10 Questions with ... Valeri Ferrari

NAME:Valeri Ferrari TITLE:PD/MD Middays STATIONS:KUUB - Cub Country 94.5 MARKET:(#126) COMPANY:Lotus BORN:March 6th RAISED:San Diego, Calif.

Brief Career Synopsis:

KCBQ, KOLO, KBUL, KLKT, KOWL and KUUB. A "Radio and Music Junkie" Radio is the syringe and music is the drug! Without them...terrible withdraws and depression.

1) What was your first job in radio? Early influences?

My grandparents lived across the street from KCBQ/Santee, CA. So everyday after school, I would go to the station and gather up a bunch of bumper stickers and hand them out to whoever would take them! There's a permanent mark from my face on the windows outside of the "Q" studios! I'd spend hours just watching the "boss jox" do their thing! They were real celebrities, superstars! I wanted to be just like them.

My Influences include: Jessie Bullet, Shotgun Tom Kelly, Charlie Tuna, Happy Hare, Sonny West, Gary Cocker, and Bill Moffitt (a great mentor).

2) Can you be a boss and also a friend to your employees?

This is a tough one to answer...yes, but getting too close can cause unforeseen challenges. We are a tight team, so my position is Coach instead of Boss. As the coach I'm very involved in the "health" of my players and hope to always be there in the good times and bad. I care about the players very much. But, you must have their respect as a coach. You must have the respect and backing of the GM and OM to earn the respect of the team. Without that, you are sunk and mutiny is next.

I did have to learn the hard way that crossing the line between friendship and coaching can really hurt you both professionally and personally, especially when dealing with disgruntled players and their spouses. It becomes too easy to get pulled into uncomfortable situations that escalate. I have learned to use the "Q-Tip" idea...meaning: Quit Taking It Personally. I have let the players in on this during coaching sessions and it really helps in all aspects of life!

3) Of all the skills that you've gained as a programmer, which area are you NOT as strong as you would like to be?

Cutting the players that create a negative and unhealthy feeling on the team. I continue to coach them and hope to see a positive change. I keep hoping they'll come around and give them as many tools as possible to improve, but sometimes it just doesn't work and you must let them go. After all... if the station fails, it's my fault. I wait too long, but at least I can sleep at night knowing that I gave them every chance to keep their position on the team.

4) If you are wearing more hats today, than say last year, what area is suffering, and what are you doing about it?

Spending as much time as I'd like with the music. We have so much great talent now, but like everybody else in the world we have more responsibility and less time. I have asked my team to get involved in listening to music. I delegate as much as I can, and they love it because they know their opinions matter to me and they feel as if they have a say so in the music. They are helping to make important decisions about the sound of our station. Besides, it gives them great music/artist show prep to incorporate into their shows!

5) What do you like best about your job? Least?

Having the most talented and professional players ever...A morning team that never questions our decisions, and are out in the community every single day. Their enthusiasium is contagious to the team and everyone else in the building.

Least: Not having the budget to have my evening and overnight shifts be done live. We miss out on a lot of untapped talent and learning opportunities by being voice tracked.

6) What do you plan to differently in the next year regarding work and family?

Continue with some great management seminars and continue to further my education to be a better manager and coach. Send the team to "Talent Workshops" like Mike O'Malley, CRS, and The Conclave. I hope to spend more time with my husband, Justin. We would like to become foster parents or adopt.

7) Who are your programming mentors?

Mike O'Malley, Dan Mason, Jave Patterson, Jim McClain and for learning to be a better manager, it would be Dane Wilt.

8) Who's your favorite air/personality not on your air staff?

Morning guy Frank, from the Frank show in Tucson, syndicated here in Reno at Pure Rock 104.5

9) What is your favorite radio station outside of your own market?

KMPS/SEATTLE. Becky and Tony do a GREAT job!

10) What's your take on current music? Is it as good as say, six months ago? Better than it was? Same? Elaborate please!

I absolutely love it. Country is making a huge comeback. It's the cool place to be again. I mean, what other format can you go from "Whiskey Lullaby" to "Redneck Yacht Club"? Or... "American Soldier" to "Honky Tonk Badonkadonk?" Country is back and better than ever!

1) Most surprising record of the past 12 months?

Trent Willmon- "The Wishing Well." The record is awesome, I hope he will get more support on his next project from his label.

2) Next Superstar Programmer?

That would have to be Kenny J at KQ98 in LaCrosse, WI. He has so much passion and creativity it's unreal! He lives, eats and breathes radio. He is another "Radio Junkie"...He says his hair is permanently matted from having "cans" on his head.