10 Questions with ... JR Ammons

NAME:JR Ammons TITLE:PD STATION:KMXV - Mix 93.3 MARKET:Kansas City OWNER:Wilks Broadcasting

Please outline your radio career so far:

I started radio in college at Central Arkansas. I did overnights and then eventually nights at KKYK/Little Rock with Greg Rolling as PD, then nights at WZZU/Raleigh with Steve Brill as PD. Next, I did nights at B97/New Orleans with Greg again and Joey Giovingo, then nights and afternoons with Mike Easterlin & Myra Simpson at WAQQ/Charlotte. I did afternoons at WFMF/Baton Rouge, then spent 11 years at Star 94/Atlanta, the first seven as APD/MD then the last four as APD/Promotions Director.

1) What are the significant differences in market dynamics between Atlanta and Kansas City?

The obvious answer would be the make up of the market from an ethnic standpoint. Whereas Atlanta's population is close 36% ethnic, KC is under 18%. And then the competition ... People used to say Atlanta was "under radio'd." Not anymore. The competition there is fierce. You've got 10 stations clumped together tight. The difference between a 2.5 and 3.5 can be the difference between being in the top 10 or barely being in the top 20. Kansas City, although very competitive, would be tough to compare to Atlanta.

2) Mix seems to be moving in the right direction since your arrival. What adjustments did you make?

The easier question would be "what didn't we adjust?" Mix had been without a leader for four or five months prior to me getting here, so there was definitely some work to be done. But, as much work as it was, it was fun too. I had come from a place (Star 94) that is run like a finely tuned Mercedes. We had systems in place at Star that had been really successful over a long period of time from a programming and business standpoint. So coming in and being able to implement some of what I was exposed to in Atlanta has been great. The team here was open-minded from day one. The bottom line is that the folks here just really want to win. KMXV, at one point, was one of the most respected set of call letters in radio, and everyone here wants to regain that status.

3) You have some seasoned veterans on air there. Run down your lineup for us.

I'm sure every PD in America says this, and most of them mean it, but I couldn't be more sincere when I say I wouldn't trade any of the people we've got here.

In mornings, Rocket & Teresa (and Ponch) have been at Mix for seven-plus years. There have been a couple of different combinations of talent on the show over the past few years, but I think now we've found the right formula. They are three people who, in the truest sense possible, live their lives on the radio. For better or worse, Mix listeners know everything about them.

From the day I got here they welcomed me into their world with open arms and allowed me to offer up lame idea after lame idea, and they STILL haven't thrown me out. I think they are hitting on all cylinders right now from a content standpoint, as evidenced by the fact that they just posted the biggest 12+ month they've had since August of 2002. To still be setting the bar higher, after seven years at Mix, shows me that they still have the desire to be the best morning show they can be.

Jenny Matthews handles middays for us. Jenny was the fourth player on the morning show when I got here, and I just couldn't get away from the fact that I thought she deserved a bigger role on the station. Her work ethic and passion for Mix is incredible. She's married and at a point in life that she can 100% relate to and with the Mix audience. Jenny does a very phone-intensive midday show with lots of showbiz news and even artist interviews. I've never been at any Top 40 station where there was an opportunity to actually promote the midday show as something more than a personality with music, but the opportunity arrived here when Jenny took over, and she's been really successful in a very short period of time. After six straight books of middays being ranked fourth or lower in 25-34 females, Jenny has now been #1 two in a row, and she's just getting started. On top of everything I've already said, she is literally one of the best air personalities I've ever heard.

The MAN in afternoon drive is Kelly Urich. Kelly's been at Mix for 12 years -- an incredible run. He is easily one of the most prepared jocks to walk into a studio as I've ever been around. The guy does hours of show prep a day and STILL manages to talk about the things that I want him to talk about! He is one of those people that amaze me, in that he sees the world from a different viewpoint. He is very, very creative and funny. I have laughed out loud in my office more times than I can count listening to him. And, to top it all off, he is the rock on the station from a ratings standpoint, consistently at the top in every demo that's important to us. Kelly is a "radio guy" and entertainer in the purest form. Back in the day, when I was a jock, Kelly would've been the guy that I wanted to sound like; at the end of the day I just didn't and don't have the talent to get there. He does, and it's on display daily.

