Hometown: Avon, Conn.
Journalism and leadership studies double major
Radio One Richmond
Career aspiration:
Broadcasting or journalism
Campus activities: Editor, The Collegian. Hosts general interest call-in radio show  weekly on WDCE. 

The Collegian Editor-in-Chief Reilly Moore fulfilled his Jepson School internship requirement at a vanguard of the new media landscape—the modern, mega radio station.

Like other powerhouse radio conglomerates such as Cox or Clear Channel, Radio One is a national broadcasting company. The 30-year-old, Maryland-based company is the nation’s largest media company that targets African-American and urban listeners. It owns some 53 stations in 16 urban markets, including Detroit, Atlanta, Philadelphia, Boston, Dallas, Houston, Baltimore and Washington. 

Radio One is a multiple-platform media company with a digital presence Interactive One, an online magazine and interests in television.

Moore worked in Richmond. Here, Radio One owns:

  • WCDX, Power 92.1-FM, which caters to 18-to-24 listeners;
  • WPZZ, Praise 104.7-FM, a gospel and Christian station with an over-40 female following; and
  • Kiss, simulcasted on WKLM and WKJS, 99.3-FM and 105.7-FM, which plays R&B for an over-30 listenership.

“They claim they have 99 percent of African-American listeners in the market,” says Moore. Working for urban stations was a big part of his on-the-job education. “It was an out-of-the-comfort-zone experience. … I was the minority in the workplace.”

Moore’s internship exposed him to most key functions of radio broadcasting. He is most familiar with the programming side. He grew up with a broadcaster father and he hosts his own on-campus call-in show. During his rotation in sales, he went out on calls and worked on developing an appealing package of spots that small businesses could afford. Working two weeks in promotions—the heartbeat of on-air marketing—he negotiated promotional events and worked the phones seeking freebies, giveaways and tickets for the Redskins and the Ravens that announcers use to run contests, promote advertisers, engage listeners and drive up ratings.

He thinks he made a contribution to the organization in the digital department. “They are just building their digital media.” He knew the software well because it’s the same content management system The Collegian uses. Moore helped upgrade their online presence. Since he also maintains the Facebook and Twitter accounts for the independent student-run newspaper, he pitched in developing the stations’ online branding and communications infrastructure through social media.

As for personal growth, the internship helped him glean perspective about print and broadcasting. “I’m trying to decide between radio and writing at this point.”

Traditional print outlets are driven by breaking news, which forces editors, writers and photographers to drop everything and chase the story. Reporters work long hours until the story is a wrap. Writing news for print is more difficult and time-consuming than producing video or audio pieces. And, then, the next day or the next week, there’s another big story and another scramble to get it first and get it right.

“Radio is more scheduled, more of a routine where you can prepare in advance,” observes Moore.

One of the most predictable forms of reporting is sports journalism. The outcomes of athletic contests are, of course, unknown but the schedule is set well in advance, allowing a play-by-play announcer or sports reporter planning and preparation time.

Moore, who was The Collegian’s sports editor before assuming editor-in-chief duties, grew up with father, Chris Moore, working in sports broadcasting.

“My dad was a radio talk personality, so I’ve been around radio my whole life.” His father did play-by-play for the Florida Panthers and the New Jersey Devils of the NHL and he worked for ESPN Radio and Fox Sports Radio.

 “In a lot of ways I’m trying to follow in his footsteps,” Moore says.  His dream job?  Doing play-by-play for hockey or baseball.

With media changing so rapidly, Moore’s not certain where he’ll end up and he’s optimistic about growing opportunities in multimedia. “My career will probably take me to the Web in some capacity. The big thing now is social media to expand audiences and increase page views. That will be very important wherever I end up working since advertising is moving from the print to the online.

“Twenty years from now, I will probably be doing a combination of broadcast and print. That is one of the benefits of the Web, if you have a 500 word-story, there will be a two-minute video with it.”  

Specialization in the new media age “is encouraging,” he says. Even as traditional print journalism declines, people with ideas and expertise will be developing content and telling stories for multimedia outlets. The day of the general assignment news reporter may well be going or gone. Specialized content from sports to fashion—on air, on internet, on cable, or on other platforms of the future—appears endless and presents opportunities for students with his career interests.

“Radio One is definitely helping me get more experience with multimedia.” And, he plans on bringing some of that learning back to campus with him as he leads The Collegian.

“A priority for the coming school year is to build up the digital media front. We’re going to try to add weekly podcasts to the website. We’re going to try to add weekly video. Not only will that improve our product but it will give our staff members opportunities to expand their knowledge and abilities. When you look back at The Collegian a year from now, I hope people will see that we’ve expanded its reach as much as possible.”