
Super Johnny D.
Let's go grab a bite.
Turn the radio on.
Sure thing, program director dude.
Your show sounds great.
I just don't get it.
Ladies and gentlemen.
Music's a disaster.
I
hope you understand.
That you need music master.
(14:48):
Just as fast as you can.
Ugh, not that one again.
I just wish the answer would come
to me.
Your station sounds so bad.
It sounds great.
(15:10):
If you have Music Master,please wake up today.
Why do
the other stations sound so good?
Well, your rating's just tight.
And your owner hates you.
You better get Music Master quickbefore the next book comes out.
(15:34):
Or you're on the chopping block.
Hey, it's so easy.
I don't know, man.
I wish there was aneasy button for ratings.
Oh boy.
Just get Music Masteralready and be done with it.
The world's leader in music scheduling.
Find out more at musicmaster.
com.
Spot2 (15:53):
Imagine having your own prep team working non stop.
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.
(16:14):
What if these pros were available24 7, market exclusive, and
affordable for your radio station?
Station.
Power up your content before thecompetition does with radio Content Pro.
See the demo in action?
Just scroll down the show notes orvisit RadioContentPro.com/BRANDwidth.
VO (16:37):
The stuff we know now we wish we'd known then BRANDwidth on Demand.
Dave (16:43):
We're with Molly Cruz, the Brand Manager of B96 FM in Chicago, Molly.
What's the single best pieceof advice you've ever gotten?
Molly (16:55):
That is such a hard question because I have gotten so much
great advice throughout my career.
I feel like I got advice everysingle day from Brian Kelly that
I just couldn't retain at all.
Just, just always goodadvice from my mentor, Brian.
But I think one that I always circle backto, I always tell it to my air talent.
(17:15):
And I always try to remember itmyself, especially being a part
now of, of such a legendary andlegacy brand that is B96 is today is
someone's first day listening to B96.
Um, every day is someone's firstday listening to B96 and what
impression, what emotion do we wantthem to feel when they turn us on?
(17:40):
What impact are we leaving on them?
What are we sharing with them?
How are we making their day better?
And I, and I think it's just animportant filter to put yourself through.
So when you're writing imaging, whenyou're writing a promo, when you're
putting together a big contest, whenyou're just turning on a microphone
and doing a break, you're doing it.
Always to remember that today issomeone's first day listening to
(18:03):
your radio station that moment.
So make count, I guess, is kindof the whole focus of that.
And again, just something I alwaysremind myself of, and it is one
of many of the best pieces ofadvice that I've ever gotten.
Dave (18:16):
Great stuff.
Now, what one piece of advicewould you give someone who's
just starting out in radio?
Molly (18:24):
That's so hard because radio when I started out even though
that was Well longer ago than itfeels like But not too far off and
it's still it's very different.
It's a very different landscape I'veseen a lot of people do this recently.
We've had a lot of job postings open overthe past 10 months that I've been here.
(18:45):
And I think reaching out, gettingfeedback, being open to feedback, being
okay with just being a promo staffer.
That's how I started.
You got to start at thebottom and work your way up.
And I know it's harder and harder andthere are fewer and fewer positions,
but I've seen people go into smallermarkets and in the past couple of
years, even, and follow along thesame trajectory that I did, which is,
(19:09):
you start out as a promo staffer andyou do everything in the building.
So I think maybe my advice is don't be asscared to start small and work your way
up and network yourself as best you can.
And I think.
Mentorship is something that we all need.
Everybody needs to be doing more of.
It's something that somany people did for me.
(19:30):
And I think it's all of our jobsto continue to fill that bucket
of new, young, excited talent, andit's been dwindling over the past.
And we all have to do a better jobof dedicating time to mentoring young
talent and listening to an air checkand giving constructive feedback.
And so I think my best advice wouldbe don't be afraid to start small
(19:53):
and don't be afraid to reach out.
Send an air check and ask for feedback.
How can I get better?
How can I get on B 96?
Might be a, a big dream, a pipe dream,but you know, you never know what good
feedback or even just what having anetwork of connections can do for you.
