The historic WPGC call letters have been synonymous with some legendary programmers. Dan Mason, Scott Shannon, Steve Kingston and Jay Stevens are just a few who have triumphed in the nation’s capitol. Jason Kidd is the latest to add his name to the ‘PGC programming ranks and he has the station locked and loaded for continued success.
By Mark LaSpina
Jason Kidd
Maryland native Jason Kidd began his radio career in Baltimore at the former WBSB (B104). As his career developed, he found himself more and more interested in the programming side of radio. He landed his first programming assignment at CHR WWHT/Syracuse. He would later go on to hold programming titles at CHR WKST/Pittsburgh, as well as former Rhythmic station KQBT/Austin. After a stint at XM Radio, it was back to Baltimore for the PD seat at Adult Hits WQSR before landing in the programming department at Hot AC/Adult CHR WWMX. Kidd has since found a home in the nation’s capitol where he ascended to a position that suits him perfectly…Program Director.
How did the opportunity come about to join such a heritage radio station like WPGC?
No clue, I’m still trying to figure that out! I had been up in Baltimore for the last 6 years with CBS Radio as the PD of Adult Hits WQSR and then after the company sold that station to Clear Channel, I rejoined Hot AC/Adult CHR WWMX’s Programming Dept. I knew WPGC had been facing a lot of challenges and had made it known to SVP of Programming Greg Strassell and VP/CHR Programming Dom Theodore (who I’ve know since my CC days), that I would love an opportunity there if one came along. I also had great support from VP of Programming/Baltimore Dave Labrozzi and SVP/Market Manager Bob Philips. Fast forward to January 2011, I received a call from CBS VP of Urban, Reggie Rouse about coming to PGC as APD. In March, while finishing off my last week at WWMX/Baltimore, I started as APD at WPGC. I then learn that PD Michael Saunders is leaving to become PD at WOCL/Orlando… on my second day! Obviously, the game plan had changed and I had to ramp up much faster then I had anticipated. I think I saw and experienced it all my first few months. After some nice growth in the Spring, I was named Program Director of WPGC on June 1.
When you took over the programming role, were there any strategic and/or positioning changes you felt were necessary as you put your imprint on the station?
Right away we went back to “DC’s Home For 18 Jams In A Row.” This was the heritage positioner from our glory years. I also brought back our logo from the late 90’s and early 2000’s.
WPGC has a long storied history in the DC market with some great programming minds and talent having past through the hallways. How challenging is it to maintain what PGC has built over the years as you move the station into 2012?
Not challenging at all. It’s actually quite the opposite. WPGC was one of the pioneers of the format – a format that is VERY unique to DC. And we still have some legendary PGC talents on the air like DJ Flexx who has been here since 1994. I’ve focused on the station’s original blue print from 1987, the biggest urban hits mixed with the biggest CHR hits.
There’s no doubt that the DC radio market has always been fiercely competitive. What’s been the most significant change that you’ve seen within the last year?
Yes, between Urban WKYS and CHR/Pop WIHT, it’s been quite competitive over the years. Not to mention we have signals from nearby Baltimore and Richmond, VA that bleed into the market. It’s changed a lot considering there were many years where there was no Mainstream/top 40 station here in DC. WPGC would do its job by being not only the # 1 Urban, but also covering the CHR hole. However, because of the intense head to head battle with Urban WKYS, by the mid 2000’s WIHT (HOT 99-5) started to become more of a factor. I believe that is now changing as we have seen WPGC evolve in the last year and have a nice resurgence! We have been consistently Top 5 18-49 Persons and Top 3 Persons 18-34. Even Persons 25-54 the station is seeing growth as our former audience is rediscovering us.
PPM has changed the way radio is programmed. What’s one thing you see in that data that still surprises you about the way listeners are consuming radio nowadays?
I think a lot of programmers have always assumed that the audience leaves during the stop-sets. While that may be true to some extent, there are many that still hang on through the commercials. PPM also reinforces that the right kind of talk (content) wins. PD’s have overacted to PPM and have stripped the soul out of many radio stations. They have considered any kind of talk to be bad. That is clearly not the case, as long as you have the right talent. Great content, benchmarks, the right contesting all perform HUGE in PPM.
How important is research vs. gut when making music decisions for WPGC?
Research is one piece of many to the puzzle. If we had relied on research alone, we probably never would’ve made the move that we made with WPGC. Stations who rely solely on research will ultimately fail. Gut plays a part, as well as sales, requests, social media, etc.
Talk about your baby, Area 955, WPGC’s HD2 and DC’s first all dance music radio channel.
LOL… We were looking for a way to increase our web numbers and decided to launch this back in September. It was supposed to happen the last week of August, but thanks to severe storms, a 5.8 Earthquake and Hurricane Irene all in one week, it was delayed. I also had programmed a Dance HD station in Baltimore and had some success there. The thinking was that it would be even more successful in Washington, DC considering the massive diversity that we have here. DC over the last 10 years has become a huge melting pot with people moving here not only from all over the US, but the world. Very transient and very much into dance music. Check it out at www.area955.com
CBS Radio has been known as a programming haven of battle tested programmers who can offer great insight. How much does it help that you’ve got some of the best minds in the business in your war chest that you can lean on?
I truly believe we have some of the best in the business. When it comes to urban radio, there is none better then Reggie Rouse at V103/Atlanta. Along with some of the big CHR and Rhythm guys from my Clear Channel days now with CBS Radio; Michael Martin, Dom Theodore, Jeff Kapugi and just recently added Rob Morris. SVP of Programming Greg Strassell and I have formed a great relationship over the years and have worked together on many formats from Rhythmic, Adult Hits and Hot AC/Adult CHR. I also am a huge fan of Steve Reynolds, our morning show consultant who I knew from my Baltimore days and Promotions guru Paige Nienaber who I have worked with off and on since the 1990’s. Locally I lean on SVP/Market Manager Steve Swenson and WIADPD Steve Davis who are both AWESOME. Also, my APD Angelique Alston, who has been here off and on since 1996. She knows where all the bodies are buried!
Who have been your mentors throughout your career?
People from Dom Theodore, Dr. Dave Ferguson, Jay Stevens, Jerry Clifton, Steve Kingston, Don Geronimo, Rich Davis, Pat Garrett, Dave Labrozzi and Albie Dee have all influenced me throughout my career. These guys all played a part in how I got here. Some may not even realize it. Could not have done it without them!
When listeners hear “WPGC 95.5” what do you want them to think of first?
The real hits of Washington, D.C.
[eQB Content by Mark LaSpina]
