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Rock & Roll is Alive And Well in The Motor City

P.D. Brent Alberts helps revive the rock ratings in Detroit. When Alberts arrived at Greater Media's WCSX in June 2010, the station had  been the Classic Rock Station of record in Detroit for 23 years, yet they were ranked #9 25-54 adults in the May 2010 PPM. After making sure the product was well targeted, clutter at a minimum, and the station totally reimaged, Alberts challenged the staff to step it up, do great content and play a lot of music. July and August 2010 WCSX moved to #4 25-54 adults and in September and October #3. Alberts says "I am very blessed to have a staff of Detroit veterans who have all spent 30+ years in Detroit Rock radio on the air."

The climb back to ratings success did not stop there however. In November 2011 WCSX tied sister station WRIF for #2 (25-54 adults). Alberts says, "in the last half of 2010 we did this with no marketing, cash or major prizes. It was 100% programming that carried us through. In February 2011 we brought back our Gold Standard, Workforce Payroll, and backed it up with a great outdoor campaign (see right) for spring that featured Classic Cars and our Classic Jocks with the theme Made in Detroit. For 16 weeks in a row, March through June 2011 WCSX was a solid #2 25-54 adults. This was a first for WCSX in decades."

Alberts says his secret to success is to live by the golden rule. "If you treat people the way you want to be treated, respect will be organic, and if your team respects you, they will move mountains for you. I have always felt most of us in radio want to be recognized for our contributions, doing that for your team goes a long way." 

Alberts says I think every radio stations sound reflects the personality of the Program Director. In reality todays program directors are Brand  Managers. Its the PDs job to make sure everything to do with the brand, music, promotions, marketing, imaging, personality content and  connecting with our listeners on the air, in person and through social media is consistent with image of your brand. Connecting with our  listeners is job one." Vice President for Program Development for Greater Media Buzz Knight says "Brent is a fantastic student of great radio who constantly pays attention to the details that matter."

Alberts says a  successful Program Director today is one that listens to their product regularly and truly cares about and understands the audience. "One that believes in daily communication with the airstaff, setting expectations, listening to their ideas, involving them in the creative process, and compliment more than critique are all assets of a good programmer."

Alberts says one of the many people he admires is Fred Jacobs. Jacobs says about Alberts. "Brent's a pro's pro - a true blue radio guy. He believes in the power of the team and treats everyone the same. Brent stays in the pocket - he doesn't let the highs get to him, nor does he allow the lows to consume him. When I think about someone I want in the trenches with me, I think of Brent Alberts."

"After 43 years in radio (first full time job at 15 in 1968) Ive had the pleasure of working with many great broadcasters, and feel very  blessed to be where I am today, working for the best company in broadcasting. This was quite unexpected, but its very much an honor to  be recognized by my peers."

Reach out and congratulate Alberts at

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- Gugqul
(10/26/2011 8:29:16 AM)
WCSX has had very few PDs (sorry, Brand Managers) in it's storied 25 year history. The best of this small collection of names may in fact be at the helm right now. Congrats, Brent, to you and your un-matched, uniquely talented team of Motor City pros.

- Ralph Cipolla
(10/25/2011 6:28:46 PM)
You are absolutely the best Brent! Congratulations on your outstanding success, you and your staff have done a fabulous job!

- John Larson

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