10 Questions with ... Chita

NAME:Chita TITLE:PD STATIONS:KLPX MARKET:Tucson COMPANY:Lotus BORN:Maryland RAISED:West Virginia

1) What was your first job in radio? Early influences?

In radio, it would have been college radio. After that, I did overnites at WFGM-Fairmont, board op'ing for the religious programming, which was on reel-to-reel ....and yes, I once let it run tails out. Oops.

2) What makes your station or market unique? How does this compare to other markets or stations you have worked at?

Tucson ... so very unique. Big market with small town notions. On one had we have the U of A and on the other we have the retirement community. Imagine that traffic jam. However, it is great to have one of the fastest growing cities in the US within earshot, and it lends itself to great challenges that make us work hard to earn and keep listeners.

3) How is the relationship between programmer and record label changing? For better or worse?

I personally feel it has changed it for the worse. Label reps don't call because they can't justify it to their bosses. We don't add new music so why waste the "funds?" This trickles down to the PD, who attempts to put together a great station promotion, but doesn't have the budget to buy concert tickets or CDs. I can see it from both ends and I don't necessarily have a solution, but you asked. From a Classic Rock standpoint, when you play the hits, it is important for us to be on top of the news of such things, but ultimately very few listeners in very few markets actually want to hear something new. As soon as it's unfamiliar, they flip ...leading to more tune-out, lesser ratings and less revenue. So we keep on playing the hits. And the cycle continues.

It's unfortunate because these bands are making great music, working hard, putting on great shows, but unfortunately the biz isn't as supportive as they are for the next teen idol or Urban entertainer. I really don't know a listener, though, who doesn't wanna meet their favorite idol, or do a BBQ with a band, or see a show for free. Again, unfortunately, some of these "established" bands don't want to do such things because they are "over it." That's too bad ... really, too bad.

4) What is your station's weakest daypart and what are you doing to turn it around?

It is NOT weak, but it IS brand new. The KLPX Wake Up Call with Scott Barnett is the hardest working morning show I've been around in my time here -- in fact, in quite some time in radio. Scott is constantly looking for angles and ways to reach the listener and entertain them on the drive to work/school, etc. He is genuinely talented, funny, intelligent and knowledgeable about music. He is also a joy to work with, which, in radio morning show hosts, is hard to come by. We all have egos, but his is in more check than I've seen in a long time.

5) If you could add any one full-time position to your budget with no questions asked, what would it be?

Web and Technology. Our web designer has like eight hats and, of course, she is best at web design, but it can't be justified. She could seriously work all day on our site and it could be very interactive, but alas, the electric bill is due.

6) Tell us what music we would find on your car or home CD player (or turntable) right now and what is it you enjoy about that particular selection?

Dave Matthews, Colby Callait, Matt Nathanson. Because I like to sing along and because, as I stated above, the real art in music is in the writing.

7) What is the one truth that has held constant throughout your career?

I love my job. I believe in the art of radio and the ability to connect to a listener on a very personal level. Come on, we shower together sometimes. How much more personal can I get without being naked ... um, wait, someone is naked.

8) Most of us have known or even worked for a "colorful" owner/GM/air talent. Care to share a story? (The names can be changed to protect the innocent).

Innocent? Are there any innocent? I worked for a man who would say lines like "I got people lined up around the corner to f*%# me, but I can't even get a peck on the cheek from you." Yeah, good times ... ha ha ha

9) How do you keep tabs on the competition? When your competition attacks you on the air, how do you react?

I listen intently about once a month, just to see their angle, but we generally make our own path and they follow. It's naïve not to listen, but we are the heritage station and we make our own path ... others follow. My energies are best spent on improving our overall quality, not playing catch up listening and copying another.

10) How often do you do remotes and which work best for the station?

We are quite active and our listeners are receptive. I wish I could pound into the heads of clients that our job is to advertise what it is you are doing, not make people show up. If you want people to come back, have a reason for them to first get there, then have good service/products that ensure they will return. Clients who believe they don't need to supply anything, likely won't be around for long. We do radio, not magic.

How do you interact with your sales staff?

I apologize a lot! Sometimes we just don't see eye to eye and I've been on a de-cluttering mission for the last year. I also bribe them a lot with donuts and bagels.

How often do you air-check your own shows? Is it mandatory that you run tape everyday? Also, can you honestly critique yourself?

We all do airchecks every week, and the entire staff last airchecked me during a jock meeting. They did well and pointed out some things that I hadn't caught, so the latter part of your question is not 100%.

Who is your best friend in the business?

It's really a group of people ... they are my rock for biz questions and we have a great support type group ... the alumni and current staff of WWVU/Morgantown. My U-92 crew! Luv you, guys! Thanks for always being there. And they really are ... ALWAYS!

Besides your own, what is your favorite radio format?

AAA ... it's a place for the real art of music, the songwriting, to thrive and prosper. Although, our local station has decided to add tons of '80s ... oh boy. Didn't we live thru that?

Favorite artist you have met?

Ozzy! It was like hangin with my dad. Love that man