all-classical FM program director resigns post

John Dodge, the Program Director of All Classical FM (Portland’s 24 hour classical radio station), has announced his resignation in an email to staff members, volunteers, and board.  He is the latest casualty of the de/recession that has hit Oregon so hard.  Here is the email in its entirety:

Dear Friends and Colleagues,

It is with deep regret that I announce my resignation as your Program Director effective immediately. This is easier than you might imagine, as the position has just been eliminated from next year’s budget. President/CEO Jack Allen has offered me a lesser post at half salary, but this fits neither my professional nor my personal goals and so I will take this opportunity to step down and bid you a fond farewell.

Since beginning as your consultant in September 2005 and then accepting the full time position as VP of Programming in July of 2008, I’ve tried to be the kind of leader who steers from behind. I think it was Lao Tzu who advised that one lead so that when victory is achieved, the people believe they have accomplished everything themselves. And we have done great work together. Since I may not have another chance at horn-tooting, please allow me to list my achievements during the three years and nine months I have served our organization:

People (always our most important resource):

Christa Wessel came to Portland at my invitation (and her urging), and we are fortunate to have in her such a strong example of the new model of contemporary classical host. Additionally, I’m proud to note that in the studio together Christa and I have produced some of our station’s most lucrative pledge drive hours.

Andrea Murray had me at our initial interview when she craftily said, “What do I need to do to get you to fall in love with me?” I had to laugh out loud. It takes moxie and talent to run this gambit—and she has both in spades.

Maxine Frost got her first classical hosting experience with us. I recognized her talent and potential and knew that all she needed was the opportunity. And now she’s the Queen of KING-FM in Seattle.

Brandi Parisi politely turned down my first casting call. Then a week later called back with the news that her LA classical station had just changed formats. What a difference a week makes! Sorry it took a bit longer than expected to get you on board.

Craig Tuttle’s photography makes our web site and CD covers shine. I could say that I discovered Craig Tuttle for All Classical, and technically that would be true. But it would also be like discovering the Mississippi. As Jerry Seinfeld might say, “Like we weren’t going to find that anyway….”

John Pitman always had the makings of a great music director, he just needed someone to recognize the fact, then do the obvious thing and make his title official. I have so appreciated his dedication and fine craftsmanship. The sky’s the limit, John.

Ratings and Revenue:

Without spending a nickel on marketing, we went from average performance (2 share) to exceptional performance (3.5 share) during the past three years. We easily outperform the national classical format average by 50%. We’re among the top five performing classical stations in the United States with a national profile to match. We’re the ones to watch. Everyone gets a merit badge for that feat of achievement!

In a commercial station, a 1.5 share ratings increase like this can result in hundreds of thousands of dollars in additional revenue. Perhaps we will monetize this improvement in time. Meanwhile from 2005 to 2008 our pledge drive results more than doubled—from the low $200’s to the mid $400’s. That was no accident or coincidence.

Procedures:

We achieved this doubling by instituting the first Pledge Drive Playbook based on a set of proven-effective, listener-focused topics. Also by instituting male/female pitch teams, by holding pre-drive rehearsals, by featuring a best-of playlist and by developing the right mix of music-based premiums. I’m as proud of this growth in our fundraising skills as I am of our ratings success.

In other important areas, we digitized the music library, we installed Music Master software, and we created the single-music-director model with a decidedly Portland twist: not autocracy but meritocracy rules. All input is valid. Creative collaboration is not only encouraged but required. Messy like democracy, the model works for us because it harnesses the collective intelligence we have in such abundance.

Programs:

I’m happy to have played a leadership role in the development of three of our most popular original series shows: The Score, Club Mod and First Impressions. Fingers crossed, The Score will score nationally and become our first syndicated hit. I understand we just purchased the URL www.thescore.org.

Projects:

We’re beginning our third custom compilation branded CD, a revenue and image enhancing concept I brought to the station in 2007. The first two Comfort & Joy CDs generated more than $150,000 in sales, and I wish you much success with the third.

Mark my words—our Lang Lang All Classical pledge pitch video will win an award yet. I wrote and directed this short (not that Lang Lang needed much direction). Remember that this superstar makes north of $25 million per year in product endorsements. We got him for free.

And finally:

We’ve done much more together than this over the past three years but those are a few of the highlights. I’m not a man who puts his awards on the wall, but I want you to know how proud I am of my record with All Classical. I’m so pleased with the things we have achieved together.

On a personal note, I want to say thanks for the tenderness and support you showed last year as I grieved the loss of my best friend and parents. I tried to repay that support by donating my last month’s consulting salary to the station but truth be told, your kindness was too great to repay.

I have known since I programmed the Boston classical station in 1992 that one day a radio station with a beautifully and scientifically constructed classical playlist, a station strategically programmed and smartly marketed like a sophisticated Adult Contemporary station, a station targeted toward Baby Boomers that combined the best business practices of commercial radio with the best ethos and stylistic sensibilities of public radio could be a whopping great success. That’s why I came to Portland. We have begun to accomplish what I have long dreamed; the goal is now within your reach. It’s been a career highlight working alongside you and I wish you nothing but blue skies as far as the eye can see.

Warm regards,

JD