Greg Williams, also affectionately known as “Hitman,” has made quite a name for himself in Wichita, Kansas. He spent fourteen years as Music Director at the heritage Top 40 KKRD before exiting the station in 2000 to take over the programming reigns of Rhythmic Top 40 KDGS (Power 93.9). The station with its limited signal was once considered a joke in the market. Within six months KDGS beat KKRD in the ratings and more than a year later KDGS became the #1 18-34 station in the market.
Under Williams’ leadership he even forced KKRD to pull the plug by the summer of 2004 putting them out of business. It’s no surprise that Greg Williams, an FMQB Hall of Fame Programmer, is now is the midst of another radio war but no one is more battle tested or more passionate about winning than the “Hitman.”
eQB presents excerpts from the November FMQBmagazine Rhythm/Crossover Up Close withKDGS/Wichita PD Greg Williams
On being competitive and where the challenge comes from nowadays…We have a mainstream competitor. Since I have been Program Director here I’ve forced two competitors off the dial and out of the market. That is no small feat. I have a target on my back. When the competition is running promos naming me and my radio station by name I consider it a compliment. Working hard to get to number one is not easy, but maintaining and staying number one is even more difficult.
On how has KDGS has positioned itself on the technology front… Web site, HD, HD2, database building, podcasting, blogs, video, texting. I am most excited about the Internet. It has infinite possibilities to connect with our audience in new and different ways. It is the ultimate extension of our brand and allows us unique opportunities to put our arms around the audience and for them to connect and put their arms around us. As brand managers, we are challenged to think outside of the box to create new and different ways to market our product in an age of limited traditional marketing resources. The opportunities are there, we just have to re-think and re-apply ways in which to achieve that connect with the audience that in many ways is far more advanced than the applications in which we offer them.
On embracing new technologies or is there a strategic plan when it comes to waging war against new media devices such as the iPod?
Radio is still the number one choice with consumers. I believe that it always will be, however, we are challenged to re-create how we communicate to the audience. That is why a great radio station has to be local. As we have drowned ourselves in voice-tracking, we have lost that “connect” with the hometown and as a result our audiences. We have no one to blame but ourselves. We must get back to the business of being the one thing that has made radio a great community resource. You have to play hit records, but most importantly you must be connected with your community. You want to position your brand as the community resource and in doing so you heighten top of mind awareness and the emotional connect with your audience.
We need to embrace these new technologies because as I like to say “the shit is out of the can” and there is no way you can turn back now. So our challenge remains in creating ways to adapt our brand to the new age. The PPM has changed the playing field as well. Now we have studies that are coming in that are educating us even more on how consumers listen to our brands. While this process plays itself out, we are learning some old principles hold true, and some do not. The age of the quarter hour is dissipating. Because the quarter hours are not that important, every single minute of every hour is important! In many ways we have no one to blame but ourselves. The answer in my mind is simple. Get local, be local, stay local!
On the past struggles of the Rhythmic format…The music did hit a rough patch. This is when you have to be a smart programmer. This may require playing some records a little longer to maintain your familiarity. At KDGS I have never allowed this station to put in a box musically, for those stations that have, the quality of the music is a far greater problem. However, if you program to your market it should all work out. I do believe that the product is on the way back. Let’s face it, Mainstream has had a great run of music. All things are cyclical. I am proud to say that in the face of this challenge we have maintained our ratings position as the number one 18-34 brand in our market, which arguably, is not one of the most diverse ethnic populations in the country.
On the biggest thing record labels need to understand about KDGS when it comes to evaluating new music for rotation…I don’t compromise on playing hit records. If I believe in something, I still trust my gut. Many of my peers have forgotten how to trust their gut, and that is sad. It’s not always about callout. Yes, that over time is a component, but it begins with you listening and making a judgment call out of the blocks to get the record started.
On the biggest challenge the format faces today…Radio is still the best medium. We are the only brand that is truly local. Our problems are minuscule when you look at the challenges that print, television and satellite are experiencing. We have to do more with less, and with shrinking budgets we must continually think creatively and outside the box to create new and different ways to promote our brands. Ultimately our biggest challenge is going to be talent. Developing and retaining outstanding talent, particularly at my market level it is a greater task. As we syndicate, and reduce opportunities to grow and develop talent, our industry will have, and we are already experiencing a great shortage in outstanding talent.
On working for a company like Entercom…Entercom is awesome! We have a passionate President and CEO in David Field. That corporate culture really does start at the top. Pat Paxtonand Bill Pasha are absolutely the best! They listen to their brand managers and give tremendous insight and wisdom. My General Manager Jackie Wise gets it. I am being a little biased here, but I believe that she is the best GM in the nation! It sure makes coming to work everyday fun with you are working with passionate radio professionals at every level!
On those who say “terrestrial radio is dead”…I say they are nuts! In fact our medium is still the most listened to medium in all of communications, including television. No other broadcast medium has the reach and power of radio.
** QB Content by Bob Burke **
