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10 Questions with ... Tony Travatto
October 11, 2005
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NAME:Tony TravattoPOSITION:Program DirectorSTATION:KXXMMARKET:San AntonioCOMPANY:Clear Channel
Please outline your radio career so far:
93-95: WPLB, Greenville, MI
95-97: WION-AM/Ionia, MI
97-98: WCFX/Mt. Pleasant, MI
98-2000: WFAT/Kalamazoo, MI
2000-2005: WBNQ/Bloomington, Illinois
Aug 2005-present: KXXM/San Antonio1 How would you describe your first radio gig?
I did anything I could to get in the door. I've never seen a GM's eyes light up so much when I told him "I will do anything and you don't have to pay me."
2 What led you to a career in radio?
I grew up listening to Ernie Harwell on radio broadcasting Detroit Tigers games. When I was 13, I decided I wanted to do radio.
3 You made the leap from Bloomington to San Antonio. That must've been something. How's the transition been so far?
It's been relatively easy, making the jump in market sizes. Most people see Bloomington and think "what a small market," but I'll tell you, Red Pitcher, my former GM, is an ex-Marine who runs it like any major market operation (screw up and there's a good chance you will be doing push-ups in the parking lot). There are some talented people at 236 Greenwood Ave.
It really doesn't matter what size the market, be it #30 or #230. Listeners still expect you to beat their expectations or become meaningless. The biggest difference came from moving out of the Midwest down to South Texas. The lifestyle prisms in the two markets are drastically different.
And, while I happen to own a 4X4 Chevy pickup, it won't be helping me through any snow this year. I like that.
4 Rita must've been nerve-wracking, considering it was your first Hurricane. How did you deal with the storm and its aftermath?
We expected flooding and high wind, being only 200 miles from the coast. But we got none of it. San Antonio had just taken in busloads of Katrina evacuees when Rita came through. Legendary WOAI-AM and NBC-4 gave us up-to-the-second info, which helped us successfully handle two major events simultaneously.
5 Who is your favorite air personality not on your staff and why do you like them?
There are two, actually, with the first being Scotty on WKST (96.1 Kiss) in Pittsburgh. He's the anti-radio disc jockey. You'd never hear Scotty say "word up dawg, who's yo daddy," unless he was making fun of jocks who have trouble being real and relatable on the air. The screaming DJ hates Scotty's style, but is jealous of his overwhelming appeal and ratings success. People want real.
The other is an on-air team, Neal & Reese on WBCT in Grand Rapids, MI. They live the life, they relate, are all over Grand Rapids, are always "on," and have made B93 a legend.
6 Do you have a favorite hobby outside of radio?
I am not real good at hockey and baseball, but I play both.
7 What music do you listen to when you're not working?
I love Top 40 music. I know a lot of CHR PD's who don't, but I have the pleasure of having always loved Top 40 and still do. I can't imagine programming a format that I don't love.
8 What advice you would give people new to the business?
I'm still seeing a small group of people that have the fire to do whatever it takes to get in the door in radio. But that pool is getting smaller. There are fewer jobs now than ever, and there's no time for time card punchers. If you aren't serious about a career in radio, there are plenty of other careers that might make sense.
9 Please describe the best or worst promotion you've ever been part of?
We're about to do one of the best I've ever heard of. But we'll keep that for "Net News."
10 Podcasting. Instant downloads. Blogs. How can radio use the ever-increasing digital technologies to satisfy listeners' entertainment fix?
A lot of radio pages are not very appealing. I like the Clear Channel initiatives that offer listeners real reasons to visit our site, like "Stripped," where listeners can download exclusive content from hot artists.
Using new technology will help us. Our morning show, Kidd Kraddick in the Morning, offers daily podcasts of their show. You can find updated blogs and message boards on their website, too.
But there's a bigger issue than simply adapting new technology. We must create a reason for people to listen to radio, or they will go away. I remember taping 98 WGRD in Grand Rapids, just to get my favorite song. But now, access to music is easier than ever. Listeners no longer need us to play a song, so they can hear it. iPods and other computer media players can provide custom play lists that "test" far better with the listener because they have created the play list themselves. Radio has to be more.
Bonus Questions
What is the one truth that has held constant throughout your career?
Don't do something you wouldn't tell your grandmother you did.
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