10 Questions with ... Long Paul

NAME:Long Paul TITLES:AM Drive, Dir./Programming STATIONS:Sirius 19 Buzzsaw/KNAC.COM MARKET:USA/Worldwide COMPANY:Sirius/KNAC.COM BORN:6/10/62 RAISED:So Cal

BRIEF CAREER SYNOPSIS:

KCAL-FM - 85-86
KNAC-FM - 86-94
KLOS-FM - 94-97
KNAC.COM - 98-Present
KDKB-FM - 03-04
Sirius - 04-Present

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

No one who grew up in the LA rock scene during the '70-'80s wasn't influenced by Jim Ladd. The man could lay it down. Always knowledgeable, credible and on the edge.

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

Sure I would! Radio has taught me things I never would have known otherwise, such as unlawful detainer laws, bankruptcy procedures and the ins and outs of pawn brokering.

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

KNAC.COM and Sirius are both unique in that they both super serve specific genres without geographical boundaries. Some say local will win; we know that knowing who your listener is will make you a winner. We don't counter program. You like your classic rock with a touch of Metal? It's Buzzsaw. All hair all the time? Hair Nation. All out brutality? Hard Attack. You like your music heavy, current and classic with a lick of hair and 'tude? KNAC.COM.

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?

I'm exclusively new technology right now. Every time the FCC does something to make it harder for terrestrial radio, it makes it easier for me. Unfortunately, legislation has become headline driven. Radio is at the mercy of special interest groups that aren't looking to make things better but are only interested in getting more headlines. In short, entertainment of all types is screwed.

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

This is where terrestrial radio is getting it terribly wrong. They look at Internet and satellite radio, they see all the variety and all the choices and feel they must match it. In doing so they are driving their customers away. Can Sirius satisfy the rocker? You bet! They have 17 rock channels to do it. In the end maybe huge choices is what the listener wants, but on the terrestrial side if you try to match that with one radio station, you die. Here's a good example of trying to please everyone; in town here one company owns a cluster of three rock stations, taking a one day sample of the mainstream and classic rock stations they shared 45 artists! For terrestrial to survive they need to get back to lifestyle and they need to get back to serving and entertaining their target demo. Put down the spread sheets and get back in the trenches.

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

Satellite and wireless will continue to prosper as they become the new "FM." On the terrestrial side some moves have to be made or market share will continue to erode. They must learn how to entertain again. The talent pool is now a puddle and it's drying up quick. Things could get better as big conglomerates have started to divest. Individuality and genuine street awareness could be the result, thus winning back some listeners.

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

Stop looking at it as a crap catch-all and start using it to build and expand your brand. Make it interactive, build your community from within, and use it, as well as the station to drive traffic both ways.

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

Whether in management or not, I've always been able to keep an air-staff focused by having fun and ignoring building politics. People who are involved hallway chatter are insecure people who wet their beds at night.

9) What was the biggest gaffe you've made on air? (Dead air, forgot a mic was still on, etc.)

Jason Newsted had just joined Metallica and it was his coming-out party in Los Angeles, a three-night stand at Irvine Meadows. While live on the air at a backstage broadcast for KNAC, this guy who had been playing basketball nearby approached me. Dude, looked like a Marine. He was sweaty, wearing thick glasses, dressed very awkwardly, baseball cap, by all indications a shaved head. So this guy tells me he wants to be on the air. I looked at my producer who just shrugged his shoulders, I told him to go play in traffic. Yeah, it was Jason. The next day as I was arriving for night two, we walked on opposite sides of the backstage parking area leading to the venue. He shouted out to me, "I should have kicked your ass!" Maybe he should have.

10) How do you position the station musically and why did you choose this direction?

With KNAC.COM we've learned that rock fans, particularly hard rock fans are the most loyal fans in the industry. Stay true to them and don't make the mistake of thinking that because they are moving up in demo they have lost their desire to grow musically. New music, when chosen carefully is GOOD.

You're stuck on a deserted island and you only have five CDs with you. What are they?

That question is so 2001! I actually have a Stiletto 100 with me, and I get 130 channels of Sirius programming!

Please describe the best or worst promotion you've ever been part of.

I swear as God is my witness I thought turkeys could fly.

Besides your own, what format would you like to program and why?

It doesn't matter, I love programming all of it. I am currently also overseeing 11 formats in the U.S. and Canada for Amp'd Mobile. My Urban station is more listened to then a top-three-market Urban that is also carried by the service. (Shameless plug coming!) By the way, if you're thinking about building a separate Internet-only stream or an HD side channel for your station, we should talk.