The Art of the Interview
A Step-by-Step Guide to Insightful Interviewing
by
Martin Perlich

From the Introduction...

 

I was working the cash register at Discount Records at Public Square in Cleveland when the phone rang. Expecting yet another request for Mantovani, or Bill Cosby or Ray Coniff, I was pleasantly surprised to hear Bob Conrad, Program Director of the local classical radio station, WC LV-FM. For the last year I'd been doing a weekly show on WCLV, "The Audition Booth," a new release program sponsored by the retail record chain, where I was a puny assistant manager. Although, as a novice broadcaster I was unpaid (and earning every penny), our classical record sales had increased significantly, so I figured I'd been doing a pretty good job. Conrad's call was nonetheless startling. As he always did, he came right to the point.

"Hi, Martin. We want you to interview Leonard Bernstein. Everyone on my staff is afraid."

 

"Afraid of what?" I said to the phone under my ear, letting it sink in as I wrapped a customer's purchase.
"We all think you're the best person to do it."
"Come on, Bob. I'm not even a professional. (Thank you, sir. Enjoy your purchase.) I've never done an interview in my life before." I temporized.
"It doesn't matter, Martin" he countered, a little too patiently, I thought. "I'll be your engineer. You just talk to the Maestro."
"About music? What? Records?"
"It's the first local Philharmonic appearance since 1920 or something." The appearance in Cleveland of the legendary composer of "West Side Story",  conducting the same New York Philharmonic he led on his famous "Young People's Concerts" on television, was the media event of the season - at the very least.
"So I-what? -hype the concert?"
"Martin, he's Leonard Bernstein. Anything he says will hype the concert." Luckily (and atypically for me in those days) I had the sense to shut my youthful mouth and accept the assignment he was offering me, despite my lack of experience, my twenty-something insecurities, and mountainous post- adolescent self-doubt.


In the year that I'd been doing my show, WCLV and I developed little more than the usual sponsor/broadcaster relationship. Though I'd gotten some fan mail and decent feedback from station professionals, I figured when they told me I was good, it was because my boss was helping to pay their rent. But from the second Conrad challenged me ("Everyone . . . is scared"), I somehow knew I would do it. Ready when you are, L.B.


The day of the interview I arrived at Cleveland Hopkins Airport to greet "Lenny," as he would insist that I (and everyone else) call him, with a total absence of butterflies. I couldn't know that the visiting maestro's contract specifically prohibited interviews of any kind. I just sat down happily in a convenient conference room behind the microphone that Conrad had set up, and waited for Bernstein's plane to arrive from La Guardia. When he strode through the door at the head of a pack of camel's hair coats, I greeted the charmingissimo cultural cyclone, then in his mid forties, and invited him to sit down. Remarkably, forty-five minutes flew by as we chatted amiably about music, love and life, and his entourage cooled their heels.


Not anyone could have done what I did, I confess. And not everyone who could would have been in a position to be asked. A few, in fear, might have turned it down, as the entire staff of WCLV had done. Nevertheless, the Bernstein interview was a success for two inextricably related reasons:

1) I was prepared; though I'd never hosted an interview before, I knew my subject'swork, had often featured his newest LPs on my radio show over the past year. And I'd cared enough to listen to most of his own serious symphonic compositions, as well as his older recordings of other classical composers; and


2) I had the right attitude. Because I was prepared (SEE: 1) and therefore confident, I couldn't wait to 'get at' the most brilliant man in classical music. Let others stay frozen in fear, I realized as he started to answer my first question,

"I can do this. . . ."

The resulting interview would gain me the job of Intermission Host on the startup Cleveland Orchestra Concerts series (soon to be syndicated internationally), and a life in media and the arts, including, ten years later, a job offer from . . . Leonard Bernstein.

 

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The Art of the Interview
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