The Wahoo Gazette
Friday, December 17, 2004
by Michael Z. McIntee
News From The Late Show With David Letterman Home Office

"Steppin' Out"

There was a very nice write-up on my wife Denise’s radio program, “Steppin’ Out” in the AC Insider column written by Mike Kinosian. “Steppin’ Out” – it’s the first 12-step program on the radio.

AC Insider
Step Into Reality Radio
by Mike Kinosian

There's a little something for every taste on the bountiful reality-based programming buffet. Feast on shows spotlighting "Immunity Challenges," houseguests vying to win the vaunted "Power Of Veto" and folks immersed to their eyeballs in scorpions. But for an even sharper and harsher dose of reality, consider sampling "Steppin' Out," a weekly 12-step program that powerfully comes to grips with people battling addictions. This show doesn't mimic real life. It is real life, and survival is truly the desired result of the unscripted adventure. You'll meet people waging war against their inner demons, but this syndicated program isn't on the small screen. "Steppin' Out: The 12-Step Radio Show" can only be heard on radio. "I'm a huge fan of the show," remarks KLAC/Los Angeles PD Mark Austin Thomas. The Clear Channel station and Los Angeles Lakers' flagship is about to segue from Talk back to Adult Standards. "[Steppin' Out] is some of the best programming you'll ever [hear]." The common thread running through these heart-wrenching stories is how a person becomes powerless over something that's destroying their life. But in addition to being captivating programming, these weekly presentations, Thomas says, "also happen to serve a good purpose."

The Show's Roots Veteran New York radio executive Denise McIntee developed the concept to broadcast a 12-step meeting in 1990. Geller Media International President Valerie Geller serves as "Steppin' Out"'s creative consultant. The two women have been professional allies since the early-1990s when Geller programmed WABC-AM/New York and McIntee was the Talk station's Operations Manager. After departing WABC-AM in 1998, McIntee joined her former cohort's extremely successful and influential New York-based consultancy. It was agreed that McIntee would form and become CEO of Geller-consulted Powerful Radio Productions and that "Steppin' Out" would be that entity's first project. WEVD/New York debuted the show later that year on a once-a-month basis. Favorable word-of-mouth, however, helped propel it to weekly status. "I was afraid that some people might clam up in front of a microphone," recalls McIntee. "But we've been able to put them at ease and things have worked out just fine." WEVD enjoyed a "1200% [ratings] increase after the first year of being on at a regular time each week," boasts Geller.

Pervasive Problem It's estimated that 10% of Americans struggle with some form of addiction. Most, Geller explains, recover through a 12-step process. "We offer a solution to a myriad of societal problems by offering the 12-step meeting to people on the airwaves. We all know someone who struggles with addiction. Our listeners are male, female, black, white, old, young, straight and gay. The show also attracts new listeners to radio, which is great." She's convinced that radio is, indeed, the perfect medium for this type of compelling and riveting programming. "Great stories from real people always work on the air," Geller states. "Radio allows the incredible personal intimacy of a one-on-one connection to the person sharing a story. Since you only hear the voice, it allows for total anonymity. We respect all the 12-step meeting traditions and don't use last names." Most people usually don't join 12-step fellowships until hitting rock bottom. But when that happens, Geller remarks, "They really open up their hearts and souls."

Typical Tales Broadcast recollections have run the gamut from a corporate millionaire who depleted his fortune and ruined his marriage because of addictions to a drug-reliant, homeless prostitute. An edgy and gritty characteristic is evident throughout the show, yet some exceptionally inspiring tales are born from these real-life stories. In the latter case, for example, that mother of eight is completing work on her UCLA Master's Degree. "There've been amazing and poignant stories from actors, musicians and top business leaders," Geller comments. "But the star of the show are the stories. This show actually helps people's lives get better." "Steppin' Out," McIntee adds, "can save lives and not many shows can say that." Neither Geller nor McIntee has ever been involved in a 12-step program. McIntee, however, stresses the show doesn't exploit those who are in that situation. "We all have some kind of problem. Our show breaks the stereotype that all gamblers and alcoholics are broken-down people, who wear dirty raincoats and live in a bowery." It's a fascinating peek, she says, into someone else's life, and they usually don't hold anything back. "It's incredible to hear a macho man cry and say all he ever wanted was his mother's affection. There are many core philosophies that can be applied to anybody."

Breaking Barriers Each week's show commences -- appropriately enough -- with the familiar sounds of Joe Jackson's 1982 hit, "Steppin' Out." Given the context of what's to follow, McIntee opines that the song's sentiment is about "breaking out of something negative and steppin' out into a positive light." But one very familiar Talk radio component is missing from the show: There are no callers. Guests appear live in-studio and, as McIntee points out, "They know how to make their story exciting, [emotional] and [can even evoke] laughter. This is their story and a big part of what they do. They might have told it for 20 years and have really honed it." Host "Tom Z" (Zarecki), who also isn't part of a 12-step program, performs his on-air duties efficiently and with little fanfare. He's best known within the industry for his marketing and PR duties for Radio Computing Services (RCS). "Tom's upbeat and friendly, but we don't try making the host the star," McIntee notes. "He's there to open the show, go in and out of breaks and hurry someone along who might be long-winded."

Hoping For A Positive Addiction "Steppin' Out" found a national audience earlier this year. KLAC holds the distinction of being the show's second affiliate in a current 12-station roster. McIntee foresees another 40 stations joining the fold, including some music-intensive FMs. Geller says she sees the show as a natural AC fit. In an effort to boost awareness, Thomas posts segments from certain shows on KLAC's www.klac.com website. "People who visit our site and look through our different programming can actually see what `Steppin' Out' is all about."

Final Thoughts This column appears in light of the many conversations I've had with programmers in recent months about public affairs and weekend programming. My role, of course, isn't to endorse (or condemn) individual shows. But I do try to look for programming that merits attention. The particular one highlighted above seems to offer a different twist to what can be staid public affairs programming. I'd love to hear about other offerings that you think stand out from the pack. Especially now that the holidays are upon us -- which is the worst news for people struggling with certain addictions -- I thought it important to mention this show's existence. If you know someone having a problem coming to grips with an addiction, give them the best possible holiday present by making sure they get help somewhere. This is my last AC Insider of the year, and I'd like to extend my sincerest thanks to John and Donna Brake for allowing me the opportunity to reach so many great Adult Contemporary programmers and talents. Happy, safe and healthful holidays to all of you; my hopes and prayers are that 2003 brings peace and prosperity to America The Beautiful. Not only was it a very nice article, it filled up a lot of space in today’s Wahoo Gazette. Thanks, Denise. And thanks, Mike Kinosian and the AC Insider.

Steppin' Out is great radio. Get your station on board today!

To read more, hear a demo, and to add Steppin' Out to your line-up, contact: Powerful Radio Productions, Inc.