Gain valuable insights from Molly Cruz, Brand Manager for B96, WBBM-FM in Chicago. Discover strategies for navigating market differences, effective programming, and team leadership. Learn how to build brand awareness, engage with the community, and maintain a positive mindset.

Whether you're an aspiring radio professional or a seasoned Brand Manager, this episode offers actionable advice to elevate your success in the competitive media industry. Tune in for Molly's expert guidance and practical strategies.

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Today is someone's first day listening to B 96.

2

Every day is someone's

first day listening to B 96.

3

And what impression, what emotion do we

want them to feel when they turn us on?

4

VO: Welcome to BRANDwidth on Demand,

your guide to rebooting radio.

5

Molly: Obviously we

live and die on ratings.

6

But it's difficult because it takes

a while to see that reaction, right?

7

And I think What we do is

analyze everything as a whole.

8

What's the interaction that we're getting

from our listeners when they call in?

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Are we getting interaction

on social media?

10

I think also just going out

into the community and getting

11

a feel for a pulse as well.

12

When I'm hopping into Ubers

and taxis, do they have B96 on?

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VO: Brandwidth On Demand.

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Rebooting radio with a different

take on all radio can be.

15

Now your guides through the Media

Morphicist, David Martin and author

16

of the book, BRANDwidth, Media

Branding Coach, Kipper McGee.

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Dave: When it comes to starting

a career in media, today's

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guest has it all figured out.

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Well, at least she makes it look that way.

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In fact, she makes it look easy.

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After graduating from the Illinois

Center for Broadcasting in Lombard,

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Illinois, This Chicago native got her

start at suburban station STAR 105.

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5 WZSR in Crystal Lake.

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While there, she spent her weekends

commuting to Milwaukee, where she

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did air shifts at 1037 KISS FM.

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Soon, the Milwaukee cluster needed

an assistant program director and

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music director for WMYX and KISS FM.

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And she got that job,

held it for seven years.

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When she was transferred back

home to the company's Chicago CHR.

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The historic B96 FM.

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BRANDwidth on Demand is proud to

welcome the brand manager for B96

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FM, WBBM FM in Chicago, Molly Cruz.

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Kipper: Hey, Molly.

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Molly: Thank you so much for having me.

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Kipper: Oh, yeah.

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Well, we are just so glad to have you.

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And big question is moving from Milwaukee

to Chicago now, obviously there's going to

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be some differences and some similarities

between the two markets, but what do you

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find are like the biggest differences in

your audience focus, who you're targeting?

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Because I know Chicago is a lot

more complex than Milwaukee.

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And then also, how does it impact

your programming strategies between,

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being in that top three market and

coming from a medium to large station.

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Molly: I love this question.

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That's a really great one.

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, Milwaukee and Chicago, for those

who don't know, are only 90 minutes

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down the road from each other.

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So relatively close, but

two very different cities.

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And first of all, my programming

strategy, I think whether you're in a

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market number three or market number

41, a lot of the same tactics and

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strategies and ideas are still the same.

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It's just a different market.

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And I think what I look at as a

brand manager in a new city is

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what's the ethnic comp of the market.

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What is the competition like?

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It was very different in Milwaukee.

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Brian Kelly did a A really great

job of batting off all of his

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competition for both WMYX and WXSS.

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So really didn't have a lot of competition

towards the end of my time there.

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As far as HotAC at top 40 went, they

both owned their lane in Milwaukee.

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And we're in a very different

landscape here at B96, but a lot of

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those brilliant at the basic kind of

tactics and mentalities that I learned

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working alongside Brian Kelly, and

obviously still do work with him today.

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They still apply, same

rules, different market.

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Obviously you look at it at a

different lens and a lot larger

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audience, but the same rules apply.

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It's radio, regardless of market size.

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Dave: Good point, Molly.

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What are the biggest challenges you

have managing a team and a station

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in a top three market, Molly?

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Molly: I think my challenges of

managing a team in Chicago it's

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the same as Milwaukee, truthfully,

it's, it's knowing your team and

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knowing how to best manage them.

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I think each person individually

needs something different.

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They react differently

to different things.

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Some people really need it's

understanding their love language, right?

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Or do they need words of affirmation?

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Are they visual learners?

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Are they hands on learners?

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Do they need examples of things?

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So I think in coaching talent it's

first and foremost, understanding

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that individual person.

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I don't think one size fits all

for any market or any person, just

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in managing people and I always

try to keep a positive attitude.

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Even if I have to deliver difficult

news or I'm displeased with something,

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I always try to come at it from an

angle of how would I want to receive

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this information and how am I going

to deliver this information so

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that I get the outcome that I need.

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So I'm very hands on with my

on air team, meet with them

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multiple times during the weekend.

