10 Questions with ... Dave O

BRIEF CAREER SYNOPSIS:

• KFRX/Lincoln, Swing (May 1997-January 2004)
• KMXV/Kansas City, Swing (May 2002-May 2004)
• WNKS/Charlotte, Ful-time late nights (May 2004-September 2006)
• WAPE/Jacksonville, Nights/AMD/Public Affairs Dir. (September 2006-December 2008)
• KMXV/Kansas City, Afternoon drive/Dir./Weekend Programming January 2009-current)

1) What led you to a career in radio?

Cutting Crew, Mr. Mister, Information Society, ABC, Tears For Fears, Swing Out Sister ... I LOVED that music ... and was fascinated hearing it on the radio. I thought it was so neat that anyone could be listening anywhere -- and you never knew who it was. From the age of five and on, I would spend my allowance on 45 records, cassette tape singles and later, CDs, and had my own fake radio station in my room. I used my mom's rubber turkey baster as my first mic. That '80s "British Pop Sound" hooked me and still does to this day.

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

Competitive. Ultra-competitive. With a lot of great radio stations. A lot of mouths and not enough pie.

We're going up against another Top 40, an Urban, two Adult Hits, a couple of ACs, etc, etc. We focus on 25-54 women so it's a tough ballgame to win, but we have been blessed with some terrific PPM "magic" that hopefully will continue.

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

Absolutely. I didn't do ANY production until my third year of being full-time in radio. Can you imagine that? Not even a dub!

Nowadays, there is consistent production, which is great, because I've started to enjoy it. We also do a number of spec spots here locally, which is great for potential clients, and I take pride in those ... even writing many of them. I am also in charge of putting in all of our weekend shows and doing the corresponding paper work. And while our midday girl is on maternity leave, I also update "What's Happening" daily. Of course, approximately 90 minutes of prep each day for my show!

I enjoy having responsibility and it feels nice leaving work each night knowing you accomplished a lot and busted your tail.

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

Being an entertainer and creating a local social network over the air while ALSO keeping in mind that it's the PPM World and its 2010, where listeners have more choices than ever before. "Forward momentum" is more important than ever.

With that said, if you are relatable and entertaining and having FUN, with actual content, you're going to excel. However, you also have to do so within reason and remember what you are going up against. Prepping is key ... that goes back to "wearing more hats" than usual - just having the discipline to plan and make content better and on target.

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

I don't have a favorite, I just have a list of other jocks and programmers who I admire and who inspire me. People I can go to whenever I need advice or want to talk radio include, but are not limited to: Eric Tyler (Seattle), Chase Daniels (Atlanta), Tony Travatto (San Antonio), JR Ammons (fee aent), Chris Michaels (Mobile), Adam Michaels (San Antonio), Ryan Sampson (New York), Cat Thomas (Austin), Dan Holiday (Kansas City).

6) Who would be a "dream guest" to have on your show?

Julia Stiles. I have a great idea for a bit with that and for creating "buzz." I've tried to contact her people a couple of times throughout the years. but seem to never get a response. Anyone have a connection?!?

7) I understand that this is your second stint at KMXV. Trace your career path and experiences for us.

Sonny Valentine, who is one of the most underrated PDs of the 1990s, hired me at the ripe age of 16 at KFRX/Lincoln, NE. I became the Sunday board op for Casey's Top 40 and Rick Dees Top 40, doing weather once an hour and pushing buttons, doing carts, CDs, reel to reel ... it was the best. The full-time overnight guy got mono that summer and I was a live body to do overnights. Sweet. On-air, 16, drunk sorority girls calling ... and me. What could be cooler?

Sonny was an absolute GENIUS when it came to developing talent. She calls me her biggest success story. Simply put, I was absolutely worthless from 1997-1999. Just awful. She has even told me, "There was an aircheck session when you came in one day, when I was going to tell you I was pulling the plug on you. But then I heard one break on that tape, one single break, which made me believe." I can't thank Sonny enough, and she deserves big-time credit for the more than 10 air staff members who went directly from Lincoln (market #176) to top-30 markets during her tenure.

My later KFRX days saw me sounding much better and were spent under current Sirius Hits 1 APD and "Morning Mashup Man" Ryan Sampson. KFRX was his first PD gig and they couldn't have found a better one to replace Sonny. One of the sharpest radio guys I know ... and if you mention anyone in the industry, he somehow knows them. Or his dog once dry-humped another dog who knew that jock's pool boy. I swear, Ryan knows everyone. Great guy.

As charmed as my life was starting at 16 on a Top 40 monster in Lincoln, it got even more so when Jon Zellner and Ponch hired me to work swing at KMXV/Kansas City, while I lived three hours away in Lincoln. I would drive down to KC every two weekends during my last two years of college and work Saturday nights, 6-10p.

