RELENTLESS RADIO

 

Author:	Jerry Williams
Published:	July, 2000

 

This month we wrap up our 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 both of them 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 Mobey, 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: Hollywood, what factor(s) made you go back to mainstream? HH: Well, when I originally returned to mainstream radio doing mornings at Country WMZQ, Washington, DC in July of 1993, it was a combination of things. Probably number one was the fact that we were having trouble making it financially. I was open to trying something new, like Country music, which I felt was more "family friendly" than CHR, and thus much less of a spiritual compromise. There also was a sense of understanding the limitations of Christian radio, that is, there is only so much that the audience will let you do. And, of course, my wife and I and prayed about it, and felt like it was the right thing to do. The WMZQ experience didn't work out so well, and I found myself six months later scratching my head wondering what went wrong. I prayed much, and felt God's leading to attend seminary. We moved to Dallas to attend. I started working part-time at KISS-FM because Ed Lambert, my old MD at KDWB was now the MD at KISS, and he asked me as a favor to do a few shifts. Then I started doing late nights while I attended classes during the day. I got promoted to afternoons in October of 1994, while still attending seminary in the mornings. All the while, God was teaching me things. I finally realized that God desires to do his work in the world through the laity, not only the clergy. We are ALL called to ministry, not just ministers. We are ALL called to full-time service to Christ, but not ALL are called to vocational ministry. In other words, you don't have to be a missionary or pastor to serve Christ full-time. And just as it would be wrong for a disc jockey to ignore God's call to be a minister, it is JUST as wrong for a ministerial candidate to ignore God's call to be a disc jockey! Once I figured THAT out, I withdrew from seminary and resumed my CHR radio career. RR: Sheila, Frank, what factor(s) keep you in Christian radio? SR: God. There are many times I want to go back to country, where I'm more familiar with the music. And my lifestyle is definitely more down to earth and country like. It's where I had so much success, and am most comfortable. Oh, but then there's that "God will take you out of your comfort zone" thing. I miss witnessing to non-Christians, or struggling Christians like I did for so long. But every time I'm on the verge of making a contact in the country industry, I'll get a letter that is really to the heart, about how God has used me to make a difference in someone's life. I still have to see that He is using me no longer as a light in the world, but as an encourager to Christians. Christians need a radio station to be proud of, to share with their friends, as everyone else does. FR: A strong belief that I'm right in the middle of God's will for my life. Plus the overwhelming positive feedback from listeners. RR: OK Frank and Sheila, what (if anything) would it take to get you back into mainstream radio? FR: Only one thing, God's leading. SR: God, again! I would only go with the station knowing that I was a Christian, and I would want the freedom to share about "hey, guess what really cool thing I learned in church yesterday?" Not to preach on the air, but to be a light like I was in Shreveport. There, there was no doubt I was a Christian, same for my morning partner and our news guy. God was and is part of our lives, and we shared Him. On the National Day of Prayer in 1998, we even said a prayer during the morning show, and said Jesus, not just God, which would have been the safe thing to say. Two other reasons, if I felt like my station didn't have a passion for excellence in what we do for Christ, and if I felt like I wasn't allowed to be me in Christian radio. RR: Hollywood, what (if anything) would it take to get you back into Christian radio? HH: Well, I would probably evaluate a job offer at a commercial Christian station using the same criteria as any other radio job offer. In other words, I probably would not give extra consideration to a Christian radio job simply because it was Christian. Yes, Christian radio ministers to people. However, I can minister to people effectively at a NON-Christian station. I'm not saying that I wouldn't return to Christian radio, just that I wouldn't return for the purpose of "ministry," because I can minister right here where I am! RR: How can Christian radio attract more mainstream radio pros? Should it attempt to? HH: I certainly don't want to sound like a greedy mercenary. But you DID ask! I wonder if it is even possible for Christian radio to compete with secular radio on a level playing field. Is it even desirable? Do you WANT people coming into Christian radio simply because of the external factors like salary and facility? Obviously not. But it would be great to offer a more attractive package to those pros who would WANT to do Christian radio but who don't want to or can't make the financial sacrifice. Also, Christian radio might attempt to grow its own people by looking to seminaries and other Christian organizations for talented communicators that can be trained as radio personalities. These people would approach a Christian radio job differently than a mainstream pro would. Should it attempt to? I don't know. I wasn't really aware of the opportunity that Christian radio provided until I left mainstream radio, so maybe it wouldn't hurt to get the word out. But to actively pursue mainstream pros? I don't know if that's a good idea. FR: It all comes down to paying people what they're worth, or looking for other creative ways to attract talent, like providing trade, bonuses, or other perks. A person can feel led to come, but they still need to make a living. SR: Oh, my gosh, YES!!!! Why does Christian radio separate itself? It's like there's Christian radio, and the rest of the radio world. We can learn so much from mainstream radio, going to seminars, networking with other programmers and managers. Just because they're not Christian, doesn't mean you can't learn great radio from them. How many Christian radio stations subscribe to Radio and Records? It is THE industry paper, filled with ideas and news that we could learn from. It would bring a freshness to the industry, just as a new Christian brings a freshness to the church. How do we attract more away? By getting management to realize you need to pay more. That while it's not about money, it is about money. RR: What are you reading now, and what are your favorite websites? HH: This is a wild combination, the most recent books I have read or am reading are "HTML 4 In a week" (It's taking me MUCH longer than that!), "30 Days of Prayer" by Charles Spurgeon, and "The Idiot's Guide to Professional Wrestling," by captain Lou Albano! Also "The Jesus I Never Knew" by Phillip Yancey, "In the Grip of Grace" by Max Lucado, and "Five Strides on the Banked Track, the story of Roller Derby" by Frank DeFord. Websites? MTV.com, EOnline.com, stationwagon.com, eBay. I also participate in the Delphi Forums at Delphi.com and Consimworld.com. SR: I read tons for radio, so I try to read a little everyday for me. I love to read, but I have a short attention span, so I read a few at a time. Mostly books on how to make me a better me. I'm reading a fascinating book, "Roaring Lambs", by Bob Briner, also, "The Mom Factor", by Dr. Henry Cloud, "Financial Peace" by Dave Ramsey. Favorite website? Dancinghamster.com, for fun, and overall, the cool Butler, Jeeves, at ask.com. FR: "Who Moved My Cheese?" radioink.com, rronline.com, radiodigest.com, relentlessradio.com! RR: Is there anything we haven't asked you that you'd like to address? SR: My biggest wish for the Christian industry is not to be so separate from the radio world. To be in it, to get respect from it, to let them see we are serious about doing great radio, too. And that we would nurture and encourage more females into management positions, or stronger morning show or afternoon show presence.

 

copyright 1998-2004 RELENTLESS COMMUNICATIONS

Recommend RELENTLESS RADIO