WEXL Coaching to achieve Wexcellence.


After a 40-year broadcast career that took me from the control room to the board room, WEXL Coaching & Development, LLC offers coaching, strategic planning, keynote speaking, leadership consultancy, on-air talent development and sales best practices to broadcasters and others who strive for wexcellence



2024 "Wexcellence" Tour


  • Saturday, March 23: Indiana Broadcasters Association, "The 14 Traits of Breakthrough Talent" (Indianapolis, IN)
  • Thursday, April 18:  "Breakthrough Sales Success: Building a Customer-First Personal Brand" (Webinar, sponsored by the Michigan Association of Broadcasters)
  • Thursday & Friday, May 30 & June 1: Missouri Broadcasters Association Annual Convention (Lake of the Ozarks, MO)
  • Friday, June 21:  New Mexico Broadcasters Association, "Breakthrough Sales" and "Breakthrough Leadership: Lessons from the Road" (Albuquerque, NM)
  • Thursday & Friday, August 8 & 9: Alabama Broadcasters Association  "Leadership Lessons from the Road" keynote, "The 14 Traits of Breakthrough Talent" and "Creating Breakthrough Content" workshops (Birmingham, AL)
  • Monday & Tuesday, September 23 & 24:  Leighton Radio Summit (Minneapolis, MN)
  • Monday, October 15: Arkansas Broadcasters Association Annual Convention (Hot Springs, AR)


  • Thursday, November 21:  Massachusetts Broadcasters Association "Sound Bites" conference (Framingham, MA)




Looking forward to new stops in 2025, including Nebraska Broadcasters Association annual convention in Omaha, NE (August 12-13) and Mississippi Association of Broadcasters annual convention in Gulfport, MS (September 11-12).



Wexcellence Tour Menu


Breakthrough Leadership: Leadership Lessons from the Road

Engaging, energetic keynote remarks customized for your group. Focus on leadership, creating a personal brand and why business culture and financial results are always intertwined. Works best as a kickoff to your meeting or conference, or as a luncheon or dinner presentation or a manager's workshop in any business or industry.

14 Traits of Breakthrough Talent Workshop

I reveal the 14 traits inherent in the most successful performers and talent. Understanding and identifying them will help you recruit and create more compelling, memorable talent and content. This is a 60-90 minute workshop or a Keynote remarks presentation for content managers in TV, Radio & Digital.

Breakthrough Content Workshop

Most on-air performers don't have a process for capturing and presenting their most interesting content. We explore the creative process and discuss the specific methods talent can use to break through as well as the biggest obstacle to creating the best content. This is a 60-90 minute workshop for content creators in TV, Radio & Digital.

Meeting Facilitation & Strategic Planning

Roundtable idea-sharing sessions that energize and inspire your group, with a customized agenda and clear takeaways. I also can facilitate your strategic planning meetings, bringing a dispassionate, focused approach and producing specific, actionable strategies for success.

Breakthrough Sales Success

We'll arm AE’s with a contemporary way of thinking about what business our clients actually think we’re in and how to make sure we’re speaking their language, not ours. We’ll also work on preparation for client meetings, focusing on the three powerful types of questions all AE’s should understand to uncover true customer needs. Plus, we'll reveal the “Top 10 Traits” of great salespeople. We’ll wrap up by applying these concepts in a competition where AE’s face-off to see who wins the business.

Custom Coaching

Individual management coaching sessions help leaders develop their personal brand; individual talent coaching helps content managers and on-air performers work together to create more compelling, memorable content.

Thank you...

...Leighton Media Group for the opportunity to discuss leadership, culture, sales and content "wexcellence" with your team!

A WEXCELLENT JOURNEY FROM THE CONTROL ROOM TO THE BOARD ROOM






Steve Wexler created a make-believe radio station (“WEXL Radio”) in his bedroom when he was a kid and rode his bike to WTMJ-AM in Milwaukee when he was 17 years old and asked if he could be on the actual radio. That began a broadcast career that has taken him from the control room to the board room and included on-air work at WTMJ and WISN in Milwaukee before beginning his management journey, building talk stations in Milwaukee for Hearst (WISN-AM) and in Portland, OR for King Broadcasting (KGW-AM). He later programmed KING-AM, Seattle and returned home to WTMJ as program director in 1993 for Journal Communications. Journal promoted Steve to market manager positions in Tucson, AZ and Omaha, NE where he began overseeing TV and Radio operations, including KMTV-TV in Omaha and WTMJ-TV in Milwaukee as executive vice president. 


In 2012, he was named division head of the 36-station, 8-market Journal Radio Group, a position he continued through Journal’s merger with E.W. Scripps. In 2018, he led the sale of the radio group to four separate broadcast companies, including Good Karma Brands in Milwaukee, where remained as vice president and market manager until late 2022, when he launched his own leadership and content consultancy, WEXL Coaching & Development, specializing in content,  sales, coaching and culture.


