10 Questions with ... Monte Montana

NAME:Monte Montana TITLE:APD/MD STATION:KNCN C-101 Rocks MARKET:Corpus Christi, TX COMPANY:Clear Channel BORN:Williamsburg, VA RAISED:Glen Burnie, MD

BRIEF CAREER SYNOPSIS:

I started radio here in Corpus Christi and have been on the air since 1995 at KWVS (Classic Rock), KFTX (Country), KOUL (Country), KRAD (Alternative), KLTG (Hot AC) and KNCN (from Mainstream Rock to Active Rock) from 2001 to present

1) What led you to a career in radio?

Audio. As a kid, I used to make up stories and record them with friends on a tape recorder, making my own sound effects.

Was there a defining moment that made you realize "this is it"?

Taking RTV classes in college.

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

Call me knucklehead, but yeah. I love most aspects of this job. Every industry has some B.S. to put up with.

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

Use it as a blog. Any phone number or web address you talk about on the air should be posted on your personal page. Stuff them with content -- relevant and entertaining. Personalize it as much as you can.

4) Who is your favorite air personality not on your staff?

One of my all-time favorites is the Greaseman! "Gobble-da-gee!"

5) 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?

I'm really diggin' Cage The Elephant. One of the tracks, #9 on the disc, is full of influences like the Rolling Stones, Bob Dylan, Velvet Underground. But it still has a contemporary feel. Other standout tracks are 1, 3 (the single) and 6. I hope they are around awhile; I'd like to hear what they do next.

6) What was the most embarrassing thing that ever happened to you at a remote?

I was new. At a bar. And a girl said she would "suck my d***" for tickets on the air. It really throw me off. I apologized and made a bigger deal out of it than I should have. I should have just blown it off. Hey, that's almost a pun.

7) Most of us have known or even worked for a "colorful" owner/GM/air talent. Care to share a story?

My first day at one station, I met the GM as he was coming in through the fire escape drunk with no shoes and needing a ride home. He gave me a 5-spot for gas because he lived 20 minutes outside of town. He's since sold the cluster and now is a millionaire.

8) In today's world of multi-tasking and wearing many hats, how do you find time to show prep and what sources do you use?

Show prep is continuous. Surprisingly, Twitter has proven to be a great source, provided you follow the right people.

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

Become genuinely interested in other people and they will be interested in you.

10) How do you interact with your sales staff?

I try to accommodate them as best I can. I bring them as many leads as I can. They have egos just like air personalities. Everyone needs appreciation ... to feel valued. If the sales team is on your side, you are going to make more money and stay employed longer.

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

I'd like to see programmers appreciated as much as sales people -- and by appreciated I mean paid better. The DJs shouldn't always have to have the crappiest cars in the station parking lot, man.

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

Classic Rap. No R&B. Just straight rap. Nothing but the all-time rap hits from the '80s, '90s and up to around 2005. Call the station "Word." Slogan: "Word. Ya heard?" Hey now, don't be bitin' my ideas, bitches -- unless I can be the voice guy. Don't know if it'd work, but I know I'd listen to it ... and I doubt I'd even be in the target demo.

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

I don't know where the industry will be tomorrow! I think local content is needed and is what should be differentiating radio from other mediums. As for me, I'd like to be making enough doing voiceovers to have a choice about whether or not I'm going to continue doing radio. I do love what I'm doing now, but it's always good to have options. I'm just sayin'.

What do you do in your spare time?

I brew my own beer and then I drink it.

Who is your best friend in the business?

Big Frank Edwards, PD at Country KRYS and News Talk KKTX. I only mention him because he has some pictures of me and I'm a little worried, so I'm trying to be really cool to him.