10 Questions with ... Chadd Pierce

NAME:Chadd Pierce TITLES:Creative Services Director/Air Talent STATION:KRXQ & KWOD MARKET:Sacramento COMPANY:Entercom BORN:Ft. Wayne, IN RAISED:Ft. Wayne, IN

BRIEF CAREER SYNOPSIS:

Nights, Imaging Director, Federated Media:
WBYR (98.9 The Bear)/Ft. Wayne, IN, 1999-2004

Creative Services Director, Entercom:
KSEG (96.9 The Eagle)/Sacramento, 2004-2005
KRXQ (98 Rock)/Sacramento, 2004-Present
KWOD (106.5 Everything Alternative)/Sacramento, 2005-Present

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

I was an unpaid "whatever-I-can-do guy" (wacky stunts, bit writing and producing) and was let loose on imaging prod for the night guy at WBYR. I credit the work of Ned Spindle and John Frost with inspiring me to let go and just be -- I have the ability to tell the story in new ear-catching ways. That loosening up led to a permanent Imaging Guy position for the station. That position led to a move a few years later that would change my life.

Of course, without the encouragement of my mentor, Jim Fox (my PD in Ft. Wayne and Station manager at KRXQ today), I would have never felt confident enough to play any of that weirdo crap for anyone.

2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?

I was one of those "Jerky Boys" wannabes in the mid- to late-'90s (my mid- to late-teen years). After cracking up my neighborhood buds by bugging local merchants, somebody suggested I ring into our local rock station, WBYR (The Bear). Yeah, why not?

A couple of my more practiced characters actually hit! Here I was, excitedly recording my call-ins -- STRAIGHT FROM THE RADIO -- and playing it back for people (yet not getting laid -- odd). This was Ft. Wayne, IN, and the radio station where I would soon intern, host nights, serve as Mr. Parody Song/Commercial Spoof Guy, shortly host a morning show and find my calling: Imaging Madness.

3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?

My parents were in finance when I was growing up. Finance. I'm that vague because I really don't know what they did. Something to do with close-together walls and numbers and files and computer screens and colleagues.

I knew that I didn't want any part of that, but only until radio did I think I'd actually have a window to get out. It's been a blessing, and it makes me feel like I matter. I have colleagues, I sit at my computer all day surrounded by four soundproof, close-together walls ... with ... my ... files.

Hey. Wait a minute.

Um, well, my parents NEVER HAD A TRANSMITTER!

4) How have the recent FCC regulations impacted the way you program your music and the station's dialogue on the air? What are your feelings about these recent changes?

After we were reminded of our governing Commission's power in recent years, at KRXQ we have taken MAJOR steps to tighten up as much as necessary. Obviously times have narrowed content, but I consider that a challenge to be more entertaining.

I say "challenge" because that's what professionals say when crappy crap comes up and craps all over your crap.

Basically, when you can't really do anything about something you don't like except swallow and deal, you call it a "challenge."

Use it in a sentence? "My, this violation of our constitutional rights certainly is challenging!"

Look at it this way: You can still make fun of religion.

5) How do you feel terrestrial radio competes with the satellite radio and Internet these days?

I do think, for most consumers, satellite is still in that "attractive new-fangled gadget" category, of which people tend to fall in to and out of interest quickly.

It reminds me of the time my stepdad signed up for digital cable: We had something like 200 sound-only music channels in every flavor imaginable (my favorite was the "Top 40 Tejano Salsa Retro Dancemixes" channel). BUT I got really, really bored with it really, really fast.

Of course, basic cable has a lot of boring crap too, and I pay for that. So, I guess it's all about the buyer's perception of what they'll get for the money, and how the service measures up will determine how long they'll keep paying. (Hey, if it wasn't for Jon Stewart and Cartoon Network's Adult Swim, Comcast would get the boot QUICKLIKE.)

If it's good, it'll last. Unless it's like "Freaks and Geeks." Corporate bastards.

On our side, HD Radio will eventually fall into the background as terrestrial reinvents itself as a wireless broadband medium. Many vehicles will soon have built-in PCs. Next, you'll have access to "aural" via WiFi (or WiMAX for the way-hip kids) and it's down to the best show putters-on: Yahoo!, AOL, or ... us. As it ALWAYS has been.