Because when a job pops up, we'reall gonna talk to each other.
That's what we do.
Of course, we're gonna look and seewho applied for the job, but we're
(20:16):
going to talk to each other and we'regoing to say, Hey, Oh, you know what?
I did talk to that one person andI think they might be really a
really good fit for your station.
So it's definitely a little bit aboutwho, you know, it's about working hard
and it's about putting in the time.
Dave (20:29):
Yep.
Our thanks to the amazing MollyCruz, brand manager of B96 Chicago.
We have links to B96 online,their streams, socials, podcasts,
and more all in the show notes,just scroll down on your phone.
Kipper (20:44):
And Molly made a big mention about Brian Kelly.
He is on actually episode nine inthe back issues of this podcast.
Go ahead and look him up.
You will learn a lot.
Meanwhile, our thanks to ExecProducer, Cindy Huber for getting
us all organized and to associateproducer, Hannah B for booking
Mike (21:05):
and coming up next.
Hello, boys and girls.
It's Mike Bivet here, invitingyou to discover the secrets
of innovative marketing.
We're going to show you how toleverage all your media platforms
and make your media brand standout in a crowded mediascape.
It's all next time onBRANDwidth on Demand.
Dave (21:25):
That's a wrap, Kipper.
Wanna earn more?
Well, you have to learn more.
Details in the new One Minute Marginizing.
I'm Dave Martin.
And I'm Kipper McGee.
May all your BRANDwidth be Wide.
Today is someone's first day listening to B 96.
Every day is someone'sfirst day listening to B 96.
And what impression, what emotion do wewant them to feel when they turn us on?
VO (00:16):
Welcome to BRANDwidth on Demand, your guide to rebooting radio.
Molly (00:21):
Obviously we live and die on ratings.
But it's difficult because it takesa while to see that reaction, right?
And I think What we do isanalyze everything as a whole.
What's the interaction that we're gettingfrom our listeners when they call in?
Are we getting interactionon social media?
I think also just going outinto the community and getting
(00:41):
a feel for a pulse as well.
When I'm hopping into Ubersand taxis, do they have B96 on?
VO (00:48):
Brandwidth On Demand.
Rebooting radio with a differenttake on all radio can be.
Now your guides through the MediaMorphicist, David Martin and author
of the book, BRANDwidth, MediaBranding Coach, Kipper McGee.
Dave (01:04):
When it comes to starting a career in media, today's
guest has it all figured out.
Well, at least she makes it look that way.
In fact, she makes it look easy.
After graduating from the IllinoisCenter for Broadcasting in Lombard,
Illinois, This Chicago native got herstart at suburban station STAR 105.
5 WZSR in Crystal Lake.
(01:26):
While there, she spent her weekendscommuting to Milwaukee, where she
did air shifts at 1037 KISS FM.
Soon, the Milwaukee cluster neededan assistant program director and
music director for WMYX and KISS FM.
And she got that job,held it for seven years.
When she was transferred backhome to the company's Chicago CHR.
(01:48):
The historic B96 FM.
BRANDwidth on Demand is proud towelcome the brand manager for B96
FM, WBBM FM in Chicago, Molly Cruz.
Kipper (02:02):
Hey, Molly.
Molly (02:04):
Thank you so much for having me.
Kipper (02:06):
Oh, yeah.
Well, we are just so glad to have you.
And big question is moving from Milwaukeeto Chicago now, obviously there's going to
be some differences and some similaritiesbetween the two markets, but what do you
find are like the biggest differences inyour audience focus, who you're targeting?
(02:28):
Because I know Chicago is a lotmore complex than Milwaukee.
And then also, how does it impactyour programming strategies between,
being in that top three market andcoming from a medium to large station.
Molly (02:39):
I love this question.
That's a really great one.
, Milwaukee and Chicago, for thosewho don't know, are only 90 minutes
down the road from each other.
So relatively close, buttwo very different cities.
And first of all, my programmingstrategy, I think whether you're in a
market number three or market number41, a lot of the same tactics and
(03:00):
strategies and ideas are still the same.
It's just a different market.
