On October 3rd a new morning show debuted on WPHT in Philadelphia. Longtime morning host Rich Zeoli moved to afternoons, opening the door for the new show. Greg Stocker, who is the brand manager at the station and co-host of the morning show, brought in Nick Kayal to steer the proverbial ship. Co-host Dawn Stensland maintained her seat from the previous show.
“Greg Stocker is one of smartest and most creative programmers in the business,” Rich Zeoli said. “He gets talent and know how to help them achieve their best. He knows how to let their own creativity soar. He’s also a riot on air and it was great having him by my side for 8 years on our show together.”
Zeoli was ready for a life change, switching to afternoons. Stocker started looking for an early morning replacement. He found one in Kayal. He’d gotten in contact with Kayal in January of 2022, and they kept an ongoing dialogue. Kayal was working sports at a sister station in Atlanta and conversations continued.
“I had him send some demo tapes and he was doing a fabulous job,” Stocker said. “Our new show started on October 3rd. It’s a new show and I’m not going to judge any show by a few months, but it has been very promising. We’ve had all good reviews.”
Stocker has been on the air since 2006 in different incarnations. He was producer for Michael Smerconish from 2005-2012.
“WPHT said they were looking for a part-time producer,” Stocker said. “Grace Blazer was program director at the time and saw I had a passion for radio. She thought I’d make a good producer for Michael Smerconish’s show. I had a meeting with Michael and he must have liked me.”
Smerconish must have been impressed with something he saw in the 24 year-old and decided to bring him on.
“He said ‘We go on at 6:00am.’ I figured, well, if I want to get into radio, the business is what it is.” It wasn’t really rock hours, but Stocker was game.
“We developed a strong working relationship. He used to bring me in on segments for a younger perspective. We worked together for much of the time he was here.”
Smerconish experienced a ton of recognition and success in town.
He was recipient of several Philadelphia Achievement in Radio awards, including Best Talk Show Host and Best Evening Program. Philadelphia Magazine named him best talk show host in 2004 as well as one of the cities most powerful citizens.
“He’s very good an integrating listeners into the show, taps into who they are. He truly wants to know your opinion on something. When he started, whatever he may have lacked in broadcasting experience, he more than made up for with his ability to communicate.”
Stocker said he’ll always be indebted to Smerconish for taking on a 24 year-old with barely any experience.
“I always admired Michael’s work ethic. I went through a bootcamp with him. It was regimented hard work. He really helped shape who I am. I think he’s a tremendous broadcaster who knows his audience.”
Audacy promoted Stocker to brand manager of WPHT-AM (Talk Radio 1210) after previously working in rock radio.
“Music has always been important to me,” Stocker explained. “I grew up listing to rock and Howard Stern. I’d never really been into political talk, but I was into politics. After getting this job I guess I fell in love with political talk. When I started on radio we only concerned ourselves with what went out over the air.”
Stocker said that used to be their sole concern. Now it’s video content, podcast downloads, Twitter, digital material.
“We’re competing with so much,” he said. “To differentiate ourselves, we need to offer a unique perspective on a topic. The listener already learned about a big story hours before we go on the air. When I started we were still getting newspapers delivered at 4:30am. That and the wires were pretty much how we’d prepare for the show.”
Host Nick Kayal said Stocker is a great leader and lets talent be talent. “He is super easy to work with,” Kayal said. “He also shares my vision about politics being entertainment.”
Politics is more than just breaking down a SCOTUS ruling. I’m interested in the visceral reaction of things. For radio, that’s what brings the issue or topic home. Keeps people listening.
A sports morning show host in Philadelphia, Angelo Cataldi, said he describes his role from the listener’s point of view.
“I look at that and we’re expressing the opinions of the voiceless. We’re just the same as listeners except we sit in front of a microphone. People call us the little engine that could. We had a lot of competition when I started. We’ve enjoyed a lot of success here as the spoken word station.”
Stocker, 42, became assistant brand manager at WHPT in 2019 and official brand manager 2021.
Most radio people are politically astute.
How do Nick and Rich Zeoli differ?
“Rich worked in politics. He knows the inner workings and was a debate coach for Trump. He isn’t an extreme Right guy, but he’s definitely conservative. He grew up in the Reagan era. I never tell people on the air how to craft a position. I always let it come from them. I think an audience recognizes when that is authentic.”
Can having the brand manager on a show create fiction? Inhibit the talent.
“As far as I know in our cluster, I’m the only brand manager who is on a show regularly. Sometimes I can control the direction we go.”
Does the talent resent that?
“I don’t think so. If they do, they haven’t told me. I can suggest to Nick I think we should hit something at 8:40. Some general suggestions.
“I do like to make sure we’re not just hitting one topic. As far as content goes, I always send him a story I like and get his take on it. There’s never a mandate as to what we go with. If there are stories I find interesting they may find its way onto the air.”
There is a ton of psychology a brand manager utilizes.
“I get the data and see who is listening. I have to know what to present them, figure out what a listener wants to hear.
“If this genre is going to succeed, outlast other mediums, we have to expand what we do. Tossing listeners red meat all the time gets you into a fine little bubble. It’s not enough to move a needle. Our people may lean conservative, but I have to make sure they’re relatable to everybody. I want to always go live and local as much as I can.
“I know syndication is cheap and the goal is to avoid a lot of hires. But I always wanted to grow this station. I always wanted to be local for all the major dayparts. Our upper management believes in this station and what we’re trying to do.”
When does a brand manager know to pull a plug on a show?
“If I feel we’re not making progress. If I’m coming in every day and feel the show or hosts on the air with me are not making an upward climb, I have to look at things. We’re not a ratings driven station. We have a loyal audience. I’m not going to come down on a host when we’re down two-tenths of a point and threaten their job.”
Jim Cryns writes features for Barrett News Media. He has spent time in radio as a reporter for WTMJ, and has served as an author and former writer for the Milwaukee Brewers. To touch base or pick up a copy of his new book: Talk To Me – Profiles on News Talkers and Media Leaders From Top 50 Markets, log on to Amazon or shoot Jim an email at jimcryns3_zhd@indeedemail.com.
