She’s had a career that includes a well-remembered role as Exec. VP of Programming for the former Nassau Broadcasting, where she oversaw all aspects of programming and digital content, strategy, marketing, and brand management for 75 stations including big regional Top 40 leader WPST-FM in Trenton, N.J.
In May 2019, she took a position assisting the programming team for two big Entercom Communications stations in the Big Apple.
Now, Michelle Stevens is heading to Miami to serve as Brand Manager for a pair of Entercom stations targeting adult listeners across South Florida.
RBR+TVBR OBSERVATION: Our editor-in-chief’s station of choice upon graduating college: WPST-FM, serving Trenton and Philadelphia. Congrats, Michelle, and bienvenidos a Miami.
The stations Stevens will lead on the programming side are Adult Contemporary WLYF-FM “101.5 Lite FM” and Adult Hits WMXJ-FM, which dropped its longtime “Majic” branding under Maureen Lesourd’s leadership on Jan. 1, 2016 as “102.7 The Beach.”
Stevens will relocate from 345 Hudson Street to Entercom’s new consolidated Miami offices and studios. In New York, she was Asst. Brand Manager of WCBS-FM 101.1, the Classic Hits station that’s home to morning host Scott Shannon, and Hot Adult Contemporary station WNEW-FM “New 102.7 FM.”
Stevens reports to Entercom/Miami SVP/Market Manager Claudia Menegus, a former Director of Integrated Marketing for CBS Radio.
“I’m thrilled to promote an internal candidate and welcome Michelle to our team,” Menegus said. “She has great strength and experience in working with top-rated brands and talent development. I look forward to the exciting impact she will have on our team and our brands.
Stevens added, “I’m excited to join these special brands and our tremendous Miami team.”
Stevens, 51, began her career in 1987 at WPST, as an intern. She rose through the ranks there, as a part-time air talent and then as Music Director, Asst. Program Director, and, in August 1992, as Program Director under General Manager Joan Gerberding.
In September 1994, then-Radio & Records CHR Editor Joel Denver featured Stevens, who had taken WPST to the No. 1 ranking among adults 12-54 in a recent survey. At the time, WPST had taken a Pop/Alternative approach similar to WHTZ “Z100” in New York.
How did WPST become so successful? “We’re proactive and passionate about things, which makes us such an easy advertising buy,” she told Denver.
By October 2002, Stevens had been elevated to VP/Programming of WPST owner Nassau Broadcasting. Among the stations she led at the time: Oldies-to-Classic Hits convert WODE-FM 99.9 “The Hawk” in Allentown, Pa., which made the change right before the 9/11 terrorist attacks of 2001. It was a big success — one that likely helped years later in her duties at WCBS-FM.
But, before joining Entercom, Stevens took the role of Stevens served as Director of Brand Management for Jeff Warshaw’s Connoisseur Media, leading 37 radio stations and digital assets.
Stevens has also served as Chair of the NJBA Convention Committee and NAB Programming Subcommittees and has received various industry awards including “Program Director of the Year” by Billboard, Gavin and FMQB.
RBR+TVBR OBSERVATION, By Adam R Jacobson:
Michelle Stevens probably has no clue who I am. Yet, my passion for Radio is largely entwined with her lengthy career in the industry. From 1989 through 1995, WPST-FM, then at 97.5 MHz, was a part of my life. It was the home of afternoon host Andy Gury, known across the U.S. as the host of USA Network’s “Dance Party USA,” a 1990s-take on American Bandstand. And, it was where Michelle cut her teeth, rising to PD and navigating the station by, in many ways, looking to a very-much-struggling Z100 to the north while eyeing the fast evolution of Top 40 radio in nearby Philadelphia.
By summer 1994, Top 40 was largely moribund, outside of perhaps Colorado Springs; the Quad Cities of Illinois and Iowa; and KIIS-FM in Los Angeles. WPST-FM shifted, and embraced the slogan “It’s the Music that Matters.” In fall 1994, I moved into a 13th floor apartment facing the northeast in Arlington, Va., adjacent to Reagan National Airport. I set up my stereo, plugged in a DX antenna, and amazingly was able to receive WPST-FM in Stereo as well as any Baltimore station. I became a regular listener through my move to Los Angeles in December 1995, enjoying WPST-FM as it wove from a non-hit by The Cranberries to “Another Night” by Real McCoy.
Later, I’d get to interview Michelle as the “Classic Rock Guy” at the old R&R. Yes, she was a Top 40 prowess, at a dangerous time for Top 40. But, she also saw success with Classic Hits.
Fast-forward to today. I’ve been in South Florida for 14 years. And, I even tried out for a weekend shift at one of the stations Michelle will oversee.
“Lite FM” isn’t the same Lite FM as the one I appeared on as “Jake Adams” in January 2010 under then PD Rob Sidney. And, WMXJ is no longer “Majic.” That’s a good thing, perhaps. In 2002, Stevens believed that to stay fresh with listeners, tweaks and updates are necessary.
It will be interesting to see how WLYF and WMXJ move forward under Stevens.
A new Miami radio battle may have just begun. For Michelle, she’s the perfect pick for a couple of station at war with Cox Media Group.
