Posted by chicagomedia.org on August 08, 2007 at 11:50:53:
NAME: Matt DuBiel
TITLE: Director of Programming/Afternoon Host
STATION: 9 FM WKIE/WDEK/WRZA
MARKET: Chicago
COMPANY: Newsweb Radio Company
BORN: 1976 - WOW
RAISED: Suburban Chicago
[From All Access]
Please outline your radio career so far:
WMVP 1995 Intern
WLUP 1995 Producer
WKQX 1996 Morning Show Producer
WDEK 1997 Weekends/Swing
WTMX 1999 Weekend Swing
WLLI & WJTW - 1999-2002 On Air, Production & Programming
Mediabase 2003 Hot AC
9 FM 2004 Creative Services/Programming
9 FM 2005-present Director of Programming
1) What was your first job in radio? Early influences?
My first experience in radio was an internship with Steve Dahl at WMVP. Steve & Garry were early influences, so I wanted to work with one of the "heavies" right away. Mancow was new to Chicago at the time, and every other kid my age was interning for him. I segued over to sister WLUP to work on the Wendy and Bill show, and was constantly flabbergasted by my positive experiences with Wendy Snyder, Bill Leff, and Matt Bisbee (the PD at the time). I remember the first time Matt asked me to do something for him....he knew my name. I couldn't believe this PD cared what some intern's name was. The Loop then was FM Talk before there was a name for it. It was an inspiring place to be.
2) Where do you see the industry and yourself five years from now?
In five years I think we'll see more and more syndicated content, and even less new talent as more radio folk migrate away from traditional radio and into other businesses and fields where they can use their radio skills. Audio entertainment is going to be bigger as a stand alone entertainment delivery option...via various outlets. I also think audio entertainment, as part of other interactive entertainment, will be the biggest growth area for "radio."
3) What can we be doing with our station web sites to better our stations as a whole?
I haven't seen a radio station that is great at creating an outstanding web community for their audience yet...and unfortunately 9 FM is included in that assessment. Our web sites are all about us, us, us. While radio web sites are putzin' around with the babe of the day, a web poll, and other things we think might resonate with listeners, here comes YouTube and MySpace with their communities.
We're missing the boat on the web. We have the reach individually and as an industry to create the next YouTube, or MySpace on a grand scale....or even better, on a local scale. It starts with making our web sites about our P1. In order to do that we should create an environment online where the people that like our radio station(s) will enjoy or be enriched by what we provide for them online, as an extension of what we do on the radio. A station that targets men 25-54 needs to remember that those guys are sons, fathers, and husbands....not just dudes who like the "3 B's". With that in mind, a great site for that demo could highlight events for guys with sons, home improvement tips, secrets to a better love life, etc. We are working on making some of those things happen for our core at weplayanything.com, but we also have a long way to go, and we don't have the resources some of the big guys have. Although that is the beauty of the web....perception is just some html, xml or php codes away.
I think station web sites should be our home for "side channels" for lack of a better term. If we can leverage our sticks to cast a big net and bring our big audience to our web sites, and we can use them to separate that big group into specified little groups, we really have something to sell! General Motors doesn't need to reach a 50k AQH.... if they can reach 700 car buyers with enough money left over for a profit.
4) Have you explored launching an HD Radio channel?
We have not. We didn't drink the Kool-Aid on that whole deal...
5) How is the relationship between programmer and record label changing? For better or worse?
I am the wrong guy to ask. We don't have any record relationships outside of my great conversations with Rob Colosi and Anthony Iovino. We are in a very political market as far as radio goes....which I understand and appreciate somewhat. We are also reaching a small set of the Chicago audience....although our cume is still larger than many medium market stations who get great record service....
6) Just about every market has a station flipping to "Jack," "Bob," "Max," or "Movin' Rhythmic Hot AC. What are your thoughts on these new formats? Will they go the distance?
A lot of people think the Jack experiment was a disaster based on Jack FM alone. I don't totally agree. Jack can work in the right markets, done the right way. It's working in L.A. With that said, I think the mistake is thinking you can execute cookie cutter radio in the digital age. I think concept formats are good because they keep us all thinking...and changing.
I am involved in what a lot of people think is the best version of a country/rock hybrid format called Blue Collar Radio(tm). What we tried to do with this idea is make it lifestyle focused. It starts with an all inclusive, country-friendly All-American positioning statement: This Country Rocks!(r). Blue Collar Radio is about targeting men 25-54 who are country P1s but grew up with Skynyrd, Star Wars, and a sterling work ethic. These guys have wives, dads, kids, mortgage payments, cell phones, and good paying jobs...and whether they're pipe fitters or software engineers, they live by a set of Blue Collar values. A song list and some imaging liners is just that. I think if these concepts are lifestyle focused, they can have long-term legs. That's what we expect from Blue Collar Radio.
7) Besides your own, what is your favorite radio format?
I am a big fan of Movin'. I also believe Blue Collar Radio is going to be a great success for station owners....
8) How do you market your radio station?
We are a grassroots radio station in the truest sense. I email about 100-125 listeners a day who have contacted me, or the station directly. I listen to their comments. Many are positive, lots are negative and sometimes even abrasive. I try to win them all over. I try and service them all somehow...be it with conversation, or schwag. I let them program their favorite 9 songs and introduce them on the air...whatever it takes. I make friends one at a time.
9) Do you have any musical guilty pleasures?
Hell yes! I love Run DMC....I can't get enough Elvis. Sinatra rocks. The Gypsie Kings are amazing. Sean Paul keeps my shorties movin....and I am always down for roller skating music from Shannon, Soft Cell, or Rob Base.
10) What's the best piece of advice anyone's ever given you? The worst?
All the best advice has come from Dad. He taught me to be honorable at all costs. Honesty is the best policy. Persistence and determination are keys to success.
The best might be: Find a job you love, and you'll never work a day in your life.
Bonus Questions
1) What do you do in your spare time?
I have three kids. Anthony is 5, Natalie is 3, and Rocco is 2 months old. In my spare time, we read...catch cicadas, watch movies, sing songs, dance, talk and laugh. It's the best time ever.
2) What are your three favorite industry web sites?
Are there others?
3) Your radio or records dream gig?
Check! Thanks Harvey!
4) What format does not exist that should? Would it work?
I still think a Nora Jones, Rod Stewart, Michael Buble', Etta James Lounge/Standards mix would do well if done right, in the right market. My friend Jeff Schwartz has a format he's working on that could be a wild success...especially in the PPM world where younger people count. If anyone wants the skinny on Blue Collar Radio or Jeff's top secret format...call me at (630) 401-0444.