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Matt's Career
Capsule
I started my
radio career in 1989 at WVMC in Mansfield, Ohio. I then moved on to
Liberty University and worked for WRVL in Lynchburg, VA. After 4 ˝
years at WRVL I moved back to Ohio to take the job as General
Manager at WVMC for six years. In late 2003 my family and I moved to
Clarksville, TN becoming the Station Manager of 88.3, WAY-FM. In
2005, I became Station Manager of 95.1, The River, in Mid-Ohio and
was promoted to VP of Operations for CVCO, Inc. It has been
exciting to open a new station in the Louisville, Ky. Area where I
am currently the General Manger of WAY-FM Louisville. The WAY-FM
Media Group operates two commercial frequencies, 104.3 and 105.9, in
Louisville and Southern Indiana.
1. How has
WAY-FM Louisville evolved over the last few years?
WAY-FM launched its
first commercial frequency, 104.3, in the Louisville market in March
of 2008. Since the sign-on WAY-FM Media Group, Inc has seen
tremendous growth. In October, 2008, WAY-FM came to a mutual
agreement with Salem Communications to purchase 105.9, the River.
So in just a short time WAY-FM Media Group has acquired two great
commercial frequencies on 104.3 and 105.9. We are so excited to
see how God is blessing this new radio ministry in the Louisville
and Southern Indiana market.
2.
Has WAY-FM Louisville made any
changes due to economic situation, been affected in any way?
WAY-FM Louisville
has felt the impact of the struggling economy, but like most of us
over the past year we’ve really watched our spending. Our staff
really works hard to make sound financial decisions with donor
dollars, always keeping our budget in mind. We want to make
decisions that best serve our listening audience. WAY-FM Louisville
did hit 100% of its fall 2008 Pledge Drive and 86% of its spring
2009 Pledge Drive. We are very thankful for our faithful listeners
during these tough economic times.
3. How is
your coverage area a unique Christian market?
WAY-FM Louisville
has a very unique coverage area with simulcasting frequencies on
104.3 and 105.9 which covers all the Louisville market as well as
Southern Indiana. That’s why they call our coverage area
“Kentuckiana” I know it sounds funny, but I’ve learned that’s what
this area is called. Have fun writing imaging with “Kentuckiana” in
it!!
4.
What criteria do you require for
a song to be played on your station?
I’m not involved in
the day-to-day music decisions, but what I can tell you is that
WAY-FM strives daily to hit the core demographics with our music
decisions. We look at our weekly music research on our currents and
our auditorium testing.
5.
What kind of promotions work best
for Christian Radio?
Promotions that
shape and reinforce the identity of the station, focusing on the
WAY-FM targeted listener. I personally like to develop promotions
that are very unique and create a buzz on and off the air.
6.
How do you think Christian Record
labels can better serve Christian radio?
I feel the labels
are doing a great job serving Christian Radio in this current
economic situation. The key is to keep the line of communication
open. We need to be open to explore new ways that we can serve each
other.
7.
In your opinion what are the
biggest obstacles facing Christian Radio today?
I think there are
many obstacles facing Christian radio today, but one of the biggest
obstacles is the current economic situation. Can Christian radio do
what it needs to do to weather the current economic storms of
today? That may mean evaluating why we do what we do and how we can
continue to accomplish providing great Christian radio to our
listeners. I’m also very concerned about the topic of
Artist/Royalty/Performance Tax issues and how that will affect
Christian radio.
8. What do
you believe is the primary role of the Christian radio air
personality?
Be real and honest,
when relating to your audience. Living our faith out, both on and
off the air!
9.
What (if any) Christian radio
stations do you consider as innovators today?
Brant Hansen with
WAY-FM, Dean O’ Neal and team at Z 88.3 in Orlando, KCMS in Seattle
and Jason Sharp at KTIS Minneapolis—ALL are doing a great job!
10.
Where do you see Christian radio
in 5 years?
Wow, now that’s a
tough question, but I think in five years Christian radio will have
come through a very tough economic time and stations that have been
real, transparent and that have delivered compelling content will be
on-top.
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