THE BEGINNING
Gary Berkowitz grew up in New York listening to WABC and WMCA at a time when radio was the center of American pop culture. He wanted to understand what made those stations work. That curiosity became a career that has spanned decades.
It started at sixteen with an internship at WGBB on Long Island. He did whatever needed to be done just to be near the console and the transmitter. At Emerson College in Boston, he was a student by day and a broadcaster by night, working shifts at stations across New England in every format and every market that would have him. He wasn't building a résumé; he was learning the business from the inside out.
The Programming Years
His first major stop was WPRO Providence, where he worked his way from nights to Music Director to Program Director. When 92 PRO-FM launched, it was a Beautiful Music station with less than a one share. Under Berkowitz, it became one of the country's first Top 40 stations on FM. Every competitor was eventually knocked out. 92 PRO-FM finished as the #1 station in Providence, not #1 in format, #1 overall.
At WROR Boston, the challenge was different: transform an automated Oldies station into a full-service AC station on FM. The format blueprint that emerged at WROR was eventually adopted by stations across the country.
Detroit came next. At WJR, one of the most storied stations in American radio, the goal was modernizing a legendary heritage station without losing what made it great. Berkowitz rebuilt its sound, protected its authority as the market's news leader, and kept it #1 in the 25-54 demographic. At WHYT, the station reached its highest ratings in history. The launch of Q95 gave Detroit one of the country's first Hot AC stations.
The track record across those markets earned Berkowitz three major industry honors: induction into the Rhode Island Radio Hall of Fame, the WERS Hall of Fame, and the Emerson College Alumni Achievement Award.
Berkowitz Broadcast Consulting, Since 1990
In 1990, Gary Berkowitz took everything he had learned running stations and launched Berkowitz Broadcast Consulting. Over the 35 years since, he has consulted hundreds of stations across iHeartMedia, Audacy, Cumulus, Greater Media, ABC Radio, CBS Radio, and numerous independent owners.
His specialty is Adult Contemporary, and his fingerprints are on some of the most successful AC stations in the country: Fresh 102.7 New York, Magic 106.7 Boston, B101 Philadelphia, 92 PRO-FM Providence, WJR and WHYT Detroit, and WROR Boston, among many others. These aren't just stations that performed well in format; several became market leaders, period.
To Gary, market size has never mattered. Whether the station is in Boston or Boise, the goals are the same: own your format, grow your audience, and beat the competition. Every market has a #1 station. The work is figuring out how to make it yours.
Because Berkowitz has programmed News-Talk, CHR, and AC, he understands how formats compete against each other, not just how a single format operates on its own. That broader perspective shapes the strategic advice he gives, and it's why clients often find his counsel extends well beyond their AC signal to their entire cluster.
He is a featured speaker at industry events, a regular columnist for Radio Ink, a contributor to Inside Radio, and the publisher of AC Programming Today, the industry's leading deep-dive into the strategies and nuances of Adult Contemporary radio. He currently works with stations in Salt Lake City, Reno, and Eugene.
A Note From Gary
When you hire me, you get me. No associates, no hand-offs. I've worked every level of this business, on-air talent, Music Director, Program Director, Operations Manager, and now 35 years as a consultant. Before we ever speak, I've already listened to your station and reviewed your ratings. The first conversation will be worth your time.
I reside in Florida and Michigan with my wife, Betty who many of you know as BJ. I've watched this industry change in more ways than I can count, but my belief in what great radio can do and what a great AC station can be, has never wavered.
If you're serious about winning, call me directly: (248) 737-3727