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10 Questions with ... Jim Fisher
January 17, 2017
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BRIEF CAREER SYNOPSIS:
Started my career producing for KLIF-AM in Dallas in 2000; later, after making a brief stop in Las Vegas (working for the now defunct Sports Fan Radio Network), I was a full time show producer and part time host for KCMO-AM in Kansas City. I spent 3 years there before moving to Macon so I could fail as a Talk Show Host at WMWR-AM in 2004, ended up doing news for Cumulus in Macon, and was promoted to Dallas to be the APD in charge of day-to-day for KLIF in 2006. After getting a little humble pie there at the age of 30, I was lucky enough to be picked up at WRNO in New Orleans in 2008 and have been here as the PD ever since. My career synopsis is this: work hard and maybe you’ll get lucky... :)
1. First, how did you get into radio? Why radio?
My dad introduced me to Rush at an early age (right around his national launch in '92) and I was hooked. I loved talk radio. Growing up in the Fort Worth/Dallas Market gave me access to great stations like WBAP and KTCK to listen too. I was hooked, and knew it was something I wanted to pursue. While briefly attending the University of North Texas, I got an opportunity in '99 to work at the campus station. I hung around all day and begged for a chance. I’ve basically been doing that for the last 17 years, only now I have more letters behind my name.
2. WRNO's been able to establish itself as a strong player in a very competitive situation against a heritage station that's also on FM. What sets WRNO apart -- what image do you want the station to project in the market as opposed to competitors? What's your advantage?
I had great mentors in Ken Charles and Bob Murphy when I got to New Orleans. After my experience in Dallas, they both really took me under their wing to help me rethink how to function in a competitive environment. In a nutshell, we don’t try to out WWL WWL. We and the city know what they are. We strive to find our own lane and have the courage to actually do so. Some years it’s worked better than others, but 9 years into this project, I’m extremely proud of the work we’ve done.
3. You've undergone a tremendous personal transformation, going from overweight to an ultramarathoner. For others looking to change their lives, how would you suggest they approach such a radical lifestyle change? What are some key tips you can pass along?
In 2011 I was at rock bottom personally. I was going thru my second divorce and my father (with whom I had a strained relationship) died. I was near 350 pounds, and at 33, I didn’t think was going to make 40. I decided that I was going to approach my weight loss and transformation like I would my profession. I was gonna work at it. Years later, I’ve lost almost 200 pounds and become an ultra marathon runner. I’ve run marathons, half marathons, 5k, 10k, 25k, 50k, and 50 miles. I’m currently training a 100 mile race. My advice for anyone in a similar spot is this: dare greatly and don’t be afraid to fail. It takes 40,000 steps to run a marathon. Each one matters. Treat every day like that, and, over time, I think most of us would be surprised with the results.
4. As a programmer, what do you look for in a talk host and show? What makes a good host or show, and where do you look to find fresh talent?
I could give you the generic answer of "I look for 'it,'" but I’ll start with what I don’t look for: I don’t like ideologues. I don’t want to change the world. I want to entertain it. I want people who are unafraid and who really want to work at their craft. Talk is art and science. I love guys who sweat details, who are passionate, who have an interesting life story. I heard someone say once they want talk show hosts who’ve done something first then decided to be on air, and that’s always resonated with me. I have a special place in my heart for fighters, too. I love employees who’ve overcome something to get where they are.
5. Where do you see the talk format headed in the coming few years? Do you expect the Trump Administration to be the gift that keeps on giving, do you think people will burn out on political talk... what will talk radio sound like four years from now?
I think Trump will be like every other leader we’ve had. He’ll do some goofy stuff, we’ll get content from it, but eventually we’ll grow tired and move onto to the next person. I personally believe that the format has to be more than that. We have to be more than labels. I know right now it’s easy to say “I love Trump/I hate Trump” and expect the ratings to roll in, it’s the safe bet. I really think we need to prepare ourselves for the day when that’s no longer the case. I try to coach the shows I work with in that direction, while making sure that we’re meeting the expectations of the day.
6. Who have been your inspirations, influences, and mentors in the business?
Ken Charles. Ken spent countless hours with me on the phone walking me thru best practices, listening and teaching me. I wouldn’t be the PD I am today without him. Bob Murphy, my current RVPP, has been a huge force in my career in New Orleans. He’s believed in me and given my opportunities to grow as a manager. I’m still young too, and I can say that he’s one of those bosses who don’t hold your mistakes against you, and that goes a long way. Finally, Jon-David Wells, who I worked with at KLIF and is currently a host for Salem, has been my big brother and sounding board for years. When I came to Dallas in 2006, terrified and trying to prove myself, JD was the one guy there who tried to instill in me a belief that I belonged. That’s never been lost on me.
7. I'd ask what you do for fun, but I'm guessing running is part of that, so here's a question from one (slow) runner to another (much, much faster): When you're running, what's on your mind? Do you think about work, do you zone out and think about nothing, do you listen to music, do you concentrate on the motion? What's in your head when you're out for exercise?
Everything. When I run I try to just let my mind wander. Whether I’m listening to music, one of my stations, talking to a friend or nothing. I’m a better dog when I’m walked, and running does that for me. I think I’ve become a less cranky co worker and spouse because of it.
8. Of what are you most proud?
In my career, the work we’ve done at WRNO. Regardless of how our story ends here, in 2008, very few people in this city took us seriously and most thought we’d be gone in a few years. It’s 2016. We’re still here and we’re still fighting.
9. Fill in the blank: I can't make it through the day without _______________.
...meditating. Whether that’s while I’m running or taking a few minutes to gather my thoughts for the day.
10. What's the most important lesson you've learned so far in your career?
Be humble, admit your mistakes, know what you don’t know.
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