Posted by Bud on August 27, 2009 at 15:14:28:
10 Questions with ... Steve Salzman
BRIEF CAREER SYNOPSIS:
WXLC, Marketing Consultant/General Sales Manager - 1991 - 1997
WIIL, Sr. Marketing Consultant/MRM/Music Director - 1997 - present
1. What was your first job in radio? Early influences?
My earliest influences in radio were all the jocks on WLS-A and WCFL-A that I listened to religiously as a kid. Larry Lujack, Dick Biondi, Clark Weber and all the rest. I always thought it would be the best job on earth to be paid to play the music that I listened to on the radio. My first gig, however, was as an Account Executive at WXLC for very little guaranteed income a month. I had about 12 or 13 years of marketing experience in the soft drink industry prior to my start in radio, so I wasn't afraid to work hard to get ahead, which is a huge plus in this business since the competition in the Chicago market is so cutthroat.
WXLC was a Hot AC format in '91 and a very successful vehicle for local advertisers. I've always been a definite "rock guy," so it took some doing for me to separate personal preference from professional responsibilities and ambitions. Some changes in ownership occurred about two years into my radio career and I was promoted to General Sales Manager shortly thereafter. And for a while, the Music Director and I, with semi-full knowledge of the PD (ha), began to tweak the format in a more Alternative direction and started to get a lot more cred in the marketplace for being a more viable musical entity.
But nothing good lasts forever, and when the station was sold again, I knew it was time to bail. Besides, I needed the Rock and WXLC's biggest competitor, WIIL - a 50,000-watt blowtorch with an Active Rock format was inquiring about my interest in jumping ship. So, I joined WIIL in 1997 as a member of the Marketing department. This will sound terrible to the sales force, but I have always felt a greater kinship with programming people. They tend to be a little left of center and more attuned to the things that interest me most in this business, mainly the artistry.
Though I now "wear a lot of hats," I continue to enjoy a successful career as Sr. Marketing Consultant at WIIL to this day. I became fast friends from the beginning with WIIL's PD/OM John Perry, and he asked me one day if I would mind doing overnights for him. I remember thinking how badly I'd wanted to be on the air as a kid, so just for the heck of it, I agreed. I guess things worked out ... still on the air 40 hours a week.
I have also served a Music Director since early '04. I'm always on the listen for something new and inspiring and the MD gig gives me the opportunity to be the first to hear great new rock and to interact with the biggest artists of the day. John Perry is amazing at giving people the chance to succeed in this business while holding us all to a consistent code of conduct. I really do owe JP a huge debt of gratitude. He taught me most everything that I know long after I already thought that I knew it all. He is definitely my best friend in the business and I'm proud to work at his side. We share an intense love of this game.
2. What makes your station or market unique? How does this compare to other markets or stations you have worked at?
Chicago is one of the most competitive in the country and the only market I've ever personally been involved in. There are great heritage stations across every demographic and format, with some on-air talent that I truly respect. Since our tower is located just north of the Illinois state line in southeastern Wisconsin, it took some time to establish WIIL as a serious contender in the Chicago market, where the majority of our listeners come from. But thanks to the wisdom of PD John Perry and a 50,000-watt stick, we have always held true to our Active Rock leanings while integrating the best of what has come before musically.
Now with the advancement of the PPM, we are finally realizing more authentic ratings and WIIL is considered to be a powerful force in the Chicago market. Besides, no other station in the market has so totally committed themselves to today's Active Rock format like WIIL; that's important on a number of levels, mainly because I feel that it's imperative to give the modern artist their voice. It just seems to make sense that you do your best to appeal to the next generation of artist, listener, and eventually, advertiser. Without the efforts of Active Rock formats like ours, I worry about the future of rock in general. There are some incredible acts putting their own inimitable spin on today's music and I am always anxious and curious to see what's next on the horizon. And I am thankful that I still have "young ears."
3. How have the recent FCC regulations impacted the way you program your music and the station's dialogue on the air? What are your feelings about these recent changes?
Our on-air motto has always been a type of "take it to the edge without going over the edge" kind of mentality; the vision and delivery of our on-air personalities consistently reflect that. An early mentor of mine once suggested to me that "...you never get in trouble for what you don't say or don't play...", and I have always taken that advice to heart. At the same time, some of the songs we play obviously come complete with parental warnings on the label and the edits on some of today's most popular songs are nearly as profane as the lyrics they are designed to hide or disguise.
