Game-Changing Insights from B96’s Molly Cruz

Molly: 00:00:00

Today is someone's first day listening to B 96.

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Every day is someone's

first day listening to B 96.

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And what impression, what emotion do we

want them to feel when they turn us on?

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VO: Welcome to BRANDwidth on Demand,

your guide to rebooting radio.

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Molly: Obviously we

live and die on ratings.

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But it's difficult because it takes

a while to see that reaction, right?

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And I think What we do is

analyze everything as a whole.

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What's the interaction that we're getting

from our listeners when they call in?

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Are we getting interaction

on social media?

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I think also just going out

into the community and getting

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a feel for a pulse as well.

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When I'm hopping into Ubers

and taxis, do they have B96 on?

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VO: Brandwidth On Demand.

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Rebooting radio with a different

take on all radio can be.

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Now your guides through the Media

Morphicist, David Martin and author

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of the book, BRANDwidth, Media

Branding Coach, Kipper McGee.

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Dave: When it comes to starting

a career in media, today's

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guest has it all figured out.

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Well, at least she makes it look that way.

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In fact, she makes it look easy.

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After graduating from the Illinois

Center for Broadcasting in Lombard,

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Illinois, This Chicago native got her

start at suburban station STAR 105.

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5 WZSR in Crystal Lake.

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While there, she spent her weekends

commuting to Milwaukee, where she

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did air shifts at 1037 KISS FM.

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Soon, the Milwaukee cluster needed

an assistant program director and

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music director for WMYX and KISS FM.

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And she got that job,

held it for seven years.

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When she was transferred back

home to the company's Chicago CHR.

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The historic B96 FM.

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BRANDwidth on Demand is proud to

welcome the brand manager for B96

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FM, WBBM FM in Chicago, Molly Cruz.

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Kipper: Hey, Molly.

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Molly: Thank you so much for having me.

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Kipper: Oh, yeah.

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Well, we are just so glad to have you.

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And big question is moving from Milwaukee

to Chicago now, obviously there's going to

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be some differences and some similarities

between the two markets, but what do you

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find are like the biggest differences in

your audience focus, who you're targeting?

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Because I know Chicago is a lot

more complex than Milwaukee.

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And then also, how does it impact

your programming strategies between,

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being in that top three market and

coming from a medium to large station.

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Molly: I love this question.

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That's a really great one.

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, Milwaukee and Chicago, for those

who don't know, are only 90 minutes

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down the road from each other.

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So relatively close, but

two very different cities.

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And first of all, my programming

strategy, I think whether you're in a

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market number three or market number

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strategies and ideas are still the same.

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It's just a different market.

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And I think what I look at as a

brand manager in a new city is

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what's the ethnic comp of the market.

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What is the competition like?

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It was very different in Milwaukee.

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Brian Kelly did a A really great

job of batting off all of his

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competition for both WMYX and WXSS.

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So really didn't have a lot of competition

towards the end of my time there.

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As far as HotAC at top 40 went, they

both owned their lane in Milwaukee.

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And we're in a very different

landscape here at B96, but a lot of

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those brilliant at the basic kind of

tactics and mentalities that I learned

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working alongside Brian Kelly, and

obviously still do work with him today.

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They still apply, same

rules, different market.

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Obviously you look at it at a

different lens and a lot larger

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audience, but the same rules apply.

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It's radio, regardless of market size.

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Dave: Good point, Molly.

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What are the biggest challenges you

have managing a team and a station

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in a top three market, Molly?

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Molly: I think my challenges of

managing a team in Chicago it's

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the same as Milwaukee, truthfully,

it's, it's knowing your team and

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knowing how to best manage them.

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I think each person individually

needs something different.

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They react differently

to different things.

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Some people really need it's

understanding their love language, right?

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Or do they need words of affirmation?

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Are they visual learners?

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Are they hands on learners?

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Do they need examples of things?

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So I think in coaching talent it's

first and foremost, understanding

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that individual person.

