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10 Questions with ... Lance Ballance
October 19, 2009
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BRIEF CAREER SYNOPSIS:
- KWG & KYBB/Stockton, CA 1986-1989
- KOST/Los Angeles 1989-1998
- KBIG/Los Angeles 1998-2002
- KSFI/Salt Lake City 2002-2003
- KOSY/Salt Lake City 2004
- WMC-FM/Memphis, TN 2005-2008
- WMJJ/Birmingham 2008-beyond
1) Who do you consider your radio mentors?
Bill Jeffries in Stockton...Jhani Kaye...Tony Coles (one of my very favorite people)...Greg Strassell...and Bill Pasha. I have been very lucky to have been in the presence and circles of so many great programmers over years. I've learned something from every one of them.
2) How do you position the station musically?
We've made great strides in the past 12 months evolving from an Oldies-based approach to a much more serviceable and Mainstream product. Even still, we don't take chances. We play only the biggest and most familiar hits to the ears of women. We'll let the other stations make the mistakes for us because "you're never hurt by what you don't play..." :)
3) Is Arbitron's Personal People Meter (PPM) currently available in your market, or in a neighboring market? What are your thoughts on this new ratings technology?
PPM is the great equalizer. For years we've wanted to know how people really use our radio stations, and eliminate any phantom cume issues. The best thing about PPM is it's finally pulling back the curtain on stations that have cruised along on heritage for years. I wouldn't trust someone to tell me what they had for breakfast...much less what they listened to all day in detail. If you program a great product PPM reflects that. I personally cannot wait for PPM to arrive in Birmingham because based upon my travels in the market, we are on EVERYWHERE.
4) How do you feel about the new royalty rate increases for Internet radio and proposed royalties for terrestrial radio?
It's the greatest challenge and threat our industry has. Like the old saying goes, "Don't bite the hand that feeds you." I feel sorry for the artists in that they are being fed some incredible misinformation and they are victims of their own naiveté. Certainly, they should be compensated for their hard work, but need to understand that radio is not the enemy. They need us as much as we need them.
5) What do you like best about working in this format?
I personally enjoy the music, and I also the connection that the audience has with the station. Plus, I LOVE Christmas Music!
6) What should radio be doing now to secure a role in the future of the ever-changing media landscape?
Radio will always be "radio". The delivery system may change, whether it be over cellphones, Wimax, etc. Content is key...but we should not be afraid to embrace "new technologies" no matter how silly it may seem. We need to make sure that we listen to our audience and engage them where they are. We can't wait for them to come to AM/FM radio. We need to use the same tools they use and in the same manner.
7) How do you feel terrestrial radio competes with the satellite radio and Internet these days?
It's not a contest. I have XM in my car, and every time I listen I hear them doing the exact same things that they accuse radio of: un-engaging air talent, non-compelling imaging, and safe tight playlists. If you're really different, prove it. The Internet is a bigger challenge to satellite at this stage than it is to terrestrial radio. But we need to watch its growth. Traditional radio brands need to make sure that we use streaming to enhance our own products and give the listener branded content. That's where the evolution will be next. The Internet gives the listener everything that Satellite does (and in many cases more)...only without the monthly fee.
8) How do you stay in touch with the latest music trends?
I listen to my kids...and Keith Allen.
9) Who is the most amazing talent you've worked with?
Charlie Tuna at KBIG. He did mornings and I did middays. How many jocks get the pleasure of following a legend like that everyday? I learned so much just being in the same room with the guy.
10) What advice would you give people new to the business?
Grow a thick skin, and never say "NO." You will learn something from even the most menial tasks. And be patient.
Bonus Questions
1) What are your hobbies?
I consider myself a beer and wine connoisseur. I am also a fledgling home-brewer. It's a great way to be creative, and bring out the science geek in me...while getting loaded.
2) What career path would you be following had it not been for this industry?
I'd be working construction in the family business in Sacramento.
3) What approach do you take after a soft book?
Kid gloves...it happens. The key is to look at the data, and see if it was one phase, an odd sample, or something more serious. I always try to find the positives with my staff and show them a silver lining.
4) Besides your own, what format would you like to program and why?
I've become quite a fan of Country Music in recent years, and would love to have that chance. Top 40 would also be a blast. Then I could be a hero to my daughters again.
5) Of all the skills you have gained through the years, is there an area you'd like to improve?
Patience. Period.
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