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Time well spent with ...
Myronda Reuben-Dexter, PD of WBLX-FM (92.9) in Mobile, AL
Myronda Reuben-Dexter started at WBLX in '91 as a board op and part time air personality at both WBLX-AM and FM. She segued
to do overnights for Skip Cheatham at KKDA-FM (K104) in Dallas. MRD got into programming when she headed to KJMM-FM (105 Jamz)
in Tulsa, where she did afternoon drive and served as APD. She returned home to WBLX in '96 on a part time basis, eventually
going back to full time for middays and as MD. In 2000, she was given the PD reigns. MRD continues her midday shift, too.
Star - Did you stay in Mobile during either or both of the hurricanes?
MRD - During Katrina I left. Normally we camp out at the station. We pack up clothes and food and water... there's a handful
of us who stay at the radio station to broadcast to keep people informed. But with Katrina, we had building structure work
being done, so it was decided we would leave. There was no one in the building until after the storm. But the station stayed
on the air and simulcast with a TV station. We left on the Sunday right before Katrina hit and were back by Wednesday. We
were fortunate enough not to have a lot of damage. The day after the storm we stopped simulcasting and were back live.
Star - When do you go back to regular programming?
MRD - With so much happening and so many people from Mississippi and Louisiana in our city, we had info coming in and
so we gradually moved back into programming. It's only recently we got back to full regular programming. We've had a lot of
drives for food and clothing. It's been a long haul.
Star - Are things different now? I mean, with all the damage the hurricanes did on the community ... do you come back
and program any different?
MRD - Yes, in the sense that we are now also trying to communicate with people not from our area. We're trying to make
them comfortable. But people here are very appreciative. Some have come to our station who are here from New Orleans. We have
just
had to give out information to people we are not used to giving it out to. The programming is there but some of our communication
to the community has been adjusted to include evacuees and visitors as well
Star - What's different about Mobile compared to say Atlanta or Tampa? How would you describe the market, your target
demo and what your biggest programming challenge is?
MRD - Mobile is a smaller city, so everyone knows everyone. It's a closer city. It's more close knit. I grew up here.
Most of the jocks on the station are from here, too. That makes it more personable because when we talk about the area, we
know it. We're like a family. The challenges are making sure that people always remember who we are - we have to constantly
remind people we are their station. The challenge is keeping it "their" station. We have to stay hip, but not so
hip that we turn off the people that grew up with us. Our target demoo is 18-34.
Star - Talk about being a female in a still male-dominated industry. What kind of challenges have you had and how did
you answer them?
MD - It's cool. I can say working for Ken Johnson has definitely been a big help with my growth. I have learned from men,
so I appreciate the males in the business who have tried to do things to help women such as myself get where I am. I don't
feel at all like I don't fit or can't compete. I'm about learning everything I can from who I can and making my station win.
Star - In a medium market like where you are, discuss the challenge of creating promotions that complement the music.
Is it difficult getting artists to come through? What are some of the alternatives you can offer your listeners?
MRD - We have artists do promo stops and have had some pretty good artists come in and perform. We have had our share
of "nos," but we have taken advantage of
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| Babyface with PD Myronda Reuben-Dexter |
of artists coming through for promo tours. At times it's extremely hard... we're just not the market that frequently gets
them. It's not like we can build our own shows, but we do take advantage of opportunities from when artists come through to
promote their projects. We also try to give away things on the air. We try to gather prizes that our listeners want, such
as cash. People always want to win money. We have a promotions team that works very hard to provide giveaways people want.
Star - What's your take on research? Do you a go out in the field or do you rely heavily on research companies?
MRD - Our company, Cumulus, has research. When it comes to music, I depend on my listeners the most. If our listeners
say... I'll give you an example. The Laffy Taffy song, I can not stand, but that record is huge. We go by what our listeners
want. The research pretty much tells you what you already know your listeners are into.
Star - What do you do to cultivate new talent? And as far as existing talent, how often do you go over air checks, have
meetings, etc?
MRD - We do air checks, not as often as I'd like, but a couple times a month with full time people to keep them focused
on basic radio. I believe if you come in and do what you love and love what you do, the rest will fall into place. Most of
the staff has been here and does not require major monitoring, but we do work to stay focused.
Star - How would you describe your management style?
MRD - I believe in being a nurturer, sort of like a mother, I don't believe in screaming and yelling at people. I believe
in giving a task to someone... there are consequences if the task is not done. I believe in communicating with my folks quite
a bit. They understand that I have their back and if they mess that up, then there are consequences. I believe in having a
good relationship and not a fearful relationship. It also helps that I do an air shift too, so they know I understand their
perspective. The bottom line is keeping everyone in
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... if you love what you do, you will eventually reap the benefits. Do it because you have a passion for it or you will
find yourself in a hole
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the mindset that we want to win. Have fun but understand this is a competitive situation.
Star - Who were some of your mentors/heroes coming up in radio?
MRD - Skip Cheatham. Double D - he is now at KBCE. He taught me a lot about production. Ken Johnson - I'm still learning
a lot from him.
Star - A lot of stuff went down this year in radio. Payola popping up again, more and more syndicated programming to choose
from... what do you think is important for people who want to continue to work in radio to know going into 2006? What advice
would you give a room full of potential personalities, MDs, other programmers?
MRD - You have to love what you do. You have to have a passion for it. I remember Oprah once talked about people complaining
about not making a lot of money, but if you love what you do, you will eventually reap the benefits. Do it because you have
a passion for it or you will find yourself in a hole. Be smart about what you do and do it for the right reasons.
Star - Comment on the state of the music industry today. Has the music gotten better or worse
MRD - The content has gotten worse. But music is always changing and will continue to change. The lyrics tend to be not
so great anymore. It's going to constantly change. A lot of the new stuff is good, but it depends on what you like. What people
liked 10 years ago is not what people like today.
Star - So what's in your CD player right now?
MRD - Smokie Norful. Will Downing. Young Jeezy.
Go to www.thebigstation93BLX.com for more information.
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