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I don't think one size fits all

for any market or any person, just

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in managing people and I always

try to keep a positive attitude.

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Even if I have to deliver difficult

news or I'm displeased with something,

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I always try to come at it from an

angle of how would I want to receive

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this information and how am I going

to deliver this information so

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that I get the outcome that I need.

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So I'm very hands on with my

on air team, meet with them

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multiple times during the weekend.

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I think that comes from me being

an on air talent, even in the past

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couple of years and knowing how hungry

a lot of talent is for feedback.

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And even just for a pat on

the back, I think that really

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goes a long way with talent.

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It's just saying, Hey,

you're doing a great job.

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Hey, that was a really great break.

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Hey, I loved that social

media post that you did.

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That was really creative.

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A lot of that stuff goes a long way.

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And again, that just leads

to the positivity and just

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always having an open door.

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I'm always available to my

team and I really feel that.

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And they see that.

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And I also lead by example too.

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So out at a parade or we have a big

event or there's a concert going on.

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And I'm asking them to be

present 99 percent of the time.

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I will also be there as well.

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Just to know that a, I support the brand

and B it's important for all of us, all

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boots on the ground, it doesn't matter

if I have the largest title on the team,

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I will be in the trenches with them.

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And yeah, I think that just shows what

I do for the brand and what I expect

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my team to also commit to the brand.

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Kipper: So Molly, besides ratings, how do

you measure success in a top three market?

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What KPIs, the key performance

indicators are most important to you?

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Molly: I think that's a really good

question because obviously we live and die

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on ratings, but it's difficult because it

takes a while to see that reaction, right?

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And you're dealing with so few

meters, especially in the younger

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part of 18 to 49 and women.

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And it just keeps getting fewer and fewer.

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So it's difficult to base

everything off of that.

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And I think what we do is

analyze everything as a whole.

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What's the interaction that we're getting

from our listeners when they call in?

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Are they saying they love the show

and they listen every single day?

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Are we getting that often?

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Are the phones lighting up?

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I think that's an important

thing to note as well.

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Are we getting interaction

on social media?

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Although sometimes that doesn't

equate to ratings, I think that

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it does equate to brand awareness.

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And I think that's an important part.

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Of a brand as a whole Odyssey several

years ago, changed our titles from

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program director to brand manager because

we're more than just a radio station.

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It's treating it as a brand as a whole.

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And I think when you do that, you

have to zoom out and look at all

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of the things that make up a brand.

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I think also just going out into

the community and getting a feel for

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a pulse of the community as well.

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When I'm hopping into Ubers

and taxis, do they have B96 on?

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Can I turn B96 on in that car and

get there, get an instant reaction.

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Oh, I didn't realize, wow.

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I thought you guys just played

new music, so things like that.

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I think everything adds up together.

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And I think a lot of little wins and

little things can increase everyone's

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morale and thoughts on what success is.

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But ratings are just

a small piece of that.

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Dave: Well, Molly, in a competitive

town like Chicago, how do

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you stay ahead of the curve?

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And what trends are you seeing

for branded station content?

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Molly: Oh gosh it's a, that's a constant

that's a constant thing to be working

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on is, staying ahead of the curve and.

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I think it's just being

aware of your surroundings.

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Not only, what's my competition doing

around me, but also again, zooming

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out and what's happening in the world.

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I think an advantage that I have is

that I have a really young staff.

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So I have a staff of a

lot of 20 somethings.

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30 somethings who are really in,

in the core of the demo and they're

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on the pulse of what's going on.

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So they're on TikTok, I'm on TikTok,

we're all watching what's happening.

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I think we're also very Chicago centric.

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So we really are on the pulse

of what's happening in the city.

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I think just again, just having awareness

of what are other successful radio

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stations, whether they're CHR stations

or other formats, what are they doing?

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How do I look at my peers and

applaud them for a really good idea?

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And.

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Maybe take that and try to make my own

version, my own B96 version of that.

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So I think it's just awareness.

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It's seeing what other people are doing.

