10 Questions with ... Anthony Acampora

NAME:Anthony Acampora TITLE:Founder/President COMPANY:Radiocrunch BORN:Burbank, CA RAISED:Los Angeles, CA

BRIEF CAREER SYNOPSIS:

1990-2003 - Radio & Records - Rose from data gathering to Director/Charts & Formats.
2001-2004 - Radio Consultant + Strategist
2004-2006 - Styles Media - Chief Programming Officer/PD KDAY/Los Angeles
2006-now - Cluster Consultant + strategist in four markets and growing!

LAST NON-INDUSTRY JOB:

Retail store manager at Musicland

FIRST RECORD EVER PURCHASED:

Undercover Angel by Alan O'Day

FIRST CONCERT:

Bee Gees

FAVORITE BAND OF ALL-TIME:

Electric Light Orchestra

1. How did you become interested in radio?

When listening to Casey Kasem and American Top 40 I got fascinated with charts and music. Then I got into the radio part. When you grow up in L.A. and listen to top notch radio, you can't help but get excited and want to get into this business.

2. Why did you decide to open up your own consultancy?

Styles Media co-founders Tom DiBacco and Kim Styles sold their interests in the company. At that point, I really wanted to pursue my passion which was consulting - but I wanted to do things differently.

I believe there's an opportunity for a new generation of consultants who understand the business of radio - and can do any format. There are some great consultants out there who I have tremendous respect for, but most of them focus on one or two formats or genres. When I go into a market, I don't go and pitch a specific format. We analyze the market from ratings to revenue to signal contour and find the best format for the client.

Styles was a small company. We had to raise money to close the Los Angeles deal, so I got a crash course in how companies raise capital, engineering, sales, and building a radio station from literally the ground up. Plus with a limited signal and resources, we had to compete with huge public companies. Don't get me wrong, it was a GREAT experience. You have to think out of the box to do so. At that point, I realized I could help operators help improve their cash flow by putting a big plan together. I also have some colleagues in other areas (sales and engineering) that can help my clients.

Nearly every Styles station saw an increase in ratings and/or revenue in the 2 1/2 years I worked with them - some of them dramatic. We had a wonderful team of GMs and PDs there.

3. What would surprise people most about you?

My ability to recite the format and owner of most top 150 market radio stations - and a fairly good knowledge all the way down to 300. At R&R and now with Mediabase, I have to keep track of formats, music trends, and call letters.

4. What is a typical day like at the office for you?

Up around 5:30am (PT). Check out the news headlines and review the building charts on Mediabase. I do consulting work for Mediabase on their charts. Rich Meyer, Alissa Pollack, and the team there are wonderful and I am committed to them two days a week.

Other than that, I am on the phone or listening to stations. My PDs and I will talk late at night when things are quiet.

I always check ratings for every market at 2pm (PT) and see how everyone is trending.

5. How would you describe the current state of the Alternative format?

The format has an opportunity for tremendous growth over the next 18 months. However, it has to get back to playing hits and focusing on 18-34 year-olds. If you look at the success of the format, it does best when we rock. The format hasn't really done that for a while. Some of America's biggest Alternative stations are at near record lows - and it's of great concern.

I think Alternative is way too focused on 25+ and has completely been lost on 18-24 year-olds. While the tastes of the younger end are more hip-hop driven, I think we've sent them the other formats - programming to 25-44 at Alternative.

The two Alternative clients I work with both were very adult-driven and library-based. We've increased the spins on the currents and also balanced them between Active Rock and Alternative HITS and seen growth. Both were suffering from huge cume declines. One client went from 9th to 1st 18-34 in our first book together and 11th to 3rd 18-49.

I've seen Alternative stations in top 100 markets that have lost an Active Rock competitor and their market share goes down. If the market goes from two young rock stations to one - that can't happen. Why niche yourself when you don't have to? Play hits and play them often.

6. What is your biggest pet-peeve with the Alternative format?

That the format tries to be "too cool for the room." Some of America's most successful Alternative stations are programmed by PDs who came from Top 40 radio. Because of upcoming methodology changes in Arbitron for big markets, we have to think cume and try to get more P2s and P3s. It drives me crazy that Alternative PDs will drop or not play songs because their top 40 competitor is playing hit. I have no issue sharing music with my Top 40 rival - it makes our format familiar to the average consumer.

7. What effect will the PPM have on Alternative stations?

Early results are real positive and that's what has me excited. By playing more hits, more often, we will drive cume - and fit write into the PPM's methodology. Anyone who is in a future PPM market needs to start programming now for it.

8. What is your favorite radio station and why?

Outside of my client stations, I enjoy KCBS-FM/L.A. - which I think has done a great job of executing the Adult Hits format with compelling music and creative content between the songs.

9. Fill in the blank: I can't make it through the day without _________?

Reading the TV overnights and the radio trends.

10. What career path would you be following had it not been for this industry?

Probably accounting or banking. My late father was a math teacher so I'm a numbers junkie.

What are your hobbies?

Going to baseball stadiums. I've been to 17, need to go 13 more. Go Brewers -- 2007 is the year!