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10 Questions with ... Mark Landis
June 15, 2010
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BRIEF CAREER SYNOPSIS:
Over 27 years in combined radio and records. From Imaging Director to mornings, to PD and record promotion for RCA. Back in radio since 2003 for CBS, then the stations were sold to Border Media and I was made VP three years ago. I do a lot of voice work for radio and TV, including the local ABC-TV station in San Antonio. I also write, direct, and produce all of our original, innovative TV commercials for multiple formats.
1) How would you describe your first radio gig?
It was after college radio ... KILE/Galveston TX afternoon drive. It was awful. I couldn't give things away. It would be like, "Okay, if anyone calls ... you win this album." But I was getting paid to be on the radio, so how bad was that, really?
2) What was your favorite station to listen to when you were a kid?
I grew up in Houston and my dream station to work for was always KRBE. I would run home from school in time to hear the afternoon guy come on, "Roger W.W.W.W. Garrett." I thought he was the coolest guy ever and knew that I had to do that. I met him later in life doing records for RCA, and I gushed like a little kid ... it was very embarrassing.
3) What's the coolest promotion you've EVER been involved with?
It was 1989, while at Top 40 KKBQ/ Houston. Roy Laughlin was the Sales Manager and we came up with this very cool club promotion for Christmas. We broadcast the music from the club over the radio anyway that night, so everyone who came into the club was given a promotional Coke can filled with a Sony Walkman. The club was decked out in a snow and Christmas theme, and all the people danced to the music that was being broadcast on the radio and in their headphones, but inside the club, it was quiet. It was called-"Silent Night at 6400" (The name of the club). Brilliant! Roy, as always, made a boatload of money.
4) What artist would we be surprised to find on your iPod?
Oh, I think you'd be surprised to hear most of the music on my iPod. I love Country, so there's a lot of that there, because ... I'm from Texas! Plus Andrea Bocelli, Frank Sinatra, Billy Holiday, John Coltrane and right now, I'm really into Muse. "Resistance" is amazing!
5) What's one thing that would surprise many people to learn about you?
I'm all about education. I have a degree in Liberal Arts and working on another one in Psychology and an MBA. I sit on and chair college advisory boards for radio, TV and film, as well as music business programs.
6) Could you give us a little insight into your on-air staff?
On KTFM, Woody & Robynne do mornings. Woody had a successful run at KXXM before they let him go to add Kraddick to the market. Middays is CJ Cruz -- San Antonio market vet, 10 years doing middays at KISS. Stick just joined as MD/afternoon drive, and we also have Dominique and Joe Nasty doing weekends. Our goal is to be live and local as much as possible.
7) What is the current state of the radio "talent pool"?
Dismal, but what do you expect to happen when accountants start making decisions instead of programmers on whether to use live talent or "voicetrack?" We saw this coming 10 years ago and knew that the "farm system" for radio was being depleted by the voicetracking. Now, it is becoming commonplace in major markets. That is disgraceful.
8) What is your favorite part of the job?
Getting out of meetings and creating funny or creative stuff for the air. Also, I love writing and directing content for web or TV.
9) What is the one truth that has held constant throughout your career?
In both radio and records there is one constant ... it is all about the relationships. That is why if I am sitting at my desk, I always pick up my phone and try to call everyone back. You might not like the answer that I give you, but at least you have a dialogue and a relationship with me to get the info to relay to whomever you answer to. In a tie, relationships always win!
10) What advice you would give people new to the business?
Learn your product. If you're new in radio, learn your craft and get to know people. If you're in records, learn your radio stations and what direction they lean before wasting their time on things that are not right for the sound of that station. Learn that there are going to be fluctuations in a weekly rotation and stop being the Mediabase police. To programmers, pick up the phone. The record guys aren't "the enemy."
Bonus Questions
What did you want to be when you were growing up?
Hopefully, I never fully will. I always want to be that kid who got excited about "hitting the post" of a great song. Every day, I feel like I'm still learning more, whether it is through the new social networking applications or future alternative delivery systems. Either way, they're always going to need great content and I want to create that.
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