Steve Huber is the Program Director and Morning Show host for Times-Shamrock’s Classic Rock 100.7 The Bay WZBA.
Times-Shamrock operates stations in Baltimore, Milwaukee, and Scranton, PA. In 2017, the company sold its stations in Reno, NV.
As a stand-alone station in Baltimore, 100.7 The Bay competes against the so-called “big companies.” The station posted a 3.0 December 2024 PPM 6+ Mon-Sun, 6a-12mid.
So, how, as an independent, does Bay 100.7 succeed where others haven’t?
According to Huber, their independence gives them a leg up.
“First of all, being independent is a big part of why we do so well. Because we can program from the market to the market. Instead of a national programmer from Houston telling us what’s the best for Baltimore,” said Huber.
“It really has been a luxury to be able to program here for the market that we’re in, from the market that we’re in—and just being part of the community. I am born and raised here.”
According to Huber, the long-tenured local on-air team helps as well.
“Colleen Carew has been on the air in Baltimore for decades; Mike Brilhart has been on the air in Baltimore for decades; Matt Weitzel, the newest member of our air staff, is doing afternoon drive. He’s a young’un but has only ever done radio in Baltimore. I think our connection and understanding of the town has been a big advantage for us.”
Tell me about “Huber In The Morning.
“First of all, it’s insane that I get to do mornings because you go to high school, you go to college, and you have a goal. I wanted to do a morning show in my hometown. And then to get to do it is so crazy.”
“I try to make it very relatable, the stuff that we talk about. Like this morning, one of our biggest topics was when is it too late to say Happy New Year. We do those real human element things.”
“We try to talk about those types of things all Baltimore-centric. Like, what are you doing for the playoffs? What are you cooking for the tailgate for the Raven Steelers this Saturday? Are you going to the game? Are you staying home and making wings? Are you having a party?”
How will we keep the Classic Rock format viable for another 20 years?
“It’s becoming more and more of a challenge the broader and deeper the pool of Classic Rock gets. There are so many decades of hits, and trying to find the right balance is tough. I use the word sonic landscape.”
“Nostalgia is still a very big comfort blanket. It’s a comfort food for listeners. They love the memories that those things spark.”
“As long as we have an audience that looks back at their past with rose-colored glasses and wants to relive the soundtrack from making out in the backseat of a Camaro or discovering their first cheeseburger, whatever song was playing. Those songs still spark those memories. And as long as we can keep pulling at those heartstrings, I think we’ve got a future.”
Community engagement plays a large part in the station’s makeup.
“We do an event called “Paws in the Park,” where we invite Barks, the Baltimore Animal Rescue Shelter, and the Baltimore chapter of the ASPCA out to do adoption efforts. People can bring their dogs.”
“We’re involved with a charity called Santa Claus Anonymous, where all the funds stay in Baltimore. They buy gift cards from participating retailers that can be used for gifts for families in need around the holidays.”
Tapping into Baltimore’s culture is also essential.
“One of the coolest things we do, and we’re about to ramp it up again here this spring. Everybody knows Maryland for steamed crabs and crab cakes, but we also have a delicacy in the Baltimore area called pit beef, which is a hot and fast-style barbecue.”
“Most barbecues are low and slow. This is hot and fast, thin sliced with a deli slicer. And, people are passionate about whether it’s raw onions or horseradish, whether it’s on a roll or rye, what kind of sauce, and this and that.”
“There’s a dozen or more well-established pit beef stands. Every spring and summer, we go through, do a pit beef review, go from place to place, talk about them, and get some history. We do a ranking and a rating, but it’s more just to call attention to it. When a new one opens up, we check it out to see if our favorite one from last year is still our favorite one from this year.”
“That was one of the first things I did on the morning show, and I still get people asking me about pit beef reviews and do I like this place and why I don’t like this place more than that.”
Huber had a shoutout to his team, including President & General Manager Steve Borneman.
Steve Borneman, our general manager, came in right after my first contract here expired. And, of course, I’m chewing my nails. This guy will come in and bring his team and clean house. And he just came on board. He realized the value in every employee that was here. We didn’t make changes and just hit the ground running. He’s been a great mentor, and I also love working with him daily. He worked at PLJ in New York and some legendary stations. I always tell him he’s dramatically overqualified for this position, but we’re very glad to have him. So, yeah, it’s a great team here.
Listen to 100.7 The Bay here.
Reach Steve via email here.
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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.