And I think what I look at as abrand manager in a new city is
what's the ethnic comp of the market.
What is the competition like?
It was very different in Milwaukee.
Brian Kelly did a A really greatjob of batting off all of his
competition for both WMYX and WXSS.
(03:22):
So really didn't have a lot of competitiontowards the end of my time there.
As far as HotAC at top 40 went, theyboth owned their lane in Milwaukee.
And we're in a very differentlandscape here at B96, but a lot of
those brilliant at the basic kind oftactics and mentalities that I learned
working alongside Brian Kelly, andobviously still do work with him today.
(03:44):
They still apply, samerules, different market.
Obviously you look at it at adifferent lens and a lot larger
audience, but the same rules apply.
It's radio, regardless of market size.
Dave (03:55):
Good point, Molly.
What are the biggest challenges youhave managing a team and a station
in a top three market, Molly?
Molly (04:02):
I think my challenges of managing a team in Chicago it's
the same as Milwaukee, truthfully,it's, it's knowing your team and
knowing how to best manage them.
I think each person individuallyneeds something different.
They react differentlyto different things.
Some people really need it'sunderstanding their love language, right?
(04:24):
Or do they need words of affirmation?
Are they visual learners?
Are they hands on learners?
Do they need examples of things?
So I think in coaching talent it'sfirst and foremost, understanding
that individual person.
I don't think one size fits allfor any market or any person, just
in managing people and I alwaystry to keep a positive attitude.
Even if I have to deliver difficultnews or I'm displeased with something,
(04:49):
I always try to come at it from anangle of how would I want to receive
this information and how am I goingto deliver this information so
that I get the outcome that I need.
So I'm very hands on with myon air team, meet with them
multiple times during the weekend.
I think that comes from me beingan on air talent, even in the past
(05:09):
couple of years and knowing how hungrya lot of talent is for feedback.
And even just for a pat onthe back, I think that really
goes a long way with talent.
It's just saying, Hey,you're doing a great job.
Hey, that was a really great break.
Hey, I loved that socialmedia post that you did.
That was really creative.
A lot of that stuff goes a long way.
And again, that just leadsto the positivity and just
(05:30):
always having an open door.
I'm always available to myteam and I really feel that.
And they see that.
And I also lead by example too.
So out at a parade or we have a bigevent or there's a concert going on.
And I'm asking them to bepresent 99 percent of the time.
I will also be there as well.
Just to know that a, I support the brandand B it's important for all of us, all
boots on the ground, it doesn't matterif I have the largest title on the team,
(05:53):
I will be in the trenches with them.
And yeah, I think that just shows whatI do for the brand and what I expect
my team to also commit to the brand.
Kipper (06:03):
So Molly, besides ratings, how do you measure success in a top three market?
What KPIs, the key performanceindicators are most important to you?
Molly (06:15):
I think that's a really good question because obviously we live and die
on ratings, but it's difficult because ittakes a while to see that reaction, right?
And you're dealing with so fewmeters, especially in the younger
part of 18 to 49 and women.
And it just keeps getting fewer and fewer.
So it's difficult to baseeverything off of that.
(06:35):
And I think what we do isanalyze everything as a whole.
What's the interaction that we're gettingfrom our listeners when they call in?
Are they saying they love the showand they listen every single day?
Are we getting that often?
Are the phones lighting up?
I think that's an importantthing to note as well.
Are we getting interactionon social media?
Although sometimes that doesn'tequate to ratings, I think that
(06:58):
it does equate to brand awareness.
And I think that's an important part.
Of a brand as a whole Odyssey severalyears ago, changed our titles from
program director to brand manager becausewe're more than just a radio station.
It's treating it as a brand as a whole.
And I think when you do that, youhave to zoom out and look at all
(07:18):
of the things that make up a brand.
I think also just going out intothe community and getting a feel for
a pulse of the community as well.
When I'm hopping into Ubersand taxis, do they have B96 on?
Can I turn B96 on in that car andget there, get an instant reaction.
Oh, I didn't realize, wow.
(07:38):
I thought you guys just playednew music, so things like that.
