10 Questions with ... Paul 'Patch' Adams

NAME:Paul 'Patch' Adams TITLE:Mornings/APD/MD/Janitor STATIONS:KZZU-FM '92-9 ZZU' MARKET:Spokane, WA COMPANY:Morgan Murphy Broadcasting BORN:Frankfurt, Germany (Army Base) - 1967 RAISED:San Diego, CA

Please outline your radio career so far:

Board-op / talk show host at KCBQ-A/ San Diego
Board-op KSON-FM / San Diego
Morning Show Producer KEZE, and KZZU/Spokane, WA
APD/MD KZZU/Spokane, WA

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

I came to a point in my life where I realized my "call" was to impact the lives of others. I know that's sound so stupid, but it's true. I actually wanted to be a motivational speaker, but I had a family and didn't want to travel. I also realized, most people don't want to listen to you speak if you haven't accomplished anything yourself (and I clearly hadn't). That's when it dawned on me. Every morning I drove to work listening to people who impacted my life and everyone's life around me.

I didn't know if it would go anywhere but I fired off an email to "Little" Tommy Sablan with Jeff & Jer, and asked him how to get into radio. Believe it or not, he took the time to really coach me and help me get into the industry. For him, it probably wasn't a big deal, but for me it meant I was finally going to be able to do what I was born to do. I owe a HUGE debt to him and his support.

2) If you were just starting out in radio, knowing now, what you didn't then, would you still do it?

ABSOLUTELY! But, I'd start a little earlier this time. I probably appreciate radio so much more than most people who started in their 20's. I spent 15 years of my life chasing a paycheck as an engineer, doing a job that didn't interest me. I know what it's like to watch the clock. A good portion of my time was spent sitting at my desk searching through All Access for an entry-level radio gig that would support a family of 5. So, if that's what you're doing right now.... jump in, the water's fine!

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

With our target demo being women 18-49, I have an unwritten rule; If my wife loves a song and my two teenage daughters aren't sick of it yet, it's probably going to work well for the station. I spend more time on the AAA/Top 40/ and Mainstream Rock charts than

Hot A/C. I'm always looking on the horizon to see what's coming.

4) How are you using new music technologies to work with the music you program on your station, in production, and in your personal life?

I have a playlist on my iPod called "ZZU New Music". I love to keep about 4 or 5 potential songs on there and play them over and over while I'm driving around or running on the treadmill. Listening to a CD in the office isn't the same as listening to it while you're in your car trying to negotiate through traffic.

5) We've seen the Imaging Director position develop in the last few years. What will be the next job/position developed?

New Media. We've already seen it emerging in the industry and it will continue to grow. Radio isn't about the physical radio. It's the content we provide. How we get that content to our audience is going to change dramatically in the next few years. We need people who are experts in that end of business.

6) Who is your favorite air personality not on your staff?

Having grown up in San Diego, most of my influences come from there. Mike "Mikey" Esparza went from an alcohol addicted sex crazed maniac breaking all the rules, to a born-again Christian and let his listeners know everything about the transformation. That's pretty risky on a Active Rock format. Most people would say it wouldn't work. Rock listeners don't want to her about your religious conversion. But, Mikey was honest and transparent about the changes. He didn't pretend to be something he wasn't (a perfect little church boy). Instead he talked about the struggles and made himself very vulnerable. Consequently, his numbers have gone through the roof. That says something incredible about being "real" on the air.

7) Besides your own, what is your favorite radio format?

Probably be an FM Talk type format. Talk radio about real life issues I care about instead of the same old blah blah blah of traditional talk radio saying the same things they said yesterday.

8) Just about every market has a station flipping to "Jack," "Bob," "Max," or "MOViN' Rhythmic Hot AC. What are your thoughts on these new formats? Will they go the distance?

I think when you try to act like and compete with an iPod, but you aren't an iPod, you're going to lose. Anyone who wants to hear music that sounds like an iPod on shuffle is just going to put their iPod on shuffle. It's like taking someones iPod, putting all the music YOU think they'll love on it, gluing the controls in place and then handing it back to them. You've got to give them something the iPod can't.... local content and human interaction!

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

Our morning guys, Dave Sposito and Ken Hopkins started an amazing charity called Christmas Wish. Every year we send our elves out to families who are struggling. Sometimes just a $50 grocery card can make a huge difference in a family's holidays. It doesn't fail to bring me to tears several times each year. All the money is raised and distributed locally.

10) What is the one truth that has held constant throughout your career?

Make you're "vocation" your "vacation" and you'll never work again a day in your life. I don't know if anyone else loves what they do more than me, but I wake up every morning and I can't wait to start the day. Before radio, I was a clock-watcher who couldn't wait to get off of work and go do something "fun"... now, my work IS my fun.

1) Fill in the blank: I can't make it through the day without _________?

Knowing my family is safe and healthy. I obviously love this business, but my deepest passion is for them and their well-being.

2) What led to your station's recent ratings increase?

When someone from Arbitron called and asked if I'd be willing to keep track of my radio listening for a week. It's amazing what my family of five can do for our numbers.

3) What is the best advice you would give to young programmers?

If you're doing radio because it's a cool gig and you get lots of free stuff, get out! If you're like I was and you're sitting at your non-radio job dreaming of the day that it will happen... STOP DREAMING and do it! It's never going to be a better time to do what you were meant to do. Take a risk and jump in. Never settle for less than what you were born to do.

Also, once you're in house and working. Tell your PD what your goals are. Most of the time they'll do whatever they can to help you get there. When I was working part time at KSON, I would grab an hour of music (CD carts back then) and go into a production studio and aircheck my fake shift. I tried to make sure my APD always had a tape in his mailbox come Monday morning.

4) Your radio dream gig?

To be working Morning Drive at KFMB-FM in San Diego, under the direction of Tracy Johnson. That would be incredible! (Could someone forward this to him so he knows).