Next Wednesday and Thursday, at the Radio Master Sales Summit in Miami, Radio Ink and The Center of Sales Strategy will continue a tradition that was started by a man known as “Radio” Wayne Cornils. The Radio Wayne award will be presented for the 30th time to honor a seller, marketer, or manager who will be celebrated for excellence.
Cornils had a radio career that started at KPIG in Cedar Rapids, Iowa, grew as part owner/ GM of KFXD near Boise, Idaho, and promoted the radio industry by working for the NAB and RAB. I worked in radio for 36 years in the Boise market, and Radio Wayne was a legendary figure. He fought for program directors and salespeople, the small market broadcaster, and the radio industry. He had his frustrations, though.
In 1972, the NAB had no radio department. In 1976, Cornils complained loudly that radio was underserved and the legal eagles were getting too much power. He was hired as the NAB Membership Director. Two years later, Radio Wayne was promoted to Vice President for Radio for the NAB. His impact was felt.
Cornils started the first ever NAB radio programming conference because he thought the NAB was geared toward station managers and owners. Cornils wanted programmers to be on the executive level of the management team, and he pointed out that they would become the GMs and owners of tomorrow. Cornils wanted to offer seminars and education on hiring and firing, internal communication, and motivation.
And he was outspoken.
In 1980, Cornils said, “too damn many radio stations.” Cornils was frustrated that 1/3 of the stations lost money. Wow, Cornils was pushing consolidation 20 years before his time. Cornils also understood how to make a station work. He felt that even if a station had top DJs and ratings, they wouldn’t keep up their market position if they were unimportant to their communities.
By 1980, Cornils had pushed the Radio conference to over 2,000 in attendance, tripled the exhibitor lists, and maxed out hospitality suites. The man knew how to throw a radio party. He even suggested that the radio programmers who attended his conferences would return to their markets and learn more about how to run a station than their managers. By 1983 though, Radio Wayne moved on from the NAB when the Radio Advertising Bureau created a new position just for him. Cornils was the Executive Vice President.
Radio Wayne passed away of cancer after a 12-year fight in 2000. Bravo to Eric Rhoades and Radio Ink for creating the Radio Wayne award in 1992 and presenting it yearly. Awards are given to a digital/interactive seller or manager, streetfighter or salesperson, sales manager, national sales manager, general sales manager/DOS, and market/general manager. Congrats to all the nominees.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
