By LORI SZEPELAK
Correspondent
Reinvention.
Whether it is a city like Westfield experiencing a renaissance, a business needing to adapt to the 21st century market, or an individual seeking clarity on one’s path, there can be trials and tribulations along the way.
Brad Shepard, a longtime radio personality in our region, thrives on reinvention.
“I’ve seen so many colleagues go by the wayside because they couldn’t understand the changes,” said Shepard during a morning interview on Aug. 8 at Barnes & Noble in Holyoke.
Shepard, who had been a familiar voice on WMAS-FM 94.7 for years, and as of last year, WHYN-AM 560, noted that when one door closes, another door can open.
“You’ve got a choice to make,” he said. “Individuals have to get past their ambitions and consider new opportunities in the 21st century market.”
When Shepard departed WHYN last summer due to Clear Channel Media & Entertainment’s morning team revamp, he had no inkling of how his life was about to change.
“I’d been pretty stable over the years and I wasn’t sure what the next step would be,” he said. “I took a deep breath and that’s when I heard from Michael Harrison.”
Harrison, president of Goodphone Communications, Inc., a national company based in Longmeadow, specializes in syndicated radio production and trade magazine publishing. Goodphone manages the operations of radio journals TALKERS magazine and RadioInfo.
“I was thrilled when Michael Harrison called me,” said Shepard, noting Harrison had taken an interest in the ancillary events that Shepard had done.
“The work that Brad Shepard has done for more than two decades as morning personality on WHYN and before that, WMAS here in western Massachusetts, is nothing short of legendary,” said Harrison in a prepared statement. “He is one of the most recognizable names and locally treasured, ‘plugged-in’ figures in this region … and well known and respected for his outstanding work here in Springfield all across the American radio broadcasting industry.”
Harrison added that it was a “shame” that a local voice of Shepard’s influence for good had been silenced because of conditions in today’s highly corporate radio business.
As collaborative conversations continued over several months, both Shepard and Harrison embarked on a joint venture which has now become a reality – Pioneer Valley Radio. Shepard is also owner of the Brad Shepard Entertainment Group.
Pioneer Valley Radio serves as a free online home for what Shepard describes as “a wide variety of talk shows and informative conversations about what’s happening here in western Massachusetts.” On Aug. 5, Westfield News Group LLC President Patrick Berry was interviewed by Shepard on how the newspaper business continues to evolve and how the City of Westfield is also experiencing its own renaissance. To hear Berry’s interview, visit www.PioneerValleyRadio.com under the Aug. 5 link.
During the 90-minute interview, Shepard stressed that the new online “media station” is not in competition with traditional 24-hour news gathering outlets. He will be hosting a variety of talk shows, available on demand 24/7, as well as featuring his own commentaries and calls from listeners. Pioneer Valley Radio will also provide live coverage of special events considered “too niche or small” to be given time on traditional over-the-air stations.
“I am looking for information on events that are positive to life in western Massachusetts and that make life a little better for all,” he said.
Shepard noted there are a multitude of topics to discuss in the Pioneer Valley that are not being addressed today in contemporary on-air broadcasting.
“This platform will fill a dangerously huge void and be dedicated to serving the public good,” he said, adding that topics including the MGM casino, the economy, crime, education, race relations, and public transportation are just the tip of the iceberg for this veteran broadcaster to address in the coming months.
“The list is endless,” he said. “We will be doing audio shows and some video about politics, civics, health care, high school sports, you name it. The key is localness and the goal is to serve the interests of the people of this region.”
Shepard added that Pioneer Valley Radio will not embrace or target any specific political ideology or bias.
“We can leave that to traditional, on-air talk radio,” he added.
As general manager and program host, Shepard now wears many hats – and he relishes each one of them.
“I now have creative freedom which allows my instincts to guide me rather than an established format,” he said. “The feeling is very fulfilling. I never saw this door opening.”
Since Pioneer Valley Radio is free to listeners and funded by local advertising, Shepard is confident that more businesses will soon be on board.
“Since our soft opening earlier this year, we are doing quite well with advertising,” said Shepard. “Because we are online and not restricted by enormous technical and regulatory burdens, we will make amazingly affordable and effective advertising packages available to local businesses seeking to get their messages out to the public in a manner that won’t clutter up the programming while giving these good businesses clear sailing in really getting their full stories and services valuable exposure. This is the kind of thing to which intelligent, creative use of the Internet lends itself.”
When Shepard isn’t preparing his daily Brad Shepard Today segment, or tackling the latest issues across the region, he will also be acquainting listeners with a passion of his – the arts.
As a prominent local arts and entertainment figure, Shepard welcomes the opportunity to showcase regional productions and to go behind the scenes to introduce area residents to the joy of acting. He is currently in final rehearsals for “She Loves Me” which will be staged in September by the Opera House Players at Broad Brook in Broad Brook, Conn., and will have a featured role in November during the player’s production of “Man of La Mancha.”
Additionally, Shepard recently had a feature role in the Theatre Guild of Hampden’s first production of “On The 20th Century,” and is proud of being awarded the Massachusetts Critics Circle Award for Best Actor in a Musical earlier this year for his role as Tevye in “Fiddler on the Roof” with the Opera House Players.
Shepard is also a tireless champion of area charities and causes.
“From breaking news to the arts, cultural events and charitable causes, I’m always wondering what is on people’s minds,” said Shepard.
Shepard also noted that plans for growth are already in the works, hinting that media expansion into television is in the offing.
“I now have more at stake,” said Shepard. “There is no coasting. You sink or swim.”
By all accounts, Shepard’s drive and motivation will keep Pioneer Valley residents plugged in to what is happening regionally for years to come.
“I have a broad canvas to paint on and I hope it is something people will enjoy,” he said.
