Rob Wagman
From playing the records to promoting them Rob Wagman has done it all. He’s learned a lot along the way from his early days as Marketing Director at WFLZ/Tampa, WEQX/Manchester and WWKX/Providence to his on-air stints at KYSR (Star 98.7)/Los Angeles, WEND (106-5 The End)/Charlotte and WNTQ (93Q)/Syracuse where he also served as APD. It was no surprise that his passion for radio led him into programming where he’s served as Program Director at WFBC (B93.7)/Greenville, WEZB (B97)/New Orleans, and where he currently serves at Clear Channel Rhythmic CHR WIBT (96-1 The Beat)/Charlotte.
e-QB presents excerpts from the July FMQB magazine Rhythm/Crossover Up Close with WIBT/Charlotte, NC PD Rob Wagman
On going up against a heritage competitor making you a better programmer, and in turn a better radio station…
The heritage of WNKS is not what forces us to program wiser and smarter, it’s the fact that WNKS PD John Reynolds has figured out how to utilize my station’s strengths to his station’s advantage. This has been one of the greater games of chess I’ve been able to play in radio. And YES, truly, in the end, after a lot of stress, trial and error, it makes you a much better programmer and radio station. They also have a great weapon in starting out every day. Their names are Ace & TJ.
On the Rhythmic format and its challenging times…
When Jay-Z, Kanye West, 50 Cent, Mariah Carey and Nelly offer up songs that don’t excite the audience, it’s a blow to the format because we thrive off of our stars’ successes, and there is a dependence that we have on them to produce something solid. When that falls short, unfortunately it turns our rock-solid format into a house of cards. This has been happening without fail for about four years now.
To survive the times, we have to keep our eyes open to the hits from the peripheral places. If that means Jordin Sparks and Leona Lewis fill the gaps then we can’t be afraid to grab those songs in fear that they’re not hip enough. As long as we’re playing them around Plies and Lil Wayne and the latest offerings, there’s a way to mix them in to make them work for us.
Keyshia Cole has become a core artist at WIBT simply by utilizing this same philosophy, but on the Urban side. It’s important, especially in this format to be open to compatibilities in music.
On The Beat’s music mix and incorporating Pop records into the mix…
There is a certain type of artist and sound that works from the Pop charts, almost without fail here. Those female Pop offerings that don’t have too much guitar have fared well here, starting three years ago with Kelly Clarkson. Since then, like clockwork there always seems to be one about to make the transition.
Amazingly enough, when Colbie Caillat “Bubbly” had peaked on the Pop charts, something unreal happened in Charlotte; our African American audience fell in love with it, giving it scores of 108 and better in research week-after-week. The rest of the audience gave it scores around 90, which is already Power worthy, but certainly allowed me to play it longer while benefiting from it with each play. If the Rhythm format was healthier I don’t think I’d have as much of a need to search these songs out.
On programming irrespective of format…
I think it’s about understanding the audience within the parameter of the market place. Each market is going to have its different nuances, which ultimately influence the tastes of the people living there. The top 5 songs on the charts are probably going to be hits in any market, but beyond those hits, what is it about your station that solely serves the listeners in your market?
From there, the mathematics and the science come into play to create the proper repetition, flow and categorical themes to attract cume and churn it into TSL.
On the importance of music research…
Research is a phenomenal tool, but whether it’s online research or callout, there are flaws in the methodologies that can create questionable results. It’s a tool, and probably the BEST tool of all, but each new batch needs to be thoroughly dissected for consistencies and inconsistencies from batch to batch.
It is important, but definitely NOT essential. If you’re learning the twists and turns and subtle nuances of the marketplace you can navigate successfully without it…but having a GPS system is always a great backup plan. YOU HAVE ARRIVED AT YOUR DESTINATION ON THE LEFT!
On HD Radio…
HD Radio is still a good five years off in its real impact. The public isn’t running to buy up HD Radios, and until it is standard in cars and clock radios, good luck. Our whole radio careers we’ve been cautioned about promoting radio stations or morning shows before they are ready for public consumption, but for some reason, we’ve agreed that promoting this HD concept as if it’s completely ready for the public is different. It’s not. It’s not ready, and they aren’t ready for it. HD will happen organically the way FM did, but the concept of Satellite radio will probably speed up the acceptance of HD, simply because it’s free.
On the most important aspect of your job right now…
Getting our morning show fully acclimated to Charlotte while surrounding and growing their acceptance factor, their fan base and their ratings to a place which will allow the entire station to be competitive as a dominator in Charlotte. It’s truly the last piece of the puzzle for WIBT. Our main competitor’s Ace & TJ are presently cleaning up, with huge 18-34 numbers in morning drive, but I don’t see the deficit, I only see the amount of audience I can steal away from them.
My morning host Brotha’ Fred and co-hosts David L and Jacinda are working hard. They have laid the necessary initial foundation, in which a show can be built upon. As we continue to chip away, there will come a time where the momentum shifts and WIBT is the beneficiary.
On what keeps you excited you about radio on a daily basis…
WIBT continues to be an atmosphere of young, green, up and coming talent. We’ve been fortunate enough to have grown talent from street team and internships to on-air to big market talent. I see these kids with that passion in them the way I had it, which is rare in today’s crop, but I believe if you cultivate your team in this manner, you can keep that passion alive within your own field of opportunity. I presently work with people whose names will be common in our Industry within the next five years.
I remember a time when Skip Church was my weekend overnight talent at WFBC in Greenville,Tias Schuster was the guy inside the costume of our Bee Mascot, J. Love was my night guy. Now Skip’s a successful morning guy, Tias is PD at WNVZ and J. Love is talent in San Francisco.
This is what keeps me excited about our industry day-to-day. Seeing your investments in people pay off to high degrees is better than anything else this business can give you.
** QB Content by Bob Burke **
