Like
many people in the public media biz I was surprised to see the news last week
that Steve Yasko is no longer Executive Director and General Manager at WTMD,
Baltimore. I don’t have any inside info
about what happened and this column isn’t about his departure. It is praise for Steve because he is one of
my public radio heroes. He has made
public radio and media better.
Steve
speaks truth to power, whether “power” wants to hear it or not. He has an
intuitive feel for using media to connect with people. He sees the potential in situations and
creates plans to achieve them.
WTMD: FROM WORST TO FIRST
Before
Steve Yasko became GM in September 2002, WTMD was almost irrelevant. A headhunter called me when the GM job
opened. After learning about the
station, I told the recruiter that it looked like a can of worms – a place
where entitled bureaucrats had full time jobs keeping their fulltime jobs.
Yasko
saw it as an opportunity and took the gig. [Disclosure: I unintentionally created
grief for him at the time. In a moment
of sloppiness, I prematurely spilled the beans about Yasko’s plan to re-make
WTMD into a 24/7 Triple A music station. This was an important learning
experience for me. I double-check stuff
like this now before publishing it.]
At
WTMD Yasko
transformed the station by creating an entrepreneurial culture based on
listeners love for music and where to find it.
He inspired an amazing sense of place – WTMD became the go-to place for
those who craved smart rock in Baltimore.
WTMD was named the Best of Baltimore several times.
He
dramatically increased WTMD’s revenue, gained CPB funding and established WTMD
as one of the leading noncom Triple A stations in the nation. Yasko hired great
people and built many bridges in the community.
Because of Steve Yasko, WTMD became a Baltimore institution worthy of
support.
A couple of years ago Yasko helped
establish Towson University Public Media, a separate 501c3 to manage and govern
the day-to-day operations of the WTMD.
TOO HELL AND
BACK
Yasko
will have no problem getting another gig because he is amazingly resilient. People
in public media know him and respect him.
Witness Yasko’s experience at Pacifica before he came to WTMD.
In
2000 he became National
Program Director at Pacifica – a job rumored to be one of the Rings of Hell in Dante’s Inferno. In an earlier post [link], we
recommended to John Proffitt, the new Executive Director of Pacifica, he should
learn from the way Yasko was treated and be prepared.
Yasko
took the Pacifica job because he saw the opportunity. Pacifica owns five
full-power FM stations in New York, Los Angeles, Bay Area, Washington DC and
Houston. Yasko proposed programming
improvements that would bring Pacifica back into the national conversation.
But
Yasko failed to realize the then-current occupants at Pacifica were drunk on Lorenzo
Milam’s kool-aid. At Pacifica now and
then, the things that matter are political purity, massive egos and hidden
agendas. Pacifica doesn't serve listeners, it exists to serve itself. [To learn more about Lorenzo Milam, check out
our earlier post at link.]
Yasko's
fatal move was to criticize radio princess Amy Goodman, host of Democracy Now! The story I’ve heard, I don’t know of it is true, is
that a Pacifica affiliate in Kansas City had complained about the audio quality
of Democracy Now! As the head of
Pacifica’s national programming Yasko brought up the complaint with Goodman. Goodman told Yasko was not her
supervisor and his job did not matter to her.
After
confronting Goodman, Yasko’s life became a living hell. Goodman and others
filed grievances, lawsuits and undermined Yasko with the Pacifica Board. Around
the same time, an anonymous agitator posted a vicious online smear campaign to
embarrass and discredit Yasko.
Yasko
posted this note when he left Pacifica:
Effective September
15, 2001, I will no longer be the National Program Director of Pacifica. Before
you all gloat too much, I did not make this choice because of your attacks on
me. I made this decision because Pacifica cannot move forward until it is free
from persecution.
This persecution is
executed by people who say they are champions of free speech and tolerance, but
use the tactics of hate and bigotry to achieve their ends. I don’t know what
drives you, but I choose not to be a part of it.
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