10 Questions with ... Curtiss Johnson

1) What was your first job in radio and who were your early influences and mentors?

I interned at KPRI (AOR) in San Diego for Les Tracy and Jesse Bullet. I lived at the station until they had no choice but to hire me! I worked as a promotion's assistant, production director, then on-air on weekends, eventually doing weekday nights, all in pretty quick order. Along with Les and Jesse, Ernesto Gladden had a profound effect on my career. Ern was the perfect amalgam of old school, Bill Drake Top 40, early FM Underground Rock and Abrams Superstars AOR. The guy was a genius in a mad scientist sort of way. I learned a tremendous amount from him. His schooling was a perfect blend of the art and science, methodical mechanics and formatics, yet never being afraid to take risks and be adventurous. Ernesto taught me that great radio stations were living things with a heart and a soul.

2) You spent many years in Sacramento programming Active Rock KRXQ (98 Rock) and Classic Rock KSEG (96.9 The Eagle). What are some of your proudest moments from your long run programming those Entercom rockers?

That was 18 years of my career! I have so many great memories working with a wonderful staff that felt more like family than co-workers. I guess I'm most proud of what a long successful run that was in total. The day I left the building The Eagle was #1 6+, 18-49, 25-54 and 35+ adults and both those stations had enjoyed similar success for most of the previous decade-and-a-half.

3) After you left Sacramento that first time, you became PD for WDRV (The Drive) in Chicago. What kind of perspective did you gain from that situation that prepared you for your return to Sacramento?

Chicago is the big leagues. It's radio with the amplifier turned up to 11 in every way. Legendary talent, iconic brands with a wealth of resources, tools and brain power. And pressure. I left Chicago a much smarter person and tempered in a way that will allow me to walk into pretty much any professional situation here on out with much more confidence and a more ... ah, Zen like attitude.

4) How long ago did you return to Sacramento in your role as SVP/Programming for iHeartMedia/Sacramento and what stations and formats are you in charge of?

I came back in April of 2016. I'm now responsible for the legendary News/Talk station KFBK-A/F. The station will celebrate its 100th anniversary as a News station in 2022! Rush Limbaugh started his career here and our afternoon anchor of 25+ years, Kitty O'Neal, was his call screener! Talk 650, KSTE-A is the 20+ year home of syndicated Armstrong & Getty. Incredibly talented guys who I've long been a fan of and tried to hire multiple times when I was across the street. Our new Soft AC, KBEB. 92.5 (The Breeze), is quickly taking root in the market with Sacramento radio and TV legend, Paul Robbins in PM drive. KHYL (V101) is a Throwback Hip-Hop and R&B station and one of the most successful and enduring classic Hip-Hop stations in the country with Louie Cruz, a brilliant talent in PM drive and the PD chair. It routinely and consistently beats its contemporary Rhythmic competitors in every demo we care about! KYRV is our Classic Rocker, 93.7 The River ... we'll talk more about that later! KYRV HD2, The Bull is a New Country that we broadcast on 107.1. It's a limited market signal, but still has devoted fans and strong streaming following locally and across the country from streaming on the iHeartRadio app.

5) You have a strong history of programming Rock stations in markets like Phoenix, Chicago and of course, Sacramento. What is it like for you to work with other formats like News, Talk, AC and Country?

I've never worked harder in my entire career, but I'm energized by it and the diverse talent I get to work with. I walk into work every day and learn something new. Primarily I've learned that the tenets of what makes great radio, enthralling entertainment and compelling brands is the same regardless of the format.

6) Let's focus now on your successful Classic Rocker KYRV (93.7 The River). How long ago did you launch that station and how is it doing in the market against the two Sacramento Rock stations you used to program (98 Rock and 96.9 The Eagle)?

We launched 93.7 The River as "Classic Rock, Redefined," an '80s-centered Classic Rock in April 2017 and the station is a top-five player 18-49, 25-54 and 35+ adults in the market and usually top 3 if not outright #1 with men in those demos. We purposefully put The River in the middle of my two former stations and it has developed its own audience while re-positioning the other two. The Eagle as your grandad's Classic Rock station and 98Rock as a bit more juvenile and sophomoric. That said, this is a Rock market and all three stations continue to do pretty well, but definitely as distinct brands in listeners' minds.

