In a company that at times is often critized for its lack of farm system Michael Bryan has done quite well. He’s making the most of his opportunity programming at heritage CHR WXXL (XL 106.7) and serving as Online PD for Clear Channel/Orlando. And needless to say he’s XL-ing at both!
Michael Bryan
By Bob Burke
Michael Bryan has experienced many facets of the radio business since entering the industry in 2000. At a young age he was eager to create not just good radio but great radio! He’s held numerous programming positions during his nine year career including APD/Imaging/Midday duties at WEZB/New Orleans and PD posts at WOZN/Greensboro, WSMW/Greensboro and WNVZ/Norfolk.
In April of 2007 he was tapped to take the reigns of Clear Channel heritage CHR WXXL (XL106.7)/Orlando while also overseeing WBVD/Melbourne. By October he had taken on additional responsibilities serving as Online Program Director for CC/Orlando. Upon Bryan’s arrival in the Sunshine State he was hit hard with an avalanche of issues that would have sent any young programmer heading for the nearest evacuation route, but he weathered the storm and Michael Bryan is now XL- ing in O-Town!
eQB presents excerpts from the March FMQB magazine CHR Up Close with WXXL PD & Online PDClear Channel/Orlando Michael Bryan
On arriving in Orlando and taking over the programming at XL amidst of some drama…
Man, I’d be lying if I said there weren’t some days in my first few months in Orlando that I wasn’t saying to myself, “wow, what was I thinking?” I left a great company (Entercom) that gave me a lot of opportunities and really helped me grow. We were winning in a major way at Z104 and I felt like that could’ve been a long-term situation. It was safe. They liked me and I liked them. The managers in that company are truly great broadcasters. I loved my staff, had history with the station and was comfortable.
Orlando, however, was an unknown. I was walking into a radio station that had seen better days. Only a year prior there was a PD change due to some very unfortunate circumstances only to have yet another Programmer bail in less than nine months. The staff was pretty skeptical I would hang around. Within days of taking the job, I got a call from my OM Chris Kampmeier telling me that half of XL’s 18-year heritage Doc & Johnny Morning Show (Doc) was leaving and there was nothing we could do to keep him. It was over. Lots of revenue and a history of strong ratings were tied to that show. That was scary for the new guy before I even set foot in the radio station. Then, two weeks in, the female co-host of the show (Grace) walked out with no notice. It was clear they would now be competing against us across the street.
On the key to making sure everyone stayed focused…
To be fair, there wasn’t a lot of focus in the first few months. We were just trying to keep our heads above water. My job was to try to be a calming force while asking a lot of questions and trying to get my head around the market. All of this while collectively making some very large decisions about the future of the radio station (morning show, format, etc.). It was crazy. I remember early on, my Market Manager Linda Byrd asking me, “still glad you came here?” I can tell you I’m very glad now. I can’t imagine a better situation with better bosses.
On the biggest challenge in making the jump from Norfolk to Orlando…
I can’t say the challenge was really tied to geography. The markets are similar in size, but quite different in terms of total revenue. Every decision has more riding on it. The margin for error is smaller. In addition to the revenue ramifications, the bigger challenge was more tied to changing companies. I was the new guy trying to fit in and find my way. I had to figure out the dynamics of working for a much larger company, learn the players and test the limits of my position. At the same time, we had very big decisions to make and a ton of input at every turn. There are a lot of very smart people in Clear Channel, and they all have differing opinions. During those first few months, I heard from many of the best Top 40 programmers in America. I was suddenly in a MUCH larger pond. It was pretty cool to get strategic advice from John Ivey, Dom Theodore, Jeff Kapugi, Tom Poleman, Rod Phillips, Marc Chase and many others. That was a humbling time and I’m still soaking it all in.
On where XL is positioned in the market nowadays…
XL is as Mainstream as it gets. We’re completely surrounded on all sides: Rhythmic, Hot AC, Hispanic, AC, Rock, Urban, FM Talk and Country. Every viable format position is essentially covered in this market and many of those stations have tremendous heritage. Musically, not unlike many Top 40’s, we’re a generalist in a market full of specialists. We cast a pretty wide net. We do have the good fortune of being one of the most heritage stations in this market (signing on as a CHR in 1990). That heritage, along with the tastes of Central Florida listeners, tends to push our ‘center lane’ a bit older than most Top 40 stations.
We’ve been very blessed over the past two years to have some pretty great ratings. We essentially own females 12-49. We’re #1 in every demo in that cell. We’re currently rated #1 18-34 persons, #2 18-49 persons and #8 25-54 persons, and we’ve broken the Top 5 a couple of times 25-54 in the past year. It’s a great run and we’re doing everything we possible can to keep it going.
On being able to juggle so many responsibilities…
Honestly, I have terrific people working for me that set an example for greatness. Two words: Jana Sutter. I’m very blessed to have one of the best APD/MDs anywhere. Without her, it would be difficult to handle my other responsibilities. We have such a great working relationship and she challenges me at every turn – which I love. Jana is the queen of details and literally never drops the ball. Having her on my team allows me to really be a big picture strategic thinker and chief ‘question asker.’ I was already a professional multi-tasker, but it’s really in a new stratosphere. I’ve had to learn to work smarter.
In October of 2007, I was given the opportunity to oversee our region’s online properties. At the time, it was thirteen markets with over sixty stations. In that department, I have another superstar partner in Amanda Fraser. She and Jana share the responsibility of keeping me from looking like a fool. In this position, I’ve seen a whole new side of our business dealing with market managers one-on-one as sort of an online consultant. It’s similar to my programming job in that it’s all about finding ways to super-serve and attract the largest audience possible, but the scenarios were quite different based on the various market sizes. It’s made me a much better manager and I’ve learned that I just can’t do everything. I trust my people.
On what responsibilities are attached to your Online PD position for Clear Channel…
After some restructuring last year, my official title is Online Program Director for CC/Orlando in addition to being PD of WXXL. We have seven stations with some of the top web performers in the company. That side of my job allows me a real opportunity to help push our business forward and be innovative. We’re breaking new ground. Plus, I get to interact with very smart PD’s who challenge me to be solutions-based and develop new ways of thinking. I love it.
On technology platforms that excite you…
We have to get our brand(s) into the palm of every hand on every mobile device imaginable. We’re currently doing that on the iPhone with CC’s “iheartradio” application. It’s very cool. But, we’re just getting started. As technology gets better and better, I see a time when we really will be able to turn off the transmitters and broadcast many different broadband channels through WiMax. It’s all about creating a bond with the audience. We need to be on whatever distribution platform the audience requires.
On what radio can do better nowadays to ensure itself as the go-to medium of choice…
Stop the gloom and doom. Be aggressive. Go on the offense. Be proud. Stop selling and be entertaining. Get rid of the cliché’s and make people laugh. Be unique. Give them an escape. Invent. Never utter the words…“This is the way we’ve always done it.” It’s hard not to be down about the state of our industry some times. We’re going through a massive contraction and it’s scary. However, I really feel that the best and brightest will survive and thrive in this new environment. Many others simply need to get out of the industry. It really is time to stand up.
** QB Content by Bob Burke **
Also in the March Issue:
Q&A: Mike Rossi, Associate PD/MD, WSTW/Wilmington
”The balance we try and achieve is relating locally while projecting a ‘bigness’ that fits our very crowded marketplace.”
Hot Shots
Ne-Yo, Jason Mraz, Utada, Lesley Roy, Shinedown
