Those who have visited this space over the past two years know you’ll find a tip or two about how to improve your brand, cluster, or company. You’ll also find a deep dive into what makes our business great—people like Mark McGill on Sunny 101.5 in South Bend, IN.
In the past few seasons, you’ve learned what makes Melissa Forman tick. Also, we’ve discussed the passion of Jack Diamond, and the format crossover of Kevin & Taylor. Without dynamic personalities, music radio is simply a free jukebox.
You would be hard-pressed to find someone more enthusiastic and accomplished as a long-term radio personality than Mark McGill. His radio career has carved a lasting imprint across northern Indiana and southern Michigan. His voice still connects with listeners after decades on the air in the region. McGill’s drive reflects a deep passion for broadcasting, paired with a natural and approachable style.
The industry has shifted through ongoing waves of technological change, eliminating positions while navigating evolving audience habits. McGill has remained relevant and resonant with listeners, no matter the market or format.
His ability to communicate with energy relates both on and off the air to the audience. McGill’s ability to entertain within the community has allowed him to grow alongside the medium rather than be left behind.
Last week, I connected with Mark to discuss his journey and how his fervent view of the business might energize you.
*Editor’s Note: Answers have been edited for clarity and length.*
Kevin Robinson – Let’s talk about your radio path from the beginning to where you are today. Plus, all the extra voice work off air.
Mark McGill – Growing up in Chicago, I always wanted to be Harry Caray or Ron Santo. However, I couldn’t hit a curve ball. So, I decided to go into broadcasting. Listening to the old WLS back in the day, I enjoyed Larry Lujack, John ‘Records’ Landecker, Tommy Edwards and Fred Winston. That’s when I decided at an early age that radio was going to be for me.
While still in college, I got my first job in commercial radio doing weekends at WJTW. My first full time job was doing overnights, then nights at 99.9 The Bus in Kankakee, IL.
From there, I went to Lansing, Michigan, and spent some time at Ape 92 and 95 WVIC. Then I spent twelve years in Grand Rapids, Michigan, at WSNX and WGRD.
I moved across the state to 100.5 The Fox in Saginaw, Michigan, before finding my way to South Bend. I’ve spent the last 25 years on the air—22 at Federated Media, and now into my fourth year at Mid-West Family Marketing and Media. Now, I’m the morning guy on Sunny 101.5.
Thanks to the magic of radio today, I also do mornings at 103.3 The Beat in Maui, Hawaii. Plus, I host afternoons at WHIN and weekends at Hippie Radio in Nashville. Also I work for B-105.3 in Dothan, Alabama, Q103 in Maui, Hawaii, and fill in at WRSW in Warsaw, Indiana. All of these roles I work from my home studio.
A Quarter Century Of Service
Kevin Robinson – How long have you been in Michiana and what’s special about for you about the area?
Mark McGill – I have been in Michiana for the better part of 25 years. We love it here. Besides having the University of Notre Dame, I am from Chicago. My wife, Julie, is from Michigan. So, we are right between both of our families.
We are 45 minutes from the beautiful Lake Michigan shoreline. There’s some amazing beaches, and we can get to downtown Chicago in about 90 minutes.
Kevin Robinson – What’s your best day in radio – and why?
Mark McGill – I was doing mornings for 95.3 WTRC, a News/Talk station here in South Bend. John “Records” Landecker had a new book out, and we interviewed him on the air. The on-air interview lasted two segments, about 20 minutes.
However, it was the last two segments of the show. So, we spent another 90 minutes chatting off the air after we signed off. Hearing all of the stories about WLS, the station and jocks I grew up listening to was amazing.
Kevin Robinson – With all the audio choices and social media platforms developing around you, how do you stay relevant and connected?
Mark McGill – Staying relevant and connected is tough. Especially for an old guy. I could do a much better job of it. Luckily, my main gig at Sunny is for an AC station, so I am in the demo. My audience probably struggles with staying up on the latest trends like I do.
I am lucky to have two daughters in their late 20s and early 30s who feed me things that I might have missed.
Kevin Robinson – Give us something that makes you successful. This could be prep, longevity or behind-the-scenes of your show.
Mark McGill – The secret to my success is more about what I do off the air. I love to prep, and I am proud of what we do on the air. Honestly, I am especially proud of the relationships that I have built here with key community leaders, not to mention many local nonprofit organizations.
I have the honor of hosting close to thirty nonprofit annual galas and fundraisers every year. That is what I am most proud of.
Kevin Robinson – What would you say or advise emerging talent or your role with getting into radio today?
Mark McGill – I quite often have lunch with young broadcasters, as well as speak at several career fairs for both high schools and colleges in the area. Giving young people advice is tough these days.
You want to be honest about the state of the industry, which is challenging on its best days. However, I don’t want to dash their hopes and dreams either. Especially since they just spent four years studying the business in college.
I’m as honest as I can be with them. It’s a very hard business to break into these days and that it is always changing. The days of getting your foot in the door to run Casey Kasem’s Countdown, or pulling a shift on Christmas morning because the full-timer was off, are gone.
It still is a “who” you know more than “what” you know. However, with how amazing technology has become, it’s definitely a tougher road these days.
Kevin Robinson – What are your thoughts on AI as a tool? What challenges do you see with AI in the future?
Mark McGill – I have embraced AI and use it every day as a tool. It does make prepping for the morning show easier. I often wonder how I used to do a morning show without the internet, but we did.
AI, if used correctly, can be a real asset and make your show better.
Kevin Robinson – If you could host a show with any guest, living or dead, who would it be—and what would you talk about?
Mark McGill – I would love to do a show with Kevin Matthews. Back when he was on WLUP, he mastered the art of old-time radio and the theater of the mind. With all his different voices and bits, it would have been fascinating to just watch him.
It was magical to listen to him and how he crafted his show. I am in the business and was still amazed every day listening to him masterfully execute his show and how he seamlessly pulled it off.
McGill’s story reflects what many of us have experienced and continue to navigate. Formats, platforms, and technology continue to shift, while the core of radio remains—people.
McGill chose to stay regional and make his mark, and many refer to him as the “Radio Mayor” of South Bend.
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