I truly love both of these acts, but as an example, Kid Rock's edit of "So Hott" and Buckcherry's edit of "Crazy b###h" don't really clean the message up too much, if you know what I mean. The edits almost draw more attention to the F-word than would be noticed by the casual listener.
Obviously, the fines for on-air profanity are steep and they should be. And it's a fine line you walk when you try to legislate creative license and morality. But I also remember a time when a "whimpy-by-today's-standards" song by Lou Christie ("Rhapsody in the Rain") was banned on the radio when I was a kid for a very subtle reference to sex in the back seat of a car. So I think there will always be regulations and watchdogs and I don't entirely disagree with some of their motives. At the same time, there will always be a way around said regulations, so let's all just kick back and see what tomorrow brings.
4. How do you feel terrestrial radio competes with the satellite radio and Internet these days?
Some of the bloom is off the rose as it pertains to satellite radio. Obviously, XM and Sirius have both had their solvency issues but both continue to offer excellent programming if you know where to look. I just don't believe listeners will ever totally relinquish their dependency and faith in their favorite terrestrial stations. You may be listening to your favorite satellite station, but believe me, if a weather emergency or some other newsworthy event is occurring in your listening area, you'll punch the button on that terrestrial station without too much deliberation. People just like to maintain a sense of home and I think they always will.
The Internet allows people to listen to our station streaming to virtually anywhere in the world. I remember my first e-mail from a listener in London ... it really made me appreciate the bigger global responsibility that 21st Century technology has laid at our feet. The Internet has also been a real godsend to the Chicago market with its plethora of RF signals and the number of regular listeners who listen at work via their computers. There's always something new on the horizon in this industry. The Internet can't help but become an even bigger force in broadcasting.
5. What can we be doing with our station websites to better our stations as a whole?
Websites have become the front door to every business and it's important to provide necessary entertainment and information. Listeners can visit our site and rather easily access any concert info, rock music news, jock profiles, contesting, the name of the song we played at 10:15, and where they can find the staff out and about. We also cater on occasion to the odd and unusual and even go so far as to give our listeners a peek "behind the curtain" of Rock radio just to give them a greater sense of belonging.
Listeners are everything. As more and more listeners begin to depend on and enjoy internet streaming, more marketing opportunities will consistently present themselves. As sophisticated as some websites have become, the genre is still a work in progress and I'm excited about what the future will bring to our ability to rock the world via the Internet.
6) What's the best concert you've been to so far this year and why?
Definitely, Nickleback. The whole vibe was just near-perfect for me that night. That band is one of the nicest in the business. They give you all they've got on stage and they have a great sense of humor. Chad very graciously thanked me backstage before the show on behalf of WIIL, for always being a big supporter of Nickleback and I just as enthusiastically thanked him back for trying to make every one of their CDs better than their previous. "Because," I said, "with a name as big as Nickleback, we'd probably have to play it whether it was a piece of crap or not, now." Chad and the rest of the guys cracked up ... like I said, they're solid dudes. And my point was a valid one.
7) Tell us what music we would find on your car or home CD player (or turntable) right now and what is it you enjoy about that particular selection?
Wow! I'm a pretty active listener and I listen to everything. Right now, the artists currently hanging around my CD player are Joel Hoekstra (killer guitarist), Incubus, Fleet Foxes, Gary Moore, Miles Davis, The Beatles ("Rubber Soul"), new Pearl Jam, Theory of a Deadman, Todd Rundgren, Nickleback, Joni Mitchell, Phoenix, Papa Roach, The Band, Chickenfoot, Buckcherry, Tom Petty, Aimee Mann, The Waterboys, Jim Peterik, Robert Palmer, Lou Rawls ... and a mint copy of Pink Floyd's "Dark Side of the Moon" on vinyl. Sorry! I am seldom listening to just ONE artist at a time.
8) Over the years, we've had the "British Invasion," "Disco," "New Wave," "Rap & Hip Hop," "Boy Bands," and many other genres and& sub-genres of music take off. What do you think is the next emerging music trend?
I really try not to pander to or be swept away by the latest trend. I just know a good riff or melody or thoughtful lyric when I hear it, and that's pretty much all of the attention that I devote to the "next big thing." I would hope the resurgence in rock would continue because it's the obvious love of my life. But I've lived through and survived every trend or tendency in music since the days of Elvis and I've come to the conclusion that the only thing that changes in each genre or sub genre is the beat. In the end, it all breaks down to that ... and the beat goes on ... thankfully.
