The Christian Radio Homepage

Radio Interview


Danny Clayton

Program Director





Dannys' Career Capsule
First job at 15 at WDBC, Escanaba, Michigan.  Other jobs in Stevens Point, Wisconsin and Madison, Wisconsin.  Came to Milwaukee in 1982, spent 17 years at WKTI, Milwaukee.  Joined Salem and The Fish in October 2001.  Currently program director and morning show personality. 

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 Christian radio?

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 career.   


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?

Larger than 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 Christian radio?   

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 us.  


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. 


9. Where do you see Christian radio in 5 years?

Alive and well and even stronger.  More diversity, more acceptance as a 'real' format.   


Previous Interviews



Copyright 2002 HisAIr.Net