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Radio Interview


Steve Shore



Fort Myers, FL



Steve's Career Capsule
My career really started as a student at Cedarville University in Ohio under the tutelage of some great teachers, especially the primary radio professor James Leightenheimer.  Cedarville has a great radio program that truly strives to teach the students how to do radio right; both in the class room and at their student run radio station U99.5 (where I first cut my radio teeth and served as Station Manager my last 2 years there).  I finished up at Cedarville in 2002 with an internship at local blue grass/classic country station WBZI-AM.  Yep, Merle Haggard, Dolly Parton, and all that “great” classic music.  Thankfully, a week before graduation, I was offered the job of Programming Assistant at WAYJ in Fort Myers.  I moved on to become the Production Director and to my current position of Assistant Program Director (also serving as our interim PD from May 2005-October 2005).  We have a great staff at WAY-FM, Fort Myers, led by Jeff Taylor, who may just be the best station manager working in radio.


1. Personally how do you keep the ministry in the “business”? 

I often find the easiest way for me is just by being places where the listeners are and interacting with them; listening to their stories and how their lives are changed. Sometimes it’s just praying with someone over the phone or in person.  It’s those sort of things that remind me that in the midst of doing the business, lives are being touched.


2. Overall, how is Christian radio different today, from 5 years ago?

For one, I think it is much better and much more focused.  The music is sounding better than ever, and if anything is more relevant.  For example, right now at WAY-FM we’re playing “Cut” by Plumb.  I’m not so sure Christian radio would have dared played a song dealing with such a serious subject matter 5 years ago, but now we’re more willing and open to broaching a topic this important.  Finally, I also think that Christian radio is getting better at reaching out to the “mainstream” Christian audience and not just catering to the more “crusader” audience.


3. What do you think are the main characteristics of today’s Christian radio PD?

I think the PD has to be someone who is willing to let the content heard on the radio station be open and honest; listeners respect a station more that is “real”, not just some fake, “put-on” Christianese radio.  Also, the PD needs the ability to think outside of the box to reach a larger audience, an audience who may misconceive Christian radio as being poorly done and cheesy – especially when it comes to the many people who are mainstream church-goers who themselves may not be familiar with Christian radio. 

I think a final, important characteristic is the ability to have a good ear when it comes to the programming of the radio station and know when something sounds good and when something sounds bad.  We have to be sounding as good as anything else on the dial; if not, the listeners will notice.  Solid, good writing is definitely a plus,


4. What criteria do you require for a song to be played on your station?

To start with the obvious, it has to fit our format.  After that, it has to be good in both it’s music and it’s message, and be something that our listeners would respond well too; to stay on, it has to test well with our WAY-FM Music Team.


5. What kind of promotions work best for Christian radio?

The promotions we find that work best for us are the ones that serve the community (like our annual Christmas Toy Drive; we collected over 5,000 toys last year!).  Also, promotions that get us out in front of lots of people – our promotions director Cobi Knight has done a dynamite job at getting the radio station into places that even the mainstream stations in our market haven’t made much a dent in.  A prime example is our upcoming promotion we do called “Hands on the Van”.  We get to put our van in the middle of our local mall where an approximate 20,000 people will walk by that day.  It draws a crowd, because people want to know why there are 50 people standing with their hands on our station vehicle.  We make quite the event out of it, and the person who wins walks away with tickets, backstage passes, etc for upcoming concerts. Promotions like these have gained us some local news coverage in the past, exposing us to even more of our coverage area.


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

They ARE getting better at this all the time with better distribution methods such as Promo Only. They could be doing a slightly better job at making artists and giveaways available to non-reporters, but overall, I think they are doing a decent job.


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

Finding a way to connect with the large number of churched people who are not familiar with Christian radio ministry and do not see the importance of it.  Once Christian radio can find a way to really penetrate this market, then I think we’ll see big increases in cume.


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

To encourage Christians in their day to day lives and being accessible to those who are seeking.


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

Not that I’m biased or anything, but I think WAY-FM and our Christian Hit Radio Satellite Network is doing a great job; network PD Dave Senes has just done a tremendous job at helping to make our station’s more relevant and accessible than ever and our evening show Total Axxess is one of the most dynamic evening radio shows anywhere.  I also think that WPOZ in Orlando does a great job and are a true leader in our industry.  I’ve also been impressed at what I’ve seen and heard from The Spirit in Seattle and the Fish in Atlanta.


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

 I think we’ll see continued growth in the format, both in cume and in acceptance by other formats in our markets.  Also, I think we’ll see Christian radio become even more relevant and real to life in its message and programming 


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