DeDe McGuire Was Featured in the 2018 Issue of Celebrating Women of Color in Media
WOMEN OF COLOR MAGAZINE: Tell us about your start in the industry and how you got to where you are. (You can give the short version, just in case we don�t have the previous interview readily available.)
DEDE MCGUIRE: I started in the Killeen/Fort Hood area at a country radio station, KOOV, as a receptionist. I practiced being on-air on weekends and during lunchtime in the production room.
I hosted my own shows in middays, overnights, and afternoons in cities like San Antonio, Dallas, Chicago, and Philadelphia. It was in Philadelphia that I got the call from Russ Parr that Doug Banks was looking for a co-host. He put Doug and me on a conference call, and Doug later flew me to Dallas to audition for his nationally syndicated show for ABC Radio. I got the job.
Doug and I did mornings, then shifted to afternoons in syndication. Around 2009, I got a call from Gary Saunders at K104 to fill in on their local morning show, and the rest is history.
I signed on as a contributor to Skip Cheatham & Co., then became a co-host with Buck Wild, and eventually the host of the K104 Morning Show after Geo Cook joined the station. He knew my radio background, heard me filling in for Doug, and knew I had the ability to lead the show.
You�ve seen many changes in the industry over the years. Did you ever think you�d end up hosting a morning show, a space that�s still largely male-dominated?
No, not at all (LOL). A woman I worked with in Chicago once told me I�d host my own morning show one day, and I laughed. I knew I could host after co-hosting Doug�s show and was just waiting for the opportunity. It was actually on my vision board.
When asked how it feels to host a morning show as a woman, do you try not to focus on gender?
I wouldn�t know how else it would feel. I�m honored to host, and I�m honored that since I took over years ago, more women have been given opportunities to host.
What are the benefits of women hosting mornings, especially for listeners?
Women tend to be more sensitive to what topics are appropriate early in the day. We�re intuitive about the mood of the city and the country. When serious subjects come up, our approach often becomes more comforting for callers and listeners.
We wear many hats. We�re chameleons. There are very few situations we can�t handle. We understand where listeners are in life, or know someone who�s been there. That perspective helps us start the day with empathy, information, entertainment, and sometimes a needed laugh.
You worked closely with the late Doug Banks. What were the most valuable lessons you learned from him?
I learned how to lead without a heavy hand, how to make every team member shine, and how keeping the room light brings out creativity. People do their best work when they feel comfortable.
I also learned to let mistakes happen and embrace them. That�s human. His number one rule was always to �super-serve� the audience and clients. He was the best radio teacher I ever had.
What do you think Doug learned from you?
I think Doug learned how to be a sibling. He was an only child, and we were like brother and sister. He spent time with my family and was close with my brother Mychal.
Professionally, he also learned how to watch break length. Doug could go long. Once I started tracking PPM and timing breaks, I would literally pull out a timer and self-edit. He eventually started doing the same, LOL.
Have you always felt supported in your radio career?
Yes. From Terry Avery to Derek Brown, Gary Saunders, Russ Parr, my husband, and even record rep David Linton, I�ve always felt supported. Today, I get overwhelming love from women across radio. Compass Media has also been incredibly supportive. Their vision is why I wanted to work with them.
With streaming reshaping the music industry, how do you see the future of commercial radio?
People still want the personal connection of a great radio personality. They want companionship. That�s what we provide. Information, entertainment, and music. It still works.
What are your thoughts on podcasting as a radio professional?
Freedom. The freedom to do what you want, which says a lot about a person. Podcasting offers huge branding opportunities if done right. It�s another vehicle to sharpen skills and expand your message. I�m working on developing one now.
When you listen to podcasts, what stands out, good or bad?
The first thing I notice is whether the host is a trained broadcaster. It�s obvious, and it can be painful when they�re not. I also notice cluttered conversations or lack of direction.
The upside is the freedom to expand a break and be more authentic. When it works, it really works.