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10 Questions with ... Zeb Norris
November 23, 2009
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BRIEF CAREER SYNOPSIS:
After spending time in high school and afterwards hanging out at KTYD/Santa Barbara, I won a "listeners become announcers" contest in 1976. Two weeks later I was hired as the emergency late-night fill-in host. KTYD was the most amazing free-form station I've ever heard ... and a real precursor to the whole Triple A format. Other notable stops include KPOP/Sacramento, KZAP/Sacramento, KAMT/Tacoma/Seattle, KSJO/San Jose and KRQR/San Francisco, where I rose to Music Director.
In 1994, I got my first PD job at a Dennis Constantine-consulted Triple A station, WXLE/Albany, NY. We also worked together when I was PD of Triple A KUMT/Salt Lake City. For the last four years I've been at The Point. It's been a really challenging, but rewarding time, and Vermont is unbelievably wonderful.
1. How did you become interested in radio?
Well, the Beatles and the fact that radio was my "in" to that whole world. Also, my first grade class took a field trip to KFOG. It was Beautiful Music at the time, but I loved the equipment.
2. What do you like best about your job?
I like knowing that I'm making a contribution. Connecting people to music and also doing really fun and exciting community service. In 2009 The Point had a hand in raising $98,000 for the Vermont Food Bank, helped set a Guinness Book of World Records record for the Most Superheros in One Place with the Children's Hospital at Dartmouth (I was "The Shoveler" from the movie "Mystery Men"), and also helped them raise $225,000. In December we'll do the first holiday show we've done during my time at The Point with Brett Dennen for The Vermont Campaign to End Childhood Hunger. And all the while playing good music for really great communities.
Least?
I don't get to listen to enough music. I have too many other demands on my time, being Program Director, Production Director, Promotions Director and PM-drive host. But I do have a really good Music Director/APD in Jamie Canfield.
3. The Point Network is actually a group of signals reaching two other states besides Vermont. How do approach programming with that kind of territory to cover?
We have a cume of over 60,000. It's more than 10% of the population of the state of Vermont, but the geography doesn't change the fundamentals. The network is a little tricky as we have different spot break content in three different markets, and the network is on a total of seven signals. But the real key is the same everywhere: Focus on the listeners; figure out what they want; and give it to them with the highest quality control and discipline that you can maintain. And localize, localize, localize. It's all listener-driven ... and our listeners are right here.
4. How do you market and do promotions for the different cites you serve?
We run our major promotions network-wide, like The Point's World Tour '09 that we just wrapped up. That was a forced-listening contest, sending listeners to see hot shows including Wilco in Chicago, David Gray in San Francisco, Phish's Festival 8 in California, The Rock and Roll Hall Of Fame show starring U2 in New York, and a trip to Sunset Sessions. By the way, congratulations on All Access' association with The Sunset Sessions. Schoenberger is BACK! But then we also do stuff like free shows in the summer in Burlington and Lebanon, NH. Those towns are 100 miles apart.
5. What are some of your biggest challenges working with an independent O&O?
The truth? I'm spoiled. It's so NOT corporate. Yeah, I work very hard and I don't make a ton of money, nor do I have crazy toy tools to work with, but Steven Silberberg, who owns The Point and WXRV/Boston, among other properties, seriously supports the Triple A format. I have enjoyed tremendous support from him personally, he is very smart with a sharp sense of humor, and he can be a lot of fun. Anyway, if I ever do go back to corporate radio it's going to take some adjustment. Much of the time here I feel like I don't have adult supervision.
6. What has been your biggest career highlight?
The whole thing has been an unbelievable ride, from falling in love with rock 'n roll at age seven to a 33-year career, it's just been astonishing luck for a not-too-smart, nor terrifically talented guy. I feel like a rock 'n roll Forrest Gump.
It is wonderful to hear something and like it, and then play it for your listeners and see it blow up into something big. In terms of breaking artists I'm most proud of being the first commercial DJ in the Bay Area to play Metallica (Lars thanked me personally), and seeing Brett Dennen make the inroads he has. All over the map musically I know, but WTF.
7. What stations do you like to keep track of?
I'll always want to know what Dennis Constantine is up to, so KINK/Portland, OR. Also KMTT/Seattle and KBCO/Denver. Both Dave Benson and Scott Arbough, respectively, were very kind to me when I was trying to get back in, and they're both great programmers. And KTCZ/Minneapolis, too. Lauren MacLeash is forging her own trail there. I don't think she gets the attention and credit she deserves.
But I mostly look to those stations' libraries. Jamie and I both have pretty good ears for the new stuff, and we have a good balance between the two of us. We're synergistic when it comes to finding the best new music.
8. What do you view as the most important issue facing radio today?
Lack of confidence. Yeah, there's a lot more competition for listeners' time and the resulting fragmentation is intimidating. But when we focus on the listener and deliver, they will be there for us, and we can expand that relationship of trust to include our sponsors -- especially our local sponsors. Local Radio is a perfectly viable business.
9. Your thoughts on the Performance Royalty issue?
Here's my proposal. Don't pay us to play crap records, and don't charge us to play good records. When a symbiotic relationship gets out of balance, it becomes parasitical. And parasites usually kill their hosts, whereupon they perish themselves. That's not what any of us wants.
10. Fill in the blank: I can't make it through the day without _____?
I'm a pretty resilient guy. I can't think of any one thing I couldn't live without. But the most meaningful part of my life is my ongoing adventure with my wife of 16 years, Deb Lowry. She is an amazing soul. She's always doing something super-intense and meaningful. She was a midwife when we got together, now she's a hospice nurse. I know I have a strong personality, but she helps to keep me grounded. Without her I'd be even more of an unbearable ass.
Bonus Questions
Most surprising record of the past 12 months?
It's a little older than that now, but "Mercy" by Duffy. I couldn't BELIEVE it took an obvious one-listen smash like that so LONG to catch on. Seriously, people, didn't Chrissie Hynde teach us that women can rock a few decades back? Don't be such tight-asses! Try dancing once in a while!
Last non-industry job:
Selling Volvos. Good money ... REALLY good money ... until the dot.com bubble burst. The first car I sold was to Anne Litt of KCRW. A black V70R ... a 300-horsepower all-wheel-drive wagon. That car is a rocket ship.
First record ever purchased:
"Beetle Beat" by The Bugs. It was an imitation Beatle record by a bunch of thuggish-looking Americans with covers of "She Loves You" and "I Want To Hold Your Hand." I knew it wasn't the genuine article, but I only had $2 ... not the $3 a real Beatles album cost. My grandmother gave me the $2 for my first communion, a Catholic thing. Later my mom said I was supposed to get like a statue of the Virgin Mary or something like that with that money. I felt pretty guilty about that, but I was hooked on rock 'n roll.
First concert:
Man, am I one lucky individual. It was The Beatles at their last concert ... Candlestick Par, San Francisco in 1966. The show was produced by Thom Donahue, who later started KMPX/Los Angels and KSAN/San Francisco. I was 10 and trying like hell to win tickets from KYA. Well, my next door neighbor, an attractive young woman, knew I was trying to win and also knew a DJ at the station. He fixed the contest and I wound up getting a pair of tickets. I felt pretty guilty about that, too, but like I said, I was hooked on rock 'n roll.
Favorite band of all-time:
Man, just one? The Cocteau Twins. Also Led Zeppelin. And Miles Davis.
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