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10 Questions with ... Keith Hastings
July 5, 2022
Have an opinion? Add your comment below. This position was at the top of a very short list I’d even consider making a move for. Hubbard has long been the gold standard of destination companies in our business, and The Drive is a world class brand. The station is embedded into the fabric of one of the greatest cities in the world, right in the heart of my native Midwest. And the team here plays the game at the highest level on a big stage.
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1. What made you decide to pursue a career in radio?
There was never any choice. My parents bought me a record player and some Beatles 45s when I was two and I was hooked on the music. A few years later when I realized that there were people on the radio who would play the music I love and weave those songs into a tapestry of audio delight, I knew there was nothing else I’d ever want to do for a career. It’s been a joy to evolve professionally over a series of decades as the demands of the medium and its audience have evolved.
2. What was your first job in radio and early influences?
I was a part time jock at WKTN in my hometown of Kenton, Ohio, about 4 hours from here, at age 15. I was heavily influenced by CKLW and WJR in those years, and I’m forever grateful for Jim Roberts taking a chance on me at WDIF in Marion, Ohio, at the age of 16. I have a deep appreciation for Pop based on those years, but once I got to college in Bowling Green, Ohio and first heard WIOT in Toledo, I fell in love with rock. Personalities like Pat Still, Buck McWilliams, Chris O’Connor, the late Lee Randall, Joe Thomas, and Jane “The Roz” Rozman were simply captivating, and the music was a constant soundtrack. I dove into the rock end of the pool where I still swim proudly today.
3. You’ve had a storied career as a Rock programmer in markets like Milwaukee, Boston and Detroit, and just recently left Cox Media Group where you were the Classic Rock Format Leader as well as the CMG San Antonio cluster Director of Operations, and the PD for both Active Rock KISS and Classic Rock KTKX. What are some key programming tenets you’ve learned from your experience in these markets?
In no particular order, there are several.
It’s been my experience that when I think I’m smarter than the audience or I’m too far out in front of them, I’ll make mistakes that hurt the brand.
Personality is everything, and always has been, even if you’re playing 13 songs an hour. This is not new, but it’s more important than ever.
Talent who complains that they can’t entertain in the demands of the PPM era really need to study the work of the early personalities in Radio who became superstars while only talking over 7-10 second intros.
You can’t force hits. Only the audience can decide what’s a hit.
You only get one chance to make a first impression. I’ve been on the front lines for several station launches (KAZR Des Moines, WHQG Milwaukee, WWSK Long Island, and KTKX San Antonio come to mind), and the quality of the work you do at that time has everything to do with the staying power of those brands.
Branding is everything. KISS/San Antonio sounds nothing like it did 40 years ago, but the brand familiarity allows a cume opportunity that allows a programmer the opportunity to strike a chord with the audience. These days, you can’t begin to afford the amount of marketing that provides that opportunity.
Yes, the business has changed. Everything changes. If you’re not willing to change, grow, and evolve with it, move on. You’ll look back later and wonder why you waited so long to make a move.
PD’s are not in the Radio business. They’re in the People business. Understand that what makes great personalities great are not traits found in many people and not a business plan that is found in many industries. Hard and fast rules applied to radio brands and personalities without regard for the personality traits of the talent can ruin a brand very quickly. As a PD, if you’re not working for management that understands that… you’re going to have to find ways to work around that, and it won’t be easy.
You’re never as bad as the book says you are in any given month. You’re also never as good as the book says you are in any given month. Be aware as to whether or not your GM knows and understands that. There are a ton of factors that affect ratings. Be keenly aware of the ones you have control over. And don’t let the ones that don’t dissuade you.
4. Congratulations on your new position as the PD of WDRV. What made you pursue this new opportunity in Chicago?
Thanks, Ken! I’ve been fortunate to hold several great positions with great brands and companies in my career and things have gone well for me for a long time. So, the decision to make a change was a shock to just about everyone. I was always of the opinion that if I were to ever consider moving on from a great company like Cox and the wonderful people in it who I still consider family, the opportunity would have to check an awful lot of boxes for me to consider it. This position was at the top of a very short list I’d even consider making a move for. Hubbard has long been the gold standard of destination companies in our business, and The Drive is a world class brand. The station is embedded into the fabric of one of the greatest cities in the world, right in the heart of my native Midwest. And the team here plays the game at the highest level on a big stage. Market size isn’t everything when deciding your next move, but the allure of a market of this size and stature is of course a factor. When the job came open, there was never any question in my mind that I’d be coming here. After spending time with and getting to know Jeff England, Greg Strassel, and the staff here, the deal got done very quickly. I didn’t even take a break between jobs. I left San Antonio on a Friday and started here in Chicago that Monday morning.
5. Give us your take on the health of WDRV right now. What are its strengths and challenges as you move forward in the Programming chair?
Since its inception, Classic Rock has always been beachfront property in every market in America. It’s no different in Chicago at The Drive, and thanks to decades of amazing radio in the market’s history, the format is healthy as ever and the station is in place to continue to make an incredible mark with our audience, our advertisers, and the community it serves.
6. Who are your main Rock competitors in the market and how would you assess them in relation to The Drive?
Great brands and great programmers run their own race. Even with format overlap, Chicago’s radio brands are all unique. We need to leave behind the days of obsessing over rank. Instead, we should be more concerned about cutting through 21st century clutter and really mattering to consumers. Me worrying about another frequency playing similar music would be missing the larger concern at this point in our evolving business.