Where to begin when talking about Cabana? I'll start with what impresses me most about him. How many PDs around the country can say, without hesitation, that their night guy will one day be a terrific Program Director? I can. Cabana is not only ultra creative (on the same level as some of the best morning show producers) but he also sees the bigger picture. He has a terrific grasp on the "process." Why we do the things we do and what we're trying to accomplish. He's been a terrific asset from a music standpoint. He's very in touch with the Mix "sound" and what type of records will be successful here. I've told him that in Atlanta, Dan Bowen, Michael Chase and myself had a very unique relationship. There was a sense of trust among us -- that each of us brought something different to the party and we all respected each other because of those qualities. He and I are quickly developing that trust. As good as he is as an air talent, he is going to be an even better programmer.

Jen Driskell is a relative newcomer to radio and has grown so much in a very short amount of time. She handles late nights for us and is a real contributor to the overall success of Mix.

One other person I need to mention: The very first person I hired when I got here was a guy named Joel Roberts. We got him from the Citadel cluster in Oklahoma City. He does all the imaging for Mix, and he's been a godsend. Seriously, he does some crazy things in that studio and has really taken Mix to another level from an imaging standpoint -- some of the best stuff I've ever heard. I'm so proud of the way he makes us sound. I, of course, take the credit for all of his work.

4) What's your take on electronic ratings? Are you looking forward to the arrival of the People Meter in KC?

To be honest with you, I don't know enough about this to speak intelligently on the subject. I've read most the stuff that has been written, both pros and cons, and I think I'm just one the guys who just wants to know that regardless of what agenda is being pushed, if at the end of the day we end up with the most accurate method possible to measure audience levels, then I'm all for it. There are people much smarter that could offer a better opinion than me.

5) How research-oriented are you? What is your opinion of online research?

Well, I would have to say that my opinion of research has varied as I've progressed throughout my career. For the first few years I was involved in the decision-making process, I was so intimidated by the amount of research that I was exposed to on a regular basis, I think I allowed it to form opinions for me -- kinda like letting a program write a letter for you instead of using that program to write the letter yourself. Now, I look at research as just a percentage of the process. There are so many flaws in the way traditional call-out and Internet research is conducted and presented that it's dangerous to move blindly forward without taking into account all the different indicators at our disposal. I would never turn down the opportunity to have more information, but I think now I'm more at peace with how to use it.

6) How would you describe your first radio gig?

My first professional radio job was to run St. Louis Cardinal baseball games on KCON-A/Conway Arkansas. The highlight of my shift was that at the top of every hour I got to shine. "You're listening to Cardinals baseball on AM 1230 KCON/Conway ... the voice and choice of Central Arkansas for more than 50 years..." My mom was so proud.

7) What is your favorite part of the job?

Before becoming a PD, I was afraid that there was something that (Dan) Bowen was keeping from me. And that when I finally got a PD job, he would let me in on the secret he was keeping. Well it turned out he had been teaching me the things I needed to know all along, and that is that being a PD is as much about dealing with people as it is about rotations and promotions and marketing. Over the past eight months I've realized that the thing that makes Dan as good as he is, is how he treats people. Everyone's different and has to be talked to and motivated differently. That is the thing that I've enjoyed most in this job -- getting people to buy into something that you feel so passionately about, and seeing the look in their eyes when it comes together and clicks. It's more rewarding than I ever thought it would be.

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

Oh, probably Rick Springfield. I've got everything he's ever done. I'm a huge fan, seen him a bunch, met him once. I was a total geek.

9) Who is your favorite air personality not on your staff, and why do you like them?

I think Craig Hunt (he's in Denver now) is one of the most talented air personalities ever. I like him so much, because not only is he talented and funny and bigger than life on the radio, he's also one of the most down-to-earth, nicest guys ever. We haven't spoken in a while, but I have a ton of respect for him.

10) What's the best sweeper/liner you've ever heard?

I think my favorite sweeper ever was one that I can look back on now as a programmer and say that it had absolutely no value whatsoever ... goes back to KKYK in Little Rock when I was a night guy. Mark Driscoll voiced it, and it sounded huge: "It might be LITTLE Rock ... but this is BIG TIME Radio ... FM 104 ... KKYK!" See, doesn't really say anything. It just sounded cool!