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I think that comes from me being

an on air talent, even in the past

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couple of years and knowing how hungry

a lot of talent is for feedback.

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And even just for a pat on

the back, I think that really

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goes a long way with talent.

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It's just saying, Hey,

you're doing a great job.

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Hey, that was a really great break.

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Hey, I loved that social

media post that you did.

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That was really creative.

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A lot of that stuff goes a long way.

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And again, that just leads

to the positivity and just

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always having an open door.

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I'm always available to my

team and I really feel that.

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And they see that.

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And I also lead by example too.

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So out at a parade or we have a big

event or there's a concert going on.

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And I'm asking them to be

present 99 percent of the time.

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I will also be there as well.

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Just to know that a, I support the brand

and B it's important for all of us, all

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boots on the ground, it doesn't matter

if I have the largest title on the team,

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I will be in the trenches with them.

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And yeah, I think that just shows what

I do for the brand and what I expect

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my team to also commit to the brand.

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Kipper: So Molly, besides ratings, how do

you measure success in a top three market?

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What KPIs, the key performance

indicators are most important to you?

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Molly: I think that's a really good

question because obviously we live and die

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on ratings, but it's difficult because it

takes a while to see that reaction, right?

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And you're dealing with so few

meters, especially in the younger

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part of 18 to 49 and women.

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And it just keeps getting fewer and fewer.

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So it's difficult to base

everything off of that.

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And I think what we do is

analyze everything as a whole.

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What's the interaction that we're getting

from our listeners when they call in?

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Are they saying they love the show

and they listen every single day?

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Are we getting that often?

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Are the phones lighting up?

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I think that's an important

thing to note as well.

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Are we getting interaction

on social media?

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Although sometimes that doesn't

equate to ratings, I think that

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it does equate to brand awareness.

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And I think that's an important part.

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Of a brand as a whole Odyssey several

years ago, changed our titles from

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program director to brand manager because

we're more than just a radio station.

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It's treating it as a brand as a whole.

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And I think when you do that, you

have to zoom out and look at all

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of the things that make up a brand.

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I think also just going out into

the community and getting a feel for

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a pulse of the community as well.

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When I'm hopping into Ubers

and taxis, do they have B96 on?

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Can I turn B96 on in that car and

get there, get an instant reaction.

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Oh, I didn't realize, wow.

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I thought you guys just played

new music, so things like that.

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I think everything adds up together.

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And I think a lot of little wins and

little things can increase everyone's

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morale and thoughts on what success is.

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But ratings are just

a small piece of that.

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Dave: Well, Molly, in a competitive

town like Chicago, how do

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you stay ahead of the curve?

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And what trends are you seeing

for branded station content?

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Molly: Oh gosh it's a, that's a constant

that's a constant thing to be working

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on is, staying ahead of the curve and.

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I think it's just being

aware of your surroundings.

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Not only, what's my competition doing

around me, but also again, zooming

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out and what's happening in the world.

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I think an advantage that I have is

that I have a really young staff.

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So I have a staff of a

lot of 20 somethings.

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30 somethings who are really in,

in the core of the demo and they're

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on the pulse of what's going on.

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So they're on TikTok, I'm on TikTok,

we're all watching what's happening.

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I think we're also very Chicago centric.

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So we really are on the pulse

of what's happening in the city.

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I think just again, just having awareness

of what are other successful radio

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stations, whether they're CHR stations

or other formats, what are they doing?

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How do I look at my peers and

applaud them for a really good idea?

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And.

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Maybe take that and try to make my own

version, my own B96 version of that.

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So I think it's just awareness.

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It's seeing what other people are doing.

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It's collaborating and it's just

understanding what's going on and

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always having a drive to be better and

taking feedback and I think, What trends

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am I seeing for the future of radio?

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I think that I'm seeing people

start to be more interactive again,

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start to be more active again.

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I think the Taylor Swift tour was the

first time where radio had a presence at

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concerts again, which was really exciting.

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And it started to see that more

stations were doing creative things.

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Around shows coming to town and

people were out at Lollapalooza and

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it just feels like events are coming

back again, which is really exciting.

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And that was always just a place

where radio really shined, right?

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We were all about community.

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We were all about creating experiences

that couldn't be bought for our

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listeners and all about human connection.

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And I think we lost that face to face.

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And I see more stations

getting back to that.

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And I'm really excited.

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And I think that's just something

that we've always done very well.

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Kipper: Do you think that's part of the

pandemic or is it just a cyclical thing?

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Molly: Uh, I think it's

part of the pandemic.

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We just stopped events and a

lot of large companies, Audacy

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included, did restructuring.

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And so you had less staff doing more.

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And so a lot of people just had

full plates and you got used to

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not doing events and now we have

to reconnect with our communities.

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That's It's what we're about.

