WKSE & WTSS/Buffalo PD Sue O’Neil
By Mark LaSpina
Sue O’Neil
When you think of Buffalo, you think of wings, the Bills, the Sabres and of course, Sue O’Neil. The longtime Buffalo radio resident continues to thrive at the helm of CHR WKSE and Hot AC WTSS and we shine the spotlight on her in this Q&A segment.
What are the major differences you’ve found in programming in Top 40 and Hot AC?
Indies, no just kidding…kinda. Obviously the records are different most of the time. If not the records themselves, but the timelines on when each is exposed to the respective audience. I have to juggle that so each station keeps its identity without missing the hits.
Can the Hot AC format break records these days?
Yes. No doubt in my mind.
How much of a role does research play in your music decisions?
Every song is judged on a case by case basis. Research is just one measure of a songs success. There are the sales, exposure to mass media and a lot of gut.
How important is it to be very lifestyle driven in radio these days?
There really is no other way to be. When someone asks me what keeps me up at night I tell them ’not being relevant, to not matter to my listeners.’
Given the importance of all things digital these days, what shouldn’t radio lose sight of in a traditional sense?
I think the revenue potential in digital is what’s driving the emphasis on digital platforms. It’s my job to make sure I take care of the on air brand first. That’s my job no matter how much pressure is put on digital. When you have a good brand, you will have great digital.
How involved do you get in sales strategies and client visits?
Very! I meet with clients, go on calls, brainstorm ideas. This ensures that the ideas are all in sync with programming. I think it’s very interesting.
How frequently do you sit with the staff in a mentoring capacity?
I try to meet with the part-time air talent on a weekly basis. It’s really the best part of my job. So many fresh ideas!
Do you feel the industry has drifted too far away from cultivating the next generation of air personalities?
We used to be able to learn by doing weekend overnights, overnights, charity appearances. Most of those opportunities are gone. I have talents do fake shows in the production studios. When they get bored and stop doing it, I’ll know they aren’t in it for the long haul. Those that keep at it, end up on the air.
Who are some of the programmers you like to network with?
I mostly network with my sister stations. I happen to think Brian Kelly in Milwaukee is brilliant!
What are some of the valuable lessons you’ve learned during your career?
I have learned from so many different people from all walks of my life. I learned to be honest, fair and I never ask anyone to do anything I won’t do myself. Otherwise to enjoy this job – it’s the best!
What still excites you most when you come to work every day?
I do afternoon drive and I still love to crack the mic and talk to my audience. That’s a high better than the finest bottle of wine and I’m honored to have the opportunity. I respect my listeners.