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It's collaborating and it's just

understanding what's going on and

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always having a drive to be better and

taking feedback and I think, What trends

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am I seeing for the future of radio?

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I think that I'm seeing people

start to be more interactive again,

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start to be more active again.

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I think the Taylor Swift tour was the

first time where radio had a presence at

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concerts again, which was really exciting.

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And it started to see that more

stations were doing creative things.

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Around shows coming to town and

people were out at Lollapalooza and

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it just feels like events are coming

back again, which is really exciting.

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And that was always just a place

where radio really shined, right?

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We were all about community.

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We were all about creating experiences

that couldn't be bought for our

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listeners and all about human connection.

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And I think we lost that face to face.

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And I see more stations

getting back to that.

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And I'm really excited.

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And I think that's just something

that we've always done very well.

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Kipper: Do you think that's part of the

pandemic or is it just a cyclical thing?

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Molly: Uh, I think it's

part of the pandemic.

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We just stopped events and a

lot of large companies, Audacy

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included, did restructuring.

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And so you had less staff doing more.

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And so a lot of people just had

full plates and you got used to

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not doing events and now we have

to reconnect with our communities.

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That's It's what we're about.

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It's what radio is about.

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It's not only about music, but it's

about a connection with our listeners

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and not only one to one when you're in

the car listening that experience, but

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it's also connecting at a Taylor Swift

concert and giving them that bracelet.

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It's that emotional connection.

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And then that's just

so important to radio.

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And I'm really glad to see

that, that really coming back.

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Kipper: So Molly, you are

connecting with your listeners.

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You're connecting with

your fellow stations.

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You're connecting with listeners.

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You're connecting with

people in the company.

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You're connecting with other stations.

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And I happen to know you've got

just a family is starting as well.

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So you've got a lot going on.

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Molly: Yes.

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What

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Kipper: strategies do you have for

dealing with All of the things that

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are going on and keep it from becoming

stress, staying resilient, bouncing

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back and just doing that when you're in

such a demanding leadership position.

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Molly: Yeah, it's definitely not easy,

but I think thank God for therapy

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because that's always very helpful.

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And restructuring my mindset as

far as what I let stress me out.

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I think, you Number one, I think

the power of positive thinking is

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something that I really carry with

me because it's extremely helpful.

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I can only stress about the

things that I can control.

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And as much as I'd love to control

Nielsen ratings, I can't, none of us can.

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We can do all the best tactics and

strategies and, make smart decisions,

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but There are a lot of things in

anyone's job inside of radio or outside

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of radio that you just can't control.

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And so I really tried, I'd really try

to put myself through that filter of,

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I can only stress about the things

that I can control and I can only make

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smart decisions with the information

that I have at the present moment.

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I am very big, again, on the positive

thinking on just always understanding

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that it's a trend that went around on

social media, but I take it seriously.

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It's called the lucky girl syndrome.

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And I truly believe that I that

everything works out for me, that I'm

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the luckiest person that I know and

that I am surrounded by abundance.

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And that's like just having that

positive mindset of just everything

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is going to work out the way

that it's supposed to work out.

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And I'm going to work really hard and

I'm going to do the best that I can do.

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And I'm going to throw it all at the wall.

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And I know that confidently, I

know that I'll always do that.

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And so if I do that, and if I believe

in the process fully wholeheartedly,

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and I have a positive mindset, only

good things are going to come through.

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And when I go home at the end of

the day, I have two kids who barely

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understand what it is that I do.

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And I have a huge title at

work, but at home, I'm a mom

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and that is my favorite job.

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It is the hardest job and

it's the most rewarding job.

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And so it's something that

keeps me extremely humble.

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And it is something that helps me, I

think, detach from some of the hard,

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stressful days here at the office and come

back with a renewed, Attitude and purpose

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and understanding of what's important.

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So the radio stuff is all fun and all

serious during the day, but I really

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roll my sleeves up after 5 PM when

I go home and change titles to mom.