And we'll be able to fly using our thoughts. Behold, this is my prophecy.

6) Where do you see the industry and yourself five years from now?

Wouldn't say out of on-air, production, or overall performing.

I've recently entered the arena of station voiceover (plug: www.PierceVoice.com), but if I am not that guy, eh, whatever. What image dood doesn't wanna be that guy?

I just hope I can continue to entertain people and still make enough to live. It'd be nice to have time for my family in there too (but then again, the dog is really clingy).

7) What can we be doing with our station websites to better our stations as a whole?

I am very proud of my company for being so proactive on the "other side" of radio: off-dial presence.

98 Rock put out a "Behind the Scenes DVD" to complement our 2007 "Bod Squad" hot-chick calendar. It's pretty damned good -- especially considering it was filmed and edited by one of our in-house guys who'd never done something so big. He learned the whole process as he went!

You can order the calendar and DVD online at our website. I posted a racy :60 clip from the DVD to YouTube in late November, making sure our logo and website addy were displayed. So far, nearly 10,000 views and counting -- not sure how it's transitioned to sales.

BUT, now that they're potentially coming in droves, what will they see? Well, we've got a great couple of guys that take care of our site, and plenty of vision from the Directors who have the ability to explain exactly how they want it all to come together.

Seeking the new ways to manipulate the system and dial into the delivery systems people are using has to be part of the job. It takes time and focus, it takes creativity and education, but a station is doomed without a solid web presence.

8) What do you view as the most important issue facing radio today?

It would be nice to see the industry's people continue to stay focused. We deliver audio entertainment to large audiences. Just keep your eye on that ball, keep updating your definition of "entertainment," and you'll be OK. (Note: That could be total B.S.)

As important as the networking, fast-talking, and corporationality (I make stuff up) can seem, they'll never beat the importance of doing a good job. I am not perfect (what?!), but I try not to get distracted by the game inside The Game. I let the suits above me worry about that. It may sound ignorant and may leave me on the beach somewhere, but, well, damn.

9) What format does not exist that should? Would it work?

Block programming is about as close as we come to regular, extended appointment-based listening other than talk-based morning shows. I sure wish we could get some cool "new-millennium" radio theater going on somehow. I really like what Q101 has done with the concept of a "Daily Show" for the radio during the Morning Fix.

I want a whole station made out of parodies, vignettes, long-form sketches, serials and stuff. But I'm kind of a geek. I have to wonder though: How come we have to always be so "reality" all the time?

10) What is the most rewarding promotion or activity your station has ever been involved with to benefit the community or a charity?

Every year Entercom/Sacramento -- all 6 stations -- join together and each broadcast their own version of a fundraiser we call "Radiothon." It is all in effort to raise money and awareness for and about the U.C. Davis Children's Hospital here in town. It's a wonderful cause, of course. The interaction we get with our listeners, patients and hospital staff is really heartwarming. Some real tear-jerker moments. Plus it buys us slack to be naughty the rest of the year.

1) What is the best advice you would give to young programmers/promotion people?

Loosen up and know what your boss wants out of you. Give that and then some. Don't be an ego. Stake your claim at the right times, when you're not gonna come off as "showboating." Tell your significant other what they're getting into with you and your job. It's demanding and last-minute lots of the time. It takes patience on everyone's part.

2) 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.)

Our overnight guy back in Ft. Wayne was running late because he -- unbeknownst to the night guy, me -- was pulled over for speeding. I was doing a break about him and his late ass, badmouthing his ugly station wagon and bad facial hair just when the cop was at his window writing the ticket. This dude turns up the radio and says, "See! I told you so! I'm late for work!" A fan of the station, the cop let him go.

3) Favorite artist you have met?

Absolutely, Audioslave.

4) What's the best concert you've been to so far this year, and why?

Well, seeing as how we're only in the baby hours of '07, I'm gonna answer with one from last year: Muse, U.C. Davis. Smaller-sized venue, MASSIVE show. Holy crap!

5) What career path would you be following had it not been for this industry?

Pizza artist.