10 Questions with ... James Derby

NAME:James Derby TITLE:Program Director STATION:Newsradio 750 KXL MARKET:Portland COMPANY:Rose City Radio BORN:1968 San Francisco, CA RAISED:Eugene, OR

BRIEF CAREER SYNOPSIS:

BRIEF CAREER SYNOPSIS: Starting radio at South Eugene High School on KRVM calling football and basketball games. Worked at KDUK-AM Eugene. KFXX Portland. KGON-FM Portland. KUIK-AM Hillsboro/Portland (PD). PD KXL & RNW.

1. How did you get your start in radio- why did you choose radio?

I listened to radio growing up. I remember my mom listening to NPR during breakfast hours (it would bore me to death -- but I liked the "sound" of radio). Sports was a big deal too.I remember listing to baseball play by play and would think "I want to do that some day." Once I hit high school and realized I could have a hobby for a job -- and get paid to do it -- I was sold.

2. About what are you most passionate these days?

Certainly radio. I listen to our station and other stations all day and night. I'm passionate about winning. I want KXL to always be number one -- number one in revenue. Number one in ratings.

3. Portland is one of the most competitive talk markets in the country- what do you do to make KXL stand out? What's KXL's advantage, and how do you develop and use it?

We try to be innovative. always. We're always looking to be the first to do something, and in this industry, it's not that difficult. For whatever reason, radio moves at a snail pace. PDs are scared to try new shows, new news elements/benchmarks etc. ... We're not. Many sales departments only sell traditional spots: :60s and :30s. Our AE's understand how to sell traffic reports, weather, news features, news, show benchmarks and so on.... At KXL, we're always offering our clients and listeners new and better content items to listen to and to purchase. Our biggest advantage is that we're local -- privately owned and operated. My boss (Tim McNamara, President, Rose City Radio) is right down the hall. If I need something, I ask him, and more often than not, he tells me to go ahead and make it work. Our product is local. News, 5a to 9a, all local. Lars Larson is Portland's #1 local talk show host. We're home to the Portland Trail Blazers, Oregon Ducks, and Seattle Seahawks -- all local franchises. We sell local... direct business is key.

4. And why IS Portland so receptive to talk radio? What makes Portland different?

This is a great question. I believe it's because you have an ever changing market in terms of its politics/issues. Portland is intensely liberal, but you have surrounding counties that lean conservative and then you have this really large Independent base. All three groups are very active and like to be up to speed on what their parties are doing, what the other party is doing, and key issues that affect them. You have 8 news/talk/sports stations in this market, giving listeners plenty of options.

5. If you hadn't gone into radio, what would you be doing today?

Too short (5'9") to play hoops. Too small (160 lbs) to play football. So I'd either be driving for Hendrick Motorsports (sorry, Jr., I'd be in your spot) or playing 3rd base for the Yankees (Sorry, A-Rod, you'd be out of a job). Seriously. I have no idea. so thank goodness for radio.

6. Who are your mentors, your inspirations, the people you've learned the most from?

Bob Ancheta (currently a jock for KINK's blues show) taught me so much about radio at KGON where I served as a producer for him. My former boss at KUIK, Don McCoun -- one of the truly great radio operators. My current boss Tim McNamara... smartest man I know.

7. Of what are you most proud?

My family. It was a real struggle for us to have children. Now, 2 years later, we're blessed to have a 2 year old boy, Ethan, and a 4 month old girl, Ava. They are the best thing to ever happen to me. Radio-wise, our local news product. It's simply the best in town. And Lars Larson -- he's without a doubt the hardest working guy in radio.

8. What do you do for fun?

Watch sports. Play sports. and play with the kids.

9. Fill in the blank: I can't make it through the day without____________.

...Martini Monday. So I guess the question should be "I can't make it through the week without: 'Martini Monday.'" It's the boss, me and fellow managers meeting at our favorite watering hole (undisclosed as we don't want company) every Monday evening after work.

10. What's the best advice you've ever gotten? The worst?

The best: "Act now, Ask for forgiveness later" The worst: When I was 17 a friend said "you'd look bad ass if you dyed your hair blond." I did and got beat up the next day.