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10 Questions with ... Rik Mikals
November 23, 2021
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BRIEF CAREER SYNOPSIS:
I got started in radio in 1988. My first radio station was KCLK-FM in my small town of Clarkston Washington and I soon was moving around and working stations in Idaho, Washington, and Montana.
I worked at the Research Group in Seattle in the late '90s and at KMPS-FM. My first Program Director job was in 1998 at KFFM-FM in Yakima.
I got the nod to program KBKO-FM in Bakersfield and spent a few years competing against KUZZ-FM.
My first Operations Manager came in the '00s at New Northwest Broadcasters including programming 94.9 The Wolf and 957 BOB-FM
My career came full circle in 2009 as OM of the Yakima cluster that included KFFM-FM, 94.5 KATS-FM, and 92.9 The Bull.
I spent five and half years as the Brand Leader of Townsquare Media's CHR brands and for the last four years, I've been the Brand Manager of KEYW-FM and KOLW-FM.
I host mornings on KEYW-FM and voice track several other stations including sister station KORD.
1. How would you describe your first radio gig?
I fell into radio broadcasting by accident. A kid in my art class senior year said he was going into the National Guard and asked if I wanted a part-time job at the local radio station. He worked there and I thought I’d be good at it. I called the PD and he gave me weekend overnights on KCLK AM/FM and I stunk to high heaven. It was a small town (Clarkston, WA) and there were not really a lot of mentors there to show you the ropes. I always tell people that I had two turntables, a microphone and two cart machines. We’d cut commercials by running a vinyl record on a turntable into the cart machine and that meant you had to get the read right the first time or you’d be bulk erasing and starting all over again.
2. What led you to a career in radio?
I did the weekend thing over summer break and headed out to college in Boise that fall. I did my first semester and went to the guidance counselor, his name was Fred, and I told him I really liked that “radio thing.” He looked at me and said “do you see a radio station around here?” I said no and I dropped out and I’ve been chasing the dream ever since. My biggest regret will always be that degree but I’ve been so fortunate that I’ve never stepped out of radio in 33 years. I fell in love and no matter the industry changes, I’m in for the long haul.
3. How does your morning show with Patti Banner set the table for the rest of the station’s broadcast day?
The coolest thing about Patti is she’s a radio geek and in a good way. She’s a pro and great listener as a co-host. She allows me to set the breaks and then she spikes the ball. She’s had an amazing career herself and I’m always jealous of my fellow broadcasters because I wish I was half as talented as they are. Her travels in the business are way more interesting than mine. We do a family friendly show and keep for the most part clean but with my CHR delivery it gives the show a little boost that you might not normally find on an AC type show.
4. Who would be a “dream guest” that you’d love to have plug in across from you guys in the studio?
Anyone who knows me will laugh at this blown opportunity to name a celebrity but I’m the biggest super-fan of the 80’s pop/rock Mr. Mister so if I don’t say Richard Page, the lead singer, I’d have everyone in radio who knows me and outside of radio give me crap. I’ve had the opportunity to interview and befriend him and I still act like a giddy school kid whenever I talk to him so it has to be him (sorry Patti)
5. You also host afternoons across the hall on Country sister station KORD. Have any time management secrets that you’d like to share?
It’s the show that I do last for the day. I know some talent that can do two or three shows back to back but I need the break in-between the morning show before I tackle the afternoon show. I wrap the morning show, do production, write content for the sites, and post on the socials before I jump back behind the mic. I love doing multiple formats and keeping one toe in the country format is an awesome opportunity. KORD is a big station in the Tri-Cities and I love being a part of it. I am one of those guys who LOVES new music so even after all these years, playing the hits in any format is my favorite thing to do.
6. “Local local local” has always been radio’s mantra. How do you keep your station visible and involved in the community? How’s that all going as we try and return to ‘normal?’
The pandemic changed everything, but what was great about TSM is that we stay ahead of the curve with the daily content we write. I look at the digital component as another tool in the tool box to reach our audience and our community. I serve on our local pet rescue board so that keeps me busy in the community. I think radio has evolved to the point that there are so many ways to reach the community besides free hot dogs and bumper stickers. We still do all the classic radio events and such but with the addition of digital, my stations can contribute in so many other ways besides the broadcasting side of things. It’s really a 360 degree way to look at it, we do radio, events and digital.
