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I do not remember the year (80’s I think) when I called Dan
Mason at his First Media Headquarters. I noticed one of his
AC stations was really doing some serious ratings. I asked
Dan, “What is your promotion secret? You must be spending a
fortune in boards and TV! Your ratings are through the
roof”. With his usual very nice phone presence he said,
“Kent….you know the only place we advertise or promote is
the classified ads of the newspapers”. I WAS THERE and
dropped the phone, then picked it up and said, “This must be
some sort of fabulous new promotional concept. What is it?”
Dan replied, “Well, our classified ads merely introduce our
station to potential advertisers telling them the truth…that
good things will happen if they advertise with us…good
results”. So…what Dan had done was out program (not out
promote) his competitors. And , to introduce his station in
the classified ads to business owners. WOW!!! There is
something to be said for super programming, and having a
bigger bottom line at the same time because of a no
promotion station. And rumor had it they did not subscribe
to a rating service at that time.
Obviously, Dan is a smart business person. He became
President of Infinity Radio (and Group W also). I wonder if
all people born in Louisville are that smart??? Dan got
interested in radio because he was fascinated by how the
music got to the listeners. It was an emotional thing. He
stood in front of the showcase window at WKLO in Louisville
in the 60’s watching the disc jockeys…with a big time dream
to be INSIDE that glass!!!! Dan was a constant winner of
contests and giveaways from WKLO…so much so that Terrell
Metheny (a former dj employee of mine in Atlanta….and
Kevin’s Dad) held a staff meeting to figure out how to block
Dan from winning!!! Also, across the street at WAKY was an
air personality…and I mean …PERSONALITY named Johnny
Randolph. Johnny did the radio world a favor by being nice
to Dan, not only buying him some orange juice when he was 14
but also to take the time to talk to Dan about R-A-D-I-O
which helped to convince Dan it should be his vocation.
Lucky for us!!
And just like most of the broadcasters Dan moved quite a
bit..always upward to more success with each move….like
Atlanta, DC, San Antonio, etc. It was mostly all fun, but
there was one time when Dan was “duped” by a Dewey Bunnel
(of the group America) IMPERSONATOR who told Dan they were
going to play for free at his station’s Toys for Tots
concert in Atlanta…Dan promoted it very heavily on the air,
but guess what.. it didn’t happen, and Dan says, “Did I fall
for that one”. I’ll bet it was the last one he fell for!!!!!
Dan just saw Ray…he says “it is a great movie for radio
people”. We’ve had a lot of good words about Ray that we
have already presented in the column. Dan is right on target
as usual. It is a great movie.
Dan is one of many super executives that came out of the
programming ranks. “I like to think I have knack for
business not just numbers”. Well he has a knack for
business, line items, financial statements…and he is also a
rating getter. A pretty good combination!!
What to you see in your Crystal Ball, Dan? “I am preaching
from every pulpit I can find to hurry to convert to digital
(he is a consultant for iBiquity). We cannot exist much
longer in the analog world, and we have to promote this
technology even though the radios aren’t there in masses
right now…. (Also) I love the combination of FM radio and
Cell technology…in my opinion high speed cell will make
satellite technology look weak unless you live in the desert
or in the mountains….you will hear more about cell
technology…Sprint and Verizon are both moving ahead at full
steam”.
Dan had a first great career…he is now working on his
second!!! For example, he serves on the Board of Directors
of Spanish Broadcasting System, Inc. He also is involved
with veteran consultant Walter Sabo in something called
Sabo-Mason International Initiatives…a broadcast management
consultancy that services international broadcasters. He is
also involved in other consulting arrangements. And a job he
does for free (I guess) is that he is the public address
announcer for his local high school for the girls and boys
varsity basketball team (he has a 360 Instant Replay
machine…how many high schools use those?)
Dan resides in Poolesville, Maryland in suburban Washington,
And get his…his oldest son is Program Director at KISS FM in
Cleveland…and his youngest son a is a telecommunications
student at Ohio University in Athens, Ohio. Looks like good
news….a couple of more Masons to help pave the way.
Congratulations Dan for being such a wonderful example of
what a broadcaster can bring to the table. It is a pleasure
to know you!!!!
e-mail Kent
kent@kentburkhart.com
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