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10 Questions with ... Beau Phillips
August 31, 2009
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NAME:Beau PhillipsTITLE:Exec. VP Programming, Marketing & PromotionSTATIONS:I oversee all of Dial Global's products airing on 6000+ stationsMARKET:Based in New York CityCOMPANY:Dial Global, a division of Triton Radio NetworksBORN:San Francisco, Ca. in the 1950sRAISED:In San Francisco, as the music scene was exploding
Please outline your radio career so far:
I started in College radio as the GM of KCSC at Chico State University in Northern California and then moved to KFMF, a Rock station in Chico. I worked as a jock at KAZY, Denver and KYA/San Francisco. I joined KISW/Seattle in 1978 and stayed there for 14 years as PD, then GM. I took the station to #1 where it stayed through the 80s. I then left Seattle to run a cluster of stations in Indianapolis, including the launch of WRZX (which had the highest debut in the history of the market). I came to New York City as Sr. VP/Marketing for MTV Networks and I had a brief stint as VP/Programming for MJI. I started Rainmaker Media in 1999 where I developed & executed national radio campaigns/promotions for Nintendo, Amazon Sears, Ford, CBS Television, E*Trade, Unilever, and dozens of concert tour sponsors. I also created the "Commercial Free Summer" for Snapple, which won Adweek's "Promotion of the Year".
I joined Dial Global in June, 2008.
1) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
I was hitchhiking around northern California and literally stumbled onto the Chico State campus. Their campus station was looking for DJs. So I showed up and auditioned...even though I wasn't registered there. I got an airshift, withdrew from the University of Arizona...and I was on my way.
2) Who were your early influences?
I grew up listening to KSAN, KMPX and other great stations in San Francisco. They opened my senses to music and brilliant, creative radio. Now, I'm working to instill that passion throughout Dial Global's programming.
3) Who do you consider your radio mentors?
Lester Smith (of Kaye Smith Broadcasting) gave me a shot at KISW as PD, when I didn't have the resume. He gave me the reins and the confidence. John Parikhal taught me to think strategically. Lee Abrams encouraged me. Now, Mark Ramsey inspires me. And I get to work with Kirk Stirland my lifelong pal, to redefine the role of a radio network.
4) How did you get your present job?
As Dial Global was about to purchase Jones Radio Network, Kirk Stirland offered me the job. I passed because I remember when radio was fun and special. Now it's been creatively strip mined. Kirk said "What if we let you recreate that vision and revive radio's spirit?" I couldn't say no.
5) Describe a typical day in your position?
Every day is different, which keeps me interested. I'm based in New York, but we have no staff there. I oversee 25 satellite formats and programming offices that are spread across every time zone. Our formats are beamed into 1700 affiliate stations. I also work closely with our roster of syndicated shows. Our marketing efforts span all of our products. So I work with our agency, TM Studios and our sister company Triton Digital. I also manage our promotion teams in NY, LA, Denver and Seattle. Luckily I work best one notch short of a nervous breakdown.
6) How much music do you listen to each week?
I listen to music from the moment I walk into my office to the moment I leave. Not to mention in my car in both directions. It's pretty much nonstop.
7) What do you view as the most important issue facing radio today?
'Less is More' proved to be a knife in radio's heart. At that point, the emphasis was on reducing expenses and it gutted radio's creative spirit. We've to invest in visionaries who can keep radio vibrant and relevant.
8) What effect has industry consolidation had on the way you program your station?
Dial Global has "feasted" on an amazing pool of programming talent who've been "right-sized" by major radio groups. As a result, our products can now compete, and win in any size market.
9) Your thoughts on Syndication and Voice-Tracking?
Obviously I'm a believer. Radio has not developed air talent or built a bench of personalities. But we have. So, stations will need to look outside, and there's Dial Global.
10) What is the biggest change that you'd like to see happen in the business?
Return the money managers & CFOs to their proper roles. They's proven that cutting does not lead to growth. And let the creative people drive this business. Otherwise, radio has no future.
Bonus Questions
1) What career path would you be following had it not been for this industry?
I pitched for the University of Arizona baseball team and dreamed of playing for the LA Dodgers. Realistically though, I'd probably be a rodeo clown today.
2) Who is the most amazing talent you've worked with?
Bob Rivers, who is now at KZOK/Seattle. He's a great jock, but a marketing genius.
3) What's the best hire you've ever made?
I hired Andy Schuon as a weekender on KISW. He's now President of Ticketmaster.
4) Most interesting hire you've ever made?
Joe Walsh was my morning jock for awhile.
5) Please describe the best promotion you've ever been part of?
KISW's 15th anniversary party was the greatest I've ever seen. We brought together the biggest rock stars into a private club. We invited listeners and filmed it for television. It was the toughest ticket I've ever seen. KISW's ratings exploded! This was the first Star Party or Jingle Ball. Also, check out my case studies at www.rainmakermedia.com.
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