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Radio Interview


Gary Miller

APD/Midday Personality

His Radio Network

Greenville, S.C.



Garys' Career Capsule
I graduated from Catawba College in Salisbury, N.C. with a degree in English in 1975.  Fortunately, all the radio stations I have worked for have been English-speaking stations, so, that college degree has come in handy.  As a non-Christian, I worked at several secular stations in South Carolina with country, rock, and AC formats.  However, after surrendering my life to Christ in 1979 I left broadcasting entirely and went to work in a sales job.  But, in 1981 the Lord led me back into radio to program a country station in Greenwood, S.C.  Little did I know that there was a new contemporary Christian radio station about to go on the air in Greenville, S.C. WLFJ-FM started in May of 1983 and I was hired to be the first overnight announcer on Thanksgiving day of that year.  I've been with the station ever since (except for a six month hiatus to start a Christian newspaper in 1990) working every airshift and doing just about every job. This is where I belong because this is where the Lord called me.


1. Tell us about your market and how it is unique?

We live in a strong Christian community with Bob Jones University just down the street.  However, a lot of people without Christian backgrounds are moving into the area because of the BMW plant located in Spartanburg county.  We don't have one dominant city in this area, but, rather three fair size cities that influence each other.  Greenville is the largest, followed by Spartanburg and Anderson all sitting on the Interstate 85 corridor in the upstate of South Carolina.


2. What is the most fulfilling aspect to you personally about Christian radio?

One of the best things I've seen about Christain radio in this area is how it has brought the churches closer together and broken down denominational barriers.


3. How has God used you in your role at His Radio?

My role at His Radio is to encourage the listener and to help our program director (Rob Dempsey) anyway I can.



4. What is the criteria that determines if a song receives airplay on your station?

We first look at the lyrics and message of a song to make sure it fits our station's philosophy.  Next, we test a song to see if it's a song people really want to hear.  If you have great lyrics, but no one wants to listen to the song then you've lost the message entirely.  We're doing a lot more testing than in the past to make sure we're playing the right songs.


5. What kind of promotions work best for your station?

Promotions that are easy to explain on the air work best.  Also, promotions that touch the heart of the listener have given us great results.  Things like "Shoeboxes For Haiti," building houses with Habitat for Humanity, raising funds for equipment for a radio station at Angola prison in Louisiana and the "World's Smallest Carolers" have always generated a wonderful response.


6. How do you think Christian Record labels can better serve Christian radio?

Keep finding great artists.  I had a great answer if we were all still using CDs, but with computers playing our music, why bother?


7. In your opinion what are the biggest obstacles facing Christian radio today?

Christian radio has to stay tied in to their local community.  With so many options on the horizon for our format (and other formats as well) staying local is the advantage we have to keep and grow our audience.


8. What do you believe is the primary role of the Christian radio air personality today?

To communicate God's love in a compelling and encouraging way.  Let's be interesting but real.  If listeners know we're trusting God with the issues in our life, then I think it becomes easier for them to trust God also.



9. What (if any) other Christian radio stations do you consider as innovators today?

I think any station that doesn't choke off God's spirit can be innovative.  That's God's nature and He knows your situation.  If you'll ask Him, He'll give you ideas you never dreamed of and from sources you would never think about.  I was at GMA one year and heard Jon Hull talk about New Life Wednesday at his station where they geared everything on that day to inviting people to accept Christ.  The minute I heard that, I knew that's what God wanted us to do and I started thinking of all the things we could implement to make it happen.  It's changed some over the years, but we still have one day a month where we focus on inviting people to start a new life in Christ.  What does he want to do at your station?


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

I think Christian radio is going to see more and more competition from all sorts of media.  This will make us better in the long run and will keep us looking for new ideas and new ways to serve our listeners and our Lord.



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