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10 Questions with ... Joshua Fleming, CRME
April 22, 2008
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NAME:Joshua Fleming, CRMEPOSITION:VP/Station Manager/MorningsSTATION:KRCK 97-7MARKET:Palm Springs, CAOWNER:Royce International Broadcasting
Please outline your radio career so far:
KS-103/San Diego, KNVR/Chico, KZIO/Duluth, KIXY/San Angelo, KCHX/Midland- Odessa, WHHY/Montgomery, WBSS/Atlantic City, WKZQ/Myrtle Beach, KHTS/San Diego, HITMAKERS Magazine, KTMT/Medford, KALC/Denver, Salem/Los Angeles,
KLLY/Bakersfield, KISS-FM/ Big Island of Hawaii, KRAI/Steamboat Springs,
KADD/Lake Havasu, AZ and most recently National Sales Manager of KUMU/KPOI/KQMQ/KDDB and afternoons at Top 40 KQMQ in Honolulu.1) What led you to a career in radio?
When I was 12 years old, I won a contest on 102.7 KIIS-FM in Los Angeles. I won $102.70 and a chance to meet Rick Dees, to see him do his show live at the old KIIS studio's at Sunset and Vine in the CNN Building (he had the old-time LBT 10-knob board that he still uses today at KMVN). I was fascinated by all the blinking lights, and Rick Dees is the definition of the word "performer." On the way home that morning, sitting in that famous L.A. freeway traffic, I declared to my gruff Vietnam vet father that "Radio was what I was going to do for the rest of my life" I love you ... rest in peace, Pop ... I DID IT!
2) How would you describe the radio landscape in your market?
We are truly a mini-L.A. with our own Rodeo Drive (El Paseo) and the world's best golf courses. Did you know one-third of the world's wealth passes thru the Coachella Valley every year ... and 78% of those Richie Riches drive into/around the valley? The older 25-54 money demo is the most chased-after and often over-radio'ed. We also have a large group of hard-working young, upwardly mobile 18-49 service providers, making sure all of our visitors' needs are met. Some areas of our valley are very economically challenged and face serious drug and gang issues.
Having said that, the radio landscape is very busy! We now have -- count 'em -- four stations playing some sort of Classic Hits: The Eagle, Jack, KCLB and now 99.5 The Heat. That's a lot of Lynyrd Skynyrd! I have great respect for Country BIG 106, K-Jazz, Oldies on KDES and "Music of your Life" KWXY, along with EZ103 and with that ... the old money demo is covered. Our Spanish stations have amazing cume and TSL. Then again, we are a 47% Hispanic 12+ marketplace -- and that number goes up to 61% 18-49! 18-49 is a three-way race between Hot AC Mix, Rhythmic KKUU and KRCK!
3) What makes your station unique? How would you compare it to other stations you've worked at?
Three words: "Kelly, Kelly, Kelly," or "K3" to her friends! The very lovely and talented Kelly Doughty from KIIS is our station voice, along with the ReelWorld jingle package that makes "the KRCK sound" amazing! We are a Rhythmic-leaning Top 40 that just got our Mediabase reporting status. We play hip-hop, pop and rock! The #2 reason we are unique is PRIVATE OWNERSHIP! We are owned by Ed Stoltz, (yes, former owner of KWOD/ Sacramento). He is only the second owner that I have ever worked with (besides John Detz, Visionary/ Hawaii) who is also the station engineer. This man knows his stuff. He built our showcase facility in Palm Desert, maintains our transmitters and teaches me something new every day. Private ownership will come back to terrestrial radio and save us from Wall Street.
4) Are you wearing more "hats" than you have in the past?
Yes, but you have to ... it's a brave new world! Here is a list of my daily duties:
morning show talent, commercial logs-billing- A/R, National sales with the help of Interep's Local Focus, Local and Regional sales, music logs, approve imaging (updated weekly), supervision of all promotions, talent and brand management.
5) What's one thing that would surprise many people to learn about you?
I followed the Grateful Dead for two summers straight, hitchhiking across the country while attending UC Berkeley in the early '90s and, yes, I graduated and still have some working brain cells. Do you see those butterflies shimmering and expanding in the distance? No? Don't worry about it!
6) Could you give us a little insight into your on-air staff?
Mornings is my alter ego, Mojo. I have a unique and multi-talented midday goddess, Air. She is also a local Rap artist, going by AADYO (AUDIO). She is plugged into everything hip-hop, pop and rock along with hosting and producing our Sunday 7p-8p local artist showcase called "Da Block!" This girl is our three-point shooter for KRCK!
It's true ... Las Vegas does lose! I hit the jackpot with PJ, coming to us from KVEG! He is handing all of our imaging and does afternoons with his partner in crime, DJ SupaJames, who does the Five O'clock Gridlock mix. These guys always have me falling down laughing ... or pacing up and down the halls wondering what they will do next!
At night, we have one of the most recognizable talents in the market: Rikki Diaz. She is the Hispanic soccer mom playing the Hot Hits! Weekends include Movin 93.9's Nikki G, who has an infectious smile in her voice; Pacman, who is one tamale away from a restraining order from our local Mexican restaurants; the TRL Countdown with Sway; the Ringtone Countdown with the incredible Dave Ryan from KDWB; and Grant, our Listener Advocate ... that's our name for Promotions Director, and he's growing every time he opens the mic.
7) If you could add one full-time position to your budget right now, what would it be?
FULL-TIME MOBILE BILLBOARD DRIVER. You know those mobile billboard vehicles?
Imagine taking it everywhere any event is ... even your competitor's concert! Parking it in front of a competing PD's house for hours! Taking the diary return zips and making regularly scheduled runs through those neighborhoods! Great, I just gave everyone my big idea...
8) Who is your favorite air personality not on your staff and why do you like them?
Bert at Q100/Atlanta. No one works harder, smarter and cares about the quality of the show, while reflecting the audience and making them the stars of the show.
9) What is the one truth that has held constant throughout your career?
Roy Laughlin said, "After all, just because we don't get to hear our audience laugh, clap and cheer for us doesn't mean we're any less in show business. They expect to be entertained, and that's what we're here to do ... let's put the "show" back in radio and we will do more business!"
10) What advice you would give people new to the business?
Learn radio sales. Radio is all about having fun while making advertisers happy.If you can master both disciplines -- programming and sales -- you will always have a gig!
Bonus Questions
What's the biggest gaffe you've made on air?
Early in my career, after working afternoons, the night guy didn't show up (before automation), so I did nights. Then the overnight girl was sick, so I did that shift. At 6a, the PD called and thanked me for being a "real pro," then informed me that all I had to do was play Rick Dees Weekly Top 40 on CD, and he would be in at 8a. Everything was going great. Then I forgot to press "Program" on the CD player. Yawned and nodded off... zzzzzzzzzzzz ... the next track was 44 Rick Dees jingles in row! ZzzzzzZZzzzzzZZzzzz.....
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