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10 Questions with ... Valorie Knight
May 2, 2006
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NAME:Valorie KnightTITLES:Operations ManagerSTATIONS:WQLZ and WMAYMARKET:Springfield, ILCOMPANY:Midwest Family BroadcastingBORN:Kansas City, MORAISED:Kansas City, MO
1) What was your first job in radio? Early influences?
A 3,000 watt country station at Lake of the Ozarks. The owner/GM/engineer thought I had "good pipes" and gave me a shot! Biggest influence was our PD at KQRC, Doug Sorenson, who taught me everything there is to know about radio, programming and life. The biggest lesson was to treat everyone with respect, from the janitor to the morning guy to the record reps...everyone deserves respect. The positive karma from living my life this way never stops.
2) What makes your station or market unique? How does this compare to other markets or stations you have worked at?
Our company is employee-owned, meaning that a large number of owners are in our building and the difference in attitude when you have a stake in what you do, rather than answering to the strangers on wall street, motivates the employees to always do what's best for the company and the satisfaction and rewards for that are far greater when you have a personal stake.
3) How have music file sharing services, affected the way you program to your audience?
I don't break as many nails opening mail!!!
4) How do you feel terrestrial radio competes with the satellite radio and Internet these days?
Live and local radio still fills a void that satellite and internet will never provide for the listeners. Springfield was recently devastated by not one but two serious tornado disasters. Our stations were the only contact to the outside world for thousands of people huddled in their basements as we provided them with live coverage from listeners and what they were experiencing. I can't help but believe that our radio stations played a major role in keeping anyone from losing their life by giving them ample warning and coverage. That is something that satellite and internet stations could not begin to provide.
5) How is the relationship between programmer and record label changing? For better or worse?
I would say that in my case, programmers have to be proactive in order to make things happen. You can't expect the label to drop everything and hand you a promotion or a show or even product. You have to work on it and develop the relationships and be able to prove that you deserve the business support. It's not always been that way, but that is not a bad thing. It's just good business.
6) What do you view as the most important issue facing radio today?
Being compelling and as or more compelling than all the other choices for entertainment. Also developing other sources of revenue for our business other than just commercials.
7) Who is your favorite air personality not on your staff?
Johnny Dare!!!
8) What is your favorite radio station outside of the market and why?
93X in Minneapolis. Great music, imaging, jocks and the whole package.
9) Please describe the best or worst promotion you've ever been part of?
We turned what could have been the worst situation into the best when at KRBZ in KC. We had only enough budget to purchase a used station wagon. We painted it pink, gave it a tail and ears and called it the Prairie Pig and drove it all over town all summer and gave it away. It was the ugliest thing you ever saw but I'm sure people will always remember that-much more than they would a nice new car!!!
10) 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).
I once had to fire a jock who decided it would be funny to give away a prize to a listener at a major station event by asking the listener to stick a drumstick where the sun doesn't shine in front of a few hundred listeners, their families and clients. He's a great talent and now works for the same company as me!
Bonus Questions
How do you stay in touch with the latest music trends?
Always have a young, aggressive, street friendly music director that knows what's going on. And I find out a lot from my 12 and 9 year old sons too!
Besides your own, what is your favorite radio format?
I'm a closet news talk junkie. Love Art Bell and George Norie.
If you could add any one full-time position to your budget with no questions asked, what would it be?
Fulltime website development!!!
What's the best concert you've been to so far this year and why?
Disturbed at our venue, The Warehouse. Dave is an amazing star with incredible energy.
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