Originally published on October 24, 2008

Carl Anderson

ABC Radio Networks
Senior VP

ABC Radio Networks senior VP of programming and distribution focuses on 'reverse mentoring': bringing disenfranchised kids back to radio

With a successful background in local radio programming, two years ago Carl Anderson made the move to network radio by joining ABC Radio Networks. Less than a month ago he was promoted to the newly created position of senior VP of programming and distribution. In this role, Anderson will be the network's top programming strategist, leading all content development and distribution for the company.

Getting into the business: I was doing an internship at WTAE television in Pittsburgh, a show called "Pittsburgh's Talking With Ann Devlin." Through that job I met a friend who knew a guy working in radio at WBVP and WWKS in Beaver Falls, Pa. I was hired as a part-time production guy. I eventually had the opportunity to cut my own commercial and then do just about everything, including news, production and on-air, so that was really my first radio job. I bounced around Pittsburgh, where I grew up, for about 15 years at various radio stations.

Joining ABC Radio Networks: I left Pittsburgh and worked in three different states within one year. I went to Richmond as an operations manager and launched a smooth jazz station, then to Chicago at WNUA and then had the opportunity to go to WJZW in Washington, D.C., which is where I met Jim Robinson, president of ABC Radio Networks. I came to the network in 2006 as vice president of music programming, which consisted of nine of the 24/7 formats as well as syndicated programming, including Dick Bartley, "American Country Countdown With Kix Brooks" and other syndicated products. With the recent restructuring, my new title is senior vice president of programming and distribution.

Describe the new structure: Programming is only as good as its distribution, and under Jim's vision it is now a unified department. We're able to move more quickly and efficiently to deliver products to the marketplace. In our business, time is of the essence, and we are able to have a department that not only generates programming but has their ears to the ground to client needs, so we can then build to those needs. In some ways it's basic sales: doing a needs analysis and coming back to the lab and building a product our affiliates want.

Long-range plans: This unified department is to keep the pipeline full of new content coming in. We have a renewed focus on 18-49, which is certainly a major selling demo. I'm trying to be a better listener to what is going on around our industry. Content is everywhere, but monetizing that content is another story, so we're trying to look at everything and be able to run it through a quick filter. On the front burner is our youth initiative and developing our Youth Labs. We're doing reverse mentoring, working with colleges and high schools to get disenfranchised radio listeners and say, "How do you use it, how are you entertained?" This is a generation that has an iPod in their ear, they're watching a movie on their laptop and texting their friend at the same time. We have to find out how they're using certain media and then learn from them. The more we ask questions and find out from them, the smarter we're going to become.

Biggest challenge: We're the first social networking medium that was ever out there. This business was looking to be written off years ago when cassettes were introduced and then CDs. We're healthy and alive. A lot of people listen to our medium, so the big challenge is that we have an opportunity to grow. We need to embrace the technologies around us and look forward to the future and growing business the best way possible, to take advantage of our strengths and bring those that can challenge our thought processes into the business—as opposed to those leaving our business to go to other areas of media.

State of radio: It's alive and healthy. Those in leadership positions need to stand up, take their head out of the sand, stick their chest out and be able to say, "We have a lot to learn." Ego gets in the way sometimes.

State of network radio: Stronger than ever. Local radio certainly has some struggles and if local revenue is down, they're looking to manage costs the best they can and develop compelling programming. And that's where the network can help. The network is there to partner with local radio stations and develop the best content possible for them. Often you hear a local station saying, "We have to be local," and I quote my friend Kidd Kraddick, who says, "It's not about being local, it's about being locally relevant." Successful network shows meet the listener or viewer where they are, then it's a success.

Career highlight: WNUA in Chicago in the spring of 2002: Never before and never since [has it been] No. 1 25-54 by a half a share point. With Bob Kaake and his leadership, it was a pretty special time. Right after that achievement I went to Washington, because I figured it couldn't get any better in Chicago.

Most influential individual: Jim Robinson and Bob Kaake. Sometimes, someone else sees something in you that you don't see in yourself, and I give Jim and Bob credit for giving me more responsibility and props than they should have.

Advice for broadcasters: Manage with integrity—especially those in leadership [positions]. The best definition of integrity is doing the right thing when no one else is looking. Look for someone to mentor. Try to invest yourself in someone else. We're all here because someone did that for us. For our industry to survive, we need to stop working in our own little silo and look for ways to help people grow, to help them enjoy our business and [lure] more people into our business.

Liner Notes
Profile: Carl Anderson
Title: ABC Radio Networks senior VP of pro-gramming and distribution
Favorite radio format: "Right now, it's country."
Favorite TV show: "The Office"
Favorite song: "Free Bird," Pink Floyd's "Comfor-tably Numb"
Favorite movie: "The Godfather," "The Natural"
Favorite book: Malcolm Gladwell's "Tipping Point"
Favorite restaurant: Bob's Steak & Chop House in Dallas
Beverage of choice: Sweet iced tea
Hobbies: "Cycling and chasing kids to soccer and basketball games on the weekends."
E-mail address: carl.anderson@citcomm.com

'In our business, time is of the essence, and we are able to have a department that not only generates programming but has their ears to the ground to client needs, so we can then build to those needs.' —Carl Anderson