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10 Questions with ... Ian Blethen
August 10, 2010
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BRIEF CAREER SYNOPSIS:
- KZMG/Boise (11/02-04/04) Mornings and nights
- KQXR/Boise (04/04-Current) Quite literally every daypart.
1) What was your first job in radio?
I began this radio life as an intern/stunt boy on a Top 40 morning show. I believe it was supposed to be one of those "Morning Zoo" environments, but alas, it was more of a "Morning County Fair." Still, whether being tarred and feathered in maple syrup and drug down a busy street, or hurled off an embankment in a trashcan full of ice, I somehow "paid my dues" and worked my way up to a solo night shift.
2) If you were just starting out in radio, knowing now what you didn't then, would you still do it?
Frankly, I believe I would. Despite the low pay, radio is a fantastically fun industry to be a part of, from being involved with major promotions and festivals, to just screwing around with a microphone. Although, should we create a time machine, I would probably have not dropped out of college to pursue only radio, and I definitely would have changed my major away from Communications to something worthwhile. Gotta have a backup plan.
3) How do you feel terrestrial radio competes with the satellite radio and Internet these days?
Honestly, when satellite radio first launched all those years ago, I believe that people feared a mass transit to the new technology and the wide variety of music that was now available to them. Lately, people have cut back on that expense across the board to save some cash. So, I suppose in one of its few perks, thank God for the recession.
I believe that the Internet still has the upper hand, as the latest smartphones all have apps that allow people to stream either Pandora, Slacker or whatever digital radio you need right into your hand. Musically, it can be hard to compete with. That being said, I do believe that a strong personality with a taste of locality can still be just as refreshing to the average listener. I mean, no matter what, people still want free tickets to concerts.
4) Where do you see the industry and yourself five years from now?
Truly depends. Sadly, this economy is really holding radio back. Much like the rest of the country, cost cuts across the board and layoffs are hurting the industry more that consolidation and the days of Clear Channel domination seem to have ever done. There's a dearth of fresh talent, mostly because nobody can afford to take the time to find it or even hire it. If things don't improve soon, radio will become rather stale. Personally, if things don't improve or I haven't been able to break out to a bigger market, I imagine I'll just go back to school as so many of my laid-off brethren have taken to doing.
5) What can we be doing with our station websites to better our stations as a whole?
For the most part, I don't think that radio stations have enough original content on their websites to justify making it a destination. Sure, blogs can help, but just using an outside source for your "infotainment" news and throwing up a few funny videos and pictures doesn't make you a daily destination for your listeners. Hell, that's what Fark is for.
A daily website contest with some sort of substantial prize is well worth it. If you have some sort of battle of the bands, force all the voting to online, and then just put up limits to control from people over-voting. The same can be done for nightly new music tests. And as always, adding some sort of prize never hurt to inspire people to log on. Hell, if it works on-air, it can probably work on the internet better.
6) Besides your own, what is your favorite radio format?
Talk radio. These people are some of the greatest actors known to mankind. Say what you will about Rush and Beck, but those people know how to rile up both sides of the aisle. I sometimes wish I had the ability to bullshit that well.
7) What's your take on current music? Is it as good as six months ago, better, or about the same?
I honestly believe that since we've entered a new decade, music is starting to force itself to be better. After having lived through a decade where the most influential band turned out to be Nickelback, I am starting to see younger musicians branch out in different directions. In the 2000s, Rock and Alternative were essentially synonymous. Now that a rift has reformed between the two, I can already see many bands branching further and farther out there. I truly hope it continues.
8) What is the one truth that has held constant throughout your career?
That the phrase "Thrown Under the Bus" is the most-used phrase off-air in radio. Fortunately, I work with a great group of people now, but I fail to see why some companies and their management would want to foster an environment that has people screw over their co-workers to cover their own ass. The industry is so cutthroat -- and even more so now -- that in some places everyone seems to be out only for themselves.
I'm not here to advocate the phrase "Can't We All Just Get Along," but perhaps ratings would be better if many of us didn't work in an environment where we were afraid of getting fired every time the book came out or whenever management was in a bad mood.
9) Please describe the best or worst promotion you've ever been part of?
I'm purposely misreading this question, so bear with me. The worst promotion I've ever been a part of was when I was told I'd now be part of our station's new morning show back in 2006. I know that some people would literally remove their left nut for such a gig, but what can I say? I was a young buck, if you will, and would rather be out with my night owl friends than wake up at 4a to play fart sound effects, rehash reality shows, and pretend that the psychic on-air with us is real. Sleeping four hours at a time all week isn't fun, I tells ya. While I believe that I was part of a fairly successful show as it was, when the time came that my partner left for another gig, I begged my OM for a different shift.
10) What led to your station's recent ratings increase?
Honestly, I guess just consistency. Our competition rehashed all of their music immediately after their first book (and after having been on air for only four months), so I guess people never caught on, or disliked it, and kept hanging out with us in droves.
Bonus Questions
Of all the skills you have gained through the years, is there an area you'd like to improve?
In the last year I finally got involved with Selector, and easily that would be the one area I'd like to enhance. Versatility is the spice of life, and quite frankly, the best job security in the industry, too.
What is the best advice you would give to young programmers/promotion people?
You don't need a degree in Communications to work here, so don't waste your college loans. You should still get a degree in SOMETHING. Seriously, if things don't improve, you will need a fall-back plan.
What's the best concert you've been to so far this year and why?
Alice In Chains. Five years ago you could have never convinced me that the band could reform and make a great record, even knowing that Jerry Cantrell is as talented as he is. But once I saw them, all doubt was erased. I eagerly await both their new album and the next time the come to town (or even nearby. Hell, it's worth the trip).
How do you keep tabs on the competition? When your competition attacks you on the air, how do you react?
In the past year my station finally got the first station directly competing against us since our inception. I think it's fun to watch them grow and see how they are trying to counter us at every move, instead of vice versa. To be fair, I'm sure that they make some remarks about us on the air, and god knows they've attacked us with billboards, but so far ignoring them has kept our ratings up, so for the time being I'm not the least bit worried.
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