Brian Check has done much in his career to prepare himself for the rigors of today’s Op Manager gig at a major cluster in a major market. Glancing at his radio history reveals a myriad of roles ranging from Account Exec to air talent to GSM to Programmer. He currently holds down the very demanding OM post at one of Clear Channel’s pearl clusters in a city rich in radio history, and one in which he is no stranger to as his past indicates.
Brian Check
In today’s ever changing radio environment, and in the spirit of the fast paced multi-lateral roles that currently consume radio managers, the OM job is a special kind of gig for a special kind of executive. The skills-set must be broad and adaptable, and the experience must be steep.
Enter Brian Check… tracing his multi-tasking radio roots to his first job in 1983 finds him at WKRZ/Wilkes-Barre where he was an Account Executive and Weekend Air Talent. Check went onto mimic that dual approach in 1986 landing at WCAU-FM/Philly. The nineties caught Check at WAEB/Allentown where he was GSM and then PD of the heritage AM/FM combo. Back to Philly in 2002 as PD at WSNI, on to Regional VP of Programming of Clear Channel from ’03-’07, including a two year stint as PD of WISX, and in 2008 he was named OM for the Clear Channel Philly cluster.
Your career path speaks volumes about the diversity and successes you’ve experienced in the industry. What has been your formula for maintaining career upward mobility?
I think two things are key. First, you’ve got to be working for people who will lead you to success. Second, really embrace their leadership and over-communicate with them. Don’t avoid them or hide problems from them. Stand up for what you know is right, but pick your battles and know when to move on!
What tenets of managerial philosophy have guided you throughout your career?
My Market Manager, John Rohm, says “people want to be led.” He is so right. They want to know what our specific expectation is going to be of them every day. So my job is to clearly communicate that and monitor their performance. And let’s not forget, our team is together forty (well, maybe fifty) hours a week…let’s have fun doing it!
Why is it more mandatory these days for programmers to be more macro thinkers in their approach to their jobs and their products?
Clear Channel has it right. We are managing “brands,” not “radio stations.” That means a PD is managing an online stream, a website, social networking, station events, and uhh…yes, a terrestrial signal, too! Technology has made our average listener a “global thinker.” We’d better keep up with them.
What advice can you impart to young aspiring programmers relative to career advancement into radio management?
Work your butt off, never get cocky, and really embrace change. Tim Herbster, Q102 PD, is a great example. He’s more than just a good jock and PD. He is a trendsetter, teaching the rest of us about new digital opportunities.
What do you feel are the most essential elements in radio programming today?
It’s still about great talent and the right music. Every brand has to be known for something. “Oh, that’s the station with that crazy guy in the morning,” or “when I want to hear songs from High School I listen to them.” So focus on that one “essential element” that people will be passionate about and build your station around that.
What should programmers be thinking about constantly relative to their products?
Our listeners have no patience! We know they are constantly punching in and out. We have to keep a filter on our ears: “would the average listener sit through this” and “what will hold them one minute longer”?
As an experienced programming executive, do you feel a certain incumbency to cultivate the next generation of radio managers?
I remember when Rich Davis, now Ops Manager for CC/Nashville, drove to B104/Allentown for my overnight opening. I told him on the phone not to bother, but he showed up anyway and somehow convinced me to give him a shot. One year later, he was my MD, doing better music logs than me! Those are my proudest moments as a manager.
Do you feel the industry as a whole is doing enough in this area to facilitate the process?
Yes. There are fewer “weekend overnight” opportunities, but there are many more opportunities in the digital arena to get started. In the future, programmers won’t just come from an “on-air” background.
What is Clear Channel doing specifically to nurture young talent and managers?
Clear Channel has grown immensely at sharing resources. The company makes it so easy to access examples of success and creative ideas. I’m fortunate to be working with SVPP Tom Poleman, who has spear-headed some great initiatives that we share with the staff.
What areas must radio embark on further to ensure its importance in the entertainment mix of consumers?
We need to focus on our exclusive content. What do we have that listeners can’t get anywhere else? Then distribute it on multiple platforms.
How essential are digital platforms to radio’s approach to the marketplace in engaging consumers?
It is the future. If we pay attention, our listeners will tell us how and where they want to receive our content. Seems simple, but we don’t always listen to them and continue in our “AM/FM” world.
What do you feel are the most important digital vehicles to generate real radio revenue going forward?
It’s tough to directly monetize the social networks, but radio revenue can come from everything else…streams, website inventory, texting, etc.
Given the many granular metrics to measure product efficacy today, are we overly researching, if not overreacting, to all of this instant data?
It is very possible to become too granular, especially in PPM analysis. And it is possible to look at PPM Media Monitors, see a negative “M Score” and pull a song. But programming is still an art, and we need to “hear” our brands in our heads and know if a song deserves a chance. That’s what makes this business fun.
Who have been the most influential people in your career and what impressed you most about them?
Jim Shea gave me my first shot out of college at WKRZ in Scranton/Wilkes-Barre. Wow, what energy, enthusiasm and passion he had and it rubbed off on all of us! But twenty-five years later, I continue to learn every day. That’s why I have to credit my current team: Market Manager John Rohm, DOS Rich Lewis (who was my former Market Manager), SVPP Tom Poleman and EVPO Tom Schurr. Their expectations are high, and it’s all about performance. But they are always there to help, support and encourage. What else could I ask for?
What’s the best piece of advice you’ve received in your career?
“Get out of sales!” That was Jim Shea in 1993. He knew my passion was programming and I knew I couldn’t handle another client lunch!
[eQB Content by Fred Deane]