7. You’ve had a long and successful career programming Active and Classic Rock stations. What’s your take on these genres and the Rock format as a whole?
We’re probably better off looking at these formats as an integrated segment of a larger slice of the entertainment industry, instead of viewing them as stand alone. I have sons in their 20s and they can take or leave most current music. They don’t hate it, but don’t love it either. I could send them a picture of me with a current artist and they’d respond, “Yea, so?”
But stick a 40-year-old mid chart hit from Kate Bush in a popular streaming television show and look out! Different platforms, but it’s the same thing that happened with John Cafferty’s “On The Dark Side” in the 80s. More and more, a connection between platforms is key.
Steve Downes was the original morning host for The Drive when it launched in 2001. He still does voicework for us and hosts the syndicated show “The Classics.” He also just happens to do the voiceover for the “Master Chief” character in the video game “Halo”. I sent a selfie of Steve and me to my sons, and they just about lost their minds with excitement because I was hanging with Master Chief! If Active and Alternative are ever going to reach the heights they once did and nurture that “rockstar” persona that Downes represents to my sons, I think it would be best to further break down some silos between entertainment elements.
Meanwhile, Classic Rock is just as healthy as it’s ever been with multi demo and multi-generational appeal. I’ve been hearing for nearly 40 years that it’s on the way out, and all it does is get stronger with consumers. Are you listening, ad agencies? Stop focusing on Wall Street and start paying more attention to Main Street and we’ll all be better off for it.
8. One of the programming challenges of the Classic Rock format has always been how do you keep the station sounding fresh and relevant while it’s playing Rock music that’s sometimes 30 or 40 years old. Your thoughts?
Don’t get hung up on the age of the music. DO get hung up on what your target demo wants to hear.
Research will always be key—you’ve got to learn, with data directly from the audience, what titles they want. I get very concerned when I see brands and operators not doing music research. But that’s only half the battle. I get even more concerned when there’s no investment in cinematic, locally based imaging and compelling local personalities.
Our long-standing relationship with Fred Jacobs is key in our ability to skate to where the puck will be in the evolution of this format. It’s vital that listeners know that in our studios, the lights are on and somebody’s home.
And finally, it’s always about the proper balance of art and science. Know when to toe the line and know when to break the rules. Sometimes a single spin of a song that has never tested is the exact right thing to do in a given moment. But only if you know how to correctly select the song, and only if you know what the right factors are in deciding to break the rules. That’s a programmer’s secret sauce, the recipe that makes her or him a winner.
9. The Drive has an incredible lineup of air talents including Bob Stroud, who recently announced his semi-retirement and has been nominated for the Radio Hall of Fame. How is it working with this level of talent on a daily basis?
There is an amazing ensemble of talent on this airstaff, including multi decade market veterans. They all understand their sizeable roles and I’m pleased to see how well they support one another on and off the field. I can talk your ear off about how incredible each of them is.
As you mention, Bob Stroud is stepping into his next chapter. He remains with us as the host of three features that are audience favorites—the daily “10 at 10”, the daily “One 45 at 1:45”, and the weekly “Rock ‘n Roll Roots.” It’s my honor to help him strike a balance between being a rock star at the craft that he loves while not having to deal with the daily grind anymore. Bob is a Hall of Famer in my book and will hopefully be in everyone else’s with the Radio Hall of Fame ballot that’s currently being circulated. We’ve quickly developed a great working relationship, but I can tell you as great as the broadcaster Bob Stroud is, he is every bit the wonderful human being as well.
Sherman & Tingle and Jill Egan have been in morning drive for six years and it’s an absolute joy to work with this show. They continue to fulfill the promise of a destination morning show in Chicago. They are tasked with working the balance between being standard bearers for the format while creating the content that also transcends the format, and they deliver every single day.
Market and format vet Steve Seaver hosts afternoons with Janda Lane. They have an impressive and fun relationship with the local audience that is uniquely Chicago. Seaver is a Loop vet and really punches through to the audience. Janda’s experience and work with multiple platforms is impressive And with Bob Stroud moving to part time, Janda is hosting middays. We’re giving her a long look for a shot at doing that permanently, but we’re also in the process of evaluating candidates, internal and external, who’ve raised their hand to be considered.
We’ve got market vet Byrd on the staff at night, along with fill in / swing jock Tim Spencer and they’re both a joy to work with. They’ve got a lot of familiarity locally and we’re proud to have them with us.
Over my career, I’ve grown to love the coaching and mentoring aspect of this job, and it’s every bit as fun and fulfilling here at The Drive as I expected it to be.
10. Finally, what do you like to do to relax when you’re not in “radio” mode?
We’re looking forward to getting into our new home here in the next few weeks, having just sold the house in Texas, and as it happened, our oldest son has been living in the area for about a year, so I’m really looking forward to having the whole family together more often. I’m not completely unfamiliar with the metro, having lived many years up the road in Milwaukee, but now we have the opportunity to explore and enjoy hundreds of amazing things about Chicago. I think when I’m not in “radio mode”, you’re going to see me exploring a lot of new restaurants, sporting events, museums, and learning a lot of wonderful things about my new city!
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