Alternative Contraband’s exclusive interview series conducted on Twitter, 10 X 140, continues as we head down the hall to the most unsung department at every radio station. Today we visit the hardest working, oft times least paid, and never appreciated enough Promotions Department to speak with FM 102.1/Milwaukee Promotion Director John Schroeder (who’s station just went 3.6-4.3 in the January monthlies).
@altcontraband Red Rover Red Rover can John Schroeder come over to play Alternative Contraband’s 10 X 140?
@SchroederSpeak Hey Phil Manning. What’s new and exciting?
@altcontraband 10X140 with you is my new obsession, along with the new Yeah Yeah Yeahs tune! Q1. What’s your radio path before FM1021?
@altcontraband Q2. In addition to Promo Dir., u do an airshift too? Weekends? And u r Promo Dir. at your CHR station? How do you breathe?
@SchroederSpeak overnights/swing on FM 102/1 + host Retro Brunch Sundays + PromoDir for sister A/C WLDB. My life is an exercise in time mgmt.
@altcontraband 24 hrs in a day, use em wisely. Q3.If Promo Director’s weren’t on their game, what would happen to any given radio station?
@SchroederSpeak missed opps + boring inactive radio. We’re the glue that keeps everything together and helps connect the station to listeners
@altcontraband Q4. I call ur position the Gumby position, being pulled btwn departments. What’s the hardest part about what u do?
@SchroederSpeak Finding the right balance between prgming and sales. Creating a cool experience for listeners that still allows us to make $$
@altcontraband Q5 What’s yr. most proud promotion and tell us about FM1021’s busy Spring and Summer plans?
@SchroederSpeak any time we provide a 1x lifetime artist exp. In August we has listeners tour the MKE Art Museum with Goyte. That’s memorable
@SchroederSpeak Planning for Summerfest 2013. 11 days of live broadcast from a stage that we program. Oops over my character limit.
@altcontraband That was 2 ?’s, yer good! Q6. Do you send out e-mails to your database? If so, what are your goals with them?
@SchroederSpeak Yes. 1x per week. Primarily as a sales tool for added value BUT no b.s. clutter. Everything in it must have listener benefit.
@altcontraband Any new music testing in your e-mails? Q7. What are your 5 fave new tunes these days?
@SchroederSpeak Not directly in the general email. We use Rate the Music, but that’s a separate (opt-in) database.
@SchroederSpeak Foals-Inhaler, Neighbourhood-Sweater Weather, YYYs -Sacrilege, The Strokes-All The Time, SSPU-The Pit
@altcontraband Q8. If you had more time and bodies, what would you like to accomplish that you just can’t quite accomplish now?
@SchroederSpeak we do some nice things w/charities but cant do all of it. There are so many. Would love to have more time+resources for it.
@altcontraband Q9. Give us an intern gone bad story…every station has one.
@SchroederSpeak bad driving! broken antenna on top of van 4x, complaints to our GM about driving too fast, showing up at wrong location, etc.
@SchroederSpeak we cleaned our up our act several years ago now, but there are always a few exceptions when you do 300+ events/year.
@altcontraband Q10. It’s hell being a Cubs fan, I’m a lifelong fan,sold beer at Wrigley 84-87. How bad do u think it’s going to be this yr
@SchroederSpeak Considered not renewing my season tix this yr! I think they will improve just a bit. <100 losses, 68-94. Setting the bar high
@altcontraband that is a high bar. Hoping this is the bottom out year. Thanks for your time! Keep on chooglin’