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Jim's
Career Capsule
Moody Broadcasting in Chicago from 1985 – 1996, GM of WMHK/Columbia,
SC from 1996 – 2005, Currently Florida Regional Manager for WAY-FM
Media Group, Serves as Chairman of CMB Educational Track, Gospel
Music Association board member, Christian Music Broadcasters board
member.
1.
Personally how do you keep the ministry in the “business”?
I don’t think
the two are mutually exclusive. Those of us that are followers of
Christ are called to reflect that relationship in everything we do,
including our business lives. Sometimes we mistakenly believe that
“Christ-like” means always being meek and mild in our business
dealings, even if that means becoming a doormat. But it’s possible
to be a smart, savvy businessperson, all the while exhibiting the
qualities of Christ.
2. Overall, how is Christian radio different today, from 5 years
ago?
As a format, we
are better. Stations are smarter about the music they play. Just
like any other format, we’ll need to continue to take new media very
seriously.
3. What do you think are the main characteristics of today’s
Christian radio PD?
The best PD’s
are exceptional multitaskers. That’s always been true to an extent,
but it’s vital in today’s environment to be one who can travel
easily in many circles.
4. What criteria do you require for a song to be played on your
station?
While I’m not
involved in the day-to-day music decisions, I can tell you that
music played on WAY-FM is sonically aligned with the tastes of our
target and has a message that supports our mission. Like many other
stations, we do depend on weekly research on our currents, and an
annual auditorium test of our entire library.
5. What kind of promotions work best for Christian radio?
I’m not sure
that Christian radio is unique in this area. In my experience, our
listeners look for the same thing that listeners to any format look
for: entertainment. They want to have fun. And the most effective
promotions will deliver that.
6. How do you think Christian Record labels can better serve
Christian radio?
The labels do a
good job of serving us. I think the communication between the
labels and radio has improved greatly. It makes it a lot easier
when we acknowledge right up front that radio’s goals are different
than the labels’ goals. We’re interested in getting the most
listeners possible, and the labels are interested in selling the
most product as possible. Every now and then, those goals will
intersect in a mutually beneficial way. But most of the time,
they’ll run on parallel tracks. Understanding that difference has
really opened up the lines of communications.
7. In your opinion what are the biggest obstacles facing Christian
radio today?
Aversion to
risk. As a format, we gravitate to the safe route too often. If we
are to grow, we will have to break out of that and take some
chances, do some things that break the mold. True air personalities
are rare, and the reason for that is that as managers, we have not
freed them up to “color outside the lines” and be transparent. When
we allow someone to be real on the air, it’s not always nice and
neat. And for those of us in leadership, it can be a little scary.
Growth can be like that.
8. What do you believe is the primary role of the Christian radio
air personality?
That’s easy.
Transparency. Hire men and women who love God and want to spend
their life in pursuit of Him, and allow them to live that out—for
better or for worse—in front of a microphone.
9. What (if any) Christian radio stations do you consider as
innovators today?
I’m really
impressed with KCMS in Seattle. Exceptional success in a very tough
market for Christian radio.
10. Where do you see Christian radio in 5 years?
I think the
stations that develop content and cultivate air personalities will
grow. Technology will continue to change quickly, but there will
always be a demand for compelling content. The delivery mechanism
will certainly change in the future.
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