Steve is a frequent speaker at company meetings and broadcast conferences across the country.


A 2022 Marconi Award Finalist for Legendary Manager of the Year, Steve has served on the board of directors of the National Association of Broadcasters, the Radio Advertising Bureau and is a past Chair of the Wisconsin Broadcasters Association. 


Steve and his wife Amy live in Menomonee Falls, Wisconsin, and have two children and three grandchildren.



“Wex taught me that we can have both a people-centric culture and drive best-in-class business results, they are always intertwined. I have not met another peer or boss that I respect more.”


Chris Protzman

General Manager, WTNZ-TV

Knoxville, TN



Wex is a dynamic coach, leader and teammate. I appreciate how he shares his personal stories which are actually life and business lessons.”


Cherie Harris

General Manager, WGKB-FM

Milwaukee, WI


"Wex will hook you with a story. You're laughing and having a great time. By the end, you realize you just learned something meaningful. He's sneaky that way.”


Beverlee Brannigan

President, Beverlee Brannigan LLC

Wichita, KS

"Literally one of the BEST presentations all of us have ever seen. We talked for days about what we learned and the numerous nuggets that we had as takeaways".



Gina Della


General Manager, Pella Windows & Doors of Wisconsin



The Ohio, Kentucky and Indiana broadcast associations recently collaborated for a broadcast roundtable. Steve was our speaker and facilitator. His lighthearted and approachable manner helped engage our attendees and his extensive experience allowed him to share leadership insights that energized the group.”



Christine Merritt


President,

Ohio Association of Broadcasters

Columbus, OH

The Wex Files

Thoughts on culture, leadership and content

By Steve Wexler March 14, 2023
A lot has been written and discussed about the always imminent demise of broadcasting. The reasons, or blame, tend to fall into three categories: technology, competition and consumer behavior. Technology changes — in the form of numerous digital platforms — are said to be the driving force behind broadcasting’s decline. Competition, aided by these new technologies, has created a much tougher competitive landscape where it’s harder to understand how to score, let alone “win.” The opposing teams, this theory posits, are smarter, faster and better equipped. And finally, we need only look at the changes in consumer behavior to find the culprit: fans no longer “need” broadcasters the way they once did. Their changing appetites, coupled with endless technologies and new competitors, make the ending of this story fait accompli. But there’s a more easily recognizable villain playing a role in this melodrama. Inertia, in the form of a reluctance to experiment, is the true enemy. It’s also our biggest opportunity. I’ll leave the content discussion of “local vs. national” for others to debate, as I think that premise misses the larger point. And I’m not an expert on the technology that drives today’s changing audio and video consumer, so I’ll let much smarter people than me weigh in on that. But when it comes to content — the stuff we actually expect people to watch or hear, inertia keeps bringing us back to the predictable and the ordinary. In my experience, this lack of willingness to try new things is driven more by fear than by lack of ideas. Broadcasters are, by reputation and fact, a pretty creative bunch. In markets large and small, we have some of the most interesting people roaming our halls. But when it comes to implementing new ideas, we tend to: - Veto them due to financial constraints (also known as budgets!) - Dilute them (so they’re not as risky) - Try them, then ditch them at the first sign of trouble As I begin WEXL Coaching & Development, LLC and work with stations large and small, I’ll be a voice that challenges these tendencies and inspires others to experiment. Not every risk we take leads to resounding success. But some of the projects I consider my best work were the result of this “inertia resistance.” For example, as program director of KGW-AM in Portland, OR I assembled quite the unorthodox collection of on-air talent — including a short-order cook, a retired police chief, and a university professor. The lessons from that experience still resonate, even though the company shut it down after two eventful years. I also recruited an unusual and risky talk show host, whom everyone predicted would fail within weeks, in my first programming job at WISN-AM in Milwaukee in 1989. That host still reigns dominantly over the market’s afternoon ratings 34 years later. And yes, I’ve also been part of some of the most mundane, research-driven formulaic television and radio programming you can imagine. While technically correct and strategically sound, these products never captured anyone’s imagination or evoked an emotional response from audiences. My approach is not based on a running critique of others. I’m a big fan of broadcasters and others who are in the game every day, applying their best abilities and ideas. But our enemy is not our competitors, technology or our fans. The opportunity for success lies within our willingness to try new things — and to give those projects the time, resources and oxygen they need to thrive. Only then do we create exceptional content that "surprises and delights" our audiences. I’d love to help your group surprise and delight your fans and partners. You can reach me at wexlcoaching@gmail.com to discuss your anti-inertia efforts. In the next “Wex Files”, I’ll be discussing how self-induced inertia is impacting our sales efforts and suppressing revenue growth.
By Steve Wexler February 18, 2023
What birds can teach us about winning cultures
Share by: