10 Questions with ... Sid Siddall

BRIEF CAREER SYNOPSIS:

My entire 17-year career has been at WIOT/TOLEDO, I started in 1993 as a part-time overnight jock, became a producer, then Imaging Director, corporate minion through Enterprise, Jacor and Clear Channel ... finally MD, APD and now PD. Watch your back Andy, I'm movin' on up!

1) What was your first job in radio?

My first job in radio was overnight fill-in jock at WIOT, I was working as a club DJ, and would leave there at 1:30a to come in to do 2-6a on the air.

Early influences?

Lyn Casye, Don Davis, Michael Young.

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

I was a professional touring musician for 15 years prior to starting in radio. So I was already used to working for a salary well below the poverty line! I had just left a band and was working as a club DJ when 'IOT's Dennis O'Brien came in and we talked several times about getting started in radio. Dennis helped me create an aircheck, and I got hired right away.

Then I found out we would all get free pizza on ratings day! Free pizza four times a year ... what's not to love?

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

Terrestrial radio needs to embrace technology, not compete with it.

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

Hopefully, right where I am at making twice as much money.

5) Describe your weekly music meeting

...I listen to everything that I get in my car on my commute. If it sounds like 'IOT, it makes it to my desk. When I have room for adds, I bounce the top contenders off my jocks. And I make the call.

Approximately how important by percentage is gut, research, sales, video play, and chart position when determining the status of a record?

Chart position and video play have nothing to do with my decision to add a song. We have watched a few #1s come and go that have never aired on our station. The national research may influence an add, but the local research is what will get it more spins.

6) How do you stay in touch with the latest music trends?

Charts, social media, television, print. "Pop culture" trends can greatly impact music trends, so you really need to have the pulse of the demo you are trying to reach. And immerse yourself in those things.

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

I would like to see the economy turn around. The economy has affected every business down the line ... and the radio industry more than most. When things get going in the right direction, everybody will benefit. Oh, that and world peace.

8) What's the best concert you've been to so far this year and why?

Definitely Kid Rock. Great showman, great band, and he really worked the crowd. It was also kind of a throwback show in the respect it was not over-glamorized. It was just straight-ahead and lots of energy.

9) What are your three favorite artists or songs of this year?

My Darkest Days, "Pornstar Dancing" ... "Crow and the Butterfly," Shinedown ... Alice In Chains, "Check My Brain."

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

Run away screaming! Become a doctor or a lawyer!

Who would be your dream guest on the show?

Jimi Hendrix ... it would be a great interview.

What is your favorite TV commercial?

Whoever handles the ad campaigns for Geico is a genius!

Favorite artist you have met?

Sammy Hagar, When I was 16 I saw Montrose open up for Black Oak Arkansas. Montrose TOTALLY blew me away! Then, some 10 years or so later, I got to meet and interview him.

In your opinion, what is the greatest song ever that never made it as a hit?

Rush, Cygnus X-1

What was the first song or full-length release you purchased?

Cosmos Factory, CCR

You're stuck on a deserted island and you only have five CDs with you. What are they?

• Captain Beyond/Captain Beyond
• Golden Earring/Moontan
• Brand X/Do They Hurt
• Average White Band/Cut the Cake
• UK/Danger Money