10 Questions with ... Paul Marshall

BRIEF CAREER SYNOPSIS:

WZLX/Boston; WHDH/Boston; WHEB/Portsmouth, NH; WAAF/Boston; WMFS/Memphis; WKCW/New Orleans; WEGE/Columbus, OH; KRXQ/Sacramento; WAAF/Boston (round II) ; WBCN/Boston; KQRC/Kansas City ... and hopefully I can hold on to this gig for a bit. Would be nice!

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

Began this story producing mornings at WZLX/Boston. Learned more than I can ever regurgitate from Mike Coleman (now the Creative Director for WBZ/Boston) and Annalisa (middays KFOG-SF). Plus, surrounded by the likes of Bob & Zip (WAAF), Charles Laquidara and Mark Parenteau, Billy West, John Reilly (WBCN), Sunny Joe White (KISS 108), Dale Dorman (WRKO) and Lou Brutus (WHJY), it was tough not to be inspired.

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

Seeing Cindy Bailen (WCOZ) behind the table at a walk-a-thon. Oh, the adulation!

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

Absolutely! I've had some terrible times between jobs, but they pale in comparison to the overall adventure. If you don't love this, nobody's holding a gun to your head. When it's all said-and-done ... I have a great book in me.

4) What career path would you be following had it not been for this industry?

Funny, as often as this topic comes up when you're out of work ... I still can't see myself doing anything else. I wanted to be in a band and failed at that. I wanted to play pro football, but had no talent. So, where do the no-talent, failed musicians go? I ask you?

5) What makes your station or market unique? How does this compare to other markets or stations you have worked at?

I'm still relatively new to the building, but KDKB has been here since Rock radio's beginning. I'm very fortunate in that we have a long-standing brand. The Rock listeners of Phoenix know we're here. They root for us, and we enjoy the benefits of being the original. Everyone else exists based upon our presence. Before there was "Active Rock" "Alternative Rock" or "Classic Rock/Hits," there was KDKB. I have great reverence for the historical context in which we exist. There aren't many 40-year heritage stations left. We have a rich past and I'm looking forward to our entire staff contributing to our future.

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

I know it does to some extent, but just getting the song "first" is such an overrated facet of what we do. We can bring to those songs the elements that make the real difference. We connect the music to the audience. That's got to be the focus. Songs are static. The stories behind them make the difference.

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

Fish where the fish are. Don't be afraid to use sites that don't have your corporate backbone to bait them. Then when they come to your dot-com, make sure you give them a reason to keep coming back. On-demand is the new buzzword. If you have the means, uploading podcasts/unique content will entice repeat use.

8) How is the relationship between programmer and record label changing? For better or worse?

Interesting we use the term "relationship" when discussing this subject ... because now it is all about the relationships we've built over the years. I'm thankful to have always tried to do great business in the past. And now, it's easier to work together in an era of limited resources. Plus, I've made legitimate, lifelong friends. Those relationships may have begun as "working," but have grown in to so much more.

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

We continue to miss the big picture because we're bogged down with data analysis and looking over our shoulder. Just do good radio. Whatever that means in your environment. Stop talking about it. Do it.

10) Describe your weekly music meeting ... a) what is the process when you listen to new music? b) approximately how important by percentage is gut, research, sales, video play, and chart position when determining the status of a record?

We don't consider anything but what's right for KDKB. With our brand, we're lucky in that we have a fluid center, and enjoy the freedom to color outside specific lines. KDKB is what Phoenix rock listeners say we are. And we will continue to serve them. We have tools at our disposal. I'm appreciative of that.

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

We sound better than either right now. But let's never lose sight of those things that make us special ... and beware of their strengths.

Besides your own, what is your favorite radio format?

I love Sports/Talk because it's passionate, and yet nonsense, all rolled in to one. It is truly entertaining.

What gets you upset at work and how do you channel your anger?

The worst day I've ever had in radio will always kick the sh*t out of the best day I ever had framing houses.

What's been your biggest disappointment in radio today?

There have been times I should've held my tongue. But, in the end, what's meant to be will be.

How did you get your present job?

It started with being a good person. You never know who you encounter in life that will say the right thing about their experience with you at the opportune moment.

What do you enjoy most about music scheduling?

Painting an aural landscape. It is an art. And attention to detail makes all the difference.