10 Questions with ... Scott Ellis

BRIEF CAREER SYNOPSIS:

While I am new to KOSP (92.9 The Beat) but not new to the building. I’ve been in house programming Active Rock/KQRA since Feb. 2020. I returned to the market after a stint in St. Louis as PD of Entercom’s former Top 40 (KNOU, Now 96.3). Springfield has been a radio home though as I spent more than a decade at Scripps (now SummitMedia) Top 40 rival KSPW (Power 96.5) in several roles, including PD. My radio roots take me back to Poplar Bluff, Missouri (KWOC, KKLR, KJEZ) where I got my start as a board op for St. Louis Cardinals baseball broadcasts.

1. Congrats on the return to the pop side of the hallway? What excites you most about getting back into the Top 40 world?

The fast-paced nature of CHR has always been what excites me. Pop isn’t just one genre, it can be all of them. It’s supposed to represent the best of all music that’s out there. In a time where we are divided about so many topics, I can’t think of anything more positive than bringing listeners of all backgrounds together in such a vibrant and growing genre.

2. Programming more than one station is the rule more than the exception these days, do you have a “time management” plan in your back pocket?

I wish I had the magic answer. Every day is different, you have to prioritize your projects daily. Early in my career I learned that station leadership is all about prioritization. One of my first tasks will be to identify the short-term and long-term goals for the brand and then divide my time accordingly to make sure we can deliver them.

3. What have you learned about programming during the pandemic that you’ll carry with you moving forward?

The biggest thing I’ve learned from the pandemic is that content may be king, but more-so than ever before audiences want to access it wherever it is most convenient for them. While our on-air signal is still a powerhouse, we have to find a way to make the brand just as accessible online, in their morning social media feed, and on their favorite smart speaker.

4. “Local local local” has always been radio’s mantra. How do you keep your stations visible and involved in the community, especially in these crazy times?

Simple. It’s our competitive advantage. We are ready to double down on local now more than ever. Listeners are sick of someone a thousand miles away telling them their news headlines, the music they should be listening to, or even what’s happening with coronavirus. Our local advantage allows us to tell the stories of our neighbors opening new businesses, the inside jokes about that pothole on the busiest freeway, and the vital information to navigate the on-going pandemic. As you said though, local isn’t new to radio. I think the secret sauce is taking that on-air advantage and integrating it across everywhere you find the brand: on-air, online, in the social feed, with the street team, wherever we are.

5. What social media platforms are working best for you in 2021?

In the world of the infinite scroll, Instagram works the best for us. Allowing us to interact with our listeners with pictures/stories and drive pageviews to website with the link in bio.

6. How would you describe your first radio gig?

A great starting point. I learned so much about work ethic and accountability. Giving me the strong foundation I needed to build my career.

7. What led you to a career in radio?

It is something I stumbled into but fell in love with. It started as part-time job to get through college that turned into a real passion. I feel lucky that I get to do what I love every day.

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

While we are in a talent-based industry, it’s often the things that take zero talent that will make you the best on-air personality. Qualities like work ethic, showing up with energy and passion, empathizing with the audience you are talking to and being open to continuous coaching can make or break not only an individual but the entire team.

9. What was your favorite station to listen to when you were a kid? Jock(s)?

KPNT/105.7 the Point in St. Louis. The Point is still one of my favorite stations to this day. I remember listening to Rizzuto loving his attitude and personality.

10. Who were your mentors? Who would you say has influenced your career the most?

Valorie Knight, she’s understands programming for the needs of the community and really sent me down my path to becoming a Program Director. I credit her for taking a chance on a young music director who was passionate about carrying the torch of high-quality local radio.

A giant in the industry that we lost too soon, Mark Grantin (former KTTS PD). He was such a great example of smart, forward-thinking programming leadership. He was always thinking about brand integrity and how each decision will affect the listening audience. He got that radio was a team sport and made sure you understood your impact to the brand whether you were the star morning show or the weekend promotions guy. When I have a difficult decision to make, I often ask myself what would Mark do?

When things are back to “normal,” which 3 artists (budget and access are of no concern) would The Beat line up for a listener appreciation concert?

The “Just play the hits Fest” would be:
Billie Eilish
Justin Bieber
Post Malone