10 Questions with ... Zander

NAME:Zander TITLE:PD/Afternoons STATION:KLKX MARKET:Palmdale-Lancaster, CA (L.A. DMA) COMPANY:High Desert Broadcasting BORN:Chicago RAISED:Chicago Suburbs

BRIEF CAREER SYNOPSIS:

WLUP - Chicago 2000-2005
WXXY - Chicago 2000
WCKG - Chicago 1997-2000
WCBR - Chicago 1996-97
WYMG - Springfield 1995-96
WRCX - Chicago 1994-95
Major Networks 1993-94
WQFM - Milwaukee 1992-93

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

As corny as it may sound, as a teen just having my mom remind me that I can do whatever I put my mind to. Radio was what I always wanted to do, but it seemed out of reach.

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

WDND in Wilmington, IL. Early influence was WLS (of course!), but beyond that ... the rock wars in Chicago between WLUP and WMET back in the early '80s. It has inspired my career in Rock radio and my syndicated show, The Rockin' '80s!

3) What is the biggest change that you'd like to see happen in the business?

It is already ready happening. It's the realization that radio stations have to be more than jukeboxes. The competition for listeners from other forms of music entertainment has refocused radio programmers for the better. However, mega-corporations and job elimination make it challenging for some to do what really needs to be done in this environment. I am lucky to be working for a good local company that is not too big (and not publicly traded!).

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

Like an HD channel, a stations website is another entity or programming arm of your brand altogether. "Programming" the site to best serve your listeners (or surfers) is absolutely necessary to maximize its potential as another arm of your brand. If you only have the budget for a simple website, stay on top of it and update constantly. You wouldn't let any of your imaging get old, would you? Same mentality for a station website!

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

An in-house Creative Services Director. With six (soon to be seven) stations in the building, the production department is maxed-out with specs and spots. The agency that helps us with creative is great, but it would be the ultimate to have someone right there in the building.

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

It has been said before, but being local matters. We recently had a car-train accident in the valley that caused major traffic problems, and we could get info on it long before the L.A. traffic reporters could! Relating to our listeners in that way just exposes the satellite provider's major weakness ... the inability to immediately relate in the way we can. That will always matter most.

7) What is your favorite radio station outside of the market and why?

KROQ in Los Angeles (due to the topography of area, it cannot be heard in Palmdale). It is a slick, highly-produced, Modern Rocker with a tight music rotation (ala Top 40) and great recurrent and gold selections to compliment it. It's a complete lifestyle station with phenomenal branding and popularity. It's what all current-based Rock radio stations should aspire to sound like. After all it is ..."world-famous"!

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).

Had a GM once that would lock up the room where the AC thermostat was when he went on vacation during the summer. You can just guess what he adjusted the thermostat to before he left!

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

Our direct competition in the format is KLOS in Los Angeles. We just try to own the Antelope Valley where we work and live. We have 80,000 cars leaving our valley each day to work in L.A., so we just send them off in the morning and welcome them home at the end of the day.

10) As you look back over your career ... any regrets? Missed opportunities?

Glad I did spend a lot of my time on-air in my hometown of Chicago, but sometimes wonder if I really should have pursued programming much earlier than I did!

What was the first song or full-length release you purchased?

Peter Frampton's "I'm In You" album. There, I said it!

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

Van Halen -- I
Marvin Gaye -- What's Going On
Robin Trower -- Bridge Of Sighs
Black Crowes -- Amorica
Santana -- Caravanserai

What do you like best about working in this format?

Listeners are passionate and loyal!