WOW RADIO – AN IN-DEPTH INTERVIEW WITH PAM, BRIAN AND STEVE

By Ralph Beauchamp

Last month, AMP’s Kat Gullage introduced us to CT’s hottest new radio station headquartered in the Toyota dealership in Wallingford, WOW Radio. Kat and I spent several hours hanging in their studio, watching the magic spun by jocks Pam Landry and Brian Smith. These two veteran radio personalities electrified their audience with their witty conversation while interviewing their illustrious guests. All the while spinning some really awesome classic rock. Both Landry and Smith have been doing this for quite awhile. Seasoned from their stints on WPLR, they have lifted WOW Radio to elevated heights of radio nirvana. The two continue to entertain their listeners with their lively repartee and captivating deliberations.

After our observations, Kat and I sat down with Pam, Brian, owner Steve Zion and the rest of the energetic staff for this in-depth interview. The best part of all of this is the fact that we enjoyed the whole process. Everyone at WOW Radio is full of unbridled enthusiasm. In addition, they all have a wonderful sense of humor. They didn’t put on any airs. These are hard working radio personalities that just love what they are doing. With Steve Zion at the helm, WOW Radio is the station of the future. Anyway, that’s what they keep telling us (LOL).

AMP: What was the impetus behind WOW Radio?

STEVE: In reality, I just got tired working with Toyota’s ad agency. One of the things these ad agencies worry about is their commission. If you advertise on radio, it’s fairly inexpensive but to shoot a TV spot in the desert for several weeks can run up to a half a million. The agency’s commission for something like this is through the roof therefore they don’t like radio.

I told them from the start that radio works and I was going to prove it. I started WOW Radio and this dealership is now running at 150% sales efficiency. I’m not on TV or any other traditional media. We have the highest sales rating in the state and I only use radio for my advertising. When we remodeled the showroom, all corporate wanted is that the façade screamed Toyota. I had carte blanche with everything on the inside. On our grand reopening, we numerus Toyota executives in attendance and they were blown away.

So, WOW Radio is here to prove a point. It’s here because I believe radio is a viable tool to increase sales. I’ve already stated that we have an amazingly high sales rating. I don’t think any of those vehicles we have in our showroom have TVs in them. They have radios. Nobody is sitting at the beach with a big screen TV but they do have portable radios. So you tell me, is there a communication media that is more in touch with the consumer than radio? In the meantime, I have proved that this radio station team is a success.

Also, these two (Brian Smith and Pam Landry) have always been dear to my heart and I wanted to document to the other radio stations in the area who are the real stars of the airways. My goal is to get them syndicated. They have the talent and the broadcast knowledge to be real superstars. In fact, they are superstars already.

AMP: Do you feel that online radio has more pertinency than traditional stations?

PAM: As compared to a traditional station, I see no difference.

BRIAN: In society’s current climate, it seems that all generations are leaning towards online radio. 10 or 15 years ago, the concept had this oddball flavor. Now, with the proficiency of satellites, online radio feels like the accepted norm. Both mediums have the same goal, bring in listeners. The difference is how it’s done.

PAM: Nowadays, every facet of communication can easily access online programming. It’s become the optimum way to receive your music rush. With the dawn of Apps, you can listen to any radio station in the country or in fact, the world.

BRIAN: There are still people who haven’t crossed that bridge yet. They are still asking for our radio frequency. That’s where we have to close the gap and draw those listeners in.

STEVE: Plus we don’t have any mileage limitations. We have listeners from all over the world, Croatia and beyond. “No matter where you go, we are in your backseat”.

AMP: Do you enjoy the freedom of being online as opposed to conforming to FCC regulations like traditional radio?

PAM: We’re not controversial due to the fact that we broadcast throughout the showroom. We’re not dropping “F” bombs. In addition, we stay away from songs with curses in the lyrics but it’s nice not being regulated by the FCC just because the agency has certain requirements that must be met which leads to more work on our end.

BRIAN: This is a business and we do what we can. We can go on air and say the seven taboo words but that doesn’t work with our business model. So, there has always been a sense of self censorship.

PAM: Even though we can do everything Sirius can do, we self police to cater to our core market.

AMP: Do you feel that radio stations should enhance the cultural community of its listenership?

PAM: Definitely!

BRIAN: Again, I have to reiterate that this is a business and there has to be a healthy balance between making a profit and serving the community. We have to make money in order to offer a platform for local bands and organizations to get the exposure they deserve. That’s just one part of the pie chart. There has to be an equity between what we need to be commercially viable and community outreach. WOW Radio loves to showcase new talent and worthy charitable events.

AMP: What have been some of the highlights of your illustrious careers?

PAM: Meeting Kat and Ralph (all laughing).

BRIAN: Pam and I have done quite well for ourselves these past 40 years. We have been given the opportunity to entertain people for all that time. The two of us have accomplished things that most people don’t experience. We’ve thrown out the first pitch at major league baseball games and driven cars around racetracks.

PAM: The charity events that we are allowed to be part of are amazing. They usually don’t just pick people off the street for their emcee duties. For example, some of my favorite projects centers around animal rescues and because I’m on the air, I get the chance to work with some of the most worthwhile rescue organizations. For me, it’s such a privilege to be involved with these events. I’m honored to be able to have the ability to spread their all important information to the public.

Also, we have been fortunate enough to be able to hang with a bevy of major rock stars which doesn’t suck. it’s actually a lot of fun. I found that even the biggest musicians are just down to earth people and are enjoyable to be around.

AMP: WOW Radio just won Best CT Radio Show by Connecticut Magazine. How stoked are you?

BRIAN: Very much so. It reflects all the hard work we all put into this. It also improves our profile which helps bring in revenue from new advertisers.

PAM: It shows we are doing something right and have loyal listeners who are into what we want to accomplish.

AMP: WOW Radio has definitely made amazing inroads on CT airwaves in a very short time. What does the future hold?

STEVE: It’s all one word; syndication!

BRIAN: Being online is a blessing but we want to be on additional platforms. The more platforms, the more listeners. So, our future is trying to secure positive mergers in order to grow our audience. Hopefully, it opens more marketing opportunities.

STEVE: And there are other avenues available to us that can enhance our visibility.

BRIAN: With these possible enhancements, we will be able to conduct bigger celebrity interviews and increase the value of our content.

AMP: Any last words?

PAM: Are you going to shoot us! Really, we just want people to listen to us and enjoy the show. You should check us out. You won’t be disappointed.

Editor’s Note: I want to thank Holly Masi and Robin Clark of WOW Radio for putting this all together. Their drive and love for the station are exceptional.

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