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So

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Dave: great attitude, Molly.

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Molly: Yeah.

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Dave: Joining us today, Molly

Cruz, Brand Manager of B96 Chicago.

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Somebody you'd love to hear from.

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We'd love to hear your suggestions.

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Just email show at brandwithundemand.

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com or reach out on social.

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BRANDwidthPlus on Graham, Facebook

and X it's Twitter BRANDwidthplus

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P L U S BRANDwidth plus.

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Kipper: And if you like hearing from

the industry's top brand managers, the

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hosts, the thought leaders of media,

please tell a friend to follow the

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podcast to its BRANDwidth on Demand.

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And if you would give us a five star

review, wherever you're getting this.

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Dave: Coming up, Molly Cruz shares some

of the best advice she's ever gotten.

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Spot1: Gee boss.

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I can't believe how bad

our ratings were again.

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Me neither.

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Super Johnny D.

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Let's go grab a bite.

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Turn the radio on.

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Sure thing, program director dude.

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Your show sounds great.

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I just don't get it.

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Ladies and gentlemen.

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Music's a disaster.

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I

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hope you understand.

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That you need music master.

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Just as fast as you can.

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Ugh, not that one again.

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I just wish the answer would come

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to me.

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Your station sounds so bad.

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It sounds great.

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If you have Music Master,

please wake up today.

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Why do

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the other stations sound so good?

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Well, your rating's just tight.

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And your owner hates you.

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You better get Music Master quick

before the next book comes out.

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Or you're on the chopping block.

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Hey, it's so easy.

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I don't know, man.

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I wish there was an

easy button for ratings.

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Oh boy.

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Just get Music Master

already and be done with it.

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The world's leader in music scheduling.

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Find out more at musicmaster.

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: 00:15:52

com.

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: 00:15:53

Spot2: Imagine having your own

prep team working non stop.

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: 00:15:56

A producer picking the best content,

a copywriter making every story

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: 00:16:02

hit home, and a marketer finding

new ways to grow your audience.

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: 00:16:07

All while a digital team keeps your feeds

fresh with posts, updates, and videos.

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: 00:16:14

What if these pros were available

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affordable for your radio station?

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See the demo in action?

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Just scroll down the show notes or

visit RadioContentPro.com/BRANDwidth.

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: 00:16:37

VO: The stuff we know now we wish

we'd known then BRANDwidth on Demand.

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: 00:16:43

Dave: We're with Molly Cruz, the Brand

Manager of B96 FM in Chicago, Molly.

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What's the single best piece

of advice you've ever gotten?

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Molly: That is such a hard question

because I have gotten so much

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great advice throughout my career.

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I feel like I got advice every

single day from Brian Kelly that

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I just couldn't retain at all.

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Just, just always good

advice from my mentor, Brian.

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But I think one that I always circle back

to, I always tell it to my air talent.

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And I always try to remember it

myself, especially being a part

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now of, of such a legendary and

legacy brand that is B96 is today is

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someone's first day listening to B96.

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Um, every day is someone's first

day listening to B96 and what

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impression, what emotion do we want

them to feel when they turn us on?

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What impact are we leaving on them?

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What are we sharing with them?

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How are we making their day better?

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And I, and I think it's just an

important filter to put yourself through.

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So when you're writing imaging, when

you're writing a promo, when you're

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putting together a big contest, when

you're just turning on a microphone

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and doing a break, you're doing it.

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Always to remember that today is

someone's first day listening to

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your radio station that moment.

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: 00:18:05

So make count, I guess, is kind

of the whole focus of that.

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: 00:18:09

And again, just something I always

remind myself of, and it is one

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of many of the best pieces of

advice that I've ever gotten.

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: 00:18:16

Dave: Great stuff.

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: 00:18:17

Now, what one piece of advice

would you give someone who's

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just starting out in radio?

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: 00:18:24

Molly: That's so hard because radio

when I started out even though

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that was Well longer ago than it

feels like But not too far off and

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it's still it's very different.