9) If you are voicetracking shifts or syndicating for stations outside of your market, how do you get familiar with that marketplace/community?
Fortunately, I broadcast in the market that I've lived in for most of my life, so I haven't had to address that issue. I know they can hear me in London via the internet, but I also know they aren't expecting me to give the weather in Piccadilly Square or info on The Queen. I wouldn't be a good syndication guy because I wouldn't ever want to pretend to be someone or somewhere that I really wasn't. I have too much respect for the potential purity of the product.
10) What is the best advice you would give to young programmers/promotion people?
Go for it! But make a concerted effort to learn everything you can about all things radio past and present. In addition to the historical relevance of your pursuit, you also need to understand the relationship between the marketing department, promotions department, ownership, the advertisers that support your efforts, and the symmetry that programming provides. Stay abreast of technology and never be afraid to ask questions and take good advice. A lot of change has occurred since my now broad-based radio career began ... most of it for the better. Personally, I can't ever picture myself doing anything else. I suppose that's as glowing a recommendation as I am capable of. My favorite tattoo includes the saying "Family, Friends, and Rock-n-Roll." 'Nuff said...
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Bonus Questions
What is your favorite radio station outside of the market and why?
KROQ in Los Angeles. I've spent time on the West Coast at various stages of my life and always leaned on The 'ROQ to tip me off to the hottest new tunes. I still look in on that station from time to time just to see what I might be missing.
What is your favorite TV show?
Most definitely, Entourage. I only wish each episode were an hour and that it was on every day.
What was the first song or full-length release you purchased?
I think the first song may have been Bobby Darin's "Beyond The Sea" or "Fools Rush In" by Ricky Nelson. The first full-length album that I ever purchased was probably The Beach Boys' "Summer Days and Nights" album. Brian Wilson knew how to perfectly express everything that was on my mind at that age. When I met him in person years later, I had to resist the urge to genuflect in his presence.
What gets you upset at work and how do you channel your anger?
I suppose I am negatively influenced by co-workers that don't share my personal love of the game or my singular dedication to the station. Egos abound at every property and you just need to take the time to understand and attempt to assuage the egos and emotions of the coworkers you interact with most. Whenever I become angry or frustrated at people that won't do that one extra thing or lose sight of the real picture, I adapt a "...forgive them for they know not what they do..." mentality. Because while it may be my life's calling, it's certainly not for everyone.
You're stuck on a deserted island and you get to pick one artist to be stuck with you. Who would it be and don't limit it to our format?
No question, The Beatles. To think that all of that quality music came out of one band in just seven years or so, is a feat that I dare say may never be duplicated. I just don't think there will ever be two singer/songwriter/musicians in the same band as prolific as John and Paul. When I was a kid, albums were sort of a luxury, though if I mowed enough lawns and did chores around the house, I could save up the 49 cents to buy a single every now and again. There were serious decisions to be made when one only had enough money for one 45 ...there was so much great music that sprung up as a result of The Beatles and that whole British Invasion. But The Beatles were the only ones to consistently make quantum leaps in terms of the evolvement and experimentation of the Rock genre. Every record was better than the one before it. The Beatles honestly changed my life. They made me learn guitar and start a band ... things just naturally evolved for me from that point to the present day. I'm very lucky that I've had the great fortune to meet a lot of my childhood heroes.
Now I have over 5,000 CDs, about 2,100 vinyl albums and maybe a 1,000 or so 45s ... all of the vinyl is in very good or excellent condition and it's nice to fire up the old turntable once and a while just to feel the warmth of the recording. I love the convenience and clarity of CDs, but it was always a near-religious experience for me to place the needle between the grooves, crank it up, and then race back to the couch and position myself between the two speakers. I still do that ... it's a ritual I'm not prone to abandon.
What has been the best performing record on the station so far this year?
Bands like Shinedown and Disturbed have enjoyed really nice years in '09, as has Papa Roach, Nickleback and Slipknot. All That Remains has been a pleasant surprise and I know we take pride in having helped break some great up-and-coming acts in our market like Saving Abel and Halestorm. After a certain point, I really don't pay much attention to "the numbers." I just listen to my gut and the listeners ... everything else will take care of itself.
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NAME: Steve Salzman
TITLE: MD/overnights/Sunday afternoons
STATION: WIIL 95 ROCK
MARKET: Chicago
COMPANY: NextMedia
BORN: Fort Worth
RAISED: Wildwood