The Christian Radio Homepage



Radio Interview



Jim Marshall

Florida Regional Manager

WAY FM Media Group

WAYF/West Palm Beach-Ft. Lauderdale, WAYJ/Ft. Myers, WAYT/Tallahassee




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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