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10 Questions with ... Chuck Geiger
August 27, 2007
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NAME:Chuck GeigerTITLE:Program DirectorSTATION:KHGE HD-1/HD-2MARKET:FresnoCOMPANY:Clear ChannelBORN:Chicago, ILRAISED:San Diego, CA
1) How does the Fresno market differentiate from other markets that you have programmed in?
Right of the bat, it's 46% Hispanic and much more conservative than the rest of California. You have to fight the temptation to revive concepts and ideas used elsewhere in other markets. You have to learn the nuances of the market and the audience. In Fresno, the 25-44 Women are far less concerned about "the cool things radio does", due to the fact, they work, sometimes several jobs, care for the children, husbands and families. Average home prices are 67% higher than the actual value of the home. Utilities, food, health care and day care are more than average around the country.
2) What are you doing to hire, develop and nurture new talent?
Observing the interest level of interns, part time employees and looking within our group for upcoming air talent who have the drive and passion for radio, but understand the new technologies and new fundamentals on how to communicate with the fast-paced lifestyle of the audience. Samantha, our night talent from KBKO Bakersfield fits the bill completely, she communicates with a fast-paced, life style focused air style.
3) Are you programming an HD station and what is the perception of it from the listening audience?
KHGE HD-2 is called MOTHER TRUCKER. It's real close to LONESTAR 92.5 Dallas in design. Its 25-49 Male targeted. Southern Rock, Country Classics, Toby, George along with Texas music and a sprinkling of Classic Rock. We have developed our imaging and take the great music mix from The Clear Channel Format Labs. Props to John Trapane for a great product. The media still has to develop. We are 1-2 years away from 50% saturation. We are at the forefront of new technologies, ahead of the curve. We are the only stations (other than Spanish KOND) that have HD-2 products.
4) The CRB just presented a study from Larry Rosin about Country radio attracting Hispanic listeners. Being in California, you must have some thoughts.
First off, this isn't about attracting Hispanics to Country by creating new artists targeted at Hispanic audiences. It's about doing what you do and having them listen and bonding with your station. Both KSKS and Big Country 1027 have around 25-40% Hispanic sampling. KSKS had a huge surge in spring (May) 25-34 Hispanic females. Came down to a few diaries in one zip code. 25-34 assimilated Hispanic females love Rascal Flatts, Keith Urban and the sweet country ballads.
5) The industry has changed immensely since you began your career. Is it still fun?
We make it fun, we have a great Market Manager Jeff Negrete who is a P-1 of our station and loves the recipe of how it all comes together. When we stub our toes on the playground, he tapes us up and sends us back out. Our OM/RVPP Paul Wilson is one heck of a great sounding board. No matter what scenario or situation compounds your broadcast day, they help focus on why we do this; Programming and selling radio for FUN and profit.
6) How has your role evolved and changed as a programmer since when you first started?
It's almost cyclical. I'm finding more time to program, work with air talent, write and produce imaging and plan promotions. A few years ago so much time was spent on meetings, budgets, HR issues and components that had nothing to do with making the station jump out of the speakers.
7) People can download whatever they want, whenever they want. They can listen to satellite radio and play with their Blackberry or newest gadget 24 hours a day. How does your station cut through?
By adopting what we call "new fundamentals". Understanding the other product platforms are there for the taking. Making every break count, cutting through with an intense music platform with fewer commercials and cluttered promotions. The station is only a year and a half old - When it makes its impact, we still won't change the guidelines. Through our intense web platform, we encourage the use of new technologies and hope that Country P-1's follow suit and adapt to the changing environment. Terrestrial radio drove 18-34 Persons to these platforms due to a lack of respect for the audience and their changing needs.
8) Because of all the technology, voice-tracking, cyber jocks, syndication, budget throttling, how do you keep your station sounding local.
It's tough to define what sounding local these days are. Is it airing a phone call from someone from a certain place, talking about a street fair in town, a community service promotion for a non-profit in a suburb? We do that, but in restraint, not over boiling the product, which is music.
9) How does your station differ in sound from KSKS?
That has changed since Jan 06 when we signed on. KSKS was very current oriented; we came on with a mainstream 90's based sound. They began to move towards a 90's based sound and we moved to a more current/recurrent sound. Now both stations have basically the same music posture. Their morning show is taking on more of a personality stance, from basic time, temp and traffic with lots of music. We went to all music in the morning product and saw a nice spike in June 25-54 Persons. KSKS is an 800 pound Gorilla. They are the toughest competitor in the country. They were in this spot 15 years ago when the signed on against KNAX.
10) What would be your dream gig if not in radio?
My hobby is model trains. I would like to own and run a successful model railroad shop. Also designing and building model railroad layouts. I'm a train geek.
Bonus Questions
1. What current CD can you not get enough of?
Let It Go - Tim McGraw
2. What was the very first concert you ever attended?
1972 San Diego, War, Chicago and Rod Stewart and the Faces. All day show with contact buzzes.
3. What personal item would you never part with?
The first picture of my grandson Patrick when he was born Feb 10th of this year.
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