If you know Jon Zellner at all, you know how professional he is. That's the first word that comes to mind about Zellner - professional. In all aspects. Thorough. All over things. Nothing gets by him and nothing/nobody is too small. Everyone is a part of the team. Not to mention, if you have any "Brady Bunch" questions or need a song intro time from a #33 record on the 1987 Top 40 chart, he is the man.

Ponch I will get to in a bit, after this thing comes back full circle...

John Reynolds gave me my first full-time radio gig doing late nights at WNKS/Charlotte after I graduated college from the University of Nebraska and left Lincoln and KC. John is as big of a believer in live and local radio as you will find - we used CDs and he refused to let music be put into Audio Vault because he wanted 24/7/365 live, no exception.

John ran WNKS like it was Z100 in New York or Kiss in Dallas, both radio stations he had worked at before. We had five station vehicles, new T-shirts, coats, jackets, hats, seemingly monthly. Big-ass promotions, all the time. We were in the clubs six nights a week. And we had a syndicated morning show, Ace & TJ, based out of the complex. Plus other unbelievable jocks like Eric Tyler, Chad Rock (a..ka. Artie The One Man Party), Adam Smasher ... wow, what a gig.

Next it was off to add two more "Hall of Fame" PDs to my list in Cat Thomas and JR Ammons at WAPE/Jacksonville. Cat hired me after visiting his sister in Charlotte and hearing me filling in for Chad one afternoon. He told me I had no clue he was listening, but I blew him away with my show. That is what sold him. That very statement to me has become a staple in my focus and preparation for each show and break. You never know who could be in town listening, and maybe only hear one or two breaks. If you want to be sure they'll be impressed, then you better NEVER have off days or breaks. Never half-ass it. Always bring it.

Halfway through my time in JAX at the legendary "Big Ape," Cat departed for Austin, TX, and JR arrived from this little station in Kansas City called KMXV.

He is currently a free agent after departing Star in Atlanta and I want to make it clear to anyone looking for a terrific PD, if you want to win and you want a winner, hire JR. And if you want someone who will treat your people like human beings and motivate the staff, hire JR. A great friend who I owe a lot to. He always went to bat for me.

And finally, I'm back, to where I've always wanted to be ... afternoons in KC at KMXV. Big shoes to fill after replacing a market legend. Could I do it?

Yes, thanks to a terrific team and Ponch having this radio station plugged into the community as much as any I've ever worked for. Ponch knows MUSIC, not just Top 40 music, as much as anyone I've met.

Not only this, but Ponch understands that radio should be FUN and ENTERTAINMENT, not an iPod filled with sporadic commercials and boring/useless DJ chatter about stuff nobody cares about.

Ponch hires a staff and he lets them do their job. He believes in them. If he needs to pull us back, he will, but it's rare, because he hires professionals who are at the top of their game.

Jeff Sanders (EVP/ Programming), Rocket and Teresa, Jenny Matthews, Steve Serrano... what a team we have here!

8) What is it about our industry that keeps you wanting to do it for a living?

Being on the air everyday is a rush. Still. After 13 years, it's in my blood. It has to be ... in order to do this for a living and long-term. It is both the most frustrating and rewarding career in the world, I'm certain. But I feel "at my best" when I'm on the air, and that is an awesome feeling to have.

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

On life support. Which is horrible for everyone involved.

If you think about it, it's a vicious cycle.

First of all, there is NOWHERE for new talent to be developed and refined. Look at me and how God awful I was. I needed lots of mic time and a capable programmer to work with me to refine me. Nowadays, there aren't live overnights or even live weekends most places, so where is somebody new supposed to be "broken in?" And further, with more and more people becoming PDs now after having very few people work with them, even if they were to have the resources to have part-timers, would they know how to coach them and break through to the underdeveloped talent? And for that matter, since they were often times thrown into a job with limited experience and coaching, are THEY even refined?

With all that said, you can't blame companies for not having the resources to spend on talent, considering the hurt radio has felt in recent years, plus, considering the fact that there is very little up-and-coming talent. There's very little talent because we lack the resources to have that talent.

It's a nasty vicious cycle and it's sad, because radio will always suck compared to an iPod unless there is CONTENT and FUN coming through the speakers. If it's just music and commercials and liners, it's a messy iPod and especially for Top 40, you can own the entire station playlist for under $50 on iTunes and be done with radio.

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

I'd make it FUN again. I'd make it as local and live as possible, as long as you have the resources to WORK with the talent and make them players in the game.

All in all, I'd focus on CONTENT and how to create that relevant sound. It is a combination of all facets of a radio station working together and respecting each other in order to make that happen. In this day and age, that is tough. Very tough.

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

Some of the beautiful women who shop on the Country Club Plaza! Oh, and the fountains are nice down there, too.