THE BEGINNING
Growing up in New York, I was obsessed with WABC and WMCA. I wanted to know what made the great ones great. That question has driven everything I've done in radio ever since.
It started at sixteen, as an intern at WGBB on Long Island. I did whatever needed to be done just to be near the console and the transmitter. At Emerson College in Boston, I was a student by day and a broadcaster by night, working every shift I could get at stations across New England, in every format, in every market that would have me.
That led to WPRO Providence, where I worked my way up from intern to nights to Music Director to Program Director. I became the first-ever PD of 92 PRO-FM, assembled the staff, and helped launch what became one of the most successful FM stations in the country.
THE PD YEARS
It started in Providence at WPRO, working up from nights to Music Director to Program Director. When 92 PRO-FM launched, it was a low-rated Beautiful Music station with less than a one share. We transformed it into one of the country's first Top 40 stations on FM, and by the time it was done, every competitor had been knocked out and 92 PRO-FM was the #1 radio station in Providence. Not #1 in format. #1 overall. That turnaround put Berkowitz on the map.
At WROR Boston, the challenge was transforming an automated Oldies station into one of the first full-service AC stations on the FM dial, a format blueprint that stations across the country eventually followed.
In Detroit, WJR was a legendary station that had started to age. The goal was rebuilding it into a contemporary sound that protected its heritage and authority as the city's news leader, while keeping it #1 in the 25-54 demo. At WHYT, the station reached its highest ratings in history. And with the launch of Q95, Detroit had one of the country's first Hot AC stations.
Every stop taught the same lesson: the stations that win are the ones where every piece fits, the sound, the staff, the positioning, the market. Get that right and the ratings follow.
This work led to three honors: induction into the Rhode Island Radio Hall of Fame, the WERS Hall of Fame, and the Emerson College Alumni Achievement Award.
In 1990, I Started Berkowitz Broadcast Consulting
I wanted to take everything I'd learned in the chair and help other stations win. Since then, I've consulted hundreds of stations across iHeartMedia, Audacy, Cumulus, Greater Media, ABC Radio, CBS Radio, and many independent owners. Over 35 years, I've built relationships with some of the best stations and operators in the business, and I don't take that trust lightly.
I've helped build some of the most successful AC stations in the country: Market & format leaders like:
Fresh 102.7 · New York Magic 106.7 · Boston B101 (WBEB) · Philadelphia 92 PRO-FM · Providence WJR + WHYT · Detroit
WROR · Boston and many others.
I've programmed News-Talk, CHR, and AC, which means I understand how formats compete against each other and how to position yours to win. As one client put it: "I hired you for the AC, but I get your advice on the whole cluster."
I'm a featured speaker at industry events, a regular contributor to Radio Ink and Inside Radio, and the publisher of AC Programming Today, a bi-weekly newsletter read by programmers and broadcasters across the country.
Today I work with stations in markets including Salt Lake City, Reno, and Eugene. I'm as excited about this business as I was the day I walked into WGBB as a sixteen-year-old.
When You Hire Gary, You Get Gary.
When you hire me, you get me. No associates. No second stringers. I will always put what's best for your station first. Radio is big business and your success is my #1 goal.
I've worked every level of this business, on-air, Music Director, Program Director, Operations Manager, and now 35 years as a consultant. I know what it takes to make a station win because I've done it myself.
Here's what working with me looks like:
You get me, not a junior rep. I don't hand your station off to someone else. When you call, I answer.
You get the whole picture. I've programmed multiple formats, so I understand how your station fits and competes within your entire cluster.
I do my homework. Before we talk, I've already listened to your station and looked at your ratings. The first conversation will be worth your time.
I'm available when you need me. Radio doesn't stop on weekends. Neither do I.
I live in Detroit with my wife Betty, many of you know her as BJ. We've raised three kids here and watched this industry change in a lot of ways. But my belief in great radio and the AC format has never changed.
I treat your station like I own the license. If you want a partner who is as serious about your success as you are, let's talk.
Call me directly, anytime: (248) 737-3727