10 Questions with ... Jess Jennings

BRIEF CAREER SYNOPSIS:

Jess Jennings joined iHeartMedia Country KSSN (Kissin' 96)/Little Rock in 2019, and was promoted from APD to PD in April of 2022. In addition to doing middays at KSSN, she tracks that daypart for sister stations KKIX/Fayetteville, AR, and KTEX/McAllen-Brownsville, TX, as well as weekends for other iHeart stations.

She has been in radio for 11 years, and programming for 10. Prior to KSSN, she held programming positions at Country WCKN (92.5 Kickin' Country)/Charleston, SC; Country KUPI/Idaho Falls, ID; Country WUBB (Bob 106.9)/Savannah, GA; and Country KTHK (105.5 The Hawk)/Idaho Falls, and KSNA/Idaho Falls.

1. In addition to handling PD/MD and midday duties at KSSN, you also do air shifts for KKIX/Fayetteville and KTEX/McAllen, plus iHeartCountry weekends. What does a typical day look like for you where you're balancing programming and voice tracking?

Wow, seeing it all written out like that seems like a lot, doesn't it? I feel a bit "old school" in saying I keep a planner, but I do. Events, concerts, contests, etc. are all in the KSSN 96 "bible." Every sales, promotions, or programming meeting, the planner is out and cross-referenced and double-checked.

Regarding shows on-air, I give myself an hour or two to plan every day, checking local news sites, reading comments, planning out my own thoughts, and finding an interactive angle for listeners using socials, the iHeartRadio app, and/or phone.

Luckily, Dave Ashcraft (KKIX PD) and Jojo Cerda (KTEX PD) are very knowledgeable and involved in their markets, and send/share information regularly. I also make it a point to attend concerts and station events in-person as often as possible.

2. Like many small and medium market stations, you work with a very small staff locally. How do you manage to cover all of the concerts and events coming to your market, which still juggling a busy family? Where does the line get drawn in terms of how many events you can reasonably do in a week?

We have a great "boots on the ground" team here in Little Rock with Kevin Cruise, DJ Taylor, and our sales team. We correlate and make sure all the cluster's events and concerts have on-site representation, and a personality if needed. It takes a village, as they say.

Regarding the juggling a busy family, my husband, "Farmboy," understands the demands of this industry and is a fantastic tag-team partner. I feel incredibly blessed that he "gets it."

3. What are some of your secrets to being a compelling, relatable air personality, even in markets where you're not physically located?

I believe the human experience is universal, day-to-day life is incredibly relatable, and that's what I tap into. The best show prep is real life, right? Busy mom + full-time job + kids that are involved in ALL the things + being married to big, hairy man = show prep.

Regarding localization, I'll refer to my answer for question one: I do my research and get into the market as often as I can, because my personal goal is not just to "sound" local, but "be" local.

4. What drew you to radio initially, 11 years ago, and what still fires you up about being in the business?

I was bitten by the radio bug during my internship at KTHK [Idaho Falls]. I was a massive fan of Country way before I got into radio, but getting my foot in the door and seeing/experiencing the analytical and creative process of Country radio, meeting listeners and artists ... it's all magical!

You know how they say "never meet your heroes?" I believe that applies to everyone but Country artists. There's not a genre or format that has more real and authentic people than Country.

5. Country is the best format. Discuss.

Authenticity! You can't fake being country. Granted, there are all kinds and types of "country," but each facet is relevant and real.

I firmly believe that Country is a lyric-based format, and if you're telling a story, that's real, and makes you feel something … that's Country.

6. You are always noticeably supportive of other women in the industry, taking time to comment congratulations on social media posts about their successes, among other things. Why is it so important to you to encourage other women in the industry?

Having been the first female PD at every station I've programmed, I'm passionate about this, especially regarding the Country format. Our target demo is women, therefore, it makes sense to have ladies at the helm and programming stations.

I feel [iHeartCountry EVP/Programming] Rod Phillips and iHeart have realized this and embrace it. I'm honored to work alongside incredible programmers like Meg Stevens, Carletta Blake, Ashley Wilson, Casey Carter, Michelle Buckles, Shanna Quinn, Karla Cantrell, Ashley Morrison and others!