7) 93.7 The River is anchored in mornings by the Dog & Joe Sho, former 98 Rock personalities. How has this morning show resonated in the market, especially up against 98 Rock's longtime morning show Rob, Anybody and Dawn?

There is a lot of great morning radio in this market. R.A.D., Armstrong and Getty, the AM show of Top 40 KUDL and the new AM news show we just launched on KFBK featuring Cristina Mendonsa and Sam Shane. Two beloved and respected Sacramento TV journalist and anchors. We've reformulated what news radio is in the morning and it's resonating ... I digress, sorry! I LOVE working with Dog & Joe! Like Sacramento's Rock stations, they are a distinctive brand. It's guy radio for guys that have found themselves having to be adults more often in this day and age. Dog and Joe can be that great escape, fun, a laugh, irreverent but with depth and heart. What has really given them a more interesting dynamic and appeal is a bit of a surprise. Dana Thompson started off as their newly minted producer, but she has quickly evolved into an important character on the show. A young millennial mother of two, Dana intelligently speaks for the younger and female side of our audience and is quick to hilariously straighten our two dudes out when needed! Dog & Joe, it really is a great show and they're doing very well!

8) Now let's talk about the music on 93.7 The River. Compared to the old school traditional Classic Rock of the past that features Classic Rock bands from the '60s and '70s (Beatles, Stones, CCR), The River also rocks lots of '80s and '90s classics as well. How is this re-booted form of Classic Rock working for you in the market and how important is it for the Classic Rock format to evolve by sounding fresh and relevant while it's playing Rock music that's sometimes 30 or 40 years old?

I've always felt it's been important for Classic Rock to evolve, but it's not always possible for many brands in the format. I was sitting in a Classic Rock listener advisory board meeting (an in-house listener focus group) across the street years ago and had a 40-something guy grouse about the fact that we we're starting to play Pearl Jam. (Music that would have been the music of his teens and 20s) I asked him about it. He said emphatically, "I love that music, but I don't come to you for that!" Many brands that have been in a format for 20 years or more in some cases can enjoy that legacy, but it can also put you into a box, a box you that can be difficult and problematic to get out of as your audience ages out of those desirable advertiser demographics. Thus, we have 93.7 The River, Classic Rock Redefined and unencumbered by audience expectation and able to create something new. We play Elton John, CCR and the Beatles on this station and Pearl Jam, Beastie Boys, Red Hot Chili Peppers and more. Even titles from the later '90s and 2000s such as Incubus, Sublime and Green Day are becoming part of the station now. We're doing this with a distinct local feel. Not only with longtime Sacramento and Northern California personalities, but my 20+ years' experience in the market has allowed me to know what songs got a lot of play and researched well in the area, but have fallen off those corporate safe lists.

9) What is the future of the Classic Rock format in the next five to 10 years?

I'm astounded, like many at how evergreen Classic Rock music has remained. I think Classic Rock the way KYRV is programmed will be quite healthy and popular for years to come. For one, many of those iconic '60s/'70 titles generate far more passion among people who weren't even born when they were released than among the people who heard them played on the radio as currents. Two, because of the younger audience appeal the format has become less artist-driven and more song-driven. The audience are less distracted by an artist's original image and in some case, baggage and more about great songs. It's allowed us to put artist and songs on the River that may not have fit perceptually together 20 years ago. For instance, Prince "When Doves Cry" tests as a power and I play it as power. I program it a bit like Adult Hits, but rocks more and is a little tighter with its coalition of sounds/genres and more emphasis of flow and feel. In other words, less trainwreck segues but still as diverse in its library.

10) Finally, with all of these programming responsibilities on your plate, what do you like to do to relax when you're not in "radio" mode?

My world revolves around my 10-year-old son, Dylan and my wife, Amy. We're in a good place in life. We have a close circle of friends from our neighborhood, his swim team and school as well as the friends (close and acquaintance) we've cultivated here over the last 20+ years. We enjoy our NorCal lifestyle and all that it brings. But to get away, keep this aging body in shape and to really de-stress, I jump on the mountain bike and hit the trails for several hours as often as possible ... followed by a good glass of wine ... okay, maybe two!