I think everything adds up together.
And I think a lot of little wins andlittle things can increase everyone's
morale and thoughts on what success is.
But ratings are justa small piece of that.
Dave (07:56):
Well, Molly, in a competitive town like Chicago, how do
you stay ahead of the curve?
And what trends are you seeingfor branded station content?
Molly (08:04):
Oh gosh it's a, that's a constant that's a constant thing to be working
on is, staying ahead of the curve and.
I think it's just beingaware of your surroundings.
Not only, what's my competition doingaround me, but also again, zooming
out and what's happening in the world.
I think an advantage that I have isthat I have a really young staff.
(08:25):
So I have a staff of alot of 20 somethings.
30 somethings who are really in,in the core of the demo and they're
on the pulse of what's going on.
So they're on TikTok, I'm on TikTok,we're all watching what's happening.
I think we're also very Chicago centric.
So we really are on the pulseof what's happening in the city.
(08:45):
I think just again, just having awarenessof what are other successful radio
stations, whether they're CHR stationsor other formats, what are they doing?
How do I look at my peers andapplaud them for a really good idea?
And.
Maybe take that and try to make my ownversion, my own B96 version of that.
(09:06):
So I think it's just awareness.
It's seeing what other people are doing.
It's collaborating and it's justunderstanding what's going on and
always having a drive to be better andtaking feedback and I think, What trends
am I seeing for the future of radio?
I think that I'm seeing peoplestart to be more interactive again,
(09:30):
start to be more active again.
I think the Taylor Swift tour was thefirst time where radio had a presence at
concerts again, which was really exciting.
And it started to see that morestations were doing creative things.
Around shows coming to town andpeople were out at Lollapalooza and
it just feels like events are comingback again, which is really exciting.
(09:50):
And that was always just a placewhere radio really shined, right?
We were all about community.
We were all about creating experiencesthat couldn't be bought for our
listeners and all about human connection.
And I think we lost that face to face.
And I see more stationsgetting back to that.
And I'm really excited.
And I think that's just somethingthat we've always done very well.
Kipper (10:10):
Do you think that's part of the pandemic or is it just a cyclical thing?
Molly (10:14):
Uh, I think it's part of the pandemic.
We just stopped events and alot of large companies, Audacy
included, did restructuring.
And so you had less staff doing more.
And so a lot of people just hadfull plates and you got used to
not doing events and now we haveto reconnect with our communities.
That's It's what we're about.
It's what radio is about.
(10:35):
It's not only about music, but it'sabout a connection with our listeners
and not only one to one when you're inthe car listening that experience, but
it's also connecting at a Taylor Swiftconcert and giving them that bracelet.
It's that emotional connection.
And then that's justso important to radio.
And I'm really glad to seethat, that really coming back.
Kipper (10:54):
So Molly, you are connecting with your listeners.
You're connecting withyour fellow stations.
You're connecting with listeners.
You're connecting withpeople in the company.
You're connecting with other stations.
And I happen to know you've gotjust a family is starting as well.
So you've got a lot going on.
Molly (11:13):
Yes.
What
Kipper (11:14):
strategies do you have for dealing with All of the things that
are going on and keep it from becomingstress, staying resilient, bouncing
back and just doing that when you're insuch a demanding leadership position.
Molly (11:28):
Yeah, it's definitely not easy, but I think thank God for therapy
because that's always very helpful.
And restructuring my mindset asfar as what I let stress me out.
I think, you Number one, I thinkthe power of positive thinking is
something that I really carry withme because it's extremely helpful.
I can only stress about thethings that I can control.
(11:48):
And as much as I'd love to controlNielsen ratings, I can't, none of us can.
We can do all the best tactics andstrategies and, make smart decisions,
but There are a lot of things inanyone's job inside of radio or outside
of radio that you just can't control.
And so I really tried, I'd really tryto put myself through that filter of,
I can only stress about the thingsthat I can control and I can only make
(12:11):
smart decisions with the informationthat I have at the present moment.
I am very big, again, on the positivethinking on just always understanding
that it's a trend that went around onsocial media, but I take it seriously.
