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10 Questions with ... Tommy Mattern
May 17, 2022
Have an opinion? Add your comment below. The Point has always been the Active-Alternative in the market when it comes to current product. I think we cherry pick the best (for St. Louis) from both formats and that forms our playlist. 90’s Alt, Grunge, and Hard Rock are still the glue that hold the station together and we are finally getting more titles from the early 00’s. We try the best of the pop stuff and are usually amazed when something works.
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BRIEF CAREER SYNOPSIS:
My whole career has been in St. Louis starting in 1993 with Zimmer Broadcasting. I worked for Emmis Communications for almost 22 years and have been with Hubbard since February of 2018. This October will be my 22nd year programming The Point.
1. After 25+ years, The Point is stronger than ever in 2022 and is the top rated Alternative stations in the format. Why has The Point been so successful?
I think our success has to do with a number of things.
#1 is personality. You won’t find a higher rated show in a PPM market than The Rizzuto Show. Donny Fandango is the poster child of what an Alt jock should be, and Lux grew to be a force in PM Drive.
#2 Continuity. My core team at the point has been together for 12+ years.
#3 we deliver on expectations. You know what you are going to get when you tune in to The Point. Authentic personalities, rock/alternative music, hyper-local approach to everything, engagement with the audience on every platform.
#4 we constantly innovate.
2. Talk about the station ratings and how they reached a new level over the past year?
In Q1 The Point was #1 25-54 Persons/Men/Women, 18-49 Persons/Men/Women, and 18-34 Persons/Women
We are always humbled by this, and we don’t take it for granted. We get there because of the points to success I mentioned earlier.
3. You also oversee the legendary KSHE so tell us how you have the rock wall covered in The Gateway City with both stations. In the latest March ’22 PPM KSHE is #1 and KPNT #2 overall in St. Louis.
KSHE is the longest running rock station at 55 years and The Point will celebrate 30 years in February. 2023. These are loyalty brands that super-serve the market. We have had many competitors over the years, but none have had much impact. I credit that to the way we have both stations programmed, overlapping just enough but still very distinct.
4. Let’s shift back to The Point. A few years ago, KPNT moved its transmitter from Jefferson County, Missouri to St. Louis. How has this impacted the station?
Emmis saw an opportunity to upgrade, and they seized it. Moving the transmitter had a significant impact allowing us to reach more of the zip codes that mattered.
5. How much as The Point changed following the station sale from Emmis to Hubbard?
On a listening level we haven’t changed a bit, it’s the same product. Joining Hubbard has allowed us the luxury of having more budget for research and marketing. We have also been allowed to add positions in the building that we just didn’t have before and that we greatly benefit from.
6. The Point is positioned as “Everything Alternative” with the slogan, "St. Louis' Rock Alternative." The pop lane is pretty narrow on The Point. Give us the 411 on the music and imaging on the station.
The Point has always been the Active-Alternative in the market when it comes to current product. I think we cherry pick the best (for St. Louis) from both formats and that forms our playlist. 90’s Alt, Grunge, and Hard Rock are still the glue that hold the station together and we are finally getting more titles from the early 00’s. We try the best of the pop stuff and are usually amazed when something works. Donny and I have been doing Alternative in this market for many years and its pretty simple and common sense to us but program for your market. We make our own decisions and don’t have to answer to a regional manager or format captain who doesn’t know what the Alternative Rock music fan in St. Louis wants to hear.
Drew Patterson is amazing creating the vibe on The Point. His collaboration with Steve Stone gives us funny, irreverent, imaging that has also been consistent for 10+ years.
7. How would you describe yourself as a programmer?
Decent programmer that has a highly talented staff that makes him look good on a daily basis. Seriously, my on-air staff is amazing. Matthew Chambers is the best Marketing Director I’ve ever worked with, and Joe Schoenwetter is constantly helping us innovate in our digital department.
8. How do you keep The Rizzuto Show morning listeners tuned in throughout the rest of the day?
The Rizzuto show sets the tone for the day, and they stay with us for Donny and Lux who are great personalities in their own right. We also weave the morning show brand throughout the rest of the day in imaging and promos.
9. You have a change coming in PM Drive. Tell us about how you will replace Lux?
We hate to see her go but at the same time are really excited to have someone new join the team. The search is on, and we have some really good candidates already. I’m waiting for someone unique, and we don’t care if they have radio experience or not. If you are a content creator, we are interested.
10. Of all the things you've accomplished at The Point, what are you most proud of?
It’s easy to point out the ratings and revenue success that we have had over the years, but I am most proud of the relationships that I have with the people that have worked and still work here. It’s amazing to see the individual successes that they have had in their personal and professional lives.
Bonus Questions
What are weekends like for you?
Usually at a show or just spending time with my wife and two kids.
What are your favorite places to eat at in St. Louis?
This list could go on forever but my top 5 would be …
Annie Gunn’s
Charlie Gitto’s on the Hill
Paul Manno’s
Blues City Deli
Adrianna’s on the HillRank your sports teams in order of passion.
St. Louis is a two sport town so Blues and a close second with the Cardinals
Favorite new band in the past year?
Turnstile
Anything else you would like to add?
Quick shout out to Rick Cummings …. the best in the business and the reason I am here. e took a shot on me and made me the PD at The Point at 24… What the fuck was he thinking?
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