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10 Questions with ... Kent Phillips
November 12, 2007
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NAME:Kent PhillipsTITLE:PD/MorningsSTATIONS:KPLZMARKET:SeattleCOMPANY:Fisher BroadcastingBORN:1958 in Baltimore, MarylandRAISED:Seattle
Please outline your radio career so far:
1974-1976: KZAM, Seattle - Nights
1976-1980 KUJ, Walla Walla - PD/afternoons
1980-1981: KJRB, Spokane, WA - Mornings/News
1981-1986: KMJK, Portland - Mornings
1983-1986: Northwest News Network. GM/Morning Anchor
1986-Present: KPLZ, Seattle. Mornings/PD
1988-1991: KIRO-TV/Inside Line/CBS: Host
1994-Present: KOMO-TV/ABC. Host Northwest Afternoon Talk Show
1996-Present: Resort Radio. Co-owner small market radio stations
2000-Present: Eastlan Ratings Co-owner of the 2nd largest radio ratings service1) What makes your station or market unique? How does this compare to other markets or stations you have worked at?
Seattle is much like any other major market. KPLZ is very unique in format and approach. We do not choose music by genre, but by fit. In winter we launched a plan to revitalize the HOT/AC format by playing "Hit Hot AC". Our playlist is 40% Adult Top 40 (Matchbox 20, Daughtry, etc), 20% Country (Rascal Flatts, Big and Rich, Faith etc), 20% Pop (JT, TImbaland etc.), and 20% 80's and 90's Gold. Radio sets up the boundaries by format, listeners don't. Women 25-54 like a variety of current music and that is what we provide. The air staff has been here since the beginning of time. The morning show has been here 21 years, weekend talent have been here even longer. Amazing! We have zero turn over.
2) How do you position the station musically and why did you choose this direction?
We call the format " The Best Mix of Everything." HOT/AC stations seem to have lost their way after the "Hot" start of the format in the late 90's. We became narrow in focus with a Modern Rock sound. The format was never meant to be anything but a hit machine. In the 90's we played Hootie, Matchbox 20, Shania Twain, Faith Hill, Backstreet Boys, 'Nsync, etc. The hits! With consolidation boundaries were drawn that hurt Hot AC stations. We are breaking those apart. Winter was up 10% from the year before, spring up 20% and summer is pacing to be 20% up from the year prior as well. TSL is up two hours! Play the hits and keep the personalities and contests people love. That is Hot AC.
3) If you are wearing more hats this year than last, what area is suffering and how are you handling that?
This is an easy question to answer: Always hire people smarter than you! My morning partner and our Producer are better morning talents than me, my Promotions Director is smarter than me, our Music Director has a better feel for music than me. You get the idea! The managers of the radio stations and companies I own all are smarter at their jobs than me. The second part of the equation is to get out of their way and let them succeed.
4) How do you feel terrestrial radio competes with the satellite radio and Internet these days?
I feel Wi-MAX is the future. Radio has a short window to get its act together. The biggest weapon we have is our local appeal. We need to develop new local talent and program for the individual market. That will be our brand in the future.
5) How is the relationship between programmer and record label changing? For better or worse?
Our label relationships are great, but I really miss the locals. A decade ago we had 40 local reps based in this market, now it is just a handful. What a shame! That partnership with locals launched multiple acts. Getting excited about a new artist or song. and then seeing them explode on the national stage is THE BEST! It came from trust and a local emphasis by the labels.
6) What do you view as the most important issue facing radio today?
The most important issue facing radio is to stay relevant and not becoming just a utility. Radio must use its local emphasis to define its future. IF we don't Wi-Max, Satellite and i-Pods will win. (I own a Zune...this is Microsoft country!)
7) 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?
Funny question! Every few years a whole new group of "formats" come out. Mega, 80's, Rock-40, Modern, 70's and the list goes on. These current "Fresh," "Jack" and "MOViN'" formats are short-term fixes. With few exceptions, they do not have local personalities. I believe they will hybrid into more traditional approaches. Many JACK stations are now really Classic Hits or Classic Rock stations, 80's stations became Hot AC, as did most Moderns. Rock-40 became Rock. You get the idea.
8) What's your take on current music? Is it as good as six months ago, better, or about the same? Elaborate.
About the same as it always has been. Seems that format genres tend to do well in cycles. Country and Soft AC are coming off a great cycle along with Rhythmic. Pop, Alternative and Hot AC are in a down cycle. That is beginning to change. Lot's of good music...it just may not be in your format right now...PD's HATE that.
9) Please describe the best or worst promotion you've ever been part of?
Worst promotion was when we sent 300,000 videos to our listeners promoting the station with a big cash prize. We got a bad batch of videos and broke people's recorders. THEY WERE PISSED! We kept a video repair company in the dollars for over a year. We lost ratings, lost listeners and it cost us a fortune!
10) What is the most rewarding promotion or activity your station has ever been involved with to benefit the community or a charity?
For the morning show, our most rewarding promotion was our "Bikes For Kids." This program has given bikes to thousands of kids over the past couple of decades. For our station "Bras Across Lake Washington" is the most recognized. Listeners donate used bras for weeks leading up to a flight across Seattle by our Producer, Leonard Barokas, in a parasail made of bras. We raised close to 300,000 dollars this year for CIty of Hope to promote breast cancer awareness, 5 thousand bras were donated to the YWCA and we got national airplay for the annual event. Truly amazing
Bonus Questions
1) What approach do you take after a soft book?
Forget it. Things run in cycles, stick to your long-term plans. In 1991 KPLZ went from a 10.9 share to a 2.5 share station in one year! That may be the biggest fall in history. Five years later we were number one again 25-54 with the same morning show, Music Director and staff. Keep doing what is right whether you are up or down.
2) Describe the relationship you have with your fellow co-workers? How do you motivate your staff to do better? How do they motivate you?
They run the place...I am just along for the ride!
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