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Author:	Jerry Williams
Published:	June, 2000

 

This month we begin a two-part discussion with three radio veterans who made the switch from mainstream to Christian. The three have several things in common. All experienced extraordinary success as believers while in mainstream radio. And all made a tremendous career change to Christian radio. I have had the privilege to have worked with all three. When I went to WLIX, Long Island, in 1988, Frank Reed had only recently joined WWDJ, New York, as PD and Morning man. We had the opportunity to work on several joint ventures in metro New York during the late '80s and early '90s. And in April of 2000, after some months of discussion, I was able to bring Frank on to the staff of J93.3 in Atlanta as our long distance Afternoon host. It was also in the early '90s that I was able to bring Hollywood Henderson onto the staff of WLIX. Hollywood was fresh from turning down a new contract with KDWB in Minneapolis where he'd been doing Afternoons. I first worked with Sheila Richards at Jacor's Soft Rock outlet in Louisville. When I came to Atlanta she was the only name on my list for Morning co-host. We were, after several months of discussion, able to bring her on in March 1999, stealing her away from KRMD in Shreveport where she had become an institution. We begin the discussion with a brief bio on each of our three panelists.  Frank Reed: A radio legend, Frank worked at WNBC, New York from 1977 till 1985. He started at NBC doing Afternoons and then went to Middays when NBC hired Howard Stern. That move put Frank on the air between Don Imus and Stern. If you listen to Imus and Stern you'll hear still making the occasional reference to "Captain Frank". Frank's first experience in Christian radio was at WWDJ in New York where he was PD and did Mornings. From there he went to KLTY, Dallas, where until recently he was the Operations Manager and did Afternoons. Frank still does Afternoons at KLTY, and in April 200 he joined the staff of J93.3, Atlanta, to do Afternoons long distance. Sheila Richards: Sheila's background has been mainly Country. She won a CMA (Country Music Association) Disc Jockey of the Year Award while at KRMD, Shreveport. She has PD experience, has worked in Atlanta as a sidekick for Rhubarb Jones, and did Soft Rock in Louisville. Her Christian radio experience began in March 1999 at J93.3 where she still does Mornings. Hollywood Henderson: Hollywood is a CHR superstar. With stops in New York, Minneapolis, and now the #1 Afternoon show in Dallas at KISS-FM. His Christian radio experience came in the mid '90s at WLIX, Long Island. RR: Where were you immediately before getting into Christian radio? SR: KRMD-FM, Shreveport, LA. I'd done Mornings there since 1987, though I left twice, from 1993 till 1994, and again from 1996 till 1997. I came to J93.3 in March of 1999. We were individually owned for many years, but got caught up in the big buying spree. When I left we were owned by Capstar, who became AM/FM, who was bought by Clear Channel. FR: WOCL-FM, Orlando, from 1985 till 1988. I was doing Afternoons and Assistant PD. We were owned by American Media. HH: I was working at KDWB in Minneapolis/St. Paul, doing Afternoons. I left there at the end of my contract in July 1992, I had been there exactly three years. It was owned at the time by Midcontinent Media, now owned by AMFM, soon to be Clear Channel. RR: What factors most influenced your decision to get into Christian radio? HH: It seemed at the time to be a logical solution to settle my spiritual dilemma of loving radio, but feeling convicted about the immoral lyrics of some of the songs. When I left KDWB I assumed that I would be leaving radio. But when I discovered the Christian station on Long Island, WLIX, it presented an option that I hadn't considered. I was pleased that I could continue to do radio, without the bad lyrics. SR: God! And from my point of view, small that it is, money. In 1995, I started getting serious about my walk with God, and started thinking about Christian radio, and entertaining the possibility of buying a station and taking it Christian in Shreveport, where there is none. Every time I ventured out there, I found I'd have to take a $10-20,000 pay cut. Finally, I found a job that was workable in my budget. Oh yeah, and to learn the lesson that God does provide! I also have heard many Christian stations all around the country, since I travel on the road so much, and while the music is good, I didn't hear a lot of good on air people. Not to slam anyone, but I didn't hear a lot of people sounding happy and bright, something I think is important to attract listeners, whether mainstream or Christian. I thought I could be using my God given gifts to help Christian radio sound as good as mainstream. FR: For me it was a desire to make a difference, plus some very good counsel from a pastor friend in Orlando, plus friends like Brad Burkhart and Joe Battaglia. RR: What are the major elements your mainstream experience enabled you to bring to Christian radio? FR: Since I got to work with some great program directors, people like Clifton, Pittman, Metheny, and others, I had a pretty good understanding of what works and what doesn't. What we do isn't really rocket science. All of the basics