“Radio is at a crucial crossroads with all the new and emerging technologies,” says Rad Messick, Broadcast Architecture’s senior vice president. “We are seeing the industry experience saturation and diversity like never before. There is simply no way a station can successfully compete in today’s market without accurate research and a structured strategy.”

While Rad is a true believer in structured strategies, the North Carolina native's own beginning in radio came about in a most serendipitous way. “When I was at North Carolina State University I thought I could make extra money as a university newspaper photographer,” Rad explains. “So, I went to introduce myself and no one was there.” Deciding to leave a note, Rad walked to the adjacent room to borrow a pen. That room turned out to be the offices of WKNC, the campus radio station. “I went in for a pen and walked out working for them,” laughs Rad, who within a few short months was serving as the station’s program director. 

Rad’s professional career took off in Florida where he programmed stations in West Palm Beach; Orlando; Tampa, and Jacksonville. A Billboard Program Director of the Year finalist in 1988 and 1989, Rad also served on the ABC Rock Network’s Advisory Board from 1984 to 1987. In the late 1990s, while working at Cincinnati’s former Smooth Jazz station, WVAE, Rad was a Broadcast Architecture client, and implemented findings from the company’s products into everyday programming for The Wave.    

Messick began his BA career in 1997 as a research associate and has gone on to become an integral part of the company’s success. He consults clients in markets of all sizes, including BA’s International Division, and heads up projects across multiple formats. “I am privileged to work on projects all over the world – from talent development studies, to facilitating and moderating focus groups and auditorium music tests. I’m also responsible for the ongoing development of our music sorting and data collecting software.” 

Rad continues to provide freelance voiceover services, including recent work for the Tour de France. His spare time is filled with music (vinyl lives!), home theater, and Miami Dolphins in the fall. Rad now resides in Atlanta GA.