10 Questions with ... Jay Shannon

NAME:Jay Shannon TITLE:Vice President Promotion and Artist Development COMPANY:Sony/BMG RED POSITION:PD STATION:KHFI/KFMK MARKET:Austin, TX OWNER:Clear Channel

Please outline your radio career so far:

I began in 1988 doing weekend overnights at KFQX in Abilene, TX, then was promoted to afternoons, then mornings for three years and eventually program director.

From there, in 1992, I went to Texas Tech University where I finished up college while working at KZII as a morning show host and PD. While in Lubbock, I was promoted to Regional PD overseeing about five other small markets along with syndicating our morning show.

2001 - Moved to Austin as PD for KHFI.
2003-2005 - PD for KXXM in San Antonio.
2005 to present - PD for KHFI and KFMK.

1) Congrats on the #1 book! What were the key factors that led KHFI back to the top?

The Bobby Bones Show destroyed the Austin market. #1 12+, #1 P18-34, #1 P25-54 ... Congrats to Bobby, Lunchbox, Amy, Carlos and Alayna on another great book. The show is a true pleasure to work with. All our personalities have excellent work ethics and inspire our other talents.

I felt that Top 40 had another excellent music cycle throughout Summer 2008. Owning artists like Katy Perry, M.I.A., Pink, Rihanna, Chris Brown, etc. continued the mass-appeal presentation and helped attract cume. Our biggest obstacle at this point is technology. However, radio is still very alive and relevant. What we continue to "preach" to our talent is how radio separates itself from iPods. Again, we'll never be able to out-program someone's personal music selection. But, I feel we can "out-ntertain" an iPod. Personalities who connect with listeners through local and compelling content contribute to radio and KISS-FM staying in the game. Listeners can hear Rihanna anywhere. How we serve the music and what is between the records matters more than ever before. Point being, yes, radio is seeing more compression. What that means is: When listeners decide to use you, you had better be running on all cylinders and display the benefits of your station. It's naïve to think we're as important as we used to be, and the fight to keep listeners' attention is harder than ever before. Branding through web content, on-air content and strong personalities (Bobby Bones/Tony Cortez/Cruz) keep us top of mind. We've been fortunate to have a very strong talent lineup that "cuts through" the market. Combine that with a strategic music direction and a strong web presence, and we're able to win the battle. We've converted a high percentage of cume into P1s.

Lastly, I have an excellent team of managers. Mac Daniels (OM) and Pam McKay (Market Manager) are truly pros, and they make the cluster a fun place to work!

2) How would you describe your first radio gig?

A blast ... doing overnights at KFQX in Abilene, Texas.

3) What led you to a career in radio?

I fell in love with the business in high school. I would listen and tape (yeah, on cassette) KEGL and Y95 out of Dallas. I also could pick up K104 on "cable"... and was fascinated from day one.

4) How would you describe the radio landscape in your market?

Very competitive, certainly among the 18-34 audience. 101X - Alternative, Hot 93.3 -Rhythmic, Mix 94.7 - Hot AC, and you can't leave out Country KASE 101 (at least not in Texas). We just recently lost a Rhythm competitor, which further compressed the market. All of our competitors are strong brands. I'll give them credit; they keep us on our toes!

5) What makes your station unique? How would you compare it to other stations you've worked at?

The talent. No doubt. Starting with the Bobby Bones Show, Tony Cortez and Cruz ... all are just incredible. Positive attitudes, excellent work ethics and a true desire to win.

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

Of course, it's impossible not to. HD oversight, Online oversight, programming two stations, consulting another ... yeah, I'm wearing more hats ... but honestly, I love that aspect. It's challenging and rewarding.

7) What is your favorite part of the job?

The people I work with. That even includes our sales department. Yeah, I said that ... just a great group of people who love the station, the format and our cluster.

8) What artist would we be surprised to find on your iPod?

Ha. ... 2Pac, Lil Will, B hamp, David Banner, Damn D and Nelly ... I don't know why, but I've always loved good Hip-Hop.

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

Full-time online manager. We obviously have a web dept., but one person for KISS would be my desire.

10) What is the one truth that has held constant throughout your career?

Love what you do, work hard and treat people as you would like to be treated ... and success will come.

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

The "Oasis" (restaurant) on Lake Travis.