10 Questions with ... Kevin Conrad

BRIEF CAREER SYNOPSIS:

Started doing college radio in 1990 at Central Michigan University. Did weekends at WKQZ Saginaw, then WMMQ Lansing. I was hired away by WJXQ in '92. I was there for 11 years on-air in every daypart and at different times was the production director, music director, and imaging guy. I segued to sister station WVIC in 2003 as PD. Right now I'm excited about the station's recent format switch to Alternative.

LAST NON-INDUSTRY JOB:

Wow, I honestly don't remember so I'll just say Lion Tamer.

FIRST RECORD EVER PURCHASED:

If I recall correctly it was one of those really bad K-Tel compilation records that were sold on TV.

FIRST CONCERT:

How about this triple bill: 38 Special, Ratt, and Eddie Money.

FAVORITE BAND OF ALL-TIME:

As much as I'd like to pick some indie band that will make me seem like I have much better taste in music than you, I can't take anyone over Zeppelin.

1. How did you become interested in radio?

I think like everyone else, it was the music first. Then at some point I became more interested in everything that ran BETWEEN the records.

2. What was your favorite station to listen to when you were a kid?

WWCK in Flint was a great rock station when I was a kid. That's the station that really got me interested in this business.

3. What part of your job do you like best? Least?

The best: When someone responds to something I've done on the air.

The worst: meetings.

4. Why did the station flip to Alternative?

It really became a glaring hole in the marketplace. There is an audience here that wasn't being served at all. We had The Edge on the air in the market before so there was a lot of brand awareness. Even six years after it's been gone, you still see diary comments about it, so it really made sense to bring it back.

5. How would you describe the music and imaging on the station?

Because we have Mainstream Rocker WJXQ in our cluster, I keep the Edge separate from them so I steer away from the real Mainstream/Active Rock sounding titles.

There's even a tiny bit of a AAA vibe to the station. At this point, the imaging is pretty utilitarian. The Edge is very much a work in progress. Right now I like to refer to the station as the introductory model.

6. What makes The Edge unique?

The thing that makes The Edge unique right now is that it is so stripped down. No jocks, no morning show-just music. And people are really responding favorably to it. We're taking a very disciplined, discriminating approach to adding elements to the station. I don't want content just for the sake of having content; it HAS to be compelling.

7. What is your biggest challenge with the station?

No budget, and understaffed. I am the staff.

8. What's one thing that would surprise many people to learn about you?

That I was a 3rd round draft pick of the Portland Trailblazers. I wasn't, but people would really be surprised if I was!

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

Bathing.

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

Felon.

What are your hobbies?

Carousing, Gallivanting, and Skullduggery. I enjoy playing golf in the summertime and video game in the winter.