still apply to any kind of radio, great songs, great talent, great promotions, decent signal, building cume, growing TSL. SR: I've been blessed to work with some radio greats, Rusty Walker, Phil Hunt, Charlie Cook, Bob Moody, Mike McVay, and many others. I've read and read and read about what it takes to make great radio. I've been taught to have a "radio warrior" attitude, to do my best, to promise and deliver to my listeners. My attitude, and my love for people are my strengths, my involvement in the community. But again, these are things that work in all radio formats. Coming from a family oriented country station made the transition to Christian easy. Plus, country and Christian listeners are very similar. They're loyal and like to get to know you as a person, not just a voice on the radio. HH: Focus, delivery, economy of thought, marketing sense, audience empathy, relate-ability, all of the things that are important to mainstream radio are similarly important to Christian radio. RR: What's the biggest difference between working in mainstream and Christian radio? SR: I only have experience at one Christian station, though I have talked with others over the years. It seems to me that Christian radio gets bogged down in a lot of little things, just like the church does, and forgets that while this is a ministry, it is also radio. Doing great radio is just as important as doing a great ministry. I often hear, "This is about the ministry, not about ratings." Why can't we give both aspects 100%? Why not a great radio ministry? I just do great radio, and I pray everyday for God to use me as He wants. That's where the ministry part comes in. I don't have to "do" anything; He does it. I'm just open to Him using me, because I don't know how to do Christian radio the way it's always been done. I've only been in it for 1 year and 3 months. HH: Mainstream radio obviously has greater financial resources, and that is manifest in many ways, salary, equipment, facilities, promotion, and so on. Also, the audience for Christian radio is much different, much more demanding, I think. They have a certain set of expectations of what is going to come out of that radio, and can be very vocal about it if those expectations are not met. In mainstream radio, if expectations aren't met, people simply switch to a different station; they don't take it so personally. FR: Six words: "Your radio station changed my life". I never heard that in secular radio. RR: What's the greatest similarity between the two? FR: Great radio is still great radio. Here at KLTY, we do our best to do great radio, period. It just so happens the guys on the air love Jesus, and the music is "Christian". HH: You have a microphone, some CDs and, hopefully, something to say. SR: Both want to attract and keep listeners, but for different reasons. RR: What's the biggest advantage to working in Christian radio? HH: I'd say the music. The music is pretty good, and you don't have to filter out the impure images that are often presented in CHR songs. FR: Being able to make a living, and have fun, with a medium that has eternal significance. SR: It seems to be pretty safe; you could retire at a station, unless you really do something REALLY stupid! Safe isn't always good, though. I feel I can have a personal life here, without management screaming about my priorities. Course, I haven't really done that. Because I love radio so much, it's sometimes hard to pull me away. Now that I'm married, time will tell how long my husband lets me give so much of myself to my job, and less to him. And I can talk about my church and God whenever I want. Though I had much freedom in the secular world, there were times I wondered if I were ever pushing it too far, talking about God too much. I worked a year at a soft rock station, when I left to go back to country, I was told I talked about God too much. RR: What's the biggest disadvantage? FR: Still getting past the stereotype of 'religious' radio. SR: Having to appear so "perfect". Having such strict standards by being a Christian leader, when I just feel like I'm me, down to earth, real, and no better than any other Christian. I was squeaky clean in country radio, yet when I came to Christian, I wasn't good enough. As a leader, I couldn't share certain parts of my life on the radio. That's why I've always been so successful; I've just been me. But now I have to hide certain parts of my life, if I have a glass of wine once every 5 months or so, see an R-rated movie like The Sixth Sense or Saving Private Ryan, or go dancing. To me, if I could share that part of me, to let listeners see we have so much in common, that would be better. I feel like I come across as one of those perfect looking, acting Christians that turns so many people off. When I go out and speak, I share more of me, and always get compliments on being real and transparent. But, I have been molded so as not to offend. I am me, within the parameters of my station. HH: That goes back to the question about the difference between mainstream and Christian, not enough resources and a very demanding audience. Next month we conclude our discussion and find out why Hollywood left Christian radio, and what it would take for each of our panelists to make the switch again.

 

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