Maynard is the Executive Vice President of National Programming Strategy for iHeartMedia. He is also the Program Director for 106.1 Kiss FM KHKS Dallas, where he works with “The Kidd Kraddick Show.”
His peers recently voted Maynard to Barrett Media’s Top 20 CHR/Top 40 Program Directors list.
I had the chance to catch up with him to discuss that, Top 40 radio, and the next generation of talent.
Jeff Lynn: What was your reaction to being voted by your peers as a Top 20 Program Director in Barrett Media’s 2024 poll?
Maynard: It’s an honor to be recognized and included in such a distinguished list of some of the best and brightest programming and creative minds in the industry. Several of those I’ve worked with and others I have worked for…but all have dedicated so much to the industry and there is something I’ve taken from each of them not to mention the so many others I know who also deserve to be on this list who were left off. Wouldn’t be surprised to see them on the list next year.
JL: Did you hear from industry colleagues offering congratulations?
Maynard: I did. This was a great look for Barrett Media, who was the real winner here. Many were aware of Barrett, yet so many weren’t. And at least in my world of social media, it spread like wildfire with people commenting, tagging, posting, and likely googling. Another lesson learned how a great strategic idea with solid execution can create buzz and grow a brand quickly.
JL: With all your responsibilities, is there a “typical workday,” and what is it like?
Maynard: There really isn’t. As EVP Programming at iHeartMedia, I get to oversee a division of stations in all formats all over the country, so every day is different and I’m so grateful iHeart has given me this opportunity. I go from a creative call to a contract call, talent development one day, to pitching ideas to clients the next. One hour on with a Sports station, the next with a Country station, etc. Fortunately, I get to touch a lot of aspects of the business and have gotten to travel the country and meet so many of the tastemakers and programming superstars of all formats. 48 states down….2 to go! (West Virginia and Alaska)
JL: What advice can you offer younger PDs in the area of talent coaching?
Maynard: Some of the best talent coaches around right now ARE the younger people and the one thing I see all of them doing really well…is listening. They are not coming in with a pre-determined solution, but taking the time to evaluate each situation, get to know the talent and help talent amplify their strengths. My advice would be to invest time in people. And the more I do this, and especially with long-running shows, they don’t need me to tell them what to do as much as they need help to create micro goals to get to the next level. Once we agree on the goal, often they are talented and smart enough to create a plan to get there themselves.
JL: With decreasing opportunities in shifts like overnights, evenings, and middays, how do we grow the next generation and create an Elvis or Seacrest?
Maynard: Talent is still everywhere; they just don’t have to “come up” the same way they used to. The first time on the air, might be in a top 20 market these days, when at one point, you’d have to make three or more stops along the way to get there. They just need someone to take a chance and back them, whether they are discovered on one of our podcasts, social media, or someone working promotions down the hall.
JL: You recently worked with “The Jubal Show” in Seattle at Hits 106.1 KBKS and have assumed duties in Dallas working with 106.1 Kiss-FM KHKS/”The Kidd Kraddick Morning Show,” both of which made the list of the Top 20 Top 40/CHR morning shows. Can you share what makes these shows special and what it’s like working with them?
Maynard: There are similarities and there are differences, as there are with all shows. Both have found a loyal and committed fan base and both put strong focus on growing their audience both on digital and broadcast channels. Both are successful and hard-working, that inherently do personality driven radio, but in different ways. They are both syndicated and each puts focus on connection and relatability, but using a different model.
Jubal Show – what makes them special IMO is the low barrier for entry, first and foremost. Second, I’d say that their point of connecting comes through focus on humor and bringing escape to their audience. Their primary focus is to concoct ways to make people laugh. Listeners describe the show where you don’t have to know the characters or their history to get sucked into a segment or the show in general, and that is by design. You can tune in any day and don’t need the backstory to be able to be right in it. But they are all quirky in their own way and don’t take themselves too seriously. What it’s like working with them – They take direction, coaching, and listen to feedback as well as anyone I’ve ever come in contact with.
Kidd Kraddick Morning Show – what makes them special IMO is the relationship they create with their audience and with one another. Their chemistry is strong and they have dominated in ratings for decades. Each of them is unique and the more you get to know them as people, the more addicted you become. Their fans are fierce and their loyalty spreads decades and don’t even try to walk around Dallas with one of them, because you likely will never even make it through the parking lot. They will make you laugh…they will make you cry, and they will always make you feel something. What it’s like working with them – For starters, I’ve only been involved with the station for the past several months, so we are just getting going. I’m still learning about them and them about me. They have a smart, hard-working team around them, as I do around me, and they have welcomed us with open arms. Change is always difficult, and they have been amazing. I’ve really enjoyed teaming up to find ways both in the short and long term to continue to establish this show with the thousands of new people moving to Dallas-Fort Worth each and every day.
JL: How are you incorporating AI into your daily tasks or station(s) programming?
Maynard: I spend more time learning about AI than probably using it, but for me it’s largely personal use for efficiency, using it for either that primary or second set of ears to run things through. Also, for taking notes, sorting headlines and bullets, or dictating meetings and summarizing.
JL: All music formats are cyclical. It seems to me that Top 40 and Country are the main ones that experience ups and downs. What is the current station of Top 40?
Maynard: Top 40 has done well in the markets within my division for the past couple years and in many others I monitor as well. It has had to adapt and strategize in ways post 2020 that it may not have ever had to do in years previous. In the end, it’s a talent-driven format that plays the biggest hits. It’s important when evaluating CHR radio, to take time to appreciate both those key building blocks. Talent is what helps maintain relevance during the doldrums, so that it can thrive when the music cycle becomes more advantageous.
JL: What’s one thing in your day that you cannot get by without?
Maynard: People – they are everything and I’m not sure I’ll ever be able to give back what’s been given to me, with such incredible leaders and mentors both past and present helping me get to where I am today, but I can sure try.
JL: What is the biggest myth about Top 40/CHR?
Maynard: I can’t think of a single myth, so I’ll take this time to leave you with this. Lately there are a couple of things I think about or find myself saying often:
1. You’re the solution you’ve been waiting for – to me, it’s empowering in a time of change and evolution to remember that I can sit around and wait for things to happen, or I can be the one to go out and help make things happen.
2. Surround yourself with people that believe our best days are ahead – can’t tell you how game-changing it’s been for me, as well as helped me be a more positive influence on others, by surrounding myself with people who think this way.
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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.
