Shane Cox
Shane Cox has been in Knoxville radio for 17 years. That’s not only impressive; today, it’s almost impossible. His most recent endeavor has him back where he first earned his programming stripes, WNFZ/Knoxville. “Management had evolved and they assembled a great team,” Shane explains. One full year later, we checked in with Shane to see how things have progressed since his PD homecoming
eQB presents excerpts from the March FMQBmagazine Modern Rock Up Close with WNFZ/Knoxville PD Shane Cox
On how the station changed and evolved from when he was previously PD… The station has matured. We’ve made it a little more cerebral in our imaging. The promotions and the way we market the station is a little more cerebral. The station, quite frankly, was too heavy and too young prior to my arrival. We’ve taken a year to change it slightly. We still focus on the heavier end of the Alternative format, but it’s a more mature sound and radio station now… We’ve just slowly allowed the station to grow up a little bit. If we’re hitting this 18-34-year-old demographic, we really want to focus on the 25-34, upper end of the demo. We do well 18-24, but when we’re programming, we really want the 25-34 sale. We do that to also compliment the heritage Classic Rock station here.
On how his programming philosophies have matured…. I was in sales for two years, and in our industry today, obviously the programmer has to be aware of what’s going on down in the business department and know what the sales team is bringing. We all have revenue reports and financial goals that we’re responsible for and you have to be a aware of those, but having spent time in sales and in the trenches, out in the streets, knocking on doors – I know what these people go through.
On the station’s sales approach… We really concentrate on a customer-focused sales approach. It’s not just the numbers. If you don’t get a renewal on a piece of business, it doesn’t mean anything. If you have a client that comes in and buys you just one time, and it doesn’t work for them, that’s not good. We find out what the clients needs are and we put a program together that will support and meet their needs. I know how tough sales people have it. We have a single, unified team here between programming and sales. We’re all here to make money for this company. I provide the product; they market and sell the product.
On how he conducts aircheck sessions… I let them really talk. Mostly, I try and listen during the session. I will critique constructively. But I try, if at all possible with all the different personalities, to let them critique themselves. That way it comes from them; it’s their idea. It’s not me telling them or forcing them… I find it really works best if they say it.
On The X’s immediate future and goals… The station needs to be in a solid position. Not only with Men, but Persons. Top 40 has had its run and Rhythmic has done very well, but with the way this station has matured and the way things are going, the product is strong enough to be Top 3 Persons 18-34.
** QB Content by Mike Bacon **
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