10 Questions with ... Eric Tyler

NAME:Eric Tyler POSITION:Music Director/Afternoons STATION:KBKS MARKET:Seattle OWNER:CBS Radio

Please outline your radio career so far:

Nights/MD - (now defunct) KHTO/Springfield, MO 1999-2001
Nights/MD - KHTT/Tulsa 2001-2003
Nights/AMD - WNKS/Charlotte 2003-2006
Nights/Afternoons/MD - KBKS/Seattle 2006-present

1) What led you to a career in radio?

Alcohol. Seriously. It was alcohol. I was out one night in college and stumbled by a place that KHTO in Springfield, MO was doing a club remote at. I saw the jock pouring liquor down a bunch of girls' throats on top of the bar and I said to myself, "I wanna be that guy." I applied as an intern the next day.

2) Are you wearing more "hats" than you have in the past?

Absolutely. You have to. It's just like anything else -- the more you know, the more valuable you are to your particular company. Plus, they make me.

3) What is your favorite part of the job?

We still have creative freedom here. We can go on the air and do a show. If we like a particular track, we can put it on the air. If we want to give something away, we go and we get it. It's the way it should be.

4) What is the most challenging part of the job?

Paperwork. A lot of paperwork. We have vowed that the number of letters we have to have drafted and signed will not -- and never will -- affect what goes over the air. If I need four letters for an artist meet-and-greet, appearance and interview ... done. Don't get me wrong, I love more than anything to be compliant, but my head hurts from all this paperwork. I need a nap.

5) What's one thing that would surprise many people to learn about you?

I was a five-time Junior Olympian in racquetball. Seriously.

6) If you could add one full-time position to your budget right now, what would it be?

Without a doubt, someone to handle all legal and compliance matters in our building. It would free up a lot of time for everyone in our programming and promotions departments. Plus, my head hurts (see #4).

7) What was your favorite station to listen to when you were a kid?

I grew up in Rockford, IL. My elementary school was practically right behind WZOK's studio and tower. I also spent many late weekend nights playing with a huge antenna on top of my house trying to pick up the mixes from B96 in Chicago.

8) What advice you would give people new to the business?

Best advice I ever got about being on the radio: "It's not how you act, it's how you react." Oh yeah, and "if they sound 24 years old on the request line, they are 15."

9) What is the current state of the radio "talent pool?"

I'm very fortunate to work for a company that still believes in manufacturing talent. Outside of myself and our morning show, the entire staff is from the Puget Sound area. We have at least 10 part-time on-air staff members, not to mention a full crew of part-time promo people who we pull new and upcoming air talent from all the time. It helps that we are still live and have actual humans in the studio 24/7, 365 days a year.

10) What would you like to do to save radio from its "dying-industry" image?

Is it really dying? I'm not sure. First and foremost, we must embrace new technology and be able to adapt. The Internet and iPods aren't going anywhere. So, how do we set ourselves apart? If you cut back on content, personality, promotions and street presence ... then the only difference between you and someone's iPod are the commercials you play. You shouldn't be afraid to give away iPods pre-loaded with Lil Wayne's new CD and podcasts from your morning show. Your audience is going to get them anyway; they might as well get them from you. Find out where your audience is at and go to where they are, not the other way around. Think about how much time we spend telling people where to go ... "join us here" ... "hey, come see us there." Showing up unannounced in someone's city, town, school, work, etc. just to say "hi" and hand out some music download cards and free stuff goes a long way. I could go on, but I think I'll stop there.

For someone vacationing in your market, what one thing would you say they "must see?"

Start by going over to Daniels and grabbing a steak, then hit up Die Bierstube in the U-District and drink some German beer, then roll over to Safeco and catch an M's game (good tickets still available this year ... I promise). You can tell what I do on vacation.