Tim Rainey
Tim Rainey was loving life in Indianapolis as the APD/MD at WNOU. The ratings were solid, the Colts won the Super Bowl and then, in the blink of an eye, Emmis decided to move the station in a different direction and flip the popular CHR station to Talk, leaving the staff in limbo. Radio One scooped up the WNOU call letters and subsequently handed the PD reigns to Tim Rainey. For a young and first time programmer it might seem like a daunting task, but “Rayne” comes complete with poise and knowledge from the likes of Cat Thomas, Chris Edge, Tod Tucker and Chris Pickett, and a determination that exceeds his years. Now he’s loving life once again, and he’s bringing to the table his fresh and passionate programming skills, a rebuilt airstaff, and a will to be the best station in the market.
e-QB presents excerpts from the June FMQB magazine CHR Up Close featuring Tim Rainey, Director of Programming WNOU-FM
(RadioNOW 100.9)/Indianapolis
On the transition process from previous owners (Emmis) to current employer Radio One…
It was pretty much as simple as it could get. OM Brian Wallace and I were at the station on a Friday night dumping in music from my personal CD collection. Outside of that, we’ve really built the station back up from nothing. Emmis is a great company, but we get why they did what they did. This is a money making business. Shareholders need answers and WNOU wasn’t in the answers. We’re doing great now and the feedback has never been as positive.
On his first major market programming job and was it everything he expected it to be...
The one thing that helped me understand the position better now and back when I was being prepped was to be quiet and listen. I know I don’t have an answer to everything. Sometimes I have to ask myself. Sometimes I have to ask my employees or supervisors, and that’s ok. I love getting up and working twelve hours a day. I figure I am still young enough to pull it off now. My tune might change in a few years.
On how his APD/MD training prepared him to handle the programming responsibilities…
Both previous WNOU PD’s Chris Edge and Chris Pickett both saw the passion I had for RadioNOW. They helped me funnel my passion into my work ethic. They both made me understand that you can’t let your passion be your undoing. Don’t get so over your head that it turns people off. It’s not just the music, it’s not just the promotions. It’s the whole thing. They helped me see the big picture.
On describing his management style and programming philosophy…
I’ve had the opportunity to work with some amazing programmers. I’d like to think I am the result of all their teachings. You need to paint the picture to your staff. Let them see your vision. Let them buy into it. Identify your goals and surround yourself with a staff that can achieve those goals. Telling a staff that a show is focused around an eight second intro is insane. It’s not about time, but content. It’s the content that makes people listen.
On WNOU’s music position…
The chart is worthless. As of today, I haven’t seen a chart in three weeks. I don’t care where songs fall anymore. I care about what the audience of WNOU in Indianapolis cares about. It’s not really about a “lean” or “direction,” it’s about going in the direction the listeners of WNOU want us to go in. Sometimes we break records and sometimes we are really late to the party. I’d rather be late on a hit record than early on a stiff.
On what key elements come into play when considering new music…
Our traditional callout is great, but we look at many factors like: local legal and illegal downloads, local charts, our custom panel of stations we watch, and one of the most important tools we use is ringtones. They are willing to pay $3 for a crappy sounding fifteen-second clip on their phone. That’s a great gauge that lots of guys overlook.
On whether radio is promoting effectively to the younger generation…
The content we provide on WNOU is always fresh, entertaining and compelling. If you limit your jocks to eight seconds, you’ve essentially let the iPod win. Myspace and Facebook are great ways to track down a song, but you still have to have the skill to pick hits.
On where WNOU is regarding technology, and where he sees it in the future…
As we rebuild the WNOU brand, text messaging, podcasting and complete web interaction will be next on the plate. Interactive One, the Emmis Interactive equivalent at Radio One already has some irons in the fire for the station and the rest of the company for the next six to twelve months. It’s pretty exciting stuff.
On what’s the most misunderstood facet of his job by label reps…
That we always have room for everything. In reality, when you have songs like “Apologize” by OneRepublic and “Low” by Flo Rida that won’t die in callout, that doesn’t mean I can instantly pull them out and put in your song once it dies nationally. It also depends on tempo and texture; too much of one and not enough of the other makes the station unbalanced and puts my job in jeopardy.
On what advice he would offer to aspiring programmers…
Ask as many questions as you can. Make sure you are clear on why this happens or why you have to do it this way. Don’t take the “because it’s how it is” answer. Ask why and learn. Listen to your peers. Cherish your job everyday.
**QB Content by Mark LaSpina**
Also in the June Issue:
Q&A: KSME/96.1 KISS FM/Ft. Collins APD/MD Ryan Kramer
“This business is supposed to be fun and exciting for everyone involved, and when you aren’t able to laugh and joke with the person you are working with, then it’s time to get out.”
Hot Shots
Katy Perry, New Kids On The Block, Forever The Sickest Kids
