10 Questions with ... Steve King

BRIEF CAREER SYNOPSIS:

• 3/2008-present 93.3 KDKB/Phoenix, AZ (PD/MD/AMD)
• 3/2004-3/2008 Clear Channel/Bakersfield, CA and Lancaster, CA (OM/PD/DJ)

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

Many years into radio, I had the chance to return to Tallahassee, FL after working in Montgomery, AL, as Dir./Programming and PD/DJ. I was in a good place, the company was good to me, but I had a chance to program a radio station that I looked at as an example for the industry at the time. Rick Schmidt had put WXSR on the map and I was lucky enough to be asked to take it over after Scott Petibone moved up. To this day, X101.5 is still one of my favorite and most defining moments, as the staff was on top of its game. I was able to program multiple stations in the group and I still love Tallahassee as a town.

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

Yes, but I would have better prepared myself with a degree in Finance, not Communications. The plan now it is to work on an MBA.

3) How have music file sharing services, affected the way you program to your audience?

The honest truth is, file sharing has killed the chance for stations to hold any credibility in stating that they are "first with the new music." You can't beat the Internet to new music. This has been the case for many years -- and especially today. You have to be careful with music adds to start with. The key is find a way to position that the Internet made it a hit worth playing.

Granted, my current station plays very few currents, but I still hear current-based stations saying that they are first with the new music and I just think to myself that it doesn't mean a hill-of-beans anymore ... when you aren't beating the internet. Every time you say that you are first with a song, there is always someone saying, "No, you weren't. I downloaded that a while ago."

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

Become the local social hub ... not a social media clone. Most radio station websites are nothing more than advertisements for themselves. There is a reason why Yahoo, Google, YouTube, Facebook, et al are top websites. They are selling you on the benefits of their site by being new and fresh, not constantly advertising themselves to you. They become part of the culture of their customers, which we need to do, too. Being a Facebook, Yahoo, Google, YouTube clone isn't the answer. The answer is a question: What do radio users want from a website?

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

Staying relevant with the audience and growing new listeners. We have done an extremely poor job keeping the people who like us happy. Our industry has allowed the agencies to pigeonhole formats that target 18-34s as targeting "kids." Since when has listeners in their late 20s and early 30s thought of themselves as kids?

On top of that, where are the formats that specifically target 12-24 year-olds? There could be a gold mine for the person who figures out how to monetize this category. We, as an industry need to think of the long-term ramifications of ignoring that demo.

6) What's your take on current music? Is it as good as six months ago, better, or about the same?

It depends on the format. From what I can hear, for the first time in the better part of a decade, Mainstream formats actually have their own music. Top 40 is the best example; they don't have to grab from other formats. Other formats are taking from them. Lady Gaga, Katie Perry, Ke$sha, Owl City, Black Eyed Peas, etc are all multi-format artists, being lead by Mainstream Top 40. It is very refreshing to hear.

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

As a PD, the most embarrassing thing that happened ... actually happened twice. I had a jock who had "deuced" in his pants and didn't know it ... until the Sales Manager at the car lot pointed it out to me, when I was there checking out the setup. When I saw what the jock had done, I suggested the DJ record the rest of his breaks and go home, thinking he may have been sick --even though the DJ vehemently denied the obvious, smell and visual incident.

I addressed the situation again at the station the next day and the DJ swore up and down that he wasn't sick and that nothing happened, so we left it alone. A month later, the DJ was assigned to this remote location again, because he was the only DJ at the station ... and yes, IT happened again. ...We didn't do any more remotes at that car lot again.

8) Of all the skills you have gained through the years, is there an area you'd like to improve?

I need to improve on separation from work ... when I go home. I am learning how to allow the phone to go to voicemail when I am having dinner with my family and calling people back after we eat.

9) Over the years, we've had the "British Invasion," "Disco," "New Wave," "Rap & Hip Hop," "Boy Bands," and many other genres and sub-genres of music take off. What do you think is the next emerging music trend?

I was watching "Demolition Man" the other day and the only thing I kept thinking while watching it was that someone will actually try to put on a "commercials only" radio station. Whether the masses will embrace it in the same manner, who knows ... but if I am correct, Taco Bell IS winning the franchise wars, right?

10) 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?

You just have to make the time. Even before I did mornings, I would take my music log home and work on it in shifts -- after I work out, after dinner and after my son goes to bed and again while I am eating breakfast before work. My fiancé even helps in the prep work. She knows what areas I need help. The truth is, prep can never end. Search the Internet, watch TV, watch the news, check the stats on sports, talk to people, read a book, keep your eyes open for the unexpected, etc.

Basically, if you aren't the person everyone wants on their Trivial Pursuit team or aren't the one everyone calls for random trivia answers, then you need to learn to be that person ... be knowledgeable about A LOT of things -- even things you don't care about.

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?

Lady Gaga, Lifehouse, Chickenfoot, Shinedown, Nickelback, Billy Currington, Weezer

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

Work smart ... remember what is important and keep your career and life in balance.

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

Know your clients. You have multiple masters -- listeners AND advertisers. You can't have one without the other.

What's been your biggest disappointment in radio today?

There are too many people in radio touting the end of radio. In my humble opinion, if it is so bad and you think it is dying, get the hell out of the business and make room for someone who wants to make a change to better the future of radio.

What do you do with a song you don't like?

If your research supports it, play it like any other song.