(By Chris Hoke) It’s about 7:15 on a typical weekday when WSIC morning host Harold Johnson delves into his new “Fifties Trivia” segment. His sidekick, who’s also the station’s GM, asks the 76-year-old host what fish became popular to eat live in the 1950s. Nothing short of an aircheck could describe the hilarity that ensues as numerous hints lead Harold to guess the adjective “gold,” only to be incapable of quickly making the connection and finding the answer: “goldfish.” This unrehearsed comedy is what listeners have come to love about the show, which also features political rants branded as “positive radio” and regular callers like Harold’s parish priest.
Less than two hours later, Pat Shannon is behind the mic to host Home Ad, which can be likened to an on-air yard sale. The show has seen everything from a “lawnmower in excellent condition that won’t run” to someone advertising a home-based coffee shop. One listener apparently got married with the show’s help. “You may want to hold on to that love seat,” Pat advised the caller, who was trying to sell one the day he also announced he was looking for a date.
While the aforementioned equals radio gold for listeners, it hardly gives a complete picture of the station, which celebrated 70 years in Statesville, North Carolina last year. Located north of Charlotte, the 1,000-watt AM News/Talk station now boasts an FM translator and has plans to add a second. While many would consider the station just another small-town operation, what WSIC has accomplished, considering its size and location, is nothing short of incredible.
The station doesn’t buy ratings info, but has been told by agencies that it’s getting impressive listenership results considering its signal size. With a sales team of three and an entrepreneurially minded staff, WSIC is pulling significant dollar numbers as well. Management is also in the process of adding television signals in the Charlotten and Greensboro/High Point/Winston-Salem DMAs (markets 23 and 48). WSIC’s TV product already appears with a local cable provider and has gone over the air from a Statesville signal. And that morning host who couldn’t guess “goldfish”? He’s a fourtime Emmy Award winner who once helped take Charlotte’s WSOC-TV to the number one spot.
So how are they doing it? To say WSIC thinks outside the box wouldn’t be enough. “What box?” says station owner Mark Sanger. “The problem with saying ‘We think outside the box’ is that you’re still referencing everything back to the box.” Sixty percent of WSIC’s staffers are on their first radio jobs. That includes General Manager Brian Weiss, who brought the station from near bankruptcy to the success it enjoys today. “I think the fact we’re industry outsiders is key to our achievements,” says Weiss. “We’re not bound by the way the industry has always done it.”
Assistant Manager and News Director Chris Hoke, who leads development of WSIC’s TV product, recently published a book about the station’s successes (see below) and his unique start in broadcasting. The Dorm Room Newsroom tells readers how Hoke once created the station’s newscasts from his dorm while attending college. “I’m incredibly proud of this station,” Hoke says. “The ingenuity behind it is inspiring. When we don’t have a particular feature, tool, or option, we build the solution ourselves. Nothing gets in our way.”
With eyes set on radio and TV expansions, the team at WSIC continues implementing the unique outsider’s perspective that has brought success. Plans are in the works for additional on-air and technical upgrades, plus there’s talk of a reality show based on the station and its staff.
Give the station a listen at www.wsicweb.com and reach out to Chris Hoke to congratulate him on a radio job well done at [email protected].
It’s great to see that WSIC continues to thrive! I loved my time there from 1993-2006, and I think of those years, every day, with fondness!
I’m glad to see that the station has continued to grow and expand!
P.S. And I’m not in my 70’s yet! LOL
I’m late in finally getting to see the great article about the Big Guy, Harold Johnson, and his side-kick, Skippy, but – better late than never! They are so fun and entertaining to listen to in the morning. They play off of each other and are simply hilarious! The station is professional and, in my opinion, top rate, with news, weather and, of course, with these two guys, pure entertainment! It’s wonderful to have a complete belly laugh driving to work in the morning because with Harold, you never know what will come out next!
Job well done Guys!
Wouldn’t it be nice if this story involved a format targeting people under 70 years of age?
We can learn from the greatest generation – but this entire story, written in third person by the station’s head – only reinforces the fact that radio is the medium of the 1970s and people in their 70s.
How do we beat Spotify? By being local. This station likely doesn’t compete against Spotify
Great station, smartly programmed and excellent use of their TV channel. Well done! Spotify or Pandora could never offer what this station has for its market, compelling and entertaining LOCAL content. Radio at its best.
Indeed, Mike. Some people can’t grasp intangibles. That’s what we have here, isn’t it? Job well done!
Now about the Greatest Generation: this is usually awarded to folks who fought in WWII. I don’t know any 70-year-olds who served in WWII. After all, the war ended 73 years ago. But you know what? They have money to spend and need to buy stuff, too! I’d be willing to bet this station has some pretty strong demographics on the low-to-middle range, as well. Like Roy Williams says, “…and you get all these other listeners at no extra charge.” Or words to that effect.
Hey guys, great job with WSIC. I had the honor of managing WSIC thru the 90’s when it was owned by the Adventure Radio Group. Pat Shannon manned the morning show and The Home Ad show. The amazing Iris Sowers made it her personal mission to drive the sales. The station was revered in Statesville. Glad to see how well it’s doing today. A great radio station in one of North Carolina’s nicest towns.