Dan Mason
Dan Mason’s radio heritage is as credible as it is far reaching. He has an enviable track record that spans four decades. He rose to programming prominence at WPGC/Washington, D.C. in the late ‘70s, where he also served as National PD for First Media. Executive moves ensued and he eventually found himself as the President of Cook Inlet in 1988. He was first appointed CBS Radio president in 1995 and oversaw the company’s post Telecom transformation. In 2002 he channeled his energies into consultancy for five years. In March of ’07, it was back to CBS Radio as President & CEO, where he’s dealing with a multitude of critical issues at hand.
CBS Radio President & CEO, Dan Mason
Dan Mason’s radio heritage is as credible as it is far reaching. He has an enviable track record that spans four decades. He rose to programming prominence at WPGC/Washington, DC in the late ‘70’s, where he also served as National PD for First Media. Executive moves ensued and he eventually found himself as the President of Cook Inlet in 1988. He was first appointed CBS Radio president in 1995 and oversaw the company’s post Telecom transformation. In 2002 he channeled his energies into consultancy for five years. In March of ’07, it was back to CBS Radio as President & CEO, where he’s dealing with a multitude of critical issues at hand.
eQB presents excerpts from the FMQB September Magazine Cover Story featuring CBS Radio President & CEO, Dan Mason
On experienced gained from his earlier executive stint with CBS Radio…
Experience is an invisible element that is hard to quantify but historical perspective is so helpful because it prevents one from making the same mistake twice. Obviously, the longer you’re around the more experience you gain. I’ve seen things that on paper looked like a good idea at the time, but really didn’t pan out the way you’d have wanted them to.
On the shortcomings of the industry that must be addressed for the medium to progress forward…
Over the past several years, a lot of program directors in our industry have drifted away from the basic Radio 101 element of programming: great radio production captures theater of the mind. But the good news is that many things have improved like research capabilities, targeted advertising methods and certainly technology in general.
On the importance of top tier radio execs relating to the programming aspects of the product…
It’s critical because our product is all we have. If an executive doesn’t have that background, he or she has to go out and get the very best they can find. Someone at the very top level in the company has to be accountable for making decisions on formats and exploiting opportunities within each market. I think it is much easier to find a great sales manager than it is to find a great program director.
On immediate goals upon his appointment earlier this year…
There were a number of programming and sales issues that were hindering our success. We are in the process of correcting them one at a time. Over the next several months, I am extremely confident you will see the positive results of our work. On day one, I stressed Local Radio/Local Content. I’m not interested in pushing down programs, but I do see a great benefit in pulling up our exclusive content to place on other platforms to reach more people.
On handling issues at multiple stations simultaneously…
We deal with stations individually. It is a very slippery slope to change multiple stations simultaneously or rollout formats all at once. History has proven that way is not the best method. What may be a fix for one station is not the solution for another. One size doesn’t fit two, much less all.
On how directly involved he’ll be in supervising the analysis, assessment and course of action decisions relative to stations…
I’m involved and accountable for what happens. I’m not the program director of any station but I consider myself more a part of the team. I know the history of each station, where they were five, ten or even twenty years ago. That experience can help our team.
On the flip back to Oldies on WCBS-FM…
I believe strongly that classic hits and oldies will perform much better in the PPM world. When we flipped to Jack in New York, we left a gaping hole in the market that the diary methodology did a pretty poor job of measuring. We wanted to fill that space before anyone else did.
On what the flip signifies relative to the value of baby boomers and their corresponding financial clout…
I am totally baffled as to why the advertising community has shied away from 50-year-old people. This is a much more affluent and different generation than the people of the same age in 1970. Many are on second careers and sure don’t look 50. When they retire they don’t sit in a rocking chair for the rest of their lives. They spend money, eat out and buy products.
On radio’s posture with early adopters and the younger demo…
Generally speaking, our industry has been out of the 12-24 business for several years. Advertisers, just like they didn’t want 50 year-olds, didn’t want teens, so most stations played to a 25-34 year-old adult. This has been going on since the late ‘70’s. Now we see that younger people have migrated to web technologies. Why are we shocked?
On gaining the early adopters back…
The Internet has made it possible to cultivate a new generation of listeners. For example, we used to beat our brains in trying to find out how our news stations could appeal to a younger demo. Maybe give them entertainment news, food news, pet news. Now we see the real answer…it’s all about the platform. There’s nothing wrong with the product.
On new tech issues that are most profitable for radio in the near term…
With Web-based applications and someday alternate uses of the FM spectrum, every radio station has the ability to be a television station. We will transmit video over not only our own spectrum, but other platforms as well. All of the uniqueness of radio will shine as we bring those video applications into play. We can rewrite the rulebook on how people use radio. Not only in the radio space, but we will also be competing with television for morning viewer-ship.
On the perpetual loss of celebrity talent (like Howard Stern and Don Imus) by terrestrial radio…
Several long-time radio personalities have left the industry for a variety of reasons. Some were business decisions, but some were for artistic freedom. I know many personalities now are frustrated about what is acceptable and not acceptable as far as content goes. And with the accelerated indecency fines in effect, the scrutiny is even greater. That said, some of these defections are not the industry’s fault. You can’t argue if someone wants that freedom, but there is a tradeoff. Do you want the larger mass appeal of terrestrial radio that reaches over 90% of the population or more freedom while only talking to a couple million people? That is an individual performer’s choice.
** QB Content by Fred Deane **