7. What is the most challenging part of the job these days?
I know everyone will say time but for me it’s really deciding “what’s a priority for the radio stations?” I would like to say I mix “old” and “new” to stay relevant. I think there was time when we’d overthink every segue and everything on the radio station and there’s just not enough time in the day to do that. You have to set your day by what needs to get accomplished and follow through on the most important things rather than getting bogged down in the minutiae. I’ve often told staff as an OM and a Brand Manager, you can be the most amazing person at Selector but if the boss could care less about that particular skill, you need to figure out what is needed and deliver that. It might not be a popular answer but figuring out what matters and what doesn’t matter in your market and on your radio stations is going to make it much easier to navigate the broadcasting industry these days. You need to deliver results to the folks you work for so I always ask lots of questions so that I understand what needs to get done and what can wait until tomorrow
8. What advice would you give people new to the business?
Learn as much as you can about everything. It’s not enough to be able to do one thing well these days, the deeper your knowledge, the further along you’ll get. Be a student of radio, glean as much as you can from those around you. There are people in the biz that I personally couldn’t stand but I learned that even the worst person can teach you something. Keep an open mind and really study and learn your trade. I look at every day as a day I can be better. I don’t like settling for second place. I love what we do and if that passion isn’t seen every day from me, then I shouldn’t be doing this for a living.
One of my favorite stories is that many years ago, I was working in the middle of nowhere, sputtering my wheels and blaming everyone else around me for my lack of success in radio.
I was on Dan O’Day’s website and a question was asked by some random person why they weren’t successful. O’Day responded that he hadn’t seen that person buy any of the products on the page. I thought what a jerk answer but I soon realized that I’m responsible for my own success and I have to put the time in. I was the reason I wasn’t getting ahead. I think I bought Power Phones and some other cassettes (HA!) and implemented them into my own show.
It took exactly 10 months and I started getting calls to do mornings. I never imagined myself as the morning guy but because I invested in myself and didn’t wait for someone to see my “brilliance,” I’ve managed to spend over 20 years as the morning host in multiple markets and multiple stations.
I only say this because I was the kid that when I got started that everyone said wouldn’t make it so if you love it, do whatever it takes to climb the mountain even if means leaving the safety net of your home market.
9. What was your favorite station(s) to listen to when you were a kid? Jock(s)?
I grew up in small town so the calls might not be famous but for me KMOK in my hometown was my favorite station. “The Quad Cities Music Leader” - The irony is that I’ve never worked at that station because they offered me a job for $700 a month and I was already making $800 at the AC station. I begged the PD to match at least the $800 and he said he couldn’t. I was only 18 but even then I wasn’t going to take less money. I’ll always believe she’s the one that got away. My good buddy Lee McVey now owns the station so you never know once I start winding down this career, I might go work for that $700 a month. I loved listening to KJR, KFRC, KKHR and early KIIS airchecks – so many great stations that I wished that I had worked at in their heyday!
My absolute favorite jock is ‘Broadway’ Bill Lee. Our styles are nothing alike but hearing those KFRC airchecks really inspired me. I love watching the daily Facebook videos that he does still proving why he’s one of the greats. Rick Dees and Casey Kasem are the top as well. Kid Kelly and I might be the most similar in terms of style. Keith Havens in my hometown and I remember being afraid at 15 to approach him at a remote and funny thing, years later, we got to work together. I really admire a lot of radio talent.
10. Who were your mentors? Who would you say has influenced your career the most?
That’s a huge list. I believe we are the culmination of those around us. Everyone contributes a piece. Mark Bolland from my Lewiston days was very hard on me but I learned a lot from him. Steve Clem and Roger Douglass when I worked at the Research Group in Seattle and Cheryl Salomone, one of my former General Managers who’s got the perfect poker face. Townsquare Media has some great mentors and Erik Hellum, Kurt Johnson and my current OM Paul Drake always have a lot of good advice to offer and I like that they know me and that I’m not just a number. I’ve got a seat at the table.
Bonus Questions
If you had an unlimited budget, which 3-5 acts would you pull together for a station holiday show?
Don’t worry, no Richard Page in this question. You’ve got to go with Mariah Carey, Elton John, Ed Sheeran, Adele and a reunited N*Sync to sing “Merry Christmas, Happy Holidays” – You’re not getting out of this Justin Timberlake!
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