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Jerry's
Career Capsule
I started out doing
news for KGTS in Walla Walla, Washington in 1991. After being news
director for a couple years, I decided the DJs were having much more
fun, so I trained and started doing an evening show called
“Reflections.” KGTS eventually became the Positive Life Radio
Network. In 1997 I briefly became the GM of the Positive Radio
Affiliate KYPL in Yakima, WA. In late 1997 I was offered the job of
APD and morning drive host in Boise at KTSY. I’ve been here ever
since. I became PD in 2004
1.
Personally how do you keep the ministry in the “business”?
I put everything
through the “service” filter. We don’t do promotions for the sake
of promotions. Everything is about serving our audience from
concerts to toy drives to our “Wish” program; it has to be about
serving our listener.
2. Overall, how is Christian radio different today, from 5 years
ago?
It’s much better.
Five years ago there were only a handful of stations with a four
share or greater. That number seems to grow with every Arbitron
book that comes out.
3. What do you think are the main characteristics of today’s
Christian radio PD?
Today’s Christian
radio PD is a multi-tasker. I don’t know many of our PDs who are
only PDs. They have to juggle lots of different hats. They have to
be flexible because things are constantly changing. Those who can’t
adjust to change don’t last very long.
4. What criteria do you require for a song to be played on your
station?
We look for the best
song that’s out in any given week. We base that on what our
listeners have told us about who there favorite artists are. We do
weekly internet testing as well as auditorium music testing.
5. What kind of promotions work best for Christian radio?
Again, we have the
opportunity to share a whole new paradigm with radio. The
promotions that fit us are promotions that serve our community.
We’re working to bring listeners together. One of the things radio
does best is to point a spotlight at needs in the community and
appeal for help. I think back to last year and Hurricane Katrina.
KSBJ led the way, and many stations jumped on board to help those
who were victims of the hurricanes. That sort of cooperation for
national community service was unprecedented. I’d like to see more
of that.
6. How do you think Christian Record labels can better serve
Christian radio?
Honestly, in the past
couple of years I’ve seen a change in attitude. There are some
great leaders like Dan Michaels at INO; Mark Giles at PLG just to
name a few who are really working hard to help radio stations serve
the communities. The best thing we can do for each other is keep
the lines of communications. Record labels need to ask the right
questions to understand the individual markets they’re working
with. What works in New York, doesn’t necessarily work in Des
Moines.
7. In your opinion what are the biggest obstacles facing Christian
radio today?
Finding new talent,
and paying our existing talent enough to keep them in our industry.
8. What do you believe is the primary role of the Christian radio
air personality?
They are the
station. Their job is to engage the listener as a friend, and keep
that listener coming back. It can’t just be about the music, or
I’ll just go out and buy an iPod.
9. What (if any) Christian radio stations do you consider as
innovators today?
Z88.3 is setting the
bar high. Star 99.1 in New York is always dreaming up something
new. KSBJ in Houston leads in the way in touching their community.
10. Where do you see Christian radio in 5 years?
The delivery systems
may change. It may become internet based, or something else that’s
invented between now then. The bottom line will not change. Lack
of resources will force Christian radio stations to be innovators.
I think a large number of Christian stations will be thriving in
five years. Those who do the “same old thing” will be sold and
flipped to other formats.
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