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10 Questions with ... Rob Zilla
May 29, 2007
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NAME:Rob ZillaPOSITION:Director of Promotions, P/T On-Air Personality and Finder of LunchSTATION:XHTZ-FM (Z90.3) & XHRM-FM (MAGIC 92.5)MARKET:Whole FoodsCOMPANY:Finest City BroadcastingBORN:San DiegoRAISED:San Diego
BRIEF CAREER SYNOPSIS:
KHTS - 1999-2002
KHTS and XHTZ - 2002-2003
WRDW -2003-2004
XHTZ - 2005-2006
XHTZ-FM and XHRM - 2006-Present1. What got you into radio?
I've always been fascinated with radio. Growing up in SAN DIEGO, I was exposed so many great stations and talent. KS-103, the RICH BROTHERS on B100, CHUCK "BOOM BOOM" CANNON, JOJO "COOKIN''" KINCAID, RALPHIE "THE JUDGE" MORENO on Q106 in it's heyday. These stations were larger than life, the air personalities were stars. I wanted to be a part of that. And then in 1990, RICK THOMAS signs on what would become SAN DIEGO's first major hip hop station, JAMMIN' Z90. I was hooked. 17 years later, I'm working at the station that was the soundtrack to my young adult life.
2. Is there another position you want in the programming department at Z90?
Programming? I've never really thought of it. I hear we've got an opening in the executive offices, though.
Who knows? We've got great teams here at XHTZ. Everyone here not only plays their position, but isn't afraid to step up and lend a hand when the need arises. Titles don't matter. At the end of the day it's all about making the station that much better today than it was the day before.
3. What do you think your most important role is as the Promotions Dir?
It's the growth and development of the brand from both a ratings and revenue standpoint. It's finding the balance between the vision of the PD and needs of the Sales Department without compromising the integrity of the brand. But most importantly, it's about putting the listeners first. Giving them a sense of ownership and involvement with the station. It's the difference between watching the show and being a part of it. Our Promotions Department is one part Brand Ambassador, one part Customer Service Representative. That's how you move the needle. That's how you win.
4. SAN DIEGO is home now. What two other market would be fun to work in?
SAN DIEGO is a tough place to beat for a lot of reasons. Z90.3 is a family, and like some families we have our moments of dysfunction, but at the end of the day there's one common denominator: A dedicated, amazing group of people that want to be a part of something greater than them selves. You can't buy that. I, on the other hand, can be bought.
5. What was your last rejected Promotions idea?
I'm not sure I get the question. Are we talking station promotions that I pitch? It's been a while since that's happened, and when it does it's done in a way that you don't think twice about it. Most of our station's stuff promotionally starts out from just shooting the shit... Someone blurting out an idea. That's the seed. We don't reject ideas, we just reserve the right to use them at a later date.
Now rejecting SALES Promotions? Joel would have to invest in new servers if I started writing about that.
6. What's the best place to have a Promotions department meeting?
Some of our best stuff has come out of just hanging out in (PD) Rick Thomas' office. We kick an idea around, fine tune it and put it on the air. It's not so much the location as it is the vibe. You can have all the tools in the world, the coolest vehicles, a grip of T-shirts and other schwag to giveaway, but unless you're vibing with your listeners, both on air and on the streets, you might as well not show up for work.
7. What was the last promotion idea you straight up stole from another station (and customized for you)?
I don't think I've done that in a while, to be honest, but I'm sure someone reading this will eventually call me out on something. Truth is, SAN DIEGO is such a lifestyle market. We're less than 200 miles away from LOS ANGELES, and it's like two different worlds. Things that work in other markets often don't work here, and things that work here might not be the best fit for other markets.
8. Who do you consider your mentor(s)?
My Dad, RICK THOMAS, SERGIO HERNANDEZ, CLAUDINE LEWIS, JERRY CLIFTON, PAIGE NEINABERERER.
9. A freak gravitational shift has added three hours to everyday. What would you do with those extra three hours?
I'd get out on the streets more often. You know the cliché', "You gotta fish where the fish are." I spend a good chunk of my weekends checking up on our sales and community events. I'd just love to be able to just get out in the middle of the day, hop into a station vehicle, drive the hot zips and LISTEN to the listeners.
10. Complete the following: SAN DIEGO needs more ____?
Diary returns for both Z90.3 and MAGIC 92.5. That would make me verrrrrrrrrry happy.
Bonus Questions
BONUS #1: If you were to leave Radio and music today and you could choose any other occupation, what would it be?
Since I've become proficient in dealing with the whining, tantrums, and complaints that Sales folk have to offer, I have a couple of options:
1) A clerk at the DMV
2) Kindergarten TeacherThen again, I always wanted to be a Shamu trainer.
BONUS #2: In a couple sentences...what, if anything, is Radio missing right now?
Funny you ask. Our APD (and night jock) TRE and I talk about this all the time. Radio needs more young people coming up through the ranks with the drive, hunger and "whatever it takes" attitude. For whatever reason, there seems to be a sense of entitlement with this generation... "I interned for a semester, now give me a morning show." But even though the stars of the future are in the minority, we're blessed to have a handful of tomorrow's leaders of the industry working for us right now. From our Z90.3 Promotions Coordinator NAHIR BAEZ, to ROBERT, TAMER, JOSEPH, SHERYL, PHILIP, SKEEZ, PHIL and SEAN on our Street Team, believe me when I tell you that some of us are going to be working for some of them one day
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