The Infinite Dial

Name:
Dustin "Fletcher" Matthews

Current Title/Position/Company:
Program Director, WFXH Savannah/Hilton Head, Triad Broadcasting/Adventure Radio

How did you get your start in radio?
Like many of my peers, I grew up making tapes and "playing radio." When I was 15 I did a school job shadowing program at WIMZ in Knoxville, the radio station I grew up listening to. That's all it took to put me over the top. After that day I applied at my local radio station, WCRK, in Morristown, TN. By 16 I was working a weekend airshift for WIMZ.

What are your career goals?
I want to continue to be successful in Alternative Radio Programming. Eventually I would love to become a Director of Programming and one day consult.

What do you enjoy most about your work?
Being creative. Developing and executing fresh concepts and promotional ideas is always thrilling to me. Just sitting down to Microsoft Word and cranking out a page of copy never gets old.

What are the biggest challenges ahead for radio, from your perspective?
Competing with other media outlets and staying relevant to our audience. We know this will always be a challenge and it will only become more difficult. I think of this as a good challenge! This will force us to be consistently innovative in what we offer and how we interact with listeners.

What have you learned that you would most like to pass on to your fellow under-thirty-somethings?
1) Get involved in every aspect of your radio station. Don't keep to yourself in programming. Take the time to sit down with a GSM or Business Manager... or custodian! Ask them questions and let them know you care about their passions too! It can only help your station's success.

2) Never forget to be a listener. When you're an "under-thirty-something" it’s easy to go to events and meet your audience. Remember that will always be a key to success. We should strive to never become the "old jaded radio vet!"