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10 Questions with ... Corny Koehl
September 28, 2005
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NAME:Corny KoehlPOSITION:Director of Women's ProgrammingSTATION:ABC RadioMARKET:NationalCOMPANY:ABC Radio NetworksBORN:Big Rapids, MIRAISED:Orange County, CA
BRIEF CAREER SYNOPSIS:
*Executive produce for ABC Radio Networks' Satellite Sisters.
*Executive produced for Premiere Radio Networks' The Suze Orman Show
*Executive produced for Premiere Radio Networks' The Dr. Laura Program
*Background writing, producing and directing live theatre productions in Hollywood, CA.1. How did you get into radio?
In a very roundabout way: In 1992 I wrote, produced and directed my first play. It debuted at a tiny little theatre-in-the-round in Hollywood called the Playbox. I was a big fan of Dr. Laura's when she was local on KFI, and on a whim, invited her to the production. She, along with her husband and son, showed up on the final scheduled day of the run. She loved it, touted it on her radio show and, as a result of the onslaught of eager Dr. Laura fans, the show ran on for weeks. Dr. Laura invited me to KFI to observe her in action, I worked on a few writing projects with her, and then we fell out of touch.
Flash forward about seven years; I answer a blind ad for a position that required writing skills and research abilities. It wasn't until I made it through the third round of interviews that I realized the position was to work for Dr. Laura. The rest is history. She offered me the job and I learned a wealth of radio knowledge from Dr. Laura. Above all, I learned that I LOVED producing radio. I've written and produced a number of plays since that first show at the Playbox. Live talk radio, I have learned, offers that same adrenaline high and sense of satisfaction as producing live theatre.
2. What are you passionate about?
Smart talk radio targeted to women. This is an idea that's time has come, and I am privileged to be a part of it. It thrills me to no end that our programming choices will be determined by the interests and sensibilities of an enormous, powerful, virtually untapped market. This is not niche programming. This is smart business.
3. Why is it that radio has been slow to establish talk formats geared towards women? Why did radio up to now seem timid about trying to reach women with talk radio?
I don't believe there was a conscious decision by talk programmers to target men at the exclusion of women. I think the hugely successful formula they stumbled upon in the form of Rush and Sean, particularly appealed to men. In trying to emulate that success, programmers created more of the same. It just so happens that more of the same does not attract more female listeners.
It is true that, up to now, the talk radio industry has been reluctant to break the successful mold of traditional political, opinionated talk. But with the explosion of new technologies and consumer products, programmers are left with no other choice than to pursue new audiences. Listeners are in the power seat like never before. With so many entities vying for their attention, he or she will grow to expect and ultimately demand compelling spoken word programming that is suited to his or her own preferences. No longer must they be contented with the narrow programming choices from a format that has all but saturated the talk airwaves. Women control 80% of the consumer spending in America. Who wouldn't love to tap into that?
4. And speaking of talk for women, how do you define that- in your vision, what content and elements are right for shows geared towards a female audience? And what stereotypes do you think those shows should avoid?
There are three elements that jump to mind that will differentiate talk for women from the rest of talk radio.
*First and foremost is the overall tone. In as much as politically divisive debate, and name calling has proven a talk radio magnet to men, I believe strongly that it is a deterrent to women. We may engage on the same issues, we may disagree on the same points, but we will do it in such a way that places a premium on respect.
*The second differential will be recognizing the fact that, though we may be political in nature, politics is only one facet of our very complex lives. Our programming choices will not be limited to the most controversial story of the day. We'll talk about the things that really matter and the news stories that impact us directly and personally.
*And last, but far from least, we will embrace the fact that this is an entertainment form. It is not our goal to change the hearts, minds or political persuasions of our listeners. It will be our goal to entertain, to laugh, to create dynamic and compelling radio.
I believe that there is a knee-jerk reaction, when people hear the term "women's talk," to assume that it is either lifestyle-cooking-interior-design, or it is victim-of-the-week-talk. Listen to Satellite Sisters and you'll realize that women's talk is every bit as relevant and substantive and, in my opinion, more entertaining than any other talk show on the radio dial.
5. Of what are you most proud?
My friends and family. I have a very tight knit circle of people I hold dear, and I am hugely proud to boast of that.
6. A lot has been made over recent years of the value of women in business serving as mentors for younger women entering the working world. Who have been your mentors and influences?
The import of mentoring in this creative and competitive field cannot be overstated. With a ten to one ratio of male talk programmers to female, mentoring is a critical device to diversifying talk programming.
In my radio career, I have been fortunate enough to have two mentors. David G. Hall, from my days at Premiere Radio Networks, and then my current boss and mentor at ABC Radio Networks, John McConnell. Both of these men think out of the programming box, specialize in recognizing and fostering talent, and share their wisdom and knowledge at the asking. The more I learn from them, the more I love this business and the more I feel empowered to pursue my goals.
7. If you hadn't gone into this business, what do you think you'd be doing for a living right now?
I'd be producing more of my plays, and, more than likely I'd be working the breakfast shift at Pady's in order to subsidize that lifestyle.
8. What do you do for fun?
Laugh, lots, with my friends. Play with my newly adopted yellow lab Darla.
9. Fill in the blank: I can't make it through the day without _____________.
...Diet A & W Root Beer.
10. Considering that you've worked with some of the most well-known advice-givers (Dr. Laura, Suze Orman), you've probably gotten your share of advice. what's the best advice you ever got? The worst?
Best Advice: Do unto others, as you would have others do unto you. My parents instilled this advice, and it is certainly golden...
Worst Advice: Eat a very large meal before you make the final ascent on Mount Kilimanjaro. A Tanzanian trail guide advised this, and it was very, very bad advice.
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