1. Tell us about
your market and how it is unique?
This is an honest
and hardworking town. Radio listeners prefer
familiarity and are quite loyal. Milwaukee tends to
lean to the rock side.
2. What is the
most fulfilling aspect to you personally about
I love reflecting the
positive aspects of the Christian lifestyle.
3. How has God
used you in your role at The Fish?
He gave me 25 years of
radio experience before placing me here to help
build this station. I'm quite certain I couldn't
have pulled off a startup as well earlier in my
4. What is the
criteria that determines if a song receives airplay
on your station?
It's got to show
potential to resound with the audience. We tend to
sit on songs for long periods of airplay, so I tend
to come at choosing music from a conservative
posture. I'm quite content to wait and see what are
bonafide records for the format.
5. What kind
of promotions work best for your station?
life--can't-buy-them type of promotions. The
audience loves meet and greets, front row seats,
and other chances to interact with the artists.
6. How do you
think Christian Record labels can better serve
Overall, after many,
many years of what was weekly 'battle' with secular
labels, it's very refreshing to work with Christian
labels. However, I'd suggest less promotion via fax
and email. There are only a few labels who
consistently and actively promote their music to
7. In your
opinion what are the biggest obstacles facing
Christian radio today?
Rushing music through
the system. From my years at mainstream AC
radio---I've seen that songs have 20+ weeks of life
in them in current rotation---probably more
for the huge records. The audience is just starting
to 'get' the songs when most of radio has the
song backed down to recurrent.
8. What do you
believe is the primary role of the Christian radio
air personality today?
First, be a great
personality regardless of format. Move the
format along, provide motivation to listen longer,
promote enthusiastically and with honesty. Then,
find ways to offer your faith in non-churchy ways.
We're very seeker friendly and avoid excluding
listeners who might not feel 'worthy' of listening
to Christian radio. That's the next P2
listener---that person sitting in the last row of
the church who wants to be there, but is intimidated
by all the Christian-ese and Christian-code.
Where do you see
Christian radio in 5 years?
Alive and well and even
stronger. More diversity, more acceptance as a