I worked for Salem Media Group for a decade.I was in the San Francisco, New York City, and San Antonio markets.I had the opportunity to be in the presence of Stuart Epperson five or so times.I observed several qualities that we should all try to emulate. Epperson died last week at the age of 86.
Mr. Epperson and his brother-in-law, Ed Atsinger, came up with a crazy idea.How about we get Christian programming on radio stations that people can hear?At that time, and to this day, religious radio stations were often on low-power, non-profit stations that are sometimes impossible to hear due to their signal.
So, the idea was: to run these stations like a commercial operation.The ministries raised money to pay for the airtime and the radio station ran like an actual commercial enterprise. Well, it worked.What eventually grew to become Salem Media Group was born. Atsinger is a very driven and intense man.Epperson was as driven, but very relaxed. This was an awesome partnership because of their very different skill sets.
Mr. Epperson was always relaxed with a big smile on his face.He was a listener and when he spoke, people listened.This is a skill set that evades most on-air personnel.Most radio personalities are just not built that way.We are in a small room with a microphone in front of us.We better be talking.
Anytime the suits come to a radio station, the management always gets nervous.You are only around these people perhaps one day a year — at the most — and preparing for it is more stressful than the visit.
When Stuart Epperson visited, those nerves were always there.But, that quickly subsided. Stuart’s big smile and eagerness to meet the staff members were disarming.He took time to speak with everyone and always was interested in the team members.In the past, I have worked with market managers who didn’t know the names of their own staff.Didn’t know anything about them.Didn’t take a moment out of their day to speak with them.Here is this corporate leader who was interested in everyone.
There is a story that I heard while working for Salem:There was a big meeting with Salem leadership and a vendor in New York City.Salem had two or three people in the room including Stuart Epperson.The negotiations went on for an hour or two.Mr. Epperson seemed disinterested.
He was looking at his phone and not interacting with the vendor.Near the end of the meeting, the vendor thought that they had a deal.Stuart looked up as the negotiations were seemingly set.He said that the numbers were actually more than the vendor had actually stated at the beginning of the meeting.Mr. Epperson was listening the whole time and helped the company get a favorable deal.Listening! What a concept!
Here is what we can learn from Stuart Epperson: smile and actually be interested in people.If you are a host, when you are in public.Smile a lot.If you are recognized, thank the person for being a listener.Listen to them and interact with them.They take time out of their precious time for you!Taking 5 minutes will make their day.
I have had listeners ask for selfies and autographs.The answer is always “Yes!”Let them brag on social media about how much they like you and how nice you are.Be humble.If you are walking in your neighborhood, wave to people as they drive by.Your neighbors know who you are.If a listener tells you that they get mad at what you say, laugh and crack a self-deprecating joke.You will make that moment special for them.
Stuart Epperson taught me that little things mean more than anything else.Everyone is important on your team.As a program director, I have always told my on-air staff this truth.I usually bring up one of the part-timers on the staff.I tell them that the weekend warrior is as important as they are to me.I tell the host that they may have a more important job, but we cannot function without the board operators and weekend staffers.So, everyone is equally important to the team.Everyone is valued.
Stuart Epperson was a man that you automatically knew.That is one huge skill.He had an openness about him that allowed you to feel the need to oblige.I often think of this and how I can apply it.Being interested in everyone you interact with on a daily basis.
As an on-air personality, there is Peter on the air and Peter in real life.The on-the-radio Peter is an exaggeration of the real person.I worked with a wonderful talk show host who could never turn the exaggeration off.Even out of the office having lunch or dinner.It was quite exhausting.I spent hours with this talent and still don’t feel that I know the person.I interact with this individual a few times a year, and I consider this individual a friend.
In less than 5 minutes, you felt like Stuart Epperson was an old friend.It was quite a skill.I try to analyze people with particular gifts.I sit back and watch how they interact, work or speak. As my Jewish brothers and sisters would say, “May Stuart Epperson’s Memory Be a Blessing”.
