Meet One Of Radio’s Future Leaders

Samuel Tatum, Jr. is the General Sales and Solutions Manager for Radio One in Washington, D.C. He’s also one of 20 Future Leaders we spotlight in the March 7 print issue of Radio Ink, featuring the Future African American Leaders in Radio. As General Sales and Solutions Manager, Tatum leads and coaches a team of sales managers (both traditional and non-traditional), salespeople, and support staff to service local, national, and regional clients. We spoke at length with Tatum about his passion for radio, why he’s been successful, and how he hopes to make the radio industry stronger.

Why did you decide on a career in radio?
I truly believe that I did not choose a career in radio, God walked me to the door of the opportunity and I walked through, because I was not thinking about a career in radio. I was chasing hard after a career in television. In my senior year at Towson University, my broadcast journalism professor asked me if I had ever considered media sales. My response was, “Um, like HSN or QVC?” He laughed, and then explained that he saw something in me and he wanted me to participate in a program that would teach me all about the media sales industry.

I went, I saw, I learned, and I came back and applied for every media sales job I could find. I remember distinctly telling my general manager in my first interview with him that I would one day be sitting in his seat. He said, “Pretty presumptuous of you. Most people don’t make it past their first year.” I responded, “I am not most people, and I will undoubtedly reach my goal.”

Early in my career I realized there were not many people that looked like me (a person of color) in leadership, and that was confusing to me. I read a quote by Gandhi that says, “Be the change you want to see in the world,” and so I work every day with a purpose to bring diversity and change to the landscape of radio and media marketing professionals.

What makes you passionate about the radio industry?
I had to think about this question for a long time, because I had to ask myself where this passion comes from. As Oprah would say, “what I know for sure” is that my passion is rooted in my purpose and destiny. I can honestly say that I believe in radio. It is that belief that fuels my passion. Think about it. Anyone who has achieved great success in any field had to believe in themselves and what they were doing. That’s it — I’m passionate about radio, because I believe in it! I believe that radio is still a relevant and a powerful medium that holds endless opportunities. It’s still free, and nothing in this world is free anymore. Lastly, it’s a touchpoint to the community and a medium that allows us to be different every day.

What are your goals personally, and to make the industry better?
My nephew asked me the same question about two years ago. He challenged me to share with him my vision. At first I was hesitant, but then I was able to articulate it to him. Prior to that, it was something I kept to myself. So here I am in a national publication, sharing it — talk about bold!

Personally, I want to become a thought leader in our industry, while working in senior executive leadership within a media organization such as the one I have been employed with for 12 years, Radio One. For me it is not about the position or title, but rather the responsibility and the opportunity to innovate and drive content, engagement, and revenue streams for media that superserves the community that I am a part of. Additionally, I look at formats such as Gospel and Inspirational, mainstream Urban, Urban AC, and have witnessed the power of the formats and impact they have both for advertisers and listeners, and see great opportunity in that space in radio. Whew — all of this vision talk has given me some more motivation.

Why do you think you have been successful to this point in your career?
First and foremost, I would say that God has been positively good to me, and opened countless doors for me. Secondly, I would attribute success to my parents and family. I have the most amazing support system — since day one, because it would have been easy to give up in the early years when as a commissioned salesperson, I was not making enough to cover my bills. However, I have always had the greatest Mom and Dad (RIP) in the world.

Next, I would say that having great mentors and leaders through my career who allowed me to be me, and were not selfish about teaching me what they know. To have been blessed to sit in meetings, strategy sessions, and work alongside Dr. Cathy L. Hughes is something that still blows my mind daily.

Lastly, much of my success has been about the people I work with, every salesperson, traffic director, program director, support personnel, business office — and the list goes on — have been monumental in shaping my success. In my office I have the letters that spell my name on the wall as “S A M E L.” It never fails that daily someone will come and say, “You are missing the ‘u’ out of your name.” And my response is the same every time: “It’s missing on purpose, because without U there is no me” — reminding every person how important they are to my success.

If you were promoted to a much higher position of leadership tomorrow, what would you do to improve radio?
So you want my secret sauce? LOL! I would have to say that if I were promoted to a much higher position in leadership tomorrow, I would start by understanding that with change, there is risk, and that change would be to look at the way we have been doing radio and deconstruct what’s not working. I would find ways to maintain more local talent, develop and grow talent (in all departments); this would cut down on the turnover and lack of innovation in our industry. I would explore opportunities in more creative, integrated programming as well as balancing the need to clean up the ad space and creating more demand for the inventory. In the words of one of my greatest mentors, Radio One SVP Jeffrey Wilson, “Don’t look back, because we are not going that way.” Hashtag #Forward!

What advice would you give someone just getting started in the business?
I would simply tell them have patience, passion, a plan, and a lot of pending. Those “four P’s” will get you through any tough time that will come in this industry, and ultimately will drive you to the next level in your career.

Reach out to Sam on a job well done at [email protected]
Subscribe to Radio Ink in time to read about all 20 Future Leaders by going HERE.