The Barrett Audio Summit is headed to The Big Apple next week. And the best and brightest leaders from across the country will be joining us to break down what’s breaking and making the industry. This includes WJR 760 Program Director Ann Thomas.
She spoke with Barrett Media, giving us a preview of what to expect from her Tuesday morning panel.
Krystina Carroll: People sum up a Program Director’s job as managing talent, but it’s so much more than that. Can you just help me understand what else there is besides the managing talent aspect that you do so well?
Ann Thomas: Well, that’s a good question. A program director is basically responsible for all of the programming that you would hear on a radio station. From early morning throughout the night and into the next morning, 24/7. Here at WJR, I’m responsible for what goes out onto the airwaves. That includes our local programming, our network programming, our news and information, our traffic, our weather, our sounders, our promos. Everything that you hear coming out of your radio, I’m responsible for.
KC: You’re in charge of everything people hear 24/7 on WJR. But with the rise of apps and social media, are you also in charge of everything people see on the app 24/7 as well? Has your role expanded?
AT: Yes, the role has definitely expanded. I do have a great team. We have an incredible digital department. The head of our digital department, Curtis Paul, does a wonderful job. He’s in tune with what I think, so we’re working together constantly. But yes, the role of a program director has definitely expanded because you have to pay attention to what’s on all of your social media sites and your website to make sure it matches the on-air product.
KC: There’s a lot of pressure and a lot to do. But being able to connect with other program directors is so important. What makes the Barrett Media Audio Summit essential for any successful program director?
AT: This will be my third year attending the Summit, and I think it’s invaluable. It’s a great way to sit and listen to other program directors and hear what they’re doing. To network with them, get some new ideas, and see how they deal with issues. It’s a wonderful way to figure out how I can do my job better. The information you get out of that Summit is invaluable.
The Biggest Challenges
KC: What was the biggest challenge of 2025 for you?
AT: One of the challenges we have in the radio world is that we’re no longer just radio stations. Now we’re basically multimedia platforms where we’re taking all this great local content that we have throughout the day and making sure it can be seen on other platforms. While we’re doing it — and I think we’re doing a really great job at it — it’s challenging because you have to make sure that you’re getting the local content out properly and to all of the right channels.
For me, that is something I think about constantly. How can I take what we’re doing on the air and make sure it’s seen on social media, on Facebook, on YouTube? It’s been challenging. But honestly, it’s been a lot of fun, too.
KC: Is this part of what you foresee to be a bigger challenge not only this year, but over the next five years?
AT: Absolutely. I think it’s something that we all need to be talking about all the time.
Managing Talent in the Social Media Era
KC: Has it become difficult with the rise of social media to attract people to the station?
AT: I don’t think it’s become difficult. I think maybe it’s a little bit different. Managing talent is interesting in the sense that if you’ve got seasoned talent, you deal with them a little bit differently than you would a newer or younger talent. You have to take a look at every person and see what they need and how you can help them be creative and grow. One of the things I think all program directors are looking at is what the talent’s social media presence is and how that can help your radio station.
If you’ve got seasoned talent who maybe doesn’t use social media as much, that’s ok. Because they’ve already got a pretty big following on the radio, and they can still use social media in the way they’re used to doing it. But if you’ve got a younger talent, that’s where you may suggest they try to elevate and work on their brand through social media. And then push people to listen on the radio. So I don’t think it’s more difficult — I think it’s more interesting. There’s a lot of potential for a talent to grow his or her brand, both on social media and then over to the radio.
KC: Most talent today aren’t going through the markets like they used to. They would start at market 100 and, hopefully, end up in a top 25. Today, it’s very different. When you’re looking for new talent, are you looking for followers? Are you looking for experience? What exactly makes talent good for Detroit?
AT: I don’t think that’s changed that much over the years. You want somebody who is entertaining and stands for something, who’s able to relate to the audience and develop a relationship with them. You want a talent who is fun, engaging, and just really interesting to a listener — and they’re going to do that both on their social media channels and on the air. I don’t think it’s changed that much in what you’re looking for. Obviously, I’m always looking for talent that can relate to the Detroit area and Michigan audiences.
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Krystina Alarcon Carroll contributes features and columns for Barrett Media. She has experience in almost every facet of the industry including: digital and print news; live, streamed, and syndicated TV; documentary and film productions. Her prior employers have included NY1 and Fox News Digital and the Law & Crime Network. You can find Krystina on X (formerly twitter) @KrystinaAlaCarr.