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It's what radio is about.

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It's not only about music, but it's

about a connection with our listeners

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and not only one to one when you're in

the car listening that experience, but

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it's also connecting at a Taylor Swift

concert and giving them that bracelet.

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It's that emotional connection.

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And then that's just

so important to radio.

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And I'm really glad to see

that, that really coming back.

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Kipper: So Molly, you are

connecting with your listeners.

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You're connecting with

your fellow stations.

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You're connecting with listeners.

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You're connecting with

people in the company.

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You're connecting with other stations.

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And I happen to know you've got

just a family is starting as well.

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So you've got a lot going on.

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Molly: Yes.

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What

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Kipper: strategies do you have for

dealing with All of the things that

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are going on and keep it from becoming

stress, staying resilient, bouncing

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back and just doing that when you're in

such a demanding leadership position.

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Molly: Yeah, it's definitely not easy,

but I think thank God for therapy

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because that's always very helpful.

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And restructuring my mindset as

far as what I let stress me out.

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I think, you Number one, I think

the power of positive thinking is

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something that I really carry with

me because it's extremely helpful.

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I can only stress about the

things that I can control.

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And as much as I'd love to control

Nielsen ratings, I can't, none of us can.

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We can do all the best tactics and

strategies and, make smart decisions,

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but There are a lot of things in

anyone's job inside of radio or outside

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of radio that you just can't control.

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And so I really tried, I'd really try

to put myself through that filter of,

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I can only stress about the things

that I can control and I can only make

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smart decisions with the information

that I have at the present moment.

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I am very big, again, on the positive

thinking on just always understanding

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that it's a trend that went around on

social media, but I take it seriously.

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It's called the lucky girl syndrome.

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And I truly believe that I that

everything works out for me, that I'm

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the luckiest person that I know and

that I am surrounded by abundance.

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And that's like just having that

positive mindset of just everything

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is going to work out the way

that it's supposed to work out.

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And I'm going to work really hard and

I'm going to do the best that I can do.

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And I'm going to throw it all at the wall.

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And I know that confidently, I

know that I'll always do that.

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And so if I do that, and if I believe

in the process fully wholeheartedly,

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and I have a positive mindset, only

good things are going to come through.

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And when I go home at the end of

the day, I have two kids who barely

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understand what it is that I do.

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And I have a huge title at

work, but at home, I'm a mom

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and that is my favorite job.

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It is the hardest job and

it's the most rewarding job.

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And so it's something that

keeps me extremely humble.

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And it is something that helps me, I

think, detach from some of the hard,

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stressful days here at the office and come

back with a renewed, Attitude and purpose

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and understanding of what's important.

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So the radio stuff is all fun and all

serious during the day, but I really

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roll my sleeves up after 5 PM when

I go home and change titles to mom.

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So

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Dave: great attitude, Molly.

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Molly: Yeah.

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Dave: Joining us today, Molly

Cruz, Brand Manager of B96 Chicago.

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Somebody you'd love to hear from.

253

We'd love to hear your suggestions.

254

Just email show at brandwithundemand.

255

com or reach out on social.

256

BRANDwidthPlus on Graham, Facebook

and X it's Twitter BRANDwidthplus

257

P L U S BRANDwidth plus.

258

Kipper: And if you like hearing from

the industry's top brand managers, the

259

hosts, the thought leaders of media,

please tell a friend to follow the

260

podcast to its BRANDwidth on Demand.

261

And if you would give us a five star

review, wherever you're getting this.

262

Dave: Coming up, Molly Cruz shares some

of the best advice she's ever gotten.

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Spot1: Gee boss.

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I can't believe how bad

our ratings were again.

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Me neither.

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Super Johnny D.

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Let's go grab a bite.

268

Turn the radio on.

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Sure thing, program director dude.

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Your show sounds great.

271

I just don't get it.

272

Ladies and gentlemen.

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Music's a disaster.

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I

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hope you understand.

276

That you need music master.

277

Just as fast as you can.

278

Ugh, not that one again.

279

I just wish the answer would come

280

to me.

281

Your station sounds so bad.

282

It sounds great.

283

If you have Music Master,

please wake up today.

284

Why do

285

the other stations sound so good?

286

Well, your rating's just tight.

287

And your owner hates you.

288

You better get Music Master quick

before the next book comes out.

289

Or you're on the chopping block.

290

Hey, it's so easy.

291

I don't know, man.

292

I wish there was an

easy button for ratings.

293

Oh boy.

294

Just get Music Master

already and be done with it.

295

The world's leader in music scheduling.

296

Find out more at musicmaster.

297

com.

298

Spot2: Imagine having your own

prep team working non stop.

299

A producer picking the best content,

a copywriter making every story

300

hit home, and a marketer finding

new ways to grow your audience.

