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10 Questions with ... Sarah Johnson
March 3, 2020
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BRIEF CAREER SYNOPSIS:
I didn't realize I am about to celebrate 10 years in radio this coming June! I began with New Northwest Broadcasters after a few years in sales. I survived our company switch to Radio Yakima and also began my on-air career. After five successful years with my morning co-host we flipped again to Stephens Media Group as I was being offered a gig with the across the street competitor Townsquare Media and I took it. I will celebrate my second year with 107.3 KFFM, 98.3 The Key in April of this year.
1. How would you describe your first radio gig
It was wild. After I told the higher ups I was interested in being on-air they politely declined and I politely resigned to start a new adventure. Within a month, the person they had hired was gone and they were interested in me trying it out. What that meant was months of me coming in and pretending to do a show to see if our timing worked well. With no feedback and after selling my car to pay rent I told them I needed to be hired back or I needed to move on and within a week I was hired part-time. I worked like a full-time employee until I finally was hired as such and haven't looked back since.
2. What led you to a career in radio?
I have always loved music and even used to talk to myself a lot, like a host surveying different situations so I believe I've always been moving towards this. Straight out of high school in 2000 I almost took a radio course, but instead chose a career path that led me to working on cruise ships traveling the world and hosting game nights, putting together the monthly award ceremonies and booking tours. Basically doing what I do now on the air. Once I got off and came back home to Yakima, I was a bit wild so my first gig didn't work out so well. That's when my now husband suggested I give radio a shot. I applied at both local stations, only one called me back but I laugh because now I have worked for both :)
3. What's your favorite part of the job?
I LOVE the music and interaction with the listeners. Singing at the top of my lungs in between breaks is one of my favorite things to do of all time. Radio can be so up and down but in those moments when you're thinking, "why am I still doing this?" someone will call in or I'll share a special moment with someone that reminds me of exactly why I still love this. Just when I need it, a listener will remind me how important what we do every time we turn the mic on is. Most of the time it's quiet, but there are so many people out there listening and when you can change someone’s mood or make them laugh out loud to the point they need to contact you and let you know, it's just the best. There's no office job or any other job out there I can think of that gives me that kind of rush and feedback. I love it.
4. During your afternoon show listeners are transitioning from the end of the work/school day to the car to home. How do you make sure that 107.3 KFFM is that all around companion?
Live and local is a major key to building that relationship. I try to be mindful of the time so I'll make sure to give certain types of tickets away during certain hours. I created the after school special that plays around 3:30 p a few times a month where we break down issues that kids and parents are dealing with. I have an expert on and we hit you with tips on-air with full interviews on our website. I know the parents are picking up the kids and that school bus drivers have us on--they have told me that. We have a fantastic internal app we use, listeners sign up to receive texts and they can message me while I'm on the air. It's been super fun training them and building a following because now they can message me if they can't use the phone, send me a photo or even a video of breaking news so they feel included. I've created some staples now like Sassy Sarah's Happy Hour that's sponsored so I try to find a daily story, trivia or random fact about an artist that makes me laugh out loud. That's my gage to know if it's on-air worthy or not. Using social media, live videos and the app for unexpected giveaways lets people know that if you don't tune in, you for sure are going to miss something. Also every week I have a psychic that comes in for about an hour on Wednesdays. It's the perfect mid-week segment and I've had people stop me on the street to let me know how much they love it. It has become appointment listening!
5. "Local local local" has always been radio's mantra. How do you keep your station visible and involved in the community"
I drive the station vehicle as much as I can for exposure. We try to put ourselves in all the local parades and show up to events that help spread that local non-profit love. I run a free Facebook group called Get It Right! Get It Tight! That's full of healthy recipes, tips and motivation. It has over 300 participants and each week I also write up a Monday Mantra and Tuesdays Tales from the Scale. I am very open with my listeners about my weight struggles and after successfully losing 60 pounds I try to keep others motivated too. I work with our local Yakima Humane Society and am also very active in our local Children's Miracle Network. In the next few weeks I will be hosting Mr. Davis (the High School I graduated from) and then Mr. Ike (the other main high school in town) a fundraiser for Children's Miracle Network. Coming up I am going to do my first mukbang video with a local restaurant and also coming up I will be hosting the second annual Food Truck Wars. The hosting gigs have really been rolling in lately and that's an awesome way to be out and about.
6. Which social media platforms are you finding best to engage with your listeners these days?
I honestly enjoy using Facebook and Instagram the most and even though I don't have an official station TikTok I have loved figuring out how to use it to engage new listeners and that has been super fun.
7. Do you use outside prep services or come up with content on your own?
A little bit of both. I enjoy Sheet Happens and then finding trending stories on Twitter and also googling artists so I can stay as current as possible helps a lot. I search all over the place for content and if I laugh out loud I know it's a keeper. Our local and national crossposting within the company is a great source for content as well.
8. What is the truth that has held constant throughout your career?
Radio from sales to on-air is a wild business and not everyone will love you so it's important to be your unique self and keep pushing no matter what the surrounding noise is. Those that aren't meant to be in your bubble will drop off if you just keep doing you and working hard. There will ALWAYS be drama but honestly, what other kind of job lets you create like this? I can't think of one so it would make sense that the personalities from top to bottom are all special
9. What was your favorite station when you were a kid? Jock?
I grew up listening to that station I am currently on, 107.3 KFFM so it's truly a trip to be working with jocks I love like Rik Michaels and John Riggs. I remember calling in and ripping the DJ one summer back in the day because I was sick of hearing the same songs playing back to back. I also LOVED Casey Kasem's show--his smooth delivery was something else.
10. Who were your mentors?
When I was in sales I would write my own copy and also voice the commercials. The production manager at the time, Bob Reece, used to let me sit in while he produced spots. I loved watching him work his magic and turn something that was just ok into art. His editing skills were incredible and though he was super grumpy we always got along. I learned SO much from him. His passion for production certainly stuck with me. Blaze on HOT 99.7 for taking me under his wing and showing me the ropes and also Carey J was a big influence as well in the beginning of my radio career. There aren't that many female DJ's that run morning shows and she was one of my favorites. I could pick her brain and she would share her pearls of wisdom back then and still today. Now it's Curt Cartier, a voice like butter and the sentences he strings together are so incredible. I have worked to knock him from the top slot and it happened this past book. I try to be mindful of good content each time I crack the mic, like how would Curt do it.
Bonus Questions
If someone were to come to Yakima for the first time, what would you make sure that they saw?
We are a hop and wine community so if drinks and appetizers are your thing, you've GOT to try our local breweries and wineries in the area. World class for real and we even have a hopper that will take you around to all of them so you don't have to worry about drinking and driving.
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