The Infinite Dial

Title: Program Director/ Promotions Director WCLU, Glasgow, Ky.

Who is Meg? "I was born in Alabama and moved to Kentucky in 1999. I began my career in radio with a program my high-school held in the mornings on a local AM station. I began working for WCLU in 2003, and also began volunteering for Western Kentucky University's student-run radio station, Revolution 91.7, that fall. After 4 years at Western, I was promoted to full-time here at WCLU."

What would your dream job be? "I'd love to host a syndicated show. I would also enjoy being able to produce shows or programs for the USO... and I wouldn't mind taking Ryan Seacrest's job, either."

Who has been your greatest influence? "I certainly wouldn't be here if it weren't for the guidance of my General Manager and mentor, Henry Royse; however, I would have to say the greatest influence on my life has been my grandfather, Albert Roberson.
As long as I can remember, he has been into amateur radio. I recall being three or four years old and going with him to HAMFest or being able to sit in his radio room while he contacted people across the world. I remember being totally mesmerized by it all--that he could sit in a small room with a microphone and reach people on the other side of the world. I guess you could say I was "bitten by the radio bug" at a young age. He introduced me to the world of radio, but beyond that, my grandfather has always been an inspiration to me. He grew up in poverty, and yet he retired as a computer programmer for the United States Marines. He taught me that nothing in life is ever out of reach--that you can achieve whatever your heart desires as long as you're willing to work for it. He suffered a massive stroke about four years ago. He could have just given up after that, but instead he chose to learn to walk, to talk, to read all over again. He has always been and continues to be the strongest and most honorable person I know. My only hope is that one day, I'll be able to live up to the standards he has set."

What is the one format that you can't believe that no one has done? "I'm not sure on that one. I think there's been such an influx of new formats lately--Jack and Jayne, to name a few--that we've all been focusing on pushing to be the first with something new instead of being executing what we're already doing with more precision. There's a station in my town that runs the Jack format, and there's nothing special about it (except a vast play list). There are no DJ's on the air, just liners in between stop sets. I understand that the excitement surrounding these formats was that we all thought we'd found a way to compete with mp3 and CD players; however, we lost sight of the fact that we were eliminating the one thing we have that a music player doesn't--on-air personalities. Removing them seems to make a station cold, distant, and devoid of authenticity. I'd like to see a format that could incorporate "oldies" as well as current songs--but without sacrificing DJ's or other content. If executed properly, I think that a format with a large play list could be a success, especially if marketed as something that is "family friendly." With that sort of label, you're reaching out to a pretty large demographic--so you're bound to bring in more listeners, and (in turn) more revenue."

How could radio do a better job of attracting younger listeners? "I think that we need to stop treating them as some sort of unreachable demographic and start viewing them as people. I think that we should try to cater to their interests more--and not in some generic way. We can't simply rely on Top 40 or Alternative formats to bring in the listeners; we, as respective stations, need to think about ways to make what we're doing relevant to our traditional listener base--as well as to a new generation of listeners. One of the stations I program is an Adult Contemporary station, and since I've become PD, I have tried to shake things up a bit. I've added more upbeat songs and really placed an emphasis on playing new hits and spending more time on show prep. I've gotten great feedback, too. I've heard from moms, young professionals, and kids--and they've all loved it. I think that offering people something genuine and unique is going to attract listeners, regardless of their respective ages. Anyone can play a Britney Spears song and spend the next twenty minutes reading the latest gossip, and I think that spending so much time talking at this younger generation is what's turned listeners off. I think that if we talk to them, if we work to build a bond with our listeners, then they're going to keep tuning in."

How will radio remain relevant in a digital world? "We have to embrace our respective communities; we've got to show our listeners that we are real people--that we're real members of the cities and towns in which we live. I think the greatest reason for my radio station's continued success is that we serve the community--we'll host remotes at Little League games or get involved with local fund raising events. I think that striving for that sense of community is going to be radio's saving grace. People can get forecasts and music from just about any artist online. If they want inane chatter, then there are thousands of pod casts just waiting for download. As broadcasters, we've got to realize that what we can give the listener is much more than that. Each and every day, we have the chance to make a personal connection with our listeners. That personal connection is what is going to keep them coming back for more."