10 Questions with ... Scott Herrold

NAME:Scott Herrold TITLE:Network PD STATION:SOS Radio Network MARKET:Las Vegas and 42 other cities COMPANY:Faith Communications BORN:Orange County, CA RAISED:Detroit Rock City, MI

Brief Career Synopsis:

I've worked for WDVD and Planet 96.3/Detroit, DRQ/Detroit, 100.3 The Kross/Tulsa, K-Hits/Tulsa, KBEZ/Tulsa, WIOG/Saginaw and now The SOS Radio Network in Las Vegas.

1) What was your first job in the industry? Did you have any mentors early on?

When I was a freshmen, I tried out for our bumpin' 200-watt high school station, WSDP. During my senior year, Garett Michaels and Alex Tear hired me at Planet 96.3 in Detroit. (Yes, this is the shout-out section.) Bob Thornton and Mark Anderson were also great mentors.

2) How do you prep for the show each day? How do you stay disciplined to wake up that early everyday?

The key is not to shower! Set the alarm 37 minutes before the show starts and keep the Uncrustables in the station freezer! I try to outline my show the afternoon before but keep it flexible. I'm solo on mornings so I keep it music intensive.

3) What has been your favorite feature/spoof in the past year on the morning show?

We did a game called "Steven Curtis Chapman or Dog The Bounty Hunter-Chapman" to promote our SCC concert a couple months ago. "Attack of the Killer Manpurse" was a fun promotion, too.

4) Who is your favorite on-air personality NOT at your station?

Probably the person I'm about to hire as my new MD! Details coming soon! On a serious note, Jayar Reed at Joy FM in Sarasota is one of my favorites. He has a great knack for getting the artists to open up on his show. He consistently builds compelling content between the songs. I also love Billy the Kidd at Kiss in Dallas. I've never heard anyone work the phones like Billy.

5) What does Christian radio need to do to break through to a mass audience on a more consistent basis?

Put the listener first. We spend a lot of time testing songs but we could spend more time researching our listener's lifestyle. As a format, we really need to meet her where she is. We have to be intentional. We can't expect her to come to us just because we play great music.

6) What are the greatest challenges in your position/job?

Balancing the Vegas lifestyle with our conservative listeners in Idaho and Utah. Half of our Vegas listeners work in casinos. When MGM Mirage announced layoffs for a third of its workforce, the Vegas listeners freaked. At the same time, the Twin Falls listeners smile when the gaming industry struggles.

7) And what are the greatest rewards in your position/job?

It's neat to see all the life change in our listeners. The security director from a large casino called me on the request line the other day. (He and his wife have been separated.) He heard a song by Warren Barfield a few weeks ago that talked about how "love is worth fighting for." He had a revelation about his marriage and his selfishness after listening to the lyrics. He shared this song with his wife, he apologized and they have been talking with a counselor this week. I love how this music speaks into our listener's lives.

8) If you were just starting in radio today, and you knew what you know now, would you continue forward? Why?

Absolutely. I left radio for a year and took a job marketing pet food. I realized the world wasn't a better place because I had a great quarter in Jerky Treat sales. Music really is my passion and it's neat to help impact culture with this life changing music.

9) If you could have any other job outside radio, what would it be?

Entertainment lawyer. I almost enrolled in Vanderbilt law school a couple years ago.

10) Any favorite or funny artist run-ins? Highlights from a promotion or interview?

A few years ago, we had Michael Tait live on my morning show. A woman called in asking what it would take to get him to sing at her son's wedding. So Tait got all sentimental and serious until I told him that it was MY MOM on the phone! (We all got a good laugh out of it.) Tait then asks Mom what she wants him to sing at my wedding. The only condition was that it couldn't be "a Steven Curtis Chapman song!" It was great radio.

1) Do you read everything or nothing? Do you have any favorite magazines, books, newspapers?

I love "Relevant" magazine, "Surfer" magazine, "PC World" and "Madlibs." Other than that, I rarely read print stuff. It's all online for me.

2) What music is in your stereo or iPod right now?

Pillar- For The Love of The Game

3) Cat or dog person?

Hate cats. They freak me out.

4) Describe your favorite meal:

Chicago style deep-dish pizza, I haven't found any good pizza in Vegas yet.

5) What is your favorite quote?

"Chuck Norris's favorite cut of meat is the roundhouse."

6) If you were stranded on a desert island, what three things would you want to have with you and why?

My wife, a fishing pole and a rolling rack full of Craftsman tools.