Warren Cosford:
CLASS OF 1964
Daniel Mcintyre High SchoolClass of 1964
Winnipeg, MB
Warren's Story
WARREN COSFORD is one of those broadcasters who has worn the tag of radio visionary. He is, also, without any fear of contradiction, a huge fan of the medium. During a long career, he brought his enthusiasm to bear at a number of stations, from Winnipeg, through Toronto, to the Greater New York City market, as well as London, ON, and Windsor/Detroit.
Everywhere he went, he left his mark. He also recognized the importance of community and for years Warren hosted a semi-regular gathering in Toronto that would mix and match young Turks with the sage elders in a dinner setting.
These gatherings would find veterans in their fourth decade of radio sitting down and discussing radio with the young lions of the industry, and Warren would always ensure that, with respect to old friendships as much as possible, the young would sit with the old and the in-betweeners. It was his way of ensuring that these gatherings avoided becoming nothing more than nostalgia exercises. Such a setup always allowed experience to meld with bright new ideas, and all attending became better at their jobs because of it.
Warren has touched a lot of people, helped many and provided guidance and mentoring and perhaps it is his human quality that leads radio columnist Greg Simpson to select Warren as the subject for this second FYIMusic Interview.
Following, please find Warren¿s answers to our five questions:
What inspired you to pursue a career in broadcasting?
Radio and Music were a big part of my life for as long as I can remember.
At Age 10, I was in the Good Deed Club Choir, which broadcast on CBC Radio from Eaton¿s Assembly Hall in Winnipeg for an hour every Saturday Morning. The choir had about 50 kids. There were maybe 10 boys. I was the Soprano Soloist. The show was live in front of an audience and, in addition to the choir, featured young people playing musical instruments and/or singing. Often the show would be anywhere from 30 seconds to a couple of minutes short of the hour and, because we had to ¿hit¿ The Network, I was recruited to sing as many verses of ¿The Davy Crockett Song¿ as required, accompanying myself on a ukulele and wearing a coonskin hat.
Then my voice broke, but I kept ¿doing¿ radio as The Kid on many CBC Winnipeg Productions of Radio Theatre throughout my teens. Gordon Pinsent must have been my Dad at least a dozen times. It was Theatre that put me next to CJOB Program Director Cliff Gardner and that led to my first part time job in commercial radio.
Your greatest mentor in your early years?
I was lucky to have quite a few. Certainly Cliff Gardner, who I consider to be the ...Expand for more
finest all around performer I ever worked with; Bill Stewart, the PD of CJOB-FM, taught me soooo much when nine of us launched CFMQ Regina in 1966; and Tom Bryant at ¿OB who later became production manager of WSM Nashville. They were all very generous.
Your personal greatest moment in your career?
¿Moment¿? Wow. I think accepting the Billboard Magazine¿s International Documentary of The Year Award on behalf of our team at CHUM for creating ¿The Evolution of Rock (The Music that Made The World Turn ¿Round).¿ Years earlier we produced the first Beatles documentary for world-wide syndication, and the only Elvis documentary authorized by him - but The 64 Hour EOR: Hundreds of hours of interviews, thousands of miles traveled.
In 1976 there were only a handful of books written about Rock & Roll and just a few magazines. (Script writer) Bill McDonald often couldn¿t write a thing until we had phoned him from wherever about the interview we had just done. And after we had produced the first 4 hours, J. Robert Wood put it on CHUM. So we literally couldn¿t stop. Bob McMillan, Zeke Zdebiak and I just ¿willed¿ ourselves not to get sick. Besides, we still had all the commercials, promos etc to produce for two stations.
The most significant change in radio over the period of your career?
Without question¿¿FM Radio. In 1965, the three FM stations in Winnipeg were all basically doing the same thing: a little Light Pop, some Classical, some Jazz, maybe a little Folk. I didn¿t know anyone who was listening. Neither did my family or friends. I was working weekends all nights on CJOB-AM and going to College when someone decided to make CJOB-FM a Country Station.
All the announcers quit so Peter Grant, the FM P.D., asked me to fill in. Suddenly I was On Remote every afternoon for 6 months from everywhere you could think of that sold FM Radios. I mean, I was at The Tuxedo Esso Service Station selling FM Radios!
Thinking back on it now, it was a brilliant move by GM Rory McLennan and the people at Western Broadcasting.
What do you see as the future of radio?
Less music more talk on FM and specialty programming on AM.
I travel over a hundred thousand miles a year throughout North America listening to More Radio from More Places each day than anyone I know. And I¿m never bored: AM, FM, Satellite and soon Internet. The Art of Radio is alive and well, much of it live and local in small towns. It¿s not slick art like The Top 40s that many radio vets miss.
But it¿s still a wonderful home and often a launching pad for great communicators and I think it will be for many years to come.
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