To put it simply, Joe Mack loves music and the city of Memphis. For the past five years he has served as Music Director and anchored middays until he recently shifted to afternoons. Mack lends his time to various charities in the Memphis area and has become a fixture in the city.
Joe Mack
By Mark LaSpina
From his high school days in Memphis, Joe Mack knew he wanted a career in radio. His first experience came as a street team member for then WKSL (which would later become WHBQ). His position grew to afternoon show producer and weekends. He then moved over to crosstown WMC (FM100) for promotion duties and also produced the local Howard Stern broadcast at sister WMFS. Mack then made his way to Kansas City for a Programming Assistant job at KMXV. His hard work paid off as he was promoted to Music Director. After spending about two years in Kansas City, he returned back to Memphis to accept the Music Director post at WHBQ. His passion for music is equaled by his passion for the city of Memphis.
You recently changed air shifts from middays to afternoons. How is that working and does that free you up more to focus more on your other responsibilities?
I’m excited to move to afternoons. I’m happy that management trusted me to jump in when the shift came open. After doing middays for over five years I was ready for the change. My day consists of arriving at the station around 10 a.m. Each day is different and that is something that I like. I am able to work through the day now on music scheduling and help with the programming when my PD, Chris Taylor, needs something. I do all the imaging for the station too, so I’m able to put a little more focus on that as well keeping things fresh.
You and Chris have a great working relationship. In what areas do you feel you’ve developed the most as a result of Chris’ influence?
One thing about Chris is he tells it like it is. You always know where you stand. He gives me enough rope to get the job done and then will offer suggestions if needed. He is helping me in the transition from middays to a more active afternoon show. He was a jock for many years so I appreciate his direction. Now that I’m around the office during the day he lets me watch over his shoulder on a lot of things. I would say the biggest influence would be in general everyday programming issues that come across his desk and multi tasking.
What are the advantages of having your company, Flinn Broadcasting, based in Memphis?
Dr. Flinn is great. He loves radio. It’s an advantage to have the company here for the times when you need to get something done quickly, he’s the final decision. There’s not a lot of red tape to go through. There are times when he throws it out first…for instance, the time when we showed up and had a new processor at the station. He was listening to the station and thought the audio could sound better. He is out more than anyone I have ever seen. I don’t know how he does it. He is our biggest champion talking up the station when he is making his rounds around town.
How would you describe the radio landscape in the Memphis market today?
We haven’t had much change in the last couple years. Everyone is doing their thing. In the contemporary world, it’s us (THE Q),WMC (FM 100) and KWNW. Since PPM has come into the market we are all trying to find the sweet spot. FM 100 has the heritage and morning guy who’s been there 30 years. They have the big signal in the market. KWNW at one point was pretty Rhythmic but has moved away from that. Our Hip-Hop station, KXHT still dominates in its demo (18 to 34). That’s a cool station. It plays Memphis local artists. Country also does well here.
With regards to PPM, what’s the biggest challenge for radio moving forward in this digital measurement landscape?
Participants and sample size is what we face in Memphis with regard to PPM challenges. We are always trying to understanding what’s going on with the audience and how to serve them through this new technology. For us, it’s maximizing our opportunity with the signal we have since it’s only about actual listening.
What do you think of the current Top 40 music cycle?
I like where the cycle is. We have great Pop/Rock records, great Pop/Dance records and great Pop/Rhythmic records. The balance is the best it’s been in a while. It’s nice to hear the Lumineers, Swedish House Mafia and Macklemore all on one station. This is the first time in a long time I can remember this many Pop/Rock records testing and doing well. I’m happy with the balance of music right now.
What’s the most effective way to promote Joe Mack on new music?
I don’t need a laundry list of call letters of who is playing a song, but I like hearing sales information and research stories about the record. We have a cool lounge area we added recently so bringing a new artist through on a promo tour is always good. I have music call times Wednesday, Thursday and Friday from 11 a.m. to 1 p.m. I also respond well to emails.
How much of a role does research play in your music decisions and when does “gut feel” come into play?
We use online research which I think is a predictor for the future. I look at that, local sales and requests, but when it comes down to it I think a good Music Director must be able to have a gut feel for the music. When we sit down to discuss music changes I compile the stack to listen to and that always comes from gut feel for what would work best for the station.
What do think is the most misunderstood issue between labels and radio these days?
That we don’t have as much passion for music when we don’t respond quickly. But the reality is everyone is wearing more hats and has less time. I’m as passionate about music today then I have ever been. It’s hard to let everyone know it immediately…but I try to respond as fast as possible.
Which new media options do feel work most effectively with audience engagement and how are you using them to connect with your audience more?
Youtube has changed everything. If you want a concert experience you can instantly see it. If you want a new artist you can join the millions that may have already found them. If you want novelty it can gain popularity from views on Youtube. We have also used Youtube videos on our station Facebook to introduce new artists.
Talk about this year’s roof top concerts series.
We have a great partnership with the Peabody Hotel in Memphis. It’s a Memphis landmark. Every year from April through August they hold Thursday night roof top parties. It literally is a huge party on the roof of the Peabody overlooking the downtown skyline and the Mississippi river. We expect every week somewhere around 1500 people to join us. The station brings in talent to perform from headline names to up and coming show case type artists. So far we have Carly Rae Jepsen, and RK and Nash from Hot Chelle Rae. It starts April 11th so we are pretty excited to kick off the new season.
What still excites you most when you come to work every morning?
The great thing about this job is everyday is different I never walk in on the same thing day in and day out. It’s the unknown that I love about this business. It is in constant change. But the one thing I love about coming in every morning is that I don’t have to come in every morning and do the morning show. I’ve been there and give the morning show talent all the props in the world…I love my sleep.
Who have you been the major influences during your career and what did you mainly take away from those relationships?
I’ve already mentioned Chris Taylor, and I’ve also had programming influence from and watch people like Mark St. John and Mike Donovan. All of them have taught me a conservative approach to programming. Coming from solid stations they have programmed over the years or consulted, it’s hard not to pick up things and add them to my PD notebook.
[eQB Content By Mark LaSpina]