7. On air and on social media, you talk about your "farm family," but are careful to use nicknames for your kids. What's the origin of the "farm family" moniker, and what's your policy on using your own family for content while also respecting their privacy?

I was on the morning show when I met my husband, "Farmboy." Dale Desmond (KTHK PD and morning show partner at the time) and I would create on-air nicknames for guys I dated, to respect their privacy just in case it didn't work out (cause typically they didn't work out ... but this one did!). I call him "Farmboy" because he literally worked on his dad's 400-acre cattle farm in East Idaho.

After a few "dates" of hauling and stacking hay, bottle feeding calves, and 4-wheeling around the Snake River and enjoying gorgeous views of the Teton Mountains, it fit. After we were married, "Farm Baby" came along, and we organically morphed into the Farm Family… and it's stuck.

At the beginning of my career, I was a single mom with little-littles (1 and 2 years old), and felt it was best to refer to my kiddos with nicknames for safety reasons. Look, they didn't choose for mom to be in radio and talk about them on a big, 100,000-watt speaker. And as they've gotten older and social media is such a prevalent part of branding, I get their "ok" on sharing stuff about them.

I wish I could take credit for this idea, but I blatantly stole it from Tim Leary. When we worked together at WUBB in Savannah, GA, he had a studio rule/safe word. If you say "off-air," whatever happens afterward is off limits and not to be talked about on air. That's how I am respectful of my kids' and husband's boundaries and finding that balance of what to share and not to share.

8. When and why did you coin the term "#HotMessJess" for yourself? I'd imagine it's so relatable, when listeners see someone as competent and accomplished as yourself also revealing your "my kids missed the bus again" side from time to time.

I can now embrace the hot mess … I didn't always. I strived for perfection in everything, but who can live up to that? No one!

Over the last four to five years, I've been more open about that messy side, and being vulnerable and sharing the chaotic, beautiful, sometimes heart-wrenching "mess" allows followers and listeners know they're not alone.

Life is messy, and we're all out here just doing our best every day.

9. KSSN has won the Station of the Year award at the Arkansas Country Music Awards twice, and is nominated again this year. What do you think makes KSSN a consistent winner?

KSSN 96 is "Arkansas' Country Station!" It was the first FM Country station in Arkansas, and our state has a long list of incredibly talented artists and personalities – including Bobby Bones, Justin Moore, Joe Nichols, Ashley McBryde, Johnny Cash, Phillip Sweet, Tracy Lawrence, Collin Raye, Shay Mooney, and many more!

We're very proud and supportive of Arkansas artists, signed or unsigned, from promoting local shows and events, to programming. One of my favorite features, hosted by DJ Taylor, is the "Homegrown Country Show," spotlighting local, unsigned artists and playing original music every week.

10. What advice would you give others just starting out in radio programming (or aspiring toward the PD chair)?

Don't be afraid to introduce yourself to programmers you admire and ask questions. One of my favorite things about the Country format (and its programmers) is that we're a family. We all have the same long-term goal: seeing the format and stations continue to thrive and succeed.

Tell us three fun facts about Jess Jennings.

1 – I enjoy gardening and canning. I have the soul of an 80-year-old woman -- tinkering in the garden and growing groceries brings me a lot of joy.
2 – I am obsessed with BBC TV shows ("Call the Midwife," "Father Brown," "Antiques Roadshow," Graham Norton, etc) and documentaries … anything by Ken Burns is fantastic!
3 – I only write in pencil. I love being able to correct my mistakes. I tend to break out into a sweat when I have to write out a check, which isn't very often, thankfully.

What's the best radio promotion you've ever been involved with in your career, and what made it great?

Just recently we gave away eggs on air. Sounds silly, but it was a very "punny" and fun promotion! Listen for the Kissin' 96 chicken to lay an egg, call in and win a dozen eggs free!

The listener response was fantastic! You'd have though they won a million dollars, but nope … just free eggs with enough cash left over for a gallon of milk.

Have you ever thought about doing a podcast? If so, what would be the topic(s)?

I have, but I can't seem to pick a lane. Perhaps that's it: "Navigating life with ADHD and High Functioning Anxiety – fast, furious, and silently freaking out."