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10 Questions with ... Tommy Del Rio
April 8, 2008
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NAME:Tommy Del RioPOSITION:OM/PDCOMPANY:Buckley RadioBORN:San Jose, CARAISED:San Jose, CA
BRIEF CAREER SYNOPSIS:
KDON/Monterey-Salinas 95-98, KWWV/San Luis Obispo 98-00, KSEQ and KIOO/Fresno-Visalia 00-04, Added KKBB/Bakersfield 02-04, XMOR/San Diego 04-05, KBMB/Sacramento 05, KSEQ, KIOO, KYZZ 06-Present,
1. Why radio?
I love radio! I loved it when I was a kid, listening to every DJ, playing a DJ, doing homemade segues and promos, recording all the stations on cassette tape (which I still have)... Ok, I'll stop there... I sound like a geek now.
2. What did you find valuable about your stints in San Diego and Sacramento?
Beating the heritage Top 40/Rhy stations in each market Persons 18-34 was very valuable to me. I beat Z90 in San Diego by 1/10 of a share! And, I left Sacramento # 1 in the demo.
3. How has your day changed since coming back to KSEQ?
I am better with time management. As you grow and learn in a PD position you realize not to sweat the small stuff and focus on what really matters to keep the station successful. I still do daily To Do lists to keep me sane.
4. You've added programming responsibilities at Buckley Radio's Monterey/Salinas Top 40/Rhythmic KYZZ. How are you finding handling both stations?
There are some challenges being 200 miles away and hearing the station on a listen line each day. But, it a great opportunity to be able to program different formats in different markets for my company. It has helped me become a stronger programmer and manager, for sure.
5. Give us a quick word or two about your staff at KSEQ, KYZZ, and KIOO?
Passionate and Hard-Working! My staff is dedicated to winning on-air and in the hallways.
6. Who do you consider to be your mentor(s)?
I have learned a lot internally from Kathy Baker, our West Coast VP, and Ray McCarty, my VP/GM. They have been the best managers in my career to help me grow over the years. You really don't get that from most companies anymore. Outside our company, I have gained from Steve Smith's knowledge of the format and have always had an admiration of Michael Martin. He is a product guy and I learned a lot from listening to his success over the years.
7. Buckley Radio is a relatively small radio company that allows its programmers close proximity to the company's owners and executives. How is your relationship with them?
Rick Buckley and Joe Bilotta visit our markets at least once a quarter. It is the only company I have worked for where you receive a lot of support from the Owner and COO. They are really down the Earth and believe in letting the PD run the product. I am able to have full autonomy of the stations and take some risks, make some mistakes, and learn from them. It has definitely attributed to much success in each of our clusters.
8. You've been the PD at KSEQ for quite a while. What excites you everyday when you come in to work?
Every day is different. I am the PD, mentor, problem solver, counselor, creative source, babysitter and occasionally get to bail someone out of jail, guy. It is radio and it has been in my blood ever since I was a kid. I love every aspect. And when you think about it... We all have bad days, but being able to work in this industry... a bad day, really isn't a bad day after all.
9. The two stations keep you awfully busy. What do with the little spare time you have?
I love to gamble, and always find time for that. I think my tax guy counted it as my second job this time around.
10. What do you see as the biggest challenge facing radio today?
The biggest challenge is finding PDs who will work hand in hand with sales, AND understanding the importance. It is usually the two departments that clash frequently in most companies, and it doesn't seem to cut it anymore. As the economy changes, you have to adjust to the change as well. I have been more involved with sales proposals, online advertising, budgeting, going on sales calls, and sales promotions.
Website advertising is becoming more and more common as well. So, you have to work with sales to help them understand the value. Besides, no one knows the scope of the product better than the PD, so you should be the valuable tool who will help sell it, rather than fight against every sales promotion that ends up on your desk. Companies rarely turn away potential revenue, so you have to make it work. And, make it work to benefit everyone.
Bonus Questions
What song, in rotation now, always seems to make you want to smile when you hear it on the station(s)?
Rick Ross - the Boss. And, not just because I am the boss... It's infectious!
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