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10 Questions with ... Scott Matthews
January 30, 2007
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NAME:Scott MatthewsTITLE:OM/PDMARKET:Durango, CO/Farmington, NMCOMPANY:American General MediaBORN:Denver, CO - 4/27/72RAISED:Denver, CO
Please outline your radio career so far:
KPTE/KDGO-A/Durango/Farmington, CO - 2004-present; KATW/Lewiston, ID - 2003-2004; KIMN-FM Denver 2002-2003; Jones Radio Networks - 2002-2003, and 1996-2000; KKBN/Sonora/Modesto, CA 2000-2001; KYGO Denver 1995-1997 (started in 1990)
1) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
When I got out of college I decided to do radio as a "safety job" while I got my career in music and acting going (smart, huh?). I had so much fun I decided to stay!
2) If you were just starting out in radio, knowing now, what you didn't then, would you still do it?
Absolutely. I hear a lot of people in the industry nowadays complaining about how radio isn't viable anymore, that we'll all be out of jobs in twenty years. Yet, we're still the most used medium on the face of the planet. We have a lot of work to do, but we've constantly evolved since the beginning of the medium. What's stopping us now?
3) What makes your station or market unique? How does this compare to other markets or stations you have worked at?
Record reps constantly ask me what format KPTE (The Point) plays. I end up telling them Modern AC, but in reality, we don't follow any widely recognized format. Modern AC is just the closest to what we do.
4) How do you position the station musically and why did you choose this direction?
We tend to follow a mix formula of Hot AC, AAA, and Alternative. Let's face it, most listeners don't tend to listen to John Mayer and ignore newer music like Red Jumpsuit Apparatus. My Music Director and I listen to a song, whether or not it's "in-format", and ask two major questions, "Does it sound good on the station?" and "Will our listeners like it?" Those two questions transcend format and research. Research is helpful in pointing out opportunities, but it won't tell us what we really want to know. As a result, we have a station uniquely focused on its market, and the results have been fantastic.
5) How do you stay in touch with the latest music trends?
I do actually use the usual sources... All Access, Mediabase, R&R, etc. However, I also listen to listener suggestions, and pay attention to what people are hearing outside of the station. When I'm in a restaurant, I'll pay attention to what the overhead is playing, and how patrons are reacting (annoying the hell out of my girlfriend in the process).
6) How do you feel terrestrial radio competes with the satellite radio and Internet these days?
It depends on the market. For instance, satellite radio is not able to deliver local content - listeners can't get local news, events, or even weather from a satellite channel. However, there are areas terrestrial radio isn't serving, including variety of music.
If nothing else, we're a bit more aggressive about adding new music. By the time so-called "new music" hits the charts, a lot of listeners have already heard the music and made up their mind. We have to be at the forefront of media delivery if we're going to stay competitive.
7) Where do you see the industry and yourself five years from now?
We'll still be plugging along. However, we need to continue to explore not only new avenues, but make sure we keep doing something we should have been doing all along...listening to listeners. Radio is a 2-way medium, especially with the advent of all these newer technologies. If we forget our audience, they'll forget us.
8) How do you interact with your sales staff?
I have an incredible amount of interaction with my sales staff. Being a smaller market, we have a smaller staff, and we have a fantastic team of people in place. If I don't talk with my sales staff, they won't have any idea of my vision for the stations, and likewise, I won't know what tools they need to effectively sell the stations.
9) How is the relationship between programmer and record label changing? For better or worse?
Honestly, I don't have enough contact with record labels and reps. It seems many record labels now ignore smaller market stations. I can understand the economics of the issue, but a little support from a label now and then is not a bad thing. After all, we're promoting your product. A few labels have been great about working with us, but many choose to ignore us.
10) What is the one truth that has held constant throughout your career?
There is no constant truth. As an industry, we need to be constantly moving, adapting, and super-serving our clients (both advertisers and listeners). What held true in the last market may not hold true in this market. As an individual, I need to be fluid as well.
Bonus Questions
1) What is the biggest change that you'd like to see happen in the business?
Stations keep cutting staff in order to expand the bottom line. Instead of cutting, we need to be cultivating the next generation of air talent and management. Without the talent, we won't have a lot to sell.
2) Name the artist/act (living or dead) you'd love to meet and why?
Sarah McLachlan. I've been a huge fan of her work for a long time, and she is my perfect woman. Beauty, brains, talent...and yes, she's on my freebie list. I'll be in my bunk.
3) What's the best hire you've ever made?
My current APD/Music Director, Ryan Nutter. His passion for this business is amazing, and is only paralleled by his quest for perfection.
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