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10 Questions with ... Eddie Gutierrez
February 27, 2007
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NAME:Eddie GutierrezTITLE:GM/ PDSTATION:KJEEMARKET:Santa Barbara (#211)COMPANY:Montecito FMBORN:Bronx, NYC 9/2/67RAISED:Fort Lee, New Jersey
BRIEF CAREER SYNOPSIS:
When I moved to Santa Barbara in 1989, I came here to go to college. While I was attending UCSB, I had an opportunity to work for the local rock station KTYD as an engineer's assistant (setting up live broadcast's, sales remote's, promotional stuff). While working at this station was just a parttime job, another opportunity came up in 1993 to help start a brand new station from the ground up which was KJEE. I've been working here ever since and just hit my 14 years at KJEE.
LAST NON-INDUSTRY JOB:
Working as a technician for an antenna site in Santa Barbara.
1. Why has KJEE been a successful Alternative station?
Santa Barbara is a unique market; it's a small market but close enough to Los Angeles to make it a suburb of Los Angeles. KJEE seems to do well, because we are one of the few stations in town that have live jocks all the time, we keep it local, and have some of the best DJ's in town working for us.
2. What are you most proud of from the Fall '06 Book?
We did great in all the primary demos and set some new KJEE records this book for ratings. Our 12+ went from a 3.8 to a 5.9, our Adults18-34 went from a 6.7 to almost a 16 share (A NEW KJEE RECORD), and our PM drive guy/MD Dave Hanacek went from a 7.4 to over a 27 share (WOW). Our Adults 18-49 went from a 5.2 to almost a 10 share, and our 25-54 (THE MONEY DEMO) went from a 3.4 to over an 8 share. Overall, we are extremely happy with this book.
3. How would you describe the radio landscape in your market?
The market has rapidly changed just in the last three months. Clear Channel was sold to a local Ventura company Gold Coast Broadcasting, so we no longer have Clear Channel in the market. The last two years Clear Channel had a gold-based Alternative station playing the spoiler and when the new company bought it the first thing they did was change it to Spanish.
4. What makes your station unique?
We've been doing this for 13 years now and we have won the Santa Barbara's Independent's Reader's poll for favorite station 12 years running. Our sound is a southern California sound (Red Hot Chili Peppers, AFI, Modest Mouse, etc.) but we do play some records that may appeal to a different type of listener. Our production has a big market sound and our voice guy JOE KELLY really makes the station sound great.
5. Rundown your on-air line-up with a little insight of each jock?
Mornings: Spencer -- He's been our morning guy for over seven years. He lives and breaths the format. He loves the format and comes to work with an excitement that helps get the station going.
Middays: Sami -- When she's got her "A" game, she's on the best jocks in Santa Barbara and sounds great. A real pro.
PM drive: Dave Hanacek --He's been doing it for a couple of years and really has hit his stride. Did I mention Dave had over a 27 share this book? He loves music and he's very passionate about the music he brings into the music meetings. A real great guy.
Nights: PHAT J -- A real funny guy. He definitely keep's the night's interesting and entertaining. Maybe the loudest and phattest DJ in town.
6. Of all the skills you have gained through the years, is there an area you'd like to improve?
I wish I had a little more patience. Sometimes it's hard when you have so many things on your plate it's hard to be patience. I'm getting better, (having two young sons helps), but I wish I had better patience.
7. What is the one truth that has held constant throughout your career?
Be honest, be truthful, and keep good relationships within the industry.
8. What has been your biggest accomplishment since signing on KJEE 14 years ago?
Being here since the station started it really is an accomplishment to see where we started 14 years ago and were we are today. I've been a GM in this market for over 14 years and have become the elder statesman in town. KJEE is the heritage modern rock station and a GREAT Santa Barbara station.
9. Besides KJEE, what is your favorite radio station and why?
I really enjoy listening to KROQ. Kevin, Gene, and Lisa really do a great job. I love the music, their promo's sound great, they have the best contest's, and they have KEVIN and BEAN in the mornings. They really are the best in the biz in the modern rock format.
10. What would surprise people most about you?
I was in the navy, when I was 19 and drove (helmed) the Battleship Missouri around the world.
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