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10 Questions with ... Bob Agnew
November 20, 2007
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NAME:Bob AgnewTITLE:Program DirectorMARKET:San FranciscoCOMPANY: Clear ChannelBORN:Alameda, CARAISED:Alameda, CA
BRIEF CAREER SYNOPSIS:
Scholarship to Chaminade College of Honolulu
BA Mass Communications Cal State University, Hayward
KCBS Radio, San Francisco 1974-1984 Assistant Program Director
WCAU, Philadelphia 1984-1988 News Director
FBN Financial Broadcasting Network, Los Angeles 1988 General Manager
KNBR San Francisco 1989-2005 Operations Manager, Program Director
KKGN/KNEW 2005-Present Program Director1. What attracted you to work in radio? Why radio? And how did you get your start?
In high school at a Career Day, met a DJ from San Francisco... he had it going on: cars, clothes, and class. I got hooked.. I got my start as an intern at KCBS in 1974 -- learned all phases of radio from sales to news. Stayed there for 10 years at one of the country's premier news stations.
2. About what are you most passionate these days?
I want our stations to have an impact in the community... do something unique, compelling and impactful. We need to get out of the "radio rut" take more chances. I love to motivate bright young people and tap into their energy and passion.
3. As someone who's programmed conservative, liberal, and talk stations, in your mind, what makes a good talk station? What are the key elements?
It is about talent.. always has been. Talent that grabs listeners through the radio and generate response and reaction. You must provide the talent with resources and support behind the scenes, i.e.: a solid producer, creative production and a compelling website.
The talent must do their homework: the audience can tell if you are mailing it in... talent must have passion and energy every show.
4. Over the years at KNBR and now at your current stations, you've worked with a lot of talent and you've been known as someone who can find and develop strong talk personalities. Where, especially with fewer small-market stations using local hosts, do you find talent these days? Where are the hosts from and for the next generation hiding out?
They are harder to find but they are out there: FM stations, small markets where they get to do it all, and right out of college. Satellite radio is also a good source too.
5. You're the guy who put Rush Limbaugh on KNBR, and you have a conservative station with KNEW, but you now program the first "green" station, KKGN, with an environmental-themed local afternoon show. Is the "green" movement a fad or here to stay? And what is KKGN doing to reinforce the theme?
It is here to stay. The "green" movement is reality and not a fad. It is a billion dollar industry from eco-friendly sustainable buildings to fuel efficient cars to new forms of energy. We continue to search for talent that have the passion, knowledge and drive to engage the listeners about "green."
It is about getting the audience to "buy in" and understand how they can benefit and save money while helping to save the environment. This is not about being noble but rather being smart and looking at the bigger, longer-term picture.
We have pre-empted spots in each daypart and added "advertorial" messages about people and business that are part of the Green Movement. These "advertorials" are three minutes and reinforce to the audience our commitment to work with the listeners to improve our communities and help clean up the environment.
6. Who are your radio influences?
Too many to name... began with my first GM at KCBS, Ray Barnett, and the Sports Director, Don Klein -- they instilled passion and professionalism. Over 33 years I met many great influential talent, GMs, Sales Managers and co-workers. I feed off of other people's energy, drive and creativity. We are in a very negative and stressful period in radio right now; the challenge is to keep a Positive Mental Attitude (PMA). We are forced to be much more creative and daring. We have to take chances, fail and try again... playing it safe is not acceptable.
7. Of what are you most proud?
33 years in the business and developing great friendships.
I feel that I have had a positive influence on so many younger people who just needed direction and opportunity and feedback. I think people appreciate my directness and honesty instead of "feel good sessions." I also think my work ethic is infectious and helps to motivate people.
8. What do you do for fun?
Play with my two grandsons, Owen and Zachary...and Golf! Golf is the greatest form of relief and release from radio's stress!
9. Fill in the blank: I can't make it through the day without ___________.
...talking to my grandsons (ages 4 & 3).
10. What's the best advice you've ever gotten? The worst?
My first GM told me "to get out my comfort zone and take a chance": I left SF and went to Philly for four years. Great experience and a real character builder.
Can't think of "worst" advice... however, being made a scapegoat for someone else was the worst experience.
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