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10 Questions with ... Mike Peterson
August 8, 2022
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BRIEF CAREER SYNOPSIS:
A collection of call letters: KQIK/Lakeview, OR. KRKT/Albany, OR. KUPL/Portland, OR. KXL/Portland, OR. KYCW/Seattle. KYPT/ Seattle. KSKS/Fresno. WUSN/Chicago. WCFS/Chicago. KRSK/ Portland, OR. KALC and all things Denver.
1. How would you describe your first radio gig?
Constantly lost and full of mistakes, but I loved every second of it! I was 17 in the smallest of small markets with zero knowledge but instantly hooked.
2. What led you to a career in radio?
Growing up I was always curious and enamored with those cool voices coming through the speakers. The word “magic” is used by many to describe that listening experience and it fits perfectly for me.
3. You’ve been doing your thing in Denver for over 11 years now. How has the market changed since your arrival?
The most obvious is the population growth and rapid development. It’s been surreal to literally watch the construction cranes come in, and in what feels like just a few days later, stands commercial or residential high rises throughout the metro area. Now let’s convert those new Denver-ites to tune in. The next obvious is the technology–from apps, podcasts, video and social strategies, to remote work and broadcasting. We’re constantly learning and embracing.
4. How did navigating the pandemic make you a better programmer?
This answer could be long but I’ll aircheck myself and keep it short– we were forced to focus on a few things that really matter–our people and their health, better and more meaningful communication, and letting go of some old, bad radio habits like contests that don’t really drive listening or remotes that didn’t really help the revenue line. Ultimately, we cleaned up some of the clutter and our products are better because of it.
5. How does the BJ & Jamie morning show set the table for the rest of Alice’s broadcast day?
You used the words set-the-table so I’ll follow the theme–imagine going to breakfast everyday with your closest friends where the table is rarely set. You're not sure what you’ll eat or talk about, but you know you’ll laugh. Their unpredictability, honesty, and storytelling are the drivers of great fun every day.
6. The station and company have made a long term commitment to being one of the few music stations that has an afternoon duo—as Slacker & Steve have been in driving them home since 2007 there. What does The Mile High City love about them and their show these many years later?
The first part of your question set Slacker and Steve in motion–a commitment to a personality first/music second strategy. While several things need to happen to be as successful as they have, their focus and effort has always been there. Drama and Fun are at the top of their content filters each day. And they meet the audience's expectations everyday–there is always drama and fun. Part Two of their success is focused appearance strategy to reach out and touch our listeners with themed events and experiences that reflect the brand. Obviously the pandemic slowed us down and we’re now slowly ramping back up. Personality talk in PMD is tough, the talent has to be right, the content has to be on point, and we have to be top of mind. Slacker and Steve are an excellent model for afternoon success.
7. Denver is such a great sports town. How much fun is it to connect Alice’s listeners when a championship run heats up?
What a year for us! Russell Wilson joins The Broncos and The Colorado Avalanche win the Stanley Cup! The hockey playoff run reminded us all that it's ok to set aside the weight of the world and come together and celebrate a rare but wonderful moment.
8. Tis the season—have we heard the ‘Song of Summer 2022’ yet?
Just breaking–Jax “Victoria’s Secret.” A timely message and hooky as hell. She may just sneak in at the end of summer to claim the prize.
9. What was your favorite station(s) to listen to when you were a kid? Jock(s)?
Growing up in Lakeview, Oregon, a very small town in Southern Oregon I was impressed by any radio signal I could pull in. And the occasional visit to San Francisco or Portland was listening heaven. For me, it wasn’t just one person or one station, it was all of everything.
10. Who were your mentors? Who would you say has influenced your career the most?
I truly have been blessed to work with some of the best of the best and I consider this an on-going process to this day. Early on it was Glenn Nobel, Becky Brenner, Al Smith and the late, great Dave Robbins. All took leaps of faith at pivotal points, provided encouraging environments, and allowed mistakes. More recently, John Fullam is simply one of the best teachers and strategists on the planet. And now working alongside Steve Reynolds on the Audacy talent coaching projects has been eye opening. I thought I was pretty good with talent but he has walked me into a new library of knowledge I didn’t know existed. The list of names could go on but hopefully I’ve made my point–I’m fortunate.
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