301

All while a digital team keeps your feeds

fresh with posts, updates, and videos.

302

What if these pros were available

24 7, market exclusive, and

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affordable for your radio station?

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Station.

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competition does with radio Content Pro.

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See the demo in action?

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Just scroll down the show notes or

visit RadioContentPro.com/BRANDwidth.

308

VO: The stuff we know now we wish

we'd known then BRANDwidth on Demand.

309

Dave: We're with Molly Cruz, the Brand

Manager of B96 FM in Chicago, Molly.

310

What's the single best piece

of advice you've ever gotten?

311

Molly: That is such a hard question

because I have gotten so much

312

great advice throughout my career.

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I feel like I got advice every

single day from Brian Kelly that

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I just couldn't retain at all.

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Just, just always good

advice from my mentor, Brian.

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But I think one that I always circle back

to, I always tell it to my air talent.

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And I always try to remember it

myself, especially being a part

318

now of, of such a legendary and

legacy brand that is B96 is today is

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someone's first day listening to B96.

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Um, every day is someone's first

day listening to B96 and what

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impression, what emotion do we want

them to feel when they turn us on?

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What impact are we leaving on them?

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What are we sharing with them?

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How are we making their day better?

325

And I, and I think it's just an

important filter to put yourself through.

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So when you're writing imaging, when

you're writing a promo, when you're

327

putting together a big contest, when

you're just turning on a microphone

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and doing a break, you're doing it.

329

Always to remember that today is

someone's first day listening to

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your radio station that moment.

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So make count, I guess, is kind

of the whole focus of that.

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And again, just something I always

remind myself of, and it is one

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of many of the best pieces of

advice that I've ever gotten.

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Dave: Great stuff.

335

Now, what one piece of advice

would you give someone who's

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just starting out in radio?

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Molly: That's so hard because radio

when I started out even though

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that was Well longer ago than it

feels like But not too far off and

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it's still it's very different.

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It's a very different landscape I've

seen a lot of people do this recently.

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We've had a lot of job postings open over

the past 10 months that I've been here.

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And I think reaching out, getting

feedback, being open to feedback, being

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okay with just being a promo staffer.

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That's how I started.

345

You got to start at the

bottom and work your way up.

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And I know it's harder and harder and

there are fewer and fewer positions,

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but I've seen people go into smaller

markets and in the past couple of

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years, even, and follow along the

same trajectory that I did, which is,

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you start out as a promo staffer and

you do everything in the building.

350

So I think maybe my advice is don't be as

scared to start small and work your way

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up and network yourself as best you can.

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And I think.

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Mentorship is something that we all need.

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Everybody needs to be doing more of.

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It's something that so

many people did for me.

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And I think it's all of our jobs

to continue to fill that bucket

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of new, young, excited talent, and

it's been dwindling over the past.

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And we all have to do a better job

of dedicating time to mentoring young

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talent and listening to an air check

and giving constructive feedback.

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And so I think my best advice would

be don't be afraid to start small

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and don't be afraid to reach out.

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Send an air check and ask for feedback.

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How can I get better?

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How can I get on B 96?

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Might be a, a big dream, a pipe dream,

but you know, you never know what good

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feedback or even just what having a

network of connections can do for you.

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Because when a job pops up, we're

all gonna talk to each other.

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That's what we do.

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Of course, we're gonna look and see

who applied for the job, but we're

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going to talk to each other and we're

going to say, Hey, Oh, you know what?

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I did talk to that one person and

I think they might be really a

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really good fit for your station.

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So it's definitely a little bit about

who, you know, it's about working hard

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and it's about putting in the time.

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Dave: Yep.

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Our thanks to the amazing Molly

Cruz, brand manager of B96 Chicago.

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We have links to B96 online,

their streams, socials, podcasts,

378

and more all in the show notes,

just scroll down on your phone.

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Kipper: And Molly made a big

mention about Brian Kelly.

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He is on actually episode nine in

the back issues of this podcast.

381

Go ahead and look him up.

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You will learn a lot.

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Meanwhile, our thanks to Exec

Producer, Cindy Huber for getting

384

us all organized and to associate

producer, Hannah B for booking

385

Mike: and coming up next.

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Hello, boys and girls.

387

It's Mike Bivet here, inviting

you to discover the secrets

388

of innovative marketing.

389

We're going to show you how to

leverage all your media platforms

390

and make your media brand stand

out in a crowded mediascape.

391

It's all next time on

BRANDwidth on Demand.

392

Dave: That's a wrap, Kipper.

393

Wanna earn more?

394

Well, you have to learn more.

395

Details in the new One Minute Marginizing.

396

I'm Dave Martin.

397

And I'm Kipper McGee.

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May all your BRANDwidth be Wide.