It's called the lucky girl syndrome.
And I truly believe that I thateverything works out for me, that I'm
the luckiest person that I know andthat I am surrounded by abundance.
(12:32):
And that's like just having thatpositive mindset of just everything
is going to work out the waythat it's supposed to work out.
And I'm going to work really hard andI'm going to do the best that I can do.
And I'm going to throw it all at the wall.
And I know that confidently, Iknow that I'll always do that.
And so if I do that, and if I believein the process fully wholeheartedly,
and I have a positive mindset, onlygood things are going to come through.
(12:55):
And when I go home at the end ofthe day, I have two kids who barely
understand what it is that I do.
And I have a huge title atwork, but at home, I'm a mom
and that is my favorite job.
It is the hardest job andit's the most rewarding job.
And so it's something thatkeeps me extremely humble.
(13:17):
And it is something that helps me, Ithink, detach from some of the hard,
stressful days here at the office and comeback with a renewed, Attitude and purpose
and understanding of what's important.
So the radio stuff is all fun and allserious during the day, but I really
roll my sleeves up after 5 PM whenI go home and change titles to mom.
(13:41):
So
Dave (13:43):
great attitude, Molly.
Molly (13:44):
Yeah.
Dave (13:45):
Joining us today, Molly Cruz, Brand Manager of B96 Chicago.
Somebody you'd love to hear from.
We'd love to hear your suggestions.
Just email show at brandwithundemand.
com or reach out on social.
BRANDwidthPlus on Graham, Facebookand X it's Twitter BRANDwidthplus
(14:05):
P L U S BRANDwidth plus.
Kipper (14:08):
And if you like hearing from the industry's top brand managers, the
hosts, the thought leaders of media,please tell a friend to follow the
podcast to its BRANDwidth on Demand.
And if you would give us a five starreview, wherever you're getting this.
Dave (14:23):
Coming up, Molly Cruz shares some of the best advice she's ever gotten.
Spot1 (14:28):
Gee boss.
I can't believe how badour ratings were again.
Me neither.
Super Johnny D.
Let's go grab a bite.
Turn the radio on.
Sure thing, program director dude.
Your show sounds great.
I just don't get it.
Ladies and gentlemen.
Music's a disaster.
I
hope you understand.
That you need music master.
(14:48):
Just as fast as you can.
Ugh, not that one again.
I just wish the answer would come
to me.
Your station sounds so bad.
It sounds great.
(15:10):
If you have Music Master,please wake up today.
Why do
the other stations sound so good?
Well, your rating's just tight.
And your owner hates you.
You better get Music Master quickbefore the next book comes out.
(15:34):
Or you're on the chopping block.
Hey, it's so easy.
I don't know, man.
I wish there was aneasy button for ratings.
Oh boy.
Just get Music Masteralready and be done with it.
The world's leader in music scheduling.
Find out more at musicmaster.
com.
Spot2 (15:53):
Imagine having your own prep team working non stop.
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.
(16:14):
What if these pros were available24 7, market exclusive, and
affordable for your radio station?
Station.
Power up your content before thecompetition does with radio Content Pro.
See the demo in action?
Just scroll down the show notes orvisit RadioContentPro.com/BRANDwidth.
VO (16:37):
The stuff we know now we wish we'd known then BRANDwidth on Demand.
Dave (16:43):
We're with Molly Cruz, the Brand Manager of B96 FM in Chicago, Molly.
What's the single best pieceof advice you've ever gotten?
Molly (16:55):
That is such a hard question because I have gotten so much
great advice throughout my career.
I feel like I got advice everysingle day from Brian Kelly that
I just couldn't retain at all.
Just, just always goodadvice from my mentor, Brian.
But I think one that I always circle backto, I always tell it to my air talent.
(17:15):
And I always try to remember itmyself, especially being a part
now of, of such a legendary andlegacy brand that is B96 is today is
someone's first day listening to B96.
Um, every day is someone's firstday listening to B96 and what
impression, what emotion do we wantthem to feel when they turn us on?
(17:40):
What impact are we leaving on them?