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: 00:18:38

It's a very different landscape I've

seen a lot of people do this recently.

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: 00:18:41

We've had a lot of job postings open over

the past 10 months that I've been here.

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: 00:18:45

And I think reaching out, getting

feedback, being open to feedback, being

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okay with just being a promo staffer.

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: 00:18:55

That's how I started.

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: 00:18:56

You got to start at the

bottom and work your way up.

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: 00:18:58

And I know it's harder and harder and

there are fewer and fewer positions,

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: 00:19:02

but I've seen people go into smaller

markets and in the past couple of

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: 00:19:05

years, even, and follow along the

same trajectory that I did, which is,

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: 00:19:09

you start out as a promo staffer and

you do everything in the building.

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: 00:19:12

So I think maybe my advice is don't be as

scared to start small and work your way

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up and network yourself as best you can.

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: 00:19:22

And I think.

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: 00:19:23

Mentorship is something that we all need.

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: 00:19:25

Everybody needs to be doing more of.

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: 00:19:27

It's something that so

many people did for me.

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: 00:19:30

And I think it's all of our jobs

to continue to fill that bucket

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: 00:19:34

of new, young, excited talent, and

it's been dwindling over the past.

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: 00:19:41

And we all have to do a better job

of dedicating time to mentoring young

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: 00:19:45

talent and listening to an air check

and giving constructive feedback.

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: 00:19:49

And so I think my best advice would

be don't be afraid to start small

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: 00:19:53

and don't be afraid to reach out.

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: 00:19:55

Send an air check and ask for feedback.

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: 00:19:58

How can I get better?

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: 00:20:00

How can I get on B 96?

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: 00:20:01

Might be a, a big dream, a pipe dream,

but you know, you never know what good

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: 00:20:05

feedback or even just what having a

network of connections can do for you.

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: 00:20:09

Because when a job pops up, we're

all gonna talk to each other.

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: 00:20:12

That's what we do.

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: 00:20:13

Of course, we're gonna look and see

who applied for the job, but we're

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: 00:20:16

going to talk to each other and we're

going to say, Hey, Oh, you know what?

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: 00:20:18

I did talk to that one person and

I think they might be really a

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: 00:20:21

really good fit for your station.

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: 00:20:23

So it's definitely a little bit about

who, you know, it's about working hard

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: 00:20:27

and it's about putting in the time.

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: 00:20:29

Dave: Yep.

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: 00:20:30

Our thanks to the amazing Molly

Cruz, brand manager of B96 Chicago.

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: 00:20:36

We have links to B96 online,

their streams, socials, podcasts,

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: 00:20:41

and more all in the show notes,

just scroll down on your phone.

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: 00:20:44

Kipper: And Molly made a big

mention about Brian Kelly.

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: 00:20:48

He is on actually episode nine in

the back issues of this podcast.

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: 00:20:53

Go ahead and look him up.

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: 00:20:54

You will learn a lot.

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: 00:20:56

Meanwhile, our thanks to Exec

Producer, Cindy Huber for getting

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: 00:20:59

us all organized and to associate

producer, Hannah B for booking

385

: 00:21:05

Mike: and coming up next.

386

: 00:21:07

Hello, boys and girls.

387

: 00:21:09

It's Mike Bivet here, inviting

you to discover the secrets

388

: 00:21:12

of innovative marketing.

389

: 00:21:13

We're going to show you how to

leverage all your media platforms

390

: 00:21:16

and make your media brand stand

out in a crowded mediascape.

391

: 00:21:19

It's all next time on

BRANDwidth on Demand.

392

: 00:21:25

Dave: That's a wrap, Kipper.

393

: 00:21:27

Wanna earn more?

394

: 00:21:28

Well, you have to learn more.

395

: 00:21:29

Details in the new One Minute Marginizing.

396

: 00:21:33

I'm Dave Martin.

397

: 00:21:35

And I'm Kipper McGee.

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: 00:21:37

May all your BRANDwidth be Wide.