10 Questions with ... Matt Fisher

BRIEF CAREER SYNOPSIS:

• KAYL/ Storm Lake, IA - 1998/2000
• KCII/ Storm Lake, IA - 2000/2001
• KKIA/Storm Lake, IA - 2001/2006
• KAYL Storm Lake, IA - 2006/2010 - live (still voice tracking today!)
• KKIA/ Storm Lake, IA - (2010 to Present)

1) What Got You Interested In Radio?

Music has always been a passion of mine! I always wondered how awesome it would be to play music all day and get paid at the same time. Sports broadcasting also drew an early interest for me. But in the end... music won.

2) What is it about your stations that you feel really makes them cut through?

We have longevity! We have been in the market since 1948. Our News and Sports guys together have over 50 years of covering our area.

3) What do you view as the most important issue facing radio today?

To me it's really a two part answer. Developing talent should be a major priority in our industry. I have known some really great talents and some that were just getting by and some that were really great and at the same time were just getting by. Unfortunately, you can have all the talent in the world...but if you can't create compelling content then you have lost the war. The talent has to be there and they have to give the audience a reason to stick around!

4) What should radio be doing now to secure a role in the future of the ever-changing media landscape?

Stop waiting! I feel that radio has been a little late to the show at times! It's time that our industry starts to take a forward thinking approach. Radio has continued to survive and always will...but we must stop reacting to what others are doing, and start thinking about what we can do next! We need to stop waiting until the competition does something and then trying to do the same but better. Let's get the brains together and develop the next best thing! Of course that is easier said than done!

5) How do you prep yourself for your radio shift?

I am always prepping. My life will always be part of my show. My wife/kids/parents/sibling all know that the things they do could easily be tomorrow's topic!

6) Your thoughts on Syndication and Voice-Tracking?

I think both have a place in our business. Syndication can provide a station with quality programming when the funds are not there to develop your own. Don't get me wrong...my first choice would be to develop great talent that will deliver what you need. But I am trying to be realistic knowing that it doesn't always work that way. Voice-tracking is another way to use the talent available to better a station. I wish both were just a means of bridging the gap between nothing and a good local talent. But we all know that once you give it away, it's extremely difficult to get it back.

7) What can we be doing with our station web sites to better our stations as a whole?

You have really got to know your market and what your audience needs or wants from your station. We have been known as a news leader in our market for quite some time and we are using our website as a news portal. Local news and local sports are priority #1. It is extremely important that you offer something more online than just the same content that is available on the air. Video, and photo exclusive audio are key components. Give then a reason to come back again tomorrow.

8) Please describe the best promotion you've ever been part of?

We put on our first concert this summer! It involved eight months of planning and it was a huge hit! We brought in Nashville Star's Shawn Mayer and a really great duo out of Nashville called Brasher/Bogue. The process was trying at times but I can't wait for our second year. I'm hoping to continue to grow the show and bring a little more notoriety for the station as well.

9) What was the most successful low budget promotion idea your station ever did?

We are in a territory that doesn't get a steady run of concerts. Whenever we do...a simple ticket giveaways and a limo ride to the show is a major hit!

10) What advice would you give people new to the business?

Never be afraid of failure. Some of the best bits or ideas I have come up with were a shot in the dark. Take the time to learn as much as possible. Most of what I do or have done...I took the time to ask a question and learn! Success is much greater when you have created it yourself!

1) Who do you consider your radio mentors?

Early in my career I was lucky enough to work Lee Gillette. Lee had spent many years in major markets like Boston and Miami. We worked together for a short period of time before his death in 2001. His knowledge and experience have played a major role in my career.

2) Who is your best friend in the business?

Jeff Winfield, Director of Programming for NRG Media. I used to work for Jeff for a couple of years and even though things have changed since then,I feel he is a guy I can call on for some advice from time to time.

3) Tell us what music we would find on your MP3 player right now and what is it you enjoy about that particular selection?

I have to be honest...my MP3 is empty. I actually prefer to stream radio stations on a regular basis. Z100 in New York has been dominating my listening lately. Elvis Duran's show is fantastic... I would love to be part of something on that level someday!

4) Most of us have known or even worked for a "colorful" owner/GM/air talent. Care to share a story? (The names can be changed to protect the innocent).

Early on I worked for an owner who felt that every member of the on-air staff (even the night guy) needed to wear a tie to work every day. Don't get me wrong...I am a firm believer in looking respectable while at work... but I think he was a little overboard. The same owner wanted the entire air staff to say the calls the exact same way and encouraged a lack of personality while on the air.

5) Who was your most memorable artist you've ever interviewed?

Taylor Swift. She is a person that absolutely loves what she does and every single fan!