To support the launch of the new Barrett Media, we’ve created a special series titled “20 Brands In 20 Days.” Highlighting successful stations across the country in various formats by conducting conversations with their brand leaders. Up next is Beasley’s Chuck Damico. Chuck is the PD of WMMR, Philadelphia, the station we are highlighting today.
Chuck joined WMMR 30 years ago and held most ever position at the station before rising to PD.
Jeff Lynn: Let’s start with learning a bit about you and how you ended up where you are.
Chuck Damico: I grew up listening to and loving WMMR. I started here as an intern in August of 1994 (30 years ago, man!). I’ve done almost everything here, music research, promotion crew, programming assistant, overnight jock, spot production, promotion director, APD and now PD. I’ve never officially held a sales title, but of course, we are all in sales at some level.
JL: Philadelphia is known as a rough-and-tumble, take-no-prisoners town. What are the challenges and opportunities of programming for Philadelphians?
CD: Ha. It’s simple. Be honest and real. That makes it easy for me because I am not a liar or bullshitter by nature at all. I don’t want to waste time trying to remember what lie or version of anything I said to anyone. So, I just tell the truth even if it’s uncomfortable. I think our listeners appreciate that approach and keep it sincere and fun. And don’t waste their time.
JL: Preston and Steve have been together since 2005. When you work with a heritage morning show, how do you balance keeping things fresh vs. hanging on to loved benchmarks?
CD: The show has been at WMMR since 2005, but they were together for seven years before that. And yes, they have very popular features, benchmarks, segments, events, etc. But to their credit, and everyone here at the station really, they are always open to new ideas, twists, adjustments, etc. They’ve been incredibly successful following their own instincts and are still working incredibly hard and creatively on keeping the heritage stuff fun and entertaining and also coming up with new ideas.
JL: My recent listen was on a “Double Shot Tuesday.” What other station features make up WMMR’s stationarity?
CD: Double Shot Tuesday has been a station staple for probably 40 years… maybe more. We have a number of musical features, but that’s not where stationality comes from. It comes from the people conceiving the ideas, writing the copy, producing the sound, and executing the ideas on the air. WMMR has kind of an unspoken “way” about it that the staff just gets. It’s personified by our legendary midday host, Pierre Robert. He’s the heart of the brand.
JL: In a market the size of Philly, how important is contesting, and how do you do it to keep it on demand for the listener?
CD: Contesting is important for sure, but essentially, it’s just a tool that can be powerful if used properly. For example… “caller 9 wins tickets” is a waste of the tool. Create a really fun, compelling game with entertaining content that engages everyone listening, whether they are interested in the prize or not, and now you’re getting the most out of the tool. Driving listening, growing fandom, increasing usage, etc. That’s what we want out of contesting. Also, contesting is a great way to get things on the air for the right clients and partners. It’s powerful when done well and should never be a throwaway.
JL: When I started in radio, the idea of a station giving away $1,000 was a huge deal. Now, with the ability to throw down $3 at the local WaWa and have a lottery ticket with a jackpot of millions of dollars, how does WMMR compete with prizes?
CD: See above. Make it entertaining, compelling, engaging, and fun. A good friend of mine loves to say, “Fun is the best thing to have.” I think he’s on to something there.
JL: Back to Preston and Steve for a minute. I see, for example, the “Day Off At Dorney.” (Amusement Park)Many heritage morning shows I have worked with felt they were established enough that they didn’t have to do that anymore. How do they stay motivated to do promotions like this?
CD: The Preston and Steve Show does some of the most amazing promotions and events I (or anyone) has ever seen. They have a handful of annual events – Preston & Steve’s Cardboard Classic, The Unofficial Opening of The Jersey Shore, I Bleed For Preston & Steve Blood Drive, Preston & Steve’s Campout For Hunger – an absolutely MASSIVE week-long food drive that also includes nightly events within the event (last year included fireworks and a drone show) but they will also add a few medium-sized events when it makes sense for the show and clients. Day Off at Dorney is an old station idea but new for the P&S Show this year – broadcasting from an amusement park and opening it early for a few hundred fans of the show to have the run of the place before the general public can even get it. The motivation to continue to do this stuff comes from within each of us. We know what makes the station and shows successful and what speaks to the listeners’ lifestyles. We wouldn’t be doing our jobs completely if we didn’t continue to do this amazing, fun, and impactful stuff.
JL: As a heritage brand, you can sell station merchandise. In a PPM market, how important is it to still have things like that in your community?
CD: When I was a kid, I convinced my parents to let me wear my WMMR sweatshirt in my school picture. I didn’t really understand the psychology of it then; I just knew I loved the radio station enough to want to wear the logo. Now though, I get it. Great brands and operations like ours here at WMMR become part of people’s social identity. It’s as important for us to have our items available to our audience as much as it is for a sports team. We have such strong local pride for our teams (Eagles, Phillies, Sixers, Flyers) and our “brands” – WaWa, TastyKake, cheesesteaks, soft pretzels… and WMMR. We are “A Philly Thing”, like all of those other proud associations, and it’s part of people’s social identity… It was part of mine then…that’s why I wanted to wear that shirt in my school picture.
JL: Along the same lines, do you find that being a strong brand in a PPM market can impact listening, and it’s important to be out in the market?
CD: Yes, absolutely. I covered a lot of this, talking about huge events, 2 of which are “charitable” in nature with Campout for Hunger and Blood Drive, but yes, you have to BE part of the community, not just say you are. People know the difference, and being disingenuous about it is a quick way to nowhere. Our market knows WMMR cares about them, and we know the responsibility that comes with that. Honestly, it’s probably the best part of the job, and what makes this place so special is our relationship with our audience.
JL: How have you incorporated AI into your daily routine and programming WMMR?
CD: Is this a trick question? I think almost all “intelligence” in radio is “artificial”. Bad joke, I know. At this point, AI is not daily and is not part of our programming process. Steve Morrison (of Preston & Steve fame) has played with it a bit for some audio and video content ideas, but nothing major yet. I think it’s incredible and inevitable that it relatively quickly will find its’ way into almost everything, and I’m open to it because everything has to keep growing, changing, evolving, etc. I most certainly don’t want to see any jobs taken by it or have it try to artificially replace true caring that can only come from human hearts.
JL: Tell me three things people don’t know about you or WMMR.
CD:
1 – I have an extra rib. When I was born, I had a cracked rib, and it grew into 2. So, I essentially have a “spare rib”. True story.
2 – I can’t be President because I was born in England.
3 – To our audience – Everyone at WMMR is truly honored and humbled that you make the radio station a part of your world and your life. We sincerely thank you.
Listen to WMMR here. Find them on Facebook, Instagram, and X. Connect with Chuck Damico by email here.
Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
