10 Questions with ... Leighton Peck

NAME:Leighton Peck TITLE:PD STATIONS:KSTP KS95 MARKET:Minneapolis, MN COMPANY:Hubbard Broadcasting BORN:Los Angeles RAISED:New Hope, MN

1) What was your first job in radio?

I got my first job about a month before I graduated Brown Institute broadcasting school at KNSI-AM in St Cloud Minnesota. I did overnights on the news/sports and information station. Early influences? I grew up listening to Top 40 stations here in the Twin Cities then found KS95 in the late 70's and early 80's.

2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?

I was going to a tech school and one day I just said, "This is nuts...I'm going to be a DJ!" My classmates laughed and said "Good luck with that...you'll never make it!" That may have been enough. Usually when someone says I can't do something, it just motivates me to prove them wrong. I love it when people underestimate me.

3) What makes your station or market unique?

Minneapolis/St Paul is a great place to live, raise a family, and earn a decent living. It offers all of the amenities of bigger cities yet it maintains a small town feel.

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

Finding great on air talent that can relate to an audience. There are a lot of on air folks out there, but it's getting harder to find talent that can relate one to one and be genuine on the air. Far too many tend to play a role on the air and not enough can just be themselves.

5) How do you stay in touch with the latest music trends?

We are very aware of new music and put the right new stuff on the station. I really like the online music services we have available. I like to be able to listen to music across all formats that may fit us without having to wait for the record companies to release it to our format.

6) Describe your weekly music meeting ... a) what is the process when you listen to new music? b) Approximately how important by percentage is gut, research, sales, video play, and chart position when determining the status of a record?

My Music Director Jill Roen and I meet every week. We go through the songs we like, look at our research, and pick the songs we think will work. Research is a tool we use. No one does more music research than us frankly. But you also have to understand the market and your listener's expectation of the radio station. We'll play a song no one else is playing if we like it. I still believe radio is an art form. Video play or chart position really doesn't affect our decision on what to play. I want to be sure any song that goes on the station fits our own criteria.

7) How much interaction do you have with record labels?

I talk with a handful of label folks. Most understand our decision making process and appreciate our station and what it offers their artist. I'm not, and never have been one of those guys who hangs out with label people. I think it can be a conflict of interest if you are too close. They have a job to do and I can appreciate that so I try not to make it too hard for them.

8) What is the most rewarding promotion or activity your station has ever been involved with to benefit the community or a charity?

We are very active in the community, and always have been. This year we won a Crystal Award (our second one) which was really nice. We have a great group of talent that gives a lot of their time to benefit our community. Along with many bigger events we do one that is very special is our "KS95 For Kids Radio-thon." In nine years, we've raised $9.5 million dollars for kids with cancer and chronic health problems right here in the Twin Cities area.

9) Who is the most amazing talent you've worked with?

I have several, but I'll narrow it down to two: Moon & Staci from our afternoon show. I've known Moon for many years and he is truly a character. He has a great radio mind. He is always thinking, and knows he how to win. His partner, Staci Matthews, is the most genuine person I've met. What makes it even better is she knows how to bring it to the show.

10) What is the best advice you would give to young programmers/promotion people?

For PD's, find a company or General Manager that will allow you to be creative and design that station with your vision. Everyone will give input and that's great. But in the end, you will need to have a clear idea of what you want to accomplish, and a GM or owner that will give you the tools to reach your goal.

The other piece of advice I'd offer is to make a decision. Admit it when you make the wrong decision, and spread the credit around when you make the right one. Some programmers tend to make a consensus decision trying to please everyone and not make a wrong move. You're going to make mistakes...your staff will appreciate the fact that you can make a decision and you also admit it when you're wrong. It shows you're human.

1) What do you do in your spare time?

Hang out with my kids, ride my motorcycle, work on my classic car, and tinker around at my in-laws farm.

2) What's been your biggest disappointment in Radio today?

Consolidation.

3) What has been the station's biggest accomplishment?

I think proving some industry professionals wrong. A lot of owners, consultants and programmers said Hot A/C was a format that was in trouble. We proved them wrong by having our highest ratings in over nine years...breaking revenue records, and creating a team attitude on and off the air. It's a great feeling.