10 Questions with ... Kent Phillips

BRIEF CAREER SYNOPSIS:

• 1974-1976: KZAM, Seattle, WA - Nights
• 1976-1980 KUJ, Walla Walla, WA - PD/afternoons
• 1980-1981: KJRB, Spokane, WA - Mornings/News
• 1981-1986: KMJK, Portland, OR - 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 service
• 2006-Present: K@D Group. Consult and program music for 32 radio stations

1) What Got You Interested In Radio?

A great high school teacher and radio program...dozens of people got their start at KASB school radio. High school radio stations are disappearing, which is too bad.

2) What makes your station or market unique? How does this compare to other markets or stations you have worked at?

KPLZ is unique in many ways. The station used to be the big Top-40 station here and was it one of the first to transition to the "new" HOT/AC format back in 1994. The unique thing is the airstaff has been here from the start. I've been on the morning show since 1986, and the rest of the staff (except one) has been here since 1994. Even my weekend talent have been on board since the 80's. That's pretty special.

3) Why would someone listen to your station instead of listening to music on their iPod?

I always get that question. Three easy answers:

1. Local personalities with appeal.
2. Local contests and events that are fun.
3. A mix of music you might not get with your own pics or generic Pandora computer selections. Sometimes like-genre is boring.

4) How much difference is there between your programming at night, versus programming in the day? How about weekends?

I believe I was the first HOT/AC to add John Tesh at night, but with our own music. It was a hit from the start in diary. It is even bigger in PPM. Works like a charm.

5) How do you position the station musically?

Prior to PPM, I radically changed the station. KPLZ is just an Adult Hit machine. We pay no attention to genre. I will play Katy Perry, Rob Thomas, Zac Brown Band, Nickleback, Lady Antelbellum and Michael Buble. Radio people create format distinctions, not listeners. Play the hits for your audience in your market regardless of genre. So far the experiment has worked.

6) Is Arbitron's Personal People Meter (PPM) currently available in your market, or in a neighboring market? What are your thoughts on this new ratings technology?

We were on top in our last book 6+, 12+, 18-49, 25-54 and 35-64! I guess you could say I like it!

7) How do you feel about the new royalty rate increases for Internet radio and proposed royalties for terrestrial radio?

Guess I don't get it. In the US radio goes overboard to promote and support its artists. That adds up to literally billions in free exposure and marketing. In this economy artists want more?

I might understand if radio were kicking butt? But companies are having a lot of trouble and to add on royalties now seems counterproductive for radio and artists, especially if stations leave music formats for spoken word to save royalty dollars. Makes no sense?

9) What research tools do you use to program your station?

Local Research is the golden weapon. We have used FMR local research and it gives us a strategic advantage to know what our market and audience wants. Many stations have gone to Internet or national callout. When you put it side by side with old fashion callout and perceptual the difference is substantial. Unfortunately many stations can't afford this anymore. Sad.

10) Describe your weekly music meeting ... a) what is the process when you listen to new music? b) approximately how important by percentage is gut, research, sales, video play, and chart position when determining the status of a record?

A group of 4-5 of us meet each week. To get a song added we rely on gut calls and take some risks. That is part of the creative process of music radio. To move up the chart we rely on local research, gut, listener reaction, national chart action and local sales. If it is winning on all counts then the spins will increase. Just play the hits! Genre makes NO difference. Country, AC, HOT/AC, Top 40...who cares?

1) Who do you consider your radio mentors?

Don Benson, Steve Rivers, Shannon Sweatte, and Casey Keating are among the best.

2) What career path would you be following had it not been for this industry?

I would have been an actor. I did a year on the old series "Knot's Landing." I am still an Equity and SAG member and I act in theater once a year or so.

3) What is the biggest misconception about your station?

That our station never changes or sounds old. We never advertise or promote changes. They happen every few months, subtle and slow, so we don't blow off the core.

4) Besides your own, what format would you like to program and why?

I consult or program five formats now. Country and Hot/AC are my favorites because they involve personality, contesting and music. All three need to click to win. In AC, it is pretty much about music and marketing. In Talk it is about content and personality. Country and AC rely on all three. Top 40 too, but not at the same intensity.

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

"Bras Across Lake Washington." Women donate bras...tens of thousands, which are made into a parasail and our morning producer Leonard flies them across a huge lake in the middle of Seattle. The event gets national attention and brings awareness to breast cancer and mammograms. It is followed by a walk and bras are donated to homeless women. We have raised millions, but the most rewarding part of the event are the calls we get weeks afterward from women who got a mammogram because they heard or saw the flight and their cancer was discovered early.