What are we sharing with them?
How are we making their day better?
And I, and I think it's just animportant filter to put yourself through.
So when you're writing imaging, whenyou're writing a promo, when you're
putting together a big contest, whenyou're just turning on a microphone
and doing a break, you're doing it.
Always to remember that today issomeone's first day listening to
(18:03):
your radio station that moment.
So make count, I guess, is kindof the whole focus of that.
And again, just something I alwaysremind myself of, and it is one
of many of the best pieces ofadvice that I've ever gotten.
Dave (18:16):
Great stuff.
Now, what one piece of advicewould you give someone who's
just starting out in radio?
Molly (18:24):
That's so hard because radio when I started out even though
that was Well longer ago than itfeels like But not too far off and
it's still it's very different.
It's a very different landscape I'veseen a lot of people do this recently.
We've had a lot of job postings open overthe past 10 months that I've been here.
(18:45):
And I think reaching out, gettingfeedback, being open to feedback, being
okay with just being a promo staffer.
That's how I started.
You got to start at thebottom and work your way up.
And I know it's harder and harder andthere are fewer and fewer positions,
but I've seen people go into smallermarkets and in the past couple of
years, even, and follow along thesame trajectory that I did, which is,
(19:09):
you start out as a promo staffer andyou do everything in the building.
So I think maybe my advice is don't be asscared to start small and work your way
up and network yourself as best you can.
And I think.
Mentorship is something that we all need.
Everybody needs to be doing more of.
It's something that somany people did for me.
(19:30):
And I think it's all of our jobsto continue to fill that bucket
of new, young, excited talent, andit's been dwindling over the past.
And we all have to do a better jobof dedicating time to mentoring young
talent and listening to an air checkand giving constructive feedback.
And so I think my best advice wouldbe don't be afraid to start small
(19:53):
and don't be afraid to reach out.
Send an air check and ask for feedback.
How can I get better?
How can I get on B 96?
Might be a, a big dream, a pipe dream,but you know, you never know what good
feedback or even just what having anetwork of connections can do for you.
Because when a job pops up, we'reall gonna talk to each other.
That's what we do.
Of course, we're gonna look and seewho applied for the job, but we're
(20:16):
going to talk to each other and we'regoing to say, Hey, Oh, you know what?
I did talk to that one person andI think they might be really a
really good fit for your station.
So it's definitely a little bit aboutwho, you know, it's about working hard
and it's about putting in the time.
Dave (20:29):
Yep.
Our thanks to the amazing MollyCruz, brand manager of B96 Chicago.
We have links to B96 online,their streams, socials, podcasts,
and more all in the show notes,just scroll down on your phone.
Kipper (20:44):
And Molly made a big mention about Brian Kelly.
He is on actually episode nine inthe back issues of this podcast.
Go ahead and look him up.
You will learn a lot.
Meanwhile, our thanks to ExecProducer, Cindy Huber for getting
us all organized and to associateproducer, Hannah B for booking
Mike (21:05):
and coming up next.
Hello, boys and girls.
It's Mike Bivet here, invitingyou to discover the secrets
of innovative marketing.
We're going to show you how toleverage all your media platforms
and make your media brand standout in a crowded mediascape.
It's all next time onBRANDwidth on Demand.
Dave (21:25):
That's a wrap, Kipper.
Wanna earn more?
Well, you have to learn more.
Details in the new One Minute Marginizing.
I'm Dave Martin.
And I'm Kipper McGee.
May all your BRANDwidth be Wide.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Boysober
Have you ever wondered what life might be like if you stopped worrying about being wanted, and focused on understanding what you actually want? That was the question Hope Woodard asked herself after a string of situationships inspired her to take a break from sex and dating. She went "boysober," a personal concept that sparked a global movement among women looking to prioritize themselves over men. Now, Hope is looking to expand the ways we explore our relationship to relationships. Taking a bold, unfiltered look into modern love, romance, and self-discovery, Boysober will dive into messy stories about dating, sex, love, friendship, and breaking generational patterns—all with humor, vulnerability, and a fresh perspective.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com